An Introduction

to
Report Writing
1
Writing a Report At the end of the session, you
should be able to:

Understand what a report is
and the various types of
reports

Decide on the reader and
target market of the report

Visualise the format of a
report

Write the purpose statement

Frame the scope of the
report

2
What is a report?
Is written for a specific purpose
Compiles organised information on a
specific topic
Investigates a specific issue or
problem to find solutions or offer
recommendations
Is used by internal and external
parties
3
What are the various
types of reports?
1. Informational reports
offer data, facts, feedback and other types
of information
No analysis or recommendations

Examples:
annual reports, progress reports, guidelines,
position papers
4
What are the various types of
reports?
2. Analytical reports
offer both information and analysis
include recommendations
report writer is usually the researcher and
engages in finding new facts.
require analytical, critical and thinking skills
Decisions based on analytical reports

Examples:
market research reports, feasibility reports,
troubleshooting reports, justification reports etc.
5
What are the various types of
reports?
3. Proposals offer structured persuasion for
internal and external audiences.

Examples:
internal proposals - funding proposals, general
project proposals &
external proposals - investment proposals, grant
proposals, sales proposals
6
Which type of report
does your internship final
report belong to?t?
7
The internship report.
8
a. informational (to report on the company
structure, key departments, business
environment, operational issues etc.) and

a. analytical (to analyse issues facing the
company, reflect on your learning journey,
and to make recommendations to both the
internship company and School of BA, NP).
What about your BComm2
Report Project?
9
What about your BComm2
Report Project?
10
You are required to write a feasibility
report, i.e. an analytical report.
What are the writers concerns?
Successful report writers
are sensitive to their target readers needs
and objectives
aim to build strong relationships with the
reader
are good at using the appropriate
style and tone in writing
Img Source: Microsoft Clipart
12
Who is the report written for?
Target reader,
someone who would
find your research
interesting and
useful

Img Source: Microsoft Clipart
13

Scenario: Report explores the feasibility of setting
up Starbucks in Ngee Ann Polytechnic.
How would you write your report if:

1)Your target reader is the Principal of Ngee Ann
Polytechnic?

2)Your target reader is the Regional Director of
Starbucks?
Decide on your
readers concerns
14
Choose your target market
Based on the above scenario, decide whose
opinion your reader would be most interested
to know
Be as specific as possible to make your
research objective
Examples:
1. Customers of Starbucks
2. Polytechnic students
3. The general public
4. Ngee Ann Polytechnic students and staff
5. Ngee Ann Polytechnic students
15
What does
a report
look like?
16
Format General
17
Format What
Comes First?
9
18
The Prefatory Parts
Title Fly
19
The Prefatory Parts
Title Page
20
The Prefatory Parts
Table of Contents
21
The Prefatory Parts
Executive Summary
(to be discussed in Report Writing Part 4)
22
The Body of the Report
11
23
Background Information
What kind of information would be useful for the
reader to understand the context in which your
report is written?
Example:
A topic on McDonalds and how it is trying to face
the challenges of newer competitors.


Example of Background
Information
Since the establishment of McDonalds in
Singapore in 1979, it has gained a
majority of the market share within the
local fast-food industry. (History & current
market status)
Example of Background
Information
With the increased competition from
newly established burger joints, Wendys
and Popeyes in Singapore, McDonalds
aims to strengthen its foothold in the
market by targeting the youth crowd.
(Competitors & target market)
Example of Background
Information
In order to capture this group of consumers
McDonalds has decided to increase their
marketing activities through social media to
reach out to their target audience, aiming to
create stronger brand awareness and
improve sales figures. (Market Opportunity)

Purpose Statement
answers the question, Why am I writing
the report?
helps your readers focus on the goals and
objectives of your report

Scope of Report
specifies the breadth and depth of your
report.
provides the structure on which you build
your report.- what areas of interest to
cover

Research Methodology
State the sources and methods of your data
collection.
questionnaire, using Survey Monkey or
face-to-face interview with respondents
(primary research), or
data and information from newspaper articles,
books, magazines etc. (secondary research).
The names should be specified.

Limitations of Research
state the constraints and limitations faced
while gathering the data or writing the
report


The Body of the Report
32
The End of the Report
33
Format of the Report
What s the Big Deal?
If you are important enough
to have people write reports
for you, there is a good
chance you are too busy to
read every word!
4
34
Why is Formatting
Important?
35

36
Format of the Report
Helps to enhance the readers
understanding of:

The objective of the report
The body of the report
The conclusions and recommendations
7
37
Project Requirements - Formatting
1.5 line spacing
11pt Arial font for main body of text, 10pt Arial for
labels, 14pt Arial for headings
Proper usage of headings, subheadings and
numberings
Numbered pages
Single-side print
Charts printed in colour
Graphs, pictures and diagrams should be properly
labeled with legends (if applicable)
Word count: 2,500 4,000 (penalty for not falling
within)
38
Important questions to ask
39
The Purpose Statement
What is a purpose statement?

A declarative sentence which summarises
the specific topic and goals of your report
25

University of Washington. (n.d.). Writing effective purpose statements. Retrieved from
http://faculty.washington.edu/ezent/imwps.htm
40
Effective Purpose Statement
Concise - one or two sentences
Clear - not vague, ambiguous or confusing
Goal-oriented - stated in terms of desired
outcomes
Written as a statement, not as a question
Uses verbs instead of nouns
26

University of Washington. (n.d.). Writing effective purpose statements. Retrieved from
http://faculty.washington.edu/ezent/imwps.htm
41
Effective Purpose Statements
This paper will describe common abuses of
social media for branding by organizations and
recommend ways to constructively use social
media to increase brand awareness.
Critique:
Very specific about what aspects of abuse will be
discussed
Very precise about how much information will be
given
Very clear about what the reader will learn
27

University of Washington. (n.d.). Writing effective purpose statements. Retrieved from
http://faculty.washington.edu/ezent/imwps.htm
42
Are these Purpose Statements
effective or ineffective?
This report will highlight the effects of
cyber-bullying.

This report will describe how social
media can affect health.

28

University of Washington. (n.d.). Writing effective purpose statements. Retrieved from
http://faculty.washington.edu/ezent/imwps.htm
43
Effective Purpose Statements
This report will highlight how social
media has contributed to cyber- bullying
amongst secondary school students.

This report will describe how
Singaporean youths are using social
media to learn more about their health .

29

University of Washington. (n.d.). Writing effective purpose statements. Retrieved from
http://faculty.washington.edu/ezent/imwps.htm
44
The Scope of the Report
What is the scope?
The scope of the report includes
all the issues that you are
examining in your report
30
45
A report on the youths interest in
Korean dramas
Purpose Statement:
The aim of this report is to review
youths interest in K-dramas

Using the above, let us explore the
possible issues that could be covered in
the scope.
31
46
Possible scope areas
1. Types of Korean
Dramas Preferred
2. Reasons for
watching Korean
dramas
3. Role actors play in
holding their interest
4. Comparison of
Korean dramas with
Japanese dramas
32
47
Sub-issues
Within each possible scope area, there
are sub-issues that could be covered in
the study.

Let us continue with our review of
Korean dramas.
33
48
Sub-issues
34
Image Source: http://goodbyenavi.files.wordpress.com/2012/02/boys_over_flower_16072009204054.jpg
49
1. Types of
Korean Dramas
Preferred
Awareness
of types of
dramas
Most popular
types of
dramas
2. Reasons for
Watching
Korean Dramas
Cast
Cultural interest
Scenery
Storyline
Peer influence
Family
influence
35 Image Source: http://www.asiaarts.ucla.edu/media/images/princesshours2.jpg
50
Let s get some
practice:

Purpose Statement:
The objective of this report is to find out the
feasibility of setting up a Yami Yoghurt outlet in
Ngee Ann Polytechnic.

What are the possible scope areas and sub-
issues you can think of?

Let s get some
practice:
Possible Scope Areas:
1.
2.
3.
4.
5.


Let s get some practice:
Possible sub-issues (Awareness):
1.
2.
3.

Let s get some
practice:
Possible sub-issues (Lifestyle of
Ngee Ann Polytechnic students):
1.
2.
3.
4.

Let's look at the
Assessment Brief!
55
Overview of the Report Project
Form groups of 4-5
Complete a 2,500 4,000 word report
Report includes both primary and
secondary research sources
56