Presenting the Results Test Questions & Answers Chapter 22

Test Bank

CHAPTER 22 Presenting the Results

True-False

1. The content of a particular marketing research presentation should

be the same, regardless of the composition of the audience, in order

to ensure uniform communication.

2. The material to be included in a presentation and the level of that

presentation should be dictated only by the methodology of the study.

3. An appendix should not be used to present technical material that would not F be appropriate for all members of an audience.

4. Because some studies are not conducive to tight organization,

research presentation need not always have an introduction, a body, and a summary.

5. The first step in effectively presenting results is to know the audience, its

background, and its objectives

6. A presentation should address issues of validity and reliability.

7. The audience should have a feel for the reliability of the research

results. At least, the audience should know what sample size was involved.

8. Adherence to the adage, "Tell the audience what you're going to say,

say it, and then tell them what you said," results in tedious

presentations and is not recommended for marketing researchers.

9. If an audience is motivated by a presentation then the presenter can disrespect

the audience’s time constraints.

1. A strong and continued relationship with the client is important to gain feedback

on various aspects of the research project, and clarify or interpret the results.

Multiple Choice

1. Which of the following is not a guideline for successful presentation?

a. Communicate to general audience.

b. Structure the presentation.

c. Create audience interest.

d. Be specific and visual.

e. Address validity and reliability issues.

2. Which of the following is a guideline for effective report writing?

a. using a main heading and subheadings to communicate the content of the material discussed.

b. using the past tense as much as possible.

c. using passive voice construction to avoid seeming too lively.

d. using hand drawn tables and graphs.

e. avoiding the use of verbatims and anecdotes to communicate respondents’ comments.

3. Which of the following question(s) are key to knowing your audience?

a. Who are you addressing?

b. What is their background?

c. What are their time constraints?

d. How technical can you get without losing your audience?

e. All of the above

4. The structure of the presentation should include all of these except:

a. introduction

b. summary

c. body

d. references

5. The body of the presentation should be divided into

a. 2 to 5 parts

b. 6 to 8 parts

c. 8 to 10 parts

d. zero parts

6. In stimulating audience interest, all of these should be applied except:

a. Address important research questions and findings

b. Turn attention to specific/relevant numbers in charts

c. Avoid humor

d. Make visuals interactive

7. Which of the following is a suggestion to avoid distracting the audience?

a. avoid picking up and manipulating objects such as pens, pointers, clips, etc.

b. Avoid obvious pacing, and don’t hide behind the lectern

c. maintain good eye contact

d. avoid delivery that is too loud or too soft, too slow or in monotone

e. all of the above