Join Cheryl Ladd for an in-depth discussion in this video Writing the report, part of Marketing Foundations: Qualitative Research.
- [Narrator] The questions have all been asked.…The answers have been analyzed,…and now it all comes down to the final report.…In the end,…this is what the clients need.…They, too, can listen to the research,…but what they ultimately need to understand,…is now what?…The results need to be analyzed and reported…in the context of the key business objectives.…Which will demonstrate that you understand…the situation,…the business,…and the brand.…The primary purposes of the report…are to serve as a historical record of what occurred,…to report findings and results,…and to provide an interpretation of the results…with an implication of what this means…relative to the decisions to be made.…
If you begin the project understanding…key stakeholders,…their agendas,…and how they'll use the research results,…you'll be better able to translate…the insights into actionable recommendations.…There are three types of reports.…A Topline Report is literally that.…Just a high-level overview of the key takeaways…from the research.…More often than not, this is an interim report…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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