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McGraw-Hill/Irwin Copyri ght 2014 by The McGraw-H il l Companies, In c. All ri ghts reserved .
P R E S E N T I N G I N S I G H T S A N D F I N D I N G S : W R I T T E N R E P O R T S
Chapter 19
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Learning Objectives
Understand . . .That a quality presentation of research findingscan have an inordinate effect on a readers or alisteners perceptions of a studys quality. The contents, types, lengths, and technicalspecifications of research reports.
That the writer of a research report should beguided by questions of purpose, readership,circumstances/ limitations, and use.
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Learning Objectives
Understand . . .That while some statistical data may beincorporated into the text, most statisticsshould be placed in tables, charts, or graphs.
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Pull Quote
People are amazing at collecting data, buttheyre often less skilled at creating insights outof it and spreading them throughout the wholeorganization. Data is great, but it rarely meansanything unless youve figured out exactly whatthat data is saying and what youre going to doabout it.
Nancy Porte,vice president of customer experience,
Verint-Vovici
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Written
Presentationand theResearchProcess
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Relevance. Not Quantity.
Focus on relevance. Its never about thevolume of analyzed data or the complexity
of an algorithm but about the actionability ofderived insight.
Mich ael Fass nach t , founderLoyalty Matrix
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The Written Research Report
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Guidelines for Short Reports
Tell reader why you are writing
Remind reader of request
Write in an expository style
Write report and hold for review
Attach detailed materials in appendix
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Components:Short Report Memo or Letter-Style
IntroductionProblem statementResearch objectivesBackground
ConclusionsSummary and conclusions
Recommendations
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Components:Short Report Technical
Prefatory Information (all)Introduction
(all, plus brief methodology andlimitations)
FindingsConclusions
Appendices
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The Long Research Report
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Report Modules
Prefatory Information
Introduction
Methodology
Findings
Conclusions & Recommendations
Appendices
Bibliography
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Components of Long Report:Management
Prefatory Information
Introduction(brief methodology & limitations
Findings
Conclusions & Recommendations
Appendices
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Components Long Report: Technical
Prefatory Information
Introduction
Methodology (detailed)Findings
Conclusions & Recommendations
AppendicesBibliography
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Prewriting Concerns
What is the reports purpose?
Who will read the report?
What are the circumstances?
How will the report be used?
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The Outline
Major Topic Heading A. Major subtopic heading
1. Subtopica. Minor subtopic
1) Further detail
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Types of Outlines
TopicDemand
A. How measured1. Voluntary error2. Shipping error
a. Monthly variance
SentenceDemand for refrigerators
A. Measured in terms f
factory shipments asreported by the U.S.Department ofCommerce
1. Error is introducedinto year to yearcomparisons
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Grammar and Style Proofreader Results
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Adjusting Pace
Use ample white space
Use headings
Use visual aidsUse italics and underlining
Choose words carefully
Repeat and summarize
Use service words strategically
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Considerations for Writing
Readability
Comprehensibility
Tone
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Avoiding
OvercrowdedText
Use shorter paragraphs
Indent or space parts of text
Use headings
Use bullets
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Appropriate
DataDisplays
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SampleFindingsPage:Tabular
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Relationships or Comparisons
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Sample Findings Page: Graphical
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Findings Page Templates
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Appropriate Data Displays
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Text Presentation
Walmart regained its number-1 rank in the Forbes 500due to its strong sales performance (11% increase; $351.1 billion). Although Walmart surpassed number-2-ranked
Exxon Mobil in sales, Walmarts profitability ($11.2 billion) was far below the oil giant ($39.5 billion). Somecredit several challenging public relations problems withthe lower-than-expected level. Number-6-ranked GeneralElectric also outperformed Walmart in profits with $20.8 billion. GEs robust sales growth (27.4%) is an indicationthat it will likely challenge both Walmart and ExxonMobilin the future.
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Alternative Text Presentation
Walmart slipped to No. 2 in the 2011 Fortune 500 after holding ontothe top spot for two years in a row. The retail giant was forced toaggressively cut prices to reverse its declining same-store sales in theUnited States.
Walmart is the second largest business in the Fortune 500 withrevenues up by 6 percent but profits down by 4.2 percent.
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Parts of a Table
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Tabular Presentation
Company Rank
Revenue
($, m illion s)
SalesGrowth Profi ts
Profi tGrowth
ExxonMobil
1 $452926.0 27.7% $41,060.0 34.8%
Walmart 2 $446,950.0 6.0% $15,699.0 -4.2%%
Chevron 3 $245,624.0 25.1% $26,895.0 41.4%
Walmart slipped to No. 2 in the 2011 Fortune 500 after holding onto the top spot fortwo years in a row. The retail giant was forced to aggressively cut prices to reverseits declining same-store sales in the United States.
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Sample Graphics within Report
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Sample Line Graph
201220112009
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Sample Pie Charts
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Pictograph
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Geographs
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3-D Graphs
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Preparing & Deliveringthe Written Report
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Preparing & Deliveringthe Written Report
Prefatory Information
Introduction
Methodology
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Preparing & Delivering the WrittenReport
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Preparing & Deliveringthe Written Report
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Preparing & Deliveringthe Written Report
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Key Terms
Area chart Bar chart Executive summary
Geographic chart Letter of transmittal Line graph Management report Pace
PictographPie chartReadability index
Sentence outlineTechnical report3-D graphicTopic outline
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McGraw-Hill/Irwin Copyri ght 2014 by The McGraw-H il l Companies, In c. All ri ghts reserved .
A D D I T I O N A L D I S C U S S I O N O P P O R T U N I T I E S
Chapter 19
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Snapshot: E-Speed Portal
Real-time frequencies.
Real-time cross-tabulation.
Real-time verbatim responses.
Real-time quota status.
Daily project status
Daily call disposition reports
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Snapshot: Forrester Research
Modular approach to report writing.
Analysis
What it Means Section:deduction & conjecture based on
knowledge & experience
Market Overview:data collection & findings.
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Stories Share Research
Accurate information, sound logic, and the facts arenecessary, of course, but truly effective leaders in anyfieldincluding technical ones know how to tell thestory of their particular research endeavor.
Robert McK eeauthor
Story: Substance, Structure, Style andthe Principles of Screenwriting
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PulsePoint: ResearchRevelation
2.3The number of gallons of fuel,
in billions, that people burn whilesitting in traffic.
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McGraw-Hill/Irwin Copyri ght 2014 by The McGraw-H il l Companies, In c. All ri ghts reserved .
P R E S E N T I N G I N S I G H T S A N D F I N D I N G S :
W R I T T E N R E P O R T S
Chapter 19
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Photo Attributions
Slide Source 8 Purestock/SuperStock
12 Purestock/SuperStock
13 PhotoLink/Getty Images
14 Purestock/SuperStock
27 Cooper Research
28 Cooper Research
34 Cooper Research
38 Cooper Research
39 Pamela S. Schindler
49 Jon Feingersh/Getty Images 50 Jon Feingersh/Getty Images
51 Purestock/SuperStock
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