Report Preparation and Presentation - Andriani Kusumawati
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Transcript of Report Preparation and Presentation - Andriani Kusumawati
1- 1 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
PART FOUR
Chapter 12
Report Preparation
and Presentation
12-2 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Chapter Objectives
After reading this chapter, you should be able to:
Describe the basic requirements of report preparation.
Discuss the nature and scope of the oral presentation.
Describe the approach to the marketing research report from the client’s perspective and the guidelines for reading the research report.
Explain the reason for follow-up with the client and describe the assistance that should be given to the client and the evaluation of the research project.
Understand the report preparation and presentation process in international marketing research.
Explain the use of the Internet and computers in report preparation and presentation.
12-3 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Importance of the
Report and Presentation
Serves as a historical record of the project
Management decisions are guided by the report
Quality of the project is judged by quality of the
report
Perceived usefulness of the report is a reflection of
the writer
12-4 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Figure 12.1 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
12-5 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation
Title Page
Title of research
Who prepared it
Who is it for
Date
A Survey on Household Consumption of
Fast Food
Prepared for
WE ‘R’ FAST
Prepared by
ABC Market Research
September, 2004
12-6 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Letter of Transmittal
Letter to client about the research, without
mentioning the findings
Should identify the need for further action on the
part of the client
Letter of Authorisation
Letter by client authorising the researcher to
conduct the research
12-7 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Table of Contents
Topics covered and page numbers
Followed by list of tables, list of graphs, list of
appendices
List of Graphs
List of Tables
Table of Contents
Page
1.0 Problem Definition…………….1
2.0 Approach to the Problem…….3
3.0 Research Design………………6
3.1 Data Collection.……………6
3.2 Sampling……………………7
4.0 Results….
12-8 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Executive Summary
Concisely describe all steps in the research
process
Major results, conclusions, and recommendations
May be the only section of the report that the
“executives” read
12-9 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Problem Definition
Background to the problem
Exploratory research undertaken to define the
problem
Secondary data
Management decision problem
Marketing research problem
12-10 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Approach to the Problem
Approach that was adopted in addressing the
problem
Qualitative research
Secondary data
Theoretical foundations [ie. Literature review]
Analytical models
Research question
Hypotheses
12-11 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Research Design
Type of research design
Information needed
Data collection [primary and secondary]
Scaling techniques
Questionnaire development
Pre-testing
Sampling techniques
Fieldwork
12-12 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Data analysis
Plan of data analysis
Justification of the data analysis strategy and
techniques used.
12-13 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Results
Should address the research problem, research
questions and hypotheses
Longest part of the report
Results of data analysis
Aggregate level
Subgroups level [market segment]
12-14 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Example: Aggregate and sub-group levels
Where did you hear about this Open Day?
38 12.6 12.6 12.6
29 9.6 9.6 22.2
25 8.3 8.3 30.5
52 17.2 17.2 47.7
158 52.3 52.3 100.0
302 100.0 100.0
Radio
Newspaper
Internet site
Friend/Relation
School
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Where did you hear about this Open Day? * Age of respondent Crosstabulation
Count
21 10 7 38
11 12 6 29
8 12 5 25
27 13 12 52
130 22 6 158
197 69 36 302
Radio
Newspaper
Internet site
Friend/Relation
School
Where did
you hear
about this
Open Day?
Total
18 or under 19 - 29 Over 29
Age of respondent
Total
Aggregate
Sub-group
12-15 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Limitations and Caveats
Time, budget and other organisational constraints
should be stated
Research design errors
Should be written with great care and a balanced
perspective
12-16 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report Preparation cont.
Conclusions and Recommendations
Interpret results
Recommendations should be feasible, practical,
actionable
12-17 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Report writing
Plan before you write
Keep the reader in mind
Write to a person
Easy to follow
Presentable and professional appearance
Objective
Reinforce text with tables and graphs
Terse and concise
12-18 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Guidelines for Tables
Each table should have a number and title
Emphasise the most significant aspects of the
data
States units of measurement
Include leaders, rulings (or no rulings?), spaces
to improve readability
Include footnotes to clarify points
Include sources of the data if secondary data has
been used.
12-19 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Table 1 Population Summary Indicators: 1901-2101
12-20 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Graphs
Graphic aids should be employed wherever
practical
Types of graphs
Geographic and other maps
Round or pie charts [percentages]
Line charts [trends and changes over time]
Histograms [absolute and relative magnitudes,
differences and change]
12-21 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Figure 1 Loyal customers by category
5%15%
20%60%
Platinium
Gold
Silver
Bronze
12-22 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Figure 2 Small Car Sales in 2003
0
50
100
150
200
250
300
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Sale
s (
mil
lio
ns)
$
Mazda 3
Astina
Focus
Impreza
Corolla
12-23 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Figure 3 Favourite sites for purchasing Online
24%
17%
14%
10%9%
0%
5%
10%
15%
20%
25%
Am
azon
.com
Mye
r Direc
t
Dst
ore
wis
hlist.c
om.a
u
Dym
ocks
Books
elle
rs
Source: Ernest & Young (2001) Online retailing in Australia: State of play and outlook for the industry, Sydney.
12-24 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Oral Presentation
Know your audience
Think about why they should listen
Set an objective
Prepare, prepare prepare!
Use tell’em principle
Use visual aids
Design your visuals
12-25 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Oral Presentation cont.
Ask questions
Be prepared for questions
Practice out loud
Use gestures
Prepare notes that you intend to use
Set up presentation room as you want it
KISS’em
12-26 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Reading the Research Report
Addresses the problem
Research design
Execution of the research procedures
Number and statistics
Interpretation and conclusions
Generalisability
Disclosure
12-27 Malhotra Hall Shaw Oppenheim Essentials of Marketing Research © Copyright 2004 Pearson Education Australia
Research Follow-up
Assisting the client
Understand technical matters
Discuss further research
Evaluation of the research project
Could this project have been conducted more
effectively or efficiently?