Topic 8: Reporting Research Outcomes

Market Research Report

The purpose of this assignment is to communicate marketing research data to stakeholders through a marketing research report.

Follow the format that begins on page 347 (and outlined in Table 15-1 on pg. 349) of our textbook to compose your final market research report for your chosen company and contain the following components:

Front Matter	Title Page Letter of Authorization Memo of Transmittal Table of Contents List of Illustrations (a list, not the actual illustrations) Executive Summary (Summary of the Report)
Body	Introduction Research Objectives Methods Findings Limitations Conclusions and Recommendations
End Matter	References Appendices

Expectations:

• Address Memo of Transmittal to Dr. xxx
• List of Illustrations lists illustration title and page where located
• Executive Summary should be about 1/2 to 3/4 page that summarizes the research and findings
• Body of the Report should contain approximately 15 to 20 pages
  • The Introduction introduces the research and includes a statement of the problem (as described in the Research Problem and Objectives Paper), a summary description of how the research process was initiated, and state the general purpose of the Report
  • Explain the Research Objectives (as described in the Research Problem and Objectives Paper) including a description of how each contributes to the Research Problem
  • Describe the Methods (as described in the Survey Design and Collecting Data Papers)used to collect the data for the Research Report
  • Discuss the Findings (as described in the Data Analysis Paper) incorporate graphics and tables as needed to illustrate your findings
  • Discuss the Limitations to the research design
  • Draw logical conclusions and make recommendations based on the research findings (Substantiate your conclusions and recommendations!)
• Your APA-formatted reference list should follow your Conclusions and Recommendations
• The Appendices (following your Reference List) should include your survey and any graphics or tables not incorporated with the body of the Report

Important: You are using much of the information from 4 of your previous papers. While you will be copying and pasting much of the information, you MUST add additional information as required to produce a flowing Marketing Research Report. Just copying and pasting the previous papers as the body of your Report will result in a poor grade!

Your report must include a minimum of 8 Scholarly References (and associated in-text citations) from sources such as trade journals, academic journals, and websites from professional marketing associations (including the course text).

Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center (Except where variations are required per the Marketing Research Report guidelines in the course text).

This assignment uses a rubric and has a template. Please review the rubric and template prior to beginning the assignment to become familiar with the expectations for successful completion.

Additional Note: In-text citations MUST BE USED and have corresponding references in accordance with APA Style rules! Generally speaking, most every paragraph should have At Least one in-text citation. Remember, this assignment should reference and cite at least 8 Scholarly Sources (one should be the course text).

Wikipedia IS NOT a scholarly source and is an inappropriate reference for 400-Level College writing.

A Note on Direct Quotes: This is a Senior-level class. Direct quotes should be used sparingly (only when absolutely necessary to maintain the original meaning). Paraphrasing (with in-text citations) is preferred as this substantiates your thoughts and ideas while demonstrating your ability to analyze and evaluate the information you are researching and still credits your sources (vs. your ability to copy and paste).