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BY..MAHA LAKSHMI.SASHWETHA.MGEETHA LAKSHMI

DURGAPOORNIMA

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RESEARCH REPORTA research report is a written document or oralpresentation based on a written document that

communicates the purpose, scope, objective(s),

hypotheses, methodology, findings, limitations and

finally, recommendations of a research project toothers.

The last stage of a marketing research

process.;

It is more than a summary of findings; rather it

is a record of the research process.

The researcher has to convince the client [and

others who may read the report] that the research

findings can be acted on for their own benefit.

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TYPES OF RESEARCH REPORTTwo types of reports:-

Technical Report: suitable for a target audience of

researchers, research managers or other people

familiar with and interested in the technicalities such as

research design, sampling methods, statistical detailsetc.,

Popular Report: suitable for a more general audience,

interested mainly in the research findings as it is non-

technical in nature.

The writing style is designed to facilitate easy and rapid

reading and understanding of the research findings and

recommendations.

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REPORT PREPARATION ANDPRESENTATION PROCESS

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THEFIRSTSTEPINTHEPROCESSINVOLVES....

the interpretation of the results of data analysis in

light of:

the marketing research problem investigated,

and the research design and methodologyfollowed.

The research report is a means of communication

that can be understood, believed, trusted (byeveryone who is likely to be a stakeholder in the

research), and acted upon by the decision maker.

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BEFOREWRITINGTHEREPORT

The researcher should discuss:

The major findings, conclusions, and

recommendations with the key decision

makers.

Necessary to ensure that the report meets theclient's needs and is ultimately accepted.

The entire marketing research project:

should be summarized in a single written report or inseveral reports addressed to different readers.

Should present the findings in such a way that they can

be used directly as input into decision making.

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ORAL PRESENTATION

Generally, an oral presentation supplements the

written report.

The client should be given adequate time to read the

report.

If necessary, the researcher should assist the

client in understanding the report, implementing the

findings, undertaking further research, and

evaluating the research process in retrospect.

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REPORT FORMAT

No universally accepted standard format or style forresearch writing. Different researchers may preparetheir reports differently.

The personality, background, expertise, andresponsibility of the researcher and those of thedecision maker for whom the report is writteninteract to give each report a unique character.

Report formats are likely to vary with the nature ofthe project itself. However, the research reportclosely resembles the steps of the marketingresearch process.

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MOSTRESEARCHREPORTSINCLUDE

THEFOLLOWINGELEMENTS

Title page Letter of transmittal

Table of contents

List of tables

List of graphs

List of appendices List of exhibits

Executive summary:

a. Major findings

b. Conclusions

c. Recommendations

Introduction:

a. Background to the problem

b. Statement of the problem

Approach to the problem

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Research design:

a. Type of research design

b. Information needs

c. Data collection from secondary sources

d. Data collection from primary sources

e. Scaling techniques

f.Questionnaire development and pretesting

g.Sampling techniques

h. Field work

Data analysis:

a. Methodology

b. Plan of data analysis

Results

Limitations and caveats Conclusions and recommendations

Appendix:

a. Questionnaires and forms

b. Statistical output

c. Lists.

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THERESULTS...

may be presented in several chapters of the report. For example, an Indian researcher conducting a

national survey, may perform the data analysis in

State based stages:

First, he or she may analyze the overall nationalsample followed by State separate analysis for

each of the States.

The results may then be presented in State form

chapters [one overall plus State based] instead ofonly one.

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REPORT WRITING I

Effective report writing is an art.

Some basic points to note in writing a report.

Readers: The report should take into account the level of

readers' technical sophistication, their interest in the project,

ability to understand as well as the circumstances under

which they will read the report and how they will use it.

Adherence to study objectives:A research report mustshow that the research objectives have been accomplished.

Easy to follow: The most basic characteristic of a good

report is that it is easy to follow.

It should be well organized, logically structured, and clearly andlucidly written. Headings and sub-headings should be used

for different topics and subtopics respectively.

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REPORT WRITING II

Objective: Report writing should always be guided byobjectivity.

Should accurately present the methodology, results,and conclusions of the project, without slanting thefindings to conform to the expectations ofmanagement.

Selectivity: A researcher must use his or her discretionin deciding what should be included in the report.

Concise: A report should be concise. Yet brevity shouldnot be achieved at the expense of completeness.

Presentation: The report should be professionally donewith quality paper, good typing, and attractive binding.

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REPORT WRITING III

Visual aids: Key information presented in the text of a

research report should be reinforced with tables, graphs,pictures, maps, and other visual devices.

Guidelines for Tables: Statistical tables are a vital part of thereport and deserve special attention.

Every table should have a number and brief but clear title.

Basis or unit of measurement should be clearly stated tofacilitate understanding.

The arrangement of the data item should emphasize themost important aspect of the data being presented.

If necessary, explanations, comments etc. should beprovided as footnotes.

If the table presents secondary data, the source(s) mustbe cited clearly.

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DRAFT THE BODY OF YOUR REPORT

Introduction - The purpose of your report. The thesisstatement will be useful here. Background informationmay include a brief review of the literature alreadyavailable on the topic so that you are able to place yourresearch in the field. Some brief details of your methods

and an outline of the structure of the report. Literature Review - If asked to do a separate literature

review, you must carefully structure your findings. It maybe useful to do a chronological format where youdiscuss from the earliest to the latest research, placingyour research appropriately in the chronology.

Alternately, you could write in a thematic way, outliningthe various themes that you discovered in the researchregarding the topic. Again, you will need to state whereyour research fits

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Results - This is where you indicate what you found inyour research. You give the results of your research, butdo not interpret them.

Discussion - This is where you discuss the relevance ofyour results and how your findings fit with other researchin the area. It will relate back to your literature reviewand your introductory thesis statement.

Conclusion - This is a summary of the most significant

results/findings. You should not include any newmaterial in this section. Sometimes you could indicatesome areas where your research has limits or wherefurther research would be useful.

Recommendations - This includes suggestions for what

needs to be done as a result of your findings.Recommendations are usually listed in order of priority

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Methodology - Here you clearly outline what

methodology you used in your research i.e. what you did

and how you did it. It must be clearly written so that it

would be easy for another researcher to duplicate yourresearch if they wished to.

It is usually written in a passive voice (e.g. the

participants were asked to fill in the questionnaire

attached in Appendix 1) rather than an active voice

(e.g. I asked the participants to fill in the questionnaire

attached in Appendix 1).

Clearly reference any material you have used from

other sources. Clearly label and number any diagrams,

charts, and graphs. Ensure that they are relevant to theresearch and add substance to the text rather than just

duplicating what you have said. You do not include or

discuss the results here.

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ORAL PRESENTATION

Should be carefully prepared keeping the audience in mind.

A good presentation does not mean a lengthy presentation.Carefully selected visual aids such as graphs, tables, charts,

maps etc. help presentation.

However, Too many visual aids, particularly statistical tables,

could often be boring and may not serve any purpose.

During oral presentation, people may seek clarification.

The speaker must be patient and should not show signs of

anger or frustration. He or she should be natural, establish

eye contact with the audience, and interact with them.

Body language and descriptive gestures are also quite

useful.

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DRAFT THE SUPPLEMENTARY

MATERIAL

References or Bibliography - This includes all

references used in your report or referred to for

background information. This must be done using

the referencing convention specified by your

lecturer/tutor.

Appendices - These should add extra information

to the report. If you include appendices they must

be referred to in the body of the report and must

have a clear purpose for being included. Eachappendix must be named and numbered.

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