CHAPTER fifteen Communicating the Research Results Copyright © 2000 South-Western College Publishing Co.

Learning Objectives 1. To become aware of the primary roles of a research report. 2. To learn how to organize and prepare a research report. 3. To review pitfalls in marketing research reports. 4. To learn about personal presentations. 5. To understand the effective use and communication of marketing research information.

The marketing research report serves as the package Objectives: To become aware of the primary roles of a research report. THE RESEARCH REPORT The marketing research report serves as the package Objectives: Explain why the research was done. State the specific research objectives. Explain how the research was done. Present the findings of the research. Provide conclusions and recommendations.

Organization of the Report The most common organization: To learn how to organize and prepare a research report. THE RESEARCH REPORT Organization of the Report The most common organization: 1. Table of Contents 2. Background and Objectives 3. Executive Summary: a two to four page summary of findings, conclusions, and recommendations. 4. Methodology: a two to five page description of how the research was conducted.

Copy of the questionnaire Cross-tabulations Other supporting material To learn how to organize and prepare a research report. THE RESEARCH REPORT 5. Findings: the largest section: provides a detailed presentation of research findings. 6. Appendices: Copy of the questionnaire Cross-tabulations Other supporting material

Create different types of graphs To learn how to organize and prepare a research report. THE RESEARCH REPORT Means of Presentation Marketing researchers have gravitated to the use of presentation software such as Microsoft PowerPoint to: Create bullet charts Create different types of graphs Apply various special effects, full motion video, and sound.

minimizes the use of words. To learn how to organize and prepare a research report. THE RESEARCH REPORT In summary, the common reporting style in marketing has the following characteristics: minimizes the use of words. feeds information to clients in “sound bites.” makes extensive use of bullet charts. makes extensive use of graphic presentation of results.

Interpreting the Findings and Formulating Recommendations To learn how to organize and prepare a research report. THE RESEARCH REPORT Interpreting the Findings and Formulating Recommendations First task - pull together all printouts and results pertaining to each objective. Examine one-dimensional tables Analyze crosstabulations Derive conclusions Make recommendations

Purposes for the personal presentation: To review the pitfalls in marketing research reports. THE PERSONAL PRESENTATION Purposes for the personal presentation: assembles the interested parties reacquaints them with research objectives and research methods brings to light any unexpected events or findings highlights the research conclusions

Materials for the Personal Presentation Four aids To learn about personal presentations. THE PERSONAL PRESENTATION Materials for the Personal Presentation Four aids 1. Presentation outline 2. Visuals: PowerPoint 3. Executive summary 4. Copies of the final report

Making a Personal Presentation What do the data really mean? To learn about personal presentations. THE PERSONAL PRESENTATION 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?

Key factors in the use of marketing research: To understand the use and communication of marketing research information. GETTING MANAGERS to USE the RESEARCH INFORMATION Key factors in the use of marketing research: 1. The perceived creditability and usefulness of the report to the users. 2. The degree of client/researcher interaction. 3. The organizational climate for research. 4. The personality and job tenure of key users.

A function of interpersonal factors To understand the use and communication of marketing research information. GETTING MANAGERS to USE the RESEARCH INFORMATION The Role of Trust Relying on one another A function of interpersonal factors perceived integrity of the researcher perceived willingness of the researcher to reduce research uncertainty for the users confidentiality, expertise, congeniality

Building Trust through Feedback To understand the use and communication of marketing research information. GETTING MANAGERS to USE the RESEARCH INFORMATION Building Trust through Feedback Customer satisfaction research for building trust Two separate questionnaires: 1. Very general, short, high level view 2. Detailed. Aimed at the specific client.

The End Copyright © 2000 South-Western College Publishing Co.