Consider that the goal of a marketing study, in the commercial world, is the guidance of those with a marketing problem to solve-the researcher’s clients, if one operates as an independent professional, or the marketing executives of the concern that employs him or her. Only if the reports give the client an understanding of the data and conclusions, establishes conviction that its conclusions are correct, and obtains appropriate action are the effort and outlay for the research justified. The successful report breathes life into the statistical and logical findings and wins the acceptance of those who will translate the findings into action.
The report serves three main functions. First, it is the means whereby the data, analyses, and findings are placed in an organized and permanent form. It serves as an essential reference for future research along related lines.
Second, the quality of the research work is likely to be judged mainly by the report. The key decision-making persons whom the research serves seldom have much personal contact with a researcher within their firm and still less with an outside research agency. Since the report is their index of the researcher’s skill and performance, the time, thought, and effort spent on it are vital to his or her future.
Third, and most important, the effectiveness of the report may determine the action taken. Properly organized and lucid reports lead to appropriate action or policies-the goal of all commercial or administrative research. In urgent situations, the convincing reports may inspire decision makers to promptness.
As findings may be presented orally or in writing, the term “report” refers to either form of presentation. It is preferable to have the opportunity of presenting findings personally to permit oral discussion and questions to be raised for clarification, in addition to the more essential written report.
