Page 309 - DMGT404 RESEARCH_METHODOLOGY

Unit 14: Report Writing

Introduction Notes

A report is a very formal document that is written for a variety of purposes, generally in the
sciences, social sciences, engineering and business disciplines. Generally, findings pertaining to
a given or specific task are written up into a report. It should be noted that reports are considered
to be legal documents in the workplace and, thus, they need to be precise, accurate and difficult
to misinterpret.
There are three features that, together, characterize report writing at a very basic level: a predefined
structure, independent sections, and reaching unbiased conclusions.
 Predefined structure: Broadly, these headings may indicate sections within a report, such
as an introduction, discussion, and conclusion.

 Independent sections: Each section in a report is typically written as a stand-alone piece, so
the reader can selectively identify the report sections they are interested in, rather than
reading the whole report through in one go from start to finish.
 Unbiased conclusions: A third element of report writing is that it is an unbiased and
objective form of writing.
14.1 Characteristics of Research Report

Characteristics feature is an integral part of the report. There is no hard and fast rule for preparing
a research report. The research report will differ based on the need of the particular managers
using the report. The report also depends on the philosophy of the researcher.

Example: A report prepared for a government agency will be different from the one prepared
for a private organization.
In spite of the fact that, marketing report is influenced by the researcher, there are certain
characteristics which the report should possess, if it is to be effectively communicated. These
characteristics can be classified as:
i. Substantive characteristics

ii. Semantic characteristics.
14.1.1 Substantive Characteristics

Substantive characteristics are:
 Accuracy
 Currency
 Sufficiency

 Availability
 Relevancy
The more that the report possesses the above characteristics, the greater is its practical value in
decision making.
Accuracy: Accuracy refers to the degree to which information reflects reality. Specifically, research
report must accurately present both research procedure and research results. Even if the research
results are not as per the expectation of the management, the researcher has the professional

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