Communication process and Technical

writing

Communication process and Technical

writing

• The word Communication is derived from “Communis” (Latin) meaning common. (establishes common ground of understanding)

• A process which involves sharing of information between people through a continuous activity of speaking, listening and understanding.

• Robert Anderson, in his book ,Professional Selling, defines “Communication is interchange of thoughts, opinions, or information, by speech, writing, or signs”.

• Allen Louis says, “Communication is the sum of all the things one person does when he wants to create understanding in the mind of another it involves a systematic and continuous process of telling, listening, and understanding.”

• Communication is dynamic---active, energetic, forceful and constantly changing.

• Mechanical systems are deterministic and closed

• Human comm. are not deterministic, but spontaneous and discretionary: that is they respond to moods ,distractions, impulses, all of which can change any

moment. (complex)

• People need people. We can’t be human alone. (social)

• German Philosopher, Karl Jasper “ Man’s supreme achievement in the world is communication from personality to personality.” (from other creatures)• Many people believe that mental illness is primarily a problem of inadequate

comm.

Components of communicationContext •A broader term which includes country culture, organization, internal and external stimuli.

Sender-Encoder •The one who sends the messages. As a sender, you use symbols that express your message and create the desired response.

Message •The main idea to be communicated. It consists of both verbal and non-verbal communication.

Components of communicationMedium Channel • It depends upon all the contextual factors and the nature of the message.

Receiver-Decoder •The message receiver is your reader or listener also known as decoder as he/she decodes your encoded message.

Feedback •It can be a desire action, oral or written message, or simply a silence.

Writing MechanicsWriting Mechanics

Cow is a useful animal. It has four legs . It has two horns. It has one tail. It gives milk.

• Sentence Structure• Sentence variation• Precise vocabulary• Appropriate punctuation• Accurate spellings across vocabulary• Paragraph unity• Appropriate tone and register

Variation in sentences

Variation in sentence beginning

Variation in sentence length

Variation in sentence structure

Variation in sentence beginning

• Then the fog came . It did not roll in like a wave . It came from nowhere . It was not there – then it was. It wove its gray veil with shocking speed. It surrounded our island silently. It smothered sunlight and sound. It isolated us.

• Stepping out of the boat, we landed on spirit island. Pulling the boat up on the beach, we began to explore. Picking our way along the beach, we could feel the stillness watching us, waiting for us.

Variation in sentence structure

• We reached Trinidad in the evening and in the morning we headed south through Rotan pass. We ate lunch at Eagle’s Nest, New Mexico ,and then we took a round about rout through the mountains. The gravel road was better than we expected, and the mountains were strikingly beautiful.

Variation in sentence length

• I do not consider myself the father of the release of atomic energy. My part in it was quite indirect. I did not, in fact, foresee that it would be released in my time. I believed only that it was theoretically possible. It became practical through the accidental discovery of chain reaction and this was not something I could have predicted.

(Albert Einstein)

Writing Effective Sentences

AVOIDING EMPTY SENTENCES

• Schools are too crowded because there are too many students and classes are overcrowded and schools are too smalls as well as the incredible population growth.

• Young people find rock music appealing because they really enjoy it.

Exercise empty sentences• In this play you have to have imagination , for there is no scenery and you have to supply

scenery form your own mind using your own imagination.

• I would like to be a commercial airline pilot because that is what I have always wanted to be.

• I like the book because this is the kind of book I enjoy reading.

• Most of the inhabitants of India are Hindus but not all the inhabitants are .

• I was glad to have a chance to see the TV program .

• Scientists say that foods eaten as quickly as possible after picking contains more vitamins , and that prolonged cooking and canning causes foods to have fewer vitamins than if they are freshly picked and eaten.

• Always put stereo speakers at least ten feet apart from each other since ten feet apart is the best distance for them to be.

• I know I did poorly in the test because I flunked it.

Avoiding overloaded sentences

To execute the mandate of New York constitution that the state budget must be balanced at the same time to expand the state aid to political advisors and individuals that he feels the growing needs and rights of the people require, the Governor proposed the record rise of 575 million dollars in state taxes .

Alternate

(1) The New York state constitution requires that the state budget should be balanced.(2) On the other hand, the governor feels that the growing needs and the rights of the poor people require an expansion of the state aid(3) To meet these conflicting requirements , he has proposed an increase of 575 million dollars in state taxes.

Avoiding wordiness

• Some people prefer the modern artists of today to the classicists of centuries past.

• Today there are more teenage drivers on the

highways than adult drivers. Some teen-agers should not be drivers.

(Today teenage drivers, some of whom should not be permitted on highways, outnumber licensed adults.)

• Try studying for one month without the television and radio on and you will see how your grades improve because you have not been distracted by having a television and radio on.

(Try study for one month without the distractions of television and radio and you will notice an improvement in your grades.)

Exercise wordy/overloaded sentences • During an ice storm, the car slipped in the ice and slid into ditch.

• As a general rule , I am usually at home by four P.M. in the afternoon.

• The essential requirement necessary for employment are outlined in this thorough pamphlet which tells you everything you will need to know.

• To my way of thinking , I think it is time to discuss salaries and working condition.

• I saw a man who was suspicious looking character crossing the road.

• Would you mind repeating the question again?

• The merging together of the two rail roads will eliminate the problem.

• Washington never wore a wig ; he powdered his own hair , which was actually real, and tied it in a queue .

Commas

How to use them

Phrase, Clause , Sentence

• A phrase is a group of words. It might have a noun or a verb or be an adjective phrase, but it doesn't have a noun *and* a verb.

Clauses

• A group of words with a noun and a verb is a clause.• All sentences are clauses, but not all clauses are sentences.• Sentences are independent clauses.

• Here are some independent clauses/sentences:

• “Birds learn to fly when they are young.”• “Ms. Jones is the principal of our school.”

Dependent/ Subordinate clauses

• If they are dependent, they are not sentences. "Where he lives“ "When they were young“

These, like all clauses, have a subject and a verb but are not complete by themselves.

Commas

• Commas can change the meaning of a sentence

Changing meaning 2

• The old lady collected all sorts of things: silver, paper, hats, clocks and tablecloths.

• The old lady collected all sorts of things: silver paper, hats, clocks and tablecloths.

• The old lady collected all sorts of things: silver, paper hats, clocks and tablecloths.

Different Uses - 2

• Commas are used to break up longer sentences into smaller parts(phrases and Clauses) to make more sense.– When he saw the pirate ship on the horizon, the

captain gave the alarm.– She called as loudly as she could, but no-one could

hear her.

Different Uses - 3

• Commas are used to separate any extra information that is added.

• The words enclosed by the commas could be left out without changing the general meaning of the sentence.

Adding information

• Paul Mann, our star player, broke his leg in the match on Saturday.

• Paul Mann broke his leg in the match on Saturday.

• The man, who was wearing a blue hat, slid silently into the room.

• The man slid silently into the room.

Other Uses

• To break up groups of numbers into thousands.– 1,999,999

• When writing a date.– February 14th, 1990

• Inside speech marks.– “We are leaving tomorrow,” said Fred.

Practice

, the plumber,

, Jennifer,

, the typist,

, my hairdresser,

, our teacher,

is good at looking after children.

blow dries my hair every week.

has a son called Sam.

fixed a leak in our pipes last week.

works in a large office.

Miss Jones

Peter

Mrs White

Our nanny

Mr Smith

Practice

• When he reached the car park,• Although he was very tired,• Despite queuing for hours, • We did our homework, • I waited for my brother,

Summary - Commas

• Show a brief pause within a sentence• Separate items in a list• Separate additional information• Break up longer sentences into smaller parts• Break up numbers into thousands• Inside speech marks.

Semi Colon ( ; )• A semi colon is placed between the main

clauses of a compound sentence when they are not joined by a conjunction.

• “ You may approve of the measure but we do not.” • “You may approve of the measure ; we do not.”

• “Mr. Ames discussed the nature of time and he introduced many new idea.”

• “Mr. Ames discussed the nature of time ; he introduced many new idea.”

• A semi colon is used between main clauses joined by conjunction if the clause before the conjunction contains comma.

• “Mr. Ames discussed the nature of time, discipline and punctuality ; and he introduced many new ideas.”

• “The train stops at , Multan , Faisalabad and Lahore ; but it does not run at all after midnight .”

• A semi colon is used between a series of phrases.

• My ambition is to be a lawyer; Noreen’s , a journalist ; Karman's , a doctor; and Jack’s , the owner of the chain of stores.

• At the carnival Rick won a radio; Sandi , a cassette tape recorder ; and Rita , a huge panda bear.

Colon (:)

• A colon is used to introduce a list of items. ( usually with the following or as follows etc.)

“ We camped out at the following places: lake Tahoe, Silver Park, Russo Hills and Jason meadows .”

A colon is not used in case there is no “the following or as follows”.

“ We camped out at lake Tahoe, Silver Park, Russo Hills and Jason meadows .”

• A colon is used between two main clauses/ sentences when the second sentence/Clause explains the first. The second main clause begins with the capital letter.

• “I think I know the cause of his stomach problem : He ate six chocolate éclairs.”

• “Now I understand what caused his downfall: His failure to admit his guilt and make a public apology turned away those who might have shown him mercy.”

• A colon is used to introduce a formal quotation.

• “ The president opened the meeting with these words: “ We are beginning a period of expansion….”

Other uses of colon• 1) After formal salutation Dear Sir :

• 2)Between hour and minute figures of clock 6:15 A.M

• 3)Between title and subtitle of the book The wild world : A high school Geography

• 4) between numbers referring to volume and pages of the book Volume II : pages 65 – 72

PARAGRAPH WRITING

PARAGRAPH

• Why were the other students so cold and unkind? Was it because her long stringy hair hung in her eyes instead of dipping in graceful curls? Was it because she wrote poetry in algebra class and got A’s in Latin without really trying? Shivering, Laura remembered how they would sit at the back of English class, passing notes and whispering. She thought of their identical brown loafers, their plastic purses, their hostile stares as they passed her in the corridors. But she didn’t care. They were clods, the whole lot of them.

PARAGRAPH

• Perhaps the only tiresome thing about being an American is that one is continually being told by foreigners what is wrong with this country. Fortunately, most Americans seem rather to enjoy this type of criticism and wisely so because, after all, criticism is a form of homage. I have a history teacher who always criticizes me, so I know what it is like to be criticized. I get B’s but she thinks I should get A’s. One criticizes only that which seems potentially perfect. There is a long history of people criticizing each other

Activity • The reputation of the lion as a man-killer has been

greatly exaggerated. By and large it is a peaceable, good-natured beast and does not attack man unless molested. Wolves have a bad reputation too. People mistakenly believe that they run in packs and chase humans. However, a lion is dangerous when aroused or when, as sometimes happens, it has acquired a taste for human flesh. Lions once held up the building of the Uganda Railway for nine months, during which time they killed a great many laborers. There are no wolves in Uganda.

Effective Communication:Seven Cs

For transmitting effective written or oral messages, Certain principles must be followed. These principles provide guidelines for choice of content and style of presentation adapted to the purpose of the receiver of the message.

They are also called the seven Cs of communication.

They are:

1.Completeness

2.Conciseness

3.Clarity

4.Correctness

5.Consideration

6.Courtesy

7.Concreteness

Completeness

Every communication must be complete and adequate.Incomplete messages keep the receiver guessing, create misunderstanding and delay actions.Every person should, therefore, be provided with all the required facts and figures.For example, when factory supervisor instructs workers to produce, he must specify the exact size, shape, quality and cost of the product. Any assumptions behind the messages should also be clarified. While answering a letter, all the questions raised in the letter must be replied.

Conciseness

In business communication, you should be brief and be able to say whatever you have to say in fewest possible words without sacrificing the other C qualities. Conciseness is desired because of the following benefits:

1. A concise message saves time and expense for both sender and receiver. 2. Conciseness contributes to emphasis; by eliminating unnecessary words, you let important ideas stand out.3. When combined with a “you-view”, concise messages are inherently more interesting to recipients as they avoid unnecessary information.

Clarity

1. Clarity means getting your message across so the receiver will understand what you are trying to convey. 2. You want that person to interpret your words with the same meaning you have in mind. 3. Accomplishing that goal is difficult because, as you know, individual experiences are never identical, and words have different meanings to different persons.

Here are some specific ways to help make your messages clear:

1. Choose short, familiar, conversational words.2. Construct effective sentences and paragraphs.3. Achieve appropriate readability (and listenability).4. Include examples, illustrations, and other visual aids, when desirable.

Correctness

1. The term correctness as applied to business messages means right level of language and accuracy of facts, figures and words.2. If the information is not correctly conveyed, the sender will lose credibility.3. Transmission of incorrect information to superiors will vitiate decision making process. 4. Transmission of incorrect information to outsiders will spoil the public image of the firm.5. To convey correct messages, grammatical errors should also be avoided.6. You should not transmit any message unless you are absolutely sure of its correctness.

Consideration

1. Consideration means that you prepare every message with the recipient in mind and try to put yourself in his or her place.2. Try to visualize your readers (or listeners)—with their desires, problems, circumstances, emotions, and probable reactions to your request. 3. Then handle the matter from their point of view4. This thoughtful consideration is also called "you-attitude," empathy, the human touch, and understanding of human nature. (It does not mean, however, that you should overlook the needs of your organization.)

Consideration

1. Consideration underlies the other six C's of good business communication2. You adapt your language and message content to your receiver's needs when you make your message complete, concise, concrete, clear, courteous, and correct.

However, in four specific ways you can indicate you are considerate: • Focus on "you" instead of "I" and "we."• Show reader benefit or interest in reader.• Emphasize positive, pleasant facts.• Apply integrity and ethic

Courtesy

• Courteous messages help to strengthen present business friendships, as well as make new friends. • Courtesy stems from sincere you-attitude. • It is not merely politeness with mechanical insertions of "please's" and "thank-you'd."

To be courteous, considerate communicators should

follow these suggestions regarding tone of thecommunications. • Be sincerely tactful, thoughtful, and appreciative. • Omit expressions that irritate, hurt, or belittle. • Grant and apologize good-naturedly.

Concreteness

• Communicating concretely means being specific, definite, and vivid rather than vague and general. • The following guidelines should help you compose concrete, convincing messages:

• Use specific facts and figures. • Put action in your verbs.• Choose vivid, image-building words.

Writing Official Messages

Types of Messages

.Good News Message

. Bad News Message

. Neutral Message

The Three-Step Process

• Planning

• Writing

• Completing

Strategies for Bad-News Messages

• Convey the message

• Gain acceptance

• Maintain goodwill

• Promote a good corporate image

• Minimize future correspondence

Audience-Centered Tone

• The “You” attitude

• Positive wording

• Respectful language

The Direct Approach

• State the good/bad news

• Support the message

• Close on a positive note

The Indirect Approach

• Begin with a buffer

• Follow with reasons

• State the bad news

• Close in a positive way

Begin With a Buffer

• Things to do– Show appreciation

– Pay attention

– Compliment reader

– Be empathetic

– Show sincerity

• Things to avoid– Saying “no”

– A know-it-all tone

– Wordy phrases

– Apologies

– Lengthy buffers

Follow With Reasons

• Cover positive points

• Provide relevant details

• Highlight benefits

• Minimize company policy

• Avoid apologizing

State the Bad News

• De-emphasize the bad news

• Use a conditional statement

• Focus on the positive

• Avoid blunt language

Close With Confidence

• Be sincere

• Stay positive

• Limit future correspondence

• Be confident and optimistic

Cultural Differences

• Proper tone

• Message organization

• Cultural conventions

Claims and Adjustments

• Things to employ– Courtesy and tact

– Indirect approach

– Positive attitude

– Understanding and respect

• Things to avoid– Accepting blame

– Accusations

– Defamation

– Negative language

Short Report Writing

Introductiona. Introduction covers: purpose or aim (always),

authorization, sources, scope, definitions, background, limits, brief mention of results, list of topics (layout) to be discussed.

b. If a report’s introductory elements are stated in one or two short paragraphs at the beginning, the title “Introduction” is usually omitted.

Body (discussion, text)

a. Present all relevant facts accurately and impartially. Do not let your personal feelings and prejudices affect the facts.

b. Organize your report by the inductive plan or the deductive plan: western business people prefer the deductive method.

c. Emphasize important ideas by showing details, placing them in prominent positions (with the highest degrees of headings that are appropriate), and using stylistic means such as capitalization, underscoring, boldface, italics, more space and repetition.

d. Include visual aids – graphs, tables, pictures – whenever they will help clarify information for your readers (or listeners).

e. Use headings to guide the reader through the report, but write your sentences and paragraphs so they can stand alone – as if the headings did not exist.

Cautions Regarding Headings and Subheadings.

1. Place the most important ideas in the highest degree of headings.

2. Try to balance the sections regarding the number of headings. For instance, if one section had nine subsections and another section had none, the proportion would be lopsided.

3. Have at least two subheadings if you divide any topic; for example, if you have A. 1, you need A. 2, never A. 1, alone.

4. Use about three to seven main points in a report. Too many or too few could be annoying to the reader.

f. Use topic sentences for most paragraphs and use an introductory paragraph at the beginning of a major section that contains two or more subdivisions.

g. Apply the seven – C writing principles. Throughout, make your writing easy to read. Use understandable words, sentences averaging 16 to 20 words in length, concrete nouns, few adverbs, few adjectives and paragraphs whose average length is about seven typewritten lines.

3. Terminal sections (summary, conclusions, recommendations)

a. Remember that a summary condenses the text conclusions infer from the text and recommendations offer specific course of action.

b. Do not include any new material in the terminal section of the report.

c. Usually list summary points in the same order as topics are discussed in the text.

Format Long Report

Style Guide for the Report

• Use long report format if the report is more than 5 pages in length.

• Clarify the format required with the person who asked for the report

• Adjust the format according to the person’s needs and the type of the report

Title page

Show the following on the title page:

• Name of report• Receiver’s name and title • Writer’s name and title • Date.

Letter of transmittal

• The letter of transmittal is a covering letter. • Address it to the person who requested the report and state

the following:• Who wrote the report • Purpose and scope of the report • People who contributed to the report. • Attach the letter to the front cover of the report.

Table of contents

• Number the table of contents as Page i.• Include the following:

• all headings and major subheadings• appendices and attachments• page numbers.

Executive summary

• The executive summary is a brief outline (no more than one or two pages) of the major points of the report (purpose, scope, findings, analysis and conclusions/ recommendations).

• Include an executive summary if the report is long.

Bibliography

• The bibliography shows the sources of information consulted.

• For example, for a book: • McLaren, Margaret and Locker, Kitty O, 1995, Business and

Administrative Communication, Times Mirror International Publishers, Artarmon.

• For a magazine or newspaper:• Hold, Gabriella, 2004, ‘Internet Frenzy Likened to Past

Railroad Book’, The Courier Mail, 23 February, p. 33.

Long, Formal ReportsParts of the report

Overview

• The organization & content of long reports• The components of a long

report• Structural coherence in a long

report

Organization and Content

• Prefatory components

–Title Fly–Title Page–Authorization Message

–Transmittal Message, Preface or Foreword–Table of Contents & List of

Illustrations–Executive Summary

Organization and Content

• The Report Proper–Introduction–Report Findings with Footnotes • (Two or more divisions)

–Summary Conclusion, & Recommendation

Organization and Content

• Appended Parts–Bibliography–Appendix

Letter of Transmittal

MIDWESTERN RESEARCH, INC.1732 Midday Avenue

Chicago, IL 60607Telephone: 312.481.2919

April 13, 2005

Mr. W. Norman W. BigbeeVice President in Charge of SalesAllied Distributors, Inc.3131 Speedall StreetAkron, Ohio 44302

Dear Mr. Bigbee:

Here is the report on the four makes of subcompact automobiles you asked me to compare last January 3.

To help you in deciding which of the four makes you should buy as replacements for your fleet, I gathered what I believe to be the most complete information available. Much of the operating information comes from your own records. The remaining data are the findings of both consumer research engineers and professional automotive analysts. Only my analyses of these data are subjective.

I sincerely hope, Mr. Bigbee, that my analyses will help you in making the correct decision. I truly appreciate this assignment. And should you need any assistance in interpreting my analyses, please call on me.

Sincerely,

George W. Franklin

George W. FranklinAssociate Director

Table of ContentsPart

Page

B. Gamma Gives Best Ride....................................……........11

C. Gamma Is Judged Most Durable ........................................11

V. RECOMMENDATION OF GAMMA.....................................12

LIST OF TABLES AND CHARTS

TABLES

I. ORIGINAL COST OF FOUR BRANDSOF SUBCOMPACT CARS IN 2005

.........................................3

II. COMPARISON OF REPAIRS AND RELATED LOST WORKING TIME FOR FOUR MAKES OF CARS FOR

TWO YEARS....................................................................….....5

III. COST-PER-MILE ESTIMATE OF OPERATION...................5

IV. LIST OF STANDARD SAFETY FEATURES..........................7

V. COMPARATIVE WEIGHT DISTRIBUTIONS,

BRAKING DISTANCES, AND CORNERINGABILITIES

.............................................................................….9

VI. COMPARATIVE COMFORT AND RIDE.........................….11

CHARTS

1. Estimated Total Operating Cost.............................................….6

2. Comparison of Acceleration Times........................................….8

TABLE OF CONTENTS

Part Page

Executive Summary..................................................................................vi

I. THE FLEET REPLACEMNT PROBLEM......................................1

A. The Authorization by Vice President Bigbee.............................1

B. Problem of Selecting Fleet Replacements..................................1

C. Reports and Records as Sources of Data...................................2

D. A Preview to the Presentation...................................................2

II. THE MAJOR FACTOR OF COST.................................................2

A. Initial Costs Favor Beta.............................................................3

B. Trade-in Values Show Uniformity............................................4

C. Operating Costs Are Lowest for Gamma..................................4

D. Cost Composite Favors Gamma...............................................6

III. EVALUATION OF SAFETY FEATURES....................................6

A. Delta Is Best Equipped with Safety Devices.............................7

B. Acceleration Adds Extra Safety to Delta...................................8

C. Weight Distribution Is Best in Alpha and Gamma...................9

D. Gamma Has Best Braking Quality..........................................10

IV. RIDING COMFORT AND OVERALL CONSTRUCTION........10

A. Gamma Ranks First in Handling.............................................10

III

Diagram of the Executive Summary in Indirect and Direct Order

V

I

II

III IIIIV

IV

I

II

V IV

III

V

Executive summary(in indirect order)

Executive summary(in direct order)

Executive Summary

The recommendation of this study is that Gamma is the best buy for Allied Distributors, Inc.

Authorized by Mr. Norman W. Bigbee, Vice President, on January 3. 2005, this report is submitted on April 13, 2005. This study gives Allied Distributors an insight into the problem of replacing the approximately 50 two-year-old subcompact cars in its present sales fleet. The basis for this recommendation is an analysis of cost, safety, and construction factors of four models of subcompact cars (Alpha, Beta, Gamma, and Delta).

The four cars do not show much difference in ownership cost (initial cost less trade-in allowance after two years). On a per-car basis, Beta costs least for a two-year period--$3,216. Compared with costs for the other cars, Beta is $370 under Gamma, $588 under Alpha, and $634 under Delta. For the entire sales fleet, these differences become more significant. A purchase of 50 Betas would save $18,500 over Gamma, $29,400 over Alpha, and $31,700 over Delta.

Operation costs would favor Gamma. Cost per mile for this car is $0.13970, as compared with $0.14558 for Alpha, $0.14785 for Delta, and $0.15184 for Beta. The totals of all costs for the 50-car fleet over the two-year period show Gamma to be least costly at $385,094. In second place is Alpha, with a cost of $400,208. Third is Delta with $406,560, and fourth is Beta with a cost of $417,532.

On the qualities that pertain to driving safety, Gamma is again superior to the other cars. It has the best brakes and is tied with Alpha for the best weight distribution. It is second in acceleration and is again tied with Alpha for the number of standard safety devices. Alpha is second overall in this category, having the second best brakes of the group. Beta is last because of its poor acceleration and poor brakes.

Construction features and handling abilities place Gamma all by itself. It scores higher than any other car in every category. Alpha and Delta are tied for second place. Again Beta is last, having poor steering and handling qualities.

vi

Executive Summary

Report Text (1 or 4)

RECOMMENDATIONS FOR 2005 REPLACEMENTS IN ALLIED DISTRIBUTORS, INC., SALES FLEET BASED ON A COMPARISON OF FOUR SUBCOMPACT AUTOMOBILES

I. PRELIMINARIES TO THE FLEET REPLACEMENT PROBLEM

A. Authorization by Vice President Bigbee

This comparison of the qualities of four brands of subcompact automobiles is submitted April 13, 2005, to W. Norman W. Bigbee, Vice President, Allied Distributors, Inc. At a meeting in his office January 3, 2005, Mr. Bigbee orally authorized Midwestern Research, Inc., to conduct this investigation. W. George W. Franklin, Associate Director for Midwestern Research, served as director of the project.

B. Problem of Selecting Fleet Replacements

The objective of this study is to determine which model of subcompact automobile Allied Distributors, Inc., should select for replacement in its sales fleet. The firm's policy is to replace all two-year old models. It replaces approximately 50 automobiles each year.

The replacements involve a major capital outlay, and the sales fleet expense constitutes a major sales cost. Thus, the proper selection of a new model presents an important problem. The model selected must be economical, dependable, and safe. Allied is considering four subcompact automobiles as replacement possibilities. As instructed by Mr. Bigbee, for reasons of information security, the cars are identified in this report only as Alpha, Beta, Gamma, and Delta.

1

Report Text (1 or 4)

2

C. Reports and Records as Sources of Data

The selection of the replacement brand is based on a comparative analysis of merits of the four makes. Data for the comparisons were obtained from both company records and statistical reports. Operating records of 10 representative cars of each make provide information on operating costs. These reports are summaries compiled by salesperson-drivers and represent actual performance of company cars under daily selling conditions. Additional material enumerating safety features, overall driving quality, and dependability comes from the reports of the Consumers Union of the United States, Inc., Automotive Industries, and Bond Publishing Company's periodical, Road and Track. Mr. Bigbee furnished the trade-in allowance granted on the old models. From this material extensive comparisons of the four makes are presented.

D. A Preview of the Presentation

In the following pages of the report, the four cars are compared on the basis of three factors: operating costs, safety, and total performance. Operating costs receive primary attention. In this part, the individual cost items for each car are analyzed. This analysis leads to the determination of the most economical of the four cars.

Safety features make up the second factor of comparison. In this part the analysis centers on the presence or absence of safety features in each car and the quality of the features that are present. From this analysis comes a safety ranking on the cars. The third factor for comparison is total performance and durability. As in preceding plan, here the analysis produces a ranking of the cars.

II. THE MAJOR FACTOR OF COST

As cost is an obvious and generally accepted requirement of any major purchase, it is a logical first point of concern in selecting a car to buy. Here the first concern is the original cost--that is, the fleet discount price. Of second interest in a logical thinking process is the cash difference after trade-in allowance for the old cars. These figures clearly indicate the cash outlay for the new fleet.

3

A. Initial Costs Favor Beta

From Table I it is evident that Beta has the lowest window sticker price before and after trade-in allowances. It has a $634 margin, which must beconsidered in the light of what features are standard on Beta in comparison with those standard on the other cars. That is, the Beta may have fewer standard features included in its original cost and, therefore, may not be worth as much as the Alpha, Gamma, or Delta.

Table I

ORIGINAL COST OF FOUR BRANDS OF SUBCOMPACT CARS IN 2005

Make Windows Sticker Trade-in Value Cash Costs after Prices for Two-Year Trade-in Allowance

Old Makes*

Alpha $9,318 $4,514 $4,804

Beta $8,716 $4,500 $4,216

Gamma $9,140 $4,552 $4,588

Delta $9,700 $4,850 $4,850

*Trade-in value for Alpha and Beta are estimatesSources: Primary and Road and Track, 2005

It is clear that where features are listed as standard they do not add to original cost, but where listed as options they do. As will be shown later, Delta has many more standard features than do the other makes. In addition to a study of standard features, a close look at trade-in values and operating costs will also be necessary to properly evaluate original cost.

Report Text (2 of 4)

4

Further discussion of standard features of the cars appears in the following discussions of safety and per-mile operating costs.

B. Trade-in Values Show Uniformity

Original costs alone do not tell the complete purchase-cost story. The values of the cars at the ends of their useful lives (trade-in values) are a vital part of cost. In this case, the highest trade-in value is $4,850 for Delta the lowest is $4,500 for Beta (see Table I). Only $350 separates the field.

Although fairly uniform, these figures appear to be more significant when converted to total amounts involved in the fleet purchases. A fleet of 50 Betas would cost $160,800. The same fleet of Gammas, Alphas, and Deltas would cost $179,376, $190,222, and $190,500, respectively. Thus, Allied's total cost of purchasing Betas would be $18,550 lower than Gammas, Alphas, and Deltas would cost $179,376, $190,222, and $190,500, respectively. Thus, Allied's total cost of purchasing Betas would be $18,550 lower than Gammas, $29,216 lower than Alphas, and $31,676 lower than Deltas.

C. Operating Costs Are Lowest for Gamma

Gamma has the lowest maintenance cost of the four, 1.970 cents per mile. But Delta is close behind with 2.0650 cents. Both of these cars are well below the Beta and Alpha figures of 2.7336 and 2.7616, respectively. As shown in Table II, these costs are based on estimates of repairs, resulting loss of working time, tire replacements, and miscellaneous items.

It should be stressed here how greatly repair expense influences the estimates. Actually, two expenses are involved, for to the cost of repairs the expense of time lost by salespeople must be added. Obviously, a salesperson without a car is unproductive. Each hour lost by car repairs adds to the cost of the car's operation.

The time lost for repair is the same for each car--five hours. Thus, the important consideration is the number of repairs and the costs of these repairs. On this basis, the Gamma has the lowest total cost burden at $1,086 (see Table II). Delta ranks second with $1,038. Beta is third with $1,506, and Alpha is last with $1,520.

Report Text (2 of 4)

Report Text (3 of 4)

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Alpha's margin is $1,034 per car and $11,742 for the fleet total. Alpha's per car margin over Beta is $356.12, and its fleet margin is $17,806.

D. Cost Composite Favors Gamma

Gamma is the most economical of all cars when all cost figures are considered (see Table III). Its total cost per mile is 13.970 cents, as compared with 14.558 cents for Alpha, 14.786 cents for Delta, and 15.184 cents for Beta. These figures take on more meaning when converted to total fleet cost over the two-year period the cars will be owned. As shown in Chart 1, a fleet of 50 Gammas would cost Allied a total of $385,094.

CHART 1Estimated Total Operating Cost

Gamma

Alpha

Delta

Beta

THOUSANDS OF DOLLARS

This figure is under all other car totals. It is $15,114 below Alpha's $400,208, $21,466 below Delta's $406,560, and $32,436 below Gamma's $417,532.

III. EVALUATION OF SAFETY FEATURES

Even though cost receives major emphasis in this analysis, safety of the cars is also important How much importance safety should receive, however, is a matter for Allied management.

0 360 400 420

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C. Gamma Is Judged Most Durable

Gamma is assembled with better-than-average care. In fact, Consumer Research engineers have found only 16 minor defects in the car. In addition, Gamma has a better-than-average record for frequency of repairs. Delta, second in this category, has only 20 problems. Some of these problems are judged as serious, however.

For instance, in the test run the starter refused to disengage after a few hundred miles had accumulated on the car. The car's ignition timing, idle mixture, and idle speed were incorrectly set. An optically distorted windshield and inside mirror were discovered. In spite of all these defects, Delta ranks above Alpha and Beta on durability.

Clearly, Gamma leads in all categories of riding comfort and overall construction. It handles best. It gives the best ride. And it has some definite construction advantages over the other three.

V. RECOMMENDATION OF GAMMA

Normally, this simulation cannot be merely a count of rankings on the evaluations made, for the qualities carry different weights. Cost, for example, is the major factor in most such decisions. In this instance, however, weighting is not necessary, for one automobile is the clear leader on all three of the bases used for evaluation. Thus, it would lead in any arrangement of weights.

From the data presented, Gamma is the best buy when all cost are considered. The total difference on a purchase of 50 automobiles is a significant $15,114 over the second-place brand. Gamma has a slight edge when safety features are considered. And it is the superior car in handling ease, ride quality, and construction. These facts point clearly to the recommendation that Allied buy Gammas this year.

Report Text (4 of 4)

Diagram of the Structural Coherence Plan of a Long, Formal Report (1 of 2)

The first part of the structural coherence plan is the introduction preview. Here the readers are told how the report will unfold. Specifically, they are told what will be covered, in what order it will be covered, and the reasons for this order.

Because the report is long and involved, introductions are needed at the beginnings of the major sections to remind the readers where they are in the plan outlined in the preview. These parts introduce the topics to be discussed, point the way through the sections, and relate the topics of the sections to the overall plan of the report.

Diagram of the Structural Coherence Plan of a Long, Formal Report (2 of 2)

Conclusions and summaries for each major report section help readers to gather their thoughts and see the relationships of the report topics.

Completing the plan, a final conclusion or summary section brings the report to a head. Here, previously drawn section summaries and conclusions are brought together. From these a final conclusion and recommendation may be drawn.

Extra examples follow.

Coherence through backward- and forward-looking introductory paragraphs and sentences (1 of 2)

• All of this evidence appears to justify our taking steps to correct the problem. Thus, it is now appropriate to discuss these steps in detail.

• For reasons that have been shown, three of the work plans are not acceptable to employees. As will be shown, they strongly favor the fourth, which will now be discussed detail.

• Having concluded that the machine has failed, we must determine whether it can be altered to meet our needs.

• Exhaustive research has revealed that the success of a voluntary plan is influenced by the facts involved. Thus, it is necessary that we now examine the facts of our unique situation.

Coherence through backward- and forward-looking introductory paragraphs and sentences (2 of 2)

• From the preceding analysis, it appears evident that sales are likely to decline sharply in the next quarter. Before we adjust for this development, however, it is necessary that we consider the outlook for the economy in the region. Such a review follows.

• To this point, two facts are obvious. Sales have dropped sharply, and the company has a new advertising agency. Now it is necessary to determine whether these two facts have a cause-effect relationship.

“The harder you work, the harder it is to surrender.”

--Vince Lombardi

Writing a CV (Curriculum Vitae )

What is a CV?

• selling tool• outlines your skills and experience• opportunity to present yourself in the best

possible light

How to present myself?

• Highlight your experience• Show personal attributes and achievements• Show your education and related training• Make yourself attractive, interesting, worth

considering• Make the CV short & easy to read• ! do not oversell yourself

Which elements are approprite for a CV?

• work history• DOB• education• skills• references• a photo• political affiliation• your existing salary• number of children• negative experience• hobbies & interests• weight, height, health• list of publications

Types of CV

– Chronological Information included under general headings:

education, work experience, etc., with the most recent events first.

– Skills basedSkills necessary for the job are highlighted.

How to start?

EVALUATE YOUR SKILLS• What do I have to offer? - what am I selling? – List down: technical knowledge, menagerial skills,

IT, languages, etc...– personal strengths & interests

Sequence of headings

• Objective• Personal information• Work experience• Education• Personal characteristics• Interests

Objective (Profile)

Phrase a realistic objective or leave blank: • Examples:• "An executive creative position where extensive

marketing, writing, management, design, and technical skills are required, preferably within Database Management“.

• “Desire a position in the office management, secretarial or clerical area. Prefer a position requiring responisbility and a variety of tasks”.

Personal information

• your age• nationality• Address• Tel. No.• E-mail

Not to include • Ethnic identity • Political affiliation • Religious preference • Hobbies • Marital status • Sexual orientation • Place of birth • Photographs • Height, weight, health

There are exceptions to some of these items !

Education

• listed with the most recent first, including results

• professional development courses, again listed with the most recent first

Example:

Education:MEd University of Manchester 2002BA University of Ljubljana 1973

Training courses:On-line coursemanagement The E-Consultants 2004Teaching ESP Universtiy of Essex 1997Report Writing The British Council 1995

Work epxerience:

• chronological order!• Include relevant experience and results• Grants (honors) awarded

Work Experience -example:• 1989 – to date Quality Assurance Technician • Created computer applications with the help of a

programmer to monitor the factory environment. • Analysed the quality assurance system and made

recommendations for improvements. These were incorporated into the current quality assurance system.

• Examined equipment in the factory to check that it met the company standards.

• Investigated new equipment installed in the factory to make sure that it would comply with quality assurance procedures

Words describing responsibilities:

• Responsible for ...: Planning, implementing, reviewing,

negotiating, managing, coordinating, evaluating, directing, facilitating, inspecting, training, producing, providing, informing, executing, developing....

• Languages (fluency)• Specific skills (techniques and equipment,

computer programs, technology and other technical skills)

Skills

Words describing personal abilities:

• Creative, efficient, proficient, systematic, hard worker, prefer to act, well versed in..., willing to take initiative, like to work in one place, enjoy challenging experience, persistance to work underpressure, first-hand knowledge of..., having a desire to learn

Interests & Activities

• Optional• Outside responsibilities and interests

Useful web pages:

• http://www.alec.co.uk/index.htm• http://www.handsoncv.co.uk/