Presentation of the results

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Presenting Research Results

Lecture 11

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Chapter 16

Communicating research results: Research report, oral presentation, and research follow-up

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Insights from the communications model

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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

report.

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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.

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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.)

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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.

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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.

99

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.

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Report format

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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.

1212

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.

1313

Tables

1414

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.

1515

Pie charts

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Line graphs

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Bar chart

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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.

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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.

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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

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

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

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Report Preparation

Title Page Title of research

Who is it for

Who prepared it

Date

A Study on Participants’ Satisfaction of the Lake Attack

Event

Prepared forLake Attack Committee

Prepared byABC Market Research

September, 2009

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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)!!!

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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 Page1.0 Introduction…………………….12.0 Problem definition……………..33.0 Literature Review and hypotheses……………………...44.0 Research Design………………10 3.1 Data Collection.……………10 3.2 Sampling……………………11 5.0 Results…………………………..126.0 Limitations of the Research…207.0 Conclusions……………………218.0 Recommendations…………....23

List of Tables

Page

Table 1: Sample Profile…….......11

Table 2: Satisfaction with the Amenities…………………………12

Table 3: Satisfaction with the pre-registration activities…………..12

List of Graphs

Page

Figure 1: Age of respondents….11

Figure 2: Number of Fun/Runs Attended…………………………..13

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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)

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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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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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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

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Example: Aggregate and sub-group levels

Where did you hear about this Open Day?

38 12.6 12.6 12.6

29 9.6 9.6 22.2

25 8.3 8.3 30.5

52 17.2 17.2 47.7

158 52.3 52.3 100.0

302 100.0 100.0

Radio

Newspaper

Internet site

Friend/Relation

School

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Where did you hear about this Open Day? * Age of respondent Crosstabulation

Count

21 10 7 38

11 12 6 29

8 12 5 25

27 13 12 52

130 22 6 158

197 69 36 302

Radio

Newspaper

Internet site

Friend/Relation

School

Where didyou hearabout thisOpen Day?

Total

18 or under 19 - 29 Over 29

Age of respondent

Total

Aggregate

Sub-group

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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

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How do you bring your qualitative research to life when presenting to management?

Cheryl Gurney, Group Account DirectorTNS Global

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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

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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

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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.

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Table 1 Population Summary Indicators: 1901-2101

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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

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Figure 1 Loyal customers by category

5%15%

20%60%

Platinium

Gold

Silver

Bronze

39

Figure 2 Small Car Sales in 2003

0

50

100

150

200

250

300

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Sale

s (

mil

lio

ns)

$

Mazda 3

Astina

Focus

Impreza

Corolla

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Figure 3 Favourite sites for purchasing Online

24%

17%

14%

10% 9%

0%

5%

10%

15%

20%

25%

Amaz

on.c

om

Mye

r Dire

ct

Dstore

wishlis

t.com

.au

Dymoc

ks B

ooksel

lers

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

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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

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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

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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?