Ejejemplo De Un Resumen Ejecutivo

Executive summary

This marketing research was developed for the company “Cía. Banquetes Boulanger”, whit the purpose of fulfilling the objective of Choosing the most effective writtenadvertisement way in order to cover the goal audience in the metropolitan zone whit the purpose of diminishing costs when the payment of advertisement in no effective written ways will bediminished .
The most effective written advertisement ways in order to cover the goal audience in the metropolitan zone were researched reason why it established two hypothesis: The alternativehypothesis establish that If the company uses different written advertisement ways in order to its diffusion so it ‘ll achieve a bigger positioning into the goal market and the null hypothesis whichsays If the company uses different written advertisement ways in order to its diffusion so it wont achieve a bigger positioning into the goal market
Therefore the variables with itindicators are the following ones:
Written advertisement ways (independent variable)

• Kinds of written advertisement ways
• Content of written advertisement ways
• Design of writtenadvertisement ways
• Impact of of written advertisement ways


Positioning (dependent variable)
• Price
• Quality
• Distribution
•
In order to made de research it establisheda kind of study Ad Hoc because is made with specific propose and It isn’t applicable to other studies or problems .It defined a a descriptive quantitative research because we will extractnumeric information that we be able to manage statistically, in order to define aspects about costumers , advertisement ways , etc. That datas we help us whit the definition of variablesand in order to give answer to several question.

The research worked segmented with the following criterions: demographics, geographics, and psychographics.The research was made in the...