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Part4ReportWriting DefinitionofReport Thisdocumentcanbedefinedas anorganizedpresentationofinformationtoaspecificaudienceforthepurposeofhelpinganorganizationachieveanobjective Bowman Branchaw 1988 p 12 Whydoweneedtowritereports p294 Avicepresidentaskssubordinatestogatherandanalyzeinformationneededtomakeanoperationaldecision Ahumanresourcessupervisorreliesonthefirm slegalstafftointerpretgovernmentrequirementsforcompletingacompliancereport Whydoweneedtowritereports p294 Amanagerpreparesaproposalforthecompanytobidonagovernmentproject Anadministratorinformsallsubordinatesaboutanewcompanypolicyonhiringtemporarypersonnel Whydoweneedtowritereports p294 Manyofthesesituationscallforinformationtobegathered analyzedandrecommendationstobemade Becauseconstraintsareimposedbygeography time andtechnicalexpertise managersoftenrelyonotherstoprovidetheinformation analysisandrecommendationstheyneedformakingdecisionsandsolvingproblems Presentsinformation data researchUsesshort conciseparagraphsandbullet pointsAmorestandardformatorganizedintoseparatesections executivesummary recommendation Agreaternumberofheadings includingsubheadings andVisualaids tables lines barchart piechart ThirdpersonpronounsandnocontractionsorslangAlengthfromfivepagestoseveralhundredContentdesignedforinternaland orexternalaudiences CharacteristicsofReport p295 Howtowriteabusinessreport Thereareseveralmajorstepstypicallyinvolvedinwritingabusinessreport Theseinclude 1 planning includingdeterminingthescopeandtargetaudience 2 researching organizing evaluatingandanalyzingyourinformationsources3 draftingthebodysection4 devisingconclusionsandrecommendationsbasedonthefindings5 furtherdraftingandediting proofreading Audienceanalysis Thereforecarefullyconsideryourreaders likely priorknowledgeandexperiencewiththebackgroundinformation technicallanguage conceptsandcontextscoveredinthereport interestinandpossibleopinionsregardingthereport stopicAskyourselfthefollowingquestions Whatdomyreadersknowandthinkaboutthetopic Whatbackground definitionsandotherinformationdotheyneed Whatquestionsorobjectionsmighttheyraiseabouttheissue s Ismyaudience internal external orboth Isitforreadersup acrossordownthehierarchyoftheorganizationand orpeoplefromoutside Audienceanalysis Ifyoucanidentifyandassessyouraudiencewell thenyoucanmatchyourcontent visualsandstructuretotheirlevelofexpertise Keepinmindforexamplethatthehigherupthechainofcommandareportitgoes themorecondensedandformalitshouldbe Amoregeneralaudience incontrast needslesstechnicalvocabularyandmoreexplanation Inaddition ifwritingthereportasagroup ensureconsistencybyagreeingaboutcontent structureandpresentation includingfontsandheadings linespacingandindenting beforedraftingandalsoallocateeachgroupmemberaspecificrole includingwhatareatheyneedtoresearch Evaluatingthequalityofdataalreadyavailable Primarydataiscollectedbytheresearchertosolvethespecificproblemathand first handsourcesfromyourownresearch i e interviews surveysandobservations Secondarydataiscollectedbysomeoneelseforsomeotherpurpose Itinvolvesexistinginformationbasedonotherpeople sinvestigationsWorldwidewebandotherinternetresourcesJournal magazine newspaperBooks TechnicalreportsBrochuresandpamphlets Evaluatingthequalityofdataalreadyavailable Itisverytime consumingandcostlytogatherprimarydata Secondarydatawasusedmoreconvenientlythanprimarydata Whenwearecollectingsecondarydata weshouldthinkabout Whatwasthepurposeofthestudy Alongwithyourkeyaudience youwillalsoneedtoestablishthekeyconceptsandissuesyouaredealingwithtogeneratekeywordsforyourresearch Evaluatingthequalityofdataalreadyavailable 2 Howwasthedatacollected Fortheprimarydata wecancollectitbyconductingsurveys questionnaires interviews telephoneinquiriesandsoforth Forthesecondarydata itisusuallygoodtosearchthroughvariantchannelssuchassearchingengines database books magazines journals andnewspapers Evaluatingthequalityofdataalreadyavailable 2 Allowtimetoreadwidelytolocatethebestresourcesrememberingthatyourreportshouldbesupportedbydocumentedsourceswhichareauthoritative current reliableandrelevant Inparticular toensureobjectivity ifyouaredoingareportonaparticularorganization don tsolelyrelyoninformationfromthem Evaluatingthequalityofdataalreadyavailable 2 Wearewritingbusinessreportandalsoacademicreport therefore don tuseinformationfromWikipediaorBaidubecausetheyarenotauthoritative However youcanusebooks journalarticles officialwebsites videos tapes newspapers newsfromTV E books Forthetimelinessofinformation youshoulduseresourceswithin10yearsaccordingtothetiminginthecase Youdohavetomakein textreferencetoeachsourcethatyouareusing Evaluatingthequalityofdataalreadyavailable Howtobecomeaneffectivecommunicatorinbusinessworld SearchingtheinternetJayproxyGoogle 学术搜索知网校内网用户图书馆 校内网用户 中文检索数据库 英文检索数据库官方网站Sony Samsung Dell 市场营销学 4PSWOT分析 Evaluatingthequalityofdataalreadyavailable Evaluatingthequalityofdataalreadyavailable Evaluatingthequalityofdataalreadyavailable Evaluatingthequalityofdataalreadyavailable 2 Usemorethan5academicresourcesDictionarycanbeoneofthem 1 FrontmatterCoverPageExecutiveSummaryTableofContentsAppendices 2 BodyoftheReport Introduction FindingsandDiscussion Conclusions Recommendations3 BackMatter Appendices ListofFigures References 1 IntroductionTheintroductioniswhereyougivethereaderofthetasksetandwhatyouintendtocover Theintroductionisagoodtimetoincludethestatementofaimsandobjectives thisiswhenyousaywhatyouareplanningtodoandhowyouaregoingtodoit Probleminintroduction noaimorobjectivebadexample Thisyearweseeoursalesdown30 onlastyear Themarketgenerallywasflat usefulsentencesforintroductione g Thisreportaimstoinvestigatetherecentincidentinvolving e g Theaim purposeofthereportisto e g Followingyourrequest Iwritethisreportto e g Thereportwillexplain show 2 FindingsFindingsshouldcontaintheinformationthatyoufoundoutasaresultofyourprocedure Youwillneedtoincludethefactsandfiguresthathavebeencollectedduringyourreport Problemsinfindings FailtomakeadistinctionbetweenfactsandopinionsEg Facts AnewIkeastoreopened WedonothaveDanishbrochures AnewIKEAstoreopened attractingbusinessawayfromothershops WedonothaveDanishbrochures sopeoplecannotbetterunderstandandappreciateourproducts Problemsinfindings ToMisunderstandtheinstructionPoorexample sincethecompanyhasfrozenorders ourbiggestcustomerwantsmorecommission25 ThemainlyreasonsarethatanewIkeastorerecentlyopenednearCopenhagen butwedidnothaveDanishbrochures Problemsinfindings ToMisunderstandtheinstructionMarketgenerallyflat notthereason butresults Hasfrozenorders notanindependentreason relatedtothedemandofcommissionincrease payattentiontothepunctuation Ikeaisnotthecompanybutitscompetitor Acrosstheboard Usefulphrasesforfindings Thisisdueto Thereasonsforthisareasfollows Reasonsforthisinclude Sample Studieshaveshownthattwothirdsofnewsmallbusinessventuresarenotinbusinessmorethanfiveyears TheprincipalreasonsforsmallbusinessfailureinAustraliainclude 3 ConclusionProblem NosummaryofthefindingsCause Writersdonotseetheneedtorepeatinformation Reason Busyreportreadersmaynotreadallofthereport especiallytheFindings Theymayjumptotheconclusion andthereforemissimportantinformation e g Inconclusion thefindingsshowthatstaffarenotsatisfiedwiththe 3 ConclusionProblems misunderstandtheinstructionPossiblecontractwithbighotelchainrefurnishingtwelvehotelsWealsohavetheprospectofacontractwithachainofhotels whichisabouttorefurnishtwelvehotelshere Usefulsentencesforrecommendation Consequently Iwouldliketopropose Ourrecommendationsareasfollows Myadvicefor is Iwouldliketomakethreerecommendations RecommendationscouldhaveanintroductorysentenceorparagraphlinkingthembacktotheConclusionandoutliningtheareas e g Duetothecustomercomplaintandthelackofguidelinestopreventuntrainedsalesstafffromservingcustomers thefollowingrecommendationsaremadeconcerningcompensatingthecustomerandrevisingtheguidelines SMARTRecommendationsRecommendations likeObjectives shouldbeSMART Specific Measurable Achievable Result orientedandTime bound Specific Youshouldstatethemethodforimplementingyourrecommendation Badexamples Weshouldincreasesales Weshouldtakeappropriatemeasurestoincreasestaffsatisfactionsoastoincreasemorale Goodexamples Weshouldincreasesalesthroughamarketingcampaign Weshouldimprovestaffmoralebysettingupasuggestionscheme thenrewardingandimplementinggoodsuggestionsBadexamplefromassignment Isuggestthatweshoulddosomething Measurable Althoughsomethingsinbusinessaredifficulttomeasure suchasreputation goodwill knowledgeandquality yourrecommendationswillbemorepersuasiveiftheyaremeasurable Badexamples Weshouldincreasesales Weshouldtakeappropriatemeasurestoincreasestaffsatisfactionsoastoincreasemorale Goodexamples Weshouldincreasesalesbyspending10 moreonadvertising Accordingtoourexperiencewithourrecentadvertisingcampaigns thiswillgenerateanextra15 insales Weshouldimprovestaffmoralebyincreasingthepayincrementforeachadditionalyearofservice Thiswoulddiscouragestafffromleaving Achievable Recommendationsshouldnotinvolvetoolittletime ortoomuchmoney labour facilitiesorrisk Badexamples Weshouldre trainallsalesstaff Weshouldofferthecustomera20 discountonallfutureorders Goodexamples Weshouldre trainsalesstaffwhoconsistentlydonotmeetsalestargets Weshouldofferthecustomerasingle usevoucherworth5 ofthepriceofthefaultygoods Result oriented Therecommendationshouldprovidegoodresultsforstakeholders Badexamplefromthescenarioabove Weshouldfirethesalesperson Thiswouldnotsolvetheunderlyingproblemofallowinguntrainedstafftoservecustomers Goodexample Weshouldsetupproceduressothatnewsalespeoplearenotallowedtoservecustomersuntiltheyhavefinishedtheirtraining andnewsalespeopleshouldalwaysbeaccompaniedbyanexperiencedsalespersonforthefirstmonthoftheirservice Time bound Therecommendationshouldsetrealisticdeadlinesforcompletionofsuggestions Badexamplefromthescenarioabove Thesalespersonshouldnotservecustomers Goodexample Salespeopleshouldnotservecustomersuntiltheyhavefinishedtheirtraining SamsunginChina WhichmarketsegmentorproductlinethatSCHshouldtarget ShouldSCHcoverallthesegmentsorproductlinesincolorTVmarket LowendorHighend ormediumend HowshouldSCHdevelopthesegment 4PS Price promotion product placeActionplan Dell Dellhasitsownveryeffectiveexecutionwhichcouldbereflectedbythedirectmodel Meanwhile thereareopportunitiesinservers portfolioservices andinternationalmarket However itwasestimatedthat25 30 growratesofthepastmaynotbeattainableinthefuture ForcompanylikeDell shoulditdevelopastrategythatcouldgrasptheopportunitytokeepitsgrowratewhilemaintainingits