MARKETING RESEARCH - Marketing Research for Marketers, 1e (Callegher...

TEST BANK

Kristen Cadotte

MARKETING RESEARCH

FOR MARKETERS

First Edition Jon Callegher Julie Kellershohn Ted Langschmidt

All Chapters Arranged Reverse: 13-

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Marketing Research for Marketers, 1e (Callegher) Chapter 13 Communicating the Results 1) Findings should be the last part of the marketing research report (other than the appendix).

Answer: TRUE

Diff: 1 Type: TF

Skill: Recall

LO: 13.1 Write a marketing research report

2) Methodology should be the largest part of a marketing research report.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.1 Write a marketing research report

3) Most marketing research reports are developed in software such as Microsoft PowerPoint versus software like Microsoft Word.

Answer: TRUE

Diff: 1 Type: TF

Skill: Recall

LO: 13.1 Write a marketing research report

4) A page should be added to the end of the document that includes a confidentiality statement.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.1 Write a marketing research report

5) The results of a "check all that apply" question is best displayed as a pie chart.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.2 Distinguish among common marketing research charts

6) The results of a question with up to 10 answer choices is best displayed as a pie chart.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.2 Distinguish among common marketing research charts

7) The percentages of each bar in a bar chart should always equal 100%.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.2 Distinguish among common marketing research charts

13-1

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e 8) If using an infographic to portray the results of a research project, it should be included within the overall marketing research report.

Answer: TRUE

Diff: 1 Type: TF

Skill: Recall

LO: 13.3 Design qualitative and quantitative marketing research findings slides 9) When creating a bar chart of an ordinal variable, you should reorder the bars from largest to smallest or vice versa.

Answer: FALSE

Diff: 2 Type: TF

Skill: Recall

LO: 13.2 Distinguish among common marketing research charts

10) The commentary on a slide should be no longer than one sentence.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.3 Design qualitative and quantitative marketing research findings slides 11) Base size refers to the value where the y-axis in your chart begins.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.3 Design qualitative and quantitative marketing research findings slides 12) The findings section of a qualitative research report should include multiple charts.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.3 Design qualitative and quantitative marketing research findings slides 13) Storytelling is effective during marketing research presentations.

Answer: TRUE

Diff: 1 Type: TF

Skill: Recall

LO: 13.4 Deliver a marketing research results presentation

14) It is important to be up front about the research limitations in your presentation.

Answer: TRUE

Diff: 1 Type: TF

Skill: Recall

LO: 13.4 Deliver a marketing research results presentation

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Test Bank to accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 1e 15) You should avoid the use of bulleted statements in your research presentation.

Answer: FALSE

Diff: 1 Type: TF

Skill: Recall

LO: 13.4 Deliver a marketing research results presentation

16) Where in a marketing research report would you find information on the sample size?

• Methodology
• Background and Objectives
• Findings

D) Appendices

Answer: A

Diff: 1 Type: MC

Skill: Recall

LO: 13.1 Write a marketing research report

17) Where in a marketing research report would you find information on why the research was conducted?

• Methodology
• Background and Objectives
• Findings

D) Appendices

Answer: B

Diff: 1 Type: MC

Skill: Recall

LO: 13.1 Write a marketing research report

18) Where in a marketing research report would you find a bar chart of "how often people run"?

• Methodology
• Conclusions
• Findings

D) Appendices

Answer: C

Diff: 2 Type: MC

Skill: Applied

LO: 13.1 Write a marketing research report

19) Where in a marketing research report would you find a copy of the survey used?

• Methodology
• Background and Objectives
• Findings

D) Appendices

Answer: D

Diff: 1 Type: MC

Skill: Recall

LO: 13.1 Write a marketing research report

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