Ch14

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Ch14

  1. 1. Chapter Fourteen Communicating the Research Results and Managing Marketing Research Chapter Fourteen
  2. 2. Chapter Fourteen Objectives Chapter Fourteen To become aware of the primary purposes of a research report. To learn how to organize and prepare a research report. To learn how to make a personal presentation. To understand the effective use and communication of marketing research information. To understand what clients want from a marketing research supplier or department. To learn some of the key managerial functions in running a marketing research supplier organization. To see what marketing research departments are doing to gain a more strategic role in the corporation. To examine how corporations are measuring the contribution of marketing research to the organization.
  3. 3. <ul><ul><li>Explain why the research was done - </li></ul></ul><ul><ul><ul><li>What were the motivations for doing the research? </li></ul></ul></ul><ul><ul><ul><li>Was there a “problem” that had to be addressed? </li></ul></ul></ul><ul><ul><li>State the specific research objectives – </li></ul></ul><ul><ul><ul><li>What do you hope to learn? </li></ul></ul></ul><ul><ul><ul><li>What are your research goals? </li></ul></ul></ul><ul><ul><li>Explain how the research was done – </li></ul></ul><ul><ul><ul><li>What type of sampling did you use and why? </li></ul></ul></ul><ul><ul><ul><li>Did you do surveys, focus groups, interviews, etc? </li></ul></ul></ul><ul><ul><li>Present the research findings – </li></ul></ul><ul><ul><ul><li>In what form – written, slide presentations, oral? </li></ul></ul></ul><ul><ul><ul><li>How can you make the findings practical and actionable? </li></ul></ul></ul><ul><ul><li>Provide conclusions and recommendations – </li></ul></ul><ul><ul><ul><li>Conclusions for “descriptive” research </li></ul></ul></ul><ul><ul><ul><li>Recommendations for “analytic” research </li></ul></ul></ul>The Research Report Chapter Fourteen
  4. 4. <ul><li>Title Page: </li></ul><ul><ul><li>Include the submitter’s information </li></ul></ul><ul><li>Letter of Transmittal: </li></ul><ul><ul><li>Letter giving ownership of the research. </li></ul></ul><ul><li>Table of Contents </li></ul><ul><li>Executive Summary: </li></ul><ul><ul><li> A page or two highlighting the key findings. </li></ul></ul><ul><li>Background: </li></ul><ul><ul><li> Relevant historical information that set the stage for the research </li></ul></ul><ul><li>Methodology: </li></ul><ul><ul><li>Detail how you conducted the research </li></ul></ul>The Key Components: The Research Report Chapter Fourteen
  5. 5. <ul><li>Findings: </li></ul><ul><ul><li>Dovetail the findings with the research objectives and tie in the secondary data into the primary findings. Combination of a descriptive and analytic approach is generally best </li></ul></ul><ul><li>Limitations: </li></ul><ul><ul><li>Discuss problems faced and how they were handled. </li></ul></ul><ul><li>Conclusions: </li></ul><ul><ul><li>Summarize the key headlines of the research findings. </li></ul></ul><ul><li>Recommendations: </li></ul><ul><ul><li>Give management action items based on the research. </li></ul></ul><ul><li>Appendices: </li></ul><ul><ul><li>Relevant supporting documents, tables, data, etc . </li></ul></ul>The Research Report The Key Components: Chapter Fourteen
  6. 6. <ul><li>Some Formatting Tips: </li></ul><ul><li>Use bulleted charts when appropriate; </li></ul><ul><li>Use text to discuss / elaborate on bullets; </li></ul><ul><li>Follow proper writing standards; </li></ul><ul><li>Use a minimum of text to convey message; </li></ul><ul><li>Don't use too many different graphic types; </li></ul><ul><li>Multiple graphics on a page can tell a story; </li></ul><ul><li>Don’t use over-hyped text; </li></ul><ul><li>Appearance - be professional and consistent. </li></ul>Sample Bar Chart Interpreting and Presenting the Results Chapter Fourteen <ul><li>Monthly Score by City </li></ul><ul><li>87 </li></ul><ul><li>45 </li></ul><ul><li>44 </li></ul><ul><li>65 </li></ul><ul><li>43 </li></ul><ul><li>34 </li></ul><ul><li>23 </li></ul><ul><li>34 </li></ul><ul><li>34 </li></ul><ul><li>56 </li></ul><ul><li>65 </li></ul><ul><li>54 </li></ul><ul><li>44 </li></ul><ul><li>33 </li></ul><ul><li>54 </li></ul><ul><li>65 </li></ul><ul><li>76 </li></ul><ul><li>34 </li></ul><ul><li>54 </li></ul><ul><li>63 </li></ul><ul><li>56 </li></ul><ul><li>76 </li></ul><ul><li>87 </li></ul><ul><li>65 </li></ul><ul><li>32 </li></ul><ul><li>34 </li></ul><ul><li>54 </li></ul><ul><li>56 </li></ul><ul><li>57 </li></ul><ul><li>76 </li></ul><ul><li>87 </li></ul><ul><li>54 </li></ul><ul><li>34 </li></ul><ul><li>56 </li></ul><ul><li>55 </li></ul><ul><li>43 </li></ul><ul><li>34 </li></ul><ul><li>54 </li></ul><ul><li>67 </li></ul><ul><li>87 </li></ul><ul><li>54 </li></ul><ul><li>53 </li></ul><ul><li>46 </li></ul><ul><li>55 </li></ul><ul><li>34 </li></ul><ul><li>76 </li></ul><ul><li>25 </li></ul><ul><li>65 </li></ul><ul><li>65 </li></ul><ul><li>44 </li></ul><ul><li>35 </li></ul><ul><li>76 </li></ul><ul><li>84 </li></ul><ul><li>54 </li></ul><ul><li>34 </li></ul><ul><li>57 </li></ul><ul><li>65 </li></ul><ul><li>45 </li></ul><ul><li>63 </li></ul><ul><li>75 </li></ul><ul><li>0 </li></ul><ul><li>50 </li></ul><ul><li>100 </li></ul><ul><li>150 </li></ul><ul><li>200 </li></ul><ul><li>250 </li></ul><ul><li>300 </li></ul><ul><li>350 </li></ul><ul><li>400 </li></ul><ul><li>January </li></ul><ul><li>February </li></ul><ul><li>March </li></ul><ul><li>April </li></ul><ul><li>May </li></ul><ul><li>June </li></ul><ul><li>July </li></ul><ul><li>August </li></ul><ul><li>September </li></ul><ul><li>October </li></ul><ul><li>November </li></ul><ul><li>December </li></ul><ul><li>Boise, ID </li></ul><ul><li>Washington, DC </li></ul><ul><li>Austin, TX </li></ul><ul><li>Chapel Hill, NC </li></ul><ul><li>Santa Fe, NM </li></ul>
  7. 7. Area Graphs: Comparative Bar Charts: Interpreting and Presenting the Results Chapter Fourteen
  8. 8. Comparative Pie Charts: Stacked Bar Charts: Interpreting and Presenting the Results Chapter Fourteen
  9. 9. Pie / Bar Comparison: 3-D Bar Charts: Line Graph: Interpreting and Presenting the Results Chapter Fourteen
  10. 10. <ul><li>When Presenting, One Might Use: </li></ul><ul><li>A presentation outline; </li></ul><ul><li>Visuals - charts on easels, PowerPoint, etc.; </li></ul><ul><li>Copies of the final report; </li></ul><ul><li>Web options; </li></ul><ul><li>An executive summary; </li></ul><ul><li>Researcher contact information. </li></ul><ul><li>One Might Want to Convey: </li></ul><ul><li>What the data are telling you; </li></ul><ul><li>The impact of the data on managerial decision making; </li></ul><ul><li>What course(s) of action is recommended; </li></ul><ul><li>What future studies might be needed; </li></ul><ul><li>What was missing from this study; </li></ul><ul><li>Potential future research benefits. </li></ul>The Presentation Chapter Fourteen
  11. 11. <ul><li>Tailored to the Audience - Understand Their: </li></ul><ul><ul><ul><li>Frame of reference; </li></ul></ul></ul><ul><ul><ul><li>Attitudes, beliefs, perceptions, and prejudices; </li></ul></ul></ul><ul><ul><ul><li>Educational background / level of research knowledge; </li></ul></ul></ul><ul><ul><ul><li>Time constraints – for the presentation and for action; </li></ul></ul></ul><ul><ul><ul><li>Position within the organization; </li></ul></ul></ul><ul><ul><ul><li>Interest in hearing the results. </li></ul></ul></ul><ul><li>Understanding the Barriers to Effective Communication: </li></ul><ul><ul><ul><li>Assess the listeners “way of listening”; </li></ul></ul></ul><ul><ul><ul><li>Be responsive to questions in a positive way; </li></ul></ul></ul><ul><ul><ul><li>Don’t be defensive to criticism; </li></ul></ul></ul><ul><ul><ul><li>Take some time to “size up” the listener's personality type. </li></ul></ul></ul>The Presentation Chapter Fourteen
  12. 12. <ul><li>Persuasion - Using the Research Findings to Reinforce Conclusions : </li></ul><ul><li>Questions the researcher should keep in mind: </li></ul><ul><ul><ul><li>What do the data really mean? </li></ul></ul></ul><ul><ul><ul><li>What impact do they have? </li></ul></ul></ul><ul><ul><ul><li>How can the data be conveyed simply? </li></ul></ul></ul><ul><ul><ul><li>How can one make the data valuable and applicable? </li></ul></ul></ul><ul><ul><ul><li>What have we learned from the data? </li></ul></ul></ul><ul><ul><ul><li>What do we need to do given the information we now have? </li></ul></ul></ul><ul><ul><ul><li>How can future studies of this nature be enhanced? </li></ul></ul></ul><ul><ul><ul><li>What can make information such as this more useful? </li></ul></ul></ul>The Presentation Chapter Fourteen
  13. 13. <ul><li>Key Factors in the Use of Marketing Research: </li></ul><ul><ul><li>The perceived creditability and usefulness of the report to the users; </li></ul></ul><ul><ul><li>The degree of client and researcher interaction; </li></ul></ul><ul><ul><li>The organizational climate for research; </li></ul></ul><ul><ul><li>The personality and organizational level of key users. </li></ul></ul><ul><li>The Role of Trust: </li></ul><ul><ul><li>Key components of trust between the researcher and the decision makers: </li></ul></ul><ul><ul><li>A function of interpersonal relationship and skill; </li></ul></ul><ul><ul><li>Perceived and actual integrity of the researcher; </li></ul></ul><ul><ul><li>Delivering what is promised; </li></ul></ul><ul><ul><li>Being accessible to management / receivers of the research; </li></ul></ul><ul><ul><li>Perceived willingness of the researcher to reduce user uncertainty; </li></ul></ul><ul><ul><li>Confidentiality, expertise, professionalism, and follow-up. </li></ul></ul>The Presentation Showing the Value of the Research Chapter Fourteen
  14. 14. <ul><li>Increase sales and improve customer satisfaction; </li></ul><ul><li>Better position the company competitively; </li></ul><ul><li>Make investors happy; </li></ul><ul><li>Improve company effectiveness and efficiency; </li></ul><ul><li>Help the company control costs; </li></ul><ul><li>Help the company identify opportunities; </li></ul><ul><li>Lead to tangible quality and performance measures; </li></ul><ul><li>Enable the company to stay ahead of customers’ needs and wants. </li></ul>Motivating Managers to Use the Research Demonstrating Research Value: Chapter Fourteen
  15. 15. Presenting the Research Results Research Report Ways of Looking at the Data Index Index
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