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Quote of This Week
I have no special talent. I am only passionately curious.
~ Albert Einstein
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MKT346
Chapter 13
Communicating Marketing Research Findings
Dr. Qin Sun
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Learning Objectives
O Understand the objectives of a research report
O Describe the format of a marketing research report
O Discuss several techniques for graphically displaying research results
O Clarify problems encountered in preparing reports
O Understand the importance of presentations in marketing research
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Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Value of Communicating Research Findings
O Well-designed and well-implemented research projects are successful only if the results are communicated effectively to the client
O Traits of an effective marketing research report
Complete realization of time, efforts, and financial resources utilized for research
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Marketing Research Reports
O Objectives
To effectively communicate the findings of the marketing research project
To provide interpretations of those findings in the form of sound and logical recommendations
To establish the credibility of the research project
To serve as a future reference document for strategic or tactical decisions
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Marketing Research Reports
O The client should be given a detailed description of:
Research objectives
Research questions
Literature review and relevant secondary data
Description of the research methods
Findings displayed in tables, graphs, or charts
Interpretation and summary of the findings
Conclusions and recommendations
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Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Marketing Research Reports
O Research report or presentation must establish credibility for methods, findings, and conclusions
Credibility: Quality of a report related to its accuracy, believability, and professional organization
Believability: Quality of a report based on clear and logical thinking, precise expression, and accurate presentation
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Marketing Research Reports
O Types of readers
Those who read only the executive summary
Those who read the summary and the findings
Those who read the entire report and appendix
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Format for Marketing Research Reports
O Title page Indicates the subject of the report and the name of the
recipient Includes the recipient's name and position and the name
of the organization Includes the numbers or phrases that designate a
particular department or division
O Table of contents Lists the topics of the report in sequential order May include page number references to tables and
figures
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Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Format for Marketing Research Reports
O Executive summary: Presents the major points of the research project Purposes To convey how and why the research was undertaken To summarize the key findings To suggest future actions
O Introduction: Contains background information necessary for a complete understanding of the report
Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Format for Marketing Research Reports
O Methods-and-procedures section: Communicates how the research was conducted
Issues addressed
Research design used Types of secondary data included Procedure used, if primary data was collected Sample and sampling processes
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Format for Marketing Research Reports
O Data analysis and findings
Presentation of findings varies across projects
Data analysis requirements differ for each project
Data is presented in the from of tables, figures, and graphs
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Exhibit 13.5 ‐ Findings Illustrating Simple Readable Results of Frequencies
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Exhibit 13.6 ‐ A Simple Bar Chart
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Exhibit 13.9 ‐ A Table Summarizing Means of Thematically Related Items
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Exhibit 13.11 ‐ A Bar Chart Displaying Multiple Thematically Related Means
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Exhibit 13.14 ‐ A Table Showing t‐Tests
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Exhibit 13.16 ‐ Bar Chart Portraying ANOVA Results
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Exhibit 13.17 ‐ Correlations of Item Ratings with Overall Satisfaction with Primal Elements
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Exhibit 13.18 ‐ Displaying Regression Findings
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Format for Marketing Research Reports
O Conclusions and recommendations
Conclusions - Descriptive statements that generalize the results of the research
Each conclusion directly references research objectives
Recommendations - Address how the client can solve the problem at hand through the creation of a competitive advantage
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Format for Marketing Research Reports
O Limitations: Weaknesses in research methodology that might affect confidence in research conclusions
O Appendixes: Section following the main body of the report
Contains complex, detailed, or technical information
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Common Problems in Preparing the Marketing Research Report
O Lack of data interpretation
O Unnecessary use of complex statistics
O Emphasis on packaging instead of quality
O Lack of relevance
O Placing too much emphasis on a few statistics
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Guidelines for Preparing Oral Presentations
O Ensure that visual components do not detract from the information being communicated
O Be friendly, honest, warm, and open during oral communication
O Be knowledgeable and confident while delivering the presentation
O Have a well-organized and inspiring dialogue prepared
O Be an effective active listener
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Guidelines for Preparing Visual Presentations
O Begin with a slide that contains: Presentation title and the presenter's name Identity of the client and the research firm
O Include slides that address research objectives, questions, and methodology as well as a description of the sample surveyed
O Highlight the research findings
O Conclude with recommendations, conclusions, and research implications
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Any Questions?
