Guidelines, principles and structure

This section looks concretely at the research report and how it should be presented and structured.

1. Importance of the report

Preparation of the marketing research report is the final stage of the marketing research process. The report itself is just as important as the data collection that provides its content. Regardless of the value of the data, if it is not presented in a clear, understandable and attractive way, its value will be lost.

As noted in the previous unit, the data analysis is best done by an outside statistician. The final report, on the other hand, should NOT be prepared and evaluated by a statistician but by experts on public transport. The report should be simple, readable and attractive.