Executive Summary
In this unit, we learned about the various components and functions of the marketing research report. McDaniel and Gates note that the executive summary is perhaps the most difficult component of the research report to write because the sheer volume of information must be condensed into less than four pages.
Review “Real-Life Research 15.1: TouchWell Storefront Concept and Naming Research” in the textbook on pages 359–365, and write a three-page executive summary of the report presentation information. After analyzing the data and results, synthesize key findings and recommendations. Be sure to include the following components in your report:
Introduce the summary by explaining the nature of the research and what the research found.
Summarize key findings from the research.
Evaluate research findings that are important to the research goals of TouchWell.
Make recommendations based on the research findings. What direction should the company take based on this information? Recommend changes or moves management should take to solve challenges.
It may be necessary to do additional research about the business field of health insurance to complete your executive summary. Be sure to cite and reference any outside information.
