1. Learning Objectives Copyright © 2004 John Wiley & Sons, Inc. Communicating the Research Results CHAPTER Fourteen

2. Learning Objectives 1. To become aware of the primary purposes 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.

3. Learning Objectives 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. To become aware of the primary roles of a research report. The Research Report

4. Learning Objectives Organization of the Report 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. To learn how to organize and prepare a research report. The Research Report

5. Learning Objectives 5. Findings A detailed presentation of research findings. 6. Appendices Copy of the questionnaire Cross-tabulations Other supporting material To learn how to organize and prepare a research report. The Research Report

6. Learning Objectives Formatting the Report Presentation software Microsoft PowerPoint to: Create bulleted charts Create different types of graphs Apply various special effects, full motion video, and sound. To learn how to organize and prepare a research report. The Research Report

7. Learning Objectives Predominate Reporting Style Characteristics: Minimizes the use of words. Feeds information to clients in “sound bites.” Makes extensive use of bulleted charts. Makes extensive use of graphic presentation of results. To learn how to organize and prepare a research report. The Research Report

8. Learning Objectives Interpreting the Findings and Formulating Recommendations Executive Summary Explains: Why the research was done What was found What the findings mean What action management should undertake To learn how to organize and prepare a research report. The Research Report

9. Learning Objectives Conclusions Generalizations that answer the questions raised by the research objectives Formulating Recommendations Recommendations Conclusions applied to marketing strategies Differential Advantage—true benefit To learn how to organize and prepare a research report. The Research Report

10. Learning Objectives To learn about personal presentations. The Personal Presentation Materials for the Personal Presentation Four aids 1. Presentation outline 2. Visuals Slide or overhead projector Laptop computer Presentation software 3. Executive summary 4. Copies of the final report

11. Learning Objectives Making Personal Presentation Tailored to the Audience 1.Receivers’ Frame of Reference 2.Attitudes 3.Prejudices 4.Educational Background 5.Time Constraints Understanding the Barriers to Effective Communication To learn about personal presentations. The Personal Presentation

12. Learning Objectives Persuasion Use Research Findings to Reinforce Conclusions Questions the researcher should keep in mind 1.What do the data really mean? 2.What impact do they have? 3.What have we learned from the data? 4.What do we need to do, given the information we now have? 5.How can future studies of this nature be enhanced? 6.What can make information such as this more useful? To learn about personal presentations. The Personal Presentation

13. Learning Objectives 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. To understand the use and communication of marketing research information. Effective Use Of Research Information

14. Learning Objectives The Role of Trust The role of trust between the researcher and the decision makers. A function of interpersonal factors: Perceived integrity of the researcher Perceived willingness of the researcher to reduce research uncertainty for the users Confidentiality, expertise To appreciate the role of trust in a researcher-client relationship. Role of Trust

15. Learning Objectives SUMMARY The Research Report The Personal Presentation Getting Managers to Use the Research Information

16. Learning Objectives The End Copyright © 2004 John Wiley & Sons, Inc.