CH 16 Flashcards
(10 cards)
A faulty or misleading visual:
Discredits the researcher’s report and work.
Can be distracting.
Is embarrassing.
Can ruin opportunities for future work.
Discredits the researcher’s report and work.
A marketing researcher should always provide visuals that:
Are colorful and memorable.
Include a mixture of graphs and charts.
Include lots of photography.
Accurately demonstrate the data.
Accurately demonstrate the data.
A well-organized report, with appropriate headings and subheadings, will:
Be more likely to help win additional business.
Substantially improve readability.
Gain more attention from top management.
Add credibility to the overall research effort.
Substantially improve readability.
Alternative ways of presenting data can be helpful, but no matter what tools are used, it is:
Up to the researcher to present the data personally.
Useless unless the data is accompanied by an extensive bibliography.
Up to the researcher to bring meaning to the data.
Useless unless the data is in an attractive format.
Up to the researcher to bring meaning to the data.
Before a researcher begins writing, he or she must answer some questions. Which of the following is NOT one of those basic questions?
What message do you want to communicate?
Who is the audience?
What is the best and most suitable visualization tool that you need?
What is your purpose?
What is the best and most suitable visualization tool that you need?
Besides presenting compelling and immersive insights packaged inside a headline or two, today’s information needs to reach a ________ while being accessible, consumable, and memorable.
specific market research audience
narrower corporate audience
broader corporate audience
more targeted corporate audience
broader corporate audience
Citing the work of others not only allows you to avoid charges of plagiarism but also:
Adds importance to your message.
Adds credibility to your message.
Enhances the details of the report.
Demonstrates that you have access to authoritative research.
Adds credibility to your message.
If all aspects of the report are done well, the report will not only communicate properly, but also it will serve:
To support upper management’s objectives.
To build credibility.
To increase corporate visibility.
To help increase revenue.
To build credibility.
Reporting all important limitations can:
Help avoid legal consequences.
Actually add to the researcher’s chances of additional research assignments.
Help keep the client from making faulty decisions.
Actually add credibility to your research.
Actually add credibility to your research.
The Title Page is part of the “front matter” of a research report. Which of the following is NOT one of the items included on the Title Page?
The title of the document
The organization/person(s) for whom the report was prepared
The date of submission
The reference to authorization
The reference to authorization
