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QUESTIONS FOR REVIEW AND CRITICAL THINKING/ANSWERS
1. Why is it important to think of the research report from a communications perspective?
It is important to be concerned with the communication aspects (both written and oral) of a
2. As a manager, what degree of formality would you like from your research department?
Initially, a low level of formality would be needed if the manager was the only one to use the
3. What types of tables might be used to describe some of the various statistical tests discussed
in previous chapters?
Tables (and charts) may be set up in several different formats depending on the information
4. What is the difference between a basic business research paper and an applied research
report?
When basic research reports are written, such as might be submitted and potentially published in
an academic business journal, the outline changes slightly since some components become
irrelevant. An outline used in basic business research is as follows:
1. Abstract
4. Research Methods
7. Conclusions
The material in the sections does not change very much between the two types of reports. The
basic research report will place a greater emphasis on how the current research is integrated into
419
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Twenty-Five: Communicating Research Results 420
5. What is a pie chart? What is a bar chart? When might one be preferable over the other?
A pie chart shows the composition of some total quantity at a particular time. Each angle, or
“slice,” is proportional to its percentage of the whole. A bar chart shows changes in the value of a
6. What are some basic business research journals? Find some published research reports in
these journals. How do they meet the standards set forth in this chapter?
Students’ answers will vary on this question, but some example journals they could use include
7. What rules should be followed when preparing slides for computer-generated presentations?
One of the Research Snapshots, The 10/20/30 Rule of PowerPoint, is useful here. The 10 refers
to the number of optimal slides to have for a presentation. The 20 is related to the time to actually
8. [Ethics Question] What ethical concerns arise when you prepare (or read) a report?
The major concerns deal with accuracy, objectivity, and integrity. The methodology and results
should be honest rather than slanted to a particular point of view. The proper information should
be reported. Confidential information should remain confidential and not be made public.
9. [Ethics Question] A researcher working for Hi Time prepares a bar chart comparing the
number of customers visiting two competing booths at a fashion trade show. One booth is the
Hi Time booth, the other is for a competing company, So Cool. First, the chart is prepared as
shown here: (see text for the chart). In preparing for a presentation to the Hi Time Board, the
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Twenty-Five: Communicating Research Results 421
client tells the researcher that the chart doesn’t seem to reflect the improvements made since
2006. Therefore, the researcher prepares the chart as shown here: (see text for the chart).
a. What has reformatting the bar chart accomplished?
b. Was it ethical for the client to ask for the bar chart to be redrawn?
No, the vertical axis of a graph should start at zero. One way to illustrate the change is to also
c. Would it be ethical for the researcher to use the new chart in the presentation?
RESEARCH ACTIVITY
1. [Internet Question] Input “Starbucks” or “McDonald’s” in an Internet search engine like
Google News. Look at the news and articles for that company. Limit the search by using the
word “report.” Find one of the articles that actually presents some research reports, such as
consumer reactions to a new product. Prepare PowerPoint slides that contain appropriate
charts to present the results.
Students’ responses will vary on this activity.
CASE 25.1 Annenberg Public Policy Center
Objectives: To allow students the opportunity to determine what to report given results of a
study.
Summary: The Annenberg Public Policy Center studied consumer knowledge and attitudes
about the practice of online retailers adjusting their prices according to customer characteristics
(i.e., how frequently they buy from the retailer). In general, charging different prices is called
price discrimination and is legal unless it discriminates by race or sex or involves antitrust or
price-fixing laws. Results of the study are provided for students to interpret and use to answer the
following questions.
Questions
1. The information provided here is not detailed enough for a formal report, but assume that you
are making an informal report in a preliminary stage of the reporting process. Which of these
findings do you want to emphasize as your main points? Why?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter Twenty-Five: Communicating Research Results 422
2. Prepare a written summary of the findings, using at least two tables or charts.
3. Prepare two tables or charts that would be suitable to accompany an oral presentation of these
results. Are they different from the visual aids you prepared for question 2? Why or why
not?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or
duplicated, or posted to a publicly accessible website, in whole or in part.
