Bus 28, Fall 2012, David Sherwood. Characteristics of Reports. • Generally
requested by a higher authority and often travel upward in an organization.
Chapter 9
Understanding the Report Process and Research Methods
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Characteristics of Reports Reports are . . . • Generally requested by a higher authority and often travel upward in an organization • Logically organized and objective • Generally prepared for a limited audience
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Types of Reports
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Your Turn Why do organizations need information generated from both informational and analytical reports? 1. To make as much work for employees as possible 2. To provide opportunities for simply gaining knowledge and opportunities for answering in‐depth questions 3. Organizations don’t need both; they should only use analytical reports Bus 28, Fall 2012, David Sherwood
The Problem‐Solving Process 1
Recognize and define the problem
2
Select a method of solution
3
Collect and organize data and document sources
4
Arrive at an answer
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Questions for Limiting the Problem
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Conducting Research
Primary research
Secondary research Bus 28, Fall 2012, David Sherwood
Types of Primary Research
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Types of Sources
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Problems with Internet Resources • Resources are not always accurate and reliable • Certain uses of site information may constitute copyright violation • Resources are not always complete in terms of information or updating • Electronic periodicals are not always subjected to same rigor as printed periodicals Bus 28, Fall 2012, David Sherwood
Using the Internet Effectively • Choose your search engine or database appropriately • Structure searches from broad to specific • Use quotation marks for literal topics • Look for pages that have links to other sites • Be adaptable to access formats Bus 28, Fall 2012, David Sherwood
Your Turn The most important type of research is . . . 1. Primary research because you are finding out something that no one else knows 2. Secondary research because you don’t want to conduct primary research if is has already been done 3. Observational research because you get the best information from watching others 4. Cannot say which type of research is more important Bus 28, Fall 2012, David Sherwood
Your Turn Why is the U.S. Census conducted every 10 years instead of every year or every five years? 1. Because the federal government chose that interval 2. Because surveying every person in a population (the United States) takes several years to plan and months to execute 3. Because people would not cooperate more often Bus 28, Fall 2012, David Sherwood
Sampling: Help for the Overwhelmed Researcher • Eliminates need to question 100 percent of population • Uses random group from population to represent entire population
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Sampling Methods • Simple random sampling—Selecting at random to produce the desired number of subjects Using a random number generator to select from a membership list of 2,000 to produce a sample of 200.
• Stratified random sample—Selecting a random sample that is representative of subgroups within the population Selecting randomly from an employee database until the sample contains the same percentage of males and females as the company’s workforce. Bus 28, Fall 2012, David Sherwood
Continued
Sampling Methods •
Systematic random sampling —Taking every “nth” item from a list to produce the desired number of subjects. Using a random number generator to select from a membership list of 2,000 to produce a sample of 200.
•
Convenience sampling—A nonscientific sampling method in which the researcher selects subjects that are “convenient” to him/her, thus producing a sample that may not be representative of the population. Selecting randomly from an employee database until the sample contains the same percentage of males and females as the company’s workforce.
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Indicators of Effective Research
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Common Errors in Data Collection • Samples that are too small • Samples that are not representative • Poorly constructed data‐gathering instruments • Information that comes from biased sources • Too little information • Too much information that is not relevant Bus 28, Fall 2012, David Sherwood
Common Errors in Data Interpretation • • • •
Conforming results to prediction or desire Hoping for spectacular results Comparing when commonality is absent Assuming a cause‐and‐effect relationship when one does not exist • Failing to consider important factors • Basing conclusions on lack of evidence • Assuming constancy of behavior Bus 28, Fall 2012, David Sherwood
Guidelines for Designing Effective Questionnaires • Arrange items in a logical sequence • Ask for facts that can be recalled readily • Write clear, specific questions ─Brief, easy‐to‐follow directions ─Words with precise meanings ─Short items related to one idea ─No “skip‐and‐jump” instructions Continued Bus 28, Fall 2012, David Sherwood
Guidelines for Designing Effective Questionnaires (cont.) • Create an appealing format that is easy‐to‐answer and tabulate • Do not force respondents to choose an answer that does not apply to them ─ Provide all possible answers ─ Add “undecided” or “other” category ─ Avoid leading questions • Pilot test the questionnaire and revise based on feedback Bus 28, Fall 2012, David Sherwood
Common Item Types for Questionnaires Open Question What will you do to combat inflation?
Forced Choice What is the one most important problem you . . .
Checklists Check all that apply to you: Male Female
Married Single
Rating Scale Circle the number indicating how you feel about each statement: Disagree Agree Strongly Agree 1 2 3 4 5
6 7 8
Ranking Scale Please rank the following problems in order of importance. Use 1 for most important, 2 for second most important, and continue until all are ranked. ______ World Peace _____ Unemployment ______ Inflation _____ Drug Abuse Bus 28, Fall 2012, David Sherwood Chapter 9
Business Communication, 16e by Lehman and DuFrene
©Copyright
2011 by Cengage Learning
Advantages of Conducting Web Surveys • Inexpensive—no printing, mailing, or long distance costs • Less intrusive than telephone calls • Quick response time—typically 24 to 48 hours • Multimedia appeal—integration of graphics, audio, and video • Anonymous and private for surveys on sensitive issues • Convenient reply for respondents • Unbiased because a human interviewer is eliminated Bus 28, Fall 2012, David Sherwood
Disadvantages of Conducting Web Surveys
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Overcoming Web Survey Disadvantages
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Statement of the Problem: Is student parking on the El Camino campus adequate? Research Method and Sources of Information: Periodicals and online sources will be consulted to determine the status of parking on typical campuses and how parking needs are met. A survey of 100 El Camino students will be conducted, using a simple random sample to select participants. A questionnaire will be devised to assess the opinions of participants concerning the overall adequacy of campus parking, perceived needs for more parking in particular areas, the willingness of students to pay more for preferred parking, and suggestions for improving parking on campus.
Continued Bus 28, Fall 2012, David Sherwood Chapter 9, Business Communication, 16e by Lehman and DuFrene
©2011
Cengage Learning
Solution, Application 4a / 7a
Nature of Data to Be Gathered and Analyzed: Survey data will be tabulated and percentages calculated. Hypothesis or Hypotheses to Be Proved or Disproved: H1: Students perceive that the parking at El Camino is inadequate. H2: Students are willing to pay more for preferred parking privileges. H3: Students believe more parking facilities should be constructed at El Camino.
Bus 28, Fall 2012, David Sherwood Chapter 9, Business Communication, 16e by Lehman and DuFrene
©2011
Cengage Learning
Parking Survey Answer each of the following items by checking the appropriate option. 1. Your classification: Year 1 Year 2 Year 3
3. Attendance Status Day student only Night student only Attend day and night
Year 4 Other
4. Parking on campus is grossly inadequate somewhat inadequate generally adequate more than adequate 5. Overall, how serious a problem is parking on campus? (Circle the number) 2. Transportation Status Drive to Campus Public Transportation
Not a problem 1
2
A very serious problem 3
4
5
6
7
8
6. What comments do you have concerning the parking on campus? Comments: _____________________________________________________________________ ____________________________________________________ Bus 28, Fall 2012, David Sherwood Chapter 9, Business Communication, 16e by Lehman and DuFrene
©2011
Cengage Learning
In Class Assignment • IN GROUPS: Conduct a survey of classmate opinions on for your Group Project – Design a SIMPLE survey (7 questions or less) to get feedback on your project topic – Each person will then need to conduct 8 surveys (one person from every other group) and also answer 8 surveys. – When you are done, each GROUP will have conducted 34 surveys. Bus 28, Fall 2012, David Sherwood
Homework Email • Summarize the results of your survey findings in an email report • One Email Per Group, so you must consolidate your results • Email:
[email protected] • DUE: By the start of the next scheduled session Bus 28, Fall 2012, David Sherwood