Marketing Research for Marketers,
2nd Canadian Edition by
Jon Callegher
Complete Chapter Solutions Manual
are included (Ch 1 to 13)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
Chapter 1: Marketing Research Explained
Chapter 2: The Marketing Research Process
Chapter 3: Conducting Marketing Research Ethically
Chapter 4: Requesting and Designing Research
Chapter 5: Secondary Research
Chapter 6: Sampling Basics
Chapter 7: Marketing Research and Analysis
Chapter 8: Quantitative Marketing Research
Chapter 9: Questionnaire Design
Chapter 10: Quantitative Data Analysis and Interpretation – Part 1
Chapter 11: Quantitative Data Analysis and Interpretation – Part 2
Chapter 12: Social Media Monitoring
Chapter 13: Communicating the Results
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all chapters
are included in this document. (Complete Chapters included Ch13-1)
Chapter 13 Communicating the Results
Learning Objectives
After reading this chapter, you should be able to:
13.1 Write a marketing research report.
13.2 Distinguish between common marketing research charts.
13.3 Design qualitative and quantitative marketing research findings slides.
13.4 Deliver a marketing research results presentation.
Chapter Outline
13.1 The Marketing Research Report
After the data have been collected, analyzed, and interpreted, it is time to organize and communicate the
results to the client in the form of a marketing research report. While the report must contain detailed
results of the study, it must also be “readable.” This involves not only adhering to expected formatting
norms—like having a cover page, a table of contents, and section titles—but also telling a story.
Sections of a Marketing Research Report
A marketing research report contains the following sections:
• Cover Page
• Table of Contents
• Background and Objectives
• Methodology
• Conclusions
• Recommendations
• Findings
• Appendices
Before going any further, it should be noted that marketing research reports are most commonly designed
using a slide presentation software like Microsoft PowerPoint, as opposed to a word processor like
Microsoft Word.
Cover Page
The cover page (one slide) is your report’s first impression and should include the following information:
13–1
, Instructor’s Manual for Marketing Research for Marketers, 2nd Edition
• The marketing research company’s logo
• The client’s company logo
• Date: (the submission date)
• Prepared For: (client’s first and last name)
• Prepared By: (MRP and team members—first and last names)
• Contact: (MRP’s email address)
The cover page should also include a confidentiality statement near the bottom, which can be in smaller
font. For example: This report is solely for the use of client personnel. No part of it may be circulated,
quoted, or reproduced for distribution outside the client organization without prior written approval.
Table of Contents
The table of contents (one slide) must include all of the report’s main sections, with corresponding page
numbers. Because marketing research reports are prepared using PowerPoint, which does not add a page
number to slides by default, the report writer must remember to add page numbers to the slides.
Background and Objectives
After the cover page and table of contents, the report’s main sections begin with Background and
Objectives (one to two slides). This section contains the context for the report, including why the research
was needed and the research goals. It is therefore important to consider the main audience for the report,
along with what they already know and what they need to know.
Methodology
Now that the background and objectives have been explained, it’s time to outline how the study was
conducted in Methodology (one to two slides). By the time readers are finished with this section, they
should know exactly what was done and in what context. This includes understanding any limitations of
the study.
Conclusions
As mentioned at the beginning of this section, it is common to state the conclusions (and then
recommendations) early in the report. In other words, after explaining to the reader why the study was
conducted (Background and Objectives), and then how it was conducted (Methodology), it is time to
explain the main takeaways from the results—the Conclusions (one to two slides). Each paragraph should
comprise full sentences and be no longer than three or four lines.
Recommendations
After the main findings and what they mean have been summarized in the Conclusions section, it is time
to advise the client on what to do next. This is done in the report’s Recommendations (one to two slides).
Recommendations should be concise, precise, and clearly worded. It is essential that the client
understands the suggestions or solutions that are being proposed. As in the Conclusions section, each
paragraph should be no longer than three or four lines for easy reading.
13–2
2nd Canadian Edition by
Jon Callegher
Complete Chapter Solutions Manual
are included (Ch 1 to 13)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
Chapter 1: Marketing Research Explained
Chapter 2: The Marketing Research Process
Chapter 3: Conducting Marketing Research Ethically
Chapter 4: Requesting and Designing Research
Chapter 5: Secondary Research
Chapter 6: Sampling Basics
Chapter 7: Marketing Research and Analysis
Chapter 8: Quantitative Marketing Research
Chapter 9: Questionnaire Design
Chapter 10: Quantitative Data Analysis and Interpretation – Part 1
Chapter 11: Quantitative Data Analysis and Interpretation – Part 2
Chapter 12: Social Media Monitoring
Chapter 13: Communicating the Results
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all chapters
are included in this document. (Complete Chapters included Ch13-1)
Chapter 13 Communicating the Results
Learning Objectives
After reading this chapter, you should be able to:
13.1 Write a marketing research report.
13.2 Distinguish between common marketing research charts.
13.3 Design qualitative and quantitative marketing research findings slides.
13.4 Deliver a marketing research results presentation.
Chapter Outline
13.1 The Marketing Research Report
After the data have been collected, analyzed, and interpreted, it is time to organize and communicate the
results to the client in the form of a marketing research report. While the report must contain detailed
results of the study, it must also be “readable.” This involves not only adhering to expected formatting
norms—like having a cover page, a table of contents, and section titles—but also telling a story.
Sections of a Marketing Research Report
A marketing research report contains the following sections:
• Cover Page
• Table of Contents
• Background and Objectives
• Methodology
• Conclusions
• Recommendations
• Findings
• Appendices
Before going any further, it should be noted that marketing research reports are most commonly designed
using a slide presentation software like Microsoft PowerPoint, as opposed to a word processor like
Microsoft Word.
Cover Page
The cover page (one slide) is your report’s first impression and should include the following information:
13–1
, Instructor’s Manual for Marketing Research for Marketers, 2nd Edition
• The marketing research company’s logo
• The client’s company logo
• Date: (the submission date)
• Prepared For: (client’s first and last name)
• Prepared By: (MRP and team members—first and last names)
• Contact: (MRP’s email address)
The cover page should also include a confidentiality statement near the bottom, which can be in smaller
font. For example: This report is solely for the use of client personnel. No part of it may be circulated,
quoted, or reproduced for distribution outside the client organization without prior written approval.
Table of Contents
The table of contents (one slide) must include all of the report’s main sections, with corresponding page
numbers. Because marketing research reports are prepared using PowerPoint, which does not add a page
number to slides by default, the report writer must remember to add page numbers to the slides.
Background and Objectives
After the cover page and table of contents, the report’s main sections begin with Background and
Objectives (one to two slides). This section contains the context for the report, including why the research
was needed and the research goals. It is therefore important to consider the main audience for the report,
along with what they already know and what they need to know.
Methodology
Now that the background and objectives have been explained, it’s time to outline how the study was
conducted in Methodology (one to two slides). By the time readers are finished with this section, they
should know exactly what was done and in what context. This includes understanding any limitations of
the study.
Conclusions
As mentioned at the beginning of this section, it is common to state the conclusions (and then
recommendations) early in the report. In other words, after explaining to the reader why the study was
conducted (Background and Objectives), and then how it was conducted (Methodology), it is time to
explain the main takeaways from the results—the Conclusions (one to two slides). Each paragraph should
comprise full sentences and be no longer than three or four lines.
Recommendations
After the main findings and what they mean have been summarized in the Conclusions section, it is time
to advise the client on what to do next. This is done in the report’s Recommendations (one to two slides).
Recommendations should be concise, precise, and clearly worded. It is essential that the client
understands the suggestions or solutions that are being proposed. As in the Conclusions section, each
paragraph should be no longer than three or four lines for easy reading.
13–2
