Lesson Seven Research Writing

Lesson Seven Research Writing

6 Cs for Good Style

Coherent Complete Concise Considerate Concrete Correct

Lesson Seven Research Writing

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

Lesson Seven Research Writing

Paragraphs

Lesson Seven Research Writing

Practice
Figure 2. Write a research paragraph
Write a short paragraph using the three extracts as research support. You will need to: 1. 2. 3. 4. 5. 6. Read carefully to decide the topic. Write an introductory sentence explaining the paragraph topic. Highlight information in the extracts that you wish to use. Use paraphrase and/or quotation to discuss this information. Write a concluding sentence (So what? sentence). Give full citations and references in author/date style.

Lesson Seven Research Writing

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. Lesson Seven Research 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, 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 methods such 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.

References Belch, G. & Baker, M. (2009). Advertising and Promotion (8th ed.). New York: McGrawHill. 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.
Lesson Seven Research Writing

2. Complete

Evidence of research:
 Questionnaire  Survey results  Interview transcripts  Focus group record  Completed consent forms

Lesson Seven Research Writing

3. Concise

Avoid unnecessary details Use simple, specific language Write clear objectives

Lesson Seven Research Writing

Example Objectives Statement

This 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 Research Writing

Example Objectives Statement

This report for Dove explores the way in client/topic 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 Research Writing

Example Objectives Statement

This 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 Research Writing

issue/problem

Example Objectives Statement

This 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 research 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 Research Writing

Example Objectives Statement

This 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 findings others were associated by consumers with the negative aspects of modern life.
Lesson Seven Research Writing

4. Considerate Reader friendly Non-offensive Non-discriminatory Discuss how these statements could be made more considerate:
1. A designer should think carefully about his audience. 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 Research Writing

5. Concrete Explain Specify Convince Illustrate Give examples

A subculture is sort of like a culture 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 Research Writing

6. Correct

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

Lesson Seven Research Writing

Lesson Seven Research Writing

Example B
One of the strengths of Brown and Raymond's 1998 article in the Journal of 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 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 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 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 alternative indicated 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.
Lesson Seven Research Writing

Report Writing

Lesson Seven Research 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 Research Writing

Report Writing: Preliminary section

Title Page Table of Contents List of Figures

Lesson Seven Research Writing

Report Writing: Preliminary section

Lesson Seven Research Writing

Report Writing: Preliminary section List of Figures: Provide figure number & description with illustrations in Introduction & Main Body Reference in brackets preceded by Source: Refer to the figure in the text!

Lesson Seven Research 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 Research 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? What is your topic? What is the issue? What research methods did you use? What were the key outcomes of your research?

Lesson Seven Research Writing

Report Writing: Main section

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

Lesson Seven Research Writing

Report Writing: Main section

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

Lesson Seven Research Writing

Report Writing: Main section

3. ANALYSIS: Title of the Report

Include analysis of primary research data Use data in graphic form
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 independent minded 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 their mothers did, while
Lesson Seven Research Writing

Fig. 2 Survey question 3. 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.

Report Writing: Main section

4. CONCLUSIONS
So what? What does your research tell you? No new data here

Lesson Seven Research Writing

Report Writing: Main section

5. RECOMMENDATIONS
Based on conclusions Solve the problems that made writing the report necessary Brief feasible/practical statements: 5.1 Change to organic cotton 5.2 Use celebrity endorsement to build brand prestige

Lesson Seven Research Writing

Report Writing: Supplementary section References

Reference only sources mentioned Use author/date system ALPHABETICAL ORDER!

Lesson Seven Research Writing

Report Writing: Supplementary section Appendices

 

Extra illustrations/charts Primary Research documentation:

Surveys Questionnaires, Tables, Graphs. Interviews & Focus Groups Transcripts, Consent forms. Visual studies Photos/Designs with short description.
Lesson Seven Research Writing

* if necessary

Lesson Seven Research Writing