Chapter 19: Communicating the Research Results
Multiple Choice
1. Which of the following is not an objective of the marketing research report?
a. to explain why the research was done
b. to state the specific research objectives
c. to explain how the research was done
d. to explain how much the project cost the client
e. All of the above are objectives of the marketing research report.
2. Which of the following parts of the marketing research report goes at the end?
a. appendices
b. executive summary
c. findings
d. methodology
e. none of the above
3. Which of the following is not consistent with contemporary marketing research
reports?
a. detailed paragraphs explaining results
b. liberal use of graphs
c. lots of bulleted information
d. “minibites”
e. All of the above are consistent with contemporary marketing research
reports.
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Learning Objective 19.2: To learn how to organize and prepare a research report.
4. A differential advantage is:
a. a statement of project results.
b. advantage(s) of a specific methodology.
c. a true benefit that cannot be duplicated by competitors.
d. a well-written executive summary.
e. none of the above
5. Conclusions in a report are derived from the process of ___________.
a. deduction
b. reduction
c. induction
d. none of the above
6. Presenting with more confidence may not be enhanced by which of the following?
a. visualizing success
b. practicing
c. meeting the audience before you present
d. realizing that you are the expert
e. none of the above
7. Which statement is not true about marketing research reports?
a. They contain a table of contents and recommendations.
b. They contain information about the methodology of the report.
c. Every fact must be included in detail; report length of the body of the
report should not be an issue.
d. Research objectives must be outlined.
e. All statements about marketing research reports are true.
8. Which of the following is not part of the marketing research report appendices?
a. a detailed list of research objectives
b. cross tabulations for every question
c. technical discussion of research procedures
d. clean copy of the questionnaire(s)
e. All of the above are part of the marketing research report appendices.
9. Which of the following best describes the executive summary?
a. a report only for top executives to ensure secrecy
b. a thorough synopsis of the project which explains how the research was
done, outlines objectives, and highlights results
c. a detailed report including all technical information regarding the project
d. a presentation to top executives of the marketing researcher’s client
e. none of the above
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10. Which of the following does a researcher not need to keep in mind when
preparing a presentation?
a. What do the data really mean?
b. What impact do the data have?
c. What could make this information more convincing?
d. What could make this information more useful?
e. What do we need to do, given the information we have?
11. A typical marketing research report:
a. centers around pictures and graphs
b. contains at least 50 pages of text
c. contains an appendix and glossary
d. should be done in whatever style the researcher deems appropriate
e. should always contain the researcher’s specific recommendations
12. An effective presentation takes into account all of the following except:
a. the audience’s frame of reference
b. the audience’s prejudices
c. the audience’s educational background
d. the audience’s time constraints
e. the audience’s expectations
13. The executive summary:
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a. should be a maximum of four pages
b. is often the most difficult part of the report to write
c. is where the researcher lists key findings
d. all of the above
e. none of the above
14. In the organization of the report, where should the name of the project and other
elements, such as the name of the client organization, name of research firm, and
date of report, be located?
a. Table of Contents
b. Title Page
c. Executive Summary
d. Appendices
15. Which part of the research report is a quick reference for finding specific
information in the report?
a. Table of Contents
b. Title Page
c. Executive Summary
d. Appendices
16. Generalizing from small pieces of information can be referred to as___________.
a. Conclusions
b. Induction
c. Both
d. Neither
17. ____________ are conclusions applied to marketing strategies or tactics that
focus on a client’s achievement of differential advantage.
a. References
b. Endorsements
c. Approvals
d. Recommendations
18. Writing the report always comes after the data has been cross tabulated and
statistical testing has been performed.
19. The conclusion should always include at least some statistical information.
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Ref: Interpreting the Findings
Learning Objective 19.2: To learn how to organize and prepare a research report.
20. Most clients today want a copy of the PowerPoint presentation rather than a
detailed traditional report.
21. The report methodology section serves as the primary guide for interpreting
findings and drawing conclusions.
22. The most difficult task for a student marketing research team is interpreting
project findings to arrive at conclusions, and then using the conclusions to
formulate recommendations.
23. Recommendations are generalizations that answer the questions raised by the
research objectives or otherwise satisfy the objectives.
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24. Recommendations are sometimes the tactics that focus on a client’s achievement
of a differential advantage.
25. Clients always expect a presentation of the research results.
26. Important information in a report should be highlighted in bright colors.
27. Persuasion should never be used in the personal presentation of a marketing
research report.
28. Current technology precludes using the Internet to facilitate marketing research
presentations that utilize PowerPoint 2000.
29. Clients tend to prefer long text-based reports to shorter ones.
30. Presentations on the Internet can be accessed wherever or whenever needed.
31. A typical marketing research report often includes 50 or more pages of text and a
handful of graphs as well.
32. By clearly defining research objectives upfront and incorporating them in every
phase of the research project, one will produce better results that can then be used
as the basis for subsequent projects.
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Reference: See page 587
Ref: The Research Report
Learning Objective 19.2: To learn how to organize and prepare a research report.
33. It is not that important for the research firm to have a consistent style of reporting.
34. Persuasion does not imply stretching or bending the truth, but rather using
research findings to reinforce conclusions and recommendations.
Essay Questions
35. Comment on the following statement: Marketing research reports must be written
as eloquently as possible, and include the detail and technical information in the
text of the report.
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36. List and briefly describe the six major parts of the marketing research report.
37. How would you respond to the following statement: “The Executive Summary
might be the most important part of the research report.”
38. How would you respond to the following statement: “The Methodology should
explain in detail how the research was done and why it was done.”
39. Compare and contrast the conclusions and recommendations portions of the
research report.
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Ans: Conclusions and recommendations can sometimes be confused. Basically,
conclusions should be presented before recommendations, as they answer the
questions raised by the research objectives. In short, the conclusion of a research
report should be a statement or series of statements that communicate the results
of the study to the reader without the detail included in the data or statistical
analysis. Recommendations, on the other hand, result from the application of the
conclusion(s) to specific marketing situation(s). They generically focus on how
the client can gain a differential advantage, improve their position in a
competitive situation, or better accomplish their objectives. Hence,
recommendations emanate from the conclusions of the research report.
Difficulty: Medium
Reference: See pages 588-590
Ref: Interpreting the Findings
Learning Objective 19.2: To learn how to organize and prepare a research report.