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![Page 1: McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 20 Presenting Insights.](https://reader035.fdocuments.net/reader035/viewer/2022070605/5a4d1af47f8b9ab059980624/html5/thumbnails/1.jpg)
McGraw-Hill/IrwinBusiness Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Chapter 20Chapter 20Presenting Presenting
Insights and Insights and Findings: Findings:
Written and Written and Oral ReportsOral Reports
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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.
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Learning Objectives
Understand . . . • That while some statistical data may be
incorporated into the text, most statistics should be placed in tables, charts, or graphs.
• That oral presentations of research findings should be developed with concern for organization, visual aids, and delivery in unique communication settings.
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PulsePoint: Research Revelation
3 The percent of business executives who think they are doing a good job of anticipating socio-political issues that will affect their company’s performance.
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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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Sponsor Presentation and the Research Process
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The Written Research Report
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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
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The Long Research Report
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Report Modules
Prefatory Information
Introduction
Methodology
Findings
Conclusions & Recommendations
Appendices
Bibliography
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Components: Short Report: Memo or Letter-Style
1. Introduction Problem statement Research objectives Background
2. Conclusions Summary and conclusions Recommendations
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Components: Short Report: Technical
1. Prefatory Information (all)2. Introduction (all, plus brief methodology
and limitations)3. Findings4. Conclusions5. Appendices
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Components: Long, Report: Management
1. Prefatory Information (all)
2. Introduction (all, plus brief methods and limitations)
3. Conclusions and Recommendations
4. Findings5. Appendices
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Components: Long Report: Technical
1. Prefatory Information
2. Introduction3. Methodology (full,
detailed)4. Findings5. Conclusions6. Appendices7. Bibliography
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Sample Findings Page: Tabular
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Sample Findings Page: Graphical
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Findings Page Templates
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Prewriting Concerns
What is the report’s purpose?
Who will read the report?
What are the circumstances?
How will the report be used?
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The Outline
I. Major Topic HeadingA. Major subtopic heading
1. Subtopica. Minor subtopic
1) Further detail
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Types of Outlines
TopicI. Demand
A. How measured1. Voluntary error2. Shipping error
a. Monthly variance
SentenceI. 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 Results
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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
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Considerations for Writing
Readability
Comprehensibility
Tone
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Avoiding Overcrowded Text
Use shorter paragraphs
Indent or space parts of text
Use headings
Use bullets
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Presentation of Statistics
Text
Tables Graphics
Semi-tabular
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Example of Text Presentation
Wal-Mart regained its top rank in the Forbes 500 due to its strong sales performance (11% increase, $351.1 billion). Although Wal-Mart surpassed number-2 ranked Exxon Mobil in sales, Wal-Mart’s profitability ($11.2 billion) was far below that of the oil giant ($39.5 billion).
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Example: Semi-Tabular Presentation
Although Wal-Mart regained the top spot in theFortune 500, its performance shows signs ofweakness in profitability.• Wal-Mart is the largest business in the Fortune
500 with sales increasing more than 11% over last year’s performance.
• Oil giant and energy exploration leader Exxon Mobil is the most profitable company in the Fortune 500 due to record crude oil prices increasing its profits to $39.5 billion, compared to $11.2 billion for Wal-Mart.
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Example of Tabular Presentation
Company RankRevenue
($, millions)Sales
Growth ProfitsProfit
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%
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Sample Tabular
Findings
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Graphics Presentation
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Sample Graphics within Report
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Sample Line Graph
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Sample Area Chart
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Sample Pie Charts
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Sample Bar Chart
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Pictograph
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Geographs
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3-D Graphs
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The Oral Report
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The Oral Report
Opening
Findings and conclusions
Recommendations
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Presentation Type
MemorizedExtemporaneous
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Speaker Characteristics
Vocal• Do you speak softly?• Do you speak too
rapidly?• Do you vary volume,
tone, and rate of speaking?
• Do you fill pauses (e.g., you know, uhm, ah)?
Physical• Do you rock back and
forth?• Do you fiddle with
things?• Do you stare into
space?• Do you misuse
visuals?
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Audiovisuals
High Tech• Computer-
drawn visuals• Computer
animation• Computer with
embedded video and audio clips
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Audiovisuals
Low Tech• Chalkboard/
Whiteboard• Handouts• Flip charts• Overhead
transparencies• Slides
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Key Terms
• Area chart• Bar chart• Briefing• Executive summary• Extemporaneous
presentation• Geographic chart• Letter of transmittal• Line graph
• Management report• Pace• Pictograph• Pie chart• Readability index• Sentence outline• Technical report• 3-D graphic• Topic outline