malhotra19_tif - Chapter 19 Report Preparation and...

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Chapter 19 – Report Preparation and Presentation True/False Questions 1. Report preparation and presentation is the last step in the marketing research project. True (easy, page 530) 2. The involvement of many marketing managers in the research project is limited to the written report and the oral presentation. True (easy, page 531) 3. The first step in the report preparation and presentation process is problem definition. True (moderate, page 532) 4. According to the text, the last step in the report preparation and presentation process is recommendations. False (moderate, page 532) 5. A report prepared for top management should emphasize the operating details. False (easy, page 532) 6. A letter that delivers the report to the client and summarizes the researcher's overall experience with the project without mentioning the findings is called the letter of authorization. False (moderate, page 534) 7. The letter of transmittal should identify the need for further action on the part of the client, such as implementation of the findings or further research that should be undertaken. True (moderate, page 534) 8. The client writes a letter of estimation to the researcher before work on the project begins. False (moderate, page 534) 9. A letter of authorization authorizes the researcher to proceed with the project and specifies its scope and terms of the contract. True (easy, page 534) 10. The executive summary is an extremely important part of the report, as this is often the only portion of the report that executives read. True (moderate, page 534) 11. The research design section of a report gives the background to the problem, highlights discussions with the decision makers and industry experts, discusses the secondary data analysis, the qualitative research that was conducted, and the factors that were considered. False (moderate, page 535) 12. The problem definition section of the report should include the nature of the research design adopted, information needed, data collection from secondary and primary sources, scaling techniques, questionnaire development and pretesting, sampling techniques, and field work. False (difficult, page 534) 13. According to the text, every table should have a number and a title. True (moderate, page 536) 14. Data should be arranged in a table to emphasize the most significant aspect of the data. True (moderate, page 536) 201
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15. If ease of locating items is critical, an alphabetical arrangement is most appropriate. True (easy, page 537) 16. Instead of ruling the table horizontally or vertically, it is suggested that leaders be used to set off data items. False (moderate, page 537) 17. Dots or hyphens that are used to impart uniformity and improve readability of a table are called stubs. False (moderate, page 537) 18. Leaders are designations placed in the left-hand column of a table.
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