Reporting and Presenting Research Findings

Reporting and Presenting
Research Findings
Effective Writing

Clear, concise, direct

Thoughts are complete

Attention given to details such as
grammar, spelling

Flow of thoughts
Quantitative Research
Reporting

Recall, the opening sections of the
proposal should be the foundation of
the section introduction





Background
Research Problem (w/ research
concepts)
Methodology & Procedure
Sample frame
Research Instruments
Reporting The Findings

Frame a percentages and proportions
in absolute numerical terms
“Sixty percent (n= 18) of the sample
either strongly agreed or agreed with
the statement that the holiday season
tends to cause a great deal of anxiety.”
The Use of Data In Reports

Tables should support
discussion points
90
“Third quarter performance
peaked dramatically in
the East relative to the
West and North.
Overall brand
performance remained
stagnant from region to
region in the first,
second, and fourth
quarters.”
80
70
60
East
West
North
50
40
30
20
10
0
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Discussion & Interpretation

Graphics, tables in the context of the
written presentation should be
minimized

More is not necessarily better
Discussion & Interpretation

Revisit the Research Problem
Statement


Organize discussion around concepts of
interest, research concepts
Don’t just spout numbers; tell the story
behind the data

Highlight, topline, and synthesize
information
Discussion & Interpretation

Leave the reader with food for thought



What does the quantitative data
suggest?
Based on complete evidence in the data
gathered, what conclusions can be
drawn?
What recommendations, suggestions can
be made to address the marketing
problem?
The Conclusion &
Recommendations


Make proactive recommendations for
marketing the product based on the
evidence uncovered in research
Look for opportunities to appeal to the
target market


Are there benefits that should be
addressed?
Are there attributes that have unique
appeal?
The Conclusion &
Recommendations

Look for opportunities in target market
segmentation


Are there segmentation considerations?
What should the message strategy
be?
Appendix References

Cite Exhibit tables in a separate
appendix section


Each table labeled with a numerical
identifier
Columns are clearly labeled

Reminder: SPSS printouts should be not be
bound with the report
The Use of Data In Reports

Bar charts are appropriate for category
comparisons

Pie charts visually represent portions
of the whole
The Written Presentation –
Part II

Organization of the written
presentation for Quantitative Research
should follow a recommended format
The Written Presentation –
Part II




Introduction/Background
Research Objectives
Concepts of Interest
Research Method


Discuss method, instrument, and
implementation of method (e.g., means for
recruiting, )
Research Sample


Discuss sample frame, number recruited, profile of
participants
Remember: Classification questions
The Written Presentation –
Part II

Findings


Organize presentation sub-topics by COI
Discuss questions that fall logically into COI
area

Quantitative Research Conclusions

Limitations

Recommendations for Future Research
The Written Presentation –
Part II

Marketing recommendations


Recall the purpose of the research
exercise was “to understand college
students’ knowledge, attitudes, and
behaviors” toward the Nintendo Wii
Based on what your team found, what
can you offer Nintendo in terms of
research insights that can be used for
marketing?
Remember

The final project should:


Reflect a comprehensive research report
(including secondary, qualitative, &
quantitative)
Include recruitment screeners from
qualitative research
The Oral Presentation
Tips for the Presentation

All members need not present, but all
must attend


Put the strongest person(s) forward
Use others’ strengths where necessary

Support your team members

Support other teams
Presentation Do’s
in 8 minutes or less

Do introduce yourself and your team
members and your project focus early in the
presentation

Do establish an outline that will be used to
present your research

Do highlight, summarize the process and
findings from research

Do rehearse before the presentation
The Biggest Do

Be professional, but DO HAVE FUN
Presentation Don’ts

Don’t hide behind an avalanche of
slides/overhead transparencies

Don’t be a distraction to yourself or to the
speaker (Be attentive)

Don’t stop the presentation because the
“script,” or the technology, isn’t working


It’s not about the show, its about the information
No one knows the data better than you and your
team
Presentation FAQs

Can we use Powerpoint technology to
make the presentation?

Are all group member required to
present?

Will the instructor need a copy of our
presentation in addition to the report?
Course FAQs





When will I get my final grade?
How should I access my grade?
Can I email or call you earlier than the
posting date to get my grade?
Will I be able to see the final project
after the grade is in?
Can I or my team have the final project
returned at the end of the semester?
Details

Office hours during the exam period

Please review your scores thoroughly
before Friday, December 12, to ensure
accuracy in points total