The document outlines the proper format and components for a research report, including sections for the executive summary, problem definition, methodology, results, conclusions and recommendations. It provides guidelines for effective visual elements like tables, graphs and flow charts. It also discusses best practices for oral presentation of the research and how readers should evaluate a research report.
The document outlines the proper format and components for a research report, including sections for the executive summary, problem definition, methodology, results, conclusions and recommendations. It provides guidelines for effective visual elements like tables, graphs and flow charts. It also discusses best practices for oral presentation of the research and how readers should evaluate a research report.
The document outlines the proper format and components for a research report, including sections for the executive summary, problem definition, methodology, results, conclusions and recommendations. It provides guidelines for effective visual elements like tables, graphs and flow charts. It also discusses best practices for oral presentation of the research and how readers should evaluate a research report.
The document outlines the proper format and components for a research report, including sections for the executive summary, problem definition, methodology, results, conclusions and recommendations. It provides guidelines for effective visual elements like tables, graphs and flow charts. It also discusses best practices for oral presentation of the research and how readers should evaluate a research report.
Download as PPTX, PDF, TXT or read online from Scribd
Download as pptx, pdf, or txt
You are on page 1/ 25
RMM-Module-VI
Prepared By: Dr. Archana Sarkar
The Report Preparation and Presentation Process
The Report Preparation and
Presentation Process Report Format (1 of 3) I. Title page II. Letter of transmittal III. Letter of authorization IV. Table of contents V. List of tables VI. List of graphs VII. List of appendices VIII. List of exhibits IX. Executive summary a. Major findings b. Conclusions c. Recommendations Report Format (2 of 3) X. Problem definition a. Background to the problem b. Statement of the problem XI. Approach to the problem XII. Research design a. Type of research design b. Information needs c. Data collection from secondary sources d. Data collection from primary sources e. Scaling techniques f. Questionnaire development and pretesting g. Sampling techniques h. Fieldwork Report Format (3 of 3) XIII. Data analysis a. Methodology b. Plan of data analysis XIV. Results XV. Limitations and caveats XVI. Conclusions and recommendations XVII. Exhibits a. Questionnaires and forms b. Statistical output c. Lists Report Writing • Readers. A report should be written for a specific reader or readers: the marketing managers who will use the results. • Easy to follow. The report should be easy to follow. It should be structured logically and written clearly. • Presentable and professional appearance. The look of a report is important. • Objective. Objectivity is a virtue that should guide report writing. The rule is, "Tell it like it is." • Reinforce text with tables and graphs. It is important to reinforce key information in the text with tables, graphs, pictures, maps, and other visual devices. • Terse. A report should be terse and concise. Yet, brevity should not be achieved at the expense of completeness. Guidelines for Tables (1 of 2) • Title and number. Every table should have a number (1a) and title (1b). • Arrangement of data items. The arrangement of data items in a table should emphasize the most significant aspect of the data. • Basis of measurement. The basis or unit of measurement should be clearly stated (3a). • Leaders, rulings, spaces. Leaders, dots or hyphens used to lead the eye horizontally, impart uniformity and improve readability (4a). Instead of ruling the table horizontally or vertically, white spaces (4b) are used to set off data items. Skipping lines after different sections of the data can also assist the eye. Horizontal rules (4c) are often used after the headings. Guidelines for Tables (2 of 2) • Explanations and comments: Headings, stubs, and footnotes. Designations placed over the vertical columns are called headings (5a). Designations placed in the left-hand column are called stubs (5b). Information that cannot be incorporated in the table should be explained by footnotes (5c). • Sources of the data. If the data contained in the table are secondary, the source of data should be cited (6a). Guidelines for Graphs: Round or Pie Charts • In a pie chart, the area of each section, as a percentage of the total area of the circle, reflects the percentage associated with the value of a specific variable. • A pie chart is not useful for displaying relationships over time or relationships among several variables. • As a general guideline, a pie chart should not require more than seven sections. Pie Chart of October 2016 U.S. Auto Sales Pie Chart of Motor Vehicle Unit Retail Sales USA by Category (October 2016) Guidelines for Graphs: Line Charts (1 of 2) • A line chart connects a series of data points using continuous lines. • This is an attractive way of illustrating trends and changes over time. • Several series can be compared on the same chart, and forecasts, interpolations, and extrapolations can be shown. Line Chart of U.S. Auto Sales by Category Line Chart of Motor Vehicle Unit Retail Sales USA by Category (June–October 2016) Guidelines for Graphs: Line Charts (2 of 2) • A stratum chart is a set of line charts in which the data are successively aggregated over the series. • Areas between the line charts display the magnitudes of the relevant variables. Stratum Chart of U.S. Auto Sales Stratum Chart of Motor Vehicle Unit Retail Sales USA by Category (June–October 2016) Guidelines for Graphs: Pictographs • A pictograph uses small pictures or symbols to display the data. • Pictographs do not depict results precisely. Hence, caution should be exercised when using them. Pictograph for October 2016 U.S. Auto Sales Pictograph of Motor Vehicle Unit Retail Sales USA by Category (October 2016) Guidelines for Graphs: Histograms and Bar Charts • A bar chart displays data in various bars that may be positioned horizontally or vertically.
• The histogram is a vertical bar chart in which the height of the bars represents the relative or cumulative frequency of occurrence of a specific variable. Histogram of October 2016 U.S. Auto Sales Histogram of Motor Vehicle Unit Retail Sales USA by Category (October 2016) Guidelines for Graphs: Schematic Figures and Flow Charts
• Schematic figures and flow charts take on a number of different
forms. They can be used to display the steps or components of a process Example of flow chart Oral Presentation (1 of 2) • The key to an effective presentation is preparation. • A written script or detailed outline should be prepared following the format of the written report. • The presentation must be geared to the audience. • The presentation should be rehearsed several times before it is made to the management. • Visual aids, such as tables and graphs, should be displayed with a variety of media. • It is important to maintain eye contact and interact with the audience during the presentation. Oral Presentation (2 of 2) • Filler words like "uh," "y'know," and "all right," should not be used. • The "Tell 'Em" principle is effective for structuring a presentation. • Another useful guideline is the "KISS 'Em" principle, which states: Keep It Simple and Straightforward (hence the acronym KISS). • Body language should be employed. • The speaker should vary the volume, pitch, voice quality, articulation, and rate while speaking. • The presentation should terminate with a strong closing. Reading the Research Report (1 of 2) • Addresses the Problem – The problem being addressed should be clearly identified and the relevant background information provided. • The research design should be clearly described in non-technical terms. • Execution of the Research Procedures – The reader should pay special attention to the manner in which the research procedures were executed. • Numbers and statistics reported in tables and graphs should be examined carefully by the reader. Reading the Research Report (2 of 2) • Interpretation and Conclusions – The interpretation of the basic results should be differentiated from the results per se. Any conclusions or recommendations made without a specification of the underlying assumptions or limitations should be treated cautiously by the reader. • Generalizability – It is the responsibility of the researcher to provide evidence regarding the reliability, validity, and generalizability of the findings. • Disclosure – The reader should carefully examine whether the spirit in which the report was written indicates an honest and complete disclosure of the research procedures and results. Research Follow-up • Assisting the Client – The researcher should answer questions that may arise and help the client to implement the findings.
• Evaluation of the Research Project – Every research project provides
an opportunity for learning and the researcher should critically evaluate the entire project to obtain new insights and knowledge.
