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 This section should explain what types of secondary data were used and how the primary data were collected (questionnaire, telephone survey, etc.). This section also should provide a description of the questions that were asked and a profile of the people who were surveyed. A detailed description of research methods and data collection procedures adds credibility to the report. Answers specific research questions to solve specific problems and make marketing decisions. An effective report answers questions by interpreting and summarizing the research findings and offering recommendations. 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.

Elements of a Marketing Report Limitations Section - all research is affected by certain outside events that have an effect on its accuracy. Limitations associated with marketing research usually involve sampling bias, measuring errors, time constraints, and limited finances. When preparing a marketing report, researchers should include information about these limitations in order to present an honest and fair representation of the findings. Limitations are part of any research project and should be presented openly in the report. 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. Illustrating the research findings in tables and graphs is a way of presenting complicated information in a format that is easy for readers to see and understand Computer Software An effective method of presenting complex report findings and recommendations to a large group of managers Enables researchers to develop computer-generated presentations in order to effectively explain complex report findings and recommendations to large groups. By using computer software, researchers can create a wide range of multimedia presentations that include text, graphics, sound, and video. These presentations hold the viewers' attention and graphically explain material that may be complex. Also, computer-generated presentations can be shown to large groups and are more professional looking than traditional presentation methods.

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. Therefore, the research methods would be mentioned only briefly, if at all, in an oral presentation.

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. Therefore, the presenter needs to keep the oral presentation relatively simple and use words and phrases that are easy to understand. 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. Keeping the presentation on a complex level or technically oriented might make it difficult for the audience to understand the findings and recommendations. As a rule, simple is better. Although the presentation should be fairly simple, it should still include enough detail to make the presentation meaningful.