The report starts with the researcher providing the rationale for undertaking the study. The tasks associated with this section (no more than one paragraph in length) are to:
- Offer brief explanation for why this study was done and what is to be learned
- e.g., prepare for new product introduction, evaluate competitors, look for new market opportunities, etc.
- Suggest what may be done with the information contained in the study
- e.g., used to support a marketing plan, used to measure and evaluate previous marketing decision, part of on-going competitive research program, etc.