1. Chapter Fifteen 15-1

2. The Research Report 15-2 Key Terms & Definitions Organizing the Report: 1.Title Page 2.Table of Contents 3.Executive Summary 4.Background 5.Methodology 6.Findings (primary and secondary) 7.Appendices

3. The Research Report 15-3 Key Terms & Definitions Title Page: The title page should be dominated by the name of the project. Other elements that should be included are the name of the client organization, name of the research firm, and date of the report.

4. The Presentation 15-4 Key Terms & Definitions Sample Title Slide

5. The Research Report 15-5 Key Terms & Definitions Table of Contents: This should not exceed one page and should list the major sections of the report along with the page numbers on which they start. It is a convenience for the reader, and often, the researcher in that it permits quick reference for finding specific information in the report.

6. The Presentation 15-6 Key Terms & Definitions Sample Table of Contents

7. Interpreting the Findings 15-7 Key Terms & Definitions Executive Summary: Portion of a research report that explains why the research was done, what was found, what those findings mean, and what action, if any, management should undertake.

8. Conclusions and Recommendations 15-8 Key Terms & Definitions Conclusions: Generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives. Recommendations: Conclusions applied to marketing strategies or tactics that focus on a client’s achievement of differential advantage.

9. The Presentation 15-9 Key Terms & Definitions Sample Executive Summary

10. Understanding the Work 15-10 Key Terms & Definitions Background: The background sets the context for the research and addresses such things as the overall goal of the research, the decisions that need to be made, the company’s strength and weaknesses regarding the issue in question.

11. The Presentation 15-11 Key Terms & Definitions Sample Background and Objectives

12. The Presentation 15-12 Key Terms & Definitions Methodology: Here you discuss how the research was done and why it was done this way. Issues that need to be addressed include: Who was interviewed Why did we interview those people How were they interviewed Why were they interviewed this way How were people selected Sampling method How were completed surveys processed, etc.

13. The Presentation 15-9 Key Terms & Definitions Sample Methodology

14. The Presentation 15-14 Key Terms & Definitions Findings: This is typically the longest section of the report and should summarize results for almost every question in the survey.

15. The Presentation 15-15 Key Terms & Definitions Communicate with Graphs/Charts/Pictures

16. The Presentation 15-16 Key Terms & Definitions

17. The Presentation 15-17 Key Terms & Definitions

18. The Presentation 15-18 Key Terms & Definitions Interpreting Statistical Results

19. Proofreading 15-19 Key Terms & Definitions Before sending the report off to the client or even on to a senior company executive, proofread it meticulously. Do not depend on computerized Spell Check programs; these are fallible and inherently imprecise and inaccurate.

20. Making a Presentation 15-20 Key Terms & Definitions What do the data really mean? What impact do they have? What have we learned from the data? What do we need to do, given the information we now have? How can future studies of this nature be enhanced? What could make this information more useful? Key Issues to Address:

21. Presentation on the Internet 15-21 Key Terms & Definitions With PowerPoint, publishing presentations to the Web is easier than ever. Publication to the Web enables individuals to access the presentation, regardless of where they are or when they need to access it. In addition, researchers can present results at multiple locations on the Internet.

22. Managing Research Suppliers 15-22 Key Terms & Definitions 1. Maintains client confidentiality 2. Is honest 3. Is punctual 4. Is flexible 5. Delivers against project specifications 6. Provides high-quality output 7. Is responsive to the client’s needs 8. Has high quality-control standards 9. Is customer-oriented in interactions with the client 10. Keeps the client informed throughout a project What Clients Want – A Researcher Who:

23. Managing the Research Process 15-23 Key Terms & Definitions Research Management: Overseeing the development of excellent communication systems, data quality, time schedules, cost controls, client profitability, and staff development.

24. Managing the Research Process 15-24 Key Terms & Definitions Some Key Issues: Organizing the Supplier Firm Data Quality Management Time Management Cost Management Outsourcing Organizing the Supplier Firm Data Quality Management Time Management Cost Management Outsourcing

25. Managing the Research Process 15-25 Key Terms & Definitions Time Management: Effective time management is becoming increasingly important in all aspects of professional life. One requirement of research management is to keep a project on the schedule specified by the client. Effective time management is becoming increasingly important in all aspects of professional life. One requirement of research management is to keep a project on the schedule specified by the client.

26. Outsourcing 15-20 Key Terms & Definitions Outsourcing: Having personnel in another country perform some or all of the functions involved in a marketing research project. Captive Outsourcing: When a research firm creates a wholly- owned foreign facility for outsourcing.

27. 15-27 Key Terms & Definitions Outsourcing Issues Confidentiality Infrastructure Quality of deliverables Domain knowledge Cultural issues Job losses in the client country and associated negative publicity for the agency Employee liability

28. 15-28 Key Terms & Definitions Outsourcing Issues

29. Client Profitability Analysis 15-29 Key Terms & Definitions

30. Screening Questions Used by CRI 15-30 Key Terms & Definitions How did you hear about us? What kind of work is it (in terms of industry scope)? What’s your budget? What are your decision criteria? Whom are we competing against for your business? Why are you thinking of switching?

31. Staff Management and Development 15-31 Key Terms & Definitions Create an environment that encourages risk taking, experimentation, and responsibility. Foster recognition and accountability. Provide job autonomy within a certain structure. Attract and support people with entrepreneurial attitudes. Connect rewards to a business result. Open your financial books. Offer diversity within your organization. Provide clear promotional paths. Some Key Techniques:

32. Managing a Marketing Research Department 15-32 Key Terms & Definitions Allocating the research department budget. Prioritizing projects. Retaining skilled staff. Selecting the right marketing research suppliers. Moving marketing research into a decision-making role. Critical Issues:

33. Retaining a Skilled Staff 15-33 Key Terms & Definitions Conduct regular performance reviews that give continuing feedback on a job well done— or offer ways to improve. Offer public recognition for great work. (Some examples are in the text.) Give differential pay raises that recognize superior performance. Vary the work in order to keep everyone interested.

34. Selecting the Right Marketing Research Suppliers 15-34 Key Terms & Definitions Key Questions: How long has the vendor been in business? For what other companies has the vendor conducted research projects? What are the academic backgrounds and experience of those persons who will be working on the projects, that is, the project director, field director, data processing manager, and so forth? Does the composition of the project team strike the right balance between top-level management and technical researchers and analysts? Does the success of the project depend on the capabilities of a subcontractor?

35. 15-35 Key Terms & Definitions Organizing the Research Report Executive Summary Conclusions Recommendations Presenting on the Internet Making a Presentation – Key Issues to AddressMaking a Presentation – Key Issues to Address Proofreading Sample Title Slide Sample Table of Contents Sample Background and Objectives Sample Executive Summary Sample Methodology Links and button are active when in “Slide Show Mode” Key Terms & Definitions

36. 15-36 Key Terms & Definitions Research Management Outsourcing Captive Outsourcing Outsourcing Issues What Clients Want Client Profitability Management Sample Client Screening Questions Staff Management and Development Managing a Marketing Research Department Retaining a Good Staff Selecting the Right Marketing Research Supplier Links and button are active when in “Slide Show Mode” Key Terms & Definitions