Communicating the Results

Marko Sarstedt and Erik Mooi
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Marko Sarstedt: Otto-von-Guericke-Universität
Erik Mooi: University of Melbourne

Chapter 10 in A Concise Guide to Market Research, 2014, pp 325-342 from Springer

Abstract: Learning Objectives After reading this chapter you should understand: Why communicating the results is a crucial element of every market research study. Which elements should be included in a written research report and how these elements can be structured. How to communicate the findings in an oral presentation. Ethical issues regarding the communication of the report findings to the client.

Keywords: Ethics; Follow-up; Identify and understand the audience; Minto principle; Oral presentation; Pyramid structure for presentations; Report structure; Visual aids; Written report (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-642-53965-7_10

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DOI: 10.1007/978-3-642-53965-7_10

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