10: reporting and presenting results essentials of marketing research hair/wolfinbarger/ortinau/bush
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10: Reporting and Presenting Results
ESSENTIALSESSENTIALS OF MARKETING RESEARCHOF MARKETING RESEARCHHair/Wolfinbarger/Ortinau/BushHair/Wolfinbarger/Ortinau/Bush
14-2Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Objectives of Marketing Research Reports
To effectively communicate findings of the marketing research project
To provide interpretations of the findings in the form of sound and logical recommendations
To illustrate credibility of the research projectTo serve as a future reference document for
strategic or tactical decisions
14-3Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Topics to Include
Research objectives
Research questions
Literature review
Research methods
Findings
Interpretation and summary
Conclusion and recommendations
14-4Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Levels of Readers
Readers who will read only the executive summary
Readers who will read the summary and the findings
Readers who will read the entire report and appendix
14-5Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Format for Marketing Research Reports
Title pageTable of contentsExecutive summary
Research objectives Statement of method Key findings Conclusion/
recommendations
Introduction
Research methods and procedures
Data analysis and findings
Conclusions and recommendations
LimitationsAppendices
14-6Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Preparation Hints
Make an outline of all major points–support with details in their proper position
Use short, concise sentences and paragraphs Say exactly what you intend to say–do not leave the
reader “grasping” for more information Select working that is consistent with the background
and knowledge of the reader Rewrite and rewrite–this will force you to remove
clutter and critically evaluate the document for errors
14-7Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Components of the Methods and Procedures Section
1. The research design used (exploratory, descriptive and/or causal)
2. Types of secondary data included in the study
3. Data collection procedures and administration
4: Sampling and sampling processes
14-8Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit14.5 Simple Readable Results of Frequencies
14-9Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.6 A Simple Bar Chart
14-10Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.8 A Pie Chart
14-11Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.11 A Bar Chart Displaying Multiple Thematically Related Means
14-12Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.13 Bar Chart Portraying a Crosstab
14-13Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.16 Bar Chart Portraying ANOVA Results
14-14Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.17 Correlations of Item Ratings
14-15Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.18 Displaying Regression Findings
14-16Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.19 Illustration of Conclusions
14-17Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Exhibit 14.20 Illustration of Recommendations
14-18Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008
Common Problems in Preparing Report
Lack of data interpretationUnnecessary use of multivariate statisticsEmphasis on packaging instead of qualityLack of relevancePlacing too much emphasis on a few
statistics
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