As a next step, you need to provide descriptive statistics of your final data set. Below, we list a few example tables. Please recall you can design tables (and figures) yourself, depending on the unique characteristics of your study.

Example 1

Source: Hannes Datta, Kusum L. Ailawadi , and Harald J. van Heerde (2017), How Well Does Consumer Based Brand Equity Align with Sales Based Brand Equity and Marketing Mi x Response?. Journal of Marketing: May 2017, Vol. 81, No. 3, pp. 1-20.

Example 2

taken from: Datta, H., Foubert, B., & Van Heerde, H. J. (2015). The challenge of retaining customers acquired with free trials. Journal of Marketing Research, 52(2), 217-234.