Communicating the Results

  • Marko Sarstedt
  • Erik Mooi
Part of the Springer Texts in Business and Economics book series (STBE)

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.


Ethics Follow-up Identify and understand the audience Minto principle Oral presentation Pyramid structure for presentations Report structure Visual aids Written report 


  1. Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles. New York: Palgrave Macmillan.Google Scholar
  2. Churchill, G. A., Jr., & Iacobucci, D. (2009). Marketing research: Methodological foundations (10th ed.). Mason, OH: South-Western College Publishers.Google Scholar
  3. Council of American Survey Research Organizations (CASRO) (2011). Codes of standards and ethics for survey research.
  4. European Society for Opinion and Marketing Research (ESOMAR) (2007). ICC/ESOMAR International Code On Market And Social Research.
  5. Huff, D. (1993). How to lie with statistics. New York: W. W. Norton & Company.Google Scholar
  6. Minto, B. (2008). The pyramid principle: Logic in writing and thinking (3rd ed.). Harlow: Pearson.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  • Marko Sarstedt
    • 1
    • 2
  • Erik Mooi
    • 3
    • 4
  1. 1.Faculty of Economics and ManagementOtto-von-Guericke-UniversitätMagdeburgGermany
  2. 2.Faculty of Business and LawUniversity of NewcastleCallaghanAustralia
  3. 3.Faculty of Business and EconomicsUniversity of MelbourneParkvilleAustralia
  4. 4.Aston Business SchoolUniversity of AstonBirminghamUK

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