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8 Cards in this Set
- Front
- Back
Credibility
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the quality of a report that is related to its accuracy, believability, and professional organization
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Believability |
the quality of a report that is based on clear or logical thinking, precise expression, and accurate presentation |
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executive Summary |
the part of a marketing research report that presents the major points; it must be complete enough to provide a true representation of the document but in a summary form |
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introduction |
contains background information necessary for a complete understanding of the report |
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Methods and Procedures Section |
communicates how the research was conducted |
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Limitations |
weaknesses in the research methodology that might affect confidence in research conclusion |
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appendix |
a section following the main body of the report used to house complex, detailed, or technical information. |
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Problems encountered in preparing reports |
1. lack of data interpretations 2. unnecessary use of multivariate statistics 3. emphasis on packaging rather than quality 4. lack of relevance, 5. placing too much emphasis on a few statistical outcomes |