Report Preparation & Presentation

Session 6b

12 January 2012

Sameer Phanse Marketing & IT Consultant

A research report is more like a newspaper than a mystery novel. The reader should be able to get the key information at the beginning of the report without having to read to the final page to discover whodunit.
Sudman S and Blair E

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Sameer Phanse Marketing & IT Consultant

Introduction

Research Supplier

Communication

Research Consumer

Research Agency

Research Report

Marketing Decision maker

12 January 2012

Sameer Phanse Marketing & IT Consultant

Introduction

Effective communication between

research professionals & research users

is vital for the research process One of the formal means of this communication is
The research report
The written report its oral presentation

Of course, there can be no Authentic good report, without

A well conceived and Well executed Top class research itself

12 January 2012

Sameer Phanse Marketing & IT Consultant

Two types of Research skills

Two fundamental complementary types of Research skills

Research skills (Technical Technical)

Research skills (reporting) reporting) Ideal combination One skill type cannot substitute for the other!
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What is a Good Report?

Qualities of a Good Report
Based on down to earth good research Well planned
Well thought out Logical flow Superior argument

Properly organized Appropriately structured Superior Communication

Grammar Writing Visual Presentation

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Presentation When?
Conceptual Persuasion

Proposal Rejected Time

Conceptual Persuasion Status communication & Project control Persuasion & Actionable Facts

Proposal Accepted Time

Request for Proposal Proposal Presentation

Interim Report Presentation Final Report Presentation

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12 January 2012

What's a Research Report?

The Marketing Research Report
Findings Analyses of findings Interpretations Conclusions Recommendations

The Marketing Research Report is a factual message that conveys

A special responsibility
A Research Report is
An authoritative and One way communication

Hence there is an important responsibility on the report writer to

Be strictly objective Recommend with
Maturity and Restraint
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Significance of the report

Data Collection

Data Analysis

Interpretation

Report Preparation

Report Presentation
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Significance of the report

The report is
the culmination of the entire long drawn research process A chance to convey research insights & findings Perhaps the only part of the research process that's
tangible & visible to the client Representative of
the research teams Approach Attitude Efforts Value added by the research The credibility of the research project

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Significance of the report

On the report will be based
all levels of Marketing decisions
Taken by individuals who are least associated with the research process or execution but who fully trust the report contents

If the report is poorly prepared or presented, it may

Negate all the resources poured into the research Mislead the report user
He/she may never reach the intended conclusion

Cast aspersions on
The research quality as well as the involved
research professionals research firm
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12 January 2012

Report Contents
Prefatory Information Introduction Methodology Findings Conclusions Appendices Bibliography

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Report Contents
Prefatory Information
Letter of transmittal
The element of the final report that specifies the research project
Objective Scope Authorization Limitations

Title page Authorization letter Executive Summary Table of contents

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Report Contents
Introduction
Problem statement
Purpose of the study Managements opportunity/problem position

Research Objectives
Logical follow up of research purpose Research questions May include hypotheses

Background
Information related to the management question
Secondary information Literature search Findings from earlier studies
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Report Contents
Methodology* Methodology*
Sampling design
Target population Sampling methods
Method selected Reasoning behind choice

Sample size
Logic only Calculations in appendices

Confidence intervals

Detailed description for technical reports

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included in introduction In management reports Sameer Phanse Marketing & IT Consultant

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Report Contents .... Methodology

Research Design
Must follow logically from research purpose Discussion of merits & drawbacks of design Any material such as show cards to be in appendices

Data collection
Describes the specifics of gathering the data The field realities of data collection
Survey research Field team size Training Field issues Team management logistics Geographic area of survey (maps, if any, in appendices)

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Report Contents .... Methodology

Data Analyses
Preprocessing if any Data handling Methods chosen
Logic behind choice Assumptions Suitability

Statistical tests Software packages Other technical information

Limitations
Unambiguous statement of
Methodology issues Execution problems

Sign of
Professionalism Maturity Honesty Confidence
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Report Contents
Findings
Pertinent data
Description
Words Numbers

Explanation of the data but no

interpretation nor inferences

Usually the longest section of report

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Report Contents
Conclusions
Summary
Brief encapsulation of the prime findings For multiple sectional findings
Sectional summaries and/or An overall summary

Conclusions
Findings state facts Conclusions draw inferences on the findings

A good writer
draws rationale conclusions but Avoids going beyond available data

Recommendations
Sign of healthy actionable research Suggestions for follow-up management action follow Based on the factual findings of the study Action can include further marketing research
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Report Contents
Appendices
Rationale
Provides the interested reader
Technical details Statistical nitty grities Study execution realities

Research Material
Copies of
Questionnaires Interview Discussion guides Interview transcripts Concept cards

Detailed calculations
Sample size calculations

Elaborate description of methodology Statistical tests detail

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Report Contents
Bibliography
Documents the secondary sources Especially necessary for technical reports Guides readers to relevant sources used for the study

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Oral presentations
Oral presentations
Purpose
Succinct verbal communication of information Add interactivity dimension to report
Question answer opportunities Clarifications

Many people do not read the report Some may not understand certain aspects of the report Ensures everyone hears a consistent version

Drawback
No matter how spectacular the presentation, as a medium people retain a small fraction of the matter An oral presentation can never really replace a written report Even a competent & well rehearsed researcher can
fumble at oral presentations affecting credibility of the research
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Boosting reporting productivity

Software tools to aid researchers in writing reports efficiently
Advantages
Frees up researchers to focus on their core interest Reduced administrative hassles Faster reports More accurate reports

Online reporting packages

Networked distribution of reports to relevant personnel Interactive format Individual customized analyses Synergistic distributed report output

Automated reporting software

E-tabs at www.e-tabs.com www.e-

Online marketing research report service

Digital dashboard at www.digitaldashboard.com
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Ethical issues in reporting

Reporting Honesty
Only factual reporting of actual findings
No window dressing of report

No manipulation in the report to please any quarters Avoid being unduly influenced by sponsors into not reporting unfavorable (for sponsor) findings Acknowledge all sources of
Data information
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12 January 2012

Ethical issues in reporting

Objective & accurate depictions in
graphs & Figures Data tables

Transparency in acknowledging
Methodological weaknesses Execution compromises Overall limitations of project

Stating facts at the cost of losing future business Maintaining professional secrecy & confidentiality in the report where applicable & warranted
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Thank You!
End of session 6b

12 January 2012

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