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Chapter 9
Understanding the Report
Process and Research Methods
Lecture Slides
Business Communication, 16e, Lehman & DuFrene
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Formal-Informal
Report Continuum
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Your Turn
You are to prepare a
report for the operations
VP about whether your
company should offer an
in-house daycare center
for employees’ children.
Formal vs.
informal
Informational
vs. analytical
Vertical vs.
lateral
Internal vs.
external
Periodic or
scheduled
Functional
What kind of report would you prepare?
Explain your answer.
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
The Problem-Solving Process
1
Recognize and define the problem
2
Select a method of solution
3
Collect and organize data and
document sources
4
Arrive at an answer
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Questions for Limiting the Problem
What
• is it that I wish to find out?
Why
• is the information needed?
When
• must the report be completed?
Where
• is the study limited?
Who
• will read and use the information?
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Conducting Research
Primary
research
• relies on firsthand data and
obtains information from
experiments, selected
individuals, or observations
Secondary
research
• compiles information that
other experts have already
created
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Types of Sources
Primary Sources
•
•
•
•
•
•
•
•
Customer surveys
Market research
Operational research
Historical research
Performance observation
Product development
Financial reports
Employee surveys
Chapter 9, Business Communication, 16e, Lehman & DuFrene
Secondary Sources
•
•
•
•
•
•
•
•
Newspapers
Magazines
Journals
Abstracts
Almanacs/fact books
Books
Government documents
Online resources
© 2011
Cengage Learning
Objectives of Secondary Research
departure for
• Establish point of _________
further research
duplication of costly
• Avoid needless __________
research effort
• Reveal
______ areas of needed research
contribution to body of
• Make a real ___________
knowledge
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Problems with Internet Resources
• Resources are not always accurate and reliable
• Certain uses of site information may constitute
copyright violation
• Resources are not always complete in terms of
information or updating
• Electronic periodicals are not always subjected
to same rigor as printed periodicals
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Reasons for Accurate,
Complete Documentation
• Gives credit where credit is due (highly
ethical conduct)
• Protects writers against plagiarism charges
• Supports statements and thus increases
credibility
• Aids researchers in pursuing similar research
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Common Errors in Data Collection
• Samples that are too small
• Samples that are not representative
• Poorly constructed data-gathering
instruments
• Information that comes from biased sources
• Too little information
• Too much information that is not relevant
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning
Common Errors in Data Interpretation
•
•
•
•
Conforming results to prediction or desire
Hoping for spectacular results
Comparing when commonality is absent
Assuming a cause-and-effect relationship
when one does not exist
• Failing to consider important factors
• Basing conclusions on lack of evidence
• Assuming constancy of behavior
Chapter 9, Business Communication, 16e, Lehman & DuFrene
© 2011
Cengage Learning