Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved.

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. CHAPTERCHAPTERCHAPTERCHAPTER Preparing the Marketing Research Report and Presentation 19-2

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Value of a Marketing Research Report  The “impact” of a research endeavor turns upon how effectively its “outcomes” can be communicated to the client.  A marketing research report is like a gourmet meal – often the “presentation” is as important (if not more important) than the “meat and potatoes”; how the research project was designed and implemented.  A solid marketing research report serves as an affirmation for a client – providing the rationale for the time, effort, and money that went into the project.  The marketing research report, coupled with an oral presentation which draws upon computer technology, closes “the expectation loop” for all stakeholders – bringing credibility to the research team and the marketing research profession. 19-3

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Key Objectives to Consider A solid marketing research proposal strives to approximate the following four objectives: Communicate the outcomes of the project clearly and effectively. Interpret the outcomes and transform the interpretation into a portfolio of solid and rational recommendations. Embody a feeling of trust and instill a sense of credibility. Act as a written “touchstone” for future strategic planning. 19-4

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Key Factors to Consider Practitioners within the marketing research industry suggest the following eight factors require a comprehensive treatment when communicating with a client: 1)The specific research objectives. 2)The specific research questions the study set out to answer. 3)All procedures and protocols associated with the collection of secondary data (where relevant and applicable). 4)A detailed outline of the research methods used in the study. 5)A graphical rendering of the outcomes of the study. 6)An solid interpretation and summary of the outcomes. 7)A portfolio of conclusions which flow from the data analysis. 8)A set of recommendations and an implementation plan. 19-5

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Format of a Marketing Research Report Title Page 2.Table of Contents 3.Executive Summary a.Research objectives b.Concise statement of method c.Summary of findings d.Conclusion and recommendation 4.Introduction 5.Research method and procedures 6.Data analysis and findings 7.Conclusions 8.Limitations 9.Appendixes

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Readable Results 19-7a To which fast-service hamburger restaurant were consumers most favorably predisposed? √ Memphis Predisposition Total Favorable Most Preferred Would ConsiderNeutralUnfavorable Wendy’s37%54%8%1% Back Yard Burgers Burger King McDonald’s Rally’s460315

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Readable Results 19-7b To which fast-service hamburger restaurant were consumers most favorably predisposed? √ Little Rock Predisposition Total Favorable Most Preferred Would ConsiderNeutralUnfavorable Back Yard Burgers41%49%7%3% Wendy’s Rally’s Burger King96115 McDonald’s

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Conclusions 19-8a 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, BYB has a very high reputation among qualified consumers-those who most prefer or are favorable to the restaurant. This is an indication that BYB is satisfying consumers with its products and service.

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Conclusions 19-8b Patronage  Among restaurants that serve large hamburgers and grilled chicken sandwiches, Wendy’s is the pacesetter. Strengths  BYB scores the strongest of all competitors on three of the top five consumer attributes. BYB is delivering what consumers want most!

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Recommendations 19-9a 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. Specifically: 1. a.Consider your major strengths on the top 20 attributes, whjere you have clear superiority. b.Recall your present positioning–“Fresh Gourmet Fast” and the symbolism of Back Yard Burger. c.Develop a marketing and advertising program based on your strengths-those qualities that make you unique.

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Recommendations 19-9b 2.Address your own brand of specials and promotions. 3.Conduct some focus group research on new signage concepts. 4.Consider menu display options that will dramatize the variety of your offerings. 5.Consider branding some of your menu items-the object is to raise awareness and differentiate your products. 6.Explore marketing options for increasing dinner or evening visits.

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Providing Decision-Makers with Appendixes The “appendix”, often referred to as the “technical” portion of a marketing research report, is the “locale” where a client can seek out complex, detailed information which lends substance to the outcomes of a research endeavor. A note of caution: The research team needs to avoid “dumping” too many items into appendixes, especially when the body of the research report makes few, if any, references to them. The end result of this practice is managerial “appendicitis” – an inflammation of the decision-maker’s patience that may result in having the research team “removed”

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Common Problems Plaguing Research Reports There are five major problem areas to watch out for when preparing a research report: 1.Leaving the interpretation of the data up to the client. 2.Strutting your stuff, using multivariate statistics to “wow” a client into approval through confusion. 3.Going for the “graphics”, not the “goods”. 4.Emphasizing what’s “nice to have”, not what’s needed. 5.Placing too much emphasis on a few calculations and formulas

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Making the Presentation There are a number of ways to “deliver the goods” in an oral presentation format: 1.Stump-style (no technology, no visuals) 2.Chalkboards 3.Whiteboards 4.Flip-Charts 5.Overhead Projector with Hand-made Transparencies 6.Overhead Projector with Computer-generated Transparencies 7.Microsoft PowerPoint 8.HTML (Hypertext Markup Language) and Web Pages 19-12

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Computer Presentation Software Microsoft PowerPoint Can be used to develop transparencies, 35-mm slides, on- screen electronic presentations, notes, audience hand-outs, outlines, all from a central source. Has become a “must-have” rather than a “should-have” for research teams seeking to build credibility for their company and the industry as a whole. HTML Can be used to communicate outcomes to clients worldwide. Provides text, sound, graphics, articles, and animation for downloads – adding value to the presentation

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. The Pros and Cons of “Going Native” The Upside:  No computer competence or electricity required.  No printing expenses.  The presentation team has complete control over the outcome.  Quick and efficient to develop and deliver. The Downside:   No integration of text and graphics.  Very “dry” in terms of color and texture.  The audience has to be present at the given time and location.  Web page and PowerPoint presentations are part of the “expectation” set of decision-makers when it comes to assessing the overall impact of the efforts of the research team

Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. Summary of Learning Objectives  Understand the primary objectives of a research report.  Explain how a marketing research report is organized.  List problems that one may encounter when preparing the research report.  Understand the importance of presentations in marketing research.  Identify different software options available for developing presentations.  Understand the advantages and disadvantages of different software options available for developing presentations