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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Lesson Seven Research Writing
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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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.
client/topic
Example Objectives Statement
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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.
issue/problem
Example Objectives Statement
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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.
research
Example Objectives Statement
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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.
findings
Example Objectives Statement
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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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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:
Report Writing: Preliminary section
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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?
Report Writing: Main section
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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?
Report Writing: Main section
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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
Report Writing: Main section
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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
Report Writing: Main section
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4. CONCLUSIONS
So what?
What does your research tell you?
No new data here
Report Writing: Main section
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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
Report Writing: Main section
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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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