Student Center | instructor Center | information Center | Home

Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Preparing the Research Report and Presentation

Multiple Choice Quiz


1	The single most important goal of the research report is to:
		A)	establish credibility.
		B)	serve as a future reference document.
		C)	provide action recommendations.
		D)	communicate research findings effectively.
		E)	establish the validity of the researcher's fee.


2	The accuracy, believability and professional appearance of a research report are vital to establishing its:
		A)	credibility.
		B)	use as a communications vehicle.
		C)	ability to make decisions for management.
		D)	use as a reference document.
		E)	none of the above.


3	The most important part of the research project is generally believed to be the:
		A)	methods and procedures section.
		B)	data analysis section.
		C)	executive summary section.
		D)	research findings section.
		E)	conclusions and recommendations section.


4	The research method and procedures section of the research report contains:
		A)	a description of the research design used.
		B)	the types of secondary data used.
		C)	the procedure used to collect primary data.
		D)	a description of the sample and sampling process.
		E)	all of the above.


5	Best practice dictates that a brief description of the analytical approach used in the study be included in the ____________.
		A)	research method and procedures.
		B)	executive summary.
		C)	data analysis and findings.
		D)	introduction.
		E)	conclusions and recommendations.


6	Generally, the bulk of the research report will consist of the:
		A)	research methods and procedures section.
		B)	executive summary section.
		C)	introduction.
		D)	conclusions and recommendations section.
		E)	data analysis and findings.


7	Broad generalizations focused on answering questions related to the research objectives are found in the _________________________ section of the research report.
		A)	introduction
		B)	conclusions and recommendations
		C)	research methods and procedures
		D)	data analysis and findings
		E)	data collection methodology


8	Unlike conclusions, recommendations:
		A)	should not be offered by the researcher.
		B)	should be presented as broad generalizations.
		C)	should be presented as descriptive statements.
		D)	should be presented as clear action statements.
		E)	need not be supported by research findings.


9	The limitations of the study should be discussed in the __________ section of the study.
		A)	conclusions and recommendations
		B)	introduction
		C)	data analysis and findings
		D)	data collection methodology
		E)	research methods and procedures


10	All of the following statements about limitations to the study are true except:
		A)	Limitations should never be discussed to avoid damage to credibility.
		B)	Discussions of limitations usually involves results and accuracy.
		C)	Limitations rarely diminish the credibility of the report and may enhance its perceived quality.
		D)	Failure to disclose limitations may create distrust.
		E)	Decision makers should be advised regarding the generalizability of results beyond the sample used in the study.


11	Complex, detailed or technical data should generally appear in:
		A)	the introduction.
		B)	the analysis and procedures section.
		C)	an appendix.
		D)	the executive summary.
		E)	the conclusions and recommendations section.


12	Common weaknesses of marketing research reports include:
		A)	unnecessary use of multivariate statistics.
		B)	lack of data interpretation.
		C)	lack of relevance.
		D)	placing too much emphasis on a few statistics.
		E)	all of the above.


13	The presentation of the research report:
		A)	may be as important as its findings.
		B)	assists in communicating results.
		C)	may be the only contact some managers have with the project.
		D)	may affect the perceived value of the effort.
		E)	all of the above.


14	Currently, the most widely used software for in-person presentations of marketing research results is:
		A)	HTML.
		B)	Claris Home Page.
		C)	Power Point.
		D)	Presentation Pro.
		E)	Media Doctor.


15	The primary advantage of web page-based presentations is:
		A)	the ability to produce color graphs inexpensively.
		B)	the fact that the audience does not have to assembly in one physical location.
		C)	material can be easily organized.
		D)	greater presenter control.
		E)	the low-level of expertise required.

2003 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.