SEM II 1.10 Quiz

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?

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

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

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

• Handmade graphics

• Informal outlines

• Computer software

• Scientific data

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

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

• Research findings

• Pertinent data

• Relevant information

• Research methods

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

• Supporting tables and graphs

• Summaries and recommendations

• Technical appendixes and indexes

• Data-collection procedures

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

• Summary

• Appendix

• Analysis

• Introduction

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

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

• Limitations

• Regulations

• Qualifications

• Populations