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In this chapter, you will: Become aware of the primary purposes of a research report, learn how to organize and prepare a research report, learn how to make a personal presentation, understand the effective use and communication of marketing research information, appreciate the role of trust in a researcher-client relationship.
ional climate for research The personality and job tenure of key users Role of Trust Learning Objectives To appreciate the role of trust in a researcher-client relationship The Role of Trust The role of trust between the researcher and the decision makers A function of interpersonal factors: • Perceived integrity of the researcher • Perceived willingness of the researcher to reduce research uncertainty for the users • Confidentiality, expertise Learning Objectives SUMMARY • The Research Report • The Personal Presentation • Getting Managers to Use the Research Information Learning Objectives The End Copyright © 2004 John Wiley & Sons, Inc ... integrity of the researcher • Perceived willingness of the researcher to reduce research uncertainty for the users • Confidentiality, expertise Learning Objectives SUMMARY • The Research Report • The. .. Trust Learning Objectives To appreciate the role of trust in a researcher-client relationship The Role of Trust The role of trust between the researcher and the decision makers A function of interpersonal... The Research Report • The Personal Presentation • Getting Managers to Use the Research Information Learning Objectives The End Copyright © 2004 John Wiley & Sons, Inc