A course guide created for MBAB 5P62 (marketing research) which reviews information sources on marketing scales, articles, market data, mass media & polling data, commercial market research, writing, and citing sources.
Communicating the Results (A Concise Guide to Market Research)After reading this chapter, you should understand:
- Why communicating the results is a crucial element of every market research study.
- The elements that should be included in a written research report and how to structure these elements.
- How to communicate the findings in an oral presentation.
- The ethical issues concerning communicating the report findings to the client.
Research Reports and Presentations (Essentials of Marketing Research)After reading this chapter, you should be able to
1.Identify the goals of preparing marketing research reports and presentations.
2.Describe the various components of a marketing research report.
3.Explain the four principles of an executive-ready report.
4.Discuss the use of oral presentations in marketing research reporting.
5.Explain how to use graphs and charts effectively.