14

C H APT E R

Reporting
Research

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INTRODUCTION
The purpose of a research report
Five major purposes are mentioned here. The first of them indicates that
the report should be complete; it should contain everything a reader
needs to know in order to have a clear understanding of what the findings
are and how much reliance and importance should be attached to them.
The report provides a permanent and complete record of the project,
which the client can refer to for further guidance in the future.
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Essential Readings
1) John Boyce, Marketing research (2nd edition), McGraw Hill, 2005
2) Salkind, N. (2005) Exploring Research, 6th edn, Prentice Hall,
Singapore
3) Marketing Strategy Ferrell, & Hartline ,5th South Western
Publisher, (Cengage, 2011)
4) Lecture PowerPoint Presentation Slides Chapter 9
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LEARNING OBJECTIVES
After reading this chapter, students should have:

a clear recognition of the absolute necessity to keep the reader in mind, for example by
adopting an appropriate writing style and using familiar and friendly (to the reader)
words.
an understanding of what sections should be included in a report and section
sequencing.
some familiarity with the function of tables and graphics and their formatting
an appreciation of the importance of quality oral presentations.

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The characteristics of a successful report
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The report provides the researcher with a final opportunity to demonstrate

to the client that their money has been well spent. As we have said in
relation to the research proposal, the content and style that are
appropriate for the report will depend on the relationship between
researcher and client. The writer must also keep the intended audience in
mind.
The appearance of the report
Appearance is important. Does it look professional? Is it easy to follow?
Guidelines for layout are included for discussion.
The need to keep the reader in mind
Design, layout and linguistic style will have at least as big a bearing on
whether your report is read with interest and appreciation, as the
contents. Some guidelines on layout are given in are discussed. Their
purpose is to make reading as easy as possible
Writing and producing a report inevitably takes time. How much time will
depend on the size of the report and the analytical and writing skills of the
researcher. Students should be encouraged to allocate several days to a
report on a market research project. The first draft is unlikely to be their
best effort. There is also the possibility of unforseen hitches occurring. In
the real world, as in tertiary study, the excuse my printer broke down
merely means that too few days had been allocated.
Elements that should be included in the report
Most reports will include all the elements listed in the discussion and
though their importance will vary. Those elements that are not always
necessary are:
table of contents, if the report is short
tables, for example if the research is qualitative
appendices.
For busy executives, an executive summary provides a balanced but brief
overview and indicates whether the report should be read further.
Appendices should be included if there are data that the reader needs to
know about but which placed in the text would break up the flow of the
narrative.
A letter of transmittal can be sent if researchers feel it is necessary or
they are unable to deliver the report personally. (Personal delivery should
always be preferred.) A letter of transmittal can also be sent if there is
something important to be said that would be inappropriate to include in
the report, for example, a reason for late completion.
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Deciding which writing style to use

The researcher needs to consider the type of people who will read the
report. This will help to decide how formal it should be and at what level it
should be pitched. There are some options to consider.

The design and use of tables and graphics

Students should be encouraged to use tables in their survey reports.
These should always be designed in accordance with generally accepted
principles. It is particularly important that a graphic is never left to
communicate, on its own, anything of significance. If it does not contain
anything significant, it should not be included. Readers cannot be
expected to study tables and graphics in isolation (though some may be
happy to do so and have the necessary skills). At the same time, each
table and each graphic should be self-contained, that is, contain all the
information the reader needs so that it can be understood.
Guidelines for appraising a research report
Most readers of this text are likely to be in a position later in their careers
when they need
to be able to use research findings rather than create them. However,
even in the latter case, the use of secondary data will require the
researcher to be able to appraise research reports and data.
The oral presentation of research findings
The last section of the chapter provides some guidelines on presentations.
Our view is that it is always better if the researcher has the opportunity to
present the findings rather than just send the report to the client. The
advantages gained by doing this are discussed . At the same time, there
are, of course, risks.
A poorly planned or conducted presentation is worse than no presentation
at all. As for the report, its preparation must be allocated sufficient time.
Presentation guidelines are listed and discussed upon. These could also be
used as a basis for assessing student presentations.
Many courses require that a presentation be given. It should be made
clear to every student that:
every employee in business, industry, government and the professions
will have to stand up and talk to other people from time to time (these
people may be colleagues, clients or complete strangers)
the talk may be impromptu, informal or formal
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the ability to present well is essential

the sooner the ability to plan and deliver presentations is acquired, the
better
no one finds it easy at first.

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Conclusion
The following elements in the report are discussed and debated upon:

Purpose of the report

Characteristics of a good report

Layout of the report

Keep the reader in mind

Contents of the report:

cover page
introduction
executive summary
description of research methods
details of findings

Conclusions and recommendations

Guidelines for tables and graphs

Guidelines for readers of reports

Presentation guidelines

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