商务英语与沟通（英文版第8版） 课件 第10章 理解与规划报告和建议书

BusinessCommunicationEssentialsEighthEdition,GlobalEditionChapter10UnderstandingandPlanningReportsandProposalsCopyright©2020PearsonEducationLtd.AllRightsReserved.LearningObjectives(1of2)10.1Adaptthethree-stepwritingprocesstoreportsandproposals.10.2Describeaneffectiveprocessforconductingbusinessresearch,explainhowtoevaluatethecredibilityofaninformationsource,andidentifythefivewaystouseresearchresults.10.3Explaintheroleofsecondaryresearchanddescribethetwomajorcategoriesofonlineresearchtools.LearningObjectives(2of2)10.4Explaintheroleofprimaryresearch,andidentifythetwomostcommonformsofprimaryresearchforbusinesscommunicationpurposes.10.5

Explainhowtoplaninformationalreportsandwebsitecontent.10.6

Identifythethreemostcommonwaystoorganizeanalyticalreports.10.7

Explainhowtoplanproposals.ApplyingtheThree-StepWritingProcesstoReportsandProposalsLO10.1Adaptthethree-stepwritingprocesstoreportsandproposals.CategoriesofTypicalReportsAnalyzingtheSituationComposeaStatementofPurposeStateWhyYou’rePreparingtheReportStateWhatYouPlantoDeliverPrepareaWorkPlanfortheProjectIdentifyProject-RelatedTasksEstablishaTimelinefortheProjectGatheringInformationPlanningYourResearchStatementofPurposeAudienceNeedsInformationNeedsSelectingtheRightCombinationofMediaandChannelsMediaRequirementsDocumentUsesFeedbackPreferencesMediaChoiceOrganizingYourInformationSummaryofDiscussion(1of9)Inthissection,wediscussedthefollowing:CategoriesofTypicalReportsAnalyzingtheSituationGatheringInformationSelectingtheRightCombinationofMediaandChannelsOrganizingYourInformationThenextsectionwillcoverSupportingYourMessageswithReliableInformation.SupportingYourMessageswithReliableInformationLO10.2Describeaneffectiveprocessforconductingbusinessresearch,explainhowtoevaluatethecredibilityofaninformationsource,andidentifythefivewaystouseresearchresults.PlanningYourResearchDevelopaProblem

StatementIdentifyEssential

InformationGenerateResearch

QuestionsAvoidingEthicalLapsesKeepanOpenMindRespectPrivacyandIdentityofParticipantsDocumentandCreditSourcesRespectIntellectualPropertyRightsDon’tDistortInformationfromSourcesDon’tMisrepresentYourIntentionsLocatingDataandInformationSecondaryResearchBooksMagazinesNewspapersPublicWebsitesPrimaryResearch

SurveysInterviewsObservationsExperimentsEvaluatingInformationSourcesReputationPotentialBiasPurposeCredibilityMethodologyVerificationCurrencyandCompletenessLogicalScrutinyQuoting,Paraphrasing,andSummarizingInformationDrawingConclusionsandMakingRecommendationsConclusionsInterpretationoftheFactsintheReportRecommendationsSuggestionsforWhattoDoAbouttheFactsSummaryofDiscussion(2of9)Inthissection,wediscussedthefollowing:PlanningYourResearchAvoidingEthicalLapsesLocatingDataandInformationEvaluatingSourceMaterialSummaryofDiscussion(3of9)Quoting,Paraphrasing,andSummarizingInformationDrawingConclusionsandMakingRecommendationsThenextsectionwillcoverConductingSecondaryResearch.ConductingSecondaryResearchLO10.3Explaintheroleofsecondaryresearch,anddescribethetwomajorcategoriesofonlineresearchtools.FindingInformationataLibraryNewspapersorPeriodicalsBusinessBooksMembershipDirectoriesAlmanacsandStatisticsGovernmentPublicationsDatabasesFindingInformationOnlineActivelySearchforExistingInformationMonitorSelectedSourcesforNewInformationOnlineSearchTools(1of2)(General-PurposeSearchEngines)OpportunitiesScanMillionsofWebsitesSearchbyKeywordRanktheResultsChallengesNoHumanEditorsWideVarietyofResultsCan’tReachDeepInternetOnlineSearchTools(2of2)(ImproveonGeneralSearchEngines)WebDirectoriesHumanEditorsEvaluateandClassifyWebsitesMetasearchEnginesFormatSearchesforWebDirectoriesMultipleSearchEnginesOnlineDatabasesOfferJournals,Magazines,andNewspapersOnlineMonitoringToolsAutomaticallyMonitoringInformationSourcesSubscribingtoNewsfeedsFollowingPeopleonTwitterSettingUpOnlineAlertsUsingSpecializedMonitorsSearchTipsOptimizeSearchesKeywordSearchesBooleanSearchesInterpretResultsCarefullyNaturalLanguageSearchesForms-BasedSearchesUsingSearchToolsEffectivelyThinkBeforeYouSearchReadInstructions;PayAttentiontoDetailsReviewSearch/DisplayOptionsCarefullyTryaVarietyofSearchTermsVarytheNumberofSearchTermsLookBeyondtheFirstPageofResultsDocumentingYourSourcesGivetheAuthorProperCreditProvideSupportfortheMessageHelptheAudienceLearnMoreSummaryofDiscussion(4of9)Inthissection,wediscussedthefollowing:FindingInformationataLibraryFindingInformationOnlineOnlineSearchToolsOnlineMonitoringToolsSearchTipsSummaryofDiscussion(5of9)UsingSearchToolsEffectivelyDocumentingYourSourcesThenextsectionwillcoverConductingPrimaryResearch.ConductingPrimaryResearchLO10.4Explaintheroleofprimaryresearch,andidentifythetwomostcommonformsofprimaryresearchforbusinesscommunicationpurposes.ConductingSurveys

(1of2)ProvideClearInstructionsAskforInformationPeopleCanRememberKeepQuestionnairesShortandEasytoUseFormulateEasy-to-AnalyzeQuestionsConductingSurveys(2of2)AvoidAskingLeadingQuestionsAvoidUsingAmbiguousDescriptorsAvoidAskingCompoundQuestionsObtainaRepresentativeSampleConductingInterviewsTheQuestionsYouAskOpen-EndedStyleClosed-EndedStyleTheWayYouAskQuestionsQuestionSequencePotentialAnswersSummaryofDiscussion(6of9)Inthissection,wediscussedthefollowing:ConductingSurveysConductingInterviewsThenextsectionwillcoverPlanningInformationalReports.PlanningInformationalReportsLO10.5Explainhowtoplaninformationalreportsandwebsitecontent.ClassifyingInformationalReportsMonitorandControlOperationsDemonstrateComplianceImplementPoliciesandProceduresDocumentProgressOrganizingInformationalReportsTopicalOrganizationComparisonImportanceSequenceChronologyGeographyCategoryOrganizingWebsiteContentSpecial

ConsiderationsWebReaders

AreDemandingReadingOnline

CanBeDifficultMediumIs

NonlinearMediumIs

MultidimensionalWebsitesAre

MultipurposeInformationArchitectureConsideraMobile-FirstApproachPlanSiteStructureandNavigationLetYourReadersBeinControlthroughLinksClear,SimpleLanguageforTitlesandLinksCommonWebsiteConventionsHelpReadersAbsorbInformationSummaryofDiscussion(7of9)Inthissection,wediscussedthefollowing:ClassifyingInformationalReportsOrganizingInformationalReportsOrganizingWebsiteContentInformationArchitectureThenextsectionwillcoverPlanningAnalyticalReports.PlanningAnalyticalReports(1of2)LO10.6Identifythethreemostcommonwaystoorganizeanalyticalreports.PlanningAnalyticalReports(2of2)AssessingOpportunitiesSolvingBusinessProblemsSupportingDecisionMakingUnderstandingtheChallengesofWritingAnalyticalReportsMorethanDeliveringInformationCompelling,PersuasiveMessageAddedResponsibilityforOutcomesFocusingonConclusionsAdvantagesDirectApproachPresentsMainIdeaDisadvantagesIgnoresQuestionsPotentialforOversimplificationFocusingonRecommendationsEstablishtheNeedforActionIntroduceBenefitsandPotentialRisksListtheSteps(Recommendations)ExplainEachStepMoreFullySummarizeYourRecommendationsFocusingonLogicalArgumentsAnalyticalReportFocusingonLogicalArgumentsSummaryofDiscussion(8of9)Inthissectio