4.1 Be Precise

People are often more comfortable communicating in words. However…“[o]ur reports would communicate research results more precisely if we used the original numbers rather than converting them to words.” 1

Words can be used to talk about numbers, but choose carefully. Experts have identified words that are used frequently in research reports to describe:1,2

• amounts — most, majority, half, minority, few,
• probabilities – always, never, probably, usually,
• time – soon, right away,
• comparisons or change – more than, less than,

and identified modifiers to make them more precise – – overwhelmingly, substantial, slight, limited, large, little, very and extremely.

But they found that the researchers and the managers did not agree on the numerical meaning of the words (e.g., what percentage does minority mean?).

What are your options?

• Provide the actual numbers – in an accompanying table or chart or by including the numbers in the text such as in parentheses after a descriptive phrase.
• Use more precise words – e.g., “just over two-thirds” rather than “a large majority”.
• Define how you will use such terms and use them consistently.

1. Scipione, Paul (1995), “The Value of Words” Journal of Advertising Research, May/June, 36-43.
2. Holmes, Terence L. and Edward C. Brewer (2006), “An Experiential Classroom Exercise to Improve Communication Effectiveness,” The Archives of Marketing Education.