the use of storytelling in quantitative research reports: a marketing research firm perspective

Clicks: 247
ID: 187219
2014
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Steady

Ranked #17 of 46 articles by views in Journal of safety research

Most read Least read

Bar heights use a square-root scale.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Orientation: Actionable reporting ensures that a marketing research firm communicates with clients to achieve business impact as opposed to merely communicating data to clients. Storytelling communicates with impact as it focuses on creating engagement and inspiring action. Research purpose: This article investigates the use of storytelling as a tool for actionable reporting by South African marketing research firms Motivation for the study: Clients of marketing research firms often criticise research reports as being too technical and lacking in strategic value. Storytelling is a reporting technique that can be used to develop actionable research and provide clients with more strategic value. Research design, approach and method: A total of 26 in-depth qualitative interviews were conducted with client service directors and managers of marketing research firms that deliver quantitative research reports to clients. Main findings: Results indicated that all marketing research firms but one use storytelling. Barriers that impede more regular use are inexperienced research executives and the time intensity associated with creating stories. Practical/managerial implications: Storytelling should be used by marketing research firms to provide clients with more actionable research. Contribution/value-add: The study provides marketing research firms in South Africa with recommendations as to how to implement storytelling as a reporting technique, which will add value to clients and enable marketing research firms to remain competitive and develop relationships with clients.
Reference Key
maritz2014actathe Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Vanessa Maritz;Daniel J. Petzer;Christine De Meyer
Journal Journal of safety research
Year 2014
DOI
10.4102/ac.v14i2.248
URL
https://actacommercii.co.za/index.php/acta/article/view/248
Keywords
industrial managementbusiness marketing research

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.