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Chapter Fourteen Communicating the Research Results and Managing Marketing Research Chapter Fourteen
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Chapter Fourteen
Communicating the Research Results and Managing Marketing Research
Chapter Fourteen
To become aware of the primary purposes of a research report.
To learn how to organize and prepare a research report.
To learn how to make a personal presentation.
To understand the effective use and communication of marketing research information.
To understand what clients want from a marketing research supplier or department.
To learn some of the key managerial functions in running a marketing research supplier organization.
To see what marketing research departments are doing to gain a more strategic role in the corporation.
To examine how corporations are measuring the contribution of marketing research to the organization.
Chapter Fourteen ObjectivesChapter Fourteen Objectives
Chapter Fourteen
• Explain why the research was done - • What were the motivations for doing the research?• Was there a “problem” that had to be addressed?
• State the specific research objectives – • What do you hope to learn?• What are your research goals?
• Explain how the research was done – • What type of sampling did you use and why?• Did you do surveys, focus groups, interviews, etc?
• Present the research findings – • In what form – written, slide presentations, oral?• How can you make the findings practical and actionable?
• Provide conclusions and recommendations – • Conclusions for “descriptive” research• Recommendations for “analytic” research
• Explain why the research was done - • What were the motivations for doing the research?• Was there a “problem” that had to be addressed?
• State the specific research objectives – • What do you hope to learn?• What are your research goals?
• Explain how the research was done – • What type of sampling did you use and why?• Did you do surveys, focus groups, interviews, etc?
• Present the research findings – • In what form – written, slide presentations, oral?• How can you make the findings practical and actionable?
• Provide conclusions and recommendations – • Conclusions for “descriptive” research• Recommendations for “analytic” research
The Research Report
Chapter Fourteen
1. Title Page: Include the submitter’s information
2. Letter of Transmittal: Letter giving ownership of the research.
3. Table of Contents4. Executive Summary:
A page or two highlighting the key findings.5. Background:
Relevant historical information that set the stage for the research
6. Methodology: Detail how you conducted the research
The Research Report
Chapter Fourteen
7. Findings: Dovetail the findings with the research objectives and tie in
the secondary data into the primary findings. Combination of a descriptive and analytic approach is generally best
8. Limitations: Discuss problems faced and how they were handled.
9. Conclusions: Summarize the key headlines of the research findings.
10. Recommendations: Give management action items based on the research.
11. Appendices:Relevant supporting documents, tables, data, etc.
The Research Report
Chapter Fourteen
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•Boise, ID
•Washington, DC
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Some Formatting Tips:
• Use bulleted charts when appropriate;• Use text to discuss / elaborate on bullets;• Follow proper writing standards;• Use a minimum of text to convey message;• Don't use too many different graphic types;• Multiple graphics on a page can tell a story;• Don’t use over-hyped text;• Appearance - be professional and consistent.
Some Formatting Tips:
• Use bulleted charts when appropriate;• Use text to discuss / elaborate on bullets;• Follow proper writing standards;• Use a minimum of text to convey message;• Don't use too many different graphic types;• Multiple graphics on a page can tell a story;• Don’t use over-hyped text;• Appearance - be professional and consistent.
Sample Bar ChartSample Bar Chart
Interpreting and Presenting the Results
Chapter Fourteen
Interpreting and Presenting the Results
Chapter Fourteen
Interpreting and Presenting the Results
Chapter Fourteen
Interpreting and Presenting the Results
Chapter Fourteen
When Presenting, One Might Use:
• A presentation outline;• Visuals - charts on easels, PowerPoint, etc.;• Copies of the final report;• Web options;• An executive summary;• Researcher contact information.
One Might Want to Convey:
• What the data are telling you;• The impact of the data on managerial decision making;• What course(s) of action is recommended;• What future studies might be needed;• What was missing from this study;• Potential future research benefits.
Click to See Keys toGood Public Speaking
The Presentation
Chapter Fourteen
Tailored to the Audience - Understand Their:
• Frame of reference;
• Attitudes, beliefs, perceptions, and prejudices;
• Educational background / level of research knowledge;
• Time constraints – for the presentation and for action;
• Position within the organization;
• Interest in hearing the results.
Understanding the Barriers to Effective Communication:
• Assess the listeners “way of listening”;
• Be responsive to questions in a positive way;
• Don’t be defensive to criticism;
• Take some time to “size up” the listener's personality type.
The Presentation
Chapter Fourteen
Persuasion - Using the Research Findings to Reinforce Conclusions:
Questions the researcher should keep in mind:
• What do the data really mean?
• What impact do they have?
• How can the data be conveyed simply?
• How can one make the data valuable and applicable?
• What have we learned from the data?
• What do we need to do given the information we now have?
• How can future studies of this nature be enhanced?
• What can make information such as this more useful?
The Presentation
Chapter Fourteen
Key Factors in the Use of Marketing Research:
• The perceived creditability and usefulness of the report to the users;
• The degree of client and researcher interaction;
• The organizational climate for research;
• The personality and organizational level of key users.
The Role of Trust:
Key components of trust between the researcher and the decision makers:
• A function of interpersonal relationship and skill;
• Perceived and actual integrity of the researcher;
• Delivering what is promised;
• Being accessible to management / receivers of the research;
• Perceived willingness of the researcher to reduce user uncertainty;
• Confidentiality, expertise, professionalism, and follow-up.
The PresentationShowing the Value of the Research
Chapter Fourteen
• Increase sales and improve customer satisfaction;• Better position the company competitively;• Make investors happy;• Improve company effectiveness and efficiency;• Help the company control costs;• Help the company identify opportunities;• Lead to tangible quality and performance measures;• Enable the company to stay ahead of customers’ needs and wants.
Motivating Managers to Use the Research
Chapter Fourteen
Presenting the Research ResultsResearch ReportWays of Looking at the Data
Index
Index
