Marketing Research

1
Marketing Research

• Aaker, Kumar, Day
• Seventh Edition
• Instructors Presentation Slides

2
Chapter Twenty-Three

• Presenting the Results

3
Guidelines to Successful Presentations

• Communicate to a Specific Audience
• Know the Audience
• Know Their Background and Objectives
• Structure the Presentation
• Introduction
• Body
• Summary

4
Guidelines to Successful Presentations (Contd.)

• Create Audience Interest
• Motivate the Audience With Research Purpose and
  Objectives
• Be Specific and Visual
• Avoid Talking or Writing in the Abstract
• Address Validity and Reliability Issues

5
Written Presentation

• Use of an Executive Summary
• Use Main Heading and Subheadings
• Use Computer Generated Tables and Graphs
• Use Informative Headings

6
Oral Presentation

• Don't Read
• Use Visual Aids
• Make Sure That the Start Is Positive
• Avoid Distracting the Audience
• Involve the Audience