In a short essay, discuss at least four recommendations that should be followed when writing the report for a marketing research project

Question

What will be an ideal response?

Answer 1

A marketing research report should be written for a specific reader or readers: the marketing managers who will use the results. The report should take into account the reader's technical sophistication and interest in the project, as well as the circumstances under which they will read the report and how they will use it. Technical jargon should be avoided. The report should be easy to follow. It should be structured logically and written clearly. An excellent check on the clarity of a report is to have two or three people who are unfamiliar with the project read it and offer critical comments. Several revisions of the report may be needed before the final document emerges. Objectivity is a virtue that should guide report writing. The report should accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management. It is important to reinforce key information in the text with tables, graphs, pictures, maps, and other visual devices. Visual aids can greatly facilitate communication and add to the clarity and impact of the report. The appearance of the report is also important. The report should be professionally reproduced with quality paper, typing, and binding.