GLOBAL MARKETING RESEARCH V Kumar 1 Dr V
GLOBAL MARKETING RESEARCH V. Kumar 1 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
CHAPTER 16 Presenting the Results 2 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Chapter Overview Topics q Written Report q Oral Presentation q Important Keys to Presentation q Integrating Advances in Communication Technology 3 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Written Report § § § Should be addressed to a specific audience Clarity of thought and language is sine qua non Visual aids, figures, and tables should be used wherever appropriate Report should not sound condescending All information needs of the study should be addressed All findings obtained should be conveyed in a clear and concise manner 4 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Written Report - Key components q Title Page § q Table of Contents § q Captures essence of study Page References for all topics covered Executive Summary § Provides a snapshot of the entire process 5 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Written Report - Key components q Body § Introduction § Methodology § Results § Limitations 6 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Written Report - Key components q Recommendations § Logical extension of the research findings § Call for considerable experience and judgment on the part of the researcher § Should be practical and management must be in a position to take action 7 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Oral Presentation Checklist for Effectiveness q Practice q Check Equipment Begin presentation with overview Use Visual Aid Avoid mannerisms and movements that may be distracting Do not read when giving an oral presentation Introduce controversial topics at end of presentation q q q 8 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Keys to Presentation Validity q Important to validate the findings in research Reliability q Data collected must be reliable Generalizability q To be avoided when presenting findings 9 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
Integrating Advances in Communication Technology Data Visualization q Used to communicate information clearly and effectively Integrating new technology and presentation q Presentation of findings = most important step in the process Using tablets at work q Allow users to work on-the-go q Significantly contributed to work productivity 10 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
End of Chapter 16 11 © Dr V. Kumar (www. drvkumar. com/gmr) Global Marketing Research
- Slides: 11