Conducting market research is often a long and laborious task. Creating the process and method of collecting data, then analyzing it requires a significant amount of time and investment in resources. When all is said and done the researcher is left with valuable pieces of information, figures, values, statements, feedbacks, reviews, and data, that if left unattended or presented will all be for nothing.
That’s correct, if all that information is not translating into a straightforward and attention-grabbing document, then the benefits of the research will never be realized.
There is no set or format for a marketing research paper. Which may be useful for some writers, but can be disastrous for others. There are a couple of things that need to be present. An attention-grabbing headline, which not only piques the interest of the reader but can make them get past the first page and keep on reading.
The next is an obvious one, present the data that was harvesting the research itself. Make sure to include any references as these will support the arguments, thesis, and outcome. Those familiar with writing essays may adopt the classic format of Introduction, Body, Conclusion, which is entirely acceptable. However, there are a couple tips and tricks that will not only ensure that the paper is readable but also attracts and retains attention.
No action can ever be taken for marketing research if it is not present or written. And, no marketing research paper will ever garner support or work if the reader cannot get through it. There are numerous tactics, but some are much better and more efficient than others. These tactics mainly revolve around holding the reader’s attention and interest and presenting a well-written piece of writing.
The first of these tips is to focus providing the reader with clear and concise facts, data and information. It is not an essay exploring the literary interpretations of a topic. It is a report on the official findings of research. As such it should be filled with the data gathered from the research, its analysis and how it ties into the rest of the study. The report should contain tiny else; it should be relatively “fat-free.” Do not confuse the reader by inserting random bits of “interesting” information, rants, or going off on tangents.
Do not bore reads by droning on ad nauseam about one part of the research. The report should be organized in a logical manner so as to create a flow in the presentation of the information to the reader. This flow should represent a chain of logic in which one piece of information will eventually lead to the next and in a manner where the momentum of the discussion pushes the report forward.
The next set of tips would fall under the category “respect your readers.” It should come as a no-brainer, but do not present false information. Reader’s will pick up on this, and the best-case scenario is that it will leave a bad taste in their mouth as they read through the report. The worst-case scenario being that they stop reading the story altogether. Also, do not write the story in a way that makes it seem unbelievable.
Giving good news and presenting projections is one thing, but avoid over-promising at all costs. It automatically gives the reader a “too good to be true” impression, leaving them to question the validity of the report and the study itself.
There is also something to be said for clarity. Dumbing figures, statistics, and data onto the reader is one thing, but presenting the information clearly goes a long way to keeping the reader’s attention. Doing so would not only help the reader retain the information better, but it would decrease the chances of miscommunication. The misinterpretation of a report can break even the most successfully conducted research. Proofreading goes a long way in this regard. Having peers and senior colleagues read through the report before presenting it to the world is a surefire way of catching such errors.
Finally, and this may sound like an obvious statement; keep the story as simple as possible. Bear in mind that you will be talking about values, figures, and data from the marketing research, then analyzing them. Not all readers may have the knowledge, expertise, interest or mental bandwidth to care about every single nuance that each piece of information represents. That is not to say, that you should be omitting vast swathes of information from the report, but be empathetic to the reader’s capacities.
Also, try not to make it too long and inundate the audience with every single factoid you can drum up. Be succinct in your presentation of the data. It will go a long way to retaining their interest and will help you write a good research paper in Marketing for your classes.