Marketing Research, 11th Edition

CHAPTER 19Communicating the Research Results

LEARNING OBJECTIVES

1. Become aware of the primary purposes of a research report.
2. Learn how to organize and prepare a research report.
3. Gain insight into how to interpret and present marketing research results.
4. Learn how to make a personal presentation.

In this chapter, we address the end products of a research effort. Specifically, how do we communicate what we found that we understand to be most useful and insightful to our client efficiently and effectively. The research report and research presentations are discussed. The theme mentioned in previous chapters that “less is more” is continued to here. Today’s managers are not interested in grinding through massive reports or sitting through long and tedious presentations. They want answers and direction.

The Research Report

The research objectives, the decisions to be made based on the research, and a vision of the analysis and the report to be written should have guided the researcher through the design and execution of the research. For a survey-based project, the development of the questionnaire, in particular, should have been based on continuous reference to the research objectives. Now, we have the data, all of the appropriate analytical procedures and tools have been applied, and the researcher and her team have spent time sifting through all of this information and relating ...