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How to Quote | Citing Quotes in Harvard & APA

Published on 15 April 2022 by Shona McCombes and Jack Caulfield. Revised on 3 September 2022.

Quoting means copying a passage of someone else’s words and crediting the source. To quote a source, you must ensure:

• The quoted text is enclosed in quotation marks (usually single quotation marks in UK English, though double is acceptable as long as you’re consistent) or formatted as a block quote
• The original author is correctly cited
• The text is identical to the original

The exact format of a quote depends on its length and on which citation style you are using. Quoting and citing correctly is essential to avoid plagiarism , which is easy to detect with a good plagiarism checker .

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Table of contents

How to cite a quote in harvard and apa style, introducing quotes, quotes within quotes, shortening or altering a quote, block quotes, when should i use quotes, frequently asked questions about quoting sources.

Every time you quote, you must cite the source correctly . This looks slightly different depending on the citation style you’re using.

Citing a quote in Harvard style

When you include a quote in Harvard style, you must add a Harvard in-text citation giving the author’s last name, the year of publication, and a page number if available. Any full stop or comma appears after the citation, not within the quotation marks.

Citations can be parenthetical or narrative. In a parenthetical citation , you place all the information in brackets after the quote. In a narrative citation , you name the author in your sentence (followed by the year), and place the page number after the quote.

• Evolution is a gradual process that ‘can act only by very short and slow steps’ (Darwin, 1859, p. 510) . Darwin (1859) explains that evolution ‘can act only by very short and slow steps’ (p. 510) .

Complete guide to Harvard style

Citing a quote in APA Style

To cite a direct quote in APA , you must include the author’s last name, the year, and a page number, all separated by commas. If the quote appears on a single page, use ‘p.’; if it spans a page range, use ‘pp.’

An APA in-text citation can be parenthetical or narrative. In a parenthetical citation , you place all the information in parentheses after the quote. In a narrative citation , you name the author in your sentence (followed by the year), and place the page number after the quote.

Punctuation marks such as full stops and commas are placed after the citation, not within the quotation marks.

• Evolution is a gradual process that ‘can act only by very short and slow steps’ (Darwin, 1859, p. 510) .
• Darwin (1859) explains that evolution ‘can act only by very short and slow steps’ (p. 510) .

Complete guide to APA

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Make sure you integrate quotes properly into your text by introducing them in your own words, showing the reader why you’re including the quote and providing any context necessary to understand it.  Don’t  present quotations as stand-alone sentences.

There are three main strategies you can use to introduce quotes in a grammatically correct way:

• Add an introductory sentence
• Use an introductory signal phrase
• Integrate the quote into your own sentence

The following examples use APA Style citations, but these strategies can be used in all styles.

Introductory sentence

Introduce the quote with a full sentence ending in a colon . Don’t use a colon if the text before the quote isn’t a full sentence.

If you name the author in your sentence, you may use present-tense verbs, such as “states’, ‘argues’, ‘explains’, ‘writes’, or ‘reports’, to describe the content of the quote.

• In Denmark, a recent poll shows that: ‘A membership referendum held today would be backed by 55 percent of Danish voters’ (Levring, 2018, p. 3).
• In Denmark, a recent poll shows that support for the EU has grown since the Brexit vote: ‘A membership referendum held today would be backed by 55 percent of Danish voters’ (Levring, 2018, p. 3).
• Levring (2018) reports that support for the EU has grown since the Brexit vote: ‘A membership referendum held today would be backed by 55 percent of Danish voters’ (p. 3).

Introductory signal phrase

You can also use a signal phrase that mentions the author or source but doesn’t form a full sentence. In this case, you follow the phrase with a comma instead of a colon.

• According to a recent poll, ‘A membership referendum held today would be backed by 55 percent of Danish voters’ (Levring, 2018, p. 3).
• As Levring (2018) explains, ‘A membership referendum held today would be backed by 55 percent of Danish voters’ (p. 3).

Integrated into your own sentence

To quote a phrase that doesn’t form a full sentence, you can also integrate it as part of your sentence, without any extra punctuation.

• A recent poll suggests that EU membership ‘would be backed by 55 percent of Danish voters’ in a referendum (Levring, 2018, p. 3).
• Levring (2018) reports that EU membership ‘would be backed by 55 percent of Danish voters’ in a referendum (p. 3).

When you quote text that itself contains another quote, this is called a nested quotation or a quote within a quote. It may occur, for example, when quoting dialogue from a novel.

To distinguish this quote from the surrounding quote, you enclose it in double (instead of single) quotation marks (even if this involves changing the punctuation from the original text). Make sure to close both sets of quotation marks at the appropriate moments.

Note that if you only quote the nested quotation itself, and not the surrounding text, you can just use single quotation marks.

• Carraway introduces his narrative by quoting his father: ‘ ‘ Whenever you feel like criticizing anyone, ‘ he told me, ‘ just remember that all the people in this world haven’t had the advantages that you’ve had ‘ ‘ (Fitzgerald 1).
• Carraway introduces his narrative by quoting his father: ‘”Whenever you feel like criticizing anyone,” he told me, “just remember that all the people in this world haven’t had the advantages that you’ve had “  (Fitzgerald 1).
• Carraway introduces his narrative by quoting his father: ‘“Whenever you feel like criticizing anyone,” he told me, “just remember that all the people in this world haven’t had the advantages that you’ve had”’ (Fitzgerald 1).
• Carraway begins by quoting his father’s invocation to ‘remember that all the people in this world haven’t had the advantages that you’ve had’ (Fitzgerald 1).

Note:  When the quoted text in the source comes from another source, it’s best to just find that original source in order to quote it directly. If you can’t find the original source, you can instead cite it indirectly .

Often, incorporating a quote smoothly into your text requires you to make some changes to the original text. It’s fine to do this, as long as you clearly mark the changes you’ve made to the quote.

Shortening a quote

If some parts of a passage are redundant or irrelevant, you can shorten the quote by removing words, phrases, or sentences and replacing them with an ellipsis (…). Put a space before and after the ellipsis.

Be careful that removing the words doesn’t change the meaning. The ellipsis indicates that some text has been removed, but the shortened quote should still accurately represent the author’s point.

Altering a quote

You can add or replace words in a quote when necessary. This might be because the original text doesn’t fit grammatically with your sentence (e.g., it’s in a different tense), or because extra information is needed to clarify the quote’s meaning.

Use brackets to distinguish words that you have added from words that were present in the original text.

The Latin term ‘ sic ‘ is used to indicate a (factual or grammatical) mistake in a quotation. It shows the reader that the mistake is from the quoted material, not a typo of your own.

In some cases, it can be useful to italicise part of a quotation to add emphasis, showing the reader that this is the key part to pay attention to. Use the phrase ’emphasis added’ to show that the italics were not part of the original text.

You usually don’t need to use brackets to indicate minor changes to punctuation or capitalisation made to ensure the quote fits the style of your text.

If you quote more than a few lines from a source, you must format it as a block quote . Instead of using quotation marks, you set the quote on a new line and indent it so that it forms a separate block of text.

Block quotes are cited just like regular quotes, except that if the quote ends with a full stop, the citation appears after the full stop.

To the end of his days Bilbo could never remember how he found himself outside, without a hat, a walking-stick or any money, or anything that he usually took when he went out; leaving his second breakfast half-finished and quite unwashed-up, pushing his keys into Gandalf’s hands, and running as fast as his furry feet could carry him down the lane, past the great Mill, across The Water, and then on for a mile or more. (16)

Avoid relying too heavily on quotes in academic writing . To integrate a source , it’s often best to paraphrase , which means putting the passage into your own words. This helps you integrate information smoothly and keeps your own voice dominant.

However, there are some situations in which quotes are more appropriate.

When focusing on language

If you want to comment on how the author uses language (for example, in literary analysis ), it’s necessary to quote so that the reader can see the exact passage you are referring to.

When giving evidence

To convince the reader of your argument, interpretation or position on a topic, it’s often helpful to include quotes that support your point. Quotes from primary sources (for example, interview transcripts or historical documents) are especially credible as evidence.

When presenting an author’s position or definition

When you’re referring to secondary sources such as scholarly books and journal articles, try to put others’ ideas in your own words when possible.

But if a passage does a great job at expressing, explaining, or defining something, and it would be very difficult to paraphrase without changing the meaning or losing the weakening the idea’s impact, it’s worth quoting directly.

A quote is an exact copy of someone else’s words, usually enclosed in quotation marks and credited to the original author or speaker.

To present information from other sources in academic writing , it’s best to paraphrase in most cases. This shows that you’ve understood the ideas you’re discussing and incorporates them into your text smoothly.

It’s appropriate to quote when:

• Changing the phrasing would distort the meaning of the original text
• You want to discuss the author’s language choices (e.g., in literary analysis )
• You’re presenting a precise definition
• You’re looking in depth at a specific claim

Every time you quote a source , you must include a correctly formatted in-text citation . This looks slightly different depending on the citation style .

For example, a direct quote in APA is cited like this: ‘This is a quote’ (Streefkerk, 2020, p. 5).

Every in-text citation should also correspond to a full reference at the end of your paper.

In scientific subjects, the information itself is more important than how it was expressed, so quoting should generally be kept to a minimum. In the arts and humanities, however, well-chosen quotes are often essential to a good paper.

In social sciences, it varies. If your research is mainly quantitative , you won’t include many quotes, but if it’s more qualitative , you may need to quote from the data you collected .

As a general guideline, quotes should take up no more than 5–10% of your paper. If in doubt, check with your instructor or supervisor how much quoting is appropriate in your field.

If you’re quoting from a text that paraphrases or summarises other sources and cites them in parentheses , APA  recommends retaining the citations as part of the quote:

• Smith states that ‘the literature on this topic (Jones, 2015; Sill, 2019; Paulson, 2020) shows no clear consensus’ (Smith, 2019, p. 4).

Footnote or endnote numbers that appear within quoted text should be omitted.

If you want to cite an indirect source (one you’ve only seen quoted in another source), either locate the original source or use the phrase ‘as cited in’ in your citation.

A block quote is a long quote formatted as a separate ‘block’ of text. Instead of using quotation marks , you place the quote on a new line, and indent the entire quote to mark it apart from your own words.

APA uses block quotes for quotes that are 40 words or longer.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the ‘Cite this Scribbr article’ button to automatically add the citation to our free Reference Generator.

McCombes, S. & Caulfield, J. (2022, September 03). How to Quote | Citing Quotes in Harvard & APA. Scribbr. Retrieved 18 June 2024, from https://www.scribbr.co.uk/working-sources/quoting/

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How to Quote in a Research Paper

Last Updated: September 30, 2022 Fact Checked

This article was co-authored by Christopher Taylor, PhD . Christopher Taylor is an Adjunct Assistant Professor of English at Austin Community College in Texas. He received his PhD in English Literature and Medieval Studies from the University of Texas at Austin in 2014. There are 16 references cited in this article, which can be found at the bottom of the page. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 908,718 times.

A research paper can be made stronger through the use of quotations. You may use quotes when you need to cite a key piece of primary source material, strengthen your argument through another writer's work, or highlight a term of art. It is important to both use quotations effectively and cite them properly to write an effective paper and avoid plagiarizing.

Using Different Types of Quotes

• Use a complete sentence to incorporate a dropped quote. Ex: As Rembrandt’s skill developed, he began painting landscapes that are “romantic and visionary” (Wallace 96).
• Use a short phrase to incorporate a dropped quote: Rembrandt’s landscapes are “romantic and visionary” (Wallace 96).

• Use a complete sentence to introduce a full sentence quote. Ex: Over the course of time Rembrandt’s work began to change and focus on different themes, but as Wallace points out: "Rembrandt’s great gift as an etcher lay in preserving a sense of spontaneity while scrupulously attending to close detail” (142).
• Use a signal phrase to introduce your full sentence quote. Ex: As Wallace states, “Rembrandt’s great gift as an etcher lay in preserving a sense of spontaneity while scrupulously attending to close detail” (142).

• Introduce your block quote with a colon. Ex: According to Wallace: (add a line break here, and then indent the entire quote).
• Block quotes do not use quotation marks. You have already stated who the author is/what is being referred to in the introduction sentence. Add the in-text parenthetical citation after the period at the end of the quote, though.
• If your block quote is inside a paragraph, you don’t have to start a new paragraph at the end of it. Simply add another line break and begin writing along the left margin (with no indent). [4] X Research source However, you will need to indent the second paragraph by an extra 0.25 in (0.64 cm) if you are citing more than 1 paragraph. [5] X Trustworthy Source Purdue Online Writing Lab Trusted resource for writing and citation guidelines Go to source

• Change the structure of the sentence by moving clauses around. Aim to change at least half of the sentence into a new structure, but also make sure that the grammar is correct and the meaning of the sentence is still clear. You can use a thesaurus to exchange words with synonyms.
• Paraphrasing should only be done if you are certain that you understand the content you are copying. If you are unclear as to the meaning of the quote, you won’t be able to put it adequately into your own words.
• When you write your paraphrase, don’t look at the quote. Keep the meaning in your head and create a new sentence to match. [7] X Research source

Formatting Your Quotes

• To use a comma, you might structure the quote with in sentence like this: “Yogurt provides beneficial bacteria to your gut,” so it is good to include 1 serving per day in your diet.
• To use a period, you might structure the quote like this: “Carrots are a valuable source of vitamin A.”

• Example of a quotation that comes with a question mark: Alice said “but where will I go?” (24).
• Example of asking a question about a quotation: With so much contention, will literary scholars ever agree on “the dream-like quality of Alice’s adventure” (39)?
• Example of a question about a quoted question: At this point in the story, readers communally ask “but where will I go?” (24).

• Ellipses can be used in the center of a quote to leave out words that you feel add unnecessary length to the statement without adding value. For example: As the man stated, “reading the book was...enlightening and life-changing.” This is done rather than: As the man stated, “reading the book over the last few weeks was not only incredibly enjoyable, but also enlightening and life-changing.”
• Ellipses should be used only before or after a quote, not both. If you are only use a part of a quote from the center of a selection, it is just a partial or dropped quote. However, keep in mind that ellipses rarely come at the beginning of a quotation. [11] X Research source

• For example: As scholars have noted, “Rembrandt’s portrait of her [Henrickje, his mistress] was both accurate and emotion-filled” (Wallace 49).

• Ex: As Dormer has noted, “his work is much more valuable now then [sic] it was at the time of its creation.”

Quoting in Different Styles

• Ex: We can therefore ascertain that “Rembrandt’s decline in popularity may have been his dedication to Biblical painting” (Wallace 112).
• Ex: According to some, “another reason for Rembrandt’s decline in popularity may have been his dedication to Biblical painting” (Wallace 112), but not everyone agree on this matter.
• Ex: Wallace states that “another reason for Rembrandt’s decline in popularity may have been his dedication to Biblical painting” (112). [15] X Research source

• Ex: As Billy’s character is described, we learn “Billy wasn’t a Catholic, even though he grew up with a ghastly crucifix on his wall” (Vonnegut 1969).
• Ex: Vonnegut gives a factual statement with a clear opinion thrown in when he says “Billy wasn’t a Catholic, even though he grew up with a ghastly crucifix on his wall” (1969).
• Ex: With the knowledge that “Billy wasn’t a Catholic, even though he grew up with a ghastly crucifix on his wall” (Vonnegut 1969), we begin to understand his philosophical standings.

Quoting Successfully

Community Q&A

• Keep a list of quotations as you take research notes, and star your favorites to return later. Thanks Helpful 0 Not Helpful 0
• Watch for quotations that are quoted by other researchers again and again. Often secondary material will give you hints to finding the best parts of the primary sources. Thanks Helpful 0 Not Helpful 0
• Quote the opposition so that you can directly pick apart their argument. It's easier to argue against someone if you're using exactly what they said and pointing out its flaws. Otherwise, the opposition can claim that you simply twisted their meaning. Rely on their words and attack directly. Thanks Helpful 0 Not Helpful 0

• Don't let a research paper become a sea of he-said, she-said. While you want to set up the arguments that have been made on both sides in the past, you also want to make a compelling argument for yourself. Rephrasing, re-organizing an argument, and synthesizing different arguments in your own words makes it clear that you understand what you've researched and makes the paper interesting to read. The reader is searching for a new way to understand the research or a new idea. Too many quotes tend to bury the lead. Thanks Helpful 1 Not Helpful 0
• Don't rely too heavily on one source. It's easy to fall in love with a single book when doing research, particularly if there aren't a lot of books on the subject and one author particularly agrees with you. Try to limit how much you quote that author, particularly if a lot of your argument is relying on his or her groundwork already. Look for quotations that complement or challenge that person, and provide your own analysis. Thanks Helpful 0 Not Helpful 0
• Don't be a sloppy note-taker. Unfortunately, accidental plagiarism is all too common, and it has serious consequences. You may not have meant to plagiarize, but if you write someone else's words down without indicating that you are using a direct quotation, you are plagiarizing whether it was intentional or not (after all, merely relying on lecture notes and not on your own research is lazy and not acknowledging direct quotes as you take notes from texts reflects poor organization). Always indicate quotations in your notes. It's also better to write down a lot of quotations and then paraphrase them later than to write down a paraphrased version. The danger here, particularly if you don't alter the quote much, is that you'll unwittingly change it back to the quotation later, in revision. It's better to have the original right in front of you. If you find yourself unable to choose better language, just quote it properly. Thanks Helpful 0 Not Helpful 0

You Might Also Like

• ↑ https://midway.libguides.com/c.php?g=1100261&p=8025172
• ↑ https://facultyweb.ivcc.edu/rrambo/eng1001/quotes.htm
• ↑ https://owl.purdue.edu/owl/research_and_citation/mla_style/mla_formatting_and_style_guide/mla_formatting_quotations.html
• ↑ http://public.wsu.edu/~campbelld/engl402/cited.htm
• ↑ https://owl.purdue.edu/owl/general_writing/punctuation/quotation_marks/index.html
• ↑ http://writing.wisc.edu/Handbook/QPA_paraphrase2.html
• ↑ http://www.thepunctuationguide.com/ellipses.html
• ↑ https://www.unr.edu/writing-speaking-center/student-resources/writing-speaking-resources/mla-quotation-punctuation
• ↑ https://guides.libraries.psu.edu/mlacitation/intext
• ↑ http://owl.english.purdue.edu/owl/resource/747/03/
• ↑ https://apastyle.apa.org/style-grammar-guidelines/citations/quotations
• ↑ https://owl.purdue.edu/owl/research_and_citation/chicago_manual_17th_edition/cmos_formatting_and_style_guide/general_format.html
• ↑ https://writingcenter.uagc.edu/quoting-paraphrasing-summarizing
• ↑ https://writingcenter.unc.edu/tips-and-tools/quotations/
• ↑ https://academicguides.waldenu.edu/writingcenter/evidence/quotation

About This Article

To quote in a research paper in APA style, use in-text parenthetical citations at the end of quotes that have the author's last name and the year the text was published. If you mention the author's name in the sentence with the quote, just include the year the text was published in the citation. If you're citing a quote in MLA style, do the same thing you would for APA style, but use the page number instead of the year the text was published. To learn how to quote a research paper in Chicago style, scroll down! Did this summary help you? Yes No

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Quoting and integrating sources into your paper

In any study of a subject, people engage in a “conversation” of sorts, where they read or listen to others’ ideas, consider them with their own viewpoints, and then develop their own stance. It is important in this “conversation” to acknowledge when we use someone else’s words or ideas. If we didn’t come up with it ourselves, we need to tell our readers who did come up with it.

It is important to draw on the work of experts to formulate your own ideas. Quoting and paraphrasing the work of authors engaged in writing about your topic adds expert support to your argument and thesis statement. You are contributing to a scholarly conversation with scholars who are experts on your topic with your writing. This is the difference between a scholarly research paper and any other paper: you must include your own voice in your analysis and ideas alongside scholars or experts.

All your sources must relate to your thesis, or central argument, whether they are in agreement or not. It is a good idea to address all sides of the argument or thesis to make your stance stronger. There are two main ways to incorporate sources into your research paper.

Quoting is when you use the exact words from a source. You will need to put quotation marks around the words that are not your own and cite where they came from. For example:

“It wasn’t really a tune, but from the first note the beast’s eyes began to droop . . . Slowly the dog’s growls ceased – it tottered on its paws and fell to its knees, then it slumped to the ground, fast asleep” (Rowling 275).

Follow these guidelines when opting to cite a passage:

• Choose to quote passages that seem especially well phrased or are unique to the author or subject matter.
• Be selective in your quotations. Avoid over-quoting. You also don’t have to quote an entire passage. Use ellipses (. . .) to indicate omitted words. Check with your professor for their ideal length of quotations – some professors place word limits on how much of a sentence or paragraph you should quote.
• Before or after quoting a passage, include an explanation in which you interpret the significance of the quote for the reader. Avoid “hanging quotes” that have no context or introduction. It is better to err on the side of your reader not understanding your point until you spell it out for them, rather than assume readers will follow your thought process exactly.
• If you are having trouble paraphrasing (putting something into your own words), that may be a sign that you should quote it.
• Shorter quotes are generally incorporated into the flow of a sentence while longer quotes may be set off in “blocks.” Check your citation handbook for quoting guidelines.

Paraphrasing is when you state the ideas from another source in your own words . Even when you use your own words, if the ideas or facts came from another source, you need to cite where they came from. Quotation marks are not used. For example:

With the simple music of the flute, Harry lulled the dog to sleep (Rowling 275).

Follow these guidelines when opting to paraphrase a passage:

• Don’t take a passage and change a word here or there. You must write out the idea in your own words. Simply changing a few words from the original source or restating the information exactly using different words is considered plagiarism .
• Read the passage, reflect upon it, and restate it in a way that is meaningful to you within the context of your paper . You are using this to back up a point you are making, so your paraphrased content should be tailored to that point specifically.
• After reading the passage that you want to paraphrase, look away from it, and imagine explaining the main point to another person.
• After paraphrasing the passage, go back and compare it to the original. Are there any phrases that have come directly from the original source? If so, you should rephrase it or put the original in quotation marks. If you cannot state an idea in your own words, you should use the direct quotation.

A summary is similar to paraphrasing, but used in cases where you are trying to give an overview of many ideas. As in paraphrasing, quotation marks are not used, but a citation is still necessary. For example:

Through a combination of skill and their invisibility cloak, Harry, Ron, and Hermione slipped through Hogwarts to the dog’s room and down through the trapdoor within (Rowling 271-77).

Important guidelines

When integrating a source into your paper, remember to use these three important components:

• Introductory phrase to the source material : mention the author, date, or any other relevant information when introducing a quote or paraphrase.
• Source material : a direct quote, paraphrase, or summary with proper citation.
• Analysis of source material : your response, interpretations, or arguments regarding the source material should introduce or follow it. When incorporating source material into your paper, relate your source and analysis back to your original thesis.

Ideally, papers will contain a good balance of direct quotations, paraphrasing and your own thoughts. Too much reliance on quotations and paraphrasing can make it seem like you are only using the work of others and have no original thoughts on the topic.

Always properly cite an author’s original idea, whether you have directly quoted or paraphrased it. If you have questions about how to cite properly in your chosen citation style, browse these citation guides . You can also review our guide to understanding plagiarism .

University Writing Center

The University of Nevada, Reno Writing Center provides helpful guidance on quoting and paraphrasing and explains how to make sure your paraphrasing does not veer into plagiarism. If you have any questions about quoting or paraphrasing, or need help at any point in the writing process, schedule an appointment with the Writing Center.

Works Cited

Rowling, J.K. Harry Potter and the Sorcerer's Stone.  A.A. Levine Books, 1998.

Quotations From Research Participants

Because quotations from research participants are part of your original research, do not include a reference list entry for them in the reference list and do not treat them as personal communications.

For the formatting, follow the same guidelines as for other quotations :

• Present a quotation of fewer than 40 words in quotation marks within the text.
• Present a quotation of 40 words or more in a block quotation indented below the text.

State in the text that the quotations are from participants, as in this example:

In focus group discussions, participants described their postretirement experiences, including the emotions associated with leaving work and its affective and practical implications. “Rafael” (64 years old, retired pilot) mentioned several difficulties associated with retirement, including feeling like he was “in a void without purpose . . . it took several months to develop new interests that motivated [him] each day.” Several other participants agreed, describing the entrance into retirement as “confusing,” “lonely,” “purposeless,” and “boring.” In contrast, others described the sense of “balance” and “relaxation” retirement brought to their lives.

Quotations from research participants are covered in the seventh edition APA Style Publication Manual Section 8.36

Ethical considerations when quoting participants

When quoting research participants, abide by any ethical agreements regarding confidentiality and/or anonymity agreed to between you and your participants during the consent or assent process. Take care to obtain and respect participants’ consent to have their information included in your report. To disguise participant information, you may need to

• assign pseudonyms to participants,
• obscure identifying information, and/or
• present aggregate information.

Agreements regarding confidentiality and/or anonymity may also extend to other sources related to your methodology (e.g., quoting a school policy document when conducting a case study at a school). In that case, you might need to employ similar strategies (e.g., rather than referring to a school by name, refer to “an elementary school in Atlanta, Georgia”).

For detailed discussion of ethical considerations for sharing data and protecting confidentiality in your research, see Sections 1.14, 1.15, and 1.19 of the Publication Manual .

Quoting and Paraphrasing

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College writing often involves integrating information from published sources into your own writing in order to add credibility and authority–this process is essential to research and the production of new knowledge.

However, when building on the work of others, you need to be careful not to plagiarize : “to steal and pass off (the ideas and words of another) as one’s own” or to “present as new and original an idea or product derived from an existing source.”1 The University of Wisconsin–Madison takes this act of “intellectual burglary” very seriously and considers it to be a breach of academic integrity . Penalties are severe.

These materials will help you avoid plagiarism by teaching you how to properly integrate information from published sources into your own writing.

1. Merriam Webster’s Collegiate Dictionary, 10th ed. (Springfield, MA: Merriam-Webster, 1993), 888.

How to avoid plagiarism

When using sources in your papers, you can avoid plagiarism by knowing what must be documented.

Specific words and phrases

If you use an author’s specific word or words, you must place those words within quotation marks and you must credit the source.

Information and Ideas

Even if you use your own words, if you obtained the information or ideas you are presenting from a source, you must document the source.

Information : If a piece of information isn’t common knowledge (see below), you need to provide a source.

Ideas : An author’s ideas may include not only points made and conclusions drawn, but, for instance, a specific method or theory, the arrangement of material, or a list of steps in a process or characteristics of a medical condition. If a source provided any of these, you need to acknowledge the source.

Common Knowledge?

You do not need to cite a source for material considered common knowledge:

General common knowledge is factual information considered to be in the public domain, such as birth and death dates of well-known figures, and generally accepted dates of military, political, literary, and other historical events. In general, factual information contained in multiple standard reference works can usually be considered to be in the public domain.

Field-specific common knowledge is “common” only within a particular field or specialty. It may include facts, theories, or methods that are familiar to readers within that discipline. For instance, you may not need to cite a reference to Piaget’s developmental stages in a paper for an education class or give a source for your description of a commonly used method in a biology report—but you must be sure that this information is so widely known within that field that it will be shared by your readers.

If in doubt, be cautious and cite the source. And in the case of both general and field-specific common knowledge, if you use the exact words of the reference source, you must use quotation marks and credit the source.

Paraphrasing vs. Quoting — Explanation

Should i paraphrase or quote.

In general, use direct quotations only if you have a good reason. Most of your paper should be in your own words. Also, it’s often conventional to quote more extensively from sources when you’re writing a humanities paper, and to summarize from sources when you’re writing in the social or natural sciences–but there are always exceptions.

In a literary analysis paper , for example, you”ll want to quote from the literary text rather than summarize, because part of your task in this kind of paper is to analyze the specific words and phrases an author uses.

In research papers , you should quote from a source

• to show that an authority supports your point
• to present a position or argument to critique or comment on
• to include especially moving or historically significant language
• to present a particularly well-stated passage whose meaning would be lost or changed if paraphrased or summarized

You should summarize or paraphrase when

• what you want from the source is the idea expressed, and not the specific language used to express it
• you can express in fewer words what the key point of a source is

How to paraphrase a source

General advice.

• When reading a passage, try first to understand it as a whole, rather than pausing to write down specific ideas or phrases.
• Be selective. Unless your assignment is to do a formal or “literal” paraphrase, you usually don?t need to paraphrase an entire passage; instead, choose and summarize the material that helps you make a point in your paper.
• Think of what “your own words” would be if you were telling someone who’s unfamiliar with your subject (your mother, your brother, a friend) what the original source said.
• Remember that you can use direct quotations of phrases from the original within your paraphrase, and that you don’t need to change or put quotation marks around shared language.

Methods of Paraphrasing

• Look away from the source then write. Read the text you want to paraphrase several times until you feel that you understand it and can use your own words to restate it to someone else. Then, look away from the original and rewrite the text in your own words.
• Take notes. Take abbreviated notes; set the notes aside; then paraphrase from the notes a day or so later, or when you draft.

If you find that you can’t do A or B, this may mean that you don’t understand the passage completely or that you need to use a more structured process until you have more experience in paraphrasing.

The method below is not only a way to create a paraphrase but also a way to understand a difficult text.

Paraphrasing difficult texts

Consider the following passage from Love and Toil (a book on motherhood in London from 1870 to 1918), in which the author, Ellen Ross, puts forth one of her major arguments:

• Love and Toil maintains that family survival was the mother’s main charge among the large majority of London?s population who were poor or working class; the emotional and intellectual nurture of her child or children and even their actual comfort were forced into the background. To mother was to work for and organize household subsistence. (p. 9)

Children of the poor at the turn of the century received little if any emotional or intellectual nurturing from their mothers, whose main charge was family survival. Working for and organizing household subsistence were what defined mothering. Next to this, even the children’s basic comfort was forced into the background (Ross, 1995).

According to Ross (1993), poor children at the turn of the century received little mothering in our sense of the term. Mothering was defined by economic status, and among the poor, a mother’s foremost responsibility was not to stimulate her children’s minds or foster their emotional growth but to provide food and shelter to meet the basic requirements for physical survival. Given the magnitude of this task, children were deprived of even the “actual comfort” (p. 9) we expect mothers to provide today.

You may need to go through this process several times to create a satisfactory paraphrase.

Successful vs. unsuccessful paraphrases

Paraphrasing is often defined as putting a passage from an author into “your own words.” But what are your own words? How different must your paraphrase be from the original?

The paragraphs below provide an example by showing a passage as it appears in the source, two paraphrases that follow the source too closely, and a legitimate paraphrase.

The student’s intention was to incorporate the material in the original passage into a section of a paper on the concept of “experts” that compared the functions of experts and nonexperts in several professions.

The Passage as It Appears in the Source

Critical care nurses function in a hierarchy of roles. In this open heart surgery unit, the nurse manager hires and fires the nursing personnel. The nurse manager does not directly care for patients but follows the progress of unusual or long-term patients. On each shift a nurse assumes the role of resource nurse. This person oversees the hour-by-hour functioning of the unit as a whole, such as considering expected admissions and discharges of patients, ascertaining that beds are available for patients in the operating room, and covering sick calls. Resource nurses also take a patient assignment. They are the most experienced of all the staff nurses. The nurse clinician has a separate job description and provides for quality of care by orienting new staff, developing unit policies, and providing direct support where needed, such as assisting in emergency situations. The clinical nurse specialist in this unit is mostly involved with formal teaching in orienting new staff. The nurse manager, nurse clinician, and clinical nurse specialist are the designated experts. They do not take patient assignments. The resource nurse is seen as both a caregiver and a resource to other caregivers. . . . Staff nurses have a hierarchy of seniority. . . . Staff nurses are assigned to patients to provide all their nursing care. (Chase, 1995, p. 156)

Word-for-Word Plagiarism

Critical care nurses have a hierarchy of roles. The nurse manager hires and fires nurses. S/he does not directly care for patients but does follow unusual or long-term cases. On each shift a resource nurse attends to the functioning of the unit as a whole, such as making sure beds are available in the operating room , and also has a patient assignment . The nurse clinician orients new staff, develops policies, and provides support where needed . The clinical nurse specialist also orients new staff, mostly by formal teaching. The nurse manager, nurse clinician, and clinical nurse specialist , as the designated experts, do not take patient assignments . The resource nurse is not only a caregiver but a resource to the other caregivers . Within the staff nurses there is also a hierarchy of seniority . Their job is to give assigned patients all their nursing care .

Why this is plagiarism

Notice that the writer has not only “borrowed” Chase’s material (the results of her research) with no acknowledgment, but has also largely maintained the author’s method of expression and sentence structure. The phrases in red are directly copied from the source or changed only slightly in form.

Even if the student-writer had acknowledged Chase as the source of the content, the language of the passage would be considered plagiarized because no quotation marks indicate the phrases that come directly from Chase. And if quotation marks did appear around all these phrases, this paragraph would be so cluttered that it would be unreadable.

A Patchwork Paraphrase

Chase (1995) describes how nurses in a critical care unit function in a hierarchy that places designated experts at the top and the least senior staff nurses at the bottom. The experts — the nurse manager, nurse clinician, and clinical nurse specialist — are not involved directly in patient care. The staff nurses, in contrast, are assigned to patients and provide all their nursing care . Within the staff nurses is a hierarchy of seniority in which the most senior can become resource nurses: they are assigned a patient but also serve as a resource to other caregivers. The experts have administrative and teaching tasks such as selecting and orienting new staff, developing unit policies , and giving hands-on support where needed.

This paraphrase is a patchwork composed of pieces in the original author’s language (in red) and pieces in the student-writer’s words, all rearranged into a new pattern, but with none of the borrowed pieces in quotation marks. Thus, even though the writer acknowledges the source of the material, the underlined phrases are falsely presented as the student’s own.

A Legitimate Paraphrase

In her study of the roles of nurses in a critical care unit, Chase (1995) also found a hierarchy that distinguished the roles of experts and others. Just as the educational experts described above do not directly teach students, the experts in this unit do not directly attend to patients. That is the role of the staff nurses, who, like teachers, have their own “hierarchy of seniority” (p. 156). The roles of the experts include employing unit nurses and overseeing the care of special patients (nurse manager), teaching and otherwise integrating new personnel into the unit (clinical nurse specialist and nurse clinician), and policy-making (nurse clinician). In an intermediate position in the hierarchy is the resource nurse, a staff nurse with more experience than the others, who assumes direct care of patients as the other staff nurses do, but also takes on tasks to ensure the smooth operation of the entire facility.

Why this is a good paraphrase

The writer has documented Chase’s material and specific language (by direct reference to the author and by quotation marks around language taken directly from the source). Notice too that the writer has modified Chase’s language and structure and has added material to fit the new context and purpose — to present the distinctive functions of experts and nonexperts in several professions.

Shared Language

Perhaps you’ve noticed that a number of phrases from the original passage appear in the legitimate paraphrase: critical care, staff nurses, nurse manager, clinical nurse specialist, nurse clinician, resource nurse.

If all these phrases were in red, the paraphrase would look much like the “patchwork” example. The difference is that the phrases in the legitimate paraphrase are all precise, economical, and conventional designations that are part of the shared language within the nursing discipline (in the too-close paraphrases, they’re red only when used within a longer borrowed phrase).

In every discipline and in certain genres (such as the empirical research report), some phrases are so specialized or conventional that you can’t paraphrase them except by wordy and awkward circumlocutions that would be less familiar (and thus less readable) to the audience.

When you repeat such phrases, you’re not stealing the unique phrasing of an individual writer but using a common vocabulary shared by a community of scholars.

Some Examples of Shared Language You Don’t Need to Put in Quotation Marks

• Conventional designations: e.g., physician’s assistant, chronic low-back pain
• Preferred bias-free language: e.g., persons with disabilities
• Technical terms and phrases of a discipline or genre : e.g., reduplication, cognitive domain, material culture, sexual harassment

Chase, S. K. (1995). The social context of critical care clinical judgment. Heart and Lung, 24, 154-162.

How to Quote a Source

Introducing a quotation.

One of your jobs as a writer is to guide your reader through your text. Don’t simply drop quotations into your paper and leave it to the reader to make connections.

Integrating a quotation into your text usually involves two elements:

• A signal that a quotation is coming–generally the author’s name and/or a reference to the work
• An assertion that indicates the relationship of the quotation to your text

Often both the signal and the assertion appear in a single introductory statement, as in the example below. Notice how a transitional phrase also serves to connect the quotation smoothly to the introductory statement.

Ross (1993), in her study of poor and working-class mothers in London from 1870-1918 [signal], makes it clear that economic status to a large extent determined the meaning of motherhood [assertion]. Among this population [connection], “To mother was to work for and organize household subsistence” (p. 9).

The signal can also come after the assertion, again with a connecting word or phrase:

Illness was rarely a routine matter in the nineteenth century [assertion]. As [connection] Ross observes [signal], “Maternal thinking about children’s health revolved around the possibility of a child’s maiming or death” (p. 166).

Formatting Quotations

Short direct prose.

Incorporate short direct prose quotations into the text of your paper and enclose them in double quotation marks:

According to Jonathan Clarke, “Professional diplomats often say that trying to think diplomatically about foreign policy is a waste of time.”

Longer prose quotations

Begin longer quotations (for instance, in the APA system, 40 words or more) on a new line and indent the entire quotation (i.e., put in block form), with no quotation marks at beginning or end, as in the quoted passage from our Successful vs. Unsucessful Paraphrases page.

Rules about the minimum length of block quotations, how many spaces to indent, and whether to single- or double-space extended quotations vary with different documentation systems; check the guidelines for the system you’re using.

Quotation of Up to 3 Lines of Poetry

Quotations of up to 3 lines of poetry should be integrated into your sentence. For example:

In Julius Caesar, Antony begins his famous speech with “Friends, Romans, Countrymen, lend me your ears; / I come to bury Caesar, not to praise him” (III.ii.75-76).

Notice that a slash (/) with a space on either side is used to separate lines.

Quotation of More than 3 Lines of Poetry

More than 3 lines of poetry should be indented. As with any extended (indented) quotation, do not use quotation marks unless you need to indicate a quotation within your quotation.

Punctuating with Quotation Marks

Parenthetical citations.

With short quotations, place citations outside of closing quotation marks, followed by sentence punctuation (period, question mark, comma, semi-colon, colon):

Menand (2002) characterizes language as “a social weapon” (p. 115).

With block quotations, check the guidelines for the documentation system you are using.

Commas and periods

Place inside closing quotation marks when no parenthetical citation follows:

Hertzberg (2002) notes that “treating the Constitution as imperfect is not new,” but because of Dahl’s credentials, his “apostasy merits attention” (p. 85).

Semicolons and colons

Place outside of closing quotation marks (or after a parenthetical citation).

Question marks and exclamation points

Place inside closing quotation marks if the quotation is a question/exclamation:

Menand (2001) acknowledges that H. W. Fowler’s Modern English Usage is “a classic of the language,” but he asks, “Is it a dead classic?” (p. 114).

[Note that a period still follows the closing parenthesis.]

Place outside of closing quotation marks if the entire sentence containing the quotation is a question or exclamation:

How many students actually read the guide to find out what is meant by “academic misconduct”?

Quotation within a quotation

Use single quotation marks for the embedded quotation:

According to Hertzberg (2002), Dahl gives the U. S. Constitution “bad marks in ‘democratic fairness’ and ‘encouraging consensus'” (p. 90).

[The phrases “democratic fairness” and “encouraging consensus” are already in quotation marks in Dahl’s sentence.]

Indicating Changes in Quotations

Quoting only a portion of the whole.

Use ellipsis points (. . .) to indicate an omission within a quotation–but not at the beginning or end unless it’s not obvious that you’re quoting only a portion of the whole.

Adding Clarification, Comment, or Correction

Within quotations, use square brackets [ ] (not parentheses) to add your own clarification, comment, or correction.

Use [sic] (meaning “so” or “thus”) to indicate that a mistake is in the source you’re quoting and is not your own.

Additional information

Information on summarizing and paraphrasing sources.

American Heritage Dictionary of the English Language (4th ed.). (2000). Retrieved January 7, 2002, from http://www.bartleby.com/61/ Bazerman, C. (1995). The informed writer: Using sources in the disciplines (5th ed). Boston: Houghton Mifflin. Leki, I. (1995). Academic writing: Exploring processes and strategies (2nd ed.) New York: St. Martin?s Press, pp. 185-211.

Leki describes the basic method presented in C, pp. 4-5.

Spatt, B. (1999). Writing from sources (5th ed.) New York: St. Martin?s Press, pp. 98-119; 364-371.

Information about specific documentation systems

The Writing Center has handouts explaining how to use many of the standard documentation systems. You may look at our general Web page on Documentation Systems, or you may check out any of the following specific Web pages.

If you’re not sure which documentation system to use, ask the course instructor who assigned your paper.

• American Psychological Assoicaion (APA)
• Modern Language Association (MLA)
• Chicago/Turabian (A Footnote or Endnote System)
• American Political Science Association (APSA)
• Council of Science Editors (CBE)
• Numbered References

You may also consult the following guides:

• American Medical Association, Manual for Authors and Editors
• Council of Science Editors, CBE style Manual
• The Chicago Manual of Style
• MLA Handbook for Writers of Research Papers
• Publication Manual of the American Psychological Association

Academic and Professional Writing

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Analysis Papers

Reading Poetry

A Short Guide to Close Reading for Literary Analysis

Using Literary Quotations

Play Reviews

Writing a Rhetorical Précis to Analyze Nonfiction Texts

Incorporating Interview Data

Grant Proposals

Planning and Writing a Grant Proposal: The Basics

Additional Resources for Grants and Proposal Writing

Job Materials and Application Essays

Writing Personal Statements for Ph.D. Programs

• Before you begin: useful tips for writing your essay
• Guided brainstorming exercises
• Get more help with your essay
• Frequently Asked Questions

Resume Writing Tips

CV Writing Tips

Cover Letters

Business Letters

Proposals and Dissertations

Resources for Proposal Writers

Resources for Dissertators

Research Papers

Planning and Writing Research Papers

Writing Annotated Bibliographies

Creating Poster Presentations

Writing an Abstract for Your Research Paper

Thank-You Notes

Advice for Students Writing Thank-You Notes to Donors

Reading for a Review

Critical Reviews

Writing a Review of Literature

Scientific Reports

Scientific Report Format

Sample Lab Assignment

Writing for the Web

Writing an Effective Blog Post

Writing for Social Media: A Guide for Academics

What this handout is about

Used effectively, quotations can provide important pieces of evidence and lend fresh voices and perspectives to your narrative. Used ineffectively, however, quotations can clutter your text and interrupt the flow of your argument. This handout will help you decide when and how to quote like a pro.

When should I quote?

Use quotations at strategically selected moments. You have probably been told by teachers to provide as much evidence as possible in support of your thesis. But packing your paper with quotations will not necessarily strengthen your argument. The majority of your paper should still be your original ideas in your own words (after all, it’s your paper). And quotations are only one type of evidence: well-balanced papers may also make use of paraphrases, data, and statistics. The types of evidence you use will depend in part on the conventions of the discipline or audience for which you are writing. For example, papers analyzing literature may rely heavily on direct quotations of the text, while papers in the social sciences may have more paraphrasing, data, and statistics than quotations.

Discussing specific arguments or ideas

Sometimes, in order to have a clear, accurate discussion of the ideas of others, you need to quote those ideas word for word. Suppose you want to challenge the following statement made by John Doe, a well-known historian:

“At the beginning of World War Two, almost all Americans assumed the war would end quickly.”

If it is especially important that you formulate a counterargument to this claim, then you might wish to quote the part of the statement that you find questionable and establish a dialogue between yourself and John Doe:

Historian John Doe has argued that in 1941 “almost all Americans assumed the war would end quickly” (Doe 223). Yet during the first six months of U.S. involvement, the wives and mothers of soldiers often noted in their diaries their fear that the war would drag on for years.

Giving added emphasis to a particularly authoritative source on your topic.

There will be times when you want to highlight the words of a particularly important and authoritative source on your topic. For example, suppose you were writing an essay about the differences between the lives of male and female slaves in the U.S. South. One of your most provocative sources is a narrative written by a former slave, Harriet Jacobs. It would then be appropriate to quote some of Jacobs’s words:

Harriet Jacobs, a former slave from North Carolina, published an autobiographical slave narrative in 1861. She exposed the hardships of both male and female slaves but ultimately concluded that “slavery is terrible for men; but it is far more terrible for women.”

In this particular example, Jacobs is providing a crucial first-hand perspective on slavery. Thus, her words deserve more exposure than a paraphrase could provide.

Jacobs is quoted in Harriet A. Jacobs, Incidents in the Life of a Slave Girl, ed. Jean Fagan Yellin (Cambridge: Harvard University Press, 1987).

Analyzing how others use language.

This scenario is probably most common in literature and linguistics courses, but you might also find yourself writing about the use of language in history and social science classes. If the use of language is your primary topic, then you will obviously need to quote users of that language.

Examples of topics that might require the frequent use of quotations include:

Southern colloquial expressions in William Faulkner’s Light in August

Ms. and the creation of a language of female empowerment

A comparison of three British poets and their use of rhyme

Spicing up your prose.

In order to lend variety to your prose, you may wish to quote a source with particularly vivid language. All quotations, however, must closely relate to your topic and arguments. Do not insert a quotation solely for its literary merits.

One example of a quotation that adds flair:

President Calvin Coolidge’s tendency to fall asleep became legendary. As H. L. Mencken commented in the American Mercury in 1933, “Nero fiddled, but Coolidge only snored.”

How do I set up and follow up a quotation?

Once you’ve carefully selected the quotations that you want to use, your next job is to weave those quotations into your text. The words that precede and follow a quotation are just as important as the quotation itself. You can think of each quote as the filling in a sandwich: it may be tasty on its own, but it’s messy to eat without some bread on either side of it. Your words can serve as the “bread” that helps readers digest each quote easily. Below are four guidelines for setting up and following up quotations.

In illustrating these four steps, we’ll use as our example, Franklin Roosevelt’s famous quotation, “The only thing we have to fear is fear itself.”

1. Provide context for each quotation.

Do not rely on quotations to tell your story for you. It is your responsibility to provide your reader with context for the quotation. The context should set the basic scene for when, possibly where, and under what circumstances the quotation was spoken or written. So, in providing context for our above example, you might write:

When Franklin Roosevelt gave his inaugural speech on March 4, 1933, he addressed a nation weakened and demoralized by economic depression.

2. Attribute each quotation to its source.

Tell your reader who is speaking. Here is a good test: try reading your text aloud. Could your reader determine without looking at your paper where your quotations begin? If not, you need to attribute the quote more noticeably.

Avoid getting into the “they said” attribution rut! There are many other ways to attribute quotes besides this construction. Here are a few alternative verbs, usually followed by “that”:

Different reporting verbs are preferred by different disciplines, so pay special attention to these in your disciplinary reading. If you’re unfamiliar with the meanings of any of these words or others you find in your reading, consult a dictionary before using them.

3. Explain the significance of the quotation.

Once you’ve inserted your quotation, along with its context and attribution, don’t stop! Your reader still needs your assessment of why the quotation holds significance for your paper. Using our Roosevelt example, if you were writing a paper on the first one-hundred days of FDR’s administration, you might follow the quotation by linking it to that topic:

With that message of hope and confidence, the new president set the stage for his next one-hundred days in office and helped restore the faith of the American people in their government.

4. Provide a citation for the quotation.

All quotations, just like all paraphrases, require a formal citation. For more details about particular citation formats, see the UNC Libraries citation tutorial . In general, you should remember one rule of thumb: Place the parenthetical reference or footnote/endnote number after—not within—the closed quotation mark.

Roosevelt declared, “The only thing we have to fear is fear itself” (Roosevelt, Public Papers, 11).

Roosevelt declared, “The only thing we have to fear is fear itself.”1

How do I embed a quotation into a sentence?

In general, avoid leaving quotes as sentences unto themselves. Even if you have provided some context for the quote, a quote standing alone can disrupt your flow.  Take a look at this example:

Hamlet denies Rosencrantz’s claim that thwarted ambition caused his depression. “I could be bounded in a nutshell and count myself a king of infinite space” (Hamlet 2.2).

Standing by itself, the quote’s connection to the preceding sentence is unclear. There are several ways to incorporate a quote more smoothly:

Lead into the quote with a colon.

Hamlet denies Rosencrantz’s claim that thwarted ambition caused his depression: “I could be bounded in a nutshell and count myself a king of infinite space” (Hamlet 2.2).

The colon announces that a quote will follow to provide evidence for the sentence’s claim.

Introduce or conclude the quote by attributing it to the speaker. If your attribution precedes the quote, you will need to use a comma after the verb.

Hamlet denies Rosencrantz’s claim that thwarted ambition caused his depression. He states, “I could be bounded in a nutshell and count myself a king of infinite space” (Hamlet 2.2).

When faced with a twelve-foot mountain troll, Ron gathers his courage, shouting, “Wingardium Leviosa!” (Rowling, p. 176).

The Pirate King sees an element of regality in their impoverished and dishonest life. “It is, it is a glorious thing/To be a pirate king,” he declares (Pirates of Penzance, 1983).

Interrupt the quote with an attribution to the speaker. Again, you will need to use a comma after the verb, as well as a comma leading into the attribution.

“There is nothing either good or bad,” Hamlet argues, “but thinking makes it so” (Hamlet 2.2).

“And death shall be no more,” Donne writes, “Death thou shalt die” (“Death, Be Not Proud,” l. 14).

Dividing the quote may highlight a particular nuance of the quote’s meaning. In the first example, the division calls attention to the two parts of Hamlet’s claim. The first phrase states that nothing is inherently good or bad; the second phrase suggests that our perspective causes things to become good or bad. In the second example, the isolation of “Death thou shalt die” at the end of the sentence draws a reader’s attention to that phrase in particular. As you decide whether or not you want to break up a quote, you should consider the shift in emphasis that the division might create.

Use the words of the quote grammatically within your own sentence.

When Hamlet tells Rosencrantz that he “could be bounded in a nutshell and count [him]self a king of infinite space” (Hamlet 2.2), he implies that thwarted ambition did not cause his depression.

Ultimately, death holds no power over Donne since in the afterlife, “death shall be no more” (“Death, Be Not Proud,” l. 14).

Note that when you use “that” after the verb that introduces the quote, you no longer need a comma.

The Pirate King argues that “it is, it is a glorious thing/to be a pirate king” (Pirates of Penzance, 1983).

How much should I quote?

As few words as possible. Remember, your paper should primarily contain your own words, so quote only the most pithy and memorable parts of sources. Here are guidelines for selecting quoted material judiciously:

Excerpt fragments.

Sometimes, you should quote short fragments, rather than whole sentences. Suppose you interviewed Jane Doe about her reaction to John F. Kennedy’s assassination. She commented:

“I couldn’t believe it. It was just unreal and so sad. It was just unbelievable. I had never experienced such denial. I don’t know why I felt so strongly. Perhaps it was because JFK was more to me than a president. He represented the hopes of young people everywhere.”

You could quote all of Jane’s comments, but her first three sentences are fairly redundant. You might instead want to quote Jane when she arrives at the ultimate reason for her strong emotions:

Jane Doe grappled with grief and disbelief. She had viewed JFK, not just as a national figurehead, but as someone who “represented the hopes of young people everywhere.”

Excerpt those fragments carefully!

Quoting the words of others carries a big responsibility. Misquoting misrepresents the ideas of others. Here’s a classic example of a misquote:

John Adams has often been quoted as having said: “This would be the best of all possible worlds if there were no religion in it.”

John Adams did, in fact, write the above words. But if you see those words in context, the meaning changes entirely. Here’s the rest of the quotation:

Twenty times, in the course of my late reading, have I been on the point of breaking out, ‘this would be the best of all possible worlds, if there were no religion in it!!!!’ But in this exclamation, I should have been as fanatical as Bryant or Cleverly. Without religion, this world would be something not fit to be mentioned in public company—I mean hell.

As you can see from this example, context matters!

This example is from Paul F. Boller, Jr. and John George, They Never Said It: A Book of Fake Quotes, Misquotes, and Misleading Attributions (Oxford University Press, 1989).

Use block quotations sparingly.

There may be times when you need to quote long passages. However, you should use block quotations only when you fear that omitting any words will destroy the integrity of the passage. If that passage exceeds four lines (some sources say five), then set it off as a block quotation.

Be sure you are handling block quotes correctly in papers for different academic disciplines–check the index of the citation style guide you are using. Here are a few general tips for setting off your block quotations:

• Set up a block quotation with your own words followed by a colon.
• Indent. You normally indent 4-5 spaces for the start of a paragraph. When setting up a block quotation, indent the entire paragraph once from the left-hand margin.
• Single space or double space within the block quotation, depending on the style guidelines of your discipline (MLA, CSE, APA, Chicago, etc.).
• Do not use quotation marks at the beginning or end of the block quote—the indentation is what indicates that it’s a quote.
• Place parenthetical citation according to your style guide (usually after the period following the last sentence of the quote).
• Follow up a block quotation with your own words.

So, using the above example from John Adams, here’s how you might include a block quotation:

After reading several doctrinally rigid tracts, John Adams recalled the zealous ranting of his former teacher, Joseph Cleverly, and minister, Lemuel Bryant. He expressed his ambivalence toward religion in an 1817 letter to Thomas Jefferson:

Adams clearly appreciated religion, even if he often questioned its promotion.

How do I combine quotation marks with other punctuation marks?

It can be confusing when you start combining quotation marks with other punctuation marks. You should consult a style manual for complicated situations, but the following two rules apply to most cases:

Keep periods and commas within quotation marks.

So, for example:

According to Professor Poe, werewolves “represent anxiety about the separation between human and animal,” and werewolf movies often “interrogate those boundaries.”

In the above example, both the comma and period were enclosed in the quotation marks. The main exception to this rule involves the use of internal citations, which always precede the last period of the sentence. For example:

According to Professor Poe, werewolves “represent anxiety about the separation between human and animal,” and werewolf movies often “interrogate those boundaries” (Poe 167).

Note, however, that the period remains inside the quotation marks when your citation style involves superscript footnotes or endnotes. For example:

According to Professor Poe, werewolves “represent anxiety about the separation between human and animal,” and werewolf movies often “interrogate those boundaries.” 2

Place all other punctuation marks (colons, semicolons, exclamation marks, question marks) outside the quotation marks, except when they were part of the original quotation.

Take a look at the following examples:

I couldn’t believe it when my friend passed me a note in the cafe saying the management “started charging $15 per hour for parking”!

The coach yelled, “Run!”

In the first example, the author placed the exclamation point outside the quotation mark because she added it herself to emphasize the outrageous nature of the parking price change. The original note had not included an exclamation mark. In the second example, the exclamation mark remains within the quotation mark because it is indicating the excited tone in which the coach yelled the command. Thus, the exclamation mark is considered to be part of the original quotation.

How do I indicate quotations within quotations?

If you are quoting a passage that contains a quotation, then you use single quotation marks for the internal quotation. Quite rarely, you quote a passage that has a quotation within a quotation. In that rare instance, you would use double quotation marks for the second internal quotation.

Here’s an example of a quotation within a quotation:

In “The Emperor’s New Clothes,” Hans Christian Andersen wrote, “‘But the Emperor has nothing on at all!’ cried a little child.”

Remember to consult your style guide to determine how to properly cite a quote within a quote.

When do I use those three dots ( . . . )?

Whenever you want to leave out material from within a quotation, you need to use an ellipsis, which is a series of three periods, each of which should be preceded and followed by a space. So, an ellipsis in this sentence would look like . . . this. There are a few rules to follow when using ellipses:

Be sure that you don’t fundamentally change the meaning of the quotation by omitting material.

Take a look at the following example:

“The Writing Center is located on the UNC campus and serves the entire UNC community.”

“The Writing Center . . . serves the entire UNC community.”

The reader’s understanding of the Writing Center’s mission to serve the UNC community is not affected by omitting the information about its location.

Do not use ellipses at the beginning or ending of quotations, unless it’s important for the reader to know that the quotation was truncated.

For example, using the above example, you would NOT need an ellipsis in either of these situations:

“The Writing Center is located on the UNC campus . . .”

The Writing Center ” . . . serves the entire UNC community.”

Use punctuation marks in combination with ellipses when removing material from the end of sentences or clauses.

For example, if you take material from the end of a sentence, keep the period in as usual.

“The boys ran to school, forgetting their lunches and books. Even though they were out of breath, they made it on time.”

“The boys ran to school. . . . Even though they were out of breath, they made it on time.”

Likewise, if you excerpt material at the end of clause that ends in a comma, retain the comma.

“The red car came to a screeching halt that was heard by nearby pedestrians, but no one was hurt.”

“The red car came to a screeching halt . . . , but no one was hurt.”

Is it ever okay to insert my own words or change words in a quotation?

Sometimes it is necessary for clarity and flow to alter a word or words within a quotation. You should make such changes rarely. In order to alert your reader to the changes you’ve made, you should always bracket the altered words. Here are a few examples of situations when you might need brackets:

Changing verb tense or pronouns in order to be consistent with the rest of the sentence.

Suppose you were quoting a woman who, when asked about her experiences immigrating to the United States, commented “nobody understood me.” You might write:

Esther Hansen felt that when she came to the United States “nobody understood [her].”

In the above example, you’ve changed “me” to “her” in order to keep the entire passage in third person. However, you could avoid the need for this change by simply rephrasing:

“Nobody understood me,” recalled Danish immigrant Esther Hansen.

Including supplemental information that your reader needs in order to understand the quotation.

For example, if you were quoting someone’s nickname, you might want to let your reader know the full name of that person in brackets.

“The principal of the school told Billy [William Smith] that his contract would be terminated.”

Similarly, if a quotation referenced an event with which the reader might be unfamiliar, you could identify that event in brackets.

“We completely revised our political strategies after the strike [of 1934].”

Indicating the use of nonstandard grammar or spelling.

In rare situations, you may quote from a text that has nonstandard grammar, spelling, or word choice. In such cases, you may want to insert [sic], which means “thus” or “so” in Latin. Using [sic] alerts your reader to the fact that this nonstandard language is not the result of a typo on your part. Always italicize “sic” and enclose it in brackets. There is no need to put a period at the end. Here’s an example of when you might use [sic]:

Twelve-year-old Betsy Smith wrote in her diary, “Father is afraid that he will be guilty of beach [sic] of contract.”

Here [sic] indicates that the original author wrote “beach of contract,” not breach of contract, which is the accepted terminology.

Do not overuse brackets!

For example, it is not necessary to bracket capitalization changes that you make at the beginning of sentences. For example, suppose you were going to use part of this quotation:

“The colors scintillated curiously over a hard carapace, and the beetle’s tiny antennae made gentle waving motions as though saying hello.”

If you wanted to begin a sentence with an excerpt from the middle of this quotation, there would be no need to bracket your capitalization changes.

“The beetle’s tiny antennae made gentle waving motions as though saying hello,” said Dr. Grace Farley, remembering a defining moment on her journey to becoming an entomologist.

Not: “[T]he beetle’s tiny antennae made gentle waving motions as though saying hello,” said Dr. Grace Farley, remembering a defining moment on her journey to becoming an entomologist.

Works consulted

We consulted these works while writing this handout. This is not a comprehensive list of resources on the handout’s topic, and we encourage you to do your own research to find additional publications. Please do not use this list as a model for the format of your own reference list, as it may not match the citation style you are using. For guidance on formatting citations, please see the UNC Libraries citation tutorial . We revise these tips periodically and welcome feedback.

Barzun, Jacques, and Henry F. Graff. 2012. The Modern Researcher , 6th ed. Belmont, CA: Wadsworth Cengage Learning.

Booth, Wayne C., Gregory G. Colomb, Joseph M. Williams, Joseph Bizup, and William T. FitzGerald. 2016. The Craft of Research , 4th ed. Chicago: University of Chicago Press.

Gibaldi, Joseph. 2009. MLA Handbook for Writers of Research Papers , 7th ed. New York: The Modern Language Association of America.

Turabian, Kate. 2018. A Manual for Writers of Term Papers, Theses, Dissertations , 9th ed. Chicago: University of Chicago Press.

You may reproduce it for non-commercial use if you use the entire handout and attribute the source: The Writing Center, University of North Carolina at Chapel Hill

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Quoting: When and how to use quotations

On this page, when should you quote, quoting basics, framing your quotations.

Quoting is an important technique used to include information from outside sources in academic writing. When using quotations, it is important that you also cite the original reference that you  have taken the quotation from, as your citations provide your reader with a map of the research that you have done. Making effective use of quotations in your writing requires you to carefully assess the value of including someone else’s own words in the advancement of your own argument.

According to Jerry Plotnick (2002, Director of the University College Writing Workshop) using a quotation is appropriate in the following situations:

1.       The language of the passage is particularly elegant, powerful, or memorable.

2.       You wish to confirm the credibility of your argument by enlisting the support of an authority on your topic.

3.       The passage is worthy of further analysis. 

4.       You wish to argue with someone else’s position in considerable detail. [1]

Research that involves participants (for example, interviews and participant-observation research) also often makes extensive use of quotations in order to foreground the unique voices and perspectives of the participants.

When you quote, you include the words and ideas of others in your text exactly as they have expressed them. You signal this inclusion by placing quotation marks (“ ”) around the source author’s words and providing an in-text citation after the quotation. Direct quotations differ from other in-text citations because they require that you include the page number on which the words can be found in the source text.  For example:

According to scholars of rhetoric Graff and Birkenstein (2014), when you are inserting a quotation in your writing “you need to insert it into what we like to call a ‘quotation sandwich,’ with the statement introducing it serving as the top slice of bread and the explanation following it serving as the bottom slice” (p. 46). [2] This "sandwich" method ensures that your reader can clearly see the source you are referencing and also understands how this quotation supports your overall argument.

When you are quoting from a source that does not have page numbers (such as a website), you will consult your style guide to determine how best to reference your source. For example, both MLA and APA suggest listing the paragraph number or relevant heading.

You quote materials from a source text to support the arguments and ideas you are presenting in your own essay. Therefore, you must introduce the quotation and explain to your reader why you have included it and how it relates to, and helps to build, your argument. This is known as framing. It directs your reader’s attention to the specific elements of the quotation that are most directly relevant to your own arguments and ideas.

Here is an example of a quotation that is successfully “framed” within a text:

Citing the islands of Fiji as a case in point, Bordo notes that “until television was introduced in 1995, the islands had no reported cases of eating disorders. In 1998, three years after programs from the United States and Britain began broadcasting there, 62 percent of the girls surveyed reported dieting” (149-50). Bordo’s point is that the Western cult of dieting is spreading even to remote places across the globe. [3]

Remember that quoting is only one way of bringing someone else’s work into your own discussion. See the SLC handouts “Techniques for paraphrasing” and “Summarizing” for ideas on other ways to incorporate sources into your writing.

[1] http://www.writing.utoronto.ca/images/stories/Documents/quotations.pdf

[2] APA formatting

[3] Example taken from Graff, G. & Birkenstein, C. (2014). They say/I say: The moves that matter in academic writing. New York and London: W.W. Norton & Company.

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Quoting is when you use someone else’s exact words in your paper. It requires that quotation marks go around that author’s words, and the quotation is followed by an in-text citation.

Good Reasons to Quote

• A quote exactly reinforces a point I want to make, and I want to emphasize the authority of the expert with her or his own voice.
• The language is unique or unusual. If I rewrote it in my own words, it would lose this quality.

How Does Quoting Work?

• Key Rules of Quoting
• Sample Quotation (APA Style)
• Step-by-Step Quoting

• The exact words of the author are in quotation marks
• The quote is introduced so the reader is alerted that these are not the words of the student
• The quote is properly cited in the text and the reference list

Explore the other tabs to see a sample quote and learn the steps of recording a quote properly. 

Author’s original text

Business communication is increasingly taking place internationally – in all countries, among all peoples, and across all cultures. An awareness of other cultures – of their languages, customs, experiences and perceptions – as well as an awareness of the way in which other people conduct their business, are now essential ingredients of business communication. 

Example quotation that could be added to a paper

 As business communication spans the globe, “an awareness of other cultures – of their languages, customs, experiences and perceptions – as well as an awareness of the way in which other people conduct their business, are now essential ingredients of business communication” (Chase, O’Rourke & Wallace, 2003, p.59). 

• Find a portion of a book, journal, or website that you would like to use in your paper. Copy the words you plan to use.
• Put quotation marks at the beginning and end of the copied text.
• Add an in-text citation at the end of the quoted text (outside the quotation mark).
• Write (in your own words) to give context or introduce the quoted text.
• Add the sentence with your own words, the quote, and the in-text citation to your paper.
• Add the full citation to your reference list at the end of your paper.

How Much to Quote?

No matter what the source or style, you need to cite it both in-text and at the end of the paper with a full citation! Write down or record all the needed pieces of information when researching to ensure you avoid plagiarism.

 Lester, J.D. (1976). Writing Research Papers (2nd ed.). Glenview, IL: Scott Foresman. 

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A detailed guide to quoting

Jessica Malnik

Quotations have the power to elevate your written work when used correctly. But in order to use a quote properly, you must give full credit to the original source.

Before you can learn how to properly include quoted material, you need to have a firm understanding of what a quotation is, the purpose for using one, and the difference between quoting and paraphrasing.

What is a quotation in writing?

Quotations serve multiple purposes in writing. Students and professionals alike can benefit from using quotations in their work. Whether you’re writing a research paper or a blog article, you’ll likely find yourself needing to use them at some point. Quoting can add perspective, validation, and evidence to your piece.

What do you mean by quoting?

Quoting is a technique that allows you to include an original passage from a source in your work as a direct quote. You do this by framing or surrounding the quote in quotation marks like this, “This is an example of a sentence framed by quotation marks.” 

However, you can’t just add quotation marks and call it a day. You also need proper attribution for your source. 

Keep in mind that there is a difference between direct quoting and indirect quoting. With direct quoting, you include the source’s exact words framed within quotation marks. 

With indirect quoting, you can paraphrase what the person or text said in your own words instead of copying it verbatim. Indirect quoting, also known as indirect speech or discourse, is mostly used to summarize what someone said in a talk or interview. Indirect quotations are never placed within quotation marks.

How do you properly quote? 

To properly quote someone, you’ll need to follow some general quoting rules along with properly citing your source using your preferred MLA, APA, or Chicago style guide. 

For example, many people incorrectly use punctuation with quotation marks. Do you know whether or not to include punctuation inside the quotation marks?

Here’s how to handle punctuation marks with quotes, as well as a few more rules to consider when including quotations in your work:

Punctuation

As a good rule of thumb, periods and commas should go inside quotation marks. On the other hand, colons, semicolons, and dashes go outside of the quotation marks. 

However, exclamation points and question marks aren’t set in stone. While these tend to go on the inside of quotation marks, in some instances, you might place them outside of the marks. 

Here are a few examples to illustrate how this would work in practice:

“ You should keep commas inside the quotation marks, ” he explained.

She wanted to help, so she said, “ I’m happy to explain it ” ; they needed a thorough explanation, and she loved to teach her students.

It gets a little trickier with exclamation marks and question marks when quoting. These can be either inside the quotation marks or outside of them, depending on the situation. Keep question and exclamation marks inside the quotations if they apply to the quoted passage. If they apply to your sentence instead of the quote, you’ll want to keep them outside. Here’s an example:

He asked the students, “ Do you know how to use quotation marks? ”

Did the students hear the teacher when he said, “ I will show you how to use quotation marks ”?

Closing quotations

Once you start using a quotation mark, you have to close it. This means that you can’t leave a quote open like the example below because the reader wouldn’t know when the quote is over.

Capitalization

The rule of capitalization changes depending on the context. 

For example, if you quote a complete sentence, then you should capitalize the first word in the sentence. However, if you are quoting a piece of a sentence or phrase, then you wouldn’t need to start with capitalization, like this:

She said, “ Here’s an example of a sentence that should start with a capital letter. ”

He said it was “ a good example of a sentence where capitalization isn’t necessary. ”

Sometimes, you’ll want to split a quote. You don’t need to capitalize the second half of the quote that’s divided by a parenthetical. Here’s an example to show you what that would look like:

“ Here is an example of a quote, ” she told her students, “ that doesn’t need capitalization in the second part . ”

What is the purpose of quoting? 

As stated above, quotations can serve multiple purposes in a written piece. Quotes can signify direct passages or titles of works. Here are a few of the reasons to include a quote within your written work:

These intentions can apply whether you’ve interviewed your source or are taking a quote from an existing, published piece. 

However, before you use a quote, you’ll want to understand how it can strengthen your work and when you should use one. We’ll discuss when you should use quotes and how to properly cite them using different style guides in the next section.

When you should use quotes

Quotations should be used strategically, no matter what type of writing you’re doing. For instance, if you’re a professional copywriter crafting a white paper or a student writing a research paper, you’ll likely want to include as much proof as possible in your work. However, stuffing your paper with a ton of quotations can do more harm than good because the piece needs to represent your ideas and interpretations of the source, not just good quotes.

That being said, quoting reputable sources in your work is an excellent way to prove your points and add credibility to the piece. Use quotations in your work when you want to share accurate ideas and passages from source materials.

You should also use quotes when you want to add emphasis to a source on the topic you’re covering. 

For example, if you’re writing a research paper, then it would be beneficial to add quotes from a professor involved in the study you’re referring to in your piece.

How to cite a quote in MLA, APA, and Chicago 

MLA, APA, and Chicago are three of the most common citation styles. It’s a standardized way of crediting the sources that you quote. Depending on your assignment, you may need to use a specific one when citing your sources.

This section shares how to cite your quotes in these three popular citation styles, along with several examples of each.

Modern Language Association (MLA) is most often associated with academics in English or philosophic fields. With this style of citation, you’ll need to include quotes word-for-word. It’s fine to use only phrases or pieces from a specific quote, but you’ll need to keep the spelling and punctuation the same.

Here are some other criteria to keep in mind when citing using MLA style:

• If the quote goes longer than four lines, you must use a blockquote. Do not indent at the start of the quote block.

• Start quotes on the next line, ½ inch from the left margin of the paper.

• Quotes must be double spaced like the rest of the paper.

• Only use quotations when quotation marks are a part of the source.

• Include in-text citations next to the blockquote.

• If a blockquote is longer than a paragraph, you must start the next paragraph with the same indent.

• Don’t include a number in the parenthetical quotation if the source doesn’t use page numbers.

Here’s an example of a short, direct quote with MLA using a website resource without page numbers:

She always wanted to be a writer. “ I knew from a young age that I wanted to write a novel . ” (Smith)

And an example of a blockquote from page 2 of the source:

John Doe shares his experience getting his book published in the prologue:

I never expected so many people to be willing to help me publish this book. I had a lot of support along the way. My friends and colleagues always encouraged me to keep going. Some helped me edit, and others reminded me why I started in the first place. One of my good friends even brought me dinner when she knew I was going to be working late. (2)

With MLA, the reader can reference the full sources at the end in the Work Cited section. For this example, it could look like this:

Works Cited

Smith, J. (2021). Example Blog Post. Retrieved 2021, from www.example.com

Doe, J. (2021). Book Title One (1st ed., Vol. 1). Example, TX: Example Publishing.

See this article for more information on MLA style citations.

American Psychological Association (APA) is used often in psychology, education, and criminal justice fields. It often requires a cover page and abstract.

Here are a few points to consider when using APA style to cite your sources:

• Citation pages should be double spaced.

• All citations in a paper must have a full reference in the reference list.

• All references must have a hanging indent.

• Sources must be listed in alphabetical order, typically by the last name.

Using the same source examples as we did with MLA above, here is how they would be cited in APA:

Doe, Jane. Example Blog Post . 2021, www.example.com. 

Doe, John. Book Title One . 1st ed., vol. 1, Example Publishing, 2021. 

See this article for more information on APA style citations.

Chicago Manual of Style (CMS) is commonly used in history and humanities fields. It was created to help researchers. Here are a few points to keep in mind for Chicago Style:

• There are 2 types of referencing styles:

    → Notes and Bibliography

    → Author-Date

• The list of bibliography must be single-spaced.

• The text should be double spaced, except for block quotations, tables, notes, and bibliographies.

• The second line should be indented for sources.

•Author last names must be arranged alphabetically.

Here’s how the same example sources used above would be cited using Chicago style:

Doe, Jane. “Example Blog Post,” 2021. www.example.com. 

Doe, John. Book Title One . 1. 1st ed. Vol. 1. Example, TX: Example Publishing, 2021.

See this article for more information on Chicago style citations.

Types of quotes and examples

There are two main types of quotes: direct and indirect.

Whenever you want to use someone’s statement word-for-word in your text, you’ll need to include properly cited, direct quotations. However, if you want to paraphrase someone’s words then indirect quotes could be more appropriate.

For example, say that you’re writing a press release for a company. You could interview different people within the company’s staff and paraphrase their quotes. This is particularly useful if the direct quote wouldn’t work well within your piece. For instance, you could change this direct quote example into an indirect quote that would more succinctly represent the speech:

Direct quote:

Indirect quote:

Keep in mind when using quotations that you should aim for using as few words as necessary. You don’t want to quote an entire paragraph when only one sentence contains the key information you want to share. If you need to add context, do so in your words. It’ll make for a much more interesting piece if you’re using quotes to support your stance alongside your interpretation instead of just repeating what’s already been said.

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Holly Stanley

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Ashley Coolman

APA Citation Guide (7th Edition): Works Quoted in Another Source

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Work Quoted in Another Source

Sometimes an author of a book, article or website will mention another person’s work by using a quotation or paraphrased idea from that source. ( This may be called a secondary source.)  For example, the Kirkey article you are reading includes a quotation by Smith that you would like to include in your essay.

• If it is possible to retrieve the original source of the quotation (in this case, Smith), verify the quote and cite the original source.
• You will add the words “as cited in” to your in-text citation. Examples below.

Examples of in-text citations:

According to a study by Smith (as cited in Kirkey, 2013) 42% of doctors would refuse to perform legal euthanasia.

Smith (as cited in Kirkey, 2013) states that “even if euthanasia was legal, 42% of doctors would be against this method of assisted dying” (p. 34).

Example of Reference list citation:

Kirkey, S. (2013, Feb 9). Euthanasia.   The Montreal Gazette , p A10. Retrieved from Canadian Newsstand Major Dailies database.

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• v.8(6); 2019 Dec

Beyond the default colon: Effective use of quotes in qualitative research

Lorelei lingard.

Centre for Education Research & Innovation and Department of Medicine, Health Sciences Addition, Schulich School of Medicine & Dentistry, Western University, London, Canada

In the Writer’s Craft section we offer simple tips to improve your writing in one of three areas: Energy, Clarity and Persuasiveness. Each entry focuses on a key writing feature or strategy, illustrates how it commonly goes wrong, teaches the grammatical underpinnings necessary to understand it and offers suggestions to wield it effectively. We encourage readers to share comments on or suggestions for this section on Twitter, using the hashtag: #how’syourwriting?

Last week the ‘e’ key died on my laptop. It’s a first-world problem, I’ll admit, but it really threw my writing for a loop—a lot of words require an ‘e’ key. Reflecting on what other keys I could not do without, I made a quick shortlist: comma, ‘ly’ and colon. The comma because its absence would consign me to the sort of breathy, adolescent writing that fills social media. The ‘ly’ because without that duo I can’t make most of the adverbs that prop up my first drafts. And the colon because I’m a qualitative researcher. How would I introduce quotes if the colon key were out of order?

I’m only partly joking. Every qualitative researcher confronts the challenge of selecting the right quotes and integrating them effectively into their manuscripts. As writers, we are all guilty of resorting to the default colon as an easy way to tuck quotes into our sentences; as readers, we have all suffered through papers that read like a laundry list of quotes rather than a story about what the writer learned. This Writer’s Craft instalment offers suggestions to help you choose the right quotes and integrate them with coherence and style, following the principles of authenticity and argument.

Authenticity

At the point of manuscript writing, a qualitative researcher is swimming in a sea of data. Innumerable transcript excerpts have been copied and pasted into data analysis software or (for the more tactile among us) onto multi-coloured sticky notes. Some of these excerpts we like very much. However, very few of them will make it into the final manuscript, particularly if we are writing for publication in a health research or medical education journal, with their 3000–4000 word limits.

Selecting the best quotes from among these cherished excerpts is harder than it looks. We should be guided by the principle of authenticity: does the quote offer readers first hand access to dominant patterns in the data? There are three parts to selecting a good, authentic quote: the quote is illustrative of the point the writer is making about the data, it is reasonably succinct, and it is representative of the patterns in data. Consider this quote, introduced with a short phrase to orient the reader:

Rather than feeling they were changing identities as they went through their training, medical students described the experience of accumulating and reconciling multiple identities: ‘the “life me”, who I was when I started this, is still here, but now there’s also, like, a “scientific me” as well as a sort of “doctor me”. And I’m trying to be all of that’ (S15) .

This quote is illustrative, providing an explicit example of the point that student identity is multiplying as training unfolds. It is succinct, expressing efficiently what other participants took pages to describe. And it is representative, remaining faithful to the overall sentiments of the many participants reporting this idea.

We have all read—and written!—drafts in which the quoted material does not reflect these characteristics. The remainder of this section addresses these recurring problems.

Is the quote illustrative?

A common challenge is the quote that illustrates the writer’s point implicitly, but not explicitly. Consider this example:

Medical students are undergoing a process of identity-negotiation: we’re ‘learning so much all the time, and some of it is the science stuff and some of it is professional or, like, practical ethical things, and we have to figure all that out’ (S2).

For this quote to serve as evidence for the point of identity-negotiation, the reader must infer that ‘figure all that out’ is a reference to this process. But readers may read their own meaning into decontextualized transcript extracts. Explicit is better, even if it sacrifices succinctness. In fact, this is the right quote, but we had trimmed away the first three sentences where ‘figuring out identity’ got explicit mention. The quote could be lengthened to include these sentences, or, to preserve succinctness, just that quoted phrase can be inserted into the introduction to the quote:

Medical students are ‘figuring out identity’, a process of negotiation in which they are ‘learning so much all the time, and some of it is the science stuff and some of it is professional or, like, practical ethical things, and we have to figure all that out’ (S2).

Is the quote succinct?

Interview transcripts are characterized by meandering and elliptical or incomplete speech. Therefore, you can search diligently and still come up with a 200-word quote to illustrate your 10-word point. Sometimes the long quote is perfect and you should include it. Often, however, you need to tighten it up. By including succinctness as part of the authenticity principle, my aim is to remind writers to explicitly consider whether their tightening up retains the gist of the quote.

The previous example illustrates one tightening technique: extract key phrases and integrate them into your own, introductory sentence to the quote. Another solution is to use the ellipsis to signal that you have cut part of the quote out:

Identity formation in the clinical environment is also influenced by materials and tools, ‘all this stuff you’ve never used before … you don’t know where it is or how to use it, and don’t even get me started on the computerized record. … So many hours and I’m still confused, am I ever going to know where to enter things?’ (S7) .

The first ellipsis signals that something mid-sentence has been removed. In this case, this missing material was an elaboration of ‘all this stuff’ that mentioned other details not relevant to the point being made. The second ellipsis follows a period, and therefore signals that at least one sentence has been removed and perhaps more. When using an ellipsis, only remove material that is irrelevant to the meaning of the quote, not relevant material that importantly nuances the meaning of the quote. The goal is not a bricolage which cuts and pastes tiny bits so that participants say what you want them to; it is a succinct-enough representation that remains faithful to the participant’s intended meaning.

Changing the wording of a quotation always risks violating the authenticity principle, so writers must do it thoughtfully. Two other situations, however, may call for this approach: to maintain the grammatical integrity of your sentence and to tidy up oral speech 1 . The first is usually not problematic, particularly if you are altering for consistent tense or for agreement of verb and subject or pronoun and antecedent, or replacing a pronoun with its referent. Square brackets signal such changes:

Participants from the community hospital setting, however, ‘[challenged] the assumption of anonymity when evaluating teachers’. (verb tense changed from present to past)

The second situation can be trickier: when should you tidy up the messiness of conversational discourse? Interview transcripts are replete with what linguists refer to as ‘fillers’ or ‘hesitation markers’, sounds and words such as ‘ah/uh/um/like/you know/right’ [ 1 ]. There is general agreement among qualitative scholars that quotes should be presented verbatim as much as possible, and those engaged in discourse and narrative analysis will necessarily analyze such hesitations as part of the meaning. In other applied social research methodologies, however, writers might do some ‘light tidying up’ both for readability and for ethical reasons, as long as they do not undermine authenticity in doing so [ 2 ]. Ethical issues include the desire not to do a disservice to participants by representing the um’s and ah’s of their natural speech, and the concern to protect participant anonymity by removing identifiable linguistic features such as regional or accented speech.

Finally, an emerging strategy for succinctness is to put the quotes into a table. Many qualitative researchers resent the constraints of the table format as an incursion from the quantitative realm. However, used thoughtfully, it can offer a means of presenting complex results efficiently. In this example, Goldszmidt et al. name, define and illustrate five main types of supervisor interruptions that they observed during their study of case review on internal medicine teaching teams (Tab.  1 ; [ 3 ]).

Types of supervisors’ interruptions during patient case review presentations, London Health Sciences Centre, University Hospital, Ontario, Canada 2010

AM  indicates morning case presentation; PM  overnight case presentation; A  attending physician; SR  senior resident; IM1  first-year internal medicine resident; FM1  first-year family medicine resident; CC  clinical clerk

This is a nice example of how ‘Tab.  1 ’, conventionally used in quantitative research papers for demographic details of the research sample, can be re-conceptualized to feature the key findings from a qualitative analysis. Tables should be supplemented, however, with narrative explanation in which the writer contextualizes and interprets the quoted material. More on this in the section on Argument.

Is the quote representative?

We have all been tempted to include the highly provocative quote (that thing we cannot believe someone said on tape), only to realize by the third draft that it misrepresents the data and must be relinquished. Quote selection should reflect strong patterns in the data; while discrepant examples serve an important purpose, their use should be purposeful and explicit. Your quote selection should also be distributed across participants, in order that you represent the data set. This may mean using the second- or third-best example rather than continuing to quote the same one or two highly articulate individuals.

You must provide sufficient context that readers can accurately infer the meaning of the quote. Sometimes this means including the interviewer’s question as well as the participant’s answer. In focus group research, where the emphasis is on the group discussion, it might be necessary to quote an exchange among participants rather than extracting individual comments. This example illustrates this technique:

Interviewer: And, in your experience, how do the students respond to your feedback about how well they communicated? SP1: Oh, really well, it’s really important to the students, they listen to what we say about their performance— Interruption with overlapping talk SP4: Well, yeah, on a good day maybe, sure. But not every time. Lots of sessions I feel like we’re probably more like props to them, so how well we think they did, I’m not sure that matters. SP3: Don’t you find it depends on the student? (FG2)

Of course, such a long excerpt threatens the goal of succinctness. Alternatively, you could use multiple quotes from this excerpt in a single sentence of your own:

Some standardized patients in the group believed that their assessor role was ‘really important to the students, they listen to what we say about their performance’, while others argued that ‘we’re probably more like props to them, so how well we think they did, I’m not sure that matters’. (FG2)

Sometimes a quote is representative but also, therefore, identifiable, jeopardizing confidentiality:

One participant explained that, ‘as chair of the competency committee, I prioritize how we spend our time. So that we can pay sufficient attention to this 2nd year resident. She’s supposed to be back from maternity leave but she had complications so her rotations need some altering for her to manage.’ (CCC4, P2)

In this case, the convention of using a legend (Clinical Competency Committee 4, participant 2) to attribute the quote may be insufficient to protect anonymity. If the study involves few programs and the methods identify them (e.g., Paediatrics and Medicine) and name the institution (e.g., Western University), the speaker may be identifiable to some readers, as may the resident.

Quoted material does not stand on its own: we must incorporate it into our texts, both grammatically and rhetorically. Grammatical incorporation is relatively straightforward, with one main rule to keep in mind: quoted material is subject to the same sentence-level conventions for grammar and punctuation as non-quoted material. Read this example aloud:

Arts and humanities teaching offers an opportunity for faculty to connect with medical students on a different level, ‘we can share how we feel about the work of caring, what it costs us, how it rewards us, as human beings’ (F9).

Your ear likely hears that this should be two sentences. But quotation marks seem to distract us from this, and we create a run-on sentence by putting a comma between the sentences. An easy correction is to replace the comma with a colon.

Arts and humanities teaching offers an opportunity for faculty to connect with medical students on a different level: ‘we can share how we feel about the work of caring, what it costs us, how it rewards us, as human beings’ (F9).

Many writers rely on the colon as their default mechanism for integrating quoted material. However, while it is often grammatically accurate, it is not always rhetorically sufficient. That is, the colon doesn’t contextualize, it doesn’t interpret. Instead, it ‘drops’ the quote in and leaves the reader to infer how the quoted material illustrates or advances the argument. This is problematic because it does not fulfil the requirement for adequacy of interpretation in presenting qualitative results. As Morrow argues, writers should aim for a balance of their interpretations and supporting quotations: ‘an overemphasis on the researcher’s interpretations at the cost of participant quotes will leave the reader in doubt as to just where the interpretations came from; an excess of quotes will cause the reader to become lost in the morass of stories’ [ 4 ]. (p. 256).

There are many techniques for achieving this balance between researcher interpretations and supporting quotations. Some techniques retain the default colon but attend carefully to the material that precedes it. Consider the following examples:

One clinician said: ‘Entrustment isn’t a decision, it’s a relationship’. (F21) One clinician argued: ‘Entrustment isn’t a decision, it’s a relationship’. (F21) One clinician in the focus group disagreed with the idea that entrustment was about deciding trainee progress: ‘Entrustment isn’t a decision, it’s a relationship’. (F21) Focus group participants debated the meaning of entrustment. Many described it matter-of-factly as ‘the process we use to decide whether the trainee should progress’, while a few argued that ‘entrustment isn’t a decision, it’s a relationship’. (F21)

These examples offer progressively more contextualization for the quote. The first example simply drops the quote in following the nondescript verb, ‘said’, offering no interpretive gloss and therefore exerting minimal rhetorical control over the reader. The second offers some context via the verb ‘argued’, which interprets the participant’s positioning or tone. The third interprets the meaning of the quote even more by situating it in the context of a focus group debate. And the fourth eschews the default colon entirely, integrating two quotes into the narrative structure of the author’s sentence to illustrate the dominant and the discrepant positions on entrustment in this focus group debate.

Integrating quotes into the narrative structure of your sentence, like the last example, offers two advantages to the writer. First, it interprets the quote for the reader and therefore exerts strong rhetorical control over the quote’s meaning. Second, it offers variety and style. If your goal is compelling prose, variety and style should not be underestimated. We have all had the experience of reading Results sections that proceed robotically: point-colon-quote, point-colon-quote, point-colon-quote …. If only to make the reader’s experience more enjoyable, your revision process should involve converting some of these to integrated narration.

Notwithstanding the goal of succinctness, sometimes you will include a longer quote because it beautifully illustrates the point. However, a long quote may offer opportunities for readers to focus on images or phrases other than those you intended, therefore creating incoherence in the argument you are making about your results. To guard against this, you might try the ‘quotation sandwich’ technique [ 5 ] of both an introductory phrase that sets up the context of the quote and a summary statement following it emphasizing why you consider it important and what you are using it to illustrate.

Finally, how many quotes do you need to support your point? More is not necessarily better. One quote should be sufficient to illustrate your point. Some points in your argument may not require a quoted excerpt at all. Consider this example, in which the first sentence presents a finding that is not illustrated with a quotation:

Residents described themselves as being always tired. However, their perceptions of the impact of their fatigue varied, from ‘not a factor in the care I provide’ (R8) to ‘absolutely killing me … I’m falling asleep at the bedside’ (R15).

The finding that residents are always tired does not require illustration. It is readily understandable and will not surprise anyone; therefore, following it with the quote ‘I’m tired all the time’ (R2) will feel redundant. The second part of the finding, however, benefits from illustration to show the variety of perception regarding impact.

If you do use multiple quotes to illustrate a point in your argument, then you must establish the relations between them for the reader. You can do this between the quoted excerpts or after them, as modelled above with the four examples used to illustrate progressively stronger quote contextualization.

In conclusion, quotes can be the life’s blood of your qualitative research paper. However, they are the evidence, not the argument. They do not speak for themselves and readers cannot infer what you intend them to illustrate. The authenticity principle can help you select a quote that is illustrative, succinct and representative, while the argument principle can remind you to attend to the grammatical and the rhetorical aspects of integrating the quote into the story you are telling about your research.

1 A third situation is beyond the scope of this piece: translating quoted material from another language into English. For careful consideration of this issue, please see Helmich et al. [ 6 ].

How to Cite a Quote

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We all love a good quote. They’re memorable (“I’ll be back” – The Terminator), they communicate a lot succinctly (“Genius is 1 percent inspiration, 99 percent perspiration” – Thomas Edison), and you can use them in papers to help support your thesis statement. After all, the best research papers include references from other sources.

It can be tempting to throw in as many catchy quotes as possible but believe us when we say it’s totally not worth it. This method is deeply flawed. It doesn’t tell the reader where you got the quote or information and therefore doesn’t add credibility to your paper—you could’ve just made the whole thing up! So when you include a quote in your paper, you must provide a citation to give this important context.

So how do you write citations that properly tie in with your quotes? Here, we cover the basics for the most popular citation styles.

Need help seeing if anything in your paper needs a citation (or basic edits)? Citation Machine Plus’s grammar and essay checker may be for you! It’ll help detect grammatical errors, scan for potential plagiarism, and create automatic citations.

MLA style, short for “Modern Language Association,” is often used in social science, English, literature, and writing courses. This style uses an “author locator” system of citing. What this means is that generally, for the citation following the quote, you need to include the name of the author and the page number of the source you are quoting.

Here is an example of how to cite a quote within the text in MLA style:

When Scout says, “Well if we came out durin’ the Old Testament it’s too long ago to matter,” she is referring to her confusion as to how society is so capable of dividing different people into different classes (Lee 47).

Note that the parenthetical citation , or “in-text” citation, comes before the ending punctuation mark of the sentence.

These in-text citations correspond to a full citation that is located at the end of the paper. In MLA style, this list of full citations is called a “Works Cited” page.

Here is what the matching full citation would be for this in-text citation:

Lee, Harper.  To Kill a Mockingbird.* Harper Collins, 1960.

*Titles for sources are set in title case for MLA style citations.

If you need help with in-text and parenthetical citations, CitationMachine.net, can help. Our MLA citation generator is simple and easy to use!

Citations in APA, short for “American Psychological Association,” are very similar to those of the MLA citation system. This style is used mostly in science and psychology courses.

Instead of the page number, however, the date of publication is included with the author’s last name in the in-text citation.

Here is an example of how to cite a quote within the text in APA style:

When Scout says, “Well if we came out durin’ the Old Testament it’s too long ago to matter,” she is referring to her confusion as to how society is so capable of dividing different people into different classes (Lee, 1960).

These in-text citations, like in MLA style, also correspond to a full citation that is located at the end of the paper. In APA style, this list of full citations is called a “References” page.

The corresponding entry on the references page looks a bit different than an entry on a “Works Cited” page. Here is what the matching full citation would be for this in-text citation in APA :

Lee, H. (1960).  To kill a mockingbird . Philadelphia: Harper Collins.

*Titles for sources are often set in sentence case for APA-style citations. Check for rules that pertain to your particular source before handing in your paper.

Chicago Style

This citation style is a bit different from the rest. For detailed information, check out our guide on how to cite in Chicago-style format .

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How to Use Quotation Marks

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Using Quotation Marks

The primary function of quotation marks is to set off and represent exact language (either spoken or written) that has come from somebody else. The quotation mark is also used to designate speech acts in fiction and sometimes poetry. Since you will most often use them when working with outside sources, successful use of quotation marks is a practical defense against accidental plagiarism and an excellent practice in academic honesty. The following rules of quotation mark use are the standard in the United States, although it may be of interest that usage rules for this punctuation do vary in other countries.

The following covers the basic use of quotation marks. For details and exceptions consult the separate sections of this guide.

Direct Quotations

Direct quotations involve incorporating another person's exact words into your own writing.

• Quotation marks always come in pairs. Do not open a quotation and fail to close it at the end of the quoted material.

Mr. Johnson, who was working in his field that morning, said, "The alien spaceship appeared right before my own two eyes."

Although Mr. Johnson has seen odd happenings on the farm, he stated that the spaceship "certainly takes the cake" when it comes to unexplainable activity.

"I didn't see an actual alien being," Mr. Johnson said, "but I sure wish I had."

When quoting text with a spelling or grammar error, you should transcribe the error exactly in your own text. However, also insert the term sic in italics directly after the mistake, and enclose it in brackets. Sic is from the Latin, and translates to "thus," "so," or "just as that." The word tells the reader that your quote is an exact reproduction of what you found, and the error is not your own.

Mr. Johnson says of the experience, "It's made me reconsider the existence of extraterestials [ sic ]."

• Quotations are most effective if you use them sparingly and keep them relatively short. Too many quotations in a research paper will get you accused of not producing original thought or material (they may also bore a reader who wants to know primarily what YOU have to say on the subject).

Indirect Quotations

Indirect quotations are not exact wordings but rather rephrasings or summaries of another person's words. In this case, it is not necessary to use quotation marks. However, indirect quotations still require proper citations, and you will be committing plagiarism if you fail to do so.

Many writers struggle with when to use direct quotations versus indirect quotations. Use the following tips to guide you in your choice.

Use direct quotations when the source material uses language that is particularly striking or notable. Do not rob such language of its power by altering it.

The above should never stand in for:

Use an indirect quotation (or paraphrase) when you merely need to summarize key incidents or details of the text.

Use direct quotations when the author you are quoting has coined a term unique to her or his research and relevant within your own paper.

When to use direct quotes versus indirect quotes is ultimately a choice you'll learn a feeling for with experience. However, always try to have a sense for why you've chosen your quote. In other words, never put quotes in your paper simply because your teacher says, "You must use quotes."

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What's the correct way to cite a paper cited by another paper?

The example is when you might be reading a certain paper, and the authors refer to another paper. You can't get that other paper as it's unpublished, or it's in a language that you can't read, or maybe something else.

My guess is:

Featherstone et al 1900 (in Thomas and Cullen 2002).

And how is it to be handled in the bibliography?

• 5 I think the answer would depend on why you want to cite Featherstone. Obviously it isn't because of the important things you learned from reading it! –  Nate Eldredge Commented Jun 13, 2012 at 19:59
• 4 Just to make this very specific situation clear (which I didn't want to do, as it works better for all if it's just a little general): I cannot obtain the original paper as our libraries cannot get it (perhaps if I had unlimited time and so on I could find it?). The paper I do have sufficiently details the data from the secondary source, and those data are all I need. Just data, in a table, very simple. There's a lot of hand-wringing going on here, and some insinuations about my character, but just have a little generosity of spirit for and some faith in your fellow humans. –  a different ben Commented Jun 14, 2012 at 2:19
• Possible duplicate of academia.stackexchange.com/q/12391/64 –  JRN Commented Sep 3, 2013 at 23:36

4 Answers 4

In APA style, you can write, (e.g., see this APA tutorial )

Featherstone et al 1900 (as cited in Thomas and Cullen 2002)

Of course, in general you should try your best to read the original and cite the original directly.

Someone in the comments asked:

"In such case do I need to list original paper also in reference section or only the recent one I am referring to?"

The reference to the original article is the more important reference to include, but you should include both in your reference list.

• 3 Thanks. That also tells me that the term is 'secondary source'. Another nice tool I've just found is this one: lib.unimelb.edu.au/recite/index.html –  a different ben Commented Jun 7, 2012 at 5:12
• I always interpret this to mean that Thomas and Cullen (2002) said something about Featherstone et al (1900) that is not obvious and often contentious or wrong. –  StrongBad Commented Jun 7, 2012 at 8:21
• 1 I associate it most with student lab reports. –  Jeromy Anglim Commented Jun 8, 2012 at 4:53
• In such case do I need to list original paper also in reference section or only the recent one I am referring to? –  Rajesh Commented Nov 22, 2017 at 9:47

The following is with regards to Chicago Style as of 11/25/2018 14.260: Citations taken from secondary sources Chapter Contents / Special Types of References / Citations Taken from Secondary Sources To cite a source from a secondary source (“quoted in . . .”) is generally to be discouraged, since authors are expected to have examined the works they cite. If an original source is unavailable, however, both the original and the secondary source must be listed.

If you are using a quote from author A that author B is citing, you would go ahead and use the quote from author A and cite it like this:

Blah blah, blahblahblah, blah blah blah-blah blah (qtd. in Author B 65).

If you cannot get that paper, you should not cite it.

What is a citation? The word citation comes from Latin verb cio (past participle: citum ) that means to call somebody , to invite somebody , or preferably to demand someone to give his own testimony .

So, in your case, if you would like to cite that paper, that means that you invite that paper to give its own testimony. But if it's not available , how could it do it?

Simply, it can't .

• 18 No, you have a moral obligation to cite it regardless (and the etymology is completely irrelevant). Deliberately not citing a relevant paper because you couldn't track down a copy is a potentially career-destroying ethical mistake. It's a matter of credit and historical information, not just ease of availability. (Of course, if you don't have access yourself you need to trust someone else as to what is in there, and you should indicate that, but it's not a reason to erase someone from history.) –  Anonymous Mathematician Commented Jun 7, 2012 at 14:41
• 6 This is plainly wrong: unfortunately, sometimes author A refers to private communication with B, so there is no other way fo you to cite B then by an indirect reference. –  Alexander Serebrenik Commented Jun 7, 2012 at 18:54
• 3 @AnonymousMathematician I think the obligation is to get the source (and have it translated if necessary) and then decide if you should cite it. Citing a source without having the source is unethical. –  StrongBad Commented Jun 8, 2012 at 8:05
• 12 Citing something has nothing to do with reading or not reading it. It means having it appear in your bibliography and get referred to in your text. You're right that there are issues in how you refer to it: you have a scholarly obligation to say correct things about it, and an ethical obligation not to be sloppy or misleading. Pretending to have read something you haven't is indeed ethically problematic, but that's a matter of how you cite it, not whether you cite it. Omitting the citation entirely is tantamount to pretending you aren't aware of the paper. –  Anonymous Mathematician Commented Jun 8, 2012 at 14:41
• 3 @AnonymousMathematician: "Citing something has nothing to do with reading or not reading it": see Simkin & Roychowdhury 2003 ... –  cbeleites unhappy with SX Commented Feb 6, 2013 at 19:56

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Market Research

17 research quotes to inspire and amuse you

Being a researcher requires dedication, hard work and more than a little inspiration. Here’s something to boost the last item on that list.

We’ve sourced some of the most interesting and thought-provoking research quotes we can find. We hope they’ll leave you feeling inspired and motivated to start – or complete – your best ever research project.

As these quotes show, research is a common thread running through all kinds of professions and pursuits, from Ancient Rome right up to the present day. If you practice research, you’re part of a long list of people throughout history, all dedicated to finding new knowledge and ideas that ultimately make the world a better place.

Looking for the most recent trends to enhance your results?

Free eBook: The new era of market research is about intelligence

1. “No research without action, no action without research”

- Kurt Lewin

Lewin (1890-1947) was a German-American social psychologist. He’s known for his theory that human behavior is a function of our psychological environment.

2. “Research is seeing what everybody else has seen and thinking what nobody else has thought.”

- Albert Szent-Györgyi 

Szent-Györgyi (1893-1986)  was a Hungarian pharmacologist known for his work on vitamins and oxidation. He was awarded the Nobel Prize in Physiology or Medicine in 1937.

3. "Bad news sells papers. It also sells market research."

- Byron Sharp 

Sharp is Professor of Marketing Science and Director of the Ehrenberg-Bass Institute, the world’s largest centre for research into marketing.

4. "In fact, the world needs more nerds."

- Ben Bernanke

Bernanke is an American economist and former chair of the board of governors at the United Stares Federal Reserve.

5. "Research is what I'm doing when I don't know what I'm doing."

- Wernher von Braun

Von Braun (1912-1977) was a German-American physicist and rocket engineer whose team launched the first US satellite into space.

6. "Research is formalized curiosity. It is poking and prying with a purpose."

- Zora Neale Hurston

Hurston (1891-1960) was an American anthropologist and writer known for her research and writing on slavery, race, folklore and the African-American experience.

7. "Research is creating new knowledge."

- Neil Armstrong

Armstrong (1930-2012) was an American astronaut famed for being the first man to walk on the Moon.

8. "I believe in innovation and that the way you get innovation is you fund research and you learn the basic facts."

- Bill Gates

Gates needs little introduction – he’s an entrepreneur, philanthropist and the founder of Microsoft.

9. “The best research you can do is talk to people”

- Terry Pratchett

Pratchett is an award-winning British science fiction and fantasy author. He was knighted in 2009. He is known for The Hitch Hiker’s Guide to the Galaxy and the Discworld series.

10. “Research means that you don’t know, but are willing to find out”

- Charles F. Kettering

Kettering (1876-1958) was an American engineer, known for inventing the electric starter used in combustion engines, as well as other automobile technologies.

11. “Nothing has such power to broaden the mind as the ability to investigate systematically and truly all that comes under thy observation in life.”

- Marcus Aurelius

Marcus Aurelius (121-180) was a Roman Emperor and Stoic philosopher.

12. “It is a good thing for a research scientist to discard a pet hypothesis every day before breakfast.“

- Konrad Lorenz

Lorenz (1903-1989) was an Austrian biologist known for his game-changing research on animal behavior. He was jointly awarded the Nobel Prize in Physiology or Medicine in 1973.

13. “Research is something that everyone can do, and everyone ought to do. It is simply collecting information and thinking systematically about it.”

- Raewyn Connell

Connell is an Australian sociologist. She is a former professor of at the University of Sydney and is known for her work on gender and transgender studies.

14. “As for the future, your task is not to foresee it, but to enable it.”

- Antoine de Saint Exupery

De Saint Exupery (1900-1944) was a French aviator, author and poet, best known for his story The Little Prince, one of the best-selling books of all time.

15. “It is a capital mistake to theorize before one has data.”

- Arthur Conan Doyle (writing as Sherlock Holmes)

Conan Doyle (1859-1930) was a British crime writer and creator of the legendary Sherlock Holmes, master of deduction.

16. “If we knew what we were doing, it would not be called research, would it?”

- Albert Einstein

Maybe the most famous scientist of all time, Albert Einstein (1879-1955) was a German physicist who came up with the theory of relativity. However, it was his description of the photoelectric effect, the interplay between light and electrically charged atoms, that won him the Nobel Prize for Physics in 1921.

17. “The power of statistics and the clean lines of quantitative research appealed to me, but I fell in love with the richness and depth of qualitative research.”

- Brené Brown

Brown is a researcher and storyteller studying courage, shame, empathy and vulnerability. She is a best-selling author and inspirational speaker. She is a research professor at the University of Houston.

Sarah Fisher

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The state of AI in early 2024: Gen AI adoption spikes and starts to generate value

If 2023 was the year the world discovered generative AI (gen AI) , 2024 is the year organizations truly began using—and deriving business value from—this new technology. In the latest McKinsey Global Survey  on AI, 65 percent of respondents report that their organizations are regularly using gen AI, nearly double the percentage from our previous survey just ten months ago. Respondents’ expectations for gen AI’s impact remain as high as they were last year , with three-quarters predicting that gen AI will lead to significant or disruptive change in their industries in the years ahead.

About the authors

This article is a collaborative effort by Alex Singla , Alexander Sukharevsky , Lareina Yee , and Michael Chui , with Bryce Hall , representing views from QuantumBlack, AI by McKinsey, and McKinsey Digital.

Organizations are already seeing material benefits from gen AI use, reporting both cost decreases and revenue jumps in the business units deploying the technology. The survey also provides insights into the kinds of risks presented by gen AI—most notably, inaccuracy—as well as the emerging practices of top performers to mitigate those challenges and capture value.

AI adoption surges

Interest in generative AI has also brightened the spotlight on a broader set of AI capabilities. For the past six years, AI adoption by respondents’ organizations has hovered at about 50 percent. This year, the survey finds that adoption has jumped to 72 percent (Exhibit 1). And the interest is truly global in scope. Our 2023 survey found that AI adoption did not reach 66 percent in any region; however, this year more than two-thirds of respondents in nearly every region say their organizations are using AI. 1 Organizations based in Central and South America are the exception, with 58 percent of respondents working for organizations based in Central and South America reporting AI adoption. Looking by industry, the biggest increase in adoption can be found in professional services. 2 Includes respondents working for organizations focused on human resources, legal services, management consulting, market research, R&D, tax preparation, and training.

Also, responses suggest that companies are now using AI in more parts of the business. Half of respondents say their organizations have adopted AI in two or more business functions, up from less than a third of respondents in 2023 (Exhibit 2).

Gen AI adoption is most common in the functions where it can create the most value

Most respondents now report that their organizations—and they as individuals—are using gen AI. Sixty-five percent of respondents say their organizations are regularly using gen AI in at least one business function, up from one-third last year. The average organization using gen AI is doing so in two functions, most often in marketing and sales and in product and service development—two functions in which previous research  determined that gen AI adoption could generate the most value 3 “ The economic potential of generative AI: The next productivity frontier ,” McKinsey, June 14, 2023. —as well as in IT (Exhibit 3). The biggest increase from 2023 is found in marketing and sales, where reported adoption has more than doubled. Yet across functions, only two use cases, both within marketing and sales, are reported by 15 percent or more of respondents.

Gen AI also is weaving its way into respondents’ personal lives. Compared with 2023, respondents are much more likely to be using gen AI at work and even more likely to be using gen AI both at work and in their personal lives (Exhibit 4). The survey finds upticks in gen AI use across all regions, with the largest increases in Asia–Pacific and Greater China. Respondents at the highest seniority levels, meanwhile, show larger jumps in the use of gen Al tools for work and outside of work compared with their midlevel-management peers. Looking at specific industries, respondents working in energy and materials and in professional services report the largest increase in gen AI use.

Investments in gen AI and analytical AI are beginning to create value

The latest survey also shows how different industries are budgeting for gen AI. Responses suggest that, in many industries, organizations are about equally as likely to be investing more than 5 percent of their digital budgets in gen AI as they are in nongenerative, analytical-AI solutions (Exhibit 5). Yet in most industries, larger shares of respondents report that their organizations spend more than 20 percent on analytical AI than on gen AI. Looking ahead, most respondents—67 percent—expect their organizations to invest more in AI over the next three years.

Where are those investments paying off? For the first time, our latest survey explored the value created by gen AI use by business function. The function in which the largest share of respondents report seeing cost decreases is human resources. Respondents most commonly report meaningful revenue increases (of more than 5 percent) in supply chain and inventory management (Exhibit 6). For analytical AI, respondents most often report seeing cost benefits in service operations—in line with what we found last year —as well as meaningful revenue increases from AI use in marketing and sales.

Inaccuracy: The most recognized and experienced risk of gen AI use

As businesses begin to see the benefits of gen AI, they’re also recognizing the diverse risks associated with the technology. These can range from data management risks such as data privacy, bias, or intellectual property (IP) infringement to model management risks, which tend to focus on inaccurate output or lack of explainability. A third big risk category is security and incorrect use.

Respondents to the latest survey are more likely than they were last year to say their organizations consider inaccuracy and IP infringement to be relevant to their use of gen AI, and about half continue to view cybersecurity as a risk (Exhibit 7).

Conversely, respondents are less likely than they were last year to say their organizations consider workforce and labor displacement to be relevant risks and are not increasing efforts to mitigate them.

In fact, inaccuracy— which can affect use cases across the gen AI value chain , ranging from customer journeys and summarization to coding and creative content—is the only risk that respondents are significantly more likely than last year to say their organizations are actively working to mitigate.

Some organizations have already experienced negative consequences from the use of gen AI, with 44 percent of respondents saying their organizations have experienced at least one consequence (Exhibit 8). Respondents most often report inaccuracy as a risk that has affected their organizations, followed by cybersecurity and explainability.

Our previous research has found that there are several elements of governance that can help in scaling gen AI use responsibly, yet few respondents report having these risk-related practices in place. 4 “ Implementing generative AI with speed and safety ,” McKinsey Quarterly , March 13, 2024. For example, just 18 percent say their organizations have an enterprise-wide council or board with the authority to make decisions involving responsible AI governance, and only one-third say gen AI risk awareness and risk mitigation controls are required skill sets for technical talent.

Bringing gen AI capabilities to bear

The latest survey also sought to understand how, and how quickly, organizations are deploying these new gen AI tools. We have found three archetypes for implementing gen AI solutions : takers use off-the-shelf, publicly available solutions; shapers customize those tools with proprietary data and systems; and makers develop their own foundation models from scratch. 5 “ Technology’s generational moment with generative AI: A CIO and CTO guide ,” McKinsey, July 11, 2023. Across most industries, the survey results suggest that organizations are finding off-the-shelf offerings applicable to their business needs—though many are pursuing opportunities to customize models or even develop their own (Exhibit 9). About half of reported gen AI uses within respondents’ business functions are utilizing off-the-shelf, publicly available models or tools, with little or no customization. Respondents in energy and materials, technology, and media and telecommunications are more likely to report significant customization or tuning of publicly available models or developing their own proprietary models to address specific business needs.

Respondents most often report that their organizations required one to four months from the start of a project to put gen AI into production, though the time it takes varies by business function (Exhibit 10). It also depends upon the approach for acquiring those capabilities. Not surprisingly, reported uses of highly customized or proprietary models are 1.5 times more likely than off-the-shelf, publicly available models to take five months or more to implement.

Gen AI high performers are excelling despite facing challenges

Gen AI is a new technology, and organizations are still early in the journey of pursuing its opportunities and scaling it across functions. So it’s little surprise that only a small subset of respondents (46 out of 876) report that a meaningful share of their organizations’ EBIT can be attributed to their deployment of gen AI. Still, these gen AI leaders are worth examining closely. These, after all, are the early movers, who already attribute more than 10 percent of their organizations’ EBIT to their use of gen AI. Forty-two percent of these high performers say more than 20 percent of their EBIT is attributable to their use of nongenerative, analytical AI, and they span industries and regions—though most are at organizations with less than $1 billion in annual revenue. The AI-related practices at these organizations can offer guidance to those looking to create value from gen AI adoption at their own organizations.

To start, gen AI high performers are using gen AI in more business functions—an average of three functions, while others average two. They, like other organizations, are most likely to use gen AI in marketing and sales and product or service development, but they’re much more likely than others to use gen AI solutions in risk, legal, and compliance; in strategy and corporate finance; and in supply chain and inventory management. They’re more than three times as likely as others to be using gen AI in activities ranging from processing of accounting documents and risk assessment to R&D testing and pricing and promotions. While, overall, about half of reported gen AI applications within business functions are utilizing publicly available models or tools, gen AI high performers are less likely to use those off-the-shelf options than to either implement significantly customized versions of those tools or to develop their own proprietary foundation models.

What else are these high performers doing differently? For one thing, they are paying more attention to gen-AI-related risks. Perhaps because they are further along on their journeys, they are more likely than others to say their organizations have experienced every negative consequence from gen AI we asked about, from cybersecurity and personal privacy to explainability and IP infringement. Given that, they are more likely than others to report that their organizations consider those risks, as well as regulatory compliance, environmental impacts, and political stability, to be relevant to their gen AI use, and they say they take steps to mitigate more risks than others do.

Gen AI high performers are also much more likely to say their organizations follow a set of risk-related best practices (Exhibit 11). For example, they are nearly twice as likely as others to involve the legal function and embed risk reviews early on in the development of gen AI solutions—that is, to “ shift left .” They’re also much more likely than others to employ a wide range of other best practices, from strategy-related practices to those related to scaling.

In addition to experiencing the risks of gen AI adoption, high performers have encountered other challenges that can serve as warnings to others (Exhibit 12). Seventy percent say they have experienced difficulties with data, including defining processes for data governance, developing the ability to quickly integrate data into AI models, and an insufficient amount of training data, highlighting the essential role that data play in capturing value. High performers are also more likely than others to report experiencing challenges with their operating models, such as implementing agile ways of working and effective sprint performance management.

About the research

The online survey was in the field from February 22 to March 5, 2024, and garnered responses from 1,363 participants representing the full range of regions, industries, company sizes, functional specialties, and tenures. Of those respondents, 981 said their organizations had adopted AI in at least one business function, and 878 said their organizations were regularly using gen AI in at least one function. To adjust for differences in response rates, the data are weighted by the contribution of each respondent’s nation to global GDP.

Alex Singla and Alexander Sukharevsky  are global coleaders of QuantumBlack, AI by McKinsey, and senior partners in McKinsey’s Chicago and London offices, respectively; Lareina Yee  is a senior partner in the Bay Area office, where Michael Chui , a McKinsey Global Institute partner, is a partner; and Bryce Hall  is an associate partner in the Washington, DC, office.

They wish to thank Kaitlin Noe, Larry Kanter, Mallika Jhamb, and Shinjini Srivastava for their contributions to this work.

This article was edited by Heather Hanselman, a senior editor in McKinsey’s Atlanta office.

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Cost may not keep many people from filling opioid addiction treatment prescriptions

by University of Michigan

When people get a prescription for the opioid addiction medication called buprenorphine, they almost always fill it—even if they have to pay more out of their own pocket, a new study shows. The paper is published in the Journal of General Internal Medicine .

Whether it's their first prescription for the medication, or they've been taking it for months, nearly all patients pick up the order from the pharmacy, according to the new findings from a University of Michigan team. Even among those just starting on buprenorphine , higher costs aren't a deterrent.

The researchers say this suggests that removing barriers that prevent clinicians from prescribing buprenorphine should be the main focus of efforts to increase the number of people with opioid addiction who get treated with buprenorphine.

"Our findings suggest that cost-sharing may not be a particularly strong barrier to buprenorphine dispensing," said Kao-Ping Chua, M.D., Ph.D., a member of the U-M Opioid Research Institute who is an assistant professor in the U-M Medical School and School of Public Health. "This may be because patients understand how effective buprenorphine is and are willing to pay for it."

In the study, the researchers report findings from an analysis of more than 2.3 million pharmacy records for buprenorphine prescriptions in 2022 for 286,000 people with private insurance , and more than 1.2 million similar records for nearly 145,000 people with Medicare.

Just over 1 in every 100 buprenorphine prescriptions sent to pharmacies were abandoned by the patients—that is, they were not picked up in the 14 days after the pharmacy received the prescription.

Moreover, the research shows that for every $10 increase in cost-sharing, there was only a minimal increase in abandonment of prescriptions—just one-tenth of one percentage point.

This contrasts with another recent paper the team published , on cost-sharing for naloxone, a medication that can save a person from dying if they overdose on any opioid.

In that paper, every $10 increase in cost-sharing was associated with an increase in abandonment of 2 to 3 percentage points.

Costs and behaviors

Even when the monthly cost of buprenorphine was $150 or more, which it was for 3% of people with commercial insurance, less than 6% of the prescriptions were abandoned. Less than 1% of people with Medicare coverage had cost-sharing over $100, but even among them, abandonment was rare, ranging from just under 2% to just over 3%.

The researchers looked at data for five different forms of immediate-release buprenorphine products, both generic and name-brand formulations, prescribed to patients of all ages. About half of the prescriptions were for a generic form of a film containing both buprenorphine and naloxone that patients put under their tongue or on the inside of their cheek to dissolve.

Long-acting injections for opioid use disorder and patches used for pain relief were not included.

The average cost for a month's supply of their prescribed product was $28 for people with commercial insurance and $8 for those with Medicare.

But 44% of people with commercial insurance paid $10 or less for a month's supply, as did 84% of those with Medicare coverage. And the cost was less than $20 a month for 66% of commercially insured and 92% of Medicare participants.

Trends in people new to addiction medication

People who hadn't been on buprenorphine before were more likely to abandon prescriptions, and the chance of abandonment was highest for those who would pay the most for their first prescription.

The researchers suggest that this was likely due in part to the fact that patients new to the drug hadn't yet experienced its impacts on their cravings for opioids.

Still, less than 5% of new-to-buprenorphine patients abandoned their first prescription even at monthly costs of up to $70.

This is lower than the overall rate of prescription abandonment among people new to any drug, as reported by the health care analytics company, IQVIA, whose data the U-M team used.

Additional study information

The researchers didn't study prescriptions for people covered by Medicaid, because that program for people with very low incomes has minimal to no cost-sharing for medications. They also couldn't tell what kind of cost-sharing individuals had, whether it was co-pays, deductibles or co-insurance, though they did know what the final cost would be after any coupons from manufacturers.

Just over 8% of people with commercial insurance and nearly 15% of those with Medicare coverage received a prescription for brand name, as opposed to generic, buprenorphine products. Manufacturers of brand name medications may offer coupons to those with high costs ; the new study is based on the cost to a patient after any such coupon is applied.

Other research on buprenorphine use has shown people falling off their treatment, including for those with private insurance that involves cost-sharing. The new study suggests that this may have much more to do with a gap in continuous prescriptions, or the cost of seeing a provider to get a prescription renewed, rather than patients not filling a prescription when they get one.

Chua is co-director of the Research and Data Domain at the U-M Opioid Research Institute (ORI), as well as a faculty member in the Susan B. Meister Child Health Evaluation and Research Center (CHEAR) and the Institute for Healthcare Policy and Innovation (IHPI).

Co-authors include Thuy Nguyen, Ph.D., a health economist at the U-M School of Public Health and member of ORI and IHPI; ORI co-director Amy Bohnert, Ph.D., ORI/IHPI member Pooja Lagisetty, M.D., M.S., CHEAR member Usha Nuliyalu, M.S., and Rena Conti, Ph.D., from Boston University.

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How to Block Quote | Length, Format and Examples

Published on April 25, 2018 by Courtney Gahan . Revised on May 31, 2023.

A block quote is a long quotation, set on a new line and indented to create a separate block of text. No quotation marks are used. You have to use a block quote when quoting more than around 40 words from a source.

In APA and MLA styles, you indent block quotes 0.5 inches from the left, and add an  in-text citation  after the period. Some other citation styles have additional rules.

Catherine Earnshaw, may you not rest as long as I am living; you said I killed you – haunt me, then! The murdered DO haunt their murderers, I believe. I know that ghosts HAVE wandered on earth. Be with me always – take any form – drive me mad! only DO not leave me in this abyss, where I cannot find you! Oh, God! it is unutterable! I CANNOT live without my life! I CANNOT live without my soul! (Brontë, 1847, 268)

Table of contents

How long is a block quote, step 1: introduce the quote, step 2: format and cite the quote, step 3: comment on the quote, when to use block quotes, other interesting articles.

The minimum length of a block quote varies between citation styles . Some styles require block quote formatting based on the number of words, while others require it based on the number of lines.

Prevent plagiarism. Run a free check.

Every time you quote a source , it’s essential to show the reader exactly what purpose the quote serves. A block quote must be introduced in your own words to show how it fits into your argument or analysis.

If the text preceding the block quote is a complete sentence, use a colon to introduce the quote . If the quote is a continuation of the sentence that precedes it, you don’t need to add any extra punctuation .

lawmakers and regulators need to stop pharmaceutical companies from marketing drugs like OxyContin and establish stronger guidelines about how and when doctors can prescribe them. These drugs are often the last resort for people with cancer and other terminal conditions who experience excruciating pain. But they pose a great risk when used to treat the kinds of pain for which there are numerous non-addictive therapies available. (The Editorial Board, 2018)

Block quotes are not enclosed in quotation marks . Instead, they must be formatted to stand out from the rest of the text, signalling to the reader that the words are taken directly from a source. Each citation style has specific formatting rules.

APA and MLA format both require an indent of 0.5 inches on the left side. Block quotes are double spaced, the same as the rest of the document. Some other citation styles also require indentation on the right side, different spacing, or a smaller font.

To format a block quote in Microsoft Word, follow these steps:

• Hit Enter at the beginning and end of the quote.
• Highlight the quote and select the Layout menu.
• On the Indent tab, change the left indent to 0.5″.

Block quotes of more than one paragraph

If you quote more than one paragraph, indent the first line of the new paragraph as you would in the main text.

Mr. and Mrs. Dursley, of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much. They were the last people you’d expect to be involved in anything strange or mysterious, because they just didn’t hold with such nonsense.

Mr. Dursley was the director of a firm called Grunnings, which made drills. He was a big, beefy man with hardly any neck, although he did have a very large mustache. Mrs. Dursley was thin and blonde and had nearly twice the usual amount of neck, which came in very useful as she spent so much of her time craning over garden fences, spying on the neighbors. The Dursleys had a small son called Dudley and in their opinion there was no finer boy anywhere. (Rowling 1)

Citing block quotes

All block quotes must end with a citation that directs the reader to the correct source. How the citation looks depends on the citation style. In most styles, including APA and MLA , the parenthetical citation comes after the period at the end of a block quote.

A paragraph should never end with a block quote. Directly after the quote, you need to comment on it in your own words. Depending on the purpose of the block quote, your comment might involve:

• Analyzing the language of the quoted text
• Explaining how the quote relates to your argument
• Giving further context
• Summarizing the overall point you want to make

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Block quotes should be used when the specific wording or style of the quoted text is essential to your point. How often you use them depends partly on your field of study.

• In the arts and humanities, block quotes are frequently used to conduct in-depth textual analysis .
• In social science research involving interviews or focus groups , block quotes are often necessary when analyzing participants’ responses.
• In scientific writing, block quotes are very rarely used.

Avoid relying on block quotes from academic sources to explain ideas or make your points for you. In general, quotes should be used as sparingly as possible, as your own voice should be dominant. When you use another author’s ideas or refer to previous research, it’s often better to integrate the source by paraphrasing .

If you want to know more about ChatGPT, AI tools , citation , and plagiarism , make sure to check out some of our other articles with explanations and examples.

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• Using ChatGPT for your studies
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Build a Corporate Culture That Works

There’s a widespread understanding that managing corporate culture is key to business success. Yet few companies articulate their culture in such a way that the words become an organizational reality that molds employee behavior as intended.

All too often a culture is described as a set of anodyne norms, principles, or values, which do not offer decision-makers guidance on how to make difficult choices when faced with conflicting but equally defensible courses of action.

The trick to making a desired culture come alive is to debate and articulate it using dilemmas. If you identify the tough dilemmas your employees routinely face and clearly state how they should be resolved—“In this company, when we come across this dilemma, we turn left”—then your desired culture will take root and influence the behavior of the team.

To develop a culture that works, follow six rules: Ground your culture in the dilemmas you are likely to confront, dilemma-test your values, communicate your values in colorful terms, hire people who fit, let culture drive strategy, and know when to pull back from a value statement.

Start by thinking about the dilemmas your people will face.

Idea in Brief

The problem.

There’s a widespread understanding that managing corporate culture is key to business success. Yet few companies articulate their corporate culture in such a way that the words become an organizational reality that molds employee behavior as intended.

What Usually Happens

How to fix it.

Follow six rules: Ground your culture in the dilemmas you are likely to confront, dilemma-test your values, communicate your values in colorful terms, hire people who fit, let culture drive strategy, and know when to pull back from a value.

At the beginning of my career, I worked for the health-care-software specialist HBOC. One day, a woman from human resources came into the cafeteria with a roll of tape and began sticking posters on the walls. They proclaimed in royal blue the company’s values: “Transparency, Respect, Integrity, Honesty.” The next day we received wallet-sized plastic cards with the same words and were asked to memorize them so that we could incorporate them into our actions. The following year, when management was indicted on 17 counts of conspiracy and fraud, we learned what the company’s values really were.

• EM Erin Meyer is a professor at INSEAD, where she directs the executive education program Leading Across Borders and Cultures. She is the author of The Culture Map: Breaking Through the Invisible Boundaries of Global Business (PublicAffairs, 2014) and coauthor (with Reed Hastings) of No Rules Rules: Netflix and the Culture of Reinvention (Penguin, 2020). ErinMeyerINSEAD

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