Research ReportingResearch ReportingResearch ReportingResearch Reporting

MBA2216 BUSINESS RESEARCH PROJECTMBA2216 BUSINESS RESEARCH PROJECT

byStephen Ong

Visiting Fellow, Birmingham City University, UKVisiting Professor, Shenzhen University

LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES

1. Discuss the research report from the perspective of the communications process

2. Define the parts of a research report following a standard format

3. Explain how to use tables for presenting numerical information

4. Summarize how to select and use the types of research charts

5. Describe how to give an effective oral presentation

6. Discuss the importance of Internet reporting and research follow-up

After this lecture, you should be able to

Figure 14.2 A format for developing the storylineSource: Developed from Raimond (1993:175) Management Project: Design, Research and Presentation. Reproduced with permission of Thompson Publishing Services

Figure 14.1 Using a matrix in the planning of the content for the results and conclusions chapters

Communication ProcessCommunication Process

Communication Process The process by which one person or source

sends a message to an audience or receiver and then receives feedback about the message.

Elements that Influence Successful Communication Communicator Message Medium Audience Feedback

The Communication ProcessThe Communication Process

Communication Occurs in a Communication Occurs in a Common Field of ExperienceCommon Field of Experience

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Written Written Presentation Presentation

and the and the Research Research ProcessProcess

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Relevance. Not Quantity.Relevance. Not Quantity.

““Focus on relevance. It’s never Focus on relevance. It’s never about the volume of analyzed data about the volume of analyzed data or the complexity of an algorithm or the complexity of an algorithm

but about the but about the actionabilityactionability of of derived insight.”derived insight.”

Michael Fassnacht, founderMichael Fassnacht, founderLoyalty MatrixLoyalty Matrix

What is a Business What is a Business Research Report?Research Report?

Research ReportResearch Report An oral presentation or written An oral presentation or written

statement of research results, strategic statement of research results, strategic recommendations, and/or other recommendations, and/or other conclusions to a specific audience.conclusions to a specific audience.

Directed to the client or management Directed to the client or management who initiated the research.who initiated the research.

Usually supported by a formal Usually supported by a formal presentation delivered in person or via presentation delivered in person or via the Internet.the Internet.

Report FormatReport Format

Adapting Report Format to Adapting Report Format to Required FormalityRequired Formality

The Parts of the ReportThe Parts of the Report Title page should state:Title page should state:

The title of the reportThe title of the report The title should give a brief but The title should give a brief but

complete indication of the purpose of complete indication of the purpose of the research project.the research project.

Addresses and titles of the preparer and Addresses and titles of the preparer and recipient may also be included.recipient may also be included.

For whom the report was preparedFor whom the report was prepared By whom it was preparedBy whom it was prepared Date of release or presentationDate of release or presentation

The Parts of the Report (cont’d)The Parts of the Report (cont’d) Letter of TransmittalLetter of Transmittal

Releases or delivers the report to the recipient in relatively formal and very formal reports.

Letter of AuthorizationLetter of Authorization Approves the project, details who has

responsibility for it, and describes resources available to support it.

The Table of ContentsThe Table of Contents Should list the divisions and subdivisions of

the report with page references. Is based on the final outline of the report, but

it should include only the first-level subdivisions.

EXHIBIT 25.EXHIBIT 25.55 Sample Sample Letter of Letter of

TransmittalTransmittal

The Parts of the Report (cont’d)The Parts of the Report (cont’d) The Executive SummaryThe Executive Summary

Briefly explains why the research Briefly explains why the research project was conducted, what aspects project was conducted, what aspects of the problem were considered, what of the problem were considered, what the outcome was, and what should the outcome was, and what should be done.be done.

The BodyThe Body Introduction sectionIntroduction section——discusses discusses

background information and the background information and the specific objectives of the research.specific objectives of the research.

The Parts of the Report (cont’d)The Parts of the Report (cont’d) The Body The Body (cont’d)(cont’d)

Research methodology sectionResearch methodology section— describes— describes the structure and technical procedures of the the structure and technical procedures of the project. It may be supplemented with an project. It may be supplemented with an appendix or glossary of technical terms.appendix or glossary of technical terms. Research designResearch design Sample designSample design Data collection and fieldworkData collection and fieldwork AnalysisAnalysis

Results sectionResults section—— presents the findings of the presents the findings of the project. It includes tables, charts, and an project. It includes tables, charts, and an organized narrative.organized narrative.

The Parts of the Report (cont’d)The Parts of the Report (cont’d) The Body The Body (cont’d)(cont’d)

Conclusions and recommendations sectionConclusions and recommendations section——provides opinions based on the results provides opinions based on the results and suggestions for action.and suggestions for action. The conclusions and recommendations should The conclusions and recommendations should

be presented in this section in more detail than in be presented in this section in more detail than in the summary, and the text should include the summary, and the text should include justification as needed.justification as needed.

The AppendixThe Appendix Contains material that is too technical or too Contains material that is too technical or too

detailed to go in the body detailed to go in the body ——includes includes materials of interest only to some readers or materials of interest only to some readers or subsidiary materials not directly related to subsidiary materials not directly related to the objectives.the objectives.

Basic Business Research Report Basic Business Research Report OutlineOutline

1.1. AbstractAbstract

2.2. IntroductionIntroduction

3.3. BackgroundBackgrounda.a. Literature ReviewLiterature Review

b.b. HypothesesHypotheses

4.4. Research MethodsResearch Methods

5.5. ResultsResults

6.6. DiscussionDiscussiona.a. ImplicationsImplications

b.b. LimitationsLimitations

c.c. Future ResearchFuture Research

7.7. ConclusionsConclusions

8.8. ReferencesReferences

9.9. AppendicesAppendices

Using Tables EffectivelyUsing Tables Effectively Graphic Aids

Pictures or diagrams used to clarify complex points or emphasize a message.

Should always be interpreted in the text. Creating Tables

Most useful for presenting numerical information, especially when several pieces of information have been gathered about each item discussed.

Table number Title Stubheads and bannerheads Footnotes and source notes

Parts of a TableParts of a Table

Reporting Format for a Reporting Format for a Typical Cross-TabulationTypical Cross-Tabulation

Reporting Format for a Reporting Format for a Typical Statistical TestTypical Statistical Test

Using a Stubhead Format to Include Several Using a Stubhead Format to Include Several Cross-Tabulations in One TableCross-Tabulations in One Table

Using Charts EffectivelyUsing Charts Effectively ChartsCharts

Translate numerical information into Translate numerical information into visual form so that relationships may visual form so that relationships may be easily grasped.be easily grasped.

Chart elementsChart elements Figure numberFigure number TitleTitle Explanatory legendsExplanatory legends Source and footnotesSource and footnotes

Charts are subject to distortion.Charts are subject to distortion.

Distortion by Alternating ScalesDistortion by Alternating Scales

Distortion from Treating Unequal Distortion from Treating Unequal Time Intervals as EqualTime Intervals as Equal

Source: Adapted with permission from Mary Eleanor Spear, Practical Charting Techniques (New York; McGraw-Hill, 1969), p. 57.

Using Charts Effectively (cont’d)Using Charts Effectively (cont’d)

Pie ChartsPie ChartsShow the composition of Show the composition of

some total quantity at a some total quantity at a particular time.particular time.

Each angle, or “slice,” is Each angle, or “slice,” is proportional to its percentage proportional to its percentage of the whole.of the whole.

Pie ChartsPie Charts

Using Charts Effectively (cont’d)Using Charts Effectively (cont’d)

Line GraphsLine Graphs Show the relationship of one variable Show the relationship of one variable

to another. to another. The dependent variable generally is The dependent variable generally is

shown on the vertical axis, and the shown on the vertical axis, and the independent variable on the independent variable on the horizontal axis.horizontal axis. Simple line graphSimple line graph Multiple-line graphMultiple-line graph Stratum chartStratum chart

Simple Line GraphSimple Line Graph

Multiple-Line GraphMultiple-Line Graph

Stratum ChartStratum Chart

Using Charts Effectively (cont’d)Using Charts Effectively (cont’d) Bar Charts

Show changes in the value of a dependent variable (plotted on the vertical axis) at discrete intervals of the independent variable (on the horizontal axis).

Types:Subdivided-bar chartMultiple-bar chart

Simple Bar ChartSimple Bar Chart

Subdivided Bar ChartSubdivided Bar Chart

Multiple-Bar ChartMultiple-Bar Chart

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The Written Research ReportThe Written Research Report

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Guidelines for Short ReportsGuidelines for Short Reports

Tell reader why you are writingTell reader why you are writing

Remind reader of requestRemind reader of request

Write in an expository styleWrite in an expository style

Write report and hold for reviewWrite report and hold for review

Attach detailed materials in appendixAttach detailed materials in appendix

Components: Short Report Components: Short Report Memo or Letter-StyleMemo or Letter-Style

IntroductionIntroduction Problem statementProblem statement Research objectivesResearch objectives BackgroundBackground

ConclusionsConclusions Summary and conclusionsSummary and conclusions RecommendationsRecommendations

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Prefatory Information (all)Prefatory Information (all) Introduction Introduction

(all, plus brief methodology (all, plus brief methodology and limitations)and limitations)

FindingsFindings ConclusionsConclusions AppendicesAppendices

Components: Short Report Components: Short Report TechnicalTechnical

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The Long Research ReportThe Long Research Report

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Report ModulesReport Modules

Prefatory Prefatory InformationInformationPrefatory Prefatory

InformationInformationIntroductionIntroductionIntroductionIntroductionMethodologyMethodologyMethodologyMethodology

FindingsFindingsFindingsFindingsConclusions & Conclusions &

RecommendationsRecommendationsConclusions & Conclusions &

RecommendationsRecommendations

AppendicesAppendicesAppendicesAppendicesBibliographyBibliographyBibliographyBibliography

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Components: Long Report Components: Long Report Management Management

Prefatory Prefatory InformationInformationPrefatory Prefatory

InformationInformationIntroductionIntroduction(includes brief (includes brief methodology methodology & limitations)& limitations)

IntroductionIntroduction(includes brief (includes brief methodology methodology & limitations)& limitations)FindingsFindingsFindingsFindingsConclusions & Conclusions &

RecommendationsRecommendationsConclusions & Conclusions &

RecommendationsRecommendations

AppendicesAppendicesAppendicesAppendices

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Components Long Report: Components Long Report: Technical Technical

Prefatory Prefatory InformationInformationPrefatory Prefatory

InformationInformationIntroductionIntroductionIntroductionIntroduction

Methodology(detMethodology(detailed)ailed)

Methodology(detMethodology(detailed)ailed)

FindingsFindingsFindingsFindingsConclusionsConclusionsConclusionsConclusionsAppendicesAppendicesAppendicesAppendices

BibliographyBibliographyBibliographyBibliography

Prewriting ConcernsPrewriting Concerns

What is the report’s What is the report’s purpose?purpose?

What is the report’s What is the report’s purpose?purpose?

Who will read the Who will read the report?report?

Who will read the Who will read the report?report?What are the What are the

circumstances?circumstances?What are the What are the

circumstances?circumstances?

How will the report How will the report be used?be used?

How will the report How will the report be used?be used?

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The OutlineThe Outline

Major Topic HeadingMajor Topic HeadingA.A. Major subtopic Major subtopic

headingheading

1.1. SubtopicSubtopic

a.a. Minor subtopicMinor subtopic

1)1) Further detailFurther detail

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Types of OutlinesTypes of Outlines

TopicTopic

DemandDemandA.A. How measuredHow measured

1.1. Voluntary Voluntary errorerror

2.2. Shipping Shipping errorerror

a.a. Monthly Monthly variancevariance

SentenceSentence

Demand for Demand for refrigeratorsrefrigeratorsA.A. Measured in terms of Measured in terms of

factory shipments as factory shipments as reported by the U.S. reported by the U.S. Department of Department of CommerceCommerce

1.1. Error is Error is introduced into introduced into year to year year to year comparisonscomparisons

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Grammar and Style Grammar and Style Proofreader ResultsProofreader Results

Adjusting PaceAdjusting Pace

Use ample white Use ample white spacespace

Use ample white Use ample white spacespace

Use headingsUse headingsUse headingsUse headingsUse visual Use visual

aidsaidsUse visual Use visual

aidsaidsUse italics and Use italics and underliningunderlining

Use italics and Use italics and underliningunderliningChoose words Choose words

carefullycarefullyChoose words Choose words

carefullycarefullyRepeat and Repeat and summarizesummarizeRepeat and Repeat and summarizesummarizeUse service Use service

words words strategicallystrategically

Use service Use service words words

strategicallystrategically

Considerations for WritingConsiderations for Writing

Readability

Comprehensibility

Tone

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Avoiding Overcrowded TextAvoiding Overcrowded Text

Use shorter paragraphs

Indent or space parts of text

Use headings

Use bullets

Appropriate Data DisplaysAppropriate Data Displays

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Sample Findings Page: Sample Findings Page: TabularTabular

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Charts for Written ReportsCharts for Written Reports

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Components of a Whole or Components of a Whole or FrequencyFrequency

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Relationships or ComparisonsRelationships or Comparisons

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Sample Findings Page: GraphicalSample Findings Page: Graphical

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Findings Page TemplatesFindings Page Templates

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Appropriate Data DisplaysAppropriate Data Displays

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Text PresentationText PresentationWal-mart regained its number-1 rank in the Forbes 500 Wal-mart regained its number-1 rank in the Forbes 500 due to its strong sales performance (11% increase; due to its strong sales performance (11% increase; $351.1 billion). Although Wal-mart surpassed number-2-$351.1 billion). Although Wal-mart surpassed number-2-ranked ExxonMobil in sales, Wal-mart’s profitability ranked ExxonMobil in sales, Wal-mart’s profitability ($11.2 billion) was far below the oil giant ($39.5 billion).($11.2 billion) was far below the oil giant ($39.5 billion).

Some credit several challenging public relations Some credit several challenging public relations problems with the lower-than-expected level. Number-6-problems with the lower-than-expected level. Number-6-ranked General Electric also outperformed Walmart in ranked General Electric also outperformed Walmart in profits with $20.8 billion. GE’s robust sales growth profits with $20.8 billion. GE’s robust sales growth (27.4%) is an indication that it will likely challenge both (27.4%) is an indication that it will likely challenge both Walmart and ExxonMobil in the future.Walmart and ExxonMobil in the future.

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Alternative Text PresentationAlternative Text Presentation• • Oil giant and energy exploration leader ExxonMobil is Oil giant and energy exploration leader ExxonMobil is

the most profitable company in the Fortune 500 due to the most profitable company in the Fortune 500 due to record crude oil prices increasing its profits to $39.5 record crude oil prices increasing its profits to $39.5 billion, compared to $11.2 billion for Wal-mart.billion, compared to $11.2 billion for Wal-mart.

• • ExxonMobil’s profits jumped 9% on a 2% increase in ExxonMobil’s profits jumped 9% on a 2% increase in sales, while Wal-mart’s profits increased a mere 0.5% sales, while Wal-mart’s profits increased a mere 0.5% on an 11% increase in sales.on an 11% increase in sales.

• • General Electric provided a 27.4% increase in profits General Electric provided a 27.4% increase in profits on a 7.1% increase in sales, and outperformed Wal-on a 7.1% increase in sales, and outperformed Wal-mart on profits ($20.8 billion to $11.2 billion). mart on profits ($20.8 billion to $11.2 billion).

Although Wal-Mart regained the top spot in the Although Wal-Mart regained the top spot in the Fortune 500, its performance shows signs of Fortune 500, its performance shows signs of weakness in profitability.weakness in profitability.

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Parts of a TableParts of a Table

Body

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Tabular PresentationTabular Presentation

CompanyCompany RankRank

RevenueRevenue

($, millions)($, millions)

Sales Sales GrowthGrowth ProfitsProfits

Profit Profit GrowthGrowth

Wal-MartWal-Mart 11 $351,139.0$351,139.0 11.2%11.2% $11,284.0$11,284.0 0.5%0.5%

Exxon Exxon MobilMobil

22 $347,254.0$347,254.0 02.2%02.2% $39,500.0$39,500.0 9.3%9.3%

General General ElectricElectric

66 $168,307.0$168,307.0 07.1%07.1% $20,829.0$20,829.0 27.4%27.4%

Wal-mart regained its number one rank in 2007 by Wal-mart regained its number one rank in 2007 by increasing its sales 11 percent over its prior year’s sales. increasing its sales 11 percent over its prior year’s sales. But it still trails in profitability.But it still trails in profitability.

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Sample Graphics within ReportSample Graphics within Report

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Sample Line GraphSample Line Graph

201020102009200920082008

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Sample Area ChartSample Area Chart

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Sample Pie ChartsSample Pie Charts

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Sample Bar ChartSample Bar Chart

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PictographPictograph

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GeographsGeographs

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3-D Graphs3-D Graphs

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

Prefatory Prefatory InformationInformationPrefatory Prefatory

InformationInformationIntroductioIntroductio

nnIntroductioIntroductio

nnMethodologMethodologyy

MethodologMethodologyy

Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

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Preparing & Delivering Preparing & Delivering the Written Reportthe Written Report

Assignment Report FormatAssignment Report Format The sample report format (Saunders,

Lewis & Thornhill (2012) Chapter 14) : Abstract Introduction Literature review Methodology Findings Discussion Conclusions References Appendices (including Survey Questionnaire,

Data analysis)

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Oral Oral Presentation Presentation

and the and the Research Research ProcessProcess

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Model for Model for Presentation PlanningPresentation Planning

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Artistotle’s ProofsArtistotle’s Proofs

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Aristotle ProofsAristotle Proofs& the Presentation& the Presentation

EthosEthosEthosEthos

PathosPathosPathosPathos

LogosLogosLogosLogos

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Questions Guide the PlanQuestions Guide the Plan

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Audience AnalysisAudience Analysis

Seven Questions to Understand Your AudienceSeven Questions to Understand Your Audience

• Who are they?Who are they?

• Why are they here?Why are they here?

• What keeps them up at night?What keeps them up at night?

• Why should they care about the Why should they care about the presentation?presentation?

• What do you want them to do?What do you want them to do?

• Should you expect resistance?Should you expect resistance?

• How can you best reach them?How can you best reach them?

The Oral PresentationThe Oral Presentation Oral PresentationOral Presentation

A spoken summary of the major findings, A spoken summary of the major findings, conclusions, and recommendations, given to conclusions, and recommendations, given to clients or line managers to provide them with clients or line managers to provide them with the opportunity to clarify any ambiguous the opportunity to clarify any ambiguous issues by asking questions.issues by asking questions.

Keys to effective presentation:Keys to effective presentation: Preparation (rehearsal)Preparation (rehearsal) Adapting to the audienceAdapting to the audience Not lecturing or reading to the audienceNot lecturing or reading to the audience Use graphic aids effectivelyUse graphic aids effectively Speaking effectively and convincinglySpeaking effectively and convincingly

Rx for Better SlidesRx for Better Slides

Low Word Low Word CountCount

Low Word Low Word CountCountAvoid Avoid

SlideumentsSlideumentsAvoid Avoid

SlideumentsSlideumentsKeep it SimpleKeep it SimpleKeep it SimpleKeep it Simple

10-20-30 Rule10-20-30 Rule10-20-30 Rule10-20-30 RuleLarge Font Large Font

SizeSizeLarge Font Large Font

SizeSizeUse Bullets in Use Bullets in ModerationModeration

Use Bullets in Use Bullets in ModerationModeration

Modes of DeliveryModes of Delivery

ImpromptImpromptuu

ImpromptImpromptuu

MemorizeMemorizedd

MemorizeMemorizedd

Manuscript Manuscript ReadingReading

Manuscript Manuscript ReadingReading

ExtemporanExtemporaneouseous

ExtemporanExtemporaneouseous

Delivery PrinciplesDelivery Principles

Avoid Avoid ClutterClutterAvoid Avoid

ClutterClutterReduce Reduce JargonJargonReduce Reduce JargonJargonAlign Non-Align Non-Verbal Verbal

CommunicatiCommunicationon

Align Non-Align Non-Verbal Verbal

CommunicatiCommunicationon

PracticePracticePracticePractice

Non Verbal Admonitions Non Verbal Admonitions for a Speakerfor a Speaker

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Causes of AnxietyCauses of Anxiety

Perceiving audience as Perceiving audience as judgesjudges

Perceiving audience as Perceiving audience as judgesjudges

Possibility of visible Possibility of visible failurefailure

Possibility of visible Possibility of visible failurefailure

Need to avoid Need to avoid failurefailure

Need to avoid Need to avoid failurefailure

Uncertainty of ability to Uncertainty of ability to do welldo well

Uncertainty of ability to Uncertainty of ability to do welldo well

Focus on own Focus on own behaviour & behaviour & appearanceappearance

Focus on own Focus on own behaviour & behaviour & appearanceappearance

Anxiety Coping StrategiesAnxiety Coping Strategies

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Speaker Behaviours to AvoidSpeaker Behaviours to Avoid

VocalVocal•Speak too softlySpeak too softly•Speak too rapidlySpeak too rapidly•Fail to vary volume, Fail to vary volume, tone, and rate of tone, and rate of speakingspeaking

•Fill pauses with Fill pauses with

“you know, “you know, um, ah”um, ah”

PhysicalPhysical•Rock back and forthRock back and forth•Pace without purposePace without purpose•Fiddle with things, hair, Fiddle with things, hair, jewelry, clothingjewelry, clothing•Stare into spaceStare into space•Fail to make eye Fail to make eye contactcontact•Move cursor without Move cursor without purpose.purpose.

Further ReadingFurther Reading COOPER, D.R. AND SCHINDLER, P.S. (2011)

BUSINESS RESEARCH METHODS, 11TH EDN, MCGRAW HILL

ZIKMUND, W.G., BABIN, B.J., CARR, J.C. AND GRIFFIN, M. (2010) BUSINESS RESEARCH METHODS, 8TH EDN, SOUTH-WESTERN

SAUNDERS, M., LEWIS, P. AND THORNHILL, A. (2012) RESEARCH METHODS FOR BUSINESS STUDENTS, 6TH EDN, PRENTICE HALL.

SAUNDERS, M. AND LEWIS, P. (2012) DOING RESEARCH IN BUSINESS & MANAGEMENT, FT PRENTICE HALL.

360° CUBE360° CUBE© © Copyright S.Ong & S.Hassani (2012). Copyright S.Ong & S.Hassani (2012). All rights reserved.All rights reserved.