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Key Elements in Organizing the Written Report
Elements of a Research Report
A. Front Matter
1. Title Page
2. Letter of Authorization
3. Letter/Memo of Transmittal
4. Table of Contents
5. List of Illustrations
6. Abstract/Executive Summary
B. Body
1. Introduction
2. Research Objectives
3. Methodology
4. Results
5. Limitations
6. Conclusions or Conclusions and Recommendations
C. End Matter
1. Appendices
2. Endnotes
1. Front matter: consists of all pages that precede the first page of the report
1.1. Title page: contains title of document, organization/persons for whom the report was prepared, the organization/persons who prepared the report, and the date of submission
1.2. Letter of authorization: the marketing research firm’s certification to do the project; optional
1.3. Letter/memo of transmittal: use a letter to release or deliver the document to an organization for what you are not a regular employee; use a memo within own organization; optional
1.4. Table of contents: helps reader locate information in the report
1.5. List of illustrations: helps locate tables or figures within the report
1.5.1. Figures: graphs, charts, maps, pictures
1.5.2. Table: words or numbers arranges in rows and columns
1.6. Abstract/executive summary: skeleton of your report
2. Body: bulk of the report, including introduction, explanation of methodology, discussion of results, statement of limitations, and a list of recommendations and conclusions
2.1. Introduction: an orientation to the contents of the report
2.2. Research objectives
2.3. Methodology: describes in detail how the research was conducted, who (or what) the subjects were, and what methods were used to achieve the objectives
2.4. Results: presents the findings of the research
2.5. Limitations: may focus on, but not limited to, time, money, personnel, and size of population
2.6. Conclusions and recommendations:
2.6.1. Conclusions: outcomes or decisions you have reached based on research results
2.6.2. Recommendations: suggestions for how to proceed based on conclusions
3. End matter: additional information to which the reader may refer for further reading but that is not essential to reporting the data
4. Form and Format:
4.1. Headings and subheadings: act as signals and signposts to serve as a road map for a long report
4.2. Visuals: can dramatically and precisely present information that might otherwise be difficult to comprehend
5. Style: stylistic devices can make the difference in whether or not your reader gets the message as you intended it
Using Visuals: Tables and Figures
• Tables: identify exact values; allow reader to compare numerical data i.e.
Normal Curve Interpretation of Standard Deviation
Number of Standard Deviations from the Mean Percent of Area Under Curve Percent of Area to Right and Left
±1.00 68.26% 15.87%
±1.645 90.0% 5.0%
±1.96 95.0% 2.5%
±2.58 99.0% 0.5%
±3.00 99.7% 0.1%
• Charts:
• Pie charts: circle divided into sections; compare a specific part of the whole to the whole
• Bar charts: graphically show concepts such as frequency distribution
• Line graphs: compare items over time or show correlations among items
• Flow diagrams: introduce a set of topics and illustrate their relationship
• Maps: define locations
• Photograph: depict factual content
• Drawing: focus on visual details
Reference that must be used text book International management, culture, strategy and behaviour by Luthans and Doh 2012
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