Research results can be reported in a variety of formats: memos, infographics, slide presentations, or formally written reports. When deciding on a format, above all else, consider the audience. If the audience is the CEO, a high-level executive summary with visuals may be appropriate. A manager may want to see more detailed data and breakdowns. Some audiences may require a formal report, while others may prefer a one-page infographic. Researchers should prepare to design research reports tailored to a specific audience. This may mean creating multiple reports geared toward varied audiences.
However, whatever the format, researchers should strive to include each of the following components in some capacity:
Purpose
Methodology
Respondent Profile
Executive Summary
Detailed Findings
Appendices (survey instruments and respondent comments)
Step 1: Find Real-world Examples
Locate a market research report example. University or college library resources and databases are suggested places to start. While news articles featuring research results can be accepted, medical research or social research reports should be avoided. Instead, focus on reports that result in a marketing or business decision.
Step 2: Evaluate the Research Report
Walk through your example by posting in the discussion board and evaluate the components of the report by comparing them to the best practices in the textbook:
Purpose
Methodology
Respondent Profile
Executive Summary
Detailed Findings
Appendices (survey instruments and respondent comments)
During your analysis, address the following:
Is the presented data primary or secondary and is it qualitative or quantitative?
If differences or components are not addressed, why is that?
Who is the main audience for the report? Is the report format appropriately geared toward the main audience? How?
What is communicated effectively through the report?
Where are opportunities for improvement?
Do the visuals in the report adequately communicate the data? Why or why not?