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
..
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
..
