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.