Chapter 13: Communicating Marketing Research Findings

Appendix
A section following the main body of the report; used to house complex, detailed, or technical information
Believability
The quality of a report that is based on clear and logical thinking, precise expression, and accurate presentation
Credibility
The quality of a report that is related to its accuracy, believability, and professional organization
Executive Summary
The part of a marketing research report that presents the major points; it must be complete enough to provide a true representation of the document but in summary form
Introduction
Contains background information necessary for a complete understanding of the report
Limitations
Extraneous events that place certain restrictions on the report and are typically mentioned when results are being compared
Methods and Procedures Section
Communicates how the research was conducted