Business Research Methodology

REPORT WRITING

Topic & Structure of the lesson

Topic Outline
Introduction
Types of Report
Principles of Report Writing
Planning & organizing a research Project
Harvard system of referencing
Bibliography Footnotes Checklist
Oral Presentations

February 12, 2016

Introduction
The final step in the research process is the preparation
and presentation of the research report.
The most important part of the research process.
If the report is confusing or poorly written, all the time
and effort spent in gathering and analyzing data will be
useless.
Research Report may vary in scope and treatment
There may be minor changes in the format as per
requirements of University/ Funding Organizations/
Editorial Board of Research Journal, the ,main intention
is to enable the researcher to communicate his/her
ideas and results efficiently to the readers.
Consistently follow whichever format and style you
choose for research reporting throughout the report.

Types of Research Reports

BRM/SIP Reports in Business Schools
Various Assignments/Projects assigned
Dissertations submitted for obtaining research
degrees like M.Tech. or Ph.D. in a University.
Reports submitted to the sponsoring organizations
such as DST, UGC, CSIR etc.
Publications in form of research papers in research
journals
Report of research to a client organizations
(Contact research or consultancy research)

Pre-Writing Considerations
Dissertations/Thesis
Put yourself in the position of the reader
Draft the purpose of report
To whom addressed
Time available for development of the report
Style & Composition of the Report
Written in Clear & Logical Manner
Simple Language
Should convey precise information in a reader
friendly manner.

Principles of Report Writing

Consistency
Connectivity
Continuity
Highlighting
Openness
Clarity
Compatibility (Boundedness)
Self Sufficiency

WRITTEN REPORT GUIDELINES

Consider the Audience: Make the report clear; use
only words familiar to the readers, and define all
technical terms.
To make the comparison use percentages, roundedoff figure, ranks or ratios; put the exact data in a
table within the text or in the appendix.
Use graphic aids (charts, graphs, picture, etc.) for
clarification.
Address the Information Needs: Research report
is designed to communicate information of decision
makers.
Make sure it clearly related the research findings.
Be Concise, Yet Complete: Most managers will not
want to read about the details of a research project.
Knowing what to include and what to leave out is a
difficult task.
Researcher has to take into account the information
needs of the decision maker when writing report.

WRITTEN REPORT GUIDELINES (Cont)

Be Objective: Sometime the results will not be easily
accepted by the client.
The findings may conflict with the decision makers
experience and judgment, or on the wisdom of previous
decisions.
There is a strong temptation to slant the report.
A professional researcher, however, will present the
research findings in an objective manner (i.e. without
bias).
Writing Style: Use short words and sentences.
Be concise
Consider appearance.
Use graphs and charts, used primarily to illustrate visually.
Avoid Clinches.
Write in the present tense. Use the active voice
Placing short quotes from respondents.

Format of Reporting Separate

Document

Management /Executive Summary

A condensed statement of what is important in the report,
one-to two-page synopsis is a must for most research
reports.
Since many executives read only this, it is extremely
important that this section be both accurate and well
written.
This is not a miniature of the main report. Rather, it provides
the decision maker with those research findings having the
most impact on the decision to be made.
The management summary is written specifically
decision makers and should enable them to take action.
Management summary should include:
1.
2.
3.
4.
5.

Objectives of the research project.

Nature of the decision problem.
Key results.
Conclusions (based on the research).
Recommendations for action

for

Appendix
The purpose of the appendix is to provide a place
for material, which is not absolutely essential to
the body of the report.
This material is typically more specialized and
complex than material presented in the main
report, and it is designed to serve the needs of
the technically oriented reader.
The appendix will frequently contain copies of the
data collection forms, details of the sampling
plan, estimates of statistical error, interviewer
instructions, and detailed statistical tables
associated with the data analysis process.

DATA PRESENTATION
Describing figures or a technical procedure, graphic aids
can help communicate this information to audience more
quickly.
Graphic aids used in research reports (tables and graphs)
make report easier to read, understand, and improve its
physical appearance.
General Guidelines for Presenting Graphic Aids
It is best to place an illustration within the text if the
reader will need to refer to it while reading the report.
If the information is supplemental it can be placed in the
appendix.
All graphic aids should contain the following elements:
Table/figure number permits easy location in the report.
Title should indicate the contents of the table/figure.
Box head & stub head. Box head contains the captions of
tables columns, stub head contains the labels for the
rows.
Footnotes explain a particular section in the table/ figure.

DATA PRESENTATION
Store

Number of persons entering

Percentage of total

West

4,731

25

North

4,821

26

East

3,514

19

South

3,534

19

Central

2,210

11

Total

18,810

100

Data can be presented in tabular or graphic form.

Graphical form presents the data in terms of visually interpreted ways.
Graphics call attention to important points that cant be explained clearly in table.
They are a quick and attractive means of conveying numbers, trends, and
relationships.
Select the best graphic format.
Pie, bar, & line charts are used most frequently in business communication
They provide direct visual representation of complex data .

ORAL PRESENTATION
Check all equipment (e.g., lights, microphones, projectors, and
other visual aid equipment) thoroughly before the presentation.
Analyze you audience. How will they react to the research
findings?
Will they be in agreement? Hostile? Indifferent? Gauge your
opening statements accordingly.
Its usually wise to begin a presentation with ideas about which
there is agreement.
Practice the presentation several times. If possible, have
someone comments on how to improve its effectiveness.
Start the presentation with an overview tell the audience
what you are going to tell them.
Face the audience at all times.

ORAL PRESENTATION (Cont)

Use notes only to make sure you dont forget
any important points.
Use visual aids effectively graphs/ tables
should be simple and easy to read.
Avoid distracting mannerisms while speaking.
Constant or unnecessary motion is
bothersome.
Remember to ask the audience if they have
questions after report is concluded.

ORAL PRESENTATION (Cont)

During the question period one should .

Concentrate on the question. Dont think about the

answer until the speaker has completed his or her
question.
Dont fake an answer. Admit that dont know the
answer, then tell that will try to find it.
After the presentation, find out where that person
can be reached to give the answer to the question.
(Make sure to keep the promise!)
Answer questions briefly and support answers with
evidence whenever possible.

References:
17

1.

Management Research Methods Krishnaswamy, Sivakumar & Mathirajan;

2.
3.
4.
5.

Business Research Methods Cooper, Schindler; Tata Mc Graw Hills

Marketing Research G C Beri; Tata Mc Graw Hills.
Business Research Methods William G Zikmund; Thomson.
Marketing Research Tull, Hawkin; PHI

Pearson Education

February 12, 2016