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The results of marketing research must be effectively communicated to management. Presenting the results of a marketing research study to management generally involves a formal written report as well as an oral presentation. The report and presentation are extremely important. First, because the results of marketing research are often intangible (after the study has been completed and a decision is made there is very little physical evidence of the resources, such as time and effort, that went into the project), the written report is usually the only documentation of the project. Second, the written report and the oral presentation are typically the only aspect of the study that marketing executives are exposed to, and consequently the overall evaluation of the research project rests on how well this information is communicated. Third, since the written research report and oral presentation are typically the responsibility of the marketing research supplier, the communication effectiveness and usefulness of the information provided plays a crucial role in determining whether that particular supplier will be used in the future.
Writing a Research Report (Gr. 5) - TeacherVision
(2) Preparation of the final outline:
It is next step in writing the research report. “outlines are the framework upon which long written works are constructed. They are an aid to the logical organisation of the material and a reminder of the points to be stressed in the report.”
Every person has a different style of writing. There is not really one right style for a report, but there are some basic principles for writing a research report clearly.