Research Report Writing

Business Research Report

ByTuhin Chattopadhyay

Communication Process

• Communication Process– The process by which one person or source sends a

message to an audience or receiver and then receives feedback about the message.

• Elements that Influence Successful Communication– Communicator– Message– Medium– Audience– Feedback

The Communication Process

Communication Occurs in a Common Field of Experience

What is a Business Research Report?

• Research Report– An oral presentation or written statement of

research results, strategic recommendations, and/or other conclusions to a specific audience.

– Directed to the client or management who initiated the research.

– Usually supported by a formal presentation delivered in person or via the Internet.

Report Format

Adapting Report Format to Required Formality

The Parts of the Report

• Title page should state:– The title of the report• The title should give a brief but complete indication of

the purpose of the research project.• Addresses and titles of the preparer and recipient may

also be included.– For whom the report was prepared– By whom it was prepared– Date of release or presentation

The Parts of the Report (cont’d)

• Letter of Transmittal– Releases or delivers the report to the recipient in relatively

formal and very formal reports.• Letter of Authorization– Approves the project, details who has responsibility for it, and

describes resources available to support it. • The Table of Contents– Should list the divisions and subdivisions of the report with

page references.– Is based on the final outline of the report, but it should

include only the first-level subdivisions.

Sample Letter of Transmittal

The Parts of the Report (cont’d)

• The Executive Summary– Briefly explains why the research project was

conducted, what aspects of the problem were considered, what the outcome was, and what should be done.

• The Body– Introduction section—discusses background

information and the specific objectives of the research.

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

The Parts of the Report (cont’d)

• The Body (cont’d)– Research methodology section—describes the

structure and technical procedures of the project. It may be supplemented with an appendix or glossary of technical terms.• Research design• Sample design• Data collection and fieldwork• Analysis

– Results section— presents the findings of the project. It includes tables, charts, and an organized narrative.

The Parts of the Report (cont’d)

• The Body (cont’d)– Conclusions and recommendations section—provides

opinions based on the results and suggestions for action.• The conclusions and recommendations should be presented in

this section in more detail than in the summary, and the text should include justification as needed.

• The Appendix– Contains material that is too technical or too detailed to

go in the body—includes materials of interest only to some readers or subsidiary materials not directly related to the objectives.

Basic Business Research Report Outline

1. Abstract2. Introduction3. Background

a. Literature Reviewb. Hypotheses

4. Research Methods5. Results6. Discussion

a. Implicationsb. Limitationsc. Future Research

7. Conclusions8. References9. Appendices

Body of Report

• The details of the research project are found in the body of the report.

• This section includes (1) introduction, (2) methodology, (3) results, and (4) limitations and cautions.

• Introduction• The purpose is to provide the reader with background

information needed to understand the remainder of the report.

• This part is conditioned by the diversity of the audience and their familiarity with the research project.

• More diverse the audience, the more extensive the introduction.

• It must clearly explain the nature of the decision problem and the research objective.

• Background information should be provided and the circumstances surrounding the decision problem. The nature of any previous research on the problem should be reviewed.

Methodology

• The purpose is to describe the nature of the research design, the sampling plan, data collection and analysis procedure.

• This is a very difficult section to write. • Enough detail must be conveyed so that the reader can

appreciate the nature of methodology used. Yet the presentation must not be boring or overpowering.

• The use of technical jargon must be avoided.• The methodology section should tell the reader whether the

design was exploratory or conclusive. • The sources of data – secondary or primary – should be

explained. • The nature of data collection method – communication or

observation – must be specified. • The reader needs to know who was included in the sample,

the size of the sample, and the nature of the sampling procedure.

Results

• The bulk of the report is composed of the research findings, which should be organized around the research objectives and information needs.

• This presentation should involve a logical unfolding of information – as one is telling a story.

• The reporting of findings must have a definite point of view and fit together into a logical whole; it is not just the presentation of an endless series of tables.

• Rather, it requires the organization of the data into a logical flow of information for decision-making purpose

Limitations and Cautions• Every research project has weaknesses, which need to be

communicated in a clear and concise manner. • In this process, the researcher should avoid belaboring minor

study weaknesses. • The purpose of this section is not to disparage the quality of the

research project, but rather to enable the reader to judge the validity of the study results.

• The limitations in a marketing research project generally involve sampling and non-response inadequacies and methodological weaknesses.

• The writing of the conclusions and recommendations section is naturally affected by the recognized and acknowledgement study limitations.

• It is the researcher’s professional responsibility to clearly inform the reader of these limitations.

Conclusions and Recommendations

• These must flow logically from the presentation of the results. • They should link research findings with the information needs, and based

on these linkage recommendations for action. • Many executive feel that the researcher shouldn’t make

recommendations. They argue researchers do not possess the knowledge.

• Alternatively, others feel strongly that the research report should include recommendations.

• They present the following benefits: The researchers must focus on the decision problem and think in

term of action. The researcher must appreciate the broader management issues and

the role of research in the decision-making process. The researchers may identify recommendations not otherwise

considered by the decision maker. • In the final analysis, however, the action taken is the responsibility of the

decision maker, and the recommendations put forth in the research report may or may not be followed.

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.

PRESENTATION DATA

• Describing figures or a technical procedure, graphic aids can help communicate this information to audience more quickly.

• Two graphic aids used in research reports are tables and graphs.• They 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. • Always introduce the illustration with a couple of sentences. • 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.

PRESENTATION DATA

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 communicationThey provide direct visual representation of complex data.

Bar Chart• Bar chart depicts magnitudes of the data by the length of various

bars, laid out with reference to a horizontal or vertical scale. • Carefully designed a bar chart is the easiest graphic image to

understand. It’s a tried-and-true business graphics standard. • Best at illustrating multiple comparisons & complex relationships. • To compare several distinct sets of data in one chart, use a

clustered bar graph. • They are used for comparing different but related types of data

within a group and over a period of time.• For simplicity, cluster bar charts should be limited to four groups

and four types of data within each group. • It is very important to label a clustered chart clearly. Each cluster

should have a label, each bar within a cluster should be identified.• If insufficient room for all those labels, draw each bar in different

pattern or color and describe the bars in a legend under the graph.

Pie Chart• The pie chart, which really looks like a pie, is one of the simplest

and most effective ways to dramatize proportional relationships. • It is a circle divided into sections such that the size of each section

corresponds to a portion of the total. • Do not pack excessive information into a single pie. • Too many divisions make the resulting portions too small to label.• Stick to five or six segments, into a collective “other” category.• One technique that has become popular in business presentations

is the practice of exploding, or separating, segments of the pie from the rest of the drawing.

• This directs attention to the most important pieces of information.• Limit the number of exploding segments to one or two. • Alternative to exploding is to highlight with bright, solid colours.• Not suitable for passage of time, nor do they allow to compare

more than one group of data within a single chart. • Comparing multiple entities requires multiple pie charts.

Line Chart• Effectively illustrate trends over a period of time. Such charts use a

continuous line to trace the relationship between data points. • Line chart is preferred over a bar chart in the following situations:

when the data involve a long time period when several series are compared on the same chart.when the emphasis is on the movement rather than amount.when trends of frequency distribution are presented.when a multiple-amount scale is used.when estimates, forecasts, interpolation, or extrapolation are

to be shown.• Special computer graphics software packages have been

developed which complement popular data analysis software packages.

• These new software packages allow the researcher to operate directly from large amounts of data to produce an array of graphs, preview them on a graphics terminal, decide which to use, and have the graphs drawn on a hard copy device.

ORAL PRESENTATION

• Many companies require oral presentations of research reports before the written report.

• Check all equipment (e.g., lights, microphones, projectors, and other visual aid equipment) thoroughly before the presentation.

• Have a contingency plan for equipment failure.• 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)

• Talk to the audience, rather than read from a script or a projection screen.

• 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.• Also refrain from adding “fillers” such as “uh,”

“um,” “y’know’” “OK,”• 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.

Repeat the question. If it’s a tough one, rephrase it. This assures that everyone in the audience has heard the question, and gives time to formulate an answer.

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.

Using Tables Effectively• Graphic Aids– Pictures or diagrams used to clarify complex points or

emphasize a message.– Should always be interpreted in the text.

• Creating Tables– Most useful for presenting numerical information, especially

when several pieces of information have been gathered about each item discussed.• Table number• Title• Stubheads and bannerheads• Footnotes and source notes

Parts of a Table

Reporting Format for a Typical Cross-Tabulation

Reporting Format for a Typical Statistical Test

Using a Subhead Format to Include Several Cross-Tabulations in One Table

Using Charts Effectively

• Charts– Translate numerical information into visual form

so that relationships may be easily grasped.– Chart elements• Figure number• Title• Explanatory legends• Source and footnotes

– Charts are subject to distortion.

Distortion by Alternating Scales

Distortion from Treating Unequal Time Intervals as Equal

Source: Adapted with permission from Mary Eleanor Spear, Practical Charting Techniques (New York; McGraw-Hill, 1969), p. 57.

Using Charts Effectively (cont’d)

• Pie Charts– Show the composition of some total quantity at a

particular time.– Each angle, or “slice,” is proportional to its

percentage of the whole.

Pie Charts

Using Charts Effectively (cont’d)

• Line Graphs– Show the relationship of one variable to another. – The dependent variable generally is shown on the

vertical axis, and the independent variable on the horizontal axis.• Simple line graph• Multiple-line graph• Stratum chart

Simple Line Graph

Multiple-Line Graph

Stratum Chart

Using Charts Effectively (cont’d)

• Bar Charts– Show changes in the value of a dependent

variable (plotted on the vertical axis) at discrete intervals of the independent variable (on the horizontal axis).

– Types:• Subdivided-bar chart• Multiple-bar chart

Simple Bar Chart

Subdivided Bar Chart

Multiple-Bar Chart

The Oral Presentation

• Oral Presentation– A spoken summary of the major findings, conclusions,

and recommendations, given to clients or line managers to provide them with the opportunity to clarify any ambiguous issues by asking questions.

– Keys to effective presentation:• Preparation (rehearsal)• Adapting to the audience• Not lecturing or reading to the audience• Use graphic aids effectively• Speaking effectively and convincingly

Reports on the Internet

• An easy way to share data is to make executive summaries and reports available on a company intranet.

• Can use the Internet to:– Design questionnaires– Administer surveys– Analyze data– Share the results

• Many companies offer fully Web-based research management systems.

The Research Follow-Up

• Research Follow-up– Recontacting decision makers and/or clients after

they have had a chance to read over a research report in order to determine whether additional information or clarification is necessary.

Selected Information about the Sample

Responses to Selected Knowledge Questions

Responses to Selected Attitude Questions

Predicting Knowledge Score from Selected Demographics

WRITTEN REPORT GUIDELINES

• Experience researchers agree that there are a series of 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: Here are a few tips to help in writing a report. • Write in brisk, businesslike English.• 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.

APA Tutorial

• http://www.apastyle.org/learn/tutorials/basics-tutorial.aspx