Discuss why the report and its presentation are important parts of the marketing research project
What will be an ideal response?
The report and its presentation are important parts of the marketing research project for the following reasons:
1. They are the tangible products of the research effort. After the project is complete and management has made the decision, there is little documentary evidence of the project other than the written report. The report serves as a historical record of the project.
2. Management decisions are guided by the report and the presentation. If the first five steps in the project are carefully conducted but inadequate attention is paid to the sixth step, the value of the project to management will be greatly diminished.
3. The involvement of many marketing managers in the project is limited to the written report and the oral presentation. These managers evaluate the quality of the entire project on the quality of the report and presentation.
4. Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation.
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