Transcript Marketing Research

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Marketing Research
Aaker, Kumar, Day
Ninth Edition
Instructor’s Presentation Slides
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Chapter Twenty-three
Presenting the Results
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Marketing Research 10th Edition
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Guidelines to Successful Presentations
• Communicate to a Specific Audience
▫ Know the Audience
▫ Know Their Background and Objectives
Know Your Audience
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Who are you addressing?
What is their background?
What are their time constraints?
How technical can you get without losing your
audience?
 Can you involve the audience by asking
questions?
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Marketing Research 10th Edition
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Structure the Presentation
Introduction
Body
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Conclusion
Marketing Research 10th Edition
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Create Audience Interest
Stimulate interest
Address important research questions and findings
Turn attention to specific/relevant numbers in charts
Make visuals interactive
Apt humor doesn’t hurt
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Marketing Research 10th Edition
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Be Specific and Visual
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Marketing Research 10th Edition
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Guidelines to Successful Presentations (Contd.)
• Motivate the Audience With Research Purpose and
Objectives
• Avoid Talking or Writing in the Abstract
• Address Validity and Reliability Issues
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Marketing Research 10th Edition
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Written Presentation
• Use Executive Summary
• Use Main Heading and Subheadings
• Use Computer Generated Tables and Graphs
• Use Informative Headings
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Oral Presentation
• Don't Read
• Use Visual Aids
• Make Sure That the Start Is Positive
• Avoid Distracting the Audience
• Involve the Audience
Percentage of U.S volumes sold under promotion
Carbonated beverages
15%
30%
15%
75%
Salty snacks
56%
Cookies
53%
Laundry detergents
Diapers
Yogurt
51%
34%
31%
40%
Light bulbs
27%
Source: Bain & Company
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Marketing Research 10th Edition