LECTURE 9_MRF_COMMUNICATING RESULTS_2025-2026.pdf

# Communicating marketing research results Communicating marketing research results effectively is crucial as it involves transmitting findings, conclusions, and recommendations to clients who will base their decision-making on this information [4](#page=4). ### 1.1 Characteristics of clear and effective communication Effective communication of marketing research findings should possess several key characteristics to ensure the message is well-received and acted upon. These include [12](#page=12): * **Accuracy:** The information presented must be factually correct and precisely reflect the research outcomes [12](#page=12). * **Clarity and Conciseness:** The message should be easy to understand, avoiding ambiguity and unnecessary jargon, and presented efficiently. The KISS principle (Keep It Simple, Stupid) is vital, aiming for slides that are visually clear, explicit, and self-explanatory [12](#page=12). * **Memorability:** The findings should be presented in a way that makes them easy for the audience to recall [12](#page=12). * **Actionability:** The results should lead to clear, implementable actions for the client [12](#page=12). * **Style:** The overall presentation and writing style should be appropriate for the audience and the context [12](#page=12). ### 1.2 Knowing your audience Understanding the audience is paramount to tailoring the communication effectively. Key considerations include [5](#page=5): * **Message:** What specific message needs to be conveyed [5](#page=5)? * **Purpose:** What is the ultimate goal of the communication [5](#page=5)? * **Audience Profile:** Who is the audience? What is their existing knowledge on the topic? What do they *need* to know [5](#page=5)? * **Potential Barriers:** What biases or preconceived notions might hinder the reception of the message [5](#page=5)? * **Overcoming Barriers:** What strategies can be employed to address and overcome any negative attitudes or biases [5](#page=5)? > **Tip:** Failing to understand the audience can lead to a disconnect between the research findings and their practical application, rendering the research less impactful. ### 1.3 Structure of a written marketing research report A comprehensive written marketing research report is typically structured into three main parts: Front Matter, Body, and End Matter [6](#page=6). #### 1.3.1 Front Matter This section provides introductory and navigational elements for the reader. It includes [6](#page=6): * **Title Page:** Clearly identifies the report's topic, author(s), and date [6](#page=6). * **Table of Contents:** Lists all sections and subsections, enabling easy navigation [6](#page=6). * **List of Illustrations:** Enumerates all tables and figures included in the report [6](#page=6). * **Abstract/Executive Summary:** A concise overview of the entire report, including key findings, conclusions, and recommendations [6](#page=6). #### 1.3.2 Body This is the core of the report, detailing the research process and findings. It comprises [6](#page=6): * **Introduction:** Sets the stage for the research [6](#page=6). * **Context/Rational:** Explains the background and the rationale for conducting the research [6](#page=6). * **Research Objectives and Hypotheses:** Clearly states what the research aimed to achieve and any propositions tested [6](#page=6). * **Method:** Details the methodology employed, including the sample used, the research design, and the data analysis techniques [6](#page=6). * **Results:** Presents the findings of the research objectively [6](#page=6). * **Limitations:** Acknowledges any constraints or shortcomings of the research [6](#page=6). * **Conclusions and Recommendations:** Summarizes the key insights derived from the results and provides actionable suggestions based on these conclusions [6](#page=6). #### 1.3.3 End Matter This section contains supplementary information. It includes [6](#page=6): * **Bibliography:** Lists all sources cited in the report [6](#page=6). * **Appendices:** Contains detailed supplementary materials, such as questionnaires, raw data, or complex statistical outputs [6](#page=6). ### 1.4 Structure of an oral marketing research report An oral presentation of marketing research findings shares many structural elements with its written counterpart, adapted for a spoken format. It also typically includes Front Matter, Body, and End Matter [7](#page=7). #### 1.4.1 Front Matter (Oral Report) * **Title/Authors Page:** Introduces the presentation, its topic, and the presenters [7](#page=7). * **Agenda:** Outlines the topics to be covered during the presentation [7](#page=7). #### 1.4.2 Body (Oral Report) * **Introduction: Context/Rational:** Provides background information and explains the reason for the research [7](#page=7). * **Research Objectives and Hypotheses:** Clearly states the research aims and any hypotheses tested [7](#page=7). * **Method:** Briefly describes the research design, sample, and data analysis methods [7](#page=7). * **Results:** Presents the key findings from the research [7](#page=7). * **Limitations:** Mentions any constraints of the study [7](#page=7). * **Conclusions and Recommendations:** Summarizes the main takeaways and suggests actions based on the findings [7](#page=7). #### 1.4.3 End Matter (Oral Report) * **Bibliography:** May include a brief mention or display of key references, if necessary [7](#page=7). > **Example:** An oral report presentation might use slides that are visually clear and self-explanatory, ensuring that the audience can grasp the core content even if they miss a few spoken words [12](#page=12). ### 1.5 Guidelines for checking a report draft Thorough review of a report draft is essential to ensure its quality and effectiveness. Key areas to check include [13](#page=13) [14](#page=14): * **Title and Abstract:** Is the title informative and attention-grabbing? Does the abstract accurately summarize the entire report [13](#page=13)? * **Structure and Flow:** Is the table of contents complete? Is the overall structure logical? Are there clear links between sections [13](#page=13)? * **Background and Literature Review:** Does the background provide sufficient context for a newcomer? Is the literature review relevant [13](#page=13)? * **Objectives and Hypotheses:** Are the research objectives clearly stated? Are hypotheses substantiated [13](#page=13)? * **Methodology:** Is the research design and methodology explained clearly [13](#page=13)? * **Data Usage and Interpretation:** Have only relevant data been used? Are any assumptions in data interpretation clearly stated [13](#page=13)? * **Findings vs. Interpretation:** Is there a clear distinction between research findings (facts) and interpretations (speculation or opinion) [14](#page=14)? * **Limitations:** Are the limitations of the research and its findings clearly identified [14](#page=14)? * **Conclusions:** Do the conclusions only include material presented in the main body of the report [14](#page=14)? * **Readability:** Is the report easy to follow and read? Has all unnecessary jargon, technical language, and wordiness been removed [14](#page=14)? * **Grammar and Spelling:** Have all spelling and grammar errors been corrected [14](#page=14)? * **Tables and Graphs:** Are tables and graphs self-explanatory, including axis titles and units [14](#page=14)? * **References:** Are all bibliographic references correctly cited in the text and listed in the bibliography according to standards [14](#page=14)? > **Tip:** Think of the "red thread" throughout the report, ensuring a consistent and logical narrative that guides the reader from the problem statement to the conclusions and recommendations [14](#page=14). ### 1.6 Deliverables for semester projects For a semester project, typical deliverables include a questionnaire, a data file, and a presentation [15](#page=15). #### 1.6.1 Presentation requirements The presentation should be a maximum of 15 minutes, with all team members contributing to preparation, presentation, and answering questions. Lack of contribution or unjustified absence during the final oral presentation will be penalized. The first slide of the presentation must include the team number, short title, presentation title, and team members' names [17](#page=17). #### 1.6.2 File requirements * **Questionnaire:** Must be in PDF format and include at least two nominal scales (for independent variables in t-tests) and four interval or ratio scales (for use as dependent or independent variables in t-tests, regressions) [17](#page=17). * **Data File:** Must be in Excel format with specific page layouts: page 1 for the codebook, page 2 for the data, and subsequent pages (page 3 to n) dedicated to individual analyses. The analyses should include at least one t-test and one regression, with accompanying statistical tables and relevant graphs to illustrate results [17](#page=17). * **Presentation File:** In PowerPoint (PPT) format, to be presented on the final presentation day [17](#page=17). All three files (presentation PPT, questionnaire PDF, data file XLS) must be submitted by a specified deadline, typically the day before the first series of final presentation sessions, by 12:00 PM lunch time. Late deliveries will be penalized. File naming convention should follow: Gx\_Teamy\_ShortTitle (e.g., G1\_Team5\_Waste.xls) [17](#page=17). --- # Ethical considerations in marketing research This section outlines the ethical responsibilities in marketing research, focusing on plagiarism, data integrity, objective interpretation, and proper citation practices [3](#page=3). ### 2.1 Ethics in reporting Ethical reporting in marketing research is paramount and encompasses several key areas, including avoiding plagiarism, ensuring accurate data handling and analysis, and maintaining objectivity in interpreting findings [8](#page=8). #### 2.1.1 Plagiarism Plagiarism is defined as presenting the work of others as one's own. To avoid this ethical breach and to enhance the credibility of a marketing research report, it is crucial to properly cite all sources. This applies to research findings, graphs, figures, photographs, cartoons, or icons that are not original [8](#page=8). #### 2.1.2 Accurate data handling and analysis Ensuring the integrity of marketing research involves meticulously collecting and analyzing data. This process begins with defining an appropriate research design, followed by the selection and application of the correct data analysis techniques. Crucially, the interpretation of the results must be conducted in an objective manner, free from bias [8](#page=8). #### 2.1.3 Objective interpretation of findings Objectivity is a cornerstone of ethical marketing research. Researchers have a responsibility to interpret their findings without allowing personal opinions, preconceptions, or the desires of stakeholders to unduly influence the conclusions. This ensures that the research provides an honest and accurate reflection of the data collected [8](#page=8). ### 2.2 Properly citing the work of others Proper citation is essential for avoiding plagiarism and is a fundamental aspect of academic and professional integrity in marketing research. It acknowledges the contributions of original authors and provides readers with the means to locate the source material [8](#page=8). #### 2.2.1 Citing articles When referencing articles, specific formats are followed depending on whether a URL or DOI is available [9](#page=9). * **Article reference model (with URL or DOI):** LAST NAME, first name, year. Title of the article. Title of newspaper/magazine/journal. Date of publication. Numbering, pages. DOI [9](#page=9). * **Example:** KNUTH, Donald E., 1984. Literate programming. The Computer Journal. Vol. 27, no. 2, pp. 97-111. DOI 10.1093/comjnl/27.2.97 [9](#page=9). * **Article reference model (with URL and without DOI):** LAST NAME, first name, year. Title of the article. Title of journal/magazine/review [online. Date of publication. Numbering, pages. Available from: URL [viewed day month year [9](#page=9). * **Example:** SONNENFELD, Jeffrey and TIAN, Steven, 2023. The real bank crisis. TIME Magazine [online. 27 March 2023. Vol. 201, no. 11/12, pp. 25-26. Available from: https://search.ebscohost.com/login.aspx?direct=true&AuthType=ip,shib&db=buh&AN=162464938&site=ehost-live&scope=site [viewed 22 March 2023 [9](#page=9). #### 2.2.2 Citing web pages When citing web pages, the following information is typically provided [10](#page=10): * **Reference model for a web page:** LAST NAME, first name, year. Title of the web page. Title of the website [online. Date of complete publication. Available from: URL [viewed day month year [10](#page=10). * **Example:** INSTITUT FÉDÉRAL DE LA PROPRIÉTÉ INTELLECTUELLE, 2014. Droit d’auteur. Institut fédéral de la propriété intellectuelle. [online. 3 February 2014. Available from: https://www.ige.ch/fr/droit-dauteur.html [viewed 12 March 2014 [10](#page=10). The essential information to include for a web page citation includes the author (which can be an institution), the date of publication, the title of the web page, the title of the website, and the URL [10](#page=10). #### 2.2.3 In-text citations and bibliographies Citations are incorporated both within the body of the report or presentation and in a dedicated bibliography section at the end [11](#page=11). * **Within the core of the report or presentation:** When referring to or quoting the work of others, cite by including the author's name and the year of publication, for example, (Reichler 2016) [11](#page=11). * **At the end of the report or presentation:** A bibliography section should be included, listing all sources used. This section provides the full reference details for each source cited [11](#page=11). > **Tip:** Maintaining a consistent citation style throughout your report is crucial for clarity and professionalism [10](#page=10) [11](#page=11) [9](#page=9). --- # Steps and process of marketing research The marketing research process is a systematic, multi-step approach to gathering and analyzing information to inform marketing decisions [2](#page=2). ### 3.1 Overview of the marketing research process The marketing research process involves a series of sequential steps, beginning with recognizing the need for research and concluding with communicating the findings. These steps are [2](#page=2): 1. Establish the need for marketing research [2](#page=2). 2. Define the problem [2](#page=2). 3. Establish research objectives and questions [2](#page=2). 4. Determine research design [2](#page=2). 5. Identify information types and sources [2](#page=2). 6. Determine methods of accessing data [2](#page=2). 7. Design data collection forms [2](#page=2). 8. Determine the sample plan and size [2](#page=2). 9. Collect data [2](#page=2). 10. Analyze data [2](#page=2). 11. Communicate the insights [2](#page=2). ### 3.2 Detailed breakdown of the steps #### 3.2.1 Step 1: Establish the need for marketing research This initial step involves recognizing that marketing research is necessary to address a business challenge or opportunity [2](#page=2). #### 3.2.2 Step 2: Define the problem A clear and precise problem definition is crucial for effective marketing research. This step involves understanding the core issue or question that the research aims to answer [2](#page=2). #### 3.2.3 Step 3: Establish research objectives & questions Once the problem is defined, specific research objectives and questions are formulated to guide the data collection and analysis [2](#page=2). #### 3.2.4 Step 4: Determine research design This involves outlining the overall strategy and structure of the research study. It determines whether the research will be exploratory, descriptive, or causal [2](#page=2). #### 3.2.5 Step 5: Identify information types and sources This step focuses on determining what information is needed and where it can be obtained, distinguishing between primary and secondary data [2](#page=2). #### 3.2.6 Step 6: Determine methods of accessing data This involves deciding how the identified information will be collected, such as through surveys, interviews, observations, or experiments [2](#page=2). #### 3.2.7 Step 7: Design data collection forms Data collection instruments, such as questionnaires or interview guides, are developed during this stage to ensure accurate and consistent data gathering [2](#page=2). #### 3.2.8 Step 8: Determine the sample plan and size This step involves defining the target population, selecting a sampling method, and determining the appropriate sample size for the research [2](#page=2). #### 3.2.9 Step 9: Collect data This is the phase where the actual data is gathered from the chosen sample using the designed instruments [2](#page=2). #### 3.2.10 Step 10: Analyze data Collected data is processed, cleaned, and analyzed using appropriate statistical techniques to extract meaningful insights [2](#page=2). #### 3.2.11 Step 11: Communicate the insights The final step involves presenting the research findings, conclusions, and recommendations to stakeholders in a clear and actionable manner [2](#page=2). --- # Academic and project requirements This section outlines the expectations for academic work within the course, detailing lecture structures, group assignments, and the specific deliverables required for the semester project, including presentations and data files. ### 4.1 Course structure and assignments The course is structured into weekly sessions from September 2025 to January 2026, with each week focusing on specific market research topics and associated group work (GW) activities. These activities guide students through the semester project, from forming teams and selecting topics to data collection, analysis, and final presentations [16](#page=16). * **Week 1 (16-18.09.25):** Introduction to market research and forming semester groups [16](#page=16). * **Week 2 (23-25.09.25):** Research brief and proposal; picking a semester topic and brainstorming research questions [16](#page=16). * **Week 3 (30.09-02.10.25):** Exploratory research with secondary data analysis; collecting secondary data [16](#page=16). * **Week 4 (07-09.10.25):** Qualitative research; drafting interview guides and conducting interviews [16](#page=16). * **Week 5 (14-16.10.25):** Quantitative research design, including survey design; Qualtrics registration and survey design begins [16](#page=16). * **Week 6 (21-23.10.25):** Self-directed week for group work [16](#page=16). * **Week 7 (28-30.10.25):** Mid-term group presentations [16](#page=16). * **Week 8 (04-06.11.25):** Quantitative research, continuing with survey design, pilot testing, validation, and administration [16](#page=16). * **Week 9 (11-13.11.25):** Data collection and preparation; exporting data (if $n > 30$ respondents), preparing a codebook, and brainstorming a data analysis plan [16](#page=16). * **Week 10 (18-20.11.25):** Quantitative data analysis; running descriptive statistics and creating graphs [16](#page=16). * **Week 11 (25-27.11.25):** Further quantitative data analysis; performing at least one correlation/regression and one t-test [16](#page=16). * **Week 12 (02-04.12.25):** Communicating results; finalizing the three project deliverables [16](#page=16). * **Week 13 & 14 (09-11.12.25 and 16-18.12.25):** Final group presentations [16](#page=16). * **Week 15 (06-08.01.26):** Revision and wrap-up session [16](#page=16). ### 4.2 Semester project deliverables The semester project requires the submission of three distinct files and a final presentation. These deliverables are crucial for the project evaluation [15](#page=15) [17](#page=17). #### 4.2.1 Presentation * A 15-minute presentation is scheduled for December 9 & 16 (for Groups 2 & 3) or December 11 & 18 (for Group 1) [17](#page=17). * All team members are expected to contribute to the preparation, presentation, and answering of questions [17](#page=17). * Lack of contribution will result in penalties, and any absence during the final oral presentation must be justified [17](#page=17). * The first slide of the presentation must include the team number, team number, short title, title of the presentation, and the names and surnames of all team members [17](#page=17). #### 4.2.2 Data and Questionnaire Files * **Questionnaire (pdf format):** The survey must include specific scale types to facilitate analysis [17](#page=17). * At least two nominal scales, intended for use as independent variables in t-tests [17](#page=17). * At least four interval or ratio scales, which can serve as dependent or independent variables in t-tests and regressions [17](#page=17). * **Data file (xls format):** This Excel file should be organized into multiple pages [17](#page=17). * Page 1: Codebook [17](#page=17). * Page 2: Raw data [17](#page=17). * Pages 3 to n: One page per analysis, detailing at least one t-test and one regression. Each analysis page should include statistical tables and relevant graphs to illustrate the results [17](#page=17). #### 4.2.3 Presentation File * **Presentation file (ppt format):** This file is for the final presentation day [17](#page=17). #### 4.2.4 Submission guidelines * All three files (presentation.ppt, questionnaire.pdf, data file.xls) must be sent to Nathalie.martin@hesge.ch [17](#page=17). * The deadline for submission is the day before the first series of final presentation sessions: December 8 (for Groups 2 & 3) or December 10 (for Group 1) by 12:00 noon [17](#page=17). * Late deliveries will be penalized [17](#page=17). * File naming convention: Use the format `Gx_Teamy_ShortTitle.` (e.g., `G1_Team5_Waste.xls`) [17](#page=17). > **Tip:** Ensure your data analysis plan aligns with the scale types specified for your questionnaire. This will streamline the process of performing the required t-tests and regressions. > > **Tip:** Start organizing your data file structure early, including the codebook, to avoid last-minute compilation issues. > > **Tip:** Practice your presentation to fit within the 15-minute time limit, ensuring all team members have adequate speaking time. --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Marketing Research Report | A written and/or oral document that conveys the findings, conclusions, and recommendations derived from marketing research to a client, influencing their decision-making process. | | Plagiarism | The act of presenting the work or ideas of others as one's own without proper acknowledgment or citation, which is an ethical violation in academic and professional settings. | | Research Design | The overall strategy and plan chosen by a researcher to tackle a research problem or question, outlining the procedures for collecting and analyzing relevant information. | | Executive Summary | A brief overview, typically placed at the beginning of a report, that summarizes the key findings, conclusions, and recommendations of the entire document, allowing readers to quickly grasp the main points. | | Bibliography | A list of all sources cited or consulted in a report or presentation, providing full reference details for each item to allow readers to locate the original material. | | Appendices | Supplementary sections at the end of a report that contain detailed information, raw data, questionnaires, or supporting documents that are too extensive or specialized for the main body. | | Nominal Scales | A type of categorical variable in measurement where data can be divided into distinct groups or categories that have no intrinsic order or ranking, such as gender or color. | | Interval Scales | A type of quantitative variable in measurement where data can be ordered, and the differences between values are meaningful and consistent, but there is no true zero point, like temperature in Celsius or Fahrenheit. | | Ratio Scales | A type of quantitative variable in measurement that possesses all the characteristics of interval scales, including a true zero point, meaning that ratios between values are meaningful, such as height, weight, or income. | | T-test | A statistical hypothesis test used to determine if there is a significant difference between the means of two groups, often employed to compare a sample mean against a known population mean or to compare means of two independent samples. | | Regression | A statistical method used to examine the relationship between a dependent variable and one or more independent variables, aiming to predict the value of the dependent variable based on the values of the independent variables. | | Codebook | A document that describes the contents of a data file, including variable names, descriptions, data types, and any coding schemes used to represent categorical or missing data, essential for data management and analysis. |