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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


Introduction(brief methodology & limitations

Findings


Appendices

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Components Long Report: Technical


Introduction

Methodology (detailed)Findings


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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Introduction

Methodology

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Preparing & Delivering the WrittenReport

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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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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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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


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


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BRM CH 19