The document provides guidance on presenting marketing research results through written reports and oral presentations. It discusses key components of effective reports such as title pages, executive summaries, literature reviews, results sections, conclusions and recommendations. It also covers best practices for oral presentations, including knowing the audience, using visual aids, and being prepared for questions. The overall message is that reports and presentations must communicate research findings to clients in a clear and concise manner so they can make informed decisions.

1. Pr esenting
Resear ch
Results
Lecture 11
www.businessandlaw.vu.edu.au 1

2. Chapter 16
Communicating research
results: Research report, oral
presentation, and research
follow-up
www.businessandlaw.vu.edu.au 2 2

3. Insights from the
communications model
3 3

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. 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. 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. 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. 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. 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. Report format
10 10

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. 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. Tables
13 13

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. Pie charts
15 15

16. Line graphs
16 16

17. Bar chart
17 17

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. 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. 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. 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. The Report Preparation and
Presentation Process
Problem 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. 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. 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. 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. Report Preparation cont.
Introduction and Problem Definition
• Background to the problem
• Management decision problem
• Exploratory research undertaken to define the problem
• Secondary data
Marketing research problem
 Clearly state the key objectives
(i.e., broad statement and specific components)
26

27. Report Preparation cont.
Literature Review
• Theoretical foundations [i.e., Literature review]
• Analytical/conceptual models (see next slide)
Hypotheses
H1 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.
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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
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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. 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 302 100.0 100.0
Where 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. 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. How do you bring your qualitative research
to life when presenting to management?
Cheryl Gurney, Group Account
Director
TNS Global 32

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. 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 numbered
NB. No need to include marketing research definitions within the report
34

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. Table 1 Population Summary
Indicators: 1901-2101
36

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. Figure 1 Loyal customers by
category
5%
15%
Platinium
Gold
Silver
60%
Bronze
20%
38

39. Figure 2 Small Car Sales in 2003
300
Sales (millions) $
250
200 Mazda 3
Astina
150 Focus
Impreza
100 Corolla
50
0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
39

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
D
Source: Ernest & Young (2001) Online retailing in Australia: State of play and outlook for the industry, Sydney.
40

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. 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. 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