Report
Preparation
and
Presentation
Chapter Outline
Chapter Outline
1) Overview 1) Overview
2) Importance of the Report and Presentation 2) Importance of the Report and Presentation
3) The Report Preparation and Presentation Process 3) The Report Preparation and Presentation Process
4) Report Preparation 4) Report Preparation
i. Report Formati. Report Format
ii. Report Writingii. Report Writing
iii. Guidelines for Tablesiii. Guidelines for Tables
iv. Guidelines for Graphsiv. Guidelines for Graphs 5) Oral Presentation
6) Reading the Research Report 6) Reading the Research Report
i. Addresses the Problemi. Addresses the Problem
ii. Research Design ii. Research Design
iii. Execution of the Research Proceduresiii. Execution of the Research Procedures
iv. Numbers and Statistics iv. Numbers and Statistics
v. Interpretations and Conclusionsv. Interpretations and Conclusions
vi. Generalizabilityvi. Generalizability
vii. Disclosure vii. Disclosure 7) Research Follow Up 7) Research Follow Up
i. Assisting the Clienti. Assisting the Client
8) International Market 8) International Market ResearchResearch
9) Ethics in Market 9) Ethics in Market ResearchResearch
10) Internet & Computer Applications 10) Internet & Computer Applications
11) Focus On Burke 11) Focus On Burke
12) Summary 12) Summary
13) Key Terms and Concepts 13) Key Terms and Concepts
Oral Presentation
The Report Preparation and Presentation
The Report Preparation and Presentation
Process
Process
Fig. 22.1 Fig. 22.1
Data Analysis
Report Preparation
Interpretations, Conclusions, and Recommendations
Reading of the Report by the Client
Research FollowUp
Use client language in title — avoid "researcheze” Use client language in title — avoid "researcheze”
• "Practices Followed in Selecting Long Distance Carriers" "Practices Followed in Selecting Long Distance Carriers"
is better than "LongDistance Service Study”is better than "LongDistance Service Study”
• “ “Customers' Reactions to an Expanded Financial/ Customers' Reactions to an Expanded Financial/
Insurance Relationship” is better than "RelationshipInsurance Relationship” is better than "Relationship
Study"Study" RIP22.1
RIP22.1
Elrick & Lavidge Guidelines on
Elrick & Lavidge Guidelines on
the Title Page
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
Elrick & Lavidge Guidelines on Conclusions
Elrick & Lavidge Guidelines on Conclusions
and Recommendations
and Recommendations
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
internal corporate factors
U.S. Auto Sales 1992 1996
U.S. Auto Sales 1992 1996
Table 22.1 Table 22.1
UNIT SALES
Mfg 1992 1993 1994 1995 1996
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
Table 22.1
U.S. Auto Sales 1992 1996
*Includes all other producers.
33% GM
Pie Chart of 1996 U.S. Auto Sales
Pie Chart of 1996 U.S. Auto Sales
Fig. 22.2 Fig. 22.2
20% Ford 13%
Other 6%
Nissan
9% Honda
9% Toyota
Fig. 22.3
Fig. 22.3
Line Chart of Total U.S. Auto Sales
Line Chart of Total U.S. Auto Sales
500,000
1993 1994 1995 1996 1992
0
1,000,000 3,500,000
1,500,000 2,000,000 2,500,000
3,000,000 GMGM
Ford
Ford
Nissan
Nissan
Honda
Honda
Chrysler
Chrysler
Toyota
Toyota
Others
1,000,000
Fig. 22.4 Fig. 22.4
1993
Others
Others
Nissan
Nissan
Honda
Honda
Toyota
Toyota
Chrysler
Chrysler
Ford
Ford
GM
GM
1996 1995
1994 1992
0
2,000,000 7,000,000 8,000,000 9,000,000 10,000,000
3,000,000 4,000,000 5,000,000 6,000,000
Pictograph for 1996 U.S. Auto Sales
Pictograph for 1996 U.S. Auto Sales
Fig. 22.5Fig. 22.5
Units
Units
GM
GM 2,757,6712,757,671
Ford
Ford 1,737,252 1,737,252
Chrysler
Chrysler 832,663832,663
Toyota
Toyota 793,592793,592
Honda
Honda 786,154786,154
Nissan
Nissan 500,377500,377
Others
Others 1,119,074 1,119,074
Histogram of 1996 U.S. Auto Sales
Histogram of 1996 U.S. Auto Sales
Fig. 22.6 Fig. 22.6
2
Make
Make
M
ill
io
ill
io