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Chapter 13 – Communicating Marketing Research Findings
Chapter 13
Communicating Marketing Research Findings
Learning Objectives (PPT slide 13-2)
1. Understand the objectives of a research report.
2. Describe the format of a marketing research report.
3. Discuss several techniques for graphically displaying research results.
Key Terms and Concepts
1. Appendix
2. Believability
3. Credibility
Chapter Summary by Learning Objectives
Understand the objectives of a research report.
The key objective of a marketing research report is to provide the client with a clear, concise
interpretation of the research project. The research report is a culmination of the entire study and
Describe the format of a marketing research report.
The research report generally includes the following: a title page, a table of contents, and an
executive summary, which includes a statement of the research objectives, a detailed statement of
the research method and procedures, a brief statement of findings, and conclusions and
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Chapter 13 – Communicating Marketing Research Findings
recommendations. Following the executive summary are the introduction of the report, a
description of the methodology employed, and a discussion of data analysis techniques and
Discuss several techniques for graphically displaying research results.
A vast array of graphic techniques is available to display research results. A variety of bar charts
can be used to display analyses from simple frequencies to Crosstabs, t–tests and ANOVA. As
Clarify problems encountered in preparing reports.
Problem areas that may arise in the preparation of the research report are (1) lack of data
interpretation, (2) unnecessary use of multivariate statistics, (3) emphasis on packaging rather than
quality, (4) lack of relevance, and (5) placing too much emphasis on a few statistical outcomes.
Understand the importance of presentations in marketing research.
Presentations are important because research results must be effectively communicated to those
Chapter Outline
Opening Vignette: It Takes More than Numbers to Communicate
The opening vignette in this chapter talks about the fact that visual display of data is not easy, and
even research experts do not always do it well. Nevertheless, the ability to present data visually in
I. Value of Communicating Research Findings (PPT slide 13-3)
No matter how well research projects are designed and implemented, if the results cannot be
effectively communicated to the client, the project is not a success. An effective marketing
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Chapter 13 – Communicating Marketing Research Findings
research report is one way to ensure the time, effort, and money that went into the research project
will be completely realized.
II. Marketing Research Reports (PPT slides 13-4 to 13-7)
A professional marketing research report has four objectives (PPT slide 13-4).
• To effectively communicate the findings of the marketing research project
Since a major purpose of the research project is to obtain information to answer questions about a
specific business problem, the report must explain both how the information was obtained and
what relevance it has to the research questions. A detailed description of the following topics
should be communicated to the client (PPT slide 13-5).
• The research objectives
• The research questions
• Literature review and relevant secondary data
Too often quantitative researchers are so concerned about doing statistical analyses they forget to
provide a clear, logical interpretation of their results. Researchers must recognize that clients are
seldom knowledgeable about sampling methods and statistics. Thus, researchers must present
technical or complex information in a manner that is understandable to all parties. Many words
used to teach research to students are not necessary in a marketing research report.
Exhibit 13.1 is from a research presentation that illustrates a research objective: identifying senior
segments with respect to Internet adoption and use.
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Chapter 13 – Communicating Marketing Research Findings
Believability is the quality of a report that is based on clear and logical thinking, precise
Finally, the credibility of the research report is affected by the quality and organization of the
document itself. The report must be clearly developed and professionally organized. Also, the
document must reflect the preferences and technical sophistication of the reader. Reports are
written to reflect three levels of readers (PPT slide 13-7).
• Readers who will read only the executive summary
• Readers who will read the executive summary and look at the body of findings more closely
• Readers with some technical expertise, who may read the entire report and look to the
appendix for more detailed information
III. Format of the Marketing Research Report (PPT slide 13-8)
Although the terminology may differ among industries, the basic format of marketing research
report discussed in this section will help researchers plan and prepare reports for various clients.
Following are the parts common to all marketing research reports.
• Title page
• Table of contents
• Executive summary
o Research objectives
o Concise statement of method
o Summary of key findings
o Conclusion and recommendations
A. Title Page (PPT slide 13-8)
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Chapter 13 – Communicating Marketing Research Findings
The title page indicates the following:
• subject of the report and the name of the recipient, along with his or her position and
organization
• any numbers or phrases to designate a particular department or division
B. Table of Contents (PPT slide 13-8)
The table of contents lists the following:
• topics of the report in sequential order
C. Executive Summary (PPT slide 13-9)
The executive summary is the part of a marketing research report that presents the major
points; it must be complete enough to provide a true representation of the document but in
summary form (PPT slide 13-9). It is the most important part of the report. While the
executive summary comes near the front of the report, it should actually be written last. Until
all the analyses are done, researchers cannot determine which findings are most important.
Following are the purposes of an executive summary.
• To convey how and why the research was undertaken
• To summarize the key findings
• To suggest future actions
The executive summary must contain the research objectives, a concise statement of method,
a summary of the findings, and specific conclusions and recommendations.
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Chapter 13 – Communicating Marketing Research Findings
Exhibit 13.3 shows a slide that summarizes a few of the key findings from a research project.
The findings presented in the summary must agree with those found in the findings section of
the full report. Only key findings that relate to the research objectives should be included.
D. Introduction (PPT slide 13-9)
The introduction contains background information necessary for a complete understanding
of the report (PPT slide 13-9). It communicates the following details.
• Definition of terms
• Relevant background information
• The study’s scope and emphasis
E. Research Methods and Procedures (PPT slide 13-10)
The methods-and-procedures section communicates how the research was conducted.
Following issues are addressed in this section (PPT slide 13-10).
• The research design used: exploratory, descriptive, and/or causal
• Types of secondary data included in the study, if any
• If primary data were collected, what procedure was used (observation, questionnaire)
and what administration procedures were employed (personal, mail, telephone,
Internet)?
• Sample and sampling processes used. The following issues are usually addressed:
o How the sample population was defined and profiled
A presentation slide summarizing the methodology used in the senior adoption of the Internet
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Chapter 13 – Communicating Marketing Research Findings
study appears in Exhibit 13.4.
F. Data Analysis and Findings (PPT slides 13-11 to 13-19)
When writing the report, the information must be explained in the body of the report in a
straightforward fashion without technical output and language. Technical information most
readers will have trouble understanding is best suited for the appendix section of the report.
There is probably no one best way to present a particular analysis. Instead there often are
several effective ways to portray a particular finding or set of findings. The text then discusses
some specific methods to illustrate frequencies, crosstabs, t-tests, ANOVAs, correlations, and
regressions:
• Reporting frequencies: Frequencies can be reported in tables, bar charts, or pie charts.
For example, Exhibit 13.5 contains a table illustrating the results for the research
question “How frequently do you eat at the Santa Fe Grill?” (PPT slide 13-12)
• Using bar charts to display frequencies: Exhibit 13.6 shows the simplest type of bar
chart that can be made in SPSS (PPT slide 13-13).
• Portraying frequencies using pie charts: Pie charts are particularly good at portraying
the relative proportion of response to a question.
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Chapter 13 – Communicating Marketing Research Findings
portraying ANOVA results (PPT slide 13-17).
• Reporting correlation and regression: Correlations may be included in a report to
illustrate relationships between several variables that are later used in a regression or to
show the relationship of several variables to an outcome variable of interest. Exhibit
13.17 is a table showing the correlation of several variables with overall satisfaction for
a retailer named Primal Elements (PPT slide 13-18). Exhibit 13.18 displays regression
findings (PPT slide 13-19).
G. Conclusions and Recommendations (PPT slide 13-20)
Conclusions and recommendations are derived specifically from the findings. As illustrated in
Exhibit 13.19, conclusions are descriptive statements generalizing the results, not necessarily
the numbers generated by statistical analysis (PPT slides 13-20). Each conclusion directly
references research objectives.
H. Limitations (PPT slide 13-21)
Researchers always strive to develop and implement a flawless study for the client. But all
research has limitations. Limitations are weaknesses in research methodology that might
affect confidence in research conclusions (PPT slide 13-21). Researchers must note the
limitations of a project, and speculate intelligently about if and how the limitations may have
affected their conclusions. Following are the common limitations associated with marketing
research.
• Sampling bias
• Financial constraints
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Chapter 13 – Communicating Marketing Research Findings
research report usually involves a discussion of results and accuracy. When properly reported,
limitations rarely diminish the credibility of the report but instead improve client perceptions
of the quality of the project.
I. Appendixes (PPT slide 13-21)
Appendixes are sections following the main body of the report (PPT slide 13-21). They are
used to house complex, detailed or technical information. Following are the common items
included in appendixes.
• Questionnaire or data collection instrument used for the research project
• Interviewer forms
IV. Common Problems in Preparing the Marketing Research Report (PPT slide 13-22)
Industry best practices suggest five problem areas that may arise in writing a marketing research
report.
• Lack of data interpretation: Researchers must provide unbiased interpretation of any
findings.
• The unnecessary use of complex statistics: Researchers must avoid using statistical methods
V. The Critical Nature of Presentations (PPT slide 13-23)
Presentation of marketing research results can be as important as, if not more important than, the
results of the research itself. This is true for several reasons.
• Any research, no matter how well done or how important, cannot be properly acted upon if
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Chapter 13 – Communicating Marketing Research Findings
the results are not effectively communicated to those who will use the information in making
A. Guidelines for Preparing Oral Presentations (PPT slide 13-23)
The primary goal of the oral presentation is to condense complex research oriented
information (sampling concepts, statistics, graphs, figures, etc.) into an interesting,
informative, and conclusive discussion. Effectively communicating marketing research
information is more of an art than a science—an art associated with being a dynamic and
credible communicator. A few simple best practices can be very helpful in providing a
professional presentation.
• Don’t let the visual component of the presentation detract from the information being
communicated. Keep the visual presentation simple and avoid flamboyant graphics and
unnecessary audio.
• Always be friendly, honest, warm, and open in your oral communication. Being too
formal, stuffy, or overbearing can lead to a lack of interest in your discussion.
B. Guidelines for Preparing the Visual Presentation (PPT slide 13-24)
The visual presentation has one primary goal: to provide a visual summary of the marketing
research report, designed in a manner that will complement and enhance oral communication
of the written marketing research report.
In many cases, Microsoft PowerPoint is the preferred method of preparing the visual
marketing research presentation. Regardless of the complexity of the presentation, industry
practices suggest the following guidelines (PPT slide 13-24).
• Begin with a slide showing the title of the presentation and the individual(s) doing the
presentation. In addition, the client and the marketing research firm should also be
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Chapter 13 – Communicating Marketing Research Findings
identified.
Marketing Research in Action
Who are the Early Adopters of Technology? (PPT slide 13-25)
The Marketing Research in Action in this chapter explains that the latest digital recorder/players
do a lot more than just record material. The latest devices include hard drives and programming
guides with lots of functionality. The recording and storage market is large and rapidly getting
much larger. No longer limited to home entertainment playback boxes, it is being combined with
increasing numbers of consumer electronics products: computers, wireless phones and other
portable devices, appliances, and industrial systems. DVDs hit the market in the late 1990s and
enjoyed very fast growth. The DVD market experienced the most rapid rise of any consumer
electronics technology ever introduced. Digital player/recorders have caught the imagination and
interest of consumers. Set-top boxes boomed in sales due not only to their functionality, but also to
Answers to Hands-On Exercise
1. What other issues can be examined with this survey?
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Chapter 13 – Communicating Marketing Research Findings
Answers will vary, but possibilities include comparing the variables of product perceptions,
2. What problems do you see with the questionnaire?
The primary problem is that questions 1–10 do not deal with technology even though the
survey is supposed to be about determinants of technology adoption. Another issue is the
3. What are the important topics to include in a presentation of the findings?
The presentation should present a sequence of slides indicating the objective of the research
and the specific research questions to be addressed, followed by the research methodology
employed and a description of the sample survey. Additional slides should be developed that
Answers to Review Questions
1. What are the seven components of the marketing research report? Briefly discuss each
objective and why it is important.
The following are the seven components of the marketing research report.
• The research objectives
• The research questions
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Chapter 13 – Communicating Marketing Research Findings
The objectives and questions in qualitative research tend to be broader, more general, and
more open-ended than in quantitative research. The literature review and relevant secondary
2. In the context of the marketing research report, what is the primary goal of the executive
summary?
Many consider it the soul of the report, insofar as many executives read only the report
3. What are the primary topics/issues that need to be addressed in the research
methods-and-procedures section of a marketing research report?
Essentially, a methods-and-procedures section sets out to tell the client how the marketing
research was done. The following are the issues addressed in this section.
• The research design used—exploratory, descriptive, and/or causal
• Types of secondary data included in the study, if any
• If primary data were collected, the procedure that was used (observation,
questionnaire) and the administration procedures that were employed (personal, mail,
telephone, Internet).
• The following issues are usually addressed when sample and sampling processes are
used.
o The manner in which the sample population was defined and profiled.
4. Why are conclusions and recommendations included in a marketing research report?
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Chapter 13 – Communicating Marketing Research Findings
A research report which is sent on to management without articulating conclusions and
recommendations only serves to reinforce the conceptual divide between researchers and
5. What are the common problems associated with the marketing research report?
The following are the five common problems associated with the marketing research report.
• Lack of data interpretation
• Unnecessary use of complex statistics
6. Why is it important to explain limitations in your marketing research report?
It is important to explain limitations in marketing research report because the limitations
limited by certain situations.
Answers to Discussion Questions
1. EXPERIENCE MARKETING RESEARCH. Go to the following website:
Students’ responses will vary. This is a valuable exercise for ensuring basic presentation
development skills.
2. Select the Santa Fe Grill data or one of the other databases provided with this text (see Deli
Depot; Remington’s; Qualkote; or Digital Recorder Survey on the website), analyze the data
using the appropriate statistical techniques, prepare a PowerPoint presentation of your
findings, and make the presentation to your research class.
a. Select an appropriate variable from the data set, and prepare a simple bar chart of the
findings in SPSS.
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Chapter 13 – Communicating Marketing Research Findings
b. Select an appropriate variable from the data set, and prepare a simple pie chart of the
findings in SPSS.
c. Select a group of thematically related items that are on metric scales. Present the
Students’ responses will vary, depending upon the data set and variables selected.
3. There are several PowerPoint presentations for the Santa Fe Grill Restaurant study on the
Students’ answers will vary.