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Report Preparation and Presentation

Chapter XXII. Report Preparation and Presentation. Chapter Outline 1) Overview 2) Importance of the Report and Presentation 3) The Report Preparation and Presentation Process 4) Report Preparation i. Report Format ii. Report Writing iii. Guidelines for Tables

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Report Preparation and Presentation

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  1. Chapter XXII Report Preparation and Presentation

  2. Chapter Outline 1) Overview 2) Importance of the Report and Presentation 3) The Report Preparation and Presentation Process 4) Report Preparation i. Report Format ii. Report Writing iii. Guidelines for Tables iv. Guidelines for Graphs 5) Oral Presentation

  3. 6) Reading the Research Report i. Addresses the Problem ii. Research Design iii. Execution of the Research Procedures iv. Numbers and Statistics v. Interpretations and Conclusions vi. Generalizability vii. Disclosure 7) Research Follow- Up i. Assisting the Client ii. Evaluation of the Research Process

  4. 8) International Market Research 9) Ethics in Market Research 10) Internet & Computer Applications 11) Focus On Burke 12) Summary 13) Key Terms and Concepts 14) Acronyms

  5. The Report Preparation and Presentation Process Fig. 22.1 Problem Definition, Approach, Research Design, and Field Work Data Analysis Interpretations, Conclusions, and Recommendations Report Preparation Oral Presentation Reading of the Report by the Client Research Follow-Up

  6. Elrick & Lavidge Guidelines on the Title Page RIP22.1 • Use client language in title — avoid "research-eze” • "Practices Followed in Selecting Long- Distance Carriers" • is better than "Long-Distance Service Study” • “Customers' Reactions to an Expanded Financial/ • Insurance Relationship” is better than "Relationship • Study"

  7. Elrick & Lavidge Guidelines on Conclusions and Recommendations RIP22.2 • CONCLUSIONS • Conclusions • Conclusions concerning, for example: • * customer behavior • * customer attitudes or perceptions • * the nature of the markets studied • Generally, in studies with samples designed to represent the market • Avoid interesting results that are not relevant to the conclusions • May be in form of statement or paragraphs • Use subheadings to identify conclusions covering different • subjects or market segments

  8. RIP22.2 CONTD. • RECOMMENDATIONS • Recommendations regarding actions that should be taken or • considered in light of the research results: • * Add/drop a product • * What to say in advertising__advertising positioning • * Market segments to select as primary targets • * How to price product • * Further research that should be considered • Should be related to the stated purpose of the research • Sometimes omitted, for example: • * Client staff members want to author the recommendations • * Study designed merely to familiarize client with a market • Most clients are interested in our suggestions, in spite of the fact • that we may not be familiar with internal financial issues and other • internal corporate factors

  9. 1a 4b 5b 4a 5a 2a 3a 4c 5c 6a 1b U.S. Auto Sales 1992 - 1996 Table 22.1 Table 22.1 U.S. Auto Sales 1992 - 1996 UNIT SALES Mfg 1992 1993 1994 1995 1996 GM 2,843,860 2,908,689 3,057,872 2,930,568 2,757,671 Ford 1,777,6356 1,878,149 1,938,841 1,791,225 1,737,252 Chrysler 679,586 834,132 811,824 786,180 832,633 Toyota 760,159 741,826 765,143 793,974 793,592 Honda 768,845 716,440 762,242 740,487 786,154 Nissan 417,970 482,646 537,228 520,258 500,377 Other 965,058 955,977 1,117,367 1,072,272 1,119,074 TOTAL 8,213,113 8,517,859 8,990,517 8,634,964 8,526,753 *Includes all other producers. Source:1997 Ward’s Automotive Yearbook, p.195.

  10. Pie Chart of 1996 U.S. Auto Sales Fig. 22.2 13% Other 6% Nissan 33% GM 9% Honda 9% Toyota 10% Chrysler 20% Ford

  11. Line Chart of Total U.S. Auto Sales Fig. 22.3 3,500,000 GM 3,000,000 2,500,000 Units 2,000,000 Ford 1,500,000 Others 1,000,000 Chrysler Honda Toyota 500,000 Nissan 0 1992 1993 1994 1995 1996

  12. Stratum Chart of Total U.S. Auto Sales Fig. 22.4 10,000,000 9,000,000 Others Nissan Honda Toyota Chrysler Ford GM 8,000,000 7,000,000 6,000,000 Units 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 1992 1993 1994 1995 1996

  13. Pictograph for 1996 U.S. Auto Sales Fig. 22.5 Each Symbol Equals 1,000,000 Units Units GM 2,757,671 Ford 1,737,252 Chrysler 832,663 Toyota 793,592 Honda 786,154 Nissan 500,377 Others 1,119,074

  14. Histogram of 1996 U.S. Auto Sales Fig. 22.6 3 2.5 2 Million of Units 1.5 1 0.5 GM Ford Chrysler Toyota Honda Nissan Others Make

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