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

 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 Letter

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

 Define the Problem concisely  Describe approach briefly (survey)  Major findings  Conclusions  Recommendations No more than two pages single spaced Executive Summary

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

 Bibliography of any references used  Sample Survey Questionnaire  Moderator’s guide for any focus group  Code book  Statistical output Exhibits/Appendices

Presentation 1.Presentation Outline – for all member of audience 2.Visuals – PPT with lots of graphs, spreadsheets etc. focus on summaries, conclusions and recommendations remember the audience  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