21-1

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 m
  
      

 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

Short Long
 21-6

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

 21-7

Long Reports

Technical Management
 21-8

Report Modules

Prefatory Information
Introduction
Methodology
Findings
Conclusions
Appendices
Bibiography
 21-9

Components: Short Report

Memo or Letter-Style
1. Introduction
è Problem statement
è Research objectives
è Background
2. Conclusions
è Summary and conclusions
è 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?

Who will read the report?

What are the circumstances?

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

w 
I. Demand I. Demand for refrigerators
A. How measured A. Measured in terms f
1. Voluntary error factory shipments as
2. Shipping error reported by the U.S.
Department of
a. Monthly Commerce
variance
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 space

Use headings
Use visual aids
Use italics and underlining
Choose words carefully
Repeat and summarize
Use 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 Semi-tabular

Tables Graphics
 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 Profits Profit

Growth 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%

 




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Exhibit 21-5
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 Sample Tabular

Total Adults (1,000) 199,438 90,458 112,949 77,621 50,476 75,409 Findings
(›()w*w+w)
Age
18 to 34 years old 32.5 39.7 37.9 35.1 34.9 40.3
35 to 54 years old 39.9 47.7 46.0 49.4 5534 47.4
55 years old or over 27.6 12.7 16.2 15.5 9.7 12.3
Gender
Male 48 49.8 48.5 49.3 52.3 49.3
Female 52.0 50.2 51.5 50.7 47.7 50.7
 Household size
1 to 2 persons 47.9 40.2 41.0 37.9 41.8 29.5

3 to 4 persons 36.9 44.4 43.3 45.9 44.6 44.5
% 5 or more persons 15.2 15.4 15.7 16.2 13.6 16.1 Body
Any child in household 42.1 47.7 47.0 48.7 48.0 47.9
,
Marital Status
Single 23.7 27.5 26.0 23.4 22.6 28.4
Married 57.2 61.6 61.1 66.2 65.3 60.6
Other 19.1 10.9 12.9 10.3 12.0 47.9
Educational Attainment
Graduated college plus 22.5 38.0 33.6 38.6 49.2 37.8
Attended college 26.5 34.8 33.7 34.0 30.6 35.0
Did not attend college 51.0 27.2 32.8 27.3 20.3 27.2
Household Income
Less than $50,000 55.1 33.6 38.3 29.9 23.3 32.9
$50,000 to $74,000 20.7 26.2 25.7 26.9 27.4 26.0
$75,000 to $149,000 20.1 32.6 29.4 34.7 39.6 33.1
$150,000 or more 4.1 7.6 6.7 8.5 9.7 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). %)
 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

Extemporaneous Memorized
 21-35

Speaker Characteristics

Vocal Physical
‡ Do you speak softly? ‡ Do you rock back and
‡ Do you speak too forth?
rapidly? ‡ Do you fiddle with
‡ Do you vary volume, things?
tone, and rate of ‡ Do you stare into
speaking? space?
‡ Do you use non- ‡ Do you misuse
words (e.g., you visuals?
know, uhm)?
 21-36

Audiovisuals

Low Tech High Tech

‡ Chalkboard/ ‡ Computer-drawn
Whiteboard visuals
‡ Handouts ‡ Computer animation
‡ Flip charts
‡ Overhead
transparencies
‡ Slides
 21-37

Key Terms

‡ Area chart ‡ Management report

‡ Bar chart ‡ Pace
‡ Briefing ‡ Pictograph
‡ Executive summary ‡ Pie chart
‡ Extemporaneous ‡ Readability index
presentation ‡ Sentence outline
‡ Geographic chart ‡ Technical report
‡ Letter of transmittal ‡ 3-D graphic
‡ Line graph ‡ Topic outline