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Chapter 21

Chapter 21. Presenting Insights and Findings: Written and Oral Reports. 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

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Chapter 21

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  1. Chapter 21 Presenting Insights and Findings: Written and Oral Reports

  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

  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

  4. Exhibit 21-1 Sponsor Presentation and the Research Process

  5. The Written Research Report Short Long

  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

  7. Long Reports Technical Management

  8. Report Modules Prefatory Information Introduction Methodology Findings Conclusions Appendices Bibiography

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

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

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

  12. Components: Long Report Technical • Prefatory Information • Introduction • Methodology • Findings • Conclusions • Appendices • Bibliography

  13. Exhibit 22-3 Example Findings Page

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

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

  16. 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

  17. Exhibit 21-4 Grammar and Style Proofreader Results

  18. Considerations for Writing Readability Comprehensibility Tone

  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

  20. Avoiding Overcrowded Text Use shorter paragraphs Indent parts of text Use headings Use bullets

  21. Presentation of Statistics Text Semi-tabular Tables Graphics

  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).

  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%)

  24. Example of Tabular Presentation

  25. Title B a n n e r Exhibit 21-5 Sample Tabular Findings ColumnHeads S t u b Body Footnote Source Note

  26. Example Graphics Presentation

  27. Exhibit 21-7 Sample Line Graph

  28. Exhibit 21-9 Sample Area Chart

  29. Exhibit 21-9 Sample Pie Charts

  30. Sample Bar Chart

  31. Pictographs and Geographs

  32. Exhibit 21-10 3-D Graphs

  33. The Oral Report Opening Findings and conclusions Recommendations

  34. Presentation Type Extemporaneous Memorized

  35. 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? Speaker Characteristics

  36. Low Tech Chalkboard/ Whiteboard Handouts Flip charts Overhead transparencies Slides High Tech Computer-drawn visuals Computer animation Audiovisuals

  37. 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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