Project strategy for marketing research specifies the types of studies that are to be conducted and for what purposes.
a. True
b. False
Question 2
Which of the following statements is FALSE?
a. The research report represents the end product of the research process. No matter what the proficiency withwhich all previous steps have been dispatched, the project will be no more successful than the researchreport.
b. The audience determines the type of report. Researchers must make every effort to acquaint themselves withthe specific preferences of their audience. They should not consider these preferences as unalterable, but anydeviations from them should be made with reason and not from ignorance.
c. The fundamental criterion by which research reports are evaluated is communication with the reader.
d. The technical capacity of the reader is unimportant as far as the research report is concerned. Rather, thereader's interest is critical in determining the content of the report. An interested reader should be expected toovercome any difficulties he or she might have in understanding the report because of limited technicalexpertise.
e. The competency of the researcher is often evaluated based on the readability of the research report.
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