Report Preparation & Presentation Chapter 22

Importance of the Report Reports are tangible products of the research effort Management decisions are guided by the report and the presentation The involvement of many marketing managers is limited to the written report and oral presentation Management’s decision to undertake marketing research in future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation

The Report Preparation and Presentation Process Problem Definition, Approach, Research Design and Fieldwork Data Analysis Interpretations, Conclusions and Recommendations Report Preparation Oral Presentation Reading of the Report by the Client Research Follow-up

Report Format Title page Letter of transmittal Letter if Authorization Table of Contents Executive Summary Problem Definition Approach to the Problem Research Design Data Analysis Results Limitations and Exclusions Conclusions and Recommendations Exhibits

Report Writing Readers Easy to follow Presentable and Professional Appearance Objective Reinforce text with tables and Graphs Concise

Guidelines for Tables Title and Number Arrangement of Data Items Basis of Measurement Leaders, rulings, and Space Headings, Stubs and Footnotes

Table 22.1 U.S. Automotive Sales 1997 to 1999 Unit Sales MFG 1997 1998 1. Title & Number Table 22.1 U.S. Automotive Sales 1997 to 1999 Unit Sales MFG 1997 1998 1999 2000 2001 GM ……… 4,766,000 4,604,000 5,017,000 Ford 4,432,000 Chrysler 2,312,400 Source: U.S. Automobile's Statistics Organization 3. Basis of measurement 5. Headings, Stubs, Footnotes 2. Arrangement of data items 4. Leaders, rulings and spaces

Guidelines for Graphs Round or Pie charts are appropriate for qualitative data Line graphs are suitable to show data existing in series or data exhibiting trends Pictographs are used to illustrate density of population of objects Histograms or Bar Charts are used to represent the relative or cumulative frequency of occurrence Quantitative Data

Oral Presentation Tell them what you are going to tell them Tell them what you want to tell them Tell them what you have told them

Reading the Report Addresses the problem Research Design Execution of the Research Procedures Number and Statistics Interpretations and Conclusions Generalizability Disclosure

Research Follow-Up Assisting the Client Evaluation of the Research Project