- 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.
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- Explain why the research was done -
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- What were the motivations for doing the research?
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- Was there a problem that had to be addressed?
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- State the specific research objectives
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- What do you hope to learn?
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- What are your research goals?
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- Explain how the research was done
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- What type of sampling did you use and why?
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- Did you do surveys, focus groups, interviews, etc?
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- Present the research findings
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- In what form written, slide presentations, oral?
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- How can you make the findings practical and actionable?
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- Provide conclusions and recommendations
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- Conclusions for descriptive research
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- Recommendations for analytic research
The Research Report Chapter Fourteen 4.
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- Include the submitters information
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- Letter giving ownership of the research.
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- A page or two highlighting the key findings.
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- Relevant historical information that set the stage for the
research
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- Detail how you conducted the research
The Key Components: The Research Report Chapter Fourteen 5.
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- 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
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- Discuss problems faced andhow they were handled.
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- Summarize the key headlines of the research findings.
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- Give management action items based on the research.
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- Relevant supporting documents, tables, data, etc .
The Research Report The Key Components: Chapter Fourteen 6.
- 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
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:
- Visuals - charts on easels, PowerPoint, etc.;
- Copies of the final report;
- 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:
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- Attitudes, beliefs, perceptions, and prejudices;
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- Educational background / level of research knowledge;
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- Time constraints for the presentation and for action;
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- Position within the organization;
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- Interest in hearing the results.
- Understanding the Barriers to Effective Communication:
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- Assess the listenersway of listening;
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- Be responsive to questions in a positive way;
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- Dont be defensive to criticism;
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- 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:
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- What do the data really mean?
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- What impact do they have?
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- How can the data be conveyed simply?
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- How can one make the data valuable and applicable?
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- What have we learned from the data?
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- What do we need to do given the information we now have?
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- How can future studies of this nature be enhanced?
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- What can make information such as this more useful?
The Presentation Chapter Fourteen 13.
- Key Factors in the Use of Marketing Research:
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- The perceived creditability and usefulness of the report to the
users;
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- The degree of client and researcher interaction;
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- The organizational climate for research;
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- The personality and organizational level of key users.
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- Key components of trust between the researcher and the decision
makers:
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- A function of interpersonal relationship and skill;
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- Perceived and actual integrity of the researcher;
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- Delivering what is promised;
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- Being accessible to management / receivers of the
research;
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- Perceived willingness of the researcher to reduce user
uncertainty;
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- 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;
- 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