Research Methodology

1. Meaning of Report Writing:
⮚ Report Writing is the last activity of the research process.
⮚ After finalizing, conclusions and recommendations, the
researcher has to communicate the details of his research
work in the form of a summary document called research
report.
⮚ Research report is a formal systematic statement on the
investigation in any matter of problem.
⮚ It is the final outcome of the research project undertaken.
⮚ The purpose of reporting is to supply useful information for
policy decisions on the part of the management.

2. Definition of a Report:
❑ According to American Marketing
Society, the purpose of report is
“to convey to the interested persons
the whole result of the study in
sufficient detail and so arranged as to
enable each reader to comprehend
the data and determine for himself
the validity of conclusions.”

3. Characteristics/Features of Research
Report:
❑ A complete, compact, systematic and self-explanatory
document
❑ Useful for solving marketing/business problem
❑ Prepared as per the standard format available
❑ Submitted by the researcher to the sponsoring agency
❑ Useful to sponsoring agency for introduction of
remedial/follow-up measures
❑ Needs detailed scrutiny
❑ Different types of reports
❑ Acts as a line of communication between researcher and the
sponsoring agency
❑ Acts as a permanent record
❑ Speaks about the calibre of research team and researcher

4. Advantages/Functions/Importance of
Research Report:
❖ Presents data, conclusions and recommendations in an
organised form
❖ Reflects quality of research work
❖ Facilitates policy decisions and follow-up measures
❖ Acts as a document of permanent record
❖ Acts as a base of follow-up measures
❖ Gives publicity to research work
❖ Management’s action on report indicates its practical utility
❖ Acts as a communication channel
❖ Miscellaneous functions/advantages of research report writing

5. Structure of Research Report:
(Layout/Components/Contents of Research Report)
A. Introduction
B. Main Body of the
Report
C. Conclusions and
Recommendations
D. Appendices

6. A) Introduction:
❑ Title of the Report
❑ Letter of Transmittal
❑ Title Page
❑ Index of Contents
❑ Acknowledgements
❑ Description of the Marketing Problem
❑ Purpose and Scope of the Study
❑ Review of Literature
❑ Research Methodology
❑ Summary of Major Findings

7. B) Main Body of the Research Report:
❑ Analysis of the Problem
❑ Methodology used for
Analysis
❑ Presentation of Findings
and Limitations

8. C) Conclusions:
❑ The conclusions are based upon the analysis and
interpretation of data.
❑ Conclusions constitute the core part of the
report as recommendations are based on the
conclusions drawn by the researcher.
❑ A researcher has to use his knowledge,
experience and maturity while drawing
conclusions which must be fair, logical and
practical.

9. D) Recommendations:
❑ Recommendations constitute an
essential aspect of reporting.
❑ Sponsoring organization is interested in
the recommendations.
❑ At the end of the report, there should
be signature of the researcher with
date.

10. E) Appendices/Annexes:
❑ 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.

11. F) Footnotes and Bibliography in Research
Report:
❑ The footnote is found at the bottom of the
page, and is referenced through a superscript
number within the main body of the report.
❑ The bibliography page is the last section of the
report and includes the full citation information
for any source cited or referenced throughout
the report.
❑ It relates to books, reports, journals etc. used
while drafting the report.

12. G) Index and Glossary:
❑ 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.
❑ Glossary contains meanings and
definitions of difficult words or terms
used in the report.

13. H) A Note on Review of Literature in
Research:
❑ Normally, a researcher gives details of review of
literature in research in the introductory
part/section of his research report.
❑ It suggests the relevance of present research
project with previous one.
❑ A literature reviewis a comprehensive summary
of previous research on a specific topic.
❑ It surveys scholarly articles, books and other
sources relevant to a particular area of research.

15. SST College of Arts & Commerce
Subject: Research Methodology
Topic: Research Report
Unit: 5 (Part II)
Class: TYBCBI
- Asst. Professor Manju Jhuriani

16. 1) Oral
Report
2) Written
Report
1) Report for Publication
2) Report for Executives
(also called Popular
Report)
3) Report for Detailed
Study (Technical Report)
1) Interim Report
2) Summary Report
3) Research
Abstract
4) Research Article

17. Steps in Research Report Writing:
⮚ Planning for Writing Research Report
⮚ Deciding the Target Audience
⮚ Selecting Suitable Format
⮚ Logical Arrangement
⮚ Drafting and Redrafting of the Report
⮚ Approval of the Report
⮚ Printing and Binding of Report
⮚ Submission of Report
⮚ Feedback of Research Report

18. Thank You!

19. Essentials/Characteristics of a Good
Research Report:
❖ Firm Foundation
❖ Effective Organisation
❖ Suitable/Proper Framework
❖ Tailored to Suit Needs of Readers
❖ Informative, concise, compact, accurate and reliable document
❖ Clarity
❖ Objectivity
❖ Logical and attractive arrangement of facts
❖ Use of Visual Devices
❖ Secrecy
❖ References
❖ Impersonal Style
❖ Attractive Graphic Presentation

20. Guidelines For Good/Impressive
Report Writing:
▪ Based on sound foundation and
detailed study of the problem
▪ Recommendations as per
conclusions drawn
▪ Simple and lucid style of writing
▪ As per well planned framework
▪ Due consideration to readers
▪ Brief and compact
▪ Adequate attention to editorial,
presentation and physical
appearance
▪ Attractive and persuasive
presentation
▪ Accuracy in report writing
▪ Effective organisation of the
report
Selectivity in presentation
▪ Attention to the needs of
sponsoring organisation
▪ Inclusion of essential elements in
the report
▪ Read, think, plan, write and re-
write