Chapter 16—Communicating Research Results
TRUE/FALSE
1. Only research reports that are customized for the project it represents can be formally called “research
reports.”
2. The report format is a standard outline that marketing research reports use as a guide to make sure that
the key elements are presented in a logical and usable order.
3. Just to be safe, the general rule is to include all the parts of a formal research report for all projects and
leave it up to the client to decide which information is useful.
4. Research reports are a form of creative writing.
5. A title fly page lists only the name of the report.
6. Relatively formal and very formal research reports include a letter of transition, which has the purpose
of releasing or delivering the report to the recipient.
7. The letter of authorization is a letter written by the researcher that details who has responsibility for the
research and describes the resources available to support it.
8. The executive summary of the research report should be written before the report itself is written.
9. The body of a research report begins with a methodology section.
10. The results section of a research report should include summary tables and charts.
11. The limitations of the research study should not be discussed in the research report.
12. Detailed and comprehensive tables should be presented in the appendix of the research report.
13. The outline for a basic research report is the same as that for an applied research report.
14. Graphics used in a research report do not need to be interpreted for the reader in the text of the report.
15. The bannerhead heads of a table contain the captions for the columns of the table.
16. The purpose of charts in a research report is to translate numbers into a visual form that displays the
relationship between the numbers.
17. The main advantage of using charts is that they are not subject to distortion.
18. Eight slices in a pie chart is a typical maximum.
19. The most common independent variable for line charts is time.
20. The purpose of an oral presentation of a research report is to present all of the details of the research.
21. Thorough preparation and practice for an oral presentation of a research report is one of the keys to an
effective presentation.
22. An effective oral presentation of a research report is one that is consistent across all audiences.
23. A good rule-of-thumb for an oral presentation of a research report is to not be redundant.
24. One way to communicate a research report to the managers of an organization is through the
organization’s Intranet.
25. When a researcher contacts a decision-maker after the decision-maker has had a chance to read the
research report to ask if any part of the report needs further clarification, this is known as a research
follow-up.
MULTIPLE CHOICE
1. A written statement of a research study and its results is known as a _____.
a.
communicator
b.
medium
c.
field of experience
d.
research report
2. The standard outline of a research report is known as the _____.
a.
results
b.
report format
c.
introduction
d.
summary
3. Which of the following is an element of a research report?
a.
title page
b.
executive summary
c.
body
d.
all of these choices
4. Which element of a research report should state the title of the report, for whom the report is prepared,
by whom it was prepared, and the date of releases or presentation?
a.
preamble
b.
appendix
c.
letter of transmittal
d.
title page
5. Formal reports often include a(n) _____, which lists only the name of the report.
a.
title fly page
b.
executive summary
c.
transmittal agreement
d.
blind title page
6. A researcher is writing a letter to include after the title page of a research report. The purpose of this
letter is to release or deliver the report to the client rather than provide detailed information of the
research findings. This letter is called the _____.
a.
letter of authorization
b.
letter of transmittal
c.
introductory letter
d.
formality letter
7. The document to the researcher that approves the project, details who has responsibility for it, an
describes the resources available to support it is called the _____.
a.
letter of authorization
b.
letter of transmittal
c.
introductory letter
d.
formality letter
8. The last thing that should be written in a research report is the _____.
a.
summary
b.
results section
c.
conclusion
d.
appendix
9. All of the following are elements of the executive summary of a research report EXCEPT _____.
a.
recommendations, or suggestions for action, based on the conclusions
b.
objective of the report
c.
the methodology and the major results
d.
detailed charts and tables with results
10. The specific objectives of the research report should be presented in the _____.
a.
appendix
b.
introduction
c.
results
d.
recommendations
11. All of the following are included in the research methodology section of a research report EXCEPT
_____.
a.
results
b.
data collection and fieldwork
c.
sample design
d.
analysis
12. Which aspect of the research methodology section of the research report should include an explanation
of whether the research was exploratory, descriptive, or causal?
a.
sample design
b.
research design
c.
analysis
d.
data collection
13. The findings of the study should be presented in the ________ section.
a.
results
b.
recommendations
c.
appendix
d.
research methodology
14. In the research report, the “suggestions for actions that should be taken” appears in which section of
the report?
a.
title page
b.
introduction
c.
conclusions and recommendations
d.
body
15. In which section of the research report should comprehensive or detailed charts be placed?
a.
introduction
b.
body
c.
executive summary
d.
appendix
16. Jan has several very detailed and complex charts of results from a six-month research study. She
created them mainly for justification of some of the recommendations she plans on making to the
client, but they are not necessary for understanding the research project’s results, in general. Where
should Jan place these charts in the research report?
a.
executive summary
b.
body
c.
appendix
d.
methodology section
17. When a researcher uses pictures, tables, or charts to clarify complex points or emphasize a message in
a research report, he or she is using _____.
a.
verbal elements
b.
medium elements
c.
graphic aids
d.
formalizers
18. All of the following are elements of tables EXCEPT _____.
a.
source notes
b.
title
c.
stubheads
d.
explanatory legends
19. Which of the following contain the captions for the rows of a table?
a.
boxheads
b.
footnotes
c.
source notes
d.
stubheads
20. In which type of chart do the slices represent a percentage of the whole?
a.
bar chart
b.
line chart
c.
column chart
d.
pie chart
21. In a typical line graph, the ______ variable is shown on the vertical y-axis and the ______ variable is
shown on the horizontal x-axis.
a.
dependent; independent
b.
ratio; nominal
c.
independent; dependent
d.
primary; secondary
22. In the typical bar chart, the ______ variable is plotted on the vertical y-axis while the ______ variable
is plotted on the horizontal x-axis.
a.
independent; dependent
b.
nominal; interval
c.
dependent; independent
d.
ratio; ordinal
23. A researcher wants to show the number of brands of e-readers sold (e.g., Kindle, Nook, etc.) by year
for a three-year period. Which type of chart is best to communicate this information?
a.
pie chart
b.
line chart
c.
simple bar chart
d.
multiple-bar chart
24. Which of the following highlights the most important findings of a research project and provides
clients with an opportunity to ask questions?
a.
oral presentation
b.
written report
c.
bar chart
d.
pie chart
25. When a researcher contacts a client after the client has had a chance to review the research report, this
is referred to as a(n) _____.
a.
oral presentation
b.
letter of transmittal
c.
letter of approval
d.
research follow-up
COMPLETION
1. An oral or written statement of the results of the research study, its strategic recommendations, and its
other conclusions presented to a specific audience is known as the ______.
2. The arrangement of the parts of a research report needed to create a good report is known as the
______.
3. The part of a research report that releases or delivers the report to the recipient is called the _____.
4. The last step in the writing of the research report should be to write the ______.
5. The part of the body of the research report that discusses the specific objectives of the research project
is known as the ______ section of the report.
6. The part of the research report body that must explain technical procedures and findings of the
research in a manner appropriate for the audience is called the ______ section of the report.
7. Any material that is too technical or too detailed should go in the element of the research report called
the _____.
8. The pictures and diagrams included in the research report that are used to clarify complex points are
known as ______.
9. In a table, the titles of the rows of the table are known as ______.
10. _____ contain the captions for the columns in a table.
11. If a table is based on material from one or more secondary sources rather than on new data generated
by the project, this should be acknowledged in the table’s _____.
12. The typical maximum of slices in a pie chart is _____ slices.
13. A bar chart that shows how multiple variables are related to the primary variable is called a(n) _____.
14. The purpose of the _____ is to highlight the most important findings of a research project and to
provide an opportunity to ask questions.
15. Recontacting decision makers and/or clients after they have had a chance to read over a research report
in order to determine whether additional information or clarification is necessary is called a research
_____.
ESSAY
1. List the seven major elements of a formal research report.
2. Compare and contrast a letter of transmittal and a letter of authorization.
3. Discuss what is included in the body of a research report.
4. Explain how a basic marketing research report differs from an applied market research report.
ANS:
5. Discuss the various types of graphic aids marketing researchers can include in a research report.
6. Sketch an example of each of the following (be sure to label everything clearly):
a. table
b. pie chart
c. line graph
d. bar chart
7. Describe the purpose of the oral presentation and list suggestions for effective presentations.
ANS:
