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Mm unit 1point2
The document discusses best practices for organizing, writing, and presenting a marketing research report. It provides guidance on structuring the report with appropriate headings, sections, visuals, and style. Key recommendations include tailoring the report to the audience and purpose, using subheadings and white space effectively, double checking any visuals or data, and practicing an oral presentation before delivering it.
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Mm unit 1point2
- 1. The Marketing ResearchReport: Preparation and Presentation Course: MBA Subject: MM II Unit: I
- 2. The Marketing ResearchReport • Marketing research report: a factual message that transmits research results, vital recommendations, conclusions, and other important information to the client, who in turn bases his or her decision making on the content of the report
- 3. The Importance ofthe Marketing Research Report • The client bases his or her decision 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 process are wasted if the report does not communicate effectively.
- 4. Organizing the WrittenReport • Marketing research reports are tailored to specific audiences and purposes, and you must consider both in all phases of the research process, including planning the report. • Must consider questions such as: –What is your purpose? –Who is the audience? –What are your audience’s interests, values, concerns?
- 5. Organizing the WrittenReport
- 6. Organizing the WrittenReport • 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 certification to do the project and it is optional.
- 7. Organizing the WrittenReport • The letter of transmittal is used to release 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.
- 8. Organizing the WrittenReport • The table of contents helps the reader locate the information in the research report. • The list of illustrations helps locate tables or figures within the report. –Tables are words or numbers that are arranged in rows and columns. –Figures are graphs, charts, maps, pictures, and so on.
- 9. Organizing the WrittenReport
- 10. Organizing the WrittenReport
- 11. Organizing the WrittenReport
- 12. Organizing the WrittenReport • Abstract/executive summary: skeleton of your report • Body: bulk of the report, including introduction, explanation of method, discussion of results, statement of limitations, and a list of recommendations and conclusions
- 13. Introduction • The introductionmay contain: –A statement of the background situation leading to the problem –The statement of the problem –A summary description of how the research process was initiated.
- 14. Introduction • It shouldcontain a statement of the general purpose of the report and also the specific objectives for the research. • Research objectives may be listed here or in a separate section.
- 15. Organizing the WrittenReport • Method describes in detail how the research was conducted, who (or what) the subjects were, and what methods were used to achieve the objectives • Methodology refers to the science of determining appropriate methods to conduct research. • Method refers to the tools used in a scientific investigation. • Use method, not methodology!
- 16. Organizing the WrittenReport • Results present the findings of the research. • Limitations may focus on, but not limited to, time, money, personnel, and size of population.
- 17. Organizing the WrittenReport • Conclusions are the outcomes and decisions you have reached based on your research results. • Recommendations are suggestions for how to proceed based on the conclusions. • The end matter contains information that the reader may need to refer to for further reading but that is not essential to reporting the data.
- 18. Plagiarism • Plagiarism refersto presenting the work of others as your own and is a serious offense. –If you are in doubt, document!
- 19. Following Guidelines and Principlesfor 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.
- 20. A Tip toMake You a Better Writer…Use Subheadings! • TITLE • FIRST-LEVEL HEADING • Second-Level Heading • Third-Level Heading • Fourth-Level Heading. • Fifth-Level Heading – part of the sentence • See MRI 20.3, p. 611
- 21. Style • Stylistic devicescan make the difference in whether or not your reader gets the message as you intended it. –Examples: • A good paragraph has one main idea… See MRI 20.4 on p. 612. • Capitalize on white space.
- 22. Using Visuals: Tables andFigures • Tables identify exact values; allow reader to compare numerical data.
- 24. Using Visuals: Tables andFigures • Charts: • Pie charts: circle divided into sections; compare a specific part of the whole to whole
- 27. Using Visuals: Tables andFigures • Charts: –Bar charts: graphically show concepts such as frequency distribution
- 30. Producing an Accurateand Ethical Visual • Ethical visual: one that is totally objective in terms of how information is to be presented in the research report
- 31. Ethical Visuals • Anethical visual is one 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.
- 32. Presenting Your Research Orally •The purpose of an oral presentation is to succinctly present the research information and to provide an opportunity for questions and discussion.
- 33. Presenting Your Research 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.
- 34. Presenting Your Research Orally –Makesure your visuals graphically and ethically portray your key points. –Practice your presentation. –Check out the room and media equipment prior to the presentation. –Arrive early. –Be positive and confident. –Practice good presentation skills (volume, enunciation, eye contact, good posture, professional dress).
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