ch14
DESCRIPTION
BA 436TRANSCRIPT
- 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
- 87
- 45
- 44
- 65
- 43
- 34
- 23
- 34
- 34
- 56
- 65
- 54
- 44
- 33
- 54
- 65
- 76
- 34
- 54
- 63
- 56
- 76
- 87
- 65
- 32
- 34
- 54
- 56
- 57
- 76
- 87
- 54
- 34
- 56
- 55
- 43
- 34
- 54
- 67
- 87
- 54
- 53
- 46
- 55
- 34
- 76
- 25
- 65
- 65
- 44
- 35
- 76
- 84
- 54
- 34
- 57
- 65
- 45
- 63
- 75
- 0
- 50
- 100
- 150
- 200
- 250
- 300
- 350
- 400
- January
- February
- March
- April
- May
- June
- July
- August
- September
- October
- November
- December
- 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