Mkt Ch 20

When it comes to the actual writing of the report, you should use short paragraphs and short sentences.

Don't be evasive or ambiguous Choose your words carefully

first draft

Don't expect your first draft to be satisfactory. - rewrite and severely edit the report several times Good reports tend to be concise

To communicate effectively

a written report must be complete, accurate, and clear.

Conclusions

are based on an interpretation of the results

recommendations

are suggestions about what managers should do next.

Review research windows 20.1 and 20.2

Review research windows 20.1 and 20.2

Research report outline

Using a good outline can help you achieve clarity, accuracy, and completeness in your report. the report format should be guided by the nature and needs of your audience

Recommendations

follow conclusions

Have a conclusions

for each research problem that motivated study

The written report

has a huge impact on whether the information generated by the research is actually used

Include following aspects of sampling plan in methods section

(1) explicit population definition, including unit of analysis (e.g., individuals, households, businesses); (2) sampling frame and its source; (3) type of sample drawn; (4) size of sample; and (5) response rate.

Outline example of research example

(A)Title page (B)Table of contents (C)Executive summary (D)Introduction (E)Method (F)Results ----Research Findings ----Limitations (G)Conclusions and recommendations (H)Appendices ---Copies of data collection forms ---Data collection forms with univariate results ---Codebook ---Technical appendix (if necessary) ---Exhibits not included in the body (if necessary) ---Data file for archival storage ---Bibliography

Executive Summary:

-Most important part of the report - only part that many executives will read -Contains most essential information -A good strategy when writing the executive summary is to think about what you would most want to communicate about the project if you had only 60 seconds to do so. -begins with a statement of who authorized the research and the specific research problems or hypotheses that guided it. -Next comes a brief statement about how the data were collected, including the response rate. -The most important results obtained are include next, followed by conclusions

Method

-One of the most difficult sections to write -provide enough information so that readers can appreciate the research design, data collection methods, sampling procedures, and analysis techniques that were used—but you don't want to bore or overwhelm the reader. ---Don't include technical jargon -What type is research is used (exploratory, descriptive, or casual) -present the method and results of the stages sequentially. -Also specify is research is based of secondary or primary data -If primary - (are they observed or questionaries - how was it administered) -At a minimum, you need to include the following aspects of the sampling plan in the methods section: (1) explicit population definition, including unit of analysis (e.g., individuals, households, businesses); (2) sampling frame and its source; (3) type of sample drawn; (4) size of sample; and (5) response rate.

Appendices

-contain material that is too complex, too detailed, too specialized, or not absolutely necessary for the text -Copy of questionnaire or observation data -Detailed calculations for sample size or test statistics -good idea to compute univariate results for each of the measures in the study and include them on a second copy of the data collection form -include a bibliography -we suggest that you also include a copy of the codebook along with the actual data file containing the raw data of the project

Table of Contacts:

-lists the headings and subheadings of the report, with page references. -might also include tables and figures and the pages on which they will be found.

The Written Report

-only one thing really matters with written research reports—how well they communicate with the reader. -Should be tailor made to the readers, paying attention to their technical sophistication, their interest in the subject area, the circumstances under which they will read the report, and how they are likely to use it. -Some readers understand technical issues—and some don't.

Results

-presents the findings of the study in some detail, often including supporting tables and figures. -Make up bulk of the report -results need to address the specific research problems posed and must be presented with some logical structure. -Think about how to best organized results --One effective approach is to organize the results section around the questions to be answered by the research. -Tables and figures are sometimes more effective than plain text for communicating results. - but they can't replace text completely --Should be easy to understand and focused on a single issue -after results, include a short section that highlights any limitations.

Introduction

-provides the background information readers need to appreciate the discussion in the remainder of the report. -should always state the specific research problems being addressed by the research (and include hypotheses where appropriate). -best place to define unfamiliar terms or terms that are used in a specific way in the report

Title Page

-shows the subject/title of the report; the name of the organization, department, or individual for whom the report was written; the name of the organization, department, or individual submitting it; and the date. -especially important to include the name and contact information of the researcher responsible for the project.

Clarity Characteristics

Clarity comes from clear and logical thinking and precision of expression. -The first, and most important, rule is that the report be well organized. --first clarify for yourself the purpose of your report and how you intend to accomplish writing it --Make an outline of major points --Put the pijnts in logical order and place supporting details in their proper position --Tell the reader what you are going to cover in the report and then do what you said you were going to do.

Clarity

The degree to which the phrasing in the report is precise.

Accuracy

The degree to which the reasoning in the report is logical and the information correct. -wise idea to ask several people to review the report for accuracy before it's sent to managers

Complete:

The degree to which the report provides all the information readers need in language they understand. -This means that you must continually ask whether every question in the original assignment has been addressed -A written report must be complete, without being too complete. - determine what really matters - think carefully about the reader

with discovery oriented research

recommendations are less straightforward

With strategy-oriented research,

recommendations should be straightforward

If the study does not provide enough evidence to draw a conclusion about a research problem,

you need to make that clear.