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

2. 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

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

4. 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
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January
February
March
April
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November
December
Boise, ID
Washington, DC
Austin, TX
Chapel Hill, NC
Santa Fe, NM
Sample Bar Chart
Chapter Fourteen

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

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

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

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

9. 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

10. 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

11. 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

12. 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

13. 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