TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 22: Presenting the results

In this chapter, the following content will be discussed: guidelines to successful presentations, structure the presentation, create audience interest, be specific and visual, written presentation, oral presentation. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Twenty-two 2 Presenting the Results Marketing Research 12th Edition Guidelines to Successful Presentations Communicate to a Specific Audience Know the Audience Know Their Background and Objectives 3 Know Your Audience Who are you addressing? What is their background? What are their time constraints? How technical can you get without losing your audience? Can you involve the audience by asking questions? Marketing Research 12th Edition Structure the Presentation 4 Conclusion Body Introduction Marketing Research 12th Edition Create Audience Interest 5 Stimulate interest Address important research questions and findings Turn attention to specific/relevant numbers in charts Make visuals interactive Apt humor doesn’t hurt Marketing Research 12th Edition 6 Be Specific and Visual Marketing Research 12th Edition Guidelines to Successful Presentations (Contd.) Motivate the Audience With

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Data analysis
• Presenting the results
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures