chapter22.ppt 754KB Mar 03 2002 08:06:16 PM
Chapter
XXII
Report
Preparation
and
Presentation
Chapter Outline
1) Overview
2) Importance of the Report and Presentation
3) The Report Preparation and Presentation Process
4) Report Preparation
i. Report Format
ii. Report Writing
iii. Guidelines for Tables
iv. Guidelines for Graphs
5) Oral Presentation
6) Reading the Research Report
i. Addresses the Problem
ii. Research Design
iii. Execution of the Research Procedures
iv. Numbers and Statistics
v. Interpretations and Conclusions
vi. Generalizability
vii. Disclosure
7) Research Follow Up
i. Assisting the Client
ii. Evaluation of the Research Process
8) International Market Research
9) Ethics in Market Research
10) Internet & Computer Applications
11) Focus On Burke
12) Summary
13) Key Terms and Concepts
14) Acronyms
The Report Preparation and Presentation
Fig. 22.1
Process
Problem Definition, Approach,
Research Design, and Field Work
Data Analysis
Interpretations, Conclusions, and
Recommendations
Report Preparation
Oral Presentation
Reading of the Report by the Client
Research FollowUp
RIP22.1
Elrick & Lavidge Guidelines on
the Title Page
Use client language in title — avoid "researcheze”
• "Practices Followed in Selecting Long Distance Carriers"
is better than "LongDistance Service Study”
• “Customers' Reactions to an Expanded Financial/
Insurance Relationship” is better than "Relationship
Study"
Elrick & Lavidge Guidelines on Conclusions
RIP22.2
and Recommendations
CONCLUSIONS
• Conclusions
Conclusions concerning, for example:
* customer behavior
* customer attitudes or perceptions
* the nature of the markets studied
Generally, in studies with samples designed to represent the
market
Avoid interesting results that are not relevant to the conclusions
• May be in form of statement or paragraphs
• Use subheadings to identify conclusions covering different
subjects or market segments
RIP22.2 CONTD.
RECOMMENDATIONS
• Recommendations regarding actions that should be taken or
considered in light of the research results:
* Add/drop a product
* What to say in advertising__advertising positioning
* Market segments to select as primary targets
* How to price product
* Further research that should be considered
• Should be related to the stated purpose of the research
• Sometimes omitted, for example:
* Client staff members want to author the recommendations
* Study designed merely to familiarize client with a market
• Most clients are interested in our suggestions, in spite of the fact
that we may not be familiar with internal financial issues and other
Table 22.1
Table 22.1
U.S. Auto Sales
1992 1996
5b
4a
U.S. Auto Sales 1992 1996
1a
1b
4b
3a
5a
4c
2a
UNIT SALES
Mfg
1992
1993
1994
1995
GM
2,843,860
2,908,689
3,057,872
2,930,568 2,757,671
Ford
1,777,6356
1,878,149
1,938,841
1,791,225 1,737,252
Chrysler 679,586
834,132
811,824
786,180 832,633
Toyota
760,159
741,826
765,143
793,974
793,592
Honda
768,845
716,440
762,242
740,487
786,154
Nissan
417,970
482,646
537,228
520,258
500,377
Other
965,058
955,977
1,117,367
1,072,272 1,119,074
TOTAL 8,213,113
8,517,859
8,990,517
8,634,964 8,526,753
*Includes all other producers.
Source:1997 Ward’s Automotive Yearbook, p.195.
5c
6a
1996
Fig. 22.2
Pie Chart of 1996 U.S. Auto Sales
6%
Nissan
13%
Other
33%
GM
9%
Honda
9%
Toyota
10%
Chrysler
20%
Ford
Fig. 22.3
Line Chart of Total U.S. Auto Sales
3,500,000
GM
3,000,000
Units
2,500,000
2,000,000
Ford
1,500,000
Others
Chrysler
Honda
Toyota
Nissan
1,000,000
500,000
0
1992
1993
1994
1995
1996
Stratum Chart of Total U.S. Auto Sales
Fig. 22.4
10,000,000
9,000,000
Others
Nissan
Honda
Toyota
8,000,000
Units
7,000,000
6,000,000
Chrysler
Ford
5,000,000
4,000,000
3,000,000
2,000,000
GM
1,000,000
0
1992
1993
1994
1995
1996
Fig. 22.5
GM
Pictograph for 1996 U.S. Auto Sales
Each Symbol Equals 1,000,000 Units
Units
Ford
2,757,671
1,737,252
Chrysler
832,663
Toyota
793,592
Honda
786,154
Nissan
500,377
Histogram of 1996 U.S. Auto Sales
Fig. 22.6
3
Million of Units
2.5
2
1.5
1
0.5
GM Ford Chrysler Toyota Honda Nissan Others
Make
XXII
Report
Preparation
and
Presentation
Chapter Outline
1) Overview
2) Importance of the Report and Presentation
3) The Report Preparation and Presentation Process
4) Report Preparation
i. Report Format
ii. Report Writing
iii. Guidelines for Tables
iv. Guidelines for Graphs
5) Oral Presentation
6) Reading the Research Report
i. Addresses the Problem
ii. Research Design
iii. Execution of the Research Procedures
iv. Numbers and Statistics
v. Interpretations and Conclusions
vi. Generalizability
vii. Disclosure
7) Research Follow Up
i. Assisting the Client
ii. Evaluation of the Research Process
8) International Market Research
9) Ethics in Market Research
10) Internet & Computer Applications
11) Focus On Burke
12) Summary
13) Key Terms and Concepts
14) Acronyms
The Report Preparation and Presentation
Fig. 22.1
Process
Problem Definition, Approach,
Research Design, and Field Work
Data Analysis
Interpretations, Conclusions, and
Recommendations
Report Preparation
Oral Presentation
Reading of the Report by the Client
Research FollowUp
RIP22.1
Elrick & Lavidge Guidelines on
the Title Page
Use client language in title — avoid "researcheze”
• "Practices Followed in Selecting Long Distance Carriers"
is better than "LongDistance Service Study”
• “Customers' Reactions to an Expanded Financial/
Insurance Relationship” is better than "Relationship
Study"
Elrick & Lavidge Guidelines on Conclusions
RIP22.2
and Recommendations
CONCLUSIONS
• Conclusions
Conclusions concerning, for example:
* customer behavior
* customer attitudes or perceptions
* the nature of the markets studied
Generally, in studies with samples designed to represent the
market
Avoid interesting results that are not relevant to the conclusions
• May be in form of statement or paragraphs
• Use subheadings to identify conclusions covering different
subjects or market segments
RIP22.2 CONTD.
RECOMMENDATIONS
• Recommendations regarding actions that should be taken or
considered in light of the research results:
* Add/drop a product
* What to say in advertising__advertising positioning
* Market segments to select as primary targets
* How to price product
* Further research that should be considered
• Should be related to the stated purpose of the research
• Sometimes omitted, for example:
* Client staff members want to author the recommendations
* Study designed merely to familiarize client with a market
• Most clients are interested in our suggestions, in spite of the fact
that we may not be familiar with internal financial issues and other
Table 22.1
Table 22.1
U.S. Auto Sales
1992 1996
5b
4a
U.S. Auto Sales 1992 1996
1a
1b
4b
3a
5a
4c
2a
UNIT SALES
Mfg
1992
1993
1994
1995
GM
2,843,860
2,908,689
3,057,872
2,930,568 2,757,671
Ford
1,777,6356
1,878,149
1,938,841
1,791,225 1,737,252
Chrysler 679,586
834,132
811,824
786,180 832,633
Toyota
760,159
741,826
765,143
793,974
793,592
Honda
768,845
716,440
762,242
740,487
786,154
Nissan
417,970
482,646
537,228
520,258
500,377
Other
965,058
955,977
1,117,367
1,072,272 1,119,074
TOTAL 8,213,113
8,517,859
8,990,517
8,634,964 8,526,753
*Includes all other producers.
Source:1997 Ward’s Automotive Yearbook, p.195.
5c
6a
1996
Fig. 22.2
Pie Chart of 1996 U.S. Auto Sales
6%
Nissan
13%
Other
33%
GM
9%
Honda
9%
Toyota
10%
Chrysler
20%
Ford
Fig. 22.3
Line Chart of Total U.S. Auto Sales
3,500,000
GM
3,000,000
Units
2,500,000
2,000,000
Ford
1,500,000
Others
Chrysler
Honda
Toyota
Nissan
1,000,000
500,000
0
1992
1993
1994
1995
1996
Stratum Chart of Total U.S. Auto Sales
Fig. 22.4
10,000,000
9,000,000
Others
Nissan
Honda
Toyota
8,000,000
Units
7,000,000
6,000,000
Chrysler
Ford
5,000,000
4,000,000
3,000,000
2,000,000
GM
1,000,000
0
1992
1993
1994
1995
1996
Fig. 22.5
GM
Pictograph for 1996 U.S. Auto Sales
Each Symbol Equals 1,000,000 Units
Units
Ford
2,757,671
1,737,252
Chrysler
832,663
Toyota
793,592
Honda
786,154
Nissan
500,377
Histogram of 1996 U.S. Auto Sales
Fig. 22.6
3
Million of Units
2.5
2
1.5
1
0.5
GM Ford Chrysler Toyota Honda Nissan Others
Make