Bmgt 311 chapter_16

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bmgt 311 marketing research fall 2014

Transcript of Bmgt 311 chapter_16

  • 1. BMGT 311: Chapter 16The Research Report and Data Visualization

2. Learning Objectives To appreciate the importance of the marketing research report To examine new tools marketing researchers are using to make report writingmore efficient, including online digital dashboards To know how to position the report for the audience and to learn the elementsthat should be included in the marketing research report 3. Learning Objectives To learn what plagiarism is, why it is a serious problem, and how to properlyreference sources To learn the basic guidelines for writing effective marketing research reports To know how to use visuals, such as figures, tables, charts, and graphs Visualizing Data 4. Visualizing Data - Some Examples Case Study: You work for a large corporation looking to due a research studyin urban areas for a new product launch Your supervisor wants to do the study in 5 different cities The population has to be diverse - the product will appeal to a widedemographic audience and it needs tested with a diverse group They would like to focus in a densely populated area What cities would you pick? What resources would you use? Why? 5. 6. Visualizing Data - Some Example Case Study: You work for the FAA and they are working on a project toreduce fuel consumption of airplane travel by 25% by 2025. Your supervisorhas asked as a first step to understand what the flight patterns of todaysairplanes are (destinations, times, etc) Where would you go to look? How would you display the information in a way that showcases theamount of flights in the US everyday? 7. 8. 9. Data Visualized 10. Visualization Tools 11. Visualization Tools Most of all - know how to useexcel You will use excel more thanany other program when yougraduate Know how to create chartsfrom data using tools Simple but effective 12. The Importance ofthe Report The marketing researchreport: a factual message thattransmits research results, vitalrecommendations, conclusions,and other important informationto the client, who in turn baseshis or her decision making onthe contents of the report The marketing research reportis the product that representsthe efforts of the marketingresearch team, and it may bethe only part of the project theclient will see. 13. Improving the Efficiency ofReport Writing Dashboards: provide digitalinterfaces that allow users toquickly and easily seeinformation that is presented ina simplified manner Online reporting software:electronically distributesmarketing research reports toselected managers in aninteractive format that allowseach user to conduct his or herown analyses 14. Know Your Audience What message do you want tocommunicate? What is your purpose? Who is the audience? If there are multiple audiences, who is yourprimary audience? Your secondaryaudience? What does your audience know? What does your audience need to know? 15. Know Your Audience What biases or preconceived notions of theaudience might serve as barriers to yourmessage? What strategies can you use to overcomethese negative attitudes? Do demographic and lifestyle variables ofyour audience affect their perspective of yourresearch? What are your audiences interests, values,and concerns? Are there cultural differences you need toconsider? 16. The Marketing Research Report The following format is the format that the marketing research report shouldbe turned in for the project - to me and client The presentation is a streamlined version of this report in a creative and visualformat Introduction Research Objectives Findings Recommendation 17. Elements of theReportFront Matter The front matter consists allpages that precede the firstpage of the report: the titlepage, letter of authorization(optional), letter/memo oftransmittal, table of contents,list of illustrations, andabstract/executive summary. 18. Front Matter Title page: contains four majoritems of information: The title of the document The organization/person(s)for whom the report wasprepared The organization/person(s)who prepared the report The date of submission 19. Front Matter Letter of authorization: themarketing research firmscertification to do the project -Not needed for your project Letter/memo of transmittal: theletter of transmittal is used torelease or deliver the documentto an organization for whichyou are mot a regularemployee. The memo oftransmittal is used to deliver thedocument within yourorganization - Not needed foryour project 20. Front Matter Table of contents: helps thereader locate information in theresearch report List of illustrations: if thereport contains tables and/orfigures, include in the table ofcontents a list of illustrationswith page numbers on whichthey appear. Tables: words and/or numbersarranged in rows and columns 21. Front Matter Abstract/executive summary:a skeleton of your report thatserves as a summary for thebusy executive or a preview forthe in-depth reader 22. Body The body is the bulk of the report. It contains an introduction to the report, anexplanation of your method, a discussion of your results, a statement oflimitations, and a list of conclusions and recommendations. Introduction: orients the reader to its contents. It may contain astatement of the background situation leading to the problem, thestatement of the problem, and a summary description of how the researchprocess was initiated. Research objectives may be listed either as a separate section or withinthe introduction section. 23. Body Method: describes, in as much detail as necessary, how you conducted theresearch, who (or what) your subjects were, and what tools or methods wereused to achieve your objectives. Use of word method or methodology Method refers to the tools of scientific investigation (and the tools used ina marketing research project are described in detail in the method sectionof the report). Methodology refers to the principles that determine how such tools aredeployed and interpreted. 24. Body Results: the most important portion of your report. This section shouldlogically present the findings of your research and may be organized aroundthe research objectives for the study. Limitations: typical limitations in research reports often focus on but are notlimited to factors such as constraints of time, money, size of sample, andpersonnel. Conclusions and recommendations: Conclusions are the outcomes and decisions you have reached based onyour research results. Recommendations are suggestions for how to proceed based on theconclusions. 25. Plagiarism Plagiarism refers to representing the work of others as your own. Properly citing the work of others avoids this problem and also addscredibility to the report. This is critical for secondary data - it must be referenced as to where itcame from 26. End Matter The end matter comprises the appendices, which contain additionalinformation to which the reader may refer for further reading but that is notessential to reporting the data; reference list; and endnotes. A reference list contains all of the sources from which information wascollected for the report. Endnotes are notes at the end of a document that provide supplementaryinformation or comments on ideas provided in the body of the report. 27. Using Visuals: Tables and Figures Tables, which identify exact values Graphs and charts, which illustrate relationships among items Pie charts, which compare a specific part of the whole to the whole Bar charts and line graphs, which compare items over time or showcorrelations among items 28. Tables Simple - when dealing withcomplex data 29. Line Graphs Show results over time. Usuallysecondary data. Often Internal 30. Bar charts: graphicallyshow concepts such asfrequency distribution 31. Pie charts: circle divided intosections; compare a specificpart of the whole to whole 32. Creative Examples -Taking it to the next level Images + Graphics 33. Creative Examples -Taking it to the next level Infographic 34. Creative Examples -Taking it to the next level Story Telling 35. Producing an Accurate and Ethical Visual An ethical visual is totally objective in terms of how information is presentedin the research report. Double- and triple-check all labels, numbers, and visual shapes. A faulty ormisleading visual discredits your report and work. Exercise caution if you use three-dimensional figures. They may distort thedata by multiplying the value by the width and the height. Make sure all parts of the scales are presented. Truncated graphs (havingbreaks in the scaled values on either axis) are acceptable only if theaudience is familiar with the data. 36. Presenting Your Research Orally Identify and analyze your audience. Consider the same questions youaddressed at the beginning of the research process and at the beginning ofthis chapter. Find out the expectations your audience has for your presentation. Is thepresentation formal or informal? Does your audience expect a graphicalpresentation? Determine the key points your audience needs to hear. 37. Presenting Your Research Orally Present your points succinctly and clearly. The written report will serve as areference for further reading. Make sure your visuals graphically and ethically portray your key points. Practice your presentation. Be comfortable with what you are going to sayand how you look. The more prepared you are and the better you feel aboutyourself, the less you will need to worry about jitters. 38. Presenting Your Research Orally Check out the room and media equipment prior to the presentation. Arrive early. Be positive and confident. You are the authority; you know more about yoursubject than anyone e