Solution and Answer Guide
Guffey/Loewy, Business Communication: Process & Product, 10e, 2022, 9780357129234;
Chapter 12: Informal Business Reports
Table of Contents
Zooming In—Critical Thinking Answers …………………………………………………………………………… 1
Measuring Data the Netflix Way ………………………………………………………………………………………………… 1
Zooming In—Your Turn Solution ……………………………………………………………………………………. 2
Applying Your Skills at Netflix …………………………………………………………………………………………………….. 2
Ethics Check Answers …………………………………………………………………………………………………….. 2
What’s the Cost of 5G Technology? ……………………………………………………………………………………………. 2
Critical Thinking Answers ……………………………………………………………………………………………….. 3
Activities Solutions …………………………………………………………………………………………………………. 5
Self-Contained Report Activities Solutions …………………………………………………………………….. 13
Zooming In—Critical Thinking Answers
Measuring Data the Netflix Way
• Why is the number of subscribers a better measure of Netflix’s success instead of
traditional television metrics that focus on viewership of specific shows?
Solution
Netflix relies on subscriptions to earn money, unlike traditional television, which relies on
sense to use the same measures to evaluate success.
• What other factors might influence Netflix to withhold data on viewership compared
with network TV?
Solution
Much of Netflix’s original programming is tailored to smaller, niche audiences. As long as its
• Netflix has recently hired the independent TV rating service Nielsen to collect data on
selected Netflix programming. Why is vetting by an outside source important?
Solution
A neutral party offers unbiased interpretation of data. Its independence from the company it
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Zooming In—Your Turn Solution
Applying Your Skills at Netflix
• As an intern in the Netflix marketing department, you are charged with writing a
yardstick report comparing the subscriber figures, subscription prices, size of catalog,
and the impact of the most popular streamed titles among the major streaming
services: Netflix, Prime Video, Apple TV, Hulu, HBO Max, and Disney+. Look for trends;
for example, Disney+ soared in popularity after its launch, exceeding all projections.
Are subscriber numbers at Netflix and its competitors growing, flattening, or
dropping? Establish other criteria that could potentially help Netflix size up its
competition. The goal of your report is to assess the competing services’ position in
the market relative to Netflix’s.
Solution
A short yardstick report, written by individuals or teams, could pair two popular services
from among the six listed. Alternatively, comparing three or all six of the major on-demand
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Ethics Check Answers
What’s the Cost of 5G Technology?
• With the advent of 5G technology, we may be able to communicate at the speed of
thought, but costly new infrastructure will be necessary. Allowing for speeds of up to 1
gigabit per second, 5G will require that many users replace their current
smartphones, increasing the huge amount of electronic waste we already produce.
The sophisticated networks will widen the digital divide for residents of rural areas
with much slower data speeds. The new technology also requires an enormous
amount of energy, far more than we can generate from renewable sources. Also,
national security implications arise because China is a leader in 5G technology. What
responsibilities do companies have in implementing this technology? What
responsibilities do individual users have?
Solution
Answers will vary. Many students and professionals alike view the latest technology as
imperative to their success in school and the workplace, as well as key to maintaining social
relationships. Companies want to unleash the seemingly boundless potential of 5G that will
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Critical Thinking Answers
1. Grids and decision matrices can be very helpful to consumers, as well as businesses, in
making decisions. How might you have used a decision matrix in choosing which
college to attend or which cell phone or other electronic device to purchase? What
factors would you have included in your matrix?
Solution
Decision matrices can help view raw data and variables more objectively. In a decision
2. Digital technologies are allowing, even forcing, businesses to examine how they can
improve their internal and external reporting. In what ways are artificial intelligence
(AI) and other technologies driving the future of reporting, and what are some of the
specific benefits?
Solution
After researching the technological trends shaping business reporting, students will have
varying responses. Ideally, they will note that much of the time spent on business reporting
3. In writing report recommendations, what considerations and strategies can help you
increase the chances of their being implemented?
Solution
Reports that consider the audience’s needs and offer specific, practical recommendations
4. What are the differences between periodic (activity) reports and progress (interim)
reports, and what types of information do each typically include?
Solution
Periodic reports (sometimes called activity reports) are written at regular intervals – such as
weekly, monthly, or yearly – to inform management of operations. Periodic reports usually
5. When it comes to financial reporting, transparency and ethical compliance have been
at the forefront of shareholder discussions in many businesses, especially because
non-compliance cases at leading firms have made headlines time and again. With the
aid of digital technology, employees may now contribute to these discussions as well
while protecting their anonymity. Alethia (which means “truth and disclosure” in
Greek) is a digital communication app launched by United Arab Emirates-based firm
AQ&P that provides an online dashboard for an employee to report potentially
fraudulent activity to internal compliance functions without the fear of being labeled
a whistleblower. Although this technology provides the benefit of increasing
organizational transparency and accountability, what concerns might potential
whistleblowers still have? What reservations might companies have about investing in
the technology?
Solution
Although a mobile app might seem safer than previous forums of reporting ethical concerns
(such as phone hotlines or workplace e-mail), people are still naturally skeptical about
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Activities Solutions
12.1 Analyzing Survey Results
Solution
a. Sample tabulation solution:
REACTIONS OF MIDDLETON COLLEGE
STUDENTS
TO FOUR PROPOSALS ABOUT
BOOKSTORE BAGS
Fall 2021
N = 560 students
For major purchases *textbooks, apparel,
and other large items), the bookstore should:
Agree
Undecided
1. Continue to provide plastic bags
23.6%
3.0%
b. The data could be cross-tabulated by examining each response in terms of number of
units carried (did full-time students react differently from part-time students?), by sex,
examination seems to serve no purpose beyond a curiosity factor. The action taken will
not be affected by such knowledge.
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
12.2 Making Sense of the Three Ms
Solution
• Arrange the homes by ascending price as follows:
$360,000; $360,000; $360,000; $360,000; $380,000; $380,000; $420,000; $460,000;
$520,000
• Mode = $360,000
This is the number that occurs most often. The mode could be useful to show the most
numerous value (in this case, sales figure), the ones that occur most frequently.
12.3 Telling Conclusions from Recommendations
Solution
a. Conclusion
b. Conclusion
12.4 Can’t Pick a Laptop? Fire Up a Decision Matrix
Solution
Reflecting the priority of price, the outcome favors the Acer TravelMate with 96 points.
Table 1: Unweighted Decision Matrix
Features
Weight
Battery
Life
Price
Hard Drive
Total
Laptop Options
Dell Precision 7740: 2.8
GHz, 4.98 lbs, 5 hrs,
C930: 2.3 GHz, 3.5 lbs,
GHz, 2.6 lbs, 17:36 hrs,
1
2
5
5
10
Table 2: Weighted Decision Matrix
Features
Weight
Battery
Life
Price
Hard
Drive
Total
Weights
5
7
10
5
Laptop Options
Dell Precision 7740:
2.8 GHz, 4.98 lbs, 5 hrs,
9:10 hrs, $1,100, 256
Apple MacBook Air:
35
30
95
5
14
20
25
64
12.5 Which Car to Buy? Taking a Decision Matrix For a Spin
Solution
Table 1: Unweighted Matrix (scale from 1 to 5, from worst to best)
Features
Price
Cargo
Fuel
Comfort
Look
Quality
Total
Weights
Car Choices
Table 2: Weighted Matrix (factors range from 1 to 5)
Features
Price
Cargo
Fuel
Comfort
Look
Quality
Total
Weights
4
5
3
2
4
3
Car Choices
Station wagon
12
20
3
8
4
6
59
This example may surprise students because the “boring” option, the staid family sedan,
scores the highest and seems to be the best option for Alan. Answers may vary, depending
on the weights used. For example, if fuel economy were the most important factor and price
were not, the weighted results could result in a different outcome.
12.6 Organizing Report Data
Solution
a. Time. Like itineraries and agendas, instructions require attention to chronology.
b. Convention. The report is periodic and, in most cases, has standardized, recurring
features (e.g., type of permit issued, dates, name of owner, address, contractor).
12.7 Engaging Readers with Report Headings
Solution
a. Talking. This heading reveals what follows in the subsequent section, yet it is short
enough for easy reading.
c. Functional. This heading provides minimal information, but in a report covering a
sensitive topic that might offend readers, its generic nature may be effective.
d. Talking. This heading clearly prepares the reader for what follows.
12.8 Writing an Executive Summary for Your Supervisor
Solution
Students write an executive summary of an article in their field. Solutions will vary.
12.9 Periodic Report: Keeping the Boss in the Loop
Solution
This is an excellent activity to help students relate report writing to their current jobs.
12.10 Progress Report: How Is That Project Coming?
Solution
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. This activity gives students incentive to stay on track and helps them
12.11 Progress Report: Closing in on Your Goal?
Solution
12.12 Investigative Report: Scoping Out the Competition
Solution
Harley-Davison has indeed launched efforts to appeal to women to solidify rebounding sales
and open up new target markets. Harley-Davidson has created the Pink Label clothing line
specifically for women. A portion of the proceeds goes to breast cancer charities. In addition,
the company promotes its smaller and lighter motorcycles with lower seats as “hogs”
particularly suitable for women.
Targeting female riders has been an uphill ride because still only about 20 percent of all
motorcyclists are women. Moreover, apart from the high price tag, many women are
intimidated by the formidable size and weight of Harley-Davidson motorcycles bigger than
the Sportster and Dyna lines. For example, the Sportster SuperLow weighs 599 pounds and
starts at $8,700. The Forty-Eight weighs 551 pounds and costs more than $11,300. A Street
Bob features a curb weight of 670 pounds and runs upward of $14,550. Midsized bikes such
as those in the Softail line weigh 755 pounds and cost more than $17,000, and Harley’s
largest touring bikes such as the classic Road King hit the scales at 814 pounds and start at
nearly $20,000.
As for LifeWire, Harley’s foray into electric mobility, many believe that a $30,000 motorcycle
with a maximum range of 110 miles geared to urban riders is unlikely to attract younger
12.13 Investigative Report: Going Global
Solution
This is an excellent way to help students increase their cultural awareness. In addition to
12.14 Informational or Analytical Report: Examining Tweets and Other Social Media Posts
Solution
Answers will vary. The Twitter feeds about Coca-Cola are astoundingly varied and generally
positive or neutral, not negative. At more than 107 million fans and counting, Coca-Cola is
12.15 Informational Report: Researching Potential Employers
Solution
Encourage students to select a company they’d like to work for in the future. They can also
12.16 Justification/Recommendation Report: Cash Available for Philanthropy
Solution
Solutions will vary.
12.17 Feasibility Report: International Student Club on Campus
12.18 Feasibility Report: Encouraging Healthy Habits
Solution
Solutions will vary.
12.19 Yardstick Report: Office Equipment Options
Solution
This assignment requires careful monitoring as it may invite copying of product descriptions
12.20 Yardstick Report: Improving Workplace Procedures
Solution
Solutions will vary.
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Self-Contained Report Activities Solutions
These self-contained activities provide all the data necessary to complete the reports without
further research.
12.21 Justification/Recommendation Report: Speedier Service at Giovanni’s Family Pizza
Solution
Here are possible conclusions and recommendations that may be derived from the data
provided:
Conclusions:
• Capriotti’s has the most efficient system for serving customers. The average time it takes
a customer to receive an order is half the time it takes at Giovanni’s Family Pizza.
Recommendations:
• Have counter clerks call out orders to the cooks in the short run, and purchase an
electronic system for recording orders in the medium to long run.
• Consider letting customers pick up their own orders.
• Purchase at least one new cash register.
• Prepare the pizza dough before the store opens.
12.22 Feasibility Report: Advisability of Hiring a Social Media Consultant
Solution
Below is one solution prepared as a memo report. Although variations are possible with this
SCENTS ARE US
MEMORANDUM
Date: April 5, 2015
To: Kim Johnson, President
From: James Student, Vice President, Marketing JS
Subject: Hiring a Social Media Consultant Is Feasible
We should hire a social media consultant to help the company develop a broader social
media strategy. This report presents the background information supporting the need to
Advantages and Disadvantages of Hiring a Consultant
Besides the professional skills and time savings that hiring a consultant offers, an additional
advantage is that the consultant has the time to learn what our competitors’ social media
Potential Problems and Possible Solutions
Based on my research of social media blunders, we need to be aware of at least three
potential problems. First, remaining silent in social media conversations invites these
Estimated Costs and Time to Implement the Strategy
My research on social media consultants’ fees shows that the average setup costs for the
RECOMMENDATIONS
1. Hire a social media consultant.
2. Spend time orienting the consultant to the company and its customers.
I would be happy to meet with you to discuss these costs in greater detail and answer any
questions you might have.
12.23 Yardstick Report: Selecting the Best Social Media Manager Candidate
Solution
Conclusions:
Candidate
Demonstrated
ability to lead
teams and to
juggle multiple
projects (20%)
Quality and
quantity of
knowledge and
work experience
in social media
(40%)
Strong
analytical,
organizational,
and creative
problem-solving
skills (20%)
Demonstrated
ability to lead
teams and to
juggle multiple
projects (20%)
Total
Shawna
John
3 x .20 = .60
2 x .40 = .80
2 x .20 = .40
3 x .20 = .60
2.4
Lauren
1 x.20 = .20
1 x .40 = .40
1 x .20 = .20
1 x .20 = .20
1.0
2 x .20 = .40
3 x .40 = 1.20
3 x .20 = .60
2 x .20 = .40
2.6
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
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
Candidate 3: Although Lauren has a master’s degree, her social media experience is not in
Recommendations:
• Following HR and CEO approval, offer the position to Shawna Jackson.
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