Communicating the Results

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

Chapter 10 in A Concise Guide to Market Research, 2019, pp 355-375 from Springer

Abstract: Abstract Communicating the results of your study, project, or business case is crucial in market research. We thus discuss the core elements of a written research report, provide guidelines on how to structure its core elements, and how you can communicate the research findings to your audience in terms of their characteristics and needs. We show you how to organize and simplify complex and dense information in an efficient and reader-friendly way. Using SPSS, and drawing on a case study, we show how you can combine and present several graphs and (regression) tables concisely and clearly. We also provide guidelines for oral presentations, suggestions for visual aids that facilitate the communication of difficult ideas, and ideas on how to best structure the oral presentation of results. Finally, we discuss ethical issues that may arise when communicating report findings to your client.

Keywords: European Society For Opinion And Marketing Research (ESOMAR); Report Writer; Present Statistical Data; Title Model; Client Staff (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-56707-4_10

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DOI: 10.1007/978-3-662-56707-4_10

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