Lecture Marketing research - Chapter 14: Communicating the research results

In this chapter, you will: Become aware of the primary purposes of a research report, learn how to organize and prepare a research report, learn how to make a personal presentation, understand the effective use and communication of marketing research information, appreciate the role of trust in a researcher-client relationship.
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Lecture Marketing research - Chapter 14: Communicating the research results Learning Objectives CHAPTER Fourteen Communicating the Research Results Copyright © 2004 John Wiley & Sons, Inc. Learning Objectives Learning Objectives 1. To become aware of the primary purposes of a research report. 2. To learn how to organize and prepare a research report. 3. To learn how to make a personal presentation. 4. To understand the effective use and communication of marketing research information. 5. To appreciate the role of trust in a researcher-client relationship. Learning Objectives The Research Report To become aware of the primary roles of a research report. The Research Report Objectives: • Explain why the research was done. • State the specific research objectives. • Explain how the research was done. • Present the findings of the research. • Provide conclusions and recommendations. Learning Objectives To learn how to organize and The Research Report prepare a research report. Organization of the Report 1. Table of Contents 2. Background and Objectives 3. Executive Summary: a two to four page summary of findings, conclusions, and recommendations. 4. Methodology: a two to five page description of how the research was conducted. Learning Objectives To learn how to organize and The Research Report prepare a research report. 5. Findings A detailed presentation of research findings. 6. Appendices • Copy of the questionnaire • Cross-tabulations • Other supporting material Learning Objectives To learn how to organize and The Research Report prepare a research report. Formatting the Report Presentation software Microsoft PowerPoint to: • Create bulleted charts • Create different types of graphs • Apply various special effects, full motion video, and sound. Learning Objectives To learn how to organize and The Research Report prepare a research report. Predominate Reporting Style Characteristics: • Minimizes the use of words. • Feeds information to clients in “sound bites.” • Makes extensive use of bulleted charts. • Makes extensive use of graphic presentation of results. Learning Objectives To learn how to organize and The Research Report prepare a research report. Interpreting the Findings and Formulating Recommendations Executive Summary Explains: • Why the research was done • What was found • What the findings mean • What action management should undertake Learning Objectives To learn how to organize and The Research Report prepare a research report. Conclusions Generalizations that answer the questions raised by the research objectives Formulating Recommendations Recommendations Conclusions applied to marketing strategies Differential Advantage—true benefit Learning Objectives The Personal Presentation To learn about personal presentations. Materials for the Personal Presentation Four aids 1. Presentation outline 2. Visuals • Slide or overhead projector • Laptop computer • Presentation software 3. Executive summary 4. Copies of the final report Learning Objectives The Personal Presentation To learn about personal presentations. Making Personal Presentation Tailored to the Audience 1. Receivers’ Frame of Reference 2. Attitudes 3. Prejudices 4. Educational Background 5. Time Constraints Understanding the Barriers to Effective Communication Learning Objectives The Personal Presentation To learn about personal presentations. Persuasion Use Research Findings to Reinforce Conclusions Questions the researcher should keep in mind 1. What do the data really mean? 2. What impact do they have? 3. What have we learned from the data? 4. What do we need to do, given the information we now have? 5. How can future studies of this nature be enhanced? 6. What can make information such as this more useful? Learning Objectives Effective Use Of To understand the use and Research Information communication of marketing research information. Key factors in the use of marketing research: 1. The perceived creditability and usefulness of the report to the users. 2. The degree of client/researcher interaction. 3. The organizational climate for research. 4. The personality and job tenure of key users. Learning Objectives Role of Trust To appreciate the role of trust in a researcher-client relationship. The Role of Trust The role of trust between the researcher and the decision makers. A function of interpersonal factors: • Perceived integrity of the researcher • Perceived willingn ...