Marketing Research
Sample Report Outline
Stephan Sorger
www.stephansorger.com
NOT A TEMPLATE: PLEASE DO NOT TAKE THIS PPT, CROSS OUT SHISEIDO, AND ENTER YOUR NAME
Disclaimer:: All images such as logos, photos, etc. used in this presentation are the property of their respective
copyright owners and are used here for educational purposes only
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Situation: Company
Purpose: Explain background situation; Only include areas relevant to research
- What is going on with the company?
- What is going on in the industry?
- Slide count: 2 slides; One for company; One for industry (slide count minimum)
Future Solution
anti-aging moisturizer
Situation: revenue history, brand value, perceptions, distribution, promotion,…
+ anything else you find relevant
What do we need to know to understand the situation at the company?
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Situation: Industry
Purpose: Explain background situation; Only include areas relevant to research
- What is going on with the company?
- What is going on in the industry?
- Slide count: 2 slides; One for company; One for industry (slide count minimum)
Situation: competitors, market share, industry consolidation, increase/ decrease
+ anything else you find relevant
What do we need to know to understand the industry?
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Problem Statement
Purpose: Define problem clearly
- What are we trying to solve?
- What will be the impact to the company/industry if we solve it?
- Slide count: 1 slide
How do we increase revenue by 10% in the cluttered anti-aging cream market?
How do we increase market share by 5%?
How do we expand into mainland China by Dec. 31, 2020?
How do we improve brand awareness by 10%?
What will be the impact to the company if we achieve it?
Etc.
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Research Process
Purpose: Explain how you conducted your research (high level)
- What secondary research did you conduct? How did you conduct it?
- What primary research did you conduct? How did you conduct it?
- Slide count: 2 slides; One for secondary; One for primary
Step 1
Step 2
Step 3
1 Conduct background research
2.Identify target
3.Conduct primary research
(1) Research citing #1; (2) Research citing #2, #3, #4, #5, etc.
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Research Objectives
Purpose: Specify the goals of the research
- What do you hope to accomplish? How will you measure it?
- More specific than Problem Statement
- Slide count: 2 slides
Determine consumer attitudes to skin care products
Determine how to leverage attitudinal information to promotion campaigns
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Approach
Purpose: Explain how research was conducted
- What actions did you perform to conduct the primary research?
- More specific than Research Process
- Slide count: 2 slides
Step 1
Step 2
Step 3
1 Target a number of individuals with specific questions
2.Employ online survey, delivered via email
3.Analyze results to identify potential opportunities and risks
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Collection
Purpose: Explain how data was collected
- What process did you use? Ask the first person that came along?
- What data acquisition process did you use? Internet? Water boarding?
- Slide count: 2 slides
Online survey tool….
Online because….
Methodology….
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Questionnaire
Purpose: Explain how questionnaire was designed
- Why did you select the questions you did? How do they relate to problem?
- Why did you select the question structure you did?
- Slide count: 2-3 slides; Show examples
Organized questions into categories:
-Product satisfaction
(5) Which of the following concerns you most about your skin?
-Product promotions
Wrinkles or fine lines
-Distribution channel
Lost of elasticity and contours
Broken capillarity or rosacea
-Price
Sensitivity
-Frequency of use
Acne
Other
-Brand loyalty
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Sample Plan
Purpose: Explain how sample was selected
- Who are you trying to target?
- How are you targeting those people?
- Slide count: 1-2 slides; Show examples
Non-probability sampling method
Judgment sampling
Individuals from personal networks we believed were knowledgeable
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Sample Size
Purpose: Explain how sample size was calculated
- How many respondents do you need?
- What is the constituency of those respondents? All one group, or multiple?
- Slide count: 1-2 slides; Show calculations
n = z^2 * ( p * q ) / e^2
where
n = sample size
p = estimated percentage in the population
q = 100 – p
e = acceptable error (desired accuracy level)
n = (1.96)^2 * ( 90 * 10 ) / (5)^2 = 138 respondents
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Analysis Overview
Purpose: Explain how analysis was performed
- What was the basic analytical approach?
- What analytical tools did you use?
- Slide count: 1-2 slides
Overall objective: Understand how observable respondent variables
(age, sex, income, etc.) affected attitudes toward skin care
- Pivot table analysis: Procedure and detail….
- Cross tabulation analysis: Procedure and detail…
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Results
Purpose: Show data resulting from research
- What results did you get from your research?
- How are the results relevant to your research?
- Slide count: 4-5 slides; Include tables, charts, figures
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Analysis
Purpose: Analyze research data and correlate with objectives
- How can you apply analytical tools to the findings?
- How does the analysis correlate with the objectives you want to achieve?
- Slide count: 2-3 slides; Include tables, charts, figures
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Limitations
Purpose: Explain research issues and potential sources of error
- What issues did you experience during the research?
- What potential sources of error can you identify?
- Slide count: 1 slide
Limitations
-Difficult to identify only users of anti-aging products due to new category
-Assume behaviors toward aging cream = attitudes toward skin care in general
-Survey limited to respondents with computers and Internet access
-Sample size error of 6.8% higher than desired value of 5.0%
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Conclusions
Purpose: Explain deductions and inferences based on your findings
- What deductions can you make, based on the data?
- What can you infer from the results?
- Slide count: 1 slide
Findings show opportunity to focus on women at a younger age with product
Data showed no strong differences among respondents at different incomes
Data showed no strong differences among respondents at different ages (!)
Principal skin care concern: “Fine lines and wrinkles”
Market fragmented; Principal brand is “Other”
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report
Recommendations
Purpose: Provide suggestions on how to proceed
- What should management do?
- What will be the results if they execute those actions?
- Slide count: 1 slide
1. Create a younger image for the product to target younger consumers
2. Create product extension with lower strength for those with younger skin
3. Create new packaging to appeal to younger audience
4. Create messaging around increasing strength of collagen
5. Create “starter” 1/2 oz. size for $99 vs. current 1.8 oz jar at $225
© Stephan Sorger 2016: www.stephansorger.com; Marketing Research: Sample Report