The first step in writing a research report is to identify the intended readers. This is important because the organization, the style, and even the mode of presentation depend on the target audience. In mass media research, there are typically two types of audiences and research reports:
• Reports aimed at colleagues and intended for publication in scholarly and professional journals or for presentation at a convention.
• Reports aimed at decision-makers and intended for in-house use only.
In the first case, the format, length, style, and organization of a published report must conform to the guidelines of the journal in which it appears. Since colleagues are the target audience for such reports and papers, writers must pay close attention to the theory underlying the research, the methods used, and the techniques of analysis. In the second case, there is more flexibility. Some decision makers prefer to be briefed orally by the researcher. A verbal presentation may be supplemented by written summary handouts, visual aids, and on request, a detailed report. In other circumstances, the researcher might prepare a written report with a short executive summary, confining most of the technical material to appendixes. No matter what the situation or audience, the primary goals in all research reports are accuracy and clarity.
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