A Coworker Has Just Finished Preparing Marketing Research

A Coworker Has Just Finished Preparing a Marketing Research Report And

A coworker has just finished preparing a marketing research report and has asked you to look it over before he submits it to his client. When reviewing the report, you notice that it is missing the research methods and procedures section. When you bring this to your coworker’s attention, the response is that the section does not need to be included because the report contains all of the important parts, the findings, interpretation, and summary of the findings as well as the final recommendations. You must decide whether you agree with that response and why. Write a one-page memo in which you describe what you think is the purpose of the research methods and procedures section, what should be included in that section and what value, if any, that you feel it brings to the report? Post your memo in the discussion forum and solicit feedback from your classmates.

Paper For Above instruction

The purpose of the research methods and procedures section is fundamental to establishing the credibility, transparency, and reproducibility of a marketing research report. This section details the specific methodologies employed to gather data, including the research design, sampling techniques, data collection methods, and analytical procedures. Its inclusion allows readers to understand how the data was obtained, the processes involved, and the reliability of the findings.

In this section, essential elements include a clear description of the research design (qualitative, quantitative, or mixed methods), the sampling approach used and the rationale behind it, the tools or instruments employed for data collection (such as surveys, interviews, focus groups), and the procedures followed during data collection. Additionally, it should specify how data was analyzed, including any statistical tests or analytical frameworks applied. This detailed account ensures that the research process is transparent and replicable, thereby bolstering the report’s validity.

The value of the research methods and procedures section lies primarily in its contribution to the report’s scientific rigor and credibility. For clients and other stakeholders, knowing the methods provides assurance that the findings are based on systematic and objective procedures. It also allows peers and future researchers to replicate the study or evaluate the robustness of the methodology, which is critical for verifying results or building on the research. Omitting this section can create doubts about the validity and reliability of the conclusions drawn.

Moreover, the methods section serves educational and transparency purposes, highlighting the appropriateness of chosen methods for answering the research questions. It provides context that helps interpret the findings accurately and critically assess the applicability of the recommendations. For instance, if a survey was conducted with a limited sample size or biased sampling technique, this information could influence how the results are viewed or applied.

In conclusion, excluding the research methods and procedures section diminishes the overall transparency and scientific foundation of a research report. Including it is vital to demonstrate methodological rigor, facilitate critical appraisal, and enhance the report’s credibility and utility to the client. Therefore, I believe it is essential to include this section to support the integrity and completeness of the marketing research report.

References

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• Malhotra, N. K., & Birks, D. F. (2007). Marketing Research: An Applied Approach. Pearson Education.
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