Session 18: Communicating Research
Findings
Cristiana Lages ©
Marketing Research Presentation 3:
Final Presentation
Curricular Unit Presentation 2:
Qualitative
+ Exam
Communicating
Prepare Research research findings
interview/focus
Quantitative research techniques:
group guides
survey; Sampling; Analysis I, II
Presentation 1:
Pitch Qualitative research: nature,
approaches; techniques I, II; Analysis
Ethics in Research
Secondary Research I, II
Research Design and
Classification
Marketing Research Problems from
Management Decision Problems
Marketing Research Process
Introduction to Marketing Research
& Insight
Learning Outcomes
➢ Understand the importance of effective communication of
research.
➢ Evaluate visual approaches to communication of research
findings.
➢ Create effective infographics.
Importance of the Presentation
The presentation is an important part of the marketing research
project:
1. Is the tangible product of the research effort.
2. Management decisions are guided the presentation.
3. Management’s decision to undertake marketing research in
the future again will be influenced by the perceived usefulness
of the presentation.
Presentation Content
The main elements to include in the final presentation are:
1) Contextualization and final Marketing Research problem (including objectives) [1 slide]
2) Brief summary of the literature review relevant for the research [1 slide]
3) Research methods: qualitative (when you have it) and quantitative
[1 slide for qualitative and up to 2 slides for quantitative]
Include description of methods and procedures: of data collection; of sampling; of data analysis.
4) Data analysis and findings [up to 3 slides]
Include sample socio-demographic characterization; results of preliminary procedures of reliability
assessment (when it applies); and results of the analysis that respond to the previously established
research objectives (this latter is the most important part of the analysis)
5) Conclusions and recommendations to Costa Verde, based on the results [up to 3 slides]
6) References [no slides limit]
Presentation Marking Criteria
Communicating Research
Findings
The success of research can be judged on two
factors:
1. The quality of the work, and the results
generated from it.
2. The extent to which stakeholders take notice
of it.
Communicating Research
Findings
If no-one is listening to what you are saying then you have failed!
Source: https://xkcd.com/525/
Food for Thought:
• What went well in the last presentation?
• What could be improved?
What is Communication?
Communication of
research findings
= Dissemination of
research findings
What is Communication?
Communication of
research findings
=
Message sent
What is Communication?
Communication of
research findings
=
Message received
Communicating Research
Findings
What can limit success in communicating?
1. Failure to consider the audience.
2. Complex terms.
3. Length.
4. Inappropriate visual display.
5. Irrelevant data.
6. Poor quality of writing or argument.
7. Over-reliance on text.
13
Challenges
• Face time with decision makers is hard to get - you often
won’t have the opportunity to communicate personally.
• Decision makers are overloaded with information. Why
should they listen to yours?
• The pace of work has increased. Managers are easily
distracted.
• Research presentations are often poorly written, too long
or just plain boring.
Remember this when you prepare your presentation!
Solution: Infographics?
• Leverages the cognitive value of visual communication
to enhance our ability to see patterns and trends.
• Designed for a non-technical reader: Typically don’t
make assumptions over statistical knowledge.
• Balance between information density and visual
communication.
• Few rules on what is ‘correct’ - a very broad range of
approaches.
Graphical ‘rules’
Graphics reveal data. Indeed graphics can be more precise and revealing than
conventional statistical computations. Graphical displays should:
• show the data
• induce the viewer to think about the substance rather than about methodology,
graphic design, the technology of graphic production, or something else
• avoid distorting what the data have to say
• present many numbers in a small space
• make large data sets coherent
• encourage the eye to compare different pieces of data
• reveal the data at several levels of detail, from a broad overview to the fine structure
• serve a reasonably clear purpose: description, exploration, tabulation, or decoration
• be closely integrated with the statistical and verbal descriptions of a data set.
Source: Edward Tufte
Infographics
17
Infographics
18
Bad Infographics. Why?
Bad Infographics. Why?
Bad Infographics. Why?
21
Bad Infographics. Why?
Why?
22
Infographics
The following sites have web applications
to create professional looking Infographics
•Venngage
https://venngage.com/templates/
•Data Wrapper:
https://datawrapper.de/
•Infogram
https://infogr.am/
•Pikto Chart
http://piktochart.com/
23
A nice quote. But is it
Correct? 24
Success Presentation
• The key to an effective presentation is preparation.
• A written script or detailed outline should be prepared
following the format of the presentation.
• The presentation must be geared to the audience.
• The presentation should be rehearsed several times
before it is made to 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.
Success Presentation II
• 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 – with care!
• The speaker should vary the volume, pitch, voice
quality, articulation and rate while speaking.
• The presentation should terminate with a strong
closing.
Next Session
Workshop:
Preparation of Final Group presentation
