1. Presenting Insights and Findings: Written Reports
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 Subtopic Minor subtopic Further detail
Major subtopic heading
Subtopic
Minor subtopic
Further detail

17. Types of Outlines Topic Demand Sentence Demand for refrigerators
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

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 Company Rank Revenue ($, millions) Sales Growth
Walmart slipped to No. 2 in the 2011 Fortune 500 after holding onto the top spot for two years in a row. The retail giant was forced to aggressively cut prices to reverse its declining same-store sales in the United States.
Company
Rank
Revenue
($, millions)
Sales Growth
Profits
Profit Growth
Exxon Mobil 1 $
27.7%
$41,060.0
34.8%
Walmart 2
$446,950.0
6.0%
$15,699.0
-4.2%%
Chevron 3
$245,624.0
25.1%
$26,895.0
41.4%

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 Pictograph Bar chart Pie 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. Additional Discussion opportunities
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

51. Snapshot: Forrester Research
Modular approach to report writing.
Market Overview:
data collection & findings.
Analysis
What it Means Section:
deduction & conjecture based on
knowledge & experience

52. Stories Share Research
“Accurate information, sound logic, and the facts are necessary, of course, but truly effective leaders in any field—including technical ones—know how to tell “the story” of their particular research endeavor.
Robert McKee
author
Story: Substance, Structure, Style and
the Principles of Screenwriting

53. PulsePoint: Research Revelation
2.3
The number of gallons of fuel,
in billions, that people burn while sitting in traffic.

54. Presenting Insights and Findings: Written Reports
Chapter 19
Presenting Insights and Findings:
Written Reports

55. Photo Attributions Slide Source 8 Purestock/SuperStock 12 13
PhotoLink/Getty Images 14 27
© Cooper Research 28 34 38 39
© Pamela S. Schindler 49
Jon Feingersh/Getty Images 50 51