In this Assignment, you will prepare a marketing research report. As you prepare this
marketing research report, you will engage in demonstrating the following professional
competencies of a marketing researcher:
o Sell ideas and persuade others
o Create and edit reports
o Professional presentation
Marketing researchers must communicate with all stakeholders to develop accurate results
when writing up the research report and presenting it to organizational leaders. The goal of the
report and presentation is to sell and persuade the results of the marketing research, whether
they favorably or unfavorably help to solve the research problem or to help capitalize on the
research opportunity. A valid and appropriately designed research study will render valid
results that should provide guidance to decision-making leaders. Additionally, it is essential
that marketing researchers use time management while creating and editing reports. The
written report in general, will have an enormous impact on whether leadership decision makers
will actually use the research or not. Your job as the marketing researcher is to master the art
of persuading and selling the research results you worked very hard to produce.
Although the terminology may differ among industries, the basic format of marketing research
report discussed in this section will help researchers plan and prepare reports for various
clients. Following are the parts common to all marketing research reports.
Reference
Hair, J.F., Celsi, M.W., Bush, R.P., & Ortinau, D. (2017). Essentials of marketing research, 4th
ed. Columbus, OH: McGraw Hill Education.
Unit 9 [MT355]
Page 2 of 4
Directions for Completing this Assignment
As a marketing researcher, your objective is to prepare a marketing research report. Complete
the following steps to successfully execute this Assignment:
Step 1. This report should be written in APA 6th edition style
formatting by following the research report outline as indicated in the Essentials of Marketing
Research textbook (pg. 357). Your marketing research report should contain all of the
following headings and subheadings in proper APA 6th edition style and formatting:
Title page
Table of contents
Executive summary
Research objectives
Concise statement of method
Summary of key findings
Conclusion and recommendations
Introduction
Research methods
Data collection procedures
Data analysis and findings
Conclusions and recommendations
Limitations
Appendixes
Step 2. Develop the Title Page, Table of Contents, Executive Summary, Introduction
Limitations, and Appendices sections of your marketing research report.
Step 3. Refine your marketing research language used in previous renditions of work within
the Methods, Data Collection, Data Analysis, and Findings, Conclusions, and
Recommendations sections of your marketing research report.
Step 4. Graphically display qualitative or quantitative research results in the data analysis and
research findings sections of your marketing research report.
Step 5. Clarify problems encountered in preparing your marketing research report.
Unit 9 [MT355]
Page 3 of 4
Step 6. Using expository and persuasive writing techniques, critically explain whether the
marketing research problem was solved in the Conclusions and Recommendations section of
your marketing research report. Use reasoning skills to strengthen your argument. Your writing
should follow the conventions of Standard English (correct grammar, punctuation, and
spelling). Your writing should be well-ordered, logical and unified, as well as original and
insightful. Your viewpoint and purpose should be clearly established and sustained.
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