1. Which of the following statements best describes the credibility of a research report?
D. It is a measure of how data are dispersed in the report.
E. It refers to the extent to which the data in the report can produce the same measurement
results in repeated trials.
2. _____ is defined as the quality of a research report that is based on clear and logical
thinking, precise expression, and accurate presentation.
A. Objectivity
3. Which of the following is included in the title page of a report?
A. Questionnaire
4. Which of the following sections in a report highlights each topical area, the subdivisions
within each area, and corresponding page numbers?
E. Appendix
5. Which of the following is true of the executive summary in a research report?
A. It contains complex, detailed, or technical information not necessary for the formal report.
6. Janice is waiting for a research report to prepare for a meeting. She receives the report
just 10 minutes before the meeting. She wants to know about the research objectives, research
method, key findings, and suggested future actions. Given the short time frame, Janice has the
time to read only one section of the report. In this scenario, which of the following sections of the
report is she most likely to read?
7. How are conclusions different from recommendations in a research report?
8. In the context of the format of a research report, a researcher is most likely to include
relevant background information, definition of terms, and the study’s scope and emphasis in the
_____.
10. The objective of the methods-and-procedures section in a research report is to:
11. Mia is preparing a research report. When including the data analysis and findings of the
study in the body of the report, she should:
12. Peter wants to clearly portray the relative proportion of response to a question in his
research report. In this scenario, Peter is most likely to use a(n) _____.
13. Which of the following instructions should be kept in mind while reporting the means of
thematically related variables?
14. Identify the correct statement regarding the process of reporting a study’s findings.
16. While reporting correlation and regression, sample size is included on the graph in the
footnote if:
17. In a research report, the action statements that will help solve the problem at hand
through the creation of a competitive advantage is most likely to be included in the _____.
18. Jane, a researcher, wants to include some detailed and complex technical information
about the research technique used for the data analysis in her report. In this scenario, Jane is
most likely to include this information in the:
20. Kylie, a market researcher, has failed to provide an interpretation of the data in the
results tables in her research report. Which of the following problems in preparing the marketing
research report is exemplified in this scenario?
21. While preparing a research report, a researcher should:
22. When a market researcher has reported data, statistics, and information that are not
consistent with a study’s objectives, the researcher has fallen victim to which of the following
problem areas?
24. Which of the following guidelines should be followed for preparing good oral
presentations?
25. Which of the following guidelines should be followed for preparing good visual
presentations?
26. Clients are seldom knowledgeable about sampling methods and statistics.
27. Writing a summary of the findings is the final step in both qualitative and quantitative
reports.
28. Researchers should strive to communicate findings and key points using graphics and
should avoid providing text in their reports.
29. Reports can be used for comparison purposes.
30. In a research report, an appendix lists all the topics of the report in sequential fashion.
31. In a research report, a hypothesis is usually stated formally in the introduction section.
32. The information pertaining to sample and sampling processes is provided in the data
analysis and findings section of a research report.
33. When reporting results, writers should state that the results are obvious or self-evident.
34. When reporting percentages in marketing research, it is common practice to show only
one digit past the decimal.
35. When creating bar graphs, the orientation of the bar labels cannot be changed.
36. In marketing research, means should be displayed with no decimals past the decimal
point.
37. Both t-tests and ANOVAs can be displayed on bar charts created in SPSS.
38. One of the simplest ways to present regression findings in a research report is to create a
diagram in Word or in PowerPoint that pictures the predictor and the outcome variables with
arrows showing the relationships between the variables.
39. Recommendations are generated by critical thinking.
40. Every research study has limitations.
41. Common items contained in the appendix of a research report include the name, position,
employing organization, address, telephone number of the person submitting the report, and the
date a report is submitted.
42. Information in an appendix is cited in the research report to guide a reader to further
technical or statistical detail.
43. Researchers should avoid using statistical methods unless they are essential to derive
meaning from the data collected.
44. A report or presentation of marketing research is often the only part of a marketing
research project that will be seen by those commissioning the report.
45. The visual presentation is a separate but equally important component of a marketing
research report.
46. What are the objectives of a professional marketing research report?
47. Discuss the organization format common to all marketing research reports.
48. What are the issues addressed in the methods-and-procedures section of a marketing
research report?
1. The research design used: exploratory, descriptive, and/or causal.
2. Types of secondary data included in the study, if any.
3. If primary data were collected, what procedure was used (observation, questionnaire) and
4. Sample and sampling processes used. The following issues are usually addressed:
49. Mention five problem areas that may arise when writing a marketing research report.
50. Discuss the importance of making presentations that are well organized, professionally
developed, and effectively delivered.