McGraw-Hill/I rwin Copyright 2014 by The McGraw-Hill Companies, I nc. All rights reserved.

PRESENTI NG I NSI GHTS AND FI NDI NGS:

WRI TTEN REPORTS
Chapter 19
19-2
Learning Objectives
Understand . . .
That a quality presentation of research findings
can have an inordinate effect on a readers or a
listeners perceptions of a studys 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.
19-3
Learning Objectives
Understand . . .
That while some statistical data may be
incorporated into the text, most statistics
should be placed in tables, charts, or graphs.
19-4
Pull Quote
People are amazing at collecting data, but
theyre 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 youve figured out exactly what
that data is sayingand what youre going to do
about it.
Nancy Porte,
vice president of customer experience,
Verint-Vovici
19-5
Written
Presentation
and the
Research
Process
19-6
Relevance. Not Quantity.
Focus on relevance. Its 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
19-7
The Written Research Report
19-8
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
19-9
Components:
Short Report Memo or Letter-Style
Introduction
Problem statement
Research objectives
Background
Conclusions
Summary and conclusions
Recommendations
19-10
Components:
Short Report Technical
Prefatory Information (all)
Introduction
(all, plus brief methodology and
limitations)
Findings
Conclusions
Appendices
19-11
The Long Research Report
19-12
Report Modules
Prefatory Information
Introduction
Methodology
Findings
Conclusions & Recommendations
Appendices
Bibliography
19-13
Components of Long Report:
Management
Prefatory Information
Introduction
(brief methodology & limitations
Findings
Conclusions & Recommendations
Appendices
19-14
Components Long Report: Technical
Prefatory Information
Introduction
Methodology (detailed)
Findings
Conclusions & Recommendations
Appendices
Bibliography
19-15
Prewriting Concerns
What is the reports purpose?
Who will read the report?
What are the circumstances?
How will the report be used?
19-16
The Outline
Major Topic Heading
A. Major subtopic heading
1. Subtopic
a. Minor subtopic
1) Further detail

19-17
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

19-18
Grammar and Style Proofreader Results
19-19
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
19-20
Considerations for Writing
Readability
Comprehensibility
Tone
19-21
Avoiding
Overcrowded
Text
Use shorter paragraphs
Indent or space parts of text
Use headings
Use bullets
19-22
Appropriate
Data
Displays
19-23
Sample
Findings
Page:
Tabular
19-24
Charts
for
Written
Reports
19-25
Components of a Whole or Frequency
19-26
Relationships or Comparisons
19-27
Sample Findings Page: Graphical
19-28
Findings Page Templates
19-29
Appropriate Data Displays
19-30
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, Walmarts 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. GEs robust sales growth (27.4%) is an indication
that it will likely challenge both Walmart and ExxonMobil
in the future.
19-31
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.
19-32
Parts of a Table
19-33
Tabular Presentation

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%
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.
19-34
Sample Graphics within Report
19-35
Sample Line Graph
2012 2011 2009
19-36
Sample Area Chart
19-37
Sample Pie Charts
19-38
Sample Bar Chart
19-39
Pictograph
19-40
Geographs
19-41
3-D Graphs
19-42
Preparing & Delivering
the Written Report
19-43
Preparing & Delivering
the Written Report
Prefatory Information
Introduction
Methodology
19-44
Preparing & Delivering the Written
Report
19-45
Preparing & Delivering
the Written Report
19-46
Preparing & Delivering
the Written Report
19-47
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
McGraw-Hill/I rwin Copyright 2014 by The McGraw-Hill Companies, I nc. All rights reserved.
ADDI TI ONAL DI SCUSSI ON OPPORTUNI TI ES
Chapter 19
19-49
Snapshot: E-Speed Portal
While some marketers realize that e-
speed 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 clients computer.
19-50
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
19-51
Snapshot: Forrester Research
Modular approach to report writing.
Analysis
What it Means Section:
deduction & conjecture based on
knowledge & experience
Market Overview:
data collection & findings.
19-52
Stories Share Research
Accurate information, sound logic, and the facts are
necessary, of course, but truly effective leaders in any
fieldincluding technical onesknow how to tell the
story of their particular research endeavor.

Robert McKee
author
Story: Substance, Structure, Style and
the Principles of Screenwriting
19-53
PulsePoint: Research
Revelation
2.3
The number of gallons of fuel,
in billions, that people burn while
sitting in traffic.
McGraw-Hill/I rwin Copyright 2014 by The McGraw-Hill Companies, I nc. All rights reserved.
PRESENTI NG I NSI GHTS AND FI NDI NGS:
WRI TTEN REPORTS
Chapter 19
19-55
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