Scale vs Scale paired
When reporting the results there are many options. I personally prefer to do the following:
- Introduce what you have analysed and why
- Show a visualisation
- Describe what you notice from the visualisation
- Write the results of the statistical tests and effect size
- Conclude in plain English for those who don't understand all those results.
From the example that might look something as shown below.
Customers were asked to rate their image of the company on a scale of 0 to 100. They were then showed a commercial and asked the same question again. The results are visualised in figure 1.
As can be seen from Figure 1 the grade customers gave before tend to be higher than after.
A paired samples t-test showed that there was a significant but weak difference in scores on opinion about the brand before and after seeing the commercial, t(23) = 2.40, p = .025, Cohen's d (based on differences) with Hedges correction = 0.48.
The commercial appears to have a negative effect on the image for the company. During a focus session this result was further discussed to find out why this happened.
The above is just one possibility on how to report the results.