Quick
 
Learning Guide Chapter 10
Business Communication Essentials, 6th Edition Understanding and Planning
Reports and Proposals
 

SUMMARY
  OF LEARNING OBJECTIVES KEY TERMS

1 Adapt the three-step writing process to reports and proposals. To adapt the three-step
process to reports and proposals, apply what you learned in Chapters 3 through 5, with
analytical reports Reports that offer both
information and analysis; they can also
particular emphasis on clearly identifying your purpose, preparing a work plan, determining include recommendations
whether a separate research project might be needed, choosing the medium, and selecting the closed questions Questions with a fixed
best approach for the specific type of report. range of possible answers

2 Describe an effective process for conducting business research, explain how to evaluate
the credibility of an information source, and identify the five ways to use research
conclusion A logical interpretation of the
facts and other information in a report
results. Begin the research process with careful planning to make sure you focus on the most executive dashboard A customized
important questions. Then locate the data and information, using primary and secondary graphical presentation of key business
research as needed. Process the results of your research and apply your findings by performance parameters
summarizing information, drawing conclusions, or developing recommendations. Finally, information architecture The structure
manage information effectively so that you and others can retrieve it later and reuse it in other and navigational flow of all the parts of a
projects. website
Evaluating the credibility of an information source can involve eight questions. (1) Does informational reports Reports that offer
the source have a reputation for honesty and reliability? (2) Is the source potentially biased? data, facts, feedback, and other types of
(3) What is the purpose of the material? (4) Is the author credible? (5) Where did the source information, without analysis or
get its information? (6) Can you verify the material independently? (7) Is the material current recommendations
and complete? (8) Does the information make sense?
online databases Online compilations of
Five ways to use research results are quoting, paraphrasing, or summarizing textual newspapers, magazines, journals, and
material; drawing conclusions; and making recommendations. other information sources

3 Explain the role of secondary research, and describe the two major categories of online
research tools. Secondary research is generally used first, both to save time in case someone
open-ended questions Questions without
simple, predetermined answers; used to
else has already gathered the information needed and to offer additional insights into your solicit opinions, insights, and information
research questions. The two major categories of online research tools are tools used for plagiarism Presenting someone else’s
searching (including various types of search engines, web directories, and online databases) words as your own
and tools used for automatically monitoring for new information. primary research New research done
specifically for the current project
4 Explain the role of primary research, and identify the two most common forms of
primary research for business communication purposes. Primary research involves the problem statement Statement that
defines the purpose of research
collection of new data, and it is conducted when the information required is not available
through secondary research. The two most common primary research methods for business proposals Reports that combine
communication purposes are surveys and interviews. information delivery and persuasive
communication
5 Explain how to plan informational reports and website content. Informational reports
focus on the delivery of facts, figures, and other types of information. Most informational recommendation A suggested course of
action
reports use a topical organization, arranging material by comparison, importance, sequence,
chronology, geography, or category. request for proposals (RFP) A formal
When developing online reports and websites in general, start by planning the structure invitation to bid on a contract
and navigation paths before writing the content. Next, make sure you let readers be in control search engines Online search tools that
by giving them navigational flexibility. Finally, break your information in chunks that can be identify individual webpages that contain
scanned and absorbed quickly. specific words or phrases you’ve asked for
secondary research Research done
6 Identify the three most common ways to organize analytical reports. Analytical reports
assess a situation or problem and recommend a course of action in response. The three most
previously for another purpose is
considered
common ways to organize analytical reports are by focusing on conclusions, focusing on
recommendations, and focusing on logical arguments. statement of purpose Planning statement
that defines why you are preparing the

7 Explain how to plan proposals. The most significant factor in planning a proposal is whether
the proposal is solicited or unsolicited. Solicited proposals are obviously expected and
report
topical organization Arranging material
welcomed by the recipient, but they often must follow a specific organization, particularly according to comparisons, importance,
when they are submitted in response to a request for proposals (RFP). For unsolicited sequence, chronology, spatial orientation,
proposals, the writer has flexibility in choosing the most effective organization, format, and geography, or category
content. However, because unsolicited proposals are unexpected, the writer often needs to web directories Online lists of websites
explain why the solution offered in the proposal is even necessary for the reader to consider. selected by human editors
Because of this, the indirect approach is usually preferred for unsolicited proposals. work plan A planning document that
    outlines the work needed to create a report

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  CHAPTER OUTLINE
Applying the Three-Step Writing Process
to Reports and Proposals
Analyzing the Situation
Gathering Information
Selecting the Right Medium
Organizing Your Information
Supporting Your Messages with Reliable
Information
Planning Your Research
Locating Data and Information
Evaluating Information Sources
Using Your Research Results
Conducting Secondary Research
Finding Information at a Library
Finding Information Online
Documenting Your Sources
Conducting Primary Research
Conducting Surveys
Conducting Interviews
Planning Informational Reports
Organizing Informational Reports
Figure 10.1 (page 249) 
Organizing Website Content
Common Business Reports and Proposals  Planning Analytical Reports
You will have the opportunity to read and write many types of reports  Focusing on Conclusions
in your career; here are some of the most common. 
Focusing on Recommendations
Focusing on Logical Arguments
Planning Proposals

Figure 10.4 (page 255) 
Summarizing Effectively 
To summarize a section of text, first analyze it to find the main idea, 
the major support points, and the less‐important details. Then 
assemble the appropriate pieces with additional words and phrases as 
needed to ensure a smooth flow.