Cory Rogers is ready to write the first draft of the final report for Auto Concepts. Nick Thomas of Auto Concepts has told Cory that ZEN Motors has its marketing research department and that researchers there are eager to read his report. Cory knows they will be particularly interested in technical issues such as the determination of sample size and margin of error. Cory has also had a frank discussion with Nick about conclusions and recommendations. Nick told him, “Cory, I want to know what the numbers say. What are the conclusions based on those numbers? In terms of how to proceed, I will meet with my top staff members, and we will make those decisions. We have to factor in many constraints to make final decisions.” As an experienced marketing researcher, Cory is very familiar with the steps in the marketing research process. Knowledge of these steps is useful in writing the method section of his marketing research reports. For example, Cory knows he should address the types and sources of information used in the report; he should also address the research design and why it was chosen over other designs.
The sampling plan and sample size should also be included in this section. Cory makes a list of topics he should cover and starts organizing these topics in terms of headings and subheadings that will be used in the final report. Cory reminds himself, “I have to properly cite every source I have used in this report.” He dreads this step. As many times as he has written reports, remembering every detail that goes in a reference is just something that will not stay in Cory’s memory bank. Still, he understands how important it is to use the proper form for his reference list.
1. What should Cory consider doing with the information in this case before he begins to write the report? Name some specific issues Cory should address.
2. Should Cory include the standard “Conclusions and Recommendations” section of the report? Why or why not?
3. What tools can Cory use to be sure he is properly citing the secondary sources used in the marketing research report?