McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
CHAPTER 19
Communicating the Research Results
LEARNING OBJECTIVES
1. To become aware of the primary purposes of a research report.
3. To gain insight into how to interpret and present marketing research results.
5. To learn how to make a personal presentation.
6. To understand the effective use and communication of marketing research information.
Key Terms
Executive summary
Conclusions
Recommendations
CHAPTER SCAN
This chapter describes the importance of communicating the results of the marketing research
project. It also outlines the steps needed to do so effectively. Noise, attention span, and selective
perception are all barriers to effective communication that researchers must consider when
considering the presentation of the research results.
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
research reports to be published on the Internet by the client or by the researcher at the client’s
request.
The oral presentation of the research results has changed greatly with the creation of presentation
software. The presentation can reacquaint the managers with the research objectives and
highlight research conclusions. The presenter should be prepared to provide copies of the
CHAPTER OUTLINE
1. The Research Report
I. Research Report Objectives
2. The Presentation
I. Why Presentations?
3. Presentations on the Internet
I. Steps for Presentations on the Internet
4. Summary
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
CHAPTER SUMMARY
1. THE RESEARCH REPORT
I. Research Report Objectives
A. Research Report
1. A good researcher anticipates the structure and look of the final report as they prepare the
initial proposal.
3. The researcher typically has reams of information, data analysis, and conclusion and needs to
find a way to package this information into an efficient and effective package.
4. Ultimately, the final report should:
a. Explain why the research was done
5. It is important for research firms to have a standardized format—though exceptions may occur
at the client’s request.
B. Organizing the Report
1. Title page–dominated by the name of the project–the name of the client organization, name of
2. Table of contents–should not exceed one page and should list the major sections of the report
with the page numbers.
3. Executive summary–most difficult part of the report to write–it must be succinct–cover the
4. Background–sets the context for the research and addresses such things as the overall goal of
5. Methodology–how the research was done and why it was done that way
6. Findings–the longest section of the report and should summarize results for almost every
question on the survey
7. Appendixes
a. Copy of the questionnaire
See Practicing Marketing Research: The Relationship between
Clarity and Project Success (p 586-587)
2. Research objectives should address several different issues.
4. Another key to creating research objectives is knowing how the research will ultimately be
used.
6. Survey questions should reflect the research objectives.
Questions:
1. If fulfilling research objectives is so important, wouldn’t it make sense to create just one
objective per research project as the best means of keeping the project on track? Why or why
not?
2. Have you ever seen a research project or performed one yourself in which the objectives were
not well defined? How did that affect the results?
C. Interpreting the Findings
1. The most critical part of any report and most difficult given the often large amount of data and
complexity of the analysis.
2. Reports start with an Executive Summary–the portion of a research report that explains why
3. Research objectives and background should serve as a guide for interpreting findings and
4. Conclusions–generalizations that answer the question raised by the research objectives or
otherwise satisfy the objectives.
See From the Front Line: Preparing an Effective and Insightful Report (p 589)
1. After the proposal what are the clear understandings that the researcher must have to conduct a
proper research project?
2. Putting yourself in the mindset of the client, what are the questions that you need to ask and
answer?
3. What is the minimum that the executive summary must answer?
4. What is the final key to writing a good report?
D. Format of the Report
2. Research reports were traditionally long in text and short in pictures. Now, clients want the
exact opposite, less text and lots of graphs illustrating your point.
3. Its common to use Presentation Software such as Microsoft PowerPoint.
a. Various styles of charts and graphs are used to display a particular research finding.
b. Exhibits 19.1 through 19.9 provide illustrations of a research report created using software.
See Exhibit 19.1 Sample Title Slide (p 591)
See Exhibit 19.2 Sample Table of Contents (p 593)
See Exhibit 19.3 Sample Background and Objective (p 594)
See Exhibit 19.4 Sample First Page of Executive Summary (p 595)
See Exhibit 19.5 Sample Methodology Slide (p 595)
See Exhibit 19.6 Graphics Make Communication More Efficient (p 596)
See Exhibit 19.7 Multiple Graphics Provide Summary on a Topic (p 596)
See Exhibit 19.8 Graphic and Table Work Together (p 597)
See Exhibit 19.9 Graphic and Text Tell How to Interpret Statistical Results (p 597)
4. Takeaways from the slides’ Reporting Style Characteristics
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
a. Author created bulleted charts using various font styles and sizes with bold, italicized and
underlined text
E. Formulating Recommendations
2. In some cases, a marketing researcher must refrain from making specific recommendations
and instead fall back on more general ones.
2. THE PRESENTATION
I. Why Presentations?
A. A presentation requires that the interested parties assemble and become reacquainted with the
research objectives and methodology; it also brings to light any unexpected events or findings
and highlights the research conclusions.
II. Making a Presentation
A. Tailored to the Audience
2. Attitudes
4. Educational background
5. Time constraints
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
See Practicing Marketing Research: Getting to the Heart of Preparing Quantitative
Research Reports (p 591)
Data is certainly at the core of any research report, but reams of data tables alone do not show the
complete picture. When creating a quantitative research report, your job as the researcher is to
present the data in a way that tells a meaningful and compelling story.
When you sit down to actually write the report, the following tips can help you keep your
presentation on track:
Questions:
1. Of the tips for writing reports listed above, which do you think is the most important? Why do
you think so?
2. Do you think these suggestions still apply if you are writing a report that covers an
See Practicing Marketing Research: Lost in Translation: Challenges Researchers
Face in Communicating Their Results to Clients (p 592)
Market researchers generally face two major challenges to producing compelling research for
Questions:
1. Which of these two challenges do you think is the more difficult to address? Why?
2. How would you go about clarifying the client’s needs and expectations? What kinds of issues
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
B. Reason Presentation Can Be Inadequate
2. Speaker fails to recognize or admit that the purpose of many research reports is persuasion
1. What do the data really mean?
2. What impact do they have?
3. What have we learned from the data?
3. PRESENTATIONS ON THE INTERNET
With PowerPoint, publishing presentations to the Web is easier than ever. Publication to the Web
enables individuals to access the presentation, regardless of where they are or when they need to
access. In addition, researchers can present results at multiple locations on the Internet.
See Practicing Marketing Research: The Market Researchers’ Wish List (p 598)
It’s not uncommon for market researchers to also participate in the technology development at
their firm. In a single year, Confirm it found significant shifts in the distribution methods being
Questions:
1. Which distribution methods do you think would be most useful for research reports? Are some
better suited for particular situations? Would you use multi-format delivery?
2. Have you used any software for generating research reports? How well did it work? What
would be at the top of your wish list based on your experience?
4. SUMMARY
QUESTIONS FOR REVIEW AND CRITICAL THINKING
1. What are the roles of the research report? Give examples.
The research report first must communicate the study’s specifics, including the research
objectives, central background information, an overview of the research methods used, the
findings displayed in tabular or visual format, and a verbal summary of the findings, conclusions,
and recommendations.
2. Distinguish among findings, conclusions, and recommendations in a research report.
Findings are the numerical results produced by statistical analyses with univariate and
multivariate techniques. Conclusions refer to the interpretation and explanation of data analyses.
Conclusions relate the findings to the problem statement, research objectives and hypotheses.
Recommendations answer the question, how can a marketing manager use the information from
the research report? This part of the report converts statistical findings and conclusions into
3. Why should research reports contain executive summaries? What should be contained in
an executive summary?
The Executive Summary should explain the research problem, state the key findings, and suggest
recommendations that result from the findings. The reason that the Executive Summary is
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
WORKING THE NET
1. Go to http://www.gallup.com and examine some of their special reports on American
opinions, such as those found under “Social Issues and Policy.” Do these reports meet the
criteria discussed in the text for good marketing research reports? Why or why not?
2. Go to http://www.presentations.com. Describe the different ways this organization can
help an individual become a more effective speaker.
There are downloadable suggestions for topics, organization, and visual aids. This site also
REAL-LIFE RESEARCH
Case 19.1 – The united Way (p 600)
Key Points:
The United Way was concerned about the attitudes of nondonors toward the organization with
the theory that their reasons for not donating are tied to their perceptions of United Way. They
are also interested in getting a sense of what factors might convert nondonors to donors. The
Executive Summary Objectives and Methodology
• The general purposes of this study were to determine the attitudes of nondonors toward the
United Way, to assess the reasons for not donating, and to ascertain factors that may influence
nondonors to contribute in the future.
Conclusions
• Negative perceptions do not appear to be a major factor affecting reasons for not contributing.
However, a positive perception does not necessarily translate into a contribution.
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
Questions:
1. Do you think that the executive summary provides guidance for decision-making
information?
2. Are all of the elements present that should be included in an executive summary as
discussed in this chapter?
3. Do the findings, conclusions, and recommendations logically follow from the objectives?
Why or why not?
Case 19.2 – TouchWell Tracking Research
Key Points:
• TouchWell is an HMO. Faced with all the problems of the HMO industry, TouchWell’s
managers believe that a strongly research-based marketing strategy will allow them to
prosper in a “fiercely competitive” marketplace.
Questions:
1. Comment on the general quality of the presentation. Are the slides easy to understand?
Do they effectively convey the key information? What suggestions would you have for
improving this presentation?
The presentation needs a concise statement of research objectives. Not all problems are simply
stated, and there are too many “bells and whistles” in these slides. If you look at them long
2. Comment on the content of the slides regarding unaided plan awareness for both
consumers and business decision makers. What are the implications for TouchWell?
The multi-colored line chart is a good way to show comparisons. In this case I’m not completely
sure how they generated the information. I think I understand what the slide is supposed to be
3. What do the slides show with respect to the image or impressions that consumers and
business decision makers have regarding HMO’s? How have these impressions changed
over time? What are the major reasons for negative impressions of HMO’s among business
decision makers and consumers?
The public’s perception of HMO’s is, in general, declining. It seems that these negative
impressions are based upon actual experience for both consumers and business decision makers.
4. What has happened to TouchWell’s image over the four waves of research? How do
these changes differ for business decision makers and consumers?
McDaniel & Gates – Marketing Research, 9th Edition Instructor’s Manual
The sidebar tells us that the trend is Down, Down, Down. This is possibly a result of the negative