Oral

Problem definition,
approach, research design

and fieldwork
Data analysis
Interpretation, conclusion,
and recommendations
Report preparation
Oral presentation
Reading of the report by

the client
Research follow-up
The process begins by interpreting the results of data analysis in the light of the
marketing research problem, approach, research design and fieldwork.
Instead of merely summarising the quantitative and/or qualitative analyses, the
researcher should present the findings in such a way that they can be used directly as
input into decision-making.
Wherever appropriate, conclusions should be drawn and recommendations made.
The researcher should aim to make their recommendations actionable.
Before writing the report, the researcher should discuss the major findings,
conclusions and recommendations with the key decision-makers.
These discussions play a major role in ensuring that the report meets the client’s
needs and is ultimately accepted.
These discussions should confirm specific dates for the delivery of the written report
and other data.
The entire marketing research project should be summarised in a single
written report or in several reports addressed to different readers.
Generally, an oral presentation supplements the written documents. The
client should be given an opportunity to read the report.
After that, the researcher should take necessary follow-up actions.
The researcher should assist the client in understanding the report, help
in interpretations of the findings that can affect their implementation,
offer to undertake further research and reflect upon the research process
to evaluate its overall worth.
Report format
• Report formats are likely to vary with the researcher or the marketing
research firm conducting the project, the client for whom the project
is being conducted, and the nature of the project itself.
• Hence, the following is intended as a guideline from which the
researcher can develop a format for the research project at hand.
Most research reports include the following elements:
• Submission letter
• Title page
• 3.Table of contents
• Main sections
• List of tables
• List of graphs
• List of appendices
• List of exhibits
•
• Executive summary
• Summary of prime objectives
• Major findings
• Conclusions and recommendations
• Problem definition
• Background to the problem
• Statement of the marketing problem
• Statement of the research objectives – information needs
• Approach to the problem and research design
• Type of research design
• Data collection from secondary sources
• Data collection from primary sources
• Data analysis
• Research design
• Plan of data analysis and means of interpreting results
• Results
• Conclusions and recommendations
• Limitations and caveats
• Appendices
• Letter of authorisation
• Questionnaire development and pre-testing
• Questionnaires, forms, interview guides
• Sampling techniques, including error and confidence levels
• Fieldwork
• Lists including contact individuals and organisations
The results may be presented in several chapters of the report.
For example, in a national survey, data analysis may be conducted for
the overall sample and then the data for each geographic region may
be analyzed separately.
If so, the results from each analysis may be presented in a separate
chapter.
• Submission letter. A formal report generally contains a letter of submission
that delivers the report to the client and summarises the researcher’s
overall experience with the project, without mentioning the findings.
• The letter should also identify the need for further action on the part of the
client, such as implementation of the findings or further research that
should be undertaken.

• Title page. The title page should include the title of the report, information
(name, address and telephone number) about the researcher or
organization conducting the research, the name of the client for whom the
report was prepared, and the date of release.
• The title should encapsulate the nature of the project with a tone that is
meaningful to the target managers, not one of technical ‘research-speak’.
• Table of contents. The table of contents should list the topics covered and the
appropriate page numbers.
• In most reports, only the major headings and subheadings are included. The table of
contents is followed by a list of tables, a list of graphs, a list of appendices and a list of
exhibits.
• Executive summary. The executive summary is an extremely important part of the

report, because this is often the only portion of the report that executives read.
• The summary should concisely describe the problem, approach and research design that
were adopted.
• A summary section should be devoted to the major results, conclusions and
recommendations. The executive summary should be written after the rest of the report.
• Problem definition. The problem definition section of the report gives
the background to the problem.
• This part summarises elements of the marketing and research
problem diagnosis.
• Key elements of any discussions with decision makers, industry
experts and initial secondary data analyses are presented.
• Having set this context for the whole project, a clear statement of the
management decision problem(s) and the marketing research
problem(s) should be presented.
Data analysis. The section on data analysis, be it quantitative or
qualitative, should describe the plan of data analysis and justify the
data analysis strategy and techniques used.
The techniques used for analysis should be described in simple, non-
technical terms, with examples to guide the reader through the
interpretations.

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Problem definition,

approach, research design

Reading of the report by

• Executive summary. The executive summary is an extremely important part of the

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