Chapter 22

Report Preparation and Presentation

True/False Questions

1. Report preparation and presentation is the final step in the marketing research project.
(True, easy, page 641)

2. The report preparation and presentation process begins after the data analysis step in
the marketing research process.
(True, easy, page 642)

3. When writing the final report, the researcher should draw conclusions but should not
make recommendations.
(False, easy, page 642)

4. Each report will have a unique character based on the personalities, responsibilities,
etc. of the researcher and the decision maker to whom the report is addressed.
(True, easy, page 644)

5. A letter of transmittal authorizes the researcher to proceed with the project.

(False, moderate, page 645)

6. It is o.k. to include only the major headings and subheadings in the table of contents.
(True, moderate, page 645)

7. The executive summary should be the first part of the report written.
(False, moderate, page 645)

8. The research design section contains a description of the theoretical foundations that
guided the research, any analytical models formulated, research questions,
hypotheses, and the factors that influenced the research design.
(False, moderate, page 646)

9. The results section is normally the longest part of the report and may comprise
several chapters.
(True, easy, page 646)

10. The researcher must make sure that management does not overly rely on the research
results or use them for unintended purposes, such as projecting them to unintended
populations.
(True, easy, page 646)

11. The conclusions and recommendations section should only include a summary of the
statistical results.
(False, easy, page 646)

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12. A logical organization leads to a coherent marketing research report.
(True, easy, page 648)

13. Variation in type size and skillful use of white space can take away from the
appearance and readability of the marketing research report.
(False, moderate, page 648)

14. When it is said that a report should be terse, it is meant that it should be as brief as
possible but not at the expense of completeness.
(True, moderate, page 648)

15. Every table should have a number.

(True, easy, page 648)

16. The arrangement of data items in a table should emphasize the most significant aspect
of the data.
(True, easy, page 648)

17. When developing a table, the footnotes should come after the source notes.
(False, moderate, page 649)

18. A pie chart is useful for displaying relationships over time or relationships among
several variables.
(False, moderate, page 650)

19. The histogram is a horizontal bar chart in which the width of the bars represents the
relative or cumulative frequency of occurrence of a specific variable.
(False, moderate, page 651)

20. A useful form of schematic figures and flow charts is classification diagrams.
(True, moderate, page 653)

21. The oral presentation is not important because the executives are also given a written
report with all the important information on it.
(False, easy, page 653)

22. The key to an effective presentation is preparation.

(True, easy, page 653)

23. As a follow-up to the marketing research report, the researcher might assist the client
with implementing the findings.
(True, moderate, page 655)

24. If the client was pleased with the research project and report, there is no need for the
researcher to evaluate the research project.
(False, moderate, page 656)

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Multiple Choice Questions

25. Which statement is not true about the report preparation and presentation process?
a. The findings should be presented in such a way that they can be used direcly as
input into decision making.
b. Conclusions should be drawn but recommendations should not be made.
c. The researcher should assist the client in understanding the report.
d. The researcher should evaluate the research process in retrospect.
(b, easy, page 643)

26. Report formats are likely to vary based on all of the following except:
a. the marketing research firm conducting the research
b. the client for whom the project is being conducted
c. the nature of the project itself
d. the client’s method of payment
(d, easy, page 644)

27. Information such as the title of the report, information about the researcher or
organization conducting the research, the name of the client and the date of release
should appear on/in the _____.
a. title page
b. letter of transmittal
c. letter of authorization
d. executive summary
(a, easy, page 645)

28. The letter of transmittal does all of the following except:

a. summarizes the researcher’s overall experiences with the project
b. discusses the major results
c. identifies the need for further action on the part of the client
d. all of the above
(b, moderate, page 645)

29. The _____ authorizes the researcher to proceed with the project and specifies the
scope and the terms of the contract.
a. title page
b. letter of transmittal
c. letter of authorization
d. executive summary
(c, moderate, page 645)

30. The _____ is often the only portion of the report that executives read.
a. title page
b. letter of transmittal
c. letter of authorization
d. executive summary
(d, easy, page 645)

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31. A list of tables, list of graphs, list of appendices, and list of exhibits are found in
which part of the marketing research report?
a. table of contents
b. letter of transmittal
c. letter of authorization
d. executive summary
(a, easy, page 645)

32. The _____ section contains a clear statement of the management decision problem
and the marketing research problem.
a. approach
b. problem definition
c. limits and caveats
d. research design
(b, easy, page 645)

33. The _____ section of the marketing research report contains a description of the
theoretical foundations that guided the research, any analytical models formulated,
research questions, hypotheses, and the factors that influenced the research design.
a. approach to the problem
b. problem definition
c. research design
d. both a and b
(a, moderate, page 646)

34. Which statement is not true about the research design section of the marketing
research report?
a. The topics should be presented in a non-technical, easy to understand manner.
b. The technical detail should be included in an appendix.
c. A description of the theoretical foundations that guided the research should be
included.
d. This section of the report should justify the specific methods selected.
(c, moderate, page 646)

35. Which of the following is not considered an aspect of report writing?

a. easy to follow
b. arrangement of data items
c. basis of measurement
d. both b and c
(d, moderate, page 647-649)

36. A marketing research report should do all of the following except:

a. be written for a specific reader or readers
b. take into account the reader’s technical sophistication and interest in the project
c. use technical jargon
d. take into account the circumstances under which the report will be read.
(c, moderate, page 647)

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37. In order for the report to accurately present the methodology, results, and conclusions
of the project, without slanting the findings to conform to the expectations of
management, the research must be _____.
a. terse
b. comprehensive
c. objective
d. none of the above
(c, moderate, page 648)

38. If you are trying to determine the best way to present data in a chart, you should refer
to the _____ for suggestions.
a. guidelines for tables
b. guidelines for graphs
c. guidelines for report writing
d. guidelines for oral presentations
(a, easy, page 648)

39. _____ are used to set off data items in the written report.
a. Leaders
b. White spaces
c. Dots
d. Hyphens
(b, moderate, page 649)

40. _____ can communicate relative location and other comparative information.
a. Pie charts
b. Pictographs
c. Schematic figures and flow charts
d. Geographic maps
(d, easy, page 650)

41. As a general guideline, a pie chart should not require more than _____ sections.
a. 6
b. 7
c. 8
d. 10
(b, moderate, page 650)

42. _____ are an attractive way of illustrating trends and changes over time.
a. Line charts
b. Pictographs
c. Bar charts
d. Histogram
(a, moderate, page 651)

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43. _____ do not depict results precisely, hence, caution should be exercised when using
them.
a. Line charts
b. Pictographs
c. Bar charts
d. Histograms
(b, easy, page 651)

44. A _____ can be used to present absolute and relative magnitudes, differences, and
change.
a. line chart
b. pictograph
c. bar chart
d. histogram
(c, moderate page 651 )

45. _____ can be used to display the steps or components of a process.

a. Pie charts
b. Pictographs
c. Schematic figures and flow charts
d. Geographic maps
(c, moderate, page 653)

46. Effective oral presentation techniques include all of the following except:
a. the use of visual aids displayed with a variety of media
b. allowing sufficient opportunity for questions, both during and after the
presentation
c. not spending much time on the reason for the research and getting to the results
quickly
d. constant eye contact and interaction with the audience
(c, easy, page 653)

47. Effective oral presentation techniques include all of the following except:
a. The speaker should vary the volume, pitch, voice quality, articulation, and rate
while speaking.
b. Terminate the presentation with a strong closing.
c. The presentation should be sponsored by a top-level manager in the client’s
organization
d. All of the above are correct.
(d, easy, page 653)

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48. Which statement is not true concerning the guidelines for reading the report and
evaluating the marketing research project developed by the Advertising Research
Foundation?
a. The report should assume that the reader has prior knowledge of the problem
situation and all the relevant information.
b. The report should include a discussion of the information needs, data-collection
methods, scaling techniques, questionnaire design and pre-testing, sampling
techniques, and fieldwork.
c. The interpretation of the basic results should be differentiated from the results per
se.
d. Factors that limit the generalizability of the findings, such as the nature and
representativeness of the sample, mode and time of data collection, and various
sources of error should be clearly identified.
(a, moderate, page 654)

49. Which of the following is a way in which the researcher might assist the client after
the marketing research report has been presented?
a. selection of a new product or advertising agency, development of a pricing policy,
marketing segmentation, or other marketing actions
b. further research projects
c. help the client firm make the information generated in the marketing research
project a part of the firm’s marketing (management) information system (MIS)
and decision support system (DSS)
d. All of the above
(d, easy, page 655)

50. Which of the following is not a special concern for international research during
report preparation and presentation?
a. the need to prepare reports for management in different countries and in different
languages
b. the presenter should be sensitive to cultural norms
c. the subjective experience and gut feelings of managers could vary widely across
countries, necessitating that different recommendations be made for implementing
the research findings in different countries
d. clients should use the research results in an ethical manner
(d, easy, page 656)

Essay Questions

51. Discuss why the report and its presentation are important parts of the marketing
research project.

Answer
The report and its presentation are important parts of the marketing research project
for the following reasons:
1. They are the tangible products of the research effort. After the project is complete
and management has made the decision, there is little documentary evidence of
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 the project other than the written report. The report serves as a historical record of
the project.
2. Management decisions are guided by the report and the presentation. If the first
five steps in the project are carefully conducted but inadequate attention is paid to
the sixth step, the value of the project to management will be greatly diminished.
3. The involvement of many marketing managers in the project is limited to the
written report and the oral presentation. These managers evaluate the quality of
the entire project on the quality of the report and presentation.
4. Management’s decision to undertake marketing research in the future or to use the
particular research supplier again will be influenced by the perceived usefulness
of the report and the presentation.
(moderate, page 642)

52. What are the steps in the report preparation process (Figure 22.1)?

Answer
1. interpretation, conclusions, and recommendations
2. report preparation
3. oral presentation
4. reading of the report by the client
5. research follow-up
(moderate, pages 642-643)

53. Discuss the results section of the marketing research report.

Answer
The results section is normally the longest part of the report and may comprise
several chapters. Often, the results are presented not only at the aggregate level but
also at the subgroup (market segment, geographical area, etc.) level. The results
should be organized in a coherent and logical way. The presentation of the results
should be geared directly to the components of the marketing research problem and
the information needs that were identified. The details should be presented in tables
and graphs, with the main findings discussed in the text.
(moderate, page 646)

54. How can the marketing researcher make the report appropriate for audiences with
different levels of technical sophistication and interest in the project?

Answer
Such conflicting needs may be met by including different sections in the report for
different readers, or by separate reports entirely.
(easy, page 647)

55. Define the “Tell ’Em” principle and the “KISS ‘Em” principle.

Answer
The “Tell ’Em” principle is effective for structuring a presentation. This principle
states: (1) tell ’em what you’re going to tell ’em, (2) tell ’em, and (3) tell ’em what
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 you’ve told ’em. Another useful guideline is the “KISS ’Em” principle, which states:
Keep It Simple and Straightforward (hence the acronym KISS).
(moderate, page 653)

56. List some of the ethical issues faced by the researcher and the client in the report
preparation and presentation stage of the marketing research project.

Answer
Report preparation and presentation involves many issues pertaining to research
integrity. These issues include defining the marketing research problem to suit hidden
agendas, compromising the research design, deliberately misusing statistics,
falsifying figures, altering research results, misinterpreting the results with the
objective of supporting a personal or corporate point of view, and withholding
information. The dissemination of the marketing research results to the client, and
other stakeholders as may be appropriate, should be honest, accurate, and complete.
Likewise, clients also have the responsibility for complete and accurate disclosure of
the research findings and are obligated to use the research results in an ethical
manner.
(moderate, page, 657)

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