15 The Research Report. The Importance of Marketing Research Report Marketing researcher James A. Rohde noted that the presentation is important in demonstrating

15 The Research Report

The Importance of Marketing Research Report

• Marketing researcher James A. Rohde noted that the presentation is important in demonstrating that the findings are relevant to the decision maker client because these decision makers base their judgments on what they can accomplish with the information in the final report. They are less concerned about the method and analytical tools used by the researcher.


• Good communications means that you must be able to transfer exactly what is in your mind to the mind of the receiver of your message.

• The ultimate result of all the work on research project is communication with the client.


• The marketing research report is the product that represent the efforts of the marketing research team, and it may be the only part of the project the client will see.

• If the report is poorly written, riddled with grammatical errors, sloppy, or inferior in any way, the quality of the research (including its analysis and information) becomes suspect and its credibility is reduced. If organization and presentation are faulty, the reader may never reach the intended conclusions.

Writing the ReportKnow your audience

• Before you begin writing, you must answer some questions before you can determine how best to structure your report:

– What message do you want to communicate?– What is your purpose?– Who is the audience?– If there are multiple audience, who is primary audience? Your secondary

audience?– What does your audience know?– Are there cultural differences you need to consider?– What biases/preconceived notions of the audience might serve as a barriers to

your message?– What strategies can you use to overcome these negative attitudes?– What are your audience’s interests, values, and concerns?

Elements of the ReportA. Front Matter

1. Title Page2. Letter of Authorization (optional)3. Letter/Memo of Transmittal4. Table of Contents5. List of Illustrations6. Abstract/Executive Summary

B. Body1. Introduction2. Research Objectives3. Method4. Results5. Limitations6. Conclusions or Conclusions and Recommendations

C. End Matter1. Appendices2. Endnotes

Elements of the Report

A. Front Matter1. Title page contains 4 major items of information:

1) The title of the document2) The organization/person(s) for whom the report was

prepared3) The individuals appear who prepared the report4) The date of submission


A. Front Matter2. Letter of authorization is the marketing research

firm’s certification to do the project. This element is optional. It includes the name and title of the persons authorizing the research to be performed, and it may also includes a general description of the nature of the research project, completion date, terms of payment, and any special conditions of the research project requested by the client or research user.


A. Front Matter3. Letter/memo of transmittal is to release/deliver the document

to an organization for which you are not regular employee.

Use a letter for transmittal outside your organization and a memo within your organization.

It describes the general nature of the research in a 1-2 sentences and identifies the individual who is releasing the report.

The primary purpose of the letter/memo of transmittal is to orient the reader to the report and to build a positive image of the report. It should establish rapport between the writer and receiver and gives the receiver a person to contact if questions arise.


A. Front Matter3. Letter/memo of transmittal is personal and slightly

informal writing style. General elements: a brief identification of the nature of

the research, a review of conditions of authorization to do the research (if no letter of authorization), comments on findings, suggestions for further research, an expression of interest in the project and further research. It should end with an expression of appreciation for the assignment, acknowledgement of assistance from others, suggestions for the following up.


A. Front Matter4. Table of contents helps the reader locate

information in the research report.It should list all sections of the report that follow;

each heading should read exactly as it appears in the text and should identify the number of the page on which it appears.


A. Front Matter5. List of illustrations if the report contains tables

and/or figures (graphs, charts, maps, pictures, and etc.), include in the table of contents a list of illustrations with page numbers on which they appear.

All tables and figures should be included in this list, which helps the reader find specific illustrations that graphically portray the information.


A. Front Matter6. Abstract/Executive summary is the skeleton of

your report. It serves as a summary for the busy executive or a preview for the in-depth reader. It provides an overview of the most useful information, including the conclusions and recommendations.

In writing, it should be very careful, convey a concise information. It should be single-spaced and should briefly cover the general subject of the research, the scope of the research, identification of the methods used, conclusions, and recommendations.


B. Body1. Introduction orients the reader to its contents. It may contain a statement of the background

situation leading to the problem, the statement of the problem, and summary description of how the research process was initiated.

It should contain a statement of general purpose of the report and also the specific objectives for the research. Listing of research objectives should follow the statement of the problem.


B. Body2. Method describes how you conducted the

research, who (or what) your subjects were, and what tools/methods were used to achieve your objectives.


B. Body3. Results is the most important portion of your

report. Some researchers prefer to use the term findings. This section should logically present the findings of your research and may be organized around the research objectives for the study.

The results should be presented in narrative form and accompanied by tables, charts, figures, and other appropriate visuals that support and enhance the explanation of results.


B. Body4. Limitations suggest what the limitations are or

may be and what impact they have on the results. You might also suggest opportunities for further study based on the limitations.


B. Body5. Conclusions and recommendations may be listed

together or in separate sections, depending on the amount of material you have to report.

Conclusions are the outcomes and decisions you have reach based on your research results. Ex: “Model C had the highest preference.”

Recommendations are suggestions for how to proceed based on the conclusions. Ex: “The company should produce and market Model C.”


C. End MatterThe end matter comprises the appendices, which contain

additional info. to which the reader may refer for further reading but that is not essential to reporting the data; references list; and endnotes.

Appendices contain the “nice to know” info., not the “need to know.” Tables, figures, additional reading, technical descriptions, data collection forms, and appropriate computer printouts are some elements that may appear in an appendix.

A reference page or endnotes should precede the appendix. A reference list contains all of the sources from which info. was collected for the report.

Endnotes are notes at the end of a document that provide supplementary info. or comments on ideas provided in the body of the report.

Presenting Your Research Orally

• The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion.

• The presentation may be accomplished through a simple conference with the client, or it may be a formal presentation to a roomful of people.


• To be adequately prepared when you present your research orally, follow these steps:

1. Identify and analyze your audience. Consider the same questions you addressed at the beginning of the research process and research report.

2. Find out expectations your audience has for your presentation. Is the presentation formal or informal? Does your audience expect a graphical presentation?

3. Determine the key points your audience need to hear.


4. Outline the key points5. Present your points succinctly and clearly. The written

report will serve as a reference for further reading.6. Make sure your visuals graphically and ethically

portray and key points.7. Practice your presentation. Be comfortable with what

you are going to say and how you look.8. Check out the room and media equipment prior to

the presentation.9. Arrive early.

Final Exam Guideline

Final Exam = 25 marks• Topic 7-15: Fill in the blanks (with word

choices) 10 marks• Topic 7-15: True or False (with correction of

False statement) 5 marks• Topic 11, 13, 15: short answer questions 10

marks

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15 The Research Report. The Importance of Marketing Research Report Marketing researcher James A. Rohde noted that the presentation is important in demonstrating