Marketing Research

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Marketing Research
SESSION 10 Reports and their Presentation
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Session Objectives

• Understand what needs to be included in the
  report
• Consider the importance of layout
• Appreciate good use of graphics
• Differentiate between what is of interest and
  what is interesting
• Know the features of a good, commercially
  credible marketing research report

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Presenting Market Research

• Written Report
• Title page
• Contents
• Executive summary
• Introduction
• Situation analysis and problem definition
• Research Proposal
• Research methodology and limitations
• Findings and analysis
• Conclusions and recommendations
• Appendices
• Questionnaire
• Technical

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Features of a good Marketing Research report

• Provides answers to the Brief
• Contains recommended courses of action
• Interpretations and conclusions are fully stated
• Executive Summary is well written
• Relevant graphical illustrations are included
• Concisely written and presented
• Clearly structured

Proctor the Essentials of Marketing Research
4th Edn
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Presenting Results

• Clear Structure
• Graphical explanations
• Variety in presentation techniques
• Labelling
• Objective diction
• Use words which convey openness. Avoid slanted
  words which might reflect a bias on your subject.
  Avoid hostile and provocative words.

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Good and Bad examples
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Tables are not always good for Data
Tufte, E The Visual Display of Quantitative
information, 1983
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Tufte, E The Visual Display of Quantitative
information, 1983
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What you show is not what they see!
Tufte, E The Visual Display of Quantitative
information, 1983
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Sometimes Data are Distorted!
Tufte, E The Visual Display of Quantitative
information, 1983 from Pravda Truth!
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Tufte, E The Visual Display of Quantitative
information, 1983
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Powerpoint Charts !!!
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Sales
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Books to read

• Edward Tufte
• The Visual Display of Quantitative Information
• Visual Explanations
• Beautiful Evidence
• Stephen Few
• Show me the Numbers
• Robert Gentle
• Read This! Business Writing that Works!

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Forward Plan

• Week 11 27th April no lecture go straight
  to 209 I can review submissions for pass/fail
• Week 12 4th May Bank Holiday no
  lecture/workshops
• Week 13 Tuesday 12th May Hand-in date (check
  it!)