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