chp16

Question 1

what does this show

Answer 1

relationship of data to insight

Question 2

describe pyramid of relationship of data and insight

Answer 2

bottom = data
next up = information,
next up = insights
top = actionable insights

Question 3

why would an audience bias exist

Answer 3

readers dislike change/new information

Question 4

anchoring bias

Answer 4

when you believe the first insight you read, and then believe everything that follows it

Question 5

how should reporters use anchoring bias

Answer 5

putting most credible information first so readers believe everything that follows.

Question 6

confirmation bias

Answer 6

searching for information that confirms what you already believe

Question 7

how should reporters use confirmation bias

Answer 7

report should first give the insight that supports previously held beliefs, so new information after it won’t be as rejected.

Question 8

conformity bias

Answer 8

we believe whatever our reference group believes, and suppress any outside beliefs

Question 9

survivorship bias

Answer 9

we believe success stories rather than stories of failure

Question 10

how does survivorship bias influence what you use in a report?

Answer 10

you tell stories of success or failure based on what you want your audience to believe

Question 11

loss-aversion bias

Answer 11

we believe insights expressed in positive vs negative terms

Question 12

3 types of report structure

Answer 12

oral only
written only
oral plus written

Question 13

oral only report structure

Answer 13

offers speed of results, usually at a lower cost

Question 14

written only report structure

Answer 14

audience can have a lot of info infront of them they can digest at their own pace, but no researcher there to give recommendations or advocate for any insights - MAKE OWN DECISION

Question 15

oral plus written report structure

Answer 15

most flexible:

greater advocacy of insights and recommendations and insights can be explained

Question 16

how do audiences perceive oral-plus-written structured reports?

Answer 16

MORE important

Question 17

infographics

Answer 17

most important info in a single image file, as pictures are less of our attention span

Question 18

what’s the technique an infographic uses (ACR)

Answer 18

Appeal
Comprehension
Retention

Question 19

what are BANs?

Answer 19

vanity metrics that are meant to impress

Question 20

what do BANs show?

Answer 20

most important information in a business (KPIs)

Question 21

downside of BANs?

Answer 21

brains can’t fully comprehend

Question 22

3 types of report titles

Answer 22

descriptive study
correlational study
causal study

Question 23

example of descriptive study report title

Answer 23

average profit of fast food businesses

Question 24

example of correlational study

Answer 24

relationship between profit of fast food businesses and inflation of gym membership prices

Question 25

example of causal study

Answer 25

the effect of fast food businesses on gym membership rates

Question 26

primary order (organise factors influencing order)

Answer 26

first insight of the report is deemed most important

Question 27

early (organise factors influencing order)

Answer 27

we remember most insights delivered early in report

Question 28

recency effect (organise factors influencing order)

Answer 28

we remember most what we hear last

Question 29

perceptible difference (organise factors influencing order)

Answer 29

a large difference will be remembered better than a small one

Question 30

what are support materials?

Answer 30

data visualisations and their interpretations stories audio clips video clips any other demonstrations to validate insights

Question 31

what do support materials do (COPI)

Answer 31

Clarify researcher's insights offer evidence that influences audience belief provide emphasis for an actionable insight interests the audience

Question 32

good support materials for auditory learners

Answer 32

stories, examples

Question 33

how many people are auditory learners

Answer 33

20-30%

Question 34

good support materials for visual learners

Answer 34

images, grpahs, models

Question 35

how many people are visual learners

Answer 35

40%

Question 36

kinaesthetic learners

Answer 36

learn by moving, doing, touching

Question 37

good support materials for kinaesthetic learners

Answer 37

they get bored, make them do an activity to do with your report

Question 38

how to present findings

Answer 38

words, tables, grpahs

Question 39

how to make text less 'wordy'

Answer 39

emphasise stats with size and colour

Question 40

graphs

Answer 40

easy comparison of important info

Question 41

what do graphs do for an audience?

Answer 41

make them familiar with data, and makes data easy to understand and retain

Question 42

what are line graphs good for?

Answer 42

showing trends over time, not really relationships at one point in time.

Question 43

what are pictographs/bar charts good for?

Answer 43

showing frequency of data - pictographs use pictures to show how much, bar charts use bar size to show how much.

Question 44

ethical issues (FAR)

Answer 44

findings nondisclosure absence of coercion right to quality

Question 45

ethical solutions (DEC)

Answer 45

define researcher's role educate audience confidentiality

Question 46

right to quality

Answer 46

visualisations need to be appropriate shouldn't be any unnecessary materials shown no false conclusions

Question 47

absence of coercion

Answer 47

we shouldn't be wrongly convinced of anything through methods of intimidation

Question 48

findings nondisclosure

Answer 48

this means that some findings may be kept from us, and we can't make a good decision without knowing everything first

Question 49

define researcher's role

Answer 49

being factual to avoid distortions

Question 50

educate audience

Answer 50

tell them purpose of research stay within research scope

Question 51

confidentiality

Answer 51

remove PII from participants give them anonymous identities get their consent