RESEARCH REPORT WRITING

Importance of Research Report

Report & presentation are important parts of the research project:

1. They are the tangible products of the research effort. 2. Management decisions are guided by the report and the presentation. 3. The involvement of many managers in the project is limited to the written report and the oral presentation.

4. Management's decision to undertake research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation.
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RESEARCH REPORT

A research report is:

a written document that communicates the

purpose, scope, objectives, hypotheses, methodology, findings, limitations and finally, recommendations of a research project to others.
The last stage of 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.

Considerations while writing report

Audience Story Formatting considerations

Types of Research Report

Any research report contains descriptions on

methodology, results obtained, and recommendations made.

The basic orientation of a research report depends on its audience.

The writing style is designed to facilitate easy and rapid reading and understanding of the research findings and recommendations.

Types of Research Report

Two types of reports:1) 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 details etc.,

2) Popular Report: suitable for:

a more general audience, interested mainly in the research findings as it is non-technical in nature.

REPORT PREPARATION AND PRESENTATION PROCESS

Problem Definition, Research Design and Methodology

Data Analysis

Pre-report Writing Activities

Interpretation of Research findings

Report Preparation

Report Writing Activities

Oral Presentattion

RESEARCH FOLLOW-UP

Reading of the Report by the client

Post Report Writing

The first step in the process involves..

the interpretation of the results of data analysis in light of:

the marketing research problem investigated, and the research design and methodology followed.

The research report is a means of communication that can be understood, believed, trusted by everyone who are likely to be affected by the research, and acted upon by the decision maker.
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Before writing the report

the researcher should discuss: the major

findings, conclusions, and recommendations with the key decision makers.

necessary to ensure that the report meets the client's needs and is ultimately accepted.

The entire marketing research project:

should be summarized in a single written report or in several 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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Report Format

No universally accepted standard format or style for research writing. Different researchers may prepare their reports differently.
The personality, background, expertise, and responsibility of the researcher and those of the decision maker for whom the report is written interact to give each report a unique character. Report formats are likely to vary with the nature of the project itself. However, the research report closely resembles the steps of the marketing research process.
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Most research reports include the following elements:

I. II.

Title page Letter of transmittal

III.
IV. V. VI.

Letter of Authentication
Table of contents List of tables List of graphs

VII.
VIII. IX. X.

List of appendices
List of exhibits Abstract Executive summary
a. Major findings b. Conclusions c. Recommendations

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1. Introduction
a. Background to the problem b. Statement of the problem

2. Approach to the problem / Objectives of the study Statement of casual relationship Statement of construct Literature Citation ( Min. 5 references) Statement of hypothesis

3.

Research Methodology / Research plan Sample Section : procedure , description validity Measurement : Measures, construction , Reliability & validity Design & procedure : Design, description of procedure
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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 4. Literature Review

5. Data analysis a. Methodology

b. Plan of data analysis

6. Results : statement of results , Tables , Figures 7. Limitations and caveat 8. Implications & Suggestions 9. Conclusion
10. Appendix

a. Questionnaires and forms

b. Statistical output c. Lists 11. References

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Report Writing

Effective report writing is an art.

Use client language in title.

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basic points to note in writing a report

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.. devotion to study objectives: A research report must show that the research objectives have been accomplished.
It should be well organized, logically structured, and clearlyand clearly written. Headings and sub-headings should be used for different topics and subtopics respectively..
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Report writing should always be guided by objectivity. Should accurately present the methodology, results, and conclusions of the project, without slanting the findings to conform to the expectations of management. A researcher must use his or her judgment in deciding what should be included in the report. A report should be concise. Professional writing Parallel construction Sentence structure Spelling & word usage Neatly produced & reads well

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Key information presented in the text of a research report should be unbreakable with tables, graphs, pictures, maps, and other visual devices. Guidelines for Tables: Statistical tables are a vital part of the report and deserve special attention.
Every table should have a number and brief but clear title.

Basis or unit of measurement should be clearly stated to facilitate understanding.

The arrangement of the data item should emphasize the most important aspect of the data being presented. If necessary, explanations, comments etc. should be provided as footnotes. If the table presents secondary data, the source(s) must be cited clearly.

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Title page
Separate lines Centered Author name Institutional affiliation Research title Running Header ( Bottom / Top)

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Declaration

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Abstract
An abstract is a very concise statement of the major elements of your research project. It states the purpose, methods, and findings of your research project. An abstract is a condensed version of a full scientific paper. Limited to one page Min.125 words Concise summary

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Complete it covers the major parts of the project/case Concise it contains no excess wordiness or unnecessary information. Clear it is readable, well organized, and not too jargon-laden. Cohesive it flows smoothly between the parts.

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Suggested format for Abstract

Title and Author Information Introduction Methods Results Conclusion

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Executive summary

Overview Major findings Conclusion Recommendations

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Main Body No page break

Introduction ( 2 to 3 pages) Objectives Research Methodology Sample Measures Design Procedures

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Literature review
Concept , Secondary data summary Article, journal or secondary sources

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Recommendations & Conclusion

Clear Brief Idea Practical

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References

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