Communicating Marketing Research Findings

 No matter how well research projects are designed and implemented, if the results cannot be effectively communicated to the client, the project is not a success. While the chapter introduction focuses on presentations, marketing research reports are typically communicated in writing, and increasingly, excerpts of research findings are released to the public via social media sites. An effective marketing research report is one way to ensure the time, effort, and money that went into the research project will be completely realized. The purpose of this chapter is to introduce the style and format of the marketing research report. We identify how the marketing research report is designed and explain the objectives of each section. We then discuss industry best practices regarding effective presentation of research reports