Homework: Writing and Presenting a Research Report
In this Homework, you will be assessed based on the following outcomes: -5: Break down a research report.
i) Demonstrate college-level communication through the composition of original materials in Standard English.
ii) Apply critical thinking to construct persuasive arguments.
As Hair, Celsi, Bush, and Ortinau (2017) indicate in the "Essentials of Marketing Research" textbook, a marketing researcher will usually be expected to develop a written report and presentation based on the results of the research.
In this Homework, you will act as a market research consultant and compose a paper on the value of market research reporting, and design a PowerPoint presentation on how to create a market research report. As you prepare this marketing research report, you will engage in demonstrating the following professional competencies of a marketing researcher:
o Sell ideas and persuade others
o Create and edit reports
o Professional presentation
Marketing researchers must communicate with all stakeholders to develop accurate results when writing up the research report and presenting it to organizational leaders. The goal of the report and presentation is to sell and persuade the results of the marketing research, whether they favorably or unfavorably help to solve the research problem or to help capitalize on the research opportunity.
A valid and appropriately designed research study will render valid results that should provide guidance to decision-making leaders. Additionally, it is essential that marketing researchers use time management while creating and editing reports. The written report in general, will have an enormous impact on whether leadership decision makers will actually use the research or not. Your job as the marketing researcher is to master the art of persuading and selling the necessity for conducting marketing research with proper format and reporting.
Although the terminology may differ among industries, the basic format of marketing research report discussed in this section will help researchers plan and prepare reports for various clients. Following are the parts common to all marketing research reports.
Reference
Hair, J.F., Celsi, M.W., Bush, R.P., & Ortinau, D. (2017). Essentials of marketing research (4th ed.). Columbus, OH: McGraw Hill Education.
Directions for Completing this Homework
As a marketing researcher, your objective is to prepare a presentation on how to create a marketing research report. Complete the following steps to successfully execute this Homework:
Step A:
Use the RSG to provide the scenario for you to find a related research study from the PG Library. Using the research study you will then write a research report.
This Random Scenario Generator (RSG) will provide you with a random situation consisting of three different variables:
o a business industry,
o a business research issue, and
o a metropolitan statistical area (MSA).
(Reminder: You will be prompted to select 1 of the 3 options for each of the variables. Once you have selected from each variable category, the resulting scenario is to be the basis for your work on this Homework. Each student's scenario will be documented.)
Step B:
Compose a report on the value of market research reporting using this format:
Using expository writing style, prepare a report explaining the necessary steps for a research report for companies within the provided RSG situation.
The research report outline as indicated in the "Essentials of Marketing Research" textbook (pg. 358).
Your presentation paper will be a minimum of 1,000-words (4-5-pages), in addition to the title, reference, and appendix pages, be double-spaced, and in 12-pt font.
Your paper should include reasoning and value for each area of a marketing research report and should contain all of the following headings and subheadings in proper APA 6th edition style and formatting:
A. Title page
B. Table of contents
C. Introduction for the purposes of this Presentation (Directed to client)
o Introduction (Market Research Report)
o Research methods and procedures
o Data analysis and findings
o Conclusions and recommendations
o Limitations
o Appendixes
D. References
Step C:
Prepare an Audio/Visual PowerPoint (PPT) presentation of your report for an individual Client (based on your RSG situation)
Your PPT will be used as a presentation of your written paper. This will include a slide for each specific area of your market research report, and include your reasoning for the value of each section.
Instructions for adding audio to PPT is located under Course Resources in the Course Documents area in the left navigation of your course titled as PPT Tutorial.
Format your homework according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the homework, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.