Reporting and Presenting Research Findings

Effective Writing

Clear, concise, direct

Thoughts are complete

Attention given to details such as grammar, spelling

Flow of thoughts

Quantitative Research Reporting

Recall, the opening sections of the proposal should be the foundation of the section introduction Background Research Problem (w/ research concepts) Methodology & Procedure Sample frame Research Instruments

Reporting The Findings

Frame a percentages and proportions in absolute numerical terms

“Sixty percent (n= 18) of the sample either strongly agreed or agreed with the statement that the holiday season tends to cause a great deal of anxiety.”

The Use of Data In Reports

Tables should support discussion points

“Third quarter performance peaked dramatically in the East relative to the West and North. Overall brand performance remained stagnant from region to region in the first, second, and fourth quarters.”

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1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

EastWestNorth

Discussion & Interpretation

Graphics, tables in the context of the written presentation should be minimized

More is not necessarily better

Discussion & Interpretation

Revisit the Research Problem Statement Organize discussion around concepts of

interest, research concepts

Don’t just spout numbers; tell the story behind the data Highlight, topline, and synthesize

information

Discussion & Interpretation

Leave the reader with food for thought What does the quantitative data

suggest? Based on complete evidence in the data

gathered, what conclusions can be drawn?

What recommendations, suggestions can be made to address the marketing problem?

The Conclusion & Recommendations

Make proactive recommendations for marketing the product based on the evidence uncovered in research

Look for opportunities to appeal to the target market Are there benefits that should be addressed? Are there attributes that have unique appeal?

The Conclusion & Recommendations

Look for opportunities in target market segmentation Are there segmentation considerations?

What should the message strategy be?

Appendix References

Cite Exhibit tables in a separate appendix section Each table labeled with a numerical

identifier Columns are clearly labeled

Reminder: SPSS printouts should be not be bound with the report

The Use of Data In Reports

Bar charts are appropriate for category comparisons

Pie charts visually represent portions of the whole

The Written Presentation – Part II

Organization of the written presentation for Quantitative Research should follow a recommended format

The Written Presentation – Part II

Introduction/Background Research Objectives Concepts of Interest Research Method

Discuss method, instrument, and implementation of method (e.g., means for recruiting, )

Research Sample Discuss sample frame, number recruited, profile of

participants Remember: Classification questions

The Written Presentation – Part II

Findings Organize presentation sub-topics by COI Discuss questions that fall logically into COI area

Quantitative Research Conclusions

Limitations

Recommendations for Future Research

The Written Presentation – Part II

Marketing recommendations Recall the purpose of the research

exercise was “to understand college students’ knowledge, attitudes, and behaviors” toward the Nintendo Wii

Based on what your team found, what can you offer Nintendo in terms of research insights that can be used for marketing?

Remember

The final project should: Reflect a comprehensive research report

(including secondary, qualitative, & quantitative)

Include recruitment screeners from qualitative research

The Oral Presentation

Tips for the Presentation

All members need not present, but all must attend Put the strongest person(s) forward Use others’ strengths where necessary

Support your team members

Support other teams

Presentation Do’s in 8 minutes or less

Do introduce yourself and your team members and your project focus early in the presentation

Do establish an outline that will be used to present your research

Do highlight, summarize the process and findings from research

Do rehearse before the presentation

The Biggest Do

Be professional, but DO HAVE FUN

Presentation Don’ts

Don’t hide behind an avalanche of slides/overhead transparencies

Don’t be a distraction to yourself or to the speaker (Be attentive)

Don’t stop the presentation because the “script,” or the technology, isn’t working It’s not about the show, its about the information No one knows the data better than you and your team

Presentation FAQs

Can we use Powerpoint technology to make the presentation?

Are all group member required to present?

Will the instructor need a copy of our presentation in addition to the report?

Course FAQs

When will I get my final grade? How should I access my grade? Can I email or call you earlier than the

posting date to get my grade? Will I be able to see the final project

after the grade is in? Can I or my team have the final project

returned at the end of the semester?

Details

Office hours during the exam period

Please review your scores thoroughly before Friday, December 12, to ensure accuracy in points total