8.1. Topic 8. Final Report

MARKET RESEARCH
Topic 8.
FINAL REPORT AND PRESENTATION OF RESULTS
Lecturer: Inna Alexeeva A.
inna.alexeeva@uneatlantico.es
8.1. Types of Final Reports
Technical Informative
Familiar with market research. Less technical.
Methodology, justifications, sample, Clear language.
questionnaire, field work,
Simple, non ambiguous.
techniques.
The goal is to INFORM.
E.g.: Government or specialized
firms.
2
Market Research. Topic 8: Final Report and Presentation of Results
8.1. Types of Final Reports
Scientific
For competent scientists of the area Mixed
included in the study.
For an organization.
The language is strict, no limits in
For a broad population.
the use of technical vocabulary.
Included in the category of
“scientific memories”.

3
8.2. Structure of the Final Report
Basic structure:
A cover, good binding.
The title: should be autonomous and communicate the

importance of the idea.
Date, the name of the people or entities who have

commissioned and carried out the research.
Index: thematic, paginated, graphs and tables included, offering a global

vision of the contents and making the comprehension of the report
easier.
Summary/Abstract: to provide in a concise manner the sufficient

information to understand the objectives and the results of the study .

4
Additional information to include:
Explanation on: the method, participants, tools, data analysis,

results (findings) and discussion.
References: a list of all the sources consulted during the study.
Appendixes (annex): the information which is not essential to

understand the contents of the report.
Author’s notes: any supporting material, important to understand the

study.
Tables, figures, graphs.

5
Introduction: What to include?
• Basic information to understand the report

1
• The state-of-the-art of the topic

2
• Reasons of carrying out the study

3
• Objectives and Methodology

4
• Problems and justification

5

6
Methodology
Secondary and primary sources, interviews to experts,

sample size, questionnaires, field work, type of the
analysis, techniques, limitations.
Should be read by experts.
Should be trustful.

7
Results
The main body of the report.
Organized according to the objectives and needs of the study.
Logical temporal sequence, coherent for the readers.
Additional data may be added in appendix.

8
Conclusions and Recommendations
The most consulted chapter.
Be careful with the presentation, writing, stress the

most important parts.
Important to show the reached objectives of the

research.
Include, when necessary, recommendations.

9
Annex or Appendix
It includes the tools or materials used in the process of data collection.
A presentation letter,
A copy of the Other useful data, but
contact data of the
questionnaire without comments
authors (research team)

10
Bibliography
Generally presented at the end f the study.
If it is short, it can be cited as footnote.
Check and write the consulted sources.
The bibliography measures the effort and upgrade level

of the researcher.

11
8.3. Norms of the Final Report’s Presentation
Written + Oral Reports

A common practice of the majority of research organizations is to deliver a writing report
and do an oral presentation of the results.
The oral presentation includes the main results of the study to facilitate the reading and
comprehension of the report.
Generally visual aids are used to enhance oral presentations to achieve the best impact
(Power Point or other presentation soft, video, flip chart, interactive whiteboards, etc.)
Audiovisuals may be used to improve the presentation
Adapted from A. Fernández Nogales “Investigación y técnicas de mercado”

12
Style
Clear words, short phrases, avoid epithets and “flourishes”.
Austere and of fast comprehension.
Clear scheme of de sections and subsections.
Avoid personal pronouns such as “I”, “You”, “We” and so on.
Write in the impersonal way (passive, 3d persona singular): “It is recommended

that…”, “it is considered as…”
Wide space.
Comprehensive, concise and objective.

13
DATA / TABLES to include
 The data that are really important and interesting together with a
short explanation of the result and a table with a summary.
 The detailed data presented in tables. Recommendable to
include tables with absolute and relative frequencies and some
other descriptive tables (media, moda, median, variance, and so
on).
 The tables should always include a title and show measurement
units. Include a temporal reference (the period) of the data and
the consulted source.

14
TABLES to include
Absolute frequencies Relative frequencies

From 0 to 15 years old 6 30%
From 65 onwards 2 10%
Total 20 100%
 Anything strange about the headings? Are they easy to

interpret?

15
TABLES to include
Nº of people Percentage regarding total

From 65 onwards 2 10%
Total 20 100%
 The headings should be easy to understand. It is better to avoid

technicalities.
 The percentages are better to understand.
 Heading + measurable units.

16
GRAPHS to include
 A graph is a VISUAL PRESENTATION of statistics.

 It is a very efficient tool: it shows the data fast and easy facilitating its
comparability, what allows to find trends and relationship among the
different data.
 The independent variable is presented as abscissa (horizontal axis)
and the dependent variable as ordenate (vertical axis).
 Graphs are used to show:
• Comparison (larger and smaller elements),
• Changes over time (evolution of one variable),
• Distribution of frequencies, etc.

17
GRAPHS to include
 It it’s recommendable to include bar charts, pie charts, etc. that illustrate
better the tables and comments.
 Graphs facilitate understanding of the contents in general.
 As for tables, a graph should include the title that explains what it
shows, the units and the consulted source.

18
GRAPHS to include
 A chart, or a diagram is not always the most appropriate way to present

statistics. Sometimes a table may be much more useful, allowing to
save time and efforts.
 Some charts are more recommendable than others, it depends on the
nature of the data: of one variable, absolute, multivariable, temporal.
 The use of graphs (charts and diagrams) should be RE-CONSIDERED
when the data:
 are very scattered,
 are very few,
 present too many values,
 present little or no variation.

19
GRAPHS to include – PIE charts
 PIE charts for data of ONE VARIABLE are used to represent the
proportion for each category of data.
 A pie chart is fragmented in divisions (independent segments), each of
which represents one category of data.

20
GRAPHS to include – PIE charts

21
GRAPHS to include – BAR CHARTS
 Useful for TWO or MORE

variables.
 The bars may be vertical or
horizontal.
 In HORIZONTAL bars the text
is easier to read, it’s
recommendable when there are
many categories or the
categories’ text is large.
 Allows to compare easier the
different values when the bars
are ordered.

22

23
 The vertical orientation of the bars is useful for temporal data series,
where the orientation from left to right looks similar to time line.
 Bar charts draws the reader’s attention to magnitudes in different
moments.
Bad example Good example

24
 STACKED bar graphs: to show and compare segments within totals.

25
STACKED bar graphs
Major R&D investments by sectors, 2012. Source: OECD (2015), STI Micro-data Lab: Intellectual
Property Database.
26
STACKED bar graphs
Standard mobile Dedicated mobile data Breakdown not available All technologies, 2010
Per 100 inhabitants

140
120
100
80
60
40
20
Subscriptions to mobile broadband per 100 habitants, penetration per type of technology, December 2014. Source: OECD (2015), Broadband
Portal, www.oecd.org/sti/broadband/oecdbroadbandportal.htm
27
GRAPHS to include - HISTOGRAM
Similar to bar graphs (used with two or more variables), when the level
of independent variables are quantitative, for example, the age.

28
GRAPHS to include – POPULATION PYRAMID
 It’s a combination of two graphs with horizontal bars,

representing the structure of the population of a country or
region by gender and age.
 Traditionally men are shown on the left and women to the
right.
 When different pyramids are needed to be compared, a
percentage of each gender group by age over the total
population instead of absolute figures should be shown.

29
GRAPHS to include - POPULATION PYRAMID

30
GRAPHS to include – LINE DIAGRAM (Data Series)
 Composed by data series

represented by points united
by line segments.
 It allows to see the change of
trend of temporal data.
 Usually used with
quantitative variables, for
example, in monthly, annual,
quarterly data series, etc.

31

32
 On the horizontal
axis (abscise) time
periods are shown
(months, years,
quarters,…)
 On the vertical
axis (coordinates)
absolute or relative
frequencies are shown.
 The points identify a time
period according to its
frequency value.

33
GRAPHS to include – combination of TIME SERIES+BARS
Employement evolution in the informative industries in OECD countries, 1995-2013. Annual changes in percentage and in thousands of people.
Source: OECD, 2015.
34
The most common ERRORS
 Include percentages with few data.

 Represent scales in bar diagrams.
 Exaggerated confidence level: 0,001 or 0,20.
 Address to a wrong population (language use,
technicalities, presentation of the results in absolute terms
or in rounded figures, etc.)

35
This topic closes the subject of Market
Research. I expect the knowledge you
acquired during this course will be
serve you in the future.
Thank you for your attention and effort!
36

8.1. Topic 8. Final Report

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MARKET RESEARCH

Market Research. Topic 8: Final Report and Presentation of Results

A cover, good binding.

The title: should be autonomous and communicate the

Date, the name of the people or entities who have

Index: thematic, paginated, graphs and tables included, offering a global

Summary/Abstract: to provide in a concise manner the sufficient

Market Research. Topic 8: Final Report and Presentation of Results

Additional information to include:

Explanation on: the method, participants, tools, data analysis,

References: a list of all the sources consulted during the study.

Appendixes (annex): the information which is not essential to

Author’s notes: any supporting material, important to understand the

Tables, figures, graphs.

Market Research. Topic 8: Final Report and Presentation of Results

Introduction: What to include?

• Basic information to understand the report

• The state-of-the-art of the topic

• Reasons of carrying out the study

• Objectives and Methodology

• Problems and justification

Market Research. Topic 8: Final Report and Presentation of Results

Secondary and primary sources, interviews to experts,

Should be read by experts.

Market Research. Topic 8: Final Report and Presentation of Results

The main body of the report.

Organized according to the objectives and needs of the study.

Logical temporal sequence, coherent for the readers.

Additional data may be added in appendix.

Market Research. Topic 8: Final Report and Presentation of Results

Conclusions and Recommendations

The most consulted chapter.

Be careful with the presentation, writing, stress the

Important to show the reached objectives of the

Include, when necessary, recommendations.

Market Research. Topic 8: Final Report and Presentation of Results

Market Research. Topic 8: Final Report and Presentation of Results

Generally presented at the end f the study.

If it is short, it can be cited as footnote.

Check and write the consulted sources.

The bibliography measures the effort and upgrade level

Market Research. Topic 8: Final Report and Presentation of Results

Written + Oral Reports

Audiovisuals may be used to improve the presentation

Adapted from A. Fernández Nogales “Investigación y técnicas de mercado”

Market Research. Topic 8: Final Report and Presentation of Results

Clear words, short phrases, avoid epithets and “flourishes”.

Austere and of fast comprehension.

Clear scheme of de sections and subsections.

Avoid personal pronouns such as “I”, “You”, “We” and so on.

Write in the impersonal way (passive, 3d persona singular): “It is recommended

Comprehensive, concise and objective.

Market Research. Topic 8: Final Report and Presentation of Results

DATA / TABLES to include

Market Research. Topic 8: Final Report and Presentation of Results

Absolute frequencies Relative frequencies

 Anything strange about the headings? Are they easy to

Market Research. Topic 8: Final Report and Presentation of Results

Nº of people Percentage regarding total

 The headings should be easy to understand. It is better to avoid

Market Research. Topic 8: Final Report and Presentation of Results

 A graph is a VISUAL PRESENTATION of statistics.

Market Research. Topic 8: Final Report and Presentation of Results