Which statement is not true about the research design section of the marketing research report?

Try these quizzes to test your understanding.

1. Which of the following statements about questionnaires is incorrect?

1. Questionnaire design and development is straightforward as it does not require careful considerations and planning.
2. The key purpose of developing a survey questionnaire is to obtain raw information from participants to answer the research question.
3. A questionnaire can be very efficient in its design and structure but ineffective in answering the research question.

Answer: A

2. Survey and questionnaire are interchangeable words that mean the same thing for researchers.

1. True
2. False

Answer: B

3. A Codebook is a reference book where the data coding instructions and data codes associated with the data file are documented.

1. True
2. False

Answer: A

4. Including questions that are not relevant to the research objectives or hypotheses in a questionnaire but may be of use is a good feature of an efficient questionnaire.

1. True
2. False

Answer: B

5. A good questionnaire adopts the funnel approach in organising the questions such that they start from the general then swiftly move to the specific.

1. True
2. False

Answer: A

6. The decision on which measurement scale to use for collecting data on a variable depends on how much data is sought and in what form.

1. True
2. False

Answer: A

7. Using jargon that respondents may not be familiar with is a clever way for the researcher to achieve good responses.

1. True
2. False

Answer: B

8. Using existing measurement scales that have been previously developed by other researchers enhances the reliability of questionnaire questions.

1. True
2. False

Answer: A

9. Once data is collected, a researcher should dive right in onto the analysis process.

1. True
2. False

Answer: B

10. Qualitative data generated from open-ended questions should be analysed separately using qualitative analysis methods.

1. True
2. False

Answer: A

11. Deciding on the suitable statistical tools to use starts after data is collected and inputted into the statistical analysis software.

1. True
2. False

Answer: B

12. In the pre-test, the questionnaire is given to a few researchers or subject experts to assess its wording, logic, flow and its face validity.

1. True
2. False

Answer: A

13. Using double-barrelled questions is acceptable in questionnaire design.

1. True
2. False

Answer: B

14. A lengthy questionnaire is recommended as it provides the researcher with as much data as possible about the topic under investigation.

1. True
2. False

Answer: B

15. Nominal data provides the highest level of data in terms of richness and the multitude of statistical techniques that can be used for its analysis.

1. True
2. False

Answer: B

Try these quizzes to test your understanding.

1. Research analysis is the last critical step in the research process.

1. True
2. False

Answer: B

2. The final research report where a discussion of findings and limitations is presented is the easiest part for a researcher.

1. True
2. False

Answer: B

3. Two different researchers may be presented with the same data analysis results and discuss them differently, uncovering alternative insights linked to the research question, each using a different lens.

1. True
2. False

Answer: A

4. A reliable research is essentially valid, but a valid research is not necessarily reliable.

1. True
2. False

Answer: B

5. A valid research refers to the degree to which it accurately measures what it intends to measure.

1. True
2. False

Answer: A

6. Keeping an envisioned original contribution to knowledge in mind, the research report in appearance and content should highlights the outcomes and link back to objectives.

1. True
2. False

Answer: A

7. A good conclusion chapter should (please select ALL answers that apply) ______.

1. have a structure that brings back what the research set out to do
2. discuss the researcher’s own assumptions and ideas about the topic under study
3. makes logical links between the various parts of the arguments starting from the hypotheses

Answer: A & C 

8. Research implications presented in a study must be either theoretical only or practical only.

1. True
2. False

Answer: B

9. Good researchers should aim for a perfect research, with no limitations or restrictions.

1. True
2. False

Answer: B

10. Examples of research limitations include (please select the answer that DOESN’T apply) ______.

1. access to the population of interest
2. the study’s coverage of possible contributory factors
3. the researcher’s poor analysis skills
4. the sampling technique used

Answer: C

11. A good structure outlining an effective research report starts with the ‘Analysis and Results’ section.

1. True
2. False

Answer: B

12. A good research study can just focus on its key outcomes without highlighting areas for future research.

1. True
2. False

Answer: B

13. If some of the research questions were not answered or some research objectives could not be achieved, then the final report must explain and reflect on the reasons why this is the case.

1. True
2. False

Answer: A

14. The importance of being critically reflective in presenting the future research section is that it allows for the advent of new arenas of thought that you or other researchers can develop on.

1. True
2. False

Answer: A

15. A weak future research section and weak discussion of the research limitations does not make the study fragile/lacking rigour and depth.

1. True
2. False

Answer: B

16. Once a research specifies a study’s limitations, this discredits all research efforts exerted in it.

1. True
2. False

Answer: B

17. Reporting research is about presenting the research journey through clear and evidence-based arguments of design, process and outcomes, not just describing it.

1. True
2. False

Answer: A

18. It is not important to present in every research report the ethical considerations that were anticipated or have ascended in the study.

1. True
2. False

Answer: B

19. Verbal and visual presentations of research aid in the dissemination of its outcomes and value, and allow for its strengths to be revealed.

1. True
2. False

Answer: A

20. In oral presentations, the audience expects you as a researcher to present your work in full detail even if they will ask further questions in the follow-up discussion.

1. True
2. False

Answer: B

What is often the only portion of the marketing research report that business managers read?

Is that type of research design which assists the decision maker in determining evaluating and selecting the best course of action to take in a given situation?

Which research design is marked by prior formulation of specific hypotheses?

Which of the following best describes executive summary?