ch19.ppt

Marketing Research, 2nd Edition
Alan T. Shao
Copyright © 2002 by South-Western PPT-1
Part 5
DATA COMMUNICATIONS

Alan T. Shao
Copyright © 2002 by South-Western PPT-2
CHAPTER 19
COMMUNICATING THE RESEARCH FINDINGS

Alan T. Shao
Copyright © 2002 by South-Western
PPT-3
What the Experts Say
The real objective of business communication is to
advance your career. That objective is generally at
odds with the notion of ‘clear transfer information.’
The successful manager knows that the best kind of
communication is one that conveys the message ‘I am
worthy of promotion’without accidentally transferring
any other information. Clear communication can only
get you in trouble.
--Scott Adams, creator of “Dilbert,” syndicated
cartoon strip in Contemporary Business
Communication, 3rd Edition. (New York:
Houghton Mifflin Company, 1998), 3.

Alan T. Shao
PPT-4
Learning Objectives
 Explain the importance of effective communication
 Describe the communication process
 Discuss the barriers to communication
 Identify and explain the keys to an effective written
report
 Identify and explain the keys to an effective oral
presentation
 Discuss the technology available to create effective
oral and written presentations

Alan T. Shao
PPT-5
Get This! Better Written
Communication is a Global Concern
 Because rapid and convenient communication capability plays a
vital role in international communication, there is a growing
need to communicate clearly, accurately, and effectively.
 But does international written communication require different
skills from those needed in domestic situations? Companies
realize that success abroad depends on developing cross-cultural
appreciation and strengthening fundamental communication
skills among their employees for national as well as
international business activities. Employers find that most
applicants have serious grammatical deficiencies, as well as a
lack of practical business writing skills.

Alan T. Shao
PPT-6
 To determine whether there are differences between the written
communication skills required of employees involved in
international operations and those of employees in domestic
operations, a survey of 120 international companies located in
the United States was conducted. The sampling frame was
identified as all companies listed in the AT&T Toll-Free 800
Directory whose company names began with “International.”
 The research revealed:
– The major types of documents produced (from most to least)
were letters/form letters, memorandums, reports, and grant
proposals; 51% of the companies listed reports as being
among the most frequent types of documents produced.
– Documents originally created in longhand or at the computer
were revised by support personnel in 58% of the companies.
Get This! Better Written Communication is a
Global Concern – cont’d

Alan T. Shao
PPT-7
– The most often cited writing deficiency was “mechanics.”
– The most frequently named countries with which international
companies communicate were the United States, Great Britain,
Canada, Japan, Australia, and Germany, respectively.
 The majority of representatives from the companies reported no
significant problems in communications when compared to domestic
operations, since most business was conducted in English. However,
all respondents in the sample made the following recommendations
for ensuring successful international written communication:
1. Involve skills of bilingual employees or use translators or
interpreters for critical or sensitive messages.
2. Keep messages short and simple, with clear wording.
3. Avoid slang.
4. Use the fax machine to transmit information, enabling
information to be exchanged quickly, while allowing for equally
speedy clarification of confusing or misunderstood terms before
the exchange is finalized.
Get This! Better Written Communication is a
Global Concern – cont’d

Alan T. Shao
PPT-8
Now Ask Yourself
 Why is it necessary for marketers to learn how to
write correctly even though most word processors can
correct grammar and spelling mistakes?
 Do you agree with the comment made that “All
employees with major writing responsibilities are
college graduates; therefore, they all write well”?
 Do you feel that the Internet has helped or hindered
oral and written communication between individuals
in companies? Explain your answer.

Alan T. Shao
PPT-9
Role of Communication
 The glue that binds people in companies and other organizations
is communication. The absence of effective communication
creates organizations run by individuals rather than teammates.
Marketing researchers are dependent on communication to learn
about problems that need to be resolved and to gather data and
accurately convey research findings to managers.
 A study found that the top three requirements of new college
graduates are oral communication, problem-solving, and self-
motivation abilities.
 A study by members of the Association for Business
Communication found the five most important business
communication concepts centered on written communication
and were ranked as: use correct grammar and sentence structure,
write memorandums, write persuasive news, write good
new/positive message letters, and write reports.

Alan T. Shao
PPT-10
Communication Process
 American businesses generate an estimated 30 billion pieces of
writing each year.
 Workers spend on average one-third of their time on the job
writing letters, memorandums, and reports.
 Communications generate relationships between senders and
receivers.
 Communication has significantly advanced most aspects of
business and technology, since it allows individuals to share
their knowledge with others.
 The success of your entire marketing research effort will depend
on how well you communicate the information to management.

Alan T. Shao
PPT-11
Components of the Communication Process
 Sender
 Receiver
 Message
 Encoding
 Decoding
 Channel
 Noise
 Feedback

Alan T. Shao
PPT-12
The Communication Process
Sender Message
Encoding
Channel
Decoding Receiver
Feedback
Noise Noise
Noise
Noise

Alan T. Shao
PPT-13
Barriers to Effective Communication
 Bypassing: Occurs when people do not properly interpret the
intended meaning of each other.
 Individual’s Frame of Reference: Exists because everyone has
different backgrounds and life experiences that cause them to
look at things differently.
 Language Skills: Sender and receiver should have good
written and oral language skills.
 Inferior Listening Skills: This can cause the receiver to have
less than enough knowledge about a topic to make a proper
decision.
 Emotions: Can muddle the mind.
 Physical Distractions: Such as a poor Internet connection,
static on a telephone line, passing automobiles, and sloppy
penmanship.

Alan T. Shao
PPT-14
Written Communication
 You may only have one opportunity to get your message
across to an audience.
 Employees spend 20–40% of their time writing.
 An overabundance of written communication, especially if
it is to wordy or unimportant to the receiver, is not
effective communication.
 The written research report is an organized record of the
entire study. It provides a tangible record of the
information that can be carefully prepared and directed to a
particular audience and then stored for later reference.
However, written communication is only effective if the
receiver reads and understands it.

Alan T. Shao
PPT-15
Keys to an Effective Written Report
 Carefully consider what information you want to convey
 Know your audience
 Use a clear, logical presentation
 Use familiar terminology
 Use tables and exhibits to present large quantities of data
 Avoid unnecessary words and phrases
 Document all assumptions
 Proofread everything in the report

Alan T. Shao
PPT-16
Format of the Written Report
1. Title Page
2. Executive Summary
a. Objectives
b. Findings
c. Costs
d. Conclusions
e. Recommendations
3. Table of Contents
4. Introduction
a. Brief overview of industry and purpose of study
b. Statement of objectives
5. Research Methodology

Alan T. Shao
PPT-17
Format of the Written Report
6. Analysis of Results
7. Research Limitations
8. Conclusions and Recommendations
9. Appendix
6. Forms used to gather information
7. Calculations to support quantitative information
conveyed in the study
8. References cited in the body of the paper
9. Tables to support information conveyed in the study
10.Miscellaneous information conveyed in the study, such
as drawings of products and plant layouts

Alan T. Shao
PPT-18
Research Realities
Alternative Report Formats
General Academic Report
1. Title Page
3. Summary
4. Introduction
5. Literature Review
6. Methodology
7. Findings
9. Limitations and Future Research
10. Bibliography
11. Appendices
Generic Company Report
1. Title Page
3. Executive Summary
4. Introduction
5. Body (results)
7. Appendices (including
methodology)

Alan T. Shao
PPT-19
Oral Communication
 Oral communication is only effective if it successfully
conveys our intended message to the receiver.
 For researchers, the oral presentation is the
opportunity to explain the findings and “sell” their
recommendations directly to management. It should
be interesting enough to hold the audience’s attention
as it presents its message in a clear, well-organized
flow of information.

Alan T. Shao
PPT-20
Keys to an Effective Oral Presentation
1. Consider the composition of the audience
2. Display an outline at the beginning of your presentation
3. Consider using some humor periodically
4. Follow the format of the written report
5. Know the material well and avoid reading
6. Use plenty of visual aids
7. Rehearse the presentation prior to the real thing
8. Allow ample time for questions from the audience
9. Conclude the presentation on a positive note

Alan T. Shao
PPT-21
Multimedia Presentations
 The use of computerized multimedia is the conduit to maximize
your presentation.
 Pages or “slides” on the computer are developed into
presentations that can incorporate both animation and sound.
 PowerPoint, Charisma, and Persuasion allow presenters to
produce highly sophisticated visual aids.
 The most popular presentation software is Microsoft Office’s
PowerPoint.
– Variety of colors
– Timed slide transitions
– Clip art gallery
– Various types of charts
– Equation editor
 PowerPoint also offers sound and video clip capabilities.

Alan T. Shao
PPT-22
 The more senses that a presenter or writer can activate in the
audience, the more effective the communication will be.
 What we see and hear can account for more than 90% of what
we learn.
 A study conducted by the Wharton Business School’s Applied
Research Center found that presenters using visual aids were
perceived as better prepared, more persuasive, and more
interesting, and got their points across 67% of the time
compared with 33% for those who did not use graphics.
 Tables and charts are pictorial devices that can graphically aid
most oral presentations and written reports.
Types of Graphic Aids
Click Me

Alan T. Shao
PPT-23
Tables Classified by Purpose
 General-Purpose Tables: Provide information for
general use or reference. They serve as repositories of
information.
 Special-Purpose Tables: Provide information to
support a specific discussion.

Alan T. Shao
PPT-24
Table Format
1. Table number
2. Title
3. Captions
4. Stub (row descriptions)
5. Body (data content)
6. Headnote
7. Footnote
8. Source of data

Alan T. Shao
PPT-25
Charts
 Sometimes called figures or graphs, are pictorial representations of
data.
 Line Chart: Consists of solid lines or broken lines for representing
data. Used mostly to show data classified by quantity or time.
 Pie Chart: (a.k.a., circle chart) Pie-shaped chart with each slice
being proportional to the percentage of the whole. Often used for
demonstrating percentages.
 Bar Chart: Displays data as rectangular bars, extending vertically
or horizontally. Each bar in the same chart is usually of equal
width. The length of each bar represents the data. Used in
presenting data classified by any basis (time, place, quantity, or
quality).
 Pictogram: (a.k.a., pictograph) Uses pictures to represent
numerical data, such as money bags to represent a certain amount
of money. Essentially a modified type of bar chart.

Alan T. Shao
PPT-26
Research Realities
Matching Visual Aids with Objectives
Visual Aid Objective
Table To show exact figures and values
Bar Chart To compare one item with others
Line Chart To demonstrate changes in quantitative data over
time
Pie Chart To visualize a whole unit and the proportions of its
components
Flow Chart To display a process or procedure
Organization Chart To define a hierarchy of elements
Photograph, Map, Illustration To create authenticity, to spotlight a location, and to
show an item in use

Alan T. Shao
PPT-27
Report Follow-Up
Once the written report and oral presentation are completed,
researchers allow some time to pass for managers and other users
of the information to absorb all that has been presented to them.
A short time later, the researchers contact the key users of the study
findings to ask if they need clarification or additional information.
The follow-up is beneficial in three ways:
1. It lets the key people at the client company know that the
researchers are willing to address any additional questions.
2. It provides clients an opportunity to ask specific questions after
they have read the report.
3. It allows adjustments to be made to the study if necessary and if
company resources permit.

Alan T. Shao
PPT-28
Decision Time!
The Research Realities entitled “Alternative Report
Formats” made the point that the format of academic
reports often differs from company reports. If your
company did some marketing research for a university,
what would you recommend the written report look like?

Alan T. Shao
PPT-29
Net Impact
 The Internet significantly impacts the communication
process.
 Internet communication tools
– E-mail
– Web sites
– Conferencing
– NetMeeting
– Webcam
– Streamlining audio
– CD-quality audio
– Streamlining video
– Internet telephony
– Electronic mall

Alan T. Shao
PPT-30
Chapter 19
End of Presentation

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