Marketing Management 3(2+1)

Lesson 09 : Marketing Research

Preparing and Presenting the Final Report

It is the report that properly communicates the results to the user in making marketing planning and decisions. This final step must be anticipated throughout the entire process of marketing research, as this step is the most expensive and is subject to errors.

Researcher should present important findings that are useful in the major decisions faced by management. He should interpret the findings, draw conclusions and report to the management for final decisions.

Conclusion:

Marketing Research when conducted in a systematic, analytical, and objective manner, can reduce the uncertainty in the decision-making process and increases the possibility and magnitude of success.