Chapter 19
PRESENTING INSIGHTS AND FINDINGS:
WRITTEN REPORTS
McGraw-Hill/Irwin
Copyright © 2014 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.
19-2
Learning Objectives
Understand . . .
 That while some statistical data may be
incorporated into the text, most statistics
should be placed in tables, charts, or graphs.
19-3
Pull Quote
People are amazing at collecting data, but
they’re often less skilled at creating insights out
of it and spreading them throughout the whole
organization. Data is great, but it rarely means
anything unless you’ve figured out exactly what
that data is saying—and what you’re going to do
about it.
Nancy Porte,
vice president of customer experience,
Verint-Vovici
19-4
Written
Presentation
and the
Research
Process
19-5
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
19-6
The Written Research Report
19-7
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
19-8
Components:
Short Report Memo or Letter-Style
Introduction
 Problem statement
 Research objectives
 Background
Conclusions
 Summary and conclusions
 Recommendations
19-9
Components:
Short Report Technical


Prefatory Information (all)
Introduction
(all, plus brief methodology and
limitations)



Findings
Conclusions
Appendices
19-10
The Long Research Report
19-11
Report Modules
Prefatory Information
Introduction
Methodology
Findings
Conclusions & Recommendations
Appendices
Bibliography
19-12
Components of Long Report:
Management
Prefatory Information
Introduction
(brief methodology & limitations
Findings
Conclusions & Recommendations
Appendices
19-13
Components Long Report: Technical
Prefatory Information
Introduction
Methodology (detailed)
Findings
Conclusions & Recommendations
Appendices
Bibliography
19-14
Prewriting Concerns
What is the report’s purpose?
Who will read the report?
What are the circumstances?
How will the report be used?
19-15
The Outline
Major Topic Heading
A.
Major subtopic heading
1.
Subtopic
a. Minor subtopic
1) Further detail
19-16
Types of Outlines
Topic
Demand
A.
Sentence
Demand for refrigerators
How measured
1.
2.
Voluntary error
Shipping error
a.
Monthly
variance
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
19-17
Grammar and Style Proofreader Results
19-18
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
19-19
Considerations for Writing
Readability
Comprehensibility
Tone
19-20
Avoiding
Overcrowded
Text
Use shorter paragraphs
Indent or space parts of text
Use headings
Use bullets
19-21
Appropriate
Data
Displays
19-22
Sample
Findings
Page:
Tabular
19-23
Charts
for
Written
Reports
19-24
Components of a Whole or Frequency
19-25
Relationships or Comparisons
19-26
Sample Findings Page: Graphical
19-27
Findings Page Templates
19-28
Appropriate Data Displays
19-29
Text Presentation
 Walmart regained its number-1 rank in the Forbes 500
due to its strong sales performance (11% increase; $351.1
billion). Although Walmart surpassed number-2-ranked
Exxon Mobil in sales, Walmart’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 $20.8
billion. GE’s robust sales growth (27.4%) is an indication
that it will likely challenge both Walmart and ExxonMobil
in the future.
19-30
Alternative Text Presentation
 Walmart slipped to No. 2 in the 2011 Fortune 500 after holding onto
the top spot for two years in a row. The retail giant was forced to
aggressively cut prices to reverse its declining same-store sales in the
United States.
 Walmart is the second largest business in the Fortune 500 with
revenues up by 6 percent but profits down by 4.2 percent.
19-31
Parts of a Table
19-32
Tabular Presentation
Walmart slipped to No. 2 in the 2011 Fortune 500 after holding onto the top spot for
two years in a row. The retail giant was forced to aggressively cut prices to reverse
its declining same-store sales in the United States.
Company
Rank
Revenue
($, millions)
Sales
Growth
Profits
Profit
Growth
Exxon
Mobil
1
$452926.0
27.7% $41,060.0
34.8%
Walmart
2
$446,950.0
6.0% $15,699.0
-4.2%%
Chevron
3
$245,624.0
25.1% $26,895.0
41.4%
19-33
Sample Graphics within Report
19-34
Sample Line Graph
2009
2011
2012
19-35
Sample Area Chart
19-36
Sample Pie Charts
19-37
Sample Bar Chart
19-38
Pictograph
19-39
Geographs
19-40
3-D Graphs
19-41
Preparing & Delivering
the Written Report
19-42
Preparing & Delivering
the Written Report
Prefatory Information
Introduction
Methodology
19-43
Preparing & Delivering the Written
Report
19-44
Preparing & Delivering
the Written Report
19-45
Preparing & Delivering
the Written Report
19-46
Key Terms
• Area chart
 Pictograph
• Bar chart
 Pie chart
• Executive summary
 Readability index
• Geographic chart
 Sentence outline
• Letter of transmittal
 Technical report
• Line graph
 3-D graphic
• Management report
 Topic outline
• Pace
19-47
Chapter 19
ADDITIONAL DISCUSSION OPPORTUNITIES
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: E-Speed Portal
“While some marketer’s realize that espeed may sacrifice quality in research,
knowing the speed available with online
surveys encouraged us to make our CATI
survey results accessible in real time,
directly via each client’s computer.”
19-49
Snapshot: E-Speed Portal
Real-time frequencies.
Real-time cross-tabulation.
Real-time verbatim responses.
Real-time quota status.
Daily project status
Daily call disposition reports
19-50
Snapshot: Forrester Research
Modular approach to report writing.
Market Overview:
data collection & findings.
Analysis
What it Means Section:
deduction & conjecture based on
knowledge & experience
19-51
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
19-52
PulsePoint: Research
Revelation
2.3
The number of gallons of fuel,
in billions, that people burn while
sitting in traffic.
19-53
Chapter 19
PRESENTING INSIGHTS AND FINDINGS:
WRITTEN REPORTS
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Photo Attributions
Slide Source
8 Purestock/SuperStock
12 Purestock/SuperStock
13 PhotoLink/Getty Images
14 Purestock/SuperStock
27 © Cooper Research
28 © Cooper Research
34 © Cooper Research
38 © Cooper Research
39 © Pamela S. Schindler
49 Jon Feingersh/Getty Images
50 Jon Feingersh/Getty Images
51 Purestock/SuperStock
19-55