Chapter 19

1. Chapter 19 Presenting Insights and Findings: Written Reports

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. Pull Quote People are amazing at collecting data, but they’re often less skilled at creating insights out of it and spreading them throughout the whole organization. Data is great, but it rarely means anything unless you’ve figured out exactly what that data is saying—and what you’re going to do about it. Nancy Porte, vice president of customer experience, Verint-Vovici

5. Written Presentation and the Research Process

6. 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

7. The Written Research Report

8. 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

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 methodology and limitations) • Findings • Conclusions • Appendices

11. The Long Research Report

12. Report Modules Prefatory Information Introduction Methodology Findings Conclusions & Recommendations Appendices Bibliography

13. Components of Long Report: Management Prefatory Information Introduction (brief methodology & limitations Findings Conclusions & Recommendations Appendices

14. Components Long Report: Technical Prefatory Information Introduction Methodology (detailed) Findings Conclusions & Recommendations Appendices Bibliography

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

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

17. 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

18. Grammar and Style Proofreader Results

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. Considerations for Writing Readability Comprehensibility Tone

21. Avoiding Overcrowded Text Use shorter paragraphs Indent or space parts of text Use headings Use bullets

22. Appropriate Data Displays

23. Sample Findings Page: Tabular

24. Charts for Written Reports

25. Components of a Whole or Frequency

26. Relationships or Comparisons

27. Sample Findings Page: Graphical

28. Findings Page Templates

29. Appropriate Data Displays

30. Text Presentation Walmart regained its number-1 rank in the Forbes 500 due to its strong sales performance (11% increase; $351.1 billion). Although Walmart surpassed number-2-ranked Exxon Mobil in sales, Walmart’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.

31. Alternative Text Presentation Walmart slipped to No. 2 in the 2011 Fortune 500 after holding onto the top spot for two years in a row. The retail giant was forced to aggressively cut prices to reverse its declining same-store sales in the United States. Walmart is the second largest business in the Fortune 500 with revenues up by 6 percent but profits down by 4.2 percent.

32. Parts of a Table

33. Tabular Presentation Walmart slipped to No. 2 in the 2011 Fortune 500 after holding onto the top spot for two years in a row. The retail giant was forced to aggressively cut prices to reverse its declining same-store sales in the United States.

34. Sample Graphics within Report

35. Sample Line Graph 2009 2011 2012

36. Sample Area Chart

37. Sample Pie Charts

38. Sample Bar Chart

39. Pictograph

40. Geographs

41. 3-D Graphs

42. Preparing & Delivering the Written Report

43. Preparing & Delivering the Written Report Prefatory Information Introduction Methodology

44. Preparing & Delivering the Written Report

45. Preparing & Delivering the Written Report

46. Preparing & Delivering the Written Report

47. 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

48. Chapter 19 Additional Discussion opportunities

49. Snapshot: E-Speed Portal “While some marketer’s realize that e-speed may sacrifice quality in research, knowing the speed available with online surveys encouraged us to make our CATI survey results accessible in real time, directly via each client’s computer.”

50. Snapshot: E-Speed Portal Real-time frequencies. Real-time cross-tabulation. Real-time verbatim responses. Real-time quota status. Daily project status Daily call disposition reports