Report writing and presentation

Crouch suggests that the key elements in a research report are as follows:

1. title page;

2. list of contents;

3. preface - outline of agreed brief, statement of objectives, scope and methods of research;

4. summary of conclusions and recommendations;

5. previous related research - how previous research has had a bearing on this research;

6. research method;

7. research findings;

8. conclusions;

9. appendices.

Sections 1-4 provide a concise description of the nature and outcomes of the research for busy managers. Sections 5-9 provide the level of detail necessary if any particular issue (e.g. the basis of a finding, or the analytical technique used) needs checking. The report should be written in language the reader will understand; jargon should be avoided.

Marketing information systems

By carefully following each of the stages described above, researchers can improve the quality of the market information that they collect. But the variety of information that is currently available to companies means that it is sensible to set up a marketing information system. A marketing information system has been defined as:

... a system in which marketing information is formally gathered, stored, analysed and distributed in managers in accord with their informational needs on a regular planned basis.

The system is built on an understanding of the information needs of marketing management, and supplies that information when, where and in the form that the manager requires it. Marketing information system (MklS) design is important since the quality of a marketing information system has been shown to affect the effectiveness of decision-making. The MkIS comprises four elements: internal continuous data, internal ad hoc data, environmental scanning, and marketing research.

Companies possess an enormous amount of marketing and financial data (internal continuous data) that may never be used for marketing decision-making unless organized by means of an MklS. This includes, for example, information that is available from the company's salesforce such as number of accounts opened, customer attitudes, etc., as well as financial data such as that regarding sales and profitability.

Company data can also be used for a specific (ad hoc) purpose (this is known as internal ad hoc data). For example, management may look at how sales have reacted to a price increase or a change in advertising copy. Although this could be part of a continuous monitoring programme, specific one-off analyses are inevitably required from time to time. Capturing the data on the MklS allows specific analyses to be conducted when needed.

The environmental scanning procedures discussed in Chapter 2 also form part of the MkIS. Although often amorphous in nature, environmental analysis- whereby the economic, social, legal, technological and physical forces are monitored - should be considered part of the MkIS. These are the forces that shape the context within which suppliers, the company, distributors and the competition do business. As such, environmental scanning provides an early warning system for the forces that may affect a company's products and markets in the future. In this way, scanning enables an organization to act upon, rather than react to, opportunities and threats.

As discussed in this chapter, marketing research is primarily concerned with the provision of information about markets and measuring the reactions of consumers to various marketing actions. As such it is a key part of the MklS because it makes a major contribution to marketing mix planning.

The use of marketing information systems and marketing research

It is important to understand the factors that affect the use of marketing information systems and marketing research. Systems and marketing research reports that remain unused have no value in decision-making.

Marketing information systems should be designed to provide information on a selective basis (for example, by means of a direct, inter­active capability). Senior management should conspicuously support use of the system. These recommendations are in line with Ackoff s view that a prime task of an information system is to eliminate irrelevant information by tailoring information flows to the individual manager's needs. It also supports the prescription of Piercy and Evans that the system should be seen to have top management support.

Marketing research is more likely to be used if researchers appreciate not only the technical aspects of research, but also the need for clarity in report presentation and the political dimension of information provision. It is unlikely that marketing research reports will be used in decision-making if the results threaten the status quo or are likely to have adverse political repercussions. Therefore, perfectly valid and useful information may sometimes be ignored in decision-making for reasons other than difficulties with the way the research was conducted.