The results of marketing research must be effectively communicated to management. Presenting the results of a marketing research study to management generally involves a formal written report as well as an oral presentation. The report and presentation are extremely important. Second, the written report and the oral presentation are typically the only aspect of the study that marketing executives are exposed to, and consequently the overall evaluation of the research project rests on how well this information is communicated. Third, since the written research report and oral presentation are typically the responsibility of the marketing research supplier, the communication effectiveness and usefulness of the information provided plays a crucial role in determining whether that particular supplier will be used in the future.
Every person has a different style of writing.
There is not really one right style for a report, but there are some basic principles for writing a research report clearly. This is a particular difficulty when reporting the results of statistical analysis where there is a high probability that few, if any, of the target audience have a grasp of statistical concepts. Hence, for example, there is a need to translate such terms as standard deviation, significance level, confidence interval etc. This is sometimes not an easy task but it may be the case that researchers who find it impossible do not themselves have a sufficiently good grasp of the statistical methods they have been using. Qualitative research also presents difficulties.