Chapter 12 research report preparation and presentation



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RESEARCH REPORT PREPARATION AND PRESENTATION

RESEARCH REPORT

  • A research report is:
    • a written document or oral presentation based on a written document that communicates the purpose, scope, objective(s), hypotheses, methodology, findings, limitations and finally, recommendations of a research project to others.
    • 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.

Types of Research Report I

  • Any research report contains:
    • descriptions on methodology,
    • results obtained,
    • and recommendations made.
  • The basic orientation of a research report depends on its audience. Before writing the report
    • the researcher must know his or her audience;
    • he/she may have to make assumptions about the composition, background and interests of the target readers.

Types of Research Report II

  • Two 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 details etc.,
    • 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.

REPORT PREPARATION AND PRESENTATION PROCESS


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