1. 22 Report Preparation and Presentation
Afjal Hossain, Assistant Professor

2. Importance of the Report and Presentation
For the following reasons, the report and its presentation
are important parts of the marketing research project:
They are the tangible products of the research effort.
Management decisions are guided by the report and the presentation.
The involvement of many marketing managers in the project is limited to the written report and the oral presentation.
Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation.

3. The Report Preparation and Presentation Process
Fig. 22.1
Data Analysis
Oral Presentation
Report Preparation
Interpretations, Conclusions, and Recommendations
Reading of the Report by the Client
Research Follow-Up
Problem Definition, Approach, Research Design, and Fieldwork

4. Report Format Title page Letter of transmittal Letter of authorization
Table of contents
List of tables
List of graphs
List of appendices
List of exhibits
Executive summary
Major findings
Conclusions
Recommendations

5. Report Format Problem definition Background to the problem
Statement of the problem
Approach to the problem
Research design
Type of research design
Information needs
Data collection from secondary sources
Data collection from primary sources
Scaling techniques
Questionnaire development and pretesting
Sampling techniques
Fieldwork

6. Report Format Data analysis Results Limitations and caveats
Methodology
Plan of data analysis
Results
Limitations and caveats
Conclusions and recommendations
Exhibits
Questionnaires and forms
Statistical output
Lists

7. TNS-Global Guidelines: Title Page
Use client language in title – avoid "research-eze.”
"Practices Followed in Selecting Long-Distance Carriers“ is better than "Long-Distance Service Study.”
“Customers' Reactions to an Expanded Financial/ Insurance Relationship” is better than "Relationship Study."

8. A Survey on Household Consumption of Fast Food
Report Preparation
A Survey on Household Consumption of Fast Food
Prepared for
WE ‘R’ FAST
Prepared by
ABC Market Research
September, 2004
Title Page
Title of research
Who prepared it
Who is it for
Date

9. Report Preparation cont.
Letter of Transmittal
Letter to client about the research, without mentioning the findings
Should identify the need for further action on the part of the client
Letter of Authorisation
Letter by client authorising the researcher to conduct the research

10. Report Preparation cont.
Table of Contents
Topics covered and page numbers
Followed by list of tables, list of graphs, list of appendices
List of Graphs
List of Tables
Table of Contents
Page
1.0 Problem Definition…………….1
2.0 Approach to the Problem…….3
3.0 Research Design………………6
3.1 Data Collection.……………6
3.2 Sampling……………………7
4.0 Results….

11. Report Preparation cont.
Executive Summary
Concisely describe all steps in the research process
Major results, conclusions, and recommendations
May be the only section of the report that the “executives” read

12. Report Preparation cont.
Problem Definition
Background to the problem
Exploratory research undertaken to define the problem
Secondary data
Management decision problem
Marketing research problem

13. Report Preparation cont.
Approach to the Problem
Approach that was adopted in addressing the problem
Qualitative research
Secondary data
Theoretical foundations [ie. Literature review]
Analytical models
Research question
Hypotheses

14. Report Preparation cont.
Research Design
Type of research design
Information needed
Data collection [primary and secondary]
Scaling techniques
Questionnaire development
Pre-testing
Sampling techniques
Fieldwork

15. Report Preparation cont.
Data analysis
Plan of data analysis
Justification of the data analysis strategy and techniques used.

16. Report Preparation cont.
Results
Should address the research problem, research questions and hypotheses
Longest part of the report
Results of data analysis
Aggregate level
Subgroups level [market segment]

17. Example: Aggregate and sub-group levels

18. Report Preparation cont.
Limitations and Caveats
Time, budget and other organisational constraints should be stated
Research design errors
Should be written with great care and a balanced perspective

19. Report Preparation cont.
Conclusions and Recommendations
Interpret results
Recommendations should be feasible, practical, actionable

20. TNS-Global Guidelines: 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 the form of statement or paragraphs
Use subheadings to identify conclusions covering different subjects or market segments

21. TNS-Global Guidelines: for 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.

22. References for Books
Single Writer: Luthans, F The need for and meaning of positive organizational behavior. Organizational Behavior. 9th ed. McGraw–Hill International Companies Inc. New York. 6:
Two Writers: Schiffman, L.G. and Kanuk L.L Reference Groups and Family Influences. Consumer Behavior. 8th ed. Prentice Hall Inc. USA. 10:
Three or more writers: Schiffman, L.G., et al Reference Groups and Family Influences. Consumer Behavior. 8th ed. Prentice Hall Inc. USA. 10:

23. For Journals For Newspapers
Prete, M. I M-politics: Credibility and effectiveness of mobile political communications. Journal of Targeting, Measurement and Analysis for Marketing. 16(1):
For Newspapers
BTTB yearly numbers of Telephone connectivity in Bangladesh, News Desk (printed).
Yusuf, M. A. and Alam, Q Liberalization of the mobile phone sector in Bangladesh. The Daily Star. November 15. Available at

24. For Website For Annual/ Year Book
BTRC Mobile Phone Subscribers in Bangladesh. Available at August 02.
For Annual/ Year Book
Prime Bank Limited The Growth of Commerce Industry. 16(1):