Writing and Presenting Your Project Report

Slide 14.
Chapter 14
Writing and presenting your project report
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 14.2
+
The main elements of the report
 You will be doing projects on varied subjects
 Thestructure for your report may vary slightly depending
on your topic and discipline, for example, writing up a
science experiment versus exploring a social
phenomenon
 There are elements of the report common to all projects
p aft er Discuss with your

Follow u
the teacher/supervisor the best
session structure for your individual
project
Slide 14.3
+
Elements common to all reports
 Introduction
Tell them what you are going to say
 Literature review
 Methodology/strategy for
investigation/technique
 Findings of the Say it
investigation
 Discussion
 Conclusions
Tell them what you said
These elements may guide your structure (you may wish to use them
as headings) or you may prefer to combine some of these elements into
different sections or chapters.
Remember there may be additional elements or different names for
these elements in your own discipline
Slide 14.4
+ Getting started with writing

Practical hints
 Create time for your writing

 Write when your mind is fresh
 Find a regular writing place
 Set goals and achieve them
 Use word processing
 Generate a plan for the report
 Finish each writing session on a high point
 Get friends to read and comment on your work
Slide 14.5
+ Structuring your research report

Suggested structure
 Abstract
 Introduction
 Literature review
 Method
 Results
 Discussion
 Conclusions
 References
 Appendices
Slide 14.6
+ Writing for different audiences

Key differences between an ‘Academic’ report
and a ‘Consultancy’ or ‘Management’ report
The academic report:

 Tends to be longer
 Will be marked and graded
 Will contain contextual descriptions
The consultancy report:

 Has less focus on the development of theory
 Contains recommendations relating to the organisation’s business
Slide 14.7
+ Report structure
The abstract
Four short paragraphs that answer the questions:
1. What were my research questions and why were they important?
2. How did I go about answering the research questions?
3. What did I find out in response to these questions?
4. What conclusions can be drawn?
Adapted from Saunders et al. (2009)
Slide 14.8
+ Report structure
Introduction - include
 The research questions(s) and a clear statement of

research objectives
 Brief background and a guide to the storyline
Slide 14.9
+ The Introduction
This is where you will introduce the project to the reader.
Think about:
 Describing your topic. What is your aim?
 Do you have a specific question to answer
 Are you exploring a topic in detail
 Are you creating something
 Defining the topic e.g. - a geographical area, a period of

time, a measurement, a material or a social phenomenon
 There may be a number of interpretations of your topic,
make it clear to the reader what you are studying
 Why have you chosen this topic ?
 is it important
 subject of particular interest
 relates to a hobby
 or maybe you future career plan
Slide 14.10
+
Activity 1: Have a chat!
Talking to others about your project and asking

questions can be really helpful in clarifying your topic
 Describe your topic/aim
 Individually write one short sentence about your
topic
 Defining the topic
 In a small group take turns read out your sentence
and ask questions about each topic, start to define
the area
E.g. what do you mean by….?
how would you measure ...?
Slide 14.11
+ Report structure
Literature review - purpose
 To set your study in the wider context

 To show how your study supplements existing work
Slide 14.12
+
What is a literature review?
 Focuses on a specific topic and is organised around and
related directly to your project
 Compiles the research/information that has been published on
the topic by recognised scholars and researchers
• Provides background for the problem (research question) or
puts the problem into historical perspective
• Informs the reader about the current concepts and state of
research on the topic and any controversies
• Describes the pros and cons of particular studies and may
suggest areas for further research
• Organizes the literature into a narrative
Slide 14.13
+
It also demonstrates your skills
 Information seeking: the ability to search the
literature efficiently, using manual or
computerized methods, to identify a relevant set
of articles (and books)
 Organisation
 Appraisal: to identify good evidence/arguments

 Writing: structure and presentation
 It is a creative process
These skills are part of the assessment!

Slide 14.14
+
Structuring the literature review
Slide 14.15
+
Developing a clear line of argument
On its own, evidence cannot contribute to academic debate.

The interpretation and presentation of that evidence within
an argument allows the evidence to make a contribution.
Make sure that:

 There is always a clear link between your own arguments
and the evidence uncovered in your reading
You include a short summary at the end of each section
You acknowledge opinions which do not agree with your
argument. If you ignore opposing viewpoints, your argument
will in fact be weaker
Slide 14.16
+
Going beyond description
You not only need to show you can extract, interpret and
summarise information but that you can go beyond this and
show connections between ideas, information, sources etc.
Compare and contrast different authors' views on an issue

• group authors who draw similar conclusions
• note areas in which authors are in disagreement
• highlight exemplary studies
• highlight gaps in research
Show how your work

 relates to previous studies/developments
 relates to the literature in general
Slide 14.17
+
When to stop
 Itis important to keep control of the reading process,
and to keep your research focus in mind.
 Always bear in mind your research question
 Why am I including this?
 It might be interesting but is it relevant?
 Planning your review is the best way of keeping the

focus.
 Decisions need to be made about where to focus your
reading, and where you can refer briefly to an area but
explain why you will not be going into it in more detail.
Slide 14.18
+ Report structure
Methodology
The reader needs to know how you carried out
your investigation/created something.
You may be discussing a physical process – an
experiment or a survey or a creative process –
creative writing or making a film.
It
is helpful to break it down into steps and explain
how and why decisions were made
Use your reflective diary as you are going along
to document this
Slide 14.19
+ Report structure
Methodology
Participants
 How many?
 How were they selected?
 What were their characteristics?
 How were refusals/non-returns handled?
Materials
 What tests/scales/interview or observation
schedules/questionnaires were used?
 How were purpose-made instruments developed?
 How were the resulting data analyzed?
Slide 14.20
+ Report structure
Methodology
Procedures
 What were the characteristics of the interviewers and observers, and

how were they trained?
 How valid and reliable do you think the procedures were?
 What instructions were given to participants?
 How many interviews/observations/questionnaires were there; how

long did they last; where did they take place?
 When was the research carried out?
Slide 14.21
+ Report structure
Results chapter(s) - purpose
 To report the facts your research discovered

 To support the facts with quotes from participants
Discussion chapter- purpose
 To interpret results and relate the findings to the original

research goals and objectives
 To indicate implications of the research
Slide 14.22
+
Findings and critical discussion
 How will you present your findings, results or ideas?
 Charts and diagrams
 Map
 Film or painting
 A play or creative writing
 Quotes from an interview
 What do they mean ?

 How have you interpreted your findings?
This part of the project/dissertation is the really

fundamental bit where you must spell out clearly and
systematically an argument that will lead to a conclusion.
Slide 14.23
+
Reporting The Findings
 Frame a percentages and proportions in absolute numerical

terms
“Sixty percent (n= 18) of the sample either strongly agreed or

agreed with the statement that the holiday season tends to
cause a great deal of anxiety.”
Slide 14.24
The Use of Data In Reports
 Tablesshould support
discussion points
90
80
“Third quarter performance 70
peaked dramatically in the 60

50 East
East relative to the West 40 West
and North. Overall brand 30 North

20
performance remained 10
stagnant from region to 0
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
region in the first, second,
and fourth quarters.”
Slide 14.25
+
The Use of Data In Reports
 Bar charts are appropriate for category comparisons
 Pie charts visually represent portions of the whole
Slide 14.26
+ Report structure
Using a matrix in the planning of the content for
the results and conclusions chapters
Saunders et al. (2009)

Figure 14.1 Using a matrix in the planning of the content for the results and
conclusions chapters
Slide 14.27
+
Discussion & Interpretation
 Revisit the Research Problem Statement

 Organize discussion around concepts of interest, research concepts
 Don’t just spout numbers; tell the story behind the data
 Highlight, topline, and synthesize information
Slide 14.28
+
Discussion & Interpretation
 Leave the reader with food for thought

 What does the quantitative data suggest?
 Based on complete evidence in the data gathered, what conclusions
can be drawn?
 What recommendations, suggestions can be made to address the
marketing problem?
Slide 14.29
+ Report structure
Conclusion chapter – purpose
 To answer the research question(s)

 To meet the research objectives
 To consider the findings
 To present any contributions to the topic displayed in the
literature
 To reflect on any implications for future research
Slide 14.30
+ Conclusions
 Real conclusions, not just a summary/repetition of the findings
 The extent to which you achieved what you set out to achieve
 Possible weaknesses/limitations of the methodology and
interpretations
 Recommendations for the future
 Reflections on doing the project – use diary/activity log to help
you here
 how well you performed at different stages of the project
 what you would do differently next time and why
 what you have learned about conducting research and writing a
dissertation
Slide 14.31
+ Report structure
References
 Use a convention that is accepted by your university (e.g. Harvard,

APA)
 Cite all sources referred to in the text
 Check all citations to prevent plagiarism
Appendices
 Include only essential supporting material

 Include copies of interview schedules
 Keep appendices to a minimum
Slide 14.32
+ Organising the report content (2)

Main points to consider
 Choosing the title
 Telling a clear story
 Helping the reader by-

Dividing your work
Previewing and summarising chapters
Using suitable tables and graphics
Writing in a suitable style
Slide 14.33
+ Writing style
Key points:
 Clarity and simplicity – avoid jargon
 Checking grammar and spelling
 Preserving anonymity
 Regularly revising each draft
Slide 14.34
+ Finishing touches
 The Abstract (if required) – should be written when you
have completed the dissertation
 Presentation is very important, it does make a
difference if your headings are consistent, everything is
labelled properly and all the pages are there! Try not to
print out at the last minute
 Leave time to read through you work . Check for typos,
formatting and make sure all of your references are
correct in the text and in the reference list
 Ask someone reliable to proof read your dissertation
+
The Oral Presentation

Slide 14.36
+
Questions You Need To Ask
 To whom are you presenting?
 How much do they know about the topic?
 How educated and/or sophisticated are they?
 How large is the audience?
Slide 14.37
+
More Questions To Ask
 How long is the presentation?
 What is the purpose of the presentation?

 Inform?
 Persuade?
 Entertain?
 What do you want to convey?
Slide 14.38
Know Your Subject
 Have something of
substance to say.
 Learn more than you
will say.
 The more you know,
the more enthusiastic
you will be.
38
Slide 14.39
Fear Is Good
 Fear of failing
 Fear of audience
39
Slide 14.40
40
Audience Fears Allayed
 The audience doesn’t know what you intended to say or to do.
 You know more about the topic than anyone in the audience.
Slide 14.41
41
Elements of a Good Presentation
 Clear purpose or objective

 Sufficient, but not too much, information
 Organized
 Meets needs of audience

 For the ear to hear as well as the eye to see
 Stories and examples
Slide 14.42
+ 42
Outlining Your Presentation
Methods of organization
 chronological or sequential
 three points
 problem-cause-solution
 n ways to …
 Stories
Slide 14.43
+ 43
Opening
 Crucial
 Sets the tone

 Need to grab audience
Slide 14.44
+ 44
Types of Openings
 Preview
 Ask a question
 Ask a rhetorical question
 Pose a hypothetical situation
 Describe something new or dramatic
 Make a startling statement
Slide 14.45
Delivery of a Good Presentation
 Be enthusiastic
 Use body language
 Talk to the audience
 Dress appropriately
45
Slide 14.46
+ 46
Closing the Presentation
 Too important to wing it

 A speech is like a love affair; any fool can start one
but to end it requires considerable skill. - Lord
Mancraft (1914-1987)
 Last chance to tell what to know and do

 Direct, brief, and strong
Slide 14.47
47
Closing Styles
 Summarize
 Call to action
 Anecdote or story
 Rhetorical question
Slide 14.48
48
Summary
Elements of a good presentation
 Be clear about its purpose.

 Prepare.
 Have an attention-getting opening.
 Make the content organized and
interesting.
 Be enthusiastic.
 Talk to the audience.
 Have a memorable closing.
Slide 14.49
+
Tips for the Presentation
 All members must attend and actively participate

 Use team members‘strengths where necessary
 Support your team members
 Support other teams
Slide 14.50
+
Presentation Do’s
 Do introduce yourself and your team members and your

project focus early in the presentation
 Do establish an outline that will be used to present your

research
 Do highlight, summarize the process and findings from

research
 Do rehearse before the presentation
Slide 14.51
+
The Biggest Do
 Be professional, but DO HAVE FUN
Slide 14.52
+
Presentation Don’ts
 Don’t hide behind an avalanche of

slides/overhead transparencies
 Don’t be a distraction to yourself or to the

speaker (Be attentive)
 Don’t stop the presentation because the “script,”

or the technology, is not working
 It’s not about the show, its about the information
 No one knows the data better than you and your team
Slide 14.53
+ Oral presentation
Three key stages:
 Planning and preparation
 Use of visual aids
 Presenting
Slide 14.54
+ Summary: Chapter 14
 Writing is a creative process and a powerful way to

clarifying your thinking
A project report needs a clear structure that helps to

develop the storyline
 All the information should be readily accessible to the

reader
Slide 14.55
 Use a clear writing style free and check for spelling

and grammatical errors
 Be prepared to rewrite the first draft several times
 Remember to check the assessment criteria
Slide 14.56
 Failing to prepare for your presentation is preparing to fail
 Visual aids help the audience understand your presentation
Remember to –
 Tell them what you're going to say

 Say it
 Tell them what you said

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Slide 14.

p aft er Discuss with your

+ Getting started with writing

 Create time for your writing

+ Structuring your research report

+ Writing for different audiences

The academic report:

The consultancy report:

Four short paragraphs that answer the questions:

1. What were my research questions and why were they important?

2. How did I go about answering the research questions?

3. What did I find out in response to these questions?

4. What conclusions can be drawn?

Adapted from Saunders et al. (2009)

 The research questions(s) and a clear statement of

 Defining the topic e.g. - a geographical area, a period of

Talking to others about your project and asking

Literature review - purpose

 To set your study in the wider context

 Appraisal: to identify good evidence/arguments

These skills are part of the assessment!

On its own, evidence cannot contribute to academic debate.

Make sure that:

Compare and contrast different authors' views on an issue

Show how your work

 Planning your review is the best way of keeping the

 What were the characteristics of the interviewers and observers, and

 How valid and reliable do you think the procedures were?

 What instructions were given to participants?

 How many interviews/observations/questionnaires were there; how

 When was the research carried out?

 To report the facts your research discovered

Discussion chapter- purpose

 To interpret results and relate the findings to the original

 What do they mean ?

This part of the project/dissertation is the really

 Frame a percentages and proportions in absolute numerical

“Sixty percent (n= 18) of the sample either strongly agreed or

The Use of Data In Reports

peaked dramatically in the 60

and North. Overall brand 30 North

 Bar charts are appropriate for category comparisons

 Pie charts visually represent portions of the whole

Saunders et al. (2009)

 Revisit the Research Problem Statement

 Leave the reader with food for thought

Conclusion chapter – purpose

 To answer the research question(s)

 Use a convention that is accepted by your university (e.g. Harvard,

 Include only essential supporting material

+ Organising the report content (2)

 Choosing the title

 Telling a clear story

 Helping the reader by-

 Clarity and simplicity – avoid jargon

 Checking grammar and spelling

 Regularly revising each draft

The Oral Presentation

 To whom are you presenting?

 How much do they know about the topic?

 How educated and/or sophisticated are they?

 How large is the audience?

 How long is the presentation?