Chapter 12 LECTURE NOTES
Informal Business Reports
CHAPTER SYNOPSIS
Even a business executive as averse to marketing surveys as Starbucks CEO Howard Schultz has
come to acknowledge the advantages of gauging customers’ and employees’ perceptions and
preferences. Surveys are an important part of a company’s strategic decision making and often form
the basis of reports, both periodic and situational. Chapter 12 focuses on informal reports that help
managers track their supervisees’ and the company’s performance and to make informed decisions.
Students are introduced to statistical techniques to sort and interpret business report data. They
learn to tabulate information and, most important, to draw meaningful conclusions from the
results and make feasible recommendations. After all, the conclusions and recommendations are
the most widely read sections of a report.
The chapter provides guidelines for students to understand when to choose a direct or indirect
organizational strategy, depending on the knowledge of the readers and their attitude toward the
subject. It cannot be stressed enough that report readers look for road signs such as introductions,
transitions, and headings to help them navigate through the information. Students will apply
these writing strategies as they prepare informational and analytical reports.
LEARNING OBJECTIVES
1. Analyze, sort, and interpret statistical data and other information using tables, measures of
central tendency (mean, median, and mode), and decision matrices.
2. Draw meaningful conclusions and make practical report recommendations after sound and
valid analysis.
3. Organize report data logically and provide reader cues to aid comprehension.
4. Write short informational reports that describe routine tasks.
5. Prepare short analytical reports that solve business problems.
WHAT’S NEW IN THIS CHAPTER
Updated the opening Starbucks scenario to reflect the most recent sustainability strategies
and initiatives of the specialty coffee retailer as they pertain to research and report writing.
Included new examples and cases that represent such business-relevant subjects as
conflict-free smartphone use, new technology, social media, and global business.
Provided contemporary model documents such as a report displayed on an intranet screen
and a report delivered digitally as a slide deck to familiarize students with modern office
communication practices.
Introduced at least a third new end-of-chapter activities and self-contained reports to enable
students to practice critical thinking, create decision matrixes, and formulate report
conclusions as well as recommendations.
Inserted discussions of ethics whenever appropriate in the coverage of researching,
organizing data, and writing reports with integrity.
Created a new grammar/mechanics exercise to complement the coverage of report writing
with a review of typical confused and frequently misspelled words.
LECTURE OUTLINE
I. Interpreting Digital-Age Data (p. 419)
PowerPoint slides 1-4
A. Tabulating and Analyzing Data
Tabulating and statistical techniques simplify, summarize, and classify large amounts
of data into meaningful terms.
1. Tables – Using systematic columns and rows, tables make quantitative data easier
to comprehend and analyze.
Figure 12.1 Converting Survey Data Into Finished Tables
2. Measures of Central Tendency: Mean, Median, Mode – These statistical
concepts help you describe data and loosely mean “average.”
Mean – the arithmetic average
Median – the midpoint in a group of figures
Mode – the most frequently occurring figure
PowerPoint slides 5-7
3. Correlations – Relationships among two or more variables may stimulate
investigation and present possible solutions to be explored.
PowerPoint slide 8
4. Grids – Complex verbal information is transformed into concise, manageable
data.
Figure 12.2 Grid to Analyze Complex Verbal Data About Building Cash
Reserves
5. Decision Matrices – These special grids help managers make the best choice
among complex options by organizing important criteria in a matrix.
Figure 12.3 Decision Matrix Used to Choose a Laptop for Sales Reps
II. Drawing Conclusions and Making Recommendations (p. 425)
Your value in an organization rises considerably if you can draw conclusions that analyze
information logically and show how the data answer questions and solve problems.
PowerPoint slides 9-15
A. Analyzing Data to Arrive at Conclusions
Remain objective.
Use consistent evaluation criteria.
Avoid exaggerating your findings.
B. Preparing Report Recommendations
Provide practical recommendations that are agreeable to the audience.
Make each recommendation a command.
Avoid conditional statements, such as maybe and perhaps, that reduce the strength
of the recommendations.
Figure 12.4 Report Conclusions and Recommendations in Intranet Screen View
C. Moving From Findings to Recommendations
Recommendations evolve from the interpretation of the findings and conclusions.
Figure 12.5 Understanding Findings, Conclusions, and Recommendations
III. Organizing Data (p. 428)
Figure 12.6 Organizational Patterns for Informational and Analytical Reports
A. Ordering Information Logically
1. Time – establishing a chronology of events
2. Component – organized by location, geography, division, product, or part
3. Importance – proceeding from the most important to the least important, or vice
versa.
4. Criteria – organizing data by criteria
5. Convention – a prescribed plan that everyone understands
Figure 12.7 Ordering Information Logically by Using Criteria
PowerPoint slides 16-18
B. Providing Reader Cues
Provide introductions, transitions, and headings to guide readers through the data.
PowerPoint slide 19
1. Introduction
Tells the purpose of the report
Describes the significance of the topic
Previews the main points and the order in which they will be developed
2. Transitions
Inform readers where ideas are headed and how they relate
3. Headings
Use appropriate heading levels.
Capitalize and emphasize carefully.
Try to balance headings within levels.
For short reports use first-level or first- and second-level headings.
Include at least one heading per report page.
Apply punctuation correctly.
Keep headings short but clear.
Figure 12.8 Distinguishing Among Functional, Talking, and Combination
Headings
Figure 12.9 Levels of Headings in Reports
PowerPoint slides 20-24
IV. Writing Short Informational Reports (p. 433)
Informational reports describe periodic, recurring activities or nonrecurring events.
Readers are usually neutral or receptive.
Use direct organizational pattern.
A. Effective Document Design
The top ten design tips summarized in Figure 12.10 will help you apply good sense
and solid design principles in “publishing” your documents.
Figure 12.10 The Top Ten Tips for Designing Better Documents
B. Summaries
Present the goal of the document being summarized.
Highlight the research methods, findings, conclusions, and recommendations.
Omit illustrations, examples, and references.
Organize for readability.
Include an overall evaluation if asked to do so.
PowerPoint slides 25-28
C. Periodic (Activity) Reports
Summarize regular activities performed during the reporting period.
Describe irregular events deserving management attention.
Highlight special needs and problems.
Figure 12.11 Periodic (Activity) Report—E-Mail Format
D. Trip, Convention, and Conference Reports
Begin by identifying the event and previewing the topics to be discussed.
Summarize in the body three to five main points that might benefit the reader.
Itemize expenses separately.
Close by expressing appreciation or synthesizing the value of the trip or event.
Figure 12.12 Conference Report
E. Progress and Interim Reports
Specify in the opening the purpose and nature of the project.
Provide background information if the audience requires it.
Describe the work completed.
Explain the work currently in progress, including personnel, activities, methods,
and locations.
Describe current problems and anticipate future problems and possible remedies.
Discuss future activities and provide the expected completion date.
Figure 12.13 Progress Report
F. Investigative Reports
Investigative reports deliver data for specific situations—without offering
interpretations or recommendations.
PowerPoint slides 29-34
V. Checklist for Writing Informational Reports (p. 440)
Introduction
Begin directly.
Provide a preview.
Supply background data selectively.
Divide the topic.
Body
Arrange the subtopics logically.
Use clear headings.
Determine degree of formality.
Enhance readability with graphic highlighting.
Summary/Concluding Remarks
When necessary, summarize the report.
Offer a concluding thought.
VI. Preparing Short Analytical Reports (p. 441)
Analytical reports present information but emphasize reasoning, conclusions, and
recommendations.
PowerPoint slides 35-40
A. Justification/Recommendation Reports
1. Direct Strategy
Identify the problem or need briefly.
Announce the recommendation, solution, or action concisely and with action
verbs.
Explain more fully the benefits of the recommendation or steps necessary to
solve the problem.
Include a discussion of pros, cons, and costs.
Conclude with a summary specifying the recommendation and necessary
action.
Figure 12.10 Justification/Recommendation Report—Memo Format
2. Indirect Strategy
Refer to the problem in general terms, not to your recommendations, in the
subject line.
Describe the problem or need your recommendation addresses. Use specific
examples, supporting statistics, and authoritative quotes to lend credibility to
the seriousness of the problem.
Discuss alternative solutions, beginning with the least likely to succeed.
Present the most promising alternative (your recommendation) last.
Show how the advantages of your recommendation outweigh its
disadvantages.
Summarize your recommendation. If appropriate, specify the action it
requires.
Ask for authorization to proceed if necessary.
Figure 12.14 Justification/Recommendation Report, MLA Style
B. Feasibility Reports
Announce your decision immediately.
Provide a description of the background and problem necessitating the proposal.
Discuss the benefits of the proposal.
Describe the problems that may result.
Calculate the costs associated with the proposal, if appropriate.
Show the time frame necessary for implementing the proposal.
Figure 12.15 Feasibility Report
C. Yardstick Reports
Begin by describing the problem or need.
Explain possible solutions and alternatives.
Establish criteria for comparing the alternatives; tell how the criteria were
selected or developed.
Discuss and evaluate each alternative in terms of the criteria.
Draw conclusions and make recommendations.
Figure 12.16 Yardstick Report
D. Digital Slide Decks
Digital slide shows are also called slide decks.
Slide decks are heavier on text than bulleted presentation slides.
Lively photographs and other visuals make slide decks more inviting to read than
print pages of dense report text.
Figure 12.17 Informal Reports Delivered as Slide Decks
PowerPoint slides 41-47
VII. Checklist for Writing Analytical Reports (p. 450)
Introduction
Identify the purpose of the report.
Describe the significance of the topic.
Preview the organization of the report.
Summarize the conclusions and recommendations for receptive audiences.
Findings
Discuss pros and cons.
Establish criteria to evaluate alternatives.
Support the findings with evidence.
Organize the findings for logic and readability.
Conclusions/Recommendations
Draw reasonable conclusions from the findings.
Make recommendations, if asked.