22 Report Preparation and Presentation Afjal Hossain, Assistant Professor

Importance of the Report and Presentation For the following reasons, the report and its presentation are important parts of the marketing research project: They are the tangible products of the research effort. Management decisions are guided by the report and the presentation. The involvement of many marketing managers in the project is limited to the written report and the oral presentation. Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation.

The Report Preparation and Presentation Process Fig. 22.1 Data Analysis Oral Presentation Report Preparation Interpretations, Conclusions, and Recommendations Reading of the Report by the Client Research Follow-Up Problem Definition, Approach, Research Design, and Fieldwork

Report Format Title page Letter of transmittal Letter of authorization Table of contents List of tables List of graphs List of appendices List of exhibits Executive summary Major findings Conclusions Recommendations

Report Format Problem definition Background to the problem Statement of the problem Approach to the problem Research design Type of research design Information needs Data collection from secondary sources Data collection from primary sources Scaling techniques Questionnaire development and pretesting Sampling techniques Fieldwork

Report Format Data analysis Results Limitations and caveats Methodology Plan of data analysis Results Limitations and caveats Conclusions and recommendations Exhibits Questionnaires and forms Statistical output Lists

TNS-Global Guidelines: Title Page Use client language in title – avoid "research-eze.” "Practices Followed in Selecting Long-Distance Carriers“ is better than "Long-Distance Service Study.” “Customers' Reactions to an Expanded Financial/ Insurance Relationship” is better than "Relationship Study."

A Survey on Household Consumption of Fast Food Report Preparation A Survey on Household Consumption of Fast Food Prepared for WE ‘R’ FAST Prepared by ABC Market Research September, 2004 Title Page Title of research Who prepared it Who is it for Date

Report Preparation cont. Letter of Transmittal Letter to client about the research, without mentioning the findings Should identify the need for further action on the part of the client Letter of Authorisation Letter by client authorising the researcher to conduct the research

Report Preparation cont. Table of Contents Topics covered and page numbers Followed by list of tables, list of graphs, list of appendices List of Graphs List of Tables Table of Contents Page 1.0 Problem Definition…………….1 2.0 Approach to the Problem…….3 3.0 Research Design………………6 3.1 Data Collection.……………6 3.2 Sampling……………………7 4.0 Results….

Report Preparation cont. Executive Summary Concisely describe all steps in the research process Major results, conclusions, and recommendations May be the only section of the report that the “executives” read

Report Preparation cont. Problem Definition Background to the problem Exploratory research undertaken to define the problem Secondary data Management decision problem Marketing research problem

Report Preparation cont. Approach to the Problem Approach that was adopted in addressing the problem Qualitative research Secondary data Theoretical foundations [ie. Literature review] Analytical models Research question Hypotheses

Report Preparation cont. Research Design Type of research design Information needed Data collection [primary and secondary] Scaling techniques Questionnaire development Pre-testing Sampling techniques Fieldwork

Report Preparation cont. Data analysis Plan of data analysis Justification of the data analysis strategy and techniques used.

Report Preparation cont. Results Should address the research problem, research questions and hypotheses Longest part of the report Results of data analysis Aggregate level Subgroups level [market segment]

Example: Aggregate and sub-group levels

Report Preparation cont. Limitations and Caveats Time, budget and other organisational constraints should be stated Research design errors Should be written with great care and a balanced perspective

Report Preparation cont. Conclusions and Recommendations Interpret results Recommendations should be feasible, practical, actionable

TNS-Global Guidelines: Conclusions Conclusions concerning, for example: customer behavior customer attitudes or perceptions the nature of the markets studied Generally, in studies with samples designed to represent the market. Avoid interesting results that are not relevant to the conclusions. May be in the form of statement or paragraphs Use subheadings to identify conclusions covering different subjects or market segments

TNS-Global Guidelines: for Recommendations Recommendations regarding actions that should be taken or considered in light of the research results: Add/drop a product What to say in advertising__advertising positioning Market segments to select as primary targets How to price product Further research that should be considered Should be related to the stated purpose of the research. Sometimes omitted, for example: Client staff members want to author the recommendations Study designed merely to familiarize client with a market Most clients are interested in our suggestions, in spite of the fact that we may not be familiar with internal financial issues and other internal corporate factors.

References for Books Single Writer: Luthans, F. 2002. The need for and meaning of positive organizational behavior. Organizational Behavior. 9th ed. McGraw–Hill International Companies Inc. New York. 6: 695-706. Two Writers: Schiffman, L.G. and Kanuk L.L. 2004. Reference Groups and Family Influences. Consumer Behavior. 8th ed. Prentice Hall Inc. USA. 10: 329-370. Three or more writers: Schiffman, L.G., et al. 2004. Reference Groups and Family Influences. Consumer Behavior. 8th ed. Prentice Hall Inc. USA. 10: 329-370.

For Journals For Newspapers Prete, M. I. 2007. M-politics: Credibility and effectiveness of mobile political communications. Journal of Targeting, Measurement and Analysis for Marketing. 16(1): 48-56. For Newspapers BTTB. 2010. yearly numbers of Telephone connectivity in Bangladesh, News Desk (printed). Yusuf, M. A. and Alam, Q. 2007. Liberalization of the mobile phone sector in Bangladesh. The Daily Star. November 15. Available at http://www.wbiconpro.com/405--Abu-Yusuf.pdf

For Website For Annual/ Year Book BTRC. 2010. Mobile Phone Subscribers in Bangladesh. Available at http://www.btrc.gov.bd/newsandevents/mobile_phone_subscribers.php August 02. For Annual/ Year Book Prime Bank Limited. 2010. The Growth of Commerce Industry. 16(1): 48-56.