Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Chapter 19: The Oral Research Presentation

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning The Oral Report The goal is to communicate to the audience at hand. A quality presentation can disguise poor research, but quality research cannot improve a poor presentation.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning OPEN UP! O rganized P assionate E ngaging N atural U nderstand Your Audience P ractice THE EXCEPTIONAL PRESENTER IS: AS AN EXCEPTIONAL PRESENTER, YOU MUST: Source: Timothy J. Koegel, The Exceptional Presenter (Austin, TX: Greenleaf Book Group Press, 2007), pp.4-5.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Preparing the Oral Report Duration: Structure: Content: 1/3-1/2 allotted time for formal presentation Remainder for question-and-answer interaction General Purpose Research Problems Evidence Conclusions General Purpose Research Problems Conclusions Evidence or Definitions and Bulleted List--Show what Maps--Show where Diagrams--Show how Tables and Figures--Show how much Tools: PowerPoint Keynote Prezi

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Ten Tips for Preparing Effective Presentation Slides 1.Keep them simple 2.Use lots of slides as you talk 3.Aim for one minute per slide 4.Highlight and emphasize significant points 5.Make the slides easy to read 6.Be careful with the use of color 7.Be careful with the use of slide backgrounds 8.Build complex thoughts sequentially 9.Prepare copies of slides 10.Number the slides or pages in the handout

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning TWO FUNDAMENTAL RULES Know your stuff. Know your audience. Nervous about giving a presentation? Here’s the secret…

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning ALWAYS do a practice run to make certain that the technology is working correctly.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Graphic Presentation of Results A picture can be worth a thousand words when it is appropriate to the presentation and well designed.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Pie Chart

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Line Chart

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Stratum Chart

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Bar Chart

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Grouped-Bar Chart

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Stacked-Bar Chart

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Pictograms