Marketing Resesearch

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Chapter 18
Report writing and
Presentation

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Objectives
To understand
• How to write a marketing research report and
relate it to the various objectives of the study
• Some ethical issues in preparing the report
• How to prepare and make the oral presentation
of the report

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Introduction
• The role of marketing research is to reduce the uncertainty and errors
in marketing decision –making.
• Marketing research is divided into problem identification research
and problem definition research.
• The final interpretation and implementation of a marketing research
report is the client’s responsibility. The report should therefore be
actionable.
• Client’s interpretation and implementation has to be within the context
of the immediate marketing issue, the external and internal
environment of the company , and its strategic requirements.
• Most managers involved in the decision based on the marketing
research report are not involved with the project on a day-to-day basis.
• Most marketing research is tactical and primarily concerned with day-
to-day decisions relating to marketing –mix and brand strategies.
Strategic research helps set directions and goals and evaluates them as
well.

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Steps in Marketing Research Report
Writing
• Title of the report
• Table of contents
• Executive summary
• Introduction to the study
• Specific problem definition
• Hypotheses
• Objectives
• Sample and methodology
• List of conclusions
• List of recommendations
• Detailed findings
• Tables
• Appendices

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Presentation of a Marketing
Resaearch Report
• The presentation should be made by a senior member of the research
team
• Circulate copies of summary report beforehand
• Request presence of executives from various functional areas
• Use aids like power-point presentations
• Presentation should include i) introduction, ii) the actual presentation
including recommendations, iii) summary of presentation
• Give details of the background, the research problem and the research
design
• Schedule questions for the end
• Get advanced ‘buy-in’ from the manager who commissioned the study
• DO NOT USE JARGON OR TECHNICALITIES WHILE
EXPLAINING THE ANALYSIS

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Ethical Issues in Writing a
Marketing Research Report
• Do not quote confidential data from a competing client
• Always quote the source of secondary data
• Do not report false, inaccurate or incomplete data
• Do not base data on leading questions or wrong respondents
• Do not go for ‘window dressing’ to justify/ disprove one point
of view
• Do not deliberately misinterpret results
• Do not deliberately withhold information that is contrary to the
client’s view
• Do not ‘sit on the fence’ while presenting results and making
recommendations