MR Applications 6b

8/3/2019 MR Applications 6b

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12 January 2012Sameer Phanse

Marketing & IT Consultant 1

Report Preparation &Report Preparation &

PresentationPresentation

Session 6bSession 6b


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Marketing & IT Consultant2

A research report is more like a newspaperA research report is more like a newspaper

than a mystery novel. The reader should bethan a mystery novel. The reader should be

able to get the key information at the beginningable to get the key information at the beginningof the report without having to read to the finalof the report without having to read to the final

page to discover whodunit.page to discover whodunit.

Sudman S and Blair ESudman S and Blair E


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IntroductionIntroduction

ResearchResearchAgencyAgency

MarketingMarketing

DecisionDecision

makermaker

ResearchResearch

ReportReport

ResearchResearch

SupplierSupplierCommunicationCommunication ResearchResearch

ConsumerConsumer


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IntroductionIntroduction Effective communication betweenEffective communication between

research professionals &research professionals & research usersresearch users

is vital for the research processis vital for the research process

One of the formal means of this communication isOne of the formal means of this communication is The research reportThe research report

The written reportThe written reportits oral presentationits oral presentation

Ofcourse, there can be no Authentic goodOfcourse, there can be no Authentic goodreport, withoutreport, without A well conceived andA well conceived and

Well executedWell executed

Top class research itselfTop class research itself


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Two types of Research skillsTwo types of Research skills

Two fundamentalTwo fundamental complementarycomplementarytypes of Research skillstypes of Research skills

Research skills

(TechnicalTechnical)

Research skillsResearch skills((reportingreporting))

Ideal combinationIdeal combination

One skill type cannot substitute for the other!


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What is a Good Report?What is a Good Report?

Qualities of

a Good ReportQualities of

a Good Report Based on down to earth good researchBased on down to earth good research

Well plannedWell planned

Well thought outWell thought out

Logical flowLogical flow

Superior argumentSuperior argument

Properly organizedProperly organized

Appropriately structuredAppropriately structured

Superior CommunicationSuperior Communication

GrammarGrammar

WritingWriting

Visual PresentationVisual Presentation

Ethically blemishEthically blemish--freefree


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PresentationPresentation When?When?

Time

Proposal Rejected

Proposal Accepted

Proposal Presentation Final Report Presentation

Time

Request for Proposal Interim Report Presentation

Conceptual

Persuasion

Persuasion &

Actionable FactsConceptual

Persuasion

Status communication

& Project control


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What's a Research Report?What's a Research Report? The Marketing Research ReportThe Marketing Research Report

The Marketing Research Report is a factual messageThe Marketing Research Report is a factual messagethat conveysthat conveysFindingsFindings

Analyses offindingsAnalyses offindings

InterpretationsInterpretations

ConclusionsConclusions

RecommendationsRecommendations

A special responsibilityA special responsibility A Research Report isA Research Report is

An authoritative andAn authoritative and

One way communicationOne way communication

Hence there is an important responsibility on the reportHence there is an important responsibility on the reportwriter towriter toBeBe strictlystrictly objectiveobjective

Recommend withRecommend withMaturity andMaturity and

RestraintRestraint


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Significance of the reportSignificance of the report

DataData

CollectionCollection

DataData

AnalysisAnalysis

InterpretationInterpretation

ReportReportPreparationPreparation

ReportReport

PresentationPresentation


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Significance of the reportSignificance of the report The report isThe report is

the culmination of the entire long drawn researchthe culmination of the entire long drawn research

processprocess

A chance to convey research insights & findingsA chance to convey research insights & findings

Perhaps the only part of the research process that'sPerhaps the only part of the research process that's

tangible &tangible &

visible to the clientvisible to the client

Representative ofRepresentative of

the research teamsthe research teams

ApproachApproach

AttitudeAttitude

EffortsEfforts

Value added by the researchValue added by the research

The credibility of the research projectThe credibility of the research project


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Report ContentsReport Contents

Prefatory InformationPrefatory Information IntroductionIntroduction

MethodologyMethodology

FindingsFindingsConclusionsConclusions

AppendicesAppendices

BibliographyBibliography


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Prefatory In

formationPre

fatory In

formation

Letter of transmittalLetter of transmittalThe element of the final report that specifies theThe element of the final report that specifies the

research projectresearch projectObjectiveObjective

ScopeScope

AuthorizationAuthorization

LimitationsLimitations

Title pageTitle page

Authorization letterAuthorization letterExecutive SummaryExecutive Summary

Table ofcontentsTable ofcontents


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IntroductionIntroduction Problem statementProblem statement

Purpose of the studyPurpose of the study

Managements opportunity/problem positionManagements opportunity/problem position

Research ObjectivesResearch Objectives

Logical follow up of research purposeLogical follow up of research purpose

Research questionsResearch questions

May include hypothesesMay include hypotheses

BackgroundBackground

Information related to the management questionInformation related to the management questionSecondary informationSecondary information

Literature searchLiterature search

Findings from earlier studiesFindings from earlier studies


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Report ContentsReport ContentsMethodologyMethodology**

Sampling designSampling designTarget populationTarget population

Sampling methodsSampling methods

Method selectedMethod selected

Reasoning behind choiceReasoning behind choiceSample sizeSample size

Logic onlyLogic only

Calculations in appendicesCalculations in appendices

Confidence intervalsConfidence intervals

Detailed description for technical reportsDetailed description for technical reports

included in introduction In management reportsincluded in introduction In management reports


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Report Contents .... MethodologyReport Contents .... Methodology Data AnalysesData Analyses

Preprocessing if anyPreprocessing if any

Data handlingData handlingMethods chosenMethods chosen

Logic behind choiceLogic behind choice

AssumptionsAssumptions

SuitabilitySuitability

Statistical testsStatistical tests

Software packagesSoftware packagesOther technical informationOther technical information

LimitationsLimitations

Unambiguous statement ofUnambiguous statement of

Methodology issuesMethodology issues

Execution problemsExecution problems

Sign ofSign of

ProfessionalismProfessionalism

MaturityMaturity

HonestyHonesty

ConfidenceConfidence


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FindingsFindingsPertinent dataPertinent data

DescriptionDescription

WordsWords

NumbersNumbersExplanation of the data butExplanation of the data but

nono

interpretation norinterpretation nor

inf

erencesinf

erencesUsually the longest section of reportUsually the longest section of report


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Report ContentsReport Contents ConclusionsConclusions

SummarySummary

Briefencapsulation of the prime findingsBriefencapsulation of the prime findings

For multiple sectional findingsFor multiple sectional findings

Sectional summaries and/orSectional summaries and/or

An overall summaryAn overall summary

ConclusionsConclusionsFindings state factsFindings state facts

Conclusions draw inferences on the findingsConclusions draw inferences on the findings

A good writerA good writer

draws rationale conclusions butdraws rationale conclusions but

Avoids going beyond available dataAvoids going beyond available data

RecommendationsRecommendations

Sign ofhealthy actionable researchSign ofhealthy actionable research

Suggestions forfollowSuggestions forfollow--up management actionup management action

Based on the factual findings of the studyBased on the factual findings of the study

Action can include further marketing researchAction can include further marketing research


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Report ContentsReport Contents AppendicesAppendices

RationaleRationaleProvides the interested readerProvides the interested reader

Technical detailsTechnical details

Statistical nitty gritiesStatistical nitty grities

Study execution realitiesStudy execution realities

Research MaterialResearch MaterialCopies ofCopies of

QuestionnairesQuestionnaires

InterviewInterview

Discussion guidesDiscussion guides

Interview transcriptsInterview transcripts

Concept cardsConcept cardsDetailed calculationsDetailed calculations

Sample size calculationsSample size calculations

Elaborate description ofmethodologyElaborate description ofmethodology

Statistical tests detailStatistical tests detail


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BibliographyBibliographyDocuments the secondary sourcesDocuments the secondary sources

Especially necessary for technical reportsEspecially necessary for technical reports

Guides readers to relevant sources used forGuides readers to relevant sources used for

the studythe study


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Oral presentationsOral presentations Oral presentationsOral presentations

PurposePurposeSuccinct verbal communication of informationSuccinct verbal communication of information

Add interactivity dimension to reportAdd interactivity dimension to reportQuestion answer opportunitiesQuestion answer opportunities

ClarificationsClarifications

Many people do not read the reportMany people do not read the reportSome may not understand certain aspects of the reportSome may not understand certain aspects of the report

Ensures everyone hears a consistent versionEnsures everyone hears a consistent version

DrawbackDrawbackNo matter how spectacular the presentation, as a mediumNo matter how spectacular the presentation, as a medium

people retain a small fraction of the matterpeople retain a small fraction of the matter

An oral presentation can never really replace a written reportAn oral presentation can never really replace a written reportEven a competent & well rehearsed researcher canEven a competent & well rehearsed researcher can

fumble at oral presentationsfumble at oral presentations

affecting credibility of the researchaffecting credibility of the research


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Boosting reporting productivityBoosting reporting productivity

Software tools to aid researchers in writingSoftware tools to aid researchers in writingreports efficientlyreports efficiently AdvantagesAdvantages

Frees up researchers to focus on their core interestFrees up researchers to focus on their core interest

Reduced administrative hasslesReduced administrative hassles

Faster reportsFaster reports

More accurate reportsMore accurate reports Online reporting packagesOnline reporting packages

Networked distribution of reports to relevant personnelNetworked distribution of reports to relevant personnel

Interactive formatInteractive format

Individual customized analysesIndividual customized analyses

Synergistic distributed report outputSynergistic distributed report output Automated reporting softwareAutomated reporting software

EE--tabs attabs at www.ewww.e--tabs.comtabs.com

Online marketing research report serviceOnline marketing research report serviceDigital dashboard atDigital dashboard at www.digitaldashboard.comwww.digitaldashboard.com


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Ethical issues in reportingEthical issues in reporting

Reporting HonestyReporting Honesty

Only factual reporting ofactual findingsOnly factual reporting ofactual findingsNo window dressing of reportNo window dressing of report

No manipulation in the report to please anyNo manipulation in the report to please any

quartersquarters

Avoid being unduly influenced by sponsorsAvoid being unduly influenced by sponsors

into not reporting unfavorable (for sponsor)into not reporting unfavorable (for sponsor)

findingsfindings

Acknowledge all sources ofAcknowledge all sources ofDataData

informationinformation


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Ethical issues in reportingEthical issues in reporting

Objective & accurate depictions inObjective & accurate depictions in

graphs &graphs &FiguresFigures

Data tablesData tables

Transparency in acknowledgingTransparency in acknowledging

Methodological weaknessesMethodological weaknessesExecution compromisesExecution compromises

Overall limitations ofprojectOverall limitations ofproject

Stating facts at the cost of losing futureStating facts at the cost of losing future

businessbusinessMaintaining professional secrecy &Maintaining professional secrecy &

confidentiality in the report where applicable &confidentiality in the report where applicable &warrantedwarranted


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Thank You!Thank You!End of session 6bEnd of session 6b

MR Applications 6b

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Transcript of MR Applications 6b