Marketing Research

Marketing Research Dr. David M. Andrus Exam 4 Lecture 5 Marketing Research Exam 4 Lecture 5

Themes of My Presentation • The Written Report • The Oral Presentation • Using Visual Aids Effectively Marketing Research Exam 4 Lecture 5

Written Communication • You may only have one opportunity to get your message across to an audience. • Employees spend 20–40% of time writing. • An overabundance of written communication, especially if it is to wordy or unimportant to the receiver, is ineffective. • The written research report is an organized record of the entire study. • It provides a tangible record of the information that can be carefully prepared and directed to a particular audience and then stored for later reference. • The five most important business communication concepts centered on written communication were ranked as: use correct grammar and sentence structure, write memorandums, write persuasive news, write good new/positive message letters, and write reports. Marketing Research Exam 4 Lecture 5

Keys to an Effective Written Report • Carefully consider what information you want to convey • Know your audience • Use a clear, logical presentation • Use familiar terminology • Use tables and exhibits to present large quantities of data • Avoid unnecessary words and phrases • Document all assumptions • Proofread everything in the report Marketing Research Exam 4 Lecture 5

Format of the Written Report • Title Page • Executive Summary • Objectives • Findings • Costs • Conclusions • Recommendations • Table of Contents • Introduction • Brief overview of industry and purpose of study • Statement of objectives • Research Methodology Marketing Research Exam 4 Lecture 5

Format of the Written Report • Analysis of Results • Research Limitations • Conclusions and Recommendations • Appendix • Forms used to gather information • Calculations to support quantitative information conveyed in the study • References cited in the body of the paper • Tables to support information conveyed in the study • Miscellaneous information conveyed in the study, such as drawings of products and plant layouts Marketing Research Exam 4 Lecture 5

Following Guidelines and Principles for the Written Report • Form and Format: • Headings and subheadings: act as signals and signposts to serve as a road map for a long report • Visuals: can dramatically and precisely present information that might otherwise be difficult to comprehend • Style:stylistic devices can make the difference in whether or not your reader gets the message as you intended it Marketing Research Exam 4 Lecture 5

Oral Communication • Oral communication is only effective if it successfully conveys intended message to the receiver. • For researchers, the oral presentation is the opportunity to explain the findings and “sell” their recommendations directly to management. • It should be interesting enough to hold the audience’s attention as it presents its message in a clear, well-organized flow of information. Marketing Research Exam 4 Lecture 5

Presenting Your Research Orally • The purpose of an oral presentation is to succinctly present the research information and to provide an opportunity for questions and discussion. Marketing Research Exam 4 Lecture 5

Keys to an Effective Oral Presentation • Follow the format of the written report • Know the material well and avoid reading • Use plenty of visual aids • Allow ample time for questions from the audience • Conclude the presentation on a positive note Marketing Research Exam 4 Lecture 5

Presenting Your Research Orally • To be adequately prepared when you present your research orally, follow these steps. • Identify and analyze your audience. • Find out the expectations your audience has for your presentation. • Determine the key points your audience needs to hear. • Outline the key points so you can easily refer to them. • Present your points clearly and succinctly Marketing Research Exam 4 Lecture 5

Presenting Your Research Orally • Make sure your visuals graphically and ethically portray your key points. • Practice your presentation. • Check out the room and media equipment prior to the presentation. • Arrive early. • Be positive and confident. • Practice good presentation skills (volume, enunciation, eye contact, good posture, professional dress? Marketing Research Exam 4 Lecture 5

Charts • Sometimes called figures or graphs, are pictorial representations of data. • Line Chart: Consists of solid lines or broken lines for representing data. Used mostly to show data classified by quantity or time. • Pie Chart: (a.k.a., circle chart) Pie-shaped chart with each slice being proportional to the percentage of the whole. Often used for demonstrating percentages. • Bar Chart: Displays data as rectangular bars, extending vertically or horizontally. Each bar in the same chart is usually of equal width. • The length of each bar represents the data. • Used in presenting data classified by any basis (time, place, quantity, or quality). • Pictogram: (a.k.a., pictograph) Uses pictures to represent numerical data, such as money bags to represent a certain amount of money. Essentially a modified type of bar chart. Marketing Research Exam 4 Lecture 5

Research RealitiesMatching Visual Aids with Objectives Marketing Research Exam 4 Lecture 5

Organizing the Written Report • Before you begin writing, you must answer some questions: • What message do you want to communicate? • What is your purpose? • Who is the audience? • If there are multiple audiences, who is your primary audience? You secondary audience? • What does your audience know? • What does your audience need to know? Marketing Research Exam 4 Lecture 5

Using Visuals: Tables and Figures • Tables: identify exact values; allow reader to compare numerical data Normal Curve Interpretation of Standard Deviation Marketing Research Exam 4 Lecture 5

Using Visuals: Tables and Figures • Pie charts: circle divided into sections; compare a specific part of the whole to the whole Marketing Research Exam 4 Lecture 5

Using Visuals: Tables and Figure • Bar charts: graphically show concepts such as frequency distribution Marketing Research Exam 4 Lecture 5

Using Visuals: Tables and Figures • Line graphs: compare items over time or show correlations among items Marketing Research Exam 4 Lecture 5

Producing an Accurate and Ethical Visual • Ethical visual: one that is totally objective in terms of how information is to be presented in the research report Marketing Research Exam 4 Lecture 5

Report Follow-Up • Once the written report and oral presentation are completed, researchers allow some time to pass for managers and other users of the information to absorb all that has been presented to them. • A short time later, the researchers contact the key users of the study findings to ask if they need clarification or additional information. • The follow-up is beneficial in three ways: 1. It lets the key people at the client company know that the researchers are willing to address any additional questions. 2. It provides clients an opportunity to ask specific questions after they have read the report. 3. It allows adjustments to be made to the study if necessary and if company resources permit. Marketing Research Exam 4 Lecture 5

Marketing Research