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McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

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Page 1: McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/IrwinMcGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

Chapter 18Chapter 18

Preparing and Presenting Preparing and Presenting

Marketing Research ReportsMarketing Research Reports

Chapter 18Chapter 18

Preparing and Presenting Preparing and Presenting

Marketing Research ReportsMarketing Research Reports

Page 3: McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

1.1. Understand the objectives of a Understand the objectives of a research report.research report.

2.2. Describe the format of a marketing Describe the format of a marketing research report.research report.

3.3. Discuss several techniques for Discuss several techniques for graphically displaying research results.graphically displaying research results.

4.4. Clarify problems encountered in Clarify problems encountered in preparing reports.preparing reports.

5.5. Understand the importance of Understand the importance of presentations in marketing research.presentations in marketing research.

Learning ObjectivesLearning Objectives

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Market Research ReportsMarket Research Reports

Reference document for Reference document for strategic & tactical decisions.strategic & tactical decisions.

Reference document for Reference document for strategic & tactical decisions.strategic & tactical decisions.

Illustrate credibility of the Illustrate credibility of the research project.research project.

Illustrate credibility of the Illustrate credibility of the research project.research project.

Provide interpretations Provide interpretations of findings that lead to of findings that lead to

recommendations.recommendations.

Provide interpretations Provide interpretations of findings that lead to of findings that lead to

recommendations.recommendations.

Effectively communicate Effectively communicate findings of research project.findings of research project.

Effectively communicate Effectively communicate findings of research project.findings of research project.

ObjectivesObjectivesObjectivesObjectives

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Topics to Include in ReportsTopics to Include in Reports

Research ObjectivesResearch Objectives

Research QuestionsResearch Questions

Literature ReviewLiterature Review

Research MethodsResearch Methods

FindingsFindings

Interpretation and SummaryInterpretation and Summary

Conclusions and RecommendationsConclusions and Recommendations

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Enhancing Enhancing CredibilityCredibility

AccuracyAccuracy BelievableBelievable Professionally Professionally OrganizedOrganized

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Pictorial Pictorial Representation of Representation of

Senior Internet Senior Internet Adoption SegmentsAdoption Segments

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Levels of Levels of ReadersReaders

Those who Those who read only . . .read only . . .Those who Those who

read only . . .read only . . .

Executive SummaryExecutive SummaryExecutive SummaryExecutive Summary

Summary and FindingsSummary and FindingsSummary and FindingsSummary and Findings

Entire Report and Entire Report and AppendicesAppendices

Entire Report and Entire Report and AppendicesAppendices

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Format for Format for Marketing Research ReportsMarketing Research Reports

Table of ContentsTable of Contents Table of ContentsTable of Contents

Executive SummaryExecutive Summary Executive SummaryExecutive Summary

IntroductionIntroduction IntroductionIntroduction

Research Methods & ProceduresResearch Methods & Procedures Research Methods & ProceduresResearch Methods & Procedures

Data Analysis & FindingsData Analysis & Findings Data Analysis & FindingsData Analysis & Findings

Conclusions & RecommendationsConclusions & Recommendations Conclusions & RecommendationsConclusions & Recommendations

LimitationsLimitations LimitationsLimitations

AppendicesAppendices AppendicesAppendices

Title PageTitle Page

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Conclusions & Conclusions & RecommendationsRecommendations

Conclusions & Conclusions & RecommendationsRecommendations

KeyKeyFindingsFindings

KeyKeyFindingsFindings

StatementStatementof Methodsof MethodsStatementStatementof Methodsof Methods

ResearchResearchObjectivesObjectivesResearchResearchObjectivesObjectives

ExecutiveExecutiveSummarySummary

ExecutiveExecutiveSummarySummary

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Research ObjectivesResearch Objectives

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Selected Key Findings Selected Key Findings from a Research from a Research

ProjectProject

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Slide Summarizing Slide Summarizing Research MethodologyResearch Methodology

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Preparing Preparing ReportsReports

Rewrite and rewrite, critically Rewrite and rewrite, critically evaluating the reportevaluating the report.

Rewrite and rewrite, critically Rewrite and rewrite, critically evaluating the reportevaluating the report.

Select wording consistent Select wording consistent with reader’ background and with reader’ background and

knowledge.knowledge.

Select wording consistent Select wording consistent with reader’ background and with reader’ background and

knowledge.knowledge.

Say exactly what you Say exactly what you intend to sayintend to say.

Say exactly what you Say exactly what you intend to sayintend to say.

Use short, concise Use short, concise sentences and paragraphs.sentences and paragraphs.

Use short, concise Use short, concise sentences and paragraphs.sentences and paragraphs.

Make an outline of all major Make an outline of all major points.points.

Make an outline of all major Make an outline of all major points.points.

PreparationPreparationHintsHints

PreparationPreparationHintsHints

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Preparation Hints – DetailsPreparation Hints – Details

Make an outline of all major points – Make an outline of all major points – support with details in their proper support with details in their proper position.position.

Use short, concise sentences and Use short, concise sentences and paragraphs.paragraphs.

Say exactly what you intend to say – do Say exactly what you intend to say – do not leave the reader “grasping” for more not leave the reader “grasping” for more information.information.

Select wording that is consistent with the Select wording that is consistent with the background and knowledge of the reader.background and knowledge of the reader.

Rewrite and rewrite – this will force you to Rewrite and rewrite – this will force you to remove clutter and critically evaluate the remove clutter and critically evaluate the document for errors.document for errors.

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Methods & Procedures Methods & Procedures SectionSection

Sampling and sampling Sampling and sampling processes.processes.

Sampling and sampling Sampling and sampling processes.processes.

Data collection Data collection procedures and procedures and administration.administration.

Data collection Data collection procedures and procedures and administration.administration.

Types of secondary Types of secondary data.data.

Types of secondary Types of secondary data.data.

Research design, i.e., Research design, i.e., exploratory, descriptive exploratory, descriptive

and/or causal.and/or causal.

Research design, i.e., Research design, i.e., exploratory, descriptive exploratory, descriptive

and/or causal.and/or causal.

ComponentsComponentsComponentsComponents

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Findings Illustrating Findings Illustrating Simple Readable Simple Readable

Results of FrequenciesResults of Frequencies

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Guidelines for Guidelines for GraphicsGraphics

GraphicsGraphicsGraphicsGraphics

Help explain the Help explain the information developed information developed in the research project.in the research project.

Help explain the Help explain the information developed information developed in the research project.in the research project.

An effective visual aid An effective visual aid to enhance the to enhance the

communication process communication process and add clarity and impact and add clarity and impact

to research reports.to research reports.

An effective visual aid An effective visual aid to enhance the to enhance the

communication process communication process and add clarity and impact and add clarity and impact

to research reports.to research reports.

ChartsChartsChartsCharts

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Guidelines for Guidelines for GraphicsGraphics

Bar ChartBar ChartBar ChartBar Chart

Data in the form of bars Data in the form of bars that are placed either that are placed either

horizontally or vertically.horizontally or vertically.

Data in the form of bars Data in the form of bars that are placed either that are placed either

horizontally or vertically.horizontally or vertically.

Type of bar chart where Type of bar chart where each bar’s height is the each bar’s height is the relative or cumulative relative or cumulative

frequency of a value of a frequency of a value of a specific variable.specific variable.

Type of bar chart where Type of bar chart where each bar’s height is the each bar’s height is the relative or cumulative relative or cumulative

frequency of a value of a frequency of a value of a specific variable.specific variable.

HistogramHistogramHistogramHistogram

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Example of a Bar ChartExample of a Bar Chart

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Guidelines for Guidelines for GraphicsGraphics

Area chart – the area below Area chart – the area below the line is filled in to the line is filled in to

dramatically display the dramatically display the information.information.

Area chart – the area below Area chart – the area below the line is filled in to the line is filled in to

dramatically display the dramatically display the information.information.

Shows trends over several Shows trends over several periods of time – facilitates periods of time – facilitates

comparisons between comparisons between variables.variables.

Shows trends over several Shows trends over several periods of time – facilitates periods of time – facilitates

comparisons between comparisons between variables.variables.

Enables multiple Enables multiple comparisons – but each line comparisons – but each line needs to have its own label needs to have its own label and differ in form or color.and differ in form or color.

Enables multiple Enables multiple comparisons – but each line comparisons – but each line needs to have its own label needs to have its own label and differ in form or color.and differ in form or color.

Line Chart Line Chart – connects – connects a series of data points a series of data points with a continuous line.with a continuous line.

Line Chart Line Chart – connects – connects a series of data points a series of data points with a continuous line.with a continuous line.

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Using SPSS to Prepare Using SPSS to Prepare a Bar Grapha Bar Graph

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Guidelines for Guidelines for GraphicsGraphics

Seven pie sections – Seven pie sections – considered to be the considered to be the practical maximum.practical maximum.

Seven pie sections – Seven pie sections – considered to be the considered to be the practical maximum.practical maximum.

Each section of the Each section of the pie chart is the pie chart is the

relative proportion.relative proportion.

Each section of the Each section of the pie chart is the pie chart is the

relative proportion.relative proportion.

Not useful with Not useful with comparative comparative

information between information between several variables.several variables.

Not useful with Not useful with comparative comparative

information between information between several variables.several variables.

Pie chart Pie chart – – used used for displaying for displaying

relative relative proportions.proportions.

Pie chart Pie chart – – used used for displaying for displaying

relative relative proportions.proportions.

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Changing the Changing the Properties of a Pie Properties of a Pie Chart in the SPSS Chart in the SPSS

Chart EditorChart Editor

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A Table Summarizing A Table Summarizing Means of Thematically Means of Thematically

Related ItemsRelated Items

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Using the Bar Chart Using the Bar Chart Function in SPSS to Function in SPSS to

Summarize Thematically Summarize Thematically Related MeansRelated Means

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Bar Chart Displaying Bar Chart Displaying Multiple Thematically Multiple Thematically

Related MeansRelated Means

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Using the SPSS Bar Using the SPSS Bar Chart Function to Chart Function to Show CrosstabsShow Crosstabs

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Bar Chart Showing a Bar Chart Showing a CrosstabCrosstab

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A Table Showing t-A Table Showing t-TestsTests

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Using SPSS to Create Using SPSS to Create Bar Charts to Display Bar Charts to Display

ANOVA ResultsANOVA Results

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Bar Chart Portraying ANOVA Bar Chart Portraying ANOVA ResultsResults

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Correlations of Item Correlations of Item Ratings with Overall Ratings with Overall

Satisfaction with Satisfaction with Primal ElementsPrimal Elements

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Displaying Regression Displaying Regression FindingsFindings

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Illustration of Illustration of Conclusions in a Conclusions in a

Marketing Research Marketing Research ReportReport

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Illustration of Illustration of Recommendations in a Recommendations in a

Marketing Research Marketing Research ReportReport

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Preparing ReportsPreparing Reports

Unnecessary use of Unnecessary use of multivariate statisticsmultivariate statistics.Unnecessary use of Unnecessary use of

multivariate statisticsmultivariate statistics.

Emphasizing a few Emphasizing a few statistics too much.statistics too much.Emphasizing a few Emphasizing a few statistics too much.statistics too much.

Lack of relevanceLack of relevance.Lack of relevanceLack of relevance.

Emphasis on packaging Emphasis on packaging instead of quality.instead of quality.

Emphasis on packaging Emphasis on packaging instead of quality.instead of quality.

Lack of data Lack of data interpretationinterpretationLack of data Lack of data interpretationinterpretation

CommonCommonProblemsProblemsCommonCommonProblemsProblems

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Guidelines for Guidelines for Preparing Visual PresentationsPreparing Visual Presentations

Begin with a slide showing the title of Begin with a slide showing the title of presentation, speaker’s name, client presentation, speaker’s name, client identity, and research firm.identity, and research firm.

Include slides that explain research Include slides that explain research objectives, question, methods, and objectives, question, methods, and sample description; e.g. all sample description; e.g. all subheadings of the report.subheadings of the report.

Highlight the research findings.Highlight the research findings. End with recommendations, End with recommendations,

conclusions, and research conclusions, and research implications supported by the data.implications supported by the data.

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