14: Reporting and Presenting Results

14-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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

14-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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

14-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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

14-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 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

14-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Data & Implications – Presented Together

14-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Data & Implications – Presented Together

14-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Conclusions - Examples

14-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Recommendations - Examples

14-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Common Problems in Preparing Report  Lack of data interpretation  Too much data / information presented  Unnecessary use of multivariate statistics – “KISS principle”  Emphasis on packaging instead of quality  Placing too much emphasis on a few key statistics  Being too “statistical” and not business-relevant enough