Cover Page Executive Summary Table of Contents Background Problem/ Opportunity Research Objectives
Action Standard Research Method Research Results Managerial Implications Appendices Acknowledge Sources
The Background describes the facts that are relevant to your project’s purpose. Background may include a description of the business, its products, services, and processes as necessary to understand the current decision or situation.
The Background also serves to tell clients that you understand their business and their current situation.
The description of the business should be a statement of fact and not the client’s mission, selling points, etc. For example, a company may describe itself as “the world’s number one provider” or as priding itself on its customer service. Such statements should be attributed to their source. If such statements are key to the research, provide evidence of their truth.