BA 436

1. Chapter Fourteen Communicating the Research Results and Managing Marketing Research Chapter Fourteen

2. Chapter Fourteen Objectives Chapter Fourteen To become aware of the primary purposes of a research report. To learn how to organize and prepare a research report. To learn how to make a personal presentation. To understand the effective use and communication of marketing research information. To understand what clients want from a marketing research supplier or department. To learn some of the key managerial functions in running a marketing research supplier organization. To see what marketing research departments are doing to gain a more strategic role in the corporation. To examine how corporations are measuring the contribution of marketing research to the organization.

7. Area Graphs: Comparative Bar Charts: Interpreting and Presenting the Results Chapter Fourteen

8. Comparative Pie Charts: Stacked Bar Charts: Interpreting and Presenting the Results Chapter Fourteen

9. Pie / Bar Comparison: 3-D Bar Charts: Line Graph: Interpreting and Presenting the Results Chapter Fourteen

15. Presenting the Research Results Research Report Ways of Looking at the Data Index Index