1. Chapter Fourteen Communicating the Research Results and Managing Marketing Research Chapter Fourteen

2. Chapter Fourteen Objectives Chapter Fourteen To become aware of the primary purposes of a research report. To learn how to organize and prepare a research report. To learn how to make a personal presentation. To understand the effective use and communication of marketing research information. To understand what clients want from a marketing research supplier or department. To learn some of the key managerial functions in running a marketing research supplier organization. To see what marketing research departments are doing to gain a more strategic role in the corporation. To examine how corporations are measuring the contribution of marketing research to the organization. 3.

• Explain why the research was done -

• • What were the motivations for doing the research?

• • Was there a problem that had to be addressed?

• State the specific research objectives

• • What do you hope to learn?

• • What are your research goals?

• Explain how the research was done

• • What type of sampling did you use and why?

• • Did you do surveys, focus groups, interviews, etc?

• Present the research findings

• • In what form written, slide presentations, oral?

• • How can you make the findings practical and actionable?

• Provide conclusions and recommendations

• • Conclusions for descriptive research

• • Recommendations for analytic research

The Research Report Chapter Fourteen 4.

Title Page:

• Include the submitters information

Letter of Transmittal:

• Letter giving ownership of the research.

Table of Contents

Executive Summary:

• A page or two highlighting the key findings.

Background:

• Relevant historical information that set the stage for the research

Methodology:

• Detail how you conducted the research

The Key Components: The Research Report Chapter Fourteen 5.

Findings:

• Dovetail the findings with the research objectives and tie in the secondary data into the primary findings. Combination of a descriptive and analytic approach is generally best

Limitations:

• Discuss problems faced andhow they were handled.

Conclusions:

• Summarize the key headlines of the research findings.

Recommendations:

• Give management action items based on the research.

Appendices:

• Relevant supporting documents, tables, data, etc .

The Research Report The Key Components: Chapter Fourteen 6.

Some Formatting Tips:

Use bulleted charts when appropriate;

Use text to discuss / elaborate on bullets;

Follow proper writing standards;

Use a minimum of text to convey message;

Don't use too many different graphic types;

Multiple graphics on a page can tell a story;

Dont use over-hyped text;

Appearance - be professional and consistent.

Sample Bar Chart Interpreting and Presenting the Results Chapter Fourteen

Monthly Score by City

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Boise, ID

Washington, DC

Austin, TX

Chapel Hill, NC

Santa Fe, NM

7. Area Graphs: Comparative Bar Charts: Interpreting and Presenting the Results Chapter Fourteen 8. Comparative Pie Charts: Stacked Bar Charts: Interpreting and Presenting the Results Chapter Fourteen 9. Pie / Bar Comparison: 3-D Bar Charts: Line Graph: Interpreting and Presenting the Results Chapter Fourteen 10.

When Presenting, One Might Use:

A presentation outline;

Visuals - charts on easels, PowerPoint, etc.;

Copies of the final report;

Web options;

An executive summary;

Researcher contact information.

One Might Want to Convey:

What the data are telling you;

The impact of the data on managerial decision making;

What course(s) of action is recommended;

What future studies might be needed;

What was missing from this study;

Potential future research benefits.

The Presentation Chapter Fourteen 11.

Tailored to the Audience - Understand Their:

• • Frame of reference;

• • Attitudes, beliefs, perceptions, and prejudices;

• • Educational background / level of research knowledge;

• • Time constraints for the presentation and for action;

• • Position within the organization;

• • Interest in hearing the results.

Understanding the Barriers to Effective Communication:

• • Assess the listenersway of listening;

• • Be responsive to questions in a positive way;

• • Dont be defensive to criticism;

• • Take some time tosize upthe listener's personality type.

The Presentation Chapter Fourteen 12.

Persuasion -Using the Research Findings to Reinforce Conclusions :

Questions the researcher should keep in mind:

• • What do the data really mean?

• • What impact do they have?

• • How can the data be conveyed simply?

• • How can one make the data valuable and applicable?

• • What have we learned from the data?

• • What do we need to do given the information we now have?

• • How can future studies of this nature be enhanced?

• • What can make information such as this more useful?

The Presentation Chapter Fourteen 13.

Key Factors in the Use of Marketing Research:

• The perceived creditability and usefulness of the report to the users;

• The degree of client and researcher interaction;

• The organizational climate for research;

• The personality and organizational level of key users.

The Role of Trust:

• Key components of trust between the researcher and the decision makers:

• A function of interpersonal relationship and skill;

• Perceived and actual integrity of the researcher;

• Delivering what is promised;

• Being accessible to management / receivers of the research;

• Perceived willingness of the researcher to reduce user uncertainty;

• Confidentiality, expertise, professionalism, and follow-up.

The Presentation Showing the Value of the Research Chapter Fourteen 14.

Increase sales and improve customer satisfaction;

Better position the company competitively;

Make investors happy;

Improve company effectiveness and efficiency;

Help the company control costs;

Help the company identify opportunities;

Lead to tangible quality and performance measures;

Enable the company to stay ahead of customers needs and wants.

Motivating Managers to Use the Research Demonstrating Research Value: Chapter Fourteen 15. Presenting the Research Results Research Report Ways of Looking at the Data Index Index