Deck 13: Reporting and Presenting Results

Question 1

EXPERIENCE THE INTERNET. Go to the following website: www.microsoft.com/Education/Tutorials.aspx. Complete the Tutorials dialog box by typing in "higher education" in the Grade Level box, "technology" in the Learning Area box, and "PowerPoint" in the Product box. After selecting and completing the tutorial, provide written comments on the benefits you received by taking the tutorial.

Answer 1

Students' responses will differ. This is a valuable exercise for ensuring basic presentation development skills.

Question 2

What other issues can be examined with this survey?

Answer 2

This case talks about how DVDs have emerged as a technology over the period of time. Different researches are being conducted in this case, to gather data regarding the thoughts, opinions and perceptions of customers regarding DVD's purchase.
With this survey, other issues that can be examined include DVD price fairness, actual price and price decay. The prices of DVDs could be compared with perceived perceptions of fair price through surveys and questionnaires. Prices for new DVDs have been consistent between retailers and similar channel type, but prices tend to differ a lot for older and more specialized products. Also, the introduction of fresh technological product into the market, is another challenge that is faced by the marketers. Apart from this, another issue that has to be faced is how such fresh technological products could be infused deeply into the market for yielding profits. To overcome such issues, researchers had to investigate the thoughts and perceptions of potential customers for DVDs. Based on the usage of DVDs along with its demographics, the research is performed to compare the section of innovators and early adopters.

Question 3

What are the seven components of the marketing research report? Briefly discuss each objective and why it is important.

Answer 3

Marketing:
Marketing refers to the function of management through which an organisation tries to promote its goods and services within a target audience and market to gain more share.
Marketing Research:
Marketing research refers to the process of gathering information about a market so as to build an effective and efficient marketing plan which helps the company to attain its objectives.
There are seven key components of any marketing research report, which are as follows:
1) Title Page:
The title page is the first page of the report which contains the name of report, objective, who prepared the report and the designation of person. It also contains the subject of the report and the name of the company.
The title page is important because it highlights the purpose of report, credentials of the person who made the report and for whom report was made.
2) Abstract:
The abstract is the second component of a marketing research report. It includes table of contents executive summary.
The abstract is important because it helps the person who is reading the report to quickly go through the report without reading it in detail through executive summary page. If he wants to read more about a particular subject in report, then table of content helps to guide him there.
3) Introduction:
The introduction is the third important component of the marketing research report. This page contains the purpose, objective and methodology of the study.
It is an important element of the research report because it helps justify and explain why the study was conducted in the first place.
4) Method:
The method is the fourth important component of a marketing research report. This page explains what kind of methodology was used to collect, record, store analyse data.
This page is important because similar data can produce different results when analysed through different methodologies. Therefore, this page explains why a particular method of study was chosen and what are its benefits over other research methods.
5) Results:
The fifth major component of a marketing research report is the result which highlights the findings of a study.
This page is important because it helps the reader understand what the end result of all the analysed data was.
6) Suggestions:
The sixth major component is the suggestion and discussions page which highlights the recommended path as per the opinion of the researcher.
This component is extremely important because it defines a few of the fact-based strategies that companies can opt for to attain its objectives.
7) References:
The seventh major component is the reference page which highlights all the sources through which data was collected for the particular study.
This page is important because it helps build credibility and trust when data is collected from reliable sources.

Question 4

Select the Santa Fe Grill data or one of the other databases provided with this text (see Deli Depot, Remington's, Qualkote, or Digital Recorder Survey on the website), analyze the data using the appropriate statistical techniques, prepare a PowerPoint presentation of your findings, and make the presentation to your research class.
a. Select an appropriate variable from the data set and prepare a simple bar chart of the findings in SPSS.
b. Select an appropriate variable from the data set and prepare a simple pie chart of the findings in SPSS.
c. Select a group of thematically related items that are on metric scales. Present the results in a table and also in a bar chart using SPSS.
d. Find two categorical items that are appropriate for a Crosstab and present your results in a bar chart made with SPSS.
e. Find a categorical independent variable and interval level dependent variable. Present the results in a bar chart made with SPSS.
f. Choose an outcome variable that can be explained by two or more independent variables. Run a regression and then develop a diagram (using PowerPoint or Word) that displays your findings.

Question 5

What problems do you see with the questionnaire?

Question 6

In the context of the marketing research report, what is the primary goal of the executive summary?

Question 7

There are several PowerPoint presentations for the Santa Fe Grill Restaurant study on the book's website at www.mhhe.com/hairessentials3e. The presentations demonstrate how findings of a statistical analysis of data from a survey can be reported. Review the presentations and select the one you believe most effectively communicates the findings. Justify your choice.

Question 8

What are the important topics to include in a presentation of the findings?

Question 9

What are the primary topics/issues that need to be addressed in the research methods-and-procedures section of a marketing research report?

Question 10

Why are conclusions and recommendations included in a marketing research report?

Question 11

What are the common problems associated with the marketing research report?

Question 12

Why is it important to explain limitations in your marketing research report?