T Interpreting and Reporting the Findings

The researcher must now interpret the findings, draw conclusions and report them to management. The researcher should not try to overwhelm managers with numbers and fancy statistical techniques. Rather, the researcher should present important findings that are useful in the important decisions faced by management.

However, interpretation should not be by the researchers alone. They are often experts in research design and statistics, hut the marketing manager knows more about the problem and the decisions needed. In many cases, findings can be interpreted in different ways and discussions between researchers and managers will help point to the best interpretations. The manager will also want to check that the research project was conducted properly and that all the necessary analysis was completed. Or, after seeing the findings, the manager may have additional questions that can be answered from the data. Finally, the manager is the one who must ultimately decide what action the research suggests. The researchers may even make the data directly available to marketing managers so that they can perform new analyses and test new relationships on their own.

Interpretation is an important phase of the marketing process. The best research is meaningless if the manager blindly accepts wrong interpretations irom the researcher. Similarly, managers may have biased interpretations - they tend to accept research results that show what they expected and to reject those that they did not expect or hope for. Thus managers and researchers must work together closely when interpreting research results and both share responsibility lor the research process and resulting decisions.27

Demand Estimation

When a company finds an attractive market, it must estimate that market's current size and future potential carefully. The company can lose a considerable amount of profit by overestimating or underestimating the market.

Demand is measured and forecast on many levels. Figure 8.3 shows 90 types of demand measurement! Demand might be measured for six different product lewis (product item, product form, product line, company sales, industry sales

Table 8.7

Types of question

A. CLOSED-END QUESTIONS

name description

Dichotomous Multiple choice

A cluestion offering two answer choiees. A question offering three or more choiees.

Likert scale

A statement with which the respondent shows the amount of agreement or disagreement.

Re man tic differential

A scale is inscribed between two bipolar words, and the respondent selects the point that represents the direction and intensity of his or her feelings.

Importance scale

A scale that rates the importance uf some attribute from 'not at all important' to 'estremely important'.

Rating scale

A scale that rates some attribute from 'poor' to 'excellent'.

Intention-to-buy scale A seale that describes the respondent's intention's to buy.

B. OPEN-ISND QUESTIONS

NAME DESCRIPTION

Completely unstructured A question that respondents can answer in an almost unlimited number of ways. \Vbrd association Words arc presented, one at a time, and respondents mention the first word that comes to mind.

Sentence completion Story completion

Picture completion

Thematic Apperception Tests (TAT)

Incomplete sentences are presented, one at a time, and respondents complete the sentence An incomplete story is presented, and respondents arc asked to complete it. in me the following thoughts and feelings.' .Vote complete the story.

A picture of two characters is presented, with one making a statement. Respondents are asked to identify with the other and fill in the empty balloon.

A picture is presented, and respondents are asked to make up a story about what they think is happening or may happen in the picture.

Ninety Types Demand MeasurementNinety Types Demand Measurement
Figure 8.3

Ninety types of demand measurement (6x5x3)

and total sales); five different apace levels (customer, territory, country, region, world); and three different time levels (short range, medium range and long range).

Each demand measure serves a specific purpose. A company might forecast short-run total demand for a product as a basis for ordering raw materials, planning production and borrowing cash. Or it might forecast long-run regional demand for a big product line as a basis for designing a market expansion strategy.

market

The set of all actual and potential buyers of a product or service.

Indus try

,4 group offirms which offer a product or Lkus.s of products that are clout- substitutes far each other. The set of all sellers of a produce or service.

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  • arvi r
    What is Interpreting and Reporting Findings?
    6 years ago

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