Module #9 - Quiz Questions Flashcards
All of the following are true regarding reports and presentations EXCEPT:
a) Findings should be presented in such a way that they can be used directly as input into decision making.
b) Researchers should assist clients in understanding the report and implementing findings.
c) Researchers should tailor the report to the audience who will be reading it.
d) Researchers should involve clients when considering the analysis, style, format and content of the reports and presentations
e) It is best if researchers hold off discussing findings, conclusions and recommendations with decision makers until the report is completed
e) It is best if researchers hold off discussing findings, conclusions and recommendations with decision makers until the report is completed
What is MOST important for a researcher to do if he or she wants to be regarded as a strategic partner?
a) Make sure all limitations and caveats are listed in the report
b) Include sophisticated technical terms in oral presentations of research findings
c) Make sure that all the findings are presented accurately in the report
d) Make sure research relates to specific corporate decisions and helps drive smarter decision-making
e) Include a well-written executive summary in the report
d) Make sure research relates to specific corporate decisions and helps drive smarter decision-making
What BEST describes how researchers can become regarded as strategic business partners by their clients?
a) Answering not just their “what?” questions but also the “so what?” and “now what?” questions surrounding the marketing research
b) Providing very complete and accurate findings to management
c) Upholding all quality and ethical standards
d) Including all the report sections listed in the textbook
e) Using the “tell em” and “kiss em” principles in oral presentations
a) Answering not just their “what?” questions but also the “so what?” and “now what?” questions surrounding the marketing research
All of the following are advantages of publishing marketing research reports online EXCEPT:
a) Ability to include multimedia presentations with graphics, video and audio
b) Easy and quick distribution of reports worldwide
c) Ability to electronically search for reports on topics of interest
d) Ease of integrating reports into a company’s decision support system
e) Make sure staff are reading reports and applying the results
e) Make sure staff are reading reports and applying the results
All of the following are reasons that reports and presentations are a very important aspect of marketing research projects EXCEPT:
a) Provides documentation of the results and what was done for future reference
b) Management decisions are guided by the report or presentation.
c) The involvement of many managers in the project is limited to the report or presentation so that they judge the value of the entire project by the report.
d) Management’s decision to undertake marketing research in the future or use that research supplier again will be influenced by how useful they perceive the report
e) It provides an opportunity for researchers to develop their writing and presentation skills
e) It provides an opportunity for researchers to develop their writing and presentation skills
Which of the following should effective presentations do?
a) Provide recommendations based on research findings to address relevant business issues
b) Provide an opportunity for audience members to ask questions and discuss the research findings
c) Position the marketing researcher as a valued member of the marketing team
d) All of the above
d) All of the above
______ can be used to display the steps or components of a process in a report or presentation.
a) Pie charts
b) Pictographs
c) Schematic figures and flow charts
d) Histograms
e) Maps
c) Schematic figures and flow charts
Which of the following is an example of a recommendation based on marketing research results?
a) Women are more apt than men to consider car safety when buying a vehicle.
b) Target the new car to women with young children.
c) Websites have become increasingly important as a source of information for women buying cars.
d) More consumers would buy this car if its appearance was improved
b) Target the new car to women with young children
The _____ is often the only section of the marketing research report that senior management reads
a) Results
b) Executive summary
c) Problem definition
d) Limitations and caveats
e) Research design
b) Executive summary
How should researchers handle presentation of findings and interpretation of findings?
a) Researchers should only report findings and not offer any interpretations
b) Researchers should mainly focus on findings and interpretations that reflect favorably on the actions of management
c) It is not necessary for the researcher to disclose limitations regarding findings or their interpretations of the findings
d) Researchers should state their assumptions when making interpretations of findings
d) Researchers should state their assumptions when making interpretations of findings
In a marketing research report, line charts ______.
a) use pictures or symbols to display data
b) are useful for displaying steps or components of a process
c) are attractive ways to illustrate trends and changes over time
d) displays data in horizontal or vertical bars
e) best illustrate very small differences between items for a specific time period
c) are attractive ways to illustrate trends and changes over time
In the context of giving an oral presentation, the “Kiss ‘em principle” means:
a) Ending the presentation with a strong closing
b) Using a lot of eye contact and interacting with the audience
c) 1) Tell them what you’re going to tell them, 2) tell them, 3) tell them what you have told them
d) Tell them what they want to hear
e) Tell them in simple and straightforward terms
e) Tell them in simple and straightforward terms
Which of the following is a conclusion?
a) Package Design A will result in more product trial than the other two package designs tested.
b) 60% of consumers chose Package Design A as their favorite package.
c) 60% of consumers say they are interested in buying the product after viewing a shelf display featuring Package Design A.
d) Package Design A is more appealing than the other two designs because the picture of the food looks more appetizing.
e) All of the above
a) Package Design A will result in more product trial than the other two package designs tested.
Which of the following is NOT an appropriate approach for deciding the order in which results are presented?
a) According to the order in the questionnaire
b) From most to least important based on the research objectives
c) From general to specific
a) According to the order in the questionnaire
In the recommendations section of a marketing research report:
a) The researcher summarizes findings.
b) The researcher specifies needs for further research.
c) The researcher makes a suggestion that a company take a particular course of action.
d) The researcher describes limitations of the project.
c) The researcher makes a suggestion that a company take a particular course of action.
