1. Report Preparation & Presentation
Chapter 22

2. 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

3. 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

4. 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

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

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

7. 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

8. 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

9. 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

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

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