Report Preparation
and Presentation
Chapter XXII
Chapter OutlineChapter Outline
1) Overview1) Overview
2) Importance of the Report and Presentation2) Importance of the Report and Presentation
3) The Report Preparation and Presentation Process3) The Report Preparation and Presentation Process
4) Report Preparation 4) Report Preparation
i. Report Formati. Report Format
ii. Report Writingii. Report Writing
iii. Guidelines for Tablesiii. Guidelines for Tables
iv. Guidelines for Graphsiv. Guidelines for Graphs
5) Oral Presentation5) Oral Presentation
6) Reading the Research Report6) Reading the Research Report
i. Addresses the Problemi. Addresses the Problem
ii. Research Design ii. Research Design
iii. Execution of the Research Proceduresiii. Execution of the Research Procedures
iv. Numbers and Statistics iv. Numbers and Statistics
v. Interpretations and Conclusionsv. Interpretations and Conclusions
vi. Generalizabilityvi. Generalizability
vii. Disclosure vii. Disclosure
7) Research Follow- Up7) Research Follow- Up
i. Assisting the Clienti. Assisting the Client
ii. Evaluation of the Research Processii. Evaluation of the Research Process
8) International Market 8) International Market ResearchResearch
9) Ethics in Market 9) Ethics in Market ResearchResearch
10) Internet & Computer Applications10) Internet & Computer Applications
11) Focus On Burke11) Focus On Burke
12) Summary12) Summary
13) Key Terms and Concepts13) Key Terms and Concepts
14) Acronyms14) Acronyms
Oral Presentation
The Report Preparation and Presentation The Report Preparation and Presentation ProcessProcessFig. 22.1Fig. 22.1
Data Analysis
Report Preparation
Interpretations, Conclusions, and Recommendations
Reading of the Report by the Client
Research Follow-Up
Problem Definition, Approach, Research Design, and Field Work
Use client language in title — avoid "research-eze”Use client language in title — avoid "research-eze”
• "Practices Followed in Selecting Long- Distance Carriers""Practices Followed in Selecting Long- Distance Carriers" is better than "Long-Distance Service Study”is better than "Long-Distance Service Study”
• ““Customers' Reactions to an Expanded Financial/ Customers' Reactions to an Expanded Financial/ Insurance Relationship” is better than "RelationshipInsurance Relationship” is better than "Relationship Study"Study"
RIP22.1RIP22.1 Elrick & Lavidge Guidelines on Elrick & Lavidge Guidelines on the Title Pagethe Title Page
CONCLUSIONS• Conclusions
Conclusions concerning, for example:* customer behavior* customer attitudes or perceptions* the nature of the markets studiedGenerally, in studies with samples designed to represent the marketAvoid interesting results that are not relevant to the conclusions
• May be in form of statement or paragraphs• Use subheadings to identify conclusions covering different subjects or market segments
Elrick & Lavidge Guidelines on Conclusions Elrick & Lavidge Guidelines on Conclusions and Recommendationsand RecommendationsRIP22.2RIP22.2
RECOMMENDATIONS• Recommendations regarding actions that should be taken or considered in light of the research results:
* Add/drop a product* What to say in advertising__advertising positioning* Market segments to select as primary targets* How to price product* Further research that should be considered
• Should be related to the stated purpose of the research• Sometimes omitted, for example:
* Client staff members want to author the recommendations* Study designed merely to familiarize client with a market
• Most clients are interested in our suggestions, in spite of the fact that we may not be familiar with internal financial issues and other internal corporate factors
RIP22.2 CONTD.RIP22.2 CONTD.
U.S. Auto Sales 1992 - 1996U.S. Auto Sales 1992 - 1996Table 22.1Table 22.1
UNIT SALES
Mfg 1992 1993 1994 1995 1996
GM 2,843,860 2,908,689 3,057,872 2,930,568 2,757,671
Ford 1,777,6356 1,878,149 1,938,841 1,791,225 1,737,252
Chrysler 679,586 834,132 811,824 786,180 832,633
Toyota 760,159 741,826 765,143 793,974 793,592
Honda 768,845 716,440 762,242 740,487 786,154
Nissan 417,970 482,646 537,228 520,258 500,377
Other 965,058 955,977 1,117,367 1,072,272 1,119,074
TOTAL 8,213,113 8,517,859 8,990,517 8,634,964 8,526,753
Table 22.1U.S. Auto Sales1992 - 1996
*Includes all other producers.Source:1997 Ward’s Automotive Yearbook, p.195.
1a
4b5b 4a 5a 2a3a 4c
5c6a
1b
33% GM
Pie Chart of 1996 U.S. Auto SalesPie Chart of 1996 U.S. Auto SalesFig. 22.2Fig. 22.2
20% Ford
13% Other
6% Nissan
9% Honda
9% Toyota
10% Chrysler
Fig. 22.3Fig. 22.3 Line Chart of Total U.S. Auto SalesLine Chart of Total U.S. Auto Sales
500,000
1993 19961995 199419920
Un
its
Un
its
1,000,000
3,500,000
1,500,000
2,000,000
2,500,000
3,000,000GMGM
FordFord
NissanNissan
HondaHondaChryslerChrysler
ToyotaToyota
OthersOthers
1,000,000
Fig. 22.4Fig. 22.4
1993
OthersOthers
NissanNissanHondaHonda
ToyotaToyota
ChryslerChrysler
FordFord
GMGM
19961995 199419920
Un
its
Un
its
2,000,000
7,000,000
8,000,000
9,000,000
10,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Stratum Chart of Total U.S. Auto SalesStratum Chart of Total U.S. Auto Sales
Pictograph for 1996 U.S. Auto Sales Pictograph for 1996 U.S. Auto Sales Fig. 22.5Fig. 22.5
UnitsUnitsGM GM 2,757,6712,757,671
Ford Ford 1,737,252 1,737,252
Chrysler Chrysler 832,663832,663
ToyotaToyota 793,592793,592
Honda Honda 786,154786,154
NissanNissan 500,377500,377
OthersOthers 1,119,074 1,119,074
Each Symbol Equals 1,000,000 Units Each Symbol Equals 1,000,000 Units
Histogram of 1996 U.S. Auto SalesHistogram of 1996 U.S. Auto SalesFig. 22.6Fig. 22.6
2
3
2.5
1.5
1
0.5
MakeMake
Mil
lion
of
Uni
tsM
illi
on o
f U
nits
GM Ford Chrysler Toyota Honda Nissan Others