An effective writing should be clear, concise and direct. Thoughts should be complete, attention should be given to details such as grammar, spelling and the flow of thoughts. Learn how to present your research findings.

1. Reporting and
Presenting Research
Findings

2. Objectives
Understanding the Characteristics of Effective Writing
Reporting Quantitative Research
Understanding Discussion and Interpretation
Understanding the Presentation of Your Report

3. Effective Writing
Clear, concise, direct
Thoughts are complete
Attention given to details such as grammar, spelling
Flow of thoughts

4. Quantitative Research
Reporting
Recall, the opening sections of the proposal should be the
foundation of the section introduction
Background
Research Problem (w/ research concepts)
Methodology & Procedure
Sample frame
Research Instruments

5. Reporting The Findings
Frame a percentages and proportions in absolute numerical
terms
Example: “Sixty percent (n= 18) of the sample either
strongly agreed or agreed with the statement that the holiday
season tends to cause a great deal of anxiety.”

6. The Use of Data In Reports
Tables should support
discussion points
E.g. “Third quarter performance
peaked dramatically in the East
relative to the West and North.
Overall brand performance
remained stagnant from region
to region in the first, second, and
fourth quarters.” 0
10
20
30
40
50
60
70
80
90
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
East
West
North

7. Discussion & Interpretation
Graphics, tables in the context of the written presentation
should be minimized
More is not necessarily better

8. Discussion & Interpretation
Revisit the Research Problem Statement
 Organize discussion around concepts of interest, research concepts
Don’t just spout numbers; tell the story behind the data
 Highlight, topline, and synthesize information

9. Discussion & Interpretation
Leave the reader with food for thought
 What does the quantitative data suggest?
 Based on complete evidence in the data gathered, what
conclusions can be drawn?
 What recommendations, suggestions can be made to address
the marketing problem?

10. The Conclusion &
Recommendations
Make proactive recommendations for marketing the product based
on the evidence uncovered in research
Look for opportunities to appeal to the target market
 Are there benefits that should be addressed?
 Are there attributes that have unique appeal?

11. The Conclusion &
Recommendations
Look for opportunities in target market segmentation
 Are there segmentation considerations?
What should the message strategy be?

12. Appendix References
Cite Exhibit tables in a separate appendix section
 Each table labeled with a numerical identifier
 Columns are clearly labeled
 Reminder: SPSS printouts should be not be bound with the
report

13. The Use of Data In Reports
Bar charts are appropriate for category comparisons
Pie charts visually represent portions of the whole

14. The Written Presentation –
Part II
Organization of the written presentation for Quantitative Research
should follow a recommended format

15. The Written Presentation –
Part II
Introduction/Background
Research Objectives
Concepts of Interest
Research Method
Discuss method, instrument, and implementation of
method (e.g. means for recruiting )
Research Sample
 Discuss sample frame, number recruited, profile of participants etc.
 Remember: Classification questions

16. The Written Presentation –
Part II
Findings
Organize presentation sub-topics by COI
Discuss questions that fall logically into COI area
Quantitative Research Conclusions
Limitations
Recommendations for Future Research

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