Chapter 12 research report preparation and presentation

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