1. 10: Reporting and Presenting Results ESSENTIALS OF MARKETING RESEARCH Hair/Wolfinbarger/Ortinau/Bush

2. 14-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Objectives of Marketing Research Reports  To effectively communicate findings of the marketing research project  To provide interpretations of the findings in the form of sound and logical recommendations  To illustrate credibility of the research project  To serve as a future reference document for strategic or tactical decisions

3. 14-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Topics to Include Research objectives Research questions Literature review Research methods Findings Interpretation and summary Conclusion and recommendations

4. 14-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Levels of Readers  Readers who will read only the executive summary  Readers who will read the summary and the findings  Readers who will read the entire report and appendix

5. 14-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Format for Marketing Research Reports  Title page  Table of contents  Executive summary  Research objectives  Statement of method  Key findings  Conclusion/ recommendations  Introduction  Research methods and procedures  Data analysis and findings  Conclusions and recommendations  Limitations  Appendices

6. 14-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Preparation Hints  Make an outline of all major points–support with details in their proper position  Use short, concise sentences and paragraphs  Say exactly what you intend to say–do not leave the reader “grasping” for more information  Select working that is consistent with the background and knowledge of the reader  Rewrite and rewrite–this will force you to remove clutter and critically evaluate the document for errors

7. 14-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Components of the Methods and Procedures Section  1. The research design used (exploratory, descriptive and/or causal)  2.Types of secondary data included in the study  3.Data collection procedures and administration  4: Sampling and sampling processes

8. 14-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit14.5 Simple Readable Results of Frequencies

9. 14-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.6 A Simple Bar Chart

10. 14-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.8 A Pie Chart

11. 14-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.11 A Bar Chart Displaying Multiple Thematically Related Means

12. 14-12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.13 Bar Chart Portraying a Crosstab

13. 14-13 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.16 Bar Chart Portraying ANOVA Results

14. 14-14 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.17 Correlations of Item Ratings

15. 14-15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.18 Displaying Regression Findings

16. 14-16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.19 Illustration of Conclusions

17. 14-17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Exhibit 14.20 Illustration of Recommendations

18. 14-18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Common Problems in Preparing Report  Lack of data interpretation  Unnecessary use of multivariate statistics  Emphasis on packaging instead of quality  Lack of relevance  Placing too much emphasis on a few statistics