What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Question

What will be an ideal response?

Answer 1

The final step in the marketing research process is to report the research findings. Before preparing the report, the marketer must objectively analyze the findings to determine whether the research is as complete as it can be and how well the data answer the research question and support or negate the hypothesis. Most research will not have answered the research question completely. Thus, the researcher must point out deficiencies and their causes in the report. While writing, researchers must keep the report's audience in mind and ensure that findings are relevant to the firm. They should also determine before writing how much detail and supporting data to include. Research is not useful unless it supports the organization's overall strategy and objectives.If an outside research agency was contracted, it is important that it fully understand the client's business. Those responsible for preparing the report must facilitate adjusting the findings to the environment, as it can change over time. The report must be helpful to marketers and managers on an ongoing basis.