Report parts

Prefatory parts Main body of the report Appended parts

Prefatory parts

Title page

Letter oftransmittal

Letter ofauthorization

Table of contents

Objectives

Results

Conclusions

Recommendations

Summary

Main body of the report

Introduction

Methodology

Area 1

Area 2

Final area

Results Limitations

Conclusions and recommendations

Appended parts

Data collectionforms

Detailedcalculations

General tables

Bibliography

MessageCommunicator AudienceEncoding Decoding

Communication

Field of Experience Field of Experience

The Communication Process

"I have a spelling checkerIt came with my PC;It plainly marks four my revueMistakes I cannot sea.I've run this poem threw it,I'm sure your pleased too no,Its letter perfect in it's weigh,My checker tolled me sew."

-Janet Minor

The Research Report

Objectives:

• Explain why the research was done.

• State the specific research objectives.

• Explain how the research was done.

• Present the findings of the research.

• Provide conclusions and recommendations.

To become aware of the primary roles of a research report.

The Research Report

Organization of the Report

1. Table of Contents

2. Background and Objectives

3. Executive Summary: a two to four page summary of findings, conclusions, and recommendations.

4. Methodology: a two to five page description of how the research was conducted.

To learn how to organize and prepare a research report.

The Research Report

5. Findings

A detailed presentation of research findings.

6. Appendices

• Copy of the questionnaire

• Cross-tabulations

• Other supporting material

To learn how to organize and prepare a research report.

The Research Report

Means of Presentation

Presentation software

Microsoft PowerPoint to:

• Create bulleted charts

• Create different types of graphs

• Apply various special effects, full motion video, and sound.

To learn how to organize and prepare a research report.

The Research Report

The common reporting style in marketing has the following characteristics:

• Minimizes the use of words.

• Feeds information to clients in “sound bites.”

• Makes extensive use of bulleted charts.

• Makes extensive use of graphic presentation of results.

To learn how to organize and prepare a research report.

The Research Report

Interpreting the Findings and Formulating Recommendations

Executive Summary

Explains:

• Why the research was done

• What was found

• What the findings mean

• What action management should undertake

To learn how to organize and prepare a research report.

The Research Report

Conclusions

Generalizations that answer the questions raised by the research objectives

Recommendations

Conclusions applied to marketing strategies

Preparing the Report

The culmination of the research effort.

To learn how to organize and prepare a research report.

The Research Report

To learn about personal presentations.The Personal Presentation

Materials for the Personal Presentation

Four aids

1. Presentation outline

2. Visuals

• Slide or overhead projector

• Laptop computer

• Presentation software

3. Executive summary

4. Copies of the final report

Making a Personal Presentation

• What do the data really mean?

• What impact do they have?

• What have we learned from the data?

• What do we need to do, given the information we now have?

• How can future studies of this nature be enhanced?

• What can make information such as this more useful?

To learn about personal presentations.The Personal Presentation