As Brown, Suter, and Churchill (2014) indicate in the Basic Marketing Research textbook, a marketing researcher will almost always be expected to develop a written report and presentation based on the results of the research. In this Assignment, you will prepare a marketing research report. As you prepare this marketing research report, you will engage in developing the following professional competencies of a marketing researcher:
Sell ideas and persuade
Create and edit reports
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 research is to master the art of persuading and selling the research results you worked very hard to produce.