1. GATHER AND PRESENT
PRODUCT INFORMATION
D1.HGE.CL7.02
D1.HGA.CL6.04
Slide 1
DEDY WIJAYANTO
Gather and Present Product Information
2. Subject Elements
This unit comprises three Elements:
Gather and organise information
Research and analyse information
Present information
Slide 2Gather and Present Product Information
3. Slide 3
Gather and organise
information
Element 1
Gather and Present Product Information
4. Gather and organise information
Performance Criteria for this Element are:
Gather and organise information in a
format suitable for analysis, interpretation
and dissemination in accordance with
organisational requirements and relevant
legislation codes and standards
Access and assess information held by the
organisation for accuracy and relevance
in line with established organisational
requirements
Slide 4Gather and Present Product Information
5. Gather and organise information
Performance Criteria for this Element are:
Ensure methods of collecting information
are reliable and make efficient use of
resources in accordance with
organisational requirements
Use business technology to access,
organise
and monitor information in accordance with
organisational requirements
Update, modify, maintain and store
information
Slide 5Gather and Present Product Information
6. Importance of information
The hospitality and tourism industry is one of
the largest industries in the world and for
many countries is its major economy and
employer.
Industry knowledge is a vital pre-requisite for
effective performance within the industry.
Slide 6Gather and Present Product Information
7. Importance of information
For all businesses within the hospitality and
tourism industry, it is important to have up-to-
date information so you can:
Talk to customers about industry-specific
events, trends and happenings
Plan your career as opportunities present
themselves
Know when you need to update your
training
Cultivate and maintain a professional
interest in what is truly a profession Slide 7Gather and Present Product Information
8. Importance of information
Communicate effectively with colleagues and
management who have themselves kept up-to-date
Learn new techniques
Develop a broader appreciation of what the industry is
all about
Understand who the key players are, and how they
operate
Slide 8Gather and Present Product Information
9. Types of industry information
Main categories of information
The two main categories of information that
all staff should know relate to:
The Tourism and Hospitality Industry
Their specific role
Slide 9Gather and Present Product Information
10. Tourism and Hospitality industry
sectors
Accommodation
This sector includes but is not limited to:
Hotels and motels
Guest houses and bed and breakfasts
Caravan parks and camping grounds
Resorts and time share properties
Apartments, villas and cottages
Conference and exhibition centres
Slide 10Gather and Present Product Information
11. Tourism and Hospitality industry
sectors
Attractions and theme parks
This sector includes but not limited to:
Museums and galleries
National parks, wildlife parks and gardens
Theme parks
Heritage sites and centres
Sports activity centres
Aquariums and zoos
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12. Tourism and Hospitality industry
sectors
Tour operators
A tour operator typically organises sightseeing tours and
accommodation in a particular destination or region
Inbound tour wholesaler
An inbound tour wholesaler packages products to form a
trip for an overseas market travelling to your countr
Slide 12Gather and Present Product Information
13. Tourism and Hospitality industry
sectors
Outbound tour wholesaler
An outbound tour wholesaler negotiates product from
International Suppliers for clients in your country travelling
to an international destination
Retail travel agents
A retail travel agent is the go-between between the client
and the wholesaler
Slide 13Gather and Present Product Information
14. Tourism and Hospitality industry
sectors
Local, regional and national information services
These information services exist to assist the public and
travel agents in obtaining knowledge and information on a
particular region from the experts
Meetings and events
These companies organise meetings,
conferences and major events by
booking flights, accommodation,
tours and the meeting facilities
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15. Tourism and Hospitality
industry sectors
Corporate agents
This sector tenders for travel accounts from large,
medium and small sized businesses
Airlines
Airlines own the planes and sell seats to all
sectors in the travel industry
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16. Information relating to job roles
Not only is it important for all
persons working in the industry to
understand their industry and sector
within it, but also to collect
information that relates to their
specific job roles.
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17. Information relating to job roles
Career prospects
This includes being able to have a clear
understanding of:
Your development path within the industry
Your next career step including need for:
training
experience
qualifications
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18. Information relating to job roles
Employment obligations and entitlements
You can obtain information regarding your employment
obligations and entitlements from a combination of:
The employment instrument you are employed under
The job description for your role
The job specification for your position
Talking to your employer about their
expectations of your work
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19. Information relating to job roles
Product Knowledge
Product knowledge embodies knowledge about:
Products sold
Services provided
Facilities available
Operating procedures and conditions
of the business
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20. Information relating to job
roles
‘Quality assurance’ (QA)
This is a term used to systematically measure
and compare aspects of operations within a
business against operational standards of
performance.
‘Total Quality Management’ (TQM)
This is a philosophy of management that is
driven by customer needs and expectations to
provide a process of excellence.
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21. Information relating to job roles
Other job related information
Union and employer concerns
Legislative and political changes
Service, product and facility initiatives
What else is important to know in relation
to your job role?
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22. Sources of information
There are a number of sources that will be a great starting
point to get an overview of the industry as a whole:
Colleagues, supervisors and managers
Representatives
Developing your own industry network
Conferences and seminars
Product launches
Asking someone to be your mentor
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23. Sources of information
Information services
Most information services are fee-for-service providers.
This means it costs money to use their services for:
E-newsletters
Fact Sheets
Updates
Guides
Information Sheets
Over-the-phone advice
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24. Sources of information
Written materials
Trade magazines
Hotel school publications
Newsletters
Brochures
Advertisements
Reference books
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25. Sources of information
Government and Industry bodies
The ASEAN region, whilst working collectively to
achieve a primary purpose of attracting tourism
to the region as a whole, each participating
government will also have their own websites
and departments in which to collect information.
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26. Government and Industry bodies
A range of industry specific bodies have
been established to cater to the needs
of industry
What tourism industry bodies do you
know of?
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27. Government and Industry bodies
Their goal is to ensure the tourism industry:
Provides a safe and secure offering to its
customers
Is regulated and operates in a legal and
compliant manner
Provides quality products and services to its
customers
Employs staff who have the necessary
knowledge, skill relevant to the current
industry needs and expectations
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31. Government and Industry bodies
Ministries of Tourism
The Ministry may co-ordinate special initiatives including:
Selecting and managing heritage sites
Dedication and allocation of government funding to
tourism initiatives
Providing information on news laws and
regulations
Establishing service excellence awards
Publishing and managing tenders for
tourism projects
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32. Government and Industry bodies
Tourism Boards
The primary task of tourism boards is to coordinate the
efforts of hotels, airlines and travel agents to develop the
fledging tourism industry of the country.
Industry Authorities
Authorities are established, either by a
government or working closely with
government to provide services relating to
the tourism industry.
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33. Government and Industry bodies
Industry Associations
These bodies provide businesses with a variety of services
which can include:
Representing the industry
Legal advice
Training
Industry standards and benchmarks
Cost savings
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34. Government and Industry bodies
Industry Unions
In the same way that industry associations represent the
interests of business, the unions represent the interests of
employees.
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35. Obtaining information
The key to obtaining information is for you to be
proactive. It is highly unlikely most information will seek
you out, so you have to go and find it
Obtaining the information you need is a matter of applying
yourself to the sources identified
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36. Obtaining information
Subscribing to, and reading, industry magazines,
newsletters, updates
Picking and reading through the local and city
newspapers
Getting on Internet e-mail lists
Receiving newsletters and updates
Joining your local union or industry
association to receive regular material
Reading books on the industry sector
that you are working in
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37. Obtaining information
Getting out and having a look around to see:
What’s happening
What people are doing
What the competition is doing
What people are doing and saying
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38. Obtaining information
Keys when gathering information:
Display a friendly attitude towards people
Use an appropriate tone of voice and volume
Ask clear and concise questions.
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39. Monitoring current issues
It is important to note though, the collection of information is
most powerful when used to gain an understanding of current
issues that are important to the success of the operation:
What are current issues of importance?
Why are they important?
How can you monitor them?
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40. Monitoring current issues
In order to keep up-to-date with industry issues impacting
within your workplace:
Conduct constant internet research
Attend all meetings and discuss relevant issues
Monitor the media
Read about it in the journals and on-line
subscriptions detailed in this manual
Talk to supervisors and management
Talk to customers
Slide 40Gather and Present Product Information
41. Tourism industry statistics and
trends
Given the tourism and hospitality industry is one of the
largest industries in the world, it is not surprising to learn
that they are numerous sources devoted to industry news,
trends and statistics.
Slide 41Gather and Present Product Information
42. Types of industry statistics and
trends
Industry Statistics
Industry statistics are popular amongst both employees
within the tourism industry and also end consumers.
Statistics prove a ‘snapshot’ of important information
which can be examined and applied to:
Improve business operations
Attract new markets
Build confidence in the eyes of a consumer
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43. Types of industry statistics and
trends
Industry Statistics
Types of tourism businesses
Types and demographics of customers
Top destinations
Hotel occupancy percentages
Reasons for stays
Current industry information
Destination countries
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44. Types of industry statistics and
trends
Industry Statistics
Departure months
Length of stay
Type of organisation for the trip
Transport mode
Accommodation type
Expenditure
Popular tourist attractions
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45. Types of industry statistics and
trends
Industry Trends
Understanding of current industry trends helps operators
within the tourism and hospitality industry gain an
understanding of what may take in the future.
This helps to determine strategy and develop a
competitive advantage over competitors.
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46. Types of industry statistics and
trends
Industry Trends
Great comparison-shopping by consumers
Tourism related applications ‘apps’
Women-only floors
Budget lodging at private accommodation
Unusual one-off experiences and
mini-vacations
App creators breaking through
language barriers
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47. Types of industry statistics and
trends
Industry Trends
Websites offering personalized activities and tours
Using smart-phones as room keys
Booking agents to overlay the social graph, asking users to
sign in with their social media accounts for
the opportunity to hand-pick desirable
seating arrangements
VIP treatment at amusement parks
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48. Operational Information
Most tourism and hospitality organisations will collect
information on a daily basis, from a variety of sources
This information aims to provide managers with vital
information relating to operations
It also helps staff in determining possible
work demands or requirements
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49. Operational Information
Some of this information may relate to:
Current operations
Projected operations
Past operational performance
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50. Operational Information
The collection of information is helpful when:
Providing destination and specific product information and
advice
Providing specific information and advice about the
credentials of an operator
Selling products and services to the customer
Preparing quotations
Booking and coordinating a supplier
service for the customer
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51. Operational Information
The collection of information is helpful when:
Receiving and processing a reservation from a customer
Processing financial transactions
Issuing customer travel documentation
Issuing crew documentation or technical itineraries
Organising functions
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52. Operational Information
The collection of information is helpful when:
Processing and monitoring meeting or event registrations
Purchasing promotional products
Hiring special equipment
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53. Operational Information
Types of information
Specific informational details in relation to products may
include:
Costs, tariffs and rates
Additional taxes and levies imposed
Currency applied to the cost
Terms, conditions and rules
Scheduling information
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54. Operational Information
Types of information
Product codes
Booking procedures
Point of departure
Route taken
Point of conclusion or disembarkation
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55. Operational Information
Types of information
Touring inclusions and exclusions
Technical specifications for audiovisual and other
meetings and events equipment
Specifications for products to be branded
with corporate details
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56. Collecting Operational Information
There are a number of ways to collect information relating to
operational effectiveness including:
Reports
Obtaining customer feedback
Using a pretend customer
Walking about the premises and observing
Use of checklists
Brainstorming sessions
Staff input and review
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57. Customer Information
Understanding customers and their preferences is a very
important aspect of a business.
Therefore being able to collect information is very important to
understand:
What your business is doing well to meet their needs
Identify where improvements can be made
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58. Customer Information
Formal feedback
Customer comment cards
General Manager cocktail parties
Interviews and follow up calls
Meetings
Performance reviews
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59. Customer Information
Informal feedback
This information may come in the form of ‘gossip’ or ‘through
the grapevine’, however is the provider of the largest amount
of feedback.
This includes:
General discussion
Observations
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60. Labour issues
Pay rates
The ability to recruit sufficient and properly trained or
experienced staff
Working conditions
Training
Mandatory licensing and certification
requirements
Superannuation and Insurance
Disciplinary and dismissal procedures
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61. Government initiatives
Creating advertising campaigns to promote certain
locations or industry sectors
Funding training initiatives in certain trades or roles
Encouraging overseas workers
Amending or introducing legislation
Introducing changes to
Industrial Relations legislation
Specific government initiatives
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62. Emerging markets
Spa resorts and the emergence of the well-being industry
Fast food
Recognition of ‘grey power’ and their potential for
spending
Increase in the growth of ‘action’ holidays
Emphasis on domestic travel as
opposed to internal travel
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63. Environmental and social concerns
Waste management, recycling of materials and a
reduction in energy and resource consumption
Noise and air quality
Sustainable tourism activities
Respect for indigenous lands and cultures
Responsible advertising of hospitality
products and services
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64. Environmental and social concerns
Complying with legislated service requirements
(alcohol, gaming, tobacco) to minors
Social awareness towards alcohol and gaming
problems
Ensure discrimination in the provision of
hospitality services does not occur
Accommodating local concerns
into the standard operating procedures
Changes or requirements to planning
requirements
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65. Industry expansion or retraction
The business remains in the sector it currently occupies
Set new directions, new target markets and revised goals
To quit the industry and move into a new industry
To invest in additional buildings, plant, stock
To recruit new staff or to begin staff reductions
To alter the focus of their training programs
To change promotional campaigns
To vary its products and services
To vary prices
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66. Legal compliance information
The importance of complying with legal requirements cannot
be strongly emphasised.
Failure to meet legally imposed obligations can result in fines
(to you and the business) as well as a whole range of
penalties including closure of the business.
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67. Legal compliance information
Laws
Laws are a set of principles, rules and standards established
by parliament and enforced by the courts for the regulation of
behaviour in society and the protection of members of
society and their property:
What laws affect you in the workplace?
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68. Legal compliance information
Consumer protection issues
These traditionally address increasing the responsibility on
business to protect the interests of the consumer from
unconscionable activities and illegal action:
How can you ‘protect’ the consumer?
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69. Legal compliance information
Duty of care
This common law requirement reinforces the responsibility
that all employers and businesses have to provide a safe
workplace and to take appropriate care and action to make
sure that staff, customers and members of the public are not
injured while at the place of business.
How can you make the workplace safe?
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70. Legal compliance information
Equal employment opportunity
EEO legislation ensures people are not victimised or
discriminated against of their age, gender, race, disability or
sexual preference in the areas of:
Employment
Provision of products and services
What EEO practices can you introduce?
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71. Legal compliance information
Workplace relations
Existing HR legislation, systems, structures, terms and
conditions of employment and instruments of employment
are subject to amendment or repeal through the efforts of the
government, employer bodies or unions.
What are examples of workplace relations?
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72. Legal compliance information
Privacy
Obligation on employees not to release confidential
information about their customers without their express
consent including:
Name
Address
Phone number
Buying habits
Marital status
Methods of payment
Purchases
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73. Legal compliance information
Finding information on legal requirements
You understand the legal requirements of your position and
how to conduct your duties in a legal manner.
Update understanding of legal issues by:
Asking Human Resources
Asking Management
Research internet
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74. Emerging technological trends
The hospitality and tourism industry is all about
connections
Connecting people, places and cultures
Using new technologies, social media, and social
networks can help to foster the connections that we
share
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75. Emerging technological trends
Technology greatly impacts on all aspects of operations
The improvements in technology have been immensely
beneficial for the industry
It has made the world a smaller place and made it easier
for businesses to get in touch with customers
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76. Emerging technological trends
The main ways technology can enhance the industry are:
Streamline and speed up access and delivery of services
Improve management and profitability of operations
Enhance marketing of the industry as a
whole and the businesses within it
Improve the relationships between
businesses and its customers
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77. Emerging technological trends
Examples of trends
Standardized set of XML messages for the distribution of
tour and activity data
Short-term, purely spontaneous travel specials
Dedicated travel apps
Sharing of traveller’s personal information
to simplify bookings
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78. Emerging technological trends
Examples of trends
Advanced travel search engines
Travellers to find activities and local
content in a mobile optimized environment
Small business owners to access the
business travel market
Hotels and resorts to communicate with
guest through on property mobile before,
during, and after their visit to the property
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79. Emerging technological trends
Examples of trends
Hotels manage their online reputation and social media
Friends to collaborate and plan trips together
Travellers research and decide where to go, where to
stay and what to do
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80. Local community information
Ways in which an organisation can benefit the community
includes:
Employing staff from the community
Using local suppliers
Investing in the local community through a range of
programs
Recommending community businesses
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81. Local community information
To be able to recommend community businesses, staff should
have a thorough understanding of:
Local attractions
Shopping and retail areas
Events and festivals
Eateries
Supermarkets
Local transport
Activities
Places of worship
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82. Local community information
The best ways to gather community information includes:
Visiting local businesses and finding out what they provide
Talking to management and staff
Collecting and reading brochures
Keeping up with local media
Visiting the local Tourist Information Centre
Attending town meetings
Looking at notice boards in
shopping centres
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83. Collection of effective information
To date we have explored different types and sources of
information that are essential to enable staff and
management of an organisation operate in a successful
manner.
It is important that the information that is collected is:
Accurate
Suited to the needs of their organisation
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84. Data and Information
Whilst the word ‘information’ has been used to date, in
effect this is the collective term for ‘data’ that has been
collected
Data is a piece of information that can be collected and
interpreted by an organisation for their use
What types of data are there?
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85. Types of data
The two most common sources of data are:
Primary data – collected for a specific purpose
Secondary data – generic information
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86. Primary data
Primary research data is newly generated research
information that you yourself or the organisation create
The need for primary research data commonly arises
because of gaps in the information available through the
secondary research data
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87. Primary data
The most common forms of primary market research for
tourism businesses include:
Customer surveys
In-house questionnaires and feedback sheets
Focus groups
Electronic responses on the website
Observation
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88. Primary data
Primary data
Primary data is considered to be either:
Qualitative research
Quantitative research
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89. Primary data
Qualitative research
Qualitative research does not look at numbers
It tries to find out the reasoning behind certain actions,
procedures, activities or ways of thought.
It explores reasoning
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90. Primary data
Qualitative research
Advantages:
It provides richness and depth of information
It provides interactive and snowball brainstorming
Invites expression of opinions
Uses open-ended questions designed
to stimulate thinking
Can be conducted quickly
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91. Primary data
Qualitative research
Disadvantages:
It does not provide a sample of people that is
representative of a target population
Results are open to subjective interpretation
Moderator could bias results by steering
group in a set direction
Dominant group member could sway or
outweigh opinions of other group
participants
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92. Primary data
Quantitative research
Based on structured, closed-ended questionnaires
Aims to gather responses that can be summarised in
numbers
Summarise the information quantitatively or numerically
by percentages, frequencies and averages
Samples can be larger
More representative and statistical
techniques can be used to draw
conclusions
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93. Primary data
Quantitative research
The main types of quantitative research are:
Mail survey
Telephone survey
Face-to-face interview
Combination of mail/telephone surveys
Observation
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94. Primary data
Quantitative research
Advantages:
The objectivity of the results
Sample can be representative of target population
Simply structured answers
Interviewer bias is not such a problem
More cost effective
Can measure consumer attitudes,
behaviour and trends over time
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95. Primary data
Quantitative research
Disadvantages:
Sampling difficulties
Problems with interpretation of reliability and validity
Well designed research requires a basic
understanding of statistical techniques
Deriving accurate results depends upon
meaningful questionnaire design
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96. Primary data
Qualitative & Quantitative research
Customer Evaluation Forms
Customer evaluation forms are a perfect example of where
these two types of research are used:
Quantitative – Where customers are asked to rate
an aspect of the operations between 1 – 5
Qualitative – Where the customer is asked to
give comments or explanations
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97. Secondary data
Secondary data
Using information that already exists
A business can generate secondary research data from
its sales figures, databases from other sources
Should be used before primary research is undertaken
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98. Secondary data
Main types of secondary data
Business and industry-specific journals and periodicals
Trade, professional and business associations
Government statistics
Libraries
Internet
Government websites
Private market research firms
Newspapers and magazines
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99. Using business technology
All organisations use technology to access, organise and
monitor information that is relevant to the operations
There is a wide selection of information that can be
collected for a variety of purposes
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100. Using business technology
Information systems
An information system is a way for managers to:
Assess information needs
Develop information from existing operations, an internal
audit or current situation analysis, external audit and the
market research process
Distribute information accurately to
the right person in the right place at
the right time
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101. Using business technology
Information systems
Reports
The most efficient way that information software systems can
help managers is through the collation of data into useful
reports:
What reports can be produced?
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102. Using business technology
Point of sale systems
Different outlets will use separate equipment to handle
transactions specific to their needs including:
Cash registers
Point-of-sale (POS) terminals
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103. Using business technology
Cash registers
A cash register is a machine that is used to accurately record
transactions including:
Charges
Methods of payments
Issue of accounts and receipts
Store of cash and non-cash payments
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104. Cash registers
X and Z Readings
Cash registers are the most common equipment used in
recording sales.
A summary of takings is obtained through the use of:
‘X’ reading
‘Z’ Reading
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105. Cash registers
X Reading
An ‘X’ reading provides an updated reading/report on
all the financial transactions processed through the
cash register/terminal during the shift or day
An ‘X’ reading can be taken at any stage during a shift
to get an updated summary
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106. Cash registers
Z Reading
A ‘Z’ reading provides a final report on all the financial
transactions that have been processed through the
register/terminal during the shift or day
A ‘Z’ reading is only done at the end
of a shift of day
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107. Cash registers
Additional information
More importantly these systems provide useful information
in relation to the day’s trade including a breakdown of, but
not limited to:
Amount of each item sold
Financial information including average spends
Sales taken by each staff member
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108. Internet
The internet is a great source of information which allows
users to gather endless amounts of valuable information
without leaving the workplace:
Suppliers
Industry associations
Government bodies
Specific properties
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109. Updating information
To keep learning, you must source the most recent and
relevant information about what is happening in:
The industry in general
Your sector of interest
Your workplace department
Your job
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110. Updating information
You should seek to identify a wide range of issues such as:
Changing and emerging trends
New techniques and workplace practices
New equipment and technology
New recipes
Initiatives relating to advertising, marketing
and promotion
Changes to legislation, regulations & codes
of practice
Market research information
Trends
Activities that the opposition is undertaking
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111. Learning opportunities
Not only is the regular updating information beneficial to the
organisation, it also helps develop your own understanding
and level of knowledge:
What learning and development activities
can you undertake?
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112. Learning opportunities
Learning options
On-the-job
Staff meetings and briefings
Undertaking advanced formal studies
Participating in training courses and seminars
Keeping tuned in to TV, cable, electronic
media and the Internet
Doing a relevant correspondence courses
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113. Learning opportunities
Learning options
Subscribing to hospitality journals, newsletters and
periodicals
Becoming a member of an industry association or union
Attending industry functions, product launches or
promotions
Trying something new
Taking time to visit the opposition
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114. Using information
Using information to enhance performance
To advise customers of up-coming events, specials
To make recommendations and suggestions
To provide additional information
To demonstrate professionalism
To help make sales
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115. Using information
Using information to enhance performance
To generate repeat business from customers
To generate referral business
To comply with general operational requirements
To entice the customer to increase
expenditure
To answer routine questions
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117. Research and analyse information
Performance Criteria for this Element are:
Define objectives of research clearly and consistently
with organisational requirements
Ensure data used in research is valid and relevant to
research purposes
Ensure research strategies are appropriate
to the requirements of the research and
make efficient use of available resources
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118. Research and analyse information
Performance Criteria for this Element are:
Ensure methods of data analysis are reliable and
suitable to research purposes
Ensure assumptions used in analyses are clear,
justified and consistent with research objectives
Ensure conclusions are supported by evidence and
contribute to the achievement of the
organisation’s goals and objectives
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119. Focusing research
As can be seen there are many types of information that
can be collected, using a wide array of sources, to address
endless aspects of an operation
No person can keep abreast of all information. In addition,
each organisation will have different informational needs
and priorities
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120. Focusing research
Therefore instead of collecting information for the sake of it,
there must be a specific purpose and focus on what should be
researched:
What information is more important to collect than other?
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121. Assessing information needs
The following questions can be of assistance when assessing
information research needs:
What types of decisions are you regularly called on to make?
What types of information do you need to make these decisions?
What types of information do you regularly get?
What types of special studies do you periodically
request?
What types of information would you like to get
that you are not now getting?
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122. Assessing information needs
What information would you want daily? Weekly?
Monthly? Yearly?
What magazines and trade reports would you like to see
on a regular basis?
What specific topics would you like to be kept informed
of?
What types of data analysis programs would
you like to be kept informed of?
What do you think would be the four most
helpful improvements that could be made
to the present information system?
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123. Research process and plan
A research process is a four step activity:
Define the research problem and objectives
Develop the research plan for collecting information
Implement the research plan by collecting and analysing
the data
Interpret and report the findings
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124. Defining the research problem
Defining the research problem
The first step is to try to identify exactly where the focus of
research and information collection should be concentrated
on.
XYZ Hotel
For example, XYZ Hotel may examine whether
undertaking a renovation to their accommodation
rooms will lead to greater profits for the
organisation as a whole.
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125. Determining specific research
questions
The research problem and research objectives must then be
translated into specific research questions that address
particular information needs:
What questions would you have if you were the XYZ
Hotel?
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126. Determining specific research
questions
XYZ Hotel
What do customers consider value when staying at a hotel?
Will upgrading our facilities keep current patrons?
Will upgrading our facilities attract new patrons?
What specific upgrades will add value to a hotel experience?
Will upgrading facilities lead to a competitive advantage over the
completion in the area?
What extra revenue will the customers be willing to pay?
What are the potential costs of refurbishment?
What is the expected profitability of upgrading facilities?
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127. Define research objectives
By using research questions as the basis, research objectives
may identified:
What research objectives would you have if you were the
XYZ Hotel?
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128. Define research objectives
XYZ Hotel
Identify components of value in the customer’s eyes
Identify needs of current customers
Identify what the competition is providing to customers
Identify products and facilities that can be upgraded
Identify potential costs of refurbishment, including loss of income
during refurbishment
Identify timeline and steps associated with refurbishment
Identify expected profitability of upgrading facilities
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129. Developing the research plan
Once the objectives have been determined, it is now time
to identify and develop the research plan
This is the framework in which trying to find the answers to
the research questions and objectives are based
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130. Gathering secondary data
XYZ Hotel:
Industry journals to identify current trends in hotels
Statistical information on the industry, its offerings and
market segments
Discussions with industry bodies relating to projected
activities and areas of concerns in the industry
Trade magazines and websites to identify
range of products and facilities that can
be upgraded
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131. Gathering primary data
XYZ Hotel:
Customer surveys to identify customers current satisfaction,
needs and areas of value
Phone meetings with current and potential customers
Interviews with customers
Visiting equipment supplies
Visiting competitors
Getting a financial advisor to prepare
financial forecasts
Getting contractors to prepare a
renovation budget and timeline
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132. Implementing the research plan
Implementing the plan involves collecting, processing, editing
and analysing the data:
What considerations need to be taken into account when
implementing the research activity?
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133. Implementing the research plan
It is important that all people associated with the research
activity have an understanding of the exercise and what is
expected of them including:
Objectives of the research project
Methods of data collection to use
Timeframes for collecting data
Budget associated with project
Communication of findings
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134. Monitor the research plan
When monitoring the progress of the research plan some
suggestions include:
Start small
Review research method on a regular basis
Understand the issues at hand
Be flexible in research methods
Focus on answering objectives
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135. Analysing information
Once data has been collected, it is now analysed for the
purpose of shedding light on answering the research
objectives.
Analysis of data is a process of inspecting, cleaning,
transforming, and modelling data with the goal of:
Highlighting useful information
Collecting evidence
Suggesting conclusions
Supporting decision making
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136. Analysing information
Analysis of quantitative information
Make copies of your data
Tabulate the information, i.e., add up the number of
ratings, rankings, yes's, no's for each question
For ratings and rankings, consider computing a mean, or
average, for each question
Consider conveying the range of answers
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137. Analysing information
Analysis of "qualitative" information
Read through all the data
Organize comments into similar categories
Label the categories or themes
Attempt to identify patterns where people
may have similar feelings or thoughts
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138. Interpret information
The aim of interpreting information is to review all the
information collected with the hope of:
Providing a summary of key pieces of evidence
In which assumptions, conclusions and recommendations
be based
The process is not to find reason or purpose
in all the information collected, but to
methodically compile and interpret
evidence that is relevant
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139. Ensuring clear, justified and consistent
assumptions
Whilst at some stage, the person who collects and interprets
information will have to make some assumptions and then
recommendations based on these, it is important that their
assumptions are as valid and accurate as possible:
How can you do this?
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140. Ensuring clear, justified and consistent
assumptions
Trying not to box findings into a solution they think is correct, as
opposed to what is seen as correct
Don’t draw general conclusions or assumptions based on only
one or two findings
It is important to have supporting evidence from different sources
Try to be critical in making assumptions by
trying to find holes or weaknesses in them
Discuss the findings with another person/s
to see if assumptions are consistent
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141. Report the findings
Now that assumptions have been made in reference to the
information collated and summarised, it is now time to prepare
and record:
Findings
Conclusions
Recommendations
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142. Report the findings
It is essential that:
Important findings relate to the original research problem
and objectives
Any recommendations that are made should be based on
factual evidence collected during the data collection
process
The conclusions presented must be
understandable to management and practical
to the problem at hand
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143. Report the findings
It is essential that:
The level and scope of content depends on to whom the
report is intended including owners, management,
employees, clients, customers, the public
Be sure to record the research plans and
activities in a research plan which can be
referenced when a similar research effort
is needed in the future
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145. Present information
Performance Criteria for this Element are:
Present recommendations and issues in an appropriate
format, style and structure using suitable business
technology
Ensure structure and format of reports are clear and
conform to organisational requirements
Report and distribute research findings in accordance
with organisational requirements
Obtain feedback and comments on suitability and
sufficiency of findings in accordance with
organisational requirements
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146. Presenting findings and
recommendations
Depending on the nature of the research activity, the
findings may be presented in a wide variety of ways to suit
the importance, formality and intended audience
Simple research activities may result in findings being
emailed or may require a more formal approach
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147. Presenting findings and
recommendations
Methods of presenting recommendations
Some ways to present information include:
Formal meetings
One-on-one or group discussions
Staff briefings
E-mail
Prepare notices for distribution on walls
Written reports
Training sessions
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148. Preparing the research report
Where a formal report is required, either to supplement a
verbal meeting or to provide structured and documented
evidence, it is important that it is prepared in a manner that
is:
Easy to read by a wide base of potential audiences
In a logical and concise manner
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149. Preparing the research report
It is important that the research report is documented in a
manner that provides an accurate snapshot of the:
Purpose of the research activity
Research objectives
Research activities
Evidence collected
Recommendations and conclusions
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150. Preparing the research report
Contents of a Research Report
Title Page
Table of Contents
Executive Summary
Purpose of the Report
Background Information
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151. Presenting the research report
Once the appropriate method of presenting
recommendations has been decided, it is now time to
prepare and present the recommendations
This planning is just as important as the actual research
activity itself
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152. Preparing for the presentation
Step 1 – Obtain the necessary information for the
presentation
Step 2 – Work out the structure of the actual presentation
Step 3 – Arrange all required information in the required
sequence
Step 4 – Identify the key points that need
to be made in the presentation
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153. Preparing for the presentation
Step 5 – Write a draft presentation (script)
Step 6 – Practise the draft presentation
Step 7 – Develop the necessary presentation aids and
materials
Step 8 – Rehearse the total presentation
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154. Preparing for the presentation
Step 1 – Obtain the necessary information for the
presentation
Classify material that you have captured into the three
traditional categories of:
Must present, must know
Could present, could know
Nice to present, nice to know
The focus of the delivery has to be on the
‘must present’ information.
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155. Preparing for the presentation
Step 2 – Work out the structure of the actual presentation
The traditional structure of a presentation will generally consist
of three parts:
An introduction to the presentation
The main body of the presentation
Summary
Question and Answers
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156. Preparing for the presentation
Introduction
Let the audience know what the presentation is going to be
about
Acknowledge and make reference to any information about
the topic that the audience already has
Tell the audience what your objectives are
Give an overview of what you are going to
present
Advise them of any participation you have
organised for them
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157. Preparing for the presentation
Main body
Keeping focussed on your identified objectives
Putting the information into context
Starting with the simple and moving to the more complex
Integrating A-V and presentation aids into the presentation
Ensuring a logical flow of information
Seeking clarity
Involving the audience
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158. Preparing for the presentation
Summary
This section of the presentation should be quite brief,
summarising the information that was contained in the
main body
Only key points should be provided in the summary
Include a set of conclusions, or
recommendations for future action
‘Thank you’
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159. Preparing for the presentation
Q & A sessions:
Encourage questions
Respond enthusiastically
Don’t get annoyed with one person who asks lots of questions
Provide concise and accurate answers
Acknowledge good and incisive questions
Never be afraid to admit when you don’t
know the answer to a question
Thank participants for their questions
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160. Preparing for the presentation
Step 3: Place the information in order
Ordering your information is a fairly logical process and can
be best achieved if you follow these simple steps:
Write down a series of subheadings you wish to present in
the main body
Arrange the subheadings into a logical order
and then number them in a logical sequence
Use a numbering system
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161. Preparing for the presentation
Step 4: Identify key points
The type of key points you select will depend upon the factors
below:
The objectives you hope to achieve with your presentation
The type of presentation or occasion
The type of information you have access to
The characteristics of the audience
The depth and breadth of your knowledge
and experience
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162. Preparing for the presentation
Step 5: Prepare a draft
Use headings in your notes
Keep in mind the objectives
Consider the audience characteristics
Use language that has a clear meaning
Present in an informative and interesting
manner
Identify where to use visual aids
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163. Preparing for the presentation
Step 6: Practise your verbal presentation
You need to practise your verbal presentation by reading it
out aloud to identify:
Information that does not flow smoothly
Areas too detailed or wordy
Sections that are not clear or concise
Information that is difficult to present verbally
Areas you just have difficulty with
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164. Preparing for the presentation
Step 7 – Develop the necessary presentation aids and
materials
PowerPoint presentations
Diagrams, models and charts
Products, samples and models
Paper-based materials
DVDs, slides, overhead projection sheets
Whiteboards, flip charts, posters
Video or teleconferences
DVDs
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165. Preparing for the presentation
Step 8: Rehearse the entire presentation
You will need to practise:
Reading the information
Showing the visual materials while delivering
the verbal presentation
Your stance
The speed and pace of presentation
Controlling your breathing
Integrating the roles of other presenters
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166. Preparing the audience in advance
Once the appropriate method of presenting
recommendations has been decided, it is now time to
distribute findings to the intended audience
In many cases, it may be wise to distribute written reports
to the audience in advance so they have a chance to
carefully review and discuss the report
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167. Deliver the presentation
Prior to the presentation
Before the actual presentation commences there are several
things you should do to maximise both your chance of
success and the effectiveness of the presentation:
Check who is attending
Review the presentation
Prepare the venue
Check your personal presentation
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168. Deliver the presentation
Making the presentation
Speech delivery:
Volume
Speed or pace of delivery
Tone, pitch and modulation
Pronunciation
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169. Deliver the presentation
Making the presentation
The message:
Your objectives are your message
The presentation needs to stay focussed on this
Attention should be paid to ensure that the
information prepared is in fact the information
presented
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170. Deliver the presentation
Making the presentation
Gestures and facial expressions:
Smiling is a positive facial expression that will make you look
and feel relaxed
Try to adopt a stance that you feel comfortable with
Use your hands only when they are needed
Try to look relaxed
Try to use a range of different gestures
and expressions
Avoid using nervous body movements
but portray enthusiasm
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171. Deliver the presentation
Making the presentation
Eye contact:
Eye contact is an extremely important form of non-verbal
communication
Try to remember that by maintaining eye contact, it is
possible to personally include members of the audience
into your presentation
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172. Deliver the presentation
Making the presentation
Using cue cards
Cue cards can be used in many ways, including:
To jog your memory
To remind you of difficult concepts or ideas
To ensure you remain focussed or on track
To provide you with an order in which
key points are presented
To assist you with presenting factual
information, such as figures or statistics
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173. Deliver the presentation
Making the presentation
Involving the audience
Involving the audience usually enhances the success of any
presentation because adults generally prefer ‘active’ learning
to ‘passive’ learning:
How can you involve the audience?
How can you involve quiet people?
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174. Obtain feedback
In the event that findings are presented in a meeting, it is
important that the audience is able to provide feedback,
suggestions or general comments:
What is feedback?
Why is getting feedback important?
What type of feedback can be given?
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175. Obtain feedback
Feedback could come in the form of:
Providing general comments
Providing expert advice
Providing suggestion
Providing criticism
Providing acceptance and approval
Translate recommendations to action plans
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176. Handle Questions
There may be a number of questions in which the
audience may want to ask
Presenters should see questions from audiences as a
positive thing and not as an interruption or a distraction
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177. Handle Questions
Purpose of questions
Demonstrate the audience is interested and paying
attention
Provide an extra opportunity for clarify information
Enable a check to be made on the level of understanding
the audience has
Facilitate interaction with the audience
Help make a passive session
into an active one
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178. After the presentation
Whilst most questions may be clarified during the
presentation, it is unlikely that all questions or actions
required will be resolved
Where this occurs, you have to arrange to get the required
information to them after the presentation has finished
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179. After the presentation
Follow up activities
Arranging a follow-up meeting or another presentation
Posting information on the website
Mailing hard copy information to individuals
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180. After the presentation
Follow up activities
Issuing a media release
Meeting with individuals after the presentation, in the
venue, and discussing things there
Deciding follow up action resulting from the
recommendations or conclusions in the
research report
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