Transcript Chapter 15 - WordPress.com

Chapter Fifteen
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The Research Report
Organizing the Report:
1.
2.
3.
4.
5.
6.
7.
Key Terms & Definitions
Title Page
Table of Contents
Executive Summary
Background
Methodology
Findings (primary and secondary)
Appendices
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The Research Report
Title Page:
The title page should be dominated by the name
of the project. Other elements that should be
included are the name of the client
organization, name of the research firm, and
date of the report.
Key Terms & Definitions
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The Presentation
Sample Title Slide
Key Terms & Definitions
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The Research Report
Table of Contents:
This should not exceed one page and should list
the major sections of the report along with the
page numbers on which they start. It is a
convenience for the reader, and often, the
researcher in that it permits quick reference for
finding specific information in the report.
Key Terms & Definitions
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The Presentation
Sample Table of Contents
Key Terms & Definitions
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Interpreting the Findings
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.
Key Terms & Definitions
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Conclusions and Recommendations
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.
Key Terms & Definitions
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The Presentation
Sample Executive Summary
Key Terms & Definitions
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Understanding the Work
Background:
The background sets the context for the
research and addresses such things as
the overall goal of the research, the
decisions that need to be made, the
company’s strength and weaknesses
regarding the issue in question.
Key Terms & Definitions
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The Presentation
Sample Background and Objectives
Key Terms & Definitions
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The Presentation
Methodology:
Here you discuss how the research was done and why it was done this
way. Issues that need to be addressed include:
• Who was interviewed
• Why did we interview those people
• How were they interviewed
• Why were they interviewed this way
• How were people selected
• Sampling method
• How were completed surveys processed, etc.
Key Terms & Definitions
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The Presentation
Sample Methodology
Key Terms & Definitions
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The Presentation
Findings:
This is typically the longest section of the
report and should summarize results for
almost every question in the survey.
Key Terms & Definitions
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The Presentation
Communicate with Graphs/Charts/Pictures
Key Terms & Definitions
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The Presentation
Key Terms & Definitions
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The Presentation
Key Terms & Definitions
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The Presentation
Interpreting Statistical Results
Key Terms & Definitions
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Proofreading
Before sending the report off to the
client or even on to a senior company
executive, proofread it meticulously. Do
not depend on computerized Spell
Check programs; these are fallible and
inherently imprecise and inaccurate.
Key Terms & Definitions
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Making a Presentation
Key Issues to Address:
• What do the data really mean?
• What impact do they have?
• What have we learned from the data?
• What do we need to do, given the information we now have?
• How can future studies of this nature be enhanced?
• What could make this information more useful?
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Presentation 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 it. In
addition, researchers can present results at
multiple locations on the Internet.
Key Terms & Definitions
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Managing Research Suppliers
What Clients Want – A Researcher Who:
1. Maintains client confidentiality
2. Is honest
3. Is punctual
4. Is flexible
5. Delivers against project specifications
6. Provides high-quality output
7. Is responsive to the client’s needs
8. Has high quality-control standards
9. Is customer-oriented in interactions with the client
10. Keeps the client informed throughout a project
Key Terms & Definitions
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Managing the Research Process
Research Management:
Overseeing the development of excellent
communication systems, data quality, time
schedules, cost controls, client profitability,
and staff development.
Key Terms & Definitions
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Managing the Research Process
Some Key Issues:
• Organizing the Supplier Firm
• Data Quality Management
• Time Management
• Cost Management
• Outsourcing
Key Terms & Definitions
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Managing the Research Process
Time Management:
Effective time management is
becoming increasingly important
in all aspects of professional life.
One requirement of research
management is to keep a project
on the schedule specified by the
client.
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Outsourcing
Outsourcing:
Having personnel in another country
perform some or all of the functions
involved in a marketing research project.
Captive Outsourcing:
When a research firm creates a whollyowned foreign facility for outsourcing.
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Outsourcing Issues
• Confidentiality
• Cultural issues
• Infrastructure
• Job losses in the client
country and associated
negative publicity for
the agency
• Quality of deliverables
• Domain knowledge
• Employee liability
Key Terms & Definitions
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Outsourcing Issues
Key Terms & Definitions
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Client Profitability Analysis
Key Terms & Definitions
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Screening Questions Used by CRI
•How did you hear about us?
•What kind of work is it (in terms of industry scope)?
•What’s your budget?
•What are your decision criteria?
•Whom are we competing against for your business?
•Why are you thinking of switching?
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Staff Management and Development
Some Key Techniques:
• Create an environment that encourages risk taking,
experimentation, and responsibility.
• Foster recognition and accountability.
• Provide job autonomy within a certain structure.
• Attract and support people
with entrepreneurial attitudes.
• Connect rewards to a business result.
• Open your financial books.
• Offer diversity within your organization.
• Provide clear promotional paths.
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Managing a Marketing Research Department
Critical Issues:
• Allocating the research department budget.
• Prioritizing projects.
• Retaining skilled staff.
• Selecting the right marketing research suppliers.
• Moving marketing research into a decision-making role.
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Retaining a Skilled Staff
• Conduct regular performance reviews that
give continuing feedback on a job well done—
or offer ways to improve.
• Offer public recognition for great work.
(Some examples are in the text.)
• Give differential pay raises that recognize
superior performance.
• Vary the work in order to keep everyone
interested.
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Selecting the Right Marketing Research Suppliers
Key Questions:
• How long has the vendor been in business?
• For what other companies has the vendor conducted research projects?
• What are the academic backgrounds and experience of those persons who
will be working on the projects, that is, the project director, field director, data
processing manager, and so forth?
• Does the composition of the project team strike the right balance between
top-level management and technical researchers and analysts?
• Does the success of the project depend on the capabilities of a
subcontractor?
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Key Terms & Definitions
• Organizing the Research Report
• Executive Summary
• Conclusions
• Recommendations
• Presenting on the Internet
• Making a Presentation – Key Issues to Address
• Proofreading
• Sample Title Slide
• Sample Table of Contents
• Sample Background and Objectives
• Sample Executive Summary
• Sample Methodology
Links and
Key Terms & Definitions
button are active when in “Slide Show Mode”
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Key Terms & Definitions
• Research
Management
• Outsourcing
• Captive Outsourcing
• Outsourcing Issues
• What Clients Want
• Client Profitability Management
• Sample Client Screening Questions
• Staff Management and Development
• Managing a Marketing Research Department
• Retaining a Good Staff
• Selecting the Right Marketing Research Supplier
Links and
Key Terms & Definitions
button are active when in “Slide Show Mode”
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