tailieunhanh - Lecture Marketing research (10th edition): Chapter 19 - McDaniel, Gates

Chapter 19 - Communicating the research results. The research report is the culmination of all of our efforts. It is critical that it clearly conveys key findings and their implications. This chapter addresses this important issue. | Chapter Nineteen 19-1 The Research Report 19-2 Key Terms & Definitions Organizing the Report: Title Page Table of Contents Executive Summary Background Methodology Findings (primary and secondary) Appendices Interpreting the Findings 19-3 Key Terms & Definitions Executive Summary: Portion of a research report that explains why the research was done, what was found, what those findings mean, and what action, if any, management should undertake. Examples of a summary are in subsequent slides. The professor might want to stress the importance of this summary. Conclusions and Recommendations 19-4 Key Terms & Definitions Conclusions: Generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives. Recommendations: Conclusions applied to marketing strategies or tactics that focus on a client’s achievement of differential advantage. The “conclusions” section is not the same as a summary or conclusion. The prof could point out . | Chapter Nineteen 19-1 The Research Report 19-2 Key Terms & Definitions Organizing the Report: Title Page Table of Contents Executive Summary Background Methodology Findings (primary and secondary) Appendices Interpreting the Findings 19-3 Key Terms & Definitions Executive Summary: Portion of a research report that explains why the research was done, what was found, what those findings mean, and what action, if any, management should undertake. Examples of a summary are in subsequent slides. The professor might want to stress the importance of this summary. Conclusions and Recommendations 19-4 Key Terms & Definitions Conclusions: Generalizations that answer the questions raised by the research objectives or otherwise satisfy the objectives. Recommendations: Conclusions applied to marketing strategies or tactics that focus on a client’s achievement of differential advantage. The “conclusions” section is not the same as a summary or conclusion. The prof could point out the differences in these. The Presentation 19-5 Key Terms & Definitions The Presentation 19-6 Key Terms & Definitions Sample Table of Contents The Presentation 19-7 Key Terms & Definitions Sample Background and Objectives The Presentation 19-8 Key Terms & Definitions Sample Executive Summary The Presentation 19-9 Key Terms & Definitions Sample Methodology Only certain aspects of this must be explained usually. The Presentation 19-10 Key Terms & Definitions Communicate with Graphs/Charts/Pictures In the report only graphs and charts that are pertinent need be presented. And, only certain numbers are really the important ones. These important numbers need to be emphasized in the oral report. The Presentation 19-11 Key Terms & Definitions The Presentation 19-12 Key Terms & Definitions The professor might want to point out how charts like these can be misused also. The Presentation 19-13 Key Terms & Definitions Interpreting Statistical Results Making a .