The format is very important when writing a marketing research report because The quality of the entire project can be evaluated based on the quality of the report & presentation.
The followings are steps for writing a marketing research report:
Most research report includes the following elements:
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
- Major findings
x) Problem definition
- Background to the problem
- Statement of the problem
xi) Approach to the problem
xii) Research design
- Type of research design
- Information needs
- Data collection from secondary sources
- Data collection from primary sources
- Scaling techniques
- Questionnaire development and pretesting
- Sampling techniques
xiii) Data analysis
- Plan of data analysis
xv) Limitations and caveats
xvi) Conclusions and recommendations
- Questionnaires and forms
- Statistical output
Its not mandatory that all should be present in a paper but these are the basic elements that may present in a research report
Writing a market research report is an essential part of planning a business and serves as an organized way to collect and document information about your market or prospective customers. Your writing should be concise, but thorough – getting to the point, while omitting no information. If the market research report is not properly delivered, it renders the research a waste of time.
Review your research data and analysis to ensure that it is complete. Most market research involves compiling information about the needs and desires of customers through surveys, focus groups, competitor statistics and financial trends. Even if you didn't use focus groups, participants should be grouped into relevant categories, such as age, sex, income, education or profession.
Create a title page. Include the title of the report, client names, business name and author names. The title page should look clean, professional and aesthetically pleasing.
Attach a table of contents. It will serve as a useful tool so clients can skip to areas of interest without having to read the entire report.
Summarize the report in the executive summary. The executive summary is a one- or two-page explanation of business information in your market research report, according to a report from the Bryant University website. This allows your readers to receive the gist of the report without reading the entire thing, especially during presentations and meetings.
Write an introduction, which addresses background information, function of the business, target audience and objectives of the business. The introduction should be about one page.
Write the qualitative research section of the body. This section outlines the focus group research step and the questions answered. Describe the participants in the research, their needs, conclusions and how they affect your business.
Write the survey research section of the body. This section should include what questions were asked in surveys, who took the surveys (broken down by groups), the answers to the questions and how they affect your business.
Summarize the types of data used in drawing conclusions. Include why you chose the research methods you did, how they helped you and how they will affect the business.
Share your findings based on your research. Reveal all concrete conclusions discovered during the research. Explain these conclusions in-depth in a clear presentation format.
State your conclusions and call the reader to action. Your conclusions should be stated in broad form and directly address results found in your research. Never draw conclusions your findings do not directly support.
About the Author
Mitchell Holt has a bachelor's degree in print journalism from Abilene Christian University and has been freelancing since 2009 with work published in various newspapers and magazines like "BostonNOW" and "The Abilene Reporter-News." Holt also writes sales copy for small businesses. His clients include The Kyle David Group, ITNewton, 18 Vodka, RoboQuote and more.
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