Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-1 Chapter Sixteen Preparing the Marketing Research Report

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-2 Learning Objectives  Understand the primary objectives of a research report  Explain how to organise a marketing research report  List problems that a marketing practitioner may encounter when preparing the report  Understand the importance of presentations in marketing research

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-3 Learning Objectives  Identify different software options available for developing presentations  Understand the advantages and disadvantages of different software options available for developing presentations

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-4 Introduction  The research report should communicate effectively to the client and ensure that the time, effort and money spent are maximised Marketing Research Transform the analysis results into information PHASE IV: Communicate the research results Step 9:

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-5 The Key Objectives to Consider  A solid marketing research proposal strives to approximate the following four objectives:  Communicate the findings of the marketing research project effectively  Illustrate the credibility of the research report  Provide believable research results  Serve as a reference document

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-6 The Key Factors to Consider  Marketing practitioners should communicate the following eight factors to the client:  The specific research questions  The specific research objectives  The data sources and research design  The data analysis  The analysis findings  A summation and interpretation of the results  The conclusions based on the results  The recommendation and suggestions

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-7 The Format of a Marketing Research Report 1. Title Page 2. Table of Contents 3. Executive Summary a. Research objectives and questions b. Concise statement of method c. Conclusions and recommendations 4. Research issue 5. Methodology 6. Results 7. Conclusions 8. Recommendations 9. Limitations 10. Appendixes

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-8 Common Problems Encountered when Preparing a Marketing Research Report  Lack of data interpretation  Unnecessary use of statistics  Too much emphasis on packaging  Lack of relevance  Too much emphasis on a few statistics

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso 16-9 Examples—Readable Results To which fast-service hamburger restaurant were consumers most favourably predisposed? First Market: Predisposition Total Favourable Most Preferred Would ConsiderNeutralUnfavourable Wendy’s37%54%8%1% Back Yard Burgers Burger King McDonald’s Rally’s460315

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso Examples: Readable Results To which fast-service hamburger restaurant were consumers most favorably predisposed? Second Market: Predisposition Total Favourable Most Preferred Would ConsiderNeutralUnfavourable Back Yard Burgers41%49%7%3% Wendy’s Rally’s Burger King96115 McDonald’s

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso Examples—Conclusions  Conclusions  Awareness  Building unaided awareness is directly related to consistent efforts in advertising, promotions and signage.  Among its competitors, Back Yard Burgers has the lowest levels of advertising recall, awareness of specials and promotions, and attention-getting signage.  On the other hand, Back Yard Burgers has a very high reputation among qualified consumers—those who most prefer or are favourable towards the restaurant. This is an indication that Back Yard Burgers is satisfying consumers with its products and service.

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso Examples—Conclusions  Recommendations  Back Yard Burgers has a strong story to tell, but it must raise its voice in order to be heard. As much as consumers may enjoy your product, they need reminding. Meals are an occasion, and very often an impulse. 1.Specifically: a.Consider your major strengths on the top 20 attributes, where you have clear superiority. b.Recall your present positioning—‘Fresh Gourmet Fast’ and the symbolism of Back Yard Burgers c.Develop a marketing and advertising program based on your strengths

Copyright  2004 McGraw-Hill Pty Ltd. PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau Slides prepared by Tony Peloso Making the Presentation  There are a number of ways to ‘deliver the goods’ in an oral presentation format:  No technology, no visuals  Chalkboards  Whiteboards  Flip-charts  Overhead projector with hand-made transparencies  Overhead projector with computer- generated transparencies  Microsoft PowerPoint  HTML (Hypertext Markup Language) and Web Pages