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This chapter focuses on the importance of report preparation and presentation in the marketing research process. It covers topics such as problem definition, research design, data analysis, and recommendations. The chapter also provides examples of different report formats, writing techniques, and oral presentation skills.
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Chapter Nineteen Chapter 19
Figure 19.1 Relationship to the Previous Chapters & The Marketing Research Process Figure 19.1 Relationship of Report Preparation and Presentation to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process • Report Preparation • Oral Presentation • Marketing Research Process (Chapter 1) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation
Figure 19.2 Report Preparation and Presentation: An Overview Figure 19.2 Report Preparation and Presentation: An Overview Opening Vignette Importance of the Report and Presentation The Report Preparation and Presentation Process Fig 19.3 Table 19.1 Report Preparation Internet Applications Focus on Elrick & Lavidge Figs 19.4-19.7 Format Writing Tables Graphs Oral Presentation and Dissemination Research Follow-up Application to Contemporary Issues TQM International Technology Ethics
Figure 19.3 The Report Preparation & Presentation Process Figure 19.3 The Report Preparation and Presentation Process Problem Definition, Approach, Research Design, and Field Work Data Analysis Interpretation, Conclusions, and Recommendations Report Preparation Oral Presentation Reading of the Report by the Client Research Follow-up
Figure 19.4 Pie Chart of Total Hewlett Packard Sales Figure 19.4 Pie Chart of Total Hewlett Packard Sales Other 3% IT Services 14% Imaging and Printing Systems 41% Computing Systems 42%
Figure 19.5 Line Chart of Total Hewlett Packard Sales Figure 19.5 Line Chart of Total Hewlett Packard Sales Billions of Dollars
Figure 19.6 A Pictograph of Hewlett Packard Sales Figure 19.6 A Pictograph of Hewlett Packard Sales
Figure 19.7 Histogram of Hewlett Packard’s Sales Figure 19.7 Histogram of Hewlett Packard’s Sales Figure 19.7 Histogram of Hewlett Packard’s Sales 60 50 40 30 Billions of Dollars Billions of Dollars 20 10 0 1999 1996 1997 1998 2000
