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Marketing Research
Communicating
Research Results
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Marketing Research
Two main forms of communication
Report
Presentation
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Marketing Research
Research
Report...
...a formal written
description that
communicates
* research
results
* appropriate
conclusions
Bangor Transfer Abroad Programme
Marketing Research
Reports should

Present “robust” data

developed “logically”

in a clear and concise
way
Based on standard
structure
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Example:
Research Report
Structure
Marketing Research
CONTENTS
Executive Summary
Section One:
Introduction and Background
Section Two:
Pneumatic Tools – Products and Markets
Section Three: Competition in the Pneumatic Tools Market
Section Four:
Summary and Key Issues
Appendices
1. Competition in Power Tools
2. European Pneumatic Tools Market Participants
3. TAITRA Report
4. International Competitive Power Tool Market
5. Customer Views
6. Competition in the Power Tools Market
Bangor Transfer Abroad Programme
Marketing Research
Executive
Summary
On 1 page summarises:
1. Objectives of report
2. Methodology and major
Results
3. Conclusions
4. Recommendations
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Marketing Research
Example:
Executive
Summary
Bangor Transfer Abroad Programme
Marketing Research
Body of Report




Introduction – describes background and
specific research objectives
Methodology - describes research design
and the report findings
Results – presents results of the research
Conclusions and Recommendations –
provides opinions based on results and
recommedations for action
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Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Research
Presentations
Bangor Transfer Abroad Programme
Marketing Research
Presentations
Communication
of research
results face-toface
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Thankfully we now
have help from....
...and others
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Always
remember KISS
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
Bangor Transfer Abroad Programme
Marketing Research
OOPS – that did
not go well!
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