Chapter 10 Lecture Notes ● 1
Chapter 10 LECTURE NOTES
Proposals and Formal Reports
CHAPTER SYNOPSIS
In Chapter 10 students learn how to prepare, organize, and write business proposals. The main
focus in this chapter is on informal proposals. Proposals are written offers to solve problems,
provide services, or sell equipment. Simply put, unlike most reports, proposals suggest ways to
save, spend, or make money. Some proposals are like internal reports, taking the form of
justification or recommendation reports. Most proposals, however, are external and can be
very extensive. They often respond to RFPs (Requests for Proposal) issued by organizations
that seek services or products.
LEARNING OBJECTIVES
1. Understand the importance, purpose, and components of informal and formal proposals.
Describe the steps in writing and editing formal business reports.
WHAT’S NEW IN THIS CHAPTER
The authors made the following changes and improvements:
• Improved clarity, conciseness, and readability by updating all content, converting text that
was best explained in graphics, and using bullets to replace lengthy explanations.
Chapter 10 Lecture Notes ● 2
• Updated the section on primary research to include suggestions for preparing print and
online surveys with examples of closed, open-ended, and scaled survey responses.
• Included both APA and MLA reference pages to the formal report to help students be
familiar with both citation styles.
• Expanded content on infographics, a popular data visualization tool.
LECTURE OUTLINE
I. Preparing Business Proposals (p. 305)
Definition: A proposal is a written offer to solve problems, provide services, or sell
products.
A. Types of Business Proposals
• Informal: short; often formatted as memos or letters
• Formal: more complex and may range from 5 to 200 pages or more
• Internal: may take form of justification/recommendation report
Figure 10.1 Components of Informal and Formal Proposals
B. Components of Informal Proposals
1. Introduction (provide “hook”)
• Hint at extraordinary results.
Chapter 10 Lecture Notes ● 3
Figure 10.2. Informal Letter Proposal
2. Background, Problem, Purpose
• Identify the problem and discuss goals of the project.
• Repeat the language of RFP for solicited proposals.
3. Proposal, Plan, Schedule
• Discuss plan for solving the problem, but don’t explain too much!
• Tell what you propose to do without being too specific.
4. Staffing
5. Budget
• Present a careful list of project costs.
• Remember that a budget represents a contract that cannot be changed later.
6. Conclusion and Authorization
II. Writing and Editing Formal Business Reports (p. 311)
• A formal report is a document in which a writer analyzes findings, draws
conclusions, and makes recommendations intended to solve a problem.
• Formal business reports are similar to formal proposals in length, organization, and
tone.
A. Steps for Writing Formal Business Reports
• Determine the purpose and scope of the report.
• Anticipate the needs of the audience.
Figure 10.3 Work Plan for a Formal Report
Figure 10.4 – Outline Format
Chapter 10 Lecture Notes ● 4
Figure 10.5 — Strategies for Organizing Report Findings
B. What to Review When Editing Formal Business Reports
• Format
• Consistency
III. Conducting Primary and Secondary Research (p. 314)
A. Secondary Research Sources
• Books
Figure 10.6 — ABI/INFORM (ProQuest) Search Result Page
B. The Web
• A search tool (Google, Bing, Yahoo Search) is a service that indexes,
organizes, and often rates and reviews Web pages.
• A Web directory, such as the Open Directory Project has human editors who
select and organize Web pages into subject categories.
Figure 10.7 – Business.com
Figure 10.8 – Google Search Operators
C. Primary Research Sources
1. Surveys
• Use surveys to collect data from groups of people.
Chapter 10 Lecture Notes ● 5
Figure 10.9 — College Bookstore Student Survey
2. Personal Interviews
• Locate an expert.
Figure 10.10 — Gathering Information Through Personal Interviews
3. Observation and Experimentation
• Define what or whom you are observing and how often those observations are
necessary to provide reliable data.
• Observation produces rich data but that information is prone to charges of
subjectivity.
IV. Documenting and Citing Sources in Business Reports (p. 322)
A. Why Document
• Strengthens your argument
• Instructs the reader
• Protects you from charges of plagiarism
B. What to Document
• Another person’s ideas, opinions, examples, or theories
C. How to Paraphrase
• Read original material to comprehend full meaning.
D. When and How to Quote
Chapter 10 Lecture Notes ● 6
E. Four-Factor Test to Assess Fair Use
• Purpose and character of the use, particularly whether for profit.
F. How to Avoid Copyright Infringement
• Assume that all intellectual property is copyrighted.
G. Common Citation Formats
• Modern Language Association (MLA)
• American Psychological Association (APA)
• Appendix C in the textbook provides guidelines for using both MLA and
APA.
Figure 10.11 Comparing Bibliographic Citation Formats: APA, MLA, CMA
VI. Incorporating Meaning Visual Aids and Graphics (p. 324)
A. Reasons for using visual aids
• To clarify data
B. Matching Graphics and Objectives
• Use tables to show exact figures and values.
• Use bar charts to compare one item with others.
• Use line charts to demonstrate changes in quantitative data over time.
• Use pie chart to visualize a whole unit and the proportions of its components.
Chapter 10 Lecture Notes ● 7
• Use illustrations to show an item in use.
Figure 10.12—Matching Graphics to Objectives
Figure 10.13—Table Summarizing Precise Data.
Figure 10.14–Vertical Bar Chart
Figure 10.15—Horizontal Bar Chart
Figure 10.16—Grouped Bar Chart
Figure 10.17—Segmented 100 Percent Bar Chart
C. Incorporating Graphics in Reports
• Evaluate the audience.
• Use restraint in applying colors and decorations.
VI. Understanding Report Components (p. 331)
Parts of a Formal Report
• Prefatory parts (preceding the body of the report)
Title page
Letter or memo of transmittal
Table of contents
Figure 10.24 – Components of Informal and Formal Reports
Figure 10.25 — Model Formal Report With MLA Citation Format and Alternate
APA Reference List
Chapter 10 Lecture Notes ● 8
Supplementary Lecture
Collaborative Formal Report: Intercultural Communication
North American businesses are expanding into foreign markets with manufacturing plants,
sales offices, and branch offices abroad. Unfortunately, many North Americans have little
knowledge of or experience with people from other cultures. To prepare for participation in
the global marketplace, collect information for a report focused on an Asian, Latin American,
or European country where English is not spoken. Before selecting the country, though,
consult your campus international program for volunteers who are willing to be interviewed.
Your instructor may make advance arrangements seeking international student volunteers.
Supplementary Lecture
Additional Topics for Long Reports and Proposals
These topics are meant to stimulate thinking. You’ll want to discuss with your students the
purpose, scope, length, format, audience, and data sources for each topic. You’ll probably
want to have your students analyze their findings (research), draw conclusions, and make
logical recommendations. Most of the topics need to be limited to some specific aspect of the
major question. (Additional report topics are provided at the student website under “Report
Topics.”)
1. Should employers control the use of personal cell phones in the workplace?
2. Do employee recognition programs really improve employee loyalty?
Chapter 10 Lecture Notes ● 9
9. How do virtual teams collaborate in _____ company or industry?
10. What is the best kayaking experience for newcomers to white-water adventures?
16. Can the registration process at your college or university be improved?
17. Are the requirements for a degree in your major realistic and relevant?
18. How can drug and alcohol abuse be reduced in your community?
19. What is a significant student problem on your campus and how can it be solved?
Critical Thinking Discussion Guide
11. In what ways is a proposal similar to a persuasive sales message? (Obj. 1)
Like a persuasive sales message, an effective proposal (a) gets the reader’s attention, (2)
12. Some people say that business reports should not contain footnotes. If you were
writing your first business report and did considerable research, what would you do
about documenting your sources? (Objs. 3, 4, and 6)
Although some people do assert that business reports should never contain documentation,
Chapter 10 Lecture Notes ● 10
13. Why do researchers often trust the reliability of information obtained from scholarly
journals, major newspapers, and well-known magazines? Why should researchers
use caution when accessing information from Wikipedia, online forums, 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
14. Starbucks chief Howard Schultz frowns on research, advertising, and customer
surveys. He conducts his own informal primary research by visiting 25 store
locations a week and talking with his baristas, managers, and customers in person.
This kind of observation, he insists, provides the information he needs most. What
are the pros and cons of such informal research to gather primary data? (Obj. 3)
Schultz’s unconventional strategy is based on an instinct that many entrepreneurs value
because it works for them as they build their companies from scratch. Such firsthand
15. Information graphics, also called infographics, are wildly popular, especially in
online environments. Why do you think infographics continue to receive so much
attention? How could infographics be useful in your field? (Obj. 5)
Infographics have become popular because they often present complex information
clearly and creatively. Engaging infographics (a) grab a reader’s attention; (b)
Chapter 10 Lecture Notes ● 11
communicate ideas more quickly than traditional text; (c) may combine traditional bar
Communication Workshop Discussion Guide (p. 354)
Evaluating the Credibility of Web Documents
Authorship
• Who authored this page or article?
• Are the author’s credentials easily found? If not, check the author’s credentials online.
Publisher or Sponsor
• What organization publishes or sponsors this Web page? Is the publisher reputable?
• What domain is used in the URL? The domain name gives clues about who published
the document (e.g., .com, .org, .edu, .gov, .net).
Currency
• When was the Web page published or last updated? Readers expect this information at
the bottom of the page.
Content Quality
• What is the purpose of the Web page? For example, does the page entertain, inform,
persuade, sell, or express satire?
• Who is the intended audience of the page, based on its content, tone, and style?
• Do you see evidence of bias, and does the author acknowledge the bias?
Chapter 10 Lecture Notes ● 12
Accuracy and Organization
• Does the information appear to be well researched?
• If the site contains statistics and facts, are sources, dates, and/or citations provided?
• Is the information well organized with main points clearly presented?
Career Application: Students are asked to work individually or in teams to visit the listed
Web sites and assess their quality. Some sites are parodies, and the WhiteHouse.org site is a
clever hoax. Students should be able to recognize these. Other sites provide information or
advocate a cause.
Students may submit individual or team reports summarizing their findings. You might prefer
Workplace in Focus
Page 306
When government organizations or businesses have a specific need, they prepare a request for
Page 333
Conclusions and recommendations are the most important aspects of any report. It is in these
sections that readers learn what the findings mean and what solutions researchers offer.
Although some report writers prefer to place conclusions and recommendations before the