TYBMS

Prof. Hemant Kombrabail CONTENTS OF MARKETING RESEARCH REPORT

A marketing research report should be a self-sufficient self-e!planator" complete and compact document. #t should gi$e %full $ie&' of the research &ork completed b" the researcher. A research report needs to be prepared &ith proper planning and spade&ork. The researcher should prepare proper outline before drafting the report. Such outline in fact ser$es as a blueprint for the preparation of the research report. #t guides the &riter as regards the order in &hich the ideas are to be presented. #t is not possible to gi$e one standard form ( format for the presentation of a marketing research report. )ach research report has its special features and is drafted accordingl". Ho&e$er there are certain elements &hich should be a$ailable in e$er" research report. Such elements are also called contents of a research report. Attention to these elements is necessar" in order to draft an ideal report. There is nothing like *ideal or best' structure for a research report. A researcher has considerable latitude as regards the manner in &hich a report is to be presented. Ho&e$er he should include certain essential details and should make his report as per the needs of his sponsoring agenc". ESSENTIAL COMPONENTS OF A WRITTEN RESEARCH REPORT The essential components ( contents ( elements of a Marketing +esearch report are (A) Table of Contents The table of contents sho&ing $arious topics and the rele$ant page numbers in the report should be gi$en for ,uick reference to an" topic co$ered in the research report. (B) Intro !"t#on #ntroduction introduces the research report to the readers. The introduction part of the report should be brief and should gi$e the details on the follo&ing points./0 Letter of Trans$#ttal% This letter indicates to &hom the report is directed the reasons for undertaking the research &ork and the official authori1ation for the research report. The purpose is to introduce the report &ith brief details &hen the report is to be presented in person. .20 T#tle Pa&e% The title page is the first page and $isible part of the report. #t should be made attracti$e meaningful and agreeable to the readers. #t should be simple and dignified. The title page gi$es the follo&ing details.a0 Sub3ect of the report. .b0 4ame of the client for &hom the research pro3ect is being conducted. .c0 4ame of the organi1ation &hich is conducting the research &ork .d0 5ates of completion and submission of the report .e0 #dentification mark such as 3ob number etc. .60 A"'no(le &$ents% #f an" material collected b" other agenc" is used in the report the same should be ackno&ledged. Assistance recei$ed from outside indi$iduals and institutions should also be ackno&ledged &ith thanks. 7or such ackno&ledgements a special page should be introduced onl" ne!t to inde!. Sometimes ackno&ledgements are gi$en at the end i.e. before select bibliograph".

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Prof. Hemant Kombrabail

.80 )es"r#*t#on of t+e Mar'et#n& Proble$% The problem of research &ork should be described clearl" but in brief. The salient features should be noted for the con$enience of the readers. This enables the readers to understand subse,uent pages of the report. .90 P!r*ose an S"o*e of St! ,% The basic purpose of stud" should be made clear in the introductor" part of the report. Scope of sur$e" &ork should be made clear to the readers. The marketing problem and ho& the present stud" can pro$ide assistance for sol$ing the same should also be made clear at this stage. .:0 Met+o olo&, -se % A brief description of the methodolog" of research used should be made clear. This relates to research design data collection methods sample design and statistical techni,ues used. .;0 S!$$ar, of Ma.or F#n #n&s% A summar" of ma3or findings of the research &ork can be gi$en in the introductor" part or at the end of the report. <i$ing summar" at the beginning gi$es clear idea of research &ork to the readers before stud"ing the bod" of the report. =ross-inde!ing should be gi$en along &ith the summar". This summar" should include findings conclusions and recommendations. (C) Bo , of t+e Resear"+ Re*ort #t is the main part of the report and includes the follo&ing points .i0 Anal,s#s of t+e Proble$% 5etails of the problem &hich is the sub3ect matter of research &ork should be gi$en and the manner &hich the same is anal"1ed should be noted. The purpose and ob3ecti$e of stud" should be made clear at this stage. .ii0 Met+o olo&, !se for Anal,s#s% #n this part detailed methodolog" and procedures used &hile anal"1ing the marketing problem should be stated. The details of sources of data ,uestionnaire prepared for the data collection appointment of research staff training and remuneration of staff appointed etc. should also be added. (###) Presentat#on of F#n #n&s an L#$#tat#ons% 7indings constitute the core part of the bod" of the report. The findings section constitutes the *meat* of the report. Tables charts graphs and other $isual reproductions can be used for presenting the findings of sur$e" &ork conducted. The purpose of using $isual de$ices is to make technical matters simple for ,uick understanding. The findings should be made clear to the readers in simple &ords and lucid st"le. This makes it eas" for the readers to follo& the recommendations made in the report. The report should also point out the main limitations of the research &ork reported therein. 4o research stud" can be treated as perfect. There are man" things &hich the researcher might ha$e done differentl" if more time mone" or technical assistance could ha$e been pro$ided. Such limitations &ill enable the reader to understand ho& far the results dependable. ()) Con"l!s#ons The conclusions are based upon the anal"sis and interpretation of data. The conclusions must be based on facts and data actuall" collected. These ma" support or den" the h"pothesis upon &hich the in$estigation &as conducted. =onclusions noted in the report should be tested properl" and finall" appro$ed b" the researcher. Summar" of the conclusions should also be gi$en for ,uick understanding of readers.

TYBMS

Prof. Hemant Kombrabail

=onclusions constitute the core part of the report as recommendations are based on the conclusions dra&n b" the researcher. (E) Re"o$$en at#ons There ma" be separate chapter dealing &ith the recommendations +ecommendations constitute an essential aspect of reporting. The sponsoring organi1ation e!pects the researcher to offer some guidelines for sol$ing the marketing problem under stud". 7or this recommendations are useful since the" are based on the conclusions dra&n and are gi$en after the conclusions The" are useful for follo&-up actions 7or this the researcher needs ade,uate kno&ledge of marketing situation e!perience and maturit" The recommendations should be arranged in a logical order The" should be drafted in simple &ords for ,uick understanding. #n brief recommendations are essential in research reporting and the researcher should be competent to make suitable recommendations to the sponsoring organi1ation His 3ob &ill not be complete if the" are not made after anal"1ing and interpreting the data collected #t ma" also be pointed out that it is debatable &hether the research report should include recommendations (F) A**en #"es Appendices constitute supplementar" material to the report. The" gi$e supplementar" information &hich also supports the bod" of the report. The" are gi$en after the recommendations and are useful to readers as reference material. Appendices include forms and ,uestionnaire issued maps tables charts and diagrams technical details of sample design procedures and methodolog" of stud" check-lists other illustrati$e material and glossar" of terms used in the report There is no hard and fast rule as regards appendices but should be gi$en as and &hen possible as the" support the contents of the report (G) Referen"es an B#bl#o&ra*+,% Sources of research books(3ournals referred to &hile drafting the report are noted at the end of the report Here details of published material referred to b" the researcher are also recorded Most of the research reports contain a bibliograph" of the books 3ournals reports etc. used in the preparation of the report The bibliograph" should be arranged in an alphabetical order +eaders can refer to these references if the" desire to go to the original source of information (H) In e/% 7inall" an inde! sho&ing $arious topics and the rele$ant page numbers in the report should be gi$en for ,uick reference to an" topic co$ered in the research report #nde! is prepared sub3ect &ise and is gi$en at the end for ,uick reference #nde! ma" be prepared on alphabetic basis. An inde! ma" not be necessar" if the report prepared is too short.