The importance of the marketing research report cannot be understated;even the best research will not drive the appropriate action unless:

Question

Quizplus · Accepted Answer

The audience understanding the results and their meaning is crucial for driving appropriate action. Without this understanding, the research may go to waste and not be utilized effectively. Top management reading the report, statistics being properly presented and explained, and the involvement of the marketing researcher are helpful, but not as crucial as ensuring that the audience understands the results.

The Importance of the Marketing Research Report Cannot Be Understated;even