McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

PRESENTING INSIGHTS AND FINDINGS: WRITTEN REPORTS

Chapter 19

19-2

Learning 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.

19-3

Learning Objectives

Understand . . . That while some statistical data may be

incorporated into the text, most statistics should be placed in tables, charts, or graphs.

19-4

Pull Quote

People 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-Vovici

19-5

Written Presentation and the Research Process

19-6

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

19-7

The Written Research Report

19-8

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 appendix

19-9

Components: Short Report Memo or Letter-Style

Introduction Problem statement Research objectives Background

Conclusions Summary and conclusions Recommendations

19-10

Components: Short Report Technical

Prefatory Information (all) Introduction

(all, plus brief methodology and limitations)

Findings Conclusions Appendices

19-11

The Long Research Report

19-12

Report Modules

Prefatory Information

Introduction

Methodology

Findings

Conclusions & Recommendations

Appendices

Bibliography

19-13

Components of Long Report: Management

Prefatory Information

Introduction (brief methodology & limitations

Findings

Conclusions & Recommendations

Appendices

19-14

Components Long Report: Technical

Prefatory Information

Introduction

Methodology (detailed)

Findings

Conclusions & Recommendations

Appendices

Bibliography

19-15

Prewriting Concerns

What is the report’s purpose?

Who will read the report?

What are the circumstances?

How will the report be used?

19-16

The Outline

Major Topic HeadingA. Major subtopic heading

1. Subtopica. Minor subtopic

1) Further detail

19-17

Types of Outlines

TopicDemand

A. How measured1. Voluntary error2. Shipping error

a. Monthly variance

SentenceDemand for

refrigeratorsA. Measured in terms f

factory shipments as reported by the U.S. Department of Commerce1. Error is

introduced into year to year comparisons

19-18

Grammar and Style Proofreader Results

19-19

Adjusting Pace

Use ample white space

Use headings

Use visual aids

Use italics and underlining

Choose words carefully

Repeat and summarize

Use service words strategically

19-20

Considerations for Writing

Readability

Comprehensibility

Tone

19-21

Avoiding Overcrowded Text

Use shorter paragraphs

Indent or space parts of text

Use headings

Use bullets

19-22

Appropriate Data Displays

19-23

Sample Findings Page: Tabular

19-24

Charts for Written Reports

19-25

Components of a Whole or Frequency

19-26

Relationships or Comparisons

19-27

Sample Findings Page: Graphical

19-28

Findings Page Templates

19-29

Appropriate Data Displays

19-30

Text Presentation

Walmart 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.

19-31

Alternative Text Presentation

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.

Walmart is the second largest business in the Fortune 500 with revenues up by 6 percent but profits down by 4.2 percent.

19-32

Parts of a Table

19-33

Tabular Presentation

Company RankRevenue

($, millions)Sales

Growth ProfitsProfit

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.

19-34

Sample Graphics within Report

19-35

Sample Line Graph

201220112009

19-36

Sample Area Chart

19-37

Sample Pie Charts

19-38

Sample Bar Chart

19-39

Pictograph

19-40

Geographs

19-41

3-D Graphs

19-42

Preparing & Delivering the Written Report

19-43

Preparing & Delivering the Written Report

Prefatory Information

Introduction

Methodology

19-44

Preparing & Delivering the Written Report

19-45

Preparing & Delivering the Written Report

19-46

Preparing & Delivering the Written Report

19-47

Key Terms

• Area chart• Bar chart• Executive summary• Geographic chart• Letter of transmittal• Line graph• Management report• Pace

PictographPie chartReadability indexSentence outlineTechnical report3-D graphicTopic outline

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

ADDITIONAL DISCUSSION OPPORTUNITIESChapter 19

19-49

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.”

19-50

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 reports

19-51

Snapshot: Forrester Research

Modular approach to report writing.

Analysis

What it Means Section: deduction & conjecture based on

knowledge & experience

Market Overview: data collection & findings.

19-52

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 Screenwriting

19-53

PulsePoint: Research Revelation

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

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

PRESENTING INSIGHTS AND FINDINGS: WRITTEN REPORTS

Chapter 19

19-55

Photo AttributionsSlide Source

8 Purestock/SuperStock12 Purestock/SuperStock13 PhotoLink/Getty Images14 Purestock/SuperStock27 © Cooper Research28 © Cooper Research34 © Cooper Research38 © Cooper Research39 © Pamela S. Schindler49 Jon Feingersh/Getty Images50 Jon Feingersh/Getty Images51 Purestock/SuperStock