Aim: The aim of this assessment is to provide an in-depth analytical report of the marketing research undertaken.Instructions:1.Prepare a report2.Complete a spell check and grammar check prior to submission.3.Keep back-ups of your work.4.The research problem, objectives, results, discussion, conclusion, and recommendations must follow on from each other. In this way, the results reflect the objectives, the discussion is a logical extension of the results, and the conclusion and recommendations are consistent with the discussion.
The following is a guide to the structure of the report.
1.Title pageIncludes project title, client/company name, research team members (consulting team name required), supervisor, date, and subject information.
2.Table of contentsThis may include a list of tables, figures, graphs.
3.Executive summaryThe executive summary is a miniature version of the report. The executive summary sums up each section so the reader can grasp the contents without needing to read the whole report.
4.IntroductionA brief description of the business/background leading to the issue or problem to be addressed. The section clearly and concisely sets the context of the research required.
5.Research problem and research objectives
6.Research methodsThis section details what was done and why.Research design: State and provide support for the selected research design.Sampling plan: Detail the sampling method, sample size (required and actual), and how potential participants were recruited.
Data collection: How the questionnaire was developed, tested, and piloted, what were the key variables, and how they were measured.Data analysis: Detail on what analysis was undertaken and how data was treated.
7.ResultsProfile of respondents.Results addressing each research objective.Use the research objectives to provide structure for this section.Use of tables, graphs, charts where appropriate to display results.
8.DiscussionIt is very important to interpret results in the context of the research problem and the literature.Include any major limitations as a subheading. Limitations may include timing, sampling, data collection. Most importantly, how do these limitations impact interpretation of results?
9.ConclusionsA summary of the key pointsWhat do you want the reader to remember if the forget everything else in the report?
10.RecommendationsBased on knowledge gained from undertaking the study, recommend approaches to the client they can consider will assist in addressing the research problem.
11.References (APA style with appropriate in-text citations).
12.AppendicesContains ‘nice-to-know’ information, not ‘need-to-know’ information (which should be in the body of the report).Contains detailed informationA full set of results for some questions may not be included in the body of the report so these results should be reported in the appendix.
Useful information:Guidelines for the written report:Use headings and subheadings in the reportVisuals are essential – tables, figure, graphs. Refer to visuals by number: ‘… as shown in Figure 1.’ Each visual must be numbered and titled, and placed close to the paragraph it is first referenced.The report should be written as an A4 document, font size 12 point, using any type of font (e.g. Times New Roman, Calibri, etc.), with 1.5 line, 2.5 cm margins and justified text.Use strong verbs to carry the meaning of the sentence. Instead of ‘making a recommendation’, ‘recommend’; instead of ‘performing an investigation’, ‘investigate’.Eliminate extra words. A concisely written report is required. Edit carefully to get to the final report. Allow time to rearrange, rewrite, and proof-read the report.