Report Preparation

Write to the audience  Who is the audience  What are its objectives and expectations  When there are two or more audiences use the appendix

General Format 1.Cover letter (loose) 2.Cover Page 3.Table of Contents 4.Executive Summary 5.Introduction 6.Methodology 7.Results 8.Limitations and Caveats 9.Conclusions and Recommendations 10.Appendixes

Cover Letter  Provide details of the enclosed materials i.e. the report  Who was responsible for the report  Who is receiving copies of the report  Identify any need for further action  Also communicate that you will be happy to answer any questions arising from the report.  Loose

Cover Page  Title of the report  Information about the researchers or organization conducting the report  Name of the person prepared for  Date

Table of Contents  Topics covered (headings and subheadings)  List of tables  List of graphs  List of appendices/Exhibits Try to keep it under one Page

Executive Summary  Define the Problem concisely  Describe approach briefly  Major findings  Conclusions  Recommendations No more than one page single spaced

Introduction  Management decision Problem definition  Background to the problem  Marketing Research problem definition  Discussion of any secondary research

Methodology  Specific details of approach taken to the problem  Results of any exploratory research that helped refine the problem  Information needed  Research questions and hypotheses  Questionnaire development and pre-testing (if any)  Sampling techniques, data collection, sample size  Data analysis: methods used and justification for using Dependent and independent variables Keep it simple (remember your audience) Technical details in an appendix

Results  Aggregate results  Market segment, geographic area etc.  Results geared to research problem and information needs  Details in tables and graphs with main findings discussed in text

Limitations and Caveats  Budget and time constraints  Any other organization constraints  Sources of error (e.g. sampling non-sampling)  Any limitations (eg applicable to what population)

Conclusions and Recommendations  Summary of statistical results  Interpretation of the results in light of the research problem and hypotheses  What have we learned  Recommendations relating to management decision problem

Exhibits/Appendices  Bibliography of any references used  Sample Survey Questionnaire  Moderator’s guide for any focus group  Code book  Statistical output