1. CHAPTER fifteen Communicating the Research Results
Copyright © 2000 South-Western College Publishing Co.

2. Learning Objectives
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 review pitfalls in marketing research reports.
4. To learn about personal presentations.
5. To understand the effective use and communication of marketing research information.

3. The marketing research report serves as the package Objectives:
To become aware of the primary roles of a research report.
THE RESEARCH REPORT
The marketing research report serves as the package
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.

4. Organization of the Report The most common organization:
To learn how to organize and prepare a research report.
THE RESEARCH REPORT
Organization of the Report
The most common organization:
1. Table of Contents
2. Background and Objectives
3. Executive Summary: a two to four page summary of findings, conclusions, and recommendations.
4. Methodology: a two to five page description of how the research was conducted.

5. Copy of the questionnaire Cross-tabulations Other supporting material
To learn how to organize and prepare a research report.
THE RESEARCH REPORT
5. Findings: the largest section: provides a detailed presentation of research findings.
6. Appendices:
Copy of the questionnaire
Cross-tabulations
Other supporting material

6. Create different types of graphs
To learn how to organize and prepare a research report.
THE RESEARCH REPORT
Means of Presentation
Marketing researchers have gravitated to the use of presentation software such as Microsoft PowerPoint to:
Create bullet charts
Create different types of graphs
Apply various special effects, full motion video, and sound.

7. minimizes the use of words.
To learn how to organize and prepare a research report.
THE RESEARCH REPORT
In summary, the common reporting style in marketing has the following characteristics:
minimizes the use of words.
feeds information to clients in “sound bites.”
makes extensive use of bullet charts.
makes extensive use of graphic presentation of results.

8. Interpreting the Findings and Formulating Recommendations
To learn how to organize and prepare a research report.
THE RESEARCH REPORT
Interpreting the Findings and Formulating Recommendations
First task - pull together all printouts and results pertaining to each objective.
Examine one-dimensional tables
Analyze crosstabulations
Derive conclusions
Make recommendations

9. Purposes for the personal presentation:
To review the pitfalls in marketing research reports.
THE PERSONAL PRESENTATION
Purposes for the personal presentation:
assembles the interested parties
reacquaints them with research objectives and research methods
brings to light any unexpected events or findings
highlights the research conclusions

10. Materials for the Personal Presentation Four aids
To learn about personal presentations.
THE PERSONAL PRESENTATION
Materials for the Personal Presentation
Four aids
1. Presentation outline
2. Visuals: PowerPoint
3. Executive summary
4. Copies of the final report

11. Making a Personal Presentation What do the data really mean?
To learn about personal presentations.
THE PERSONAL PRESENTATION
Making a Personal Presentation
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?

12. Key factors in the use of marketing research:
To understand the use and communication of marketing research information.
GETTING MANAGERS to USE the 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 personality and job tenure of key users.

13. A function of interpersonal factors
To understand the use and communication of marketing research information.
GETTING MANAGERS to USE the RESEARCH INFORMATION
The Role of Trust
Relying on one another
A function of interpersonal factors
perceived integrity of the researcher
perceived willingness of the researcher to reduce research uncertainty for the users
confidentiality, expertise, congeniality

14. Building Trust through Feedback
To understand the use and communication of marketing research information.
GETTING MANAGERS to USE the RESEARCH INFORMATION
Building Trust through Feedback
Customer satisfaction research for building trust
Two separate questionnaires:
1. Very general, short, high level view
2. Detailed. Aimed at the specific client.

15. The End
Copyright © 2000 South-Western College Publishing Co.