Lesson 7 - Research Writing 2

8/4/2019 Lesson 7 - Research Writing 2

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Lesson Seven Research Writing


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6 Cs for Good Style

Coherent

Complete

Concise

Considerate

Concrete Correct


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1. Coherent

Headings Functional structure

Sections, subsections and paragraphs

Fluent presentation of research


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Paragraphs


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Practice

Figure 2. Write a research paragraphWrite a short paragraph using the three extracts as research support. You

will need to:

1. Read carefully to decide the topic.

2. Write an introductory sentence explaining the paragraph topic.

3. Highlight information in the extracts that you wish to use.

4. Use paraphrase and/or quotation to discuss this information.

5. Write a concluding sentence (So what? sentence).

6. Give full citations and references in author/date style.


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Figure 2. Write a research paragraph

From page 660 of the 8th edition of George Belch and Michael Bakers 2009 book Advertising and Promotion

published by McGraw-Hill in New York:

Advertisers can encounter problems with the meanings of signs and symbols used in their messages. For example,

the thumbs-up sign, which has a positive meaning for most Americans, has offensive meaning in some countries

such as Russia and Poland There can also be problems associated with the symbolic meanings of colors. In

Japan, as in many Asian countries, white is a color for mourning rather than black, and purple is associated with

death in many Latin American countries.

From page 105 of Intercultural Communication in the Global Workplace by Iris Varner and Linda Beamer,

published 2010 by Pearson Education, London:

Television commercials offer insights into cultural priorities not so much in the products they advertise as in the

values suggested by the appeals the commercials make to the viewers. Whereas convenience is the central appeal in

certain breakfast cereal advertisements to young single working people in the United States, family membership is

the central appeal in advertisements for the same breakfast cereal in Mexico.

One Southeast Asian country has advertised its airlines for years by showing attractive young women attentively

serving male customers. In North America and Europe, this approach has offended some who see this as gender

bias.

From page 25 of the 1974 article How Culture Affects Advertising Expression and Communication Style by

Stephen Unwin in the print version of the Journal of Advertising, volume 3, issue number 2 on pages 15 to

26:

Intercultural distinctions in advertising expression make the pre-testing of finished advertisements, for example,

through focus groups, an important step in international campaign planning procedure.


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Different cultures understand the symbols and images used in advertising differently.

According to Belch and Baker, this can cause problems with the meanings used by

advertisers in their messages. For example, the thumbs-up sign, which has positive

meanings in America, is offensive in Russia and Poland (2009, p. 660). Furthermore,Varner and Beamer explain that cultural priorities mean that television commercials for

the same product will have different focus in different countries. Citing the example of

breakfast cereal, Varner and Beamer explain how this is seen as convenient, fast food in

America but a family orientated meal in Mexico (2010, p. 105). Therefore, as there are

many potential problems facing international advertisers, research is very important and

so Unwin emphasizes the importance of pre-testing advertisements through methodssuch as focus groups (1974, p. 25). If advertisers wish to successfully reach audiences in

different cultures they must research the culture and adapt their messages appropriately.

ReferencesBelch, G. & Baker, M. (2009). Advertising and Promotion (8th ed.). New York: McGraw-

Hill.

Unwin, S. (1974). How Culture Affects Advertising Expression and Communication Style.

Journal of Advertising, 3(2), 15-26.

Varner, I. & Beamer, L. (2010). Intercultural Communication in the Global Workplace.

London: Pearson Education.


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2. Complete

Evidence of research:

Questionnaire

Survey results

Interview transcripts

Focus group record

Completed consent forms


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3. Concise

Avoid unnecessary details

Use simple, specific language

Write clear objectives


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Example Objectives Statement

This report for Dove explores the way inwhich foreign companies advertise in China.

Many Western companies use concepts that

are alien to the Chinese consumer, in

particular young Chinese women. This report

is a result of extensive research into thefemale Chinese consumer, advertising in

China and the Chinese context using a

literature review, survey and visual

anthropological study. A key finding of ourproject was that certain brands were

associated positively with modernity while

others were associated by consumers with

the negative aspects of modern life.


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client/topic



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issue/problem



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anthropological study.A key finding of ourproject was that certain brands were




research



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anthropological study.A key finding of ourproject was that certain brands were




findings



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4. Considerate

Reader friendly Non-offensive

Non-discriminatory

Discuss how these statements could be mademore considerate:

1. A designer should think carefully about his audience.

2. The toilets were designed for handicaps.

3. The furniture consists of manmade materials.The toilets were designed for the disabled.

Designers should think carefully about their audiences.

The furniture consists of synthetic materials.


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5. Concrete

Explain

Specify

Convince

Illustrate Give examples

A subculture is sort of like a culture but differentaccording to my research. XAccording to Wood (2006, p. 164) a subculture is agroup that is distinct from a dominant or mainstreamculture, for example, the Chinese community inIndonesia.


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6. Correct

Presentation and format: Follow sample

Register: Use formal language

Grammar: Keep sentences short. Have yourwriting proofread

Spelling: Use consistent, standard style

Punctuation: Capitalise, Space and highlight

quotes Referencing: Use Author-Date style only


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Example B

One of the strengths of Brown and Raymond's 1998 article in the Journal of Nursingis its

organisation and layout. The organisation of the article into numerous separate sections

transforms a reasonably lengthy article into a series of small, easily readable sections. Theseenable the reader to browse through the article and quickly find important pieces of information.

These pieces of information are also easily located because the article's introductory paragraph

gives a brief yet highly detailed outline of the content.

Another of its strengths is the extensive use of evidence such as references and statistical data to

give validity to the authors' claims. An example of their evidence use through referencing is the

authors' use of numerous examples and references to justify their claim that current nursing

literature emphasises client involvement (Brown & Raymond, 1998, pp. 66-67). An example ofevidencing through the inclusion of statistical data is their rebuttal to previous claims by

researchers such as Foley that clients are submissive (1997, p. 732). The authors validate their

position through the inclusion of statistical data from their own study. The large size of their

sample population adds to the validity of these results. In contrast to these strengths, however,

the article contains several weaknesses. One minor weakness is the authors' use of a number of

references that are outdated in comparison to the publication date of their article. Of greater

concern, however, is the authors' obvious bias against hospitalisation as a treatment alternativeindicated by the inclusion of such emotive terms as personal crisis, distressed and separation

from society to describe the experience of patients who had undergone this treatment.

List of References

Brown, WP & Raymond, X 1998, 'Patients and their involvement in decisions about care', Journal

of Nursing, Vol. 33, pp. 53 - 71.

Foley, RS 1997, Nursing and Client Management, Juniper Publications, London.


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Report Writing


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Report Writing: Main sections

Preliminary Section

Main Body1. INTRODUCTION

1.1 Objectives

2. METHODOLOGY

3. ANALYSIS

4. CONCLUSIONS

5. RECOMMENDATIONS

SupplementarySection

Word

Count


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Title PageTable of Contents

List of Figures

Report Writing: Preliminary section


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Provide figure number & description with

illustrations in Introduction & Main Body Reference in brackets preceded by Source:

Refer to the figure in the text!

List of Figures:



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Report Writing: Main section

1. INTRODUCTION

Introduce the client and the issue

Who are you working for?

What do they do?What does the brand/organization

represent?

What issue/problem is your research

concerned with?

How does this relate to the client?

What background is important?

Give sources.


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1. INTRODUCTION1.1 Objectives

Short, clear statements

In your own wordsKey points of research:

Who is your client? What is your topic?

What is the issue?

What research methods did you use?

What were the key outcomes of your

research?



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2. METHODOLOGY

How exactly did you do your research?

Primary/Secondary?

Quantitative/Qualitative?

How did you sample?

What problems did you encounter, if any?



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3. ANALYSIS: Title of the Report

Main text of the report in subsections

Key findings & connections made between sources on the topic Consists of information & ideas you have found on your topic,

what they mean and your interpretation of it

Do the findings support or contradict each other?

What data is worth highlighting?

What insights did you gain from the research? Provide sources



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3. ANALYSIS: Title of the Report

Include analysis of primary research data

Use data in graphic form

Fig. 2 Survey question 3. 61.54% ofrespondents said a better paying job would

be the key factor in making them happier.23% said finding a wealthy husband would

make them happier.

According to the survey results (see Figure 2 opposite),

a womans ability to secure a well-paid job is more

important than marriage to a wealthy husband. This

indicates that women surveyed are more independentminded and less willing to depend on a husband for

financial security. Furthermore, the results indicate that a

majority of those sampled would prefer to marry later in

life than theirmothers did, while



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4. CONCLUSIONS

So what?

What does your research tell you?

No new data here



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5. RECOMMENDATIONS

Based on conclusions

Solve the problems that made writing the reportnecessary

Brief feasible/practical statements:

5.1 Change to organic cotton

5.2 Use celebrity endorsement to build brand prestige



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Reference onlysources mentioned Use author/date system

ALPHABETICALORDER!

References

Report Writing: Supplementary section


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Report Writing: Supplementary section

Extra illustrations/charts

Primary Researchdocumentation:

Surveys

Questionnaires, Tables,Graphs.

Interviews & FocusGroups -

Transcripts, Consentforms.

Visual studies

Photos/Designs with shortdescription.

* if necessary

Appendices


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Lesson 7 - Research Writing 2

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