2. Chapter Fourteen Objectives Chapter Fourteen To become aware of the primary purposes of a research report. To learn how to organize and prepare a research report. To learn how to make a personal presentation. To understand the effective use and communication of marketing research information. To understand what clients want from a marketing research supplier or department. To learn some of the key managerial functions in running a marketing research supplier organization. To see what marketing research departments are doing to gain a more strategic role in the corporation. To examine how corporations are measuring the contribution of marketing research to the organization.
