chapter12researchreportpreparationandpresentation-APMF.ppt

RESEARCH REPORT PREPARATION AND PRESENTATION RESEARCH REPORT A research report is: a written document or oral presentation based on a written document that communicates the purpose, scope, objective(s), hypotheses, methodology, findings, limitations and finally, recommendations of a research project to others. The last stage of a marketing research process.; It is more than a summary of findings; rather it is a record of the research process. The researcher has to convince the client [and others who may read the report] that the research findings can be acted on for their own benefit. Types of Research Report I Any research report contains: descriptions on methodology, results obtained, and recommendations made. The basic orientation of a research report depends on its audience. Before writing the report the researcher must know his or her audience; he/she may have to make assumptions about the composition, background and interests of the target readers. Types of Research Report II Two types of reports:- Technical Report: suitable for a target audience of researchers, research managers or other people familiar with and interested in the technicalities such as research design, sampling methods, statistical details etc., Popular Report: suitable for: a more general audience, interested mainly in the research findings as it is non-technical in nature. The writing style is designed to facilitate easy and rapid reading and understanding of the research findings and recommendations. REPORT PREPARATION AND PRESENTATION PROCESS The first step in the process involves.. the interpretation of the results of data analysis in light of: the marketing research problem investigated, and the research design and methodology followed. The research report is a means of communication that can be understood, believed, trusted by everyone who are likely to be affected by the research, and acted upon by the decision maker. Before writing the report… the researcher should