7.Reporting Results

Typical Profile of Market Research Report


Title page

Contents page

List of appendices

Text of Report

1.Executive summary

  • Major findings
  • Conclusions
  • Recommendations

2.Problem Definition

  • Background of the problem
  • Statement of the problem

3.Approach to the problem

4.Research design

  • Type of research design
  • Information needs
  • Data collection from secondary sources
  • Data collection from primary sources
  • Scaling techniques
  • Questionnaire development and pretesting
  • Sampling techniques
  • Fieldwork

5.Data analysis

  • Methodology
  • Plan of data analysis


7.Limitations and caveats

8.Conclusions and recommendations


  • Questionnaire and forms
  • Statistical output
  • Lists


Report Writing

  • The readers of your reports are busy people; and very few of them can balance a research report, a cup of coffee, and a dictionary at one time.”


  • “When it comes to marketing research, people would rather live with a problem they cannot solve than accept a solution they cannot understand.”

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