CHAPTER 12
Zooming In Critical Thinking Answers
Why are reports so important to organizations?
Factual, unbiased information is the lifeblood of business and other
organizations. Sound decision making and problem solving are impossible
Why do nonprofit organizations such as Pew Research Center provide their data free to the
public?
Having the means to conduct important rigorous research, this organization has devoted its resources
The Pew Charitable Trusts has evolved into a force for public good out of several trusts established
by the children of oil magnate Joseph N. Pew and his wife Mary Anderson Pew over three decades
starting in 1948. On its website Pew Charitable Trusts and its subsidiary Pew Research Center
Why do reports such as Searching for Work in the Digital Era contain graphics?
Effective graphics in long reports serve several functions. They break up long text, draw attention to
Ethics Check Answers
Must Workers Enthusiastically Use Their Company’s Products and Services?
Answers will vary, and students might have strong opinion on the degree to which they may owe
their employers allegiance beyond doing their jobs well. Worker engagement is the holy grail of
modern management. However, in an age of at-will employment, loyalty to any one organization
has waned accordingly. Like other executives, David Marcus seems to believe that his workers
owe PayPal more than simply doing their jobs. The PayPal chief expects “passion, purpose, and
gusto.”
Whether workers ought to use the products and services their companies are providing is another
philosophical question. It may feel odd to most of us when reps who are selling a product or
service to the public are not committed users themselves. Such behavior would not seem to
demonstrate a strong belief in the organization’s purpose. Some critics of the e-mail took issue
with Marcus’ harsh tone and threats, calling it “management by intimidation.” Others praised the
chief executive for “wanting the passion he feels for the company to permeate across the entire
organization.” [Novet, J. 2014, February 12. Silicon Valley both slams and supports PayPal
president. VentureBeat.]
Critical Thinking Answers
1. What technology trends do you think will affect business reporting and delivery in the future?
Encourage students to research technology and reporting trends. Their responses may vary. They
may discover that digital reporting is continually evolving with the use of mobile devices, digital video,
digital intelligence, and analytical tools that are changing the ways businesses collect and share
2. When tabulating and analyzing data, you may discover relationships between two or more
variables that help explain the findings. Can you trust these correlations and assume that their
relationship is one of cause and effect?
Our intuition suggests correlations that may or may not be correct. When we see a correlation, we
should ask why and how the two variables are related. Apparent correlations can stimulate
3. How can you increase your chances that your report recommendations will be implemented?
Reports that consider the audience’s needs and offer specific, practical recommendations are most
4. What are the major differences between informational and analytical reports?
Analytical reports differ significantly from informational reports. Although both seek to collect and
5. Ethical Issue: As The New York Times reported, “[e]very day, on average, a scientific paper is
retracted because of misconduct.” What might motivate such misconduct, and why is it a
serious offense?
Scientists are largely trusted and enjoy much perceived credibility. They tend to be working at
reputable research institutions—some taxpayer funded—that, in turn, also bank on their solid
reputations. This is why playing fast and loose with research results is so pernicious. At the very
Science fraud is driven in part by the pressure to publish, the authors of The New York Times article
believe. Researchers’ academic reputations and promotions depend on the number of papers they
publish in prestigious journals. Their impact in their fields is measured by how often they are cited by
Zooming In
Your Turn: Applying Your Skills at Starbucks
The assignment calls for a feasibility report. The researchers could study media coverage of
Starbucks’ foray into “greening” its operations. The company has a long-standing interest in the
As an alternative to a feasibility report, students could be asked to explore one of Starbucks’ other
environmental initiatives under its Shared Planet label and write an informational report.
A proposal or business plan could also be assigned requiring students to research Starbucks’ global
innovations in design and architecture and to propose a brand-new flagship store with a
Activities Solutions
12.1 Minding the Three Ms
Arrange the homes by ascending price as follows:
most numerous value (in this case, sales figure), the ones that occur most frequently.
The range, if computed, would indicate the span between the highest and the lowest amount: $160,000.
12.2 Interpreting Survey Results
a.
REACTIONS OF WESTSIDE COLLEGE STUDENTS TO
FOUR PROPOSALS ABOUT BOOKSTORE BAGS
Fall 2018
N = 560 students
Agree Undecided Disagree
Continue to provide plastic bags 23.6% 3.0% 73.4%
b. The data could be cross-tabulated by examining each response in terms of number of units carried
c. Three conclusions that could be drawn from the survey:
1. A majority of students are concerned enough about the environment to want to give up plastic
bags.
d. The following are possible recommendations based on the data collected:
1. Stop supplying plastic bags with each purchase.
2. Encourage students to bring their own bags. Publicize this change in policy in the campus
newspaper and with signs around campus and in the bookstore.
12.3 Distinguishing Conclusions From Recommendations
a. Many instructors rightly assume that their students don’t have the necessary study skills.
Conclusion
b. Although it is a common learning technique, imitating the style of famous writers is not always an
Conclusion
12.4 Picking the Best Laptop With a Decision Matrix
Reflecting the new priority of price, the outcome favors the Acer TravelMate with 101 points. Because it is
more expensive, the Apple MacBook Air, the winner on battery life, is a close second, with 95 points.
Unweighted Decision Matrix—Table 1
Features: Weig
h
t
Battery
Lif
e
Pric
e
Hard
D
ri
v
e
Total
Laptop Options
Dell Precision: 2.8 GHz, 4.98 lbs, 5 hrs,
1 2 2 5
hrs, $1,200, 265 GB
Weighted Decision Matrix—Table 2
Features:
Weig
h
t
Battery
Lif
e
Pric
e
Hard
D
ri
v
e
Total
Weights:
Laptop Options
5
7 10
5
Dell Precision: 2.8 GHz, 4.98 lbs, 5 hrs,
5 14 20 25 64
hrs, $1,200, 265 GB
12.5 Using a Decision Matrix to Buy a Car
The two tables could look something like this: Table 1: Unweighted Matrix (scale from 1 to 5, from
worst to best)
Features:
Price Cargo Fuel Comfort Look Quality Total
Weights:
Car Choices
Students should decide which relative weights to assign to each feature in Table 1 and could arrive
at the following table after multiplying the factors with the scores in Table 1:
Table 2: Weighted Matrix (factors range from 1 to 5)
Features:
Price Cargo Fuel Comfort Look Quality Total
Weights:
Car Choices
4
5
3
2
4
3
Four-door
sedan
16 10 15 6 4 12 63
Time. A process that’s evolving in stages suggests chronological order.
e. A report comparing the sales volumes of the agents of a large national realtor based on the number
of listings taken, number of listings sold, total sales in the agents’ market areas, and more.
Component. The data could be grouped by geographic regions and the individual agents within
them.
12.7 What’s in a Name? Identify Heading Types
a. Project Costs
Functional. This heading describes a purpose and may be appropriate in a short report, but it is
not very interesting or helpful to the reader.
b. How to Prevent Identity Theft
Talking. This heading reveals what follows in the subsequent section, yet it is short enough for
easy reading.
c. Disadvantages
Functional. This heading provides minimal information, but in a report covering a sensitive topic
that might offend readers, its generic nature may be effective.
12.8 Executive Summary: Briefing the Boss
Students must write an executive summary of an article in their field. Solutions will vary.
12.9 Periodic Report: Checking in With the Boss
This is an excellent activity to help students relate report writing to their current jobs. Students who
12.10 Progress Report: Providing a Project Update
One of the biggest problems students have with any long report assignment is procrastination.
Without having to report progress periodically, many students put the work off until the last minute.
12.11 Progress Report: When Will You Reach Your Objective?
This is another excellent activity to help students stay on track. They could also share this report
with their counselors.
12.12 Investigative Report: Seeking New Riders
Harley-Davison has indeed launched efforts to appeal to women to solidify rebounding sales and
On its website Harley-Davidson USA has pages designed for women riders. Women-only events
called garage parties, news, reader stories, and more, focus on females. The company lists riding
Reaching out to women has been an uphill ride because females comprise only about 14 percent
of motorcyclists and tend to have lower disposable incomes than men have. Moreover, apart from
the high price tag, many women are intimidated by the formidable size and weight of
Women tend to favor lighter and less expensive Japanese bikes such as the Honda Shadow Aero
with its curb weight of 560 pounds and retail price of $7,500 and up. The Harley-Davidson
12.13 Investigative Report: Minding Your Manners Abroad
This is an excellent way to help students increase their cultural awareness. In addition to library
12.14 Informational or Analytical Report: Examining Tweets and Other Social Media Posts
Answers will vary. The Twitter feeds about Coca-Cola are astoundingly varied and generally
This assignment also showcases the importance of knowing proper search tools—for example,
12.15 Informational Report: Prospecting for Potential Employers
Encourage students to select a company they’d like to work for in the future. They can also use
the information they gather when they prepare their employment documents for Chapters 15 and
16.
12.16 Justification/Recommendation Report: Money to Burn for a Good Cause
Solutions will vary.
12.17 Justification/Recommendation Report: Considering an Organizational Social Media Use
Policy
This assignment allows for great versatility. Because many companies today have e-mail policies
and a majority monitor and record traffic on their servers, the focus could shift to policies
12.18 Feasibility Report: Starting an International Student Association
Intercultural
Solutions will vary.
12.19 Feasibility Report: Couch Potatoes Beware!
Solutions will vary.
12.20 Yardstick Report: Shopping for Big-Ticket Office Equipment
This assignment requires careful monitoring as it may invite copying of product descriptions and
comparisons from the Internet and little original thinking. To safeguard against plagiarism,
12.21 Yardstick Report: Improving Workplace Procedures
Solutions will vary
Self-Contained Report Activities
12.22 Justification/Recommendation Report: Creating a Fashion Buzz Through Event Planning
CONCLUSIONS
Based on the analysis of the data, the following conclusions may be drawn:
1. Grand Hotel. The probability of filling the space with 1,000 guests who meet the designer’s
requirements is low. The cost, however, is high and will require, minimally, the full $100,000
2. Restaurant/Country Club. This option gives the designer the potential for a full audience of 350
attendees. In addition, attendees would be at the event for a longer period than the length of a
fashion show. Guests are more likely to commit to attending a dinner at a prestigious location
3. Robbie Smith Showroom. Although the cost of this venue option is low at $15,000, it holds the
smallest number of guests—100. To make the expense worthwhile, the show needs to generate
Robert is not trying to save money; he has allocated a $100,000 budget. He wants to attract a
RECOMMENDATIONS
Based on these conclusions, I recommend that the team do the following:
1. Choose one of the three restaurant/country club alternatives and reserve the space.
The country club may provide higher levels of prestige and exclusivity than the restaurants.
2. Plan the event costs:
a. Menu ($80 per person for food and drinks; $28,000 total)
b. Seating arrangements, space décor, and layout, including stage and dressing room
($1,000)
c. Reservation and delivery of staging, lighting, video, and sound equipment rentals
($15,000)
d. Promotional materials, invitations, models’ fees, additional staff for Isabel’s company,
valet parking, and miscellaneous expenses ($15,000)
e. The balance of the budget, as needed, can be used to publicize the designer and his
show (e.g., press kits, videographer for show, advertisements, online promotions)
12.23 Feasibility Report: Heavenly Scents Considers a Social Media Consultant
CONCLUSIONS
1. Assign the two employees the social media tasks for Facebook, and provide them with training to
add new social media channels to expand the company’s social media strategy. On the plus side,
these employees know the products and the customers. While monitoring, posting, and assessing
2. Develop a new company position: social media manager. The president of the company believes
that the company can do a better job of building relationships with its customers by building its
3. Hire a social media consultant. An effective consultant can quickly be brought up to speed about
Heavenly Scents and its customers. Because this person’s expertise is in social media, he or she
RECOMMENDATIONS
1. Hire a social media consultant.
2. Spend time orienting the consultant to the company and its customers.
3. Establish a list of responsibilities and a time line of duties.
4. Assess the results of the consultant’s work at regular intervals.
5. When the company is ready to take over social media maintenance, assign an employee from the
Marketing Department as a trainee with the consultant to prepare to take over social media tasks.
12.24 Yardstick Report: Comparing Fashion Trunk Show Options
CONCLUSIONS
Variables Samantha’s Nordstrom Designer Debut at
Henri’s
Costs
a. Booth rental None None
$1,000
b. Advertising $2,500 $3,000 $350
($14,000 for order and
2. Location 2—Nordstrom. Nordstrom holds the biggest payoff potential because of the number of
stores it operates. If a line sells well in one of the stores, other stores in the region are likely to
3. Location 3—Henri’s. Like Samantha’s, Henri’s is a single-unit store that provides limited
purchasing power. The Designer Debut event, however, attracts a large number of customers
RECOMMENDATION
1. Meet with Nordstrom’s buyer and merchandise manager to show the line and discuss the
proposal.
2. If Nordstrom approves the order and trunk show, proceed with the plan by setting up the trunk
show with the garments Nordstrom has purchased.
3. If Nordstrom decides not to carry the line, participate in Henri’s Designer Debut.
12.25 Yardstick Report: Selecting the Best Social Media Manager Candidate
CONCLUSIONS
Candidate
Ability to lead
teams and to
juggle multiple
projects
(20%)
Knowledge and
experience in
social media
(40%)
Analytical,
organizational,
and creative,
problem-solving
skills
(20%)
Social media
marketing
experience with
multiunit retailer
(20%)
Total
A. Candidate 1. Shawna has three years of work experience for a large retail corporation in a
position that would be just beneath the one being offered. Her portfolio illustrates strong
B. Candidate 2. Because this is a new position for which salary was established after a national
review, it is unlikely that the salary will meet John’s expectations. A lack of apparel-related
C. Candidate 3. Although Lauren has a master’s degree, her social media experience is not in
RECOMMENDATIONS
1. Following HR and CEO approval, offer the position to Shawna Jackson.
2. If Shawna accepts the position, arrange for company orientation and leadership training.
3. If Shawna declines, propose offering the position to John Andrews and prepare to
negotiate salary and job expectations.