Communicating Marketing Research Findings

Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

13-2

Learning Objectives

Understand the objectives of a research report Describe the format of a marketing research

report Discuss several techniques for graphically

displaying research results Clarify problems encountered in preparing

reports Understand the importance of presentations in

marketing research

13-3

The Importance of Visual Display

13-4

Objectives of Marketing Research Reports

To effectively communicate findings of the marketing research project

To provide interpretations of the findings in the form of sound and logical recommendations

To illustrate credibility of the research project

To serve as a future reference document for strategic or tactical decisions

13-5

Topics to Include

Research objectives

Research questions

Literature review

Research methods

Findings

Interpretation and summary

Conclusion and recommendations

13-6

Enhancing Credibility

Accuracy BelievableProfessionally

organized

13-7

Levels of Readers

Readers who will read only the executive summary

Readers who will read the summary and the findings

Readers who will read the entire report and appendix

13-8

Format for Marketing Research Reports

Title page Table of contents Executive summary

Research objectives Statement of method Key findings Conclusion/

recommendations

Introduction

Research methods and procedures

Data analysis and findings

Conclusions and recommendations

Limitations Appendices

13-9

Preparation Hints

Make an outline of all major points–support with details in their proper position

Use short, concise sentences and paragraphs Say exactly what you intend to say–do not leave the

reader “grasping” for more information Select working 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

13-10

Components of the Methods and Procedures Section

1. The research design used (exploratory, descriptive and/or causal)

2. Types of secondary data included in the study

3. Data collection procedures and administration

4: Sampling and sampling processes

13-11

Exhibit13.5 Simple Readable Results of Frequencies

13-12

Exhibit 13.6 A Simple Bar Chart

13-13

Exhibit 13.8 A Pie Chart

13-14

Exhibit 13.11 A Bar Chart Displaying Multiple Thematically Related Means

13-15

Exhibit 13.13 Bar Chart Portraying a Crosstab

13-16

Exhibit 13.16 Bar Chart Portraying ANOVA Results

13-17

Exhibit 13.17 Correlations of Item Ratings

13-18

Exhibit 13.18 Displaying Regression Findings

13-19

Exhibit 13.19 Illustration of Conclusions

13-20

Exhibit 13.20 Illustration of Recommendations

13-21

Common Problems in Preparing Report

Lack of data interpretation Unnecessary use of multivariate statistics Emphasis on packaging instead of quality Lack of relevance Placing too much emphasis on a few

statistics

13-22

Guidelines for Preparing Visual Presentation

Begin with a slide showing 1) title of presentation, 2) speaker’s name, 3) client identity, 4) research firm

Include slides that explain research objectives, question, methods, and sample description

Highlight the research findings Conclude with recommendations,

conclusions, and research implications

13-23

Marketing Research in Action: The DVD Market

What other issues could be examined with the survey presented?

What problems do you see with the questionnaire?

What are the important topics to include in the presentation?