Standard format for writing a Marketing

Research Report

The format is very important when writing a marketing research report because The
quality of the entire project can be evaluated based on the quality of the report &
presentation.
The followings are steps for writing a marketing research report:
Most research report includes the following elements:
i)

Title page

ii)

Letter of transmittal

iii) Letter of authorization

iv) Table of contents
v)

List of tables

vi)

List of graphs

vii) List of appendices

viii) List of exhibits
ix)

Executive summary
1. Major findings
2. Conclusions
3. Recommendations

x) Problem definition
1. Background to the problem
2. Statement of the problem
xi) Approach to the problem
xii) Research design
1. Type of research design
2. Information needs
3. Data collection from secondary sources

4. Data collection from primary sources

5. Scaling techniques
6. Questionnaire development and pretesting
7. Sampling techniques
8. Fieldwork
xiii) Data analysis
1. Methodology
2. Plan of data analysis
xiv) Results
xv) Limitations and caveats
xvi) Conclusions and recommendations
xvii) Exhibits
1. Questionnaires and forms
2. Statistical output
3. Lists
Its not mandatory that all should be present in a paper but these are the basic
elements that may present in a research report