Just as you know that religion and politics are two subjects that often provoke emotional responses, you also recognize that once you are aware of someone’s viewpoint you can choose to refrain from discussing certain topics, or may change the way you address them. The awareness of bias and preference, combined with the ability to adapt the message before it is sent, increases the probability of reception and successful communication. Up until now we have focused on knowing the audience’s expectation and the assignment directions, as well as effective strategies for writing and production. Now, to complete the communication process, to close the writing process, we need to gather and evaluate feedback.
- 8.1: Diverse Forms of Feedback
- You may receive feedback from peers, colleagues, editors, or supervisors, but actual feedback from the intended audience can be rare. Imagine that you work in the marketing department of an engineering company and have written an article describing a new kind of water pump that operates with little maintenance and less energy consumption than previous models. Your company has also developed an advertising campaign introducing this new pump to the market and has added it to their online menu.
- 8.2: Qualitative and Quantitative Research
- Many businesses use research as a preproduct, postproduct, and service development method of obtaining feedback. Understanding the feedback from research can influence your writing as you learn more about your target audience. Research can be qualitative or quantitative, and it is important to assess the validity, reliability, and statistical significance of research findings.
- 8.3: Feedback as an Opportunity
- Writing is a communicative act. It is a reflection of the communication process and represents each of the process’s components in many ways. Yet, because many people tend to think of writing as a one-way communication, feedback can be particularly challenging for a writer to assess. Feedback may be evaluative, interpretive, supportive, probing, or understanding, and it is always an opportunity for growth.