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Transcript of Communicating Marketing Research Findings Copyright © 2010 by the McGraw-Hill Companies, Inc. All...
Communicating Marketing Research Findings
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
13-2
Learning Objectives
Understand the objectives of a research report Describe the format of a marketing research
report Discuss several techniques for graphically
displaying research results Clarify problems encountered in preparing
reports Understand the importance of presentations in
marketing research
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The Importance of Visual Display
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Objectives of Marketing Research Reports
To effectively communicate findings of the marketing research project
To provide interpretations of the findings in the form of sound and logical recommendations
To illustrate credibility of the research project
To serve as a future reference document for strategic or tactical decisions
13-5
Topics to Include
Research objectives
Research questions
Literature review
Research methods
Findings
Interpretation and summary
Conclusion and recommendations
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Enhancing Credibility
Accuracy BelievableProfessionally
organized
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Levels of Readers
Readers who will read only the executive summary
Readers who will read the summary and the findings
Readers who will read the entire report and appendix
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Format for Marketing Research Reports
Title page Table of contents Executive summary
Research objectives Statement of method Key findings Conclusion/
recommendations
Introduction
Research methods and procedures
Data analysis and findings
Conclusions and recommendations
Limitations Appendices
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Preparation Hints
Make an outline of all major points–support with details in their proper position
Use short, concise sentences and paragraphs Say exactly what you intend to say–do not leave the
reader “grasping” for more information Select working that is consistent with the
background and knowledge of the reader Rewrite and rewrite–this will force you to remove
clutter and critically evaluate the document for errors
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Components of the Methods and Procedures Section
1. The research design used (exploratory, descriptive and/or causal)
2. Types of secondary data included in the study
3. Data collection procedures and administration
4: Sampling and sampling processes
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Exhibit13.5 Simple Readable Results of Frequencies
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Exhibit 13.6 A Simple Bar Chart
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Exhibit 13.8 A Pie Chart
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Exhibit 13.11 A Bar Chart Displaying Multiple Thematically Related Means
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Exhibit 13.13 Bar Chart Portraying a Crosstab
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Exhibit 13.16 Bar Chart Portraying ANOVA Results
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Exhibit 13.17 Correlations of Item Ratings
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Exhibit 13.18 Displaying Regression Findings
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Exhibit 13.19 Illustration of Conclusions
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Exhibit 13.20 Illustration of Recommendations
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Common Problems in Preparing Report
Lack of data interpretation Unnecessary use of multivariate statistics Emphasis on packaging instead of quality Lack of relevance Placing too much emphasis on a few
statistics
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Guidelines for Preparing Visual Presentation
Begin with a slide showing 1) title of presentation, 2) speaker’s name, 3) client identity, 4) research firm
Include slides that explain research objectives, question, methods, and sample description
Highlight the research findings Conclude with recommendations,
conclusions, and research implications
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Marketing Research in Action: The DVD Market
What other issues could be examined with the survey presented?
What problems do you see with the questionnaire?
What are the important topics to include in the presentation?