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Dr. Irfan Butt
Marketing ResearchReport & Presentation
Lahore School of Economics
Winter 2014
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No universally accepted standardformat.
Dierent researchers may prepare theirreports dierently.
Technical Report: researchers, research managers or other people
familiar with and interested in the technicalities.
Popular Report: a more general audience, interested mainly in
the research ndings as it is nontechnical innature.
Report !ormat
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I. "itle page
II. #etter of transmittalIII. "a$le of contentsI%. #ist of ta$les%. #ist of graphs%I. #ist of appendices%II. #ist of ehi$its
%III. 'ecuti(esummarya. Ma)or ndings$. *onclusionsc. Recommendations
I+. Introduction
a. Background to thepro$lem
$. tatement of the pro$lem
+. -pproach to thepro$lema. *onceptual !ramework$. Research uestionsc. /ypotheses
+I. Research design
a. "ype of research design$. Information needsc. Data collection from secondary sourcesd. Data collection from primary sourcese. caling techni0uesf. uestionnaire de(elopment andpretestingg. ampling techni0ues
h. !ield work
+II. Data analysisa. Methodology$. Plan of data analysis
+III. Results
+I%. #imitations and ca(eats
+%. *onclusions and recommendations
+%I. -ppendia. uestionnaires and forms$. tatistical outputc. #ists
Report !ormat 1
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"itle Page
the title Provide a brief but concise indication of the
purpose of the research pro&ect.
for 'hom the report 'as prepared by 'hom it 'as prepared date of release or presentation
%ddresses and titles of the preparer and recipient
may also be included.
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#etter of "ransmittal
Releases or delivers the report tothe recipient in relatively formal and very formal
reports.
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"ampleLetter of
Transmittal
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"a$le of *ontents
list the divisions and subdivisionsof the report 'ith page references.
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"ampleTable of
Contents
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'ecuti(e ummary
"(eleton of your report $ncludes
Research ob&ective
)ethodology )a&or *ndings Conclusions Recommendations
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Introduction
Research #ac(ground Research +b&ectives ,uestions to be ans'ered by
Research
Informatio
n 3eeds
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Research Methodology
Describes the structure andtechnical procedures of thepro&ect
Research design "ample design
Data collection and *eld'or(
%nalysis
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Results
Presents the *ndings of thepro&ect. $t includes tables/ charts/ and
their interpretation.
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#imitations
"omething that holds you bac( Could have improved yourresearch outcome
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onc us onRecommendations
"ynthesi0e and summari0e ma&orresults and provide suggestions foraction.
%ddress Research ,uestions
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-ppendi
Contains material that is tootechnical or too detailed to go inthe body
includes materials of interest only tosome readers
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Report !ormat