tailieunhanh - Marketing Research Chapter 8

8. Report preparation and presentation. Chapter summary. In this chapter we focus on the last two aspects of marketing research process: report preparation and presentation. One of the important aspects of any research project is to assist managers | Marketing Research Report preparation and presentation 8. Report preparation and presentation Chapter summary In this chapter we focus on the last two aspects of marketing research process report preparation and presentation. One of the important aspects of any research project is to assist managers in decision making process and lot depends on how the researcher communicates the findings of the research project to the managers. If the results of the research are not effectively communicated to the manager the decision making process may not be as sound as expected. An effective research report can overcome this challenge. This chapter therefore will focus on how to write a research report which can be easily understood by manager as well as can help in decision making process as desired. We shall focus on the issue of content format layout and style. Importance of marketing research report As discussed in the summary above marketing research report is the bridge between researcher and manager with regard to the research findings. Even if the research project is carried out with most meticulous design and methodology if the research results are not effectively communicated using the research report to the manager the research project may not be a success. This is because the research results will not help in achieving the major aim of any research project which is to support the decision making process. Research report is a tangible output of the research project and not only helps in decision making but also provides documentary evidence and serves as a historical record of the project. Many a times managers are only involved in looking at the research report . oral presentation and written report and therefore most times the research project is judged by the quality of the research report. This has direct association with the relationship between the researcher and manager. All of the above reasons suggest the importance of marketing research report. .