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Communicating the Research Results and Managing Marketing Research Chapter Fourteen.
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Transcript of Communicating the Research Results and Managing Marketing Research Chapter Fourteen.
Communicating theResearch Results and
ManagingMarketing Research
Chapter Fourteen
Chapter Fourteen
• Become aware of the primary purposes of a research report
• Learn how to organize and prepare a research report and what types of graphs can be used
• Learn how to make a personal presentation
• Understand the effective use and communication of marketing research information
• Understand what clients want from a marketing research supplier or department
• Learn some of the key managerial functions in running a marketing research supplier organization or department
• See what marketing research departments are doing to gain a more strategic role in the corporation
• Examine how corporations are measuring the contribution of marketing research to the organization
Chapter Fourteen ObjectivesChapter Fourteen Objectives
Chapter Fourteen
1. Title Page2. Table of Contents3. Executive Summary4. Background5. Methodology6. Findings (bulk of report)7. Conclusions and
Recommendations8. Appendices
The Research Report
Chapter Fourteen
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•54 •34•57
•65
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•50
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•Janu
ary
•Feb
ruary
•Marc
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pril
•May
•June
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•Aug
ust
•Sep
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r
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•Boise, ID
•Washington, DC
•Austin, TX
•Chapel Hill, NC
•Santa Fe, NM
Some Formatting Tips!• Use bulleted charts• Use text to elaborate on bullets• Follow proper writing standards•Use minimum text to convey message• Avoid too many different graphic types• Multiple graphics on a page tell a story• Be professional and consistent
Some Formatting Tips!• Use bulleted charts• Use text to elaborate on bullets• Follow proper writing standards•Use minimum text to convey message• Avoid too many different graphic types• Multiple graphics on a page tell a story• Be professional and consistent
Sample Bar ChartSample Bar Chart
Interpreting and Presenting the Results
Chapter Fourteen
Interpreting and Presenting the Results
Chapter Fourteen
Graphs and Tables on the Same Page Maximize Communication
Interpreting and Presenting the Results
Chapter Fourteen
Line Chart (Good for demonstrating linear relationships)
Pie Chart (Good for special relationships among data points)
Interpreting and Presenting the Results
Chapter Fourteen
Simple Bar Chart Clustered Bar Chart
Bar charts are good for showing side-by-side relationships / comparisons
Interpreting and Presenting the Results
Chapter Fourteen
Stacked Bar Chart 3-D Bar Chart
Consider using…•A presentation outline for audience •Visuals on charts, easels, PowerPoint, etc.•Copies of the final report•Web options•An executive summary
The Research Presentation
Chapter Fourteen
One Might Want to Convey:
•What are the data telling you?•What impact do the data have?•What have we learned from the data?•How can future studies of this nature be enhanced?•What could make this information more useful?
The Research Presentation
Chapter Fourteen
What Do Clients Want?
1.Confidentiality2.Honesty, punctuality, flexibility, responsiveness3.High-quality results4.Excellent control standards5.Customer-orientated approach6.Updates throughout the project
Research Supplier Management
Chapter Fourteen
Managing the Research Process:
• Organizing the supplier firm• Data quality management• Time and cost management• Client profitability management• Staff management and development
Research Supplier Management
Chapter Fourteen
1.Select the right marketing research suppliers
2.Move marketing research into a decision-making role
3.Measure marketing research’s ROI
Managing a Research Department
Chapter Fourteen