1. business and industrial
2. publishing

Basic Marketing Research: Using Microsoft
Excel Data Analysis, 3rd edition
Alvin C. Burns
Ronald F. Bush
Louisiana State University
University of West Florida
Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall
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Introducing the iReportWriter Assistant
• This tool takes you through the entire report
writing process and can be found online at
www.pearsonhighered.com/burns
• For an overview of how the iReportWriter
Assistant can help you become a better
report writer, see the contents discussed in
Marketing Research Application 15.1 on page
348.
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The Importance of the Marketing
Research Report
• The marketing research report is a factual
message that transmits research results, vital
recommendations, conclusions, and other
important information to the client, who in turn
bases his or her decision making on the contents
of the report.
• Marketing research users, as well as marketing
research suppliers, agree that reporting the
research results is one of the most important
aspects of the marketing research process.
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The Importance of the Marketing
Research Report
• The report represents
the effort of the entire
research team, but it
may be the only part of
the project seen by the
client!
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Improving the Efficiency of Report Writing
• Online reporting software electronically
distributes marketing research reports to
selected managers in an interactive format
that allows each user to conduct his or her
own analyses.
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Organizing Your Written Report
• There are certain elements that must be
considered when you are preparing the
report.
• These elements can be grouped in three
sections:
• Front matter
• Body
• End matter
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Elements of a Marketing Research Report
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Front Matter
• The front matter consists of all pages that
precede the first page of the report:
•
•
•
•
•
•
Title page
Letter of authorization (optional)
Letter/memo of transmittal
Table of contents
List of illustrations
Abstract/executive summary
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Title Page
• The title page contains four major items of
information:
• Title of the document
• The organization/person(s) for whom the report
was prepared
• The organization/person(s) who prepared the
report
• Date of submission
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Title Page: Example on Page 350
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Letter of Authorization
• The letter of authorization is the marketing
research firm’s certification to do the project
and is optional.
• It is particularly helpful in large organizations
because it provides other users of the report
with the name, title, and department of the
individual(s) who authorized the project.
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Letter/Memo of Transmittal
• Use a letter of transmittal to release or
deliver the document to an organization for
which you are not a regular employee.
• Use a memo of transmittal to deliver the
document within your own organization.
• The letter/memo of transmittal describes the
general nature of the research in a sentence
or two and identifies the individual who is
releasing the report.
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Table of Contents
• The table of contents helps the reader locate
information in the research report.
• Each heading should read exactly as it
appears in the text and should identify the
number of the page in which it appears.
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List of Illustrations
• If the report contains tables and/or figures,
include in the table of contents a list of
illustrations along with the page numbers on
which they appear.
• Tables are words or numbers that are arranged
in rows and columns.
• Figures are:
•
•
•
•
Graphs
Charts
Maps
Pictures
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Table of Contents
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Abstract/Executive Summary
• The abstract or executive summary is a
“skeleton” of your report.
• It serves as a summary for the busy executive
or a preview for the in-depth reader.
• It provides an overview of the most useful
information, including the conclusions and
recommendations.
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Report Body
• The “body” is the bulk of the report. It
contains:
• An introduction to the report
• A description of how your research was
performed
• A presentation of your findings
• A statement of limitations
• A list of conclusions and recommendations
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Introduction
• The introduction to the marketing research
report begins the body of the report and orients
the reader to its contents.
• The introduction should contain a statement of
the background situation leading to the
problem, the statement of the problem, and a
summary description of how the research
process was initiated.
• It should contain a statement of the general
purpose of the report and also the specific
objectives for the research.
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Research Objectives
• We recommend that the research objectives
follow the introduction as a separate section.
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Method
• The method follows the research objectives
and describes, in as much detail as necessary,
how the research was conducted, including a
description of the data collection method,
questionnaire design, sample plan, sample
size, and analysis overview.
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Findings
• The findings section is the most important
and most detailed portion of the report.
• This section should be organized around the
research objectives for the study.
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Limitations
• The limitations section is an honest
accounting of major aspects of the research
that constrain or temper the findings and
conclusions.
• No research is faultless, but all research
projects strive to be as accurate as possible.
• The limitations section should note major
issues.
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Conclusions and Recommendations
• Conclusions are the deductions and
inferences that have come about based on
the research findings.
• Recommendations are suggestions for how to
proceed based on the conclusions.
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Recommendations
• Unlike conclusions, recommendations may
require knowledge beyond the scope of the
research findings themselves (conditions within
the company and industry for example).
• Therefore, researchers should exercise caution
when making recommendations.
• The researcher and the client should determine
prior to the study whether a report is to contain
recommendations and build a working
relationship that fosters useful
recommendations.
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End Matter
• The end matter comprises the appendices,
which contain additional information the
reader may refer to for further reading that is
not essential to reporting the data.
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Following Guidelines and Principles for the
Written Report
• Form and Format
• Headings indicate the topic of each section
• Subheadings should divide that information into
segments
• Visuals
• Visuals are tables, figures, charts, diagrams, graphs,
and other graphic aids
• A table systematically presents numerical data or
words in columns and rows
• A figure translates numbers into graphical displays so
that findings can be comprehended visually
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Following Guidelines and Principles for the
Written Report, Continued…
• Style is the way one writes a report:
•
•
•
•
•
•
•
•
•
•
Avoid long paragraphs
Capitalize on white space
Use jargon sparingly
Use strong verbs
Use active voice
Eliminate extra words
Avoid unnecessary changes in tense
In sentences, keep the subject and verb close together
Use faultless grammar
Edit carefully
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Using Visuals: Tables and Figures
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Pie Charts
• Pie Charts are useful
when you want to
depict the relative sizes
of various components
of your report.
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Pie Charts in Excel
• Learn how to make
professional pie charts
using Excel on pages
358-359!
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Bar Charts in Excel
• Learn how to make
professional bar charts
using Excel on pages
360-361!
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Ensuring Ethical Visuals
• An ethical visual is totally objective in terms
of how information is presented in the
research report.
• Sometimes misrepresenting information is
intentional (as when a client asks a
researcher to misrepresent the data in order
to promote his or her “pet project”) or it may
be unintentional.
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Ensuring Ethical Visuals, Continued...
• To ensure that you have objectively and
ethically prepared your visuals, be sure to do
the following:
• Double- and triple-check all labels, numbers, and
visual shapes
• Exercise caution if you use three-dimensional
figures
• Make sure all parts of the scales are presented
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Pie Charts in Excel
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Pie Charts in Excel, Continued...
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Pie Charts in Excel, Continued...
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Pie Charts in Excel, Continued...
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Pie Charts in Excel, Continued...
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Pie Charts in Excel, Continued...
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Pie Charts in Excel, Continued...
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Bar Charts in Excel
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Bar Charts in Excel, Continued...
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Bar Charts in Excel, Continued...
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Bar Charts in Excel, Continued...
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Presenting Your Research Orally
• The purpose of the oral presentation is to
succinctly present the information and to
provide an opportunity for questions and
discussion.
• Prepare well for your presentation…
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Presenting Your Research Orally,
Continued...
1. Identify and analyze your audience..
What message do you wish to communicate?
Who is the audience? Are there multiple
audiences? See page 347
2. Predetermine expectations of the audience, formal v
informal presentation? Handouts? PPT Presentation?
3. Present your points clearly and succinctly.
4. Practice, practice, practice!
5. Dress appropriately.
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