Research Reporting

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Chapter 14 Research Reporting
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Chapter Objectives

• Understand the contents and structure of a
  business research report
• Tailor the report format to meet the needs of
• different types of research (basic and applied)
• different research goals that need reports of
  varying lengths
• different audiences
• Write good business research reports
• Identify the components of, and make, a good oral
  presentation

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The Business Research Process Research Reporting
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The Written Report

• The written report enables the manager to weigh
  the facts and arguments presented therein and
  implement the acceptable recommendations, with a
  view to closing the gap between the existing
  state of affairs and the desired state.

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Written Report Issues

• The written report and its purpose
• The written report and its audience
• Characteristics of a well-written report
• Contents of the research report

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The Written Report and its Purpose

• offer details on some specific factors requested
  by a manager
• the report can be very narrowly focused and
  provide the desired information to the manager in
  a brief format
• intended to sell an idea to management
• then it has to be more detailed and convincing
• where a manager asks for several alternative
  solutions or recommendations to rectify a problem
  
• researcher provides requested information and
  manager chooses from among alternatives and makes
  final decision.
• might require the researcher to identify the
  problem and provide the final solution as well
• more scholarly publication presenting the
  findings of a basic or applied study

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The Written Report and its Audience

• The organisation of a report, its length, focus
  on details, data presentation and illustrations,
  will in part be a function of the audience for
  whom it is intended.

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Characteristics of a Well-Written Report

• Accuracy, Brevity Clarity!
• Remove unnecesary technical or statistical jargon
• Assumptions should be clearly stated
• Eliminate grammatical and spelling errors
• Organise in a manner that enhances meaningful and
  smooth flow of materials
• Appropriate headings and subheadings
• A one-and-a-half- or double-spaced, typed report
• The importance of the appearance of the report
  and its readability cannot be overemphasised!!

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Contents of the Research Report

• Title page
• Table of contents
• Authorisation letter
• Executive Summary (Synopsis or Abstract)
• Introductory section
• Method section
• Analysis and Results (incl. tables, graphs,
  charts)
• Discussion and Implications
• Conclusions and Recommendations
• Acknowledgements
• References (or Bibliography)
• Appendices

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Example Title Page

• Attitudes Towards Reclassifying Academic Titles
  in New Zealand Universities
• Prepared for
• Nick Park, AUS Academic Vice-President,
• Association of University Staff of New Zealand
  (Inc.), PO Box 11767, Wellington
• Prepared by
• Bob Cavana, Rob Crozier Perumal Pillai
• Victoria University of Wellington, PO Box 600,
  Wellington
• December 1994

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Executive Summary

• Brief overview highlights (usually lt 3 pages)
• Problem statement
• Sampling design
• Data collection methods
• Results and main findings
• Conclusions recommendations
• Suggestions for their implementation

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Introduction
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Method
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Analysis
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Results and Discussion
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Graphical Example Bar Chart of Staff
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Graphical Example Doughnut Chart of Staff
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Graphical Example Line Chart of Age
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Conclusions

• Summary and conclusions
• Limitations of the study
• Recommendations

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Oral Presentation

• Planning the presentation
• Important information to be emphasised
• Time management
• Slides, overheads, charts, handouts
• Presenter aspects
• Dress
• Voice modulation
• Enthusiasm excitement
• Sensitivity to audience
• Handling questions
• Medium
• Integrated multi-media?

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