Lecture Marketing research (12th edition) - Chapter 22: Presenting the results

In this chapter, the following content will be discussed: guidelines to successful presentations, structure the presentation, create audience interest, be specific and visual, written presentation, oral presentation.

1 Marketing Research Aaker, Kumar,  Leone and Day  Twelfth Edition Instructor’s  Chapter Twenty­two Presenting the Results Marketing Research 12th Edition Guidelines to Successful  Presentations Communicate to a Specific Audience • ▫ Know the Audience ▫ Know Their Background and Objectives Know Your Audience • • • • • Who are you addressing? What is their background? What are their time constraints? How technical can you get without losing your audience? Can you involve the audience by asking questions? Marketing Research 12th Edition Structure the Presentation Introduction Body Conclusion Marketing Research 12th Edition Create Audience Interest    • • • •               Stimulate interest Address important research questions and findings Turn attention to specific/relevant numbers in charts Make visuals interactive Apt humor doesn’t hurt Marketing Research 12th Edition Be Specific and Visual Marketing Research 12th Edition Guidelines to Successful Presentations (Contd.) • Motivate the Audience With Research Purpose and  Objectives • Avoid Talking or Writing in the Abstract • Address Validity and Reliability Issues Marketing Research 12th Edition Written Presentation • Use Executive Summary • Use Main Heading and Subheadings • Use Computer Generated Tables and Graphs • Use Informative Headings Marketing Research 12th Edition Oral Presentation • • • • • Don't Read Use Visual Aids Make Sure That the Start Is Positive Avoid Distracting the Audience Involve the Audience Percentage of U.S volumes sold under promotion Carbonated beverages 15% 30% 15% 75% Salty snacks 56% Cookies 53% Laundry detergents Diapers 40% Yogurt Light bulbs 51% 34% 31% 27% Source: Bain & Company Marketing Research 12th Edition 10 End of Chapter Twenty­Two Marketing Research 12th Edition ...2 Chapter Twenty­two Presenting the Results Marketing Research 12th Edition Guidelines to Successful  Presentations Communicate to a Specific Audience • ▫ Know the Audience ▫ Know Their Background and Objectives... doesn’t hurt Marketing Research 12th Edition Be Specific and Visual Marketing Research 12th Edition Guidelines to Successful Presentations (Contd.) • Motivate the Audience With Research Purpose and ... addressing? What is their background? What are their time constraints? How technical can you get without losing your audience? Can you involve the audience by asking questions? Marketing Research 12th