Chapter Fourteen Copyright © 2006 John Wiley & Sons, Inc. Communicating the Research Results

John Wiley & Son, Inc. 2 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 learn how to make a personal presentation. 4.To understand the effective use and communication of marketing research information. 5.To appreciate the role of trust in a researcher-client relationship Learning Objectives

John Wiley & Son, Inc. 3 To become aware of the primary roles of a research report. The Research Report 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

John Wiley & Son, Inc. 4 To learn how to organize and prepare a research report. Organization of the Report 1.Title Page 2.Table of Contents 3.Executive Summary 4.Background and Objectives 5.Methodology 6.Findings 7.Appendixes The Research Report

John Wiley & Son, Inc. 5 Interpreting the Findings –Executive Summary Portion of a research report that summarizes the reason for the research, what were the finding, what those finding mean, and what action, if any, management should undertake –Conclusion Generalizations that answer the question raised by the research objectives To learn how to organize and prepare a research report The Research Report

John Wiley & Son, Inc. 6 To learn how to organize and prepare a research report Format the Report Presentation software—Microsoft PowerPoint –Create bulleted charts –Create different types of graphs and charts –Apply other kinds of special formatting and organize pages to effectively tell the story The Research Report

John Wiley & Son, Inc. 7 To learn how to organize and prepare a research report Predominate Reporting Style Characteristics –Minimizes the use of words. –Feeds information to clients in graphical ‘minibites’ –Makes extensive use of bulleted charts. –Makes extensive use of graphic presentation of results. The Research Report

John Wiley & Son, Inc. 8 Formulating Recommendation –Recommendations Applied to marketing strategies or tactics Focus on client’s achievement of differential advantage The Research Report To learn how to organize and prepare a research report

John Wiley & Son, Inc. 9 To learn about personal presentations The Presentation Presentation Materials –Three aids 1.Presentation outline 2.Visuals –Laptop computer –Presentation software –Projectors 3.Copies of the final report

John Wiley & Son, Inc. 10 Making a Presentation –Tailored to the Audience Receivers’ frame of reference Attitudes Prejudices Educational background Time constraints –Understand the Barriers to Effective Communication The Presentation To learn about personal presentations

John Wiley & Son, Inc. 11 To learn about personal presentations Persuasion –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? The Presentation

John Wiley & Son, Inc. 12 To understand the use and communication of marketing research information. Effective Use of 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 personalities and job tenure of key users

John Wiley & Son, Inc. 13 To appreciate the role of trust in a researcher-client relationship Role of Trust The Role of Trust –Perceived integrity of the researcher –Perceived willingness of the researcher to reduce research uncertainty for the users –Confidentiality, levels of expertise, and congeniality

John Wiley & Son, Inc. 14 The Research Report The Presentation Effective Use of Research Information The Role of Trust SUMMARY

John Wiley & Son, Inc. 15 The End Copyright © 2006 John Wiley & Son, Inc