TEST BANK OF BCOM 6 6th Edition BY Lehman, DuFrene

TEST BANK OF BCOM 6 6th Edition BY Lehman, DuFrene

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Chapter 6—Delivering Good- and Neutral-News Messages

TRUE/FALSE

     1.   Neutral messages contain content that is not likely to generate an emotional message from the receiver.

     2.   Memorandums, or memos, are appropriate for communication both inside and outside the company.

          

     3.   Because message expectations and social conventions differ among cultures, effective communicators adapt their strategies when communicating with various audiences.

     4.   Making a choice between an inductive outline or a deductive outline is as important in writing an email message or memorandum as in writing a letter.

     5.   Selection of the deductive or inductive method of organizing business messages depends on the probable reaction of the receiver to the message.

     6.   An advantage of the deductive organization of good- or neutral-news messages is that it helps receivers save time because they can understand the important idea and then move rapidly through the details.

          

     7.   The three steps in the deductive strategy used for good- and neutral-news messages indicate the requirement for a three-paragraph document format.

     8.   Good- or neutral-news messages follow a deductive sequence in which the message begins with the main idea.

     9.   Depending on the situation, a thank-you message can be handwritten, printed on letterhead, or sent electronically.

          

   10.   Goodwill messages can be designed to build strong, lasting relationships among employees, clients, customers, and various other groups.

   11.   Appreciation letters that are not sent in a timely manner may arouse questions about the sender's motive.

   12.   It is acceptable to send a message of appreciation that includes strong, somewhat exaggerated language when the sender believes the statements to be true.

   13.   The strategies for routine claims and persuasive claims differ because with a persuasive claim, a request will likely be granted only after explanations and arguments have been presented.

   14.   An attempt at resale or sales promotion is inappropriate in a favorable response to a claim message.

   15.   Personalized form letters are a fast and efficient means to send frequently recurring messages that will likely result in a neutral or favorable reaction from the receiver.

   16.   The impersonal nature of form letters makes them inappropriate for business purposes.

   17.   An acknowledgment message is sent to indicate an order has been received and processed.

   18.   When asked to provide credit information about an account holder, good advice is to report only facts and avoid opinions about the applicant.

   19.   The Equal Credit Opportunity Act requires that a credit applicant be notified of a credit decision within 10 days of receipt of the request or application.

          

   20.   Asking a colleague or employee to walk through the steps outlined in a procedural document is recommended prior to finalizing the document.

          

   21.   Memos or email messages are the most frequent methods for sharing procedures and instructions for internal business communication when a written record is needed.

MULTIPLE CHOICE

     1.   If you need to convey information that contains good- or neutral-news, you could use

a.	letters but not e-mail or voice mail.
b.	e-mail but not letters or voice mail.
c.	e-mail and letters but not voice mail.
d.	e-mail, memos, or voice mail.

     2.   As compared to letters, memos and email are channels for sharing information of a somewhat ____ nature.

a.	formal
b.	informal
c.	negative
d.	personal

     3.   The organization of business messages should be organized based on

a.	a prediction of the receiver’s reaction to the main idea.
b.	the deductive sequence.
c.	the inductive sequence.
d.	a reflection of the writer’s mood and personality.

     4.   Mary has a neutral message to deliver to a co-worker. What delivery options would be the most effective?

a.	Letter, email, or telephone
b.	Memo, instant messaging, or letter
c.	Letter, phone, or in person
d.	Memo, email, or phone

     5.   Which of the following is NOT an advantage of the deductive sequence approach for a good-news message?

a.	The first sentence receives attention since it is in an emphatic position.
b.	The good news in the first sentence puts receivers in a good frame of mind.
c.	The organization is persuasive and calls for action.
d.	The receiver can understand the important idea and move quickly through the supporting details.

          

     6.   The strategies for structuring effective good- and neutral-news messages

a.	follow the inductive sequence.
b.	vary dramatically from one company to another.
c.	can generally be applied to cultures around the world.
d.	are generally consistent among North American audiences.

          

     7.   Email messages and memos differ from letters in that they are

a.	written to employees within a company.
b.	less formal in tone and formatting.
c.	subject to less grammatical scrutiny.
d.	more formal in tone.

     8.   The steps for the deductive sequence approach for a good-news message are

a.	begin with the details, state the main idea, and end on a friendly thought.
b.	begin with the main idea, provide details and explanation, and end on a future-oriented closing thought.
c.	start with a friendly thought, provide details, and end with the main idea.
d.	none of the above

          

     9.   Which of the following is recommended advice when writing an appreciation message?

a.	Time the message to arrive two to three weeks following the action or event.
b.	Use slight overstatements to communicate your favorable attitude.
c.	Avoid specific remarks about the receiver’s performance or achievement.
d.	Consider sending a copy of the appreciation message to the individual’s supervisor.

   10.   Your staff has worked hard to successfully complete a project for a large advertising client. Which of the following is the BEST way for you to express thanks to the staff?

a.	Thank them at the staff meeting next month.
b.	Post a note on the company intranet.
c.	Ask your administrative assistant to post a note in the lunchroom.
d.	Send an email immediately to all staff.

          

   11.   A sincere apology message to a customer for a serious mistake made would likely be considered by the customer as

a.	a negative news message.
b.	an attempt to preserve a relationship.
c.	unwelcomed, since a verbal apology is more meaningful.
d.	a misdirected communication.

   12.   Ignacio is asking for a refund or a replacement for a recently purchased malfunctioning DVD player; his request for the refund or replacement would be considered a

a.	persuasive claim.
b.	complaint.
c.	routine claim.
d.	negative news message.

          

   13.   Claims related to product warranties, guarantees, or contractual conditions are typically ____ claims.

a.	persuasive
b.	inductive
c.	routine
d.	negative news

          

   14.   In writing a routine claim,

a.	the message should begin with a request for action.
b.	the message should begin with the details and explanation.
c.	the message should begin with an expression of appreciation of the business relationship.
d.	none of the above.

   15.   Which of the following is NOT good advice for writing a routine claim?

a.	Use the direct approach.
b.	Use a persuasive, forceful tone.
c.	Assume the request will be granted.
d.	Avoid an accusatory tone.

   16.   You are writing to ABClothes.com to request an exchange for an ordered shirt that was recently sent to you in an incorrect size; the message you write will be

a.	a routine claim.
b.	a persuasive request.
c.	a negative news message.
d.	a goodwill message.

   17.  

Persuasive requests differ from routine requests in that

a.	persuasive arguments need to be presented at the beginning of the message.
b.	routine requests require a forceful approach.
c.	routine requests begin with details and explanations first.
d.	persuasive messages are shorter in length.

          

   18.   After consideration of a customer’s request for a partial product refund due to repeated repairs, you have determined that you should comply. Which of the following is NOT part of your effective adjustment message?

a.	A fair response to a legitimate request
b.	A statement that “the claim is being granted”
c.	Resale or sales promotional material
d.	An attempt to regain possible lost goodwill

          

   19.   Which of the following requires an individualized acknowledgment message?

a.	Initial order from a customer
b.	Custom order
c.	Delayed order
d.	All of the above

          

   20.   Which of the following sentences is a good example of a beginning sentence in a favorable reply to a routine request?

a.	We can definitely assist you in having your regional conference at the Ritz-Carlton.
b.	Thank you for your request.
c.	Please let us know the number of rooms you require first.
d.	I read your request.

          

   21.   Which of the following is NOT recommended when preparing form messages?

a.	Add variables to the standard text to tailor the message to the individual.
b.	Use pre-produced mailing labels.
c.	Use stored paragraphs that are selected according to the situation.
d.	Use good quality paper and a high quality printer.

   22.   Ola Jensen has placed her first order with your company. What is the BEST method to let her know you received her order?

a.	Send her a preprinted form letter acknowledging the order.
b.	Send her a copy of the sales order.
c.	Send her sales promotional material.
d.	Send her an individualized acknowledgment message about her order.

   23.   A well-written message acknowledging a customer’s order usually will likely result in

a.	the customer requesting to be removed from the mailing list.
b.	the customer placing additional orders.
c.	a decrease in the cost of doing business.
d.	all of the above

   24.   You have been asked to provide a credit reference for a customer. Which of the following will be part of your written response?

a.	your opinions about the customer
b.	a statement as to whether the client is a good credit risk
c.	a general statement about the client’s credit history, followed by supporting details
d.	all of the above

   25.   When you provide credit information about another person, you have an ethical and legal obligation to

a.	yourself.
b.	the credit applicant.
c.	the business from whom credit is requested.
d.	all of the above.

          

   26.   Which of the following guidelines for writing messages extending credit is FALSE?

a.	The writer should include the credit terms.
b.	The writer should include the penalty fee for a late payment.
c.	The writer should omit any mention of sales promotion or resale.
d.	None of the above is false.

          

   27.   Manuel, a credit supervisor, must write a letter informing a new client that her credit application has been approved. What writing sequence should he use?

a.	Persuasive since he needs to confirm her choice of his company’s products
b.	Inductive because he needs to give her an explanation first
c.	Deductive because he needs to give her the good news at the beginning of his message
d.	None of the above

   28.   Which of the following are the most frequently used methods of communicating standard operating procedures and other instructions to employees?

a.	Memos and email messages
b.	Face-to-face meetings and phone conversations
c.	Phone conversations and instant messaging
d.	Reports and letters

          

   29.   A procedural message may be ineffective if it

a.	uses active voice and action verbs.
b.	numbers each step of the procedure in order of completion.
c.	uses a flow chart to show complex procedures.
d.	is not pilot tested by colleagues and other employees.

   30.   Your company has decided to require all employees to wear picture ID badges, starting next week. Numerous steps are involved to get a photo ID. What would you do to alert the employees of the requirement?

a.	Send the procedural message in an email to all employees.
b.	Ask each employee to come in for a meeting with you.
c.	Schedule a company-wide meeting to explain the procedure.
d.	Send each employee a form letter to his or her home about the requirement.

   31.   When writing complex procedures that should be completed in a particular order, which method is BEST?

a.	Put the procedures in bullet format.
b.	Number the steps.
c.	Prepare a flowchart.
d.	None of the above.

          

SHORT ANSWER

     1.   You have just received your cell phone bill, and realized that you have been charged this month and for several previous months for a calling feature you did not authorize. You called the cell phone provider but were told that only the charge for this month can be credited. You are planning to write a letter to get your bill adjusted. What tone should your letter have? Why?

     2.   List the steps in the deductive outline used for good- and routine-news messages. Explain why the deductive outline is recommended for these messages.

CASE

     1.   Customer Requests Information for Returning Product

The customer service department of Software Solutions received a letter from Latif Ahmed stating that he placed an order for the AccTabs accounting software and instead received a software package entitled ThirdWave. He would like to receive a UPS account number to use when returning the product so that he will not have to pay the shipping, as well as instructions for packaging and labeling the returned product.

Required:

Write an e-mail message as the customer service manager of Software Solutions responding to Mr. Ahmed’s requests. Include an appropriate subject line and message body in your solution.

          

     2.   Crafting an Effective Claim Request

Analyze the following routine claim letter and make needed revisions.

Dear Mr. Ortiz:

Eight months ago, I purchased the Wireless-G Broadband Router (2.4 GHz), Model No. WRT54G, from your company. After only eight months of use, it no longer works. It quit working while I was in the middle of a huge project, and the delay cost me hundreds of dollars.

Since this product came with a year warranty, I am upset that it quit working after less than a year. It must be defective. I have the receipt for purchase and want a replacement immediately. The router problem has already cost me time and money. If I don’t receive a replacement or refund immediately, I will not buy your products in the future.

Please send a replacement router via express delivery to the address on this letterhead.

Thank you.

     3.   Extension of Credit to InfoSearch

You have received a request for credit from a company called InfoSearch for online databases available from your company. You are a vendor for information databases, and subscribers to your services may contract for 12-month access to this information. You offer various service packages that provide access to specific databases. InfoSearch wants the Standard Package which allows access to a selection of your company’s available databases. The extension of credit will allow InfoSearch to order additional levels of service as needed and pay for them on a monthly basis.

Required:

Send a letter, stating that credit is granted, to Olena Androgenski at InfoSearch.

Chapter 7—Delivering Bad-News Messages

TRUE/FALSE

     1.   In some circumstances, sharing bad news via email rather than face-to-face is justified.

     2.   By placing bad news in the first paragraph, receiver support is more likely than when it is presented after giving reasons.

     3.   Since the main message of a negative-news message is the bad news, more space should be devoted to the refusal than to the explanations for the refusal.

     4.   In some circumstances, placing a refusal in the first sentence is justified.

     5.   “I have received and read your letter of April 12” is an effective neutral way to begin the first paragraph of a bad-news message.

     6.   The best reason to give the receiver for a refusal is “company policy” because it requires no further explanation.

          

     7.   Usually, a statement of bad news should be followed by a logical explanation.

          

     8.   Offering a counterproposal may eliminate the need to state the refusal directly.

     9.   Providing an alternative or counterproposal to a refusal for a request should be avoided since it would only heighten audience frustration over the bad news.

   10.   “We apologize for any inconvenience we may have caused you” is a recommended way to close a refusal letter.

   11.   Using passive voice and complex sentences are effective ways to de-emphasize bad news.

          

   12.   To minimize disappointment and maintain a positive relationship, the inductive strategy is the best way to organize messages that refuse requests.

          

   13.   Because of the legal implications involved in refusing credit, you should avoid telling applicants the specific reason(s) why you must deny them credit.

   14.   In a credit refusal message, your main purpose is to tactfully say “no” since the recipient is a poor credit risk and not a potential customer.

   15.   The Fair Credit Reporting Act gives consumers specific rights and protections when they apply for and are denied credit.

   16.   Communicating constructive criticism about service received can be thought of as an ethical responsibility.

   17.   Delivering constructive criticism can be beneficial by alerting management that changes need to be made.

   18.   When communicating negative organizational news, it is advisable to tone down the news to minimize its severity.

   19.   Email is typically the most effective channel for communicating negative organizational news.

MULTIPLE CHOICE

     1.   Which of the following is FALSE concerning personal delivery of bad news?

a.	Personal delivery of the bad news signals the importance of the news.
b.	Personal delivery eliminates any potential escalation of emotion.
c.	Personal delivery shows empathy for the recipient.
d.	Personal delivery provides the benefits of nonverbal cues.

     2.   If bad news appears in the first sentence of a message, the

a.	receiver will be prepared for the reasoning that follows.
b.	receiver’s urge to counter argue will be minimized.
c.	receiver’s reaction is likely to be defensive.
d.	receiver will withhold judgment until he or she has finished reading.

     3.   What is the correct order for the inductive writing sequence?

a.	Buffer, reasons, bad news, counterproposal, and desire to continue the relationship
b.	Reasons, neutral idea, bad news, and desire to continue the relationship
c.	Bad news, reasons, counterproposal, and desire to continue the relationship
d.	Buffer, bad news, reasons, counterproposal, and desire to continue the relationship

          

     4.   Exceptions to the use of inductive approach for bad-news messages include

a.	messages addressing a very small, insignificant matter.
b.	memos sent within the company.
c.	oral presentations.
d.	all of the above

     5.   An effective opening for a bad-news message

a.	notes the date of the message being answered.
b.	expresses gratitude for the time the receiver took to write.
c.	provides an immediate answer to the receiver’s request.
d.	makes a neutral comment related to the main idea.

          

     6.   Which of the following are FALSE when writing bad-news messages?

a.	The writer should focus on the good rather than the bad.
b.	The writer should present the negative ideas in positive terms when possible.
c.	The writer should state what can be done rather than what cannot be done.
d.	The writer should state the bad news early and reinforce it throughout the message.

          

     7.   Which of the following is NOT a technique for writing a bad-news message?

a.	Use positive language to accentuate the positive.
b.	Use the deductive writing approach.
c.	Sandwich the bad news between the buffer and positive closing.
d.	Use passive voice, general terms, and abstract nouns.

          

     8.   Greg Komuro often delivers messages to clients in which he must convey negative ideas. Which of the following techniques could Greg use to subordinate bad news?

a.	Passive voice and abstract nouns as the subjects of sentences
b.	Passive voice and the placement of the negative message in an independent clause
c.	Active voice and positive language
d.	Active voice and placement of the negative message in the dependent clause

     9.   Your employer asked you to compose a message to be sent to all job applicants who were not selected for a sales representative position. You should

a.	tell the applicant at the beginning that another candidate was chosen.
b.	ask the applicant to consider why he or she was not selected.
c.	place the “not selected” message in the dependent clause of a complex sentence describing the stiff competition for this job.
d.	imply that someone else has been selected for the position, thus avoiding the uncomfortable job of rejecting someone.

          

   10.   A counterproposal

a.	is unnecessary if you have stated your refusal tactfully.
b.	weakens your refusal by implying that you are not able to enforce your decision.
c.	is an alternative to the action requested that helps preserve your future relationship with the receiver.
d.	should precede the refusal.

   11.   An effective counterproposal

a.	can eliminate the need to state the refusal directly.
b.	may represent a tangible benefit to the reader.
c.	may not always be possible.
d.	All of the above.

   12.   Which of the following is the BEST negative reply to a request for a favor?

a.	Thank you for asking me to speak at your meeting, but I will not be able to attend.
b.	Because I have a previous engagement in Phoenix, I cannot demonstrate my machine at your conference.
c.	Although I have multiple obligations for the date you suggested, I fully support your effort to raise funds for the homeless.
d.	I find my schedule is as impossible as ever; I must be doing something wrong with my priorities.

   13.   Which of the following is NOT recommended within the final sentence of a bad-news message?

a.	Tactful restatement of the refusal
b.	Sales promotional material
c.	Some future aspect of the business relationship
d.	An expression of willingness to assist in some other way

          

   14.   Which sentence is a good example of a buffer for a bad news message?

a.	Your letter dated April 14 has been referred to me for reply.
b.	I can understand how you felt when you had to pay $168.
c.	Your credit application was reviewed by two loan officers.
d.	Your claim has been denied, but let us explain why.

          

   15.   Which of the following would be the BEST closing sentence in a bad-news message?

a.	We understand your disappointment in this decision.
b.	Please do not hesitate to contact us again if you have any further questions.
c.	To see the video that discusses our two newest investment offers, just phone us at 555-1616 to request your copy.
d.	We trust you will continue to rely on Carson products in spite of this present difficult situation.

   16.   Which of the following is the BEST suggestion to follow when refusing a request?

a.	Use the inductive approach.
b.	Provide a vague reason to minimize the receiver’s disappointment.
c.	Use the direct approach.
d.	Follow the bad news with adequate reasons.

   17.   Jawon is a training and development manager who has been asked by a professor to speak to her class about careers in training. However, since he is currently conducting an important staff development program, his schedule is very busy, and he must refuse the request. What would be the BEST way to end his message?

a.	Again, I am very flattered by your request.
b.	I apologize that I am so busy right now. Maybe next semester I can speak to your class.
c.	I’ll call you if I have some time in the next month.
d.	My training assistant, David, has extensive experience and would enjoy speaking to your class. Please feel free to call him at 469-8000.

          

   18.   Delnisha, a customer service representative for the manufacturer of Marathon brand faucets, receives a large order from a small contractor. Which of the following is the BEST way for Delnisha to begin a message saying the company does not sell directly to end users?

a.	This letter informs you that we unfortunately do not sell faucets directly to contractors.
b.	I have referred your order to a distributor near you.
c.	Thank you very much for your order. Unfortunately, we will not be able to fill it.
d.	Our patenting coating process makes Marathon faucets the contractor’s choice.

          

   19.   Melody is responding negatively to a request for a claim. Which of the following would she NOT do in composing her message to the customer?

a.	Begin the message with a neutral, dependent clause, followed by a statement implying the refusal.
b.	Include sales promotional and resale material in the last paragraph.
c.	Offer an alternative service as a gesture of goodwill.
d.	Present the reasoning behind her decision without using emotional wording.

          

   20.   You must deny a request for credit to an applicant who does not meet your company’s requirements. Using a sentence such as “You are encouraged to make cash purchases” illustrates a

a.	counterproposal.
b.	bait and switch technique.
c.	confirmation of priorities.
d.	consideration of eligibility.

          

   21.   Messages denying credit are different from other types of bad-news messages in that they

a.	are subject to more legal issues.
b.	do not need to maintain the goodwill of the recipient.
c.	do not have to include reasons for refusal.
d.	use the deductive pattern of organization.

   22.   To avoid litigation, some credit-granting companies

a.	choose not to respond to customer requests for credit.
b.	choose to omit from their letters the explanation for credit denial.
c.	make the name and address of the credit bureau inaccessible to the consumer.
d.	refuse credit by phone rather than in writing.

   23.   When writing a message offering constructive criticism, one’s primary consideration should be

a.	identifying who made the error.
b.	offering input that could benefit many.
c.	getting even for the mistake that was made.
d.	none of the above.

          

   24.   Your department hired a strategic planning consultant to restructure the workforce. However, you believe that the consultant added no value to the company and simply played back what you wanted to hear. You must write a letter to the president of the consulting company to discuss your dissatisfaction. Which of the following is the BEST approach to your letter?

a.	Start with some facts about what the consultant was supposed to do. Enumerate what was done incorrectly. End with a pleasant message expressing your appreciation.
b.	Start with a statement about your dissatisfaction with the consultant. Continue with a list of things that the consultant did incorrectly. End with a direct statement about how worthless the consultant was.
c.	Start with some good things that the consultant did. Accentuate the positive and avoid as much negative information as possible. End pleasantly, saying that you hope you can do business again in the future.
d.	Start with some facts about what the consultant was supposed to do. Mention what the consultant did well, but also be clear about what the consultant did not do well. End with a pleasant message expressing the hope that the information you provided will assist the consulting company.

   25.   Although communicating negative organizational news can be challenging, such messages can have a positive effect in

a.	showing management’s display of respect for employees.
b.	providing an opportunity for management to build unity and trust.
c.	allowing employees to pose questions to management.
d.	All of the above.

   26.   Which of the following is NOT an effective strategy for companies that want to provide strong internal communication?

a.	Promote open exchange of honest, candid communication.
b.	Use a variety of communication channels to encourage two-way communication.
c.	Limit the questions employees may ask management.
d.	Keep employees informed of both good and bad news.

   27.   Which of the following is FALSE concerning the communication of negative news within an organization?

a.	Employee morale, like customer goodwill, is fragile and easily damaged.
b.	Sensitive handling of bad news related to the organization can help build unity and trust.
c.	Delivering bad news as soon as possible minimizes damage resulting from rumors and shows respect for employees.
d.	The most effective approach is to use one strong communication method for communicating with employees.

          

   28.   A company plans to downsize over the next year. Which of the following would be the BEST way to prepare employees for this negative announcement?

a.	Send an email to employees the first day that employees are scheduled for layoff.
b.	Send a letter to laid off employees at their home address instructing them not to report for work to avoid emotional confrontations.
c.	Use the company’s internal communications (newsletters and intranet) to make employees aware of the downsizing before it happens.
d.	Call a staff meeting at the end of the day on the Friday before layoffs begin to make the negative announcement.

          

SHORT ANSWER

     1.  

List and explain three stylistic aspects of writing a bad-news statement.

     2.   Explain how a counterproposal may be used to preserve a positive relationship when denying a request or when delivering bad news.

     3.   Discuss the implications behind the statement that “the customer is always right” in light of the fact that a company must at times deny a customer’s request.

     4.   You recently hired a catering service for an important awards ceremony for the members of your organization. Some of the menu choices were poorly prepared and the service was slow. You were dissatisfied with the service and would like to send a message to the owner of the catering business. How would this owner benefit from your constructive criticism? What tone should the message have?

     5.   You have just completed a week-long stay at a hotel/resort that hosted your company's national sales meeting. You were dissatisfied overall with the hotel's service and would like to send a message to the management of the hotel. How would the hotel benefit from your constructive criticism? What tone should the message have?

CASE

     1.   Conference Hotel Changes

You manage a large hotel that is used by organizations and businesses for meetings and conferences. A recent storm has damaged part of your hotel which means that you have fewer rooms available for meetings. You now have nearly 20 percent fewer guest rooms for conference participants and four less meeting rooms for smaller sessions. You estimate that room repairs will take nearly a month, but the Association of Intercultural Studies is scheduled to arrive for a three-day conference in two weeks and has booked all rooms. Now there are not enough rooms for the conference.

Required:

As manager of the hotel, write a letter to the meeting manager for the association. Tell the manager the bad news regarding the damage to the rooms and provide an alternative of using rooms at a nearby hotel.

     2.   Improving on Constructive Criticism

A new medical assistant, Janelle, was hired at an outpatient medical center. Her supervisor found an error she made on a patient’s record and sent Janelle the following email. Edit the email so that it is a good example of constructive criticism.

“I just want you to know how angry I am to find an error you made on Mr. Smith’s record yesterday. How careless can you be about such an important thing? There is absolutely no room for carelessness in this job because people’s lives depend on us! I’ve fixed the error, but if this ever happens again, you may lose your job.”

     3.   Company Downsizing

You are the president of Technik Inc. Global competition and reduced market share has sent profits on a downward spiral which will result in employee layoffs. Nearly 10 percent of the employees will be laid off, effective in one week. They will receive two weeks severance pay, accrued sick leave pay, and career consulting from the human resources department. Write an interoffice memorandum announcing this negative organization news.

Chapter 8—Delivering Persuasive Messages

TRUE/FALSE

     1.   Paragraphs in a persuasive message are typically long in order to achieve the writer's persuasive purpose.

     2.   The principles used in selling an idea are similar to those used in selling products.

     3.   Bonita wants to sell her consulting abilities to a potential client. She should use principles that are similar to those used in selling products and services.

     4.   Knowing the needs of the receiver is essential to preparing an effective sales message.

     5.   Ken is preparing a persuasive message to business owners in his community. Before he writes his message he should try to understand what characteristics these owners have in common, such as the goals and educational status.

     6.   An effective persuasive message employs concrete and specific language to create an accurate representation of the product, service, or idea.

     7.   An effective persuasive appeal includes a central selling point that is woven throughout the entire message.

     8.   Santosh, a computer service firm owner, has drafted a sales letter to area businesses in which he has emphasized his central selling point— immediate, personal service—in each paragraph. To keep the recipient’s interest, he should edit his message to include the idea of his central selling point in only one paragraph.

          

     9.   Gabrielle writes a sales message in the AIDA approach. She should Announce her intention, Infer the central selling point, Deal with objections, and ask the reader to take Action.

   10.   Rhamel writes a sales message in the AIDA approach. He gets the receivers Attention, creates an Inference, creates a Decision for the receiver, and encourages Action.

   11.   Will Frazier has written you to inquire about the features of your company’s new netbook; you should begin your reply with an attention-getting sentence to build interest in owning a netbook.

   12.   The first step in the selling process is to introduce the foremost feature of the product, service, or idea.

   13.   A response that is sent to someone who has invited a persuasive message requires an attention-getting sentence to start the message.

   14.   A recommended way to subordinate the price of a product is to reveal it in a sentence that also refers to the central selling point.

          

   15.   Eduardo concludes his sales message for video game subscriptions by instructing receivers to "Let us hear from you if you are interested in subscribing to our service." This is an effective request for action.

          

   16.   When requesting action in a persuasive message, wording such as “I hope you will . . .” and “If you agree . . .” is recommended as a courteous way to present the recipient with the choice of whether to respond favorably.

   17.   An effective action paragraph in a sales message reminds the recipient of the benefit, which may be another referral to the central selling point.

   18.   Common types of persuasive requests include claim messages and requests for special favors and information.

   19.   While the majority of claims against companies come from unethical individuals, companies must still respond because of the few who believe they have a legitimate claim.

   20.   Only communication directed to individuals outside the organization requires use of the inductive approach.

   21.   Archco Inc. and Suage Enterprises share a lobby where Suage has been storing computer equipment. Martha, CEO of Archco Inc., is writing a letter to Suage asking that the equipment be removed. She should make her point in the first paragraph and follow with supporting details.

          

   22.  

Brandy is writing a memo to a team of people who will help her launch a new product line for the company. To convince them that their extensive commitment is justified because of the importance of the product to the company's future, she should employ the deductive strategy in her persuasive approach.

MULTIPLE CHOICE

     1.   Which of the following is FALSE about persuasive communication?

a.	It is the ability to influence others to accept your point of view.
b.	It often involves manipulating someone into taking the action favored by the communicator.
c.	It involves the honest presentation of information.
d.	It is the organized presentation of information on which a person can choose to act.

     2.   Before preparing a sales message for a digital video recorder, Russell will need concrete answers to questions such as

a.	What will the product do for the receiver?
b.	What are the products inferior features?
c.	How is the product similar to other competing products currently being used?
d.	What is the cost to the company to produce the product?

     3.   Josef has responded to product advertising that focuses on convenience, durability, and service. At which level of Maslow’s need hierarchy is he most likely motivated?

a.	Security
b.	Social
c.	Ego
d.	Self-actualization

     4.   As indicated by Maslow's need hierarchy, people may respond favorably to

a.	appeals that focus on promises of best price and the need to find a bargain.
b.	appeals that fulfill physiological, security, and safety needs.
c.	appeals that fulfill social, ego, and self-actualizing needs.
d.	both b and c.

     5.   Marcus is writing a persuasive message asking his employees to complete an online company survey. Which of the following should he avoid when writing his message?

a.	Keeping paragraphs short
b.	Using concrete nouns and active verbs
c.	Focusing the spotlight on benefits to the company
d.	Using an inductive outline

     6.   To overcome receiver resistance to a persuasive appeal, the price typically should be

a.	mentioned early in the message to avoid the impression of deception.
b.	delayed in the message until reader benefits have been established.
c.	implied or stated in broad terms.
d.	omitted from the sales message.

     7.   Which of the following is the suggested four-step sequence for an inductive outline?

a.	Mention the product, service, or idea; get the reader's attention; present solid evidence of quality; and encourage action.
b.	Mention the product, service, or idea; get the reader's attention; ask for specific action; and present documentable evidence of claims.
c.	Get the reader's attention; introduce the product, service, or idea; present valid evidence of claims; and ask for action.
d.	State your reason for writing; mention your product or service, present convincing evidence regarding the claims made; and encourage action.

     8.   Which of the following summarizes the AIDA steps in the persuasive process?

a.	Get attention, investigate options, create desire, encourage acceptance.
b.	Gain acceptance, invite questions, designate action, encourage action.
c.	Get attention, arouse interest, create desire, encourage action.
d.	Get attention, initiate action, discuss benefits, create acceptance.

     9.   Khristopher has sent an email requesting information on a particular plasma television he saw on a company’s website. What is the writer’s task in replying?

a.	To send as much information as possible on plasma televisions
b.	To gain Khristopher’s attention as to the benefits of plasma televisions
c.	To answer Khristopher’s questions
d.	All of the above

          

   10.   Which of the following is the BEST introduction of a product or service in a sales message?

a.	Feel the warmth of the sun and the rush of the wind as you cruise through town in your new Trinity convertible.
b.	This is your year to buy a new car, and we can help.
c.	Wow...do we have the car for you!
d.	The Trinity convertible has the power and style that few others can offer.

          

   11.   Which is the BEST choice for the first sentence of a sales message?

a.	An acknowledgment of the receiver's interest in your product
b.	A description of your product
c.	An astonishing fact related to your product
d.	The price of your product and easy steps for taking action

          

   12.   The central selling point in a persuasive message

a.	appears only once in the message and should, therefore, be carefully placed for best effect.
b.	is usually price.
c.	can be thought of as the message’s theme and appears throughout the message as a common thread.
d.	appears only in the attention and action stages.

   13.   Which of the following is an effective device for gaining attention in a persuasive message?

a.	A personal experience
b.	A startling announcement
c.	A gift or product sample
d.	All of the above are effective devices.

   14.   Techniques for preparing effective sales messages include all EXCEPT

a.	presenting supporting evidence to satisfy the receiver’s needs.
b.	making the action clear and simple.
c.	offering a guarantee or including an enclosure.
d.	requiring an immediate response from the receiver.

   15.   A persuasive email message to promote pop-up ad blocker software has as its central selling point the protection of children from pornography. The central selling point should

a.	appear early in the message when the product is introduced.
b.	appear at the end to reinforce the requested action.
c.	be reinforced throughout the message.
d.	be implied as the product is described.

   16.   Which of the following is FALSE concerning the providing of supporting evidence in a sales message?

a.	Few people will believe general statements without the support of factual evidence.
b.	Since  research facts and figures can be boring, general remarks about superior durability and appearance are more effective.
c.	Evidence presented must not only be authentic; it must sound authentic, too.
d.	Not only do you have an obligation to give information, you should interpret it if necessary and point out how the information will benefit the receiver.

          

   17.   Which of the following is the BEST example of providing supporting evidence?

a.	Only Strayhorn tools will give you the added power you will need for those extra tough jobs.
b.	I’m certain you will be proud of your new Strayhorn tools as I use them myself.
c.	The newly patented ratchet makes the Strayhorn wrench a unique and powerful tool for quick car repairs.
d.	You’ll make quicker car repairs with your new, unique Strayhorn tools.

          

   18.   Which of the following is the BEST way to draw attention to an enclosure that accompanies a sales message?

a.	"Enclosed you will find a brochure complete with detailed illustrations."
b.	"We are happy to enclose a self-addressed postcard for your response."
c.	"As you can see on the enclosed folder, assembly of the desk is very simple."
d.	No wording is needed: an enclosure notation after the signature line is all that is necessary.

          

   19.   Which statement best describes the appropriateness of the following product claim in a sales letter? "Viruscan is the best virus defense product available. It offers the most sophisticated and comprehensive protection for your data."

a.	The passage is appropriate, since the receiver will likely assume the comparison is with all others, even though research results are not offered.
b.	The passage is appropriate, since it provides vital comparative information while sparing the receiver of unnecessary and boring details.
c.	The passage is inappropriate, since the sender has no ethical right to compare his/her product with others.
d.	The passage is inappropriate unless it is followed up with facts about the comparison.

          

   20.   Which of the following is FALSE when offering guarantees and free trial offers in persuasive messages?

a.	Guarantees and free trials convey a negative connotation that the purchase could be regretted or refused.
b.	The positive connotations of such messages are stronger than the negatives, since the seller has a definite plan for ensuring that buyers get value for money spent.
c.	If terms of a guarantee are long or complex, they can be included in an enclosure.
d.	The purpose of the guarantee or free trial is to deter the reader from personally checking the product and comparing it with competing items.

   21.   Which of the following best illustrates how to overcome people’s natural resistance to price?

a.	At a cost of only $145 a year, how could you possibly say "No"?
b.	With all our discounts, your cost is only $145.
c.	For an economical $145 annual fee, you can enjoy the special discounts and advance product information available only to members of the CCY Micro Users Group.
d.	When have you received so much in return for only $145?

          

   22.   Which of the following is NOT recommended in discussing price in a sales message?

a.	Introduce price only after presenting the product and its virtues.
b.	Keep price talk out of the first and last paragraphs, unless price is the distinctive factor.
c.	Mention price in a complex or compound sentence that relates or summarizes the benefits of the product.
d.	All of the above are recommended.

   23.   A new product to reduce cholesterol is on the market, with a price that is higher than that of competitors. Where should a writer or speaker introduce price in his or her sales message?

a.	At the beginning, as an intention getter
b.	Late in the message, associated with benefit
c.	As the final thought of the message to prompt action
d.	Nowhere in the message

   24.   Which of the following would be the most effective action-request statement?

a.	Make your purchase before December 15 and receive your valuable money-saving rebate.
b.	Don't hesitate another minute over the wisdom of this decision.
c.	Purchasing your Zoom mower within the next few weeks will assure you of paying the lowest price this season.
d.	Please send your payment today before the present inventory is sold out.

          

   25.   Which of the following is the BEST sentence for getting the receiver to take action?

a.	Come to our showroom before January 31 and receive your 25 percent discount.
b.	Complete the enclosed card at your earliest convenience.
c.	Taking action today may be the smartest thing you've ever done.
d.	If you miss this opportunity, you may never experience the financial freedom you've always dreamed of.

          

   26.   In a sales message, the last paragraph should

a.	make a final reference to the central selling point and picture good things resulting for the receiver.
b.	depict the action as easy to take and encourage the reader to act quickly.
c.	ask confidently for action, avoiding “I hope” and “if” phrasing.
d.	accomplish all the above.

   27.   Which of the following sentences provides the most effective incentive for consumers to complete and return a survey about laundry detergents?

a.	Return your completed survey by May 1, and you'll receive $40 worth of coupon discounts on products of interest to you and your family.
b.	Your participation in our survey enables us to produce the best possible products for you and your family—products you can trust to be safe, effective, and economical.
c.	We would really appreciate getting your opinions about detergent brands. Please send back your survey by May 1.
d.	Your cooperation in returning the survey will help us make laundry detergents even better.

          

   28.   Which of the following is correct concerning the outline for persuasive messages?

a.	Solicited and unsolicited sales messages follow the same outline steps.
b.	An attention-getting sentence is not essential in a solicited sales message.
c.	Unsolicited sales messages follow the same outline as a neutral news message.
d.	Solicited sales messages do not require a call for action.

   29.   A restaurant is faced with the challenge of communicating to its employees a significant change in service and style. Which method is LEAST effective for communicating this change?

a.	Inform employees directly that they must accept the change.
b.	Emphasize reasons the changes were made.
c.	Explain the employees’ important role in implementing the change.
d.	Emphasize the benefits employees gain from the change.

   30.   Which of the following is the BEST beginning to a persuasive claim message to Ruth’s Catering?

a.	Please reimburse a total of $1,500 for serving the wrong meal at our recent company dinner.
b.	Because you served the wrong menu at our recent company dinner, I am requesting that you reimburse us a total of $1,500.
c.	A problem occurred with the catering we recently received from Ruth's Catering.
d.	Satisfying customer needs has obviously been a cornerstone in the success of Ruth's Catering.

   31.   Which of the following statements is FALSE concerning claim messages?

a.	Most claims are from people who believe they have a legitimate complaint.
b.	The way an adjuster handles the complaint determines to a large extent the goodwill of the company.
c.	Complainers are less likely to continue to do business with a company than those who do not complain.
d.	Businesses that resolve claims effectively will retain most of the complainers as repeat customers.

   32.   Which of the following is FALSE concerning a persuasive claim message?

a.	It should use a deductive sequence.
b.	It should ask for the adjustment late in the message.
c.	It should stress an appeal throughout the message.
d.	It should remind the receiver of a benefit that occurs from doing as asked.

   33.   Kendra is the program chair for an organization and would like to request permission to use a country club free of charge to host a fund-raising dinner. Which of the following sentences would be the most successful beginning sentence?

a.	We would like to use your country club to host our annual fund-raising dinner.
b.	We have heard that your country club is available for outside functions.
c.	Thanks to the thousands of dollars contributed at our annual fund-raising dinner, people in our community can get the help they need to pay medical bills.
d.	Your country club is one of the most exclusive clubs in our community.

          

   34.   Which of the following is the BEST beginning to an email request for completion of an online survey about a recently purchased product?

a.	Please complete the attached survey about your recent purchase at our store and click ”Submit” when done.
b.	We are conducting a market survey on our products and customer service satisfaction.
c.	Online surveys are a fast, convenient way for us to hear back from our customers.
d.	Your complete satisfaction is our utmost goal.

          

   35.   When preparing a claim message for which the answer is in question, you should

a.	use a deductive sequence.
b.	use the first-person pronoun throughout.
c.	always provide a comfortable way for the receiver to say "no."
d.	suggest benefits the receiver will derive from complying.

          

   36.   How are effective persuasive memos different from routine memos?

a.	Persuasive memos are written deductively.
b.	Persuasive memos are shorter.
c.	Persuasive memos include an appeal and evidence.
d.	All of the above are correct answers.

   37.   Which of the following provides the BEST opening line in a persuasive memo asking the company president to provide extra funds for advertising a new cat food line?

a.	The purpose of this memo is to request that additional moneys be allocated to continue to advertise the new SmartCat product line.
b.	If SmartCat has the chance to build awareness, it will help the company exceed this year's sales goals.
c.	We all can agree that additional advertising funds will help a business grow.
d.	SmartCat can help you exceed this year's sales goals by 10 percent.

          

   38.   Which of the following is the BEST call-to-action sentence for a persuasive memo to employees for contributions to the United Way fund campaign?

a.	I hope you will use the enclosed card to respond with your generous gift.
b.	Become part of a winning team by indicating on the enclosed card your generous gift of $100, $500, or other designated amount.
c.	If you feel you can help, please tell us how much you can give; the decision is yours.
d.	Please consider giving as much as you feel you can to the United Way.

SHORT ANSWER

     1.   You must develop a persuasive sales message about your company’s new universal remote for use with personal media centers. Develop a list of specific questions that you need answers to before you can write this message.

          

     2.   Explain how Maslow’s need hierarchy can help you write a more effective persuasive message to the receiver.

     3.   Discuss several types of persuasive communication you might be required to write or present in your professional and personal life.

     4.   Your job is to develop an effective message to market a wireless computer network. Describe five attention-getting ideas you might use.

          

     5.   A salesperson you supervise is having trouble providing evidence for statements in a persuasive email message that invites customers to try out a new anti-spam software program. What advice would you give her?

CASE

     1.   Retail Store Online Survey

As marketing director for a large chain retail clothing store for young people, it is your job to collect data on the buying habits of 18- to 24-year-old customers. You want each of your customers to complete an online survey within five days after the date of their purchase. This information provides the current information you need for product development, marketing, and customer service.

Required:

Write a persuasive message asking buyers to complete the online survey. Your message will be included with the receipt given to each customer at the time of purchase.

     2.   Rotary Club Invites Speaker

The Rotary Club in your city would like to invite the attorney general of your state to speak at its monthly meeting. Although the attorney general seldom accepts these kinds of invitations, you believe that you can persuade her to make an exception by asking her to discuss one of her special projects, ethical business practices. A complicating factor for you is that the meeting you want the attorney general to attend is only two months away.

Required:

As secretary of the Rotary Club, write this request, adding whatever terms of persuasion you feel would be necessary to influence the attorney general to accept. Address the letter to Ms. Susan Reston, Attorney General of your state.

          

     3.   Clean Air Committee Requests Carpooling

As the new chairperson for your company's Clean Air committee, you are charged with encouraging employees to form car pools. In the past, employees have resisted forming car pools for a number of reasons, including the lack of an organized program, the complexity of flextime schedules, and the extra time needed to pick up people. Your company has agreed to provide privileged parking spaces to car pool participants but will not provide any monetary incentives.

Required:

Write a persuasive memo or email to all employees encouraging participation in car pools. You may add whatever terms of persuasion necessary to influence them to participate.

Chapter 9—Understanding the Report Process and Research Methods

TRUE/FALSE

     1.   The monthly financial statement that Sharecom Investments sends to its investors is an example of an analytical report.

     2.   Reports typically travel upward in an organization because they usually are requested by a higher authority.

     3.   The main function of vertical reports is to contribute to management control.

          

     4.   Attendance records are an example of an are analytical report.

     5.   XYZ, a potential supplier to NASA, would typically submit an RFP (request for a proposal) to NASA in order to obtain a contract with this government agency.

          

     6.   The statement of purpose is the goal of the study and includes the objectives the researcher hopes to accomplish.

     7.   Reports that examine the buying habits of a group of teenagers at three-month intervals are examples of a longitudinal study.

          

     8.   Limitations refer to boundaries imposed outside the control of the researcher, such as time limit and budget.

     9.   Hypothesis testing is appropriate only in observational research settings.

   10.   Secondary research is only necessary when primary research does not yield enough information.

          

   11.   Electronic databases provide access to articles from newspapers, magazines, journals, and other types of publications.

   12.   Primary research sources include periodicals, computer databases, and encyclopedias.

   13.   A customer service representative who regularly tracks the type of customer complaints made through the company's 800 number is conducting experimental research.

          

   14.   In order for survey research to be credible, the selected sample must be representative of the population.

   15.   Reliability refers to the degree to which data measures what it is intended to measure.

          

   16.   Recommendations should flow naturally from one's summary and conclusions and should not come as a surprise to the reader.

   17.   The conclusion of a report should include a summary of findings and suggested action based on research.

   18.   Plagiarism is the presentation of someone else’s ideas or words as your own.

   19.   The development of an effective survey instrument, such as a questionnaire or interview guide, is critical to obtaining reliable and valid data.

   20.   Email polling is a popular primary research method, though it typically takes longer to conduct than other data collection methods.

   21.   Referencing is essential when material is quoted from a source and is optional when paraphrasing.

   22.   Including an even number of choices on a rating scale is advisable to eliminate the tendency of some groups to choose the noncommittal mid-point on the range.

   23.   Scholarly journals in the social sciences tend to use the APA referencing method, while MLA is commonly used in the humanities.

          

   24.   Correlation analysis might be used to determine whether a relationship existed between how respondents answered one item and how they answered another.

MULTIPLE CHOICE

     1.   Which of the following provides the best definition of a report?

a.	An orderly, objective communication that flows downward within an organization for the purpose of presenting data for the customer.
b.	A formal, objective writing that meets the need for information needed by a wide audience.
c.	An orderly, objective message used to convey information within an organization or between organizations to assist in problem solving and decision making.
d.	A formal, organized message that conveys the opinions and intuitive feelings of the writer.

     2.   Brigit, head of a bank's internal auditing division, has prepared a report on current auditing procedures. The report which presents suggested solutions to the bank’s auditing problems is what kind of a report?

a.	Informational
b.	Analytical
c.	External
d.	Functional

     3.   Fazer Technologies distributed copies of its annual report to it stockholders. This report is which of the following types of reports?

a.	Informal
b.	Analytical
c.	External
d.	Internal

     4.   A report that provides a written description of how an organization can meet the needs of another organization by providing products, services, or solutions to problems is what kind of report?

a.	Functional
b.	Proposal
c.	Internal
d.	Periodic

          

     5.   Which of the following represents the correct sequence of steps in the problem-solving process?

a.	Recognize and define the problem; collect and organize the data; select a method of solution; arrive at an answer.
b.	Select a method of solution; recognize and define the problem; collect and organize the data; arrive at an answer.
c.	Recognize and define the problem; select a method of solution; collect and organize the data; arrive at an answer.
d.	Select a method of solution; collect and organize the data; recognize and define the problem; arrive at an answer.

     6.   A report on market comparisons of tuition at state universities should follow which of the following sequences of problem-solving steps?

a.	Form the hypothesis, collect data, state the problem, identify the answer.
b.	Identify the probable answer, state the problem, organize data, select method of solution.
c.	Define the problem, select method of solution, collect and organize data, arrive at answer.
d.	Select method of solution, collect data, define the problem, present answer.

     7.   As a result of the changing demographics in your area, your company has decided to hire those previously declared "unemployable." Your task is to educate these people to do the job. Which of the following questions will help you MOST in solving the problem?

a.	Has this education program been successful in other corporations?
b.	What type of skills do these new employees need to do their jobs?
c.	How do we know this program will work?
d.	Why will this program assist with our shortage of employees?

     8.   When explaining "limitations," the researcher is noting

a.	his or her own weaknesses and those of the team.
b.	why there is not enough time to do a thorough job.
c.	constraints which the researcher has chosen to place on the research.
d.	normal constraints placed on the research which are beyond the control of the researcher.

     9.   In a report on effective advertising to the net generation, researchers explain the small size of the selected sample and the use of three selected online databases. They are describing the ____ of the study.

a.	delimitations
b.	scope
c.	limitations
d.	hypotheses

   10.   Which of the following procedures is NOT recommended when conducting an electronic search?

a.	Start with a large search engine and then move to a smaller one if necessary.
b.	Structure searches from broad to specific.
c.	Look for web pages that have links to other related topics.
d.	Follow the particular format and instructions of each search engine or database.

   11.   If you wanted to research the Internet for articles on outsourcing to India, which of the following key phrases would result in the narrowest search?

a.	Outsourcing
b.	"Outsourcing"
c.	Outsourcing to India
d.	"Outsourcing to India"

          

   12.   Which type of primary research requires no direct involvement with human subjects?

a.	Observational studies
b.	Experimental research
c.	Normative surveys
d.	Longitudinal research

   13.   Which of the following is the most accurate statement concerning the use of primary and secondary research methods?

a.	Secondary research helps to establish a starting point for primary research.
b.	A researcher typically chooses between secondary and primary research as the better alternative for obtaining information for the particular problem.
c.	Primary research is the predominant research method selected for a study, with secondary research available as an option, if needed.
d.	Secondary research includes observation, experimentation, and normative surveys.

   14.   Which of the following is a source of primary data?

a.	Journal articles
b.	Surveys
c.	Online government documents
d.	All of the above are sources of primary data.

          

   15.   Which of the following objectives is FALSE concerning the conducting of secondary research?

a.	It establishes a base for further research.
b.	It reveals areas of needed research.
c.	It often eliminates the need for primary research.
d.	It avoids needless duplication of research efforts.

   16.   Which method of research would be best for researching whether distance learning or traditional classroom instruction is more effective for your company's employees?

a.	Observational study
b.	Normative survey
c.	Experimental research
d.	Secondary research

          

   17.   If your research calls for counting the number of people entering two grocery stores, recording certain physical characteristics, and comparing those two sets of data, you would be conducting ____ research.

a.	observational
b.	normative
c.	experimental
d.	replication

          

   18.   Which research method would be best for determining whether employees in Acme Company’s computer assembly produce more under Theory X or more under Theory Y management style?

a.	Historical
b.	Survey
c.	Observational
d.	Experimental

          

   19.   A market researcher who uses primary research may use which of the following methods?

a.	Boolean logic, observational studies, the hidden Internet
b.	Search engines, normative surveys, interviews
c.	Random sampling, website “hits,” observational studies
d.	Observational studies, experimental research, normative survey research

   20.   If your research calls for counting the number of people entering two fast-food restaurants, recording certain behavioral characteristics, and comparing those two sets of data, you would be conducting ____ research.

a.	observational
b.	normative
c.	experimental
d.	replication

   21.   A consumer researcher who observes the buying habits of people at a clearance warehouse is using which of the following methods for collecting data?

a.	Experimental research
b.	Normative survey
c.	Personal interviews
d.	Participant observation

          

   22.   Which of the following statements about sampling is correct?

a.	Sampling is based on the principle that a sufficiently large number drawn from a population will be representative, regardless of whether the selection was random.
b.	The survey results of a sample will be biased and therefore not reliable for formal research.
c.	Sampling is a survey technique that eliminates the need for questioning 100 percent of the population.
d.	All of the above are correct statements.

   23.   The best definition for reliability is

a.	a measure of the degree to which data measures what you intend for it to measure.
b.	a measure of the accuracy and repeatability of the data.
c.	a measure of the relationship between two variables.
d.	none of the above

   24.   Conducting a pilot test of a survey instrument involving a small group of the population can

a.	correct problems in clarity, ease of answering, and quality of answers.
b.	complicate the clarification of questions developed for a larger sample group.
c.	be a better alternative to the use of open-ended questions.
d.	use information from biased sources and correlate it to unbiased sources.

   25.   Which of the following techniques is most effective for taking notes from secondary sources?

a.	Read the article carefully, copy important phrases, and review the article several times.
b.	Read the article quickly, put the article aside, list the main points from memory, and review the article to determine if all points are included.
c.	Review the main points of the article, copy the main points word-for-word, paraphrase details, and outline references.
d.	Write notes on cards as you scan through the article.

   26.   In-text citations for paraphrases prepared using the APA format include the following:

a.	Author’s first and last name, and date of publication
b.	Author’s last name, and date of publication
c.	Author’s first initial, last name, and date of publication
d.	Author’s last name, and page number

          

   27.   Which of the following does NOT apply to designing a questionnaire?

a.	Ask for factual information as much as possible because opinions are less reliable.
b.	Begin with easy-to-answer questions and proceed to the more difficult ones.
c.	Provide an even number of choices on a rating scale to eliminate “fence” responses.
d.	Avoid "other" as an answer choice on multiple-choice and rating scale questions.

   28.   Which of the following is NOT an error in data gathering?

a.	Using samples that are too small
b.	Administering the survey to a small group of the population before conducting the actual survey
c.	Gathering too much information and then attempting to use all of it
d.	All of the above are errors.

          

   29.   Documentation of the work of others accomplishes all but which of the following?

a.	It gives credit where credit is due.
b.	It protects the writer against plagiarism.
c.	It strengthens weak research methods.
d.	It marks you as a professional researcher.

   30.   Which of the following is the BEST suggestion for preparing accurate documentation in a report?

a.	Choose an authoritative reference manual, be consistent, and include more than enough rather than too little information for citations and references.
b.	Use more then one authoritative reference manual, be consistent, and include citations only for sources you quote.
c.	Use the MLA style guide for all reports, be consistent, and include only the author, article title, and publisher information.
d.	Use the Publication Manual of the American Psychological Association for all documentation and the MLA Handbook, only if needed, as a backup for format.

          

   31.   You have gathered data from printed and online sources as well as from a survey. What should you do to organize the writing of your report?

a.	Reduce quantitative data to a usable form through statistical techniques.
b.	Question whether every piece of information available makes a real contribution to the outcome of the study.
c.	Combine, summarize, and condense useful information so that the reader can understand it more easily.
d.	Do all of the above.

          

   32.   Which of the following is a common error that MOST hinders the accurate interpretation of data?

a.	Interpretation of results from a large sampling
b.	Tabulation of a questionnaire with many items
c.	Assumption of a cause-effect relationship when one does not exist
d.	Application of statistical analysis

   33.   Which of the following is NOT a weakness in data interpretation?

a.	Inferring that results of one study are true for all groups.
b.	Assuming constancy of human behavior and attitudes.
c.	Trying to make results conform to a prediction.
d.	All are weaknesses.

   34.   Which of the following would be considered a recommendation?

a.	The cost of the brick veneer will be seven percent more than aluminum siding.
b.	Even though brick veneer is more expensive, we understand it will be more durable over the years.
c.	Install brick veneer, since its slightly higher cost will be well offset by its durability.
d.	Both brick veneer and aluminum siding have their advantages.

          

SHORT ANSWER

     1.   Describe the four steps in finding a solution to a business problem.

     2.   Explain the benefits of conducting secondary research.

     3.   A research firm wants to conduct research to determine what the U.S. population thinks of imported clothing. Describe three primary research options that are available for this type of research. Which option would you recommend that the research firm use? Why?

     4.   Identify four methods of collecting data through surveys, and list one advantage and one disadvantage of each method.

     5.   Explain the difference between a finding, a conclusion, and a recommendation.What is the relationship between them?

CASE

     1.   Feasibility Report for New Office

Hasley’s, a retail chain based in the Midwest, has offices in several locations throughout the U.S. Due to expanding markets, the company is researching the need to open a new location in the Southwest. You are a member of a team asked to write a report on the feasibility of an office at this new location. The team must define the scope of the report and develop a statement of purpose.

Required:

Identify five questions that need answering to help the team limit the scope of this report. Provide an answer to each question and write a Statement of Purpose for the report.

     2.   XYZ Corp, a chain store selling electronics in the Northeast region of the United States, is interested in determining if they are paying their sales representatives an appropriate salary.  Limit and define the scope of the issues answering the five Ws and writing a statement of purpose.

     3.   Improvement of Poor Questionnaire

Meacham Industries is a small company that wants to improve communications between supervisors and employees. A questionnaire has been developed for distribution to employees on their attitudes toward communication with supervisors. The following questions are in draft form and need to be rewritten for clarity and easy tabulation.

1.	Do you work in the office, maintenance, assembly line, or shipping?
2.	How long have you worked here?
3.	Do you think most supervisors are approachable?
4.	Do you feel that you can talk to your supervisor when needed?
5.	Is your supervisor available to answer questions?
6.	How do you prefer to communicate with your supervisor?
7.	How does your supervisor usually communicate with you?
8.	Does your supervisor give you feedback?
9.	Does your supervisor give reprimands? How?
10.	Do you think an employee suggestion box would be useful?

Required:

Rewrite the above questions for clarity and easy tabulation of results.

Ch