Data: statistics about sales, population, etc., research results, survey results, etc, Argument: conclusions based on research and survey results, expert opinion, Example: a particular situation, event, object or person that illustrates the point, Definition: the meaning of a key term/concept, the way a key term/concept has been operationalised in the essay, Background: information that explains the causes of a situation or event, Theory: what is expected to happen (although, in fact, it might not)., details of a relevant theory,

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