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Pr esenting                           Resear ch                            Results                               Lecture 1...
Chapter 16     Communicating research     results: Research report, oral     presentation, and research     follow-upwww.b...
Insights from thecommunications model                 3     3
Insights from the  communications model The communicator: the writer of the  report. The message: the findings of the  r...
The report in context A research report is an oral  presentation and/or written statement  whose purpose is to communicat...
Report format An appropriate research format is presented below:   • Title page      • Title of report, for whom it was p...
Report format An appropriate research format is  presented below:  • Table of contents     • List the divisions and subdi...
Report format An appropriate research format is presented below:   • The body      • Introduction          – Background  ...
Report format An appropriate research format is  presented below:  • The appendix     •   Data collection forms     •   D...
Report format                10   10
Effective use of graphic aids ‘A picture is worth a thousand words’  • Graphic aids can clarify complex points or    emph...
Tables Tables are most useful for presenting  numerical information, particularly when  several pieces of information hav...
Tables         13   13
Charts Charts translate numerical information  into visual form so that relationships  may be easily grasped.  • Yet accu...
Pie charts             15   15
Line graphs              16   16
Bar chart            17   17
The oral presentation The purpose of an oral presentation is to  highlight the most important findings of a  research pro...
The research follow–up In the research follow–up, the  researcher recontacts the decision–  makers and/or clients after t...
Role of the Marketing       Research Report Factual message that transmits research results, vital  recommendations, conc...
Importance of the  Report and Presentation Serves as a historical record of the project Management decisions are guided ...
The Report Preparation and   Presentation ProcessProblem definition, approach, research design and field work             ...
Report Preparation Title Page             A Study on Participants’                      Satisfaction of the Lake Attack ...
Report Preparation cont. Executive Summary  • Concisely describe all steps undertaken in the research  • Major results, c...
Report Preparation cont.Table of Contents Topics covered and page numbers Followed by list of tables, list of graphs, li...
Report Preparation cont.Introduction and Problem Definition   •   Background to the problem   •   Management decision prob...
Report Preparation cont.Literature Review    • Theoretical foundations [i.e., Literature review]    • Analytical/conceptua...
Report Preparation cont.Research Design  • Type of research design  • Questionnaire development (incorporating    informat...
Report Preparation cont. Findings/Results  •   Should address the research questions and hypotheses  •   Longest part of ...
Example: Aggregate and sub-group             levels                   Where did you hear about this Open Day?             ...
Report Preparation cont. Limitations and Caveats  • Time, budget and other organisational constraints should    be stated...
How do you bring your qualitative research to life when presenting to management?       Cheryl Gurney, Group Account      ...
Report Preparation cont. Conclusions and Recommendations  • Provide an overview of the results  • Recommendations should ...
Report Writing   Plan before you write   Keep the reader in mind   Write to a person   Easy to follow   Presentable a...
Guidelines for Tables Each table should have a number and title Emphasise the most significant aspects of the data Stat...
Table 1 Population Summary   Indicators: 1901-2101                             36
Graphs or Figures Graphic aids should be employed wherever practical Types of graphs   •   Geographic and other maps   •...
Figure 1 Loyal customers by            category               5%                    15%                            Platini...
Figure 2 Small Car Sales in 2003                     300Sales (millions) $                     250                     200...
Figure 3 Favourite sites for                 purchasing Online                        25%        24%                      ...
Oral Presentation   Know your audience   Think about why they should listen   Set an objective   Prepare, prepare prep...
Oral Presentation cont. Ask questions Be prepared for questions Practice out loud Use gestures Prepare notes that you...
Research Follow-up Assisting the client  • To understand technical matters  • Discuss further research required Evaluati...
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Presentation of the results

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Presentation of the results

  1. 1. Pr esenting Resear ch Results Lecture 11www.businessandlaw.vu.edu.au 1
  2. 2. Chapter 16 Communicating research results: Research report, oral presentation, and research follow-upwww.businessandlaw.vu.edu.au 2 2
  3. 3. Insights from thecommunications model 3 3
  4. 4. Insights from the communications model The communicator: the writer of the report. The message: the findings of the research project. The medium: the oral or written report itself. The audience: the manager who will make a decision based on the findings. Feedback: manager’s response to the 4 report. 4
  5. 5. The report in context A research report is an oral presentation and/or written statement whose purpose is to communicate research results, strategic recommendations, and/or conclusions to a specific audience. • Crucial means for communicating the whole research project. 5 5
  6. 6. Report format An appropriate research format is presented below: • Title page • Title of report, for whom it was prepared, by whom it was prepared, date of release or presentation • Letter of transmittal • Release or deliver the report to recipient • Also to establish some rapport between reader and writer • Letter of authorisation • Letter to researcher approving the project (cont.) 6 6
  7. 7. Report format An appropriate research format is presented below: • Table of contents • List the divisions and subdivisions of the report. • Should also include list of figures and tables. • Summary • Objectives • Results • Conclusions • Recommendations. 7 7
  8. 8. Report format An appropriate research format is presented below: • The body • Introduction – Background – Objectives • Method – Research and sample design – Instrumentation – Data collection and framework, and analysis • Results • Limitations • Conclusions and recommendations. 8 8
  9. 9. Report format An appropriate research format is presented below: • The appendix • Data collection forms • Detailed calculations • General tables not needed in the body • Bibliography • Other support material. 9 9
  10. 10. Report format 10 10
  11. 11. Effective use of graphic aids ‘A picture is worth a thousand words’ • Graphic aids can clarify complex points or emphasise a message. The key to effective use of graphic aids is to make them an integral part of the text. May include tables, charts, maps, and diagrams. 11 11
  12. 12. Tables Tables are most useful for presenting numerical information, particularly when several pieces of information have been gathered about each item discussed. Body of report should include only relatively short summary tables. • Comprehensive tables should be reserved for an appendix. 12 12
  13. 13. Tables 13 13
  14. 14. Charts Charts translate numerical information into visual form so that relationships may be easily grasped. • Yet accuracy of numbers is reduced. The different types of charts include: • Pie charts • Line graphs • Bar charts. 14 14
  15. 15. Pie charts 15 15
  16. 16. Line graphs 16 16
  17. 17. Bar chart 17 17
  18. 18. The oral presentation The purpose of an oral presentation is to highlight the most important findings of a research project and provide clients or line managers with the opportunity to clarify any ambiguous issues by asking questions. Researcher should select the three or four important findings for emphasis and rely on the written report for a full summary. 18 18
  19. 19. The research follow–up In the research follow–up, the researcher recontacts the decision– makers and/or clients after they have had a chance to read over a research report, in order to determine whether additional information or clarification is necessary. • It can help ensure the satisfaction of their customers. 19 19
  20. 20. Role of the Marketing Research Report Factual message that transmits research results, vital recommendations, conclusions, and other important information to the client who in turn makes a decision on the contents of the report 20
  21. 21. Importance of the Report and Presentation Serves as a historical record of the project Management decisions are guided by the report Quality of the project is judged by the quality of the report Perceived usefulness of the report is a reflection of the writer 21
  22. 22. The Report Preparation and Presentation ProcessProblem definition, approach, research design and field work  Data analysis  Interpretation, conclusions, and recommendations  Report preparation  Oral presentation  Reading of the report by the client  Research follow-up 22
  23. 23. Report Preparation Title Page A Study on Participants’ Satisfaction of the Lake Attack Title of research Event Who is it for Prepared for Lake Attack Committee Who prepared it Prepared by ABC Market Research Date September, 2009 23
  24. 24. Report Preparation cont. Executive Summary • Concisely describe all steps undertaken in the research • Major results, conclusions, and recommendations • May be the only section of the report that the “executives” read An Executive Summary is not a statement of intent (i.e. not an introduction)!!! 24
  25. 25. Report Preparation cont.Table of Contents Topics covered and page numbers Followed by list of tables, list of graphs, list of appendices Table of Contents List of Tables Page List of Graphs 1.0 Introduction…………………….1 Page Page 2.0 Problem definition……………..3 Table 1: Sample Profile…….......11 3.0 Literature Review and Figure 1: Age of hypotheses……………………...4 Table 2: Satisfaction with the respondents….11 4.0 Research Design………………10 Figure 2: Number of Fun/Runs 3.1 Data Collection.……………10 Amenities…………………………12 Attended…………………………..13 3.2 Sampling……………………11 Table 3: Satisfaction with the pre- 5.0 Results…………………………..12 registration activities…………..12 6.0 Limitations of the Research…20 7.0 Conclusions……………………21 8.0 Recommendations…………....23 25
  26. 26. Report Preparation cont.Introduction and Problem Definition • Background to the problem • Management decision problem • Exploratory research undertaken to define the problem • Secondary dataMarketing research problem Clearly state the key objectives (i.e., broad statement and specific components) 26
  27. 27. Report Preparation cont.Literature Review • Theoretical foundations [i.e., Literature review] • Analytical/conceptual models (see next slide)HypothesesH1 Role overload will be positively related to burnout in service workers.H2 Role overload will be negatively related to the C-OCB dimensions of (a) assumed employee behaviour and (b) sportsmanship.H3a Assumed employee behaviour (C-OCB) moderates the positive relationship between role overload and burnout, such that the relationship is weakest when the level of assumed employee behaviour is high.H3bSportsmanship (C-OCB) moderates the positive relationship between role overload and burnout, such that the relationship is weakest when the level of sportsmanship is high.H3cSocial support (C-OCB) moderates the positive relationship between role overload and burnout, such that the relationship is weakest when the level of social support is high.H4 Job satisfaction will be positively related to to the C-OCB dimensions of (a) assumed employee behaviour, (b) sportsmanship and (c) social support.H5 Neuroticism traits will be positively related to role overload perceptions in service workers, while extraversion traits will be negatively related to role overload.H6 Burnout will be negatively related to job satisfaction in service workers. 27
  28. 28. Report Preparation cont.Research Design • Type of research design • Questionnaire development (incorporating information needed, measurement & scaling techniques) • Pre-testing the questionnaire • Sampling techniques • Fieldwork • Sample profile • Plan of data analysis 28
  29. 29. Report Preparation cont. Findings/Results • Should address the research questions and hypotheses • Longest part of the report • Think about how to structure the results section • Results of data analysis should present • Aggregate level results • Subgroups level [market segment] of results • All major research objectives 29
  30. 30. Example: Aggregate and sub-group levels Where did you hear about this Open Day? Aggregate Cumulative Frequency Percent Valid Percent Percent Valid Radio 38 12.6 12.6 12.6 Newspaper 29 9.6 9.6 22.2 Internet site 25 8.3 8.3 30.5 Friend/Relation 52 17.2 17.2 47.7 School 158 52.3 52.3 100.0 Total 302 100.0 100.0Where did you hear about this Open Day? * Age of respondent Crosstabulation Sub-group Count Age of respondent 18 or under 19 - 29 Over 29 Total Where did Radio 21 10 7 38 you hear Newspaper 11 12 6 29 about this Internet site 8 12 5 25 Open Day? Friend/Relation 27 13 12 52 School 130 22 6 158 Total 197 69 36 302 30
  31. 31. Report Preparation cont. Limitations and Caveats • Time, budget and other organisational constraints should be stated • Research design errors • Should be written with great care with a balanced perspective 31
  32. 32. How do you bring your qualitative research to life when presenting to management? Cheryl Gurney, Group Account Director TNS Global 32
  33. 33. Report Preparation cont. Conclusions and Recommendations • Provide an overview of the results • Recommendations should be feasible, practical, actionable for the client. Bibliography/ References • Refer to style manual Appendices • Copy of the questionnaire • Detailed statistical output • All Appendices should be clearly numbered 33
  34. 34. Report Writing Plan before you write Keep the reader in mind Write to a person Easy to follow Presentable and professional appearance Have an objective Reinforce text with tables and graphs Terse and concise All heading and subheadings should be numbered All pages should be numberedNB. No need to include marketing research definitions within the report 34
  35. 35. Guidelines for Tables Each table should have a number and title Emphasise the most significant aspects of the data States units of measurement Include leaders, rulings (or no rulings?), spaces to improve readability Only include information in the tables which you intend to discuss in the report Include footnotes to clarify points Include sources of the data if secondary data has been used. 35
  36. 36. Table 1 Population Summary Indicators: 1901-2101 36
  37. 37. Graphs or Figures Graphic aids should be employed wherever practical Types of graphs • Geographic and other maps • Round or pie charts [percentages] • Line charts [trends and changes over time] • Histograms [absolute and relative magnitudes, differences and change] Guidelines for Tables apply to graphs 37
  38. 38. Figure 1 Loyal customers by category 5% 15% Platinium Gold Silver60% Bronze 20% 38
  39. 39. Figure 2 Small Car Sales in 2003 300Sales (millions) $ 250 200 Mazda 3 Astina 150 Focus Impreza 100 Corolla 50 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 39
  40. 40. Figure 3 Favourite sites for purchasing Online 25% 24% 20% 17% 15% 14% 10% 10% 9% 5% 0% u ct re rs m .a re co o le om st Di el . on D ks .c r ye az t o is Bo M m hl A is ks w oc ym DSource: Ernest & Young (2001) Online retailing in Australia: State of play and outlook for the industry, Sydney. 40
  41. 41. Oral Presentation Know your audience Think about why they should listen Set an objective Prepare, prepare prepare! Use tell’em principle Use visual aids Design your visuals 41
  42. 42. Oral Presentation cont. Ask questions Be prepared for questions Practice out loud Use gestures Prepare notes that you intend to use, but do not simply read off your notes! Set up presentation room as you want it KISS’em – Keep it Simple Principle 42
  43. 43. Research Follow-up Assisting the client • To understand technical matters • Discuss further research required Evaluation of the research project • Could this project have been conducted more effectively or efficiently? 43

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