Documente Academic
Documente Profesional
Documente Cultură
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Outline
1) Overview
5) Oral Presentation
6) Reading the Research Report 7) Research Follow-Up i. Assisting the Client ii. Evaluation of the Research Process
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The involvement of many managers in the project is limited to the written report and the oral presentation. Management's decision to undertake research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation.
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Report Format
I. Title page II. Letter of transmittal III. Letter of authorization IV. Table of contents V. List of tables VI. List of graphs VII. List of appendices VIII. List of exhibits IX. Executive summary a. Major findings b. Conclusions c. Recommendations
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Report Format
X. Problem definition a. Background to the problem b. Statement of the problem XI. Approach to the problem XII. Research design a. Type of research design b. Information needs c. Data collection from secondary sources d. Data collection from primary sources e. Scaling techniques f. Questionnaire development and pretesting g. Sampling techniques h. Fieldwork
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Report Format
XIII. a. b. XIV. XV. XVI. XVII. a. b. c. Data analysis Methodology Plan of data analysis Results Limitations and caveats Conclusions and recommendations Exhibits Questionnaires and forms Statistical output Lists
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Customers' Reactions to an Expanded Financial/ Insurance Relationship is better than "Relationship Study."
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Report Writing
Readers. A report should be written for a specific reader or readers: the marketing managers who will use the results. Easy to follow. The report should be easy to follow. It should be structured logically and written clearly. Presentable and professional appearance. The looks of a report are important. Objective. Objectivity is a virtue that should guide report writing. The rule is, "Tell it like it is." Reinforce text with tables and graphs. It is important to reinforce key information in the text with tables, graphs, pictures, maps, and other visual devices. Terse. A report should be terse and concise. Yet, brevity should not be achieved at the expense of completeness.
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1 b
5 b
Unit Sales ($) 1998 1999 4,604,000 5,017,000 4,370,000 4,787,000 2,548,900 2,693,000 1,009,600 1,076,893 1,361,025 1,515,366 628,000 713,000 1,444,475 1,615,741 15,966,000 17,418,000
2 a
6 a
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Units
Year
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1998
1999
2000
2001
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Manufacturer
Cars Sold
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Units
4,000,000 3,000,000 2,000,000 1,000,000 0 GM Ford Chrysler Honda Toyota Nissan Other
Make
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Harvard system:References
Under Harvard referencing, a brief citation to a source is given in parentheses within the text of an article, and full citations are collected in alphabetical order under a "References" or "Works Cited" heading at the end.
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Referencing
The citation in the text is placed in parentheses after the sentence or part thereof, followed by the year of publication, as in (Smith 2005), and a page number where appropriate (Smith 2005, p. 1) or (Smith 2005:1). Then in a References section, a full citation is given:
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Referencing Examples
Smith, John. (2005). Playing nicely together. St. Petersburg, FL (USA): Wikimedia Foundation. McCarthy, P. and Hatcher, C. (2002) Presentation skills: the essential guide for students. London: Sage Publications.
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Referencing Examples
Mark, Edward Laurens (1881). Maturation, fecundation, and segmentation of Limax campestris. Bulletin of the Museum of Comparative Zoology vol. 6, part 2, no. 12: 173625. Chernin, Eli (1988). "The 'Harvard system': a mystery dispelled"PDF , British Medical Journal, v. 297, 1062-1063, October 22, 1988
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Referencing Examples
Gosal, S. (2003) The future of women surveyors. [Online] MSc Estate Management. South Bank University. Available from: http://www.lisa.lsbu.ac.uk.lispac.lsbu.ac.uk/t heses/SGOSOL.pdf [Accessed 5 August 2005]
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Oral Presentation
The key to an effective presentation is preparation. A written script or detailed outline should be prepared following the format of the written report. The presentation must be geared to the audience. The presentation should be rehearsed several times before it is made to the management. Visual aids, such as tables and graphs, should be displayed with a variety of media. It is important to maintain eye contact and interact with the audience during the presentation.
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Oral Presentation
Filler words like "uh," "y'know," and "all right," should not be used. A useful guideline is the "KISS 'Em" principle, which states: Keep It Simple and Straightforward (hence the acronym KISS). Body language should be employed. The speaker should vary the volume, pitch, voice quality, articulation, and rate while speaking. The presentation should terminate with a strong closing.
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Research Follow-up
Assisting the Client The researcher should answer questions that may arise and help the client to implement the findings. Evaluation of the Research Project Every research project provides an opportunity for learning and the researcher should critically evaluate the entire project to obtain new insights and knowledge.
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Summary
Discussed the general format of the research format Discussed the general format for graphs and other visuals in report Discussed the general guidelines for oral presentation