Chapter 13: Communicating Marketing Research Findings

Front 1

Credibility

Back 1

the quality of a report that is related to its accuracy, believability, and professional organization

Front 2

Believability

Back 2

the quality of a report that is based on clear or logical thinking, precise expression, and accurate presentation

Front 3

executive Summary

Back 3

the part of a marketing research report that presents the major points; it must be complete enough to provide a true representation of the document but in a summary form

Front 4

introduction

Back 4

contains background information necessary for a complete understanding of the report

Front 5

Methods and Procedures Section

Back 5

communicates how the research was conducted

Front 6

Limitations

Back 6

weaknesses in the research methodology that might affect confidence in research conclusion

Front 7

appendix

Back 7

a section following the main body of the report

used to house complex, detailed, or technical information.

Front 8

Problems encountered in preparing reports

Back 8

1. lack of data interpretations

2. unnecessary use of multivariate statistics

3. emphasis on packaging rather than quality

4. lack of relevance,

5. placing too much emphasis on a few statistical outcomes