Marketing Research Ch. 16

Front 1

Marketing research report

Back 1

Factual message that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her decision making on the contents of the report.

Front 2

_____________________________ is the product that represents the efforts of the marketing research team, and it may be the only part of the project the client will see.

Back 2

The marketing research report

Front 3

Dashboards

Back 3

Provide digital interfaces that allow users to quickly and easily see information that is presented in a simplified manner.

Front 4

Online reporting software

Back 4

Electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his or her own analyses.

Front 5

T/F: It is important to know who your audience is and information about them and how they compare to other people in the audience.

Back 5

True

Front 6

Front matter

Back 6

All pages that precede the first page of the report.

Front 7

6 pages included in the front matter

Back 7

Title page, letter of authorization, letter/memo of transmittal, table of contents, list of illustrations, and abstract/executive summary.

Front 8

4 major items of info in the title page

Back 8

1. Title of document

2. Org/person for whom the report was prepared

3. Org/person who prepared the report

4. Date of submission

Front 9

Letter of authorization

Back 9

The marketing research firm's certification to do the project.

Front 10

Letter of transmittal

Back 10

Used to release or deliver the document to an org for which you are not a regular employee.

Front 11

Memo of transmittal

Back 11

Used to deliver the document within your org.

Front 12

Table of contents

Back 12

Helps the reader locate information in the research report.

Front 13

List of illustrations

Back 13

If the report contains tables and/or figures, include in the table of contents a list of illustrations with page numbers on which they appear.

Front 14

Tables

Back 14

Words and/or numbers arranged in rows or columns.

Front 15

Figures

Back 15

Graphs, charts, maps, pictures, and so on.

Front 16

Abstract/executive summary

Back 16

Skeleton of your report that serves as a summary for the busy executive or a preview for the in- depth reader.

Front 17

Body

Back 17

Bulk of the report.

Front 18

5 things included in the body

Back 18

1. Introduction of the report

2. Explanation of your method

3. Discussion of results

4. Statement of limitations

5. List of conclusions and recommendations

Front 19

Introduction

Back 19

Orients the reader to it's contents. It may contain a statement of the background situation leading to the problem, the statement of the problem, and a summary description of how the research process was initiated.

Front 20

Research objectives

Back 20

May be listed either as a separate section or within the introduction section.

Front 21

Method

Back 21

Describes, in as much detail as necessary, how you conducted the research, who or what your subjects were, and what tools or methods were used to achieve your objectives.

Front 22

_______________ refers to the tools of scientific investigation and the tools used in marketing research project are described in detail in the method section of the report.

Back 22

Method

Front 23

Methodology

Back 23

Refers to the principles that determine how such tools are deployed and interpreted.

Front 24

What is the most important portion of a report?

Back 24

Results

Front 25

Results

Back 25

Should logically present the finding of your research and may be organized around the research objectives for the study.

Front 26

Limitations

Back 26

Typical limitations in the research reports often focus on constraints such as time, money, size of sample, and personnel.

Front 27

Conclusions

Back 27

Outcomes and decisions you have reached based on your research results.

Front 28

Recommendations

Back 28

Suggestions for how to proceed based on the conclusions.

Front 29

Plagiarism

Back 29

Representing the work of others as your own.

Front 30

How can one avoid plagiarism as well as add credibility to their report?

Back 30

Properly citing the work of others.

Front 31

End matter

Back 31

Comprises the appendices, which contain additional information to which the reader may refer for further reading but that is not essential to reporting the data, reference list, and endnotes.

Front 32

Reference list

Back 32

Contains all the sources from which information was collected for the report.

Front 33

Endnotes

Back 33

Notes at the end of a document that provide supplementary info or comments on ideas provided in the body of the report.

Front 34

2 parts to the end matter of a report

Back 34

1. Appendices

2. Endnotes

Front 35

3 parts that include form and format concerns

Back 35

1. Headings

2. Subheadings

3. Visuals

Front 36

Headings

Back 36

Indicate the topic of each section.

Front 37

Subheadings

Back 37

Should divide the info into segments.

Front 38

Visuals

Back 38

Tables, figures, charts, diagrams, and other graphic aids.

Front 39

A good paragraph contains what?

Back 39

One main idea and a topic sentence that should state the main idea.

Front 40

What does the body of the paragraph provide?

Back 40

The main idea of the topic sentence by giving more information, analysis, or examples.

Front 41

What does the transitional sentence tell readers?

Back 41

Where they are headed.

Front 42

Paragraphs should be ____________.

Back 42

Short

Front 43

Controlling the length of the paragraph encourages _________________________________.

Back 43

Good communication.

Front 44

Purpose of tables

Back 44

Identify exact values.

Front 45

Purpose of graphs and charts

Back 45

Illustrate the relationship among items.

Front 46

What is the purpose of a pie chart?

Back 46

To compare a specific part of the whole to the whole.

Front 47

What is the purpose of a bar chart and line graph?

Back 47

Compare items over time or show correlations among items.

Front 48

What is the purpose of flow diagrams?

Back 48

To introduce a set of topics and illustrate their relationships.

Front 49

What is the purpose of maps?

Back 49

Define geographical locations.

Front 50

What is the purpose of photographs?

Back 50

Present an aura of legitimacy bc they are not created in the sense that other visuals are created.

Front 51

What is the purpose of drawings?

Back 51

Focus on visual details.

Front 52

Tables allow the reader to compare ______________________.

Back 52

Numerical data.

Front 53

T/F: It is important to not allow computer analysis to imply a level of accuracy that is not achieved.

Back 53

True

Front 54

How many decimal places should be used in the data?

Back 54

As little as possible.

Front 55

If you want readers to compare items, where should you place them?

Back 55

In the same column, not the same row.

Front 56

What should you do if you have many rows in your table?

Back 56

Darken alternating entries or double space after every few (5) entries to assist the reader in accurately lining up items.

Front 57

Total columns and rows when __________.

Back 57

Relevant.

Front 58

Top- two box scores

Back 58

Researchers commonly report the first two score or two bottom score in a table.

Front 59

When you want to illustrate the relative size or proportions of one component versus others, _____________________________ are useful.

Back 59

Pie charts.

Front 60

Definition of a pie chart

Back 60

Circle divided into sections. Each section represents a percentage of the total area of the circle associated with one component.

Front 61

__________________ are used in reporting survey data bc they are easy to interpret.

Back 61

Bar charts.

Front 62

When are bar charts useful?

Back 62

In reporting the magnitude or response or to show magnitude or response comparisons between groups. They are useful for illustrating change over time.

Front 63

_____________________________ are easy to interpret if they are designed properly and may be drawn in SPSS with the graphs option.

Back 63

Line graphs.

Front 64

______________________ introduce a set of topics and illustrate their relationships.

Back 64

Flow diagrams.

Front 65

Ethical visual

Back 65

Objective in terms of how info is presented in the research report.

Front 66

How many times should you check your labels, numbers, and visual shapes?

Back 66

Double and triple check. A faulty or misleading visual discredits your report and work.

Front 67

Why should you exercise caution when using a 3D figure?

Back 67

They may distort the data by multiplying the value by the width and the height.

Front 68

Truncated graphs

Back 68

Having breaks in the scaled values on either axis. Are acceptable if audience is familiar with the data, otherwise present all parts.