Business Research Methods Chap020
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Transcript of Business Research Methods Chap020
20-1
20-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights
Reserved.
Part FourANALYSIS AND
PRESENTATION OF DATA
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Chapter TwentyPRESENTING RESULTS:Written and Oral Reports
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Written Research Report
• Short report– For well-defined, limited-scope problems with
straight-forward methodology– Usually 5 or fewer pages– Formats
• Findings summary (graphical or tabular) attached to letter of transmittal
• Business letter• Internal memorandum
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Written Research Report
• Short Report (Memorandum)– Reason for writing– Answer direct inquiry with specific
answer and supporting detail– Expository style with brevity and
directness– Attach detailed materials as
appendices when needed
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Written Research Report
• Long report– Technical report
– Management report
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Long Report Components
• Prefatory Items– Letter of transmittal– Title page– Authorization letter– Executive summary– Table of contents
• Introduction– Problem statement– Research objectives– Background
• Methodology– Sampling design– Research design– Data collection– Data analysis– Limitations
• Conclusions– Summary conclusions– Recommendations
• Appendices• Bibliography
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Written Report Considerations
• Order of report– Sentence outline– Topic outline
Comprehensibility – Readability indices– Pace– Tone
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Presentation of Statistics
• Text paragraph format
• Semi-tabular format
• Tabular format
• Graphical format
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Graphical Formats
• Line graphs
• Area charts
• Pie charts
• Bar charts
• Pictographs/Geo-Graphics
• 3-D graphics
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Oral Presentations
• Preparation– Length– Content– Style
• Scripted• Extemporaneous
– Audiovisuals • Type• Role
• Content– Opening– Findings and
conclusions– Recommendations
• Delivery– Vocal characteristics– Physical
characteristics
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Audiovisual Aids
• Chalkboards• Whiteboards• Handout materials• Flip charts• Slides• Overhead transparencies• Computer-drawn visuals• Computer animation