CH 19

DATA COMMUNICATIONS
Part 5
Marketing Research, 2 nd Edition

Alan T. Shao
PPT-1
Copyright © 2002 by South-Western\
CHAPTER 19
COMMUNICATING THE RESEARCH FINDINGS

Alan T. Shao
PPT-2
Copyright © 2002 by South-Western\
What the Experts Say
The real objective of business communication is to
advance your career. That objective is generally at
odds with the notion of ‘clear transfer information.’
The successful manager knows that the best kind of
communication is one that conveys the message ‘I am
worthy of promotion’ without accidentally transferring
any other information. Clear communication can only
get you in trouble.
--Scott Adams, creator of “Dilbert,” syndicated

cartoon strip in Contemporary Business
Communication, 3rd Edition. (New York:
Houghton Mifflin Company, 1998), 3.
Alan T. Shao PPT-3
Copyright © 2002 by South-Western
Learning Objectives
 Explain the importance of effective communication

 Describe the communication process
 Discuss the barriers to communication
 Identify and explain the keys to an effective written
report
 Identify and explain the keys to an effective oral
presentation
 Discuss the technology available to create effective
oral and written presentations

Alan T. Shao PPT-4
Get This! Better Written
Communication is a Global Concern
 Because rapid and convenient communication capability plays a
vital role in international communication, there is a growing
need to communicate clearly, accurately, and effectively.
 But does international written communication require different
skills from those needed in domestic situations? Companies
realize that success abroad depends on developing cross-cultural
appreciation and strengthening fundamental communication
skills among their employees for national as well as
international business activities. Employers find that most
applicants have serious grammatical deficiencies, as well as a
lack of practical business writing skills.
Alan T. Shao PPT-5
Get This! Better Written Communication is a
Global Concern – cont’d
 To determine whether there are differences between the written
communication skills required of employees involved in international
operations and those of employees in domestic operations, a survey of 120
international companies located in the United States was conducted. The
sampling frame was identified as all companies listed in the AT&T Toll-
Free 800 Directory whose company names began with “International.”
 The research revealed:
– The major types of documents produced (from most to least) were
letters/form letters, memorandums, reports, and grant proposals; 51%
of the companies listed reports as being among the most frequent types
of documents produced.
– Documents originally created in longhand or at the computer were
revised by support personnel in 58% of the companies.

Alan T. Shao PPT-6
Get This! Better Written Communication is a
Global Concern – cont’d
– The most often cited writing deficiency was “mechanics.”
– The most frequently named countries with which international companies
communicate were the United States, Great Britain, Canada, Japan, Australia,
and Germany, respectively.
 The majority of representatives from the companies reported no significant
problems in communications when compared to domestic operations, since most
business was conducted in English. However, all respondents in the sample made
the following recommendations for ensuring successful international written
communication:
1. Involve skills of bilingual employees or use translators or interpreters for
critical or sensitive messages.
2. Keep messages short and simple, with clear wording.
3. Avoid slang.
4. Use the fax machine to transmit information, enabling information to be
exchanged quickly, while allowing for equally speedy clarification of confusing
or misunderstood terms before the exchange is finalized.

Alan T. Shao PPT-7
Now Ask Yourself
 Why is it necessary for marketers to learn how to

write correctly even though most word processors can
correct grammar and spelling mistakes?
 Do you agree with the comment made that “All
employees with major writing responsibilities are
college graduates; therefore, they all write well”?
 Do you feel that the Internet has helped or hindered
oral and written communication between individuals
in companies? Explain your answer.

Alan T. Shao PPT-8
Role of Communication
 The glue that binds people in companies and other organizations
is communication. The absence of effective communication
creates organizations run by individuals rather than teammates.
Marketing researchers are dependent on communication to learn
about problems that need to be resolved and to gather data and
accurately convey research findings to managers.
 A study found that the top three requirements of new college
graduates are oral communication, problem-solving, and self-
motivation abilities.
 A study by members of the Association for Business
Communication found the five most important business
communication concepts centered on written communication and
were ranked as: use correct grammar and sentence structure,
write memorandums, write persuasive news, write good
new/positive message letters, and write reports.

Alan T. Shao PPT-9
Communication Process
 American businesses generate an estimated 30 billion pieces of

writing each year.
 Workers spend on average one-third of their time on the job
writing letters, memorandums, and reports.
 Communications generate relationships between senders and
receivers.
 Communication has significantly advanced most aspects of
business and technology, since it allows individuals to share
their knowledge with others.
 The success of your entire marketing research effort will depend
on how well you communicate the information to management.

Alan T. Shao PPT-10
Components of the Communication Process
 Sender
 Receiver
 Message
 Encoding
 Decoding
 Channel
 Noise
 Feedback

Alan T. Shao PPT-11
The Communication Process
Noise Noise
Channel
Sender Encoding Message Decoding Receiver
Feedback
Noise Noise

Alan T. Shao PPT-12
Barriers to Effective Communication
 Bypassing: Occurs when people do not properly interpret the
intended meaning of each other.
 Individual’s Frame of Reference: Exists because everyone
has different backgrounds and life experiences that cause them
to look at things differently.
 Language Skills: Sender and receiver should have good
written and oral language skills.
 Inferior Listening Skills: This can cause the receiver to have
less than enough knowledge about a topic to make a proper
decision.
 Emotions: Can muddle the mind.
 Physical Distractions: Such as a poor Internet connection,
static on a telephone line, passing automobiles, and sloppy
penmanship.
Alan T. Shao PPT-13
Written Communication
 You may only have one opportunity to get your message
across to an audience.
 Employees spend 20–40% of their time writing.
 An overabundance of written communication, especially if it
is to wordy or unimportant to the receiver, is not effective
communication.
 The written research report is an organized record of the
entire study. It provides a tangible record of the information
that can be carefully prepared and directed to a particular
audience and then stored for later reference. However,
written communication is only effective if the receiver reads
and understands it.

Alan T. Shao PPT-14
Keys to an Effective Written Report
 Carefully consider what information you want to convey
 Know your audience
 Use a clear, logical presentation
 Use familiar terminology
 Use tables and exhibits to present large quantities of data
 Avoid unnecessary words and phrases
 Document all assumptions
 Proofread everything in the report

Alan T. Shao PPT-15
Format of the Written Report
1. Title Page
2. Executive Summary
a. Objectives
b. Findings
c. Costs
d. Conclusions
e. Recommendations
3. Table of Contents
4. Introduction
a. Brief overview of industry and purpose of study
b. Statement of objectives
5. Research Methodology

Alan T. Shao PPT-16
Format of the Written Report
6. Analysis of Results
7. Research Limitations
8. Conclusions and Recommendations
9. Appendix
6. Forms used to gather information
7. Calculations to support quantitative information conveyed in the
study
8. References cited in the body of the paper
9. Tables to support information conveyed in the study
10.Miscellaneous information conveyed in the study, such as
drawings of products and plant layouts

Alan T. Shao PPT-17
Research Realities
Alternative Report Formats
General Academic Report Generic Company Report
1. Title Page 1. Title Page
2. Table of Contents 2. Table of Contents
3. Summary 3. Executive Summary
4. Introduction 4. Introduction
5. Literature Review 5. Body (results)
6. Methodology 6. Conclusions and Recommendations
7. Findings 7. Appendices (including
8. Conclusions and Recommendations methodology)
9. Limitations and Future Research
10. Bibliography
11. Appendices

Alan T. Shao PPT-18
Oral Communication
 Oral communication is only effective if it successfully

conveys our intended message to the receiver.
 For researchers, the oral presentation is the
opportunity to explain the findings and “sell” their
recommendations directly to management. It should
be interesting enough to hold the audience’s attention
as it presents its message in a clear, well-organized
flow of information.

Alan T. Shao PPT-19
Keys to an Effective Oral Presentation
1. Consider the composition of the audience
2. Display an outline at the beginning of your presentation
3. Consider using some humor periodically
4. Follow the format of the written report
5. Know the material well and avoid reading
6. Use plenty of visual aids
7. Rehearse the presentation prior to the real thing
8. Allow ample time for questions from the audience
9. Conclude the presentation on a positive note

Alan T. Shao PPT-20
Multimedia Presentations
 The use of computerized multimedia is the conduit to maximize
your presentation.
 Pages or “slides” on the computer are developed into
presentations that can incorporate both animation and sound.
 PowerPoint, Charisma, and Persuasion allow presenters to
produce highly sophisticated visual aids.
 The most popular presentation software is Microsoft Office’s
PowerPoint.
– Variety of colors
– Timed slide transitions
– Clip art gallery
– Various types of charts
– Equation editor
 PowerPoint also offers sound and video clip capabilities.
Alan T. Shao PPT-21
Types of Graphic Aids
 The more senses that a presenter or writer can activate in the

audience, the more effective the communication will be.
 What we see and hear can account for more than 90% of what
we learn.
 A study conducted by the Wharton Business School’s Applied
Research Center found thatClick Me
presenters using visual aids were
perceived as better prepared, more persuasive, and more
interesting, and got their points across 67% of the time
compared with 33% for those who did not use graphics.
 Tables and charts are pictorial devices that can graphically aid
most oral presentations and written reports.

Alan T. Shao PPT-22
Tables Classified by Purpose
 General-Purpose Tables: Provide information for

general use or reference. They serve as repositories of
information.
 Special-Purpose Tables: Provide information to
support a specific discussion.

Alan T. Shao PPT-23
Table Format
 Table number
 Title
 Captions
 Stub (row descriptions)
 Body (data content)
 Headnote
 Footnote
 Source of data

Alan T. Shao PPT-24
Charts
 Sometimes called figures or graphs, are pictorial representations of
data.
 Line Chart: Consists of solid lines or broken lines for representing
data. Used mostly to show data classified by quantity or time.
 Pie Chart: (a.k.a., circle chart) Pie-shaped chart with each slice
being proportional to the percentage of the whole. Often used for
demonstrating percentages.
 Bar Chart: Displays data as rectangular bars, extending vertically or
horizontally. Each bar in the same chart is usually of equal width.
The length of each bar represents the data. Used in presenting data
classified by any basis (time, place, quantity, or quality).
 Pictogram: (a.k.a., pictograph) Uses pictures to represent numerical
data, such as money bags to represent a certain amount of money.
Essentially a modified type of bar chart.

Alan T. Shao PPT-25
Research Realities
Matching Visual Aids with Objectives
Visual Aid Objective
Table To show exact figures and values
Bar Chart To compare one item with others
Line Chart To demonstrate changes in quantitative data over

time
Pie Chart To visualize a whole unit and the proportions of its
components
Flow Chart To display a process or procedure
Organization Chart To define a hierarchy of elements
Photograph, Map, Illustration To create authenticity, to spotlight a location, and to

show an item in use
Alan T. Shao PPT-26
Report Follow-Up
Once the written report and oral presentation are completed,
researchers allow some time to pass for managers and other users
of the information to absorb all that has been presented to them.
A short time later, the researchers contact the key users of the study
findings to ask if they need clarification or additional information.
The follow-up is beneficial in three ways:
1. It lets the key people at the client company know that the
researchers are willing to address any additional questions.
2. It provides clients an opportunity to ask specific questions after
they have read the report.
3. It allows adjustments to be made to the study if necessary and if
company resources permit.
Alan T. Shao PPT-27
Decision Time!
The Research Realities entitled “Alternative Report
Formats” made the point that the format of academic
reports often differs from company reports. If your
company did some marketing research for a university,
what would you recommend the written report look like?

Alan T. Shao PPT-28
Net Impact
 The Internet significantly impacts the communication process.
 Internet communication tools
– E-mail
– Web sites
– Conferencing
– NetMeeting
– Webcam
– Streamlining audio
– CD-quality audio
– Streamlining video
– Internet telephony
– Electronic mall

Alan T. Shao PPT-29
Chapter 19
End of Presentation

Alan T. Shao PPT-30

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DATA COMMUNICATIONS

Marketing Research, 2 nd Edition

COMMUNICATING THE RESEARCH FINDINGS

Marketing Research, 2 nd Edition

--Scott Adams, creator of “Dilbert,” syndicated

 Explain the importance of effective communication

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

 Why is it necessary for marketers to learn how to

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

 American businesses generate an estimated 30 billion pieces of

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

 Oral communication is only effective if it successfully

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

 The more senses that a presenter or writer can activate in the

Marketing Research, 2 nd Edition

 General-Purpose Tables: Provide information for

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Table To show exact figures and values

Bar Chart To compare one item with others

Line Chart To demonstrate changes in quantitative data over

Organization Chart To define a hierarchy of elements

Photograph, Map, Illustration To create authenticity, to spotlight a location, and to

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

Marketing Research, 2 nd Edition

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