1.10 Report Findings to Communicate Research Information to Others SEM2.

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Presentation transcript:

1.10 Report Findings to Communicate Research Information to Others SEM2

Characteristics of an Effective Marketing Report Describes the research methods and the data collection procedures Answers specific research questions to solve specific problems and make marketing decisions. When presenting report findings and inclusions, the researcher should include the information that is relevant to the marketing decisions to be made. Including all the information can overwhelm decision makers with confusing findings.

Certain Elements of a Marketing Report Limitations Section - all research is affected by certain outside events that have an effect on its accuracy. Appendix – Follows the main part of the report. – Includes questionnaires, interview forms, and other technical documents – It often appears last and are not necessary for the main report. – In most cases, the main part of the report refers to information that is provided in the appendix, which the reader may, or may not, choose to read. – It is additional information that further explains the main part of the report.

Types of Visual Aids that can be used Effectively in Marketing Reports Supporting Tables and Graphs – Presents and explains the research findings in an uncomplicated visual manner. Computer Software – An effective method of presenting complex report findings and recommendations to a large group of managers

Oral Reports Written vs. Oral An oral presentation includes the same information as the written report. – The oral presentation of this information is handled differently because there are limitations on the amount of time available to give an oral presentation. – Oral reports focus on explaining the research findings, which include relevant information and pertinent data. – Explaining the research methods used to collect the information is not as important as explaining other parts of the report.

Oral Reports Elements of a Marketing Report that should be Addressed in an Oral Presentation Keep the presentation relatively simple. During an oral presentation of report findings and recommendations, the audience has only a certain amount of time to hear and understand the information. The information needs to be organized in a simple and logical manner and presented so that the audience will be able to grasp the meaning in the time allotted.

Read all the information from these sites carefully Create a power point on the annual sales of Nike that you are going to present to Nike shareholders(me). The annual sales report letter is at this site. Make sure your PPT is detailed and describes the information that shareholderswant to know and see.