Upload
monz12
View
209
Download
5
Embed Size (px)
Citation preview
Lesikar's Business CommunicationCONNECTING IH A DIGITAL WORLD
TWELFTH EDITION
Kathryn RentzUNIVERSITY OF CINCINNATI
Marie E. FlatleySAN DIEGO STATE UNIVERSITY
Paula LentzUNIVERSITY OF WISCONSIN-EAU CLAIRE
McGraw-HillIrwin
Preface v
Introduction l
chapter oneCommunication in the Workplace 2
The Role of Communication in Business 3
The Importance of Communication Skillsto You 3
Communication Matters: What BusinessProfessionals Say about Communication 4
Why Business Depends upon Communication 4
Communication Matters: Peter Drucker on theImportance of Communication in Business 5
Current Challenges for BusinessCommunicators 5
Communication Matters: A Chief MarketingOfficer on the Importance of BuildingTrust 7
Main Categories of Business Communication 8
Communication Networks of theOrganization 10
Variation in Communication Activity byBusiness 12
The Business Communication Process 13
Business Communication as ProblemSolving 13
A Model of Business Communication 14
Communication Matters: Channel Choice AffectsMessage Success 17
Business Communication: The Bottom Line 19
Summary by Learning Objectives 19
Critical Thinking Questions 20
Critical Thinking Exercises 21
Fundamentals of Business Writing 23
c h a p t e r twoAdaptation and the Selection of Words 24
Introductory Situation: Choosing Words ThatCommunicate 25
The Importance of Adaptation 25
Adaptation Illustrated 25
Adapting to Multiple Readers 26
Suggestions for Selecting Words 27
Use Familiar Words 27
Communication Matters: And the Most OverusedMarketing Cliche Is . . . 28
Prefer Short Words 28
Use Slang and Popular Cliches withCaution 29
Use Technical Words and Acronyms withCaution 29
Communication Matters: Lost inTranslation 30
Use Concrete Language 30
Technology in Brief: Grammar and StyleCheckers Help Writers with WordSelection 31
Prefer Active Verbs 32
Communication Matters: Everything YouWanted to Know about Active and PassiveVoice 33
Avoid Overuse of Camouflaged Verbs 34
Communication Matters: The Trouble withIdioms 35
Select Words for Precise Meanings 35
Suggestions for Nondiscriminatory Writing 36
Use Gender-Neutral Words 37
xvii
Communication Matters: How Diverse Is TooDiverse? 39
Avoid Words That Stereotype by Race,Nationality, or Sexual Orientation 40
Avoid Words That Stereotype by Age 40
Avoid Words That Typecast Those withDisabilities 40
Communication Matters: The Different Goalsof Different Generations 41
Some Final Words about Words 41
Summary by Learning Objectives 41
Critical Thinking Questions 42
Critical Thinking Exercises 43
chapter threeConstruction of Clear Sentences andParagraphs 45
introductory Situation: Writing Sentences andParagraphs That Communicate 46
The Importance of Adaptation 46
Care in Sentence Design 46
Using Short Sentences 47
Technology in Brief: Readability StatisticsHelp Writers Evaluate Document Length andDifficulty 48
Communication Matters: Avoiding Stringy andSee-Saw Sentences 49
Limiting Sentence Content 49
Economizing on Words 51
Communication Matters: Is That a SurplusWord? 52
Communication Matters: The StarbucksStudy 53
Determining Emphasis in SentenceDesign 55
Giving Sentences Unity 56
Wording Sentences Logically 58
Communication Matters: Don't MakeMe Laugh 59
Care in Paragraph Design 60
Giving Paragraphs Unity 60
Keeping Paragraphs Short 60
Making Good Use of TopicSentences 61
Leaving Out Unnecessary Detail 62
Making Paragraphs Coherent 63
Summary by Learning Objectives 64
Critical Thinking Questions 65
Critical Thinking Exercises 65
chapte r fourWriting for a Positive Effect 68
Introductory Situation: Affecting Human Relationsthrough Writing 69
The Importance of a Positive Effect 69
Communication Matters: Business Etiquette—ItDepends on Where You Are 70
Conversational Style 70
Resisting the Tendency to Be Formal 70
Technology in Brief: Grammar and Style CheckersHelp Writers Identify Cliches, Colloquialisms, andJargon 71
Cutting Out "Rubber Stamps" 72
You-Viewpoint 73
The You-Viewpoint Illustrated 73
A Point of Controversy 74
Accent on Positive Language 75
Effects of Words 75
Examples of Word Choice 75
Communication Matters: Parent, Child,or Adult? 77
Courtesy 77Tailoring Your Message to YourReader 77
Refraining from Preaching 78
Doing More Than Is Expected 79
Avoiding Anger 79
Being Sincere 80
The Role of Emphasis 80Emphasis by Position 81
Space and Emphasis 81
Sentence Structure and Emphasis 81
Mechanical Means of Emphasis 82
Summary by Learning Objectives 82
Critical Thinking Questions 83
Critical Thinking Exercises 83
xvm Contents
Basic Patterns of Business Messages 85
c h a p t e r f i v eThe Writing Process and the Main Forms of BusinessMessages 86
Introductory Situation: The Nature of BusinessMessages 87
The Importance of Skillful Writing 87
The Process of Writing 88
Planning the Message 88
Drafting 91
Revising 92
The Importance of Readable Formatting 93
Letters 94
Letters Denned 95
Letter Form 95
Letter Formality 96
Memorandums (Memos) 96
Memorandums Defined 96
Memorandum Form 97 7
Memorandum Formality 98
Memorandum Structure 98
Email 98
Email Pros and Cons 99
The Prefatory Elements 99
The Message Beginning 100
The Message Structure 100
Email Formality 101
Traits of Effective Email 102
Technology in Brief: Using Good Email EtiquetteHelps Writers Achieve Their Goals 103
The Close of the Message 103
Communication Matters: Be Careful with"Reply All" 104
Emphasis Devices in Email 104
Initialisms in Email 104
Inappropriate Use of Email 105
The Newer Media in Business Writing 106
Text Messaging 106
Instant Messaging 107
Social Networking 108
Summary by Learning Objectives 110
Critical Thinking Questions 111
Critical Thinking Exercises 112
c h a p t e r s i xDirectness in Good-News and NeutralMessages 114
The Prevalence of Directness in Business 115
Preliminary Assessment 115
The General Direct Plan 115
Beginning with the Objective 115
Covering the Remaining Part of theObjective 115
Ending with Goodwill 116
Routine Inquiries 116
Introductory Situation: Routine Inquiries 116
Choosing from Two Types ofBeginnings 117
Informing and Explaining Adequately 117
Structuring the Questions 118
Ending with Goodwill 118
Communication Matters: Choosing theRight Font 119
Reviewing the Order 119
Technology in Brief: Picture BulletsAllow Writers to List Equal Items with a Bitof Flair 120
Contrasting Examples 120
Technology in Brief: Shortcut ToolsHelp Writers Improve Productivity andQuality 124
Favorable Responses 125
Introductory Situation: FavorableResponses 125
Identifying the Message Being Answered 125
Beginning with the Answer 125
Logically Arranging the Answers 126
Skillfully Handling the Negatives 126
Considering Extras 126
Closing Cordially 127
Reviewing the Plan 127
Contrasting Illustrations 127
Contents xix
Adjustment Grants 128
Introductory Situation: AdjustmentGrants 128
Considering Special Needs 131
Reviewing the Plan 132
Contrasting Adjustments 132
Order Acknowledgments and Other Thank-YouMessages 133
Introductory Situation: Order Acknowledgmentsand Other Thank-You Messages 133
Technology in Brief: Tables Help WritersOrganize Data for Easy Reading 135
Order Acknowledgments 135
Directness and Goodwill Building in OrderAcknowledgments 135
Tact in Order Acknowledgments 136
Strategies for Other Thank-You Messages 136
Summarizing the Structure of OrderAcknowledgments and Other Thank-YouMessages 137
Contrasting Acknowledgments 137
Communication Matters: OperationalCommunication: What Employees Value 141
Operational Messages 141
Introductory Situation: OperationalMessages 141
Casual Operational Messages 141
Moderately Formal Messages 142
Highly Formal Messages 142
Summarizing the Structure of OperationalMessages 143
Contrasting Examples of Operational
Messages 144
Other Direct Message Situations 145
Summary by Learning Objectives 145
Critical Thinking Questions 147
Critical Thinking Exercises 147
Problem-Solving Cases 148
chapter seven
Indirectness in Bad-News Messages 160
Situations Requiring Indirectness 161
The General Indirect Plan 161
Using a Strategic Buffer 161
Setting Up the Negative News 161
Presenting the Bad News Positively 162
Offering an Alternative Solution 162
Ending on a Positive Note 162
Refused Requests 163
introductory Situation: Refused Requests 163
Developing the Strategy 163
Setting Up the Explanation in the Opening 163
Presenting the Explanation Convincingly 164
Handling the Refusal Positively 164
Using a Compromise When Practical 165
Closing with Goodwill 165
Fitting the General Plan to Refused Requests 165
Contrasting Refusals 166
Claims 167
Introductory Situation: Claims 167
Using Directness versus Indirectness 167
Choosing the Right Tone 167
Leading into the Problem in the Beginning 168
Describing the Problem Clearly 168
Requesting the Correction 169
Overcoming Negativeness with a Fair-MindedClose 169
Outlining the Claim Message 169
Contrasting Examples of Claim Messages 169
Adjustment Refusals 172
Introductory Situation: Adjustment Refusals 172
Determining the Strategy 172
Setting Up Your Reasoning 172
Technology in Brief: Email TemplatesAllow Writers to Reuse and CustomizeMessages 173
Making Your Case 173
Refusing Positively and ClosingCourteously 174
Adapting the General Plan 174
Contrasting Adjustment Refusal Messages 174
Negative Announcements 177
Introductory Situation: NegativeAnnouncements 177
Determining the Strategy 178
Setting Up the Bad News 178
Positively Presenting the Bad News 178
xx Contents
Focusing on Next Steps or RemainingBenefits 178
Closing on a Positive or EncouragingNote 178
Reviewing the Plan 178
Communication Matters: Balance, Not "Spin,"in Negative Announcements 180
Contrasting Negative Announcements 180
Using Directness in Some Cases 181
Other Indirect Messages 182
Summary by Learning Objectives 182
Critical Thinking Questions 183
Critical Thinking Exercises 183
Problem-Solving Cases 184
chapter e i g h t
Indirectness in Persuasive Messages 194
The Rationale for Indirectness 195
General Advice about Persuasion 195
Know Your Readers 195
Choose and Develop Targeted ReaderBenefits 195
Make Good Use of Three Kinds of Appeals 196
Make It Easy for Your Readers to Comply 197
Persuasive Requests 197
Introductory Situation: PersuasiveRequests 197
Determining the Persuasive Plan 197
Gaining Attention in the Opening 199
Developing the Appeal 199
Making the Request Clearly and Positively 199
Communication Matters: The Ingredients ofSuccessful Fund-Raising 200
Summarizing the Plan for Requests 200
Contrasting Persuasive Requests 200
Sales Messages 204
Introductory Situation: Sales Messages 204
Questioning the Acceptability of SalesMessages 205
Preparing to Write a Sales Message 206
Determining the Central Appeal 206
Communication Matters: The Growing Popularityof White Papers 207
Determining the Makeup of the Mailing 208
Gaining Attention 210
Holding Attention in the Opening 210
Building a Persuasive Case 211
Stressing the You-Viewpoint 213
Choosing Words Carefully 213
Communication Matters: The Importance ofVividness in Sales Messages 214
Including All Necessary Information 214
Communication Matters: Persuasive StrategiesVary across Cultures 217
Driving for the Sale 217
Adding a Postscript 219
Offering Name Removal to Email Readers 219
Reviewing the General Sales Plan 219
Evaluating Contrasting Examples 219
Proposals 221
Introductory Situation: Proposals 221
Technology in Brief: Visuals Help Business WritersAdd Interest to Sales Messages 222
Types of Proposals 222
Communication Matters: Wise Words froma Professional Proposal Writer 226
Proposal Format and Contents 226
Communication Matters: The Seven Deadly Sinsof Proposal Writing 117
Summary by Learning Objectives 236
Critical Thinking Questions 238
Critical Thinking Exercises 239
Problem-Solving Cases 241
c h a p t e r n i n e
Communicating in the Job-Search Process 249
Introductory Situation: The Job-SearchProcess 250
The Job Search 250
Building a Network of Contacts 250
Obtaining an Internship 251
Identifying Appropriate Jobs 251
Finding Your Employer 253
Technology in Brief: Webpage Profiles Can Workfor You 255
Contents xxi
Preparing the Application Documents 256
Introductory Situation: Resumes andApplications 256
Constructing the Resume 257
Traditional Print Resume 257
Scannable Print Resume 266
Digital Resume 277
Communication Matters: Words of Wisdom: Stickwith the Truth 179
Writing the Cover Message 279
Print Cover Letters 279
Communication Matters: Developing aProfessional Portfolio 285
Technology in Brief: Websites Offer ValuableInterview Advice 287
Email Cover Messages 289
Handling the Interview 290
Investigating the Company 290
Making a Good Appearance 290
Anticipating Questions and Preparing Answers 291
Putting Yourself at Ease 293
Helping to Control the Dialogue 293
Communication Matters: Some Quotes onThank-you Notes by Today's Businesspeople 294
Following Up and Ending the Application 294
Other Job-Search Messages 295
Continuing Job-Search Activities 296
Summary by Learning Objectives 297
Critical Thinking Questions 299
Critical Thinking Exercises 299
Problem-Solving Cases 300
Fundamentals of Report Writing 305
chapter tenBasics of Report Writing 306
Introductory Situation: Report Writing 307
Reports and Your Future 307
Defining Reports 307
Determining the Report Purpose 308
The Preliminary Investigation 308
Need for a Clear Statement of the Problem 308
Communication Matters: Report-WritingPractices and the Sarbanes-Oxley Act 309
Determining the Factors 309
Use of Subtopics in Information Reports 309
Hypotheses for Problems RequiringSolution 310
Bases of Comparison in Evaluation Studies 310
Gathering the Information Needed 311
Technology in Brief: Citation ManagersHelp Writers Cite and Document Their ReportSources 312
Interpreting the Findings 312
Advice for Avoiding Human Error 313
Appropriate Attitudes and Practices 314
Statistical Tools for Data Analysis 315
Organizing the Report Information 315
The Nature and Benefits of Outlining 315
Technology in Brief: Software Tools Assistthe Writer in Both Identifying Factors andOutlining 316
Organization by Division 317
Division by ConventionalRelationships 317
Combination and Multiple DivisionPossibilities 319
From Outline to Table of Contents 320
Writing the Report 324
Beginning and Ending 324
Being Objective 325
Communication Matters: Formal, Informal, orSomewhere in Between? 326
Being Consistent with Time 326
Including Transitions 327
Communication Matters: Choice Lines Gleanedfrom Accident Reports Submitted to InsuranceCompanies 328
Maintaining Interest 329
Collaborative Report Writing 329
Communication Matters: Does Your Group HaveEmotional Intelligence? 330
xxu Contents
Determining the Group Makeup 330
Creating the Ground Rules 330
Choosing the Means of Collaboration 331
Making a Project Plan 331
Technology in Brief: Comment and ReviewTools Help Writers Track Changes to TheirDocuments 332
Writing the Report 332
Summary by Learning Objectives 333
Critical Thinking Questions 336
Critical Thinking Exercises 336
chapter e leven
Types of Business Reports 338
Introductory Situation: Types of BusinessReports 339
An Overview of Report Components 339
The Report Classification Plan 339
The Report Components 340
Communication Matters: Creating a Report Titlewith the SWsandl H 341
Characteristics of Shorter Reports 345
Little Need for Introductory Information 345
Predominance of the Direct Order 345
Communication Matters: Tips from a ProfessionalExplainer 347
Technology in Brief: Templates Help WritersFormat Reports 348
More Personal Writing Style 349
Less Need for a Structured Coherence Plan 349
Forms of Shorter Reports 349
The Short Report 349
Letter Reports 359
Communication Matters: KnowledgeManagement Gives Companies the CompetitiveEdge 362
Email Reports 362
Types of Short Reports 364
Routine Operational Reports 364
Progress Reports 364
Problem-Solving Reports 365
Audit Reports 366
Meeting Minutes 367
Components of Long, Formal Reports 369
The Report Introduction 370
Technology in Brief: Using a Table of ContentsGenerator for Speed and Accuracy 3 72
The Report Body 373
The Ending of the Report 373
Appended Parts 374
The Structural Coherence Plan 374
The Long Analytical Report Illustrated 376
Summary by Learning Objectives 393
Critical Thinking Questions 395
Critical Thinking Exercises 395
Problem-Solving Cases 397
Additional Topics for Reports 407
chap te r twe lve
Graphics in Reports and Other Documents 413
Introductory Situation: Graphics in Reports andOther Documents 414
Planning the Graphics 414
Determining the General Mechanicsof Construction 414
Size 415
Layout 415
Type 415
Rules and Borders 416
Color and Cross-Hatching 416
Clip Art 416
Background 416
Communication Matters: Adding Some"Sparkflines)" to Your Text 417
Numbering 417
Construction of Titles and Captions 418
Placement of Titles and Captions 418
Footnotes and Acknowledgments 418
Constructing Textual Graphics 419
Tables 419
Pull Quotes 420
Bullet Lists 420
Flowcharts and Process Charts 421
Constructing Visual Graphics 423
Bar and Column Charts 423
Pictographs 426
Contents xxm
Pie Charts 427
Line Charts 427
Scatter Diagrams 429
Maps 429
Combination Charts 431
Three-Dimensional Graphics 431
Photographs 432
Other Graphics 433
Visual Integrity 433
Communication Matters: Subjective Interpretationsof Color by Different Audiences 43 5
Communication Matters: The Periodic Tableof Visualization Methods 437
Placing and Interpreting the Graphics 439
Summary by Learning Objectives 440
Critical Thinking Questions 441
Critical Thinking Exercises 441
Oral Forms of BusinessCommunication 443
chapter t h i r t e e n
Oral and Interpersonal Communication 444
Introductory Situation: Oral Communicationon the Job 445
The Prevalence of Oral Communication 445
Informal Talking 445
Technology in Brief: Voice Input Saves WritersTime Creating Documents 446
Elements of Good Talking 446
Communication Matters: How Executives Feelabout Graduates' Communication Skills 447
Courtesy in Talking 447
Conducting and Participating in Meetings 448
Techniques of Conducting Meetings 448
Technology in Brief: Collaborative Tools SupportVirtual Meetings 449
Techniques for Participating in a Meeting 451
Using the Phone 453
Professional Voice Quality 453
Courtesy 453
Effective Phone Procedures 455
Effective Voice Mail Techniques 455
Cell Phones and Their Courteous Use 455
Using Speech Recognition for Messagesand Reports 456
Techniques of Dictating 45 7
Illustration 457
Listening 458
The Nature of Listening 458
Communication Matters: What's in aHandshake? 459
Improving Your Listening Ability 459
The Reinforcing Role of NonverbalCommunication 461
The Nature of Nonverbal Communication 461
Types of Nonverbal Communication 462
Summary by Learning Objectives 464
Critical Thinking Questions 466
Critical Thinking Exercises 467
chapter f ou r t een
Oral Reporting and Public Speaking 469
Introductory Situation: Formal Speaking 470
Mastering Formal Speaking 470
Reporting Orally 470
Defining Oral Reports 470
Understanding the Differences between Oraland Written Reports 471
Planning the Oral Report 471
Making Formal Speeches 472
Selecting the Topic 472
Preparing the Presentation 472
Communication Matters: VirtualPresentations 474
Choosing the Presentation Method 476
Preparing to Speak 476
Technology in Brief: Presentation Delivery ToolsHelp You Convey Your Message Effectively 477
Audience Analysis 477
Consideration of Personal Aspects 478
XXIV Contents
Appearance and Physical Actions 479
Voice 481
Communication Matters: PowerPoint KeyboardShortcuts 482
Visuals 483-
A Summary List of Speaking Practices 487
Giving Team (Collaborative) Presentations 487
Presenting Virtually 488
Defining Virtual Presentations 489
Delivering Virtual Presentations 489
Summary by Learning Objectives 490
Critical Thinking Questions 491
Critical Thinking Exercises 492
Cross-Cultural Communication,Correctness, Technology, Research 495
chapter f i f teen
Cross-Cultural Communication 496
Introductory Situation: Cross-CulturalCommunication 497
The Growing Importance of Cross-CulturalCommunication 497
Dimensions of Cultural Difference 498
Technology in Brief: Web Tools for Cross-CulturalCommunication 499
Body Positions and Movements 500
Communication Matters: Carefully Present andReceive a Business Card in Japan 501
Views and Practices Concerning Factors ofHuman Relationships 502
Communication Matters: High-Context versusLow-Context Cultures: Edward T. Hall 503
Communication Matters: Five Dimensions ofCulture: Geert Hofstede 505
Communication Matters: Linear-actives, Multi-actives, and Reactives: Richard D. Lewis 506
Effects on Business Communication 506
Problems of Language 507
Lack of Language Equivalency 507
Communication Matters: Blundering withWords 508
Difficulties with English 509
Advice for Communicating AcrossCultures 511
Do Your Research 511
Know Yourself and Your Company 513
Be Aware—and Wary—of Stereotypes 513
Adapt Your English to Your Audience 514
Be Open to Change 514
Summary by Learning Objectives 515
Critical Thinking Questions 515
Critical Thinking Exercises 516
chapter s i x teen
Correctness of Communication 517
Introductory Situation: The Effects of Correctnesson Communication 518
The Importance of Correctness 518
The Nature of Correctness 518
Communication Matters: Can You Detect theDifference that Punctuation Makes ? 519
Standards for Punctuation 519
Apostrophe: Apos 1 519
Apos2 520
Apos3 520
Brackets: Bkts 520
Colon: Cln 1 520
Cln2 521
Comma: Cma 1 521
Cma 2-1 521
Cma 2-2 522
Cma 3 522
Cma 4-1 522
Cma 4-2 523
Cma 4-3 523
Cma 4-4 523
Cma 5-1 523
Cma 5-2 524
Cma 6-1 524
Cma 6-2 524
Dash:Dshl 524
Contents XXV
Dsh2 524
Exclamation Mark: Ex 525
Hyphen: Hpn 1 525
Hpn2-1 525
Hpn 2-2 525
Hpn 2-3 525
Italics: Ital 1 525
Technology-in Brief: Using the Internet toImprove Your Grammar 526 •
Ital 2 527Ital 3 527Parentheses: Parens 527Period: Pd 1 527Pd2 527Pd3 527Question Mark: Q 528Quotation Marks: QM 1 528QM2 528QM3 528QM4 528
Technology in Brief: Hyphen, Small Dash, orBig Dash? 529
Semicolon: SC 1 529SC2 530SC3 530SC4 530
Standards for Grammar 530
Adjective-Ad verb Confusion: AA 530
Subject-Verb Agreement: Agmt SV 531
Adverbial Noun Clause: AN 532
Awkward: Awk 532
Dangling Modifiers: Dng 532
Misplaced Modifiers: Mispl 533
Mixed Construction: MixCon 533
Incomplete Constructions: IncCon 533
Sentence Fragment: Frag 533
Pronouns: Pn 1 534
Pn2 535
Pn3 535
Parallelism: Prl 536
Tense: Tns 536
Tns1 536
Tns2 536
Tns 3 537
Tns 4 537
Tns 5 537
Word Use: WU 537
Wrong Word: WW 538
Standards for the Use of Numbers: No 538
No 1 538No 2 539No 3 539No 4 539No 5 539No 6 539No 7 539No 8 540No 9 540No 10 540No 11 540
Spelling: SP 540Rules for Word Plurals 540
Other Spelling Rules 541
Capitalization: Cap 542
Critical Thinking Questions 543
A Self-Administered Diagnostic Test ofCorrectness 544
chap te r seven teenTechnology-Enabled Communication 545
Introductory Situation: Using Technology inCommunication Tasks 546
Technological Support for Writing Tasks 546
Tools for Constructing Messages 546
Computer Tools for Planning 546
Computer Tools for Gathering and CollectingInformation 549
Computer Tools for Analyzing andOrganizing 552
Computer Tools for Drafting 552
Computer Tools for Revising andEditing 554
Technology in Brief: Backing Up Frequently Is theWriter's Responsibility 555
Print versus Online Documents 557
Comparing Print and Online Text 558
Organizing Content 558
Presenting the Content 558
Making Your Products Accessible 559
XXVI Contents
Computer Tools for Creating ElectronicDocuments 559
Computer Tools for Collaboration 561
Collaborative Writing Programs 562
Discussion Boards 562
A Look to the Future 563
Summary by Learning Objectives 564
Critical Thinking Questions 565
Critical Thinking Exercises 565
chapter e i g h t e e n
Business Research Methods 566
Introductory Situation: Business ResearchMethods 567
Conducting Business Research 567
Secondary Research 567
Finding Publication Collections 568
Taking the Direct Approach 569
Using Indirect Methods 575
Technology in Brief: Doing More Efficient RepeatSearching through Favorites 583
Evaluating Websites 583
Primary Research 584
Choosing Your Research Strategy 584
Searching through Company Records 585
Conducting an Experiment 585
Using the Observation Technique 587
Collecting Information by Survey 589
Technology in Brief: Survey Tools HelpWriters Lay Out, Analyze, and Report Results ofQuestionnaires 590
Conducting Focus Groups 597
Conducting Personal Interviews 597
Evaluating and Reporting Data 597
Conducting Ethical Business Research 598
Summary by Learning Objectives 598
Critical Thinking Questions 601
Critical Thinking Exercises 602
appendices
A Corrections for the Self-AdministeredDiagnostic Test of Correctness 603
B Physical Presentation of Letters, Memos, andReports 605
C General Grading Checklists: Punctuation,Grammar, Number, Spelling, Proofreading,Technique, Strategy, and Formatting 621
D Special Grading Checklists: Messages andReports 625
E Documentation and the Bibliography 629
Photo Credits 648
Index 649
Contents XXVll