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Lesson 7. Providing Rationale for Your R... > The 30-Second Recap - Pg. 29

Providing Rationale for Your Recommendations Caution 29 Avoid making conclusions or stating an opinion in a finding. Findings should be statements of fact, based on the data being summarized or analyzed. Rationale points for recommendations, or findings for summaries or analyses, are the "guts" of a memo--the factual foundation on which the recommendation or conclusions must rest. For that reason, this section of your document should clearly and concisely lay out the key facts you need the reader to know in order to understand and agree with the rest of your document. Key Findings Publish It packaging communicates the product's key attributes as well as the desktop publishing software market leader, Publisher 98. When asked how to rate their product expectations based on the package design, target consumers rated Publish It and Publisher 98 the same on all attributes except brand reputation. This is not surprising given that Publisher 98 is the third version of Publisher, and the Publisher software product line has been in the market for more than six years. For perspective, 50 percent of the respondents own and use some version of Publisher. Product Ratings on a 7-Point Scale 7 = Excellent and 1 = Poor Publish It Overall quality Fun to use Easy to use Easy to get started Compatible with other software I have Has a good reputation 5.9 5.6 5.5 5.6 5.8 5.4 Publisher 98 6.0 5.6 5.7 5.6 6.0 6.3