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Chapter Sixteen Presenting Research Results. Copyright © Houghton Mifflin Company. All rights reserved.16 | 2 End of Textile Quota – Is China Going to.

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Presentation on theme: "Chapter Sixteen Presenting Research Results. Copyright © Houghton Mifflin Company. All rights reserved.16 | 2 End of Textile Quota – Is China Going to."— Presentation transcript:

1 Chapter Sixteen Presenting Research Results

2 Copyright © Houghton Mifflin Company. All rights reserved.16 | 2 End of Textile Quota – Is China Going to be the Big Bad Wolf? A December, 2004 New York Times article presented detailed information about textile quotas The same information is presented in two different ways: tabular format and pie chart format Which one is better?

3 Copyright © Houghton Mifflin Company. All rights reserved.16 | 3 Textile Quotas Tabular Form

4 Copyright © Houghton Mifflin Company. All rights reserved.16 | 4 Textile Quotas Pie Chart Format

5 Copyright © Houghton Mifflin Company. All rights reserved.16 | 5 Textile Quotas Pie Chart Format (Cont’d)

6 Copyright © Houghton Mifflin Company. All rights reserved.16 | 6 Tabular Format vs. Pie Charts Tabular Format –Tabular format is better if there are many categories Pie charts –Better than tabular format when the number of components is small and the relative sizes of those components are different –Information is lost when there is a collapse of the number of categories –Not useful when there are numerous components and the relative sizes of components are not very different

7 Copyright © Houghton Mifflin Company. All rights reserved.16 | 7 Oral and Written Communication Managers Want College Students To –Develop a good ability to communicate well, both orally and in writing –Work very hard on written and verbal communication skills, especially on how to say a great deal in as few words as possible

8 Copyright © Houghton Mifflin Company. All rights reserved.16 | 8 Understanding the Audience From which organizational levels do audience members come? How busy are these individuals likely to be? How familiar are they with the project? What aspects of the project are they most likely to be interested in? Do they have the background and training to easily understand technical complexities and terminology related to the project?

9 Copyright © Houghton Mifflin Company. All rights reserved.16 | 9 Components of the Written Report Transmittal Letter Title Page Table of Contents Executive Summary Body of the Report

10 Copyright © Houghton Mifflin Company. All rights reserved.16 | 10 Executive Summary The executive summary is a carefully distilled synopsis of the entire report Starting Point: Outline the major study objectives and list all findings related to each objective

11 Copyright © Houghton Mifflin Company. All rights reserved.16 | 11 Food Product Company Key survey objective –To identify distinguishing features, if any, of users of our brand of cake mix vis-à-vis users of competing brands Executive Summary must contain –Findings from several different sections of the survey questionnaire Brand preference Purchase frequency Usage behavior Demographics

12 Copyright © Houghton Mifflin Company. All rights reserved.16 | 12 Preparing Effective Written Reports Short Interesting Methodical Precise Lucid Error-free SIMPLESIMPLE

13 Copyright © Houghton Mifflin Company. All rights reserved.16 | 13 Graphics Visually Appealing Graphical Illustrations Add to a Report’s Communication Effectiveness

14 Copyright © Houghton Mifflin Company. All rights reserved.16 | 14 Graphical Illustrations Pie Charts Line Charts Stratum Charts Bar Charts

15 Copyright © Houghton Mifflin Company. All rights reserved.16 | 15 Table 16.1 Market Shares of Six Toothpaste Brands

16 Copyright © Houghton Mifflin Company. All rights reserved.16 | 16 Exhibit 16.1 Pie Charts of Market Shares in 1996 and 2005

17 Copyright © Houghton Mifflin Company. All rights reserved.16 | 17 Exhibit 16.2 Line Chart of Market Shares from 1996 and 2005

18 Copyright © Houghton Mifflin Company. All rights reserved.16 | 18 Exhibit 16.3 Stratum Chart of Market Shares from 1996 to 2005

19 Copyright © Houghton Mifflin Company. All rights reserved.16 | 19 Exhibit 16.4 Bar Charts of Market Shares in 1996 and 2005

20 Copyright © Houghton Mifflin Company. All rights reserved.16 | 20 Exhibit 16.5 Bar Charts of Market Shares from 1996 to 2005

21 Copyright © Houghton Mifflin Company. All rights reserved.16 | 21 Graphical Representation of One-Way and Two-Way Tabulations Charts can be used to pictorially summarize information contained in one-way and two- way tabulations Most widely used procedures to analyze survey data in practical research projects

22 Copyright © Houghton Mifflin Company. All rights reserved.16 | 22 The Roper Organization A leading marketing research company conducted a personal-interview survey of American youth

23 Copyright © Houghton Mifflin Company. All rights reserved.16 | 23 The Roper Organization – One Way Tabulation of Responses G F E D C B A The kidnapping of children and teenagers The possibility that you may someday fight in a war The increasing number of divorces among parents The spread of the disease called AIDS The possibility of war The us of drugs by professional athletes Pollution of our air water Don’t KnowNot Really Concerned Sort of Concerned Very Concerned

24 Copyright © Houghton Mifflin Company. All rights reserved.16 | 24 The Roper Organization – Responses in a Bar Chart Format

25 Copyright © Houghton Mifflin Company. All rights reserved.16 | 25 The Roper Organization – Responses in a Bar Chart Format (Cont’d) The bar chart, where in each bar is a pictorial summary of one national concern, quickly and efficiently communicates the findings to the reader Notice that the issues are ordered differently in the bar chart than in the questionnaire The ordering of the issues on the bar chart (from those of most to least concern) enhances the chart’s effectiveness

26 Copyright © Houghton Mifflin Company. All rights reserved.16 | 26 Table 16.2 Two Way Tabulation Age vs. Extent of Consumption

27 Copyright © Houghton Mifflin Company. All rights reserved.16 | 27 Exhibit 16.6 Bar Chart of Age Vs. Extent of Consumption The Chart clearly shows a strong association between age and extent of consumption

28 Copyright © Houghton Mifflin Company. All rights reserved.16 | 28 Oral Presentations General tasks are important for the success of oral presentations Research the audience –know who will be in the audience, understand their backgrounds and information needs, and anticipate the questions they may ask Choose the main points of the study to be covered during the presentation, while being careful not to select too many main points

29 Copyright © Houghton Mifflin Company. All rights reserved.16 | 29 Oral Presentations (Cont’d) Make good use of visual aids, such as flip charts, transparencies, or slides to improve presentation clarity and maintain audience interest

30 Copyright © Houghton Mifflin Company. All rights reserved.16 | 30 Guidelines for Effective Use of Slides

31 Copyright © Houghton Mifflin Company. All rights reserved.16 | 31 Word Slides Keep slides brief and only use key words Use bullets and color to highlight key points Break up the information to make a series of ideas on each slide

32 Copyright © Houghton Mifflin Company. All rights reserved.16 | 32 Box Charts Use for organization charts and flow charts Simplify to keep them legible Break up complex charts into a series –Show flow chart divided by time periods –Show organization chart with the overall chart and departmental “close up”

33 Copyright © Houghton Mifflin Company. All rights reserved.16 | 33 Bar Charts Use for data arranged in segments by month, year, etc. Choose vertical or horizontal bars, both within horizontal slide format Add drop shadow for dimensional bars Show complex facts clearly by using multiple or segmented bars Divide the slice into a series if that improves effectiveness

34 Copyright © Houghton Mifflin Company. All rights reserved.16 | 34 Pie Charts Use to emphasize the relationship of the parts to the whole Select a single pie or double pie Consider options such as drop shadow for dimensional effect, pulled-out slices, etc. Arrange the slices to make your point most effectively Divide the slice into a series it will improve effectiveness

35 Copyright © Houghton Mifflin Company. All rights reserved.16 | 35 Line Graphs and Area Graphs Use to display trends or continuous data Decide whether line graph or area graph shows Select baseline and scale for maximum effectiveness Use callouts to identify key points in graph Divide extensive data into a series of graphs

36 Copyright © Houghton Mifflin Company. All rights reserved.16 | 36 Other Graphics Logos and illustrations can be used in subdued colors in the background as “watermarks” to add visual interest and continuity to a presentation


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