2. Who Reads and Writes Reports Sales Managers Field Reps VP Information Technology Store Managers Human Resources Staff Product Manager Market Research Test Business Development Manager Usage Rates

3. Sources for a Report Define report purpose Analyze intended audience Determine data needed to solve problem or make decision FACTOR the problem BREAK IT DOWN to determine data to collect You own a small chain of restaurants and are considering offering healthier menu choices for children. What do you need to find out? What is the nutritional content of current menu options? What are industry trends? How prevalent is movement toward healthier menus? How might customers respond to change? Which meals would they prefer? How much would healthier food cost?

4. Types of Data Secondary Collected by someone else for other purpose Published or unpublished PublishedUnpublished Internet resourcesCompany records (reports and communications Journal, magazine, and newspaper articles Legal documents (court records) BooksPersonal files (expense records) Brochures and pamphletsMedical records Technical reports

5. Primary Data Collected by researcher More control over accuracy, completeness, relevance Three main methods to collect data Surveys Observation Experimentation Review data already collected (review of literature) Focus on secondary data first Consider whether appropriate for purpose http://owl.english.purdue.edu/owl/resource/559/03/

6. Relevant Sources School Library Databases Business Source Premier ProQuest LexisNexis EbscoHost Internet Google and Google Scholar Dogpile Wikipedia for definitions only http://owl.english.purdue.edu/owl/resource/553/03/ http://owl.english.purdue.edu/owl/resource/553/04/

7. Evaluate Web Sources Authority Look for links that say, Who We Are, About this Site Credibility of site owners (experience, credentials, publications, press) Other sites linking to this site Domain Extension Accuracy Research sources documented and cited Spelling error s or incorrect uses of grammar Background information verified for accuracy Check site existence at www.archive.orgwww.archive.org Purpose/Objectivity Purpose of site (educational, commercial, entertainment) Clear distinction between opinion and fact? Who is intended audience? Organization of site

8. Evaluate Web Sources Coverage One aspect of topic or depth of content What information in included or omitted Page complete or under construction Currency Last site update or revised How often updated Dead Links

9. Collect Data through Questionnaires Survey Uses questionnaires, telephone, email inquiries or interviews Advantages Representative sampling over specified geographical area Inexpensive Mailed or online Anonymity increases validity Time convenient Disadvantages Low response rate Non respondents not typical of population Non respondents not as educated, sociable, etc. Used only when Information can be provided easily/quickly Target audience homogeneous Sufficient time available

10. Construct Questionnaire Content Ask information not available elsewhere Purpose for each question; use direct approach Precise wording to avoid misunderstanding Ensure one response for each question and no overlapping categories Careful about asking sensitive questions—age, salary, morals Pilot-test to check questions functions as intended and revise

11. Construct Questionnaire Organization Arrange questions in logical order Group or divide into sections Arrange alternatives for each question in logical order Numerical, chronological or alphabetical Use descriptive title, provide directions, include instructions for return Format Use easy-to-answer format Check-off questions draw most responses, easy to tabulate Use free-response items when necessary Ensure questionnaire has professional appearance Simple and attractive format Proofread

12. Examples NOT Do you think our company should open an on-site child care center? ________yes ________no BETTER Which of the following additional benefits would you most prefer? _______a dental insurance plan _______an on-site child care center _______three personal-leave days annually _______other (please specify: _____________________) NOT Our company should spend less money on advertising and more money on research and development _______agree _______disagree

13. Announce Questionnaire Addresses and identifies audience Dear Ashford University Student Begins with attention getter If you’re like most students..., you face challenges Captures interest with something audience relates to Forwarding email can be misused or misunderstood Includes clear request and emphasizes survey is short Your input on this short survey will help current students and... Provide reasons to participate You can give us a better understanding of how students... Explain survey structure and how much time is required The first part of the survey takes about 3 minutes... Expresses appreciation; makes questionnaire easy to access via a link Your participation in this project is...You can find the survey at http://www.___ http://www.___ Include researchers’ names but no signatures in email

14. Survey Links http://owl.english.purdue.edu/owl/resource/559/05/ http://owl.english.purdue.edu/owl/resource/559/06/ http://owl.english.purdue.edu/owl/resource/559/09/

15. Assignment (Part I) Imagine you are planning a start-up business targeted to Ashford students. 1.Decide on your business concept (service or product) 2.Write 8-12 questions to determine whether your idea will be popular. 3.Create a free online survey at www.surveymonkey.com or www.zoomerang.com. Or read, http://www.socialbrite.org/2010/09/16/5-top- online-survey-tools-for-nonprofits/www.surveymonkey.com www.zoomerang.comhttp://www.socialbrite.org/2010/09/16/5-top- online-survey-tools-for-nonprofits/ 4.Distribute survey to 3-4 classmates 5.Collect responses Submit to drop box: Start-up Business Survey 1.Pair up to evaluate questions 2.Provide feedback about questionnaire 3.Which questions were most effective, why? 4.Which questions were least effective, why? Part II

17. Create a Chart to Compare Data According to Mars, Inc., each bag of M&Ms should contain the percentage of colors should be: 30%Red 20%Green 20%Blue 10%Yellow 10%Brown 10%Orange Separate M&Ms by color Compare percentage of occurrence of colors to M&Ms standard Create a chart to show the comparison Source: http://global.mms.com/us/about/products/http://global.mms.com/us/about/products/