The Research Report

1
The Research Report

• Dr. John T. Drea
• Professor of Marketing
• Western Illinois University

2
Truths about the Research Report

• People would rather live with a problem they
  cannot solve than accept a solution they cannot
  understand. (Wentz 1979)
• Never use a long word when a short one will do.
• In general Tell them what you are going to say,
  say it, then tell them what you said.

3
Format for the Research Proposal

• Title Page
• Project Name
• Names of Group Members
• Course and Date
• Table of Contents
• Summary (should be stand-alone)
• Objectives/Why?
• Results
• Conclusions
• Recommendations

• Body of the Report
• Introduction
• Background
• Objectives
• Methodology (inc. sample)
• Results
• Limitations
• Conclusions and Recommendations
• Appendices

4
Information for the Appendix

• Data collection (survey) forms
• Tables and other calculations not included in the
  body of the paper (ex reliability and validity
  calculations would appear here)
• Coding procedures
• Bibliography
• Any other relevant support materials (comments
  from critical incident reports only if they form
  a pattern or if they are particularly insightful)

5
Choosing What to Cover

• The goal of the research is to guide management
  in solving a problem.
• The report and presentation should include the
  information and background necessary for
  management to solve the problem.
• Thus, in the body of the report/presentation,
  cover those items that are fundamental to
  understanding and solving the research question.

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The Research Report

• Follow the format
• Attention to detail is critical - no typos, poor
  quality printing.
• Watch your choices of words - see p. 1086 in
  Churchill for examples.
• Use charts and graphs whenever appropriate.
• Provide four (4) copies of your final report, and
  have these ready at the final presentation.

7
Presentation dos and don'ts

• Everyone in your team should have a speaking role
  in your presentation.
• Do introduce the members of the team at the
  start, indicate who will be presenting each
  section of the research, and identify the
  research question.
• Do cover the material relevant to solving the
  research question (covering the methodology is ok
  to give an understanding of how data was
  collected, but not reliability/validity data).
• Dont dwell on t-tests and F-ratios and
  Chi-squares - do dwell on what these mean for
  management.

8
Presentation dos and don'ts

• Do keep the emphasis on addressing the research
  question - dont get bogged down and spend 50 of
  your time talking about the sampling frame. You
  should spend most of your time reporting the
  result of your research and indicating their
  significance to management.

9
Presentation dos and don'ts

• Dont feel compelled to tell the audience
  everything you did as a part of this project -
  only what is relevant for management to solve the
  problem.
• Dont read your paper, and dont read from
  prepared notes.
• Be relaxed and professional - teach the material.
• Avoid the podium death grip and other
  distracting mannerisms.

10
Presentation dos and don'ts

• Do use PowerPoint, Macromedia Flash, or overhead
  transparencies to visually emphasize key points.
• Keep type faces large and legible.
• Remember Noahs Law 40 words or less (avoid
  flooding)
• If you use PowerPoint
• Dont allow the technology to distract from the
  message (excessive clip arts, audio sounds, etc.)
• Do practice with using the technology and be
  prepared to deliver your presentation..

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Presentation dos and don'ts

• Practice your presentations with each other.
• Critique each others presentations in a
  constructive manner.
• Watch for duplications in material covered - this
  should seem like one presentation, not 3-4
  separate presentations on a topic.