
Who is the audience

What are its objectives and expectations

When there are two or more audiences use the appendix

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


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


Title of the report

Information about the researchers or organization conducting the report

Name of the person prepared for

Date


Topics covered (headings and subheadings)

List of tables

List of graphs

List of appendices/Exhibits


Define the Problem concisely

Describe approach briefly

Major findings

Conclusions

Recommendations
No more than two pages single spaced


Background to the problem

Management Decision Problem

Marketing Research problem
 i .e. the Objectives of the Research,
 information needs

Discussion of any secondary research


Specific details of approach taken to the problem (past tense)
 Results of any exploratory research Information needed

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 Pages


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


Budget and time constraints

Sources of error (e.g. sampling non-sampling)

Any limitations (eg applicable to what population)

Any other organization constraints


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

 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