Chapter 25 Communicating Research Results: Report Generation, Oral Presentation, and Follow-Up © 2010 South-Western/Cengage Learning. All rights reserved

Chapter 25Chapter 25Communicating Communicating

Research Results: Research Results: Report Generation, Report Generation, Oral Presentation, Oral Presentation,

and Follow-Upand Follow-Up

© 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

© 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

EIGHTH EDITION

BUSINESS MARKET RESEARCH

ZIKMUND BABINCARR GRIFFIN

© 2010 South-Western/Cengage Learning. All rights reserved. May not be scanned, copied or duplicated, or posted to a publically accessible website, in whole or in part. 25–2

LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES

1.1. Discuss the research report from the perspective of Discuss the research report from the perspective of the communications processthe communications process

2.2. Define the parts of a research report following a Define the parts of a research report following a standard formatstandard format

3.3. Explain how to use tables for presenting numerical Explain how to use tables for presenting numerical informationinformation

4.4. Summarize how to select and use the types of Summarize how to select and use the types of research chartsresearch charts

5.5. Describe how to give an effective oral presentationDescribe how to give an effective oral presentation

6.6. Discuss the importance of Internet reporting and Discuss the importance of Internet reporting and research follow-upresearch follow-up

After studying this chapter, you should be able to


Communication ProcessCommunication Process

• Communication ProcessCommunication Process The process by which one person or source sends a The process by which one person or source sends a

message to an audience or receiver and then message to an audience or receiver and then receives feedback about the message.receives feedback about the message.

• Elements that Influence Successful Elements that Influence Successful CommunicationCommunication CommunicatorCommunicator MessageMessage MediumMedium AudienceAudience FeedbackFeedback


EXHIBIT 25.EXHIBIT 25.11 The Communication ProcessThe Communication Process


EXHIBIT 25.EXHIBIT 25.22 Communication Occurs in a Common Field of ExperienceCommunication Occurs in a Common Field of Experience


What is a Business Research Report?What is a Business Research Report?

• Research ReportResearch Report An oral presentation or written statement of research An oral presentation or written statement of research

results, strategic recommendations, and/or other results, strategic recommendations, and/or other conclusions to a specific audience.conclusions to a specific audience.

Directed to the client or management who initiated the Directed to the client or management who initiated the research.research.

Usually supported by a formal presentation delivered Usually supported by a formal presentation delivered in person or via the Internet.in person or via the Internet.


EXHIBIT 25.EXHIBIT 25.33 Report FormatReport Format


EXHIBIT 25.EXHIBIT 25.44 Adapting Report Format to Required FormalityAdapting Report Format to Required Formality


The Parts of the ReportThe Parts of the Report

• Title page should state:Title page should state: The title of the reportThe title of the report

The title should give a brief but complete indication of the The title should give a brief but complete indication of the purpose of the research project.purpose of the research project.

Addresses and titles of the preparer and recipient may also Addresses and titles of the preparer and recipient may also be included.be included.

For whom the report was preparedFor whom the report was prepared By whom it was preparedBy whom it was prepared Date of release or presentationDate of release or presentation


The Parts of the Report (cont’d)The Parts of the Report (cont’d)

• Letter of TransmittalLetter of Transmittal Releases or delivers the report to the recipient in Releases or delivers the report to the recipient in

relatively formal and very formal reports.relatively formal and very formal reports.

• Letter of AuthorizationLetter of Authorization Approves the project, details who has responsibility Approves the project, details who has responsibility

for it, and describes resources available to support it. for it, and describes resources available to support it.

• The Table of ContentsThe Table of Contents Should list the divisions and subdivisions of the report Should list the divisions and subdivisions of the report

with page references.with page references. Is based on the final outline of the report, but it should Is based on the final outline of the report, but it should

include only the first-level subdivisions.include only the first-level subdivisions.


EXHIBIT 25.EXHIBIT 25.55 Sample Sample Letter of Letter of TransmittalTransmittal



• The Executive SummaryThe Executive Summary Briefly explains why the research project was Briefly explains why the research project was

conducted, what aspects of the problem were conducted, what aspects of the problem were considered, what the outcome was, and what should considered, what the outcome was, and what should be done.be done.

• The BodyThe Body Introduction sectionIntroduction section——discusses background discusses background

information and the specific objectives of the information and the specific objectives of the research.research.



• The Body (cont’d)The Body (cont’d) Research methodology sectionResearch methodology section—describes—describes the the

structure and technical procedures of the project. It structure and technical procedures of the project. It may be supplemented with an appendix or glossary of may be supplemented with an appendix or glossary of technical terms.technical terms. Research designResearch design Sample designSample design Data collection and fieldworkData collection and fieldwork AnalysisAnalysis

Results sectionResults section—— presents the findings of the presents the findings of the project. It includes tables, charts, and an organized project. It includes tables, charts, and an organized narrative.narrative.



• The Body (cont’d)The Body (cont’d) Conclusions and recommendations sectionConclusions and recommendations section——

provides opinions based on the results and provides opinions based on the results and suggestions for action.suggestions for action. The conclusions and recommendations should be presented The conclusions and recommendations should be presented

in this section in more detail than in the summary, and the in this section in more detail than in the summary, and the text should include justification as needed.text should include justification as needed.

• The AppendixThe Appendix Contains material that is too technical or too detailed Contains material that is too technical or too detailed

to go in the bodyto go in the body——includes materials of interest only includes materials of interest only to some readers or subsidiary materials not directly to some readers or subsidiary materials not directly related to the objectives.related to the objectives.


Basic Business Research Report Basic Business Research Report OutlineOutline1.1. AbstractAbstract

2.2. IntroductionIntroduction

3.3. BackgroundBackgrounda.a. Literature ReviewLiterature Review

b.b. HypothesesHypotheses

4.4. Research MethodsResearch Methods

5.5. ResultsResults

6.6. DiscussionDiscussiona.a. ImplicationsImplications

b.b. LimitationsLimitations

c.c. Future ResearchFuture Research

7.7. ConclusionsConclusions

8.8. ReferencesReferences

9.9. AppendicesAppendices


Using Tables EffectivelyUsing Tables Effectively

• Graphic AidsGraphic Aids Pictures or diagrams used to clarify complex points or Pictures or diagrams used to clarify complex points or

emphasize a message.emphasize a message. Should always be interpreted in the text.Should always be interpreted in the text.

• Creating TablesCreating Tables Most useful for presenting numerical information, Most useful for presenting numerical information,

especially when several pieces of information have especially when several pieces of information have been gathered about each item discussed.been gathered about each item discussed. Table numberTable number TitleTitle Stubheads and bannerheadsStubheads and bannerheads Footnotes and source notesFootnotes and source notes


EXHIBIT 25.EXHIBIT 25.66 Parts of a TableParts of a Table


EXHIBIT 25.EXHIBIT 25.77 Reporting Format for a Typical Cross-TabulationReporting Format for a Typical Cross-Tabulation


EXHIBIT 25.EXHIBIT 25.88 Reporting Format for a Typical Statistical TestReporting Format for a Typical Statistical Test


EXHIBIT 25.EXHIBIT 25.99 Using a Stubhead Format to Include Several Cross-Tabulations in One Using a Stubhead Format to Include Several Cross-Tabulations in One TableTable


Using Charts EffectivelyUsing Charts Effectively

• ChartsCharts Translate numerical information into visual form so Translate numerical information into visual form so

that relationships may be easily grasped.that relationships may be easily grasped. Chart elementsChart elements

Figure numberFigure number TitleTitle Explanatory legendsExplanatory legends Source and footnotesSource and footnotes

Charts are subject to distortion.Charts are subject to distortion.


EXHIBIT 25.EXHIBIT 25.1010 Distortion by Alternating ScalesDistortion by Alternating Scales


EXHIBIT 25.EXHIBIT 25.1111 Distortion from Treating Unequal Time Intervals as EqualDistortion from Treating Unequal Time Intervals as Equal

Source: Adapted with permission from Mary Eleanor Spear, Practical Charting Techniques (New York; McGraw-Hill, 1969), p. 57.


Using Charts Effectively (cont’d)Using Charts Effectively (cont’d)

• Pie ChartsPie Charts Show the composition of some total quantity at a Show the composition of some total quantity at a

particular time.particular time. Each angle, or “slice,” is proportional to its percentage Each angle, or “slice,” is proportional to its percentage

of the whole.of the whole.


EXHIBIT 25.1EXHIBIT 25.133 Pie ChartsPie Charts



• Line GraphsLine Graphs Show the relationship of one variable to another. Show the relationship of one variable to another. The dependent variable generally is shown on the The dependent variable generally is shown on the

vertical axis, and the independent variable on the vertical axis, and the independent variable on the horizontal axis.horizontal axis. Simple line graphSimple line graph Multiple-line graphMultiple-line graph Stratum chartStratum chart


EXHIBIT 25.14EXHIBIT 25.14 Simple Line GraphSimple Line Graph


EXHIBIT 25.1EXHIBIT 25.155 Multiple-Line GraphMultiple-Line Graph


EXHIBIT 25.1EXHIBIT 25.166 Stratum ChartStratum Chart



• Bar ChartsBar Charts Show changes in the value of a dependent variable Show changes in the value of a dependent variable

(plotted on the vertical axis) at discrete intervals of the (plotted on the vertical axis) at discrete intervals of the independent variable (on the horizontal axis).independent variable (on the horizontal axis).

Types:Types: Subdivided-bar chartSubdivided-bar chart Multiple-bar chartMultiple-bar chart


EXHIBIT 25.17EXHIBIT 25.17 Simple Bar ChartSimple Bar Chart


EXHIBIT 25.18EXHIBIT 25.18 Subdivided Bar ChartSubdivided Bar Chart


EXHIBIT 25.19EXHIBIT 25.19 Multiple-Bar ChartMultiple-Bar Chart


The Oral PresentationThe Oral Presentation

• Oral PresentationOral Presentation A spoken summary of the major findings, conclusions, A spoken summary of the major findings, conclusions,

and recommendations, given to clients or line and recommendations, given to clients or line managers to provide them with the opportunity to managers to provide them with the opportunity to clarify any ambiguous issues by asking questions.clarify any ambiguous issues by asking questions.

Keys to effective presentation:Keys to effective presentation: Preparation (rehearsal)Preparation (rehearsal) Adapting to the audienceAdapting to the audience Not lecturing or reading to the audienceNot lecturing or reading to the audience Use graphic aids effectivelyUse graphic aids effectively Speaking effectively and convincinglySpeaking effectively and convincingly


Reports on the InternetReports on the Internet

• An easy way to share data is to make executive An easy way to share data is to make executive summaries and reports available on a company summaries and reports available on a company intranet.intranet.

• Can use the Internet to:Can use the Internet to: Design questionnairesDesign questionnaires Administer surveysAdminister surveys Analyze dataAnalyze data Share the resultsShare the results

• Many companies offer fully Web-based research Many companies offer fully Web-based research management systems.management systems.


The Research Follow-UpThe Research Follow-Up

• Research Follow-upResearch Follow-up Recontacting decision makers and/or clients after Recontacting decision makers and/or clients after

they have had a chance to read over a research they have had a chance to read over a research report in order to determine whether additional report in order to determine whether additional information or clarification is necessary.information or clarification is necessary.


CASE EXHIBIT 25.1CASE EXHIBIT 25.1–1–1 Selected Information about the SampleSelected Information about the Sample


CASE EXHIBIT 25.1CASE EXHIBIT 25.1–2–2

Responses to Selected Responses to Selected Knowledge QuestionsKnowledge Questions


CASE EXHIBIT 25.1CASE EXHIBIT 25.1–3–3

Responses to Responses to Selected Attitude Selected Attitude QuestionsQuestions


CASE EXHIBIT 25.1CASE EXHIBIT 25.1–4–4 Predicting Knowledge Score from Selected DemographicsPredicting Knowledge Score from Selected Demographics

Documents

Chapter 25 Communicating Research Results: Report Generation, Oral Presentation, and Follow-Up © 2010 South-Western/Cengage Learning. All rights reserved