1. Communicating Marketing Research Findings Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. 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

3. 13-3 The Importance of Visual Display

4. 13-4 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

5. 13-5 Topics to Include Research objectives Research questions Literature review Research methods Findings Interpretation and summary Conclusion and recommendations

6. 13-6 Enhancing Credibility AccuracyBelievable Professionally organized

7. 13-7 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

8. 13-8 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

9. 13-9 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

10. 13-10 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

11. 13-11 Exhibit13.5 Simple Readable Results of Frequencies

12. 13-12 Exhibit 13.6 A Simple Bar Chart

13. 13-13 Exhibit 13.8 A Pie Chart

14. 13-14 Exhibit 13.11 A Bar Chart Displaying Multiple Thematically Related Means

15. 13-15 Exhibit 13.13 Bar Chart Portraying a Crosstab

16. 13-16 Exhibit 13.16 Bar Chart Portraying ANOVA Results

17. 13-17 Exhibit 13.17 Correlations of Item Ratings

18. 13-18 Exhibit 13.18 Displaying Regression Findings

19. 13-19 Exhibit 13.19 Illustration of Conclusions

20. 13-20 Exhibit 13.20 Illustration of Recommendations

21. 13-21 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

22. 13-22 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

23. 13-23 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?