Chapter 20Chapter 20

Presenting Insights Presenting Insights and Findings: and Findings:

Written ReportsWritten Reports

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

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Learning ObjectivesLearning Objectives

Understand . . .

• 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.

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Learning ObjectivesLearning Objectives

Understand . . .

• That while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs.

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Stories Share ResearchStories Share Research

“Accurate information, sound logic, and thefacts are necessary, of course, but trulyeffective leaders in any field—includingtechnical ones—know how to tell “the story”of their particular research endeavor.

Robert McKee author

Story: Substance, Structure, Style and the Principles of Screenwriting

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PulsePoint: Research PulsePoint: Research RevelationRevelation

2.3 The number of gallons of fuel, in billions, that people burn while sitting in traffic.

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Written Written Presentation Presentation and the and the Research Research ProcessProcess

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Relevance. Not Quantity.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, founderLoyalty Matrix

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The Written Research ReportThe Written Research Report

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Guidelines for Short ReportsGuidelines for Short Reports

Tell reader why you are writingTell reader why you are writing

Remind reader of requestRemind reader of request

Write in an expository styleWrite in an expository style

Write report and hold for reviewWrite report and hold for review

Attach detailed materials in appendixAttach detailed materials in appendix

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Components: Short Report Components: Short Report Memo or Letter-StyleMemo or Letter-Style

Introduction Problem statement Research objectives Background

Conclusions Summary and conclusions Recommendations

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• Prefatory Information (all)

• Introduction (all, plus brief methodology and limitations)

• Findings

• Conclusions

• Appendices

Components: Short Report Components: Short Report TechnicalTechnical

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The Long Research ReportThe Long Research Report

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Report ModulesReport Modules

Prefatory InformationPrefatory Information

IntroductionIntroduction

MethodologyMethodology

FindingsFindings

Conclusions & RecommendationsConclusions & Recommendations

AppendicesAppendices

BibliographyBibliography

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Components: Long Report Components: Long Report Management Management

Prefatory InformationPrefatory Information

Introduction(includes brief methodology

& limitations)

Introduction(includes brief methodology

& limitations)

FindingsFindings

Conclusions & Recommendations

Conclusions & Recommendations

AppendicesAppendices

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Components Long Report: Technical Components Long Report: Technical

Prefatory InformationPrefatory Information

IntroductionIntroduction

Methodology(detailed)

Methodology(detailed)

FindingsFindings

ConclusionsConclusions

AppendicesAppendices

BibliographyBibliography

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Prewriting ConcernsPrewriting Concerns

What is the report’s purpose?What is the report’s purpose?

Who will read the report?Who will read the report?

What are the circumstances?What are the circumstances?

How will the report be used?How will the report be used?

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The OutlineThe Outline

Major Topic HeadingA. Major subtopic heading

1. Subtopic

a. Minor subtopic

1) Further detail

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Types of OutlinesTypes of Outlines

Topic

DemandA. How measured

1. Voluntary error

2. Shipping error

a. Monthly variance

Sentence

Demand for refrigerators

A. Measured in terms f factory shipments as reported by the U.S. Department of Commerce1. Error is introduced

into year to year comparisons

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Grammar and Style Proofreader Grammar and Style Proofreader ResultsResults

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Adjusting PaceAdjusting Pace

Use ample white spaceUse ample white space

Use headingsUse headings

Use visual aidsUse visual aids

Use italics and underliningUse italics and underlining

Choose words carefullyChoose words carefully

Repeat and summarizeRepeat and summarize

Use service words strategicallyUse service words strategically

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Considerations for WritingConsiderations for Writing

Readability

Comprehensibility

Tone

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Avoiding Overcrowded TextAvoiding Overcrowded Text

Use shorter paragraphs

Indent or space parts of text

Use headings

Use bullets

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Appropriate Data DisplaysAppropriate Data Displays

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Sample Findings Page: TabularSample Findings Page: Tabular

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Charts for Written ReportsCharts for Written Reports

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Components of a Whole or Components of a Whole or FrequencyFrequency

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Relationships or ComparisonsRelationships or Comparisons

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Sample Findings Page: GraphicalSample Findings Page: Graphical

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Findings Page TemplatesFindings Page Templates

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Appropriate Data DisplaysAppropriate Data Displays

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Text PresentationText Presentation

Wal-mart regained its number-1 rank in the Forbes 500 due to its strong sales performance (11% increase; $351.1 billion). Although Wal-mart surpassed number-2-ranked ExxonMobil in sales, Wal-mart’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.

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Alternative Text PresentationAlternative Text Presentation

• Oil giant and energy exploration leader ExxonMobil is the most profitable company in the Fortune 500 due to record crude oil prices increasing its profits to $39.5 billion, compared to $11.2 billion for Wal-mart.

• ExxonMobil’s profits jumped 9% on a 2% increase in sales, while Wal-mart’s profits increased a mere 0.5% on an 11% increase in sales.

• General Electric provided a 27.4% increase in profits on a 7.1% increase in sales, and outperformed Wal-mart on profits ($20.8 billion to $11.2 billion).

• Although Wal-Mart regained the top spot in the Fortune 500, its performance shows signs of weakness in profitability.

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Parts of a TableParts of a Table

Body

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Tabular PresentationTabular Presentation

Company Rank

Revenue

($, millions)

Sales Growth Profits

Profit Growth

Wal-Mart 1 $351,139.0 11.2% $11,284.0 0.5%

Exxon Mobil

2 $347,254.0 02.2% $39,500.0 9.3%

General Electric

6 $168,307.0 07.1% $20,829.0 27.4%

Wal-mart regained its number one rank in 2007 by increasing its sales 11 percent over its prior year’s sales. But it still trails in profitability.

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Sample Graphics within ReportSample Graphics within Report

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Sample Line GraphSample Line Graph

201020092008

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Sample Area ChartSample Area Chart

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Sample Pie ChartsSample Pie Charts

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Sample Bar ChartSample Bar Chart

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PictographPictograph

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GeographsGeographs

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3-D Graphs3-D Graphs

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

Prefatory InformationPrefatory Information

IntroductionIntroduction

MethodologyMethodology

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Key TermsKey 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 outline