Lesson 7 - Research Writing 2

Lesson Seven Seven Resear Research ch Writing

Lesson Seven Seven Resear Research ch Writing

6 C¶s for Good Style

Coherent Complete Concise Considerate Concrete Correct

Lesson Seven Seven Resear Research ch Writing

1.

Coherent Headings Functional structure Sections, subsections and paragraphs Fluent presentation of research

Lesson Seven Seven Resear Research ch Writing

Par ag agr ap aphs

Lesson Seven Seven Resear Research ch Writing

Pr ac actice Figure 2. Write a resear ch par ag agr ap aph Write a short paragraph using the three extracts extrac ts as research support. You will need to: 1. 2. 3. 4. 5. 6.

Read Read care carefu full llyy tto od dec ecid idee tthe he to topi pic. c. Write Write an intr introdu oducto ctory ry sente sentence nce explain explaining ing the paragr paragraph aph top topic. ic. Highli Highlight ght inf inform ormati ation on in the the extr extract actss tthat hat you wish wish to use. use. Use paraph paraphrase rase and/or and/or quotat quotation ion to d discu iscuss ss this this inf inform ormati ation. on. Writ Writee a concl conclud udin ing g sente sentenc ncee (¶So (¶So what what?· ?· sent senten ence ce). ). Give Give ful fulll citat citation ionss and and refere reference ncess in author author/da /date te style. style.

Lesson Seven Seven Resear Research ch Writing

agr ap aph Figure 2. Write a resear ch par ag From page 660 of the 8th edition of George Belch and Michael Baker·s 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, Beamer, published 2010 by Pearson Education, London: Television commercials commercials offer insights into cultural priorities ² 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. Lesson Seven Seven Resear Research ch Writing

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, ( 2009, p. 660). Furthermore, Varner and Beamer explain that ¶cultural priorities· p riorities· mean that television commercials for  the same product will have different focus in different countries. Citing the example of  breakfast cereal, Varner Varner and Beamer explain how h ow this is seen as convenient, convenien t, fast food in America but a family orientated meal in Mexico (2010, p. 105). Therefore, as there th ere are many potential problems facing international advertisers, research is very important and so Unwin emphasizes the importance of pre-testing advertisements through methods such as focus groups (1974, p. 25). If advertisers wish to successfully reach audiences in different cultures they must research the t he culture and adapt their messages appropriately.

References Belch, G. & Baker, Baker, M. (2009). Advertising and Promotion (8th ed.). New York: York: McGrawHill. Unwin, S. (1974). How Culture Cu lture Affects Advertising Expression and Communication Style. Journal of Advertising, 3(2), 15-26. Varner, arner, I. & Beamer, L. (2010). Intercultural Intercultu ral Communication in the Global Glob al Workplace. London: Pearson Education. Lesson Seven Seven Resear Research ch Writing

2. Complete

Evide Evi dence nce of of resea research rch:: 

Questionnaire



Survey results



Interview transcripts



Focus group record



Completed consent forms

Lesson Seven Seven Resear Research ch Writing

3.

Concise

Avoid unnecessary details Use simple, specific language Write clear   objectives

Lesson Seven Seven Resear Research ch Writing

Example

Objectives Statement This

report for Dove explores the way in which foreign companies advertise in China. Many Western companies companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our  project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. Lesson Seven Seven Resear Research ch Writing

Example

Objectives Statement

client/topic

This

report for Dove explores the way in which foreign companies advertise in China. Many Western companies companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our  project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. Lesson Seven Seven Resear Research ch Writing

Example

Objectives Statement This

issue/problem

report for Dove explores the way in which 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 the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our  project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. Lesson Seven Seven Resear Research ch Writing

Example

Objectives Statement This

report for Dove explores the way in which foreign companies advertise in China. Many Western companies companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in research China and the Chinese context using a literature review, survey and visual anthropological study. A study. A key finding of our  project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. Lesson Seven Seven Resear Research ch Writing

Example

Objectives Statement This

report for Dove explores the way in which foreign companies advertise in China. Many Western companies companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A study. A key finding of our  project was that certain brands were associated positively with modernity while findings others were associated by consumers with the negative aspects of modern life. Lesson Seven Seven Resear Research ch Writing

4.

Consider ate Reader fr friendly Non-offensive Non-disc scrrimi min natory

Discuss

how these st atements could be made more consider ate: 1. A designer should think carefully about his audience. audien ce.

Designers should think carefully about their audiences. 2. The toilets were designed for handicaps. The

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

furniture consists of synthetic materials. Lesson Seven Seven Resear Research ch Writing

5.

Concrete Explain Specify Convince Illustrate Give examples

X

 A subculture is sort of like a culture cu lture but different according to my research.  According to Wood (2006, p. 164) a subculture is a group that is distinct from a dominant or mainstream culture, for example, the Chinese community in Indonesia.



Lesson Seven Seven Resear Research ch Writing

6. Correct

Presentation and format: Follow sample Register: Use formal language language Gr ammar: Keep sentences short. Have your  writing proofread Spelling: Use consistent, standard style Punctuation: Capitalise, Space and highlight quotes Referen cing: Use Author-Date Author-Date style only

Lesson Seven Seven Resear Research ch Writing

Lesson Seven Seven Resear Research ch Writing

Example

B

One

of the strengths of Brown and Raymond's 1998 article in the Journal of Nursing is Nursing is 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. These enable the reader to browse through the article and quickly find important pieces of information. These pieces of information are also easily located becau se the article's introductory paragraph gives a brief yet highly detailed outline of the con tent.

 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 of  evidencing 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 incl usion of statistical data from their thei r own study. study. The large size of their  sample population adds to the validity of these results. In co ntrast 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 alternative indicated by the inclusion of such emotive terms as µpe rsonal crisis¶, µdistressed¶ and µseparation 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. Vol. 33, pp. 53 - 71. Foley, Foley, RS 1997, Nursing and Client Management , Juniper Publications, London. Lesson Seven Seven Resear Research ch Writing

Report Writing

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main sections





Preliminary Section Main Body 1.

INTRODUCTION 1.1 Objectives

2. 3. 4. 5. 

METHODOLOGY ANALYSIS CONCLUSIONS RECOMMENDATIONS

Word Count

Supplementary Section Lesson Seven Seven Resear Research ch Writing

Report Writing: Preliminary section

Title

Page

Table

of Contents

List of Figures

Lesson Seven Seven Resear Research ch Writing

Report Writing: Preliminary section

Lesson Seven Seven Resear Research ch Writing

Report Writing: Preliminary section List

of Figures:

Provide Provid e figure figure numb number er & desc descrip riptio tion n with with illustrations in Introduction & Main Body Referenc Refe rence e in bracke brackets ts pre precede ceded d by by µSourc µSource:¶ e:¶ Refer Ref er to th the e figu figure re in in the the tex textt !

Lesson Seven Seven Resear Research ch Writing

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.

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main section 1. INTRODUCTION 1.1 Objectives Short, clear statements In your own words Key points of research: Who is your client? client? What is your your topic? What What is the the issue? issue? What research research methods methods did you you use? What were were the key outcom outcomes es of your  your  research?

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main section

2. METHODOLOGY How exactly did you do your research? Primary/Secondary? Quantitative/Qualitative? How did you sample? What pr problems di did yo you en encounter, if an any?

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main section 3.

ANAL YSIS: Title of the Report Mai Main te text xt of th thee repor eportt in sub subse sect ctio ions ns Key Key fin findin dings gs & conn connec ecti tions ons made made betw betwee een n sour source cess on on the the top topic ic Cons Consis ists ts of inf infor orma mati tion on & idea ideass you you have have fou found nd on you yourr topi topic, c, what they mean and your interpretation of it Do th thee fin findi ding ngss supp suppor ortt or or con contr trad adic ictt eeac ach ho oth ther er? ? What hat data data is worth high ghllight htiing? What hat ins insig ight htss d diid yyou ou gain gain from from th thee res reseearc arch? Provide sources

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main section 3.

ANAL YSIS: Title of the Report Includ Incl udee ana analy lysi siss of of pr primar imaryy res resea earrch data data Use data in graphic form

Fig. 2 ² Survey question 3. 61.54% 61.54% of  respondents 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 woman·s ability to secure a well-paid job is more important than marriage to a wealthy husband. husb and. This indicates that women surveyed are more independent minded and less willing to depend on a husband for  financial security. security. Furthermore, the th e results indicate that a majority of those sampled would prefer to marry later in life tha than n the their  ir mothers mothers did, while

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main section

4.

CONCLUSIONS

So what? What What does does you yourr rese resear arch ch tel telll you you? ? No new data here

Lesson Seven Seven Resear Research ch Writing

Report Writing: Main section

5.

RECOMMENDATIONS Based on conclusions Solv So lve e the the pr prob oble lem ms that that ma made de wri riti ting ng the the re repo port rt necessary Brie Br ieff fe feas asib ible le/p /pra ract ctic ical al st stat atem emen ents ts:: 5.1 Change to organic cotton 5.2 Use celebrity endorsement to build brand prestige

Lesson Seven Seven Resear Research ch Writing

Report Writing: Supplementary section Referen ces Reference only  only sources sources mentioned Use au auth thor or/d /dat ate e sy syst stem em ALPHABE TICAL ORDER!

Lesson Seven Seven Resear Research ch Writing

Report Writing: Supplementary section Appendices  

Extra illustration illustrations/charts s/charts Primary Research documentation: S urveys urveys

± Questionnaires, Tables, Graphs. Interviews & Focus Groups Transcripts, Consent forms. Visual studies ± Photos/Designs with short description.

* if necessary

Lesson Seven Seven Resear Research ch Writing

Lesson Seven Seven Resear Research ch Writing