Communicating Marketing Research Findings

1. Communicating Marketing Research Findings 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

3. The Importance of Visual Display

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

5. Topics to Include Research objectives Research questions Literature review Research methods Findings Interpretation and summary Conclusion and recommendations

6. Enhancing Credibility Accuracy Believable Professionally organized

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

8. 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 Format for Marketing Research Reports

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

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

11. Exhibit13.5 Simple Readable Results of Frequencies

12. Exhibit 13.6 A Simple Bar Chart

13. Exhibit 13.8 A Pie Chart

14. Exhibit 13.11 A Bar Chart Displaying Multiple Thematically Related Means

15. Exhibit 13.13 Bar Chart Portraying a Crosstab

16. Exhibit 13.16 Bar Chart Portraying ANOVA Results

17. Exhibit 13.17 Correlations of Item Ratings

18. Exhibit 13.18 Displaying Regression Findings

19. Exhibit 13.19 Illustration of Conclusions

20. Exhibit 13.20 Illustration of Recommendations

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

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