Bachelor Degree in Information Management
Market Research
[Estudos de Mercado]
6 – Presentation of results
[27 slides]
Susana Pereira Esteves
susanaesteves@novaims.unl.pt
2022/2023
How can we make a
good Report?
Susana Pereira Esteves
Market Research
2
Presentation of results
 The report should be written for the specific readers
(usually marketing decision-makers or managers)
 Technical jargon should be avoided
 The report should meet the objectives
 The appearance of a report is importante (paper quality,
typing, colours, …)
 Four basic criteria to be considered in the preparation of a
report:
• Complete
• Accurate
• Easy to follow
• Concise
Susana Pereira Esteves
Market Research
3
Presentation of results
Complete
• Provides the reader all the necessary
information in a language he
understands
• It should be neither too short nor too
long
Susana Pereira Esteves
Market Research
4
Presentation of results
Complete
Accurate
Some imprecision sources are:
• Simple errors in sums or subtractions
(sum of percentages does not equal
100%)
• Confusion between percentages and
percentage points
• Inaccuracy caused by gramatical
errors
• Wrong conclusions caused by
confusing terminology
Susana Pereira Esteves
Market Research
5
Presentation of results
Complete
Accurate
Easy to follow
Susana Pereira Esteves
•
Good organization of the report
•
Order the data analysis by theme
Market Research
6
Presentation of results
Complete
Accurate
Easy to follow
Concise
• Select what is included in the report
• Do not include topics that are not
directly related to the studied theme
Susana Pereira Esteves
Market Research
7
Presentation of results
The report may be organized in diferente ways.
Here you have a typical structure:
1.
2.
3.
4.
5.
6.
7.
8.
Title page
Table of contents
Executive summary
Introduction
Body of the report
Conclusions and recommendations
Appendices
References
Susana Pereira Esteves
Market Research
8
Presentation of results
The report may be organized in diferente ways.
Here you have a typical structure:
1. Title page
Susana Pereira Esteves
• Title of the report
• Name of the researchers and
/or organization conducting
the research
• Name of the cliente for whom
the report was prepared
• Date
• …
Market Research
9
Presentation of results
The report may be organized in diferente ways.
Here you have a typical structure:
1. Title page
2. Table of contents
Susana Pereira Esteves
• List of the topics covered
and the respective page
number
• Includes chapters and
sections (all of them
should be numbered)
• It may include a list of
tables or graphs
Market Research
10
Presentation of results
The report may be organized in diferente ways.
Here you have a typical structure:
1. Title page
2. Table of contents
3. Executive summary
•
•
•
•
Introduction
Results
Conclusions
Recommendations
Susana Pereira Esteves
• A very importante part of the
report
• It should resume the main
topics of the report, namely a
concise description of the
problem, research design,
major results, conclusions
and recommendations
• Usually without sections
• The last part of the report to
be written
Market Research
11
Presentation of results
The report may be organized in diferente ways.
Here you have a typical structure:
1. Title page
2. Table of contents
3. Executive summary
•
•
•
•
Introduction
Results
Conclusions
Recommendations
4. Introduction
Susana Pereira Esteves
• Information needed for the
reader to understand the
main text of the report
• Specific terminology
• Context of the study
• Goals of the study
• Organization of the report
Market Research
12
Presentation of results
Typical structure:
5.
Body
•
•
•
Susana Pereira Esteves
Methodology
Results
Limitations
Excessive technical terminology
should be avoided
Market Research
13
Presentation of results
Typical structure:
5.
Body
•
•
•
Susana Pereira Esteves
Methodology
Results
Limitations
• Reasons for choosing the
methodology followed
• Explanation of the sampling
plan
• Data analysis techniques used
Market Research
14
Presentation of results
Typical structure:
5.
Body
•
•
•
Susana Pereira Esteves
Methodology
Results
Limitations
• Detailed results supported by
tables and figures
• Summarize the most detailed
and complex results that should
be presented in attachment
• Organized in a logical order
Market Research
15
Presentation of results
Typical structure:
5.
Body
•
•
•
Susana Pereira Esteves
Methodology
Results
Limitations
• Each graphic should have a goal
• Suggestive and informative titles
• Name the axes and maintain the
same scale (at least for the variables
which can be directly compared)
• Set the scale and highlight the
measurement units
• Subtitles (inside the graphic) when
needed
• A table of data whenever a more
detailed analysis of the results may
be required
• Assign universal connotation to each
colour (Example: Red – negative;
Green – positive; A different colour
for each brand)
Market Research
16
Presentation of results
Typical structure:
5.
Body
•
•
•
Susana Pereira Esteves
Methodology
Results
Limitations
• Relevant limitations
• Accuracy of the results
• Imprecision sources (namely
non-sampling errors)
• Explain how the results can
be generalized
Market Research
17
Presentation of results
Typical structure:
5.
Body
•
•
•
6.
Methodology
Results
Limitations
Conclusions and recommendations
• The different conclusions are presented,
arising from the different results
• The conclusions are presented with more
detail than in the executive summary
• There must be a conclusion for each goal
or problem of the study
Susana Pereira Esteves
Market Research
18
Presentation of results
Typical structure:
5.
Body
•
•
•
6.
7.
Methodology
Results
Limitations
Conclusions and recommendations
Appendices
•
•
•
8.
Include all the
material that is too
complex, detailed,
specific or is not
absolutely
necessary for the
text.
Copy of the data collection tools
Detailed calculation supporting the
sample dimensions, statistic tests,
…
Tables not included in the main text
References
Susana Pereira Esteves
Market Research
19
Presentation of results
Be careful with the scale!
Ex
Satisfaction evolution (2011-2015)
Satisfaction evolution (2011-2015)
79
77
75
73
71
69
67
65
2011
2012
Susana Pereira Esteves
2013
2014
2015
100
90
80
70
60
50
40
30
20
10
0
2011
Market Research
2012
2013
2014
2015
20
Presentation of results
Some types of graphics and typical goals
in data analysis in Market Research
Goal
Magnitude
Usual use
Type of graphic
- Identify the importance of attributes
Bar chart
- Show performance in attributes
Radar chart
Growth, trends
and changes
- Show progresso in satisfaction
Line chart
- Monitor evolution in specific attributes
Bar chart
Composition
- Show the composition of a database of
clients
Round (or pie) chart
Susana Pereira Esteves
Market Research
Stacked bar chart
21
Presentation of results
Magnitude
Attributes evaluation
Type of graphic: Bar chart
Atributo F
69
Atributo E
77
Atributo D
55
Atributo C
75
Atributo B
80
Atributo A
70
0
20
40
60
80
100
Satisfaction with the service
100
90
80
70
60
50
40
30
20
10
0
Mudança de óleo
Reparação de chapa
ou pintura
Revisão
Muito Satisfeito
20,0
10,0
25,0
Satisfeito
50,0
45,0
55,0
Insatisfeito
20,0
30,0
15,0
Muito Insatisfeito
10,0
15,0
5,0
Susana Pereira Esteves
Market Research
22
Presentation of results
Magnitude
Type of graphic: Radar chart
Attributes evaluation
Attribute A
85
80
75
Attribute F
70
Attribute B
65
60
55
50
Attribute E
Attribute C
Brand 1
Attribute D
Susana Pereira Esteves
Market Research
Brand 2
23
Presentation of results
Growth, trends and changes
Type of graphic: Line graphic
Evolution
(scale 0 to 100)
80
70
60
50
Marca A
40
Marca B
30
20
10
0
2005
Susana Pereira Esteves
2006
2007
2008
2009
Market Research
2010
24
Presentation of results
Growth, trends and changes
Type of graphic: Bar graphic
Evolution
Atributo F
3
Atributo E
-8
Atributo D
3
Atributo C
5
Atributo B
2
Atributo A
-10
Susana Pereira Esteves
-5
10
0
Market Research
5
10
15
25
Presentation of results
Composition
Type of graphic: Round chart
Stacked columns chart
% of Clients
100%
90%
30
80%
70%
55
60%
25
50%
40%
Centro
15
Sul
30%
20%
10%
Norte
45
30
0%
Marca A
Susana Pereira Esteves
Market Research
Marca B
26
Presentation of results
A detailed description of the organization of a report
can be found at:
Nunan, Birks and Malhotra (2020), chapter 28.
Susana Pereira Esteves
Market Research
27