Malhotra Mr05 Ppt 22

8/8/2019 Malhotra Mr05 Ppt 22

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2007 Prentice Hall 22-1

Chapter Twenty-Two

Report Preparation and Presentation


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Chapter Outline

6) Reading the Research Report i. Addresses the Problem

ii. Research Design

iii. Execution of the Research Procedures

iv. Numbers and Statistics

v. Interpretations and Conclusions

vi. Generalizability

vii. Disclosure

7) Research Follow-Up

i. Assisting the Client

ii. Evaluation of the Research Process


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Chapter Outline

8) International Market Research

9) Ethics in Market Research

10) Summary


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Im portance of the Reportand PresentationFor the following reasons, the report and its presentationare important parts of the marketing research project:

1. They are the tangible products of the research effort.

2. Management decisions are guided by the report and thepresentation.

3. The involvement of many marketing managers in theproject is limited to the written report and the oral

presentation.4. Management's decision to undertake marketing research

in the future or to use the particular research supplieragain will be influenced by the perceived usefulness of the report and the presentation.


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The Report Preparation andPresentation Process

Fig. 22.1

Data Analysis

Oral Presentation

Report Preparation

Interpretations, Conclusions, andRecommendations

Reading of the Report by the Client

Research Follow-Up

Problem Definition, Approach,Research Design, and Fieldwork


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Report For m at

I. Title pageII. Letter of transmittalIII. Letter of authorizationIV. Table of contents

V. List of tables VI. List of graphs VII. List of appendices VIII. List of exhibitsIX. Executive summary

a. Major findingsb. Conclusionsc. Recommendations


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Report For m at

X. Problem definitiona. Background to the problemb. Statement of the problem

XI. Approach to the problemXII. Research design

a. Type of research designb. Information needsc. Data collection from secondary sources

d. Data collection from primary sourcese. Scaling techniquesf. Questionnaire development and pretestingg. Sampling techniquesh. Fieldwork


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Report For m at

XIII. Data analysisa. Methodologyb. Plan of data analysis

XIV. ResultsXV. Limitations and caveatsXVI. Conclusions and recommendationsXVII. Exhibits

a. Questionnaires and formsb. Statistical output c. Lists


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TNS-Global Guidelines:Title Page

Use client language in title avoid "research-eze.

"Practices Followed in Selecting Long-DistanceCarriers is better than "Long-Distance ServiceStudy.

Customers' Reactions to an Expanded Financial/Insurance Relationship is better than"Relationship Study."


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TNS-Global Guidelines:

ConclusionsConclusions concerning, for example:

customer behaviorcustomer attitudes or perceptionsthe nature of the markets studied

Generally, in studies with samples designed torepresent the market. Avoid interesting resultsthat are not relevant to the conclusions.

May be in the form of statement orparagraphsUse subheadings to identify conclusionscovering different subjects or market segments


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TNS-Global Guidelines:for Reco mm endations

Recommendations regarding actions that should be taken orconsidered in light of the research results:

Add/drop a product What to say in advertising __ advertising positioningMarket segments to select as primary targets

How to price product Further research that should be considered

Should be related to the stated purpose of the research.

Sometimes omitted, for example:Client staff members want to author the recommendationsStudy designed merely to familiarize client with a market

Most clients are interested in our suggestions, in spite of thefact that we may not be familiar with internal financial issuesand other internal corporate factors.


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Report WritingReaders . A report should be written for a specific reader orreaders: the marketing managers who will use the results.

E asy to follow . The report should be easy to follow. It shouldbe structured logically and written clearly.

Presentable and professional appearance . The looks of areport are important.

Objective . Objectivity is a virtue that should guide report writing. The rule is, "Tell it like it is."

Reinforce text with tables and graphs. It is important toreinforce key information in the text with tables, graphs,pictures, maps, and other visual devices.

Terse . A report should be terse and concise. Yet, brevityshould not be achieved at the expense of completeness.


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Guidelines for TablesTitle and nu m ber . Every table should have a number (1a) and title (1b).

A rrange m ent of data ite m s . The arrangement of data items in a tableshould emphasize the most significant aspect of the data.B asis of m easure m ent . The basis or unit of measurement should beclearly stated (3a).Leaders, rulings, spaces . Leaders, dots or hyphens used to lead the

eye horizontally, impart uniformity and improve readability (4a). Insteadof ruling the table horizontally or vertically, white spaces (4b) are used toset off data items. Skipping lines after different sections of the data canalso assist the eye. Horizontal rules (4c) are often used after theheadings.

E xplanations and co mm ents: Headings, stubs, and footnotes .Designations placed over the vertical columns are called headings (5a).Designations placed in the left-hand column are called stubs (5b).Information that cannot be incorporated in the table should be explainedby footnotes (5c).

Sources of the data . If the data contained in the table are secondary,the source of data should be cited (6a).


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U .S. A uto Sales 2000 - 2004

TABLE 22.1U.S.Automotive Sales 2000-2004

Unit Sales

MFG 2000 2001 2002 2003 2004GM 4,953,000 4,898,517 4,858,705 4,756,403 4,707,416

Ford 4,933,000 4,661,685 4,146,000 3,811,000 3,623,000Chrysler 2,470,000 2,196,000 2,277,000 2,129,000 2,287,000Honda 1,656,981 1,787,882 1,780,133 1,982,000 2,103,000Toyota 1,158,860 1,207,6391,346,000 1,558,000 1,575,000Nissan 744,000 695,640 726,000 856,000 1,013,000

Other* 1,901,158 1,752,637 1,966,162 1,907,597 1,991,584Total 17,817,000 17,200,000 17,100,000 17,000,000 17,300,000

* - includes all other producersSource: Company Websites

1 b

1a

3a

5 b

5a

4c

2a4a 4 b

6a 5c


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Guidelines for GraphsGeographic and Other Maps

Geographic m aps can pertain tocountries, states, counties, salesterritories, and other divisions.

Chapter 21 showed examples of product-positioning.


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Guidelines for GraphsRound or Pie Charts

In a pie chart , the area of each section, as apercentage of the total area of the circle,reflects the percentage associated with thevalue of a specific variable.

A pie chart is not useful for displayingrelationships over time or relationships amongseveral variables.

As a general guideline, a pie chart should not require more than seven sections.


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Pie Chart of 2004 U .S. A uto SalesFig. 22.2

12%Other

6%Nissan

9%Honda

12%Toyota

13%Chrysler

21%Ford

27%GM


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Guidelines for GraphsL ine Charts

A line chart connects a series of data points usingcontinuous lines.

This is an attractive way of illustrating trends andchanges over time.

Several series can be compared on the same chart,and forecasts, interpolations, and extrapolationscan be shown.


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L ine Chart of Total U .S. A uto SalesFig. 22.3

0

1 , 0 0 0 , 0 0 0

2 , 0 0 0 , 0 0 0

3 , 0 0 0 , 0 0 0

4 , 0 0 0 , 0 0 0

5 , 0 0 0 , 0 0 0

6 , 0 0 0 , 0 0 0

2 0 0 0 2 0 0 1 2 0 0 2 2 0 0 3 2 0 0 4

Y e a r

2 0 0 4

GM

F o r d

C h r y s l e r

T o y o t a

H o n d a

N i s s a n

O t h e r


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Guidelines for GraphsL ine Charts

A stratu m chart is a set of line charts inwhich the data are successively aggregatedover the series.

Areas between the line charts display themagnitudes of the relevant variables.


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Fig. 22.4

Stratu m Chart of Total U .S. A uto Sales

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

2000 2001 2002 2003 2004

Y e a r

Other

N i s s a n

Honda

T o y ot a

C h r y s l e r

For d

GM


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Guidelines for GraphsPictographs

A pictograph uses small pictures or symbols todisplay the data.

Pictographs do not depict results precisely. Hence,

caution should be exercised when using them.


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0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000

GM

Ford

Chrysler

Honda

Toyota

Nissan

M a n u f a c t u r e r

C ars Sold

Pictograph for 2004 U .S. A uto SalesFig. 22.5

*Each Symbol Equals 1,000,000 Units


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Guidelines for GraphsHistogra m s and B ar Charts

A bar chart displays data in various bars that may be positioned horizontally or vertically.

The histogra m is a vertical bar chart and inwhich the height of the bars represents therelative or cumulative frequency of occurrenceof a specific variable.


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Figure 22.6

Histogram of 2004 U.S. Auto Sales

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

GM For d C hr y s l er T oy ot a H onda N i s s an Ot her

M a n u f a c t u r e r

H onda N i s s an Ot her

Ser i es 1


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Guidelines for GraphsSche m atic Figures and Flow Charts

Sche m atic figures and flow charts take on anumber of different forms. They can be used to display

the steps or components of a process, as in Figure22.1.

Another useful form of these charts is a classificationdiagra m . Examples of classification charts forclassifying secondary data were provided in Chapter 4(Figs. 4.1 to 4.4).

An example of a flow chart for questionnaire designwas given in Chapter 10 (Figure 10.2).


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Oral Presentation

The key to an effective presentation is preparation.

A written script or detailed outline should beprepared following the format of the written report.

The presentation must be geared to the audience.The presentation should be rehearsed several timesbefore it is made to the management.

Visual aids, such as tables and graphs, should bedisplayed with a variety of media.It is important to maintain eye contact and interact with the audience during the presentation.


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Reading the Research Report

A ddresses the Proble m The problem beingaddressed should be clearly identified and the relevant background information provided.

The research design should be clearly described innon-technical terms.

E xecution of the Research Procedures The readershould pay special attention to the manner in which the

research procedures were executed.Nu m bers and statistics reported in tables and graphsshould be examined carefully by the reader.


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Reading the Research ReportI nterpretation and Conclusions The interpretationof the basic results should be differentiated from theresults per se. Any conclusions or recommendationsmade without a specification of the underlying

assumptions or limitations should be treated cautiouslyby the reader.

Generalizability It is the responsibility of theresearcher to provide evidence regarding the reliability,validity, and generalizability of the findings.

D isclosure The reader should carefully examinewhether the spirit in which the report was writtenindicates an honest and complete disclosure of theresearch procedures and results.


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Research Follow-up

A ssisting the Client The researcher shouldanswer questions that may arise and help theclient to implement the findings.

E valuation of the Research Project Every marketing research project provides an

opportunity for learning and the researchershould critically evaluate the entire project toobtain new insights and knowledge.


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SPSS Windows

While the normal graphs can be produced usingthe Base module of SPSS, for more extensivegraphing, the DeltaGraph package can be used.This package has extensive graphing capabilitieswith 80+ chart types and 200+ chart styles.

Likewise, SPSS Tables enables the researcher tocreate even complicated tables. For example, the

results of multiple response tables can becondensed into a single table. The researcher cancreate a polished look by changing column width,adding boldface, drawing lines, or aligning.


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SPSS Windows

SPSS OLAP cubes are interactive tables that enableyou to slice your data in different ways for dataexploration and presentation.

Smart Viewer enables the researcher to distributereports, graphs, tables, even pivotal report cubes,over the web. Company managers can beempowered to interact with the results by putting areport cube on the Web, intranet, or extranet.Thus, they can answer their own questions bydrilling down for more detail and creating newviews of the data.

Malhotra Mr05 Ppt 22

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