1. Presenting Insights and Findings: Written Reports
Chapter 20
Presenting Insights and Findings:
Written Reports
This chapter covers reporting and presentation techniques. An example of the MindWriter research report is provided in the text.
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

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.

4. Stories Share Research
“Accurate information, sound logic, and the
facts are necessary, of course, but truly
effective leaders in any field—including
technical ones—know how to tell “the story”
of their particular research endeavor.
Robert McKee
author
Story: Substance, Structure, Style and the Principles of Screenwriting
This quote should be a good starting place for the typical student question: “How long should the report be?” Questions like: “Should this graph be in the report?” can be answered by asking another question: Does this graph/table/finding add insight to a recommendation related to the management question? Is it needed to understand a subsequent graph/table/finding? If the answer to either question is “YES” it should be in the report.

5. PulsePoint: Research Revelation
2.3
The number of gallons of fuel,
in billions, that people burn while sitting in traffic.
See the text Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic.

6. Written Presentation and the Research Process
Exhibit 20-1 details the reporting phase of the research process.

7. 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
This quote should be a good starting place for the typical student question: “How long should the report be?” Questions like: “Should this graph be in the report?” can be answered by asking another question: Does this graph/table/finding add insight to a recommendation related to the management question? Is it needed to understand a subsequent graph/table/finding? If the answer to either question is “YES” it should be in the report.

8. The Written Research Report
Reports may be defined by their degree of formality and design.
The formal report follows a well-delineated and relatively long format.
The short report is more informal.
Short reports are appropriate when the problem is well defined, of limited scope, and has a simple and straightforward methodology. They are usually about 5 pages in length. A letter of transmittal is a vehicle to convey short reports.
The letter is a form of a short report. Its tone should be informal. The format follows that of any good business letter and should not exceed a few pages. A letter report is often written in a personal style. Short reports can also follow the style of a memo. The suggestions in the slide are provided for writing short reports.
Report Access: With managers who have an interest in research often located in different locations, report access has become of increasing interest. Often paper based reports are delivered to the primary sponsor, with electronic versions made available to a wider audience.

9. 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

10. Components: Short Report Memo or Letter-Style
Introduction
Problem statement
Research objectives
Background
Conclusions
Summary and conclusions
Recommendations
A letter or memo style short report contains a complete introduction and conclusions. The other components are not included.

11. Components: Short Report Technical
Prefatory Information (all)
Introduction
(all, plus brief methodology and limitations)
Findings
Conclusions
Appendices
The short technical report contains all prefatory information (letter of transmittal, title page, authorization statement, executive summary, and table of contents, introduction (including problem statement, research objectives, and background plus a brief statement on the methods and limitations of the study), findings, conclusions and recommendations, and relevant appendices.

12. The Long Research Report
Long reports may be technical or management reports. Some projects require both forms.
a management report is written for the non-technically oriented manager or client.
The management report focuses on an introduction with conclusions and recommendations. Individual findings follow to support the conclusions already made. The appendices provide any required methodological details. It also makes liberal use of visual displays.
A technical report is written for an audience of researchers
The technical report should include full documentation and detail. It has the full story of what was done and how. A good guide is to provide sufficient information that would enable others to replicate the study.
The Technical report should also include a full presentation and analysis of significant data with conclusions and recommendations.

13. Report Modules Prefatory Information Introduction Methodology Findings
Research reports, long and short, have a set of identifiable components.
Headings and subheadings divide the sections.
Each report is individual so sections may be dropped or added to meet the needs of the audience. Exhibit 20-2 lists the four types of reports and the sections that are typically included in each one.
Prefatory items include the letter of transmittal, title page, authorization statement, executive summary, and table of contents.
The introduction includes the problem statement, research objectives, and background.
The methodology includes the sampling design, research design, data collection, data analysis, and limitations.
The findings contains the results for each research question or hypothesis.
The conclusions include the summary, conclusions, and recommendations.
The components for each type of report are addressed next.
Conclusions & Recommendations
Appendices
Bibliography

14. Components: Long Report Management
Prefatory Information
Introduction
(includes brief methodology
& limitations)
Findings
The long management report contains all prefatory information (letter of transmittal, title page, authorization statement, executive summary, and table of contents, introduction (including problem statement, research objectives, and background as well as a brief statement of the methods and limitations), conclusions and recommendations, followed by the findings, and relevant appendices.
Conclusions & Recommendations
Appendices

15. Components Long Report: Technical
Prefatory Information
Introduction
Methodology
(detailed)
Findings
Conclusions
The long technical report contains all possible components in the order designated in Exhibit 21-2.
Appendices
Bibliography

16. Prewriting Concerns What is the report’s purpose?
Who will read the report?
What are the circumstances?
Before writing the report, one should ask and answer these questions to help frame the situation.
How will the report be used?

17. The Outline Major Topic Heading Major subtopic heading Subtopic
Minor subtopic
Further detail
Before writing, the researcher should develop an outline. This slide presents a useful organizational structure.

18. Demand for refrigerators
Types of Outlines
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
In a topic outline, a key word or two is used. The sentence outline expresses the essential thoughts associated with the specific topic.

19. Grammar and Style Proofreader Results
Exhibit 20-4 shows sample output from a commercial package used on one of this text’s vignettes. The slide shows one table from the exhibit. The statistics summarize the readability, grade level, and sentence structure of the document.

20. Adjusting Pace Use ample white space Use headings Use visual aids
Use italics and underlining
This is a list of suggestions for adjusting the pace of one’s writing.
Service words are words that transition from one idea to another; examples include:
On the other hand
In summary
In contrast
Choose words carefully
Repeat and summarize
Use service words strategically

21. Considerations for Writing
Readability
Comprehensibility
Tone
The researcher should write a level appropriate for the audience’s reading abilities. To test writing for difficulty level, use a standard readability index. The Flesch Reading Ease Score gives a score between 0 and 100. The lower the score, the harder the material is to read. The Flesch-Kincaid Grade Level provides a score that corresponds with the grade level needed to easily read and understand the document.
Comprehensibility means that the writing is designed to convey information in a precise manner. This also includes consideration of pace. Pace is the rate at which the printed page presents information to the reader.
If the text is too overcrowded, there is too much information per sentence. Techniques for adjusting the pace are addressed on the next slide.
Finally, ensure that tone is appropriate. Avoid use of the term “you,” and remove negative phrasing.

22. Avoiding Overcrowded Text
Use shorter paragraphs
Indent or space parts of text
Use headings
This slide lists four techniques for minimizing the appearance of overcrowding in written reports.
Use bullets

23. Appropriate Data Displays
Exhibit 20-1 details the reporting phase of the research process. This is the part of exhibit 20-1

24. Sample Findings Page: Tabular
Exhibit 20-3
Each report needs to have a standard findings page style guide.
This is especially true if the report pages are prepared by distinct individuals.
This common style makes it easier for the reader to quickly grasp research results.
Many organizations have a template for findings pages.
The template used for this slide requires the summarization of findings to lead the page, the question to appear as it appeared on the questionnaire, and the data table below.

25. Charts for Written Reports
Exhibit 20-6 Charts for Written Reports provides two sets of graphical displays, those charts recommended to report components of a whole or frequency and those charts recommended to report relationships or comparisons.

26. Components of a Whole or Frequency
Exhibit 20-6 Charts for Written Reports provides two sets of graphical displays, those to report components of a whole or frequency and those to report relationships or comparisons.

27. Relationships or Comparisons
Exhibit 20-6 Charts for Written Reports provides two sets of graphical displays, those to report components of a whole or frequency and those to report relationships or comparisons.

28. Sample Findings Page: Graphical
Templates for graphical data presentations often include specifications for graphical data presentation choices and color codes assigned to different categories or order of data.
For this page from the sample data report included in the text, the template specified only vertical bar charts, and for such charts to use the most intense color of gold at the far left, followed by a lighter tint of gold, followed by a series of green bars moving from darkest to lightest tint.

29. Findings Page Templates
Templates also usually specify the order of ordinal and interval data.
In the sample report, these two pages (and all others in the report) order the vertical bars from the least desirable result at the far left to the most desirable result at the far right.
In a quality report consistency in color use and order of data is important, as it makes reading the report easier.

30. Appropriate Data Displays
Exhibit 20-1 details the reporting phase of the research process.

31. Text Presentation
Wal-mart regained its number-1 rank in the Forbes 500 due to its strong sales performance (11% increase; $351.1 billion). Although Wal-mart surpassed number-2-ranked ExxonMobil in sales, Wal-mart’s 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. GE’s robust sales growth (27.4%) is an indication that it will likely challenge both Walmart and ExxonMobil in the future.
This is an example of a text presentation of data. It is the most common method when there are only a few statistics.

32. Alternative Text Presentation
• Oil giant and energy exploration leader ExxonMobil 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.
• ExxonMobil’s profits jumped 9% on a 2% increase in sales, while Wal-mart’s profits increased a mere 0.5% on an 11% increase in sales.
• General Electric provided a 27.4% increase in profits on a 7.1% increase in sales, and outperformed Wal-mart on profits ($20.8 billion to $11.2 billion).
Although Wal-Mart regained the top spot in the Fortune 500, its performance shows signs of weakness in profitability.
Lists can be easy to read and understand when there are just a few figures to be listed. Bulleted lists imply no order. Numbered lists imply order.

33. Parts of a Table
Body
A part of Exhibit 20-5

34. Tabular Presentation Company Rank Revenue ($, millions) Sales Growth
Wal-mart regained its number one rank in 2007 by increasing its sales 11 percent over its prior year’s sales. But it still trails in profitability.
Company
Rank
Revenue
($, millions)
Sales Growth
Profits
Profit Growth
Wal-Mart 1
$351,139.0
11.2%
$11,284.0
0.5%
Exxon Mobil 2
$347,254.0
02.2%
$39,500.0
9.3%
General Electric 6
$168,307.0
07.1%
$20,829.0
27.4%
Tables are generally superior to text for presenting statistics but they should be accompanied by comments directing the reader’s attention to important figures. Tables are either general or summary in nature.

35. Sample Graphics within Report
This graphics presentation is pulled from the annotated MindWriter client report within Chapter 20.
Graphics presentations often show less information than tables but are easier to read and remember.

36. Sample Line Graph
Line graphs are chiefly used for time series and frequency distributions. There are several guidelines for designing a line graph:
Put the time units or the independent variable on the horizontal axis.
When showing more than one line, use different line types.
Try not to put more than four lines on one chart.
Use a solid line for the primary data.
2008
2009
2010

37. Sample Area Chart Exhibit 20-9
An area chart is also used for a time series. Consisting of a line that has been divided into component parts, it is best used to show changes in patterns over time.

38. Sample Pie Charts Exhibit 20-9
A pie chart is another form of area chart. It is often used with business data. They can easily be improperly prepared, though. Pie charts are useful for frequency data. Consider the following suggestions when designing pie charts:
Show 100% of the subject being graphed
Label the slides with “call outs”
Put the largest slice at twelve o’clock and move clockwise in descending order
Use light colors for large slices
In a pie chart of black and white slices, a single red one will command the most attention
Do not show evolution over time

39. Sample Bar Chart
A bar chart is a graphical presentation technique that represents frequency data as horizontal or vertical bars. It can be very effective when properly constructed.

40. Pictograph
Pictographs are bar charts using pictorial symbols rather than bars to represent frequency data.
This one is from the Ohio Lottery: Innovative Research Drives Winning case. It was used in both the written report AND the oral presentation.

41. Geographs
A geographic chart uses a map to show regional variations in data. This one is for digital camera ownership.

42. 3-D Graphs
Exhibit 20-10
A 3-D graphic is a presentation technique that permits a graphical comparison of three or more variables.
Exhibit illustrates a 3-D column, 3-D Ribbon, 3-D Wireframe, and 3-D Surface Line.

43. Preparing & Delivering the Written Report
Not all researchers are asked to prepare recommendations, but increasingly many are. The researcher needs to clarify the extent to which the sponsor seeks recommendations before preparing the report.
Students need to clearly distinguish between data, the interpretation of data, a conclusion drawn from the data, and a recommendation related to the manager’s dilemma that stimulated the need for the research.
Compiling the written report means preparing and gathering the totality of all written materials which will be delivered to the sponsor and the format in which these will be delivered. 3-ring binders, bound printed reports, and PDF reports are all fairly common for research report compilations. All require a detailed table of contents. The PDF report has the added value of being key-word searchable by the reader. Decisions at this stage involve determining order of material within the report (usually determined by sponsor preference or researcher template, and quantity of copies.
Delivery of the report often is determined by whether an oral presentation of data findings is planned. Written reports are delivered before oral presentations or following oral presentations, depending on the preference of the sponsor. Reports are delivered by courier or package delivery service or in person, depending on the arrangements to address questions if no oral presentation is planned.

44. Preparing & Delivering the Written Report
Prefatory Information
Introduction
Methodology
Exhibit 20-2 lists the four types of reports and the sections that are typically included in each one. Non data sections usually include the following:
Prefatory items
the letter of transmittal
title page
authorization statement
executive summary
table of contents (All reports require a detailed table of contents so that aspects of interest can be found quickly; this is especially important for the long report. The PDF report has the added value of being key-word searchable by the reader, but the table of contents is still valuable.)
Introduction
the problem statement
research objectives
background
Methodology
sampling design
research design
data collection process
description of the data analysis
limitations

45. Preparing & Delivering the Written Report
Compiling the written report means preparing and gathering the totality of all written materials which will be delivered to the sponsor and the format in which these will be delivered. This can include materials the sponsor has provided (prior research reports, promotional materials, etc.) 3-ring binders, bound printed reports, and PDF reports are all fairly common for research report compilations. Protecting anonymity of respondents must be balanced against the sponsors need for data at this stage. Usually, actual completed questionnaires are not provided to the sponsor to protect anonymity.
Outside research suppliers often spend considerable time on the appearance of the total compilation as it affects how professionally the report is perceived by the sponsor. The report access decision influences the decisions at this stage:
use of color
type of report holder/binder
order of material within the report (usually determined by sponsor preference or researcher template),
quantity of report copies

46. Preparing & Delivering the Written Report
Delivery of the report often is determined by whether an oral presentation of data findings is planned.
Written reports are delivered before oral presentations or following oral presentations, depending on the preference of the sponsor.
Delivered reports arrive by courier or package delivery service or in person, often depending on the arrangements to address questions if no oral presentation is planned.

47. Preparing & Delivering the Written Report
As many managers are not schooled in statistical analysis, questions about the findings, researcher interpretations and conclusions are likely to arise. A researcher needs a process and a time frame for addressing these questions. This is especially critical if not oral presentation is planned.

48. 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