Chapter 13; Communicating Marketing Research Findings

Objectives of Research Reports

• Effectively communicate findings

• Provide interpretations of those findings

• Establish the credibility of the research project

• Serve as a future reference document

Credibility

The quality of a report that is related to its accuracy, believability, and professional organization.

Believability

The quality of a report that is based on:

• Clear and logical thinking

• Precise expression

• Accurate presentation

Reports are written to reflect three levels of readers:

• Who will read only the executive summary

• Who will read the summary and the findings

• Who will read the entire report and appendix

Format of Marketing Research Reports

1. Title page

2. Table of contents

3. Executive Summar

4. Introduction

5. Research method and procedures

6. Data Analysis and findings

7. Conclusions and recommendations

8. LImitations

9. Appendixes

Title Page

• Subject of the report

• Date

• Name, position, and organization of the recipient.

• Any numbers/phrases to designate a particular department or division.

• Name, position, organization, contact information of the researcher.

Executive summary

Must be complete enough to provide a true representation of the document but in summary form.

• Purposes:

  • Convey how/why the research was undertaken

  • Summarize key findings

  • Suggest future actions

• Comes near front, but should be written last!

Introduction

Contains background information necessary for a complete understanding of the report.

• Communicates:

  • Could include a literature review

    • Definition of terms

    • Relevant background information

  • The study’s scope and emphasis

Research Methods and Procedures

How the research was conducted.

• Issues addressed:

  • Research design used

  • Types of secondary data included

  • Procedure used to collect primary data, if any

  • Sample and sampling processes

  • Analysis conducted

• Remember your audience!

Data Analysis and Findings

Body of the marketing research report consists of the study’s findings and results.

• Present and interpret!

  • Presentation of findings will be different for each project because data analysis requirements differ for each project.

    • Report results through tables, bar/pie charts

      • Use visuals liberally to complement text

Limitations

Weaknesses in research methodology that might affect confidence in research conclusions.

• All research has limitations.

Limitations of marketing research

• Sampling bias

• lack of generalizability beyond sample

• Measurement error

• Constructs included (could have included many)

Appendixes

A section following the main body of the report

• Used to house complex, detailed, or technical information.

• Ex: scales used, break down of ethnicity

Common problems in Preparing Research Reports

1. Lack of data interpretation

2. Unnecessary use of complex statistics

3. Emphasis on packaging instead of quality

4. Lack of relevance

5. Placing too much emphasis on a few statistics