Marketing Research 9

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Chapter 13

Communicating Marketing Research

Findings

Learning Objectives

• Understand the objectives of a research report

• Describe the format of a marketing research report

• Discuss several techniques for graphically displaying research results

• Clarify problems encountered in preparing reports

• Understand the importance of presentations in marketing research

Value of Communicating Research Findings

• Well-designed and well-implemented research projects are successful only if the results are communicated effectively to the client

• Traits of an effective marketing research report

– Complete realization of time, efforts, and financial resources utilized for research

Marketing Research Reports

• 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

Marketing Research Reports (continued 1)

• 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

Marketing Research Reports (continued 2)

• 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

Marketing Research Reports (continued 3)

• 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

Format for Marketing Research Reports

• 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

• Table of contents

– Lists the topics of the report in sequential order

• May include page number references to tables and figures

Format for Marketing Research Reports (continued 1)

• 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

• Introduction: Contains background information necessary for a complete understanding of the report

Format for Marketing Research Reports (continued 2)

• 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

Format for Marketing Research Reports (continued 3)

• 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

Exhibit 13.5 - Findings Illustrating Simple Readable Results of Frequencies

Frequency of Eating at Santa Fe Grill

Frequency Percent Valid Percent Cumulative

Percent

Very Infrequently 49 19 19 19

Somewhat Infrequently 62 25 25 44

Occasionally 43 17 17 61

Somewhat Frequently 59 23 23 84

Very Frequently 40 16 16 100.0

Total 253 100.0 100.0

Exhibit 13.6 - A Simple Bar Chart

Exhibit 13.9 - A Table Summarizing Means of Thematically Related Items

College Students' Attitudes toward

Item Number of

Responses

Average 7 =

Strongly Agree

Standard

Deviation

Ads can be a good way to learn about products. 312 5.2 1.5

The purpose of marketing is to attract customers by learning what they

want.

308 5.2 1.5

Advertising is an interesting business. 308 5.2 1.5

Advertising sometimes encourages me to seek out more information about

products I am interested in.

312 5.0 1.5

I think it would be fun to work for an advertising agency. 306 4.5 1.9

Overall, I am satisfied with advertising. 308 4.3 1.3

Advertising is usually designed to sell things that people don't really need. 310 4.3 1.8

Advertising appeals to the selfishness in human beings. 303 3.6 1.8

If there was less advertising, the world would be a better place. 304 3.4 1.7

I try to avoid advertising whenever possible. 304 3.3 1.7

Advertising is bad for society. 310 2.6 1.5

Exhibit 13.11 - A Bar Chart Displaying Multiple Thematically Related Means

Exhibit 13.14 - A Table Showing t- Tests

What Kind of Ads are Effective?

Ad Element Mean (max=7)

Informational Male 4.3*

Female 4.8

Humorous Male 5.8

Female 6.0

Touching Male 4.0*

Emotional Female 4.8

Sex appeal Male 5.5*

Female 4.7

Ads with Attractive Models Male 5.4*

Female 4.5

Colorful Ads Male 4.3*

Female 5.0

Women are more likely than men to say that informational, emotional, and colorful ads are effective. Men are more likely to say that sex appeals and attractive models are effective in advertising. Men and women rate the effectiveness of humor similarly.

*p<.05

Exhibit 13.16 - Bar Chart Portraying ANOVA Results

Exhibit 13.17 - Correlations of Item Ratings with Overall Satisfaction with Primal Elements

Item Correlation

Store atmosphere .59*

How intimidating the store is −.30*

Expense of products −.25*

Interior appearance of store 25*

Quantity of information workers provide about products .21*

Exterior appearance of store .16

*p<.05, N = 94. Correlations vary in strength from −1 to +1 with 0 meaning “no relationship.”

Exhibit 13.18 - Displaying Regression Findings

Format for Marketing Research Reports (continued 4)

• 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

Format for Marketing Research Reports (continued 5)

• Limitations: Weaknesses in research methodology that might affect confidence in research conclusions

• Appendixes: Section following the main body of the report

– Contains complex, detailed, or technical information

Common Problems in Preparing the Marketing Research Report

• Lack of data interpretation

• Unnecessary use of complex statistics

• Emphasis on packaging instead of quality

• Lack of relevance

• Placing too much emphasis on a few statistics

Guidelines for Preparing Oral Presentations

• Ensure that visual components do not detract from the information being communicated

• Be friendly, honest, warm, and open during oral communication

• Be knowledgeable and confident while delivering the presentation

• Have a well-organized and inspiring dialogue prepared

• Be an effective active listener

Guidelines for Preparing Visual Presentations

• Begin with a slide that contains:

– Presentation title and the presenter's name

– Identity of the client and the research firm

• Include slides that address research objectives, questions, and methodology as well as a description of the sample surveyed

• Highlight the research findings

• Conclude with recommendations, conclusions, and research implications

Marketing Research in Action Who Are the Early Adopters of Technology?

• What other issues can be examined with this survey?

• Identify the problems found in this questionnaire

• What are the important topics to include in a presentation?