presentation of the results
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1www.businessandlaw.vu.edu.au
Presenting Research Results
Lecture 11
2www.businessandlaw.vu.edu.au 2
Chapter 16
Communicating research results: Research report, oral presentation, and research follow-up
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Insights from the communications model
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Insights from the communications model
The communicator: the writer of the report. The message: the findings of the research
project. The medium: the oral or written report itself. The audience: the manager who will make
a decision based on the findings. Feedback: manager’s response to the
report.
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The report in context
A research report is an oral presentation and/or written statement whose purpose is to communicate research results, strategic recommendations, and/or conclusions to a specific audience. • Crucial means for communicating the
whole research project.
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Report format
An appropriate research format is presented below:• Title page
• Title of report, for whom it was prepared, by whom it was prepared, date of release or presentation
• Letter of transmittal• Release or deliver the report to recipient• Also to establish some rapport between reader and
writer• Letter of authorisation
• Letter to researcher approving the project (cont.)
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Report format
An appropriate research format is presented below:• Table of contents
• List the divisions and subdivisions of the report.• Should also include list of figures and tables.
• Summary• Objectives• Results• Conclusions• Recommendations.
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Report format An appropriate research format is presented below:
• The body• Introduction
– Background– Objectives
• Method– Research and sample design– Instrumentation– Data collection and framework, and analysis
• Results• Limitations • Conclusions and recommendations.
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Report format
An appropriate research format is presented below:• The appendix
• Data collection forms• Detailed calculations• General tables not needed in the body• Bibliography• Other support material.
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Report format
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Effective use of graphic aids
‘A picture is worth a thousand words’• Graphic aids can clarify complex points or
emphasise a message. The key to effective use of graphic aids
is to make them an integral part of the text.
May include tables, charts, maps, and diagrams.
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Tables
Tables are most useful for presenting numerical information, particularly when several pieces of information have been gathered about each item discussed.
Body of report should include only relatively short summary tables.• Comprehensive tables should be reserved
for an appendix.
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Tables
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Charts
Charts translate numerical information into visual form so that relationships may be easily grasped.• Yet accuracy of numbers is reduced.
The different types of charts include:• Pie charts• Line graphs• Bar charts.
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Pie charts
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Line graphs
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Bar chart
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The oral presentation
The purpose of an oral presentation is to highlight the most important findings of a research project and provide clients or line managers with the opportunity to clarify any ambiguous issues by asking questions.
Researcher should select the three or four important findings for emphasis and rely on the written report for a full summary.
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The research follow–up
In the research follow–up, the researcher recontacts the decision–makers and/or clients after they have had a chance to read over a research report, in order to determine whether additional information or clarification is necessary.• It can help ensure the satisfaction of their
customers.
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Role of the Marketing Research Report
Factual message that transmits research results, vital recommendations, conclusions, and other important information to the client who in turn makes a decision on the contents of the report
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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 the quality of the
report Perceived usefulness of the report is a reflection of
the writer
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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
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Report Preparation
Title Page Title of research
Who is it for
Who prepared it
Date
A Study on Participants’ Satisfaction of the Lake Attack
Event
Prepared forLake Attack Committee
Prepared byABC Market Research
September, 2009
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Report Preparation cont.
Executive Summary• Concisely describe all steps undertaken in the research • Major results, conclusions, and recommendations• May be the only section of the report that the “executives”
read An Executive Summary is not a statement of
intent (i.e. not an introduction)!!!
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Report Preparation cont.
Table of Contents Topics covered and page numbers Followed by list of tables, list of graphs, list of
appendices
Table of Contents Page1.0 Introduction…………………….12.0 Problem definition……………..33.0 Literature Review and hypotheses……………………...44.0 Research Design………………10 3.1 Data Collection.……………10 3.2 Sampling……………………11 5.0 Results…………………………..126.0 Limitations of the Research…207.0 Conclusions……………………218.0 Recommendations…………....23
List of Tables
Page
Table 1: Sample Profile…….......11
Table 2: Satisfaction with the Amenities…………………………12
Table 3: Satisfaction with the pre-registration activities…………..12
List of Graphs
Page
Figure 1: Age of respondents….11
Figure 2: Number of Fun/Runs Attended…………………………..13
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Report Preparation cont.
Introduction and Problem Definition • Background to the problem • Management decision problem• Exploratory research undertaken to define the problem• Secondary data
Marketing research problem Clearly state the key objectives
(i.e., broad statement and specific components)
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Report Preparation cont. Literature Review
• Theoretical foundations [i.e., Literature review]• Analytical/conceptual models (see next slide)
Hypotheses H1 Role overload will be positively related to burnout in service workers.H2 Role overload will be negatively related to the C-OCB dimensions of (a) assumed employee
behaviour and (b) sportsmanship.H3a Assumed employee behaviour (C-OCB) moderates the positive relationship between role
overload and burnout, such that the relationship is weakest when the level of assumed employee behaviour is high.
H3bSportsmanship (C-OCB) moderates the positive relationship between role overload and burnout, such that the relationship is weakest when the level of sportsmanship is high.
H3cSocial support (C-OCB) moderates the positive relationship between role overload and burnout, such that the relationship is weakest when the level of social support is high.
H4 Job satisfaction will be positively related to to the C-OCB dimensions of (a) assumed employee behaviour, (b) sportsmanship and (c) social support.
H5 Neuroticism traits will be positively related to role overload perceptions in service workers, while extraversion traits will be negatively related to role overload.
H6 Burnout will be negatively related to job satisfaction in service workers.
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Report Preparation cont.
Research Design• Type of research design• Questionnaire development (incorporating
information needed, measurement & scaling techniques)
• Pre-testing the questionnaire• Sampling techniques• Fieldwork• Sample profile• Plan of data analysis
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Report Preparation cont.
Findings/Results• Should address the research questions and hypotheses• Longest part of the report• Think about how to structure the results section• Results of data analysis should present
• Aggregate level results• Subgroups level [market segment] of results• All major research objectives
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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
ValidFrequency Percent Valid Percent
CumulativePercent
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 didyou hearabout thisOpen Day?
Total
18 or under 19 - 29 Over 29
Age of respondent
Total
Aggregate
Sub-group
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Report Preparation cont.
Limitations and Caveats• Time, budget and other organisational constraints should
be stated• Research design errors• Should be written with great care with a balanced
perspective
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How do you bring your qualitative research to life when presenting to management?
Cheryl Gurney, Group Account DirectorTNS Global
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Report Preparation cont.
Conclusions and Recommendations• Provide an overview of the results• Recommendations should be feasible, practical, actionable
for the client. Bibliography/ References
• Refer to style manual Appendices
• Copy of the questionnaire • Detailed statistical output• All Appendices should be clearly numbered
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Report Writing
Plan before you write Keep the reader in mind Write to a person Easy to follow Presentable and professional appearance Have an objective Reinforce text with tables and graphs Terse and concise All heading and subheadings should be numbered All pages should be numbered
NB. No need to include marketing research definitions within the report
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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 Only include information in the tables which you intend to
discuss in the report Include footnotes to clarify points Include sources of the data if secondary data has been used.
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Table 1 Population Summary Indicators: 1901-2101
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Graphs or Figures
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]
Guidelines for Tables apply to graphs
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Figure 1 Loyal customers by category
5%15%
20%60%
Platinium
Gold
Silver
Bronze
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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
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Figure 3 Favourite sites for purchasing Online
24%
17%
14%
10% 9%
0%
5%
10%
15%
20%
25%
Amaz
on.c
om
Mye
r Dire
ct
Dstore
wishlis
t.com
.au
Dymoc
ks B
ooksel
lers
Source: Ernest & Young (2001) Online retailing in Australia: State of play and outlook for the industry, Sydney.
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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
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Oral Presentation cont.
Ask questions Be prepared for questions Practice out loud Use gestures Prepare notes that you intend to use, but do not
simply read off your notes! Set up presentation room as you want it KISS’em – Keep it Simple Principle
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Research Follow-up
Assisting the client• To understand technical matters• Discuss further research required
Evaluation of the research project• Could this project have been conducted more effectively or
efficiently?