---
url: "https://questionstar.com/principles-of-survey-research/chapter-7/slide-263.html"
title: "Principles of good writing"
type: "lehrbuch-slide"
chapter: 7
chapterTitle: "Reporting Results"
slide: 263
---

# Principles of good writing

*Write for the decision-makers; avoid jargon, put technical terms in the appendix.*

Reader-oriented

Write for the **decision-makers** ; avoid jargon, put technical terms in the appendix.

Easy to follow

Logical structure, headings, **short clear sentences** ; have outsiders proofread it.

Professional

Careful design; vary typography — but only as far as it **supports understanding** .

Objective

Present design, results and conclusions accurately, **do not tailor them to the expectations** of management.

Text ↔ Graphics

Reinforce key information with tables/figures — and bring figures **to life with quotes** .

Concise

Leave out everything unnecessary — but **never at the expense of completeness** .

![Espresso cup](/principles-of-survey-research/media/coffee.png)

"The readers of your reports are busy people — hardly anyone can balance report, coffee and dictionary all at once."

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*Slide 263 of 274 · Chapter 7: Reporting Results · Principles of Survey Research · Dr. Paul Marx*