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Communicating the Results

  • Marko Sarstedt
  • Erik Mooi
Chapter
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.

Keywords

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

References

  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. www.casro.org/resource/resmgr/casro_code_of_standards.pdf
  4. European Society for Opinion and Marketing Research (ESOMAR) (2007). ICC/ESOMAR International Code On Market And Social Research. http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-guidelines/ICCESOMAR_Code_English_.pdf
  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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