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i effective Reporting, Second edition By liz Sanders and Joseph filkins
THE ASSOCIATION FOR INSTITUTIONAL RESEARCH
ii
© 2009 Association for Institutional Research
1435 E. Piedmont Drive, Suite 211
Tallahassee, FL 32308
All Rights Reserved
No portion of this book may
be reproduced by any process, stored in a retrieval system, or transmitted in any form, or by any means, without the express written permission of the publisher
Printed in the United States
ISBN 1-882393-17-1
iii
Table of Contents
p rologue ............................vii introduction ........................ix
Electronic Appendix
................xiii
About the Authors
....................xiii
Chapter 1 The Context of Reporting
The Purpose of Institutional Research
How Information is Used in Decision-making
Preparing for Effective Reporting
Chapter 1. Summary
.................6
Research Checklist
....................7
Chapter 2 Client and Audience
Who Might Read the Report: Different Audiences
.......................................9 How Will the Report Be Used: Intended and Unintended Uses .................10 What Other Information Gets Conveyed in the Reporting Process? ..........11
Chapter 2. Summary
...............11 Chapter 3 Reporting Quantitative information ..................................13
Presenting Quantitative Information
Access to Data
.........................13
Access to Information
..............15
Access to Insights
....................16
Role of the Internet
..................17
Chapter 3. Summary
...............17
Chapter 4 Reports
.........19
Delivering Information in a Narrative
What Goes Into a Report?
.....20
Types of Reports
......................21
Components of Reports
..........22
Outlines, Drafts and Proofreaders
The Executive Summary
..........23
Chapter 4. Summary
...............24 iv
Chapter 5 presentations
How Reports and Presentations Differ
Types of Presentations
.............26
The Process of Oral Presentations
Building Your Confidence in Effective Public Speaking ...............................28 Starting out Strong with an Effective Introduction
Tips for Delivering a Good Presentation
The Role of the Presenter and the Presentation Software ............................31
Responding to Audience Questions
Chapter 5. Summary
...............33 Chapter 6 Designing Quantitative Data for Tables............................35
The Purpose of a Data Table
.35
Designing Effective Tables
......36 Design Elements: Fonts, Data Arrangement & Summary Information ........37
Static Tables and Dynamic Data Table Tools
Chapter 6. Summary
...............40 Chapter 7 presenting Quantitative Data in graphs ...........................43
Principles of Effective Graphics
Elements of Visual Presentations
Chapter 7. Summary
...............56 Chapter 8 Distributing information and Communicating Results .....57
About Audiences
.....................57
Engaging the Audience - To Push or To Pull
Effectively Using the Internet
..59
Chapter 8. Summary
...............61
Chapter 9 Concluding Thoughts
References
.........................65 v l iST o f f ig U ReS figure name page 3.1 Data, information, and insights ............................................................13 6.1 Examples of unidirectional and bidirectional tables .........................35 6.2 Illustrating table design elements ........................................................38 6.3 Example of a dynamic table ................................................................40 7.1 New student enrollment .......................................................................44 7.2 New student enrollment - modified ......................................................44 7.3 Program enrollment by university ........................................................45 7.4 Program enrollment by university - modified .......................................46 7.5 Freshman ACT composite scores over time ........................................46 7.6 How our college helps students ..........................................................47 7.7 How our college helps students - modified .........................................48 7.8 New and total graduate students enrolled ........................................49 7.9 New and total graduate students enrolled - modified .......................49 7.10
New graduate student enrollment as a proportion
of all graduate student enrollment ......................................................50 7.11 Undergraduates in residence halls .....................................................51 7.12 Undergraduates in residence halls - modified ...................................51 7.13 Kosslyn's eight psychological principles of effective graphs ............52 7.14 Applicants by feeder high school ........................................................53 7.15 Trends in out-of-state freshmen over time ............................................53 7.16 Trends in out-of-state freshmen over time - modified ...........................54 7.17 Trends in out-of-state freshmen over time - two-panel graph ..............54 7.18
Changes in undergraduate and graduate enrollment
by college, 2002-2007 .....................................................................55 8.1 Screenshot of EMR organizational matrix ..........................................60 vi vii p R o l o g U e It is with great pride and enthusiasm that I write this brief prologue to the second edition of Effective Reporting. Now ten years old, the first edition was written to recognize the importance of oral, narrative, and graphical presentations of the work of institutional researchers. The intent was to provide simple, clear, and useful information about how best to present research to a variety of audiences. Ten years ago, websites were relatively rare; now, they are central for communicating both to internal and external audiences. Ten years ago, text messaging was in its infancy; now, we Twitter in short phrases in real time. Ten years ago, we had access to some graphics programs; now, technology lets us all create multi-media presentations using sound and motion to augment words and pictures. Some things haven't changed, however. Then, and now, practitioners familiar and comfortable with dense tables of data, arcane statistical formulas and scholarly language - and also pressed by ever-increasing workloads and accountability demands - focus more on the content of their work than on communicating it. Then, and now, we need simple, clear, and useful information about how best to present research in a variety of modes, including the Web. Then, and now, we need to take time and give careful consideration not only to what we are communicating, but ho w. Liz Sanders and Joseph Filkins have given us new ideas and brought Effective
Reporting
to the 21st century. I am sure my IR colleagues join me in thanking them for their fine work.
Trudy Bers
July 2009
viii ix i nTR o D U CTi o n This is the second edition of the Effective Reporting monograph published by the Association for Institutional Research (AIR). AIR's mission is to improve institutional research (IR) in postsecondary education and to provide professional development for researchers. Thus the organization's focus on reporting is obvious. In addition to having research skills and a strong analytical mind, the institutional researcher needs to be able to communicate his or her findings effectively in order to affect decision-making. That is why, in essence, we can not stress strongly enough the importance of effective reporting. A good analysis sitting under a stack of papers on a Vice President's desk, or languishing for weeks in an executive's mailbox is, regardless of the statistics involved, simply not a good analysis. After reviewing the first edition of Effective Reporting (Bers & Seybert, 1999) for the AIR Foundations Institute course by the same title, we felt that while that volume provided a strong foundation for institutional researchers, there had been important changes in the field that should be reflected in a new publication. Since the release of the first edition in 1999, the information world has changed dramatically, and the Internet is now a critical part of our communication strategy. New software applications make the construction of graphic depictions of data easier technically, but ease ofquotesdbs_dbs17.pdfusesText_23
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