Reference no: EM132300751

The purpose of an executive summary is to convey how and why the research was undertaken, to summarize the key findings, to suggest future actions. Some of the common problems of preparing a marketing research report is the lack of data interpretation that is used by a company, unnecessary use of complex statistics, emphasis on packaging instead of quality, lack of relevance and placing too much emphasis on few statistics that is gathered. Research reports should contain executive summaries because it is the most important part of the report, it presents the major points, it must be complete enough to provide a true representation of the document but in summary form. Things that should be contained in an executive summary are research objectives, concise statement of method, summary of key findings and conclusion of recommendations.