The report should draw together, in a well-organised and logical manner, all the relevant data collected during the desk and field research stages. Just how much information the report should contain will depend on the terms of reference and the requirements of the company. Every market researcher develops his/her own report-writing style and adopts a structure which enables him/her to write to a proven formula.

A structure that is widely used is:

  • Title page
  • Summary
  • Table of contents
  • Introduction (including objectives and research method(s))
  • Findings
  • Conclusions and recommendations
  • Appendices