MARKETING RESEARCH

CH-9
Research Report
 Backdrop
• What is Report?
• The word’ report’ is wonderful word which can
be split into two words to get its real meaning.
These split two words are ‘RE’ and ‘PORT’. ‘RE’
stands for’ again’ or ‘back’ and ‘PORT’ signifies
to carry. The combined meaning is to’ carry
the in information again”. Report is a written
document that carries the information.
 What is a Report

• It is a means of communication from the

communicator to the communicate. In the
words of Professor George R. Terry, “report is
a written statement on collection of facts,
event and opinions and usually expresses a
summarized and interpretative value of the
information.
THE PURPOSES OF RESEARCH REPORT
• The terminal phase in the journey of social
science research is writing of a report. Once
the data are collected analyzed and
interpreted, the research findings,
generalizations, suggestions recommendations
all are to be conveyed through a document
namely, report. Report has some purposes to
meet. However, any research report has
specific purposes to be served.
THE PURPOSES OF RESEARCH REPORT
1. To Convey the Results:

The prime purpose of research report is to

serve as a document of communication. The
purpose is to convey to the interested persons
the whole result of the study as per the
objectives, assumptions, achievements and
limitations divided into areas of problems,
prospects, suggestions and so on.
THE PURPOSES OF RESEARCH REPORT
2. To Build a Rich Fund of Knowledge:
Each research report creates a fertile ground
for hypothesis or hypotheses paving the way
for further research on the same or closely
related research problems. It is through such
reports which can be coordinated and
consolidated layer by layer or brick by brick
into one single theory or set of theories.
THE PURPOSES OF RESEARCH REPORT

3 To Provide Specific Solutions to the

Business Problems:
In the world of business, business research has
come to stay and is to be supported by the
businessmen so long as competition prevails.
Each business house wants to excel their rivals
in one way or the other.
 TYPES OF RESEARCH REPORTS

• Research reports vary in length and type. In

each individual case, length and the format
are largely decided by the problems at hand.
Thus, business houses prefer reports in the
form of a letter extending over one or two
pages. Financial institutions are fond of
condemned balance sheets and income
statements.
 TYPES OF RESEARCH REPORTS

• TECHNICAL REPORT
A technical report is fully written, required for
record keeping or the public dissemination.
The technical report has the thrust on (a) the
methods employed, (b) assumption made in
the course of study and (c) the detailed
presentation of the findings including the
limitations and the supporting data.
 TYPES OF RESEARCH REPORTS

1. Summary of Results:
A brief review of the main findings is given in
two or three pages. It starts with summary of
results because those who are interested in
only final results, they are kept happy.
 TYPES OF RESEARCH REPORTS

2. Nature of the Study:

Nature of the study makes reference to the
objectives of the study, formulation of the
problem in operational terms, the working
hypothesis, the type of analysis and data
needed to solve the problem.
 TYPES OF RESEARCH REPORTS

3. Methods Employed:
The specific methods used in the study along
with their limitations. In case of sample
studies, the researcher is to make clear about
the sample design namely, sample size and
sample selection and so on.
 TYPES OF RESEARCH REPORTS

4. Research Data:
Data can be primary and secondary. It gives a
brief account on data collected, their sources,
features and limitations. In case secondary
data are used, their relevance and match to
the research problem involved is assed. In
case the survey is conducted, the way in
which data are collected are given.
 TYPES OF RESEARCH REPORTS

5. Analysis and Presentation of Findings:

Brief account of data analysis and
presentation of the findings of the study
together with supporting data is usual forms
are narrated.
 TYPES OF RESEARCH REPORTS

6. Research Conclusions:
A detailed summary of the findings with
implications and suggestions is given. It is the
highlighting of problem and solutions.
 TYPES OF RESEARCH REPORTS

7. Bibliography :
Bibliography covers various sources of
information consulted in terms of books,
journals, reports, research theses and other
published unpublished sources are given.
 TYPES OF RESEARCH REPORTS

8. Technical Appendices:
This section covers the technical matters
relating to the questionnaire used
mathematical derivation techniques used in
analysis. The terminology used with specific
meaning and the context.
 TYPES OF RESEARCH REPORTS
9. Index:
Index is to be prepared meticulously and given
invariably in the report at the end, as the
terminal part. One thing is to be noted that
these captions only highest the contents and
not the chronology, individual cases, the order
of points may vary for better reporting.
 TYPES OF RESEARCH REPORTS

POPULAR REPORT
A popular research report is one that
emphasizes on simplicity and attractiveness.
The simplicity is achieved through clear writing.
 TYPES OF RESEARCH REPORTS
1. Research Findings and Their Implications:
Greater emphasis is on the research findings.
Hence, the implication of the findings are
highlighted.
2. Recommendations for Action:
These are those that go in time with the
findings. That is, findings are the basis for
necessary actions which are found in the form
of suggestions.
 TYPES OF RESEARCH REPORTS

3. The Objectives of the Study:

Along with the research problem of the study,
the objectives of study are given.
4. Research Methods Employed:
The research methods and tools employed in
data collections analysis are presented in a
nontechnical way.
 TYPES OF RESEARCH REPORTS
• 5. Results of the Research:
• This is the main part of the research study as
everybody is interested in this part of the
body . It is the skills and creativity that make
presentation of the results most attractive and
acceptable by the communication. Hence,
colour combination, charts, graphs, cartoons,
other pictures can be given to give good visual
impact.
 TYPES OF RESEARCH REPORTS
6. Technical Appendices:
The technical aspects relating to questionnaire,
mathematical explanation, elaboration of
techniques of analysis are given separately.
Again, point of reiterate is that one report is
exactly like another as the researcher has the
full liberty to decide the format he likes in that
one which is more suited to the needs of
people interested in such a report other things
are minor. The thrust is on policy implication
and action plan.
 Report Writing
• The brain child of a researcher is welcomed
by those who are interested in this brain child.
The purpose of any good research is to make
others know the efforts put in and findings
made available. All is well in research which is
presented well. That is, even the most brilliant
research work are rendered useless and futile
unless they are brought to the notice of those
people who are eagerly awaiting for such
piece of knowledge.
 STEPS IN REPORT WRITING
• Good research reports are the imprints or
products of slow, painstaking and accurate
individual work. The alert researcher while
preparing the research report considers the
audience, information deeds, adopts FMA
(Fresh Mind Approach) and KISS Approach
(Keep It Short and Simple). He cares for the
optimum size of the report. The experts have
given the following as major chronological or
logical steps in research report writing. These
are:
 STEPS IN REPORT WRITING
• 1. Logical Analysis of the Subject Matter:
Being the first step, it is basically concerned with
the cogent development of subject such
a development has two aspects namely,logical
and chronological. The logical development of
the subject matter is possible on the basis of
mental connections and associations between
one valuable with another by means of analysis.
Chronological development is possible through
time dimension or sequence in time or
occurrence.
 STEPS IN REPORT WRITING

2. Prepare Final Outline:

Preparing outline is to prepare an outline plan
or skeleton plan that guides the building of
report brick by brick from start to end.
 STEPS IN REPORT WRITING
3. Prepare the Rough Draft
Based on the skeleton plan, the researcher is
to give the proper shape and size of the
report. In other words, it is the logical analysis
of the subject of the research and the
preparation of the final stuffed outline. This is
an important stage. Where the researcher
settles down to write down what he has done
in the context of his research project.
 STEPS IN REPORT WRITING
4. Refining the Rough Draft
• Writing of rough draft is one thing which is
easily and generally done in lesser time.
Refining and rewriting the rough draft is a
time consuming affair and brain eating task. A
concentrated and careful revision
makes the difference between ordinary and
excellent piece of writing.
 STEPS IN REPORT WRITING
5. Preparing the Final Bibliography
Bibliography is the arrangement and
presentation of all the sources of information
especially secondary data. The researcher
might have got such information from books,
magazines, newspapers and even internet
accesses. Even he might have referred
published and unpublished research theses,
articles and so on.
 STEPS IN REPORT WRITING
6. Writing the Final Draft
• This is the terminal point. The final draft is
written in an objective style and simple Ian
giving no scope for any ambiguity. To his
benefit and the benefit of the readers, the
researcher is avoid abstract terminology and
technical jargon. Illustration and examples
based on co experience are to be incorporated
at appropriate point of explanation.
 STEPS IN REPORT WRITING
Cont….
The report should be vibrant and must create
interest and that interest created is to be
maintained. This happens when research,
work is original and outstanding. Visual
aspects namely, charts, graphs, photographs
and maps to used to the requirements of the
research material. Use of colour is these visual
aids is something adds colour to the matter.
 STEPS IN REPORT WRITING
7. Typing the Report
It is very rarely that hand-written reports are
presented to the authorities or the largest
audience. Generally, the written script or
manuscript is typed may be manual or
electronic. It is an ad, advantage if the
researcher himself or herself does this type
setting to avoid wastage of time and”
typographical mistakes of getting done the
work through third party.
 RESEARCH REPORT LAYOUT
• Layout is the visual expression of the ideas of
the researcher. Layout is the format in which
various components of research project are
wisely combined. Any layout bears the same
relationship to the research project that the
architect’s plan does to a finished building. A
good layout has balance rhythm, emphasis,
proportion, units and above all simplicity.
 RESEARCH REPORT LAYOUT

• The whole format or layout of the report is

divided into three major component which
have further sub classifications.
These three major components are:
(i)Preliminary pages, (ii)The main text and
(iii)The end matter.
 RESEARCH REPORT LAYOUT
1. PRELIMINARY PAGES

• Preliminary pages are those which take the

reader to the background of the research
work. The sub-components of this are-title
page, letter of authorization, preface,
forward,
table of contents, statistical tables, charts
and illustrations.
 RESEARCH REPORT LAYOUT
1. PRELIMINARY PAGES
Title Pages
• The title page specifies the research topic or
the report on which matter report is
prepared.
The person who has prepared it, the person
or agency for whom it has been prepared
and the date of submission or the completion
of the report.
 RESEARCH REPORT LAYOUT
1. PRELIMINARY PAGE
Letter of Authorization
• This sub-component clearly indicates the
official who has authorized or sponsored the
research and the official to whom the report
is addressed. In this way, it deals with terms
of reference in which the researcher is to
move, identify the problem and give the
matching solution.
 RESEARCH REPORT LAYOUT
1. PRELIMINARY PAGE
Preface and Foreword
• Preface is one that contains the feelings of the
researcher where he gives brief account of
his research project and thanks the
authorities, institutions and other groups and
individuals who have helped in successive
completion of the research work.
 RESEARCH REPORT LAYOUT
1. PRELIMINARY PAGE
Table of Contents
• This sub-part covers the contents including
the list of statistical tables, charts,
illustrations, maps lid photographs.
 RESEARCH REPORT LAYOUT
II. THE MAIN TEXT
• Introduction:
This introductory component deals with the
very genesis of the research. It explains clearly
why the study was undertaken? It makes the
statement and formulation of the research
problem. Giving objectives of the study,
formulation of hypothesis, scheme of the
study and the scope of the study.
 RESEARCH REPORT LAYOUT
II. THE MAIN TEXT
Methodology
• Research methodology is the main stay of
the research work. Hence, the research
report is to portray the methodology
employed in studying the problem. In case
the research work is based in survey, the
report is to indicate the type of sample
design used, its size and the procedure
employed in drawing the sample etc.
 RESEARCH REPORT LAYOUT
II. THE MAIN TEXT
Findings
• Findings speak about the result or the
outcome of the research study undertaken. It
is the part of the report. Hence, researcher is
to describe the findings in a logical sequence
with detailed explanation that the reader
faces no difficulty in understanding them.
 RESEARCH REPORT LAYOUT
II. THE MAIN TEXT
Implications of Findings
Limitations of the findings
Summary and conclusions
Recommendations
Conclusion
 RESEARCH REPORT LAYOUT
II. THE END PART
Appendices
Bibliography
Index
Thanks