Elements of a Marketing Research Report: Analysis and Recommendations

Instructions
Write a concise research report that includes the elements of a marketing research report You will document and analyze your findings to date and then make recommendations for future course of actions, including future research.In a report of approximately 1,000–1,500 words, prepare a research report. Information on most of the sections is on pages 550 to 553 in your textbook, and review Topic 4 in Module 6 prior to actually writing. Be sure to focus on answering the marketing research problem and on how it can provide insight to the management decision problem. Highlight the specific research components that you set out to accomplish. Many of the issues have been discussed in your earlier assignments, so make sure to include what is relevant.

Your report must include the following sections:
1. Title page: This is not included in your word count.
2. Executive summary (approximately 150–200 words): Be concise! Include:
a. The chosen product and its associated management problem and marketing research problem
b. Explanation of why the research was undertaken
c. Goals of the study (i.e., what it set out to do)
d. What the procedures and methods are
e. Major findings (include some percentages to support your claims),recommendations, and conclusions of the study.

3. Introduction and problem definition: Introduce the research study briefly State precisely what you are setting out to study. Briefly describe and justify your management decision problem and the marketing research problem.
4. Approach to the problem: If you have adopted a theory or a model to guide the study, describe it here. If you haven’t, briefly discuss your development of the research hypotheses and research components—the research sub questions. Remember, you have used at least three research components (or issues) in your focus group study.
5. Research design: This is about the how of the study. Discuss the procedures and methods of the study and justify briefly all the choices that you’ve made.Concentrate on making this short, clear, and informative because most of the methods have been discussed in earlier assignments. Save space (word counts) for the next few sections.
6. Data analysis: Describe what tools and statistical methods you have used in data analysis, and why.
7. Results: This will be the bulk of your report. Organize the results in a coherent and logical way that supports your arguments. Gear the presentation and interpretation of the results directly to the research components discussed in the approach to the problem and the required information that you have suggested in the research proposal (i.e., the initial goals of this study).

8. Limitations and caveats: Consider the trade-offs that you made and acknowledge the limitations that resulted.
9. Conclusions and recommendations: In this section, summarize your interpretations in light of the problem being addressed and demonstrate your critical thinking skill in arriving conclusions of this study. Discuss the various insights you have learned based on the results/findings and why managers should care. Based on your findings, recommend and justify a follow-up research that you think is appropriate in order to fully understand this research problem. Be very clear about how you will improve on your research design (e.g., the target population, survey method, survey.