Presenting the Results

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation Slides1Chapter Twenty-two2Presenting the ResultsMarketing Research 12th Edition Guidelines to Successful PresentationsCommunicate to a Specific AudienceKnow the AudienceKnow Their Background and Objectives3Know Your AudienceWho 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 Presentation4ConclusionBodyIntroductionMarketing Research 12th Edition Create Audience Interest5 Stimulate interestAddress important research questions and findings Turn attention to specific/relevant numbers in chartsMake visuals interactiveApt humor doesn’t hurt Marketing Research 12th Edition 6Be Specific and VisualMarketing Research 12th Edition Guidelines to Successful Presentations (Contd.)Motivate the Audience With Research Purpose and ObjectivesAvoid Talking or Writing in the AbstractAddress Validity and Reliability Issues7Marketing Research 12th Edition Written PresentationUse Executive SummaryUse Main Heading and SubheadingsUse Computer Generated Tables and GraphsUse Informative Headings8Marketing Research 12th Edition Oral PresentationDon't ReadUse Visual AidsMake Sure That the Start Is PositiveAvoid Distracting the AudienceInvolve the Audience9Percentage of U.S volumes sold under promotion27%31%34%51%53%56%75%Light bulbsYogurtDiapersLaundry detergentsCookiesSalty snacksCarbonated beveragesSource: Bain & CompanyMarketing Research 12th Edition 10End of Chapter Twenty-TwoMarketing Research 12th Edition