Report Preparation

and Presentation

Chapter XXII

Chapter OutlineChapter Outline

1) Overview1) Overview

2) Importance of the Report and Presentation2) Importance of the Report and Presentation

3) The Report Preparation and Presentation Process3) The Report Preparation and Presentation Process

4) Report Preparation 4) Report Preparation

i. Report Formati. Report Format

ii. Report Writingii. Report Writing

iii. Guidelines for Tablesiii. Guidelines for Tables

iv. Guidelines for Graphsiv. Guidelines for Graphs

5) Oral Presentation5) Oral Presentation

6) Reading the Research Report6) Reading the Research Report

i. Addresses the Problemi. Addresses the Problem

ii. Research Design ii. Research Design

iii. Execution of the Research Proceduresiii. Execution of the Research Procedures

iv. Numbers and Statistics iv. Numbers and Statistics

v. Interpretations and Conclusionsv. Interpretations and Conclusions

vi. Generalizabilityvi. Generalizability

vii. Disclosure vii. Disclosure

7) Research Follow- Up7) Research Follow- Up

i. Assisting the Clienti. Assisting the Client

ii. Evaluation of the Research Processii. Evaluation of the Research Process

8) International Market 8) International Market ResearchResearch

9) Ethics in Market 9) Ethics in Market ResearchResearch

10) Internet & Computer Applications10) Internet & Computer Applications

11) Focus On Burke11) Focus On Burke

12) Summary12) Summary

13) Key Terms and Concepts13) Key Terms and Concepts

14) Acronyms14) Acronyms

Oral Presentation

The Report Preparation and Presentation The Report Preparation and Presentation ProcessProcessFig. 22.1Fig. 22.1

Data Analysis

Report Preparation

Interpretations, Conclusions, and Recommendations

Reading of the Report by the Client

Research Follow-Up

Problem Definition, Approach, Research Design, and Field Work

Use client language in title — avoid "research-eze”Use client language in title — avoid "research-eze”

• "Practices Followed in Selecting Long- Distance Carriers""Practices Followed in Selecting Long- Distance Carriers" is better than "Long-Distance Service Study”is better than "Long-Distance Service Study”

• ““Customers' Reactions to an Expanded Financial/ Customers' Reactions to an Expanded Financial/ Insurance Relationship” is better than "RelationshipInsurance Relationship” is better than "Relationship Study"Study"

RIP22.1RIP22.1 Elrick & Lavidge Guidelines on Elrick & Lavidge Guidelines on the Title Pagethe Title Page

CONCLUSIONS• Conclusions

Conclusions concerning, for example:* customer behavior* customer attitudes or perceptions* the nature of the markets studiedGenerally, in studies with samples designed to represent the marketAvoid interesting results that are not relevant to the conclusions

• May be in form of statement or paragraphs• Use subheadings to identify conclusions covering different subjects or market segments

Elrick & Lavidge Guidelines on Conclusions Elrick & Lavidge Guidelines on Conclusions and Recommendationsand RecommendationsRIP22.2RIP22.2

RECOMMENDATIONS• Recommendations regarding actions that should be taken or considered in light of the research results:

* Add/drop a product* What to say in advertising__advertising positioning* Market segments to select as primary targets* How to price product* Further research that should be considered

• Should be related to the stated purpose of the research• Sometimes omitted, for example:

* Client staff members want to author the recommendations* Study designed merely to familiarize client with a market

• Most clients are interested in our suggestions, in spite of the fact that we may not be familiar with internal financial issues and other internal corporate factors

RIP22.2 CONTD.RIP22.2 CONTD.

U.S. Auto Sales 1992 - 1996U.S. Auto Sales 1992 - 1996Table 22.1Table 22.1

UNIT SALES

Mfg 1992 1993 1994 1995 1996

GM 2,843,860 2,908,689 3,057,872 2,930,568 2,757,671

Ford 1,777,6356 1,878,149 1,938,841 1,791,225 1,737,252

Chrysler 679,586 834,132 811,824 786,180 832,633

Toyota 760,159 741,826 765,143 793,974 793,592

Honda 768,845 716,440 762,242 740,487 786,154

Nissan 417,970 482,646 537,228 520,258 500,377

Other 965,058 955,977 1,117,367 1,072,272 1,119,074

TOTAL 8,213,113 8,517,859 8,990,517 8,634,964 8,526,753

Table 22.1U.S. Auto Sales1992 - 1996

*Includes all other producers.Source:1997 Ward’s Automotive Yearbook, p.195.

1a

4b5b 4a 5a 2a3a 4c

5c6a

1b

33% GM

Pie Chart of 1996 U.S. Auto SalesPie Chart of 1996 U.S. Auto SalesFig. 22.2Fig. 22.2

20% Ford

13% Other

6% Nissan

9% Honda

9% Toyota

10% Chrysler

Fig. 22.3Fig. 22.3 Line Chart of Total U.S. Auto SalesLine Chart of Total U.S. Auto Sales

500,000

1993 19961995 199419920

Un

its

Un

its

1,000,000

3,500,000

1,500,000

2,000,000

2,500,000

3,000,000GMGM

FordFord

NissanNissan

HondaHondaChryslerChrysler

ToyotaToyota

OthersOthers

1,000,000

Fig. 22.4Fig. 22.4

1993

OthersOthers

NissanNissanHondaHonda

ToyotaToyota

ChryslerChrysler

FordFord

GMGM

19961995 199419920

Un

its

Un

its

2,000,000

7,000,000

8,000,000

9,000,000

10,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Stratum Chart of Total U.S. Auto SalesStratum Chart of Total U.S. Auto Sales

Pictograph for 1996 U.S. Auto Sales Pictograph for 1996 U.S. Auto Sales Fig. 22.5Fig. 22.5

UnitsUnitsGM GM 2,757,6712,757,671

Ford Ford 1,737,252 1,737,252

Chrysler Chrysler 832,663832,663

ToyotaToyota 793,592793,592

Honda Honda 786,154786,154

NissanNissan 500,377500,377

OthersOthers 1,119,074 1,119,074

Each Symbol Equals 1,000,000 Units Each Symbol Equals 1,000,000 Units

Histogram of 1996 U.S. Auto SalesHistogram of 1996 U.S. Auto SalesFig. 22.6Fig. 22.6

2

3

2.5

1.5

1

0.5

MakeMake

Mil

lion

of

Uni

tsM

illi

on o

f U

nits

GM Ford Chrysler Toyota Honda Nissan Others