AS/A Level

Business Studies
Essay Writing

Mr. Spicer
 What is an essay?
An essay is usually a short piece of
writing which is quite often written
from an author's personal point of
view.

A written composition of moderate

length exploring a particular issue
or subject.

A short literary composition on a

single subject, usually presenting
the personal view of the author.

A method of examination, or
homework, by which a student
presents his/her knowledge of the
subject by writing a composition.
 Essay Writing
Essays remain an important method of assessment and
enable examiners to discriminate between candidates, while
also enabling candidates to display the skills and abilities
which they possess.

In the CIE Paper 1 Short Answer and Essay (1 hour 15

minutes) there are two sections:
Section A - This is the short answer section and you need to
answer all the questions.
Section B - This is the essay section and you need answer
one question from a choice of 3.

You are advised to spend 35 minutes on Section A and 40

minutes on Section B.
 The pyramid of skills
Professor Roy Wilkinson of
Sheffield University has
identified a pyramid of skills
which A level examinations try
to test.
The bottom two layers are
'Lower-order skills', while the
top four layers are 'Higher-
order skills'.
As there is now less emphasis
on testing the lower order skills
this implies that it is not
possible for candidates to
perform well in the essay paper
by rote learning of notes.
 Command words in essay titles
Examiners report that many candidates underperform because they fail to
interpret the key
words of an essay title. Below is a glossary of some of the most frequently
used command
words with suggestions for interpretation:
'Account for ...'
Explain how a particular event or situation came about, i.e. 'Which factors
would have led a large retailing company to...'
'Analyse ...'
Break down an argument or information into component parts and identify
ways in which these parts are related. Always recognise the underlying
assumptions.
'Analyse the extent to which ...'
Show judgement over the relevant importance of different arguments or
events.
'Assess ...
'Make some kind of judgement on the relative importance of a particular
aspect of Business Studies, discussing the influence of other factors or
events that influence the topic.
'Compare ...'
Describe two or more situations and show the difference and similarities
 Command words in essay titles -
continued
'Define ...'
A simple statement is not enough. Use appropriate examples or
formulae to illustrate and elaborate on your precise definition of a
concept.
'Describe ...'
Usually more than a mere description is expected, instead a critical
review of some particular set of circumstances or events is usually
expected.
'Discuss ...'
Consider the arguments for and against the issue raised in the question.
'Distinguish ...'
Candidates need to show that they understand the differences between
two (probably frequently confused) concepts. Similarities and
differences need to be discussed and illustrated in distinguishing
between the two concepts.
'Do ...' or 'Does ...'
Make a judgement on whether on set of circumstances is preferable to
another.
 Command words in essay titles -
continued
'Evaluate ...'
Make reasoned judgements about the validity of a particular argument
or statement, presenting evidence and reasoned argument of all
relevant issues involved.
'Examine ...'
Candidates need to unravel the events that led to a particular set of
circumstances or the validity of the reasoning that underlies a particular
point of view. Stress the relative importance of the different arguments
and their relevance to the basic issue under consideration.
'Explain ...'
Interpret the meaning of a particular concept with an example to
illustrate understanding.
'Outline ...'
Only a brief description is required. Usually there are follow up parts to
this question.
'To what extent ...'
This implies there is no definite answer to the question posed. Present
both sides of the argument and exercise judgement by stressing the
strength of some arguments over others.
 How to improve your technique: some
general principles
Essays need a structure
jot down a simple plan
make sure you know where the essay is going before you start writing, i.e.
your conclusion
Essays must be a response to a specific title
avoid writing everything you know on a given topic, irrelevant material
gains no marks
respond to the command words in the question
Do not forget the essay title
refer back to the question regularly - probably at the end of every
paragraph
every paragraph should answer the question set, aim for one theme per
paragraph
Avoid one-sided essays
usually the only questions that A level examiners will set are ones which
can provoke differing viewpoints
always consider what your argument depends upon, i.e. the factors or
assumptions inherent in your argument
 How to improve your technique: some
general principles - continued
Demonstrate your depth of knowledge
analyse the question with care to show your understanding of the subject
content
avoid paragraphs of textbook description
use appropriate graphs which must be accurate
use topical examples to back up your points
make references to other writers if appropriate
Remember the higher order skills of analysis and evaluation
break down the material in a way that helps reveal the issues involved
use relevant business concepts to explore causes and effects
examine arguments critically
state which arguments you believe to be the most important and why
Try to please the examiners!
use appropriate concepts and terminology
avoid slang, e.g. 'The firm will go bust...'
be concise and relevant
leave enough time to write a conclusion
The essay plan - a suggested
model
 An example essay Are cats good pets?
The essay below demonstrates the principles of writing a basic essay. The different parts of
the essay have been labeled. The thesis statement is in bold, the topic sentences are in
italics, and each main point is underlined. When you write your own essay, of course, you
will not need to mark these parts of the essay. They are marked here just so that you can
more easily identify them.

"A dog is man's best friend." That common saying may contain some truth, but dogs are not
the only animal friend whose companionship people enjoy. For many people, a cat is their
best friend. Despite what dog lovers may believe, cats make excellent housepets as
they are
good companions, they are civilized members of the household, and they are easy
to care
for.

In the first place, people enjoy the companionship of cats. Many cats are affectionate. They
will snuggle up and ask to be petted, or scratched under the chin. Who can resist a purring
cat? If they're not feeling affectionate, cats are generally quite playful. They love to chase
balls and feathers, or just about anything dangling from a string. They especially enjoy
playing when their owners are participating in the game. Contrary to popular opinion, cats
can be trained. Using rewards and punishments, just like with a dog, a cat can be trained to
avoid unwanted behavior or perform tricks. Cats will even fetch!
 An example essay Are cats good pets?
In the second place, cats are civilized members of the household. Unlike dogs, cats
do not bark or make other loud noises. Most cats don't even meow very often. They
generally lead a quiet existence. Cats also don't often have "accidents." Mother cats train
their kittens to use the litter box, and most cats will use it without fail from that time on.
Even stray cats usually understand the concept when shown the box and will use it regularly.
Cats do have claws, and owners must make provision for this. A tall scratching post in a
favorite cat area of the house will often keep the cat content to leave the furniture alone. As
a last resort, of course, cats can be declawed.
Lastly, one of the most attractive features of cats as housepets is their ease of care. Cats do
not have to be walked. They get plenty of exercise in the house as they play, and they do
their business in the litter box. Cleaning a litter box is a quick, painless procedure. Cats also
take care of their own grooming. Bathing a cat is almost never necessary because under
ordinary circumstances cats clean themselves. Cats are more particular about personal
cleanliness than people are. In addition, cats can be left home alone for a few hours without
fear. Unlike some pets, most cats will not destroy the furnishings when left alone. They are
content to go about their usual activities until their owners return.
Cats are low maintenance, civilized companions. People who have small living quarters or
less time for pet care should appreciate these characteristics of cats. However, many people
who have plenty of space and time still opt to have a cat because they love the cat
personality. In many ways, cats are the ideal housepet.
 CIE Paper 1
Paper 1 - Short Answer and Essay

1 hour 15 minutes

Section A
Answer all questions.

Section B
Answer one question from a choice of 3.
You are advised to spend no more than 35
minutes on Section A.
 Past questions - June 2006
5 (a) Examine the different sources of finance which a car
manufacturer might use in order to fund investment in new
technology. [8]

(b) Discuss the problems which the car manufacturer might

experience
in introducing new technology into one of its factories. [12]

6 Discuss the importance of good leadership for a successful

business. [20]

7 (a) Analyse the benefits to your countrys economy from a

multinational manufacturer of computers locating a new factory
there. [8]

(b) Discuss how a computer manufacturer might choose between

different channels of distribution in a new export market. [12]
 Past questions - November 2006
5 (a) Explain the importance of a market-orientated approach for
a business in the consumer goods market. [8]

(b) Evaluate the pricing strategies a business might use when

launching a new product. [12]

6 Discuss the advantages and disadvantages of delegation for an

expanding business. [20]

7 (a) Explain the difference between batch and flow production

methods. [8]

(b) Evaluate the usefulness to a business of the Payback and

Average Rate of Return techniques in deciding whether to invest
in changing its production method from batch to flow. [12]