Communicating theResearch Results and

ManagingMarketing Research

Chapter Fourteen

Chapter Fourteen

• 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 ObjectivesChapter Fourteen Objectives

Chapter Fourteen

1. Title Page2. Table of Contents3. Executive Summary4. Background5. Methodology6. Findings (bulk of report)7. Conclusions and

Recommendations8. Appendices

The Research Report

Chapter Fourteen

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•200

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•300

•350

•400

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ary

•Feb

ruary

•Marc

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pril

•May

•June

•July

•Aug

ust

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•Boise, ID

•Washington, DC

•Austin, TX

•Chapel Hill, NC

•Santa Fe, NM

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

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

Sample Bar ChartSample Bar Chart

Interpreting and Presenting the Results

Chapter Fourteen

Interpreting and Presenting the Results

Chapter Fourteen

Graphs and Tables on the Same Page Maximize Communication

Interpreting and Presenting the Results

Chapter Fourteen

Line Chart (Good for demonstrating linear relationships)

Pie Chart (Good for special relationships among data points)

Interpreting and Presenting the Results

Chapter Fourteen

Simple Bar Chart Clustered Bar Chart

Bar charts are good for showing side-by-side relationships / comparisons

Interpreting and Presenting the Results

Chapter Fourteen

Stacked Bar Chart 3-D Bar Chart

Consider using…•A presentation outline for audience •Visuals on charts, easels, PowerPoint, etc.•Copies of the final report•Web options•An executive summary

The Research Presentation

Chapter Fourteen

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?

The Research Presentation

Chapter Fourteen

What Do Clients Want?

1.Confidentiality2.Honesty, punctuality, flexibility, responsiveness3.High-quality results4.Excellent control standards5.Customer-orientated approach6.Updates throughout the project

Research Supplier Management

Chapter Fourteen

Managing the Research Process:

• Organizing the supplier firm• Data quality management• Time and cost management• Client profitability management• Staff management and development

Research Supplier Management

Chapter Fourteen

1.Select the right marketing research suppliers

2.Move marketing research into a decision-making role

3.Measure marketing research’s ROI

Managing a Research Department

Chapter Fourteen