1. McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter 18 Preparing and Presenting Marketing Research Reports

3. 1. Understand the objectives of a research report. 2. Describe the format of a marketing research report. 3. Discuss several techniques for graphically displaying research results. 4. Clarify problems encountered in preparing reports. 5. Understand the importance of presentations in marketing research. Learning Objectives 18-3

4. Market Research Reports Reference document for strategic & tactical decisions. Illustrate credibility of the research project. Provide interpretations of findings that lead to recommendations. Provide interpretations of findings that lead to recommendations. Effectively communicate findings of research project. ObjectivesObjectives 18-4

5. Topics to Include in Reports Research Objectives Research Questions Literature Review Research Methods Findings Interpretation and Summary Conclusions and Recommendations 18-5

6. Enhancing Credibility AccuracyBelievableProfessionallyOrganized 18-6

7. Pictorial Representation of Senior Internet Adoption Segments 18-7

8. Levels of Readers Those who read only... Those who read only... Executive Summary Summary and Findings Entire Report and Appendices 18-8

9. Format for Marketing Research Reports Table of Contents Table of Contents Executive Summary Executive Summary Introduction Introduction Research Methods & Procedures Research Methods & Procedures Data Analysis & Findings Data Analysis & Findings Conclusions & Recommendations Conclusions & Recommendations Limitations Limitations Appendices Appendices Title Page Title Page 18-9

10. Conclusions & Recommendations KeyFindingsKeyFindings Statement of Methods Statement ResearchObjectivesResearchObjectivesExecutiveSummaryExecutiveSummary 18-10

11. Research Objectives 18-11

12. Selected Key Findings from a Research Project 18-12

13. Slide Summarizing Research Methodology 18-13

14. Preparing Reports Rewrite and rewrite, critically evaluating the report Rewrite and rewrite, critically evaluating the report. Select wording consistent with reader’ background and knowledge. Say exactly what you intend to say Say exactly what you intend to say. Use short, concise sentences and paragraphs. Make an outline of all major points. PreparationHintsPreparationHints 18-14

15. Preparation Hints – Details Make an outline of all major points – support with details in their proper position. Make an outline of all major points – support with details in their proper position. Use short, concise sentences and paragraphs. Use short, concise sentences and paragraphs. Say exactly what you intend to say – do not leave the reader “grasping” for more information. Say exactly what you intend to say – do not leave the reader “grasping” for more information. Select wording that is consistent with the background and knowledge of the reader. Select wording 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. Rewrite and rewrite – this will force you to remove clutter and critically evaluate the document for errors. 18-15

16. Methods & Procedures Section Sampling and sampling processes. Data collection procedures and administration. Types of secondary data. Research design, i.e., exploratory, descriptive and/or causal. ComponentsComponents 18-16

17. Findings Illustrating Simple Readable Results of Frequencies 18-17

18. Guidelines for Graphics GraphicsGraphics Help explain the information developed in the research project. An effective visual aid to enhance the communication process and add clarity and impact to research reports. An effective visual aid to enhance the communication process and add clarity and impact to research reports. ChartsCharts 18-18

19. Guidelines for Graphics Bar Chart Data in the form of bars that are placed either horizontally or vertically. Type of bar chart where each bar’s height is the relative or cumulative frequency of a value of a specific variable. HistogramHistogram 18-19

20. Example of a Bar Chart 18-20

21. Guidelines for Graphics Area chart – the area below the line is filled in to dramatically display the information. Shows trends over several periods of time – facilitates comparisons between variables. Enables multiple comparisons – but each line needs to have its own label and differ in form or color. Line Chart – connects a series of data points with a continuous line. 18-21

22. Using SPSS to Prepare a Bar Graph 18-22

23. Guidelines for Graphics Seven pie sections – considered to be the practical maximum. Each section of the pie chart is the relative proportion. Not useful with comparative information between several variables. Pie chart – used for displaying relative proportions. 18-23

24. Changing the Properties of a Pie Chart in the SPSS Chart Editor 18-24

25. A Table Summarizing Means of Thematically Related Items 18-25

26. Using the Bar Chart Function in SPSS to Summarize Thematically Related Means 18-26

27. Bar Chart Displaying Multiple Thematically Related Means 18-27

28. Using the SPSS Bar Chart Function to Show Crosstabs 18-28

29. Bar Chart Showing a Crosstab 18-29

30. A Table Showing t-Tests 18-30

31. Using SPSS to Create Bar Charts to Display ANOVA Results 18-31

32. Bar Chart Portraying ANOVA Results 18-32

33. Correlations of Item Ratings with Overall Satisfaction with Primal Elements 18-33

34. Displaying Regression Findings 18-34

35. Illustration of Conclusions in a Marketing Research Report 18-35

36. Illustration of Recommendations in a Marketing Research Report 18-36

37. Preparing Reports Unnecessary use of multivariate statistics Unnecessary use of multivariate statistics. Emphasizing a few statistics too much. Lack of relevance Lack of relevance. Emphasis on packaging instead of quality. Lack of data interpretation CommonProblemsCommonProblems 18-37

38. Guidelines for Preparing Visual Presentations Begin with a slide showing the title of presentation, speaker’s name, client identity, and research firm. Begin with a slide showing the title of presentation, speaker’s name, client identity, and research firm. Include slides that explain research objectives, question, methods, and sample description; e.g. all subheadings of the report. Include slides that explain research objectives, question, methods, and sample description; e.g. all subheadings of the report. Highlight the research findings. Highlight the research findings. End with recommendations, conclusions, and research implications supported by the data. End with recommendations, conclusions, and research implications supported by the data. 18-38