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Answers to Chapter Review Questions
1. Describe the three parts of the second phase of the writing process. (Obj. 1)
2. What is research and why is it important for business writers? (Obj. 1)
Research involves collecting information about a specific topic. Before beginning a message,
3. Compare informal and formal research methods. (Obj. 1)
Informal research methods may include (a) searching digital or other company files, (b)
4. Name seven specific techniques for a productive group brainstorming session.
(Obj. 2)
1. Define the problem and create an agenda that outlines the topics to be covered.
2. Establish time limits, remembering that short sessions are best.
5. What is the difference between a list and an outline? (Obj. 2)
A list is merely a group of topics. An outline is a list of topics arranged in a hierarchy with
6. When is the indirect strategy appropriate, and what are the benefits of using it?
(Obj. 2)
The indirect strategy is appropriate for bad news, ideas that require persuasion, and sensitive
7. What is the difference between a compound and a complex sentence? Provide an
original example of each. (Obj. 3)
A compound sentence consists of two independent clauses. Example: She loves her iPad, but
8. What writing fault is illustrated in the following sentence, and how can it be remedied?
In the United States, services dominate the economy, however, many worry about the loss
of manufacturing jobs. (Obj. 3)
9. What writing fault is illustrated in the following groups of words, and how can it be
remedied? Because they have been hobbled by government regulations, privacy issues,
and internal bureaucracy. Giant banks are struggling to find the magic formula for using
social media. (Obj. 3)
The first group of words is a fragment. It should not be punctuated as a complete sentence.
10. List four techniques for emphasizing important ideas in sentences. (Obj. 4)
1. Using vivid words
11. When should business writers use active-voice sentences? When should they use
passive-voice sentences? Give an original example of each. (Obj. 4)
Most business writing should use the active voice because it reveals the doer. The passive
12. Explain the writing fault in the following sentence and how to remedy it. To meet the
deadline, your Excel figures must be received before May 1 (Obj. 4)
This sentence suffers from a dangling modifier. After the introductory verbal phase, a
13. What is a topic sentence, and where is it usually found? (Obj. 5)
A topic sentence states the main idea of a paragraph. In business messages the topic
14. What is paragraph coherence and how is it achieved? (Obj. 5)
Paragraphs are coherent when ideas logically follow each other. Four techniques can help
15. How can writers avoid writer's block? (Obj. 5)
Collecting sufficient information, organizing it into an outline, and establishing a quiet
Answers to Critical Thinking Questions
1. Do you agree or disagree with critics who contend that brainstorming is not the best way
to foster creativity in large groups? (Obj. 2)
Critics do complain that creativity, especially in large groups, is not attained through
brainstorming sessions. They contend that unless conducted by experts who establish
2. Why is audience analysis so important in the selection of the direct or indirect strategy
of organization for a business message? (Obj. 2)
Audience analysis is extremely important because it helps you decide whether the receiver
will react positively or negatively to your message. Help your students develop the habit of
3. How are speakers different from writers in the way they emphasize ideas? (Obj. 4)
Speakers have an array of nonverbal cues that can be used to express many more emotions and
nuances of meaning than are possible in writing. A speaker can raise an eyebrow, lower her
voice, utter a sigh, wipe her hand across her brow, or tap her fingers on the table. Each of these
4. Why are short sentences and short paragraphs appropriate for business
communication? (Objs. 4, 5)
Business readers want to see the main idea immediately. Short sentences and paragraphs
convey ideas quickly and are more readable than longer ones. In addition, today's short-form
5. Ethical Issue: Discuss the ethics of the indirect pattern of organization. Is it
manipulative to delay the presentation of the main idea in a message?
All good writers practice empathy. Because the indirect pattern is used when receivers will be
uninterested, unwilling, displeased, or hostile toward the message, they certainly will not be
pleased to receive the communication. Although the writer may not be able to give them
ZOOMING IN
Remember When the Gap Was Cool?
Critical Thinking
In what ways would research (gathering information) be important to Gap, Old Navy,
and Banana Republic in coaxing their customers back?
Research is important to Gap, Old Navy, Banana Republic, and all retailers. Companies that
are struggling generally seek ways to turn around their fortunes. They want to know what’s
What must Gap managers, and all business communicators, do before making
management decisions?
Before making management decisions, businesspeople must gather all necessary information.
Most decisions are then communicated through writing or presentations. Before beginning to
What techniques can business communicators at Gap and other companies use to
generate ideas for new products as well as to improve business processes?
One of the best ways for business communicators to generate ideas for projects or to solve
ZOOMING IN
Your Turn: Applying Your Skills at Gap, Inc.
Because many students are familiar with Gap and Old Navy retail outlets, they probably have
Ethics Check Solutions
Ethics Check, Page 158
How Sweet It Is
The makers of artificial sweetener Equal sued competitor Splenda because the latter
claimed that Splenda was “made from sugar.” In reality, Splenda’s core ingredient is made
from sucralose, a nonnutritive synthetic compound manufactured in laboratories. Although
Splenda contains a sugar molecule, sucralose is not the same as sucrose, the technical name
for pure table sugar, despite its similar-sounding name. Is it unethical for companies to
intentionally advertise using wording that would confuse consumers?
Of course it is unethical for companies to intentionally use words that deceive consumers.
Attorneys for Splenda claimed it had never deceived consumers, but a French court ruled that it
Ethics Check, Page 166
Tweets for Sale
Nearly half of all marketers today are willing to pay for favorable tweets, Facebook
shout-outs, and blog posts. Some have guidelines for posting and mandatory disclosure
paragraphs; others don't. Is it ethical to use your writing skills to rate products for pay?
Students will doubtless feel that failing to reveal the monetary motivation for product
endorsements is unethical. However, is this any different from Procter & Gamble’s payment to a
Photo Essay Solutions
Photo Essay, Page 153
When brainstorming, the objective is to generate a high quantity of ideas. The purpose of the
“Yes, and?” method is to accept the ideas of others uncritically and then build upon them. In a
