Part 1: Objectives of the Research

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 a 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.