MARKETING RESEARCH PART 20 pdf

The Marketing Research Reportmessage that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her deci

The Marketing Research Report: Preparation and Presentation

The Marketing Research Report

message that transmits research

results, vital recommendations,

conclusions, and other important

information to the client, who in turn bases his or her decision making on the content of the report

that the client will see.

• The time and effort expended in the research process are wasted if the

report does not communicate

effectively

Organizing the Written Report

• Marketing research reports are tailored

to specific audiences and purposes, and you must consider both in all phases of the research process, including

planning the report

• Must consider questions such as:

– What is your purpose?

– Who is the audience?

– What are your audience’s interests,

Ch 20 5

Organizing the Written Report

Organizing the Written Report

that precede the first page of the

report

document, the organization/person(s) for whom the report was prepared, the organization/person(s) who prepared the report, and the date of submission

marketing research firm’s certification

Ch 20 7

Organizing the Written Report

release or deliver the document to an organization for which you are not a regular employee

deliver the document within your own organization

Organizing the Written Report

locate the information in the research report

tables or figures within the report

are arranged in rows and columns

pictures, and so on

Ch 20 9

Organizing the Written Report

Organizing the Written Report

Ch 20 11

Organizing the Written Report

Organizing the Written Report

of your report

introduction, explanation of method, discussion of results, statement of

limitations, and a list of

recommendations and conclusions

Ch 20 13

Introduction

– A statement of the background

situation leading to the problem

– The statement of the problem

– A summary description of how the research process was initiated

• Research objectives may be listed

here or in a separate section

Ch 20 15

Organizing the Written Report

research was conducted, who (or what) the subjects were, and what methods were used to achieve the objectives

• Methodology refers to the science of

determining appropriate methods to

Organizing the Written Report

research

limited to, time, money, personnel, and size of population

Ch 20 17

Organizing the Written Report

decisions you have reached based on your research results

how to proceed based on the

conclusions

that the reader may need to refer to for further reading but that is not essential

to reporting the data

work of others as your own and is a serious offense

– If you are in doubt, document!

information into segments.

diagrams, graphs, and other graphic aids

A Tip to Make You a Better

Ch 20 21

Style

• Stylistic devices can make the

difference in whether or not your

reader gets the message as you

Using Visuals:

Tables and Figures

reader to compare numerical data

Ch 20 23

Using Visuals:

Tables and Figures

• Charts:

sections; compare a specific

part of the whole to whole

Ch 20 25

Ch 20 27

Using Visuals:

Tables and Figures

• Charts:

such as frequency distribution

Ch 20 29

Producing an Accurate and

Ethical Visual

objective in terms of how information

is to be presented in the research

report

Ch 20 31

Ethical Visuals

objective in terms of how information

is presented in the research report

– Double- and triple-check all labels, numbers, and visual shapes

– Exercise caution if you use three- dimensional figures

– Make sure all parts of the scales

are presented

Presenting Your Research

Orally

• The purpose of an oral presentation

is to succinctly present the research information and to provide an

opportunity for questions and

discussion

Ch 20 33

Presenting Your Research

Orally

• To be prepared follow these steps:

– Identify and analyze your audience

– Find out the expectations your

audience has for your presentation

– Determine the key points your

audience needs to hear

– Outline the key points so you can easily refer to them

– Present your points clearly and

succinctly

Presenting Your Research

Orally– Make sure your visuals graphically and ethically portray your key points

– Practice your presentation

– Check out the room and media

equipment prior to the presentation

– Arrive early

– Be positive and confident

– Practice good presentation skills

(volume, enunciation, eye contact,