Mkt 232 - Chapter 20

Front 1

-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.

Back 1

importance of the marketing research report

Front 2

1. title page
2. letter of authorization
3. letter/memo of transmittal
4. table of contents
5. list of illustrations
6. abstract/executive summary

Back 2

front matter

Front 3

1. introduction
2. research objectives
3. method
4. results
5. limitations
6. conclusions or conclusions and recommendations

Back 3

body

Front 4

1. appendices
2. endnotes

Back 4

end matter