Chapter 19 – The Oral Research Presentation
I. Learning Objectives:
Upon completing this chapter, the student should be able to:
1. Discuss two fundamental rules for making good oral presentations.
2. Explain how the time allotted for an oral presentation should be organized.
3. List some of the different kinds of charts that can be used in presenting study
results.
• Pie charts
• Line charts
• Stratum charts
• Bar charts
II. Chapter Outline:
A. The Oral Research Presentation
Exhibit 19.1: OPEN UP! Exceptional Presentation Skills
Manager’s Focus
. 2. Delivering the Oral Report
Exhibit 19.2: Ten Tips for Preparing Effective Presentation Slides
B. Graphic Presentation of the Results
1. Pie Chart
Exhibit 19.3: Personal Consumption Expenditures for a Recent 12-Year
2. Line Chart
3. Stratum Chart
4. Bar Chart
a. Bar Chart Variations
5. Other Charts
Manager’s Focus
C. Summary
D. Key Terms
III. Answers to Review Questions:
1. As noted, preparing a successful oral report requires advance knowledge of the
audience. What is their technical level of sophistication? Their involvement in
the project? Their interest? You may want to present more detailed reports to
those who are deeply involved in the project or who have a high level of
technical sophistication. In general, though, it is better to have too little technical
detail than too much. Executives want to hear and see what the information
means to them as managers of marketing activities. What do the data suggest
with respect to marketing actions? They can ask for the necessary clarification
and (2) know your audience.
3. A pie chart is a circle representing a total quantity that is divided into sectors,
4. The line chart is a two-dimensional chart that is particularly useful in depicting
relationships over time. The line chart is probably used even more often than the
different colors or types of lines (dots and dashes in various combinations) to
represent the different variables. Also, be sure to identify the different variables,
using a key, or legend.
5. The stratum chart is like a dynamic pie chart, in that it can be used to show
relative emphasis by sector (e.g., quantity consumed by user class) at any one
6. The bar chart is a widely used chart that can take several different forms. Bar
7. Pictograms are bar charts in which pictures represent amounts — for example,
piles of dollars for income, pictures of cars for automobile production, people in
IV. Instruction Suggestions:
1. The presentation slides for Avery Fitness Center are provided in Appendix 19A. It
2. One point that deserves special emphasis regarding verbal/oral reports is that only
1/3-1/2 of the allotted time for the presentation should be taken up by the formal
3. It is useful to overview some general do’s and don’ts for presentation visuals using
Exhibit 19.2.
4. A useful alternative way of discussing graphical presentation is to show misleading