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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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The Written Research Report

Short

Long

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Short Report
When problem is well defined & or of limited scope About 5 pages Should be direct, make ample use of graphics to show trends Detailed information on research method would be omitted Purpose is to distribute the information quickly and in easy format

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Guidelines for Short Reports


Tell reader why you are writing Remind reader of request

Write report and hold for review

Attach detailed materials in appendix

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Long Reports

Technical

Management

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Technical Report
Includes full documentation and detail All working paper and original data files-a major source of document Written for an audience of researchers

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Management Report
When the client has no research background and is interested in results rather than in methodology More interested in conclusion and finding which helps in decision making

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Report Modules

Prefatory Information Introduction Methodology Findings

Conclusions
Appendices

Bibiography

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Research Report Components


Letter of Transmittal Relation between the researcher and the client is formal (e.g. companys president) For outside the organizaton

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1. 2. 3.

Title Page Should include four items: Title of the report The date For whom and by whom it was prepared

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Descriptive Study: The Five-Year Demand Outlook for Plastic in the India Correlation Study: The Relationship between the value of the Dollar in World Markets and Relative National Inflation Rates Causal Study: The Effect of various motivation methods on worker attitude among textile workers

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Authorization letter Sent to a public organizations Shows who sponsored the research

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Executive Summary Report in miniature-covering all the aspects in the body of the report It is summary of the major findings and conclusions, including recommendations Two pages are sufficient Highlights of the report

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Table of contents

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Introduction
Problem statement Research objectives Background

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Methodology
Sampling Design Reseach Design Data collection Data analysis Limitations

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Findings
Objective is to explain the data rather than draw interpretations or conclusion

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Exhibit 22-3 Example Findings Page

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Conclusions
Summary and conclusions Recommendations

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Appendixes
Complex tables, statistical tests,supporting documents,copies of form and questionnaire,detailed descriptions of the methodology

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Bibliography
The use of secondary data requires 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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Considerations for Writing

Comprehensibility

Tone

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Adjusting Pace

Use ample white space Use headings Use visual aids Use italics and underlining

Choose words carefully


Repeat and summarize

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Avoiding Overcrowded Text

Use shorter paragraphs

Use headings 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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Example of Tabular Presentation


Company Rank Sales Sales Growth 4.60% 12.30% Profits Profit Growth 7.1% 20.5%

GE Wal-Mart

1 6

$131,698 m $244,524 m

$15,133 m $8,039 m

Internet Access and Online Service Usage (2000)*


____Have Internet Access____ Any online Internet usage Used any online service in the past 30 days

Title Column Heads

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

199,438

90,458

112,949

77,621

50,476

75,409

Exhibit 21-5 Sample Tabular Findings

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

Gender Male Female

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).

Footnote Source Note

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Example Graphics Presentation

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Exhibit 21-7 Sample Line Graph

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Exhibit 21-9 Sample Area Chart

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Exhibit 21-9 Sample Pie Charts

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Sample Bar Chart

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Pictographs and Geographs

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Exhibit 21-10 3-D Graphs

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The Oral Report

Opening

Findings and conclusions Recommendations

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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

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