ch13

Question 1

what is the key objective of a marketing by research report?

Answer 1

to provide the client with a clear interpretation of the report

Question 2

what is the secondary objectives of the report?

Answer 2

to provide accurate, credible, information to the client

Question 3

what does a research report generally include?

Answer 3

title page, table of contents, executive summary

Question 4

what does an executive summary include in the marketing report?

Answer 4

research objectives
statement of research method and procedures
statement of findings
conclusions and recommendations

Question 5

What is the following step of the executive report?

Answer 5

introduction of the report, description of the methodology used, data analysis techniques and findings

Question 6

what does an appendix include ?

Answer 6

explanations or documentation

Question 7

what can bar charts display?

Answer 7

frequencies to cross tabs, t test, anova

Question 8

what can pie charts display?

Answer 8

the result of frequencies

Question 9

what can tables display?

Answer 9

related results; means, t test, correlation

Question 10

what can conceptual models display?

Answer 10

regression results

Question 11

what are the 5 problems in preparing reports?

Answer 11

1. lack of data interpretation
2. unecessary use of multivariate statistics
3. emphasis on packaging rather than quality
4. lack of relevance
5. placing too much emphasis on the statistical outcomes

Question 12

why are presentations important in marketing research?

Answer 12

because the results must be effectively communicated to those seeking the use of information in decision making

Question 13

What component of the research project might be the only part seen by those who commissioned it?

Answer 13

presentation or report