Global Motors: Using iReportWriting Assistant
Cory Rogers is ready to write the first draft of the final report for Global Motors. He decides to go to the online report writing module he learned when he took his first marketing research course in college. Since the iReportWriting Assistant is constantly updated, Cory knows he will have access to the latest links and information to assist him in writing his report. Nick Thomas of Global Motors has told Cory that ZEN Motors has its own marketing research department and that researchers there are eager to read his report. Cory knows they will be particularly interested in technical issues such as determination of sample size and margin of error. Cory has also had a frank discussion with Nick about conclusions and recommendations.

Nick told him: "Cory, I want to know what the numbers say. What are the conclusions based on those numbers? In terms of how to proceed, I will meet with my top staff members, and we will make those decisions. We have to factor in many constraints to make final decisions." As an experienced marketing researcher, Cory is very familiar with the steps in the marketing research process. Knowledge of these steps is useful in writing the method section of his marketing research reports.

For example, Cory knows he should address the types and sources of information used in the report; he should also address the research design and why it was chosen over other designs. The sampling plan and sample size should also be included in this section. Cory makes a list of topics he should cover and starts organizing these topics in terms of headings and subheadings that will be used in the final report. Cory reminds himself, "I have to properly cite every source I have used in this report." He dreads this step. As many times as he has written reports, remembering every detail that goes in a reference is just something that will not stay in Cory's memory bank.

Still, he understands how important it is to use the proper form for his reference list. Before you start on the questions that follow, access the iReportWriting Assistant by going to www.pearsonhighered.com/burns and click on the Companion Website link for this text. Click on any chapter for the link to the iReportWriting Assistant. Now read over the major topics covered before you read the following questions. Once you are finished reviewing the contents of the iReportWriting Assistant, you should be ready to answer the following questions.

1. What should Cory consider doing with the information in this case before he actually begins to write the report? Name some specific issues Cory should address.

2. Should Cory include the standard "Conclusions and Recommendations" section of the report? Why or why not?

3. We are told that Cory has made a list of issues to include in the method section of the report. What, if anything, is included in the iReportWriting Assistant that could help Cory ensure that he has included all necessary information?

4. What section of the iReportWriting Assistant should Cory seek out to help him with properly citing the secondary sources used in the marketing research report?