How we present our survey results is one of the most important aspects of the entire survey effort. It doesn’t matter how well the survey was conceived, designed, or executed, if it’s poorly or inaccurately presented, none of the effort that went into the survey will be recognized. Moreover, important findings may never get the visibility or attention they should.
Paul Hague and his colleagues echo this notion in their book Marketing Research: “These reports should be the crowning glory of the huge amount of time and money that has been invested in the research and yet so often the results are disastrous.”1
In this chapter, we try to provide you with some guidelines based on our own experience and the expertise ...
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