---
url: "https://questionstar.com/principles-of-survey-research/chapter-7/"
title: "Chapter 7: Reporting Results"
type: "lehrbuch-chapter"
chapter: 7
chapterTitle: "Reporting Results"
---

# Chapter 7: Reporting Results

*19 slides (256–274) · Principles of Survey Research.*

## Slides

- [Slide 256: Reporting Results](slide-256.html.md) — Managers should easily understand the report, trust the results and know which actions they should take.
- [Slide 257: The final stage of the research process](slide-257.html.md) — The report is the most frequently underestimated step of the research process.
- [Slide 258: Why the report and presentation matter](slide-258.html.md) — After the project ends, often only the written report remains — it serves as a historical record of the entire study.
- [Slide 259: From data result to follow-up](slide-259.html.md) — The results should serve directly as input into the decision-making; where useful, conclusions are drawn and actionable recommendations given.
- [Slide 260: The typical structure — eleven elements](slide-260.html.md) — Structure
- [Slide 261: What comes before the report itself](slide-261.html.md) — Delivers the report, sums up the project experience (without results) and points to necessary follow-up steps.
- [Slide 262: The substantive core](slide-262.html.md) — Background, conversations with decision-makers and experts, then a clear management and research question.
- [Slide 263: Principles of good writing](slide-263.html.md) — Write for the decision-makers; avoid jargon, put technical terms in the appendix.
- [Slide 264: Guidelines for tables](slide-264.html.md) — Tables
- [Slide 265: Chart types at a glance](slide-265.html.md) — Geographic and positioning maps show locations, customers, competitors — the basis of geodemographics.
- [Slide 266: Two rules you won't forget](slide-266.html.md) — Suitable for simple relative frequencies — not for time series or relationships between multiple variables.
- [Slide 267: The talk shapes the first impression](slide-267.html.md) — Script/outline after the report, rehearse repeatedly.
- [Slide 268: Research Follow-up](slide-268.html.md) — Explain technical parts, help with implementation, discuss follow-up projects and integrate results into the MIS/DSS.
- [Slide 269: Reports across countries and languages](slide-269.html.md) — For management in different countries and languages, separate, reader-specific versions — comparable in content, possibly different in format.
- [Slide 270: Integrity in interpretation and reporting](slide-270.html.md) — of the market researchers surveyed name questions of research integrity as their most difficult ethical problem.
- [Slide 271: From "Push" to "Pull"](slide-271.html.md) — Push → Pull
- [Slide 272: The key takeaways](slide-272.html.md) — The report and presentation determine the perceived value of the entire study.
- [Slide 273: About the Author](slide-273.html.md) — Dr. Paul Marx was a Professor of Marketing at the University of Siegen, where he conducted research particularly on e-commerce, preference measurement…
- [Slide 274: References & License](slide-274.html.md) — Disclaimer: The author and affiliated persons/organizations cannot be held responsible for any violation of license terms unless caused by their active…

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*Part of [Principles of Survey Research](../index.md) · Dr. Paul Marx*