After finding the reports, each person should learn about the kinds and depth of information provided by reports in the category they are reviewing, and then write a one page summary of their insights. (A 5-person team would turn in a 5 page report.) The summary should include the following information and analysis:
- Type and source of Information: Internal information that comes from company control reports; Environmental information that comes from syndicated market research firms, industry associations, or government sources; or Consumer information that comes from survey research.
- Interpretation: Describe the data contained within the report and interpret the meaning of the information or numbers presented in ONE (1) of the reports within the category.
- Use: Describe how the information would be used to make marketing decisions.
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