Answers to Chapter Review Questions
1. In terms of analysis, what are the two broad report functions or types? (Obj. 1)
Informational reports present data without analysis or recommendations. Writers collect
and organize data, but they do not analyze the facts for readers. Analytical reports provide
2. Explain the rationale behind the direct and indirect strategies when organizing
reports. (Obj.1)
Readers’ expectations and the content of a report determine its development strategy.
Informational reports are usually organized directly. Analytical reports may also be
organized directly, especially when readers are supportive of or familiar with the topic.
3.Name five common report formats. (Obj. 1)
Five commonly used report formats include:
1. Letter
4. List the seven steps in the report-writing process. (Obj. 2)
Seven steps in the report-writing process include:
1. Analyzing the problem and purpose
5. What is a problem statement, and what function does it serve? (Obj. 2)
A problem statement is a written statement that clarifies the report task. Defining the
6. What is a work plan, and why is it used? (Obj. 2)
A work plan gives a complete picture of a project. It provides a tentative outline, a work
7. Compare primary data and secondary data. Give an original
example of each. (Obj. 3)
Primary data are generated from firsthand experience, observation, and experimentation.
8. Name at least two of the top four business databases and identify their chief strengths.
(Obj. 3)
The four best resources for business writers that you can find in most libraries are, in this
9. List four major sources of primary information. (Obj. 3)
1. Surveys
10. How can you ensure that your survey will be effective and appeal to as many
respondents as possible? (Obj. 3)
a. Explain why the survey is necessary.
b. Consider incentives.
11. Describe what documentation is and why it is necessary in reports. (Obj. 4)
Documentation means revealing and crediting sources of information. Careful
documentation (a) strengthens the argument of the report, (b) protects the report writer, (c)
instructs readers so they may undertake additional investigation, and (d) saves busy
12. In what way is documentation of sources different in colleges and universities than in
business? (Obj. 4)
Establishing solid research and documentation habits is important, but in business writing
13. How can you ensure that you do a good job of paraphrasing? (Obj. 4)
1. Read the original material intently to comprehend its full meaning.
2. Write your own version without looking at the original.
14. Briefly compare the advantages and disadvantages of illustrating data with charts
(bar and line) versus tables. (Obj. 5)
Bar and line charts provide a visual overview or impression of trends, but they lack
15. Name five techniques you can use to ensure that visual aids do not distort graphic
information. (Obj. 5)
Researchers must not misrepresent data or distort the graphics they create. To provide
ethical charts and graphics follow these tips:
1. Pick the right visual aid for the job.
Answers to Critical Thinking Questions
1. Explain why good research habits are important and how they relate to personal
integrity and ethics. (Obj. 4)
Establishing sound research procedures is a practical issue and an ethical issue. It’s easy to
become overwhelmed when searching for information, whether in research databases or on
the Web. This is why writers must carefully keep track of the sources they wish to use for
support in their reports. Whether they prefer paper note cards or digital notes, conscientious
2. Howard Schultz, Starbucks president and CEO, has been described as a “classic
entrepreneur: optimistic, relentless, mercurial, and eager to prove people wrong.”
Before Starbucks’ latest stumbles, Schultz successfully followed his gut instinct, not
established management practices. Unlike other executives, until recently he was not
interested in cost control, advertising, and customer research. “I despise research,” he
said. “I think it’s a crutch. But people smarter than me pushed me in this direction,
and I’ve gone along.” Starbucks continues to be the most followed company on
Facebook. It made $300 million in profit last year. What do you think Howard Schultz
meant when he called consumer research a “crutch”? Can you explain why the
corporate maverick hates it so much? (Obj. 3)
Schultz has been called an iconoclast for going against the grain of established business.
His unconventional strategy worked as long as Starbucks was expanding at an astounding
3. Is information obtained on the Web as reliable as information obtained from journals,
newspapers, and magazines? How about information derived from Wikipedia and
blogs? (Obj. 3)
Information obtained from professional journals and reputable newspapers and magazines
has generally been authenticated, edited, and reviewed. Professional journals are also
“refereed,” which means that the articles have undergone stiff peer review.Therefore, the
4. Some people say that business reports never contain footnotes. If you were writing
your first report for a business and you did considerable research, what would you do
about documenting your sources? (Obj. 4)
Although some people do assert that business reports never contain documentation, it’s
dangerous to avoid revealing your sources. The best plan is to check with your supervisor
or look in the files to see how previous reports have been documented. If you don’t see
5. Ethical Issue: Consider this logical appeal under the heading “Reasons Students Hate
Writing Essays or Term Papers” and evaluate its validity and ethics:
Three term papers due tomorrow with three major tests from three of the classes as well
as a long math assignment. What should a student do? This problem while in [sic]
exaggeration often happens to students. It is like all the teachers decide to overwhelm the
students in their classes with not only tests on the same day but also term papers, essays,
or other writing assignments. This is the reason most students hate writing term papers
or other types of writing. Other reasons for disliking writing assignments are poor
English classes in high school, often instructors fail to explain different writing styles,
unsure of topics to write, and instructors fail to read the writing assignments.[. . .] Don’t
be afraid to reach out and get help if it’s needed! CustomPapers.com can assist you.
The poor, suspicion-inducing prose aside, the anonymous writer of the passage from the
website of a paper mill is making a sophisticated unethical argument. The logic goes like
this: Teachers are overwhelming students, creating boring assignments, failing to explain,
and not giving feedback. This alleged failure to teach seemingly leads to student
disengagement, which, in turn, is used as a justification for “reaching out” and “getting
ZOOMING IN: Digging Into Research at Pew
Critical Thinking
What function does a detailed table of contents play in long reports such as those that
Pew produces?
A detailed table of contents helps readers focus on specific topics. The headings clearly
Why do you suppose “top-notch copy editing and proofreading skills” are critical to
Pew?
Any document that will be seen by an audience should be impeccably edited and proofread.
Why do reports such as How Much Protection Does a College Degree Afford? contain
graphics?
Effective graphics in long reports serve several functions. They break up long text, draw
ZOOMING IN
Your Turn: Applying Your Skills at Pew Research Center
The following is an unsolicited job request letter that uses the AIDA persuasive organizational
strategy and ask to be considered for an internship.
[Current date]
The report’s findings confirmed that my decision to attend college was the right decision. But I
was particularly impressed by the engaging way the report was written. From the Table of
I have studied social science research as part of my major and have refined my writing and
editing abilities in business communication courses. My long-term career goals are to work in
Please review the enclosed résumé for a more thorough list of my qualifications and consider me
Discussion Material for ETHICAL INSIGHTS:
Making Ethical Charts and Graphics
Any good business researcher knows that statistics can lie. Statistics on charts and graphs can
be skewed to present data so that it is interpreted in a specific way. This activity will give
Ethics Check Solutions
Ethics Check, p. 389
Over two decades, the Japanese anesthesiologist Yoshitaka Fujii fabricated 172 papers. An
investigating panel found no records of patients or of any medication given. Among the 172
Like other infamous cases of medical fraud, this hoax has legal and ethical ramifications.
Beyond the legal case, ethical questions arise. Whenever research involves human subjects, high
standards of scientific integrity must be upheld. It appears that in Mr. Fujii’s case no patients
This is just one of three recent high-profile cases involving fraudulent or manipulated research.
Obviously, in studies involving human subjects, the consequences of fraud can be grave. For
example, researcher Andrew Wakefield manipulated evidence and violated ethical codes with the
Ethics Check, Page 396
Cribbing From References?
Doing last-minute research for a class or work project, you are in a hurry; therefore, you
decide to copy some sources from the list of references that you found in an article on your
topic to boost your number of works cited. Is it unethical to list sources you have not
actually read?
Opinions may vary on whether copying someone else’s sources without reading them constitutes
cheating. In any case, it is lazy scholarship and shows poor study habits. By relying on
paraphrases in secondary articles and not viewing the original piece, the writer risks
Photo Essay Solutions
Photo Essay, p. 386
Chicago is the “Windy City” and New Orleans is the “Big Easy,” but what is Glendale,
California? Boring. That’s what municipal branding firm North Star Destination
Strategies found after conducting a yearlong study on the inconspicuous neighbor of
Pasadena and Burbank. To improve Glendale’s image, North Star recommended that city
council leaders adopt “Your Life. Animated,” a marketing-and-development campaign
designed to rebrand Glendale as the home of DreamWorks Animation, the creative studio
behind such delightful movies as Shrek and Kung Fu Panda. Which type of research data
would be best at helping cities evaluate their strengths and weaknesses?
Data fall into two broad categories: primary and secondary. Primary data result from firsthand
experience and observation. Secondary data come from reading what others have experienced or
observed and written down. While secondary data are easier and cheaper to gather than primary
data, North Star Destination Strategies gathers primary research data to help small and mid-size