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

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Marketing Research
Aaker, Kumar, 
Leone and Day 
Twelfth Edition
Instructor’s 


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Chapter Twenty­two
Presenting the Results

Marketing Research 12th Edition


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Guidelines to Successful 
Presentations
Communicate to a Specific Audience
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▫ Know the Audience
▫ Know Their Background and Objectives

Know Your Audience
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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


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Structure the Presentation
Introduction

Body

Conclusion

Marketing Research 12th Edition


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Create Audience Interest

  

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  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


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Be Specific and Visual

Marketing Research 12th Edition


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Guidelines to Successful Presentations (Contd.)
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Motivate the Audience With Research Purpose and 
Objectives

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Avoid Talking or Writing in the Abstract

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Address Validity and Reliability Issues

Marketing Research 12th Edition


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Written Presentation
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Use Executive Summary

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Use Main Heading and Subheadings

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Use Computer Generated Tables and Graphs

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Use Informative Headings

Marketing Research 12th Edition


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Oral Presentation
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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


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End of Chapter Twenty­Two

Marketing Research 12th Edition