Chapter 12 REPORTING AND PRESENTING RESEARCH Learning Objectives: • Convey the importance of effective communication to research success. • Describe the elements of a research proposal. • Provide an overview of effective research reports. • Summarize effective ways to deliver a research presentation.
THE PURPOSE OF RESEARCH . . . is to answer specific research questions and thereby enable better decision-making. • Effective communication makes research more useful.
THREE COMMUNICATION VEHICLES 1. Research Proposal 2. Written Research Report 3. Oral Presentation Goal: to allow the decision maker to make an informed decision. consider audience sophistication “just the facts”
GOOD TECHNICAL WRITING TIPS 1. Front-End Loading – the first few pages are the most read pages, particularly the executive summary. 2. KISS – Keep it Short and Simple. 3. Have Empathy – readers have varying abilities to understand technical information. 4. Goal Orientation – be clear on how the project purpose is to be accomplished. 5. Edit, Edit, Edit! – keep only necessary material. 6. Be Graceful in Ignorance – avoid reporting non-relevant material and include limitations or shortcomings of the study. 7. Organization – use a lot of headings and subheadings to improve communication.
WRITTEN RESEARCH REPORTS • Describe what happened. • Report the tangible results of the research project. • Two types of reports: • Applied for Applied Research. • Basic for Basic Research.
APPLIED RESEARCH REPORT OUTLINE • Title page – includes researcher contact information. • Executive Summary – the most read section. • Table of Contents. • Introduction – describes purpose. • Research Methods. • Results. • Recommendations and Conclusions. • include limitations section. • Appendices – technical detail, etc.
EXECUTIVE SUMMARIES CAN ‘STAND ALONE’ AND ARE IMPORTANT! Contents: 1. Statement of purpose and key research questions. 2. Brief description of research design. 3. Summary of statistical results. 4. Written answers to research questions. 5. Practical business implications.
BASIC RESEARCH REPORT OUTLINE • Title Page. • Abstract – briefer than an executive summary. • Introduction. • Conceptual Background – emphasis is on theory. • Research Methods. • Results. • Implications and Conclusions. • Reference List. • Appendices.
PIE CHARTS: GREAT FOR TABULATIONS (FREQUENCIES) • Will Samouel’s employees search for another job? • More than ½ are at least likely to search for another job.
BAR CHARTS ARE ESPECIALLY USEFUL FOR CROSS-TABULATION RESULTS Are men and women equally likely to search for another job?
ORAL PRESENTATIONS . . . are an opportunity to: • clarify results. • answer questions. • “sell” the research. • build enthusiasm for the project.
PRESENTATION DO’S AND DON’TS • Prepare your own slides. • Create an effective title. • Avoid clutter in visuals. • Use simple backgrounds. • Vary layout. • Arrive early. • Use the time allowed. • Use humor when possible (don’t force). • Invite participation. • Don’t sweat the small stuff.
SUMMARY • Conveyed the importance of communication to making business research effective. • Described elements of research proposal. • Provided an overview of effective reports. • Discussed ways of delivering an effective presentation.