contents of marketing research
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The document outlines the steps involved in conducting marketing research and presenting the findings, including defining the problem, research design, data collection and analysis, interpreting results, and structuring a written report with sections for an executive summary, problem definition, methodology, findings, conclusions, and recommendations. It emphasizes that conclusions and recommendations should be guided by the original research objectives and background. The document also provides initial guidance on creating a report style sheet to ensure consistency in formatting, spelling, abbreviations, and proofreading.
contents of marketing research
- 2. Research Report Introduction :- A written and /or oral presentation of the research process , results, recommendations, and /or conclusions to a specific audience.
- 3. Tangible products of the Research efforts Management Decisions are guided Evaluate the quality of the entire project To undertake Marketing Research in Future Importance of Report & Presentation
- 4. Problem Definition, Approach, Research Design & Fieldwork Data Analysis Interpretations, Conclusions & Recommendations Report Preparation Oral Presentation Reading of the Report by the Client Research Follow - Up
- 5. I. Title page II. Letter of transmittal III. Letter of authorization IV. Table of contents V. List of tables VI. List of graphs VII. List of appendices VIII. List of exhibits IX. Executive summary a. Major findings b. Conclusions c. Recommendations Prefatory Part
- 6. X. Problem definition a. Background to the problem b. Statement of the problem XI. Approach to the problem XII. Research design a. Type of research design b. Information needs c. Data collection from secondary & primary sources d. Scaling techniques e. Questionnaire development & pretesting f. Sampling techniques g. Fieldwork Main Body
- 7. XIII. Data analysis a. Methodology b. Plan of data analysis XIV. Results XV. Limitations & caveats XVI. Conclusions & recommendations XVII. Exhibits a. Questionnaires & forms b. Statistical output c. Lists Main Body Appended Part
- 8. Interpreting the Findings The most difficult task for individuals who are writing a research report for the first time is interpreting the findings to arrive at conclusions & then using these conclusions to formulate recommendations. The research objectives and background stated early in the marketing research process should serve as the primary guide for interpreting findings & drawing conclusions.
- 9. Initial Guidance in creating Report Style Sheet Capitalization Consistency in Capitalization Spelling Bulleted Lists Abbreviations Slang & Colloquialisms Template Graphics Proofread