Long Formal Report The Case

The Case:
Evaluating the effectiveness of Ace Distributors salespeople. For the
past three years, Ace Manufacturing has failed to keep pace with its
competition in the home television industry. (Background AND HISTORY of
the problem) Quite naturally, Ace executives have become concerned, and
they have been searching hard for remedies to the situation. In their efforts to
find the information they need to solve their problem, they have engaged the
marketing consulting services of Central Research Institute. You work for
Central, and you have been given the assignment.
You began your task a month ago. (Info we need). Your first efforts consisted
of gathering background facts about Aces operations. Among other things,
you learned that Ace is one of the five leading home television manufacturers
in the United States. The other four being Todd Manufacturing Company; Apco,
Incorporated; Davis Manufacturing Company; and Barr Industries, Incorporated.
(WHAT I DID) Until recently Ace ranked first in sales volume; now it is down to
third. Like its competitors, Ace sells to exclusive distributors; and the
distributors sell to the retail outlets who in turn sell to the public
(consumers/customers) in their territories. Ace is highly dependent on its
distributors and the sales people for the distributors, for its sales cannot be
better or worse than the sales efforts of the distributors sale people.
Because Ace is so dependent on its distributors sales people, (WE CANT SAY
THIS BECAUSE IT DRAWS CONCLUSIONS) Ace executives suspect that much of
the blame for the sales decline should be placed on the distributors sales
people. But they cant be certain without proof, so they want you to check out
their hypothesis. In addition, they want you to find any additional information
which will give them an overall picture of the operations of appliance dealers at
the retail level.
After collecting the necessary background data, you designed and conducted a
personal interview survey among the retail outlets. You conducted the
interview in three major retail areas (Dallas, Chicago, and New York). In each
area you interviewed a proportionate number of randomly selected sales
associates from the retail outlets of all five leading brands.
Now you have the survey findings, all neatly tabulated in two tables. In one
(Table 57 on pages 365 and 366), you have tabulated the answers you asked
concerning the retail outlet sales associates experiences with distributors
salespeople. In the other (Table 58 on page367), you have assembled the
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summary percentages of the factors that tell about the overall operations of
the retail outlets. (What you did and will do)
Your next step is to interpret your findings as they apply to Aces problem.
Then you will organize the material for the best possible communication effect,
and you will write the report. You hope to draw a clear conclusion on the major
hypothesis, and in the process you will be able to give Ace an overall picture
of the current market. Hypothesis: (The report is addressed to Eugene)
the sales people/distributors sales staff l need additional training in
order to be better at their jobs). (For purposes of this exercise, should you
need additional background information, problem facts, etc., use your
imagination logically to supply it.) Take care to consider using graphics
whenever they can be used effectively inEx telling the report story. Use the
formal report structure that this situation demands. Address the report to Mr.
Eugene E. Orsag, Vice President of Marketing at Ace Manufacturing.
H

The relationship:
Ace is the
manufacturer.
They produce the
product.

They sell to
the
Distributor

Distributors
place the
products with the
retail outlets.

They set up
the displays
for retailers

The retail outlet

sells the product
to the public
(consumer).

Constructing the Report

A key criterion of a clear business report is its organization. The report
communicates effectively when facts and parts are arranged in an orderly
manner. Material collected through an orderly form of bibliographical research
should be arranged by subject and ready for application to the problem.
However, information collected in a process of primary research must be
classified, edited, and tabulated prior to application to the problem (see
Chapter 8 for Organizing Information and Constructing the Outline.)
Once the outline is finished, the plan for the report can be designed. This task
can become complicated without an outline as reports are far from
standardized in their physical arrangement. Because the variations are
numerous, the design of the report is not easily determined. Utilizing a
workable approach such as an outline will simplify the process of developing
the final report.

Report Parts:
Title Fly: The title/fly contains only the title (see figure 10-3 page 163). The
title should be built around the 5Ws Who, What, Where, When, Why,
sometimes we add How to this list. Sometimes there are problems in which not
all of the Ws are essential in order to complete identification and develop a
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good title. It is however, a good idea to consider all of them for fit (that is to
see if they all have a place in the title). Remember that one or two word titles
are too broad and that subtitles can aid conciseness. If titles are too short they
tend to be vague and do nothing to create completeness. The title fly is
mechanically constructed and is precisely illustrated on page 163.
Title Page: Like the title fly, the title page presents the report title (see figure
10-3 page 164 in the textbook). Along with the title the title page also displays
other information essential to the identification of the report. The title page
should include the title (of course), the authorizer or recipient, and
complete identification of the writer, of the report. The date of the report
should also be included if it is not made clear in the title. The title page is
mechanically constructed and is precisely illustrated on page 164.
Letter of Transmittal, Foreword, Preface: Most formal reports contain
some form of personal communication from writer to reader (see figure 10-3
page 165 in the textbook). Remember that the letter of transmittal also
contains the authorization. In some formal cases, when a group is the
recipient of the report a forward or preface is used in place of the letter of
transmittal that performs the function of communication. The major message
of the letter of transmittal is positive and written in the direct style. In the
opening of the letter of transmittal there should not be any delay in
presenting the report. The letter should begin by transmitting the report,
identifying the subject, authorization facts, and contain a summary of the
report. The executive summary and letter of transmittal can be combined in
some cases or the executive summary can follow the letter of transmittal. In
cases where the report is not strictly formal the letter of transmittal can
allow you to chat with your reader(s) and set a less formal and much
friendlier tone for the report in general. The letter of transmittal can allow
you to reflect your personality. Minor distinctions are sometimes drawn
between forwards and prefaces, but they are similar to transmittals. All are
messages from the writer(s) to the reader(s) and set the tone for the report.
Like transmittal letters, they seek to help the reader appreciate and understand
the report; they may include helpful comments about the report. They may
provide additional useful information such as interpretation, follow-up and can
create the opportunity to provide accolades to those who were instrumental in
the development of the report but who were not writers of the report; for
instance researchers, proof readers, and persons who might have assisted with
the budget or other portions of the report.
For this assignment you will include a letter of transmittal. It should be in
letter format and should carry your company or organizations logo. The
example for your letter of transmittal is illustrated on page 165.
Table of Contents and List of Illustrations: If the report is long enough to
require a guide to its contents developing a table of contents can provide an
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outline (see figure 10-3 page 166 Table of Contents; and page 167 which
contains the List of Charts in the textbook). Additionally, if the report has a
number of charts, graphs, illustrations and tables a list of illustrations should
be included in order to assist the reader. The mechanics of constructing both
can be found in the textbook.
For this assignment you will include a table of contents and a list of
illustrations. The scenario contains data tables which can be developed into
graphs and charts to illustrate the data and to provide the writer with the
opportunity to draw conclusion for the reader(s). Both should be in the
suggested format found in the textbook on pages 166 and 167.
Executive Summary: The report is condensed in the executive summary;
also referred to as the synopsis, epitome, or prcis. For our purposes we will
refer to this portion of the report as the executive summary. This is the
portion of the report that summarizes all of the essential ingredients in the
report and includes the major facts, primary analyses and conclusions.
Remember that this may the only part of the report that is read but must also
serve as a preview or review for the reader who will thoroughly read the report.
The length of the executive summary is about one eighth of the report and
relies on concise, lively writing. It is written after the full report and simply
takes parts of the report in order and length and reduces them. For the most
part the executive summary takes the report in order and simply reduces it
but in some cases the writer may have a reason for setting up the executive
summary in an order different from that of the report. Either direct or indirect
order is appropriate for the executive summary. When written in the direct
order the executive summary shifts the major findings, conclusions, or
recommendation to the major position which is the beginning then the
summary moves to the introductory parts and through the report in normal
order (see figure 10-2 on page 157 of the textbook which illustrates both
orders).
For this assignment you will include an executive summary. It should be
written in indirect order in order to follow the format of your report. REMEMBER:
the executive summary is written last even after the conclusion is constructed
but placed before the body of the report. See page 169 Figure 10-3 for an
example of an executive summary.
The Report: The contents of the report can follow any number of general
arrangements. The most important factor is that it makes sense for the reader
and that the writer has a logical reason for placing the report in that order. (
Take the table of contents and start adding the information into it,
because we have a very detailed outlines. )

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For this assignment you will write a formal report. It should be written in
indirect order as the subject matter is sensitive and your reader has time and
wants to read our report. Your report will include all of the following parts.
Introduction: The introduction prepares the reader to receive the
information and provides the orientation process concerning the contents of the
report. The introduction always starts with a statement of the problem. The
introduction should help the reader understand and appreciate the problem.
The introduction content possibilities vary but should advance the tone of the
report. You will want to consider the following general topics: (Page 163
example title fly and all the other parts + Page 169 talks about the problem, it
says incidentals of authorization and submittal)
Who are we in this case? We are a research associate, we dont work for Ace,
we work for Central Research. This study of ace manufacturers sales people
and activities is submitted to sag vice president on (date). As specified by
agreement. The investigation was conducted under the (your name) of Central
Research.
1. Origin of the report the first part of the introduction should include a
review of the facts of authorization.
2. Purpose vital to the report is the purpose of the report. It is important
to tell the reader the purpose of the report.
3. Scope this is the boundaries of the problem that describe the exact
coverage of the problem in clear, succinct language.
4. Limitations there can be cases when the limitations are important
enough to warrant presenting them in a separate section from the
introduction. Limitations could include an inadequate supply of money for
conducting the investigation, insufficient time for doing the work,
unavoidable conditions that hampered objective investigation, or
limitations inherent to the problem being investigated.
5. Historical Background More often than not knowledge of the history of
the problem can be crucial to understanding the report. This is the
opportunity the writer has to provide the reader with the information
about the issues that are involved in the problem. The reader can be
oriented and receive clarification concerning the report situation.
Therefore, the report writer may want to include a section on the
historical background of the problem in the report.
6. Sources and Methods of Collecting Data It is important to tell the reader
how the report information was collected. For example, if research was
utilized then major publications that were used will need to be identified.
If interviews or questionnaires were used the writer will want to provide
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the reader with information concerning sample determination,

questionnaire construction, procedures followed, facilities that were used
for checking returns etc. (it will be easy to access reports that are
published on the web that contain such information and utilize language
concerning processes that can easily be transferred into your reports).
For this assignment you will need no less than 10 sources of research.
This does not include the tables that are provided for you. Additionally,
you will need to develop your bibliography to include your research and
your tables.
7. Definitions If the report utilizes terms and language not common to the
reader these terms should be defined in the report in a way that does not
talk down to the reader. There are two ways to provide definitions in a
report. The first is to define each word as it is used and the other way is
to develop a special section in the introduction for definitions that
provides descriptions of unfamiliar terms and usages of those terms.
8. Report Preview In long reports it is useful to use a preview (in this
assignment you will use a preview) telling the reader how the report will
be presented; what topics will be discussed first, second, third etc. This
section should also contain reasons why this order was followed. Doing
this provides the reader with a road map allowing them to logically relate
to the topics as they are read. (See pages 169 and 170 Figure 10-3 for an
example of an introduction containing all of the parts described above).
Report Body: This is the portion of the report that presents the information
collected and relates it to the problem (see pages 170-177 in the textbook). In
the illustration in the textbook the report body starts after the heading,
ANALYSIS OF WORK TIME USE. This section is the report and as such
comprises the major portion of the reports content. The report body
presents and analyzes the information gathered drawing conclusions.
You will want to note that each section of the report body contains a
summary-conclusion that helps the reader identify and remember the major
findings.
Report Ending: Reports can be concluded in a number of ways. A report can
end with a summary, a conclusion, a recommendation, or a combination of all
three.
1. Ending Summary Reports that do little more than present information
usually include an ending summary of the major findings or research.
This ending summary is less complete than an executive summary and is
usually confined to reviewing highlights or facts of the report. Longer
formal reports can have minor summaries at the end of each major
division of the report in order to keep the reader focused and on track
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(see page 189 Summary-Conclusions for an example at the end of the

first section).
2. Conclusions The report conclusion answers what the writer said they
wanted to accomplish in the problem statement. The structure for
presenting conclusions varies by the nature of the problem. The
conclusion comes at the end of the report unless the report is written in
direct order. In some cases conclusions can be listed according to the
findings discussed in the report, the most important conclusions might
be placed first or combined with recommendations. In cases where the
conclusions are obvious they may be omitted (especially where including
them will seem to be talking down to the audience) in this case
conclusions may be omitted and only recommendations or summaries
are then presented.
3. Recommendations The recommendations section is the writers
interpretations based on the conclusions. Recommendations should be
included when readers want or expect them or when recommendations
are requested. When it is appropriate, the writer should include who
should do what, by when, where, why, and sometimes how it should be
done. If an alternative course of action exists it should be presented.
Because the writer is familiar with the findings it is their responsibility to
state the desired action(s) that should be taken, never leaving the
reader(s) to choose their own course.
Appended Parts: Appended parts should only be added when needed. The
appended parts section is determined by the specific needs of the problem and
can contain an appendix and or a bibliography.
Appendix: The appendix contains information that indirectly supports the
report. REMEMBER: Any information that directly supports the report belongs
in the main text of the report. Additionally, charts, graphs, tables, data sets
etc. usually belong in the text of the report body as they are the visual
representation of the data that relates to the text and supports the assertions
made within the report that supports the findings. Placing charts, graphs,
tables, data sets etc. in an appendix only serves to make readers thumb
through many pages to find illustrations to the facts that they read in the report
body.
For this report you will place the long tables in the Appendix. You will
extrapolate information directly from these tables and place those charts,
graphs, data sets or abbreviated tables in the report. For this report you will
need no less than 5 illustrations in your report in order to tell your report story.
Bibliography: Sometimes investigations heavily use research, both library and
internet; in such cases it is highly advisable to utilize a bibliography.
Information on construction of a bibliography is discussed in Chapter 13
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beginning on page 234. The bibliography contains the list of secondary

research that is footnoted with the sources listed. Not only is it imperative to
give credit to sources but documenting and listing secondary sources provide
valuable information to the reader(s). Chapter 13 deals with quoting and
paraphrasing; when to acknowledge; how to acknowledge; electronic
documentation; standard reference forms; footnotes; and the APA citation
formats.
Length and formality characterize long reports. Long formal reports usually
concern major investigations, which is why they need to be long. Formal
reports are usually written for high-level administration; this explains their
formality and their length. However, when statistics from an investigation are
utilized in order to provide information and knowledge, the formal report sets
the writer apart from the facts and thus creates a sense that the writer is not
seeking a particular outcome but merely presenting information for
consideration leaving the reader/receiver to draw their own conclusions.
Chapter 10 contains an illustration of a long, formal report, thus providing a
detailed example of all the parts of a report (starting on page 163 of the
textbook). Remember, this assignment calls for a long formal report all of the
portions of this example will be needed.

Physical Presentation of Reports:

The appearance of the report forms an impression on/with the reader(s). Neat
work gains favorable impressions whereas untidy work gains unfavorable
impressions. A neat well-arranged document is easy to read and provides the
reader with the impression that the writer is competent when the work is
professionally done. This attitude of the reader forms their receptiveness to
the information that the writer seeks to communicate. The readers
receptiveness and impression that the writer is competent then becomes part
of the message.
General information: Paper is usually the best media choice for reports. Email and fax do not assure good appearance. The content, color and size of the
paper also communicate the overall quality of the report.
The graphic layout of the text and the visuals/graphics need careful attention to
the elements that can affect the reader. External spacing is the white space
around the text copy. The commonly accepted ratio of white space to text on a
page is 1:1 for readability. It is important to consider balance and symmetry as
the report is designed. Internal spacing refers to vertical and horizontal
spacing on the page. Kerning is used to space between letters and leading
controls space between vertical lines. Another way to determine white space is
the use of margins. Type is aligned left, right or center of the page through
justification. Recent studies show that left-justified type is easier to read as it is
what we are most accustomed to seeing.
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The standard layout for a conventional page is 1-inch top and side margins for
double spacing and 1 to 1 inches for single spacing. Bottom margins are 1
times the side margins. For this report you will use single spacing. Doublespaced text should be indented and single-space text should be in block format
(see Figure 12-4 and 12-5 on pages 216 and 217 of the textbook). The number
of indentation spaces is optional but it is important to be consistent. A good
rule is to tab once to indent for consistency.
Physically attractive reports communicate better. Neatness is essential as the
appearance of the report reflects the writers work philosophy. In general
typefaces are classified as serif or sans serif. Use serif type for text and san
serif for headings. It is important for the writer to remember that the report
should be attractive and not cluttered. Type should be used to distinguish
headings from the text portion of the report. Heading choices are 1) centered,
2) marginal, and 3) run-in (see Figure 12-9, page 223 in the textbook). It is
important to use a logical combination of type and position for headings.
There are two systems of numbers that are used in written reports. Prefatory
pages are numbered in small Roman numerals and text pages are numbered in
Arabic numerals. If the report is bound at the top, numbers should be placed at
the bottom of the page. If the report is left-bound, numbers should be placed
in the upper right corners of the pages.

Construction of a Formal Report:

Individual, specific report pages require special notes for construction.
Title Fly: The title fly contains only the title, centered and relatively high on
the page above the vertical center of the page. Center all lines with respect to
left and right margins. The title on the Title Fly is usually solid capitals
underscored and double-spaced if more than one line is used. For this
assignment a Title Fly should be used.
Title Page: The title page contains three elements 1) the report title, 2)
authorizer identification, and 3) writer identification the date is usually included
(see Figure 12-10 page 225 for the Three-Spot Title Page example and Figure
12-11 on page 226 for the Four-Spot Title Page example in the text book).
For this assignment the Three-Spot Title Page should be used.
Note: Your name should appear as the preparer on the title page.
Letter of Transmittal: Type the letter of transmittal in an acceptable form (an
example is provided in Figure 12-12 on page 228 in the textbook please note
in the example that they have used a modified block format with the Date and
signature block indented. You will use a strictly block format). You will prepare
a letter of transmittal that will include authorization, a copy of that letter should
be included in this report.
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Acknowledgements: When others have provided assistance in the

preparation of the report it is appropriate to acknowledge their contributions.
This section is headed with a simple title Acknowledgements and is formatted
with the same layout as any other text page that includes a displayed title.
Table of Contents: The table of contents is the report outline in finished form
with page numbers. The headings are set up in a column to the left and the
page numbers are set up in a column to the right (an example is provided in
Figure 12-13 on page 229 in the textbook). The page should be headed
Contents or Table of Contents below the title two columns should be set up
1) containing the headings left-justified and 2) containing the page numbers
right-justified (see page 227 in the textbook for additional specific details for
setting up the table of contents). For this assignment your report should
contain a table of contents.
List of Illustrations: A list of illustrations can be part of the table of contents
(see Figure 12-14 on page 231 in the textbook for additional specific details for
setting up the list of illustrations following the table of contents). As with the
table of contents the list of illustrations should have two columns and follow the
format used for the table of contents. For this assignment your report should
also contain a list of illustrations.
Check List for the Long Formal Report:
The report clearly has an introduction section that contains a letter of
transmittal that is presented on the appropriate letterhead with logos for
each company;
The report contains a table of contents and a list of illustrations including
page numbers;
The report contains an executive summary that is a minimum of 1/8 of
the body of the report;
The report has a clear introduction that orients the reader to the material
and the problem and sets the stage for the remainder of the report
The report contains a clear, concise message which includes: information
gathered, information analyzed, suggested action;
The report contains graphics that are well thought out, well-planned, and
well placed in the document relating to the text and referenced in the
text. The graphics are properly labeled with title captions placed
appropriately, footnotes, and acknowledgements including source
acknowledgements;
The report contains a summary and closing which includes: statement of
goodwill, request for feedback, and helpful information such as contact
numbers and email address;
The language and terminology used in the report clearly reflect a level of
research on the subject beyond what appears in the scenario;
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 The report contains an appendix which reflects the primary research and
the body of the report references this information; and
The report contains an appendix with both tables and a bibliography of
the research that was conducted.
We need charts and illustrations. Charts and illustrations should be in a
box that includes the title, number and source.
Writing in BEIT 336: This is a class clearly focused on report writing in the
context of business. Your writing should reflect a professional level which
includes proper use of the English language (grammar, punctuation, spelling,
verb and subject agreement, etc.) and demonstrates the ability to write an
organized, well-developed report that conforms to the guidelines of the
assignment. If you have concerns about your writing, ISU has two writing
centers one is located in Root Hall and the other is located in Cunningham
Library both are available to you for assistance. Papers that are not well
written will receive no more than a C grade and due to the content may
receive a lesser grade in accordance with the guidelines of the assignment.
WARNING: Do not come to class with the idea that you will print your report
and turn it in at 12:00. I promise you that you will most likely be standing in
line at the beginning of class and one of two things will have occurred; either
the printer will have broken down, or the line will be long with your classmates
standing in line in front of you. At that point it will be 12:00 and we will have
started class; you will be considered late for class and counted as tardy and
your work will be considered late and may not be accepted.

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BEIT 336 Formal Report Grading Sheet

Name : _________________________________________
Section
Preliminary
25 pts.
(Content, format,
writing techniques)

Parts

Points

Letter of transmittal (block style)

Title page
Table of contents (use 1st degree heading)
List of illustrations (use 1st degree heading)
Executive summary (use 1st degree heading)

6 pts
3 pts
4 pts
2 pts
10 pts
______

Deficient (0-14) Developing (15-18)Satisfactory (19-22)Superior (23-25)

Body
87 pts.
(Content, format,
writin techniques)

Overview: 17 pts. Total (use 1st degree heading)

(Section contentno heading)
Background
Problem statement
Scope (factors with depth)
Sources and methods of Collecting Data
Report Preview

5 pts
2 pts
4 pts
4 pts
2 pts

Deficient (0-9)Developing (10-12)Satisfactory (13-14)Superior (15-17)

Discussion of factors: 48 pts. Total (use 1st degree heading; subsections under each factor use 3rd degree headings)
Content and writing
Graphic aids
Pie or Bar Chart:
Table:

______

40 pts
4 pts
4 pts

Deficient (0-28)Developing (29-35)Satisfactory (36-42)Superior (43-48)

Report Ending (17 pts. Total)

Summary & Conclusions (use 1st degree heading)
Recommendation (use 1st degree heading)

______
9 pts
8 pts

Deficient (0-9)Developing (10-12)Satisfactory (13-14)Superior (15-17)

Supplementary
13 pts.
(content, format)
Misc.
10 pts.

In-text Citations (5 pts.)

5 pts

References page
10 Secondary references (APA style)

10 pts
3 pts
6 pts
4 pts

Appendix
Organisation & Pagination
Section headings
Deficient (0-5)Developing (6-7)Satisfactory (8)Superior (9-10)

______
______

______

Rubric for both In-text Citations & References Page

Deficient (0-8)Developing (9-11)Satisfactory (12-13)Superior (14-15)

Deficient (0-80)Developing (81-100)Satisfactory (101-121)Superior (122-135)

Your
Points

______
______

Total Points
Possible: 135

Instructors Comments:

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