Q&A Hero

Q: Customer value is the relationship between company profits and company costs.

Q: Personnel in sales-oriented firms tend to be "outward looking," focusing on selling what the market wants.

Q: The societal marketing concept considers society's long-term best interests along with the satisfaction of customers' wants and needs.

Q: The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customers' wants and needs while meeting organizational objectives.

Q: Unlike a production orientated firm, a firm embracing a sales orientation focuses on customer wants and needs so it can develop the best product at the lowest cost that will require very little selling effort.

Q: The focus of a production-oriented firm is on what it can make or do best.

Q: Sara Lee Industries spent considerable money and time developing a crustless bread. Prior to the introduction, the company had not conducted market research among its customers, but it was confident that its science and technology department had produced a successful new product. Based on this example, Sara Lee is a good example of a production-oriented company.

Q: An exchange cannot take place unless each party in the exchange has something that the other party values.

Q: According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Q: Marketing is defined as producing, promoting, and selling products.

Q: Describe the purpose of the oral presentation and list suggestions for effective presentations.

Q: Sketch an example of each of the following (be sure to label everything clearly): a. table b. pie chart c. line graph d. bar chart

Q: Discuss the various types of graphic aids marketing researchers can include in a research report.

Q: Explain how a basic marketing research report differs from an applied market research report.

Q: Discuss what is included in the body of a research report.

Q: Compare and contrast a letter of transmittal and a letter of authorization.

Q: List the seven major elements of a formal research report.

Q: Recontacting decision makers and/or clients after they have had a chance to read over a research report in order to determine whether additional information or clarification is necessary is called a research _____.

Q: The purpose of the _____ is to highlight the most important findings of a research project and to provide an opportunity to ask questions.

Q: A bar chart that shows how multiple variables are related to the primary variable is called a(n) _____.

Q: The typical maximum of slices in a pie chart is _____ slices.

Q: If a table is based on material from one or more secondary sources rather than on new data generated by the project, this should be acknowledged in the table's _____.

Q: _____ contain the captions for the columns in a table.

Q: In a table, the titles of the rows of the table are known as ______.

Q: The pictures and diagrams included in the research report that are used to clarify complex points are known as ______.

Q: Any material that is too technical or too detailed should go in the element of the research report called the _____.

Q: The part of the research report body that must explain technical procedures and findings of the research in a manner appropriate for the audience is called the ______ section of the report.

Q: The part of the body of the research report that discusses the specific objectives of the research project is known as the ______ section of the report.

Q: The last step in the writing of the research report should be to write the ______.

Q: The part of a research report that releases or delivers the report to the recipient is called the _____.

Q: The arrangement of the parts of a research report needed to create a good report is known as the ______.

Q: An oral or written statement of the results of the research study, its strategic recommendations, and its other conclusions presented to a specific audience is known as the ______.

Q: When a researcher contacts a client after the client has had a chance to review the research report, this is referred to as a(n) _____. a. oral presentation b. letter of transmittal c. letter of approval d. research follow-up

Q: Which of the following highlights the most important findings of a research project and provides clients with an opportunity to ask questions? a. oral presentation b. written report c. bar chart d. pie chart

Q: A researcher wants to show the number of brands of e-readers sold (e.g., Kindle, Nook, etc.) by year for a three-year period. Which type of chart is best to communicate this information? a. pie chart b. line chart c. simple bar chart d. multiple-bar chart

Q: In the typical bar chart, the ______ variable is plotted on the vertical y-axis while the ______ variable is plotted on the horizontal x-axis. a. independent; dependent b. nominal; interval c. dependent; independent d. ratio; ordinal

Q: In a typical line graph, the ______ variable is shown on the vertical y-axis and the ______ variable is shown on the horizontal x-axis. a. dependent; independent b. ratio; nominal c. independent; dependent d. primary; secondary

Q: In which type of chart do the slices represent a percentage of the whole? a. bar chart b. line chart c. column chart d. pie chart

Q: Which of the following contain the captions for the rows of a table? a. boxheads b. footnotes c. source notes d. stubheads

Q: All of the following are elements of tables EXCEPT _____. a. source notes b. title c. stubheads d. explanatory legends

Q: When a researcher uses pictures, tables, or charts to clarify complex points or emphasize a message in a research report, he or she is using _____. a. verbal elements b. medium elements c. graphic aids d. formalizers

Q: Jan has several very detailed and complex charts of results from a six-month research study. She created them mainly for justification of some of the recommendations she plans on making to the client, but they are not necessary for understanding the research project's results, in general. Where should Jan place these charts in the research report? a. executive summary b. body c. appendix d. methodology section

Q: In which section of the research report should comprehensive or detailed charts be placed? a. introduction b. body c. executive summary d. appendix

Q: In the research report, the "suggestions for actions that should be taken" appears in which section of the report? a. title page b. introduction c. conclusions and recommendations d. body

Q: The findings of the study should be presented in the ________ section. a. results b. recommendations c. appendix d. research methodology

Q: Which aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal? a. sample design b. research design c. analysis d. data collection

Q: All of the following are included in the research methodology section of a research report EXCEPT _____. a. results b. data collection and fieldwork c. sample design d. analysis

Q: The specific objectives of the research report should be presented in the _____. a. appendix b. introduction c. results d. recommendations

Q: All of the following are elements of the executive summary of a research report EXCEPT _____. a. recommendations, or suggestions for action, based on the conclusions b. objective of the report c. the methodology and the major results d. detailed charts and tables with results

Q: The last thing that should be written in a research report is the _____. a. summary b. results section c. conclusion d. appendix

Q: The document to the researcher that approves the project, details who has responsibility for it, an describes the resources available to support it is called the _____. a. letter of authorization b. letter of transmittal c. introductory letter d. formality letter

Q: A researcher is writing a letter to include after the title page of a research report. The purpose of this letter is to release or deliver the report to the client rather than provide detailed information of the research findings. This letter is called the _____. a. letter of authorization b. letter of transmittal c. introductory letter d. formality letter

Q: Formal reports often include a(n) _____, which lists only the name of the report. a. title fly page b. executive summary c. transmittal agreement d. blind title page

Q: Which element of a research report should state the title of the report, for whom the report is prepared, by whom it was prepared, and the date of releases or presentation? a. preamble b. appendix c. letter of transmittal d. title page

Q: Which of the following is an element of a research report? a. title page b. executive summary c. body d. all of these choices

Q: The standard outline of a research report is known as the _____. a. results b. report format c. introduction d. summary

Q: A written statement of a research study and its results is known as a _____. a. communicator b. medium c. field of experience d. research report

Q: When a researcher contacts a decision-maker after the decision-maker has had a chance to read the research report to ask if any part of the report needs further clarification, this is known as a research follow-up.

Q: One way to communicate a research report to the managers of an organization is through the organization's Intranet.

Q: A good rule-of-thumb for an oral presentation of a research report is to not be redundant.

Q: An effective oral presentation of a research report is one that is consistent across all audiences.

Q: Thorough preparation and practice for an oral presentation of a research report is one of the keys to an effective presentation.

Q: The purpose of an oral presentation of a research report is to present all of the details of the research.

Q: The most common independent variable for line charts is time.

Q: Eight slices in a pie chart is a typical maximum.

Q: The main advantage of using charts is that they are not subject to distortion.

Q: The purpose of charts in a research report is to translate numbers into a visual form that displays the relationship between the numbers.

Q: The bannerhead heads of a table contain the captions for the columns of the table.

Q: Graphics used in a research report do not need to be interpreted for the reader in the text of the report.

Q: The outline for a basic research report is the same as that for an applied research report.

Q: Detailed and comprehensive tables should be presented in the appendix of the research report.

Q: The limitations of the research study should not be discussed in the research report.

Q: The results section of a research report should include summary tables and charts.

Q: The body of a research report begins with a methodology section.

Q: The executive summary of the research report should be written before the report itself is written.

Q: The letter of authorization is a letter written by the researcher that details who has responsibility for the research and describes the resources available to support it.

Q: Relatively formal and very formal research reports include a letter of transition, which has the purpose of releasing or delivering the report to the recipient.

Q: A title fly page lists only the name of the report.

Q: Research reports are a form of creative writing.

Q: Just to be safe, the general rule is to include all the parts of a formal research report for all projects and leave it up to the client to decide which information is useful.