Chapter 12 research report preparation and presentation

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.

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.

Oral Presentation

• Generally, an oral presentation supplements the written report.
• The client should be given adequate time to read the report.
• If necessary, the researcher should assist the client in understanding the report, implementing the findings, undertaking further research, and evaluating the research process in retrospect.

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.