Communicating the Results

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


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.


European Society For Opinion And Marketing Research (ESOMAR) Report Writer Present Statistical Data Title Model Client Staff 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles. New York, NJ: Palgrave Macmillan.CrossRefGoogle Scholar
  2. Churchill Jr., G. A., & Iacobucci, D. (2015). Marketing research: Methodological foundations (11th ed.). Mason, OH: South-Western College Publishers.Google Scholar
  3. Huff, D. (1993). How to lie with statistics. New York: W. W. Norton & Company.Google Scholar
  4. ICC/ESOMAR (2016) international code on market, opinion and social research, and data analytics. Accessed 04 May 2018.
  5. Minto, B. (2009). The pyramid principle: Logic in writing and thinking (3rd ed.). Harlow: Pearson.Google Scholar
  6. Tufte, E. R. (2001). The visual display of quantitative information (2nd ed.). Cheshire, CT: Graphics Press.Google Scholar

Further Reading

  1. Durate, N. (2008). Slideology. The art and science of crafting great presentations. Sebastopol: O’Reilly Media.Google Scholar
  2. Reynolds, G. (2011). Presentation zen: Simple ideas on presentation design and delivery (2nd ed.). San Francisco, CA: New Riders Press.Google Scholar

Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2019

Authors and Affiliations

  • Marko Sarstedt
    • 1
  • Erik Mooi
    • 2
  1. 1.Faculty of Economics and ManagementOtto-von-Guericke- University MagdeburgMagdeburgGermany
  2. 2.Department of Management and MarketingThe University of MelbourneParkville, VICAustralia

Personalised recommendations