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BUSINESS REPORTS:Main Features of the Report, INTRODUCTION

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Lesson 30
BUSINESS REPORTS
Letters Reports
Letter reports are of two types:
1. Informational Letter Reports
2. Analytical Letter Reports
1. Informational Letter reports include
·  A staff report to financial officer regarding issues concerning personnel turnover in the sales
department
·  A report in reply to inquiry about product and services provided by your Company
2. Analytical Letter Reports
These include investigation of an issue or problem
·  Calculation of financial ratios of a company in order to command on its financial
condition.(Format)
A letter report is simply a report in letterform: it is often used when sending information to a reader outside
your organization. It includes:
1.
Date
2.
Inside Address
3.
Salutation
4.
Body (the heart of the report)
5.
Complimentary close
6.
Signature
7.
Reference section
Often the letter report has a subject line, usually placed a line or two below the salutation. Its
length may range from two to five (seldom more) pages. And it may have two purposes: informational or
analytical.(7 errors in logic to be effective in report))
Seven Errors in Logic
For your report to be effective, it must be logical. If you learn how to think logically, you'll also write more
logically. Here are some common errors to avoid.
1. Lack of objectivity. Seeing only the facts that support your views and ignoring any contradictory
information:
"Although half the survey population expressed dissatisfaction with our current product, a sizable
portion finds it satisfactory." (You may be tempted to ignore the dissatisfied half instead of investigating the
reasons for their dissatisfaction.)(hasty generalizations,hidden assumptions,either or scenarios)
2. Hasty generalization. Forming judgments on the basis of insufficient evidence or special cases:
"Marketing strategy Z increased sales 15 percent in Lahore supermarkets. Let's try it in Karachi."
(Lahore and Karachi are probably vastly different markets).
3. Hidden assumptions. Hiding a questionable major premise:
"We are marketing product X in Print media because we marketed product Y in Print media."
(Who says product X and product Y should be marketed the same way?)
4. Either or scenarios. Setting up two alternatives and not allowing for others:
"We must open a new plant by spring, or we will go bankrupt." (Surely there are other ways to
avoid bankruptcy).false causal relationship,begged questions))
5. False causal relationships. Assuming that event A caused event B merely because A preceded B:
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"Sales increased 20 percent as soon as we hired the new sales director." (Something besides the
new sales director might have been responsible for increased sales).
6. Begged questions. Assuming as proven what you are seeking to prove:
"We need a standard procedure so that we will have standard results.' (But why is standardization
important?)
7. Personal attacks or appeals to popular prejudice. Sinking people or ideas you don't like by chaining
them to irrelevant but unpopular actions or ideas:
"Mr Naeem mishandled the budget last years, so he can't be expected to motivate his staff." (Mr
Naeem's accounting ability may have nothing to do with his ability to motivate staff members).
Main Features of the Report
Following are main features of the report.
The Opening
As the name suggests, the opening is the first section in any report. A good opening accomplishes
at least three things:
i)
Introduces the subject of the report
ii)
Indicates why the subject is important
iii)
Previews the main ideas and the order in which they will be covered.
If you fail to provide readers with these clues to the structure of your report, they'll read
aimlessly and miss important points, much like drivers trying to find their way through a strange city
without a map.
Headings and Lists
A heading is a brief title at the start of a subdivision within a report that cues readers about the
content of the section that follows. Headings are useful markers for clarifying the framework of a report.
They visually indicate shifts from one idea to the next, and, when subheadings (lower level headings) and
headings are both used, they help readers see the relationship between subordinate and main ideas. In
addition, busy readers can quickly understand the gist of a document simply by scanning the headings.
Headings within a given section that are of the same level of importance should be phrased in
parallel form. In other words, if one heading begins with a verb, all same-level headings in that section
should begin with verbs. If one is a noun phrase,
all should be noun phrases. Putting comparable ideas in similar terms tell readers that the ideas are related.
The only exception might be such descriptive headings as "Introduction" at the beginning of a report and
"Conclusions" and "Recommendations" at the end. Many companies specify a format for headings.
A list is a series of words, names, or items arranged in a specific order. Setting off important ideas
in a list provides an additional structural clue. Lists can show the sequence of ideas or visually heighten their
impact. In addition, they facilitate the skimming process for busy readers. Like headings, list items should be
phrased in parallel form. You might also consider multilevel lists, with subentries below each major item
(much like an outline).
Previews and Reviews
You may have heard the old saying "tell'em what you're going to tell'em; then tell `em what you just
told'em." The more formal way of giving this advice is to tell you to use preview sections before and review
sections after important material in your report. Using preview section to introduce a topic helps readers get
ready for new information. Previews are particularly helpful when the information is complex or
unexpected. You don't want the reader to get halfway into a section before figuring out what it's all about.
Review sections, obviously enough, come after a body of material and summarize the information
for your readers. Summaries that come at the end of chapters in some textbooks are review sections. Long
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reports and reports dealing with complex subjects can often benefit from multiple review sections, and not
just a single review at the very end.
The Ending
Research shows that the ending, the final section of a report, leaves strong and lasting impression.
That's why it's important to use the ending to emphasize the main points of your message. In a report
written in direct order you may want to remind readers of your key points or your conclusions and
recommendations. If your report is written in direct order, end with conclusions and recommendations. If
your report is written in indirect order, end with a summary of key points (except in short memos). In
analytical reports, end with conclusions and recommendations as well as key points. Be sure to summarize
the benefits to the reader in any report that suggests a change of course or some other action. In general,
the ending ties up all the pieces and reminds readers how those pieces fit together. It provides a final
opportunity to emphasize the wholeness of your message. Furthermore, it gives you one last chance to
cheque what you really wanted to say.
Organizational Plan For Short Informal Reports
A.
Format
1. For brief external reports, use letter format, including a title or a subject line after the reader's
address that clearly states the subject of the document.
2. For brief internal reports, use memo or manuscript format.
3. Present all short informal reports properly.
a.
Single-space the text.
b.
Double-space between paragraphs.
c.
Use headings where helpful, but try not to use more than three levels of headings.
d.
Call attention to significant information by setting it off visually with lists or indention.
e.
Include visual aids to emphasize and clarify the text.(plan)
Organizational Plan For Short Informal Reports
B.
Opening
1. For short, routine memos, use the subject line of the memo form and the first sentence or two of
the text as the introduction.
2. For all other short reports, cover these topics in the introduction: purpose, scope, background,
restrictions (in conducting the study), sources of information and methods of research, and
organization of the report.
3. If using direct order, place conclusions and recommendations in the opening.(body)
C.
Body (Findings and Supporting Details)
1. Use direct order for informational reports to receptive readers, developing idea around subtopics
(chronologically, geographically, categorically).
2. Use direct order for analytical reports to receptive readers, developing points around conclusions or
recommendations.
3. Use indirect order for analytical reports to skeptical or hostile readers, developing points around
logical arguments.
4. Use an appropriate writing style.
a.
Use an informal style (I and you) for letter and memo reports, unless company custom calls for the
impersonal third person.
b.
Use an impersonal style for more formal short reports.
5. Maintain a consistent time frame by writing in either the present or the past tense, using other
tenses only to indicate prior or future events.
6. Give each paragraph a topic sentence.
7. Link paragraphs by using transitional words and phrases.
8. Strive for readability by using short sentences, concrete words, and terminology that is appropriate
for your readers.
9. Be accurate, through, and impartial in presenting the material.
10. Avoid including irrelevant and unnecessary details.
11. Include documentation for all material quoted or paraphrased from secondary sources, using a
consistent format.(closing)
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D.
Ending
1. In informational reports summarize major findings at the end, if you wish.
2. Summarize points in the same order in which they appear in the text.
3. In analytical reports using indirect order, list conclusions and recommendations at the end.
4. Be certain that conclusions and recommendations follow logically from facts presented in the text.
5. Consider using a list format for emphasis.
6. Avoid introducing new material in the summary, conclusions, or recommendations.(model report)
Model Business Reports
Report on the Law Admission Rate in a newly
opened branch of a school
October 10, 2006
The Principal,
The School, Main Branch,
Lahore.
Dear Madam,
Subject: Causes of Low Admission Rate
This report is in response to your directive No. 123 September 20 which demands certain reasons
of very poor admission rate in this branch. My findings are given below:
I.
The location of our School building is not ideal.
II.
The building itself is very old.
III.
It does not appeal the visitors.
IV.
We had been facing the problem of permanent faculty because direct conveyance is yet not
available.
V.
Parents lodged several complaints against the management, but we could not help it.
Considering these problems, I propose that:
1. The building of the school should be shifted to a main road.
2. Permanent faculty should be appointed.
Yours sincerely,
A Report On Slow Sales and Rising Complaints
TO:
Rana Abid, Vice President of Marketing
FROM:
Bashir Ahmad, National Sales Manager
DATE:
September 12, 2006
SUBJECT:
Major accounts sales problems
INTRODUCTION
This report outlines the results of my investigation into the recent slowdown in sales and the
accompanying rise in sales-and service-related complaints from some of our largest customers.
As we discussed at last quarter's management meeting, major account sales dropped 12 percent
over the last four quarters, whereas overall sales were up 7 percent. During the same time, we have noticed
an increase in both formal and informal complaints from larger customers regarding how confusing and
complicated it has become to do business with us.
My investigation started with in-depth discussions with the four regional sales managers, first as a
group and then individually. The tension felt in the initial meeting eventually bubbled to the
Model Business Reports
surface during my meetings with each manager. Staff members in each region are convinced that other
regions are booking orders they don't deserve, with one region doing all the legwork only to see another
region get credited with the sale and, naturally, the commission and quota credit.
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I followed up the sales manager's discussions with informal talks and e-mail exchanges with several
sales reps from each region. Virtually everyone who is involved with our major national accounts has a story
to share. No one is happy with the situation, and I sense that some reps are walking away from major
customers because the process is so frustrating.
Organizational Issues
When we divided the national sales force into four geographical regions last year, the idea was to focus our
sales efforts and clarify responsibilities for each prospective and current customer. The regional managers
have got to know their market territories very well, and sales have increased beyond even our most
optimistic projections.
Unfortunately, while solving one problem, we seem to have created another. In the past 12 to 18
months, several regional customers have grown to national statuses. In addition, a few national retailers
have taken on (or expressed interest in) our products. As a result, a significant portion of both our current
sales and our future opportunities lie with these large national accounts.
I uncovered more than a dozen cases in which sales reps from two or more regions found themselves
competing with each other by pursuing the same customer from different locations.
Moreover, the complaints from our major accounts about overlapping or nonexistent account
coverage are a direct result of the regional organization.
Recommendations
In the light of the above findings I recommend:
(i)
Areas may be reallocated.
(ii)
A coordination cell may be set up in the head office to monitor the working of these regional
offices.
(iii)
A bulletin giving area wise sales achievements of every region may be circulated.
If there is anything else you would like to know, please call me.
Yours truly,
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Table of Contents:
  1. COMMUNICATION:Definition of Communication, Communication & Global Market
  2. FLOW OF COMMUNICATION:Internal Communication, External Communication
  3. THEORIES OF COMMUNICATION:Electronic Theory, Rhetorical Theory
  4. THE PROCESS OF COMMUNICATION & MISCOMMUNICATION:Message
  5. BARRIERS IN EFFECTIVE COMMUNICATION /COMMUNICATION FALLOFF
  6. NON- VERBAL COMMUNICATION:Analysing Nonverbal Communication
  7. NON- VERBAL COMMUNICATION:Environmental Factors
  8. TRAITS OF GOOD COMMUNICATORS:Careful Creation of the Message
  9. PRINCIPLES OF BUSINESS COMMUNICATION:Clarity
  10. CORRECTNESS:Conciseness, Conciseness Checklist, Correct words
  11. CONSIDERATION:Completeness
  12. INTERCULTURAL COMMUNICATION
  13. INTERCULTURAL COMMUNICATION:Education, Law and Regulations, Economics
  14. INDIVIDUAL CULTURAL VARIABLES:Acceptable Dress, Manners
  15. PROCESS OF PREPARING EFFECTIVE BUSINESS MESSAGES
  16. Composing the Messages:THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES
  17. THE APPEARANCE AND DESIGN OF BUSINESS MESSAGES:Punctuation Styles
  18. COMMUNICATING THROUGH TECHNOLOGY:Email Etiquette, Electronic Media
  19. BASIC ORGANIZATIONAL PLANS:Writing Goodwill Letters
  20. LETTER WRITING:Direct Requests, Inquiries and General Requests
  21. LETTER WRITING:Replies to Inquiries, Model Letters
  22. LETTER WRITING:Placing Orders, Give the Information in a Clear Format
  23. LETTER WRITING:Claim and Adjustment Requests, Warm, Courteous Close
  24. LETTER WRITING:When The Buyer Is At Fault, Writing Credit Letters
  25. LETTER WRITING:Collection Letters, Collection Letter Series
  26. LETTER WRITING:Sales Letters, Know your Buyer, Prepare a List of Buyers
  27. MEMORANDUM & CIRCULAR:Purpose of Memo, Tone of Memorandums
  28. MINUTES OF THE MEETING:Committee Members’ Roles, Producing the Minutes
  29. BUSINESS REPORTS:A Model Report, Definition, Purpose of report
  30. BUSINESS REPORTS:Main Features of the Report, INTRODUCTION
  31. BUSINESS REPORTS:Prefatory Parts, Place of Title Page Items
  32. MARKET REPORTS:Classification of Markets, Wholesale Market
  33. JOB SEARCH AND EMPLOYMENT:Planning Your Career
  34. RESUME WRITING:The Chronological Resume, The Combination Resume
  35. RESUME & APPLICATION LETTER:Personal Details, Two Types of Job Letters
  36. JOB INQUIRY LETTER AND INTERVIEW:Understanding the Interview Process
  37. PROCESS OF PREPARING THE INTERVIEW:Planning for a Successful Interview
  38. ORAL PRESENTATION:Planning Oral Presentation, To Motivate
  39. ORAL PRESENTATION:Overcoming anxiety, Body Language
  40. LANGUAGE PRACTICE AND NEGOTIATION SKILLS:Psychological barriers
  41. NEGOTIATION AND LISTENING:Gather information that helps you
  42. THESIS WRITING AND PRESENTATION:Write down your ideas
  43. THESIS WRITING AND PRESENTATION:Sections of a Thesis (Format)
  44. RESEARCH METHODOLOGY:Studies Primarily Qualitative in Nature
  45. RESEARCH METHODOLOGY:Basic Rules, Basic Form, Basic Format for Books