Business Studies

What are the major elements of a market research report? What is the value of presenting high quality market research reports to a client?

ANSWER

ELEMENENTS OF A MARKET RESEARCH REPORT.

A market research project is either an oral or a written presentation which shows the objectives, methods used, findings and recommendations of a certain project. The main purpose of having a research project is to provide clarity that helps in decision making from the findings. The main elements of a research project include; the introduction, the body of the report and appendices. The Introduction of the market research project include the title of the research project which talks about the report is, it also includes the personal information that is name, contact ,titles and firms that have directed, authorized and prepared the project. This element also has a transitional letter which serves as a proof that the report was sent to the client, an authorization letter, table of content and an executive summary. The main purpose of this element is to highlight the important content of the report.

The second element is the body which is composed of; introduction which highlights the main objectives of the market research project and summarizes the research proposal. There is also the methodology part which shows the research design and sample design, data collection and fieldwork, glossary, findings, limitations of the study which are challenges encountered and conclusions and recommendations. The third element of a good research report is the appendices which includes the technical materials and data related to the study. It includes having tables for each survey questions, questionnaires, details on the statistical analyses and a biography.

The value of presenting high quality market research reports to a client is that it helps them in decision making using the objective data since they get to have an accurate understanding of the market landscape, factors that may affect the market in future and are also able to do a benchmark on all market competitors.