19. Why do you think we included a discussion of ethics in preparing visuals? If you
wanted to make your pie chart or bar chart you prepared in the question above
unethical, describe what you could do.
An unethical figure misrepresents the findings. It intentionally distorts the figure so
its interpretation is slanted in some way, and not consistent with the actual data. To
render a figure unethical, do not do or do the opposite of what was recommended in
order to have ethical charts. That is,
20. Now look at some of the answers you have written above. Evaluate your answers in
light of the information contained in this chapter in Marketing Research Application
15.2 on developing logical paragraphs.
This question should sensitize students to the fact that answering review or
application questions is not reporting writing. The typical answer (unless specifically
21. Visit your library and ask your reference librarian if he or she is aware of any
marketing research reports (you can also ask for “reports written by faculty of the
university”) that have been placed in the library. Chances are good that you will be
able to find several reports of various kinds. Examine the reports. What
commonalities do they have in terms of the sections that the authors have created?
Look at the sections carefully. What types of issues were addressed in the introduction
section? The method section? How did the authors organize all of the information
reported in the findings section? Are recommendations different from conclusions?
The point of this exercise is to make students realize that the report format and it
sections are fairly universal to research reports in professional areas. The specific
terms used in the section titles may differ somewhat, but in general the Introduction
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