Presenting & evaluating information (MR, unit 11)

AUDIENCE THINKING SEQUENCE

a) Respect the client's importance (don't waste their time)
b) Consider the client's needs (need to make a marketing decision)
c) Demonstrate how your information helps the client (relate findings to original objectives)
d) Explain detail that underpins your information (why should findings be believed)
e) Remind client of key points
f) Suggest what client should do now (variety of options, give recommendations)
(Wilson 2002)

Important to communicate impartially: assumptions and recommendations should be clearly signposted, points should not be overweighted, facts and findings should be balanced against each other, firm conclusion should be reached, if possible.

Recognise needs and abilities of the audience: beware of jargon, keep sentence structures simple, use level of detail relevant to purpose, note range of audience (junior operational to lay, non-executive director)

RESEARCH REPORTS
Relative importance of points should be signalled by headings, each point should be numbered, should be easy on the eye with different font sizes, bold, italics and spacing.

SECTION A 1. HEADING 1.1 Sub-point 1.1.1 Sub-sub-points

Structure

1. Title page (with contact info)
2. List of contents (major headings & sub)
3. Executive summary (summarise findings)
4. Introduction/problem definition (similar to objectives set out in research brief & proposal)
5. Research method and limitations (similar to approach in proposal)
6. Research findings (main body)
7. Conclusions (implications of the findings with reference to initial problem)
8. Supporting appendices (questionnaire used, tables of figures, list secondary sources)