An Introduction to

Report Writing

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Writing a Report At the end of the session, youshould be able to:

•Understand what a report is and the various types of reports

•Decide on the reader and target market of the report

•Visualise the format of a report

•Write the purpose statement

•Frame the scope of the report

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What is a report? •Is written for a specific purpose•Compiles organised information on a specific topic

•Investigates a specific issue or problem to find solutions or offerrecommendations•Is used by internal and external parties

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What are the various types of reports?

1. Informational reports offer data, facts, feedback and other types

of informationNo analysis or recommendations

•Examples: annual reports, progress reports, guidelines, position papers

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What are the various types of reports?

2. Analytical reports offer both information and analysisinclude recommendationsreport writer is usually the researcher and engages

in finding new facts. require analytical, critical and thinking skillsDecisions based on analytical reports

•Examples: market research reports, feasibility reports, troubleshooting reports, justification reports etc.

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What are the various types of reports?

3. Proposals offer structured persuasion for internal and external audiences.

•Examples: •internal proposals - funding proposals, general

project proposals &•external proposals - investment proposals, grant

proposals, sales proposals

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Which type of report does your internship final

report belong to?t?

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The internship report….

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a. informational (to report on the company structure, key departments, business environment, operational issues etc.) and

b. analytical (to analyse issues facing the

company, reflect on your learning journey, and to make recommendations to both the internship company and School of BA, NP).

What about your BComm2 Report Project?

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What about your BComm2 Report Project?

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You are required to write a feasibility report, i.e. an analytical report.

What are the writers’ concerns?

Successful report writersare sensitive to their target reader’s needs and objectivesaim to build strong relationships with the readerare good at using the appropriate style and tone in writing

Img Source: Microsoft Clipart 12

Who is the report written for?Target reader,

someone who would find your research interesting and

useful

Img Source: Microsoft Clipart 13

Scenario: Report explores the feasibility of setting up Starbucks in Ngee Ann Polytechnic. How would you write your report if:

1)Your target reader is the Principal of Ngee Ann Polytechnic?

2)Your target reader is the Regional Director of Starbucks?

Decide on your reader’s concerns

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Choose your target market• Based on the above scenario, decide whose

opinion your reader would be most interested to know

• Be as specific as possible to make your research objective

Examples: 1. Customers of Starbucks2. Polytechnic students 3. The general public 4. Ngee Ann Polytechnic students and staff 5. Ngee Ann Polytechnic students

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What does a report

look like?

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Format – General

Let’s Start Here!

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Format – What Comes First?

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The Prefatory PartsTitle Fly

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The Prefatory PartsTitle Page

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The Prefatory PartsTable of Contents

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The Prefatory PartsExecutive Summary

(to be discussed in Report Writing Part 4)

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The Body of the Report

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Background InformationWhat kind of information would be useful for the reader to understand the context in which your report is written?

Example:

A topic on McDonald’s and how it is trying to face the challenges of newer competitors.

Example of Background Information

Since the establishment of McDonald’s in Singapore in 1979, it has gained a majority of the market share within the local fast-food industry. (History & current market status)

Example of Background Information

With the increased competition from newly established burger joints, Wendy’s and Popeye’s in Singapore, McDonald’s aims to strengthen its foothold in the market by targeting the youth crowd. (Competitors & target market)

Example of Background Information

In order to capture this group of consumers McDonald’s has decided to increase their marketing activities through social media to reach out to their target audience, aiming to create stronger brand awareness and improve sales figures. (Market Opportunity)

Purpose Statementanswers the question, “Why am I writing

the report?”

helps your readers focus on the goals and objectives of your report

Scope of Reportspecifies the breadth and depth of your

report.

provides the structure on which you build your report.- what areas of interest to cover

Research MethodologyState the sources and methods of your data

collection.

questionnaire, using Survey Monkey or

face-to-face interview with respondents (primary research), or

data and information from newspaper articles, books, magazines etc. (secondary research). The names should be specified.

Limitations of Researchstate the constraints and limitations faced

while gathering the data or writing the report

The Body of the Report

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The End of the Report

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Format of the Report – What’s the Big Deal?

If you are important enough to have people write reports for you, there is a good chance you are too busy to read every word!

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Why is Formatting Important?

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Format of the Report•Helps to enhance the reader’s understanding of:

The objective of the reportThe body of the reportThe conclusions and recommendations

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Project Requirements - Formatting•1.5 line spacing•11pt Arial font for main body of text, 10pt Arial for

labels, 14pt Arial for headings•Proper usage of headings, subheadings and

numberings•Numbered pages•Single-side print•Charts printed in colour•Graphs, pictures and diagrams should be properly

labeled with legends (if applicable) •Word count: 2,500 – 4,000 (penalty for not falling

within) 38

Important questions to ask

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The Purpose StatementWhat is a purpose statement?

A declarative sentence which summarises the specific topic and goals of your report

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University of Washington. (n.d.). Writing effective purpose statements. Retrieved from http://faculty.washington.edu/ezent/imwps.htm

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Effective Purpose Statement• Concise - one or two sentences• Clear - not vague, ambiguous or confusing• Goal-oriented - stated in terms of desired

outcomes• Written as a statement, not as a question• Uses verbs instead of nouns

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University of Washington. (n.d.). Writing effective purpose statements. Retrieved from http://faculty.washington.edu/ezent/imwps.htm

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Effective Purpose Statements• “This paper will describe common abuses of

social media for branding by organizations and recommend ways to constructively use social media to increase brand awareness.”

• Critique: • Very specific about what aspects of abuse will be

discussed• Very precise about how much information will be

given• Very clear about what the reader will learn

27University of Washington. (n.d.). Writing effective purpose statements. Retrieved from http://faculty.washington.edu/ezent/imwps.htm 42

Are these Purpose Statements effective or ineffective?

• “This report will highlight the effects of cyber-bullying.”

• “This report will describe how social media can affect health.”

28University of Washington. (n.d.). Writing effective purpose statements. Retrieved from http://faculty.washington.edu/ezent/imwps.htm 43

Effective Purpose Statements• “This report will highlight how social

media has contributed to cyber- bullying amongst secondary school students.”

• “This report will describe how Singaporean youths are using social media to learn more about their health .”

29University of Washington. (n.d.). Writing effective purpose statements. Retrieved from http://faculty.washington.edu/ezent/imwps.htm 44

The Scope of the ReportWhat is the scope?

The scope of the report includes all the issues that you are examining in your report…

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A report on the youths’ interest in Korean dramas

Purpose Statement: The aim of this report is to review youths’ interest in K-dramas

Using the above, let us explore the possible issues that could be covered in the scope.

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Possible scope areas1. Types of Korean

Dramas Preferred 2. Reasons for

watching Korean dramas

3. Role actors play in holding their interest

4. Comparison of Korean dramas with Japanese dramas

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Sub-issues

Within each possible scope area, there are sub-issues that could be covered in the study.

Let us continue with our review of Korean dramas.

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Sub-issues

34Image Source: http://goodbyenavi.files.wordpress.com/2012/02/boys_over_flower_16072009204054.jpg49

1. Types of Korean Dramas

Preferred

Awareness of types of

dramas

Most popular types of dramas

2. Reasons for Watching

Korean Dramas

Cast

Cultural interest

Scenery

Storyline

Peer influence

Family influence

35Image Source: http://www.asiaarts.ucla.edu/media/images/princesshours2.jpg50

Let’s get some practice:

Purpose Statement:The objective of this report is to find out the feasibility of setting up a Yami Yoghurt outlet in Ngee Ann Polytechnic.

What are the possible scope areas and sub- issues you can think of?

Let’s get some practice:

Possible Scope Areas:1.2.3.4.5.

Let’s get some practice:Possible sub-issues (Awareness):1.2.3.

Let’s get some practice:

Possible sub-issues (Lifestyle of Ngee Ann Polytechnic students):1.2.3.4.

Let's look at theAssessment Brief!

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Overview of the Report ProjectForm groups of 4-5Complete a 2,500 – 4,000 word reportReport includes both primary and

secondary research sources

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