Question

Discuss the relative importance of the marketing research report to other stages in the marketing research process?

Answer 1

Even the best research will not drive the appropriate action unless the audience understands the outcomes and implications. Good communication means that you must be able to transfer exactly what is in your mind to the mind of the receiver of your message. The ultimate result of all the work on the research project is communication with the client. 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 the client will see. If the report is poorly written, riddled with grammatical errors, sloppy, or inferior in any way, the quantity of the research (including analysis and information) becomes suspect and its credibility is reduced. If organization and presentation are faulty, the reader may never reach the intended conclusions. The time and effort expended in the research process are wasted if the report does not communicate effectively. If, on the other hand, all aspects of the report are done well, the report will not only communicate properly, but it will also serve to build credibility. Effective reporting is essential, and all of the principles of organization formatting, good writing, and good grammar must be used.