Presenting the Results

Research does not stop with finding the solutions to the proposed problems. Communicating the proposed solution to the stakeholders plays a very important role. Often, researchers get too involved in the technical aspects of analyzing data and forget the fact that the application of mathematical and statistical outputs is most important. Presentation of results plays a very significant role in marketing and has a special place in the context of international marketing research. A typical marketing research process will involve two presentations—the proposal and the findings. Presenting the proposal is very important to the researcher as the client decides to proceed with the study based on this presentation. Presenting the results is also important as it addresses the decisions associated with the research purpose. Some managers evaluate the entire research process solely based on the presentation, so researchers have a lot riding on the presentation. Results are presented in both written and oral formats, and guidelines for both formats are discussed in this chapter.