21-1

© 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin

Chapter 21Chapter 21

Presenting Presenting Insights and Insights and

Findings: Findings: Written and Written and

Oral ReportsOral Reports

21-2

Learning Objectives

Understand . . . • 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

• contents, types, lengths, and technical specifications of research reports

• the writer of a research report should be guided by questions of purpose, readership, circumstances/ limitations, and use

21-3

Learning Objectives

Understand . . .

• while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs

• oral presentations of research findings should be developed with concern for organization, visual aids, and delivery in unique communication settings

21-4

Exhibit 21-1 Sponsor Presentation and the Research Process

21-5

The Written Research Report

LongShort

21-6

Guidelines for Short Reports

Tell reader why you are writingTell reader why you are writing

Remind reader of requestRemind reader of request

Write in an expository styleWrite in an expository style

Write report and hold for reviewWrite report and hold for review

Attach detailed materials in appendixAttach detailed materials in appendix

21-7

Long Reports

ManagementTechnical

21-8

Report Modules

Prefatory InformationPrefatory Information

IntroductionIntroduction

MethodologyMethodology

FindingsFindings

ConclusionsConclusions

AppendicesAppendices

BibiographyBibiography

21-9

Components: Short Report Memo or Letter-Style

1. Introduction Problem statement Research objectives Background

2. Conclusions Summary and conclusions Recommendations

21-10

Components: Short Report Technical

1. Prefatory Information (all)

2. Introduction (all plus brief methods and limitations)

3. Findings

4. Conclusions

5. Appendices

21-11

Components: Long, Report Management

1. Prefatory Information (all)

2. Introduction (all plus brief methods and limitations)

3. Conclusions and Recommendations

4. Findings

5. Appendices

21-12

Components: Long Report Technical

1. Prefatory Information

2. Introduction

3. Methodology

4. Findings

5. Conclusions

6. Appendices

7. Bibliography

21-13

Exhibit 22-3 Example Findings Page

21-14

Prewriting Concerns

What is the report’s purpose?What is the report’s purpose?

Who will read the report?Who will read the report?

What are the circumstances?What are the circumstances?

How will the report be used?How will the report be used?

21-15

The Outline

I. Major Topic Heading

A. Major subtopic heading

1. Subtopic

a. Minor subtopic

1) Further detail

21-16

Types of Outlines

Topic

I. Demand

A. How measured

1. Voluntary error

2. Shipping error

a. Monthly variance

Sentence

I. 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

21-17

Exhibit 21-4 Grammar and Style Proofreader Results

21-18

Considerations for Writing

Readability

Comprehensibility

Tone

21-19

Adjusting Pace

Use ample white spaceUse ample white space

Use headingsUse headings

Use visual aidsUse visual aids

Use italics and underliningUse italics and underlining

Choose words carefullyChoose words carefully

Repeat and summarizeRepeat and summarize

Use service words strategicallyUse service words strategically

21-20

Avoiding Overcrowded Text

Use shorter paragraphs

Indent parts of text

Use headings

Use bullets

21-21

Presentation of Statistics

Text

Tables Graphics

Semi-tabular

21-22

Example of Text Presentation

Wal-Mart’s continued ascendancy to the ranks of super-business is clearly visible in a comparison between it and the Forbes 500 top-ranked business, General Electric. While ranked 6th overall, Wal-Mart surpasses the number 1-ranked GE in overall sales (85.6% greater) and sales growth over the previous year (167.3% greater).

21-23

Example of Semi-Tabular Presentation

• Wal-Mart’s sales ($244.5 billion) are 85.6% greater than GE sales (131.6 billion)

• Wal-Mart’s sales growth (12.3%) is 1.7 times greater than GE’s sales growth (4.6%)

• Wal-Mart’s profit growth (20.5%) is 2.9 times greater than GE’s profit growth (7.1%)

21-24

Example of Tabular Presentation

Company Rank Sales Sales Growth

Profits Profit Growth

GE 1 $131,698 m 4.60% $15,133 m 7.1%

Wal-Mart 6 $244,524 m 12.30% $8,039 m 20.5%

21-25

Exhibit 21-5 Sample Tabular

Findings

Internet Access and Online Service Usage (2000)*

____Have Internet Access____Used any

onlineservice in the past30 daysItem

Totaladults

Any online

Internetusage

Homeor work

Homeonly

Workonly

Total Adults (1,000) 199,438 90,458 112,949 77,621 50,476 75,409

PERCENT DISTRIBUTION

Age

18 to 34 years old

35 to 54 years old

55 years old or over

32.5

39.9

27.6

39.7

47.7

12.7

37.9

46.0

16.2

35.1

49.4

15.5

34.9

5534

9.7

40.3

47.4

12.3

Gender

Male

Female

48

52.0

49.8

50.2

48.5

51.5

49.3

50.7

52.3

47.7

49.3

50.7

Household size

1 to 2 persons

3 to 4 persons

5 or more persons

Any child in household

47.9

36.9

15.2

42.1

40.2

44.4

15.4

47.7

41.0

43.3

15.7

47.0

37.9

45.9

16.2

48.7

41.8

44.6

13.6

48.0

29.5

44.5

16.1

47.9

Marital Status

Single

Married

Other

23.7

57.2

19.1

27.5

61.6

10.9

26.0

61.1

12.9

23.4

66.2

10.3

22.6

65.3

12.0

28.4

60.6

47.9

Educational Attainment

Graduated college plus

Attended college

Did not attend college

22.5

26.5

51.0

38.0

34.8

27.2

33.6

33.7

32.8

38.6

34.0

27.3

49.2

30.6

20.3

37.8

35.0

27.2

Household Income

Less than $50,000

$50,000 to $74,000

$75,000 to $149,000

$150,000 or more

55.1

20.7

20.1

4.1

33.6

26.2

32.6

7.6

38.3

25.7

29.4

6.7

29.9

26.9

34.7

8.5

23.3

27.4

39.6

9.7

32.9

26.0

33.1

8.0

* For persons 18 years or age or older (199,438). As of spring. Based on sample and subject to sampling error; see source for details.

Source: Mediamark Research, Inc. New York, NY. CyberStats, © Spring 2000. Internet site http://www.mediamark.com (accessed 23 May 2000).

Title

ColumnHeads

Banner

Body

FootnoteSource Note

S

t

u

b

21-26

Example Graphics Presentation

21-27

Exhibit 21-7 Sample Line Graph

21-28

Exhibit 21-9 Sample Area Chart

21-29

Exhibit 21-9 Sample Pie Charts

21-30

Sample Bar Chart

21-31

Pictographs and Geographs

21-32

Exhibit 21-10 3-D Graphs

21-33

The Oral Report

Opening

Findings and conclusions

Recommendations

21-34

Presentation Type

MemorizedExtemporaneous

21-35

Speaker Characteristics

Vocal• Do you speak softly?• Do you speak too

rapidly?• Do you vary volume,

tone, and rate of speaking?

• Do you use non-words (e.g., you know, uhm)?

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

Low Tech• Chalkboard/

Whiteboard• Handouts• Flip charts• Overhead

transparencies• Slides

High Tech• Computer-drawn

visuals• Computer animation

21-37

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