Marketing Essentials

Unit 9: Marketing Information Management

Marketing Internship Outlines

Report Outline
Prepare a written marketing research report and a computer presentation. Use a word-processing program to prepare your written proposal and presentation software for your oral presentation. Arrange your written report and computer-generated presentation around the following outline:

1. Executive Summary
2. Introduction
1. Client's research problem
2. Objectives of the study
3. Background information
3. Research methodology
1. Secondary research conducted
2. Target population of study
1. Description
2. Census or sample (size and method used to select sample)
3. Primary research conducted
1. Format selected (observation, experiment, survey, focus group) and rationale (Note: include sample instrument and materials used in the Appendix)
2. Measures taken to reduce bias
3. Explanation of how study was actually administered with timelines
4. Findings of study
• Summary of findings should be arranged around objectives of study
• Include tables and charts to make it easy to understand the data
5. Conclusions (Note: interpret findings through analysis of research data)
6. Recommendations
1. Products
2. Pricing
3. Promotion
4. Distribution
7. Limitations of the study
8. Bibliography
9. Appendix
1. Sample research materials
2. Examples of ideas included in recommendations