Question 1
Which of the following is acceptable in a marketing research report table of contents?
Question options:
a) Letter of authorization numbered with Arabic numerals
b) Introduction pages are not numbered
c) Executive summary listed with Arabic numerals
d) Title page not listed
Question 2
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. The report states that cookie mix "D" should replace all existing recipes as soon as possible. This last sentence is:
Question options:
a) a recommendation.
b) a conclusion.
c) information that should be included in the front matter.
d) a method.
Question 3
Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as:
Question options:
a) headings and subheadings.
b) tables of contents.
c) tables.
d) visuals.
Question 4
In the Chart Editor screen, right-click and select Properties Window. This window allows each of the following except:
Question options:
a) fill and border
b) size
c) 3-D elements
d) truncated graph
Question 5
Which of the following is NOT a part of the front matter?
Question options:
a) Introduction
b) Title page
c) Table of contents
d) Abstract/executive summary
Question 6
Which type of visual introduces a set of topics and illustrates their relationships?
Question options:
a) Table
b) Picture
c) Flow diagram
d) Bar graph
Question 7
Which of the following identifies exact values?
Question options:
a) Tables
b) Pictures
c) Maps
d) Graphs
Question 8
Reporting of the details as to how the research was conducted is contained in the:
Question options:
a) method section.
b) conduct of research section.
c) appendix.
d) body.
Question 9
An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as:
Question options:
a) list of appendices.
b) list of illustrations.
c) table of contents.
d) list of tables.
Question 10
Which level heading should be left-justified, upper- and lower- case?
Question options:
a) First
b) Second
c) Third
d) Fourth
Question 11
Which of these items provides an overview, or "skeleton," of the research report including conclusions and recommendations?
Question options:
a) Table of contents
b) Title page
c) Appendix
d) Executive summary
Question 12
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. This is:
Question options:
a) a recommendation.
b) a conclusion.
c) information that should be included in the front matter.
d) a method.
Question 13
Which section of the marketing research report contains the major portion of the report and presents the findings of the research?
Question options:
a) Method
b) Body
c) Results
d) Conclusions
Question 14
Which of the following would be included in the marketing research report introduction?
Question options:
a) Title
b) Executive summary
c) Research objectives
d) Results
Question 15
Which of the following would help the reader locate information in the research report?
Question options:
a) Letter of transmittal
b) Executive summary
c) Table of contents
d) Introduction
Question 16
The body of the report does NOT contain the:
Question options:
a) conclusions.
b) executive summary.
c) introduction.
d) results.
Question 17
A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as:
Question options:
a) article summary.
b) marketing research report.
c) body report.
d) advancement report.
Question 18
Pie charts are particularly useful for illustrating:
Question options:
a) relative size or static comparisons.
b) items over time.
c) detail.
d) relationships found in the data.
Question 19
The letter of transmittal is used:
Question options:
a) instead of delivering the document.
b) to deliver the document.
c) to deliver the document to a client outside the firm.
d) to deliver the document within the firm.
Question 20
Which of the following examples may result in an unethical visual presentation of research findings?
Question options:
a) If time is a variable, placing it on the horizontal axis
b) Eliminating the scales on an axis
c) Using a histogram rather than a pictogram
d) Illustrating how many respondents refused to answer the question as part of the visual
Which of the following is acceptable in a marketing research report table of contents?
Question options:
a) Letter of authorization numbered with Arabic numerals
b) Introduction pages are not numbered
c) Executive summary listed with Arabic numerals
d) Title page not listed
Question 2
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. The report states that cookie mix "D" should replace all existing recipes as soon as possible. This last sentence is:
Question options:
a) a recommendation.
b) a conclusion.
c) information that should be included in the front matter.
d) a method.
Question 3
Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as:
Question options:
a) headings and subheadings.
b) tables of contents.
c) tables.
d) visuals.
Question 4
In the Chart Editor screen, right-click and select Properties Window. This window allows each of the following except:
Question options:
a) fill and border
b) size
c) 3-D elements
d) truncated graph
Question 5
Which of the following is NOT a part of the front matter?
Question options:
a) Introduction
b) Title page
c) Table of contents
d) Abstract/executive summary
Question 6
Which type of visual introduces a set of topics and illustrates their relationships?
Question options:
a) Table
b) Picture
c) Flow diagram
d) Bar graph
Question 7
Which of the following identifies exact values?
Question options:
a) Tables
b) Pictures
c) Maps
d) Graphs
Question 8
Reporting of the details as to how the research was conducted is contained in the:
Question options:
a) method section.
b) conduct of research section.
c) appendix.
d) body.
Question 9
An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as:
Question options:
a) list of appendices.
b) list of illustrations.
c) table of contents.
d) list of tables.
Question 10
Which level heading should be left-justified, upper- and lower- case?
Question options:
a) First
b) Second
c) Third
d) Fourth
Question 11
Which of these items provides an overview, or "skeleton," of the research report including conclusions and recommendations?
Question options:
a) Table of contents
b) Title page
c) Appendix
d) Executive summary
Question 12
Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. This is:
Question options:
a) a recommendation.
b) a conclusion.
c) information that should be included in the front matter.
d) a method.
Question 13
Which section of the marketing research report contains the major portion of the report and presents the findings of the research?
Question options:
a) Method
b) Body
c) Results
d) Conclusions
Question 14
Which of the following would be included in the marketing research report introduction?
Question options:
a) Title
b) Executive summary
c) Research objectives
d) Results
Question 15
Which of the following would help the reader locate information in the research report?
Question options:
a) Letter of transmittal
b) Executive summary
c) Table of contents
d) Introduction
Question 16
The body of the report does NOT contain the:
Question options:
a) conclusions.
b) executive summary.
c) introduction.
d) results.
Question 17
A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as:
Question options:
a) article summary.
b) marketing research report.
c) body report.
d) advancement report.
Question 18
Pie charts are particularly useful for illustrating:
Question options:
a) relative size or static comparisons.
b) items over time.
c) detail.
d) relationships found in the data.
Question 19
The letter of transmittal is used:
Question options:
a) instead of delivering the document.
b) to deliver the document.
c) to deliver the document to a client outside the firm.
d) to deliver the document within the firm.
Question 20
Which of the following examples may result in an unethical visual presentation of research findings?
Question options:
a) If time is a variable, placing it on the horizontal axis
b) Eliminating the scales on an axis
c) Using a histogram rather than a pictogram
d) Illustrating how many respondents refused to answer the question as part of the visual
