Lecture Marketing research - Chapter 14: Communicating the research results

In this chapter, you will: Become aware of the primary purposes of a research report, learn how to organize and prepare a research report, learn how to make a personal presentation, understand the effective use and communication of marketing research information, appreciate the role of trust in a researcher-client relationship.

Copyright © 2004 John Wiley & Sons, Inc.

Research Results

2 To learn how to organize and prepare a

research report.

3 To learn how to make a personal

presentation.

4 To understand the effective use and

communication of marketing research

information.

5 To appreciate the role of trust in a

researcher-client relationship.

The Research Report

Objectives:

• Explain why the research was done

• State the specific research objectives

• Explain how the research was done

• Present the findings of the research

• Provide conclusions and recommendations

Organization of the Report

1 Table of Contents

2 Background and Objectives

3 Executive Summary: a two to four page summary of

findings, conclusions, and recommendations

4 Methodology: a two to five page description of how the

research was conducted

5 Findings

A detailed presentation of research findings

6 Appendices

• Copy of the questionnaire

• Cross-tabulations

• Other supporting material

Formatting the Report

Presentation software

Microsoft PowerPoint to:

• Create bulleted charts

• Create different types of graphs

• Apply various special effects, full motion video, and sound

Predominate Reporting Style Characteristics:

• Minimizes the use of words

• Feeds information to clients in “sound bites.”

• Makes extensive use of bulleted charts

• Makes extensive use of graphic presentation of results

Interpreting the Findings and Formulating

Recommendations

Executive Summary

Explains:

• Why the research was done

• What was found

• What the findings mean

• What action management should undertake

Generalizations that answer the questions raised by the research objectives

Formulating Recommendations

Recommendations

Conclusions applied to marketing strategies

Differential Advantage—true benefit

Four aids

1 Presentation outline

2 Visuals

• Slide or overhead projector

• Laptop computer

• Presentation software

3 Executive summary

4 Copies of the final report

Making Personal Presentation

Tailored to the Audience

1 Receivers’ Frame of Reference

2 Attitudes

3 Prejudices

4 Educational Background

5 Time Constraints

Understanding the Barriers to Effective

Communication

Use Research Findings to Reinforce Conclusions Questions the researcher should keep in mind

1 What do the data really mean?

2 What impact do they have?

3 What have we learned from the data?

4 What do we need to do, given the information we

now have?

5 How can future studies of this nature be enhanced?

6 What can make information such as this more

useful?

Key factors in the use of marketing research:

1 The perceived creditability and usefulness of the report to the users

2 The degree of client/researcher interaction

3 The organizational climate for research

4 The personality and job tenure of key users

The Role of Trust

The role of trust between the researcher and the decision makers

A function of interpersonal factors:

• Perceived integrity of the researcher

• Perceived willingness of the researcher to reduce

research uncertainty for the users

• Confidentiality, expertise

• The Research Report

• The Personal Presentation

• Getting Managers to Use the Research Information

The End

Copyright © 2004 John Wiley & Sons, Inc.