chapter 13

Question 1

What is credibility in a report?

Answer 1

The quality of a report that is related to its accuracy, believability, and professional organization.

Question 2

What does believability refer to in a report?

Answer 2

The quality of a report that is based on clear and logical thinking, precise expression, and accurate presentation.

Question 3

What is an executive summary?

Answer 3

The part of a marketing research report that presents the major points; it must be complete enough to provide a true representation of the document but in summary form.

Question 4

What information does the introduction contain?

Answer 4

Background information necessary for a complete understanding of the report.

Question 5

What is the purpose of the methods-and-procedures section?

Answer 5

Communicates how the research was conducted.

Question 6

What are limitations in a report?

Answer 6

Extraneous events that place certain restrictions on the report and are typically mentioned when results are being compared.

Question 7

What is the appendix in a report?

Answer 7

A section following the main body of the report; used to house complex, detailed, or technical information.