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Chapter Nineteen Chapter 19
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Relationship to Marketing
Figure Relationship of Report Preparation and Presentation to the Previous Chapters and the Marketing Research Process Figure Relationship to the Previous Chapters & The Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Report Preparation Oral Presentation Marketing Research Process (Chapter 1) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation
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Figure 19.2 Report Preparation and Presentation: An Overview
Opening Vignette Importance of the Report and Presentation The Report Preparation and Presentation Process Fig 19.3 Table 19.1 Report Preparation Internet Applications Focus on Elrick & Lavidge Figs Format Writing Tables Graphs Oral Presentation and Dissemination Research Follow-up Application to Contemporary Issues TQM International Technology Ethics
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Figure 19.3 The Report Preparation & Presentation Process
Figure The Report Preparation and Presentation Process Figure The Report Preparation & Presentation Process Problem Definition, Approach, Research Design, and Field Work Data Analysis Interpretation, Conclusions, and Recommendations Report Preparation Oral Presentation Reading of the Report by the Client Research Follow-up
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Figure 19.4 Pie Chart of Total Hewlett Packard Sales
Other 3% IT Services 14% Imaging and Printing Systems 41% Computing Systems 42%
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Figure 19.5 Line Chart of Total Hewlett Packard Sales
Billions of Dollars
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Figure 19.6 A Pictograph of Hewlett Packard Sales
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Figure 19.7 Histogram of Hewlett Packard’s Sales
60 50 40 30 Billions of Dollars Billions of Dollars 20 10 1996 1997 1998 1999 2000
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Table 19.1 Hewlett-Packard Sales by Product Category: 2000
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Table 19.2 Hewlett-Packard Sales: 1996-2000
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