Reporting and Presenting Research Findings

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Reporting and Presenting Research Findings
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Effective Writing

• Clear, concise, direct
• Thoughts are complete
• Attention given to details such as grammar,
  spelling
• Flow of thoughts

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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

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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.

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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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Discussion Interpretation

• Graphics, tables in the context of the written
  presentation should be minimized
• More is not necessarily better

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Discussion Interpretation

• Revisit the Research Problem Statement
• Organize discussion around concepts of interest,
  research concepts
• Dont just spout numbers tell the story behind
  the data
• Highlight, topline, and synthesize information

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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?

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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?

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The Conclusion Recommendations

• Look for opportunities in target market
  segmentation
• Are there segmentation considerations?
• What should the message strategy be?

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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

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The Use of Data In Reports

• Bar charts are appropriate for category
  comparisons
• Pie charts visually represent portions of the
  whole

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The Written Presentation Part II

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

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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

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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

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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?

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Remember

• The final project should
• Reflect a comprehensive research report
  (including secondary, qualitative,
  quantitative)
• Include recruitment screeners from qualitative
  research

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The Oral Presentation
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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

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Presentation Dos 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

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The Biggest Do

• Be professional, but DO HAVE FUN

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Presentation Donts

• Dont hide behind an avalanche of slides/overhead
  transparencies
• Dont be a distraction to yourself or to the
  speaker (Be attentive)
• Dont stop the presentation because the script,
  or the technology, isnt working
• Its not about the show, its about the
  information
• No one knows the data better than you and your
  team

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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?

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(No Transcript)
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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?

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Details

• Office hours during the exam period
• Please review your scores thoroughly before
  Friday, December 12, to ensure accuracy in points
  total