Chapter 19 Summary

Understand the primary objectives of a research report.

The key objective of a marketing research report is to provide the client with a clear, concise, interpretation of the research project. The research report is a culmination of the entire study and therefore must communicate the systematic manner in which the study was designed and implemented. Secondary objectives of the report are to provide accurate, credible, easy-to-understand information to the client. The end result of the report is its ability to act as a reference document to guide future research and serve as an information source.

Explain how a marketing research report is organized.

The research report generally includes the following: a title page; a table of contents; and an executive summery, which includes a statement of the research methods and procedures, a brief statement of findings, and conclusions and recommendations. Following the executive summary is the introduction of the report, a description of the methodology employed, and a discussion of data analysis techniques and findings. The final elements are a conclusion, a set of recommendations, and a description of limitations. An appendix may include technical explanations or illustrations.

List problems that one may encounter when preparing the report.

Problem areas that may arise in the preparation of the research report are (1) lack of data interpretation, (2) unnecessary use of multivariate statistics, (3) emphasis on packaging rather than quality, (4) lack of relevance, and (5) placing too much emphasis on a few statistical outcomes.

Understand the importance of presentations in marketing research.

Presentations are important because research results must be effectively communicated to those who are seeking to use the information in making decisions. The report or presentation may be the only part of the research project that will be seen by those commissioning the report. The content of the research and the presentation form of the research are closely intertwined.

Identify different software options available for developing presentations.

Computers can be used to create overhead transparencies, on-screen presentations based on slides or Web pages, and actual Web pages. The two major formats for presenting information are (1) computer screen projection, in which computer slides are projected to a live audience, and (2) Web page-based presentation to a live audience or to a general Internet audience.

Understand the advantages and disadvantages of different software options available for developing presentations.

Computer screen projection requires the audience to be physically present at a given time and location but allows the presenter to control the presentation, receive immediate feedback from the audience, and answer any questions. We pages allow audiences to access the information anytime from anywhere they have computer access.