res

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S T A G E 5 : R E S E A R C H R E P O R T S :

S U P P O R T E D I N S I G H T S A N D R E C O M M E N D A T I O N S

Chapter 16

16-216-2Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives

Understand . . .

 How changes in business and technology are changing research reporting.

 How to plan an audience-centric report using audience analysis.

 Different report structures and why each is used.

 The types and specifications of various types of reports.

16-316-3Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives (cont.)

Understand . . .

 The organizational frameworks for reports.

 Visualization and how to effectively use different support materials.

 The role of compilation, practice, and delivery to achieving audience effect.

 The ethical considerations in reporting research results.

16-416-4Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Reports and the Research Process

16-516-5Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Relationship of Data to Insights

By Brent Dykes, Director of Data Strategy at Domo

16-616-6Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Audience- Centric Report Planning

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Audience Analysis

Audience Composition

Research Question Knowledge

Research Predispositions

Recommendation Effects

Desired Audience Effect

Supplemental Purposes

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Sample Audience Profile

The audience is branch bank managers with between 5

and 15 years of experience; half are women. Most have

at least some experience with at least two banks. Most

have backgrounds in finance or customer service; none

have experience in conducting or analyzing research.

They perceive themselves as “number people” but are

not schooled in statistical analysis.

They know a research project is in progress, but they

have not been consulted or kept informed. There is

strong concern among the audience that branches are

going to be closed. They don't know the closure decision

process but fear that the research is the only factor that

will be considered in the decision process. They fear they

might lose their job.

The desired audience effect is to bring the branch

managers into the information loop and put the research

findings into a positive perspective. We want to alleviate

concerns that closure decisions are imminent, and to

encourage them to see the insights and

recommendations as a means to strengthen their branch

effectiveness among their customers.

16-916-9Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Research Predispositions

Attitudes and Beliefs

Selective Perception

Agreement/Disagreement

Clarity/Confusion

Experience

Openness to change

16-1016-10Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Audience Biases

Confirmation Bias

Anchoring Bias

Conformity Bias

Survivorship Bias

Loss-aversion Bias

16-1116-11Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Sample Audience Profile

The audience is branch bank managers with between 5

and 15 years of experience; half are women. Most have

at least some experience with at least two banks. Most

have backgrounds in finance or customer service; none

have experience in conducting or analyzing research.

They perceive themselves as “number people” but are

not schooled in statistical analysis.

They know a research project is in progress, but they

have not been consulted or kept informed. There is

strong concern among the audience that branches are

going to be closed. They don't know the closure decision

process but fear that the research is the only factor that

will be considered in the decision process. They fear they

might lose their job.

The desired audience effect is to bring the branch

managers into the information loop and put the research

findings into a positive perspective. We want to alleviate

concerns that closure decisions are imminent, and to

encourage them to see the insights and

recommendations as a means to strengthen their branch

effectiveness among their customers.

16-1216-12Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Report Structure

Oral only

Written Only

Oral-plus-Written

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Shareable Reports in the form of Infographics are increasing

16-1416-14Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Shareable Reports in the form of Infographics are increasing

16-1516-15Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Shareable Reports in the form of Infographics are increasing

16-1616-16Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Organize Research Report Sections

16-1716-17Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Report Titles

Descriptive Study

• Training and Worker Productivity in Branch X.

Correlation Study

• The Relationship between Relative National Inflation Rates and Household Purchases of

Brand X in International Markets.

Causal

Study

• The Effect of Various Motivation Methods on Retail Sales Associates’

Attitudes and Performance.

16-1816-18Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Organize Research Report Decision Tree

16-1916-19Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Organize Factors Influencing Order

Primacy

Early

Recency

Perceptible Difference

Relevance to Resolving

Management Question

Relevance to Understanding an

Insight or Recommendation

Perceived Importance

16-2016-20Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Organize Frameworks of Organization

Research Brief

Topical

Narrative

Classification

Motivated Sequence

Problem/Solution

Climax Order

Chronological

Past/Present/Future

Cause/Effect/Solution

Pros/Cons/Recommendations

Spatial

16-2116-21Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize

Support Materials

Desired Audience

Effect

Facts

Statistics

Story

DemonstrationTestimony

Analogy

Metaphor

16-2216-22Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Support Material Checklist

16-2316-23Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Types of Learners

Visual

Auditory

Kinesthetic

16-2416-24Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Match Learners to Support Materials

Visual

Auditory

Kinesthetic

Images

Graphs

Models

Stories

Examples

Demonstrations

Engagement activities

Duplicate research

experiences

16-2516-25Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Report must Convince Audience…

Researcher is credible

Findings are credible

Insights are credible & sound

Audience should act

Recommendations are supported

16-2616-26Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Aristotle’s Proofs & Persuasion

Ethos

Pathos

Logos

16-2716-27Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Artistotle’s Proofs & Support Materials

16-2816-28Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Visualize Presenting Findings

Words or Text

Tables

Graphs

16-2916-29Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Presenting Findings: Words/Text

Walmart is the second largest

business in the Fortune 500 with

revenues up by 6 percent but with

profits down by 4.2 percent.

Statistics get buried in the prose

16-3016-30Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Presenting Findings: Words/Text

Walmart is the second largest

business in the Fortune 500 with

revenues up by 6 percent but with

profits down by 4.2 percent.

Emphasize with Color or Size

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Presenting Findings: Tables

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Presenting Findings: Graphs

Implies greater importance

Easier Comparison

Increases audience retention

Emphasis on data clarity &

ease of interpretation

Emphasis on

Audience familiarity

16-3316-33Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Graph Options for Oral and Written Research Reports

Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved. 17-34

Line Graph

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Line Graph: Altering Axis

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Line Graph: Altering Scale

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Area & Pie Graphs

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Bar Graphs

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Simplifying Visuals

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Pictograph

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Geograph

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3-D Graphs

16-4316-43Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Visualization in the Oral Report

Pictures = memorability

Audio/Video clips

enhance understanding

Audio/Video clips

enhance persuasiveness

Flow aids enhance transitions

between topics

16-4416-44Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Oral Visualization: Data Clarity Enhancers

Whitespace

Motion

Reducing Clutter

Large type size

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Content & Style: Visualize

Researcher Actions

Strong Story

Audience Focus

Appropriate

Language

Central Point

Appropriate

Visualization

Participant Examples

Effective Pauses

Passionate Delivery

16-4616-46Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Compile

Jargon

Language Level

Tone

16-4716-47Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Compile

Sample Findings Page

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Content and Style: Compile Sample Report Slide

16-4916-49Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Practice

Distinguishes the oral report

from the written report

Experiment with audience

engagement activities.

Stage the presentation environment.

Determine time to explain insights

Reduce performance anxiety

Construct audience interpretation.

16-5016-50Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Practice Alleviate Anxiety

Performance anxiety:

Public speaking is a top fear.

The more you practice,

the greater your credibility.

Know and meet your audience.

Prepare your speech:

mentally, physically, logistically.

Memorize opening and closing to

cement audience rapport.

16-5116-51Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Deliver The Oral Report

Physical Venue:

Audience Present

Combination

Web-based Platform:

Remote Audience

16-5216-52Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Practice Oral Report Tips

For emphasis, vary volume,

inflection, pitch and rhythm.

Reading a script diminishes audience

connection and researcher credibility.

Go professional with clothing,

body movements, stance.

Pause before something important.

Maintain eye contact to judge reception

of insights/recommendations.

16-5316-53Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Content and Style: Deliver The Written Report

In Person

Via Email Attachment.

Via Mail or Delivery Courier

Via Download: Intranet/Internet.

Precede oral

Follow oral

Time of oral

16-5416-54Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Ethical Issues

Right to quality

Minimize false conclusions

Absence of coercion

Appropriate visualizations

Findings nondisclosure

No unnecessary materials

Omit findings/insights

Falsify visualizations

Beyond research scope

Violate confidentiality

Data

Reports & Support Materials

16-5516-55Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Ethical Issues & Their Solutions

Educate audience

Research Scope

Define Researcher’s Role

Purpose of research

Interpret facts

Fact finding

Avoid distortions

Prior consentConfidentiality

Anonymous descriptors

Nondisclosure Data & report security

16-56Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Speaker Behaviors to Avoid

Vocal • Speak too softly

• Speak too rapidly

• Fail to vary volume, tone, and rate of speaking

• Fill pauses with you know, um, ah

Physical • Rock back and forth

• Pace without purpose

• Fiddle with things, hair, jewelry, clothing

• Stare into space

• Fail to make eye contact

• Move cursor without purpose.

16-57Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Key Terms

 3-D graph

 Actionable insights

 Analogy

 Anchoring bias

 Area graph

 Audience analysis

 Audience-centric planning

 auditory learners

 Bar graph

 Confirmation bias

 Conformity bias

 Data

 Data-centric planning

 Data clarity

 Demonstration

 Desired audience effect

 ethos

 Executive summary

 Facts

 Findings nondisclosure

 Geograph

 Graph

16-58Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Key Terms

 Infographic

 Information

 Insight

 Jargon

 Language level

 Kinesthetic learners

 Logos

 Loss-aversion bias

 Management report

 Metaphor

 Pathos

 Performance anxiety

 Pictograph

 Pie Graph

 Predispositions

 Report framework

 Report Structure

 Right to Quality

 Scope

 Statistics

 Story

 Survivorship bias

16-59Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Key Terms

 Table

 Technical Report

 Testimony/expert opinion

 Tone

 Visualize

 Visual Learners

 Whitespace

16-6016-60Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

B E T T E R R E P O R T S

Appendix

16-6116-61Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Design Principles Checklist for Oral Support Materials

16-6216-62Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Presentation Aids: Key Word Prompts

16-6316-63Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Checklist for Oral Web-delivered Reports

16-6416-64Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Checklist for In-Person Delivered Oral Report

16-6516-65Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Outline Formats

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Checklist for Written Report

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Visual Design Principles

Visual Conceptualization

Flow Markers

Whitespace

Picture Supremacy

Photographic Framing

Visibility

16-6816-68Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Design Flow Aids

16-6916-69Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Visual Design Principles

Simplicity

Clarity

Contrast

Relationship

16-7016-70Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved.

Rx for Better Slides

Low Word Count

Avoid Slideuments

Keep it Simple

10-20-30 Rule

Large Font Size

Bullets in Moderation