C H A P T E R

_________________________________________________________________________

INTRODUCTION

The purpose of a research report

Five major purposes are mentioned here. The first of them indicates that the report should be complete; it should contain everything a reader needs to know in order to have a clear understanding of what the findings are and how much reliance and importance should be attached to them. The report provides a permanent and complete record of the project, which the client can refer to for further guidance in the future.

_________________________________________________________________

Essential Readings

1) John Boyce, Marketing research (2nd edition), McGraw Hill, 20052) Salkind, N. (2005) Exploring Research, 6th edn, Prentice Hall, Singapore3) Marketing Strategy Ferrell, & Hartline ,5th South Western Publisher, (Cengage,

2011)4) Lecture PowerPoint Presentation Slides Chapter 9

_____________________________________________________________________

LEARNING OBJECTIVES

After reading this chapter, students should have:

a clear recognition of the absolute necessity to keep the reader in mind, for example by adopting an appropriate writing style and using familiar and friendly (to the reader) words.

an understanding of what sections should be included in a report and section sequencing.

some familiarity with the function of tables and graphics and their formatting an appreciation of the importance of quality oral presentations.

_______________________________________________________________________The characteristics of a successful report The report provides the researcher with a final opportunity to demonstrate to the client that their money has been well spent. As we have said in relation to the research proposal, the

1

1 Reporting Research

Advanced Diploma in Business Management

content and style that are appropriate for the report will depend on the relationship between researcher and client. The writer must also keep the intended audience in mind.

The appearance of the report Appearance is important. Does it look professional? Is it easy to follow? Guidelines for layout are included for discussion.

The need to keep the reader in mind Design, layout and linguistic style will have at least as big a bearing on whether your report is read with interest and appreciation, as the contents. Some guidelines on layout are given in are discussed. Their purpose is to make reading as easy as possible

Writing and producing a report inevitably takes time. How much time will depend on the size of the report and the analytical and writing skills of the researcher. Students should be encouraged to allocate several days to a report on a market research project. The first draft is unlikely to be their best effort. There is also the possibility of unforseen hitches occurring. In the real world, as in tertiary study, the excuse ‘my printer broke down’ merely means that too few days had been allocated.

Elements that should be included in the report Most reports will include all the elements listed in the discussion and though their importance will vary. Those elements that are not always necessary are: table of contents, if the report is short tables, for example if the research is qualitative appendices.

For busy executives, an executive summary provides a balanced but brief overview and indicates whether the report should be read further.

Appendices should be included if there are data that the reader needs to know about but which placed in the text would break up the flow of the narrative.

A letter of transmittal can be sent if researchers feel it is necessary or they are unable to deliver the report personally. (Personal delivery should always be preferred.) A letter of transmittal can also be sent if there is something important to be said that would be inappropriate to include in the report, for example, a reason for late completion.

Deciding which writing style to use The researcher needs to consider the type of people who will read the report. This will help to decide how formal it should be and at what level it should be pitched. There are some options to consider.

2

Advanced Diploma in Business Management

The design and use of tables and graphics Students should be encouraged to use tables in their survey reports. These should always be designed in accordance with generally accepted principles. It is particularly important that a graphic is never left to communicate, on its own, anything of significance. If it does not contain anything significant, it should not be included. Readers cannot be expected to study tables and graphics in isolation (though some may be happy to do so and have the necessary skills). At the same time, each table and each graphic should be self-contained, that is, contain all the information the reader needs so that it can be understood.

Guidelines for appraising a research report Most readers of this text are likely to be in a position later in their careers when they need to be able to use research findings rather than create them. However, even in the latter case, the use of secondary data will require the researcher to be able to appraise research reports and data.

The oral presentation of research findings The last section of the chapter provides some guidelines on presentations. Our view is that it is always better if the researcher has the opportunity to present the findings rather than just send the report to the client. The advantages gained by doing this are discussed . At the same time, there are, of course, risks.

A poorly planned or conducted presentation is worse than no presentation at all. As for the report, its preparation must be allocated sufficient time.

Presentation guidelines are listed and discussed upon. These could also be used as a basis for assessing student presentations.

Many courses require that a presentation be given. It should be made clear to every student that: every employee in business, industry, government and the professions will have to stand

up and talk to other people from time to time (these people may be colleagues, clients or complete strangers)

the talk may be impromptu, informal or formal the ability to present well is essential the sooner the ability to plan and deliver presentations is acquired, the better no one finds it easy at first.

__________________________________________________________________________Conclusion

The following elements in the report are discussed and debated upon:

• Purpose of the report

3

Advanced Diploma in Business Management

• Characteristics of a good report

• Layout of the report

• Keep the reader in mind

• Contents of the report:

– cover page

– introduction

– executive summary

– description of research methods

– details of findings

• Conclusions and recommendations

• Guidelines for tables and graphs

• Guidelines for readers of reports

• Presentation guidelines

_____________________________________________________________________

4