Question

Topic: Research/Metrics

Difference Between Findings And Conclusion

Posted by Anonymous on 12/20/2011 at 5:12 PM ET 25 Points
Hi All,

I have recently gotten in to a debate with a friend of mine on whether I should include a conclusion in a marketing research report or not when the findings clearly answer the question that the marketing research was trying to find.

So for example, if a marketing research report's objective is to identify the different segments in a specific market based on customer needs, and the findings identify exactly who those segments are. What is the need of stating a conclusion in this research report when I can just state the findings that give me the answer I need?

Thanks in advance
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RESPONSES

  • Posted by Gary Bloomer on 12/20/2011 at 7:24 PM Member
    Skip the conclusion. Write for clarity, brevity, and meaning.
  • Posted on 12/20/2011 at 7:41 PM Accepted
    It depends on who you're writing the report for. Some people define "findings" as reporting results (only) ... as in "37% of respondents were found to be price sensitive, while 60% were not price sensitive at all ..." In that case, the conclusion might be, "There are two significant market segments -- those who are price sensitive and those who are not."

    While the goal should be clarity, it always helps to know your target audience and what they expect in a research report.
  • Posted by Sher Miller on 12/21/2011 at 3:08 PM Accepted
    It's rather like metrics and analytics. One is the number and one is what you are able to determine using the numbers. Your findings are going to be your results: percents, answers, etc. Your conclusion is what you deduce from your findings. It's easy to spit out all the independent findings, but what do they mean when considered as dependent variables and interactive causes? That's your conclusion.
  • Posted by Don B on 12/21/2011 at 8:28 PM Member
    I always include an executive summary that covers the the goals of the project, the details of the project (number of groups, etc), key findings. Then I put the details of the research as support to the summary.
  • Posted on 12/21/2011 at 8:37 PM Author
    Thanks a lot guys. Each and every answer has truly given me an added insight which made things so much more clearer for me in regards to making a marketing report.

    Don B: Your way seems interesting. I would like to try it, but what do you mean by "details of the project"?

    Thanks
  • Posted by Peter (henna gaijin) on 12/22/2011 at 1:15 AM Member
    I wold include the conclusion - likely in the executive summary. I find that not everyone thinks the way I do, so sees the conclusion as I do.
  • Posted on 12/23/2011 at 7:48 AM Author
    Thank you all for your support!
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