ABSTRACT
The final report to the client is perhaps the most important part of the research planning
process. For the external agency, it is the moment of truth when the proposed methodology
is presented to the client. For the client, it is the chance to consider the course of action based
on the results. For individuals, it is the chance to impress senior colleagues and enhance their
reputation. No wonder people get a little fractious and nervous as the deadline looms!
