Report Preparation
Write to the audience
Who is the audience
What are its
objectives and
expectations
When there are two
or more audiences use
the appendix
General Format
1. Cover letter (loose)
2. Cover Page/Title Page
3. Table of Contents
4. Executive Summary
5. Introduction
6. Methodology
7. Results
8. Limitations and Caveats
9. Conclusions and Recommendations
10.Appendixes
11.PowerPoint
Cover Letter
Provide details of the enclosed materials i.e. the
report
Who was responsible for the report
Who is receiving copies of the report
Identify any need for further action
Also communicate that you will be happy to answer
any questions arising from the report.
Loose
Cover Page
 Title of the report
 Information about the researchers or organization
conducting the report
 Name of the person prepared for
 Date
Table of Contents
 Topics covered (headings and subheadings)
 List of tables
 List of graphs
 List of appendices/Exhibits
Try to keep it under one Page
Executive Summary
 Define the Problem concisely
 Describe approach briefly (survey)
 Major findings
 Conclusions
 Recommendations
No more than two pages single spaced
Introduction
Background to the problem
Management Decision Problem
Marketing Research problem
i.e. the Objectives of the Research,
information needs
Discussion of any secondary research
Two – three Pages
Methodology
 Specific details of approach taken to the problem (past tense)
 Results of any exploratory research
Research questions and hypotheses
Questionnaire development and pre-testing
Sampling techniques, data collection, sample size
Data analysis: methods used and justification for using
Dependent and independent variables
Keep it simple (remember your audience)
Technical details in an appendix
Two – Three Pages
Results
Aggregate results
Market segment, geographic area etc.
Results geared to research problem and information
needs – parallel’s the questionnaire
Details in tables and graphs with main findings
discussed in text
Limitations and Caveats
Budget and time constraints
Sources of error (e.g. sampling non-sampling)
Any limitations (e.g. applicable to what population)
Any other organization constraints
Conclusions and Recommendations
Summary of statistical results
Interpretation of the results in light of the research
problem and hypotheses
What have we learned
Recommendations relating to management decision
problem
Exhibits/Appendices
 Bibliography of any references used
 Sample Survey Questionnaire
 Moderator’s guide for any focus group
 Code book
 Statistical output
Presentation
1. Presentation Outline – for all member of audience
2. Visuals – PPT with lots of graphs, spreadsheets etc. focus on
summaries, conclusions and recommendations
 What do the data mean
 What impact do the data have
 What have we learned
 What do we need to do based on what we have learned
 What further research direction is needed
3. Copies of Report
remember the audience