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24 Cards in this Set
- Front
- Back
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Research Report
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-#1 matter: how well they communicate with the reader
-dont use big technical language -to communicate effectively the report must be: COMPLETE, ACCURATE, CLEAR, CONCISE |
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COMPLETE
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The degree to which the report provides all the information the reader needs in the language they understand
-must be complete without being too complete. include all relevant info but including too much information will quickly detract from the usability of the report |
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ACCURACY
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The degree to which the reasoning in the report is logical and the information correct.
-examples of inaccuracies: 1. Simple errors in addition or subtraction 2. confusion between percentages and percentage points 3. Inaccuracy caused by grammatical errors 4. Confused terminology resulting in faulty conclusions |
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CLARITY
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-the degree to which the phrasing in the report is precise
-one of the most difficult standards to achieve -The report should be well organized -use short paragraphs and short sentences |
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CONCISENESS
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-the degree to which the writing in the report is crisp and direct
-be selective about what is included -says everything that needs to be said with the minimum number of words |
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Title Page
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-subject/title of the report
-name of the organization, department, or individual for whom the report was written -the name of the organization or individual submitting it -the date -name and contact information of the researcher responsible for the project |
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Table of Contents
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Lists of headings and subheadings of the report with page references
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Executive Summary
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-MOST IMPORTANT part of the report (contains the most essential information in the report)
-no longer than 1 page -contains necessary background information as well as the important results and conclusions -statement of who authorized the research and the hypotheses that guided it -how data was collected, including the response rate -key results (in bullet format), conclusions (maybe recommendations- if the managers want to see that) |
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Introduction
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-Provides the background info readers need to appreciate the discussion in the remainder of the report
-defines unfamiliar terms later seen in the report -states the specific research problems being addressed by the research -each of the research problems (and hypotheses where appropriate) should be explicitly stated |
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Mehodology
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-don't bore the reader. Technical jargon should not be used
-was the research exploratory, descriptive or causal? -results based on primary or secondary data? -at a minimum, researcher should answer: -how was the population defined? -what sampling units were used? -how was the list of sampling units generated? -Were any difficulties experienced in contacting designated sample elements? -Was a probability or non probability sampling plan used? -In other words: What was done? How was it done? Why was it done? |
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Results
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-Results need to address the specific problems posed and must be presented with some logical structure
-Organize results to provide information and answers the addressed issues -Includes supporting tables and figures -more complex exhibits should appear in the technical appendix |
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Limitations
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-impossible to conduct a "perfect" study- every one has limitations
-Gives researcher credibility and allows researcher to state how these limitations might bias the results -Discuss the sources on non-sampling error and the suspected direction of their biases |
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Conclusions and Recommendations
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Conclusions: are based on the results
Recommendations: suggestions as to appropriate future action -link research problems and conclusions so closely that the reader can turn directly to the conclusions to find a specific conclusion for each objective -Recommendations are very straightforward for strategy oriented research and less straightforward for discovery oriented research |
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Appendices
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-Copies of data collection forms
-Codebook -Technical appendix -Exhibits not included in the body -Body file for archival storage -Bibliography |
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The Oral Report
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The exceptional presenter is:
-organized, passionate, engaging, natural -understands their audience and practices |
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Preparing the Oral Report
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-know your audience
-executive want to hear and see what the information means to them as managers of marketing activities -keep visuals simple so that they can be understood at a glance |
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Delivering the oral report
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-know your stuff
-know your audience -honor the time limit set for the meeting. Allow for questions and further discussion |
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Pie Chart
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A circle representing a total quantity and divided into sectors, with each sector showing the size of the segment in relation to the total.
-No more than 6 slices should be generated -no decimals |
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Line chart
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A two-dimensional chart constructed on graph paper with the x-axis representing one variable (typically time) and the y-axis representing another variable
-use this chart for changes over time |
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Stratus Chart (aka Stacked Line Chart
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-A set of line charts in which quantities are aggregated or a total is disaggregated so that the distance between two lines represents the amount of some variable
-shows relative emphasis by SECTOR and change in relative emphasis OVER TIME |
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Bar Chart
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-a chart in which the relative lengths of the bars show relative amounts of variables or objects
-can be horizontal or vertical -when time is a variable, use vertical form |
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Pictograms
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a bar chart in which pictures represent amounts. Carful, they are especially susceptible to perceptual distortions.
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Group-bar chart
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-can be used to capture the change in two or more series through time
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Divided-bar chart/stacked-bar chart
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equivalent to the stratum chart-shows both total and relative expenditures through time
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