Chapter 20

Presenting Insights
and Findings:
Written Reports

McGraw-Hill/Irwin

Copyright 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Learning Objectives
Understand . . .
That a quality presentation of research findings
can have an inordinate effect on a readers or
a listeners perceptions of a studys 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.

Learning Objectives
Understand . . .
That while some statistical data may be
incorporated into the text, most statistics
should be placed in tables, charts, or graphs.

Written
Presentation
and the
Research
Process

The Written Research Report

Guidelines for Short Reports

Tell
Tell reader
reader why
why you
you are
are writing
writing
Remind
Remind reader
reader of
of request
request
Write
Write in
in an
an expository
expository style
style
Write
Write report
report and
and hold
hold for
for review
review
Attach
Attach detailed
detailed materials
materials in
in appendix
appendix

Components: Short Report

Memo or Letter-Style
Introduction

Problem statement
Research objectives
Background

Conclusions

Summary and conclusions

Recommendations

Components: Short Report

Technical
Prefatory Information (all)
Introduction
(all, plus brief methodology
and limitations)

Findings
Conclusions
Appendices

The Long Research Report

Report Modules

Prefatory
Prefatory Information
Information
Introduction
Introduction
Methodology
Methodology
Findings
Findings
Conclusions
Conclusions &
& Recommendations
Recommendations
Appendices
Appendices
Bibliography
Bibliography

Prewriting Concerns
What
What is
is the
the reports
reports purpose?
purpose?
Who
Who will
will read
read the
the report?
report?
What
What are
are the
the circumstances?
circumstances?
How
How will
will the
the report
report be
be used?
used?

Grammar and Style Proofreader

Results

Adjusting Pace

Use
Use ample
ample white
white space
space
Use
Use headings
headings
Use
Use visual
visual aids
aids
Use
Use italics
italics and
and underlining
underlining
Choose
Choose words
words carefully
carefully
Repeat
Repeat and
and summarize
summarize
Use
Use service
service words
words strategically
strategically

Considerations for Writing

Readability
Comprehensibility
Tone

Avoiding Overcrowded Text

Use shorter paragraphs

Indent or space parts of text
Use headings
Use bullets

Appropriate Data Displays

Sample Findings Page: Tabular

Charts for Written Reports

Components of a Whole or
Frequency

Relationships or Comparisons

Appropriate Data Displays

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-marts 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-6ranked General Electric also outperformed Walmart in
profits with $20.8 billion. GEs robust sales growth
(27.4%) is an indication that it will likely challenge both
Walmart and ExxonMobil in the future.

Parts of a Table

Body

Tabular Presentation
Wal-mart regained its number one rank in 2007 by increasing its sales 11 percent
over its prior years sales. But it still trails in profitability.

Company

Rank

Revenue
($, millions)

Sales
Growth

Profits

Profit
Growth

Wal-Mart

$351,139.0

11.2% $11,284.0

0.5%

Exxon
Mobil

$347,254.0

02.2% $39,500.0

9.3%

General
Electric

$168,307.0

07.1% $20,829.0

27.4%

Sample Line Graph

2008

2009

2010

Sample Area Chart

Sample Pie Charts

Sample Bar Chart

Geographs

3-D Graphs

Preparing & Delivering

the Written Report

Preparing & Delivering

the Written Report
Prefatory
Prefatory Information
Information
Introduction
Introduction
Methodology
Methodology

Preparing & Delivering

the Written Report

Preparing & Delivering

the Written Report

Preparing & Delivering

the Written Report

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