Chapter Eighteen Preparing the Marketing Research Report and Presentation

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Chapter Eighteen Preparing the Marketing
Research Report and Presentation

• MKTG 328 Marketing Research
• Schreiber

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MR Reports Their Purposes

• Communicate findings of the project
• Provide interpretations of findings
• Establish credibility of research project
• Serve as future reference for strategic/tactical
  decisions

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Format of Written MR Reports

• Title Page
• Table of Contents
• Executive Summary
• Introduction
• Research methods and procedures
• Data analysis and findings
• Conclusion and recommendations
• Limitations
• Appendices

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Format of Written MR Reports

• Title Page
• Table of Contents
• Executive Summary

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Format of Written MR Reports

• Introduction
• Research methods and procedures
• Data analysis and findings

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Format of Written MR Reports

• Conclusion and recommendations
• Limitations
• Appendices

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Common Problems with MR Reports

• Lack of data interpretation
• Emphasis on packaging instead of quality
• Lack of relevance
• Placing too much emphasis on a few statistics

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General Guidelines for Visual Presentations

• Title Slide
• Objectives/Research Questions
• Ancillary Materials
• Highlights of Research Findings
• Recommendations, Conclusions, Implications

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Using Computer Software for Presentations