Writing a Research Report

Complementary Material for Marketing Research

by Burns and Bush

1Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

3 x 3 Writing Process*

• Pre-Writing(Chapter 20)

– Analyze– Anticipate– Adapt

• Writing– Research– Organize (Chapter 20)

– Compose (Chapter 20)

• Revising– Revise– Proofread– Adapt

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Pre-Writing

• Pre-writing is crucial to writing an effective report.

• This process involves – analyzing the purpose of your report

(broadly informative or persuasive).– anticipating your audience

(knowledge, needs, etc.).– adapting the information in and

presentation of the report to your audience.

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Writing – Research

• Research must be discussed separately from the other aspects of the writing process.

• The need for research cannot be understated.

• Research – sets the tone of the report.– prepares the writer for writing.– ensures that the report is complete

and effective. 4Copyright © 2010 Pearson Education, Inc.  Publishing as Prentice Hall

Why do you use citations?

• To credit someone else’s words or ideas

• To provide more information to the interested reader

• To lend credibility to your work

• Note: Failure to cite sources results in plagiarism.

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What is plagiarism?

• Simply, plagiarism is using someone else’s information or ideas without giving credit where it is due.

• Plagiarism is a serious offense and can result in– academic expulsion, suspension or

grade penalty.– release from a job.– legal action.

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When do you cite a source?

• When the information is not common knowledge

• When the information or idea was obtained from a particular source

• When the information is taken word for word from someone else’s work

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Citations

• Several types of citation styles are available.

• The two main styles for business reports are– APA Style and–MLA Style.

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Writing – Organize

• The marketing research report consists of three main parts.– Front matter– Body– End matter

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Front Matter

• Title Page• Letter of Authorization: serves as

firm’s certification to do the project• Letter/Memo of Transmittal:

releases or delivers report to client• Table of Contents• List of Illustrations• Abstract/Executive Summary:

provides a skeleton of the report10Copyright © 2010 Pearson Education, Inc.  

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Body

• Introduction: orientation to report• Research Objectives: specific

objectives of report• Method: way research was

conducted: population definition, sample plan, sample size determination, method of accessing data, etc.

• Results: research findings11Copyright © 2010 Pearson Education, Inc.  

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Body

• Limitations: shortcomings of research

• Conclusions: outcomes and decisions based on research

• Recommendations: suggestions on how to proceed based on conclusions

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End Matter

• Appendices: additional information for further reading

• End notes: supplemental information or comments for ideas provided in the report body

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Writing – Compose

• When composing, always consider the reader.

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Writing – Compose

• Certain devices can be helpful for the readability of a report.– Headings and sub-headings: serve as

signposts for readers– Visuals: succinctly portray large

amounts of data– Style: allows readers to more easily

understand the information in a report

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Revising

• Your first attempt at a report is a draft.

• Revising your draft is essential to an effective final product.

• Revising should not be considered an afterthought; it is as important as any other step in the process.

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Revising

• Read documents for grammatical mistakes, spelling errors and readability.

• Evaluate documents to determine if they meet the purpose set forth in step one and if they are appropriate for the audience.

• Allot ample time for the lengthy revision process.

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Tips for Revising

• Make sure all names are spelled correctly.

• Check numbers for accuracy.• Check for parallel structure.• Ensure consistency in verb tense.• Write as succinctly as possible.• Make sure all pronouns agree with

the words that they replace.• Check for consistency in formatting.

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