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Reports and Presentations

This report by Dr. Michael R. Hyman from NMSU outlines the essential communication processes involved in marketing research. It explores the why and how of conducting research, presents key findings, and offers actionable conclusions and recommendations for management. The report is organized to include an executive summary, methodology, detailed findings, and appendices with supporting materials. Effective reporting style is emphasized, promoting clarity through bullet points, graphics, and active voice. It also addresses common pitfalls in marketing research reports and suggests improvements for future studies.

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Reports and Presentations

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  1. Reports and Presentations (Click icon for audio) Dr. Michael R. Hyman, NMSU

  2. The Communication Process

  3. Research Report • Objectives: • Explain why research done • State specific research objectives • Explain how research done • Present research findings • Provide conclusions and recommendations

  4. Interpreting Findings and Formulating Recommendations • Executive Summary explains: • Why research was done • What was found • What findings mean • What action management should undertake

  5. Research Report Organization 1. Table of Contents 2. Background and Objectives 3. Executive Summary: 2 to 4 page summary of findings, conclusions, and recommendations 4. Methodology: 2 to 5 page description of how research was conducted

  6. Research Report Organization • 5. Findings • Detailed presentation of research findings • 6. Conclusions and recommendations • 7. Appendices • Copy of the questionnaire • Cross-tabulations • Other supporting material

  7. Reporting Style • Common reporting style in marketing has following characteristics: • Minimize use of words • Feed information to clients in “sound bites” • Make extensive use of bulleted charts • Make extensive use of graphics to explain results • Use present tense verbs and active voice

  8. Caveats about Marketing Research Reports • Length does not mean quality • Insufficient explanation • Failure to relate to objectives • Indiscriminate use of quantitative methods • False accuracy • Fallacy of single-number research • Inaccurate data interpretation

  9. "I have a spelling checkerIt came with my PC;It plainly marks four my revueMistakes I cannot sea.I've run this poem threw it,I'm sure your pleased too no,Its letter perfect in it's weigh,My checker tolled me sew." -Janet Minor Problems with Spell Checkers

  10. Making a Personal Presentation • What do the data really mean? • What impact do they have? • What have we learned from the data? • What do we need to do, given the information we now have? • How can future studies of this nature be enhanced? • What can make information such as this more useful?

  11. Materials for a Personal Presentation • Presentation outline • Visuals • Slide or overhead projector • Laptop computer • Presentation software • Executive summary • Copies of the final report

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