Unit 5 Report writing and presentation in business research

Report Writing and Presentation in Business Research

1. Meaning of Business Report

A business report is a formal document that presents information, analysis, and findings related
to a specific business issue or topic. It is a communication tool used to convey complex data in
a clear, concise, and structured manner to an audience, such as management, stakeholders, or
clients. Business reports can be a few pages or hundreds of pages long and can be in written or
digital format. They are objective, fact-based, and often contain recommendations for future
actions.

2. Significance of Business Reports

Business reports are crucial for several reasons:
* Decision-Making: They provide the necessary data and analysis to help managers make
informed decisions.
* Problem-Solving: Reports can identify the root causes of problems and suggest solutions.
* Performance Monitoring: They help in tracking the progress of projects, departments, or the
entire organization against set goals.
* Communication: Reports are a formal way of communicating findings, progress, and
recommendations to various stakeholders.
* Accountability: They document actions, outcomes, and responsibilities, which is essential for
accountability and future reference.
* Resource Allocation: Reports can justify the need for resources like budget, personnel, or
equipment.

3. Types of Business Reports

Business reports can be classified in various ways, including by their function, format, and
formality. Here are some common types:
* Informational Reports: These reports present factual data without analysis or
recommendations. Examples include:
* Progress Reports: Track the status of a project or task over a specific period.
* Compliance Reports: Detail how a company is adhering to regulations and standards.
* Feasibility Reports: Assess the practicality of a proposed plan or project.
* Analytical Reports: These reports go beyond presenting data and provide analysis,
interpretation, and conclusions. They often include recommendations. Examples include:
* Market Research Reports: Analyze market trends, competitor strategies, and consumer
behavior.
* Financial Reports: Analyze the financial health of an organization (e.g., income statements,
balance sheets).
* Recommendation Reports: Recommend a specific course of action based on a detailed
analysis of alternatives.
* Formal and Informal Reports:
 * Formal Reports: These are highly structured, often long, and follow a strict format. They
usually include a title page, table of contents, executive summary, introduction, body,
conclusion, and appendices. Examples include annual reports, audit reports, and research
reports.
* Informal Reports: These are shorter, less structured, and may be in the form of a memo,
email, or a short document. They are used for internal communication and quick updates.
* Internal and External Reports:
* Internal Reports: These are for internal use within the organization, such as a departmental
performance report or a memo to management.
* External Reports: These are intended for an audience outside the organization, such as an
annual report for shareholders, a press release, or a report for a government agency.

Presentation in Business Research

Presenting business research findings is as important as the research and writing process itself.
A good presentation can effectively communicate key insights, recommendations, and the value
of the research to the target audience.
1. Purpose of Presentation
* To summarize complex data and findings in a digestible format.
* To highlight the most important insights and recommendations.
* To engage the audience and encourage discussion.
* To persuade the audience to take a specific action.
2. Key Elements of an Effective Presentation
* Know Your Audience: Tailor your content, language, and level of detail to the audience's
knowledge and needs.
* Structure Your Presentation:
* Introduction: Start with a clear agenda, the research question, and the main objective.
* Body: Present the key findings, data, and analysis. Use visuals like charts, graphs, and
tables to illustrate points.
* Conclusion: Summarize the main takeaways, state the conclusions, and present your
recommendations.
* Use Visuals: Visual aids are crucial for keeping the audience engaged and for making
complex data understandable. Use a consistent design, clear labels, and avoid clutter.
* Practice and Timing: Rehearse your presentation to ensure a smooth delivery and to stay
within the allocated time.
* Be Prepared for Questions: Anticipate potential questions and prepare clear, concise
answers. This demonstrates expertise and credibility.
* Storytelling: Frame your presentation as a narrative to make it more engaging and
memorable. Start with a problem, present the solution (your findings), and end with a call to
action.

3. Technology and Tools

Various tools can be used for presentations, including:
* Microsoft PowerPoint
* Google Slides
* Prezi
* Canva
These tools offer templates and features to create visually appealing and professional
presentations.

A good report should be a clear, concise, and well-structured document that effectively
communicates information to its intended audience. While the specific contents will vary
depending on the type of report (e.g., business, scientific, financial), most good reports share a
common set of essential components. Here's a breakdown of the typical contents of a good
report:

1. Title Page
* Title: A clear and descriptive title that accurately reflects the report's content.
* Author(s): The name of the person or team who prepared the report.
* Date: The date the report was completed.
* Recipient(s): The name of the person or organization the report is for.

2. Table of Contents
* A list of the report's major sections and their corresponding page numbers. This helps readers
navigate the document easily. For longer reports, a list of tables and figures may also be
included.

3. Executive Summary / Abstract

* This is arguably the most crucial part of the report. It's a brief, high-level overview of the entire
report. It should be written for a busy reader who may not have time to read the full report. It
should include:
* Purpose: A statement of the report's main objective.
* Key Findings: The most important results or data.
* Conclusions: The main takeaways or interpretations of the findings.
* Recommendations: The proposed actions or solutions based on the conclusions.

4. Introduction
* This section sets the stage for the report. It should provide:
* Background: Contextual information that helps the reader understand the topic.
* Problem Statement / Purpose: A clear explanation of the problem the report addresses or
the question it seeks to answer.
* Scope: The boundaries of the report, specifying what is included and what is not.
* Methodology: A brief overview of how the information was gathered (e.g., surveys,
interviews, literature review, experiments).

5. Body / Main Sections

* This is where the detailed information is presented. The body should be organized logically,
with each section addressing a specific aspect of the report's purpose. The sections often
include:
 * Findings / Results: The presentation of data, observations, and key information. This section
should be objective and factual, often using tables, charts, and graphs to illustrate the data.
* Discussion / Analysis: An interpretation of the findings. This section explains what the results
mean and connects them back to the report's purpose. It should be analytical and insightful, not
just a restatement of the data.

6. Conclusion
* This section summarizes the key points of the report without introducing any new information.
It should directly address the problem statement or purpose from the introduction. The
conclusion should be a clear and concise summary of the main takeaways.

7. Recommendations
* If applicable, this section outlines specific actions that should be taken based on the report's
findings and conclusions. Recommendations should be practical, actionable, and directly
supported by the evidence presented in the report.

8. References / Bibliography
* A list of all sources cited within the report. This is crucial for academic and research reports to
give credit to original authors and allow readers to find the sources for further information. The
format (e.g., APA, MLA) should be consistent.

9. Appendices
* This section contains supplementary material that is too detailed to be included in the main
body but is still relevant to the report. Examples include raw data, survey questionnaires,
interview transcripts, or detailed calculations.
Characteristics of a Good Report:
* Clarity: The language should be simple, direct, and easy to understand. Avoid jargon where
possible, or define it clearly if necessary.
* Accuracy: All data, facts, and figures must be correct and verifiable.
* Conciseness: The report should be free of unnecessary words and details. Get straight to the
point.
* Structure: The layout should be logical and easy to follow, with clear headings and
subheadings.
* Audience Awareness: The report should be written with the intended reader in mind. The level
of detail and technical language should be appropriate for their knowledge level.
* Objectivity: The report should be based on facts and evidence, not personal opinions.
* Professionalism: The report should be well-formatted, free of grammatical errors, and polished
in its presentation.

Substance of Report Writing and Presentation

The substance of a business research report refers to its core content and the structure that
organizes it. It's the "what" and "how" of the report, ensuring that the research is communicated
effectively and persuasively.
1. The Substance of Report Writing
The substance of a well-written business report is not just a collection of facts; it's a structured
and logical narrative that guides the reader from a problem to a solution. The key components
include:
* Executive Summary: This is arguably the most critical part of the report. It's a concise
overview of the entire document, designed for busy executives who may not have time to read
the full report. It should include the main findings, conclusions, and recommendations. It's
written last but appears first.
* Introduction: This section sets the stage. It introduces the research problem, defines the
report's purpose and scope, and provides necessary background information. It also often
includes the research objectives and any hypotheses being tested.
* Methodology: This part explains how the research was conducted. It details the research
design (e.g., qualitative, quantitative), data collection methods (e.g., surveys, interviews,
secondary data analysis), and the sampling plan. This section is crucial for establishing the
credibility and reliability of the research.
* Findings/Results: This is where the raw data and results of the research are presented. It
should be objective and free from interpretation. Data is often presented using charts, graphs,
and tables to make it easily understandable.
* Analysis and Discussion: In this section, you interpret the findings. You analyze the data to
identify patterns, trends, and implications. You explain what the results mean in the context of
the business problem and how they relate to the research objectives.
* Conclusions: Based on the analysis, you draw clear and logical conclusions. This section
summarizes the key insights and answers the research questions posed in the introduction.
* Recommendations: This is the action-oriented part of the report. Based on your conclusions,
you provide specific, practical, and actionable recommendations for the business. These
recommendations should be directly supported by the research findings.
* Appendices and References: This includes any supplementary material that is too detailed for
the main body, such as the survey questionnaire, detailed data tables, or a bibliography of
sources used.
2. The Substance of Presentation
A presentation is a verbal and visual summary of the business research report. Its substance is
about translating the detailed written content into a dynamic and engaging format.
* Audience-Centric Focus: The most fundamental part of a presentation's substance is its focus
on the audience. The presenter must identify the audience's needs, their level of knowledge,
and what they need to take away from the presentation. The presentation should be tailored to
address these specific points, not just to repeat the report verbatim.
* Key Message and Storytelling: A good presentation is a narrative. The substance should be
organized around a central key message or a compelling story. Start with the problem, present
the journey of your research, reveal the key findings, and end with the solution
(recommendations).
* Visual Communication: The substance of a presentation is heavily visual. It's not about
reading text from slides. Instead, the slides should use visuals—charts, graphs, images, and
minimal text—to illustrate the key points. The presenter provides the detailed substance
verbally.
 * Engaging and Interactive Content: The substance of a presentation should be designed to
encourage interaction. This includes pausing for questions, facilitating a discussion, or
incorporating polls or other interactive elements. This ensures the audience is actively
participating rather than passively listening.
* Clear Call to Action: The presentation should conclude with a clear and concise call to action.
What should the audience do next? What decision needs to be made? This part of the
substance ties everything together and makes the research valuable.

Presentation of a Business Research Report

Presenting a business research report is a skill that combines communication, design, and
public speaking. A well-presented report can be the difference between your findings being
ignored and your recommendations being implemented.
1. Structuring the Presentation
The structure of the presentation should mirror the report but in a more condensed and visual
form.
* Title Slide: Clear title, your name(s), and the date.
* Agenda: A brief overview of what you will cover to set expectations.
* Executive Summary/Introduction: Quickly state the research problem, objectives, and the key
takeaway from your findings. This is your "elevator pitch."
* Methodology (Briefly): A high-level overview of your research methods to establish credibility
without getting bogged down in details. You can state, "We conducted a survey of 500
customers and held 10 in-depth interviews."
* Key Findings (The Core): This is the heart of your presentation. Devote most of your time
here. Use one slide per key finding.
* Use Visuals: Use bar charts, pie charts, line graphs, or tables to display data.
* Highlight Key Data Points: Don't show a complicated chart without pointing out the most
important numbers or trends.
* Keep it Simple: Avoid overwhelming the audience with too much data on one slide.
* Conclusions: Summarize the key conclusions drawn from the findings. These are the answers
to your research questions.
* Recommendations: This is the "so what?" section. Present your actionable recommendations.
For each recommendation, briefly explain the rationale and the expected impact.
* Q&A Session: Open the floor for questions. This is an opportunity to clarify points and
demonstrate your expertise.
2. Best Practices for Delivery
* Know Your Material: Be an expert on your research. This allows you to speak confidently and
handle unexpected questions.
* Practice, Practice, Practice: Rehearse the presentation multiple times to manage your timing
and ensure a smooth flow.
* Engage with Your Audience: Make eye contact, use gestures, and vary your tone of voice.
Don't just read from your slides.
* Handle Technology Gracefully: Ensure your technology works beforehand. Have a backup
plan in case of technical issues.
 * Professionalism: Dress appropriately, maintain a professional demeanor, and be respectful of
the audience's time.