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Chapter 20

Chapter 20. Presenting Insights and Findings: Written and Oral Reports. 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.

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Chapter 20

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  1. Chapter 20 Presenting Insights and Findings: Written and Oral Reports

  2. 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.

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

  4. 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

  5. Sponsor Presentation and the Research Process

  6. The Written Research Report

  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

  8. The Long Research Report

  9. Report Modules Prefatory Information Introduction Methodology Findings Conclusions & Recommendations Appendices Bibliography

  10. Components: Short Report: Memo or Letter-Style • Introduction • Problem statement • Research objectives • Background • Conclusions • Summary and conclusions • Recommendations

  11. Components: Short Report: Technical • Prefatory Information (all) • Introduction (all, plus brief methodology and limitations) • Findings • Conclusions • Appendices

  12. Components: Long, Report: Management • Prefatory Information (all) • Introduction (all, plus brief methods and limitations) • Conclusions and Recommendations • Findings • Appendices

  13. Components: Long Report: Technical • Prefatory Information • Introduction • Methodology (full, detailed) • Findings • Conclusions • Appendices • Bibliography

  14. Sample Findings Page: Tabular

  15. Sample Findings Page: Graphical

  16. Findings Page Templates

  17. Prewriting Concerns What is the report’s purpose? Who will read the report? What are the circumstances? How will the report be used?

  18. The Outline • Major Topic Heading • Major subtopic heading • Subtopic • Minor subtopic • Further detail

  19. Topic Demand How measured Voluntary error Shipping error Monthly variance Sentence Demand for refrigerators Measured in terms f factory shipments as reported by the U.S. Department of Commerce Error is introduced into year to year comparisons Types of Outlines

  20. Grammar and Style Proofreader Results

  21. 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

  22. Considerations for Writing Readability Comprehensibility Tone

  23. Avoiding Overcrowded Text Use shorter paragraphs Indent or space parts of text Use headings Use bullets

  24. Presentation of Statistics Text Semi-tabular Tables Graphics

  25. Example of Text Presentation Wal-Mart regained its top rank in the Forbes 500 due to its strong sales performance (11% increase, $351.1 billion). Although Wal-Mart surpassed number-2 ranked Exxon Mobil in sales, Wal-Mart’s profitability ($11.2 billion) was far below that of the oil giant ($39.5 billion).

  26. Example: Semi-Tabular Presentation Although Wal-Mart regained the top spot in the Fortune 500, its performance shows signs of weakness in profitability. • Wal-Mart is the largest business in the Fortune 500 with sales increasing more than 11% over last year’s performance. • Oil giant and energy exploration leader Exxon Mobil is the most profitable company in the Fortune 500 due to record crude oil prices increasing its profits to $39.5 billion, compared to $11.2 billion for Wal-Mart.

  27. Example of Tabular Presentation

  28. Sample Tabular Findings

  29. Graphics Presentation

  30. Sample Graphics within Report

  31. Sample Line Graph

  32. Sample Area Chart

  33. Sample Pie Charts

  34. Sample Bar Chart

  35. Pictograph

  36. Geographs

  37. 3-D Graphs

  38. The Oral Report

  39. The Oral Report Opening Findings and conclusions Recommendations

  40. Presentation Type Extemporaneous Memorized

  41. Vocal Do you speak softly? Do you speak too rapidly? Do you vary volume, tone, and rate of speaking? Do you fill pauses (e.g., you know, uhm, ah)? Physical Do you rock back and forth? Do you fiddle with things? Do you stare into space? Do you misuse visuals? Speaker Characteristics

  42. Audiovisuals High Tech • Computer-drawn visuals • Computer animation • Computer with embedded video and audio clips

  43. Audiovisuals Low Tech • Chalkboard/ Whiteboard • Handouts • Flip charts • Overhead transparencies • Slides

  44. 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 Key Terms

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