Ordinal vs Ordinal paired
Part 4: Reporting
A report from the example could go something like shown below.
It was of interest to see if seeing the commercial would change people's opinion on a brand. The sample results are visualised in Figure 1.
Upon inspection of Figure 1 we can see that the before the opinions seems to be spread out across the five categories, but for after the first category (fully dislike) seems to have a high percentage.
A Wilcoxon Signed-ranks test indicated people tend to like the brand more before seeing the commercial (Mdn = 3) than after seeing it (Mdn = 2), Z = 4.25, p < .001, r = .58.
It appears that seeing the commercial has had a negative effect on the opinion towards the brand. During a focus session it was discussed what might cause this......
Note the final paragraph explains the some-what technical results into more understandable English, something many readers would often appreciate.