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