Chapter 19 - Presenting insights and findings: Written reports. After studying this chapter you will be able to 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. | Presenting Insights and Findings: Written Reports Chapter 19 1 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. 2 Learning Objectives Understand . . . That while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs. 3 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 4 . | Presenting Insights and Findings: Written Reports Chapter 19 1 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. 2 Learning Objectives Understand . . . That while some statistical data may be incorporated into the text, most statistics should be placed in tables, charts, or graphs. 3 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 4 Written Presentation and the Research Process 5 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 6 The Written Research Report 7 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 8 Components: Short Report Memo or Letter-Style Introduction Problem statement Research objectives Background Conclusions Summary and conclusions Recommendations 9 Components: Short Report Technical Prefatory Information (all) Introduction (all, plus brief methodology and limitations) Findings Conclusions Appendices 10 The Long Research Report 11 Report Modules Prefatory Information Introduction Methodology Findings Conclusions & Recommendations Appendices Bibliography 12 Components of Long Report: Management .
