Part 5CHAPTER 19What the Experts SayLearning ObjectivesGet This! Better Written Communication is a Global ConcernGet This! Better Written Communication is a Global Concern – cont’dSlide 7Now Ask YourselfRole of CommunicationCommunication ProcessComponents of the Communication ProcessThe Communication ProcessBarriers to Effective CommunicationWritten CommunicationKeys to an Effective Written ReportFormat of the Written ReportSlide 17Research Realities Alternative Report FormatsOral CommunicationKeys to an Effective Oral PresentationMultimedia PresentationsTypes of Graphic AidsTables Classified by PurposeTable FormatChartsResearch Realities Matching Visual Aids with ObjectivesReport Follow-UpDecision Time!Net ImpactChapter 19 End of PresentationMarketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-Western\PPT- 1Part 5Part 5DATA COMMUNICATIONSDATA COMMUNICATIONSMarketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-Western\PPT- 2CHAPTER 19CHAPTER 19COMMUNICATING THE RESEARCH FINDINGSCOMMUNICATING THE RESEARCH FINDINGSMarketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-WesternPPT- 3What the Experts SayWhat the Experts SayThe real objective of business communication is to advance your career. That objective is generally at odds with the notion of ‘clear transfer information.’ The successful manager knows that the best kind of communication is one that conveys the message ‘I am worthy of promotion’ without accidentally transferring any other information. Clear communication can only get you in trouble.--Scott Adams, creator of “Dilbert,” syndicated cartoon strip in Contemporary Business Communication, 3rd Edition. (New York: Houghton Mifflin Company, 1998), 3.Marketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-WesternPPT- 4Learning ObjectivesLearning Objectives-Explain the importance of effective communicationExplain the importance of effective communication-Describe the communication processDescribe the communication process-Discuss the barriers to communicationDiscuss the barriers to communication-Identify and explain the keys to an effective written Identify and explain the keys to an effective written reportreport-Identify and explain the keys to an effective oral Identify and explain the keys to an effective oral presentationpresentation-Discuss the technology available to create effective Discuss the technology available to create effective oral and written presentationsoral and written presentationsMarketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-WesternPPT- 5Get This! Better Written Get This! Better Written Communication is a Global ConcernCommunication is a Global ConcernBecause rapid and convenient communication capability plays a Because rapid and convenient communication capability plays a vital role in international communication, there is a growing vital role in international communication, there is a growing need to communicate clearly, accurately, and effectively.need to communicate clearly, accurately, and effectively.But does international written communication require different But does international written communication require different skills from those needed in domestic situations? Companies skills from those needed in domestic situations? Companies realize that success abroad depends on developing cross-cultural realize that success abroad depends on developing cross-cultural appreciation and strengthening fundamental communication appreciation and strengthening fundamental communication skills among their employees for national as well as skills among their employees for national as well as international business activities. Employers find that most international business activities. Employers find that most applicants have serious grammatical deficiencies, as well as a applicants have serious grammatical deficiencies, as well as a lack of practical business writing skills.lack of practical business writing skills.Marketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-WesternPPT- 6To determine whether there are differences between the written To determine whether there are differences between the written communication skills required of employees involved in international communication skills required of employees involved in international operations and those of employees in domestic operations, a survey of 120 operations and those of employees in domestic operations, a survey of 120 international companies located in the United States was conducted. The international companies located in the United States was conducted. The sampling frame was identified as all companies listed in the AT&T Toll-sampling frame was identified as all companies listed in the AT&T Toll-Free 800 Directory whose company names began with “International.”Free 800 Directory whose company names began with “International.”The research revealed:The research revealed:–The major types of documents produced (from most to least) were The major types of documents produced (from most to least) were letters/form letters, memorandums, reports, and grant proposals; 51% of letters/form letters, memorandums, reports, and grant proposals; 51% of the companies listed reports as being among the most frequent types of the companies listed reports as being among the most frequent types of documents produced.documents produced.–Documents originally created in longhand or at the computer were Documents originally created in longhand or at the computer were revised by support personnel in 58% of the companies.revised by support personnel in 58% of the companies.Get This! Better Written Communication is a Get This! Better Written Communication is a Global Concern – cont’dGlobal Concern – cont’dMarketing Research, 2nd EditionAlan T. ShaoCopyright © 2002 by South-WesternPPT- 7–The most often cited writing deficiency was “mechanics.”The most often cited writing deficiency was “mechanics.”–The most frequently named countries with which international companies The most frequently named countries with which international companies communicate were the United States, Great Britain, Canada, Japan, Australia, communicate were the United States, Great Britain, Canada, Japan, Australia, and Germany, respectively.and Germany, respectively.The majority of representatives from the companies reported no significant problems The majority of