Copyright 2017 Pearson Education Inc Excellence in Business
Copyright © 2017 Pearson Education, Inc.
Excellence in Business Communication Chapter 11 Planning Reports and Proposals Copyright © 2017 Pearson Education, Inc.
Learning Objectives (1 of 3) 1. Adapt the three-step writing process to reports and proposals. 2. Describe an effective process for conducting business research, explain how to evaluate the credibility of an information source, and identify the five ways to use research results. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 3
Learning Objectives (2 of 3) 3. Explain the role of secondary research, and describe the two major categories of online research tools. 4. Explain the role of primary research, and identify the two most common forms of primary research for business communication purposes. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 4
Learning Objectives (3 of 3) 5. Explain how to plan informational reports and website content. 6. Identify the three most common ways to organize analytical reports. 7. Explain how to plan proposals. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 5
Applying the Three-Step Writing Process to Reports and Proposals (LO 1) Adapt the three-step writing process to reports and proposals. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 6
Categories of Typical Reports Informational Reports Monitor and Control Operations Implement Policies and Procedures Demonstrate Compliance Document Progress Copyright © 2017 Pearson Education, Inc. Analytical Reports Assess Opportunities Proposals Internal Proposals Solve Problems Support Decisions External Proposals Chapter 11 - 7
Analyzing the Situation Compose a Statement of Purpose • State why you’re preparing the report. • State what you plan to deliver. Prepare a Work Plan for the Project • Identify project-related tasks. • Establish a timeline for the project. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 8
Sample Work Plan Copyright © 2017 Pearson Education, Inc. Chapter 11 - 9
Gathering Information Planning Your Research Statement of Purpose Copyright © 2017 Pearson Education, Inc. Audience Needs Information Needs Chapter 11 - 10
Selecting the Right Combination of Media and Channels Media Requirements Feedback Preferences Document Uses Media Choice Copyright © 2017 Pearson Education, Inc. Chapter 11 - 11
Organizing Your Information Less Direct Approach Less Copyright © 2017 Pearson Education, Inc. Resistant Audience Receptive Audience More Indirect Approach More Chapter 11 - 12
Supporting Your Messages with Credible Information (LO 2) Describe an effective process for conducting business research, explain how to evaluate the credibility of an information source, and identify the five ways to use research results. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 13
Applying the Research Process 1. 2. 3. 4. 5. Plan your Research Locate Data and Information you Need Process Data and Information Apply your Findings Manage Information Copyright © 2017 Pearson Education, Inc. Chapter 11 - 14
Planning Your Research (1) Develop a Problem Statement (2) Identify Essential Information (3) Generate Research Questions Copyright © 2017 Pearson Education, Inc. Chapter 11 - 15
Avoiding Ethical Lapses • Keep an open mind. • Respect the privacy of participants. • Document and credit sources. • Respect intellectual property rights. • Don’t distort information from sources. • Don’t misrepresent your intentions. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 16
Locating Data and Information Secondary Research Primary Research • Books • Surveys • Magazines • Interviews • Newspapers • Observations • Public Websites • Experiments Copyright © 2017 Pearson Education, Inc. Chapter 11 - 17
Evaluating Information Sources • Reputation • Methodology • Potential Bias • Verification • Purpose • Completeness • Credibility • Logical Scrutiny Copyright © 2017 Pearson Education, Inc. Chapter 11 - 18
Using Research Results • Analyze the data. • Quote, paraphrase, or summarize information. • Draw conclusions. • Make recommendations. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 19
Quoting, Paraphrasing, and Summarizing Information (1 of 2) Avoid Plagiarism Quoting Cite Sources Paraphrasing Observe Context Summarizing Copyright © 2017 Pearson Education, Inc. Chapter 11 - 20
Quoting, Paraphrasing, and Summarizing Information (2 of 2) Copyright © 2017 Pearson Education, Inc. Chapter 11 - 21
Drawing Conclusions and Making Recommendations Conclusions Recommendations Interpretation of the Facts in the Report Suggestions for What to Do about the Facts Copyright © 2017 Pearson Education, Inc. Chapter 11 - 22
Conducting Secondary Research (LO 3) Explain the role of secondary research, and describe the two major categories of online research tools. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 23
Finding Information at a Library Newspapers or Periodicals Business Books Membership Directories Almanacs and Statistics Government Publications Databases Copyright © 2017 Pearson Education, Inc. Chapter 11 - 24
Finding Information Online Actively search for existing information Copyright © 2017 Pearson Education, Inc. Monitor selected sources for new information Chapter 11 - 25
Online Search Tools (General-Purpose Search Engines) Opportunities • Scan Millions of Websites • Search by Keyword • Rank the Results Challenges • No Human Editors • Wide Variety of Results • Can’t Reach Deep Internet Copyright © 2017 Pearson Education, Inc. Chapter 11 - 26
Online Search Tools (Improve on General Search Engines) Web Directories Metasearch Engines Online Databases Human editors evaluate and classify websites Format searches for multiple search engines Journals, magazines, and newspapers Copyright © 2017 Pearson Education, Inc. Chapter 11 - 27
Online Monitoring Tools Subscribing to Newsfeeds Automatically Monitoring Information Sources Following People on Twitter Setting Up Online Alerts Using Specialized Monitors Copyright © 2017 Pearson Education, Inc. Chapter 11 - 28
Search Tips Optimize Searches ***** Interpret Results Carefully Keyword Searches Boolean Searches Natural Language Searches Forms-Based Searches Copyright © 2017 Pearson Education, Inc. Chapter 11 - 29
Using Search Tools Effectively • Think before you search. • Read instructions; pay attention to details. • Review search/display options carefully. • Try a variety of search terms. • Vary the number of search terms. • Look beyond the first page of results. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 30
Conducting Primary Research (LO 4) Explain the role of primary research, and identify the two most common forms of primary research for business communication purposes. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 31
Conducting Surveys Provide Clear Instructions Keep Questionnaires Short and Easy to Use Avoid Asking Leading Questions Obtain a Representative Sample Copyright © 2017 Pearson Education, Inc. Chapter 11 - 32
Types of Survey Questions Copyright © 2017 Pearson Education, Inc. Chapter 11 - 33
Conducting Interviews The Questions • Open-Ended Style • Closed Style You Ask The Way You • Question Sequence Ask Questions • Potential Answers Copyright © 2017 Pearson Education, Inc. Chapter 11 - 34
Planning Informational Reports (LO 5) Explain how to plan informational reports and website content. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 35
Classifying Informational Reports Monitor and Control Operations Implement Policies and Procedures Demonstrate Compliance Document Progress Copyright © 2017 Pearson Education, Inc. Chapter 11 - 36
Organizing Informational Reports Comparison Importance Sequence Copyright © 2017 Pearson Education, Inc. Chronology Topical Organization Geography Category Chapter 11 - 37
Special Considerations Organizing Website Content • Web Readers Are Demanding • Reading Online Can Be Difficult • Medium Is Nonlinear • Medium Is Multidimensional • Websites Are Multipurpose Copyright © 2017 Pearson Education, Inc. Chapter 11 - 38
Information Architecture Consider a Mobile-First Approach Plan Site Structure and Navigation Let Your Readers Be in Control Help Readers Absorb Information Copyright © 2017 Pearson Education, Inc. Chapter 11 - 39
Planning Analytical Reports (LO 6) Identify the three most common ways to organize analytical reports. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 40
Planning Analytical Reports • Assessing Opportunities • Solving Business Problems • Supporting Decision Making Copyright © 2017 Pearson Education, Inc. Chapter 11 - 41
Understanding the Challenges of Writing Analytical Reports More than Delivering Information Compelling, Persuasive Message Added Responsibility for Outcomes Copyright © 2017 Pearson Education, Inc. Chapter 11 - 42
Focusing on Conclusions Advantages Disadvantages Direct Approach Ignores Questions Presents Main Idea Potential for Oversimplification Copyright © 2017 Pearson Education, Inc. Chapter 11 - 43
Focusing on Recommendations 1. 2. 3. 4. 5. Establish the need for action. Introduce benefits and potential risks. List the steps (recommendations). Explain each step more fully. Summarize your recommendations. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 44
Focusing on Logical Arguments The Indirect Approach Skeptical Readers 2 + 2 = 4 Approach Yardstick Approach Copyright © 2017 Pearson Education, Inc. Hostile Readers Chapter 11 - 45
Planning Proposals (LO 7) Explain how to plan proposals. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 46
General Categories of Proposals Internal Proposals Request Decisions from Managers in the Organization External Proposals Request Decisions from Parties Outside the Organization Copyright © 2017 Pearson Education, Inc. Chapter 11 - 47
Structuring Proposals Solicited Proposal Unsolicited Proposal Expected Unexpected Strict Instructions More Flexibility Copyright © 2017 Pearson Education, Inc. Chapter 11 - 48
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2017 Pearson Education, Inc. Chapter 11 - 49
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