Sharing Rubric: Please read carefully before submitting paper. These are the criteria your paper
will be judged on. Note also how many points you will get for each section.
C1 Intro paragraph included; clearly states purpose
of the paper in introduction paragraph (see paper
guidelines for example); not overly long (5 points)
C2 Identifies and describes most relevant points
from interviews clearly and concisely, AVOIDS long
C3 Includes concept(s), model(s), and/or theory(ies)
from course readings and other course materials to
help frame discussion; selects course materials that
are relevant to the paper topic
C4 Shows accurate understanding of, and clearly
explains, the theories, models or concepts described
in paper (avoiding long quotes); provides interesting
insights into behaviors/attitudes of interviewees by
using course materials
C5 Develops educated conclusions USING above
analysis; provides unique insight into issues and
avoids overly general conclusions; does not repeat
previous points in conclusion; makes realistic
recommendations where appropriate
W1 EDITING: Includes only relevant facts and
evidence to support main points and conclusions.
Paper is well edited and is not repetitive/containing
too much unneeded information. Avoids long
paragraphs and sentences. AVOIDS long quotes in
W2 ORGANIZATION: All paragraphs are properly
organized in paper (following A – B – C format).
Sentences WITHIN paragraphs well organized and
keeps one idea to one paragraph. Transitions
sentences provided at beginning of each paragraphs
to connect points in the paper (15 points)
W3 CLARITY: Demonstrates proper grammar, word
usage and mechanics (e.g. punctuation). Paper
follows proper research paper format (using formal
language) (15 points)
R1 Consistent in use of correct in-text citation
formatting (all information is attributed to correct
source(s) and author(s)) *AND a reference page
(works cited) is included at the end. USES APA
format (15 points)
1 = Poor or
SHARING INFORMATION ANALYSIS
BEFORE YOU TURN IN PAPER:
1) Create an outline BEFORE you write the paper. You must print and attach to your
outline to the paper when you turn in; papers without outlines will lose points. Provide
sufficient details in outlines, so that it can provide a quick and focused summary of your
paper. The outline serves to help you focus your paper, and you can read about how to
create one by following the websites and guidelines I provided on Moodle.
2) Make sure all the parts of your paper (A, B, and C) are written out and are included
in the PROPER order. Failure to use this order will result in severe deductions.
Introduction: page 1 (one paragraph only, following example below)
PART A Description of interviews: main findings (2 pages)
PART B Analyses and Critique using course material: pages 3-4 of paper (at least 3-4
PART C Conclusion: page 5 of paper (AT LEAST 2-3 paragraphs)
3) Make sure to cite ALL readings included in your paper, and create reference page
using APA format (follow examples provided below).
Sharing Information Analysis(s): This project involves exploratory primary research. You will
use questions provided (SEE “Sharing Interview Questions”) to interview individuals from
different age groups about their online information sharing habits. This research technique is
often used by social scientists in research—while most research projects require a larger sample,
for our purposes you will only have to interview 4 people.
For your interviews, the four people you choose to interview must be in a different age range
(see below). So for example, you could interview one person age 15-17, one 18-20, one 26-34,
and one 35-45. You can choose any range you want, but all 4 need to be in different age ranges.
(NOTE: you CANNOT have other classmates from MKT 350 as interview subjects).
Note you will record each interview (only audio recording necessary) and let those you interview
know you are recording them (follow protocol and keep their identity anonymous in the
recording). You do not have to turn in the recording, but you do need to save these (I will request
to check audio recordings in case I see issues with your transcripts).
You must then transcribe each interview, and complete these transcriptions before your paper is
due (see due dates for these in Moodle). Transcribing requires listening to your interviews and
writing up the interview responses—using their exact words. You will have these turned in
early, because it will be impossible to write paper without completing these first and having time
to reflect on them. You will lose points if you fail to turn these in on time. Note that this will take
time, so give yourself adequate time to transcribe the interviews.
You will use your findings to write 4-5 page analysis, using at least one theory or model from the
course. Basically, you will examine their responses, note any unique habits or attitudes that any
individuals seem to have, and apply theories we have used in course to help explain some of their
attitudes and behaviors.
For your grade, you will need to focus on content, writing, and citations (note I will include a
grading rubric on the assignment page).
Contents Guidelines (see C1 through C5 on grading rubric):
• Use the introduction paragraph to set the tone and also serve as a map for your paper—it
will make sure each point is hit, and enable you to focus. Try rewriting the assignment
question as first sentence to be CERTAIN you cover it.
o Example: “In this paper, I will examine the sharing behavior of four different
individuals from different age groups. I will highlight some of their main
behaviors and attitudes towards sharing, and discuss some similarities and
differences between these individuals. I will then apply theories from course
reading as a way to understand their behavior. Finally, I will make conclusions,
and discuss the societal and marketing implications of these findings.
Re-read the paper before you turn it in and make sure that you answer all the questions
that you said you would in first paragraph, IN THAT ORDER.
• Focus on a few main points—do not describe everything each person in the interview
says, and DO NOT let long quotes to take up the majority of your paper. Describe the
specific aspects of each interview that you think are important to focus on in your critique
(your description of the interviews should not be more than 2-3 pages; after that you
should move on to drawing conclusions about behavior, using course materials).
• After describing the interview responses, YOU MUST include course material, and
use at least one theory, concept or model from the course when you try to explain
behavior and/or attitudes of those you interview.
Try to think about what you have read and learned in class that is most relevant to the
questions or issues that arose in your paper. Only pick the course readings and materials
that are most relevant to your interview responses. You should use a few course
readings, but do NOT include too many.
You should make some conclusions based on your own observations about how
individuals share behavior. Describe the social implications, or business implications,
that your findings could have. The recommendations should be based on your analyses
(they should not come out of nowhere). Therefore, whatever issues you address in your
analyses should be discussed and addressed in the conclusion.
With conclusions and analysis, don’t just state the obvious—for instance, that individuals
share too much information should not be the main conclusion, as that would be a mere
summary. Your analyses and conclusion should show you thought about the issue, and
provided new and interesting insights. Also, do not be unrealistic or too general in your
recommendations (do not recommend actions that are unlikely to occur, or that you do
not have enough support for based on your findings).
Writing Guidelines (see W1 – W3 on grading rubric)
• EDIT EDIT EDIT. The number one way to lose points on a paper is to fail to edit.
Remember, when you write a paper, you write it for someone else to read—many times
we write so that we can say something, but do not think about how others actually
interpret our writing. Use several different editing techniques to make sure that the ideas
in your paper would be clear to anyone else who reads them.
• Don’t go over - writing too much does not make the paper better, and will not get you
extra points – in fact, you will lose points if you go substantially over the page limit.
Take out any sentences or ideas that seem unnecessary to your core arguments and focus
on the ones that advance your main arguments. Also, read through to make sure the same
ideas are not repeated over and over again. Avoid long sentences and long paragraphs –
these make your paper very hard to follow.
• Focus on the organization and coherence of ideas-paper needs to "flow" well and be ONE
paper, not a collection of paragraphs. To do this, make sure that each paragraph is
properly organized in the paper. So after your introduction, you should explain the main
findings from your interviews (Part A). You should then draw in course material to
analyze the attitudes and behaviors you found in your interviews (Part B). You should
then make conclusions based on parts A and B (Part C). Segmenting the paper into these
3 parts makes it easier to know what you should focus on from beginning to end, and
keeps the paper connected.
• Each paragraph should have a “main theme”, and only include sentences that support
that theme. For example, in the introductory paragraph, DO NOT include any
critique/analyses in the same paragraph – only include sentences that serve to introduce
your paper (see example). Likewise, in part B you should take at least one paragraph to
clearly explain each course material you use and to make connections between your
interviews and course materials– do not try to fit many different points into one
• Include “transition” sentences to begin each paragraph, so that it is clear what you will be
talking about in that paragraph, and so the reader can easily move from one part of the
paper to the next.
Focus on clarity of sentences and paragraphs, and be sure to use proper spelling and
grammar. If this is an issue for you, place make sure to visit the Writing Center, and get
other support as needed.
Use appropriate style for research paper—note this is not creative writing. The language
should be formal, not conversational (for instance, DO NOT include exclamation points
Reference Guidelines (see R1 on grading rubric)
• IMPORTANT FOR THIS ASSIGNMENT: you do not have to cite your interviews in
the document, or include in reference page. You only have to cite secondary research
(any course materials or external articles used).
• For this part, you need to include 1) in text citations for all references and 2) a reference
page. Failing to do either/both will lose you points. You need to see me/email me if you
do not know how to do this.
• Please use APA format for citing in this paper. NOTE: you DO NOT have to include
title page, running head, or abstract for paper. Use APA format ONLY for citing
• Go to the websites below to make sure you cite correctly - note that you will have to do
different citations for different types of resources (e.g. Websites vs. books).
• I have given some instructions below – if you have questions, first check the websites
provided and then SEE ME – there can always be special cases where writing up the
citation is confusing. However, if you do not ask me questions, I will assume you have
not tried to find the answer. Remember that I grade your papers – so it is important
to ask me questions!!!
In-text citations for references: How to do
For APA format in text citations: include (Author Last Name, Year) whenever you draw
from another source when writing your paper.
o Article Example: It was estimated that over 15,000 have contracted this disease in
the past year (Smith, 2013).
o Website article example (you can use the title of page or article, only if no author
is present): The policy mentioned that it does give consumer information away to
The only time you DO NOT cite in your paper is when you use only your opinions (‘I
believe Company Y should change some of its current procedures.’). That means you
should have MANY in-text citations in your paper when referring to course material.
Here are examples of things you have to cite and how to cite them:
o Cite text taken directly from the website/text in quotes. Example: ‘Company X
policy states that while they “may sell data at some point in the future” they do
o Cite also when you take information from a source but do not quote it directly.
Example: ‘Company Y’s policy has three parts: data collection, … (Company Y
o Cite any idea that is not your “own” idea. This is especially important if you use
other ideas to make your arguments. Example: “Given research has shown that
individuals often donate due to increased feelings of empathy for victims (Batson
1990), I believe that including more emotional content in donation appeals will
help increase contributions.
For special cases:
o For citing special sources (videos, podcasts) please see the following page and
follow directions carefully: https://owl.english.purdue.edu/owl/resource/560/10/
o In text citations should NEVER be the link to a website, or just the name of a
news source (e.g. yahoo.com. yahoo news, 2006). If no author is given you can
use the title of the article, but that should be only in a few cases.
Reference Page: How to do
Below are examples of how you would write up a reference page using APA format. Please use
these examples—you can see the websites for more examples if you are not sure how to cite your
sources. Your reference page should be in alphabetical order, sorted by author last name.
That way, I can find your reference easily, as it “matches” your in-text citation.
FOR citing readings from your MKT 350 course reader: look to the bibliography (at end of
the course reader) for the information you need (NOTE that you STILL have to arrange these
in APA format – do not just copy and paste from your book).
Author, A. A. (Year of publication). Title of work: Capital letter also for subtitle.
Calfee, R. C., & Valencia, R. R. (1991). APA guide to preparing manuscripts for journal
publication. Washington, DC: American Psychological Association.
Author, A. A., Author, B. B., & Author, C. C. (Year). Title of article. Title of Periodical,
volume number(issue number), pages. http://dx.doi.org/xx.xxx/yyyyy
Henry, W. A., III. (1990, April 9). Making the grade in today's schools. Time, 135, 28-31.
Author, A. A., & Author, B. B. (Date of publication). Title of article. Title of Online
Periodical, volume number (issue number if available). Retrieved from
Bernstein, M. (2002). 10 tips on writing the living Web. A List Apart: For People Who
Make Websites, 149. Retrieved from http://www.alistapart.com/articles/writeliving
More Citation Resources
These are the websites I would visit for how to create a reference page (see links on the left side
of the page for details on how to cite different types of resources):
And go to this link to find how to do in-text citations:
For more info, try one of these:
o OWL Purdue
o UNC < http://www.lib.unc.edu/instruct/citations/?page=apa_sample>
General Writing Resources
How-to College Writing Guide:
More writing resources:
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