Transcript Communicate the research results

Chapter Sixteen
Preparing the Marketing
Research Report
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-1
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  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-2
Learning Objectives
Identify different software options
available for developing presentations
Understand the advantages and
disadvantages of different software
options available for developing
presentations
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-3
Introduction
PHASE IV:
Communicate the
research results
Marketing Research
Step 9:
Transform the analysis results into
information
 The research report should
communicate effectively to the client
and ensure that the time, effort and
money spent are maximised
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-4
The Key Objectives to
Consider
 A solid marketing research proposal
strives to approximate the following
four objectives:
 Communicate the findings of the
marketing research project effectively
 Illustrate the credibility of the research
report
 Provide believable research results
 Serve as a reference document
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-5
The Key Factors to Consider
 Marketing practitioners should
communicate the following eight
factors to the client:








The specific research questions
The specific research objectives
The data sources and research design
The data analysis
The analysis findings
A summation and interpretation of the results
The conclusions based on the results
The recommendation and suggestions
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-6
The Format of a Marketing
Research Report
1. Title Page
2. Table of Contents
3. Executive Summary
a. Research objectives and questions
b. Concise statement of method
c. Conclusions and recommendations
4. Research issue
5. Methodology
6. Results
7. Conclusions
8. Recommendations
9. Limitations
10. Appendixes
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-7
Common Problems Encountered
when Preparing a Marketing
Research Report
 Lack of data interpretation
 Unnecessary use of statistics
 Too much emphasis on packaging
 Lack of relevance
 Too much emphasis on a few
statistics
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-8
Examples—Readable Results
To which fast-service hamburger restaurant were consumers
most favourably predisposed?
First Market:
Predisposition
Total Favourable
Most
Preferred
Would
Consider
Neutral
Unfavourable
37%
54%
8%
1%
Back Yard
Burgers
28
57
14
1
Burger King
17
61
12
10
McDonald’s
9
60
8
23
Rally’s
4
60
31
5
Wendy’s
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-9
Examples: Readable Results
To which fast-service hamburger restaurant were consumers
most favorably predisposed?
Second Market:
Predisposition
Total Favourable
Most
Preferred
Would
Consider
Neutral
Unfavourable
41%
49%
7%
3%
Wendy’s
28
58
8
6
Rally’s
11
66
16
7
Burger King
9
61
15
15
McDonald’s
8
60
13
19
Back Yard
Burgers
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-10
Examples—Conclusions
Conclusions
 Awareness
 Building unaided awareness is directly related to
consistent efforts in advertising, promotions and
signage.
 Among its competitors, Back Yard Burgers has the
lowest levels of advertising recall, awareness of
specials and promotions, and attention-getting
signage.
 On the other hand, Back Yard Burgers has a very
high reputation among qualified consumers—those
who most prefer or are favourable towards the
restaurant. This is an indication that Back Yard
Burgers is satisfying consumers with its products
and service.
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-11
Examples—Conclusions
 Recommendations
 Back Yard Burgers has a strong story to tell,
but it must raise its voice in order to be
heard. As much as consumers may enjoy
your product, they need reminding. Meals
are an occasion, and very often an impulse.
1. Specifically:
a. Consider your major strengths on the top 20
attributes, where you have clear superiority.
b. Recall your present positioning—‘Fresh Gourmet
Fast’ and the symbolism of Back Yard Burgers
c. Develop a marketing and advertising program
based on your strengths
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-12
Making the Presentation
 There are a number of ways to ‘deliver
the goods’ in an oral presentation
format:
 No technology, no
visuals
 Chalkboards
 Whiteboards
 Flip-charts
 Overhead projector
with hand-made
transparencies
 Overhead projector
with computergenerated
transparencies
 Microsoft PowerPoint
 HTML (Hypertext
Markup Language)
and Web Pages
Copyright  2004 McGraw-Hill Pty Ltd.
PPTs t/a Marketing Research by Lukas, Hair, Bush and Ortinau
Slides prepared by Tony Peloso
16-13