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

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 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, rounded-off 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 maker’s 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 for decision makers
and should enable them to take action.
• Management summary should include:
1. Objectives of the research project.
2. Nature of the decision problem.
3. Key results.
4. Conclusions (based on the research).
5. Recommendations for action
 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 table’s
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 can’t 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.
• It’s 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 don’t 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. Don’t think about the answer until
the speaker has completed his or her question.

Don’t fake an answer. Admit that don’t 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:
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1. Management Research Methods – Krishnaswamy, Sivakumar & Mathirajan; Pearson

Education
2. Business Research Methods – Cooper, Schindler; Tata Mc Graw Hills
3. Marketing Research – G C Beri; Tata Mc Graw Hills.
4. Business Research Methods – William G Zikmund; Thomson.
5. Marketing Research – Tull, Hawkin; PHI

March 21, 2014