Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 19 Part 6 Presentation of...

Copyright © 2008 by Nelson, a division of Thomson Canada Limited

Chapter

19

Part 6

Presentation of the Research Report

COMMUNICATING RESEARCH RESULTS:

RESEARCH REPORT, ORAL PRESENTATION, & RESEARCH FOLLOW-UP

LEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVESLEARNING OBJECTIVES

1. To explain how the research report is the crucial means for communicating the whole research project

2. To discuss the format and the components of the research report

3. To discuss the importance of using graphics in research reporting

4. To explain how tables and charts are useful for presenting numerical information and how to interpret their various components

5. To identify the various types of research charts

What you will learn in this chapter

Copyright © 2008 by Nelson, a division of Thomson Canada Limited 19–1

LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)LEARNING OBJECTIVES (cont’d)

6. To discuss how an oral presentation may be the most efficient means of supplementing the written report

7. To understand the importance of research follow-up

What you will learn in this chapter


• The communication of the marketing research The communication of the marketing research report is successful only if both parties share report is successful only if both parties share enough common experience for it to be enough common experience for it to be encoded, transmitted, and decoded with encoded, transmitted, and decoded with roughly the same meaningroughly the same meaning

Communicating the Research ResultsCommunicating the Research ResultsCommunicating the Research ResultsCommunicating the Research Results


• Research ReportResearch ReportAn oral presentation or written statement of research

results, strategic recommendations, and/or other conclusions to a specific audience

The Research ReportThe Research ReportThe Research ReportThe Research Report


• Report FormatReport FormatThe makeup or arrangement of parts necessary to a

good research report

• Tailoring the Format to the Written Research Tailoring the Format to the Written Research ProjectProjectThe format of a research report may need to be

adjusted for two reasons: (1) to obtain the proper level of formality (2) to decrease the complexity of the report

Organization of the Written Research ReportOrganization of the Written Research ReportOrganization of the Written Research ReportOrganization of the Written Research Report


Organization of the Written Research Report Organization of the Written Research Report (cont’d)(cont’d)Organization of the Written Research Report Organization of the Written Research Report (cont’d)(cont’d)

• The Components of the Written Research The Components of the Written Research ReportReportTitle pageLetter of transmittalTable of contentsExecutive summaryIntroduction

The part of the research report that discusses background information and the overall purpose of the research



• The Components of the Written Research The Components of the Written Research Report (cont’d)Report (cont’d)Research objectives

The part of the research report that clearly explains the research problem and the relevant research questions that the research aims to answer

Research methodology The section of the written that explains the research design,

sampling procedures, and other technical and methodological procedures that were employed to collect the data



• The Components of the Written Research The Components of the Written Research Report (cont’d)Report (cont’d)Results

The part of the body of a report that presents the findings of the project. It includes tables, charts, and an organized narrative

Conclusions and Recommendations The part of the report that provides opinions based on the

results and suggestions for action



• The Components of the Written Research The Components of the Written Research Report (cont’d)Report (cont’d)Limitations

The part of the research report that indicates the shortcomings of the research

Appendix


• TablesTablesTables are most useful for presenting numerical

information, especially when several pieces of information have been gathered about each item discussed

Each table should include the following: Table number Title Stubheads and bannerheads Footnotes Source notes

Effective Use of Graphic AidsEffective Use of Graphic AidsEffective Use of Graphic AidsEffective Use of Graphic Aids


• ChartsChartsCharts translate numerical information into visual

form so that relationships may be easily graspedEach chart should include the following:

Figure number Title Explanatory legends Source and footnotes

Pie chartsLine graphsBar charts

Effective Use of Graphic Aids (cont’d)Effective Use of Graphic Aids (cont’d)Effective Use of Graphic Aids (cont’d)Effective Use of Graphic Aids (cont’d)


• Charts (cont’d)Charts (cont’d)



Exhibit 19.1 DISTORTION BY ALTERNATING SCALESExhibit 19.1 DISTORTION BY ALTERNATING SCALES

Source: Adapted with permission from Mary Eleanor Spear, Practical Charting Techniques (New York; McGraw-Hill, 1969), p. 56.




Exhibit 19.2 DISTORTION FROM TREATING UNEQUAL TIME INTERVALS AS EQUALExhibit 19.2 DISTORTION FROM TREATING UNEQUAL TIME INTERVALS AS EQUAL

Source: Adapted with permission from Mary Eleanor Spear, Practical Charting Techniques (New York; McGraw-Hill, 1969), p. 57.




Exhibit 19.3 DISTORTION OF CHART FROM BROKEN VERTICAL SCALESExhibit 19.3 DISTORTION OF CHART FROM BROKEN VERTICAL SCALES

Source: Adapted with permission from Mary Eleanor Spear, Practical Charting Techniques (New York; McGraw-Hill, 1969), pp. 58–59.




Exhibit 19.9 MULTIPLE BAR CHARTExhibit 19.9 MULTIPLE BAR CHART

$38.93

$86.97

$33.76

$84.71

$27.40

$81.36

$0

$20

$40

$60

$80

$100

$120

$140

Atlantic Region Quebec Ontario

Average Weekly Food Expenditure per Household

Food purchased from restaurants Food purchased from stores




Exhibit 19.10 MULTIPLE BAR CHARTExhibit 19.10 MULTIPLE BAR CHART

Source: Advertising Age International, April 27, 1992, pp. 1–26. Reprinted with permission. Copyright © 1992 Crain Communications, Inc.

• Oral PresentationOral PresentationA spoken summary of the major findings,

conclusions, and recommendations, given to clients or line managers to provide them with the opportunity to clarify any ambiguous issues by asking questions

The Oral PresentationThe Oral PresentationThe Oral PresentationThe Oral Presentation


• One easy way to share data is to make One easy way to share data is to make executive summaries and reports available on a executive summaries and reports available on a company intranetcompany intranet

• Today, common software packages, such as Today, common software packages, such as Microsoft PowerPoint, will publish your Microsoft PowerPoint, will publish your presentations for the Web and facilitate posting presentations for the Web and facilitate posting your slidesyour slides

Reports on the InternetReports on the InternetReports on the InternetReports on the Internet


• Research Follow-UpResearch Follow-UpRecontacting decision makers and/or clients after

they have had a chance to read over a research report, in order to determine whether additional information or clarification is necessary

The Research Follow-UpThe Research Follow-UpThe Research Follow-UpThe Research Follow-Up


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