Exploring Marketing Research William G. Zikmund

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Presentation transcript:

Exploring Marketing Research William G. Zikmund Chapter 25: Report Writing

Report parts Prefatory parts Main body of the report Appended parts

Prefatory parts Title page Summary Letter of transmittal Letter of Objectives Letter of transmittal Results Letter of authorization Conclusions Table of contents Recommendations

Main body of the report Introduction Results Limitations Methodology Area 1 Methodology Conclusions and recommendations Area 2 Final area

Appended parts Data collection forms Detailed calculations General tables Bibliography

The Communication Process Field of Experience Field of Experience Message Communicator Encoding Decoding Audience Communication

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