| Stresses the importance of reporting and presenting the results of business research, noting that communicating the research results to the right audience can be as important as carrying out the research itself. Research undertaken by a business information department needs to characterize and distinguish itself through its accurate and effective communication and by its professional presentation in a form that demonstrates that it clearly answers a specific enquiry. Offers advice on how this ideal can be achieved and shows that there are three aspects to presenting good business information: a mastery of a whole range of business knowledge, especially companies and markets; a well thought out strategy of the formats in which to present results, which should be discussed and agreed with users and used consistently; and the development of writing skills such that all research ends up clearly written up. Concludes that there will be some occasions when this type of approach is over complicated but the maintenance of a consistent approach to research reporting will ensure that better decision making at all levels will result. |