Survey

Another aspect of being a more efficient and effective reader is to look over the text before reading. This is called
surveying or
previewing the text. By looking over the material before reading it, you get a sneak preview of what you will be reading. This can aid in focus because you can identify which sections you may lose focus on. This, in turn, allows you to better plan the amount of time it will take you to read the assignment, think about what knowledge you already have of the topicyour schema (the less you know, the longer it will probably take), look up information before reading that may help you better understand the topic, and think about how the reading is organized.

How do I survey?

To survey you want to look at features of the text that help you predict what it will be about and prepare yourself for the information you will learn. Some common ways to survey include the following:

Read the title. The title indicates the topic of the reading.

Check the author and source of the article. This information may provide clues about the readings content or focus.

Read the first paragraph or introduction. The introduction introduces you to the topic and suggests how the rest of the reading will be developed.

Read headings and subheadings. The subheadings or subtitles suggest the specific focus of the topic.

Read the first few sentences after each heading and subheading. These sentences often state the main point of the section.

Read text that stands out typographically (such as bolded, italicized, or underlined text). This emphasis indicates important information or vocabulary that the author wants to stand out.

Look over graphics and pictures. If a graphic or picture is included, it often suggests the information in and around it is important.

Read the summary (if included). The summary provides a condensed view of the reading and often outlines key points.

Look for patterns of organization or how the reading is set up. These patterns will help determine what is important in the article and what information you should annotate most carefully.
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Reading Across the Disciplines by McWhorter
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RAD Tip: The organization of a reading is often referred to as the pattern of organization. If you can determine an authors pattern, then you will know what is important in the reading. For example, if the author organized the reading in a classification pattern, as a reader, you know you need to focus on and locate the categories in the reading. If you can determine this while surveying a reading, your initial reading will be easier because you know what to focus on while reading. For more information see Patterns of Organization.

Why should I survey?

Surveying will give you a mental outline of the reading. In other words, you will know the main idea and major points of the text before you start reading it. Additionally, you will know what to expect including patterns, difficulty level, and type of vocabulary. This mental outline of what is in the reading and what you need to do to prepare to read it helps you maintain focus because you are actively trying to fill out the details of the outline.

Surveying also makes it possible to assess your interest and knowledge level for the topic so you know if you need to build schema (prior knowledge) prior to reading. Knowing the difficulty level and how complex the text is will help you better estimate the time it will take to read so you can plan accordingly.

RAD Tip: Schema is prior knowledge that determines how you understand and react to new information. We compare a new thing to similar things that we have experience with and reach conclusions about it. Without schema, we dont know what to make of new things or situations. We compare a new thing to similar things that we have experience with and thus reach conclusions about it. For more information see Schema.

What should I survey for my current reading assignment?

For different classes on campus, different aspects of the text are important to survey.
For example, for History, it is very important to know who the author is before reading because different historians have different interpretations of history. For your ENGWR 300 class, the author may or may not be important. It depends on the type of text and the purpose for reading the text.

Think for a minute about the text you are reading for ENGWR 300. What features of the text do you think you need to look at as you survey? Make a list here:

Assignment: Survey

Based on the survey list you just created, begin surveying your current ENGWR 300 reading assignment. Then, answer the following questions. If you are having trouble answering, resurvey based on the questions.

1. What is the title?

2. How long is the reading?

3. Is the reading broken down into chunks (i.e. sections or chapters)? How long is each chapter or section?

RAD Tip: If the text is not chunked into sections, break it up into manageable chunks. Think about where it makes sense to pause and summarize or paraphrase information. Make sure you chunk it into manageable sections that arent too long. See examples of this on the
Survey slideshow.

4. How difficult do you think the reading will be?

5. What do you think your schema for the reading is? (Low, medium, high) Explain.

6. How could you build your schema on the topic if necessary?

7. What is the first paragraph about?

Next step: Now that you have surveyed, a good practice to enhance focus is to create questions out of what you surveyed. Then, when you read, you try to find the answers. This process of finding answers helps you to maintain focus. More information about moving from surveying to questioning can be found on the
Survey slideshow on Canvas. As you get used to

surveying texts, you can combine these steps and annotate your assigned reading with surveying questions as you survey.

During the survey process you may have located barriers to your comprehending or completing the reading. If you are worried about schema, you can build schema. If you are worried about giving yourself enough time to focus, you can work on creating efficient and effective daily reading habits. If you realized during surveying that the reading didnt look that difficult, you can focus on increasing your reading rate. When you do your metacognitive check- in this week, think about whether you would like to work on schema, reading habits, or reading rate next. Survey
Getting the big picture
Reading Across the Disciplines

Slideshows
These slideshows are designed to be watched on your own outside of class.
You select the appropriate show and complete the activities as you go through the slides.
To complete the activities, you will need to be prepared to take notes on separate paper.

What is surveying?
Surveying or Previewing means to familiarize yourself with the content and organization of a reading before you actually read it.

How do you survey?
Read the title. The title indicates the topic of the reading.
Check the author and source of the article. This information may provide clues about the readings content or focus.
Read the first paragraph or introduction. The introduction introduces you to the topic and suggests how the rest of the reading will be developed.
Read headings and subheadings. The subheadings or subtitles suggest the specific focus of the topic.
Read the first few sentences after each heading and subheading. These sentences often state the main point of the section.

How do I survey (cont)?
Read text that stands out typographically (such as bolded, italicized, or underlined text). This emphasis indicates important information or vocabulary that the author wants to stand out.
Look over graphics and pictures. If a graphic or picture is included, it often suggests the information in and around it is important.
Read the summary (if included). The summary provides a condensed view of the reading and often outlines key points.
Look for patterns of organization or how the reading is set up. These patterns will help determine what is important in the article and what information you should annotate most carefully.

Why should you survey?
It is a more effective, active way of reading.
Surveying a reading warms up your brain and prepares you to read. This can help you maintain focus.
It makes you a more active reader because you
know what to expect including patterns, difficulty level, and type of vocabulary
can estimate the time it will take to read and can plan accordingly
can assess your interest and knowledge level for the topic so you know if you need to build schema (prior knowledge).
Surveying gives you a mental outline of the reading.

A method to use when surveying: Questioning

In the Survey article, you learned that you do not need to do every survey step every time you read.

A useful way to survey is to create questions from all the things you want to survey. For example, if you want to survey the title, you can then make the title into a question. When you start to read the assignment, this will increase your focus because you will be looking for the answers to those questions.

Try adding questions
Step 1: Find your current English Writing 300 assigned reading. Choose the most appropriate one to help you in your English Writing 300 class.
Step 2: Review the Survey article.
Step 3: Survey the text you chose in STEP 1 but this time make titles and subtitles into questions.
See next slide for more steps and an example.

Adding questions continued
Step 4: Read the assigned reading, and try to answer the questions that you created. Continue to put check marks where you lost focus.

Metacognition Check: As I read, I do not yet know what savage inequalities are or why the author is calling them that. I need to keep reading to find out. Mississippi is actually the river not the state. East St. Louis seems really awful.
The questions kept me focused and I didnt have any checkmarks.

Step 5: Did the questions help? Are you still losing focus? If you are still having trouble focusing, think about why and what strategy you want to work on next?

Do you not have enough information about the topic for it to make sense? Next class, lets work on building your schema.
Are you worried you wont give yourself enough time to read? Next class, lets work on time management.
Was this a fairly easy reading and you think you might have lost focus because you got bored? Next class, lets work on purpose, style, and speed.
For your metacognitive check-in, think about which strategy above you might want to work on next.

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SHOW MORE…

MKT writing 3

Refer to Chapter 8: Imagine that you’ve been appointed as the new chief marketing officer (CMO) for a rising automotive company (e.g., Tesla ). Your CEO has decided that your company will be the premier “relationship” company in your industry.

What could that mean? (10 points)
How will you execute your plans to be the premier relationship company? (25 points)
What will you use as data collection tools? (10 points)
What role will interactivity (with customers) play in your plans? (5 points)
What role will e-mail and social networking play? (10 points)

Be as specific as you can.

Chapter 8 Preview

Review IDIC Framework: Interact
Role of Social Media in Interaction
Bottom-Line Benefits of Social Media
Four Ways to Use Social Media to Build Customer Relationships
Listening to the Customer
Crowd Service
1-9-90 Dynamic
Transparency and Trust

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Action

Analysis
customers as unique addressable individuals
by value, behavior and needs
more cost -efficiently and effectively
some aspect of the companys behavior, offerings, or communications

Identify
Differentiate
Interact
Customize

Review: IDIC Framework

COPYRIGHT 2009. ALL RIGHTS PROTECTED AND RESERVED.
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Role of Social Media in Interaction

Recall from Chapters 1 and 2: customer relationship is the goal, and technology is a means to that goal
Customers are human beings, and human beings prefer conversing with other human beings social media is one cost-effective way to make that happen
The key question: how can social media help an enterprise interact with customers and prospects in order to create and manage profitable, mutually beneficial relationships with them?
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Bottom-Line Benefits of Social Media
Increased online buzz around a brand, product, or service, increasing product sales across channels
Improved search results from customer conversations about the organization, increasing Web site traffic
More influence from customer recommendations in social networks and online communities than offline referrals, which leads to more deal closings
Deeper insight into customers uncensored preferences, needs, and behaviors
Customers helping other customers online, decreasing service costs

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Four Ways to Use Social Media to Build Customer Relationships
To engage and activate the enterprises most enthusiastic supporters to spread the word about the brand
To empower customers to defend the enterprises brand in times of stress and help it recover from missteps or disasters
To listen in on customer conversations that involve the enterprise and/or its competitors
To enlist the companys own customers to help provide service for other customers

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Listening to the Customer
What to listen for: brand and customer
Brand monitoring
Who is talking about the brand?
What are they saying?
Where are they talking?
Customer monitoring
What pain points are being highlighted?
What is the emotion or sentiment being shared?
What information is being shared about various customer experience touchpoints?
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Crowd Service:
Customers Helping Other Customers
When creating an online community to encourage crowd service (myfico.com example):
Invite super-users to join the community.
Market and advertise the community.
Deploy community platform technology that allows users to rate the answers the super-users provided.

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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1-9-90 Dynamic of Social Networks
Like the Pareto principle, the 1-9-90 is a power law:
1 percent post
9 percent respond to posts
90 percent just read the posts
Two important implications:
Must invite the 1 percent to your online community
Dont mistake lack of actual conversational input as lack of interest 90 percent may not post at all, but theyre still using the information. 10 percent response is typical.

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Transparency and Trust
The all-pervasive requirements for social media effectiveness:
Honesty
Straightforwardness
Transparency
Traditional marketing and the two realities
Did not require trustworthiness, only believability
Social media and speed of connectivity quickly exposing scandals and cover-ups
Reveals the two realities of traditional marketing spin: the genuine reality, and a separate, created reality
Building genuine relationships with customers requires transparency at all levels

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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