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Marketing Research 9

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Unit9 [MT355]

Page 1 of 3

Unit 9 Assignment: Writing and Presenting a
Research Report

In this Assignment, you will be assessed based on the following outcomes:

MT355-5: Break down a research report.
GEL-1.02: Demonstrate college-level communication through the composition of original
materials in Standard English.

GEL-8.01: Apply critical thinking to construct persuasive arguments.

As Hair, Celsi, Bush, and Ortinau (2017) indicate in the “Essentials of Marketing Research”

textbook, a marketing researcher will usually be expected to develop a written report and
presentation based on the results of the research.

In this Assignment, you will act as a market research consultant and compose a paper on the
value of market research reporting, and design a PowerPoint presentation on how to create a
market research report. As you prepare this marketing research report, you will engage in

demonstrating the following professional competencies of a marketing researcher:

 Sell ideas and persuade others

 Create and edit reports

 Professional presentation

Marketing researchers must communicate with all stakeholders to develop accurate results

when writing up the research report and presenting it to organizational leaders. The goal of the
report and presentation is to sell and persuade the results of the marketing research, whether
they favorably or unfavorably help to solve the research problem or to help capitalize on the

research opportunity.

A valid and appropriately designed research study will render valid results that should provide

guidance to decision-making leaders. Additionally, it is essential that marketing researchers
use time management while creating and editing reports. The written report in general, will
have an enormous impact on whether leadership decision makers will actually use the

research or not. Your job as the marketing researcher is to master the art of persuading and
selling the necessity for conducting marketing research with proper format and reporting.

Although the terminology may differ among industries, the basic format of marketing research
report discussed in this section will help researchers plan and prepare reports for various
clients. Following are the parts common to all marketing research reports.

Reference

Hair, J.F., Celsi, M.W., Bush, R.P., & Ortinau, D. (2017). Essentials of marketing research (4th

ed.). Columbus, OH: McGraw Hill Education.

Directions for Completing this Assignment

As a marketing researcher, your objective is to prepare a presentation on how to create a

marketing research report. Complete the following steps to successfully execute this
Assignment:

Unit 9 [MT355]

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Step 1:

Use the RSG to provide the scenario for you to find a related research study from the

PG Library. Using the research study you will then write a research report.

This Random Scenario Generator (RSG) will provide you with a random situation consisting of
three different variables:

 a business industry,

 a business research issue, and
 a metropolitan statistical area (MSA).

(Reminder: You will be prompted to select 1 of the 3 options for each of the variables. Once

you have selected from each variable category, the resulting scenario is to be the basis for
your work on this Assignment. Each student’s scenario will be documented.)

Step 2:
Compose a report on the value of market research reporting using this format:
Using expository writing style, prepare a report explaining the necessary steps for a research

report for companies within the provided RSG situation.

This report should be written in APA 6th edition style formatting by following the research
report outline as indicated in the “Essentials of Marketing Research” textbook (pg. 358).

Your presentation paper will be a minimum of 1,000-words (4-5-pages), in addition to the title,

reference, and appendix pages, be double-spaced, and in 12-pt font.

Your paper should include reasoning and value for each area of a marketing research report
and should contain all of the following headings and subheadings in proper APA 6th edition
style and formatting:

1. Title page
2. Table of contents
3. Introduction for the purposes of this Presentation (Directed to client)

● Introduction (Market Research Report)

● Research methods and procedures

● Data analysis and findings

● Conclusions and recommendations

● Limitations

● Appendixes

4. References

Step 3:
Prepare an Audio/Visual PowerPoint (PPT) presentation of your report for an individual
Client (based on your RSG situation)

Your PPT will be used as a presentation of your written paper. This will include a slide for each
specific area of your market research report, and include your reasoning for the value of each
section.

Instructions for adding audio to PPT is located under Course Resources in the Course

Documents area in the left navigation of your course titled as PPT Tutorial.

Review this tutorial on Searching for Information in the Library.

https://kapextmediassl-a.akamaihd.net/business/Media/MT355/MT355_1904C/RSG/story.html

https://library.purdueglobal.edu/infolit_searchingexploration

Unit 9 [MT355]

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Directions for Submitting Your Assignment
Review the grading rubric below before beginning this Assignment. For additional help with

expository writing style, persuasive writing style, PowerPoint, and APA 6th edition formatting,
please visit the Writing Resources accessed through the Academic Success Center within the
Academic Tools area of the course. Compose your Assignment as a Microsoft® Word®

document and save it with your first name initial and last name (Example: JDeem-MT355
Assignment-Unit 9 x). Submit your file by selecting the Unit 9 Assignment Dropbox by
the end of the unit.

MT355 Unit 9 Assignment: Writing and Presenting a Research

Report

Possible

Points

Earned

Step 2: The Value of Market Research Reporting

Reasoning for the presentation, including a description of the

audience.

Developed a properly formatted Table of Contents.

Prepared an Introduction for your marketing research report. 5

Prepared the Methods and Data Collection sections of your
presentation.

Prepared the Conclusions and Recommendations section of your
presentation.

Prepared the limitations of your marketing research report. 5

Step 3: Prepared a PPT Presentation 5

PowerPoint includes all the sections of the market research report. 10

Audio is used to present the information. 5

PPT quality for consulting presentation. 5

Clarity / Organization
You are expected to meet the following requirements. Penalties will
be calculated as a percentage up to 50% of the grade and will apply if
the following criteria are not met.

Applied expository writing style. Writing style, grammar, and APA 6th
edition formatting.

Applied proper APA 6th edition formatting style; including in-text

citations, title page, and reference page.

No spelling and grammatical mistakes.

Used appropriate language related to the strategy theories, concepts,
and principles learned.

Professional use of abbreviations and acronyms.

Total Gross Assignment Score: 60

Late Penalty (-10% 1 week late, -20% for over one week. Prior
approval for any projects later than 2 weeks.)

Total

Chapter 13

Communicating
Marketing Research

Findings

Learning Objectives

• Understand the objectives of a research report

• Describe the format of a marketing research
report

• Discuss several techniques for graphically
displaying research results

• Clarify problems encountered in preparing
reports

• Understand the importance of presentations
in marketing research

Value of Communicating Research
Findings

• Well-designed and well-implemented research
projects are successful only if the results are
communicated effectively to the client

• Traits of an effective marketing research
report

– Complete realization of time, efforts, and financial
resources utilized for research

Marketing Research Reports

• Objectives

– To effectively communicate the findings of the
marketing research project

– To provide interpretations of those findings in the
form of sound and logical recommendations

– To establish the credibility of the research project

– To serve as a future reference document for
strategic or tactical decisions

Marketing Research Reports (continued 1)

• The client should be given a detailed
description of:

– Research objectives

– Research questions

– Literature review and relevant secondary data

– Description of the research methods

– Findings displayed in tables, graphs, or charts

– Interpretation and summary of the findings

– Conclusions and recommendations

Marketing Research Reports (continued 2)

• Research report or presentation must
establish credibility for methods, findings, and
conclusions

– Credibility: Quality of a report related to its
accuracy, believability, and professional
organization

• Believability: Quality of a report based on clear and
logical thinking, precise expression, and accurate
presentation

Marketing Research Reports (continued 3)

• Types of readers

– Those who read only the executive summary

– Those who read the summary and the findings

– Those who read the entire report and appendix

Format for Marketing Research
Reports

• Title page

– Indicates the subject of the report and the name
of the recipient

• Includes the recipient’s name and position and the
name of the organization

• Includes the numbers or phrases that designate a
particular department or division

• Table of contents

– Lists the topics of the report in sequential order

• May include page number references to tables and
figures

Format for Marketing Research
Reports (continued 1)

• Executive summary: Presents the major
points of the research project

– Purposes

• To convey how and why the research was undertaken

• To summarize the key findings

• To suggest future actions

• Introduction: Contains background
information necessary for a complete
understanding of the report

Format for Marketing Research
Reports (continued 2)

• Methods-and-procedures section:
Communicates how the research was
conducted

– Issues addressed

• Research design used

• Types of secondary data included

• Procedure used, if primary data was collected

• Sample and sampling processes

Format for Marketing Research
Reports (continued 3)

• Data analysis and findings

– Presentation of findings varies across projects

• Data analysis requirements differ for each project

• Data is presented in the from of tables, figures, and
graphs

Exhibit 13.5 – Findings Illustrating Simple
Readable Results of Frequencies

Frequency of Eating at Santa Fe Grill

Frequency Percent Valid Percent Cumulative

Percent

Very Infrequently 49 19 19 19

Somewhat Infrequently 62 25 25 44

Occasionally 43 17 17 61

Somewhat Frequently 59 23 23 84

Very Frequently 40 16 16 100.0

Total 253 100.0 100.0

Exhibit 13.6 – A Simple Bar Chart

Exhibit 13.9 – A Table Summarizing
Means of Thematically Related Items

College Students’ Attitudes toward

Item Number of

Responses

Average 7 =

Strongly Agree

Standard

Deviation

Ads can be a good way to learn about products. 312 5.2 1.5

The purpose of marketing is to attract customers by learning what they

want.

308 5.2 1.5

Advertising is an interesting business. 308 5.2 1.5

Advertising sometimes encourages me to seek out more information about

products I am interested in.

312 5.0 1.5

I think it would be fun to work for an advertising agency. 306 4.5 1.9

Overall, I am satisfied with advertising. 308 4.3 1.3

Advertising is usually designed to sell things that people don’t really need. 310 4.3 1.8

Advertising appeals to the selfishness in human beings. 303 3.6 1.8

If there was less advertising, the world would be a better place. 304 3.4 1.7

I try to avoid advertising whenever possible. 304 3.3 1.7

Advertising is bad for society. 310 2.6 1.5

Exhibit 13.11 – A Bar Chart Displaying
Multiple Thematically Related Means

Exhibit 13.14 – A Table Showing t-
Tests

What Kind of Ads are Effective?

Ad Element Mean (max=7)

Informational Male 4.3*

Female 4.8

Humorous Male 5.8

Female 6.0

Touching Male 4.0*

Emotional Female 4.8

Sex appeal Male 5.5*

Female 4.7

Ads with Attractive Models Male 5.4*

Female 4.5

Colorful Ads Male 4.3*

Female 5.0

Women are more likely than men to say that informational, emotional, and colorful ads are effective. Men are more likely to say that sex
appeals and attractive models are effective in advertising. Men and women rate the effectiveness of humor similarly.

*p<.05

Exhibit 13.16 – Bar Chart Portraying
ANOVA Results

Exhibit 13.17 – Correlations of Item Ratings with
Overall Satisfaction with Primal Elements

Item Correlation

Store atmosphere .59*

How intimidating the store is −.30*

Expense of products −.25*

Interior appearance of store 25*

Quantity of information workers provide about products .21*

Exterior appearance of store .16

*p<.05, N = 94. Correlations vary in strength from −1 to +1 with 0 meaning “no relationship.”

Exhibit 13.18 – Displaying Regression
Findings

Format for Marketing Research
Reports (continued 4)

• Conclusions and recommendations

– Conclusions – Descriptive statements that
generalize the results of the research

• Each conclusion directly references research objectives

– Recommendations – Address how the client can
solve the problem at hand through the creation of
a competitive advantage

Format for Marketing Research
Reports (continued 5)

• Limitations: Weaknesses in research
methodology that might affect confidence in
research conclusions

• Appendixes: Section following the main body
of the report

– Contains complex, detailed, or technical
information

Common Problems in Preparing
the Marketing Research Report

• Lack of data interpretation

• Unnecessary use of complex statistics

• Emphasis on packaging instead of quality

• Lack of relevance

• Placing too much emphasis on a few statistics

Guidelines for Preparing Oral
Presentations

• Ensure that visual components do not detract
from the information being communicated

• Be friendly, honest, warm, and open during
oral communication

• Be knowledgeable and confident while
delivering the presentation

• Have a well-organized and inspiring dialogue
prepared

• Be an effective active listener

Guidelines for Preparing Visual
Presentations

• Begin with a slide that contains:

– Presentation title and the presenter’s name

– Identity of the client and the research firm

• Include slides that address research
objectives, questions, and methodology as
well as a description of the sample surveyed

• Highlight the research findings

• Conclude with recommendations, conclusions,
and research implications

Marketing Research in Action
Who Are the Early Adopters of Technology?

• What other issues can be examined with this
survey?

• Identify the problems found in this
questionnaire

• What are the important topics to include in a
presentation?

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