Chapter 18 - Analyzing Information and writing reports. After studying this chapter, you will know: Use your time efficiently when writing reports; analyze data, information, and logic; choose information for reports; organize reports; present information effectively in reports; prepare the different components of formal reports. | Chapter 18 Analyzing Information and Writing Reports Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Chapter 18 Learning Objectives LO 18-1 How to use your time efficiently when writing reports LO 18-2 How to analyze data, information, and logic LO 18-3 How to choose information for reports LO 18-4 How to organize reports LO 18-5 How to present information effectively in reports LO 18-6 How to prepare the different components of formal reports Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data Analyze gathered data so report contains tight logic Take data from reliable sources Analyze data with skepticism Check to see data aligns with expectations Identify assumptions used in analyzing data Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data, continued Choosing the Best Data Realize that good sources and authorities can differ on the numbers they . | Chapter 18 Analyzing Information and Writing Reports Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Chapter 18 Learning Objectives LO 18-1 How to use your time efficiently when writing reports LO 18-2 How to analyze data, information, and logic LO 18-3 How to choose information for reports LO 18-4 How to organize reports LO 18-5 How to present information effectively in reports LO 18-6 How to prepare the different components of formal reports Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data Analyze gathered data so report contains tight logic Take data from reliable sources Analyze data with skepticism Check to see data aligns with expectations Identify assumptions used in analyzing data Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data, continued Choosing the Best Data Realize that good sources and authorities can differ on the numbers they offer the interpretation of the same data Understand that conditions change over time Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data, continued Analyze numbers Find mean, median, and range Simplify if fitting: round off, combine similar units Chart data to see patterns Compare to context to create meaning Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data, continued Analyzing patterns Look for patterns—points of agreement Have things changed over time? Does geography account for differences? Do demographics account for differences? What similarities and differences do you see? What confirms your hunches or surprises you? Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyzing Data, continued Checking your logic State accurately what data show Don’t confuse causation with correlation Look for three causes and three realistic solutions for each
