Chapter 20
Presenting Insights
and Findings:
Written Reports
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.
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.
20-2
Learning Objectives
Understand . . .
• That while some statistical data may be
incorporated into the text, most statistics
should be placed in tables, charts, or graphs.
20-3
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
20-4
PulsePoint: Research
Revelation
2.3
The number of gallons of fuel,
in billions, that people burn while
sitting in traffic.
20-5
Written
Presentation
and the
Research
Process
20-6
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, founder
Loyalty Matrix
20-7
The Written Research Report
20-8
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
20-9
Components: Short Report
Memo or Letter-Style
Introduction
Problem statement
Research objectives
Background
Conclusions
Summary and conclusions
Recommendations
20-10
Components: Short Report
Technical
• Prefatory Information (all)
• Introduction
(all, plus brief methodology
and limitations)
• Findings
• Conclusions
• Appendices
20-11
The Long Research Report
20-12
Report Modules
Prefatory Information
Introduction
Methodology
Findings
Conclusions & Recommendations
Appendices
Bibliography
20-13
Components: Long Report
Management
Prefatory Information
Introduction
(includes brief methodology
& limitations)
Findings
Conclusions &
Recommendations
Appendices
20-14
Components Long Report: Technical
Prefatory Information
Introduction
Methodology
(detailed)
Findings
Conclusions
Appendices
Bibliography
20-15
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
Major Topic Heading
A. Major subtopic heading
1. Subtopic
a. Minor subtopic
1) Further detail
20-17
Types of Outlines
Topic
Demand
A. How measured
1. Voluntary error
2. Shipping error
a. Monthly
variance
Sentence
Demand for
refrigerators
A. Measured in terms f
factory shipments as
reported by the U.S.
Department of
Commerce
1. Error is introduced
into year to year
comparisons
20-18
Grammar and Style Proofreader
Results
20-19
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
20-20
Considerations for Writing
Readability
Comprehensibility
Tone
20-21
Avoiding Overcrowded Text
Use shorter paragraphs
Indent or space parts of text
Use headings
Use bullets
20-22
Appropriate Data Displays
20-23
Sample Findings Page: Tabular
20-24
Charts for Written Reports
20-25
Components of a Whole or
Frequency
20-26
Relationships or Comparisons
20-27
Sample Findings Page: Graphical
20-28
Findings Page Templates
20-29
Appropriate Data Displays
20-30
Text Presentation
Wal-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-6ranked 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.
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Alternative 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 Walmart.
• ExxonMobil’s profits jumped 9% on a 2% increase in sales, while Walmart’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 $11.2 billion).
• Although Wal-Mart regained the top spot in the Fortune 500, its
performance shows signs of weakness in profitability.
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Parts of a Table
Body
20-33
Tabular Presentation
Wal-mart regained its number one rank in 2007 by increasing its sales 11 percent
over its prior year’s sales. But it still trails in profitability.
Company
Rank
Revenue
($, millions)
Sales
Growth
Profits
Profit
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%
20-34
Sample Graphics within Report
20-35
Sample Line Graph
2008
2009
2010
20-36
Sample Area Chart
20-37
Sample Pie Charts
20-38
Sample Bar Chart
20-39
Pictograph
20-40
Geographs
20-41
3-D Graphs
20-42
Preparing & Delivering
the Written Report
20-43
Preparing & Delivering
the Written Report
Prefatory Information
Introduction
Methodology
20-44
Preparing & Delivering
the Written Report
20-45
Preparing & Delivering
the Written Report
20-46
Preparing & Delivering
the Written Report
20-47
Key Terms
•
•
•
•
•
•
•
•
Area chart
Bar chart
Executive summary
Geographic chart
Letter of transmittal
Line graph
Management report
Pace
•
•
•
•
•
•
•
Pictograph
Pie chart
Readability index
Sentence outline
Technical report
3-D graphic
Topic outline
20-48
