REPORT PRESENTATION AND IMPLEMENTATION

MARKETING RESEARCH PROCEDURE      

Marketing research is undertaken in order to improve the understanding about a marketing situation or problem and consequently improve the quality of decision-making related to it. The usefulness of the marketing research output will depend upon the way the research has been designed and implemented at each stage of the process. There are five steps in every marketing research process:  

A) Problem definition

B) Research design

C) Field work

D) Data analysis

E) Report presentation and implementation

                                                                                                  

E) REPORT PRESENTATION AND IMPLEMENTATION:  

The final step is the preparation, presentation and implementation of a report giving the major findings and recommendations. A typical format of the report may comprise of the following sections:

a) Objectives and methodology in which the research objectives are stated and details of the sampling plan are described.

b) Summary of conclusions and recommendations in which the main findings of the research are highlighted. On the basis of the findings, some recommendations may be made.

c) Sample and its characteristics which contains descriptions of the sampling units in terms of their geographical location, socio-economic profile and other relevant details.

d) Detailed findings and observations in which the data which has collected is presented in a form which is easily comprehensible to the user. The data may be presented in tabular form or graphically in a bar chart, pictogram or pie diagram; or in a combination of all these.

e) Questionnaire and supporting research instruments are presented in the last section.

 

The research agency may or may not be involved in the implementation of the recommendation made in the report.