Gathering Research
Gathering Research
Now that you have assembled the terms, you are ready to utilize the many databases available to you. Whether books, articles, newspaper clips, or blogs, choose evidence wisely.
Start with those sources that provide you a general overview of the topic. However, remember that these are for your own education and are rarely the quality sources that will add value to your persuasive claims. Quickly move to studies written by experts in the field and search the primary source rather than secondary sources, which often paraphrase what the experts said—often poorly. Critically, prepare your citations of evidence carefully. Plagiarism is a serious offense. Avoid mistakes by citing the sources of your information carefully as you proceed.
A number of online reference services are available, some free while others have a nominal charge. Since I am a big fan of free, try Landmark Project, EasyBib or Citation Builder. Many others are available.
Once you have the exact citation in the format you prefer, make sure that your evidence (the part of the book or article that you are using for proof) is cited word for word. You may choose to paraphrase the information, particularly if you think you can say it better than the original source expressed it. However, you must still give credit to the original source, even if you have paraphrased the citation.
Keeping an effective note trail will prevent careless errors.
Point to Ponder
Every time we reply on knowledge that we have not questioned, tested, confirmed, or verified, we run the risk of making a bad decision. The outcome of our decisions is only as good as the information we use to make those decisions.
In general:
- We do not question the things we assume to be true
- The information we receive by happenstance we tend to believe until some credible source give us reason to doubt it
- We have a limited amount of time to consider the vast amount of information available to us
- Effective strategists help clients prioritize the issues that require debate and frame the debate
Defining “good” information based on critical thinking
As you consider what information to include or exclude, analyze its primacy, utility, and credibility.
Primary and Secondary Sources
This is the juncture where you should become aware, if you are not already, of the difference between a primary and secondary source. A primary source is direct information from the people or organizations involved. Primary source information would include eyewitness accounts and testimony, data collected for study, documents such as legal pleadings, and documents produced by the people or organization involved including their web site, annual report, or company publications such as brochures.
Secondary sources are anything else. Secondary sources would include such items as reports that analyze data, biographies (rather than autobiographies), analysts’ opinions, and news accounts. Obviously, primary material is the preferred source.
Utility
Assuming that you have collected a variety of information, consider which evidence you will use based on its utility. In this sense, evidence is judged by its probative value—does it help the listener accept the claim you are offering? If your purpose is to persuade, are there sources the hearer will consider more valid? If so, use those.
Credibility
The further we get from generally accepted facts, the more important is this issue of credibility. To argue that Dr. Smith said something may be useful but will have more weight and impact if Dr. Smith is considered credible by the audience. Find out who your sources of information are and what qualifies them to address the subject.
