Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin.

Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin C. BurnsLouisiana State University Ronald F. BushUniversity of West Florida

Introducing the iReportWriter Assistant This tool takes you through the entire report writing process and can be found online at www.pearsonhighered.com/burns www.pearsonhighered.com/burns For an overview of how the iReportWriter Assistant can help you become a better report writer, see the contents discussed in Marketing Research Application 15.1 on page 348. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 2

The Importance of the Marketing Research Report The marketing research report is a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her decision making on the contents of the report. Marketing research users, as well as marketing research suppliers, agree that reporting the research results is one of the most important aspects of the marketing research process. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 3

The Importance of the Marketing Research Report The report represents the effort of the entire research team, but it may be the only part of the project seen by the client! Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 4

Improving the Efficiency of Report Writing Online reporting software electronically distributes marketing research reports to selected managers in an interactive format that allows each user to conduct his or her own analyses. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 5

Organizing Your Written Report There are certain elements that must be considered when you are preparing the report. These elements can be grouped in three sections: Front matter Body End matter Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 6

Front Matter The front matter consists of all pages that precede the first page of the report: Title page Letter of authorization (optional) Letter/memo of transmittal Table of contents List of illustrations Abstract/executive summary Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 8

Title Page The title page contains four major items of information: Title of the document The organization/person(s) for whom the report was prepared The organization/person(s) who prepared the report Date of submission Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 9

Letter of Authorization The letter of authorization is the marketing research firm’s certification to do the project and is optional. It is particularly helpful in large organizations because it provides other users of the report with the name, title, and department of the individual(s) who authorized the project. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 11

Letter/Memo of Transmittal Use a letter of transmittal to release or deliver the document to an organization for which you are not a regular employee. Use a memo of transmittal to deliver the document within your own organization. The letter/memo of transmittal describes the general nature of the research in a sentence or two and identifies the individual who is releasing the report. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 12

Table of Contents The table of contents helps the reader locate information in the research report. Each heading should read exactly as it appears in the text and should identify the number of the page in which it appears. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 13

List of Illustrations If the report contains tables and/or figures, include in the table of contents a list of illustrations along with the page numbers on which they appear. Tables are words or numbers that are arranged in rows and columns. Figures are: Graphs Charts Maps Pictures Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 14

Abstract/Executive Summary The abstract or executive summary is a “skeleton” of your report. It serves as a summary for the busy executive or a preview for the in-depth reader. It provides an overview of the most useful information, including the conclusions and recommendations. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 16

Report Body The “body” is the bulk of the report. It contains: An introduction to the report A description of how your research was performed A presentation of your findings A statement of limitations A list of conclusions and recommendations Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 17

Introduction The introduction to the marketing research report begins the body of the report and orients the reader to its contents. The introduction should contain a statement of the background situation leading to the problem, the statement of the problem, and a summary description of how the research process was initiated. It should contain a statement of the general purpose of the report and also the specific objectives for the research. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 18

Method The method follows the research objectives and describes, in as much detail as necessary, how the research was conducted, including a description of the data collection method, questionnaire design, sample plan, sample size, and analysis overview. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 20

Findings The findings section is the most important and most detailed portion of the report. This section should be organized around the research objectives for the study. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 21

Limitations The limitations section is an honest accounting of major aspects of the research that constrain or temper the findings and conclusions. No research is faultless, but all research projects strive to be as accurate as possible. The limitations section should note major issues. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 22

Conclusions and Recommendations Conclusions are the deductions and inferences that have come about based on the research findings. Recommendations are suggestions for how to proceed based on the conclusions. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 23

Recommendations Unlike conclusions, recommendations may require knowledge beyond the scope of the research findings themselves (conditions within the company and industry for example). Therefore, researchers should exercise caution when making recommendations. The researcher and the client should determine prior to the study whether a report is to contain recommendations and build a working relationship that fosters useful recommendations. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 24

End Matter The end matter comprises the appendices, which contain additional information the reader may refer to for further reading that is not essential to reporting the data. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 25

Following Guidelines and Principles for the Written Report Form and Format Headings indicate the topic of each section Subheadings should divide that information into segments Visuals Visuals are tables, figures, charts, diagrams, graphs, and other graphic aids A table systematically presents numerical data or words in columns and rows A figure translates numbers into graphical displays so that findings can be comprehended visually Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 26

Following Guidelines and Principles for the Written Report, Continued… Style is the way one writes a report: Avoid long paragraphs Capitalize on white space Use jargon sparingly Use strong verbs Use active voice Eliminate extra words Avoid unnecessary changes in tense In sentences, keep the subject and verb close together Use faultless grammar Edit carefully Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 27

Ensuring Ethical Visuals An ethical visual is totally objective in terms of how information is presented in the research report. Sometimes misrepresenting information is intentional (as when a client asks a researcher to misrepresent the data in order to promote his or her “pet project”) or it may be unintentional. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 32

Ensuring Ethical Visuals, Continued... To ensure that you have objectively and ethically prepared your visuals, be sure to do the following: Double- and triple-check all labels, numbers, and visual shapes Exercise caution if you use three-dimensional figures Make sure all parts of the scales are presented Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 33

Presenting Your Research Orally The purpose of the oral presentation is to succinctly present the information and to provide an opportunity for questions and discussion. Prepare well for your presentation… Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 45

Presenting Your Research Orally, Continued... 1. Identify and analyze your audience.. What message do you wish to communicate? Who is the audience? Are there multiple audiences? See page 347 2. Predetermine expectations of the audience, formal v informal presentation? Handouts? PPT Presentation? 3. Present your points clearly and succinctly. 4. Practice, practice, practice! 5. Dress appropriately. Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 46

Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin.

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Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 15- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin.

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