4. Insights from the
communications model
The communicator: the writer of the
report.
The message: the findings of the
research project.
The medium: the oral or written report
itself.
The audience: the manager who will
make a decision based on the findings.
Feedback: manager’s response to the
4
report.
4
5. The report in context
A research report is an oral
presentation and/or written statement
whose purpose is to communicate
research results, strategic
recommendations, and/or conclusions
to a specific audience.
• Crucial means for communicating the
whole research project.
5 5
6. Report format
An appropriate research format is presented below:
• Title page
• Title of report, for whom it was prepared, by whom it was
prepared, date of release or presentation
• Letter of transmittal
• Release or deliver the report to recipient
• Also to establish some rapport between reader and
writer
• Letter of authorisation
• Letter to researcher approving the project (cont.)
6 6
7. Report format
An appropriate research format is
presented below:
• Table of contents
• List the divisions and subdivisions of the report.
• Should also include list of figures and tables.
• Summary
• Objectives
• Results
• Conclusions
• Recommendations.
7 7
8. Report format
An appropriate research format is presented below:
• The body
• Introduction
– Background
– Objectives
• Method
– Research and sample design
– Instrumentation
– Data collection and framework, and analysis
• Results
• Limitations
• Conclusions and recommendations.
8 8
9. Report format
An appropriate research format is
presented below:
• The appendix
• Data collection forms
• Detailed calculations
• General tables not needed in the body
• Bibliography
• Other support material.
9 9
11. Effective use of graphic aids
‘A picture is worth a thousand words’
• Graphic aids can clarify complex points or
emphasise a message.
The key to effective use of graphic aids
is to make them an integral part of the
text.
May include tables, charts, maps, and
diagrams.
11 11
12. Tables
Tables are most useful for presenting
numerical information, particularly when
several pieces of information have been
gathered about each item discussed.
Body of report should include only
relatively short summary tables.
• Comprehensive tables should be reserved
for an appendix.
12 12
14. Charts
Charts translate numerical information
into visual form so that relationships
may be easily grasped.
• Yet accuracy of numbers is reduced.
The different types of charts include:
• Pie charts
• Line graphs
• Bar charts.
14 14
18. The oral presentation
The purpose of an oral presentation is to
highlight the most important findings of a
research project and provide clients or
line managers with the opportunity to
clarify any ambiguous issues by asking
questions.
Researcher should select the three or
four important findings for emphasis and
rely on the written report for a full
summary.
18 18
19. The research follow–up
In the research follow–up, the
researcher recontacts the decision–
makers and/or clients after they have
had a chance to read over a research
report, in order to determine whether
additional information or clarification is
necessary.
• It can help ensure the satisfaction of their
customers.
19 19
20. Role of the Marketing
Research Report
Factual message that transmits research results, vital
recommendations, conclusions, and other important
information to the client who in turn makes a decision
on the contents of the report
20
21. Importance of the
Report and Presentation
Serves as a historical record of the project
Management decisions are guided by the report
Quality of the project is judged by the quality of the
report
Perceived usefulness of the report is a reflection of
the writer
21
22. The Report Preparation and
Presentation Process
Problem definition, approach, research design and field work
Data analysis
Interpretation, conclusions, and recommendations
Report preparation
Oral presentation
Reading of the report by the client
Research follow-up
22
23. Report Preparation
Title Page A Study on Participants’
Satisfaction of the Lake Attack
Title of research Event
Who is it for Prepared for
Lake Attack Committee
Who prepared it Prepared by
ABC Market Research
Date September, 2009
23
24. Report Preparation cont.
Executive Summary
• Concisely describe all steps undertaken in the research
• Major results, conclusions, and recommendations
• May be the only section of the report that the “executives”
read
An Executive Summary is not a statement of
intent (i.e. not an introduction)!!!
24
25. Report Preparation cont.
Table of Contents
Topics covered and page numbers
Followed by list of tables, list of graphs, list of
appendices
Table of Contents
List of Tables
Page List of Graphs
1.0 Introduction…………………….1 Page
Page
2.0 Problem definition……………..3
Table 1: Sample Profile…….......11
3.0 Literature Review and Figure 1: Age of
hypotheses……………………...4 Table 2: Satisfaction with the respondents….11
4.0 Research Design………………10
Figure 2: Number of Fun/Runs
3.1 Data Collection.……………10 Amenities…………………………12
Attended…………………………..13
3.2 Sampling……………………11
Table 3: Satisfaction with the pre-
5.0 Results…………………………..12
registration activities…………..12
6.0 Limitations of the Research…20
7.0 Conclusions……………………21
8.0 Recommendations…………....23
25
26. Report Preparation cont.
Introduction and Problem Definition
• Background to the problem
• Management decision problem
• Exploratory research undertaken to define the problem
• Secondary data
Marketing research problem
Clearly state the key objectives
(i.e., broad statement and specific components)
26
27. Report Preparation cont.
Literature Review
• Theoretical foundations [i.e., Literature review]
• Analytical/conceptual models (see next slide)
Hypotheses
H1 Role overload will be positively related to burnout in service workers.
H2 Role overload will be negatively related to the C-OCB dimensions of (a) assumed employee
behaviour and (b) sportsmanship.
H3a Assumed employee behaviour (C-OCB) moderates the positive relationship between role
overload and burnout, such that the relationship is weakest when the level of assumed
employee behaviour is high.
H3bSportsmanship (C-OCB) moderates the positive relationship between role overload and burnout,
such that the relationship is weakest when the level of sportsmanship is high.
H3cSocial support (C-OCB) moderates the positive relationship between role overload and burnout,
such that the relationship is weakest when the level of social support is high.
H4 Job satisfaction will be positively related to to the C-OCB dimensions of (a) assumed employee
behaviour, (b) sportsmanship and (c) social support.
H5 Neuroticism traits will be positively related to role overload perceptions in service workers, while
extraversion traits will be negatively related to role overload.
H6 Burnout will be negatively related to job satisfaction in service workers.
27
28. Report Preparation cont.
Research Design
• Type of research design
• Questionnaire development (incorporating
information needed, measurement & scaling
techniques)
• Pre-testing the questionnaire
• Sampling techniques
• Fieldwork
• Sample profile
• Plan of data analysis
28
29. Report Preparation cont.
Findings/Results
• Should address the research questions and hypotheses
• Longest part of the report
• Think about how to structure the results section
• Results of data analysis should present
• Aggregate level results
• Subgroups level [market segment] of results
• All major research objectives
29
30. Example: Aggregate and sub-group
levels
Where did you hear about this Open Day? Aggregate
Cumulative
Frequency Percent Valid Percent Percent
Valid Radio 38 12.6 12.6 12.6
Newspaper 29 9.6 9.6 22.2
Internet site 25 8.3 8.3 30.5
Friend/Relation 52 17.2 17.2 47.7
School 158 52.3 52.3 100.0
Total 302 100.0 100.0
Where did you hear about this Open Day? * Age of respondent Crosstabulation
Sub-group
Count
Age of respondent
18 or under 19 - 29 Over 29 Total
Where did Radio 21 10 7 38
you hear Newspaper 11 12 6 29
about this Internet site 8 12 5 25
Open Day?
Friend/Relation 27 13 12 52
School 130 22 6 158
Total 197 69 36 302
30
31. Report Preparation cont.
Limitations and Caveats
• Time, budget and other organisational constraints should
be stated
• Research design errors
• Should be written with great care with a balanced
perspective
31
32. How do you bring your qualitative research
to life when presenting to management?
Cheryl Gurney, Group Account
Director
TNS Global 32
33. Report Preparation cont.
Conclusions and Recommendations
• Provide an overview of the results
• Recommendations should be feasible, practical, actionable
for the client.
Bibliography/ References
• Refer to style manual
Appendices
• Copy of the questionnaire
• Detailed statistical output
• All Appendices should be clearly numbered
33
34. Report Writing
Plan before you write
Keep the reader in mind
Write to a person
Easy to follow
Presentable and professional appearance
Have an objective
Reinforce text with tables and graphs
Terse and concise
All heading and subheadings should be numbered
All pages should be numbered
NB. No need to include marketing research definitions within the report
34
35. Guidelines for Tables
Each table should have a number and title
Emphasise the most significant aspects of the data
States units of measurement
Include leaders, rulings (or no rulings?), spaces to improve
readability
Only include information in the tables which you intend to
discuss in the report
Include footnotes to clarify points
Include sources of the data if secondary data has been used.
35
37. Graphs or Figures
Graphic aids should be employed wherever practical
Types of graphs
• Geographic and other maps
• Round or pie charts [percentages]
• Line charts [trends and changes over time]
• Histograms [absolute and relative magnitudes, differences
and change]
Guidelines for Tables apply to graphs
37
40. Figure 3 Favourite sites for
purchasing Online
25% 24%
20%
17%
15% 14%
10% 10% 9%
5%
0%
u
ct
re
rs
m
.a
re
co
o
le
om
st
Di
el
.
on
D
ks
.c
r
ye
az
t
o
is
Bo
M
m
hl
A
is
ks
w
oc
ym
D
Source: Ernest & Young (2001) Online retailing in Australia: State of play and outlook for the industry, Sydney.
40
41. Oral Presentation
Know your audience
Think about why they should listen
Set an objective
Prepare, prepare prepare!
Use tell’em principle
Use visual aids
Design your visuals
41
42. Oral Presentation cont.
Ask questions
Be prepared for questions
Practice out loud
Use gestures
Prepare notes that you intend to use, but do not
simply read off your notes!
Set up presentation room as you want it
KISS’em – Keep it Simple Principle
42
43. Research Follow-up
Assisting the client
• To understand technical matters
• Discuss further research required
Evaluation of the research project
• Could this project have been conducted more effectively or
efficiently?
43
Notes de l'éditeur
Title and number 1a-number 1b-title Arrangement of data items 2a-when order is important, data should be arranged in that order Basis of measurement 3a-measurement should be clearly stated Leaders, rulings, spaces 4a-lead the eye, impart uniformity and improve readability 4b-white space 4c-horizontal rules often used after the headings Explanations and comments: headings, stubs and footnotes 5a-designations over column are headings 5b- designations placed in the left-hand column are called stubs. 5c-footnotes should use letters rather than numbers, should come after the main table but before the source note.
Geographic Product positioning maps, maps of countries, states, sales territories and other divisions Pie chart The area of each segment, as a percentage of the total area of the circle, reflects the percentage associated with the value of s specific variable. Line chart Connects a series of data points using continuous lines.
Tell’em principle Tell them what you’re going to tell ‘em Tell ‘em Tell ‘em what you’ve told ‘em