Chapter20 - The Marketing Research Report: Preparation and...

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The Marketing Research Report: Preparation and Presentation
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Ch 20 2 The Marketing Research Report Marketing research report: a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her decision making on the content of the report
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Ch 20 3 The Importance of the Marketing Research Report The client bases his or her decision making on the contents of the report. The marketing research report is the product that represents the efforts of the marketing research team, and it may be the only part of the project that the client will see. The time and effort expended in the research process are wasted if the report does not communicate effectively.
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Ch 20 4 Organizing the Written Report Marketing research reports are tailored to specific audiences and purposes, and you must consider both in all phases of the research process, including planning the report. Must consider questions such as: What is your purpose? Who is the audience? What are your audience’s interests, values, concerns?
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Ch 20 5 Organizing the Written Report
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6 Organizing the Written Report The front matter consists of all pages that precede the first page of the report. The title page contains the title of the document, the organization/person(s) for whom the report was prepared, the organization/person(s) who prepared the report, and the date of submission. The
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This note was uploaded on 04/14/2009 for the course MKT 232 taught by Professor Staff during the Spring '08 term at Illinois State.

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Chapter20 - The Marketing Research Report: Preparation and...

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