Transcript Chapter 17
Chapter Seventeen Preparing the Marketing Research Report and its Presentation Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-1 Learning Objectives Understand the primary objectives of a research report. Explain how to organise a marketing research report. List problems that a marketing practitioner may encounter when preparing the report. Understand the importance of presentations in marketing research. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-2 Learning Objectives Identify different software options available for developing presentations. Understand the advantages and disadvantages of different software options available for developing presentations. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-3 Introduction The research report should communicate the findings of the research project. It ensures that the time, effort and money spent are maximised. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-4 Key Objectives to Consider A solid marketing research report strives to approximate the following four objectives: 1. Communicate the findings of the marketing research project effectively. 2. Illustrate the credibility of the research report. 3. Provide believable research results. 4. Can serve as a reference document. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-5 Marketing practitioners should communicate the following eight factors to the client: 1. 2. 3. 4. 5. 6. The research questions. The research objectives. The data sources and research design. The data analysis. The analysis findings. A summation and interpretation of the results. 7. The conclusions based on the results. 8. The recommendations and suggestions. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-6 Need to provide… A clear, logical interpretation of their findings. Consider the audience(s) who will read the report. May need different reports for different audiences. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-7 Simple Interpretation of Data Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-8 The Format of a Marketing Research Report Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-9 The Format of a Marketing Research Report (cont.) Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-10 Example of Simple Readable Results Findings illustrating simple readable results Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-11 Complex, Technical Results Findings illustrating complex, technical results Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-12 Conclusions within a Marketing Research Report Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-13 Examples - Recommendations Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-14 Common Problems Encountered Lack of data interpretation. Unnecessary use of statistics. Too much emphasis on packaging/the look of the report. Lack of relevance. Too much emphasis on a few statistics. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-15 Making the Presentation The presentation is as important as the written report. Need to effectively communicate the research results. Often this is the only part of the project that those commissioning the research will see. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-16 Making the Presentation The content and presentation of the research are closely intertwined. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-17 Making the Presentation There are a number of ways to ‘deliver the goods’ in an oral presentation format: No technology, no Overhead visuals projector Chalkboards PowerPoint Whiteboards HTML and Web Pages Flip-charts Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-18 Using Software for Presentations Computer screen: Presentations and web pagebased presentations are common. Check with client about their preference. Copyright 2007 McGraw-Hill Pty Ltd PPTs t/a Marketing Research 2e by Hair, Lukas, Bush and Ortinau Slides prepared by Judy Rex 17-19