Report preparation and presentation

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Focus on the marketing decision
It cann't be emphasized enough how important it is to keep the management decision problem and the marketing research problem in clear focus as the research report is being developed.Most practioners of marketing research would say they agree with this statement,or would even argue that it is self-evident.However productively to a business decision is that this principle is forgotten sometime after the initial research planning meeting.
Inexperienced researchers often become engrossed in issues relating to the'scicnece' or marketing research methodology during the research design phase and lose touch with the basic process an dcriteria by which the decision-maker will act.That orientation then usually carriers through to the report and presentation.As researchers gain more experience,they typically spend more time during the problem definition stage sitting down with decision-makers and trying to understand the criteria by which they make decisions.
The report and presentation should reflect this clear focus in the management decision problem and in the variables that are relevant to it.Frequently,researchers fell compelled to dicuss at length every variable that was addressed in the research,regardless of whether it contributed insight or not,simply for the sake of 'completeness'.In many cases,some of the issues and variables in the research design are not helpful.They should either be left out of the reprot and presentation or relegated ot an appendix.
To maintain this kind of discipline,a XXXXXX principles should be applied to everything you put in the report and presentation.Consider that you are XXXXXX a presentation to senior management,and one of them asks you the following:'Now that you're told me that fact,how od you propose that I use it in XXXXXX this decision?'If you can't answer that question,that particular fact shouldn't be included in the presentation.
Use a hierarchical approach to the reprot writing
It is difficult to overemphasize the important of brevity and nontechnical language in the reprot,if the researcher truly wants the study to have a meaningful impact on real decision-maker.At the same time,however,the researcher wants to show that a complete job was done,that every angel to the issue was explored,and that proper statistical and analytical methods were used.
A report writing format that works well is one with a three part structure,the first page or two(no more) should be a concise executive summary designed for quick reading by senior management.This summary can include references to sections or report where more detail can be found.The reader can then decide whether to obtain more information on that particular point.
The executive summary is designed for senior management.The second section,a more detailed reprot of fingdings and conditions,is typically geared to middle managers:brand managers,advertising managers,advertising directors.This section should assume the format of a traditional report,including graphs and charts.However,this section should not include detailed,technical explanations about the analytical issues in the research.Those should be relegated to the 3rd part,a set of appendices at the end of the report.Again,the body of the report should include cross-references to the appropriate appendix.For example,statistical design and technical analysis issue or details relating to the sample design should be coverd in the appendices.There should be a management-oriented explanation of the research design and methodology in the main body of the report.Just save the technical language for the appendices.
This three-part format,together with a clear focus on the management decision problem and the marketing research problem,will help the researcher prepare a coherent and meaningful report.Such a report will lend itself to a sound rpesentation,which,in combination with the report,will provide the client with a solid base for XXXXXX management decisions.