Marketing Research Spring Test 5 Set 3

Front 1

a relationship where the prescence of one variables label is systematically related to the presence of another variables label. ex using google and searching for Dog AND Food.

Back 1

boolean relationship

Front 2

boolean relationships work with ------ meaning that we have specified categories not numbers.

Back 2

labels

Front 3

with a boolean relationship the researcher often resorts to -------- to "see" the relationship

Back 3

graphical or other presentation formats

Front 4

you should not develop a stacked bar chart unless you are assured that the relationship

Back 4

is statistically significant

Front 5

the analytical technique that assesses the satistical significance of boolean or categorical variable relationships is

Back 5

cross tabulation analysis

Front 6

communicates both the strength and the direction of the linear relationship between two metric variables.

Back 6

The correlation coefficient

Front 7

The amount of linear relationship between two variables is communicated by the absolute size of the ----- ------.

Back 7

correlation coefficient

Front 8

is defined as the amount of change in one variable systematically associated with a change in another variable.

Back 8

covariation

Front 9

measures the linear relationship between two metric-scaled variables.

Back 9

The Pearson product moment correlation (r):

Front 10

consists of all pages that precede the first page of the report-- the title page, letter of authorization (optional), letter/memo of transmittal, table of contents, list of illustrations, and abstract/executive summary

Back 10

front matter

Front 11

the marketing research firm's certification to do the project and is optional

Back 11

letter of authorization

Front 12

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

Back 12

letter of transmittal

Front 13

to deliver the document within your own organization

Back 13

memo of tarnsmittal

Front 14

is a "skeleton" of your report. it serves as a summary for the busy executive or a preview for the indepth reader. provides an overview of the most useful information, including the conclusions and recommendations

Back 14

abstract or executive summary

Front 15

refers to presenting the work of others as your own and is a serious offense

Back 15

plagarism

Front 16

comprises the appendices, which contain additional information that the reader may refer to for further reading that is not essential to reporting the data.

Back 16

end matter (the nice to know information, not the need to know)

Front 17

when using visuals in a report you can use

Back 17

pie charts and bar charts

Front 18

is a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client.

Back 18

The marketing research report:

Front 19

The client bases his or her decision making on the contents of the report.
The marketing research report is the product that represents the efforts of the marketing research team, and it may be the only part of the project that the client will see.
The time and effort expended in the research process are wasted if the report does not communicate effectively.

Back 19

the importance of the marketing research report

Front 20

Marketing research reports are tailored to specific audiences and purposes, and you must consider both in all phases of the research process, including planning the report.

Back 20

organizing the written report

Front 21

When organizing the written report what questions must be considered?

Back 21

What is your purpose?
Who is the audience?
What are your audience’s interests, values, concerns?

Front 22

What are the three sections of a written report?

Back 22

front matter, body, end matter

Front 23

Front matter includes

Back 23

title page, letter of authorization, letter/memo transmittal, table of contents, list of illustrations, abstract/executive summary

Front 24

the title page contains

Back 24

The title of the document
The organization/person(s) for whom the report was prepared
The organization/person(s) who prepared the report
The date of submission

Front 25

is the marketing research firm’s certification to do the project and it optional.

Back 25

The letter of authorization

Front 26

few people will read the ----- of the report. rather they will read the executive summary, conclusions, and recommendations

Back 26

body

Front 27

The body contains

Back 27

the introduction, research objectives, methodology, results, limitations, conclustions and reccomendations

Front 28

are words or numbers that are arranged in rows and columns.

Back 28

Tables

Front 29

are graphs, charts, maps, pictures, and so on.

Back 29

Figures

Front 30

the introduction may contain

Back 30

A statement of the background situation leading to the problem
The statement of the problem
A summary description of how the research process was initiated.
It should contain a statement of the general purpose of the report and also the specific objectives for the research.
Research objectives may be listed here or in a separate section.

Front 31

describes, in as much detail as necessary, how you conducted the research, including a description of the sample plan and sample size determination, the method of gathering data, and how the data were analyzed.

Back 31

the methodology

Front 32

is the most important portion of your report.
should logically present the findings of your research and be organized around your objectives for the study.

Back 32

the results section. (the most important portion of your report)

Front 33

Typical limitations in research reports often focus on but are not limited to factors such as time, money, size of sample, and personnel.
Do not attempt to hide or disguise problems in your research; no research is faultless.
Always be honest and open regarding all aspects of your research.

Back 33

limitations

Front 34

are the outcomes and decisions you have reached based on your research results.

Back 34

conclustions

Front 35

are suggestions for how to proceed based on the conclusions

Back 35

recommendations

Front 36

may be listed together or in separate sections, depending on the amount of material you have to report.

Back 36

Conclusions and recommendations

Front 37

contains information that the reader may need to refer to for further reading but that is not essential to reporting the data.

Back 37

end matter. contain appendices and end notes

Front 38

devices can make the difference in whether or not your reader gets the message as you intended it.
Examples:
A good paragraph has one main idea.
Capitalize on white space.

Back 38

sylistic

Front 39

----- identify exact values while ----- and ------ illustrate relationships among items

Back 39

tables, graphs and charts

Front 40

is one that is totally objective in terms of how information is presented in the research report.
Double- and triple-check all labels, numbers, and visual shapes.
Exercise caution if you use three-dimensional figures.
Make sure all parts of the scales are presented

Back 40

ethical visual

Front 41

purpose of the --------- --------is to succinctly present the information and to provide an opportunity for questions and discussion.
To be prepared follow certain steps such as:
Identify and analyze your audience.
Outline the key points.
Practice your presentation.

Back 41

oral presentation