PREPERATION OF MARKETING RESEARCH REPORT

A marketing research report should be a self-sufficient, self-explanatory, complete and

compact document. It should give “full view” of the research work completed by the
researcher. A research report needs to be prepared with proper planning and spadework.

The researcher should prepare proper outline before drafting the report. Such outline, in
fact, serves as a blueprint for the preparation of the research report. It guides the writer as
regards the order in which the ideas are to be presented.

It is not possible to give one standard form / format for the presentation of a marketing
research report. Each research report has its special features and is drafted accordingly.
However, there are certain elements, which should be available in every research report.
Such elements are also called contents of a research report. Attention to these elements is
necessary in order to draft an ideal report. There is nothing like "ideal or best” structure
for a research report. A researcher has considerable latitude as regards the manner in
which a report is to be presented. However, he should include certain essential details and
should make his report as per the needs of his sponsoring agency.

ESSENTIAL COMPONENTS OF A WRITTEN RESEARCH REPORT

The essential components / contents / elements of a Marketing Research report are

(A) Table of Contents

The table of contents showing various topics and the relevant page numbers in the report
should be given for quick reference to any topic covered in the research report.

(B) Introduction
Introduction introduces the research report to the readers. The introduction part of the
report should be brief and should give the details on the following points:
(1) Letter of Transmittal: This letter indicates to whom the report is directed, the
reasons for undertaking the research work and the official authorization for the
research report. The purpose is to introduce the report with brief details when the
report is to be presented in person.
(2) Title Page: The title page is the first page and visible part of the report. It should be
made attractive, meaningful and agreeable to the readers. It should be simple and
dignified. The title page gives the following details:
(a) Subject of the report.
(b) Name of the client for whom the research project is being conducted.
(c) Name of the organization which is conducting the research work
(d) Dates of completion and submission of the report
(e) Identification mark such as job number, etc.
(3) Acknowledgments: If any material collected by other agency is used in the report,
the same should be acknowledged. Assistance received from outside individuals and
institutions should also be acknowledged with thanks. For such acknowledgements,
a special page should be introduced only next to index. Sometimes,
acknowledgements are given at the end i.e. before select bibliography.

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(4) Description of the Marketing Problem: The problem of research work should be
described clearly but in brief. The salient features should be noted for the
convenience of the readers. This enables the readers to understand subsequent pages
of the report.
(5) Purpose and Scope of Study: The basic purpose of study should be made clear in the
introductory part of the report. Scope of survey work should be made clear to the
readers. The marketing problem and how the present study can provide assistance for
solving the same should also be made clear at this stage.
(6) Methodology Used: A brief description of the methodology of research used should
be made clear. This relates to research design, data collection methods, sample design
and statistical techniques used.
(7) Summary of Major Findings: A summary of major findings of the research work
can be given in the introductory part or at the end of the report. Giving summary at
the beginning gives clear idea of research work to the readers before studying the
body of the report. Cross-indexing should be given along with the summary. This
summary should include findings, conclusions and recommendations.

(C) Body of the Research Report

It is the main part of the report and includes the following points
(i) Analysis of the Problem: Details of the problem, which is the subject matter of
research work should be given and the manner which the same is analyzed should be
noted. The purpose and objective of study should be made clear at this stage.
(ii) Methodology used for Analysis: In this part, detailed methodology and procedures
used while analyzing the marketing problem should be stated. The details of sources of
data, questionnaire prepared for the data collection, appointment of research staff,
training and remuneration of staff appointed, etc. should also be added.
(iii) Presentation of Findings and Limitations: Findings constitute the core part of the
body of the report. The findings section constitutes the "meat" of the report. Tables,
charts, graphs and other visual reproductions can be used for presenting the findings of
survey work conducted. The purpose of using visual devices is to make technical matters
simple for quick understanding. The findings should be made clear to the readers in
simple words and lucid style. This makes it easy for the readers to follow the
recommendations made in the report.
The report should also point out the main limitations of the research work reported
therein. No research study can be treated as perfect. There are many things, which the
researcher might have done differently if more time, money or technical assistance could
have been provided. Such limitations will enable the reader to understand how far the
results dependable.

(D) Conclusions
The conclusions are based upon the analysis and interpretation of data. The conclusions
must be based on facts and data actually collected. These may support or deny the
hypothesis upon which the investigation was conducted. Conclusions noted in the report
should be tested properly and finally approved by the researcher. Summary of the
conclusions should also be given for quick understanding of readers.

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Conclusions constitute the core part of the report as recommendations are based on the
conclusions drawn by the researcher.

(E) Recommendations
There may be separate chapter dealing with the recommendations Recommendations
constitute an essential aspect of reporting. The sponsoring organization expects the
researcher to offer some guidelines for solving the marketing problem under study. For
this, recommendations are useful since they are based on the conclusions drawn and are
given after the conclusions
They are useful for follow-up actions For this, the researcher needs adequate knowledge
of marketing situation, experience and maturity The recommendations should be arranged
in a logical order They should be drafted in simple words for quick understanding.
In brief, recommendations are essential in research reporting and the researcher should be
competent to make suitable recommendations to the sponsoring organization His job will
not be complete if they are not made after analyzing and interpreting the data collected
It may also be pointed out that it is debatable whether the research report should include
recommendations

(F) Appendices
Appendices constitute supplementary material to the report. They give supplementary
information, which also supports the body of the report. They are given after the
recommendations and are useful to readers as reference material. Appendices include
forms and questionnaire issued, maps, tables, charts and diagrams, technical details of
sample design, procedures and methodology of study, check-lists, other illustrative
material and glossary of terms used in the report There is no hard and fast rule as regards
appendices but should be given as and when possible as they support the contents of the
report

(G) References and Bibliography:

Sources of research, books/journals referred to while drafting the report are noted at the
end of the report Here, details of published material referred to by the researcher are also
recorded Most of the research reports contain a bibliography of the books, journals
reports, etc. used in the preparation of the report The bibliography should be arranged in
an alphabetical order Readers can refer to these references if they desire to go to the
original source of information

(H) Index:
Finally, an index showing various topics and the relevant page numbers in the report,
should be given for quick reference to any topic covered in the research report Index is
prepared subject wise and is given at the end for quick reference Index may be prepared
on alphabetic basis. An index may not be necessary if the report prepared is too short.