Written Reports Chapter 19 Learning Objectives Understand That a quality presentation of research findings can have an inordinate effect on a readers or a listeners perceptions of a studys quality ID: 371632
Download Presentation The PPT/PDF document "Presenting Insights and Findings:" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Presenting Insights and Findings: Written Reports
Chapter 19Slide2
Learning ObjectivesUnderstand . . . That a quality presentation of research findings can have an inordinate effect on a reader’s or a listener’s perceptions of a study’s quality.
The contents, types, lengths, and technical specifications of research reports.
That the writer of a research report should be guided by questions of purpose, readership, circumstances/ limitations, and use.Slide3
Learning ObjectivesUnderstand . . . That while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs.Slide4
Pull QuotePeople are amazing at collecting data, but they’re often less skilled at creating insights out of it and spreading them throughout the whole organization. Data is great, but it rarely means anything unless you’ve figured out exactly what that data is saying—and what you’re going to do about it.
Nancy Porte,
vice president of customer experience,
Verint-VoviciSlide5
Written Presentation and the Research ProcessSlide6
Relevance. Not Quantity.“Focus on relevance. It’s never about the volume of analyzed data or the complexity of an algorithm but about the actionability of derived insight.”
Michael Fassnacht,
founder
Loyalty MatrixSlide7
The Written Research ReportSlide8
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 appendixSlide9
Components: Short Report Memo or Letter-Style
Introduction
Problem statement
Research objectives
Background
Conclusions
Summary and conclusions
RecommendationsSlide10
Components: Short Report Technical
Prefatory Information
(all)
Introduction
(all, plus brief methodology and limitations)
Findings
Conclusions
AppendicesSlide11
The Long Research ReportSlide12
Report Modules
Prefatory Information
Introduction
Methodology
Findings
Conclusions & Recommendations
Appendices
BibliographySlide13
Components of Long Report: Management
Prefatory Information
Introduction
(brief methodology & limitations
Findings
Conclusions & Recommendations
AppendicesSlide14
Components Long Report: Technical
Prefatory Information
Introduction
Methodology (detailed)
Findings
Conclusions & Recommendations
Appendices
BibliographySlide15
Prewriting Concerns
What is the report’s purpose?
Who will read the report?
What are the circumstances?
How will the report be used?Slide16
The OutlineMajor Topic Heading
Major subtopic heading
Subtopic
Minor subtopic
Further detailSlide17
Types of Outlines
Topic
Demand
How measured
Voluntary error
Shipping error
Monthly variance
Sentence
Demand for refrigerators
Measured in terms f factory shipments as reported by the U.S. Department of Commerce
Error is introduced into year to year comparisonsSlide18
Grammar and Style Proofreader ResultsSlide19
Adjusting Pace
Use ample white space
Use headings
Use visual aids
Use italics and underlining
Choose words carefully
Repeat and summarize
Use service words strategicallySlide20
Considerations for Writing
Readability
Comprehensibility
ToneSlide21
Avoiding Overcrowded Text
Use shorter paragraphs
Indent or space parts of text
Use headings
Use bulletsSlide22
Appropriate Data DisplaysSlide23
Sample Findings Page: TabularSlide24
Charts for Written ReportsSlide25
Components of a Whole or FrequencySlide26
Relationships or ComparisonsSlide27
Sample Findings Page: GraphicalSlide28
Findings Page TemplatesSlide29
Appropriate Data DisplaysSlide30
Text PresentationWalmart regained its number-1 rank in the Forbes 500 due to its strong sales performance (11% increase; $351.1 billion). Although Walmart surpassed number-2-ranked Exxon Mobil in sales, Walmart’s profitability ($11.2 billion) was far below the oil giant ($39.5 billion). Some credit several challenging public relations problems with the lower-than-expected level. Number-6-ranked General Electric also outperformed Walmart in profits with $20.8 billion. GE’s robust sales growth (27.4%) is an indication that it will likely challenge both Walmart and ExxonMobil in the future.Slide31
Alternative Text PresentationWalmart slipped to No. 2 in the 2011 Fortune 500 after holding onto the top spot for two years in a row. The retail giant was forced to aggressively cut prices to reverse its declining same-store sales in the United States.
Walmart is the second largest business in the Fortune 500 with revenues up by 6 percent but profits down by 4.2 percent.Slide32
Parts of a TableSlide33
Tabular Presentation
Company
Rank
Revenue
($, millions)
Sales Growth
Profits
Profit Growth
Exxon Mobil
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 for two years in a row. The retail giant was forced to aggressively cut prices to reverse its declining same-store sales in the United States.Slide34
Sample Graphics within ReportSlide35
Sample Line Graph
2012
2011
2009Slide36
Sample Area ChartSlide37
Sample Pie ChartsSlide38
Sample Bar ChartSlide39
PictographSlide40
GeographsSlide41
3-D GraphsSlide42
Preparing & Delivering the Written ReportSlide43
Preparing & Delivering the Written Report
Prefatory Information
Introduction
MethodologySlide44
Preparing & Delivering the Written ReportSlide45
Preparing & Delivering the Written ReportSlide46
Preparing & Delivering the Written ReportSlide47
Key Terms
Area chart
Bar chart
Executive summary
Geographic chart
Letter of transmittal
Line graph
Management report
Pace
Pictograph
Pie chart
Readability index
Sentence outline
Technical report
3-D graphic
Topic outlineSlide48
Additional Discussion opportunitiesChapter 19Slide49
Snapshot: E-Speed Portal
“While some marketer’s realize that e-speed may sacrifice quality in research, knowing the speed available with online surveys encouraged us to make our CATI survey results accessible in real time, directly via each client’s computer.”Slide50
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 reportsSlide51
Snapshot: Forrester Research
Modular approach to report writing.
Analysis
What it Means Section
:
deduction & conjecture based on
knowledge & experience
Market Overview
:
data collection & findings.Slide52
Stories Share Research“Accurate information, sound logic, and the facts are necessary, of course, but truly effective leaders in any field—including technical ones—know how to tell “the story” of their particular research endeavor.
Robert McKee
author
Story: Substance, Structure, Style and
the Principles of ScreenwritingSlide53
PulsePoint: Research Revelation
2.3
The number of gallons of fuel,
in billions, that people burn while sitting in traffic.Slide54
Presenting Insights and Findings: Written Reports
Chapter 19Slide55
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