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08 Reporting and presentation NigelBradley: Bradley:Marketing Marketing Research Tools andTechniques, Techniques, Second Edition Nigel Research – –Tools and Second Edition Oxford University Press 2010. ©© Oxford University Press 2010. Learning Outcomes You should be able to: 1. Explain the nature of reports and presentations 2. Describe the main aspects of visual data displays 3. Show the main aspects of report writing 4. Show the main aspects of personal presentations Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Nature of reports & presentations • Findings are commonly delivered in writing as a report or spoken as a presentation. • If these findings are communicated badly the credibility of the project will be in question. Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Communicating Results Words commentary, quotations Numbers tables Visuals charts graphs Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Planning • It is important to plan fully - unplanned work has a lack of harmony and ideas are missed or added carelessly. • There is an imbalance in addressing objectives; some are covered well, others less so. Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Flow & indecision • Reporting should flow easily with a clear beginning, middle and ending. • Three outcomes are: a decision to go-ahead a decision not to proceed indecision • Indecision wastes time, leads to poor team-work, and is unproductive. Doing nothing by indecision is most certainly the wrong path and probably toMarketing deficient Nigeldue Bradley: Researchreporting. – Tools and Techniques, Second Edition © Oxford University Press 2010. The main aspects of visual data displays • The display of data in visual form allows the researcher to convey complex information in a meaningful way • Visual displays can describe and compare Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Problems with visual displays Visual displays may be inappropriate misleading confusing Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Important variables 1. 2. 3. 4. 5. 6. 7. Position Form Orientation Colour Texture Value Size Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Visual Data Displays Images may be two or three dimensional; static or dynamic; curved or angular; have few data points or many. Displays include: • bar charts • pie charts • line graphs • doughnut charts Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition • Venn diagrams © Oxford University Press 2010. Bar Chart Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Pie Chart Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Line Graph Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Doughnut chart Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Venn Diagram Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. The main aspects of report writing Qualitative reports use spoken words within quotation marks Quantitative reports use visual displays rounding numbers Readers have different expectations so writers must adapt Reports are written at different levels Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Reporting Levels Level 1 Level 2 Level 3 Reportage Interpretation Speculation Fact Recommendation Forecasting by empathy Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Report Format 1. 2. 3. 4. 5. 6. Title Page & Table of Contents Executive Summary Intro Objectives Method Results Conclusions Appendices Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Report writing • Headings must be chosen to communicate key points in advance of the main report • Short sentences and regular repetition will satisfy fast readers • The low cost of digital data now makes it feasible to capture responses that can be viewed by research users • “Vox pop" - means video and sound clips Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Personal presentations • A good presenter can captivate an audience and communicate clearly. • The presenter must develop strategies to start the session control the audience, keep attention close on time • The style adopted by the person making a presentation should be appropriate to the Nigelsituation. Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Presentation Formats Two main formats: The pyramid - the story is developed and the main points come towards the end. The inverted pyramid - most of the content comes first then tails off to the end. This allows a presentation to end at any point. Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010. Materials Visuals Consumables The large screen, Flip chart pens The flip chart Whiteboard pens Whiteboard Overhead transparencies Video walls Nigel Bradley: Marketing Research – Tools and Techniques, Second Edition © Oxford University Press 2010.
