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Interim Reports: a Neglected Aspect of Marketing Research

Stephen F. Austin State University

Conway T. Rucks

Stephen F. Austin State University

Interim reports are vital in marketing research. Managers can best apply their experience and overall view of organizational efforts in deciding to continue, modify, or terminate projects if their information is timely and complete. This study characterizes the nature of these reports, presents a generalized form for them, considers the responsibility for initiation of reports, and identifies significant events that might require a report to be generated.

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