Marketing Research Presentation

1. GROUP 4 PRESENTATION

2. Part II: Preparing Marketing Research Report and
Presentation

3. The Marketing Research Report
Marketing Research Report is a factual
message that transmits research results,
recommendations, conclusions, and other
information to client, who in turn bases his
decisión makin on the content of the report.

4. The Importance of Marketing
Research Report
The client bases his or her decisión making on the
contents of the report.
The marketing research report is the product that
represents the efforts of the marketing research team,
and it may be the only part of the project that the
client will see.
The time and effort expended in the research are
wasted if the report does not communicate
effectively.

5. Preparing and Organizing
Written Report
 Marketing Research Reports are tailored to specific
audiences and purposes, and you must consider both in all
phases of the research process, including planning of the
report.
 Must consider questions such as:
a) What is your purpose?
b) Who is the audience?
c) What are your audience´s interests, values, and concerns?

6. Preparing and Organizing
Written Report

7. Preparing and Organizing
Written Report
 The front matter consists of all pages that precede the first
page of the report.
The title page contains the title of the document, the
organization/person(s) for whom the report was
prepared , the organization/person/s) who prepared the
report, and the date of submission.
The letter of authorization is the marketing research
firm´s cerification to do the Project and it is optional.

8. Preparing and Organizing
Written Report
The letter of transmital is used to reléase or deliver the
document to an organization for which you are not a
regular employee.
The memo of transmittal is used to deliver the
document within your own organization.
The table of contents helps the reader locate the
information in the research report.

9. Preparing and Organizing
WrittenReport
The list of illustration helps locate tables, or figures
within the report.
Tables are words or numbers that are arranged in

10. Preparing and Organizing
Written Report
 Body is the bulk of report, including
introduction, explaination of method, discusión of
results, statement of limitations, and a list of
recommendation and conclusión.
Introduction contains:
A statement of the background situation
problem
The statement of the problem
A summary description of how the research
initiated.

11. Preparing and Organizing
Written Report
 Introduction contains:
A statement of the general purpose of the report and
specific objectives for the research.
Research objectives may be listed here or in a separate
 Method describes in detail how the research was
conducted, who (or what) the subjects were, and what
were used to achieve the objectives.
 Methodology refers to the science of determining
appropriate methods to conduct research.

12. Preparing and Organizing
Written Report
 Method refers to the tools used in a scientific
investigagtion.
USE METHOD, NOT METHODOLOGY!
 Results present the findings of the research.
 Limitations may focus on, but not limited to, time,
money, personnel, and size of population.
 Conclusions are outcomes and decisions you have
reached based on your research results.

13. Preparing and Organizing
Written Report
 Recommedations are suggestions for how to
proceed based on conclusions.
 The end matter contains information that the
need to refer to or further Reading but that is not
to reporting the data.
Appendices
Endnotes

14. Following Guidelines and Principle
for the Written Report
 Headings indicate the topic of each section.
 Subheadings should divide that information
into segments.
 Visuals are tables, figures, charts, diagrams,
graphs, and other graphic aids.
 Stylistic devices can make the difference in
whether or not your reader gets the message
intended it.

18. Ethical Visuals
 An ethical visual is one that that is totally objective in
terms of how information is presented in the research
report.
Double and triple check all labels, numbers, and visual
shapes.
Exercise /caution if you use three-dimensional figures.
Make sure all parts of the scales are presented.

20. Presenting a research report orally
 The purpose of an oral presentation is to succintly present
the research information and provide an opportunity for
questions and discussión.

21. Presentinga research report orally
 To be prepared , follow these steps:
Identify and analyze your audience .
Find out the expectations your audience has for your
presentation.
Determine the key points your audience needs to hear.
Outline the key points so you can easily refer to them.
Present you´r points clearly and succintly.

22. Unit 1: Marketing research
in action:
Customer Satisfaction for Manufacturing operation

23. Manufacturing Operation
 Can be classified according to the amount of processing or assembly
that occurs after a cutomer order is received.
Make-to-order operation: does not start processing or assembling

24.  Continuous: by contrast, in continuous-Flow
production, products are produced continuously
at discrete rate.
 Line-Flow: are preestablished, occur in a serial or
linear manner, and are dedicated to making one
product.
 Batch: invloves the manufacture of large batches of
different products in standard lot sises.
 Job shop: are typically small manufacturing
operations that handle special manufacturing
jobs.

25. What is the importance of manufacturing operations ?
 Manufacturing Operations Management ensures
that the physical equipment and the user interface
business work harmoniously for the benefit of the
It also helps business organization to effectively
control and supervise goods, services and people.
 A manufacturing system provides a platform where
and automated activities are blended in real-time.

26. A smooth operations management process has many
benefits for an organization, and this includes
customer satisfaction.
 A customer review can make or break a business. If a negative
Word spreads, it could be challenge to retain clients. This is why it
is important to ensure that customers´ needs are at the forefront of
a product or service.
 The operation manager Will conduct a quality management
process, a methodology uses to créate a producto or service that
will meet the customers´needs. If the organization is a service
provider, the customer is lifeblood . The operations manager will
have processes in place to make sure that the service quality is
best. A returning customer means more for the bottom line.

27. The elements used to help gain a sastifactory
customer includes:
 Quality management: to ensure the organization maintains a
consistent and good service.
 Employee capacity: making sure the right people are in the right
roles, which helps produce a good product or services.
 Planning: to make sure that there is no lapse in production and that
godos or services are on time.
 Enough inventory: to keep up the customer demand.
With these four elements in mind, the operations manager can meet
the customers´needs.

31. Common problems in preparing
marketing research

32. 1. Survey Error
 Asking consumers a series of questions, whether in the form of a phone survey, a
written questionnaire or a web-based survey can provide a company with large
amount of data quickly. Biased survey questions are major source of market
research error.
2. Mistaking Correlation for Causation
 It is a common error that can arise in analyzing market research data. A correlation
is statistical relationship between two variables, where one variable tends to rise or
fall.
3. Making Unbiased Survey
 Thinking carefully about how survey questions are asked is important to reduce
survey biases. Short questions that use plain words do not appeal to the emotions
are better at provoking unbiased answers than long questions that use colorful
words.

33. 4. Considerations
 An educational background in statistics and marketing can give
entrepreneurs a leg up when it comes to recognizing errors in
marketing research and analyzing data. Business owners who do not
have personal expertise with statistics and market research should
consider working with a consultant or mentor to help with crafting
useful surveys and analyzing data.

34. Making research proposal

35. Elements of a research PROPOSAL
1. Title
2. Inroduction
3. Statement of the Problem
4. Objectives
5. Preliminary Literature Review
6. Research Methodology
7. Reference
A is used to
get approval for a research
project.
This gives a “go” or “no go” to
proceed with the project.
It is completed prior to data
collection.

36. The research agreement
 The research request agreement should be executed between the
research and the client and should include:
1. Background – the events that led to the manager´s decisión problem
2. Decision Problem – the underlying question confronting the manager
3. Research Problem – issues used to adress the decisión problem
4. Use – supplying logical reasons for each piece of research
5. Population/Subgroups – groups from whom information must be
gathered
6. Logistics – estimates of resource requirements

37. How to write a research proposal
1. Add a meaningful short title – you should not write
excessively or should not write very less
2. Introduction - bacground or introduction section provides a
description of the basic facts and importance of the research
What is your research área’?
The motivation of research ?
How importatnt is it for the industry/knowledge
3. Statement of the Problem – provides a clear and concise
description of the issues that need to be addressed
What is the specific problem in that research área that you
address?

38. 4. Objectives – provide a list of goals that will be achieved through the
proposed research.
 what are the benefits/impacts that Will be generated if the research is
answered?
 Why would we allow this research to be done?
5. Preliminary Literature Review – provides a summary of previous related
research problem and their strength and weakness and a justification of
your research
What is known/what have been done by others? And,
Why your research is still necessary?

39. 6. Research Methodologies –
 what to do and how to solve the problem and achieve proposed
objectives?
 which research methods (e.g. survey, modeling, case study…)
will be used?
7. Reference – all factual material that is not original with you
must be accompanied by a reference to its source.
 Follow the proper referencing guidelines as directed by the
research approval authorities.