Case Analysis# 2 9( coca cola)
BROL 700 MASTERING APA
What is APA?
APA (American Psychological Association)
APA is the most commonly used format for
manuscripts in the Social Sciences.
APA updates are posted to:
• The APA home page
• The OWL at Purdue
What does APA regulate?
APA regulates:
➢Stylistics
➢In-text citations
➢References
APA stylistics: Basics
➢ the third person point of view rather than
using the first person point of view or the passive
voice
The study showed that…, NOT
I found out that….
➢ the active voice rather than passive voice
The participants responded…, NOT
The participants have been asked….
Use:
Point of view and voice in an APA paper
➢ Clear: be specific in descriptions and explanations
➢ Concise: condense information when you can
➢ Plain: use simple, descriptive adjectives and minimize the figurative language
Language in an APA paper is:
APA stylistics: Language
Types of APA Papers
➢ The literature review:
Summary of what the scientific literature says about
the topic of your research–
includes title page, introduction, literature review,
conclusions/managerial recommendations, list of
references
➢ The experimental report: Description of your experimental research--
includes title page, abstract, introduction, method,
results, discussion, references, appendices, tables
and figures
Types of APA Papers
➢ follow the general format
➢ consult the instructor
➢ consult Publication Manual
If your paper fits neither of these
categories:
General Format
➢ be typed, double-spaced, with two spaces after
punctuation between sentences
➢ on standard-sized paper (8.5”x11”)
➢ with 1” margins on all sides
➢ in 12 pt. Times New Roman or a similar font
➢ include a page header in the upper left-hand of every
page and a page number in the upper right-hand side of
every page
Your paper should:
References
Main Body
Abstract
General Format (cont’d)
Title page
Your paper should
include four major
sections:
Title Page
Page header: (use Insert Page Header)
Title flush left
Page number flush right
Title: (in the upper half of the page,
centered)
Name (no title or degree)
Affiliation (university, etc.)
Abstract Page
Page header: do NOT
include “Running head:”
Abstract (centered, at the
top of the page)
Write a brief (between 150 and 250
words) summary of your paper in an
accurate, concise, and specific
manner.
Abstract may also include keywords.
Main Body (Text)
➢ The first text page is page number 3
➢ Type the title of the paper centered, at the top of
the page
➢ Type the text double-spaced with all sections
following each other without a break
➢ Identify the sources you use in the paper in
parenthetical in-text citations
➢ Format tables and figures
References Page
➢ Center the title–
References-- at the top
of the page
➢ Double-space
reference entries
➢ Flush left the first line
of the entry and indent
subsequent lines
➢ Order entries
alphabetically by the
author’s surnames
Reference List
Arnett, D.B. (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of
Marketing, 67(2), 89-105.
Behara, R.S., & Fontenot, G.F., & Gresham, A.B. (2002). Customer process approach to building loyalty. Total Quality Management,
13(5), 603-611.
Duncan, T., & Moriarty, S.E. (1998). A communication-based marketing model for managing relationships. Journal of Marketing,
62, 1-13.
Foscht, T., Angerer, T., Swoboda, B., & Moazedi, L. (2005). Loyalty marketing for 50+ consumers: Findings for a better
understanding of loyalty behaviour. European Retail Digest, 45, 14-17.
Gronroos, C. (2000). Creating relationship dialogue: Communication, interaction and value. The Marketing Review, 1, 5-14.
Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall.
References: Basics
➢ Invert authors’ names (last name first followed
by initials).
➢Alphabetize reference list entries the last
name of the first author of each work.
➢Capitalize only the first letter of the first word of
a title and subtitle, the first word after a colon or
a dash in the title, and proper nouns. Do not
capitalize the first letter of the second word in a
hyphenated compound word.
References: Basics (cont’d)
➢ Capitalize all major words in journal titles.
➢ Italicize titles of longer works such as books and
journals.
➢ Do not italicize, underline, or put quotes around
the titles of shorter works such as journal
articles or essays in edited collections.
Preparing the references list
➢ Identify a type source: Is it a book? A journal article?
A webpage?
➢ Find a sample of citing this type of source in an APA
Guide.
➢ “Mirror” the sample.
➢ Make sure that the entries are listed in the alphabetical
order and the subsequent lines are indented.
When compiling the reference list, the strategy
below might be useful:
In-text Citations: Basics
➢ the author’s name and the date of publication
➢for quotations and close paraphrases, provide a
page number as well
Whenever you use a source, provide in parenthesis:
In-text citations help readers locate the cited source
in the References section of the paper.
In-text Citations: Format for a quotation
Kotler and Armstrong assert that, “customer satisfaction is a key to building profitable relationships with consumers” (2006, p. 158).
In today’s marketing environment, “highly satisfied
customers make repeat purchases and tell others
about their good experiences with the product”
(Kotler & Armstrong, 2006, p. 13).
When quoting, introduce the quotation with a signal phrase.
Make sure to include the author’s name, the year of publication,
the page number, but keep the citation brief—do not repeat the
information.
In-text Citations: Format for a summary or paraphrase
➢ Provide the author’s last name and the year of
publication in parenthesis after a summary or
a paraphrase:
Organizations that yield high levels of customer
satisfaction can also increase profitability and market
share (Vavra, 1997).
There are several formats for a summary or paraphrase:
In-text Citations: Format for a summary or paraphrase
➢ When including the quotation in a
summary/paraphrase, also provide a page
number in parenthesis after the quotation:
Gronroos (2000) asserts that relationship marketing
is “based on the notion that the existence of the
relationship between two parties creates additional
value for the customer on top of the value of
products and/or services that are exchanged” (p. 5).
Formats for a summary or paraphrase (cont’d):
In-text Citations: Signal words
➢ Introduce quotations with signal phrases:
According to X. (2008), “….” (p. 3).
X. (2008) argued that “……” (p. 3).
➢Use such signal verbs as:
acknowledged, contended, maintained,
responded, reported, argued, concluded,
etc..
In-text Citations: Two or more works
➢ When the parenthetical citation includes two or
more works, order them in the same way they
appear in the reference list—the author’s name,
the year of publication—separated by a
semi-colon:
(Vavra, 1997; Kotler & Armstrong, 2006)
In-text Citations: A work with two authors
➢ When citing a work with two authors, use “and”
in between authors’ name in the signal phrase,
but an ampersand (&) between their names in
parenthesis:
According to Zeithaml and Bitner (2003), the goal of
implementation of a relationship marketing strategy is to
“build and maintain a base of committed customers who are
profitable for the organization” (p. 158).
The goal of implementation of a relationship marketing
strategy is to “build and maintain a base of committed
customers who are profitable for the organization”
(Zeithaml & Bitner, 2003, p. 158).
In-text Citations: A work with 3 to 5 authors
➢ When citing a work with three to five authors,
identify all authors in the signal phrase
or in parenthesis:
As Behara, Fontenot and Gresham (2002, p. 608) indicate, “to
gain customer loyalty, efforts have to be made to exceed
customer expectations.”
➢ In subsequent citations, only use the first
author's last name followed by "et al." in the
signal phrase or in parentheses:
(Behara et al., 2002)
In-text Citations: a work with 6 and more authors
➢ When citing a work with six and more authors,
identify the first author’s name followed
by “et al.”:
Smith et al. (2006) maintained that….
(Smith et al., 2006)
In-text Citations: A work of unknown author
➢ When citing a work of unknown author, use the
the source’s full title in the signal phrase and
cite the first word of the title followed by the
year of publication in parenthesis. Put titles of
articles and chapters in quotation marks;
italicize titles of books and reports:
According to “Indiana Joins Federal
Accountability System” (2008), …
Or,
(“Indiana,” 2008)
In-text Citations: Organization
➢ When citing an organization, mention the
organization the first time when you cite the
source in the signal phrase or the parenthetical
citation:
The Integrated Postsecondary Education Data System (IPEDS) is an
organization which serves as the “core postsecondary data collection
program” for the U.S. Department of Education’s National Center for
Education Statistics (NCES, 2005, par. 1).
➢ If the organization has a well-known abbreviation,
include the abbreviation in brackets the first time the
source is cited and then use only the abbreviation in
later citations.
In-text Citations: The same last name/the same author
➢ When citing authors with the same last names,
use first initials with the last names:
(B. Jones, 2005; C. Jones, 2008)
➢ When citing two or more works by the same
author published in the same year, use
lower-case letters (a, b, c) with the year of
publication to order the references:
Smith’s (2008 a) study of customer satisfaction…
In-text Citations: Personal communication
➢ When citing interviews, letters, e-mails, etc.,
include the communicator’s name, the fact that it
was personal communication, and the date of the
communication. Do not include personal
communication in the reference list as it is not
considered “recoverable data.”
K. L. Jones stated that the organization’s customer satisfaction
scores increased after employee training was implemented
(personal communication, November 1, 2010).
Or,
In a real-world example, employee training can result in
increased customer satisfaction scores (K. L. Jones, personal
communication, November 1, 2010).
In-text Citations: Electronic sources
➢ If an electronic source lacks page numbers, locate
and identify paragraph number/paragraph
heading:
Sheth and Parvatiyar (as cited in Arnett, 2003), indicate that
organizations utilizing relationship marketing “should view
(1) stakeholders as partners, (2) the process of dealing with
stakeholders as a means of creating value, and (3) the resulting
partnerships as tools for increasing the firm’s ability to compete”
(par. 2).
APA Headings APA uses a system of five heading levels
APA Headings APA uses a system of five heading levels
The Role of the Front-line Employee in
Improving Customer Satisfaction
Introduction
Literature Review
Significance of the problem.
Employee attitude and customer satisfaction.
Service recovery and customer satisfaction.
Challenges of front-line employees.
Conclusion and Managerial Recommendations
Level 1
Level 2
Level 3
Level 2
APA Tables
➢ Label a table with an Arabic numeral and provide a
title. The label and the title appear on separate
lines above the table, flush-left and single-spaced.
➢ If you are not the original source of the information,
cite the source in the text preceding the table or in a
note below the table.
Table 1
College and University Population Statistics
Population Total
Public, 4 year Small (< 2,000 students) 89
Medium (2,000-15,000 students) 365
Large (> 15,000 students) 117
Private, 4 year Small (< 2,000 students) 939
Medium (2,000-15,000 students) 356
Large (> 15,000 students) 15
APA Figures
➢ Label a figure with an Arabic numeral and provide a
title. The label and the title appear on the same line
below the figure, flush-left .
➢ Cite the source within the text and/or in a Note
below the Figure. Figure 1. Advertising Objectives and the Product Life Cycle
Note: Author (Year). Article/Book Title. Publication.
APA References
➢Publication Manual of the American Psychological
Association, 6th ed.
➢http://www.apastyle.org
➢The OWL at Purdue website
➢http://owl.english.purdue.edu
PPT SOURCE:
Lawrick, E. (2008). APA Overview. Purdue
University Writing Lab. Retrieved:
http://owl.english.purdue.edu.