what is the content of research report

Research Report
Post last modified: 11 January 2022
Reading time: 25 mins read
Post category: Research Methodology

What is Research Report?

Research reporting is the oral or written presentation of the findings in such detail and form as to be readily understood and assessed by the society, economy or particularly by the researchers.

As earlier said that it is the final stage of the research process and its purpose is to convey to interested persons the whole result of the study. Report writing is common to both academic and managerial situations. In academics, a research report is prepared for comprehensive and application-oriented learning. In businesses or organisations, reports are used for the basis of decision making.

Table of Content

1 What is Research Report?
2 Research Report Definition
3.1 Preliminary Part
3.2 Introduction of the Report
3.3 Review of Literature
3.4 The Research Methodology
3.5 Results
3.6 Concluding Remarks
3.7 Bibliography
4 Significance of Report Writing
5 Qualities of Good Report
6.1 Analysis of the subject matter
6.2 Research outline
6.3 Preparation of rough draft
6.4 Rewriting and polishing
6.5 Writing the final draft
7 Precautions for Writing Research Reports
8.1.1 Technical Report
8.1.2 Popular Report
8.2.1 Written Report
8.2.2 Oral Report

Research Report Definition

According to C. A. Brown , “A report is a communication from someone who has information to someone who wants to use that information.”

According to Goode and Hatt , “The preparation of report is the final stage of research, and it’s purpose is to convey to the interested persons the whole result of the study, in sufficient detail and so arranged as to enable each reader to comprehend the data and to determine for himself the validity of the conclusions.”

It is clear from the above definitions of a research report, it is a brief account of the problem of investigation, the justification of its selection and the procedure of analysis and interpretation. It is only a summary of the entire research proceedings.

In other words, it can be defined as written documents, which presents information in a specialized and concise manner.

Contents of Research Report

Although no hard and fast rules can be laid down, the report must contain the following points.

Acknowledgement
Table of contents
List of tables
List of graphs
Introduction
Background of the research study
Statement of the problem
Brief outline of the chapters
Books review
Review of articles published in books, journals, periodicals, etc
Review of articles published in leading newspapers
Working papers / discusssion paper / study reports
Articles on authorised websites
A broad conclusion and indications for further research
The theoretical framework (variables)
Model / hypothesis
Instruments for data collection
Data collection
Pilot study
Processing of data
Hypothesis / model testing
Data analysis and interpretation
Tables and figures
Conclusions
Shortcomings
Suggestions to the problems
Direction for further research

Preliminary Part

The preliminary part may have seven major components – cover, title, preface, acknowledgement, table of contents, list of tables, list of graphs. Long reports presented in book form have a cover made up of a card sheet. The cover contains title of the research report, the authority to whom the report is submitted, name of the author, etc.

The preface introduces the report to the readers. It gives a very brief introduction of the report. In the acknowledgements author mention names of persons and organisations that have extended co-operation and helped in the various stages of research. Table of contents is essential. It gives the title and page number of each chapter.

Introduction of the Report

The introduction of the research report should clearly and logically bring out the background of the problem addressed in the research. The purpose of the introduction is to introduce the research project to the readers. A clear statement of the problem with specific questions to be answered is presented in the introduction. It contains a brief outline of the chapters.

Review of Literature

The third section reviews the important literature related to the study. A comprehensive review of the research literature referred to must be made. Previous research studies and the important writings in the area under study should be reviewed. Review of literature is helpful to provide a background for the development of the present study.

The researcher may review concerned books, articles published in edited books, journals and periodicals. Researcher may also take review of articles published in leading newspapers. A researcher should study working papers/discussion papers/study reports. It is essential for a broad conclusion and indications for further research.

The Research Methodology

Research methodology is an integral part of the research. It should clearly indicate the universe and the selection of samples, techniques of data collection, analysis and interpretation, statistical techniques, etc.

Results contain pilot study, processing of data, hypothesis/model testing, data analysis and interpretation, tables and figures, etc. This is the heart of the research report. If a pilot study is planned to be used, it’s purpose should be given in the research methodology.

The collected data and the information should be edited, coded, tabulated and analysed with a view to arriving at a valid and authentic conclusion. Tables and figures are used to clarify the significant relationship. The results obtained through tables, graphs should be critically interpreted.

Concluding Remarks

The concluding remarks should discuss the results obtained in the earlier sections, as well as their usefulness and implications. It contains findings, conclusions, shortcomings, suggestions to the problem and direction for future research. Findings are statements of factual information based upon the data analysis.

Conclusions must clearly explain whether the hypothesis have been established and rejected. This part requires great expertise and preciseness. A report should also refer to the limitations of the applicability of the research inferences. It is essential to suggest the theoretical, practical and policy implications of the research. The suggestions should be supported by scientific and logical arguments. The future direction of research based on the work completed should also be outlined.

Bibliography

The bibliography is an alphabetic list of books, journal articles, reports, etc, published or unpublished, read, referred to, examined by the researcher in preparing the report. The bibliography should follow standard formats for books, journal articles, research reports.

The end of the research report may consist of appendices, listed in respect of all technical data. Appendices are for the purpose of providing detailed data or information that would be too cumbersome within the main body of the research report.

Significance of Report Writing

Report writing is an important communication medium in organisations. The most crucial findings might have come out through a research report. Report is common to academics and managers also. Reports are used for comprehensive and application oriented learning in academics. In organisations, reports are used for the basis of decision making. The importance of report writing can be discussed as under.

Through research reports, a manager or an executive can quickly get an idea of a current scenario which improves his information base for making sound decisions affecting future operations of the company or enterprise. The research report acts as a means of communication of various research findings to the interested parties, organisations and general public.

Good report writing play, a significant role of conveying unknown facts about the phenomenon to the concerned parties. This may provide new insights and new opportunities to the people. Research report plays a key role in making effective decisions in marketing, production, banking, materials, human resource development and government also. Good report writing is used for economic planning and optimum utilisation of resources for the development of a nation.

Report writing facilitates the validation of generalisation. A research report is an end product of research. As earlier said that report writing provides useful information in arriving at rational decisions that may reform the business and society. The findings, conclusions, suggestions and recommendations are useful to academicians, scholars and policymakers. Report writing provides reference material for further research in the same or similar areas of research to the concerned parties.

While preparing a research report, a researcher should take some proper precautions. Report writing should be simple, lucid and systematic. Report writing should be written speedily without interrupting the continuity of thought. The report writing should sustain the interest of readers.

Qualities of Good Report

Report writing is a highly skilled job. It is a process of analysing, understanding and consolidating the findings and projecting a meaningful view of the phenomenon studied. A good report writing is essential for effective communication.

Following are the essential qualities of good report:

A research report is essentially a scientific documentation. It should have a suggestive title, headings and sub-headings, paragraphs arranged in a logical sequence.
Good research report should include everything that is relevant and exclude everything that is irrelevant. It means that it should contain the facts rather than opinion.
The language of the report should be simple and unambiguous. It means that it should be free from biases of the researchers derived from the past experience. Confusion, pretentiousness and pomposity should be carefully guarded against. It means that the language of the report should be simple, employing appropriate words, idioms and expressions.
The report must be free from grammatical mistakes. It must be grammatically accurate. Faulty construction of sentences makes the meaning of the narrative obscure and ambiguous.
The report has to take into consideration two facts. Firstly, for whom the report is meant and secondly, what is his level of knowledge. The report has to look to the subject matter of the report and the fact as to the level of knowledge of the person for whom it is meant. Because all reports are not meant for research scholars.

Steps in Writing Research Report

Report writing is a time consuming and expensive exercise. Therefore, reports have to be very sharply focused in purpose content and readership. There is no single universally acceptable method of writing a research report.

Following are the general steps in writing a research report:

Analysis of the subject matter

Research outline, preparation of rough draft, rewriting and polishing, writing the final draft.

This is the first and important step in writing a research report. It is concerned with the development of a subject. Subject matter should be written in a clear, logical and concise manner. The style adopted should be open, straightforward and dignified and folk style language should be avoided.

The data, the reliability and validity of the results of the statistical analysis should be in the form of tables, figures and equations. All redundancy in the data or results presented should be eliminated.

The research outline is an organisational framework prepared by the researcher well in advance. It is an aid to logical organisation of material and a reminder of the points to be stressed in the report. In the process of writing, if need be, outline may be revised accordingly.

Time and place of the study, scope and limitations of the study, study design, summary of pilot study, methods of data collection, analysis interpretation, etc., may be included in a research outline.

Having prepared the primary and secondary data, the researcher has to prepare a rough draft. While preparing the rough draft, the researcher should keep the objectives of the research in mind, and focus on one objective at a time. The researcher should make a checklist of the important points that are necessary to be covered in the manuscript. A researcher should use dictionary and relevant reference materials as and when required.

This is an important step in writing a research report. It takes more time than a rough draft. While rewriting and polishing, a researcher should check the report for weakness in logical development or presentation. He should take breaks in between rewriting and polishing since this gives the time to incubate the ideas.

The last and important step is writing the final draft. The language of the report should be simple, employing appropriate words and expressions and should avoid vague expressions such as ‘it seems’ and ‘there may be’ etc.

It should not used personal pronouns, such as I, We, My, Us, etc and should substitute these by such expressions as a researcher, investigator, etc. Before the final drafting of the report, it is advisable that the researcher should prepare a first draft for critical considerations and possible improvements. It will be helpful in writing the final draft. Finally, the report should be logically outlined with the future directions of the research based on the work completed.

Precautions for Writing Research Reports

A research report is a means of conveying the research study to a specific target audience. The following precautions should be taken while preparing a research report:

Its hould belong enough to cover the subject and short enough to preserve interest.
It should not be dull and complicated.
It should be simple, without the usage of abstract terms and technical jargons.
It should offer ready availability of findings with the help of charts, tables and graphs, as readers prefer quick knowledge of main findings.
The layout of the report should be in accordance with the objectives of the research study.
There should be no grammatical errors and writing should adhere to the techniques of report writing in case of quotations, footnotes and documentations.
It should be original, intellectual and contribute to the solution of a problem or add knowledge to the concerned field.
Appendices should been listed with respect to all the technical data in the report.
It should be attractive, neat and clean, whether handwritten or typed.
The report writer should refrain from confusing the possessive form of the word ‘it’ is with ‘it’s.’ The accurate possessive form of ‘it is’ is ‘its.’ The use of ‘it’s’ is the contractive form of ‘it is.
A report should not have contractions. Examples are ‘didn’t’ or ‘it’s.’ In report writing, it is best to use the non-contractive form. Therefore, the examples would be replaced by ‘did not’ and ‘it is.’ Using ‘Figure’ instead of ‘Fig.’ and ‘Table’ instead of ‘Tab.’ will spare the reader of having to translate the abbreviations, while reading. If abbreviations are used, use them consistently throughout the report. For example, do not switch among ‘versus,’ and ‘vs’.
It is advisable to avoid using the word ‘very’ and other such words that try to embellish a description. They do not add any extra meaning and, therefore, should be dropped.
Repetition hampers lucidity. Report writers must avoid repeating the same word more than once within a sentence.
When you use the word ‘this’ or ‘these’ make sure you indicate to what you are referring. This reduces the ambiguity in your writing and helps to tie sentences together.
Do not use the word ‘they’ to refer to a singular person. You can either rewrite the sentence to avoid needing such a reference or use the singular ‘he or she.’

Types of Research Report

Research reports are designed in order to convey and record the information that will be of practical use to the reader. It is organized into distinct units of specific and highly visible information. The kind of audience addressed in the research report decides the type of report.

Research reports can be categorized on the following basis:

Classification on the Basis of Information

Classification on the basis of representation.

Following are the ways through which the results of the research report can be presented on the basis of information contained:

Technical Report

A technical report is written for other researchers. In writing the technical reports, the importance is mainly given to the methods that have been used to collect the information and data, the presumptions that are made and finally, the various presentation techniques that are used to present the findings and data.

Following are main features of a technical report:

Summary: It covers a brief analysis of the findings of the research in a very few pages.
Nature: It contains the reasons for which the research is undertaken, the analysis and the data that is required in order to prepare a report.
Methods employed: It contains a description of the methods that were employed in order to collect the data.
Data: It covers a brief analysis of the various sources from which the data has been collected with their features and drawbacks
Analysis of data and presentation of the findings: It contains the various forms through which the data that has been analysed can be presented.
Conclusions: It contains a brief explanation of findings of the research.
Bibliography: It contains a detailed analysis of the various bibliographies that have been used in order to conduct a research.
Technical appendices: It contains the appendices for the technical matters and for questionnaires and mathematical derivations.
Index: The index of the technical report must be provided at the end of the report.

Popular Report

A popular report is formulated when there is a need to draw conclusions of the findings of the research report. One of the main points of consideration that should be kept in mind while formulating a research report is that it must be simple and attractive. It must be written in a very simple manner that is understandable to all. It must also be made attractive by using large prints, various sub-headings and by giving cartoons occasionally.

Following are the main points that must be kept in mind while preparing a popular report:

Findings and their implications : While preparing a popular report, main importance is given to the findings of the information and the conclusions that can be drawn out of these findings.
Recommendations for action : If there are any deviations in the report then recommendations are made for taking corrective action in order to rectify the errors.
Objective of the study : In a popular report, the specific objective for which the research has been undertaken is presented.
Methods employed : The report must contain the various methods that has been employed in order to conduct a research.
Results : The results of the research findings must be presented in a suitable and appropriate manner by taking the help of charts and diagrams.
Technical appendices : The report must contain an in-depth information used to collect the data in the form of appendices.

Following are the ways through which the results of the research report can be presented on the basis of representation:

Writtenreport
Oral report

Written Report

A written report plays a vital role in every business operation. The manner in which an organization writes business letters and business reports creates an impression of its standard. Therefore, the organization should emphasize on the improvement of the writing skills of the employees in order to maintain effective relations with their customers.

Writing effective written reports requires a lot of hard work. Therefore, before you begin writing, it is important to know the objective, i.e., the purpose of writing, collection and organization of required data.

Oral Report

At times, oral presentation of the results that are drawn out of research is considered effective, particularly in cases where policy recommendations are to be made. This approach proves beneficial because it provides a medium of interaction between a listener and a speaker. This leads to a better understanding of the findings and their implications.

However, the main drawback of oral presentation is the lack of any permanent records related to the research. Oral presentation of the report is also effective when it is supported with various visual devices, such as slides, wall charts and whiteboards that help in better understanding of the research reports.

Business Ethics

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What is Ethics?
What is Business Ethics?
Values, Norms, Beliefs and Standards in Business Ethics
Indian Ethos in Management
Ethical Issues in Marketing
Ethical Issues in HRM
Ethical Issues in IT
Ethical Issues in Production and Operations Management
Ethical Issues in Finance and Accounting
What is Corporate Governance?
What is Ownership Concentration?
What is Ownership Composition?
Types of Companies in India
Internal Corporate Governance
External Corporate Governance
Corporate Governance in India
What is Enterprise Risk Management (ERM)?
What is Assessment of Risk?
What is Risk Register?
Risk Management Committee

Corporate social responsibility (CSR)

Theories of CSR
Arguments Against CSR
Business Case for CSR
Importance of CSR in India
Drivers of Corporate Social Responsibility
Developing a CSR Strategy
Implement CSR Commitments
CSR Marketplace
CSR at Workplace
Environmental CSR
CSR with Communities and in Supply Chain
Community Interventions
CSR Monitoring
CSR Reporting
Voluntary Codes in CSR
What is Corporate Ethics?

Lean Six Sigma

What is Six Sigma?
What is Lean Six Sigma?
Value and Waste in Lean Six Sigma
Six Sigma Team
MAIC Six Sigma
Six Sigma in Supply Chains
What is Binomial, Poisson, Normal Distribution?
What is Sigma Level?
What is DMAIC in Six Sigma?
What is DMADV in Six Sigma?
Six Sigma Project Charter
Project Decomposition in Six Sigma
Critical to Quality (CTQ) Six Sigma
Process Mapping Six Sigma
Flowchart and SIPOC
Gage Repeatability and Reproducibility
Statistical Diagram
Lean Techniques for Optimisation Flow
Failure Modes and Effects Analysis (FMEA)
What is Process Audits?
Six Sigma Implementation at Ford
IBM Uses Six Sigma to Drive Behaviour Change
Research Methodology
What is Research?

What is Hypothesis?

Sampling Method
Research Methods
Data Collection in Research
Methods of Collecting Data
Application of Business Research
Levels of Measurement
What is Sampling?

Hypothesis Testing

What is Management?
Planning in Management
Decision Making in Management
What is Controlling?
What is Coordination?
What is Staffing?
Organization Structure
What is Departmentation?
Span of Control
What is Authority?
Centralization vs Decentralization
Organizing in Management
Schools of Management Thought
Classical Management Approach
Is Management an Art or Science?
Who is a Manager?

Operations Research

What is Operations Research?
Operation Research Models
Linear Programming
Linear Programming Graphic Solution
Linear Programming Simplex Method
Linear Programming Artificial Variable Technique
Duality in Linear Programming
Transportation Problem Initial Basic Feasible Solution
Transportation Problem Finding Optimal Solution
Project Network Analysis with Critical Path Method
Project Network Analysis Methods
Project Evaluation and Review Technique (PERT)
Simulation in Operation Research
Replacement Models in Operation Research

Operation Management

What is Strategy?
What is Operations Strategy?
Operations Competitive Dimensions
Operations Strategy Formulation Process
What is Strategic Fit?
Strategic Design Process
Focused Operations Strategy
Corporate Level Strategy
Expansion Strategies
Stability Strategies
Retrenchment Strategies
Competitive Advantage
Strategic Choice and Strategic Alternatives
What is Production Process?
What is Process Technology?
What is Process Improvement?
Strategic Capacity Management
Production and Logistics Strategy
Taxonomy of Supply Chain Strategies
Factors Considered in Supply Chain Planning
Operational and Strategic Issues in Global Logistics
Logistics Outsourcing Strategy
What is Supply Chain Mapping?
Supply Chain Process Restructuring
Points of Differentiation
Re-engineering Improvement in SCM
What is Supply Chain Drivers?
Supply Chain Operations Reference (SCOR) Model
Customer Service and Cost Trade Off
Internal and External Performance Measures
Linking Supply Chain and Business Performance
Netflix’s Niche Focused Strategy
Disney and Pixar Merger
Process Planning at Mcdonald’s

Service Operations Management

What is Service?
What is Service Operations Management?
What is Service Design?
Service Design Process
Service Delivery
What is Service Quality?
Gap Model of Service Quality
Juran Trilogy
Service Performance Measurement
Service Decoupling
IT Service Operation
Service Operations Management in Different Sector

Procurement Management

What is Procurement Management?
Procurement Negotiation
Types of Requisition
RFX in Procurement
What is Purchasing Cycle?
Vendor Managed Inventory
Internal Conflict During Purchasing Operation
Spend Analysis in Procurement
Sourcing in Procurement
Supplier Evaluation and Selection in Procurement
Blacklisting of Suppliers in Procurement
Total Cost of Ownership in Procurement
Incoterms in Procurement
Documents Used in International Procurement
Transportation and Logistics Strategy
What is Capital Equipment?
Procurement Process of Capital Equipment
Acquisition of Technology in Procurement
What is E-Procurement?
E-marketplace and Online Catalogues
Fixed Price and Cost Reimbursement Contracts
Contract Cancellation in Procurement
Ethics in Procurement
Legal Aspects of Procurement
Global Sourcing in Procurement
Intermediaries and Countertrade in Procurement

Strategic Management

What is Strategic Management?
What is Value Chain Analysis?
Mission Statement
Business Level Strategy
What is SWOT Analysis?
What is Competitive Advantage?
What is Vision?
What is Ansoff Matrix?
Prahalad and Gary Hammel
Strategic Management In Global Environment
Competitor Analysis Framework
Competitive Rivalry Analysis
Competitive Dynamics
What is Competitive Rivalry?
Five Competitive Forces That Shape Strategy
What is PESTLE Analysis?
Fragmentation and Consolidation Of Industries
What is Technology Life Cycle?
What is Diversification Strategy?
What is Corporate Restructuring Strategy?
Resources and Capabilities of Organization
Role of Leaders In Functional-Level Strategic Management
Functional Structure In Functional Level Strategy Formulation
Information And Control System
What is Strategy Gap Analysis?
Issues In Strategy Implementation
Matrix Organizational Structure
What is Strategic Management Process?

Supply Chain

What is Supply Chain Management?
Supply Chain Planning and Measuring Strategy Performance
What is Warehousing?
What is Packaging?
What is Inventory Management?
What is Material Handling?
What is Order Picking?
Receiving and Dispatch, Processes
What is Warehouse Design?
What is Warehousing Costs?

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Research Report: Definition, Types + [Writing Guide]

One of the reasons for carrying out research is to add to the existing body of knowledge. Therefore, when conducting research, you need to document your processes and findings in a research report.

With a research report, it is easy to outline the findings of your systematic investigation and any gaps needing further inquiry. Knowing how to create a detailed research report will prove useful when you need to conduct research.

What is a Research Report?

A research report is a well-crafted document that outlines the processes, data, and findings of a systematic investigation. It is an important document that serves as a first-hand account of the research process, and it is typically considered an objective and accurate source of information.

In many ways, a research report can be considered as a summary of the research process that clearly highlights findings, recommendations, and other important details. Reading a well-written research report should provide you with all the information you need about the core areas of the research process.

Features of a Research Report

So how do you recognize a research report when you see one? Here are some of the basic features that define a research report.

It is a detailed presentation of research processes and findings, and it usually includes tables and graphs.
It is written in a formal language.
A research report is usually written in the third person.
It is informative and based on first-hand verifiable information.
It is formally structured with headings, sections, and bullet points.
It always includes recommendations for future actions.

Types of Research Report

The research report is classified based on two things; nature of research and target audience.

Nature of Research

Qualitative Research Report

This is the type of report written for qualitative research . It outlines the methods, processes, and findings of a qualitative method of systematic investigation. In educational research, a qualitative research report provides an opportunity for one to apply his or her knowledge and develop skills in planning and executing qualitative research projects.

A qualitative research report is usually descriptive in nature. Hence, in addition to presenting details of the research process, you must also create a descriptive narrative of the information.

Quantitative Research Report

A quantitative research report is a type of research report that is written for quantitative research. Quantitative research is a type of systematic investigation that pays attention to numerical or statistical values in a bid to find answers to research questions.

In this type of research report, the researcher presents quantitative data to support the research process and findings. Unlike a qualitative research report that is mainly descriptive, a quantitative research report works with numbers; that is, it is numerical in nature.

Target Audience

Also, a research report can be said to be technical or popular based on the target audience. If you’re dealing with a general audience, you would need to present a popular research report, and if you’re dealing with a specialized audience, you would submit a technical report.

Technical Research Report

A technical research report is a detailed document that you present after carrying out industry-based research. This report is highly specialized because it provides information for a technical audience; that is, individuals with above-average knowledge in the field of study.

In a technical research report, the researcher is expected to provide specific information about the research process, including statistical analyses and sampling methods. Also, the use of language is highly specialized and filled with jargon.

Examples of technical research reports include legal and medical research reports.

Popular Research Report

A popular research report is one for a general audience; that is, for individuals who do not necessarily have any knowledge in the field of study. A popular research report aims to make information accessible to everyone.

It is written in very simple language, which makes it easy to understand the findings and recommendations. Examples of popular research reports are the information contained in newspapers and magazines.

Importance of a Research Report

Knowledge Transfer: As already stated above, one of the reasons for carrying out research is to contribute to the existing body of knowledge, and this is made possible with a research report. A research report serves as a means to effectively communicate the findings of a systematic investigation to all and sundry.
Identification of Knowledge Gaps: With a research report, you’d be able to identify knowledge gaps for further inquiry. A research report shows what has been done while hinting at other areas needing systematic investigation.
In market research, a research report would help you understand the market needs and peculiarities at a glance.
A research report allows you to present information in a precise and concise manner.
It is time-efficient and practical because, in a research report, you do not have to spend time detailing the findings of your research work in person. You can easily send out the report via email and have stakeholders look at it.

Guide to Writing a Research Report

A lot of detail goes into writing a research report, and getting familiar with the different requirements would help you create the ideal research report. A research report is usually broken down into multiple sections, which allows for a concise presentation of information.

Structure and Example of a Research Report

This is the title of your systematic investigation. Your title should be concise and point to the aims, objectives, and findings of a research report.

Table of Contents

This is like a compass that makes it easier for readers to navigate the research report.

An abstract is an overview that highlights all important aspects of the research including the research method, data collection process, and research findings. Think of an abstract as a summary of your research report that presents pertinent information in a concise manner.

An abstract is always brief; typically 100-150 words and goes straight to the point. The focus of your research abstract should be the 5Ws and 1H format – What, Where, Why, When, Who and How.

Introduction

Here, the researcher highlights the aims and objectives of the systematic investigation as well as the problem which the systematic investigation sets out to solve. When writing the report introduction, it is also essential to indicate whether the purposes of the research were achieved or would require more work.

In the introduction section, the researcher specifies the research problem and also outlines the significance of the systematic investigation. Also, the researcher is expected to outline any jargons and terminologies that are contained in the research.

Literature Review

A literature review is a written survey of existing knowledge in the field of study. In other words, it is the section where you provide an overview and analysis of different research works that are relevant to your systematic investigation.

It highlights existing research knowledge and areas needing further investigation, which your research has sought to fill. At this stage, you can also hint at your research hypothesis and its possible implications for the existing body of knowledge in your field of study.

An Account of Investigation

This is a detailed account of the research process, including the methodology, sample, and research subjects. Here, you are expected to provide in-depth information on the research process including the data collection and analysis procedures.

In a quantitative research report, you’d need to provide information surveys, questionnaires and other quantitative data collection methods used in your research. In a qualitative research report, you are expected to describe the qualitative data collection methods used in your research including interviews and focus groups.

In this section, you are expected to present the results of the systematic investigation.

This section further explains the findings of the research, earlier outlined. Here, you are expected to present a justification for each outcome and show whether the results are in line with your hypotheses or if other research studies have come up with similar results.

Conclusions

This is a summary of all the information in the report. It also outlines the significance of the entire study.

References and Appendices

This section contains a list of all the primary and secondary research sources.

Tips for Writing a Research Report

Define the Context for the Report

As is obtainable when writing an essay, defining the context for your research report would help you create a detailed yet concise document. This is why you need to create an outline before writing so that you do not miss out on anything.

Define your Audience

Writing with your audience in mind is essential as it determines the tone of the report. If you’re writing for a general audience, you would want to present the information in a simple and relatable manner. For a specialized audience, you would need to make use of technical and field-specific terms.

Include Significant Findings

The idea of a research report is to present some sort of abridged version of your systematic investigation. In your report, you should exclude irrelevant information while highlighting only important data and findings.

Include Illustrations

Your research report should include illustrations and other visual representations of your data. Graphs, pie charts, and relevant images lend additional credibility to your systematic investigation.

Choose the Right Title

A good research report title is brief, precise, and contains keywords from your research. It should provide a clear idea of your systematic investigation so that readers can grasp the entire focus of your research from the title.

Proofread the Report

Before publishing the document, ensure that you give it a second look to authenticate the information. If you can, get someone else to go through the report, too, and you can also run it through proofreading and editing software.

How to Gather Research Data for Your Report

Understand the Problem

Every research aims at solving a specific problem or set of problems, and this should be at the back of your mind when writing your research report. Understanding the problem would help you to filter the information you have and include only important data in your report.

Know what your report seeks to achieve

This is somewhat similar to the point above because, in some way, the aim of your research report is intertwined with the objectives of your systematic investigation. Identifying the primary purpose of writing a research report would help you to identify and present the required information accordingly.

Identify your audience

Knowing your target audience plays a crucial role in data collection for a research report. If your research report is specifically for an organization, you would want to present industry-specific information or show how the research findings are relevant to the work that the company does.

Create Surveys/Questionnaires

A survey is a research method that is used to gather data from a specific group of people through a set of questions. It can be either quantitative or qualitative.

A survey is usually made up of structured questions, and it can be administered online or offline. However, an online survey is a more effective method of research data collection because it helps you save time and gather data with ease.

You can seamlessly create an online questionnaire for your research on Formplus . With the multiple sharing options available in the builder, you would be able to administer your survey to respondents in little or no time.

Formplus also has a report summary too l that you can use to create custom visual reports for your research.

Step-by-step guide on how to create an online questionnaire using Formplus

Sign into Formplus

In the Formplus builder, you can easily create different online questionnaires for your research by dragging and dropping preferred fields into your form. To access the Formplus builder, you will need to create an account on Formplus.

Once you do this, sign in to your account and click on Create new form to begin.

Edit Form Title : Click on the field provided to input your form title, for example, “Research Questionnaire.”
Edit Form : Click on the edit icon to edit the form.
Add Fields : Drag and drop preferred form fields into your form in the Formplus builder inputs column. There are several field input options for questionnaires in the Formplus builder.
Edit fields
Click on “Save”
Form Customization: With the form customization options in the form builder, you can easily change the outlook of your form and make it more unique and personalized. Formplus allows you to change your form theme, add background images, and even change the font according to your needs.
Multiple Sharing Options: Formplus offers various form-sharing options, which enables you to share your questionnaire with respondents easily. You can use the direct social media sharing buttons to share your form link to your organization’s social media pages. You can also send out your survey form as email invitations to your research subjects too. If you wish, you can share your form’s QR code or embed it on your organization’s website for easy access.

Conclusion

Always remember that a research report is just as important as the actual systematic investigation because it plays a vital role in communicating research findings to everyone else. This is why you must take care to create a concise document summarizing the process of conducting any research.

In this article, we’ve outlined essential tips to help you create a research report. When writing your report, you should always have the audience at the back of your mind, as this would set the tone for the document.

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Home Market Research

Research Reports: Definition and How to Write Them

Reports are usually spread across a vast horizon of topics but are focused on communicating information about a particular topic and a niche target market. The primary motive of research reports is to convey integral details about a study for marketers to consider while designing new strategies.

Certain events, facts, and other information based on incidents need to be relayed to the people in charge, and creating research reports is the most effective communication tool. Ideal research reports are extremely accurate in the offered information with a clear objective and conclusion. These reports should have a clean and structured format to relay information effectively.

What are Research Reports?

Research reports are recorded data prepared by researchers or statisticians after analyzing the information gathered by conducting organized research, typically in the form of surveys or qualitative methods .

A research report is a reliable source to recount details about a conducted research. It is most often considered to be a true testimony of all the work done to garner specificities of research.

The various sections of a research report are:

Background/Introduction
Implemented Methods
Results based on Analysis
Deliberation

Learn more: Quantitative Research

Components of Research Reports

Research is imperative for launching a new product/service or a new feature. The markets today are extremely volatile and competitive due to new entrants every day who may or may not provide effective products. An organization needs to make the right decisions at the right time to be relevant in such a market with updated products that suffice customer demands.

The details of a research report may change with the purpose of research but the main components of a report will remain constant. The research approach of the market researcher also influences the style of writing reports. Here are seven main components of a productive research report:

Research Report Summary: The entire objective along with the overview of research are to be included in a summary which is a couple of paragraphs in length. All the multiple components of the research are explained in brief under the report summary. It should be interesting enough to capture all the key elements of the report.
Research Introduction: There always is a primary goal that the researcher is trying to achieve through a report. In the introduction section, he/she can cover answers related to this goal and establish a thesis which will be included to strive and answer it in detail. This section should answer an integral question: “What is the current situation of the goal?”. After the research design was conducted, did the organization conclude the goal successfully or they are still a work in progress – provide such details in the introduction part of the research report.
Research Methodology: This is the most important section of the report where all the important information lies. The readers can gain data for the topic along with analyzing the quality of provided content and the research can also be approved by other market researchers . Thus, this section needs to be highly informative with each aspect of research discussed in detail. Information needs to be expressed in chronological order according to its priority and importance. Researchers should include references in case they gained information from existing techniques.
Research Results: A short description of the results along with calculations conducted to achieve the goal will form this section of results. Usually, the exposition after data analysis is carried out in the discussion part of the report.

Learn more: Quantitative Data

Research Discussion: The results are discussed in extreme detail in this section along with a comparative analysis of reports that could probably exist in the same domain. Any abnormality uncovered during research will be deliberated in the discussion section. While writing research reports, the researcher will have to connect the dots on how the results will be applicable in the real world.
Research References and Conclusion: Conclude all the research findings along with mentioning each and every author, article or any content piece from where references were taken.

Learn more: Qualitative Observation

15 Tips for Writing Research Reports

Writing research reports in the manner can lead to all the efforts going down the drain. Here are 15 tips for writing impactful research reports:

Prepare the context before starting to write and start from the basics: This was always taught to us in school – be well-prepared before taking a plunge into new topics. The order of survey questions might not be the ideal or most effective order for writing research reports. The idea is to start with a broader topic and work towards a more specific one and focus on a conclusion or support, which a research should support with the facts. The most difficult thing to do in reporting, without a doubt is to start. Start with the title, the introduction, then document the first discoveries and continue from that. Once the marketers have the information well documented, they can write a general conclusion.
Keep the target audience in mind while selecting a format that is clear, logical and obvious to them: Will the research reports be presented to decision makers or other researchers? What are the general perceptions around that topic? This requires more care and diligence. A researcher will need a significant amount of information to start writing the research report. Be consistent with the wording, the numbering of the annexes and so on. Follow the approved format of the company for the delivery of research reports and demonstrate the integrity of the project with the objectives of the company.
Have a clear research objective: A researcher should read the entire proposal again, and make sure that the data they provide contributes to the objectives that were raised from the beginning. Remember that speculations are for conversations, not for research reports, if a researcher speculates, they directly question their own research.
Establish a working model: Each study must have an internal logic, which will have to be established in the report and in the evidence. The researchers’ worst nightmare is to be required to write research reports and realize that key questions were not included.

Learn more: Quantitative Observation

Gather all the information about the research topic. Who are the competitors of our customers? Talk to other researchers who have studied the subject of research, know the language of the industry. Misuse of the terms can discourage the readers of research reports from reading further.
Read aloud while writing. While reading the report, if the researcher hears something inappropriate, for example, if they stumble over the words when reading them, surely the reader will too. If the researcher can’t put an idea in a single sentence, then it is very long and they must change it so that the idea is clear to everyone.
Check grammar and spelling. Without a doubt, good practices help to understand the report. Use verbs in the present tense. Consider using the present tense, which makes the results sound more immediate. Find new words and other ways of saying things. Have fun with the language whenever possible.
Discuss only the discoveries that are significant. If some data are not really significant, do not mention them. Remember that not everything is truly important or essential within research reports.

Learn more: Qualitative Data

Try and stick to the survey questions. For example, do not say that the people surveyed “were worried” about an research issue , when there are different degrees of concern.
The graphs must be clear enough so that they understand themselves. Do not let graphs lead the reader to make mistakes: give them a title, include the indications, the size of the sample, and the correct wording of the question.
Be clear with messages. A researcher should always write every section of the report with an accuracy of details and language.
Be creative with titles – Particularly in segmentation studies choose names “that give life to research”. Such names can survive for a long time after the initial investigation.
Create an effective conclusion: The conclusion in the research reports is the most difficult to write, but it is an incredible opportunity to excel. Make a precise summary. Sometimes it helps to start the conclusion with something specific, then it describes the most important part of the study, and finally, it provides the implications of the conclusions.
Get a couple more pair of eyes to read the report. Writers have trouble detecting their own mistakes. But they are responsible for what is presented. Ensure it has been approved by colleagues or friends before sending the find draft out.

Learn more: Market Research and Analysis

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Writing a Research Report

.pdf version of this page

This review covers the basic elements of a research report. This is a general guide for what you will see in journal articles or dissertations. This format assumes a mixed methods study, but you can leave out either quantitative or qualitative sections if you only used a single methodology.

This review is divided into sections for easy reference. There are five MAJOR parts of a Research Report:

1. Introduction 2. Review of Literature 3. Methods 4. Results 5. Discussion

As a general guide, the Introduction, Review of Literature, and Methods should be about 1/3 of your paper, Discussion 1/3, then Results 1/3.

Section 1 : Cover Sheet (APA format cover sheet) optional, if required.

Section 2: Abstract (a basic summary of the report, including sample, treatment, design, results, and implications) (≤ 150 words) optional, if required.

Section 3 : Introduction (1-3 paragraphs) • Basic introduction • Supportive statistics (can be from periodicals) • Statement of Purpose • Statement of Significance

Section 4 : Research question(s) or hypotheses • An overall research question (optional) • A quantitative-based (hypotheses) • A qualitative-based (research questions) Note: You will generally have more than one, especially if using hypotheses.

Section 5: Review of Literature ▪ Should be organized by subheadings ▪ Should adequately support your study using supporting, related, and/or refuting evidence ▪ Is a synthesis, not a collection of individual summaries

Section 6: Methods ▪ Procedure: Describe data gathering or participant recruitment, including IRB approval ▪ Sample: Describe the sample or dataset, including basic demographics ▪ Setting: Describe the setting, if applicable (generally only in qualitative designs) ▪ Treatment: If applicable, describe, in detail, how you implemented the treatment ▪ Instrument: Describe, in detail, how you implemented the instrument; Describe the reliability and validity associated with the instrument ▪ Data Analysis: Describe type of procedure (t-test, interviews, etc.) and software (if used)

Section 7: Results ▪ Restate Research Question 1 (Quantitative) ▪ Describe results ▪ Restate Research Question 2 (Qualitative) ▪ Describe results

Section 8: Discussion ▪ Restate Overall Research Question ▪ Describe how the results, when taken together, answer the overall question ▪ ***Describe how the results confirm or contrast the literature you reviewed

Section 9: Recommendations (if applicable, generally related to practice)

Section 10: Limitations ▪ Discuss, in several sentences, the limitations of this study. ▪ Research Design (overall, then info about the limitations of each separately) ▪ Sample ▪ Instrument/s ▪ Other limitations

Section 11: Conclusion (A brief closing summary)

Section 12: References (APA format)

How To Write A Research Paper

Step-By-Step Tutorial With Examples + FREE Template

By: Derek Jansen (MBA) | Expert Reviewer: Dr Eunice Rautenbach | March 2024

For many students, crafting a strong research paper from scratch can feel like a daunting task – and rightly so! In this post, we’ll unpack what a research paper is, what it needs to do , and how to write one – in three easy steps. 🙂

Overview: Writing A Research Paper

What (exactly) is a research paper.

How to write a research paper
Stage 1 : Topic & literature search
Stage 2 : Structure & outline
Stage 3 : Iterative writing
Key takeaways

Let’s start by asking the most important question, “ What is a research paper? ”.

Simply put, a research paper is a scholarly written work where the writer (that’s you!) answers a specific question (this is called a research question ) through evidence-based arguments . Evidence-based is the keyword here. In other words, a research paper is different from an essay or other writing assignments that draw from the writer’s personal opinions or experiences. With a research paper, it’s all about building your arguments based on evidence (we’ll talk more about that evidence a little later).

Now, it’s worth noting that there are many different types of research papers , including analytical papers (the type I just described), argumentative papers, and interpretative papers. Here, we’ll focus on analytical papers , as these are some of the most common – but if you’re keen to learn about other types of research papers, be sure to check out the rest of the blog .

With that basic foundation laid, let’s get down to business and look at how to write a research paper .

Overview: The 3-Stage Process

While there are, of course, many potential approaches you can take to write a research paper, there are typically three stages to the writing process. So, in this tutorial, we’ll present a straightforward three-step process that we use when working with students at Grad Coach.

These three steps are:

Finding a research topic and reviewing the existing literature
Developing a provisional structure and outline for your paper, and
Writing up your initial draft and then refining it iteratively

Let’s dig into each of these.

Need a helping hand?

Step 1: Find a topic and review the literature

As we mentioned earlier, in a research paper, you, as the researcher, will try to answer a question . More specifically, that’s called a research question , and it sets the direction of your entire paper. What’s important to understand though is that you’ll need to answer that research question with the help of high-quality sources – for example, journal articles, government reports, case studies, and so on. We’ll circle back to this in a minute.

The first stage of the research process is deciding on what your research question will be and then reviewing the existing literature (in other words, past studies and papers) to see what they say about that specific research question. In some cases, your professor may provide you with a predetermined research question (or set of questions). However, in many cases, you’ll need to find your own research question within a certain topic area.

Finding a strong research question hinges on identifying a meaningful research gap – in other words, an area that’s lacking in existing research. There’s a lot to unpack here, so if you wanna learn more, check out the plain-language explainer video below.

Once you’ve figured out which question (or questions) you’ll attempt to answer in your research paper, you’ll need to do a deep dive into the existing literature – this is called a “ literature search ”. Again, there are many ways to go about this, but your most likely starting point will be Google Scholar .

If you’re new to Google Scholar, think of it as Google for the academic world. You can start by simply entering a few different keywords that are relevant to your research question and it will then present a host of articles for you to review. What you want to pay close attention to here is the number of citations for each paper – the more citations a paper has, the more credible it is (generally speaking – there are some exceptions, of course).

Ideally, what you’re looking for are well-cited papers that are highly relevant to your topic. That said, keep in mind that citations are a cumulative metric , so older papers will often have more citations than newer papers – just because they’ve been around for longer. So, don’t fixate on this metric in isolation – relevance and recency are also very important.

Beyond Google Scholar, you’ll also definitely want to check out academic databases and aggregators such as Science Direct, PubMed, JStor and so on. These will often overlap with the results that you find in Google Scholar, but they can also reveal some hidden gems – so, be sure to check them out.

Once you’ve worked your way through all the literature, you’ll want to catalogue all this information in some sort of spreadsheet so that you can easily recall who said what, when and within what context. If you’d like, we’ve got a free literature spreadsheet that helps you do exactly that.

Don’t fixate on an article’s citation count in isolation - relevance (to your research question) and recency are also very important.

Step 2: Develop a structure and outline

With your research question pinned down and your literature digested and catalogued, it’s time to move on to planning your actual research paper .

It might sound obvious, but it’s really important to have some sort of rough outline in place before you start writing your paper. So often, we see students eagerly rushing into the writing phase, only to land up with a disjointed research paper that rambles on in multiple

Now, the secret here is to not get caught up in the fine details . Realistically, all you need at this stage is a bullet-point list that describes (in broad strokes) what you’ll discuss and in what order. It’s also useful to remember that you’re not glued to this outline – in all likelihood, you’ll chop and change some sections once you start writing, and that’s perfectly okay. What’s important is that you have some sort of roadmap in place from the start.

You need to have a rough outline in place before you start writing your paper - or you’ll end up with a disjointed research paper that rambles on.

At this stage you might be wondering, “ But how should I structure my research paper? ”. Well, there’s no one-size-fits-all solution here, but in general, a research paper will consist of a few relatively standardised components:

Introduction
Literature review
Methodology

Let’s take a look at each of these.

First up is the introduction section . As the name suggests, the purpose of the introduction is to set the scene for your research paper. There are usually (at least) four ingredients that go into this section – these are the background to the topic, the research problem and resultant research question , and the justification or rationale. If you’re interested, the video below unpacks the introduction section in more detail.

The next section of your research paper will typically be your literature review . Remember all that literature you worked through earlier? Well, this is where you’ll present your interpretation of all that content . You’ll do this by writing about recent trends, developments, and arguments within the literature – but more specifically, those that are relevant to your research question . The literature review can oftentimes seem a little daunting, even to seasoned researchers, so be sure to check out our extensive collection of literature review content here .

With the introduction and lit review out of the way, the next section of your paper is the research methodology . In a nutshell, the methodology section should describe to your reader what you did (beyond just reviewing the existing literature) to answer your research question. For example, what data did you collect, how did you collect that data, how did you analyse that data and so on? For each choice, you’ll also need to justify why you chose to do it that way, and what the strengths and weaknesses of your approach were.

Now, it’s worth mentioning that for some research papers, this aspect of the project may be a lot simpler . For example, you may only need to draw on secondary sources (in other words, existing data sets). In some cases, you may just be asked to draw your conclusions from the literature search itself (in other words, there may be no data analysis at all). But, if you are required to collect and analyse data, you’ll need to pay a lot of attention to the methodology section. The video below provides an example of what the methodology section might look like.

By this stage of your paper, you will have explained what your research question is, what the existing literature has to say about that question, and how you analysed additional data to try to answer your question. So, the natural next step is to present your analysis of that data . This section is usually called the “results” or “analysis” section and this is where you’ll showcase your findings.

Depending on your school’s requirements, you may need to present and interpret the data in one section – or you might split the presentation and the interpretation into two sections. In the latter case, your “results” section will just describe the data, and the “discussion” is where you’ll interpret that data and explicitly link your analysis back to your research question. If you’re not sure which approach to take, check in with your professor or take a look at past papers to see what the norms are for your programme.

Alright – once you’ve presented and discussed your results, it’s time to wrap it up . This usually takes the form of the “ conclusion ” section. In the conclusion, you’ll need to highlight the key takeaways from your study and close the loop by explicitly answering your research question. Again, the exact requirements here will vary depending on your programme (and you may not even need a conclusion section at all) – so be sure to check with your professor if you’re unsure.

Step 3: Write and refine

Finally, it’s time to get writing. All too often though, students hit a brick wall right about here… So, how do you avoid this happening to you?

Well, there’s a lot to be said when it comes to writing a research paper (or any sort of academic piece), but we’ll share three practical tips to help you get started.

First and foremost , it’s essential to approach your writing as an iterative process. In other words, you need to start with a really messy first draft and then polish it over multiple rounds of editing. Don’t waste your time trying to write a perfect research paper in one go. Instead, take the pressure off yourself by adopting an iterative approach.

Secondly , it’s important to always lean towards critical writing , rather than descriptive writing. What does this mean? Well, at the simplest level, descriptive writing focuses on the “ what ”, while critical writing digs into the “ so what ” – in other words, the implications . If you’re not familiar with these two types of writing, don’t worry! You can find a plain-language explanation here.

Last but not least, you’ll need to get your referencing right. Specifically, you’ll need to provide credible, correctly formatted citations for the statements you make. We see students making referencing mistakes all the time and it costs them dearly. The good news is that you can easily avoid this by using a simple reference manager . If you don’t have one, check out our video about Mendeley, an easy (and free) reference management tool that you can start using today.

Recap: Key Takeaways

We’ve covered a lot of ground here. To recap, the three steps to writing a high-quality research paper are:

To choose a research question and review the literature
To plan your paper structure and draft an outline
To take an iterative approach to writing, focusing on critical writing and strong referencing

Remember, this is just a b ig-picture overview of the research paper development process and there’s a lot more nuance to unpack. So, be sure to grab a copy of our free research paper template to learn more about how to write a research paper.

You Might Also Like:

Can you help me with a full paper template for this Abstract:

Background: Energy and sports drinks have gained popularity among diverse demographic groups, including adolescents, athletes, workers, and college students. While often used interchangeably, these beverages serve distinct purposes, with energy drinks aiming to boost energy and cognitive performance, and sports drinks designed to prevent dehydration and replenish electrolytes and carbohydrates lost during physical exertion.

Objective: To assess the nutritional quality of energy and sports drinks in Egypt.

Material and Methods: A cross-sectional study assessed the nutrient contents, including energy, sugar, electrolytes, vitamins, and caffeine, of sports and energy drinks available in major supermarkets in Cairo, Alexandria, and Giza, Egypt. Data collection involved photographing all relevant product labels and recording nutritional information. Descriptive statistics and appropriate statistical tests were employed to analyze and compare the nutritional values of energy and sports drinks.

Results: The study analyzed 38 sports drinks and 42 energy drinks. Sports drinks were significantly more expensive than energy drinks, with higher net content and elevated magnesium, potassium, and vitamin C. Energy drinks contained higher concentrations of caffeine, sugars, and vitamins B2, B3, and B6.

Conclusion: Significant nutritional differences exist between sports and energy drinks, reflecting their intended uses. However, these beverages’ high sugar content and calorie loads raise health concerns. Proper labeling, public awareness, and responsible marketing are essential to guide safe consumption practices in Egypt.

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Section 1- Evidence-based practice (EBP)

Chapter 6: Components of a Research Report

Components of a research report.

Partido, B.B.

Elements of research report

Introduction	What is the issue?
Methods	What methods have been used to investigate the issue?
Results	What was found?
Discussion	What are the implications of the findings?

The research report contains four main areas:

Introduction – What is the issue? What is known? What is not known? What are you trying to find out? This sections ends with the purpose and specific aims of the study.
Methods – The recipe for the study. If someone wanted to perform the same study, what information would they need? How will you answer your research question? This part usually contains subheadings: Participants, Instruments, Procedures, Data Analysis,
Results – What was found? This is organized by specific aims and provides the results of the statistical analysis.
Discussion – How do the results fit in with the existing literature? What were the limitations and areas of future research?

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Chapter 11: Presenting Your Research

Writing a Research Report in American Psychological Association (APA) Style

Learning Objectives

Identify the major sections of an APA-style research report and the basic contents of each section.
Plan and write an effective APA-style research report.

In this section, we look at how to write an APA-style empirical research report , an article that presents the results of one or more new studies. Recall that the standard sections of an empirical research report provide a kind of outline. Here we consider each of these sections in detail, including what information it contains, how that information is formatted and organized, and tips for writing each section. At the end of this section is a sample APA-style research report that illustrates many of these principles.

Sections of a Research Report

Title page and abstract.

An APA-style research report begins with a title page . The title is centred in the upper half of the page, with each important word capitalized. The title should clearly and concisely (in about 12 words or fewer) communicate the primary variables and research questions. This sometimes requires a main title followed by a subtitle that elaborates on the main title, in which case the main title and subtitle are separated by a colon. Here are some titles from recent issues of professional journals published by the American Psychological Association.

Sex Differences in Coping Styles and Implications for Depressed Mood
Effects of Aging and Divided Attention on Memory for Items and Their Contexts
Computer-Assisted Cognitive Behavioural Therapy for Child Anxiety: Results of a Randomized Clinical Trial
Virtual Driving and Risk Taking: Do Racing Games Increase Risk-Taking Cognitions, Affect, and Behaviour?

Below the title are the authors’ names and, on the next line, their institutional affiliation—the university or other institution where the authors worked when they conducted the research. As we have already seen, the authors are listed in an order that reflects their contribution to the research. When multiple authors have made equal contributions to the research, they often list their names alphabetically or in a randomly determined order.

In some areas of psychology, the titles of many empirical research reports are informal in a way that is perhaps best described as “cute.” They usually take the form of a play on words or a well-known expression that relates to the topic under study. Here are some examples from recent issues of the Journal Psychological Science .

“Smells Like Clean Spirit: Nonconscious Effects of Scent on Cognition and Behavior”
“Time Crawls: The Temporal Resolution of Infants’ Visual Attention”
“Scent of a Woman: Men’s Testosterone Responses to Olfactory Ovulation Cues”
“Apocalypse Soon?: Dire Messages Reduce Belief in Global Warming by Contradicting Just-World Beliefs”
“Serial vs. Parallel Processing: Sometimes They Look Like Tweedledum and Tweedledee but They Can (and Should) Be Distinguished”
“How Do I Love Thee? Let Me Count the Words: The Social Effects of Expressive Writing”

Individual researchers differ quite a bit in their preference for such titles. Some use them regularly, while others never use them. What might be some of the pros and cons of using cute article titles?

For articles that are being submitted for publication, the title page also includes an author note that lists the authors’ full institutional affiliations, any acknowledgments the authors wish to make to agencies that funded the research or to colleagues who commented on it, and contact information for the authors. For student papers that are not being submitted for publication—including theses—author notes are generally not necessary.

The abstract is a summary of the study. It is the second page of the manuscript and is headed with the word Abstract . The first line is not indented. The abstract presents the research question, a summary of the method, the basic results, and the most important conclusions. Because the abstract is usually limited to about 200 words, it can be a challenge to write a good one.

Introduction

The introduction begins on the third page of the manuscript. The heading at the top of this page is the full title of the manuscript, with each important word capitalized as on the title page. The introduction includes three distinct subsections, although these are typically not identified by separate headings. The opening introduces the research question and explains why it is interesting, the literature review discusses relevant previous research, and the closing restates the research question and comments on the method used to answer it.

The Opening

The opening , which is usually a paragraph or two in length, introduces the research question and explains why it is interesting. To capture the reader’s attention, researcher Daryl Bem recommends starting with general observations about the topic under study, expressed in ordinary language (not technical jargon)—observations that are about people and their behaviour (not about researchers or their research; Bem, 2003 [1] ). Concrete examples are often very useful here. According to Bem, this would be a poor way to begin a research report:

Festinger’s theory of cognitive dissonance received a great deal of attention during the latter part of the 20th century (p. 191)

The following would be much better:

The individual who holds two beliefs that are inconsistent with one another may feel uncomfortable. For example, the person who knows that he or she enjoys smoking but believes it to be unhealthy may experience discomfort arising from the inconsistency or disharmony between these two thoughts or cognitions. This feeling of discomfort was called cognitive dissonance by social psychologist Leon Festinger (1957), who suggested that individuals will be motivated to remove this dissonance in whatever way they can (p. 191).

After capturing the reader’s attention, the opening should go on to introduce the research question and explain why it is interesting. Will the answer fill a gap in the literature? Will it provide a test of an important theory? Does it have practical implications? Giving readers a clear sense of what the research is about and why they should care about it will motivate them to continue reading the literature review—and will help them make sense of it.

Breaking the Rules

Researcher Larry Jacoby reported several studies showing that a word that people see or hear repeatedly can seem more familiar even when they do not recall the repetitions—and that this tendency is especially pronounced among older adults. He opened his article with the following humourous anecdote:

A friend whose mother is suffering symptoms of Alzheimer’s disease (AD) tells the story of taking her mother to visit a nursing home, preliminary to her mother’s moving there. During an orientation meeting at the nursing home, the rules and regulations were explained, one of which regarded the dining room. The dining room was described as similar to a fine restaurant except that tipping was not required. The absence of tipping was a central theme in the orientation lecture, mentioned frequently to emphasize the quality of care along with the advantages of having paid in advance. At the end of the meeting, the friend’s mother was asked whether she had any questions. She replied that she only had one question: “Should I tip?” (Jacoby, 1999, p. 3)

Although both humour and personal anecdotes are generally discouraged in APA-style writing, this example is a highly effective way to start because it both engages the reader and provides an excellent real-world example of the topic under study.

The Literature Review

Immediately after the opening comes the literature review , which describes relevant previous research on the topic and can be anywhere from several paragraphs to several pages in length. However, the literature review is not simply a list of past studies. Instead, it constitutes a kind of argument for why the research question is worth addressing. By the end of the literature review, readers should be convinced that the research question makes sense and that the present study is a logical next step in the ongoing research process.

Like any effective argument, the literature review must have some kind of structure. For example, it might begin by describing a phenomenon in a general way along with several studies that demonstrate it, then describing two or more competing theories of the phenomenon, and finally presenting a hypothesis to test one or more of the theories. Or it might describe one phenomenon, then describe another phenomenon that seems inconsistent with the first one, then propose a theory that resolves the inconsistency, and finally present a hypothesis to test that theory. In applied research, it might describe a phenomenon or theory, then describe how that phenomenon or theory applies to some important real-world situation, and finally suggest a way to test whether it does, in fact, apply to that situation.

Looking at the literature review in this way emphasizes a few things. First, it is extremely important to start with an outline of the main points that you want to make, organized in the order that you want to make them. The basic structure of your argument, then, should be apparent from the outline itself. Second, it is important to emphasize the structure of your argument in your writing. One way to do this is to begin the literature review by summarizing your argument even before you begin to make it. “In this article, I will describe two apparently contradictory phenomena, present a new theory that has the potential to resolve the apparent contradiction, and finally present a novel hypothesis to test the theory.” Another way is to open each paragraph with a sentence that summarizes the main point of the paragraph and links it to the preceding points. These opening sentences provide the “transitions” that many beginning researchers have difficulty with. Instead of beginning a paragraph by launching into a description of a previous study, such as “Williams (2004) found that…,” it is better to start by indicating something about why you are describing this particular study. Here are some simple examples:

Another example of this phenomenon comes from the work of Williams (2004).

Williams (2004) offers one explanation of this phenomenon.

An alternative perspective has been provided by Williams (2004).

We used a method based on the one used by Williams (2004).

Finally, remember that your goal is to construct an argument for why your research question is interesting and worth addressing—not necessarily why your favourite answer to it is correct. In other words, your literature review must be balanced. If you want to emphasize the generality of a phenomenon, then of course you should discuss various studies that have demonstrated it. However, if there are other studies that have failed to demonstrate it, you should discuss them too. Or if you are proposing a new theory, then of course you should discuss findings that are consistent with that theory. However, if there are other findings that are inconsistent with it, again, you should discuss them too. It is acceptable to argue that the balance of the research supports the existence of a phenomenon or is consistent with a theory (and that is usually the best that researchers in psychology can hope for), but it is not acceptable to ignore contradictory evidence. Besides, a large part of what makes a research question interesting is uncertainty about its answer.

The Closing

The closing of the introduction—typically the final paragraph or two—usually includes two important elements. The first is a clear statement of the main research question or hypothesis. This statement tends to be more formal and precise than in the opening and is often expressed in terms of operational definitions of the key variables. The second is a brief overview of the method and some comment on its appropriateness. Here, for example, is how Darley and Latané (1968) [2] concluded the introduction to their classic article on the bystander effect:

These considerations lead to the hypothesis that the more bystanders to an emergency, the less likely, or the more slowly, any one bystander will intervene to provide aid. To test this proposition it would be necessary to create a situation in which a realistic “emergency” could plausibly occur. Each subject should also be blocked from communicating with others to prevent his getting information about their behaviour during the emergency. Finally, the experimental situation should allow for the assessment of the speed and frequency of the subjects’ reaction to the emergency. The experiment reported below attempted to fulfill these conditions. (p. 378)

Thus the introduction leads smoothly into the next major section of the article—the method section.

The method section is where you describe how you conducted your study. An important principle for writing a method section is that it should be clear and detailed enough that other researchers could replicate the study by following your “recipe.” This means that it must describe all the important elements of the study—basic demographic characteristics of the participants, how they were recruited, whether they were randomly assigned, how the variables were manipulated or measured, how counterbalancing was accomplished, and so on. At the same time, it should avoid irrelevant details such as the fact that the study was conducted in Classroom 37B of the Industrial Technology Building or that the questionnaire was double-sided and completed using pencils.

The method section begins immediately after the introduction ends with the heading “Method” (not “Methods”) centred on the page. Immediately after this is the subheading “Participants,” left justified and in italics. The participants subsection indicates how many participants there were, the number of women and men, some indication of their age, other demographics that may be relevant to the study, and how they were recruited, including any incentives given for participation.

Three ways of organizing an APA-style method. Long description available.

After the participants section, the structure can vary a bit. Figure 11.1 shows three common approaches. In the first, the participants section is followed by a design and procedure subsection, which describes the rest of the method. This works well for methods that are relatively simple and can be described adequately in a few paragraphs. In the second approach, the participants section is followed by separate design and procedure subsections. This works well when both the design and the procedure are relatively complicated and each requires multiple paragraphs.

What is the difference between design and procedure? The design of a study is its overall structure. What were the independent and dependent variables? Was the independent variable manipulated, and if so, was it manipulated between or within subjects? How were the variables operationally defined? The procedure is how the study was carried out. It often works well to describe the procedure in terms of what the participants did rather than what the researchers did. For example, the participants gave their informed consent, read a set of instructions, completed a block of four practice trials, completed a block of 20 test trials, completed two questionnaires, and were debriefed and excused.

The results section is where you present the main results of the study, including the results of the statistical analyses. Although it does not include the raw data—individual participants’ responses or scores—researchers should save their raw data and make them available to other researchers who request them. Several journals now encourage the open sharing of raw data online.

Although there are no standard subsections, it is still important for the results section to be logically organized. Typically it begins with certain preliminary issues. One is whether any participants or responses were excluded from the analyses and why. The rationale for excluding data should be described clearly so that other researchers can decide whether it is appropriate. A second preliminary issue is how multiple responses were combined to produce the primary variables in the analyses. For example, if participants rated the attractiveness of 20 stimulus people, you might have to explain that you began by computing the mean attractiveness rating for each participant. Or if they recalled as many items as they could from study list of 20 words, did you count the number correctly recalled, compute the percentage correctly recalled, or perhaps compute the number correct minus the number incorrect? A third preliminary issue is the reliability of the measures. This is where you would present test-retest correlations, Cronbach’s α, or other statistics to show that the measures are consistent across time and across items. A final preliminary issue is whether the manipulation was successful. This is where you would report the results of any manipulation checks.

The results section should then tackle the primary research questions, one at a time. Again, there should be a clear organization. One approach would be to answer the most general questions and then proceed to answer more specific ones. Another would be to answer the main question first and then to answer secondary ones. Regardless, Bem (2003) [3] suggests the following basic structure for discussing each new result:

Remind the reader of the research question.
Give the answer to the research question in words.
Present the relevant statistics.
Qualify the answer if necessary.
Summarize the result.

Notice that only Step 3 necessarily involves numbers. The rest of the steps involve presenting the research question and the answer to it in words. In fact, the basic results should be clear even to a reader who skips over the numbers.

The discussion is the last major section of the research report. Discussions usually consist of some combination of the following elements:

Summary of the research
Theoretical implications
Practical implications
Limitations
Suggestions for future research

The discussion typically begins with a summary of the study that provides a clear answer to the research question. In a short report with a single study, this might require no more than a sentence. In a longer report with multiple studies, it might require a paragraph or even two. The summary is often followed by a discussion of the theoretical implications of the research. Do the results provide support for any existing theories? If not, how can they be explained? Although you do not have to provide a definitive explanation or detailed theory for your results, you at least need to outline one or more possible explanations. In applied research—and often in basic research—there is also some discussion of the practical implications of the research. How can the results be used, and by whom, to accomplish some real-world goal?

The theoretical and practical implications are often followed by a discussion of the study’s limitations. Perhaps there are problems with its internal or external validity. Perhaps the manipulation was not very effective or the measures not very reliable. Perhaps there is some evidence that participants did not fully understand their task or that they were suspicious of the intent of the researchers. Now is the time to discuss these issues and how they might have affected the results. But do not overdo it. All studies have limitations, and most readers will understand that a different sample or different measures might have produced different results. Unless there is good reason to think they would have, however, there is no reason to mention these routine issues. Instead, pick two or three limitations that seem like they could have influenced the results, explain how they could have influenced the results, and suggest ways to deal with them.

Most discussions end with some suggestions for future research. If the study did not satisfactorily answer the original research question, what will it take to do so? What new research questions has the study raised? This part of the discussion, however, is not just a list of new questions. It is a discussion of two or three of the most important unresolved issues. This means identifying and clarifying each question, suggesting some alternative answers, and even suggesting ways they could be studied.

Finally, some researchers are quite good at ending their articles with a sweeping or thought-provoking conclusion. Darley and Latané (1968) [4] , for example, ended their article on the bystander effect by discussing the idea that whether people help others may depend more on the situation than on their personalities. Their final sentence is, “If people understand the situational forces that can make them hesitate to intervene, they may better overcome them” (p. 383). However, this kind of ending can be difficult to pull off. It can sound overreaching or just banal and end up detracting from the overall impact of the article. It is often better simply to end when you have made your final point (although you should avoid ending on a limitation).

The references section begins on a new page with the heading “References” centred at the top of the page. All references cited in the text are then listed in the format presented earlier. They are listed alphabetically by the last name of the first author. If two sources have the same first author, they are listed alphabetically by the last name of the second author. If all the authors are the same, then they are listed chronologically by the year of publication. Everything in the reference list is double-spaced both within and between references.

Appendices, Tables, and Figures

Appendices, tables, and figures come after the references. An appendix is appropriate for supplemental material that would interrupt the flow of the research report if it were presented within any of the major sections. An appendix could be used to present lists of stimulus words, questionnaire items, detailed descriptions of special equipment or unusual statistical analyses, or references to the studies that are included in a meta-analysis. Each appendix begins on a new page. If there is only one, the heading is “Appendix,” centred at the top of the page. If there is more than one, the headings are “Appendix A,” “Appendix B,” and so on, and they appear in the order they were first mentioned in the text of the report.

After any appendices come tables and then figures. Tables and figures are both used to present results. Figures can also be used to illustrate theories (e.g., in the form of a flowchart), display stimuli, outline procedures, and present many other kinds of information. Each table and figure appears on its own page. Tables are numbered in the order that they are first mentioned in the text (“Table 1,” “Table 2,” and so on). Figures are numbered the same way (“Figure 1,” “Figure 2,” and so on). A brief explanatory title, with the important words capitalized, appears above each table. Each figure is given a brief explanatory caption, where (aside from proper nouns or names) only the first word of each sentence is capitalized. More details on preparing APA-style tables and figures are presented later in the book.

Sample APA-Style Research Report

Figures 11.2, 11.3, 11.4, and 11.5 show some sample pages from an APA-style empirical research report originally written by undergraduate student Tomoe Suyama at California State University, Fresno. The main purpose of these figures is to illustrate the basic organization and formatting of an APA-style empirical research report, although many high-level and low-level style conventions can be seen here too.

Key Takeaways

An APA-style empirical research report consists of several standard sections. The main ones are the abstract, introduction, method, results, discussion, and references.
The introduction consists of an opening that presents the research question, a literature review that describes previous research on the topic, and a closing that restates the research question and comments on the method. The literature review constitutes an argument for why the current study is worth doing.
The method section describes the method in enough detail that another researcher could replicate the study. At a minimum, it consists of a participants subsection and a design and procedure subsection.
The results section describes the results in an organized fashion. Each primary result is presented in terms of statistical results but also explained in words.
The discussion typically summarizes the study, discusses theoretical and practical implications and limitations of the study, and offers suggestions for further research.
Practice: Look through an issue of a general interest professional journal (e.g., Psychological Science ). Read the opening of the first five articles and rate the effectiveness of each one from 1 ( very ineffective ) to 5 ( very effective ). Write a sentence or two explaining each rating.
Practice: Find a recent article in a professional journal and identify where the opening, literature review, and closing of the introduction begin and end.
Practice: Find a recent article in a professional journal and highlight in a different colour each of the following elements in the discussion: summary, theoretical implications, practical implications, limitations, and suggestions for future research.

Long Descriptions

Figure 11.1 long description: Table showing three ways of organizing an APA-style method section.

In the simple method, there are two subheadings: “Participants” (which might begin “The participants were…”) and “Design and procedure” (which might begin “There were three conditions…”).

In the typical method, there are three subheadings: “Participants” (“The participants were…”), “Design” (“There were three conditions…”), and “Procedure” (“Participants viewed each stimulus on the computer screen…”).

In the complex method, there are four subheadings: “Participants” (“The participants were…”), “Materials” (“The stimuli were…”), “Design” (“There were three conditions…”), and “Procedure” (“Participants viewed each stimulus on the computer screen…”). [Return to Figure 11.1]

Bem, D. J. (2003). Writing the empirical journal article. In J. M. Darley, M. P. Zanna, & H. R. Roediger III (Eds.), The compleat academic: A practical guide for the beginning social scientist (2nd ed.). Washington, DC: American Psychological Association. ↵
Darley, J. M., & Latané, B. (1968). Bystander intervention in emergencies: Diffusion of responsibility. Journal of Personality and Social Psychology, 4 , 377–383. ↵

A type of research article which describes one or more new empirical studies conducted by the authors.

The page at the beginning of an APA-style research report containing the title of the article, the authors’ names, and their institutional affiliation.

A summary of a research study.

The third page of a manuscript containing the research question, the literature review, and comments about how to answer the research question.

An introduction to the research question and explanation for why this question is interesting.

A description of relevant previous research on the topic being discusses and an argument for why the research is worth addressing.

The end of the introduction, where the research question is reiterated and the method is commented upon.

The section of a research report where the method used to conduct the study is described.

The main results of the study, including the results from statistical analyses, are presented in a research article.

Section of a research report that summarizes the study's results and interprets them by referring back to the study's theoretical background.

Part of a research report which contains supplemental material.

Research Methods in Psychology - 2nd Canadian Edition Copyright © 2015 by Paul C. Price, Rajiv Jhangiani, & I-Chant A. Chiang is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Table of Contents – Types, Formats, Examples

Table of Contents

Definition:

Table of contents (TOC) is a list of the headings or sections in a document or book, arranged in the order in which they appear. It serves as a roadmap or guide to the contents of the document, allowing readers to quickly find specific information they are looking for.

A typical table of contents includes chapter titles, section headings, subheadings, and their corresponding page numbers.

The table of contents is usually located at the beginning of the document or book, after the title page and any front matter, such as a preface or introduction.

Table of Contents in Research

In Research, A Table of Contents (TOC) is a structured list of the main sections or chapters of a research paper , Thesis and Dissertation . It provides readers with an overview of the organization and structure of the document, allowing them to quickly locate specific information and navigate through the document.

Importance of Table of Contents

Here are some reasons why a TOC is important:

Navigation : It serves as a roadmap that helps readers navigate the document easily. By providing a clear and concise overview of the contents, readers can quickly locate the section they need to read without having to search through the entire document.
Organization : A well-structured TOC reflects the organization of the document. It helps to organize the content logically and categorize it into easily digestible chunks, which makes it easier for readers to understand and follow.
Clarity : It can help to clarify the document’s purpose, scope, and structure. It provides an overview of the document’s main topics and subtopics, which can help readers to understand the content’s overall message.
Efficiency : This can save readers time and effort by allowing them to skip to the section they need to read, rather than having to go through the entire document.
Professionalism : Including a Table of Contents in a document shows that the author has taken the time and effort to organize the content properly. It adds a level of professionalism and credibility to the document.

Types of Table of Contents

There are different types of table of contents depending on the purpose and structure of the document. Here are some examples:

Simple Table of Contents

This is a basic table of contents that lists the major sections or chapters of a document along with their corresponding page numbers.

Example: Table of Contents

I. Introduction …………………………………………. 1

II. Literature Review ………………………………… 3

III. Methodology ……………………………………… 6

IV. Results …………………………………………….. 9

V. Discussion …………………………………………. 12

VI. Conclusion ……………………………………….. 15

Expanded Table of Contents

This type of table of contents provides more detailed information about the contents of each section or chapter, including subsections and subheadings.

A. Background …………………………………….. 1

B. Problem Statement ………………………….. 2

C. Research Questions ……………………….. 3

II. Literature Review ………………………………… 5

A. Theoretical Framework …………………… 5

B. Previous Research ………………………….. 6

C. Gaps and Limitations ……………………… 8 I

II. Methodology ……………………………………… 11

A. Research Design ……………………………. 11

B. Data Collection …………………………….. 12

C. Data Analysis ……………………………….. 13

IV. Results …………………………………………….. 15

A. Descriptive Statistics ……………………… 15

B. Hypothesis Testing …………………………. 17

V. Discussion …………………………………………. 20

A. Interpretation of Findings ……………… 20

B. Implications for Practice ………………… 22

VI. Conclusion ……………………………………….. 25

A. Summary of Findings ……………………… 25

B. Contributions and Recommendations ….. 27

Graphic Table of Contents

This type of table of contents uses visual aids, such as icons or images, to represent the different sections or chapters of a document.

I. Introduction …………………………………………. [image of a light bulb]

II. Literature Review ………………………………… [image of a book]

III. Methodology ……………………………………… [image of a microscope]

IV. Results …………………………………………….. [image of a graph]

V. Discussion …………………………………………. [image of a conversation bubble]

Alphabetical Table of Contents

This type of table of contents lists the different topics or keywords in alphabetical order, along with their corresponding page numbers.

A. Abstract ……………………………………………… 1

B. Background …………………………………………. 3

C. Conclusion …………………………………………. 10

D. Data Analysis …………………………………….. 8

E. Ethics ……………………………………………….. 6

F. Findings ……………………………………………… 7

G. Introduction ……………………………………….. 1

H. Hypothesis ………………………………………….. 5

I. Literature Review ………………………………… 2

J. Methodology ……………………………………… 4

K. Limitations …………………………………………. 9

L. Results ………………………………………………… 7

M. Discussion …………………………………………. 10

Hierarchical Table of Contents

This type of table of contents displays the different levels of headings and subheadings in a hierarchical order, indicating the relative importance and relationship between the different sections.

A. Background …………………………………….. 2

B. Purpose of the Study ……………………….. 3

A. Theoretical Framework …………………… 5

1. Concept A ……………………………….. 6

a. Definition ………………………….. 6

b. Example ……………………………. 7

2. Concept B ……………………………….. 8

B. Previous Research ………………………….. 9

III. Methodology ……………………………………… 12

A. Research Design ……………………………. 12

1. Sample ……………………………………. 13

2. Procedure ………………………………. 14

B. Data Collection …………………………….. 15

1. Instrumentation ……………………….. 16

2. Validity and Reliability ………………. 17

C. Data Analysis ……………………………….. 18

1. Descriptive Statistics …………………… 19

2. Inferential Statistics ………………….. 20

IV. Result s …………………………………………….. 22

A. Overview of Findings ……………………… 22

B. Hypothesis Testing …………………………. 23

V. Discussion …………………………………………. 26

A. Interpretation of Findings ………………… 26

B. Implications for Practice ………………… 28

VI. Conclusion ……………………………………….. 31

A. Summary of Findings ……………………… 31

B. Contributions and Recommendations ….. 33

Table of Contents Format

Here’s an example format for a Table of Contents:

I. Introduction

C. Methodology

II. Background

A. Historical Context

B. Literature Review

III. Methodology

A. Research Design

B. Data Collection

C. Data Analysis

IV. Results

A. Descriptive Statistics

B. Inferential Statistics

C. Qualitative Findings

V. Discussion

A. Interpretation of Results

B. Implications for Practice

C. Limitations and Future Research

VI. Conclusion

A. Summary of Findings

B. Contributions to the Field

C. Final Remarks

VII. References

VIII. Appendices

Note : This is just an example format and can vary depending on the type of document or research paper you are writing.

When to use Table of Contents

A TOC can be particularly useful in the following cases:

Lengthy documents : If the document is lengthy, with several sections and subsections, a Table of contents can help readers quickly navigate the document and find the relevant information.
Complex documents: If the document is complex, with multiple topics or themes, a TOC can help readers understand the relationships between the different sections and how they are connected.
Technical documents: If the document is technical, with a lot of jargon or specialized terminology, This can help readers understand the organization of the document and locate the information they need.
Legal documents: If the document is a legal document, such as a contract or a legal brief, It helps readers quickly locate specific sections or provisions.

How to Make a Table of Contents

Here are the steps to create a table of contents:

Organize your document: Before you start making a table of contents, organize your document into sections and subsections. Each section should have a clear and descriptive heading that summarizes the content.
Add heading styles : Use the heading styles in your word processor to format the headings in your document. The heading styles are usually named Heading 1, Heading 2, Heading 3, and so on. Apply the appropriate heading style to each section heading in your document.
Insert a table of contents: Once you’ve added headings to your document, you can insert a table of contents. In Microsoft Word, go to the References tab, click on Table of Contents, and choose a style from the list. The table of contents will be inserted into your document.
Update the table of contents: If you make changes to your document, such as adding or deleting sections, you’ll need to update the table of contents. In Microsoft Word, right-click on the table of contents and select Update Field. Choose whether you want to update the page numbers or the entire table, and click OK.

Purpose of Table of Contents

A table of contents (TOC) serves several purposes, including:

Marketing : It can be used as a marketing tool to entice readers to read a book or document. By highlighting the most interesting or compelling sections, a TOC can give readers a preview of what’s to come and encourage them to dive deeper into the content.
Accessibility : A TOC can make a document or book more accessible to people with disabilities, such as those who use screen readers or other assistive technologies. By providing a clear and organized overview of the content, a TOC can help these readers navigate the material more easily.
Collaboration : This can be used as a collaboration tool to help multiple authors or editors work together on a document or book. By providing a shared framework for organizing the content, a TOC can help ensure that everyone is on the same page and working towards the same goals.
Reference : It can serve as a reference tool for readers who need to revisit specific sections of a document or book. By providing a clear overview of the content and organization, a TOC can help readers quickly locate the information they need, even if they don’t remember exactly where it was located.

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Methodology

Content Analysis | Guide, Methods & Examples

Content Analysis | Guide, Methods & Examples

Published on July 18, 2019 by Amy Luo . Revised on June 22, 2023.

Content analysis is a research method used to identify patterns in recorded communication. To conduct content analysis, you systematically collect data from a set of texts, which can be written, oral, or visual:

Books, newspapers and magazines
Speeches and interviews
Web content and social media posts
Photographs and films

Content analysis can be both quantitative (focused on counting and measuring) and qualitative (focused on interpreting and understanding). In both types, you categorize or “code” words, themes, and concepts within the texts and then analyze the results.

What is content analysis used for, advantages of content analysis, disadvantages of content analysis, how to conduct content analysis, other interesting articles.

Researchers use content analysis to find out about the purposes, messages, and effects of communication content. They can also make inferences about the producers and audience of the texts they analyze.

Content analysis can be used to quantify the occurrence of certain words, phrases, subjects or concepts in a set of historical or contemporary texts.

Quantitative content analysis example

To research the importance of employment issues in political campaigns, you could analyze campaign speeches for the frequency of terms such as unemployment , jobs , and work and use statistical analysis to find differences over time or between candidates.

In addition, content analysis can be used to make qualitative inferences by analyzing the meaning and semantic relationship of words and concepts.

Qualitative content analysis example

To gain a more qualitative understanding of employment issues in political campaigns, you could locate the word unemployment in speeches, identify what other words or phrases appear next to it (such as economy, inequality or laziness ), and analyze the meanings of these relationships to better understand the intentions and targets of different campaigns.

Because content analysis can be applied to a broad range of texts, it is used in a variety of fields, including marketing, media studies, anthropology, cognitive science, psychology, and many social science disciplines. It has various possible goals:

Finding correlations and patterns in how concepts are communicated
Understanding the intentions of an individual, group or institution
Identifying propaganda and bias in communication
Revealing differences in communication in different contexts
Analyzing the consequences of communication content, such as the flow of information or audience responses

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Unobtrusive data collection

You can analyze communication and social interaction without the direct involvement of participants, so your presence as a researcher doesn’t influence the results.

Transparent and replicable

When done well, content analysis follows a systematic procedure that can easily be replicated by other researchers, yielding results with high reliability .

Highly flexible

You can conduct content analysis at any time, in any location, and at low cost – all you need is access to the appropriate sources.

Focusing on words or phrases in isolation can sometimes be overly reductive, disregarding context, nuance, and ambiguous meanings.

Content analysis almost always involves some level of subjective interpretation, which can affect the reliability and validity of the results and conclusions, leading to various types of research bias and cognitive bias .

Time intensive

Manually coding large volumes of text is extremely time-consuming, and it can be difficult to automate effectively.

If you want to use content analysis in your research, you need to start with a clear, direct research question .

Example research question for content analysis

Is there a difference in how the US media represents younger politicians compared to older ones in terms of trustworthiness?

Next, you follow these five steps.

1. Select the content you will analyze

Based on your research question, choose the texts that you will analyze. You need to decide:

The medium (e.g. newspapers, speeches or websites) and genre (e.g. opinion pieces, political campaign speeches, or marketing copy)
The inclusion and exclusion criteria (e.g. newspaper articles that mention a particular event, speeches by a certain politician, or websites selling a specific type of product)
The parameters in terms of date range, location, etc.

If there are only a small amount of texts that meet your criteria, you might analyze all of them. If there is a large volume of texts, you can select a sample .

2. Define the units and categories of analysis

Next, you need to determine the level at which you will analyze your chosen texts. This means defining:

The unit(s) of meaning that will be coded. For example, are you going to record the frequency of individual words and phrases, the characteristics of people who produced or appear in the texts, the presence and positioning of images, or the treatment of themes and concepts?
The set of categories that you will use for coding. Categories can be objective characteristics (e.g. aged 30-40 , lawyer , parent ) or more conceptual (e.g. trustworthy , corrupt , conservative , family oriented ).

Your units of analysis are the politicians who appear in each article and the words and phrases that are used to describe them. Based on your research question, you have to categorize based on age and the concept of trustworthiness. To get more detailed data, you also code for other categories such as their political party and the marital status of each politician mentioned.

3. Develop a set of rules for coding

Coding involves organizing the units of meaning into the previously defined categories. Especially with more conceptual categories, it’s important to clearly define the rules for what will and won’t be included to ensure that all texts are coded consistently.

Coding rules are especially important if multiple researchers are involved, but even if you’re coding all of the text by yourself, recording the rules makes your method more transparent and reliable.

In considering the category “younger politician,” you decide which titles will be coded with this category ( senator, governor, counselor, mayor ). With “trustworthy”, you decide which specific words or phrases related to trustworthiness (e.g. honest and reliable ) will be coded in this category.

4. Code the text according to the rules

You go through each text and record all relevant data in the appropriate categories. This can be done manually or aided with computer programs, such as QSR NVivo , Atlas.ti and Diction , which can help speed up the process of counting and categorizing words and phrases.

Following your coding rules, you examine each newspaper article in your sample. You record the characteristics of each politician mentioned, along with all words and phrases related to trustworthiness that are used to describe them.

5. Analyze the results and draw conclusions

Once coding is complete, the collected data is examined to find patterns and draw conclusions in response to your research question. You might use statistical analysis to find correlations or trends, discuss your interpretations of what the results mean, and make inferences about the creators, context and audience of the texts.

Let’s say the results reveal that words and phrases related to trustworthiness appeared in the same sentence as an older politician more frequently than they did in the same sentence as a younger politician. From these results, you conclude that national newspapers present older politicians as more trustworthy than younger politicians, and infer that this might have an effect on readers’ perceptions of younger people in politics.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

Normal distribution
Measures of central tendency
Chi square tests
Confidence interval
Quartiles & Quantiles
Cluster sampling
Stratified sampling
Thematic analysis
Cohort study
Peer review
Ethnography

Research bias

Implicit bias
Cognitive bias
Conformity bias
Hawthorne effect
Availability heuristic
Attrition bias
Social desirability bias

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Research Report: Definition

The primary objective of a research report is to communicate the results of a research study to a wider audience, including other researchers, policymakers, and practitioners. Research reports play a crucial role in advancing knowledge and understanding in various fields of study. They provide a detailed and accurate account of the research process and outcomes, and they serve as a reference source for future research.

The structure of a research report typically follows a standard format. The introduction sets the context and background for the research and outlines the research questions or objectives. The literature review provides an overview of existing research on the topic and identifies gaps in the literature that the research aims to address. The methodology section describes the research design and methods used to collect and analyze data. The results section presents the findings of the study, often using tables, charts, and graphs. The discussion section interprets and contextualizes the findings and compares them to previous research. Finally, the conclusion summarizes the key findings and implications of the research, highlighting any limitations and recommendations for future research.

A research report can take various forms, depending on the field of study and the research question. For example, it may be a quantitative or qualitative report, a literature review report, or a case study report. A research report should be clear, concise, and objective regardless of the form.

Research reports are essential for various reasons. First, they provide a detailed and accurate account of the research process and outcomes, which can inform policy and practice in various settings. Second, research reports contribute to the development of knowledge and understanding in a particular field or discipline. They provide a reference source for other researchers in the field, and they can inspire new research questions and directions. Finally, research reports are a crucial component of academic and professional careers. They demonstrate research skills, expertise, and contributions to the field.

Tips for writing an excellent research report

Writing a research report can be a challenging task, but it is a crucial component of academic and professional research. An excellent research report should be clear, concise, and well-structured, with a focus on presenting accurate and objective findings. Here are some tips for writing an excellent research report:

Start with a clear research question: A good research report starts with a clear and focused research question. The question should be specific and relevant to the field of study, and it should guide the research design, methodology, and analysis.
Develop a strong methodology: The methodology section is the backbone of a research report. It should provide a clear and detailed description of the research design, sampling strategy, data collection and analysis procedures, and any ethical considerations.
Use clear and concise language: The language used in a research report should be clear, concise, and jargon-free. Avoid using complex sentences and technical terms that may be difficult for readers to understand.
Structure the report logically: A research report should be well-structured and follow a logical sequence of sections, such as an introduction, literature review, methods, results, discussion, and conclusion. Each section should be clearly labeled and should flow smoothly into the next.
Present data accurately and effectively: The results section should present data accurately and effectively, using tables, graphs, and charts where appropriate. The data should be clearly labeled and easy to read, and the analysis should be presented in a way that is easy to understand.
Provide a thorough discussion of findings: The discussion section should provide a thorough and critical analysis of the findings, comparing them to previous research and discussing their implications for the field. The discussion should also highlight any limitations of the study and suggest avenues for future research.
Follow the guidelines and formatting requirements: It is essential to follow the guidelines and formatting requirements provided by the journal or publisher for the research report. This includes formatting, referencing, and citation styles.

A research report is a vital tool in disseminating research results to academic, professional, and public audiences. It provides a detailed analysis of the research problem, research questions, methodology, findings, and conclusions. Research reports are crucial in advancing knowledge and understanding in various fields of study, informing policy and practice, and contributing to academic and professional careers.

What is scholarly communication, literature review, patent: an overview, thesaurus construction and its role in indexing, what are bibliometrics, what is content analysis.

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What Is a Research Report?

Understanding research reports, financial analyst research reports, research report impact, conflicts of interest.

Fundamental Analysis

What Is a Research Report? How They're Produced and Impact

James Chen, CMT is an expert trader, investment adviser, and global market strategist.

A research report is a document prepared by an analyst or strategist who is a part of the investment research team in a stock brokerage or investment bank . A research report may focus on a specific stock or industry sector, a currency, commodity or fixed-income instrument, or on a geographic region or country. Research reports generally, but not always, have actionable recommendations such as investment ideas that investors can act upon.

Research reports are produced by a variety of sources, ranging from market research firms to in-house departments at large organizations. When applied to the investment industry, the term usually refers to sell-side research, or investment research produced by brokerage houses.

Such research is disseminated to the institutional and retail clients of the brokerage that produces it. Research produced by the buy-side, which includes pension funds, mutual funds, and portfolio managers , is usually for internal use only and is not distributed to external parties.

Financial analysts may produce research reports for the purpose of supporting a particular recommendation, such as whether to buy or sell a particular security or whether a client should consider a particular financial product. For example, an analyst may create a report in regards to a new offering being proposed by a company. The report could include relevant metrics regarding the company itself, such as the number of years they have been in operation as well as the names of key stakeholders , along with statistics regarding the current state of the market in which the company participates. Information regarding overall profitability and the intended use of the funds can also be included.

Enthusiasts of the Efficient Market Hypothesis (EMH) might insist that the value of professional analysts' research reports is suspect and that investors likely place too much confidence in the conclusions such analysts make. While a definitive conclusion about this topic is difficult to make because comparisons are not exact, some research papers do exist which claim empirical evidence supporting the value of such reports.

One such paper studied the market for India-based investments and analysts who cover them. The paper was published in the March 2014 edition of the International Research Journal of Business and Management. Its authors concluded that analyst recommendations do have an impact and are beneficial to investors at least in short-term decisions.

While some analysts are functionally unaffiliated, others may be directly or indirectly affiliated with the companies for which they produce reports. Unaffiliated analysts traditionally perform independent research to determine an appropriate recommendation and may have a limited concern regarding the outcome.

Affiliated analysts may feel best served by ensuring any research reports portray clients in a favorable light. Additionally, if an analyst is also an investor in the company on which the report is based, he may have a personal incentive to avoid topics that may result in a lowered valuation of the securities in which he has invested.

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How Technology Marketers Lead the Way in AI Experimentation [New Research]

by Robert Rose
| Published: February 21, 2024
| Trends and Research

In a 20-minute demo, the sales engineer deftly clicked through the interface, configured a new image set, assigned the metadata, and set the rights-management properties. He logged in as different users to demonstrate a sophisticated workflow. Then, he published an asset and showed how the system presented it in channel-specific formats.

No fewer than five times, he mentioned how “easy” it was for the business user to do what once only experts could do.

I interrupted him. “Here’s the thing,” I said, “That isn’t easy for someone who doesn’t understand what you’re doing.”

As technology marketers, what you offer to the world seems simple from the outside. You provide a new tool to help your customers do something they couldn’t before acquiring it. But the more amazing the thing they can now do, the more skilled they usually need to be at using it.

Said another way, a chainsaw in the hands of a lumberjack is a simple tool. But in my hands? It’s an ER trip waiting to happen.

Today, businesses work with some of the most sophisticated digital technology and interfaces in any industry. But that doesn’t make technology easier to market. It still involves a complex and difficult journey made more challenging by how quickly things change.

We looked at the answers of 272 technology marketers who responded to CMI’s July 2023 survey to find out. (For more information about the full study of 1,084 marketers, see B2B Content Marketing Benchmarks, Budgets, and Trends .)

One not-too-surprising finding: Tech content marketers outpace their marketing peers in AI use. More than two-thirds (79%) of tech marketers say they use AI compared with 72% of B2B marketers as a whole and only 58% of enterprise marketers.

What else to expect this year? Technology marketers say they’ll focus on these things in 2024:

Increasing traffic, leads, and sales
Nurturing existing clients
Leveraging AI for content creation while ensuring authentic, quality content
Enhancing content creation processes and systems
Focusing on thought leadership
Measuring content performance and value.

The most common trends mentioned center around:

AI proliferation in content creation — with concerns about authenticity and oversaturation.
Authenticity and uniqueness — valuing human-created content that stands out from AI-generated noise, prioritizing quality over quantity.
AI’s impact on SEO and content ranking — changes in SEO strategies to accommodate AI algorithms, emphasizing FAQ-oriented and thought leadership content.
Increased personalization — hyper-personalized content delivery using AI-driven tools to cater to individual personas or niche segments.

Let’s look deeper into the research sponsored by Foundry , an IDG, Inc. company .

Team structure

Content marketing challenges

Use of content types, distribution channels, and paid channels

Social media use

Content management and operations

Measurement and goals

Success factors

Budgets and spending

Action steps

Methodology

Ai use: 79% of technology marketers use generative tools.

Many respondents predicted a rise in the use of AI to generate content . In fact, 79% say they already use AI for content-related tasks. How?

More than half (53%) use generative AI to brainstorm new topics. Around half use the tools to write drafts (48%) and research headlines and keywords (43%). Fewer said they use AI to outline assignments (29%), proofread (19%), generate graphics/images (10%), and create videos (7%) and audio (7%).

Most don’t pay for generative AI tools (yet)

Of those using generative AI tools, 88% use free tools (e.g., ChatGPT ). Thirty-seven percent use tools embedded in their content creation/management systems, and 30% pay for tools like Writer and Jasper .

AI in content remains mostly ungoverned

When asked if their organizations have guidelines for using generative AI tools, 26% said yes, 63% said no, and 11% were unsure.

“Change, especially rapid change, is not something most organizations adapt to quickly,” says Yadin Porter de León , global content marketing executive. “The capabilities of generative AI tools currently represent a form of rapid change that very few people can even grasp. So, it’s no surprise that very few companies have created or communicated guidelines for its use … because they don’t know how.”

Yadin says marketers should:

Educate your team members so that they can be, at the very least, AI-literate.
Establish an AI council to organize activities across the organization.
Establish clear policies and guidelines for using AI.
Identify use cases for the business and run pilot projects guided by those principles.

How AI is changing SEO

In the open-ended responses, several respondents predicted AI’s significant impact on SEO. How will AI’s integration in search engines shift technology marketers’ SEO strategy? Here’s what we found:

Twenty-seven percent say they’re not doing any of those things, while 29% say they’re unsure, suggesting that many may be doing little to nothing.

Now is the time to act.

Ryan Brock , chief solution officer at DemandJump, says, “The days of building a keyword list based on metrics like search volume are over … at least for now. Until the dust settles and we collectively figure out what kinds of answers we trust Bard (now known as Gemini) with and which ones will always require a more thoughtful comparison of sources to find, we’ve got to use topical authority as the North Star for our tactical content decisions.”

Ryan thinks of it this way: “I’m still going to be working to answer basic questions as part of my pillar content strategy, but I also acknowledge that answering them works more to build a foundation of topical authority than to drive immediate, convertible traffic.

“Those traffic and conversion-driving queries will become harder to come by than they’ve ever been, so when I find one I need to rank well for, I should be able to do so quickly and efficiently. Competing on a query-by-query level just doesn’t work when every business in a sector sees the same dwindling number of targets.

“Building interconnected, ‘choose-your-own-adventure’ style networks of pillar content is the best way to lay the proper topical authority foundation so you can rank fast when you find a term that’s ripe for true thought leadership.”

Team structure: How does the work get done?

Generative AI isn’t the only issue affecting content marketing these days. We also asked marketers about how they organize their teams .

Among larger technology companies (100-plus employees), more than half (54%) say content requests go through a centralized content team. Others say each department/brand produces its own content (22%), and the departments/brand/products share responsibility (20%). Three percent indicate other, while 1% say they outsource it.

Content strategies integrate with marketing, comms, and sales

Seventy percent say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it’s integrated into another strategy. Fourteen percent say content in marketing is a stand-alone strategy, and 4% say it’s a stand-alone strategy for all content produced by the company. Eight percent say they don’t have a content strategy. The remaining 2% say other or are unsure.

Employee churn means new teammates; content teams experience enlightened leadership

Thirty-three percent of technology marketers say team members resigned in the last year, 28% say team members were laid off, and about half (51%) say they had new team members acclimating to their ways of working.

While team members come and go, the understanding of content doesn’t. Fifty percent strongly agree, and 30% somewhat agree that the leader to whom their content team reports understands the work they do. Only 14% disagree. The remaining 6% neither agree nor disagree.

And remote work seems well-tolerated: Only 21% say collaboration is challenging due to remote or hybrid work.

Content marketing challenges: The right content, lack of resources

Most technology marketers (61%) cite creating the right content for their audience as a challenge.

Other content creation challenges include differentiating content (58%), creating content consistently (49%), creating quality content (43%), optimizing for SEO (43%), creating enough content to keep up with internal demand (40%), and creating content that requires technical skills (36%). One in four (25%) say they are challenged to create enough content to keep up with external demand.

Other hurdles

The most frequently cited non-creation challenge, by far, is a lack of resources (66%), followed by aligning content efforts across sales and marketing (52%) and aligning content with the buyer’s journey (52%). Forty-five percent say they have difficulty accessing subject matter experts, and 44% say they are challenged with workflow issues/content approval processes. Only 28% cite keeping up with new technologies as a challenge, 27% pick a lack of strategy, 12% say keeping up with privacy rules, and 13% point to tech integration issues.

Use of content types, distribution channels, and paid channels: Staying at the top

We asked technology marketers about the types of content they produce, their distribution channels , and paid content promotion. We also asked which formats and channels produce the best results.

Effective content types and formats

Which formats are most effective?

Fifty-nine percent say case studies/customer stories deliver some of the best results. Almost as many (57%) name thought leadership e-books/white papers. Slightly more than half say research reports (53%) and videos (51%).

Effective content distribution channels

Which channels perform the best? Most surveyed tech marketers point to webinars (56%) and in-person events (53%). Forty-four percent say blogs, 43% pick email, and 37% say social media platforms (organic).

Effective paid content channels

Search engine marketing and pay-per-click produce good results, according to 61% of tech marketers. Fifty-three percent say sponsorships deliver good results, followed by social media advertising/promoted posts (43%) and partner emails (34%).

Social media use: One platform rises way above

When asked which organic social media platforms deliver the best value for their organization, technology marketers (92%) pick LinkedIn. Twenty-seven percent cite YouTube as a top performer, 18% say Facebook, and 10% pick Instagram and Twitter. Only 1% cite TikTok.

It makes sense that 73% say they increased their use of LinkedIn over the last 12 months, while only 36% boosted their YouTube presence, 19% increased Instagram use, 15% grew their Facebook presence, 12% increased X use, and 9% increased TikTok use.

Which platforms are marketers giving up? Did you guess X? You’re right — 34% of marketers say they decreased their X use. Twenty-four percent reduced their use of Facebook, with 14% decreasing on Instagram and YouTube, 3% pulling back on TikTok, and only 2% decreasing their use of LinkedIn.

Interestingly, we saw a significant rise in technology marketers who use TikTok: 17% say they use the platform, which is triple from last year (5%).

Content management and operations: The right tech isn’t a guarantee

To explore how teams manage content, we asked tech marketers about their technology use and investments and the challenges they face scaling their content .

Content management technology

Among the technologies used to manage content, technology marketers point to:

Analytics tools (82%)
Social media publishing/analytics (73%)
Email marketing software (71%)
Content creation/calendaring/collaboration/workflow (66%)
Content management system (58%)
Customer relationship management system (57%)
Marketing automation system (38%)
Sales enablement platform (30%)
Digital asset management (DAM) system (24%)

But having technology doesn’t mean it’s the right technology (or its capabilities are used). Only 29% say they have the right tech to manage content across the organization. Thirty-two percent say they have the technology but aren’t using its potential, and 28% say they haven’t acquired the right technology. Eleven percent are unsure.

Even so, 40% of technology marketers say their organization is likely to invest in new technology in 2024; however, another 39% say it’s unlikely. Twenty-one percent say their organization is neither likely nor unlikely to invest.

Scaling content production

This year, we introduced a new question to understand what challenges technology marketers face while scaling content production .

Almost half (49%) say it’s a lack of communication across silos, and the same number say it’s not enough content repurposing. Thirty-one percent say they have no structured content production process, and 29% say they lack an editorial calendar with clear deadlines. Six percent say scaling is not a current focus.

Among the other hurdles are difficulty locating digital content assets (19%), translation/localization issues (17%), technology issues (15%), and no style guide (13%).

Measurement and goals: Generating sales and revenue rises

Almost half (43%) of technology marketers agree their organization measures content performance effectively — but the same amount (43%) disagree. Thirteen percent neither agree nor disagree. Only 1% say they don’t measure content performance.

The four most frequently used metrics to assess content performance are conversions (77%), website traffic (73%), email engagement (72%), and website engagement (70%). Sixty percent say they rely on quality of leads, 58% use social media analytics, 55% rely on search ratings, and 52% say quantity of leads. Less than half use tracking the cost to acquire a lead, subscriber, and/or customer (32%) and email subscribers (31%).

The most common challenge measuring content performance experienced by technology marketers is integrating/correlating data across multiple platforms (88%), followed by extracting insights from data (82%), tying performance data to goals (81%), organizational goal setting (73%), and lack of training (71%).

Among the goals assisted by content marketing, 82% of technology marketers say it created brand awareness in the last 12 months. Eighty percent say it helped generate demands/leads, 71% say it helped nurture subscribers/audiences/leads, and 61% say it helped generate sales revenue (up from 48% the previous year).

Less than half say it helped grow loyalty with existing clients/customers (46%), grow a subscribed audience (42%), and reduce customer support costs (14%).

Success factors: Know your audience

To separate top performers from the pack, we asked technology marketers to assess the success of their content marketing.

Twenty-seven percent rate the organization’s success as extremely or very successful. Another 58% report moderate success, and 15% feel minimally or not at all successful.

The most common factor for successful technology marketers is knowing their audience (81%).

That success factor makes sense because “creating the right content for our audience” is the top challenge. Top-performing content marketers prioritize knowing their audiences to create the right content for those audiences.

Top performers also set goals that align with their organization’s objectives (74%), have a documented strategy (67%), and collaborate with other teams (64%). Thought leadership (62%) and effectively measuring and demonstrating content performance (59%) also help top technology performers reach content marketing success.

Several other dimensions identify the differentiators of top technology performers:

75% of the most successful say they’re backed by leaders who understand their work. In contrast, just 50% of all tech respondents feel their leaders understand.
They’re less likely to report a lack of resources (57% of top performers say they lack resources vs. 66% of all tech content marketers).
They’re more likely to have the right content management technologies. About half (49%) of the top performers say they have the technology they need, compared with 29% of all tech marketers.
Nearly three-fourths (74%) of top performers say they measure content performance effectively, compared with 43% of the whole set of tech marketers.
They are more likely to use content marketing successfully to create brand awareness (96% vs. 82%), nurture subscribers/audiences/leads (82% vs. 71%), generate sales/revenue (81% vs. 61%), grow loyalty with existing customers/clients (64% vs. 46%), and grow a subscribed audience (57% vs. 42%).

Little difference exists between top performers and all respondents when it comes to the adoption of generative AI tools and related guidelines.

Budgets and spending: Holding steady

To explore budget plans for 2024, we asked technology marketers about their knowledge of their organization’s budget/budgeting process for content marketing. Of the 53% who have knowledge of their budgets, we followed up to assess the specifics.

Content marketing as a percentage of total marketing spend

Here’s what they say about the total marketing budget (excluding salaries):

18% say content marketing consumes at least one-fourth of the total marketing budget.
More than one in three (37%) indicate that 10% to 24% of the marketing budget goes to content marketing.
Just under half (45%) say less than 10% of the marketing budget goes to content marketing.

Content marketing budget outlook for 2024

Forty-eight percent think their content marketing budget will increase this year compared with 2023, whereas 39% think it will stay the same. Only 7% think it will decrease, and 6% are unsure.

Where will the budget go?

Next, we asked where respondents plan to increase their spending.

Sixty-nine percent of technology marketers say they would increase their investment in video, followed by in-person events (60%), thought leadership content (54%), webinars (41%), paid advertising (40%), online community building (27%), audio content (22%), digital events (21%), and hybrid events (11%).

Of course, content doesn’t exist in a vacuum.

Kami Buckner , HPC solutions marketing manager at Dell Technologies, notes that content must be integrated into a larger plan and support the customer journey by driving them to other content.

“Videos, in-person events, and thought leadership content may rank similarly in this survey because they are often developed to complement each other,” she says. “Thought leadership content is an important component of any event plan, and videos are an effective peripheral asset that can engage an audience to generate interest in downloading long-form thought leadership pieces, generate excitement before and after events, and be displayed at the event.”

For example, Dell developed a 15-second video to use on social media to drive viewers to a landing page, which hosted the 60-second sizzle reel to promote an upcoming event. We also:

Launched thought leadership content around the video and event.
Created and displayed another video at the event highlighting key points in the new thought leadership content that could be shared post-event.
Developed a virtual reality experience for the event that built credibility for Dell Technologies, both hosting and serving thought leadership content.

Action steps: What tech marketers should do

These results from tech marketers reflect what we find across other B2B organizations. You should know your audience, lean into brand awareness, integrate data across the buyer’s journey, and invest more in thought leadership, events, and video.

But what should you prioritize as a technology marketer? Given where you are in 2024 and your relationship with modern technology, put these three things at the top of your list:

Lean into the brand and develop relationships early and often . Marketing pundits laugh at the idea of technology companies developing “relationships” with audiences and buyers. They cynically surmise, “Nobody wants a relationship with their hydraulic actuator provider.” That may be true, but it doesn’t relieve you from trying. Today’s world makes it more imperative that technology companies differentiate, not just by providing the fastest, cheapest, easiest, or most scalable product on the market. You must also differentiate by helping customers be the best versions of themselves. As I used to say to my marketing team, “Our competitive advantage isn’t that we help people become better digital asset managers; it’s that we help digital asset managers become better people.” That leads to the second action.
Grow owned media’s importance in your products and services. A differentiating strategy provides a reason for people to engage with you outside the small portion of their lives that goes into their buying journey. Owned media experiences create an ecosystem of value for your customers in the pre- and post-buying journey, foster a competitive advantage, and celebrate the complexity your products inherently induce. Yes, your tools are complex and sophisticated and do amazing things. Let you be the source of how to do those things better than anyone else.
Connect first-party data. How you connect your buyers’ digital interactions will be the fabric that develops better relationships with your customers. If you understand their true intentions, needs, and wants, and more importantly, how they evolve, you can optimize every experience that leads and follows a sale. Of course, you likely must make big changes to implement any one or all three of these action steps. An audit, where you examine all your customers’ content-driven experiences along their journey, can help you develop a plan for which ones to keep, which should change, and which should be sunset for good. Creating this ecosystem gives you the power to transform what is seen as overly complex and hard into a worthwhile evolution and innovation. Your technology is not there to make the customer’s journey “easy” — it’s there to make it “worth it!”

For the 14 th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe in July 2023, representing a range of industries, functional areas, and company sizes. The survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.

This article presents the findings from the 272 respondents, mostly from North America, who indicated their organization is a technology company and that they are either content marketers or work in marketing, communications, or other roles involving content.

Of this group, 84% represent B2B companies, while 13% work for B2B+B2C brands, and 3% say they work for a tech company of a different nature. Thirty-six percent work at businesses with more than 1,000 employees, 36% work at places with between 100 and 999 employees, 23% work for brands with 10 to 99 employees, and 5% work at tech companies with between one and nine employees.

Thanks to the survey participants who made this research possible and everyone who helped disseminate these findings throughout the content marketing industry.

Interested in sharing the key takeaways from this report with your team or associates? You can download a summary here (registration required).

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Cover image by Joseph Kalinowski/Content Marketing Institute

About Content Marketing Institute

Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI virtual events, including ContentTECH Summit. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com .

About Foundry, an IDG Inc. company

Foundry helps companies bring their visions to reality through a combination of media, marketing technologies and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. ( IDG ), the world’s leading tech media, data, research and marketing services company. To learn more about Foundry, visit www.foundryco.com .

Robert Rose

Writing up a Research Report

First Online: 10 November 2021

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Früh, M., Keimer, I., & Blankenagel, M. (2019). The impact of Balanced Scorecard excellence on shareholder returns. IFZ Working Paper No. 0003/2019. Retrieved June 09, 2021, from https://zenodo.org/record/2571603#.YMDUafkzZaQ .

Yin, R. K. (2013). Case study research: Design and methods (5th ed.). SAGE.

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Hunziker, S., Blankenagel, M. (2021). Writing up a Research Report. In: Research Design in Business and Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-34357-6_4

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Heroin Research Report What is heroin and how is it used?

Heroin is an illegal, highly addictive drug processed from morphine, a naturally occurring substance extracted from the seed pod of certain varieties of poppy plants. It is typically sold as a white or brownish powder that is "cut" with sugars, starch, powdered milk, or quinine. Pure heroin is a white powder with a bitter taste that predominantly originates in South America and, to a lesser extent, from Southeast Asia, and dominates U.S. markets east of the Mississippi River. 3 Highly pure heroin can be snorted or smoked and may be more appealing to new users because it eliminates the stigma associated with injection drug use. "Black tar" heroin is sticky like roofing tar or hard like coal and is predominantly produced in Mexico and sold in U.S. areas west of the Mississippi River. 3 The dark color associated with black tar heroin results from crude processing methods that leave behind impurities. Impure heroin is usually dissolved, diluted, and injected into veins, muscles, or under the skin.

11.2 Writing a Research Report in American Psychological Association (APA) Style

Learning objectives.

Identify the major sections of an APA-style research report and the basic contents of each section.
Plan and write an effective APA-style research report.

Sections of a Research Report

Title page and abstract.

An APA-style research report begins with a title page . The title is centered in the upper half of the page, with each important word capitalized. The title should clearly and concisely (in about 12 words or fewer) communicate the primary variables and research questions. This sometimes requires a main title followed by a subtitle that elaborates on the main title, in which case the main title and subtitle are separated by a colon. Here are some titles from recent issues of professional journals published by the American Psychological Association.

Sex Differences in Coping Styles and Implications for Depressed Mood
Effects of Aging and Divided Attention on Memory for Items and Their Contexts
Computer-Assisted Cognitive Behavioral Therapy for Child Anxiety: Results of a Randomized Clinical Trial
Virtual Driving and Risk Taking: Do Racing Games Increase Risk-Taking Cognitions, Affect, and Behavior?

It’s Soooo Cute! How Informal Should an Article Title Be?

“Smells Like Clean Spirit: Nonconscious Effects of Scent on Cognition and Behavior”
“Time Crawls: The Temporal Resolution of Infants’ Visual Attention”
“Scent of a Woman: Men’s Testosterone Responses to Olfactory Ovulation Cues”
“Apocalypse Soon?: Dire Messages Reduce Belief in Global Warming by Contradicting Just-World Beliefs”
“Serial vs. Parallel Processing: Sometimes They Look Like Tweedledum and Tweedledee but They Can (and Should) Be Distinguished”
“How Do I Love Thee? Let Me Count the Words: The Social Effects of Expressive Writing”

Introduction

The Opening

The opening , which is usually a paragraph or two in length, introduces the research question and explains why it is interesting. To capture the reader’s attention, researcher Daryl Bem recommends starting with general observations about the topic under study, expressed in ordinary language (not technical jargon)—observations that are about people and their behavior (not about researchers or their research; Bem, 2003 [1] ). Concrete examples are often very useful here. According to Bem, this would be a poor way to begin a research report:

Festinger’s theory of cognitive dissonance received a great deal of attention during the latter part of the 20th century (p. 191)

The following would be much better:

Breaking the Rules

Although both humor and personal anecdotes are generally discouraged in APA-style writing, this example is a highly effective way to start because it both engages the reader and provides an excellent real-world example of the topic under study.

The Literature Review

Another example of this phenomenon comes from the work of Williams (2004).

Williams (2004) offers one explanation of this phenomenon.

An alternative perspective has been provided by Williams (2004).

We used a method based on the one used by Williams (2004).

Finally, remember that your goal is to construct an argument for why your research question is interesting and worth addressing—not necessarily why your favorite answer to it is correct. In other words, your literature review must be balanced. If you want to emphasize the generality of a phenomenon, then of course you should discuss various studies that have demonstrated it. However, if there are other studies that have failed to demonstrate it, you should discuss them too. Or if you are proposing a new theory, then of course you should discuss findings that are consistent with that theory. However, if there are other findings that are inconsistent with it, again, you should discuss them too. It is acceptable to argue that the balance of the research supports the existence of a phenomenon or is consistent with a theory (and that is usually the best that researchers in psychology can hope for), but it is not acceptable to ignore contradictory evidence. Besides, a large part of what makes a research question interesting is uncertainty about its answer.

The Closing

The closing of the introduction—typically the final paragraph or two—usually includes two important elements. The first is a clear statement of the main research question and hypothesis. This statement tends to be more formal and precise than in the opening and is often expressed in terms of operational definitions of the key variables. The second is a brief overview of the method and some comment on its appropriateness. Here, for example, is how Darley and Latané (1968) [2] concluded the introduction to their classic article on the bystander effect:

These considerations lead to the hypothesis that the more bystanders to an emergency, the less likely, or the more slowly, any one bystander will intervene to provide aid. To test this proposition it would be necessary to create a situation in which a realistic “emergency” could plausibly occur. Each subject should also be blocked from communicating with others to prevent his getting information about their behavior during the emergency. Finally, the experimental situation should allow for the assessment of the speed and frequency of the subjects’ reaction to the emergency. The experiment reported below attempted to fulfill these conditions. (p. 378)

Thus the introduction leads smoothly into the next major section of the article—the method section.

The method section is where you describe how you conducted your study. An important principle for writing a method section is that it should be clear and detailed enough that other researchers could replicate the study by following your “recipe.” This means that it must describe all the important elements of the study—basic demographic characteristics of the participants, how they were recruited, whether they were randomly assigned to conditions, how the variables were manipulated or measured, how counterbalancing was accomplished, and so on. At the same time, it should avoid irrelevant details such as the fact that the study was conducted in Classroom 37B of the Industrial Technology Building or that the questionnaire was double-sided and completed using pencils.

The method section begins immediately after the introduction ends with the heading “Method” (not “Methods”) centered on the page. Immediately after this is the subheading “Participants,” left justified and in italics. The participants subsection indicates how many participants there were, the number of women and men, some indication of their age, other demographics that may be relevant to the study, and how they were recruited, including any incentives given for participation.

Figure 11.1 Three Ways of Organizing an APA-Style Method

In the third basic way to organize a method section, the participants subsection is followed by a materials subsection before the design and procedure subsections. This works well when there are complicated materials to describe. This might mean multiple questionnaires, written vignettes that participants read and respond to, perceptual stimuli, and so on. The heading of this subsection can be modified to reflect its content. Instead of “Materials,” it can be “Questionnaires,” “Stimuli,” and so on. The materials subsection is also a good place to refer to the reliability and/or validity of the measures. This is where you would present test-retest correlations, Cronbach’s α, or other statistics to show that the measures are consistent across time and across items and that they accurately measure what they are intended to measure.

Although there are no standard subsections, it is still important for the results section to be logically organized. Typically it begins with certain preliminary issues. One is whether any participants or responses were excluded from the analyses and why. The rationale for excluding data should be described clearly so that other researchers can decide whether it is appropriate. A second preliminary issue is how multiple responses were combined to produce the primary variables in the analyses. For example, if participants rated the attractiveness of 20 stimulus people, you might have to explain that you began by computing the mean attractiveness rating for each participant. Or if they recalled as many items as they could from study list of 20 words, did you count the number correctly recalled, compute the percentage correctly recalled, or perhaps compute the number correct minus the number incorrect? A final preliminary issue is whether the manipulation was successful. This is where you would report the results of any manipulation checks.

Remind the reader of the research question.
Give the answer to the research question in words.
Present the relevant statistics.
Qualify the answer if necessary.
Summarize the result.

The discussion is the last major section of the research report. Discussions usually consist of some combination of the following elements:

Summary of the research
Theoretical implications
Practical implications
Limitations
Suggestions for future research

Finally, some researchers are quite good at ending their articles with a sweeping or thought-provoking conclusion. Darley and Latané (1968) [4] , for example, ended their article on the bystander effect by discussing the idea that whether people help others may depend more on the situation than on their personalities. Their final sentence is, “If people understand the situational forces that can make them hesitate to intervene, they may better overcome them” (p. 383). However, this kind of ending can be difficult to pull off. It can sound overreaching or just banal and end up detracting from the overall impact of the article. It is often better simply to end by returning to the problem or issue introduced in your opening paragraph and clearly stating how your research has addressed that issue or problem.

The references section begins on a new page with the heading “References” centered at the top of the page. All references cited in the text are then listed in the format presented earlier. They are listed alphabetically by the last name of the first author. If two sources have the same first author, they are listed alphabetically by the last name of the second author. If all the authors are the same, then they are listed chronologically by the year of publication. Everything in the reference list is double-spaced both within and between references.

Appendices, Tables, and Figures

Appendices, tables, and figures come after the references. An appendix is appropriate for supplemental material that would interrupt the flow of the research report if it were presented within any of the major sections. An appendix could be used to present lists of stimulus words, questionnaire items, detailed descriptions of special equipment or unusual statistical analyses, or references to the studies that are included in a meta-analysis. Each appendix begins on a new page. If there is only one, the heading is “Appendix,” centered at the top of the page. If there is more than one, the headings are “Appendix A,” “Appendix B,” and so on, and they appear in the order they were first mentioned in the text of the report.

After any appendices come tables and then figures. Tables and figures are both used to present results. Figures can also be used to display graphs, illustrate theories (e.g., in the form of a flowchart), display stimuli, outline procedures, and present many other kinds of information. Each table and figure appears on its own page. Tables are numbered in the order that they are first mentioned in the text (“Table 1,” “Table 2,” and so on). Figures are numbered the same way (“Figure 1,” “Figure 2,” and so on). A brief explanatory title, with the important words capitalized, appears above each table. Each figure is given a brief explanatory caption, where (aside from proper nouns or names) only the first word of each sentence is capitalized. More details on preparing APA-style tables and figures are presented later in the book.

Sample APA-Style Research Report

Figure 11.2 Title Page and Abstract. This student paper does not include the author note on the title page. The abstract appears on its own page.

Figure 11.3 Introduction and Method. Note that the introduction is headed with the full title, and the method section begins immediately after the introduction ends.

Figure 11.4 Results and Discussion The discussion begins immediately after the results section ends.

Figure 11.5 References and Figure. If there were appendices or tables, they would come before the figure.

Key Takeaways

An APA-style empirical research report consists of several standard sections. The main ones are the abstract, introduction, method, results, discussion, and references.
The introduction consists of an opening that presents the research question, a literature review that describes previous research on the topic, and a closing that restates the research question and comments on the method. The literature review constitutes an argument for why the current study is worth doing.
The method section describes the method in enough detail that another researcher could replicate the study. At a minimum, it consists of a participants subsection and a design and procedure subsection.
The results section describes the results in an organized fashion. Each primary result is presented in terms of statistical results but also explained in words.
The discussion typically summarizes the study, discusses theoretical and practical implications and limitations of the study, and offers suggestions for further research.
Practice: Look through an issue of a general interest professional journal (e.g., Psychological Science ). Read the opening of the first five articles and rate the effectiveness of each one from 1 ( very ineffective ) to 5 ( very effective ). Write a sentence or two explaining each rating.
Practice: Find a recent article in a professional journal and identify where the opening, literature review, and closing of the introduction begin and end.
Practice: Find a recent article in a professional journal and highlight in a different color each of the following elements in the discussion: summary, theoretical implications, practical implications, limitations, and suggestions for future research.
Bem, D. J. (2003). Writing the empirical journal article. In J. M. Darley, M. P. Zanna, & H. R. Roediger III (Eds.), The complete academic: A practical guide for the beginning social scientist (2nd ed.). Washington, DC: American Psychological Association. ↵
Darley, J. M., & Latané, B. (1968). Bystander intervention in emergencies: Diffusion of responsibility. Journal of Personality and Social Psychology, 4 , 377–383. ↵

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The state of AI in 2023: Generative AI’s breakout year

You have reached a page with older survey data. please see our 2024 survey results here ..

The latest annual McKinsey Global Survey on the current state of AI confirms the explosive growth of generative AI (gen AI) tools . Less than a year after many of these tools debuted, one-third of our survey respondents say their organizations are using gen AI regularly in at least one business function. Amid recent advances, AI has risen from a topic relegated to tech employees to a focus of company leaders: nearly one-quarter of surveyed C-suite executives say they are personally using gen AI tools for work, and more than one-quarter of respondents from companies using AI say gen AI is already on their boards’ agendas. What’s more, 40 percent of respondents say their organizations will increase their investment in AI overall because of advances in gen AI. The findings show that these are still early days for managing gen AI–related risks, with less than half of respondents saying their organizations are mitigating even the risk they consider most relevant: inaccuracy.

The organizations that have already embedded AI capabilities have been the first to explore gen AI’s potential, and those seeing the most value from more traditional AI capabilities—a group we call AI high performers—are already outpacing others in their adoption of gen AI tools. 1 We define AI high performers as organizations that, according to respondents, attribute at least 20 percent of their EBIT to AI adoption.

The expected business disruption from gen AI is significant, and respondents predict meaningful changes to their workforces. They anticipate workforce cuts in certain areas and large reskilling efforts to address shifting talent needs. Yet while the use of gen AI might spur the adoption of other AI tools, we see few meaningful increases in organizations’ adoption of these technologies. The percent of organizations adopting any AI tools has held steady since 2022, and adoption remains concentrated within a small number of business functions.

It’s early days still, but use of gen AI is already widespread
Leading companies are already ahead with gen AI
AI-related talent needs shift, and AI’s workforce effects are expected to be substantial
With all eyes on gen AI, AI adoption and impact remain steady

About the research

1. it’s early days still, but use of gen ai is already widespread.

The findings from the survey—which was in the field in mid-April 2023—show that, despite gen AI’s nascent public availability, experimentation with the tools is already relatively common, and respondents expect the new capabilities to transform their industries. Gen AI has captured interest across the business population: individuals across regions, industries, and seniority levels are using gen AI for work and outside of work. Seventy-nine percent of all respondents say they’ve had at least some exposure to gen AI, either for work or outside of work, and 22 percent say they are regularly using it in their own work. While reported use is quite similar across seniority levels, it is highest among respondents working in the technology sector and those in North America.

Organizations, too, are now commonly using gen AI. One-third of all respondents say their organizations are already regularly using generative AI in at least one function—meaning that 60 percent of organizations with reported AI adoption are using gen AI. What’s more, 40 percent of those reporting AI adoption at their organizations say their companies expect to invest more in AI overall thanks to generative AI, and 28 percent say generative AI use is already on their board’s agenda. The most commonly reported business functions using these newer tools are the same as those in which AI use is most common overall: marketing and sales, product and service development, and service operations, such as customer care and back-office support. This suggests that organizations are pursuing these new tools where the most value is. In our previous research , these three areas, along with software engineering, showed the potential to deliver about 75 percent of the total annual value from generative AI use cases.

In these early days, expectations for gen AI’s impact are high : three-quarters of all respondents expect gen AI to cause significant or disruptive change in the nature of their industry’s competition in the next three years. Survey respondents working in the technology and financial-services industries are the most likely to expect disruptive change from gen AI. Our previous research shows that, while all industries are indeed likely to see some degree of disruption, the level of impact is likely to vary. 2 “ The economic potential of generative AI: The next productivity frontier ,” McKinsey, June 14, 2023. Industries relying most heavily on knowledge work are likely to see more disruption—and potentially reap more value. While our estimates suggest that tech companies, unsurprisingly, are poised to see the highest impact from gen AI—adding value equivalent to as much as 9 percent of global industry revenue—knowledge-based industries such as banking (up to 5 percent), pharmaceuticals and medical products (also up to 5 percent), and education (up to 4 percent) could experience significant effects as well. By contrast, manufacturing-based industries, such as aerospace, automotives, and advanced electronics, could experience less disruptive effects. This stands in contrast to the impact of previous technology waves that affected manufacturing the most and is due to gen AI’s strengths in language-based activities, as opposed to those requiring physical labor.

Responses show many organizations not yet addressing potential risks from gen AI

According to the survey, few companies seem fully prepared for the widespread use of gen AI—or the business risks these tools may bring. Just 21 percent of respondents reporting AI adoption say their organizations have established policies governing employees’ use of gen AI technologies in their work. And when we asked specifically about the risks of adopting gen AI, few respondents say their companies are mitigating the most commonly cited risk with gen AI: inaccuracy. Respondents cite inaccuracy more frequently than both cybersecurity and regulatory compliance, which were the most common risks from AI overall in previous surveys. Just 32 percent say they’re mitigating inaccuracy, a smaller percentage than the 38 percent who say they mitigate cybersecurity risks. Interestingly, this figure is significantly lower than the percentage of respondents who reported mitigating AI-related cybersecurity last year (51 percent). Overall, much as we’ve seen in previous years, most respondents say their organizations are not addressing AI-related risks.

2. Leading companies are already ahead with gen AI

The survey results show that AI high performers—that is, organizations where respondents say at least 20 percent of EBIT in 2022 was attributable to AI use—are going all in on artificial intelligence, both with gen AI and more traditional AI capabilities. These organizations that achieve significant value from AI are already using gen AI in more business functions than other organizations do, especially in product and service development and risk and supply chain management. When looking at all AI capabilities—including more traditional machine learning capabilities, robotic process automation, and chatbots—AI high performers also are much more likely than others to use AI in product and service development, for uses such as product-development-cycle optimization, adding new features to existing products, and creating new AI-based products. These organizations also are using AI more often than other organizations in risk modeling and for uses within HR such as performance management and organization design and workforce deployment optimization.

AI high performers are much more likely than others to use AI in product and service development.

Another difference from their peers: high performers’ gen AI efforts are less oriented toward cost reduction, which is a top priority at other organizations. Respondents from AI high performers are twice as likely as others to say their organizations’ top objective for gen AI is to create entirely new businesses or sources of revenue—and they’re most likely to cite the increase in the value of existing offerings through new AI-based features.

As we’ve seen in previous years , these high-performing organizations invest much more than others in AI: respondents from AI high performers are more than five times more likely than others to say they spend more than 20 percent of their digital budgets on AI. They also use AI capabilities more broadly throughout the organization. Respondents from high performers are much more likely than others to say that their organizations have adopted AI in four or more business functions and that they have embedded a higher number of AI capabilities. For example, respondents from high performers more often report embedding knowledge graphs in at least one product or business function process, in addition to gen AI and related natural-language capabilities.

While AI high performers are not immune to the challenges of capturing value from AI, the results suggest that the difficulties they face reflect their relative AI maturity, while others struggle with the more foundational, strategic elements of AI adoption. Respondents at AI high performers most often point to models and tools, such as monitoring model performance in production and retraining models as needed over time, as their top challenge. By comparison, other respondents cite strategy issues, such as setting a clearly defined AI vision that is linked with business value or finding sufficient resources.

The findings offer further evidence that even high performers haven’t mastered best practices regarding AI adoption, such as machine-learning-operations (MLOps) approaches, though they are much more likely than others to do so. For example, just 35 percent of respondents at AI high performers report that where possible, their organizations assemble existing components, rather than reinvent them, but that’s a much larger share than the 19 percent of respondents from other organizations who report that practice.

Many specialized MLOps technologies and practices may be needed to adopt some of the more transformative uses cases that gen AI applications can deliver—and do so as safely as possible. Live-model operations is one such area, where monitoring systems and setting up instant alerts to enable rapid issue resolution can keep gen AI systems in check. High performers stand out in this respect but have room to grow: one-quarter of respondents from these organizations say their entire system is monitored and equipped with instant alerts, compared with just 12 percent of other respondents.

3. AI-related talent needs shift, and AI’s workforce effects are expected to be substantial

Our latest survey results show changes in the roles that organizations are filling to support their AI ambitions. In the past year, organizations using AI most often hired data engineers, machine learning engineers, and Al data scientists—all roles that respondents commonly reported hiring in the previous survey. But a much smaller share of respondents report hiring AI-related-software engineers—the most-hired role last year—than in the previous survey (28 percent in the latest survey, down from 39 percent). Roles in prompt engineering have recently emerged, as the need for that skill set rises alongside gen AI adoption, with 7 percent of respondents whose organizations have adopted AI reporting those hires in the past year.

The findings suggest that hiring for AI-related roles remains a challenge but has become somewhat easier over the past year, which could reflect the spate of layoffs at technology companies from late 2022 through the first half of 2023. Smaller shares of respondents than in the previous survey report difficulty hiring for roles such as AI data scientists, data engineers, and data-visualization specialists, though responses suggest that hiring machine learning engineers and AI product owners remains as much of a challenge as in the previous year.

Looking ahead to the next three years, respondents predict that the adoption of AI will reshape many roles in the workforce. Generally, they expect more employees to be reskilled than to be separated. Nearly four in ten respondents reporting AI adoption expect more than 20 percent of their companies’ workforces will be reskilled, whereas 8 percent of respondents say the size of their workforces will decrease by more than 20 percent.

Looking specifically at gen AI’s predicted impact, service operations is the only function in which most respondents expect to see a decrease in workforce size at their organizations. This finding generally aligns with what our recent research suggests: while the emergence of gen AI increased our estimate of the percentage of worker activities that could be automated (60 to 70 percent, up from 50 percent), this doesn’t necessarily translate into the automation of an entire role.

AI high performers are expected to conduct much higher levels of reskilling than other companies are. Respondents at these organizations are over three times more likely than others to say their organizations will reskill more than 30 percent of their workforces over the next three years as a result of AI adoption.

4. With all eyes on gen AI, AI adoption and impact remain steady

While the use of gen AI tools is spreading rapidly, the survey data doesn’t show that these newer tools are propelling organizations’ overall AI adoption. The share of organizations that have adopted AI overall remains steady, at least for the moment, with 55 percent of respondents reporting that their organizations have adopted AI. Less than a third of respondents continue to say that their organizations have adopted AI in more than one business function, suggesting that AI use remains limited in scope. Product and service development and service operations continue to be the two business functions in which respondents most often report AI adoption, as was true in the previous four surveys. And overall, just 23 percent of respondents say at least 5 percent of their organizations’ EBIT last year was attributable to their use of AI—essentially flat with the previous survey—suggesting there is much more room to capture value.

Organizations continue to see returns in the business areas in which they are using AI, and they plan to increase investment in the years ahead. We see a majority of respondents reporting AI-related revenue increases within each business function using AI. And looking ahead, more than two-thirds expect their organizations to increase their AI investment over the next three years.

The online survey was in the field April 11 to 21, 2023, and garnered responses from 1,684 participants representing the full range of regions, industries, company sizes, functional specialties, and tenures. Of those respondents, 913 said their organizations had adopted AI in at least one function and were asked questions about their organizations’ AI use. To adjust for differences in response rates, the data are weighted by the contribution of each respondent’s nation to global GDP.

The survey content and analysis were developed by Michael Chui , a partner at the McKinsey Global Institute and a partner in McKinsey’s Bay Area office, where Lareina Yee is a senior partner; Bryce Hall , an associate partner in the Washington, DC, office; and senior partners Alex Singla and Alexander Sukharevsky , global leaders of QuantumBlack, AI by McKinsey, based in the Chicago and London offices, respectively.

They wish to thank Shivani Gupta, Abhisek Jena, Begum Ortaoglu, Barr Seitz, and Li Zhang for their contributions to this work.

This article was edited by Heather Hanselman, an editor in the Atlanta office.

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The economic potential of generative AI: The next productivity frontier

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Most Black Americans Believe Racial Conspiracy Theories About U.S. Institutions

5. Black Americans and racial conspiracy theories about the news media

Table of contents.

Most Black adults say they experience racial discrimination
Black adults feel angry or undermined in the face of discrimination
Black adults say they must work more than everyone else to get ahead
Black Americans believe the criminal justice system was designed to hold them back
Familiarity with and belief in racial conspiracy theories about policing and prisons
Many Black Americans believe the political system was designed to hold them back
Familiarity with and belief in racial conspiracy theories about political leaders
Black Americans believe the economic system was designed to hold them back
Familiarity with and belief in racial conspiracy theories about big businesses
Black Americans believe the news media was designed to hold them back
Most Black adults believe racial conspiracy theories about the media
Some Black Americans believe the health care system was designed to hold them back
Familiarity with and belief in racial conspiracy theories about medical research
Familiarity with and belief in racial conspiracy theories about Black families
Many Black Americans believe racial conspiracy theories about government elimination of Black men from their families
Familiarity with and belief in racial conspiracy theories about reproductive health
Some Black Americans believe racial conspiracy theories about abortion and birth control
Acknowledgments
Methodology

A bar chart showing that Black women are more likely than Black men to say the news media was designed to hold Black people back

Some of the most enduring stereotypes about Black people have their roots in images created during and immediately after slavery . From the docile Mammy and Uncle Tom characters that appeared in newspaper ads and on food containers to the threatening Mandingo in the film “Birth of a Nation” and the more recent controversy about whether television character Olivia Pope was a modern-day Jezebel , Black Americans’ relationship with media has been contentious at best.

Black Americans have also said the news media specifically characterizes them as disproportionately poor, welfare-dependent and criminal . This history of stereotypical imagery provides some context for Black Americans’ beliefs in racial conspiracy theories about the media.

What is a ‘racial conspiracy theory’?

In this report, the phrase “racial conspiracy theories” refers to the suspicions that Black adults might have about the actions of U.S. institutions based on their personal and collective historical experiences with racial discrimination.

A Pew Research Center survey from early 2023 shows that 63% of Black Americans say the news about Black people is often more negative than news about other racial and ethnic groups. Over half (57%) say the news only covers certain segments of Black communities, and 43% say the coverage significantly stereotypes Black people.

In the current survey, nearly nine-in-ten Black Americans (88%) say they at least sometimes come across news and information about Black people they think is inaccurate. This includes 42% who say they come across this often or extremely often and 46% who say they see these inaccuracies sometimes.

And when they come across these errors, Black Americans are more likely to fact-check stories for themselves (85%) than they are to reduce the amount of news they take in overall (52%), from social media (66%), or from friends and family (44%).

About half of Black Americans (52%) say the news media was designed to hold Black people back a great deal or a fair amount. Fewer say the media was designed to hold Black people back somewhat (30%) or not much, if at all (16%).

Black adults differ significantly on this question by gender. Black women (56%) are more likely than Black men (47%) to say the news media was designed to hold Black people back. Younger Black women are especially likely to agree. Six-in-ten Black women under 50 say this (61%), compared with smaller shares of Black men under 50 (47%) and Black women and men 50 and older (51% and 47%, respectively).

Roughly 55% of Black adults who have been to college say the news media was designed to hold Black people back. This is larger than the share of Black adults with a high school diploma or less education who say the same (48%).

And Black adults who have experienced racial discrimination (56%) are more likely than those who haven’t (40%) to say the news media is designed to hold Black people back.

About nine-in-ten Black Americans (88%) say they come across inaccurate news and information about Black people at least sometimes. And among those who do, 72% say those inaccuracies were created on purpose. Substantially fewer say they are the result of normal human error (24%).

Black adults who have been discriminated against (74%) are more likely than those who haven’t (68%) to say media inaccuracies about Black people are created on purpose.

Black adults with a bachelor’s degree (81%) are more likely than those with some college (74%) or a high school diploma or less education (66%) to say media inaccuracies about Black people are created on purpose. And the share of Black adults with high (80%) and middle (77%) family incomes outpace the share of Black adults with lower incomes (68%) who agree.

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ABOUT PEW RESEARCH CENTER Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .

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Research Reports
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The results of your research report
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Research Report || Steps of Research Report || Types of Research Report
importance of research report
What is research
LAYOUT/STRUCTURE/CONTENTS/FORMAT OF RESEARCH REPORT

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What Is Research Report? Definition, Contents, Significance, Qualities
A research report is an end product of research. As earlier said that report writing provides useful information in arriving at rational decisions that may reform the business and society. The findings, conclusions, suggestions and recommendations are useful to academicians, scholars and policymakers.
Research Report
Thesis. Thesis is a type of research report. A thesis is a long-form research document that presents the findings and conclusions of an original research study conducted by a student as part of a graduate or postgraduate program. It is typically written by a student pursuing a higher degree, such as a Master's or Doctoral degree, although it ...
Research Report: Definition, Types + [Writing Guide]
A research report is usually broken down into multiple sections, which allows for a concise presentation of information. Structure and Example of a Research Report. Title; This is the title of your systematic investigation. Your title should be concise and point to the aims, objectives, and findings of a research report. Table of Contents
Research Reports: Definition and How to Write Them
Research reports are recorded data prepared by researchers or statisticians after analyzing the information gathered by conducting organized research, typically in the form of surveys or qualitative methods. A research report is a reliable source to recount details about a conducted research. It is most often considered to be a true testimony ...
Writing a Research Report
There are five MAJOR parts of a Research Report: 1. Introduction 2. Review of Literature 3. Methods 4. Results 5. Discussion. As a general guide, the Introduction, Review of Literature, and Methods should be about 1/3 of your paper, Discussion 1/3, then Results 1/3. Section 1: Cover Sheet (APA format cover sheet) optional, if required.
Research reports
An abstract is a concise summary that helps readers to quickly assess the content and direction of your paper. It should be brief, written in a single paragraph and cover: the scope and purpose of your report; an overview of methodology; a summary of the main findings or results; principal conclusions or significance of the findings; and recommendations made.
How to Write a Research Paper
Choose a research paper topic. Conduct preliminary research. Develop a thesis statement. Create a research paper outline. Write a first draft of the research paper. Write the introduction. Write a compelling body of text. Write the conclusion. The second draft.
Writing up a Research Report
A research report is one big argument about how and why you came up with your conclusions. To make it a convincing argument, a typical guiding structure has developed. ... Before describing the purpose and content of the various sections of a research report, we address several misconceptions about academic or scientific writing: No surprises: ...
PDF Writing a Research Report
Use the section headings (outlined above) to assist with your rough plan. Write a thesis statement that clarifies the overall purpose of your report. Jot down anything you already know about the topic in the relevant sections. 3 Do the Research. Steps 1 and 2 will guide your research for this report.
Research report
Research report. A research report is a publication that reports on the findings of a research project. [1] Research reports are produced by many sectors including industry, education, government and non-government organizations and may be disseminated internally, or made public (i.e. published) however they are not usually available from ...
PDF How to Write an Effective Research REport
Abstract. This guide for writers of research reports consists of practical suggestions for writing a report that is clear, concise, readable, and understandable. It includes suggestions for terminology and notation and for writing each section of the report—introduction, method, results, and discussion. Much of the guide consists of ...
How To Write A Research Paper (FREE Template
Step 1: Find a topic and review the literature. As we mentioned earlier, in a research paper, you, as the researcher, will try to answer a question.More specifically, that's called a research question, and it sets the direction of your entire paper. What's important to understand though is that you'll need to answer that research question with the help of high-quality sources - for ...
Chapter 6: Components of a Research Report
The research report contains four main areas: Introduction- What is the issue? What is known? What is not known? What are you trying to find out? This sections ends with the purpose and specific aims of the study. Methods- The recipe for the study. If someone wanted to perform the same study, what information would they need?
Writing a Research Report in American Psychological Association (APA
Identify the major sections of an APA-style research report and the basic contents of each section. Plan and write an effective APA-style research report. In this section, we look at how to write an APA-style empirical research report, an article that presents the results of one or more new studies. Recall that the standard sections of an ...
Writing a Research Paper Introduction
Table of contents. Step 1: Introduce your topic. Step 2: Describe the background. Step 3: Establish your research problem. Step 4: Specify your objective (s) Step 5: Map out your paper. Research paper introduction examples. Frequently asked questions about the research paper introduction.
Research Paper
Research Paper is a written document that presents the author's original research, analysis, and interpretation of a specific topic or issue. ... Actual research papers may have different structures, contents, and formats depending on the field of study, research question, data collection and analysis methods, and other factors. Students ...
Table of Contents
Table of Contents in Research. In Research, A Table of Contents (TOC) is a structured list of the main sections or chapters of a research paper, Thesis and Dissertation. It provides readers with an overview of the organization and structure of the document, allowing them to quickly locate specific information and navigate through the document.
Content Analysis
Content analysis is a research method used to identify patterns in recorded communication. To conduct content analysis, you systematically collect data from a set of texts, which can be written, oral, or visual: Books, newspapers and magazines. Speeches and interviews. Web content and social media posts. Photographs and films.
Research Report: Definition
A research report is a vital tool in disseminating research results to academic, professional, and public audiences. It provides a detailed analysis of the research problem, research questions, methodology, findings, and conclusions. Research reports are crucial in advancing knowledge and understanding in various fields of study, informing ...
What Is a Research Report? How They're Produced and Impact
Research Report: A research report is a document prepared by an analyst or strategist who is a part of the investment research team in a stock brokerage or investment bank . A research report may ...
New Report Reviews Evidence on Long COVID Diagnosis, Risk, Symptoms
The new report says that some health effects of Long COVID, including chronic fatigue and post-exertional malaise, cognitive impairment (sometimes referred to as "brain fog"), and autonomic dysfunction, can impair an individual's ability to work or attend school for six months to two years or more after COVID-19 infection.
Technology Content Marketing Research 2024
Fifty percent strongly agree, and 30% somewhat agree that the leader to whom their content team reports understands the work they do. Only 14% disagree. The remaining 6% neither agree nor disagree. ... Almost as many (57%) name thought leadership e-books/white papers. Slightly more than half say research reports (53%) and videos (51%).
Writing up a Research Report
A research report is one big argument how and why you came up with your conclusions. To make it a convincing argument, a typical guiding structure has developed. ... Before describing the purpose and content of the various sections of a research report, we address several misconceptions about academic or scientific writing: no surprises: ...
What is heroin and how is it used?
Heroin is an illegal, highly addictive drug processed from morphine, a naturally occurring substance extracted from the seed pod of certain varieties of poppy plants. It is typically sold as a white or brownish powder that is "cut" with sugars, starch, powdered milk, or quinine. Pure heroin is a white powder with a bitter taste that predominantly originates in South America and, to a lesser ...
11.2 Writing a Research Report in American Psychological Association
The Literature Review. Immediately after the opening comes the literature review, which describes relevant previous research on the topic and can be anywhere from several paragraphs to several pages in length.However, the literature review is not simply a list of past studies. Instead, it constitutes a kind of argument for why the research question is worth addressing.
The state of AI in 2023: Generative AI's breakout year
Explore McKinsey's State of AI in 2023 report, a detailed new survey that looks at how generative AI is reshaping the world's industries and workforces. ... Table of Contents. It's early days still, but use of gen AI is already widespread ... About the research. The online survey was in the field April 11 to 21, 2023, and garnered responses ...
Black Americans, the news media and racial conspiracy theories
ABOUT PEW RESEARCH CENTER Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions.
What Is Artificial Intelligence? Definition, Uses, and Types
For example, while a recent paper from Microsoft Research and OpenAI argues that Chat GPT-4 is an early form of AGI, many other researchers are skeptical of these claims and argue that they were just made for publicity [2, 3]. ... Ability to quickly generate new content, such as text or images. Potential to create misinformation, as well as ...

What is Research Report?

Research Report Definition

Contents of Research Report

Preliminary Part

Introduction of the Report

Review of Literature

The Research Methodology

Concluding Remarks

Bibliography

Significance of Report Writing

Qualities of Good Report

Steps in Writing Research Report

Analysis of the subject matter

Precautions for Writing Research Reports

Types of Research Report

Classification on the Basis of Information

Technical Report

Popular Report

Written Report

Oral Report

What is Hypothesis?

Hypothesis Testing

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Personal Growth

Development

What is a Research Report?

Features of a Research Report

Types of Research Report

Nature of Research

Target Audience

Importance of a Research Report

Guide to Writing a Research Report

Structure and Example of a Research Report

Tips for Writing a Research Report

How to Gather Research Data for Your Report

Step-by-step guide on how to create an online questionnaire using Formplus

Conclusion

Assessment Tools: Types, Examples & Importance

Ethnographic Research: Types, Methods + [Question Examples]

21 Chrome Extensions for Academic Researchers in 2022

How to Write a Problem Statement for your Research

Formplus - For Seamless Data Collection

Research Reports: Definition and How to Write Them

What are Research Reports?

Components of Research Reports

15 Tips for Writing Research Reports

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How To Write A Research Paper

Overview: Writing A Research Paper

Overview: The 3-Stage Process

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Step 1: Find a topic and review the literature

Step 2: Develop a structure and outline

Step 3: Write and refine

Recap: Key Takeaways

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Chapter 6: Components of a Research Report

Writing a Research Report in American Psychological Association (APA) Style

Sections of a Research Report

Introduction

The Opening

The Literature Review

The Closing

Appendices, Tables, and Figures

Sample APA-Style Research Report

Long Descriptions

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Table of Contents – Types, Formats, Examples

Table of Contents in Research

Importance of Table of Contents