Report Preparation and Presentation Chapter XXII

Chapter Outline Chapter Outline 1) Overview 2) Importance of the Report and Presentation 3) The Report Preparation and Presentation Process 4) Report Preparation i. Report Format i. Report Format ii. Report Writing ii. Report Writing iii. Guidelines for Tables iii. Guidelines for Tables iv. Guidelines for Graphs iv. Guidelines for Graphs 5) Oral Presentation

6) Reading the Research Report i. Addresses the Problem i. Addresses the Problem ii. Research Design ii. Research Design iii. Execution of the Research Procedures iii. Execution of the Research Procedures iv. Numbers and Statistics iv. Numbers and Statistics v. Interpretations and Conclusions v. Interpretations and Conclusions vi. Generalizability vi. Generalizability vii. Disclosure vii. Disclosure 7) Research Follow- Up i. Assisting the Client i. Assisting the Client ii. Evaluation of the Research Process ii. Evaluation of the Research Process

8) International Market Research 8) International Market Research 9) Ethics in Market Research 9) Ethics in Market Research 10) Internet & Computer Applications 11) Focus On Burke 12) Summary 13) Key Terms and Concepts 14) Acronyms

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

Use client language in title — avoid "research-eze” "Practices Followed in Selecting Long- Distance Carriers" "Practices Followed in Selecting Long- Distance Carriers" is better than "Long-Distance Service Study” is better than "Long-Distance Service Study” “Customers' Reactions to an Expanded Financial/ “Customers' Reactions to an Expanded Financial/ Insurance Relationship” is better than "Relationship Insurance Relationship” is better than "Relationship Study" Study" RIP22.1 Elrick & Lavidge Guidelines on the Title Page Elrick & Lavidge Guidelines on the Title Page

CONCLUSIONS 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 form of statement or paragraphs Use subheadings to identify conclusions covering different subjects or market segments Elrick & Lavidge Guidelines on Conclusions and Recommendations RIP22.2

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 RIP22.2 CONTD.

U.S. Auto Sales Table 22.1 UNIT SALES Mfg GM 2,843,8602,908,6893,057,8722,930,568 2,757,671 Ford1,777,63561,878,1491,938,8411,791,225 1,737,252 Chrysler 679, , , , ,633 Toyota 760, , , , ,592 Honda 768, , , , ,154 Nissan 417, , , , ,377 Other 965, ,977 1,117,367 1,072,272 1,119,074 TOTAL8,213,1138,517,8598,990,517 8,634,964 8,526,753 Table 22.1 U.S. Auto Sales *Includes all other producers. Source:1997 Ward’s Automotive Yearbook, p a 4b5b4a5a2a3a4c 5c 6a 1b

33% GM Pie Chart of 1996 U.S. Auto Sales Pie Chart of 1996 U.S. Auto Sales Fig % Ford 13% Other 6% Nissan 9% Honda 9% Toyota 10% Chrysler

Fig Line Chart of Total U.S. Auto Sales Line Chart of Total U.S. Auto Sales 500, Units 1,000,000 3,500,000 1,500,000 2,000,000 2,500,000 3,000,000 GM Ford Nissan Honda Chrysler Toyota Others

1,000,000 Fig Others Nissan Ho nda ToyotaChryslerFordGM Units 2,000,000 7,000,000 8,000,000 9,000,000 10,000,000 3,000,000 4,000,000 5,000,000 6,000,000 Stratum Chart of Total U.S. Auto Sales Stratum Chart of Total U.S. Auto Sales

Pictograph for 1996 U.S. Auto Sales Fig Units GM 2,757,671 Ford 1,737,252 Chrysler 832,663 Toyota793,592 Honda 786,154 Nissan500,377 Others 1,119,074 Each Symbol Equals 1,000,000 Units

Histogram of 1996 U.S. Auto Sales Fig Make Million of Units GM Ford Chrysler Toyota Honda Nissan Others