Chapter Fourteen Communicating the Research Results and Managing Marketing Research Chapter Fourteen

Chapter Fourteen Objectives Become aware of the primary purposes of a research report Learn how to organize and prepare a research report and what types of graphs can be used Learn how to make a personal presentation Understand the effective use and communication of marketing research information Understand what clients want from a marketing research supplier or department Learn some of the key managerial functions in running a marketing research supplier organization or department See what marketing research departments are doing to gain a more strategic role in the corporation Examine how corporations are measuring the contribution of marketing research to the organization Chapter Fourteen

The Research Report Title Page Table of Contents Executive Summary Background Methodology Findings (bulk of report) Conclusions and Recommendations Appendices Chapter Fourteen

Interpreting and Presenting the Results Some Formatting Tips! Use bulleted charts Use text to elaborate on bullets Follow proper writing standards Use minimum text to convey message Avoid too many different graphic types Multiple graphics on a page tell a story Be professional and consistent Monthly Score by City 87 45 44 65 43 34 23 56 54 33 76 63 32 57 55 67 53 46 25 35 84 75 50 100 150 200 250 300 350 400 January February March April May June July August September October November December Boise, ID Washington, DC Austin, TX Chapel Hill, NC Santa Fe, NM Sample Bar Chart Chapter Fourteen

Interpreting and Presenting the Results Graphs and Tables on the Same Page Maximize Communication Chapter Fourteen

Interpreting and Presenting the Results Line Chart (Good for demonstrating linear relationships) Pie Chart (Good for special relationships among data points) Chapter Fourteen

Interpreting and Presenting the Results Bar charts are good for showing side-by-side relationships / comparisons Simple Bar Chart Clustered Bar Chart Chapter Fourteen

Interpreting and Presenting the Results Stacked Bar Chart 3-D Bar Chart Chapter Fourteen

The Research Presentation Consider using… A presentation outline for audience Visuals on charts, easels, PowerPoint, etc. Copies of the final report Web options An executive summary Chapter Fourteen

The Research Presentation One Might Want to Convey: What are the data telling you? What impact do the data have? What have we learned from the data? How can future studies of this nature be enhanced? What could make this information more useful? Chapter Fourteen

Research Supplier Management What Do Clients Want? Confidentiality Honesty, punctuality, flexibility, responsiveness High-quality results Excellent control standards Customer-orientated approach Updates throughout the project Chapter Fourteen

Research Supplier Management Managing the Research Process: Organizing the supplier firm Data quality management Time and cost management Client profitability management Staff management and development Chapter Fourteen

Managing a Research Department Select the right marketing research suppliers Move marketing research into a decision-making role Measure marketing research’s ROI Chapter Fourteen