1. Writing a Research Report Complementary Material for Marketing Research by Burns and Bush 1 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

2. 3 x 3 Writing Process* Pre-Writing (Chapter 20) – Analyze – Anticipate – Adapt Writing – Research – Organize (Chapter 20) – Compose (Chapter 20) Revising – Revise – Proofread – Adapt Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2

3. Pre-Writing Pre-writing is crucial to writing an effective report. This process involves – analyzing the purpose of your report (broadly informative or persuasive). – anticipating your audience (knowledge, needs, etc.). – adapting the information in and presentation of the report to your audience. 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

4. Writing – Research Research must be discussed separately from the other aspects of the writing process. The need for research cannot be understated. Research – sets the tone of the report. – prepares the writer for writing. – ensures that the report is complete and effective. 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

5. Why do you use citations? To credit someone else’s words or ideas To provide more information to the interested reader To lend credibility to your work Note: Failure to cite sources results in plagiarism. 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

6. What is plagiarism? Simply, plagiarism is using someone else’s information or ideas without giving credit where it is due. Plagiarism is a serious offense and can result in – academic expulsion, suspension or grade penalty. – release from a job. – legal action. 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

7. When do you cite a source? When the information is not common knowledge When the information or idea was obtained from a particular source When the information is taken word for word from someone else’s work 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

8. Citations Several types of citation styles are available. The two main styles for business reports are – APA Style and – MLA Style. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8

9. Writing – Organize The marketing research report consists of three main parts. – Front matter – Body – End matter 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

10. Front Matter Title Page Letter of Authorization: serves as firm’s certification to do the project Letter/Memo of Transmittal: releases or delivers report to client Table of Contents List of Illustrations Abstract/Executive Summary: provides a skeleton of the report 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

11. Body Introduction: orientation to report Research Objectives: specific objectives of report Method: way research was conducted: population definition, sample plan, sample size determination, method of accessing data, etc. Results: research findings 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

12. Body Limitations: shortcomings of research Conclusions: outcomes and decisions based on research Recommendations: suggestions on how to proceed based on conclusions 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

13. End Matter Appendices: additional information for further reading End notes: supplemental information or comments for ideas provided in the report body 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

14. Writing – Compose When composing, always consider the reader. 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

15. Writing – Compose Certain devices can be helpful for the readability of a report. – Headings and sub-headings: serve as signposts for readers – Visuals: succinctly portray large amounts of data – Style: allows readers to more easily understand the information in a report Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15

16. Revising Your first attempt at a report is a draft. Revising your draft is essential to an effective final product. Revising should not be considered an afterthought; it is as important as any other step in the process. 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

17. Revising Read documents for grammatical mistakes, spelling errors and readability. Evaluate documents to determine if they meet the purpose set forth in step one and if they are appropriate for the audience. Allot ample time for the lengthy revision process. 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

18. Tips for Revising Make sure all names are spelled correctly. Check numbers for accuracy. Check for parallel structure. Ensure consistency in verb tense. Write as succinctly as possible. Make sure all pronouns agree with the words that they replace. Check for consistency in formatting. 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall