The Research Report

What is the Research Report

A research report is an oral or written presentation to management detailing a research project's objectives, methodology, findings, and recommendations. Typically, written reports are more detailed that an oral report, which presenters usually deliver in an hour or an hour-and-a-half.

Objectives of the Research ReportT

he objective of a research report is to provide a clear, accurate and complete report of the research project. It should help clarify the research issues so management can use the findings as an aid to decision-making.

Good research reports are clearly written and presented. The authors avoid using unnecessary jargon. Experienced report writers know that their audience, while composed of marketers, may not be experts in all aspects of marketing research. Good reports present an honest, accurate, and unbiased review of the research objectives, methodology, and findings. And, good reports present a complete review of the data gathered. Reports should include appendices that show all data. It is very common for executives from the client's organization and its promotion agencies to study these data with great care to see if alternate conclusions can be supported.

Elements of the Written Report

While the elements of actual reports may vary slightly, a basic research report has three sections:

Section I:     Introduction

Section II:   Body of the Report

Section III: Appendices

Here is an outline of a standard written research report. Actual reports may vary somewhat from this outline:

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