Chapter 16 - Presenting Research Results

• I. Importance of Understanding the Audience
  Understanding Audience is first step in writing a research report or preparing an oral presentation.
  Ask yourself questions such as: Organizational levels of audience members How busy are these individuals likely to be? How familiar are they with the project? In what aspects of the project are they most likely to be interested? Do they have the background and training to easily understand technical complexities and terminology related to the project? Multiple groups and/or disparate backgrounds and interests Prepare several separate reports or presentations Present the results to each group separately to maximize the overall impact of the research project.
  II. Components of the Written Report
  A.Transmittal Letter - Introduces the report to its audience
  Follows the style of business letters Includes a brief description of highlights. Contents of the executive summary section can be in the transmittal letter if the report is brief. Transmittal letter is optional when the report is personally delivered
  B.Title Page - Making a Good First Impression
  Title of the study Name and affiliation of the author(s) Date(s) of the study Name and affiliation of the person requesting the study.
  C.Table of Contents - Helps the Reader Locate Desired Sections
  Customarily does not include the title of the study It is labeled "Table of Contents" or simply "Contents." List of Tables  - if the report contains numerous tables List of Figures - if the report contains numerous figures
  D.Executive Summary
  A carefully distilled synopsis of the entire report Introductory paragraphs sketching study's purpose and methodology Starting with Outline main study objectives Outline findings from different sections of the study pertaining to the same objective. Main findings and implications can be transformed into brief sections. Organized Executive summary aids you in drafting the full report Can serve as a skeleton for structuring the body of the report. Sequencing of topics and results in the executive summary should be the same as in the report. Makes it easier for readers to find what they want
  E.Body of the Report
  Purpose Provide a clear definition of the research problem List the study's objectives. A brief discussion of the rationale for the objectives Relevance to the problem at hand is also appropriate for this section. Method Describe and justify  procedures used What overall research approach or design was used exploratory conclusive exploratory followed by conclusive  Why was this design most appropriate? Did the study rely solely on secondary data solely on primary data primary & secondary data Sources of secondary data Primary data gathering methods Observation Questioning mail telephone online face-to-face interviews Study population & sample selection Period of data collection Analysis techniques Findings Present and discusses the results from all the analyses conducted. As recommended for the executive summary, an effective approach for this section is to group the findings by research objective. * However, this section should offer much greater detail than the executive summary. * For instance, whereas the executive summary might present only the key insights from a series of tables, the body of the report should present the tables in their entirety and discuss all the insights they reveal. * Graphical illustrations are an effective way to present the findings in an economical yet interesting fashion. Conclusions Briefly review the study Summarize the inferences Highlights evidence supporting inferences Brief Purpose is to recapitulate the main points discussed in earlier sections. Recommendations Include a set of if requested  Some managers may want specific recommendations Some managers may prefer that the researcher simply report and interpret the findings without recommending how the managers should act on them Limitations Cautionary notes that qualify the results of the study. Unforeseen or unavoidable methodological weakness External events that occurred
  F. Addenda - Relevant Attachments Referred to (not included) in Body of a Report
  list of references. data sources websites past studies articles books and so on. appendixes (end of report) Questionnaires raw data tables formulas complex calculations similar items
  A questionnaire with a summary responses to each question is a useful appendix Presents the actual questions asked Presents a bird's-eye view of the answers. Any study-related material that may be distracting rather in the report should be in an appendix.
  III. Preparing Effective Written Results
  S Short I Interesting M Methodical P Precise L Lucid E Error Free
  A. Make It Short
  Cover in detail only aspects Of interest to users Have a direct bearing on decision making. I know that you are proud of your work You worked long and hard on the  project You want to explain everything you did The audience should appreciate your efforts. The ideal report length Depends on the needs of the audience Will vary from one situation to another. There is no standard length for a report. Report must not contain material irrelevant to its audience.
  B.Make It Interesting
  Humor & entertainment Not necessary Use appropriately Must grab its readers' attention. Managers have many demands on their time. Uninteresting report may not even be fully read may not have an impact on decision making. Understand the audience write in a style appealing to them focus content on issues  relevant to the audience and important for them to know Use suitable illustrations and other visual aids.
  C. Make It Methodical - So Readers Can Follow it Readily.
  Logically sequence report sections to ensure smooth transitions. Nature of the project and the audience should dictate Number of sections Best way to arrange them
  D.  A Precise Report is a Clear Report  - No Ambiguous Statements.
  * It is also comprehensive and contains all the information necessary for readers to get a complete and true picture of the study. * Clarity is a function of writing style and report format Comprehensiveness means providing enough details about the study nature of the sample data collection procedures analysis techniques Inform readers about potential limitations To ensure objectivity and ethics. limitations usually create a better impression. Don't overdo limitations by listing every little problem encountered.
  E. Make It Lucid (Clear)
  Time Clarity means less time to understand More time digesting contents. Lack of clarity risks confusion May lead to conclusions unwarranted by the study unintended by the report writer. Unclear report can annoy readers create a poor image of the entire research project.
  Thoroughly understand the audience Write in a style compatible with their background. Too Technical. Frequent complaint of managers Report writer's failed to pay adequate attention to the audience. Technical material and terms Is only appropriate if the audience is familiar with such terminology May be clear to the report writer May even be viewed as a means of impressing the reader. Will neither enlighten nor impress the reader. Likely get the report tosses as too theoretical. Time and effort to translate technical statements into plain language will pay off tables, charts, or figures Can add to report clarity convey the contents of written material more effectively and concisely.
  F. Make It Error Free - Arithmetical, Grammatical, & Typographical
  major distractions to readers. Incorrectly typed numbers percentages that do not add up misspelled words other minor errors are usually  Can make readers skeptical about the quality of the project itself. Price of carelessness can be quite high. Research writers are famous for looking over final drafts hastily or not at all. Thorough check should take a fraction of the time required to put the report together. Checking a report more than once Use the help of someone good at editing and proofreading Wise investment of the report writer's time.
  IV. Graphical Illustrations
  Languages of the world Toothpaste
  A. Pie Charts - For Showing Decomposition of a Total Quantity into Components
  For example, Contributions made by a firm's product lines to its sales or profits; Income distribution of households using a certain product; Allocation of a total budget to various expense categories; Market shares of firms within an industry or brands within a product category.
  Use different shadings or colors for the various slices. Limiting the number of slices to about six or seven. Clutters the chart Diminishes visual impact. Group minor components into an "Other" category to avoid overcrowding.
  most effective when Number of components is relatively small Relative sizes of components are dissimilar. May not be helpful when all slices are about equal.
  B. Line Charts - Two-Dimensional Graphs
  Used to show movements of items over time. Horizontal axis is the time axis Vertical axis is the values of the items. Trends for different items should use different colors or different forms. Do not include more than a few items on a line chart.
  C. Stratum Charts - Cumulative Line Charts
  Area of the graph is divided into horizontal layers, or strata. Width of strata represents the magnitude of the corresponding item. Tracks the changes in relative magnitudes of the items over time. Like a series of pie charts Have a fairly small number of items (strata) Make the strata distinct by using different colors
  Bar Charts
  Consists of a series of bars heights represent values of the items. Appropriate for depicting actual or absolute magnitudes sales of different product lines expenditures on different marketing activities. Heights of bars can be made to correspond to the absolute magnitudes of items
  Areas occupied by the bars will provide a visual picture of relative magnitudes of the items. Can be used to show changes over time by Plotting time along the horizontal axis Constructing one vertical bar at each point in time Dividing each bar into segments. Visual impact of such a time series bar chart is similar to that of a stratum chart.
  Bar Charts for Scales
  Graphical Representation of One-Way and Two-Way Tabulations
  Bar charts can communicate information contained in two-way tabulations. Roper Example Consumption Example
  F. Computer Graphics
  Can import pictures, movies, and animation into presentations. Peruse visual displays & obtain hard copies of the most effective. Presentations can also be linked to the Web, allowing distant clients to view them. Can coordinate written reports with their oral presentations by creating colorful slides of key charts included in the report. Written reports and oral presentations without graphical illustrations are the exception not the rule  Don't make a diagram or chart for every result. too many of them may clutter up the report and annoy the audience.
  V. Oral Presentations - Direct Interaction With the Audience.
  Faltering Will make an unfavorable impression on the audience May lower the self-confidence of the presenter. Effective oral presentation requires Meticulous preparation. Planning for contingencies Breakdown of visual equipment Series of unexpectedly tough questions from the audience. Even a 30-minute presentation May need many hours (or days) of preparation Carefully planning and rehearsing
  Research the audience. Know who your audience will be, learn about their backgrounds and information needs, and anticipate the questions they may ask. Choose Material Main points of the study to be covered during the presentation. Be careful not to select too many main points. Make good use of visual aids flip charts, transparencies, slides Improve presentation clarity and maintain audience interest. Visual aids are expected by audiences Used by presenters in virtually all oral presentations. Indiscriminate use of visual aids is likely to be of little help. Chose & sequence with care With each one containing a simple, relevant message. 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 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” 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 Pie Charts Use to emphasize the relationship of the parts to the whole Select a single pie or double pie Consider options for dimensional effect drop shadow pulled-out slices Arrange the slices to make your point most effectively Divide the slice into a series it will improve effectiveness Line Graphs & 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 call outs to identify key points in graph Divide extensive data into a series of graphs Other Graphics Logos and illustrations can be used in subdued colors in the background as “watermarks” add visual interest and continuity to a presentation