True or False: Word clouds can be used to display qualitative data.

True

False

Mean scores can be displayed ______.

As bar charts

As pie charts

In tables

As bar charts and in tables

True or False: Trending data over time does not require the survey question to be worded the same for each iteration.

True

False

The process of categorizing open-ended comments is referred to as ______.

Mashing

Percentaging

Coding

Scatterplotting

True or False: Tables can be used to display large amounts of mean scores or percentages that otherwise might not fit in a bar chart.

True

False

True or False: When charting mean scores, it is important the scale on the chart is the same as the scale used on the survey.

True

False

This section of a survey research report profiles the collected sample and demonstrates how representative it is of the target market population.

Respondent profile

Executive summary

Detailed findings

Appendix

This section of a research report states the research objective the study was attempting to address.

Purpose

Executive summary

Detailed findings

Appendices

This section of a research report details exactly how the data were collected.

Respondent profile

Executive summary

Detailed findings

Methodology

A line chart is best used to ______.

Connect mean scores that are similar

Trend the same variable over time

Illustrate data that adds up to 100%

Compare different categorical variables

Which mistake can cause a mean score to be erroneously inflated?

Creating a scale with too many points

Using categorical variables instead of continuous variables

Not excluding "don't know" and "not applicable" responses from the analysis

Creating a scale that goes beyond 10

True or False: Data that makes up the slices of a pie chart can equal more than 100%.

True

False

Each of the following statements is true regarding the respondent profile section of a primary research report, except ______.

Demonstrates how representative the sample is of the target market population

Demographically and/ or psychographically describes the sample that participated in the study

Provides insight into the study's major findings

Compares the returned sample composition to the target market population composition

The following are appropriate to include in an appendix of a primary research report, except ______.

Detailed data tables

Full, uncoded, or raw comments from open-ended questions

The survey instrument

All of these are appropriate

Generally, this section of a research report is the only section that includes strategic recommendations based on the data.

Purpose

Executive summary

Detailed findings

Appendices

Each of the following is a necessary component of a secondary research report, except ______.

A works cited page

The survey tool used

The research objective

Conclusions and recommendations

True or False: It is important to interject the researcher's opinions throughout the body of a secondary research report.

True

False

In focus group reports, it is important to _______.

Describe all inferential statistics used

Show group consensus where possible on each topic

Disclose the name of each participant in the methodology

Include the researcher's personal opinions on the major topic areas

True or False: Mystery shop reports are usually produced for each individual encounter as well as aggregated into a summary report.

True

False

True or False: An observational research report should stay away from including examples of specific behaviors of subjects.

True

False