CHAPTER 19
REPORT PREPARATION AND PRESENTATION
OPENING QUESTIONS
1.
2.
3.
4.
5.
6.
7.
What process should be followed in preparing and presenting the final report?
Are any guidelines available for writing a report including graphs and tables?
How should an oral presentation be made, and what are some of the principles involved?
Why is the follow-up with the client important and what assistance should be given to the
client in implementing and evaluating the research project?
How is the report preparation and presentation process different in international
marketing research?
How does technology facilitate report preparation and presentation?
What are the ethical issues are related to the interpretation and reporting of the research
process and findings?
AUTHOR’S NOTES: CHAPTER FOCUS
This chapter provides a discussion of report preparation and presentation. The
importance of the report and presentation are stressed. Guidelines for report writing, tables, and
graphs are provided. Guidelines are also provided for making the oral presentation and reading
the research report. Research follow-up is explained. The use of the Internet and relevant
computer programs for report preparation and presentation are described.
The discussion of report preparation and presentation is comprehensive and compares
quite favorably with the competing texts. The discussion of the Internet and computer programs
for report preparation and presentation is somewhat unique. In addition, a focus on international
marketing research, technology, ethics, and the Internet has been placed at the end of this chapter.
This chapter could be taught by focusing on the opening questions sequentially. Greater
emphasis could be placed on the guidelines for report writing (Opening Question 1), the
guidelines for tables and graphs (Opening Question 2), oral presentation (Opening Question 3),
and assisting the client and evaluating the research process (Opening Question 4). Material
covering concerns in international marketing (Opening Question 5) and the ethical issues
(Opening Question 7) in report interpretation and presentation should also be covered.
CHAPTER OUTLINE
1.
Overview
2.
Importance of the Report and Presentation
3.
The Report Preparation and Presentation Process
4.
Report Preparation
i. Report Format
ii. Report Writing
iii. Guidelines for Tables
iv. Guidelines for Graphs
5.
Oral Presentation and Dissemination
6.
Research Follow-Up
i. Evaluating the Research Project
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7.
8.
9.
10.
11.
12.
13.
ii. Assisting the Client
Summary Illustration Using the Opening Vignette
International Marketing Research
Technology and Marketing Research
Ethics in Marketing Research
Summary
Key Terms and Concepts
Acronyms
TEACHING SUGGESTIONS
Opening Question 1
*
Use old reports to demonstrate the importance of report presentation.
Convey to the students the importance of the report by showing them copies of various
reports that have been written in different styles and different formats. Show how each of the
reports you choose differs from the others and how they may be useful to management.
*
Describe the process of report preparation.
The process flows from the entire marketing research process. Based on the problem
definition, approach, research design, field work, and the results of data analysis and
interpretation, a report is constructed. The written report is drafted and the oral presentation
given. After the client has read the report, any follow-up considerations or research should be
addressed.
Figure 19.2 may be used as a framework for this discussion.
*
process.
Explain how the format provided in the chapter parallels the marketing research
Explain that after allowing for introductory sections and the executive summary, the
report format begins with the problem definition (Step 1) and the approach to the problem (Step
2). The research design is then specified (Step 3) with field work (Step 4) described as a portion
of this section. The data analysis sections (Step 5) are added just before the results, limitations,
and conclusions. Exhibits conclude the report.
Opening Question 2
*
State the guidelines for report writing and provide examples of well-written reports.
Review the following characteristics of a well-constructed report:
i.
Readers:
To reach out to the readers, a report must consider the:
- reader’s technical sophistication (a glossary of terms should be included).
260
ii.
iii.
iv.
v.
vi.
- reader’s interest in the project.
- circumstances under which the report will be read.
- manner in which the report will be used.
Easy to follow:
The report should have:
- logical structure, clarity, and precision.
- correct grammar and well-constructed sentences.
Presentable and professional appearances:
An appealing appearance enhances the reader’s desire to read the report.
Objective:
The report should accurately present the methodology, results, and conclusions of
the project.
Reinforce text with tables and graphs:
Visual aids improve the communication of key information and add to the clarity
and impact of the report.
Terse:
A terse presentation enhances the quality of the report, provided completeness is
not sacrificed.
Examples of past reports should be used to exemplify these guidelines, or have
students write their own brief report and present it.
* List the different types of graphs and mention situations when they are useful.
Mention the drawbacks of each.
i.
ii.
iii.
iv.
v.
vi.
Geographic and other maps, (e.g., product position in maps): Used for
communicating relative location and other comparative information.
Round or pie charts:
Used for depicting proportions associated with a single variable. They are
unsuitable for displaying relationships over time or relationships among several
variables.
Line charts:
Used for illustrating trends and changes over time, for comparing several series of
data, and for interpolating and extrapolating forecasts.
Pictographs:
They are the most creative graph and useful for eye-catching scenarios, like
newspapers or magazines. They, however, do not depict the results precisely.
Histograms and bar charts:
These charts are used to present absolute and relative magnitudes, differences, and
changes. They are inappropriate for representing series of data plotted over time
for more than one variable.
Schematic figures and flowcharts:
They are used for displaying the steps involved in or the components of a process,
as well as for classification diagrams. They do not represent statistical data
analysis.
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Opening Question 3
* Explain why each of the following is important in making an effective oral
presentation.
1.
2.
3.
4.
5.
Preparation and rehearsal - The presenter(s) should be thoroughly familiar with the report
in order to explain it to management and should rehearse the presentation in order to
appear competent and polished and to cover all important topics in the time allotted by
management.
Presentation should be geared to the audience - The presentation should consider the
audience’s background, interest, and involvement with the project as well as the degree to
which they are likely to be affected by it in order for the presentation to be meaningful to
the audience.
Use of visual aids - Visual aids clarify and support arguments made in the presentation.
Interact with the audience - Sufficient interaction with the audience can be accomplished
with eye contact, opportunities for questions, and the use of stories, quotations, and
anecdotes.
Body language - Descriptive gestures are used to clarify or enhance verbal
communication. Varying volume, pitch, voice quality, articulation, and rate while
speaking emphasizes key points of the oral presentation.
Opening Question 3
*
Discuss the keys to an effective presentation.
The key to an effective presentation is preparation. A written script or detailed outline
should be prepared following the format of the written report. The presentation must be geared
to the audience. The presentation should be rehearsed several times before it is made to
management. Visual aids, such as tables and graphs, should be displayed with a variety of
media. It is important to maintain eye contact and interact with the audience during the
presentation. Sufficient opportunity should be provided for questions, both during and after the
presentation. The presentation should be made interesting and convincing with the use of
appropriate stories, examples, experiences, and quotations. Filler words like “uh,” “y'know,”
and “all right,” should not be used. Body language is also important. It helps the speaker to
convey his or her ideas more emphatically. The body language can reinforce the issue or the
point the speaker is trying to communicate to the audience. The speaker should vary the volume,
pitch, voice quality, articulation, and rate while speaking. The presentation should terminate
with a strong closing. To stress its importance, a top-level manager in the client’s organization
should sponsor the presentation.
*
Discuss the “Tell ‘Em” and “KISS ‘Em” principles.
The “Tell 'Em” principle is effective for structuring a presentation. This principle
states: (1) tell ‘em what you're going to tell ’em, (2) tell ’em, and (3) tell ‘em what you’ve told
’em. Another useful guideline is the “KISS ’Em” principle, which states: Keep It Simple and
Straightforward (hence the acronym KISS).
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Opening Question 4
* Discuss the tasks faced by the researcher during the follow-up action after the
submission of the report.
Mention that the research follow-up consists of two tasks: assisting the client and
evaluating the research project.
i.
ii.
Assisting the client:
- Clarifying difficulties in understanding the report
- Assisting in implementation of the findings
- Identifying any other research projects that need to be undertaken
Evaluating the research project:
- Identify the difficulties faced in doing the market research project in question.
- Identify the short-comings, if any, associated with the different stages of the
entire market research project.
- Think of the possible impact if alternative methodology was followed at
different steps, like data collection, data analysis, report writing and presentation,
etc.
The insights gained from such an evaluation would benefit not only the researcher, but
also the subsequent projects conducted.
Opening Question 5
* Discuss the problems associated with preparing reports for foreign managers.
Report preparation may be complicated by the need to prepare reports for management in
different countries and in different languages.
In such a case:
• A researcher should prepare different versions of the report, each geared to specific
readers.
• Different reports should be comparable, although the formats may differ.
• A presenter should be sensitive to cultural norms.
EXAMPLE: making jokes, which is frequently done in the United States, is not
appropriate in all cultures. Subjective experience and gut feelings of managers could vary widely
across countries, necessitating that different recommendations be made for implementing the
research findings in different countries.
Opening Question 6
* Discuss the computer-based systems and software available for report preparation
and presentation.
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Computer-based systems are available for preparing reports and making presentations. In
addition to general word-processing packages, software such as R&R, db Report Writer, and
Report Generator have been developed specifically for preparing reports. A vast number of
software programs are available for developing remarkable presentations with great ease. For
example, Microsoft PowerPoint allows the user to develop a slide show as a presentation. The
development process is simple, but the final product can be intricate. Some of the tools available
with this presentation software include a variety of transitions between slides, including fade,
dissolve, fly-in from various directions, and many other visual effects. Some presentation
programs also allow for the addition of sound and video clips for a more complete representation
of data. This means that news reports or audio commentaries can be easily added to a
presentation. With a little more effort, presentation software such as Director or Authorware can
be used to fully animate a presentation.
Opening Question 7
* Discuss the ethical responsibilities of the researcher and the client.
Many issues pertaining to research integrity arise during report preparation and presentation. A
survey of 254 marketing researchers found that 33% believed that the most difficult ethical problems
they face pertain to issues of research integrity. These issues included ignoring pertinent data,
compromising the research design, deliberately misusing statistics, falsifying figures, altering research
results, misinterpreting the results with the objective of supporting a personal or corporate point of view,
and withholding information.
Objectivity should be maintained throughout the research process. For example, when data are
analyzed and no meaningful results are found, researchers are tempted to see findings that are not
supported by the analysis. Such temptations must be resisted to avoid unethical conduct.
Like researchers, clients also have the responsibility for full and accurate disclosure of the
research findings and are obligated to employ these findings honorably. For example, the public can be
negatively affected by a client who distorts the research findings to develop a more favorable television
advertising campaign.
Internet Emphasis
* Discuss the role of the Internet in report preparation and presentation.
Marketing research reports are being published or posted directly to the Web. Normally,
these reports are not located in publicly accessible areas but in locations which are protected by
passwords or on corporate intranets. There are a number of advantages to publishing marketing
research reports on the Web. These reports can incorporate all kinds of multimedia
presentations, including, graphs, pictures, animation, audio, and full motion video. The
dissemination is immediate and the reports can be accessed by authorized persons on-line on a
worldwide basis. These reports can be electronically searched to identify materials of specific
interest.
* Identify the benefits of using computers in report preparation and presentation.
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Originally, the main application of microcomputers was in word processing.
However, with great developments in processor and software technology, a variety of
word processors and other tools have evolved which allow for professional preparation
and presentation of marketing research reports at reasonable costs. For example, not only
do word processors such as Microsoft WORD and WORDPERFECT include a
dictionary, thesaurus, and grammar checkers, they also have the ability to incorporate
graphs, tables, and images created with other software such as spreadsheets, graphics
packages, and image processing tools. For further flexibility in text and image layout
design, page layout programs such as QUARK EXPRESS and PAGEMAKER can be
used. The mainframe and microcomputer versions of the major statistical packages have
reporting procedures.
A vast number of software programs are available for developing remarkable
presentations with great ease. For example, Microsoft POWERPOINT allows for the
development of a slide show as a presentation. The development process is very simple,
but the final product can be very intricate.
BE AN MR! AND BE A DM!
It should be noted that a variety of answers are appropriate. The ones given here are merely illustrative.
Be an MR!: Gallup
Gallup generally provides written analysis of its own polling data. The results to all Gallup surveys are
in the ”public domain“ - once they have been publicly released, anyone who chooses may pick up the
information and write about it themselves. The reports however are analysis of the poll data. The key
concept behind the reports is that when analyzing poll data public opinion on a given topic cannot be
understood by using only a single poll question asked a single time. It measures opinion along several
different dimensions, to review attitudes based on a variety of different wordings, and to pay attention to
changes in opinion over time. Another interesting aspect of the reports is the pictorial representation of
surveys in the form of bar charts and pie diagrams.
Full versions of reports are not available for free. From the excerpts available, the researcher’s treatment
of the subject was very objective. Every argument was supported by data, facts and figures.
Be a DM!: Gallup

The report was a simplified presentation of facts

Stated opinions are supported by verifiable data

Factual analysis of underlying survey data

Report is very useful from the perspective of a marketing manager
Be an MR!: Coca-Cola
I went through the Coca-Cola annual report for 2003 which was filed with the SEC along with 10K.
There was not a single graph in the 123 page document. Presentation could have been substantially
improved and data could have been presented in a more meaningful manner through the use of charts.
Be a DM!: Coca-Cola
No graphs in the annual report. However students could use the report data to construct meaningful
graphs using Excel.
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EXPERIENTIAL LEARNING
Brevity in Report Writing and Presentation
This exercise is designed to give students experience in preparing and presenting reports.
Brevity is stressed as it is of great concern in practice.
Note: A sample press release which a student might have identified and used follow the
assignment below. In addition, the three PowerPoint slides based on this identified press release
are included, as well as possible answers to the assignment questions.
PRESS RELEASE
For Immediate Release
March 27, 2000
Dreaming of a Vacation?
Arlington, Texas—A recent national survey has begun to shed light on what many
workers dream about, and what some can only dream about – an out-of-town vacation
during the year. The University of Texas at Arlington’s Master of Science in Marketing
Research Program and TNS Intersearch of Horsham, Pennsylvania have conducted more
than 6,000 telephone interviews this year asking Americans about their vacation usage.
One highlight of the study to date is the finding that 61.9% of Americans took an out-oftown vacation in the last 12 months.
Some demographic groups are more
likely to travel out of town for their
vacation than others.
Americans
taking out-of-town vacations tend to
have higher incomes and more
education. Over 87% of households
with incomes above $100,000 went
out-of-town compared to only 44.1%
of households with incomes less than
$25,000.
Out-of-town vacationers
have a propensity to be married, to
live in a metropolitan area, and to be
ethnically white.
Took An Out-Of-Tow n Vacation In The Last 12 Months
M ar it al St at us
56.4%
Other
65.8%
M arried
M et r o St at us
Non-M etro
53.8%
64.7%
M etro
R ace
62.3%
Other
Black
White
45.4%
63.3%
Ed ucat io n
72.5%
Some college or +
Graduated H.S.
54.0%
Other findings of the study related to
Less than H.S.
43.0%
usage of commercial lodging. The Inco me Ho useh.
study disclosed that 58.5% of M ore than $100k+
87.1%
Americans taking an out-of-town
$50k-99.9
71.6%
vacation in the last 12 months stayed
$35k-49.9
60.6%
in commercial lodging. Commercial
$25k-34.9
53.8%
lodging usage appears to increase with
Less than $25k
44.1%
the level of education. Only 39.5% of
Americans with less than high school degree used commercial lodging compared to 62.5% for
Americans with at least some college. Other groups with a high propensity to use commercial
lodging are married people, non-metropolitan residents, high-income households, as well as
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Caucasians. Interestingly, males are more likely to use commercial lodging than females,
60.4% versus 56.8% respectively.
When asked to rate the commercial lodging that they used last on a scale of 1 (poor) to 7
(excellent), only a slim majority of Americans marked a 6 or a 7 for the “price for value
received” and “overall experience”. However, a larger majority (63.9 per cent) indicated they
would use the commercial lodging facility again.
“Vacation usage has not been well
researched nor the health benefits well
understood,” Dr. James Campbell Quick
said. Quick is a University of Texas at
Arlington professor and international
expert in occupational health and stress.
“Indications suggest the US population is
not slowing down. The consequences of
overactivity and overstimulation for
Americans need to be better understood.”
Rated 6 or 7 The Last Commercial Lodging Used*
51.4%
Price for value
received
56.8%
Overall
experience
63.9%
Likelihood to
use again
* Scale from 1 (poor) to 7 (excellent)
“Past research has suggested increased productivity for Americans appears to be
directed toward increased consumption, instead of increased leisure time.” Dr. Susan
Bardi Kleiser said. Kleiser is an assistant professor at the University of Texas at
Arlington. “The implications for the long-term well-being of Americans are not yet
clear.”
Source: Telephone survey of 6,061 adults in randomly selected households across the
United-States between January 10 and February 21, 2000. Precision level +/- 1%.
WHAT WOULD YOU DO?
It should be noted that a variety of answers are appropriate. The ones given here are just illustrative.
The Marketing Research Decision
1. E
2. The graphs and pictorial depictions will be more useful to the dealers in understanding the
trends and analyzing the reports better. They are less quantitatively-oriented and have less
sophisticated tools to analyze the numbers provided, hence, graphs can substantially improve
the usefulness of reports to the dealers.
The Marketing Management Decision
1. A, B,C, D, E
2. The Internet is an efficient and cost effective means of information dissemination as well as
gathering. It can be used to educate customers as well as collect information about their
preferences, satisfaction, etc. On the other hand the relevant information could be delivered
to the dealers in a fast and effective manner using the Internet. They could be updated in real
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time about satisfaction ratings or performance at various levels. Dealers could also use web
presence to interact with customers more closely.
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REVIEW QUESTIONS
1.
2.
The process of report preparation is the final major step in a marketing research project.
It begins with the interpretation of the results of data analysis pertaining to the marketing
research problem. The findings, supported by appropriate conclusions and relevant
recommendations, should be presented in a suitable format to facilitate decision making
by the client. A discussion with the client, before writing the report, covering the
findings, conclusions, and recommendations may be helpful in meeting the needs of the
client. During these discussions, specific dates should be confirmed for the delivery of
the written report and other data as requested by the management sponsoring the project.
The entire marketing research project should be summarized in one or more written
reports geared to the respective readers and an oral presentation may be made. After the
client has had an opportunity to read the report, the researcher should undertake necessary
follow-up action. The researcher should also assist the client in understanding the report,
implementing the findings, and undertaking a thorough evaluation of the entire marketing
research project.
Though the report formats are likely to vary with the researcher, the client, and the nature
of the research project, a common framework can be designed for writing the reports.
From this, the researcher can develop a specific format tailored for a particular research
project, after taking into account the required level of formality and the degree of detail.
A typical report may contain the following items:
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.
XI.
XII.
XIII.
Title page
Letter of transmittal
Letter of authorization
Table of contents
List of tables
List of graphs
List of appendices
List of exhibits
Executive summary
(a) Major findings
(b) Conclusions
(c) Recommendations
Problem definition
(a) Background to the problem
(b) Statement of the problem
Approach to the problem
Research design
(a) Information needs
(b) Data collection from primary sources
(c) Scaling techniques
(d) Questionnaire development and pretesting
(e) Sampling techniques and field work
Data analysis
(a) Methodology
(b) Plan of data analysis
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XIV.
XV.
XVI.
XVII.
3.
4.
Results
Limitations and caveats
Conclusions and recommendations
Exhibits
(a) Questionnaire and format
(b) Statistical output
(c) Lists
a. Title page:
It includes the title of the report, information (like name, address and telephone)
related to the researcher or the firm doing the research, the client, and the date of
release.
b. Table of contents:
It is based on the outline of the report and lists the sequence of topics included with
the corresponding page numbers. In most reports, only the major headings and subheadings are included in the table of contents. The table of contents should be
followed by the lists of tables, graphs, appendices, and exhibits.
c. Executive summary:
This summary describes the problem, approach, and research design adopted in the
concerned marketing research project. Mostly, it is devoted to the major results,
conclusions, and recommendations.
d. Problem definition:
It contains a statement of the management decision problem and the marketing
research problem. It also states the background to the problem, highlighting the
discussions with the decision-maker(s) and industry experts. It also mentions the
secondary data analysis, the preliminary research that was conducted, and the factors
that were considered.
e. Research design:
This section details the nature of the research design adopted, the information needs,
data collection methods, scaling techniques, questionnaire development and
pretesting, sampling techniques, and field work. The material is presented in nontechnical terms and the technical details are included in the appendix. This section
also justifies the procedures adopted.
f. Data analysis:
This section describes the plan of data analysis, justifying the selection of the specific
techniques. The data analysis techniques are described in simple, non-technical
terms.
g. Conclusions and recommendations:
This section contains the inferences derived from the marketing research results and
states the feasible and practical recommendations that can be used by the client for
its own decision-making purposes.
The prime purpose is to inform management about the limitations of the concerned
market research project results. These limitations may arise owing to time, budget,
organizational constraints, or even the research design adopted. A priori knowledge of
this fact would enable the client to use the results pragmatically.
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5.
6.
7.
8.
9.
10.
11.
Objectivity in writing a report brings out the true scientific role of the researcher. Thus,
the report should accurately present the methodology, results, and conclusions of the
project without giving in to fear or favor from the client.
The following guidelines should be incorporated in a quality report:
i.
Reach out to the reader:
The report should reach out to the target audience. This can be done by taking
into account the client’s technical sophistication, interest in the project, and the
circumstances or manner in which they are going to read and use it.
ii.
Ease of comprehension:
The report should be easy to follow. Clarity, brevity, and logical structuring of the
presented material increase the ability to comprehend the report.
iii.
Presentable and professional appearance:
An appealing and inviting appearance brought through skillful use of typing,
binding, and reproducing can entice the reader and enhance his desire to read the
report.
iv.
Objectivity:
The report should be truthful and sincere in purpose. Any deviation from this
destroys the credibility of both the report and the researcher.
v.
Reinforcement:
Reinforcement of the information in the text through visual aids facilitates
communication with the reader and adds to the impact of the report.
vi.
Terseness:
Brevity in the presentation of a report, without sacrificing completeness, adds to
its appeal.
Arrangement of the data items in a table should be done on the basis of the most
significant aspect of the data. Thus, if locating items on the list is critical, an alphabetical
arrangement may be most desirable. Similarly, data pertaining to time should be arranged
by appropriate time period—i.e. months, years, etc.
It is an important device for graphically representing the data. A pie-chart is round and
divided into sections (generally six at the most) in the form of pie-pieces. The area of
each section, as a percentage of the total area of the circle, reflects the percentage
associated with a value of a specific variable. It is suitable for depicting proportions
associated with a single variable. It is not useful for displaying relationships over time or
relationships among several variables.
Line charts are a type of graphical aid where a series of data points are connected using
continuous lines. They are helpful in:
i.
Illustrating trends and changes over time.
ii. Comparing several series on the same chart.
iii. Showing forecasts, interpretations, and extrapolations.
Pictographs are a type of graphical aid where the data is displayed through the use of
small pictures or symbols (though not very precisely). They look attractive to the eye and
are easy to comprehend.
The histogram is a special bar chart which is vertical and in which the height of the bars
represents the relative or cumulative frequency of occurrence of a specific variable.
The primary purpose is to help management (the client) understand the written report
pertaining to the marketing research project sponsored by them. This serves to clarify the
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12.
13.
doubts of the client and subsequently gain approval and acceptability. Besides, it serves
as an important tool to impress those executives who would judge the project based on
the presentation.
This is an important principle for effectively structuring a presentation. It states that:
i. Tell ‘em what you are going to tell ’em.
ii. Tell ’em.
iii. Tell ‘em what you have told ’em.
This implies that the presentation should begin with a brief overview of the material to be
presented, should then effectively cover the material of the presentation, and should once
again summarize the speech before closing.
The KISS 'Em principle, which stands for ”Keep It Simple and Straightforward“, implies
that the presentation should be to the point and geared to the audience it is addressing.
The researcher should judge if the project could have been executed in a better manner.
To find out the answer, he should review the problem formulation step, data collection
methods, quality of field work, data analysis strategy, appropriateness of the inferences,
and the manner in which the report was written and presented. He should think of the
alternatives available at every step and the way their adoptions would have altered the
quality of the project. He should also try to locate the sources of error in the research
design and strive to find out how they could have been controlled.
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APPLIED PROBLEMS
1.
2.
The paragraph is too complicated and full of technical jargon to be understood by the
target audience. An example of a better paragraph is:
”To measure the image of the printing industry, two different questionnaire scales were
used. The use of two scales was necessary in order to ensure that the findings would be
valid, since results from one set of scales could be compared with results from a second
set of scales. The data obtained from these techniques allows for statistical computation
of the relationship between the findings from the two different scales. These
relationships were significant, suggesting that the findings of the study are valid.”
Many different flow charts can be drawn to represent this process. One example is
suggested below:
Need Awarene ss
Retai lers
Word of Mo uth
Information Search
Advertisin g
Publ ica tion s
Brand Evalua tion
Bra nd Cho ice
3.
4.
The charts should approximate the charts in the text.
The format of the report can vary but it should contain the essential elements discussed in
this chapter.
GROUP DISCUSSIONS
1.
2.
Key issues to consider are that tables, graphs, and charts are capable of presenting the
same information, however, each has certain domains that make interpretation of the
information easier. For example, a bar chart, a line graph, and a table of values all
contain the same information, yet the bar chart shows the changes in variables and the
line graph approximates the continuous change in variables.
Students should recognize the value of being concise since a manager’s time is precious.
Therefore, the researcher must present the information in such a way as to allow the
manager to quickly understand the basic findings of the report in order to make decisions,
yet also provide detailed information that supports the conclusions of the report. Thus, a
report has an executive summary to meet the first need and the body of the report to meet
the second.
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3.
While it is true that report preparation and presentation is an art to some degree, certain
principles help to make the report amenable to the reader. Items include reaching out to
the reader, making it easy to follow, being professional, being objective, use of table and
graphs, and being concise.
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