Download 2014 CENGAGE Learning

Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Basic Marketing Research
Customer Insights and
Managerial Action
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Chapter 19:
The Oral Research
Presentation
The Oral Report
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
• The goal is to communicate to the
audience at hand.
A quality presentation can disguise poor research,
but quality research cannot improve a poor
presentation.
OPEN UP!
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
THE
EXCEPTIONAL
PRESENTER IS:
AS AN
EXCEPTIONAL
PRESENTER, YOU
MUST:
Organized
Passionate
Engaging
Natural
Understand Your Audience
Practice
Source: Timothy J. Koegel, The Exceptional Presenter (Austin, TX: Greenleaf Book Group Press, 2007), pp.4-5.
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Preparing the Oral Report
Duration:
1/3-1/2 allotted time for formal presentation
Remainder for question-and-answer interaction
Structure:
General Purpose
Research Problems
Evidence
Conclusions
Content:
Definitions and Bulleted List--Show what
Maps--Show where
Diagrams--Show how
Tables and Figures--Show how much
Tools:
PowerPoint
Keynote
Prezi
or
General Purpose
Research Problems
Conclusions
Evidence
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Ten Tips for Preparing Effective
Presentation Slides
1. Keep them simple
2. Use lots of slides as you talk
3. Aim for one minute per slide
4. Highlight and emphasize significant points
5. Make the slides easy to read
6. Be careful with the use of color
7. Be careful with the use of slide backgrounds
8. Build complex thoughts sequentially
9. Prepare copies of slides
10. Number the slides or pages in the handout
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Nervous about giving a
presentation? Here’s the secret…
TWO FUNDAMENTAL RULES
Know your stuff.
Know your audience.
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
• ALWAYS do a practice run to make
certain that the technology is working
correctly.
Graphic Presentation of Results
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
• A picture can be worth a thousand words
when it is appropriate to the
presentation and well designed.
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Pie Chart
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Line Chart
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Stratum Chart
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Bar Chart
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Grouped-Bar Chart
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Stacked-Bar Chart
Brown, Suter, and Churchill
Basic Marketing Research (8th Edition)
© 2014 CENGAGE Learning
Pictograms