Chapter Twenty-Three

Report Preparation and Presentation

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 Chapter Outline

1) The Importance and Process of the

Report and Presentation
2) Report Preparation - Guidelines for
Graphs
3) Presenting the Research Report -
Basics

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Definition: Report Preparation and Presentation

Report:
A written and/or oral presentation
of research process, results,
recommendations, and/or conclusion
to a specific audience.

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Importance of the Report and Presentation

For the following reasons, the report and its presentation

are important:

1. They are the tangible products of the research effort.

2. Management decisions are guided by the report and the
presentation.
3. The involvement of managers is limited to the written
report and the oral presentation.
4. Management's decision to undertake marketing research
in the future will be influenced by the perceived
usefulness of the report and the presentation.

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The Report Preparation and Presentation Process

Problem Definition, Approach,

Fig. 23.1 Research Design, and Fieldwork

Data Analysis

Interpretations, Conclusions, and

Recommendations

Report Preparation

Oral Presentation

Reading of the Report by the Client

Research Follow-Up
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Report Preparation:

Report Format:
1: Title Page
2: Letter of Transmittal
3: Letter of authorization
4: Table of Contents
5: List of Tables
6: List of Graphs
7: List of appendices
8: List of exhibits
9: Executive Summary
Major findings
Conclusions
Recommendations
10:Problem Definition
11:Approach to the Problem
12:Research design
13:Data Analysis
14:Results
15:Limitations and Caveats
16:Conclusion and Recommendaions.17:Exibits

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Guidelines for Graphs: Round or Pie Charts

• In a pie chart, the area of each section, as a

percentage of the total area of the circle, reflects
the percentage associated with the value of a
specific variable.

• A pie chart is not useful for displaying

relationships over time or relationships among
several variables.

• As a general guideline, a pie chart should not

require more than seven sections.

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 Sample Pie Chart of 2007 U.S. Auto Sales

Fig. 23.2

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Guidelines for Graphs: Line Charts

• A line chart connects a series of data points

using continuous lines.

• This is an attractive way of illustrating

trends and changes over time.

• Several series can be compared on the same

chart. Future forecasts and extrapolations
(beyond observed data) can be shown.

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 Sample Line Chart of Total U.S. Auto Sales

Fig. 23.3

5000000
4500000 GM
4000000
Ford
3500000
Chrysler
Unit Sales

3000000
2500000 Toyota
2000000 Honda
1500000
Nissan
1000000
500000 Other
0
2003 2004 2005 2006 2007
Year

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Guidelines for Graphs: Stratum Charts

• A stratum chart is a set of line charts in

which the data are successively
aggregated over the series.

• Areas between the line charts display the

magnitudes of the relevant variables.

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 Sample Stratum Chart of Total U.S. Auto Sales
Fig. 23.4

20000000
18000000 Other
16000000
Nissan
14000000
Honda
Unit Sales

12000000
10000000 Toyota
8000000 Chrysler
6000000
4000000 Ford
2000000 GM
0
2003 2004 2005 2006 2007
Year

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Guidelines for Graphs: Pictographs

• A pictograph uses small pictures or symbols to

display the data.

• Pictographs do not depict results precisely. Hence,

caution should be exercised when using them.

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Sample Pictograph for 2007 U.S. Auto Sales

Fig. 23.5

*Each Symbol Equals 1,000,000 Units

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 Guidelines for Graphs:
Histograms and Bar Charts

• A bar chart displays data in various bars

that may be positioned horizontally or
vertically.

• The histogram is a vertical bar chart in

which the height of the bars represents the
relative or cumulative frequency of
occurrence of a specific variable.

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Sample Histogram of 2007 U.S. Auto Sales
Figure 23.6

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Guidelines for Graphs:
Scatter Plots (Scatter Diagram)
• Scatter plot – a plot
of the values of two
variables for all the
cases.
• It is customary to plot
the dependent variable
on the vertical axis and
the independent variable
on the horizontal axis.
• A scatter plot is useful
for determining the form
of the relationship
between two variables.

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Presenting the Research Report

1. Address the problem – clearly identify the problem and the relevant
background information.
2. Research design - should be clearly described in non-technical terms.
3. Statistics - reported in tables and graphs. Highlight the most
important findings.
4. Interpretation and conclusions – Objectively report the findings and
interpretation/recommendations.
5. Generalizability – provide evidence regarding the reliability, validity,
and generalizability of the findings.
• That is, can the results be generalized to other scenarios?

6. Disclosure – honestly disclosure the research procedures, results, and

limitations.
• Remember, there is no perfect study!

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Project Research

Project Activities:
  The proposal team analysis and performs marketing activities to
ensure a positive investment decision and to obtain the project
assignment.
Research Follow-up
Assisting the Client:
Evolution of the Research project:
Experiental Reserch:
An experiment is a procedure carried out to support, refute, or
validate a hypothesis. Experiments provide insight into cause-and-
effect by demonstrating what outcome occurs when a particular factor
is manipulated.
Remember, there is no perfect study!

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 THANK YOU!

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Ask a Question:

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