Bài giảng Business Research Methods - Chapter 20: Presenting Insights and Findings: Written Reports

Chapter 20Presenting Insights and Findings: Written ReportsMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. Learning ObjectivesUnderstand . . . 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.2Learning ObjectivesUnderstand . . . That while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs.3Stories 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 authorStory: Substance, Structure, Style and the Principles of Screenwriting4PulsePoint: Research Revelation2.3The number of gallons of fuel, in billions, that people burn while sitting in traffic.5Written Presentation and the Research Process6Relevance. 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 Matrix7The Written Research Report8Guidelines for Short ReportsTell reader why you are writingRemind reader of requestWrite in an expository styleWrite report and hold for reviewAttach detailed materials in appendix9Components: Short Report Memo or Letter-StyleIntroductionProblem statementResearch objectivesBackgroundConclusionsSummary and conclusionsRecommendations10Prefatory Information (all)Introduction (all, plus brief methodology and limitations)FindingsConclusionsAppendicesComponents: Short Report Technical11The Long Research Report12Report ModulesPrefatory InformationIntroductionMethodologyFindingsConclusions & RecommendationsAppendicesBibliography13Components: Long Report Management Prefatory InformationIntroduction(includes brief methodology & limitations)FindingsConclusions & RecommendationsAppendices14Components Long Report: Technical Prefatory InformationIntroductionMethodology(detailed)FindingsConclusionsAppendicesBibliography15Prewriting ConcernsWhat is the report’s purpose?Who will read the report?What are the circumstances?How will the report be used?16The OutlineMajor Topic HeadingMajor subtopic headingSubtopicMinor subtopicFurther detail17Types of OutlinesTopicDemandHow measuredVoluntary errorShipping errorMonthly varianceSentenceDemand for refrigeratorsMeasured in terms f factory shipments as reported by the U.S. Department of CommerceError is introduced into year to year comparisons18Grammar and Style Proofreader Results19Adjusting PaceUse ample white spaceUse headingsUse visual aidsUse italics and underliningChoose words carefullyRepeat and summarizeUse service words strategically20Considerations for WritingReadabilityComprehensibilityTone21Avoiding Overcrowded TextUse shorter paragraphsIndent or space parts of textUse headings Use bullets22Appropriate Data Displays23Sample Findings Page: Tabular24Charts for Written Reports25Components of a Whole or Frequency26Relationships or Comparisons27Sample Findings Page: Graphical28Findings Page Templates29Appropriate Data Displays30Text PresentationWal-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.31Alternative 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 $11.2 billion). Although Wal-Mart regained the top spot in the Fortune 500, its performance shows signs of weakness in profitability.32Parts of a TableBody33Tabular PresentationCompanyRankRevenue($, millions)Sales GrowthProfitsProfit GrowthWal-Mart1$351,139.011.2%$11,284.00.5%Exxon Mobil2$347,254.002.2%$39,500.09.3%General Electric6$168,307.007.1%$20,829.027.4%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.34Sample Graphics within Report35Sample Line Graph20102009200836Sample Area Chart37Sample Pie Charts38Sample Bar Chart39Pictograph40Geographs413-D Graphs42Preparing & Delivering the Written Report43Preparing & Delivering the Written ReportPrefatory InformationIntroductionMethodology44Preparing & Delivering the Written Report45Preparing & Delivering the Written Report46Preparing & Delivering the Written Report47Key TermsArea chartBar chartExecutive summaryGeographic chartLetter of transmittalLine graphManagement reportPacePictographPie chartReadability indexSentence outlineTechnical report3-D graphicTopic outline48