MODULE - VI

Report Writing

Report Writing
After the data have been analysed and the conclusion reached , the marketing researcher has to report his findings to the management. Report is of two typesOral Reports Written Reports

Different steps in writing Report

The usual steps involved in writing report are: 1. Logical analysis of the subject-matter. 2. Preparation of the outline. 3. Preparation of the rough draft. 4. Rewriting and polishing. 5. Preparation of the bibliography , and 6. Writing of the final report.
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Report Preparation (Guidelines)

Precautions for writing Research Reports-: Adhere to the study goal Be selective Be objective Have a purposeful organization Write clearly

The Report Format

1. 2. 3. 4. 5. Title page. Preface (acknowledgment letter) Table of contents. Statement of objectives. Introduction (topic)

6.Research Methodologya) Research design b) Data-collection method c) Sampling d) Fieldwork 7.Analysis and interpretation
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8. Findings 9.Conclusions and recommendations. 10.Summary-(beginning/ end of report) 11. Appendix. A. Copies of Forms\ Questionnaires B. Table not included in findings. C. Financial statements and any other relevant Company material) 12.Bibliography.
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Preparation of the bibliography

Bibliography should contain all those books which the researcher has consulted. It should be arranged alphabetically and may be divided into two parts; names of books and name of magazine and newspaper articles. The entries in bibliography should be made adopting the following order: (for the book) 1. Name of the author, last name first. 2. Title, Edition 3. Place, publisher, and date of publication 4. Number of volume Example- Kothari, C.R.,Quantitative Technique, New Delhi, Vikas Publishing House Pvt. Ltd.,1978 7

For magazines and newspaper the order may be as under: Name of the author, last name first. Title of article, in quotation marks. Name of the periodical The volume The date of the issue The pagination Example- Robert V.Roosa, Coping with Shortterm International Money Flows", The Banker, London, September,1971, p.995
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Precautions for writing research report

1. It should be long enough to cover the subject but short enough to maintain interest. 2. Abstract terminology and technical jargon should be avoided. 3. Report must be attractive in appearance. charts tables and graphs may be used for this purpose. 4. A research report should show originality and should necessarily be an attempt to solve some intellectual problems.
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Application Of Marketing Research Identifying market segment

Market segmentation is the process by which the total heterogeneous market for a product is divided into several sub-market or segments. Each segment is homogeneous in all major aspects and is different from the other.

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BENEFITS OF MARKET SEGMENTATION

A company with its limited resources can not cater to the demand of the total market. In view of this , it has to identify the segments where its product would be most profitable. It helps in designing products that match with the market demand.

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BASES FOR MARKET SEGMENTATION

Demographic segmentation Psychographic segmentation Behaviouristic segmentation Brand-related attributes

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ADVERTISING RESEARCH
Need for Advertising Research-: Selection of message that an advertisement should carry and through what media it should be conveyed. Research has to concern itself with the evaluation of advertising in order to find out whether the expenditure on advertising has been justified or not.

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Copy testing
The word copy is used to denote an entire advertisement, including the message, pictures, colours, etc., regardless of the medium in which the advertisement has appeared. Methods of copy testingBefore test After test

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Before method-:
Consumer jury Rating scales Psychological tests Laboratory testing Inquiry tests

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After tests-:
Recognition tests Recall tests Sales tests

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Application Of Marketing Research Product Research

When sales of companys current range of products have been declining over the past few years. When it receives complaints about its products from customers, distributors, retailers, it may have to find the possible reasons for the same. This may lead to the improvement of the existing product or the development of an altogether new product.
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When a company finds that some of its products have entered the declining stage, it may have to take concrete measures to replace them : New product features can be developed by adapting, magnifying, minimizing, substituting, rearranging or combining the existing features of a products. Different quality versions of the existing product can be developed so that the needs of different markets can be met. Additional models and sizes of the existing product can be brought out.
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New Product Development Process

The development of new products involves the following stages:1. Idea generation 2. Concept development 3. Product evaluation and development 4. Business analysis, and 5. commercialization
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Idea Generation- There are several sources of new product ideas such as customers, company salesmen, dealers, competitors, top management, industrial consultants, advertising agencies, marketing research firms, industrial publications, universities and commercial laboratories.

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Several methods can be used to generate new ideas1.Attribute listing 2.Forced relationship 3.Morphological analysis 4.Problem analysis 5.Brain storming

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Concept Development and TestingA preliminary screening will eliminate a number of new product ideas. Those which survive the screening are then pursued further through concept testing. The major objectives of concept testing are: To get the reaction of consumers views of the new product idea. To give direction regarding the development of the project. To choose the most promising concepts for development. To ascertain whether the product in question has adequate potential for its commercialization.
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Focus group interviews Monadic tests Paired comparison tests Conjoint analysis

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Product Evaluation and Development

Product testing involves almost the same process used in concept development and testing. The major difference between the product testing stage and the concept development and testing stage is that the former involves the trial use of the product by a group of respondents while the latter attempts to measure only the initial interest in the proposed product.
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Some kind of usage test is undertaken to find whether the respondents would be interested in it and whether they would subsequently buy it if it were available in the market. There are two types of usage tests Laboratory usage tests and Consumer usage tests.

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Business Analysis and Commercialization

New product ideas that survive the product evaluation and development stage are taken up for an in-depth analysis to ascertain their business attractiveness. For this purpose, it is necessary to project the future sales, costs and profit, and if such estimates are reasonably good, the product in question is commercialized.
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Test Marketing
After the concept testing and development of a new product, it is necessary to find out whether it is going to be accepted or not in the market. This is achieved through test marketing. The main objective of test marketing a new product is to reduce the commercial risk when it is brought in the market.
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When not to test market

A product with low costs and low risk of failure may not need testing. In case the difference in investment is not much, one should prefer introducing the product at the national level. The faster the competitive firms response, the stronger the need to avoid test marketing. The effects of a national failure on the trade and consumer should be considered.
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