Interpreting and Reporting the Findings

The final step in marketing research procedure is reporting  and interpreting the findings. The researchers should keep from overwhelming the managers with numbers and fancy statistical techniques. Researchers should present significant findings that are useful in major decisions faced by management. Interpretation should not be left just to researchers.  Marketing managers will also have significant insights into the problems. Interpretation is a significant phase of the marketing procedure. if  the  manager  blindly  accepts  wrong interpretations from the researcher the  best  research is meaningless  .

Now  the  researcher  have to  interpret  the  findings,  draw  conclusions,  and  report  them  to management. The researcher would not attempt to overwhelm managers along numbers and fancy statistical techniques. Instead, the researcher should present significant findings that are useful in major decisions faced by the management.

However, interpretation should not be left just to the researchers. They are frequently experts in research design and statistics, but marketing manager knows more regarding the problem and the decisions that have to be made. In many cases, findings may be interpreted in different ways, and discussions between managers and researchers will help point to best interpretations. Manager will also want to verify that the research project was carried out properly and that all the compulsory analysis was completed. Or, after seeing the findings, the manager can have additional questions that may be answered through further sifting of the data. At last, the manager is the one who finally must decide what action the research suggests. The researchers can even make the data directly available to marketing managers so that they may perform new analyses and test new relationships on their own.

Interpretation is vital phase of the marketing procedure. The best research is meaningless if manager blindly accepts faulty interpretations from the researcher. Likewise, managers can be biased-they may tend to accept research results that indicate what they expected and to reject those that they did not hope or expect for. Therefore, researchers and managers must work together intimately when interpreting research results and both have to share responsibility for the research procedure and resulting decisions.