Chapter 5
Why Must I Master Report Writing?
Our friend Jeffrey Kotz, whom you met in Chapter 3, holds a Master’s degree in marketing communication and has considerable experience in marketing and research analytics. He recently shared a story with us that highlights the need to master report writing. A few years ago, Jeff created a report for a client. The client, a national restaurant chain, sent a senior vice president (SVP) to represent the firm’s needs to Jeff’s employer, a mid-sized marketing research firm. The SVP asked Jeff and his colleagues to conduct a menu evaluation study. Being a customer-centric organization, the marketing research team conducted a large-scale study of customers, and then developed a report that provided an objective ...
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