15 The Research Report

The Importance of Marketing Research Report Marketing researcher James A. Rohde noted that the presentation is important in demonstrating that the findings are relevant to the decision maker client because these decision makers base their judgments on what they can accomplish with the information in the final report. They are less concerned about the method and analytical tools used by the researcher.

The Importance of Marketing Research Report Good communications means that you must be able to transfer exactly what is in your mind to the mind of the receiver of your message. The ultimate result of all the work on research project is communication with the client.

The Importance of Marketing Research Report The marketing research report is the product that represent the efforts of the marketing research team, and it may be the only part of the project the client will see. If the report is poorly written, riddled with grammatical errors, sloppy, or inferior in any way, the quality of the research (including its analysis and information) becomes suspect and its credibility is reduced. If organization and presentation are faulty, the reader may never reach the intended conclusions.

Writing the Report Know your audience Before you begin writing, you must answer some questions before you can determine how best to structure your report: What message do you want to communicate? What is your purpose? Who is the audience? If there are multiple audience, who is primary audience? Your secondary audience? What does your audience know? Are there cultural differences you need to consider? What biases/preconceived notions of the audience might serve as a barriers to your message? What strategies can you use to overcome these negative attitudes? What are your audience’s interests, values, and concerns?

Elements of the Report Front Matter Body End Matter Title Page Letter of Authorization (optional) Letter/Memo of Transmittal Table of Contents List of Illustrations Abstract/Executive Summary Body Introduction Research Objectives Method Results Limitations Conclusions or Conclusions and Recommendations End Matter Appendices Endnotes

Elements of the Report Front Matter Title page contains 4 major items of information: The title of the document The organization/person(s) for whom the report was prepared The individuals appear who prepared the report The date of submission

Elements of the Report Front Matter Letter of authorization is the marketing research firm’s certification to do the project. This element is optional. It includes the name and title of the persons authorizing the research to be performed, and it may also includes a general description of the nature of the research project, completion date, terms of payment, and any special conditions of the research project requested by the client or research user.

Elements of the Report Front Matter Letter/memo of transmittal is to release/deliver the document to an organization for which you are not regular employee. Use a letter for transmittal outside your organization and a memo within your organization. It describes the general nature of the research in a 1-2 sentences and identifies the individual who is releasing the report. The primary purpose of the letter/memo of transmittal is to orient the reader to the report and to build a positive image of the report. It should establish rapport between the writer and receiver and gives the receiver a person to contact if questions arise.

Elements of the Report Front Matter Letter/memo of transmittal is personal and slightly informal writing style. General elements: a brief identification of the nature of the research, a review of conditions of authorization to do the research (if no letter of authorization), comments on findings, suggestions for further research, an expression of interest in the project and further research. It should end with an expression of appreciation for the assignment, acknowledgement of assistance from others, suggestions for the following up.

Elements of the Report Front Matter Table of contents helps the reader locate information in the research report. It should list all sections of the report that follow; each heading should read exactly as it appears in the text and should identify the number of the page on which it appears.

Elements of the Report Front Matter List of illustrations if the report contains tables and/or figures (graphs, charts, maps, pictures, and etc.), include in the table of contents a list of illustrations with page numbers on which they appear. All tables and figures should be included in this list, which helps the reader find specific illustrations that graphically portray the information.

Elements of the Report Front Matter Abstract/Executive summary is the skeleton of your report. It serves as a summary for the busy executive or a preview for the in-depth reader. It provides an overview of the most useful information, including the conclusions and recommendations. In writing, it should be very careful, convey a concise information. It should be single-spaced and should briefly cover the general subject of the research, the scope of the research, identification of the methods used, conclusions, and recommendations.

Elements of the Report Body Introduction orients the reader to its contents. It may contain a statement of the background situation leading to the problem, the statement of the problem, and summary description of how the research process was initiated. It should contain a statement of general purpose of the report and also the specific objectives for the research. Listing of research objectives should follow the statement of the problem.

Elements of the Report Body Method describes how you conducted the research, who (or what) your subjects were, and what tools/methods were used to achieve your objectives.

Elements of the Report Body Results is the most important portion of your report. Some researchers prefer to use the term findings. This section should logically present the findings of your research and may be organized around the research objectives for the study. The results should be presented in narrative form and accompanied by tables, charts, figures, and other appropriate visuals that support and enhance the explanation of results.

Elements of the Report Body Limitations suggest what the limitations are or may be and what impact they have on the results. You might also suggest opportunities for further study based on the limitations.

Elements of the Report Body Conclusions and recommendations may be listed together or in separate sections, depending on the amount of material you have to report. Conclusions are the outcomes and decisions you have reach based on your research results. Ex: “Model C had the highest preference.” Recommendations are suggestions for how to proceed based on the conclusions. Ex: “The company should produce and market Model C.”

Elements of the Report End Matter The end matter comprises the appendices, which contain additional info. to which the reader may refer for further reading but that is not essential to reporting the data; references list; and endnotes. Appendices contain the “nice to know” info., not the “need to know.” Tables, figures, additional reading, technical descriptions, data collection forms, and appropriate computer printouts are some elements that may appear in an appendix. A reference page or endnotes should precede the appendix. A reference list contains all of the sources from which info. was collected for the report. Endnotes are notes at the end of a document that provide supplementary info. or comments on ideas provided in the body of the report.

Presenting Your Research Orally The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion. The presentation may be accomplished through a simple conference with the client, or it may be a formal presentation to a roomful of people.

Presenting Your Research Orally To be adequately prepared when you present your research orally, follow these steps: Identify and analyze your audience. Consider the same questions you addressed at the beginning of the research process and research report. Find out expectations your audience has for your presentation. Is the presentation formal or informal? Does your audience expect a graphical presentation? Determine the key points your audience need to hear.

Presenting Your Research Orally Outline the key points Present your points succinctly and clearly. The written report will serve as a reference for further reading. Make sure your visuals graphically and ethically portray and key points. Practice your presentation. Be comfortable with what you are going to say and how you look. Check out the room and media equipment prior to the presentation. Arrive early.

Final Exam Guideline Final Exam = 25 marks Topic 7-15: Fill in the blanks (with word choices) 10 marks Topic 7-15: True or False (with correction of False statement) 5 marks Topic 11, 13, 15: short answer questions 10 marks