當代市場調(diào)研 （原第12版）測試題及答案 ch15

Chapter15:CommunicatingAnalyticsandResearchInsights

MultipleChoice

Whichofthefollowingisnotanobjectiveofthemarketingresearchreport?

a. toexplainwhytheresearchwasdone

b. tostatethespecificresearchobjectives

c. toexplainhowtheresearchwasdone

d. toexplainhowmuchtheprojectcosttheclient

e. Alloftheseareobjectivesofthemarketingresearchreport.

Answer:d

Whichofthefollowingpartsofthemarketingresearchreportgoesattheend?

a. appendices

b. executivesummary

c. findings

d. methodology

e. noneofthese

Answer:a

Adifferentialadvantageis:

a. astatementofprojectresults.

b. advantage(s)ofaspecificmethodology.

c. atruebenefitthatcannotbeduplicatedbycompetitors.

d. awell-writtenexecutivesummary.

Answer:c

Whichstatementisnottrueaboutmarketingresearchreports?

a. Theycontainatableofcontentsandrecommendations.

b. Theycontaininformationaboutthemethodologyofthereport.

c. Everyfactmustbeincludedindetail;reportlengthofthebodyofthereportshouldnotbeanissue.

d. Researchobjectivesmustbeoutlined.

e. Allstatementsaboutmarketingresearchreportsaretrue.

Answer:c

Whichofthefollowingisnotpartofthemarketingresearchreportappendices?

a. adetailedlistofresearchobjectives

b. crosstabulationsforeveryquestion

c. technicaldiscussionofresearchprocedures

d. cleancopyofthequestionnaire(s)

e. Allarepartofthemarketingresearchreportappendices.

Answer:a

Whichofthefollowingbestdescribestheexecutivesummary?

a. areportonlyfortopexecutivestoensuresecrecy

b. athoroughsynopsisoftheprojectwhichexplainshowtheresearchwasdone,outlinesobjectives,andhighlightsresults

c. adetailedreportincludingalltechnicalinformationregardingtheproject

d. apresentationtotopexecutivesofthemarketingresearcher’sclient

e. noneofthese

Answer:b

Whichofthefollowingdoesaresearchernotneedtokeepinmindwhenpreparingapresentation?

a. Whatdothedatareallymean?

b. Whatimpactdothedatahave?

c. Whatcouldmakethisinformationmoreconvincing?

d. Whatcouldmakethisinformationmoreuseful?

e. Whatdoweneedtodo,giventheinformationwehave?

Answer:c

Atypicalmarketingresearchreport:

a. ismostlikelyaPowerPointpresentation.

b. containsatleast50pagesoftext.

c. containsanappendixandglossary.

d. shouldbedoneinwhateverstyletheresearcherdeemsappropriate.

e. shouldalwayscontaintheresearcher’sspecificrecommendations.

Answer:a

Aneffectivepresentationtakesintoaccountallofthefollowingexcept:

a. theaudience’sframeofreference.

b. theaudience’sprejudices.

c. theaudience’seducationalbackground.

d. theaudience’stimeconstraints.

e. theaudience’sexpectations.

Answer:e

Theexecutivesummary:

a. shouldbeamaximumoffourpages

b. isoftenthemostdifficultpartofthereporttowrite

c. iswheretheresearcherlistskeyfindings

d. allofthese

e. noneofthese

Answer:d

Intheorganizationofthereport,whereshouldthenameoftheprojectandotherelements,suchasthenameoftheclientorganization,nameofresearchfirm,anddateofreport,belocated?

a. TableofContents

b. TitlePage

c. ExecutiveSummary

d. Appendices

Answer:b

Whichpartoftheresearchreportisaquickreferenceforfindingspecificinformationinthereport?

a. TableofContents

b. TitlePage

c. ExecutiveSummary

d. Appendices

Answer:a

____________areconclusionsappliedtomarketingstrategiesortacticsthatfocusonaclient’sachievementofdifferentialadvantage.

a. References

b. Endorsements

c. Approvals

d. Recommendations

Answer:d

Recommendationsaregainedthroughwhichofthefollowing?

a. deduction

b. reduction

c. induction

d. construction

e. instruction

Answer:a

Whichofthefollowingdoesapresentationofresearchfindingsaccomplish?

a. providesanopportunitytohearanyunexpectedeventsorfindings

b. showcasestheresearchconclusionandrecommendations

c. helpsonetobecomerequaintedwithresearchobjectives

d. discussmethodology

e. Allofthese

Answer:e

Whichofthefollowingistypicallythelongestsectionofthereport?

a. ExecutiveSummary

b. Background

c. Methodology

d. Findings

e. Noneofthese

Answer:d

Whichofthefollowingisnotconsistentwithcontemporarymarketingresearchreports?

a. detailedparagraphsexplainingresults

b. liberaluseofgraphs

c. lotsofbulletedinformation

d. textboxes

e. Alloftheseareconsistentwithcontemporarymarketingresearchreports.

Answer:a

Whichofthefollowingdominatesthepresentationsoftwaremarket?

a. MicrosoftWord

b. MicrosoftPowerPoint

c. Prezi

d. Adobe

e. Noneofthese

Answer:a

Whichofthefollowingisnotasectionofamarketingresearchreport?

a. TableofContents

b. Introduction

c. ExecutiveSummary

d. Methodology

e. Findings

Answer:b

Whichofthefollowingisnotnotoneofthe“fabfive”rulesforwritingaresearchreport?

a. Keepittight.

b. Keepitsimple.

c. Focusontheneedsoftheaudience.

d. Befullyengagedandbeengaging.

e. Beriskadverse.

Answer:e

True/False

Writingthereportalwayscomesafterthedatahasbeencrosstabulatedandstatisticaltestinghasbeenperformed.

Answer:True

Theconclusionshouldalwaysincludeatleastsomestatisticalinformation.

Answer:False

MostclientstodaywantacopyofthePowerPointpresentationratherthanadetailedtraditionalreport.

Answer:True

Thereportmethodologysectionservesastheprimaryguideforinterpretingfindingsanddrawingconclusions.

Answer:False

Themostdifficulttaskforastudentmarketingresearchteamisinterpretingprojectfindingstoarriveatconclusions,andthenusingtheconclusionstoformulaterecommendations.

Answer:True

Recommendationsaregeneralizationsthatanswerthequestionsraisedbytheresearchobjectivesorotherwisesatisfytheobjectives.

Answer:False

Recommendationsaresometimesthetacticsthatfocusonaclient’sachievementofadifferentialadvantage.

Answer:True

Clientsalwaysexpectapresentationoftheresearchresults.

Answer:False

Persuasionshouldneverbeusedinthepersonalpresentationofamarketingresearchreport.

Answer:False

Clientstendtopreferlongtext-basedreportstoshorterones.

Answer:False

PresentationsontheInternetcanbeaccessedwhereverorwheneverneeded.

Answer:True

Atypicalmarketingresearchreportoftenincludes50ormorepagesoftextandahandfulofgraphsaswell.

Answer:False

Byclearlydefiningresearchobjectivesupfrontandincorporatingthemineveryphaseoftheresearchproject,onewillproducebetterresultsthatcanthenbeusedasthebasisforsubsequentprojects.

Answer:True

Itisnotthatimportantfortheresearchfirmtohaveaconsistentstyleofreporting.

Answer:False

Persuasiondoesnotimplystretchingorbendingthetruth,butratherusingresearchfindingstoreinforceconclusionsandrecommendations.

Answer:True

Insomecases,amarketresearchermaynotbeabletomakespecificrecommendationsandcanonlymakemoregeneralones.

Answer:True

Onereasonpresentationsaresometimesinadequateisthatthespeakerlacksanunderstandingofthebarrierstoeffectivecommunication.

Answer:True

Theintialreportistheculminationoftheresearcheffort.

Answer:False

Inordertogetbuyinfromtheclient,thefindingssectionofareportshouldincludealotof“nicetoknow”findings.

Answer:False

Researchpresentationsarecommonlyscheduledfortwohours.

Answer:False

Advancedanalyticsaresomeoftheeasiestpartsofaprojecttopresent.

Answer:False

Marketingresearchpresentationsaretypicallypresentedtoaverybroadaudiencefirst.Thisallowsthemtoberefinedbeforebeingpresentedtothehighlevelaudience.

Answer:False

EssayQuestions

Commentonthefollowingstatement:Marketingresearchreportsmustbewrittenaseloquentlyaspossible,andincludethedetailandtechnicalinformationinthetextofthereport.

Answer:Themarketingresearchreportshouldbewrittenasfollows:

conciselyandwithclarity

theflowofthereportshouldrevolvearoundclearlystatedresearchobjectives

makeampleuseofgraphicandvisualaids

presentthefacts

presentinformationthatwilladdvaluetomanagerialdecisionmaking

provideaneffectiveexecutivesummary

technicalinformation,computergeneratedprintoutsandotheraccessoryinformationshouldgoinappendicesattheendofthereport

Listandbrieflydescribethesixmajorpartsofthemarketingresearchreport.

Answer:TheTitlePage,theTableofContents,theExecutiveSummary,theBackground,theMethodology,theFindings,andtheAppendixes.

Howwouldyourespondtothefollowingstatement:“TheExecutiveSummarymightbethemostimportantpartoftheresearchreport.”

Answer:Modernresearchreportsshouldbewrittenasconciselyaspossiblebutstillincludeallpertinentinformationregardingtheresearchobjectives.However,themodernexecutiveisalwayspushedfortime,andmaynothavetimetofullydigestevenanefficientlywrittenmarketingresearchreport.Hence,theExecutiveSummaryexplainswhattheresearchfound,whatthedatamean,whataction,ifany,shouldbetaken,basedupontheresearch.

Howwouldyourespondtothefollowingstatement:“TheMethodologyshouldexplainindetailhowtheresearchwasdoneandwhyitwasdone.”

Answer:Theabovestatementispartiallyrightregarding“howtheresearchwasdoneandwhyitwasdone.”However,themethodologythatgoesintothebodyofthereportshouldalsobewrittenasconciselyaspossible–onetotwopagesmaximum.Anytechnicalelementsofthemethodologythattheresearcherthinksshouldbepartofthereportshouldbeplacedinanappendixattheendofthereport.

Compareandcontrasttheconclusionsandrecommendationsportionsoftheresearchreport.

Answer:conclusionsandrecommendationscansometimesbeconfused.Basically,conclusionsshouldbepresentedbeforerecommendations,as