TheMarketingResearchReportPreparationandPresentation.ppt

The Marketing Research Report: Preparation and Presentation 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 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. 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? Organizing the Written Report 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 letter of authorization is the marketing research firm’s certification to do the project and it is optional. Organizing the Written Report The letter of transmittal is used to release or deliver the document to an organization for which you are not a regular employee. The memo of transmittal is used to deliver the document within your own organization. Organizing the Written Report The table of contents helps the reader locate the information in the research report. The list of illustrations helps locate tables or figures within the report. Tables are words or numbers that are arranged i