In this chapter, you will: Become aware of the primary purposes of a research report, learn how to organize and prepare a research report, learn how to make a personal presentation, understand the effective use and communication of marketing research information, appreciate the role of trust in a researcher-client relationship. | Copyright © 2004 John Wiley & Sons, Inc. Communicating the Research Results CHAPTER Fourteen Learning Objectives 1. To become aware of the primary purposes of a research report. 2. To learn how to organize and prepare a research report. 3. To learn how to make a personal presentation. 4. To understand the effective use and communication of marketing research information. 5. To appreciate the role of trust in a researcher-client relationship. The Research Report Objectives: Explain why the research was done. State the specific research objectives. Explain how the research was done. Present the findings of the research. Provide conclusions and recommendations. To become aware of the primary roles of a research report. The Research Report Organization of the Report 1. Table of Contents 2. Background and Objectives 3. Executive Summary: a two to four page summary of findings, conclusions, and recommendations. 4. Methodology: a two to five page description of how the research was conducted. To learn how to organize and prepare a research report. The Research Report 5. Findings A detailed presentation of research findings. 6. Appendices Copy of the questionnaire Cross-tabulations Other supporting material To learn how to organize and prepare a research report. The Research Report Formatting the Report Presentation software Microsoft PowerPoint to: Create bulleted charts Create different types of graphs Apply various special effects, full motion video, and sound. To learn how to organize and prepare a research report. The Research Report Predominate Reporting Style Characteristics: Minimizes the use of words. Feeds information to clients in “sound bites.” Makes extensive use of bulleted charts. Makes extensive use of graphic presentation of results. To learn how to organize and prepare a research report. The Research Report Interpreting the Findings and Formulating Recommendations Executive Summary Explains: Why the research was done What was found What the findings mean | Copyright © 2004 John Wiley & Sons, Inc. Communicating the Research Results CHAPTER Fourteen Learning Objectives 1. To become aware of the primary purposes of a research report. 2. To learn how to organize and prepare a research report. 3. To learn how to make a personal presentation. 4. To understand the effective use and communication of marketing research information. 5. To appreciate the role of trust in a researcher-client relationship. The Research Report Objectives: Explain why the research was done. State the specific research objectives. Explain how the research was done. Present the findings of the research. Provide conclusions and recommendations. To become aware of the primary roles of a research report. The Research Report Organization of the Report 1. Table of Contents 2. Background and Objectives 3. Executive Summary: a two to four page summary of findings, conclusions, and recommendations. 4. Methodology: a two to five page description of how the research was .
