Mk0013
Fall 2012
Master of Business Administration - MBA Semester 3
MK0013– Marketing Research - 4 Credits
Book ID: B1223
Assignment Set- 1 (60 Marks)
Q.1 How to write a marketing report and what quality is to be ensured? Writing a Market Research Report
The professional marketing research report must achieve four primary objectives:
· To effectively communicate the findings of the marketing research project,
· To provide interpretations of those findings in the form of sound and logical recommendations,
· To illustrate the credibility of the research project,
· To serve as a future reference document for strategic or tactical decisions.
The first and foremost objective of the research report is to effectively communicate the findings of the marketing research project. Since the primary purpose of the research project was to obtain information that will answer specific questions in relation to a specific business problem, the report must explain both how the information was obtained and what relevance it has to the research questions. Best practices suggest that a detailed description of the following factors be communicated to the client:
· The specific research objectives.
· The specific research questions the study was to answer.
· Specific procedural information relevant to the collection of secondary data (if necessary).
· A description of the research methods employed.
· Findings displayed in tables, graphs, or charts.
· An accurate interpretation and summation of the findings.
· Conclusions based on data analysis.
· Recommendations and suggestions for their implementation.
Far too often, the researcher is so concerned about communicating results that he or she forgets to provide a clear, logical interpretation of those results. The researcher must always be aware that his or her level of understanding regarding sampling methods and statistics, for example, may not be the same as that of the user. Therefore, the researcher
Master of Business Administration - MBA Semester 3
MK0013– Marketing Research - 4 Credits
Book ID: B1223
Assignment Set- 1 (60 Marks)
Q.1 How to write a marketing report and what quality is to be ensured? Writing a Market Research Report
The professional marketing research report must achieve four primary objectives:
· To effectively communicate the findings of the marketing research project,
· To provide interpretations of those findings in the form of sound and logical recommendations,
· To illustrate the credibility of the research project,
· To serve as a future reference document for strategic or tactical decisions.
The first and foremost objective of the research report is to effectively communicate the findings of the marketing research project. Since the primary purpose of the research project was to obtain information that will answer specific questions in relation to a specific business problem, the report must explain both how the information was obtained and what relevance it has to the research questions. Best practices suggest that a detailed description of the following factors be communicated to the client:
· The specific research objectives.
· The specific research questions the study was to answer.
· Specific procedural information relevant to the collection of secondary data (if necessary).
· A description of the research methods employed.
· Findings displayed in tables, graphs, or charts.
· An accurate interpretation and summation of the findings.
· Conclusions based on data analysis.
· Recommendations and suggestions for their implementation.
Far too often, the researcher is so concerned about communicating results that he or she forgets to provide a clear, logical interpretation of those results. The researcher must always be aware that his or her level of understanding regarding sampling methods and statistics, for example, may not be the same as that of the user. Therefore, the researcher