Test Bank For Marketing Research for Marketers 1st Edition By Jon Callegher, Ted Langschmidt, Julie Kellershohn

TEST BANK
Kristen Cadotte



MARKETING RESEARCH
FOR MARKETERS
First Edition


Jon Callegher


Julie Kellershohn


Ted Langschmidt




All Chapters Arranged Reverse: 13-1

,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
..

,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




13-2
..

, 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?
A) Methodology
B) Background and Objectives
C) 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?
A) Methodology
B) Background and Objectives
C) 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"?
A) Methodology
B) Conclusions
C) 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?
A) Methodology
B) Background and Objectives
C) Findings
D) Appendices
Answer: D
Diff: 1 Type: MC
Skill: Recall
LO: 13.1 Write a marketing research report


13-3
..