SEM2 1.10

Stephanie completed a market-research project to identify changing consumer trends that will affect her company and its market position. She learned many interesting demographic trends occurring in the population. What type of data should she include in her report to management?

• Information that is relevant to the marketing decisions that management must make.

• All the information collected so management can decide what is important.

• Information that applies only to people not currently part of the target market.

• Information that applies only to the company's current target market.

An effective technique to use when giving an oral presentation of report findings and recommendations is to ensure the presentation has which feature?

• Simplicity

• technically oriented

• free from detail

• Complexity

One of the main portions of a marketing report describes the research methods and which other component?

• Industry review standards

• Data collection procedures

• Technical terms

• Consulting expenses

When writing marketing reports, researchers should make sure that they include a section about which component?

• Populations

• Qualifications

• Regulations

• Limitations

What part of a marketing-research report would be mentioned only briefly in an oral presentation?

• Research methods

• Relevant information

• Pertinent data

• Research findings

The main portion of a marketing report that explains the research findings should include which component?

• Summaries and recommendations

• Technical appendixes and indexes

• Data-collection procedures

• Supporting tables and graphs

An effective method of presenting complex report findings and recommendations to a large group of managers involves the use of which component?

• Scientific data

• Computer software

• Informal outlines

• Handmade graphics

Copies of questionnaires, interview forms, and other technical documents are often included in which part of a marketing report?

• Analysis

• Introduction

• Summary

• Appendix