当代市场调研 （原第12版）测试题及答案 ch15.docx

Chapter15:CommunicatingAnalyticsandResearchInsights

MultipleChoice

Whichofthefollowingisnotanobjectiveofthemarketingresearchreport?

a. toexplainwhytheresearchwasdone

b. tostatethespecificresearchobjectives

c. toexplainhowtheresearchwasdone

d. toexplainhowmuchtheprojectcosttheclient

e. Alloftheseareobjectivesofthemarketingresearchreport.

Answer:d

Whichofthefollowingpartsofthemarketingresearchreportgoesattheend?

a. appendices

b. executivesummary

c. findings

d. methodology

e. noneofthese

Answer:a

Adifferentialadvantageis:

a. astatementofprojectresults.

b. advantage(s)ofaspecificmethodology.

c. atruebenefitthatcannotbeduplicatedbycompetitors.

d. awell-writtenexecutivesummary.

Answer:c

Whichstatementisnottrueaboutmarketingresearchreports?

a. Theycontainatableofcontentsandrecommendations.

b. Theycontaininformationaboutthemethodologyofthereport.

c. Everyfactmustbeincludedindetail;reportlengthofthebodyofthereportshouldnotbeanissue.

d. Researchobjectivesmustbeoutlined.

e. Allstatementsaboutmarketingresearchreportsaretrue.

Answer:c

Whichofthefollowingisnotpartofthemarketingresearchreportappendices?

a. adetailedlistofresearchobjectives

b. crosstabulationsforeveryquestion

c. technicaldiscussionofresearchprocedures

d. cleancopyofthequestionnaire(s)

e. Allarepartofthemarketingresearchreportappendices.

Answer:a

Whichofthefollowingbestdescribestheexecutivesummary?

a. areportonlyfortopexecutivestoensuresecrecy

b. athoroughsynopsisoftheprojectwhichexplainshowtheresearchwasdone,outlinesobjectives,andhighlightsresults

c. adetailedreportincludingalltechnicalinformationregardingtheproject

d. apresentationtotopexecutivesofthemarketingresearcher’sclient

e. noneofthese

Answer:b

Whichofthefollowingdoesaresearchernotneedtokeepinmindwhenprepa