Marketing Research Report Guidelines
Your research report is a description of your research project based on: ➢ research question(s) and/or
Your report tells the story of your research questions/ problems and how you found answers to them.
The main purposes of a research report are to demonstrate:
➢ a critical awareness of the previous work in your field exploring some additional
questions (it may reproduce a previous study in a new context or with modifications)
➢ an understanding of basic research theory and techniques
Questions That Relate to Report Structure
What is the research about?
What is already known in this area?
What do I expect to find?
How you went about your research?
What you found?
What do the results/findings mean?
So what? What contributions?
Major Parts to your report
You need to introduce the report, identify what is already known about your topic in the literature, let the reader
know what methodology you used, state the results and discuss them, identify the conclusions.
The main sections in more detail
The following order of sections is used for most science-based discipline areas as well as arts- based areas.
Abstract (approx 150-200 words)
This should be a very brief overview of the WHOLE report covering 4 main areas:
▪ What you did (the topic)?
▪ How you did it (methodology)?
▪ What you found out (results – major only)?
▪ What was the significance (conclusion/recommendations)?
▪ Provide contextual information to the problem/questions, identifying the problem of research in this area
▪ Introduce the objectives
▪ Identify the specific research questions
▪ Review previous work relating to research problem/questions (to define, explain, justify), and show the
contribution that the present research will be filling.
➢ Should be structured
➢ May have a few sub-sections to identify themes
➢ Research should be integrated and combined highlighting areas of similarity and
▪ Review previous work relating to methodology (to define, explain, justify)
▪ Perhaps discuss your justification and theoretical perspectives
▪ Use the literature (theory) to help you justify why you chose this methodology (if not
▪ e.g. if you are doing a survey explore the theory of survey design, types of questions and
delivery and advantages and disadvantages of different modes
▪ Explain how data was collected/generated
▪ Explain how data was analysed
▪ Present the results (using graphs, tables, etc where appropriate)
▪ Interpret and discuss the results
▪ Compare with results of previous research (link to the Literature Review)
▪ Return to the research questions and suggest whether they’ve been answered or “solved”. ▪ Return to the
objectives and whether they have been achieved?
▪ Indicate what has been learnt from the study and how it can be applied
▪ Indicate improvements for the research and future possibilities
Important Notes: –
- The report should be more than 7 pages in length, the line spacing set at (1.5), use Times New Roman font,
and size 12. Each report should have a title page, clear sub-headings, and documentation. The references should
be no less than 7 sources (books, articles, and websites).
- Late submission will not be accepted
- Projects with plagiarism will not be accepted
- Please submit the hard copy in class (Tentative) and soft copy submission can be
via Moodle (Turnitin) as per the dates mentioned in course syllabus. Soft copies will be run against antiplagiarism tool to detect copied materials. Therefore, summarize points or paraphrase and make sure you
reference the sources. Reports with more than 25 percent similarity (plagiarism) will not be accepted and marked