Professional Documents
Culture Documents
Chapter 21
Presenting Insights and Findings: Written and Oral Reports
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Learning Objectives
Understand . . . a quality presentation of research findings can have an inordinate effect on a readers or a listeners perceptions of a studys quality contents, types, lengths, and technical specifications of research reports the writer of a research report should be guided by questions of purpose, readership, circumstances/ limitations, and use
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Learning Objectives
Understand . . . while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs oral presentations of research findings should be developed with concern for organization, visual aids, and delivery in unique communication settings
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Short
Long
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Long Reports
Technical
Management
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Report Modules
Conclusions
Appendices
Bibiography
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2. Conclusions
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Components: Short Report Technical 1. Prefatory Information (all) 2. Introduction (all plus brief methods and limitations) 3. Findings 4. Conclusions 5. Appendices
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Components: Long, Report Management 1. Prefatory Information (all) 2. Introduction (all plus brief methods and limitations) 3. Conclusions and Recommendations 4. Findings 5. Appendices
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Components: Long Report Technical 1. 2. 3. 4. 5. 6. 7. Prefatory Information Introduction Methodology Findings Conclusions Appendices Bibliography
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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
I. Major Topic Heading A. Major subtopic heading 1. Subtopic a. Minor subtopic 1) Further detail
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Types of Outlines
Topic I. Demand A. How measured 1. Voluntary error 2. Shipping error a. Monthly variance Sentence I. Demand for refrigerators A. Measured in terms f factory shipments as reported by the U.S. Department of Commerce 1. Error is introduced into year to year comparisons
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Readability Comprehensibility
Tone
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Adjusting Pace
Use ample white space Use headings Use visual aids Use italics and underlining
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Use bullets
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Presentation of Statistics
Text Tables
Semi-tabular Graphics
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Example of Text Presentation Wal-Marts continued ascendancy to the ranks of super-business is clearly visible in a comparison between it and the Forbes 500 top-ranked business, General Electric. While ranked 6th overall, Wal-Mart surpasses the number 1-ranked GE in overall sales (85.6% greater) and sales growth over the previous year (167.3% greater).
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Example of Semi-Tabular Presentation Wal-Marts sales ($244.5 billion) are 85.6% greater than GE sales (131.6 billion) Wal-Marts sales growth (12.3%) is 1.7 times greater than GEs sales growth (4.6%) Wal-Marts profit growth (20.5%) is 2.9 times greater than GEs profit growth (7.1%)
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GE Wal-Mart
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$131,698 m $244,524 m
$15,133 m $8,039 m
Item
Total adults
Home or work
Home only
Work only
B a n n e r
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Total Adults (1,000) PERCENT DISTRIBUTION Age 18 to 34 years old 35 to 54 years old 55 years old or over Gender Male Female
199,438
90,458
112,949
77,621
50,476
75,409
32.5 39.9 27.6 48 52.0 47.9 36.9 15.2 42.1 23.7 57.2 19.1 22.5 26.5 51.0 55.1 20.7 20.1 4.1
39.7 47.7 12.7 49.8 50.2 40.2 44.4 15.4 47.7 27.5 61.6 10.9 38.0 34.8 27.2 33.6 26.2 32.6 7.6
37.9 46.0 16.2 48.5 51.5 41.0 43.3 15.7 47.0 26.0 61.1 12.9 33.6 33.7 32.8 38.3 25.7 29.4 6.7
35.1 49.4 15.5 49.3 50.7 37.9 45.9 16.2 48.7 23.4 66.2 10.3 38.6 34.0 27.3 29.9 26.9 34.7 8.5
34.9 5534 9.7 52.3 47.7 41.8 44.6 13.6 48.0 22.6 65.3 12.0 49.2 30.6 20.3 23.3 27.4 39.6 9.7
40.3 47.4 12.3 49.3 50.7 29.5 44.5 16.1 47.9 28.4 60.6 47.9 37.8 35.0 27.2 32.9 26.0 33.1 8.0
S t u b
Household size 1 to 2 persons 3 to 4 persons 5 or more persons Any child in household Marital Status Single Married Other Educational Attainment Graduated college plus Attended college Did not attend college Household Income Less than $50,000 $50,000 to $74,000 $75,000 to $149,000 $150,000 or more
Body
* For persons 18 years or age or older (199,438). As of spring. Based on sample and subject to sampling error; see source for details. Source: Mediamark Research, Inc. New York, NY. CyberStats, Spring 2000. Internet site http://www.mediamark.com (accessed 23 May 2000).
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Opening
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Presentation Type
Extemporaneous
Memorized
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Speaker Characteristics
Vocal Do you speak softly? Do you speak too rapidly? Do you vary volume, tone, and rate of speaking? Do you use nonwords (e.g., you know, uhm)? Physical Do you rock back and forth? Do you fiddle with things? Do you stare into space? Do you misuse visuals?
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Audiovisuals
Low Tech Chalkboard/ Whiteboard Handouts Flip charts Overhead transparencies Slides High Tech Computer-drawn visuals Computer animation
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Key Terms
Area chart Bar chart Briefing Executive summary Extemporaneous presentation Geographic chart Letter of transmittal Line graph Management report Pace Pictograph Pie chart Readability index Sentence outline Technical report 3-D graphic Topic outline