当代市场调研 （原第12版）指导手册 Instructor Manual ch15 　沟通分析和市场调研洞察

McDaniel&Gates–MarketingResearch,12thEdition Instructor’sManual

Copyright©2021JohnWiley&Sons,Inc. 15-

CHAPTER15

CommunicatingAnalyticsandResearchInsights

LEARNINGOBJECTIVES

1.Becomeawareoftheprimarypurposesofaresearchreport.

2.Learnhowtoorganizeandpreparearesearchreport.

3.Gaininsightintohowtointerpretandpresentmarketingresearchresults.

4.Learnbestpracticesregardinghowtodesignandmakeapresentationofyouranalysis.

KeyTerms

Conclusions

Executivesummary

Infographic

Recommendations

CHAPTERSUMMARY

Thischapterdescribestheimportanceofcommunicatingtheresultsofthemarketingresearchproject.Italsooutlinesthestepsneededtodosoeffectively.Noise,attentionspan,andselectiveperceptionareallbarrierstoeffectivecommunicationthatresearchersmustconsiderwhenconsideringthepresentationoftheresearchresults.

Thesixprimarysectionsofacontemporarymarketingresearchreportare,inorder:thetableofcontents,backgroundandobjectives,executivesummary,methodology,findings,andappendixeswithsupportinginformation.Themarketingresearchreportoftodaymakesheavyuseofgraphicstopresentkeyfindings.Formostresearchers,PowerPointisthesoftwareofchoiceforcreatingresearchreports.Intermsofmechanics,reportsminimizetheuseofwords,feedinformationtoclientsin“minibites,”andmakeextensiveuseofbulletedchartsandgraphics.Inadditiontothewrittenreport,whichisoftennothingmorethanacopyofthePowerPointpresentation,apresentationofresearchresultsisoftenrequired.ItiscommonforresearchreportstobepublishedontheInternetbytheclientorbytheresearcherattheclient’srequest.

Theoralpresentationoftheresearchresultshaschangedgreatlywiththecreationofpresentationsoftware.Thepresentationcanreacquaintthemanagerswiththeresearchobjectivesandhighlightresearchconclusions.Thepresentershouldbepreparedtoprovidecopiesofthepresentationoutline,copiesoftheexecutivesummary,andcopiesofthefinalreporttotheaudiencemembers.Anotheraspectofcommunicatingtheresearchresultsistogetthemanagertousetheresearchinformation.Todothis,thereportmustbecredibleanduseful,theremustbegoodclient/researcherinteraction,thetopmanagersmustbeaproponentofresearch,andthekeyusersmustunderstandresearchandhavethesenioritytouseit.Oncearesearchreporthasbeenreceived,amanagermustmakethedecisiontouseornotusearesearchreport.Thisisdeterminedbythequalityoftheentireresearchprocess.

QUESTIONSFORREVIEWANDCRITICALTHINKING

Whataretherolesoftheresearchreport?Giveexamples.

Theresearchreportfirstmustcommunicatethestudy’sspecifics,includingtheresearchobjectives,centralbackgroundinformation,anoverviewoftheresearchmethodsused,thefindingsdisplayedintabularorvisualformat,andaverbalsummaryofthefindings,conclusions,andrecommendations.

Theresearchreportmustactasareferencedocument.Itmaybeusedasareferencelongaftertheprojectiscompleted.

Theresearchreportmustbuildandsustainthecredibilityofthestudy.Itmustcommunicatethecarethatwasgiveninensuringthequalityoftheresearch.Itmustalsonotdetractfromthisqualitywithapoorphysicalappearance.

Howhastheresearchreportchangedinrecentyears?Whyhasitchanged?

Theformatandpreparationofmarketingresearchreportshavechangeddramaticallyoverthelast15years.Thepressuretofindmoreefficientandeffectivewaystocommunicateresearchresultshaspushedresearcherstowardbrevityandaheavyrelianceonpresentationsoftwaretotelltheirstories.Microsoft’sPowerPointcontinuestodominatethepresentationsoftwaremarkettoday.MostclientstodayjustwantacopyofthePowerPointpresentationinsteadofalong,detailedold-schoolreport.

Additionally,reportsareshorter,tellthestorywithpictures,videos,andgraphics,andareoftenpostedtotheInternet.

Distinguishamongfindings,conclusions,andrecommendationsinaresearchreport.

Findingsarethenumericalresultsproducedbystatisticalanalyseswithunivariateandmultivariatetechniques.Conclusionsrefertotheinterpretationandexplanationofdataanalyses.Conclusionsrelatethefindingstotheproblemstatement,researchobjectivesandhypotheses.Recommendationsanswerthequestion,howcanamarketingmanagerusetheinformationfromtheresearchreport?Thispartofthereportconvertsstatisticalfindingsandconclusionsintomarketingstrategy.

Whyshouldresearchreportscontainexecutivesummaries?Whatshouldbecontainedinanexecutivesummary?

Theexecutivesummaryshouldexplaintheresearchproblem,statethekeyfindings,andsuggestrecommendationsthatresultfromthefindings.Thereasonthattheexecutivesummaryisimportantisbecausethatmaybeallthatthemanagerhastimeorinteresttoread.Ifyoucanincludeone“killergraphic”thattellsthestory,somuchthebetter.

Howisapresentationdifferentfromaresearchreport?Explain?

Areporthasaveryspecificandformalformat.Infact,thetextbooklaysoutsevensectionstoincludeinareport.

Presentationstendtobemuchshorterandlessformalintheirorganizationandpresentation.

Reportstendtorelyontableswhilepresentationsrelymoreongraphs,infographics,andothervisuals.

Reportsaredesignedtobereadwhilepresentationsaredesignedtobewatched.

Presentationsdemandpublicspeakingskillsfromtheresearcherthatarenotrequiredwhenwritingareport.

Whatthingsshouldtheanalystkeepinmindwhendevelopingthepresentation?

Thetextbooksmakesfiverecommendationsthatitcallsthe“fabfive”rules:

Keepittight.

Keepitsimple.

Focusontheneedsoftheaudience,notyourneeds.

Befullyengagedandbeengaging.Don’tjustreadslides.Theyshouldjustbeabackdrop.Explainwhattheysayinyourwords.

Takesomerisks.Youknowsomefindingsandrecommendationsmaybeunpopularorunpopularwithcertainsegmentsofyouraudience.Ifyoubelieveinyourwork,putthemoutthereandbepreparedtodefendthem.

Agoodwayforstudentstovisualizethisistoaskthemtocomparereadingthischapterinthetextbook(areport)versuslisteningtoyoupresentthechapterinclass(apresentation).Youdonotreadthechaptertothemandyoulikelydonotcoverabsolutelyeverydetailinthetextbook.

WhataretheadvantagesofmakingpresentationsviaInternet?Canyouthinkofanynegatives?Explain?

ThetextbookdescribeshowtopostaPowerPointslidedecktotheInternet.Mostlikely,therewouldalsobeaZoomorMicrosoftTeamspresentation.Theadvantagesofthisapproachisthatitischeapersincenotravelisinvolved,itmakesiteasierformorepeopletoseethepresentation,andthepresentationcanberecordedforlaterviewing.Thebignegativesarebeingunabletoseethereactionsintheaudienceandmakeadjustmentsaccordinglyandbeingunabletointerface/networkwiththepeopleattendingthepresentation.

Whatisaninfographic?Howdoinfographicsfacilitatethecommunicationofresearchresults?

Aninfographicisagraphicvisualrepresentationofdataorotherknowledgethatisdesignedtopresentcomplexinformationquicklyandclearly.Infographicscanimprovecognitionbyutilizinggraphicstoenhanceourabilitytoseepatternsandtrendsindata.

Mosthumanscanspottrendsandpatternsinvisualsmuch,muchquickerthaninnumbersortablesandinfographicshelpfacilitatethat.

WORKINGTHENET

Goto/ces2020andviewthepresentation.Commentonitseffectiveness.Whatkeypointsdidyougetoutofthepresentation?

Thepresentationisa50minutespresentationonbuildingtrustintechforthegenerations.Thekeypointsthestudentswillgetoutofthepresentationwillvarybetweenstudents.

Notethatviewingthispresentationrequiresthestudenttogivetheirnamesandemailaddressestothecompany.SchoolemailaddresseswillworkbuttheformdoesnotacceptGmailaddressesandpossiblyothers.

Goto/tips-for-marketing-research-reports-that-get-read/.Whatdoyouthinkoftheiradvice?Whichofthe10tipsismostbasicorcriticalinyouropinion?

Studentopinionsregardingtheadvicewillvary.Fromthewebsite,the10tipsareasfollows:

Answertheobjectives

Don’tbeaslavetoyourformat

Includeanexecutivesummary,scorecardordashboard

Tellaninterestingstory

Bebrief

Beorganized

Putaminimumofmethodologicalinformationatthebeginning

Usepicturesinsteadofwordsanddatawhenpossible

Makeiteasytoreadyourgraphs

UsetheAppendixfor“lessimportant”information

REAL-LIFERESEARCH

Case15.1-TouchWellStorefrontConceptandNamingResearch

KeyPoints

TouchWellisalargehealthinsuranceplanservingmajormarketsinTexas,includingDallas/FortWorth(DFW),Houston,AustinandSanAntonio.TouchWellisattemptingtoadapttoachanginghealthinsuranceenvironmenttransitioningfromasituationwhere:

60%ofconsumersreceivecoveragethroughtheiremployerortheirspouse’semployer.

8%purchasedhealthinsuranceontheirowndirectlyfromacarrier.

16%receivedcoveragethroughsometypeofgovernmentprogramincludingMedicareandMedicaid.

16%areuninsured.

PassageoftheAffordableCareActin2010promisestochangethelandscapeforTouchWellandotherhealthinsurers:

Fewerconsumerswillreceivetheircoveragethroughemployersasemployers,particularlysmallones,begintodropemployeecoverage.

Moreofthosewhohademployersponsoredcoveragepreviouslywillbuyontheirowndirectlyfromcarriersthroughfederalorstatesponsoredhealthinsurancemarketplaceswhichbeganinthefallof2013.

Theuninsuredwillbeabletopurchasethroughthehealthinsurancemarketplaces,notedabove,withalevelofgovernmentsubsidy,upto100%.

ThemainissuethatTouchWellwantstoaddressintheresearchprojectforwhichresultsareshownisthefactthatmoreconsumerswillbebuyingdirectlyfromcarriers.

Thismeansthat,aswithotherconsumergoods,theirbrandswillbecomeincreasinglyimportantandtheyneedtohaveclosercontactwithconsumers.

Toaddressthesechanges,TouchWellhasmadethedecisiontoopen“stores”inselectedareasthroughoutthemarketstheyserve.

Theybelievethatconsumersaregoingtoneedconvenientchannelsthroughwhichtheycancommunicateandinteractwithhealthinsuranceorganizations.

Theyhaveobservedthatotherhealthinsurersinotherpartsofthecountryhaveopenedretailstoresandbelievethattheyneedtodothesametoremaincompetitive.

Theyareinterestedinunderstanding:

theoverallappealoftheirstorefrontlocationconceptindifferentmarketsand

acrossdifferentdemographicgroups,wanttotestvariousnameoptionstheyhavecomeupand

theneedtoquantifytherelativeimportanceofdifferentstorefeatures.

Themethodologytheyusedintheirrecentlycompletedresearchprojectandselectedresearchresultsareprovidedonthefollowingpages.

Questions

Commentonthegeneraleffectivenessofthepresentation.Aretheslideseasytounderstand?Dotheyeffectivelyconveykeyinformation?Whatsuggestionswouldyoumakeforimprovingthepresentation?

ThePowerPointslidesare“toobusy,”meaningthattherefartoomuchinformationoneachslideforanaudiencetobeabletocomprehend.

Thekeyinformationisontheslides,but,again,thereistoomuchinformationbeingcommunicatedintoosmallofaspace.

Eithermoreslideswithlessinformationoneachslide,orfindawaytosimplifytheinformationoneachoftheslides.

Commentonthe“overallconceptappeal”results.Whatdoesthisslideconvey?Doesitprovideaclearpicture?Whatchanges,ifany,wouldyoumakeinthepresentationofthisinformation?

Again,fartoomuchinformationbeingcommunicatedintoosmallofaspace.

Theinformationpresentedisstraightforward,butnoteffectivelycommunicatedinasummaryformat.

Everythingneedstobesimplified;lessinformationinamoresimplifiedformat.

Commentonthe“namingcomparison”resultsslide.AstrongcontingentofmanagersfavorstheTouchWellCareCaféname.Whatwouldyousaytothem?Whatwouldbeyourfirstchoiceamongthenamestestedbasedontheresearchfindings?Secondchoice?Thirdchoice?

Sameproblemaswithpreviousslides;seeabove.

ThegrouprespondingtotheTouchwellCareCaféhaslowincome,whichmakesitunattractiveunlessth