the research report copyright © 2014 pearson education, inc

The Research Report

Copyright © 2014 Pearson Education, Inc.


Marketing Research ReportTransmits research results, vital recommendations, conclusions, & other imp info to client, who in turn bases his/ her decision

making on the contents of the report


ImportanceProduct represents efforts of marketing

research team, & may be the only part of project client

will see.


Elements of the Report—Front MatterPages that precede the first page of the

report: title page, letter of authorization (optional), letter/memo of transmittal, table of contents, list of illustrations, & abstract/executive summary.


Title Page Figure 16.1, pg 411Title of documentOrganization/person(s) for whom the

report was preparedOrganization/person(s) who prepared the

reportOrder of names matter

Date of submission


Front MatterLetter of authorizationLetter/memo of transmittal

Figure 16.2, pg 413


Front MatterTable of contents (next slide)List of illustrations

TablesFigures


Abstract/Executive Summary“Skeleton” of your report Summary for the busy executive Or preview for in-depth reader


BodyBulk of report:IntroductionMethodResultsLimitationsConclusions/recommendations


IntroductionMay contain a statement of background

situation leading to the problemStatement of “problem”Summary description of how was initiatedResearch objectives or questions

In intro or separate section


MethodDescribes in detail how you conducted the

researchWho (or what) subjects wereWhat tools or methods were used


ResultsMost important portion of reportFindingsSurvey questionDescription of results including

appropriate statisticsFrequency tableGraph


LimitationsFactors such as:constraints of timemoneymanpowersize of samplerepresentativeness of sampleIssues regarding certain questions


Conclusions & Recommendations:

Conclusions = outcomes & decisions you have reached based on results

Recommendations = suggestions for how to proceed based on conclusions


Example of Conclusions


Example of Recommendations


PlagiarismRepresenting work of others as your ownProperly citing work of others avoids this

problemAdds credibility to reportAPA style


End MatterReference list contains all of the sources

from which info was collected for the report

Appendices are supplementary info or comments on ideas provided in the body of the report Eg Focus grp transcripts Eg Survey instrument Eg Observation forms


Pg 410


Form & FormatInclude the following:Headings =

Section topics Centered

Subheadings =Divide info into segmentsFlush left


StyleGood paragraph = one main ideaTopic sentence states main ideaBody of the paragraph gives more info on

main ideaTransitional sentencesShort paragraphs


Form & FormatVisuals:Tables, Figures, Charts, Diagrams, Graphs


Using Visuals: Tables and Figures

Tables, identify exact values Graphs & charts illustrate relationships

among itemsPie chartsBar charts & line graphs


Frequencies Table


Bar Chart


Producing an Accurate and Ethical VisualExercise caution if you use three-

dimensional figures. They may distort the data by multiplying the value by the width and the height.

Make sure all parts of the scales are presented. Truncated graphs (having breaks in the scaled values on either axis) are acceptable only if the audience is familiar with the data.

the research report copyright © 2014 pearson education, inc

Documents

pearson education

conclusions recommendations

report summary

research reportcopyright

divide info

bodybulk of report

imp info

supplementary info