IT Professional Practice Essay Example | Topics and Well Written Essays - 500 words

IT Professional Practice - Essay Example Covey states, "Having a particular attitude of mind can make a huge and positive difference to almost everything we experience in life." (Covey, S.) In other words, if I think successful than I can be successful. It is the ability to control one's environment. It involves self-determination, choice, and the power to decide response to stimulus, conditions and circumstance. Beginning with the end in mind gives me the ambition to work towards what I envision as an end result. Going accordingly to "first things first" will help to prioritize my time to accomplish the "urgent" things versus the just "important" things to reach my success. By always thinking with a "win-win" attitude, I can keep focused on my solution so I don't give up. I'm also going to first seek to understand then to be understood. I'm going to hear out the other person's position before stating mine so we can relate on a problem or solution. This is simple and effective, and essential for developing and maintaining p ositive relationships in all aspects of life. I can then synergize by putting my head together with others to come up with a possible solution. This is the habit of creative co-operation which is the principle that the whole is greater than the sum of its parts, which implicity lays down the challenge to see the good and potential in the other person's contribution.

The Relationship between Internet Activities and Depressive Symptoms Essay

The Relationship between Internet Activities and Depressive Symptoms in a Sample of College Freshmen - Essay Example Firstly, a review of the literature indicting a link between high Internet usage and depression shall be presented. Secondly, research that has found a connection between Internet usage and social phobia and anxiety will be provided, as well as studies that argue for Internet use as a psychological support. Next, sub-groups that appear to be most affected by high Internet use shall be identified. Finally, a conclusion shall synthesize the main points of this paper and make recommendations for future research. Many research papers investigating the effects of the Internet on individual psychology have pointed to its 'over-use' or addictive characteristics as a factor that maintains experiences of depression or other psychopathologies (Campbell, 2003). Recent figures estimate 20 million North Americans annually experience episodes of depression (Morgan & Cotton, 2003). For many North Americans, access to the Internet is easily available, many people owning a PC and having Internet access, or are able to access the Internet through schools, universities, Internet cafes, public libraries, their place of work, or even their mobile phones (Campbell, 2003; Sanders, Field, Diego & Kaplan, 2000). It has been argued that high use of the Internet is replacing time spent socializing, and subsequently access to social support mechanisms essential to psychological health, such as time with family and friends (Campbell, 2003).In a recent study of North American Internet users, 'high' Internet use was d efined as a users who spent three hours or more a day engaging with the world wide web. In contrast, 'low' Internet users were defined as people who spent less than one and a half hours a day on the web (Kraut et al., 1998 as cited in Sanders et al., 2000). A two-year longitudinal study investigated the use of Internet amongst families that had not previously owned a PC or were accessing the Internet on a regular basis (Kraut et al., 1998 as cited in Sanders et al., 2000). Results showed that higher levels of Internet use were positively related to a decrease in family interactions, as well as a reduction in social networks. A survey study utilized the Beck Depression Inventory Scale (BDI) as on online instrument to investigate the relationship between depression and high Internet use (Young & Rogers, 1998 as cited in Sanders et al., 2000). It was found that the average BDI scores of respondents who had been identified as high users, was between the mild to moderately depressed rang e of scores. Although another survey study undertaken by Sanders and colleagues (2000) found that adolescents who were high Internet users did not significantly experience more episodes of depression. However, interpretation of the results was tentative as the depression scale used, the Center for Epidemiological Studies-Depression Scale (CES-D), may not have been sensitive enough to detect depression symptoms in teenagers. It was also found that low Internet users experienced much more interactive and rewarding relationships with their friends and family.Alternatively, literature has also identified a relationship between high Internet use and other negative psychological experiences, such as social phobia and anxiety (Campbell, 2003). A study by Campbell (2003) investigated the relationship between social phobia and anxiety, as well as depression, and high levels of Interne

Compare and Contrast Research Methods Essay Example | Topics and Well Written Essays - 1250 words

Compare and Contrast Research Methods - Essay Example To begin with, the prime reason for the development of increasingly complex research methods is to enhance their effectiveness regarding to their ability to predict human attitudes and behaviors (Malhotra, 2008). In order to establish the comparison between various research techniques, it is mandatory to define the key terms. Management Style Guide online (2008) explains Projective Techniques  as the methods of investigation developed by psychologists, which are unstructured and indirect. The aim is to uncover the projection of the subjects regarding the underlying motives of the researcher. It provides information about the intentions of participants which cannot be obtained by direct questioning owing to certain limitations e.g. inability of participants to figure out the issue themselves, resistance to reveal, etc. It is in fact a disguised-unstructured qualitative technique in which aim of the researcher is kept veiled from the subjects from which information is obtained (Steinman, 2009). Due to the same reasons, attitude surveys nowadays use the help of projective surveys and so do motivational studies and researches. Examples: Projective techniques are applicable in various fields of life, ranging from psychological and social all the way to business and marketing researches. Will et al (1996) as cited by Steinman (2009) demonstrates some of the uses of projective techniques when it comes to opening discussions are extremely useful in opening discussions or in socially sensitive issues which might not be successfully elucidated owing to social and cultural norms and to avoid embarrassment on part of the subject. In social research, these may include; In the field of business and consumer research, an example can be taken from the work of Donoghue (1998) who demonstrated the use of projective techniques with the purpose of revealing consumers’ hidden attitudes, feelings, beliefs and motives that are intimately associated

Kodak marketing 26-28' Digital photo frames Essay

Kodak marketing 26-28' Digital photo frames - Essay Example The tools employed will be the SWOT analysis, Pestels analysis and the five forces model. The analysis will lead to the discovery of marketing problems which will be solved using finding a new target market and proper positioning in that market. The paper will conclude with a market research plan to evaluate the success of the new market. This will be done for the 20-26 inch digital photo frames. Company background EastMan Kodak is a company which started in Newyork in the year 1880. The company presented the first camera in the hands of consumers in the year 1888 with the slogan "you press the button, we do the rest". Therefore the main aim of the company was to make photography as convenient as a pencil. (Kodak) The company was largely successful in doing so and developed different products for different market segments. The company currently operates in four segments which are photography, commercial imaging, health imaging and components. Its expertise lies in both types of imagi ng: traditional and digital, and it provides products, services and solutions for its customers in these arenas. Kodak tries to outperform its competitors in both digital technology and traditional forms of photography and realizes the threat which development of digital imaging presents to manufacturers and developers of 35mm. Thus its ultimate goal should be to become a market leader in digital imaging as it was in film based photography previously and to present such products in traditional imaging which are better than traditional products. The success of Eastman Kodak was due to an amalgamation of its inventive and marketing genius and more efforts like this are needed to regenerate this photography icon. The marketing expertise which made Kodak a household name was its catchy slogan along with the differential product mix which the company offered. By the end of the twentieth century Kodak had developed markets in France, Germany, Mexico, Brazil and the United Kingdom and its products were marketed by subsidiary companies in more than 150 countries. Kodak had virtually no competitors from its inception till the arrival of Fuji which was followed by Polaroid. The advent of new competitors coupled with the fact that the photographic film was becoming a less popular way of photography led to the company facing problems. By 2005, the company's share price had fallen considerably and the demand for its cameras and film rolls had also decreased considerably. The analog businesses were sliding irreversibly and Kodak tried becoming the digital forerunner. It closed its paper and printing plants, laid off jobs and went on a $3 billion shopping spree to gain technological expertise and resources for new product developments. (Eastman Kodak post 3Q profit) With the development of new products and the advent of new technology, new markets will have to be found and the products are to be rightfully targeted to those markets. Since the introduction of digital photo fr ames, the need for printing and processing a digital photo has been reduced as the image can be directly views. The proposed product is new as it is very large in size thus replacing the frames displayed in family houses. Audit Pest analysis Political environment The photography and imaging market faces a few challenges in the legal arena namely patent infringement issues and privacy issues. With high research budget and development it is very much possible that Kodak might use some other company's technology or its new technology might be used by its competitors leading to patent

Should American Gun Laws Be Reformed Essay Example for Free

Should American Gun Laws Be Reformed Essay America is under ever mounting pressure to reform its gun laws. Overall, 337,960 gun related crimes and 31,000 firearms deaths a year results in America having the highest rate of firearm crime and death in the western world. America’s gun violence is so remarkably high for such a wealthy nation. Continuous mass shootings in schools and workplaces, most recent of which was the Sandy Hook school shooting on December 14 2012, means there is constant political debate over if/how the government should tackle gun violence. Many argue that there should be tighter checks on people purchasing guns, while the NRA and gun advocates claim that the Second Amendment guarantees each citizen an absolute right to â€Å"bear arms†. Aims 1. I aim to find out what the current law is on carrying a firearm in the USA. 2. I aim to compare gun laws and gun crime in the USA to countries with similar levels of gun ownership. 3. I aim to discuss if there are effective ways to reduce gun violence in the USA whilst retaining the right to bear arms. USA gun laws The Second Amendment is the part of the US Bill of Rights that protects the right of US citizens to keep and bear arms, it reads: â€Å"A well-regulated militia, being necessary to the security of a free state, the right of the people to keep and bear arms, shall not be infringed. (1791) Gun laws vary in the USA between different states. Stricter states like California require a Handgun Safety Certificate for handgun purchases, obtained by passing a written test; and short-barrelled shotguns and rifles are prohibited. By contrast, states like Arizona let any adult who is not a prohibited possessor openly carry a loaded firearm. â€Å"Self-defence† is a legitimate reason to carry a gun in public nationwide. All states have gun laws that are more relaxed than British law. Comparing Countries The US has the highest rates of gun ownership in the world, 88. 8 guns per 100 people (2007). The number two country, Yemen, has significantly fewer guns with 54. 8 guns per 100 people. This shows how separated the US is from the rest of the world in terms of gun ownership. It also makes it hard to directly compare the USA to a country with similar gun ownership rates. Finland compared to the USA Finland has the 4th highest firearm ownership worldwide; 45. 3 guns per 100 people, with only Switzerland (45. 7), Yemen (54. 8) and America (88. 8) with higher rates of gun ownership. However, where Finland differentiates itself from America (and Yemen) is that it has comparatively low levels of gun crimes and deaths. The small arms survey (2007) shows that 60% of murders in the USA are gun-related whilst in Finland only 19. % of murders involve a gun. Last year alone America suffered seven mass shootings; Finland, just one. Gun ownership in Finland is much more regulated than it is in the US. Firearms can only be obtained with an acquisition license, which can be applied for from the local police. Guns must be stored in a locked space or otherwise with vital parts removed and separated. They may be carried only when they are transported from their place of st orage to the place of use (eg: shooting range). Aside from police and military personnel, only security guards with closely defined working conditions, special training and a permit are allowed to carry a loaded gun in public places. Self-defence is not a valid reason to own a gun. The firearms certificate may be cancelled if a person has committed any crimes. Physical and mental problems or reckless behaviour are also valid grounds for cancelling the certificate. A major question is whether gun-control laws reduce crime. It would seem that Finland shows this to be true. Tighter gun control seemingly drastically reduces gun crime. Are restrictive gun laws the reason that Finland has a much lower rate of gun crime than the USA? Or are there other major factors? Israel compared to the USA Although Israel has seemingly very tight laws on firearm ownership, it is a country that is very heavily armed due to compulsory military service and armed security guards in every school and most workplaces; yet they rarely use their guns to shoot each other. Many men and women openly carry firearms while carrying out day-to-day activities in Israel, but non-political mass killings there are unheard of. In Israel guns for personal use are theoretically hard to legally obtain. Assault rifles are banned, registration is necessary, and a whole system of checks and requirements are in place to keep weapons out of the wrong hands. Yet, gaps in the system and non-thorough checks make it easy for nearly anyone to come up with a legal excuse to own a gun (even though not many do). Despite being in a constant cold war, only 58 Israelis were murdered by guns last year, compared with 10,728 Americans. Israel hasn’t even got a high percentage of gun related murders; 11. 7%. Lower than both Finland and the USA. This can’t be down to heavy gun restriction, because Israel is a country where everyone; not only knows how to use a gun effectively due to compulsory, excessive military training, but, every single citizen has almost immediate direct access to a gun. Surely, any Israeli intending to murder someone, would instinctively choose a gun as their weapon? So, why is it that, in one of the only countries in the world that makes it compulsory for every eighteen year old to spend 3 years learning how to shoot to kill, we see some of the lowest levels of gun crime worldwide? In Israel, guns are not toys to be used as displays, or for threatening suspicious people walking down the street. They are necessary security measures against terrorism for the public’s safety. When everyone has a gun, guns are no longer seen as talismans for the weak, frightened, and unstable, seeking a sense of security, but as killing machines that are to be handled with the utmost caution and care, used solely for serious protection. Can the USA reduce gun violence? Israel is a prime example of a society that has a large amount of armed civilians in public places, yet almost no gun crime. This is a direct result of its gun culture. Its attitude towards guns and the knowledge every adult holds; how to handle and use a gun correctly, translates to a very responsible society. A similar model can be seen in Finland. Responsible gun carrying adults, with appropriate knowledge, who understand the uses and dangers or guns, result in low levels of gun crime and a safer society. Similar attitudes towards guns can also be seen in Switzerland (also with compulsory military service. ), Sweden and Norway all of which are in the top 12 countries for gun ownership yet all have far lower rates of gun crime than the USA. Changing gun culture in the US would be a realistic place to start trying to reduce violence, even though it may be costly. This would be a legitimate and possibly more effective alternative to heavily decreasing the number of guns in public ownership. Conclusion To be sure, shooting rampages have occurred in the past years in Germany, Norway, Finland, Canada, Australia and the United Kingdom, but nowhere as costly or numerous as in the USA. This is largely down to America’s gun culture which needs to be changed if America wants to end mass shootings and decrease its gun crime. Following Israel’s example and educating gun owners about their rights and responsibilities, so as to create a culture of sensible and mindful gun ownership. If the US government were to spend money educating gun owners about the uses and dangers of guns (which they already do with gun carrying police officers), they would start to create a more stable society. America’s gun culture is what needs to change, not its ownership rates, if people want to own firearms and the government permits it; it’s the government’s responsibility to make sure the owner is capable of handling a gun safely, so that they don’t infringe on others citizen’s life. This solution would not mean a drastic reduction of citizens owning guns. Rather, it would encourage them to use them safely, with caution and respect. This has the direct intention of reducing accidental injuries and crime alike. Gun ownership isn’t the problem. People aiming guns at each other is. Guns don’t kill people, people kill people. America needs to change to attitudes of its people fast, before more of them die.

One flew over the cuckoos nest Essay Example for Free

One flew over the cuckoos nest Essay Through Keseys use of literary features, his novel helped base an understanding on what society decided to believe is normal. Kesey highlights the significance of the insane and their positive energy. He uses McMurphy as a tool to highlight each patients positive side whereas society only searches for the negative. Keseys outlook on mental illness is simple; he uses his novel to point this out. His novel shows how the patients in the ward are there because society placed them there. Society labeled these people to be against the norms or conformities, which in return allowed the patients to feel inferior and out of place. This novel stresses the fact that each person should not be forced into a corner; they should be given rights to live regular lives with other people. Society should not force inferiority complexes on these patients. The fact that most of the patients were voluntary helps prove this point. It shows how society forced them into a completely different and inhumane lifestyle. Another novel that joins this rebellion against society in relation to insanity is The Bell Jar by Sylvia Plath. In this novel, Plath interprets insanity in her own way trying to prove practically the same point as Kesey. Plaths use of description, metaphors, and characterization help provide her main point of allowing insanity to merge with reality. The Bell Jar is a novel equipped with descriptions that allow the reader direct access to the main characters mind. Plath uses an abundant amount of physical descriptions such as the description of Esthers surroundings at all times to help give examples of how society has forced this woman to think. Esthers thoughts on life, death, and the world all seem to be reasonable and justifiable thoughts. She is capable of convincing the reader that those thoughts are not insane. Through the use of descriptions, Plath was able to highlight the unjust life of a 1950s woman. Plath also uses metaphors to highlight the suppression made by society on the women. The title of the book is the major metaphor that best represents Plaths idea on societys conformities. The entire novel revolves around the idea of the bell jar and this jar represents how society analyzes and reduces the contents provided in the jar. The jar represents insanity. Esther feels secluded and isolated from the real world when she is labeled as mad. She feels like she is an airless jar that ruins her perspective of what the real world is. It signifies a buffer that ends the connection between Esther and the real world4. These literary features were all used to highlight Esthers alienation from the real world. It shows how a young woman from the 1950s was forced to act. Esther wanted to pursue a writing career and is supported completely, but her thoughts begin to change when the fact that she cannot merge her career with being a mother come to place. Esther becomes depressed and her thoughts begin to change on the world. These individual thoughts begin to accumulate leading to actions that are condemned upon by society. Society expects a lot from Esther such as the idea of her virginity. Esther rebels against the conventional role of virginity with women at that time by embarking on a sexual experience. Esther did not become insane because she believed against the norms of society but rather insanity fell on her. The treatments in both novels are similar in many aspects. At first, the hospitals provide healthy conversations between the patient and a professional psychiatrist. In both novels, the sense of talking is important because a lot of information is released about society and what they think of it. Another treatment usually done after talk therapy is electroshock therapy. Electroshock therapy was created in 1936 in order to help patients clear their mind5. As years passed, this treatment began to evolve which therefore led to the change of its purpose. In One Flew Over the Cuckoos Nest, ECT was used as a form of punishment. Patients were punished for doing anything out of the ordinary. In The Bell Jar, Esther Greenwood undergoes several electroshock therapy sessions to clear her mind. She continuously states how painful the therapy is and tries to refuse treatment. Her recollections of these treatments show the inhumanity in medical treatments. Another treatment that falls into the controversial category is Lobotomy. It is shown insignificantly in The Bell Jar, one patient briefly converses about it. On the other hand, Lobotomy has a major impact in One Flew Over the Cuckoos Nest. The main character undergoes a lobotomy at the end of the novel. This act completely criticizes the ways of society in relation to medical treatments. Many forms of medical treatments on insanity exist but whether they provide a positive outcome is the main question. Society and mental illness are very closely related in the sense that society creates the separation between sanity and insanity. That separation is miniscule and changes constantly over time. Both of these novels emphasize isolation, suppression, and seclusion forced by society. Society forces these on the ideas that are condemned or not wanted. These ideas should not force inhumane actions but rather welcome ideas as an advantage to a better society, a more open society. Mental illnesses and treatments are used as major themes in novels to help highlight the negative aspects of what society creates. Through showing the unjust actions forced by society on people, the idea of insanity should evolve from punishment to help. Word Count: 1,605 1 One Flew Over the Cuckoos Nest, by Ken Kesey. 2 Gale, CD-Rom, HS Library. Source 1 3 Gale, CD-Rom, HS Library. Source 1 4 Concise Dictionary of American Literary Biography, 1941-1968; Contemporary Authors, Vols. 17-20.

Classification Of Marketing Research Designs

Classification Of Marketing Research Designs A research design is a model or blueprint for concluding the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Although a broad approach to the problem has already been developed, the research specifies the details- the nuts and bolts- of implementing the approach. A research design lays the foundation for conducting the project. A good research design will ensure that the marketing research project is conducted effectively and efficiently. Classification of Marketing Research Designs Research Design Conclusive Research Design Exploratory Research Design Descriptive Research Casual Research Cross-sectional Design Longitudinal Design Single Cross sectional Design Multiple Cross Sectional Design Exploratory Research: It is a type of research design whose primary objective is the provision of insights into and comprehension of the problem situation confronting the researcher. Conclusive Research: Research designed to assist the decision maker in determining, evaluating and selecting the best course of action to take in a given situation. Cross-sectional Design: A type of research design involving the collection of information from any given sample of population elements only once. Single cross-sectional design: A cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once. Multiple cross-sectional designs: A cross-sectional design in which there are two or more samples of respondents and information from each sample is obtained only once. Longitudinal designs: A type of research design involving a fixed sample of population elements that is measured repeatedly on the same variables. The sample remains the same over time, thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time. Panel: A sample of respondents who have agreed to provide information at specified intervals over an extended period No Is the need for marketing research justified? Yes Define the research objectives Identify data needs No Are suitable data resources available? Identify data sources Yes No Are some secondary resources capable of providing all data needed Yes Choose appropriate design and data collection method Obtain the secondary data Design research instrument Identify the sample Collect data including any relevant secondary data Analyze and interpret data Terminate project Present research findings. Step 1: Justify the Need for Marketing Research A logical starting point for discussing the marketing research process is the issue of whether to conduct a proposed research project. Four considerations influence the decision: the potential usefulness of the research results: managements attitudes toward the research: the resources available for implementing the research results: and the costs of the research projects versus the benefits. Step 2: Define the Research Objective Questions about what we want to find out and why are crucial to the effectiveness of any project. Indeed, our discussion of whether or not of research project is worthwhile assumed that the research purpose was well defined. We cannot meaningfully evaluate the costs and potential benefits of research unless we have clearly established the answers to what and why. Step 3: Identify Data Needs Identifying specific data needs means scrutinizing the research purpose and listing the kinds of data required to accomplish that purpose. Step 4: Identify Data Sources After identifying data needs, the next logical step is to locate sources capable of providing the data. The relative ease or difficulty of locating data sources will depend on the nature of the information desired. Secondary Data are data that have already been collected by and are readily available from other sources. Primary data are data collected for specific research needs. The importance of time frame. If no resource is available for the kinds of data needed in a particular project within the time frame, the company should abandon the research project at this stage rather than pursue it further: the results will undoubtedly worth it. Step 5: Choose an Appropriate Research Design and Data Collection Method After determining the research objectives and the nature of the data to be collected, the researchers must choose an appropriate research design, which in turn will influence what tasks they will perform in the remainder of the project. The research design may be exploratory or conclusive. Exploratory Research helps researchers gain some initial insights and may pave the way for future research. For instance, an industrial product firm wishing to generate some ideas for improving its product line can do so through informal discussions with selected customers and distributors. Conclusive Research helps researchers verify insights and select the appropriate course of action. Conclusive research can be either descriptive or experimental. A research proposal is a document that briefly describes the purpose and scope, specific objectives, sample designs, data collection procedures, data analysis plan, timetable and estimated cost for the contemplated project. Step 6: Design the Research Instrument The step of developing the data collection instrument or formed is relevant when a research project requires primary data collection. Although designing a data collection form may appear easy, certain aspects of the form, if not handled carefully, can seriously affect the quality and nature of the data. Step 7: Identify the Sample Designing a sample to collect primary data means clearly specifying who, or which units, should provide the needed data. This step may offer some general guidance for designing the sample. The method of choosing individuals depends on whether a profitable or non profitable sampling method is used. In a Profitable Sample, each component in a population has a known, non-zero chance of inclusion. Non Profitable Sampling is a subjective procedure in which the probability of selection for each population unit is known beforehand. Step 8: Collect the Data Once the data collection form and sample research are ready the next step is to collect the data. Before data analysis can begin, the responses generated by the data collection procedures must be checked for completeness, consistency and adherence to pre specified instructions. The process of examining the responses and taking the necessary corrective action to ensure they are of high quality is called editing. The edited responses also need to be put into a form that is ready for analysis. This transformation is called coding. Step 9: Analyze and Interpret the Data Analysis and interpretation are integral parts of marketing research. The types of analysis permissible in a project depend on the nature of the data, which in turn can be affected by factors such as the type of data collection used. Step 10: Present Research findings The last step in the marketing research process is to prepare a report that communicates the result of the research to decision makers. This step is critical to the process. Only through a clear and convincing report can the findings and conclusions reached by the market researcher be implemented. Marketing Research for the BK Broiler Chicken Sandwich Step 1: Justify the need for Marketing Research In 1998 the BK Broiler chicken sandwich was suffering from low sales. BK needed research to identify and develop a winning positioning strategy that would appeal to women. In short, the proposed research project appeared to be worthwhile not only because the results were needed, but also because adequate resources were available to implement the research results. Step 2: Define the Research Objective The main objective of the research project was to find out what would be the best way to position a new broiled chicken sandwich among the target market. The proposed sandwich was smaller than the current one, had fewer fat grams and used whole muscle product as opposed to the existing formed-chicken patty. The sandwich was made with a corn-dusted bun, used Savory Grill sauce, and was topped with shredded vegetables. Thus the primary purpose was to obtain consumer reactions to four different ways to position the new chicken sandwich in the marketplace. The four positioning considered for the concept/taste test were: Choice White Meat/Chicken Breast Backyard BBQ Taste Marinated Special Blend/Home style Taste Competitive Claim (concept only) Step 3 and 4: Identify Data Needs and Data Sources BKs data requirements fell into four classes: Purchase Intention Measures-The purchase intention measure was to be used to assess the likelihood that respondents would buy the sandwich. Overall Product Diagnostics-BK wanted to obtain data to understand the reasons underlying the intended purchase measures. Of interest to BKs product management were consumers overall judgements of the product concept, measuring uniqueness or differentiation from other products, inherent interest, and value for the money. Attribute Diagnostics-To focus further positioning and development efforts. BK needed data about specific product attributes that led people to buy chicken sandwiches. Respondent Profiling Variables-Data on demographics were deemed important to understanding customers fast-food eating habits. Step 5: Choose an Appropriate Research Design BK hired an outside research agency to design and execute the marketing research study. The project was basically conclusive experimental research. BK and the research agency were clear about the types of information they wanted. Step 6: Design the Research Instrument or Form- The agency developed a well structured questionnaire to collect the necessary data about the concept and the respondents. It consisted the following: Pre-recruiting screening questions Concept evaluation questions (only for qualified respondents) Taste test (only for those who gave neutral or positive responses to the concept) Classification questions Step 7: Identify the Sample The sample for this study was identified earlier as a group who had eaten chicken in a fast-food restaurant at least once in the past 3 months. The sample consisted of the following: Approximately 65% female and 35% male(skewed toward women to reflect the expected user base for the new broiled chicken sandwich) Approximately 50% ages 18 to 34 and 50% ages 35 to 54 Approximately 50% BK users and 50% non-BK users(within the past 4 weeks) Step 8: Collect the Data A total of 835 interviews were conducted among pre-recruited consumers at malls in 10 different geographic locations. Approximately 150 taste tests were conducted for the first three positioning. Step 9: Analyze and Interpret the Data The study found that interest in trying the product was driven by a positive pre-disposition toward the chicken sandwich, as well as how appetizing the product looked (in the picture).In the Taste Test Study, consumers rated the product very favorably. Step 10: Present Research Findings to Decision Makers Based on these findings, BKs Consumer Research Group recommended the Choice White Meat/Chicken Breast positioning. The sandwich performed well among women (the intended target market) and among non-BK users and the 35 to 54 age group rated the sandwich very favorably. However, the researchers also suggested that additional studies were needed to determine the best name and price for the sandwich. Purchase intent for BK Broiler Chicken Sandwich choice White Meat/ Chicken Breast Positioning Among Key Subgroups Choice White Meat/Chicken Breast positioning generated the highest level of definitely would buy/ probably would buy purchase intent scores. Of the total 208 respondents who were exposed to the Choice White Meat positioning, 43% rated it as definitely would buy and 83% rated it as definitely or probably would buy. To measure purchase intention, the respondents were asked: How likely would you be to buy this product if it were available at Burger King? Definitely would buy 5 Probably would buy 4 Might or might not buy 3 Probably would not buy 2 Definitely would not buy 1 TYPES OF RESEARCH DATA PRIMARY VERSUS SECONDARY DATA Primary data are originated by at researcher for the purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process. Obtaining primary data can be expensive and time consuming. Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. A comparison of primary and secondary data Primary Data Secondary Data Collection Purpose For the problem at hand For other problems Collection Process Very involved Rapid and easy Collection Cost High Relatively low Collection Time Long Short ADVANTAGES AND USES OF SECONDARY DATA Identify the problem. Better define the problem. Develop an approach to the problem. Formulate an appropriate research design. Answer certain research questions and test some hypothesis. Interpret primary data more insightfully. The general rule that is followed is: Examination of available secondary data is a prerequisite to the collection of primary data. Start with secondary data. Proceed to primary data only when the secondary data resources have been exhausted or yield marginal returns. DISADVANTAGES OF SECONDARY DATA The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. It may be lacking in accuracy. It may not be completely correct or dependable. Before using secondary data, it is important to evaluate them on the above mentioned factors. Classification of Secondary Data Ready to Use Syndicated Services Computerized Databases Requires further Processing Published Materials External Internal Secondary data Internal Data are those generated within the organization which conducts the research. This information may be available in a ready-to use format, such as information routinely supplied by the management decision support system. For example: Extensive analysis was conducted on internal secondary data in the department store patronage project. This provided several rich insights. For example, sales were analyzed. To obtain: Sales by product line. Sales by major department. Sales by specific stores. Sales by geographical region. Sales by cash versus credit purchases. Sales in specific time periods. Sales by size of purchase. Sales trends in many of these classifications. External Data are those generated by sources outside the organization. These data are present in the form of published material, databases or information that are available by syndicate services. Before collecting external secondary data, it is useful to analyze internal secondary data. Database Marketing involves the usage of computers to attract and identify customer and purchase details. This secondary information serves as the foundation for marketing programs or as an internal source of information related to customer behavior. For many companies, the first step in creating a database is to transfer raw sales information. Published Secondary Data Published Secondary Data General Business Sources Government Sources Indexes Directories Census Data Other Government Publications Statistical Data Guides General Business Data Businesses publish a lot of information in the form of books, periodicals, journals, magazines, news papers and trade literature. This information can be located by using guides, directories and indexes. Sources are also available for identifying statistical data. Guides Guides are an excellent source of standard or recurring information. A guide may help identify other major sources of directories trade associations and trade publications. Guides are one of the first sources a researcher should consult. Some of the most useful are the American Marketing Association Bibliography Series, Business Information Sources, Data Sources for Business and Market Analysis, and Encyclopedia of Business Information Sources. Directories Directories are helpful for identifying individuals or organizations that collect specific data. Some of the important directories include Directories in Print, Consultants and Consulting Organizations Directory, Encyclopedia of Associations, Studies and Surveys, and Research Services Directory. Indexes It is possible to locate information on a particular topic in several different publications using an index. Indexes can, therefore, increase the efficiency of the search process. Other Government Publications In addition to the census, the federal government collects and publishes a great deal of statistical data. The more useful publications are Business Conditions Digest Business Statistics, Index to Publications, Statistical Abstract of the United States, and Survey of Current Business. Classification of Computerized Databases Computerized Databases Bibliographic Databases Numeric Databases Full-text Databases Special-Purpose Databases Directory Databases Internet Offline Online Online database consist of a central data bank, which is accessed with a computer via a telecommunications network. Internet Databases can be accessed, located, and analysed on the internet. The data can be downloaded from the internet and stored in a computer or an auxiliary storage device. Offline databases make the information available on diskettes and CD-ROM disks. Thus, offline databases can be accessed at the users location without the use of an external telecommunications network. Sources of International Secondary Data International Secondary Data International Organizations Domestic Organizations in the U.S. Organizations in Foreign Countries International Organizations in the U.S, Government Sources Non Government Sources Governments Trade Associations A wide variety of secondary data are available for international marketing research. As in the case of domestic research, the problem is not one of lack of data but of the plethora of information available, and it is useful to classify the various sources as shown in the diagram above. Domestic organizations in the United States, both government and non-governmental source, can provide valuable secondary international data. The important government sources are The Department of Commerce, The Agency for International Development, The Small Business Administration, the Export-Import Bank of the United States, The Department of Agriculture Department of State, Department of Labor, and The Port Authority of New York and New Jersey. The Department of Commerce offers not only a number of publications, but also a variety of services as illustrated in the above diagram. Classification of Marketing Research Data Marketing Research Data Secondary Data Primary Data Quantitative Data Qualitative Data Descriptive Survey Data Experimental Data Observational and Other Data Casual Qualitative Research provide a clear perception of a situation and understanding of the problem setting using unstructured, exploratory research methodologies based on little samples. Quantitative Research is a research methodology that looks out to quantify a particular data and apply some of statically analysis. Quantitative versus Qualitative Research Qualitative Research Quantitative Research Objective To gain a qualitative objective of the underlying reasons and motivations. To quantify the data and generalize the results from the sample to the population of interest. Sample Small number of no representative cases. Large number of representative cases. Data Collection Unstructured Structured Data Analysis Non statistical Statistical Outcome Develop an initial understanding Recommend a final course of action. Classification of Qualitative Research Procedures Qualitative Research Procedures Indirect (Disguised) Direct (No disguised) Projective Techniques Depth Interviews Focus Groups Association Techniques Expressive Techniques Completion Techniques Construction Techniques Direct Approach A type of research in which the purposes of the project are made known to the respondent or are obvious, given the nature of the interview Indirect Approach A type of research in which the main purposes of the project are masked from the respondents Focus Group Interview An interview conducted by a well trained moderator in a nonstructural and natural manner with a very little group of respondents. The moderators lead the discussion. The main purpose of focus groups is to gain insights by listening to a group of people from the appropriate target market talk about issues of interest to the researcher. Characteristics Group Size 8 to 12 Group Composition Homogeneous; respondents prescreened Physical setting Relaxed, informal atmosphere Time duration 1 to 3 hours Recording Use of audiocassettes and videotapes Moderator Observational, interpersonal, and communication skills of the moderator. Depth Interviews An unstructured, straight forward, personal interview in which a single respondent is probed by a highly trained interviewer to uncover fundamental motivations, beliefs, attitudes, and feelings on a topic Focus Groups versus Depth Interviews Characteristic Focus Groups Depth Interviews Group synergy and dynamics + Peer pressure/group influence + Client involvement + Generation of innovative ideas + In-depth probing of individuals + Uncovering hidden motives + Discussion of sensitive topics + Interviewing respondents who are competitors + Interviewing respondents who are professionals + Scheduling of respondents + Amount of information + Bias in moderation and interpretation + Cost per respondent + Projective Techniques An unstructured and indirect form of questioning encourages the respondents to project their fundamental motivations, beliefs, attitudes, or feelings regarding the issues of concern. Advantages and Disadvantages of Projective Techniques Projective techniques have a major advantage over the unstructured direct techniques. They may elicit responses that subjects would be unwilling or unable to give if they knew the purpose of the study. At times, in direct questioning, the respondent may intentionally or unintentionally misunderstand or mislead the researcher. In these cases, projective techniques can increase the validity of responses by disguising the purpose. This is particularly true when the issues to be addressed are personal, sensitive or subject to social norms. Projective techniques are also helpful when underlying motivations, beliefs and attitudes are operating at a subconscious level. Projective techniques suffer from many of the demerits of unstructured direct techniques, but to a greater extent. These techniques generally require personal interviews with highly trained interviewers. Skilled interpreters are also required to analyze the responses. Hence, they tend to be expensive. Some projective techniques, such as role playing, require respondents to engage in unusual behavior. In such cases, the researcher may assume that respondents who agree to participate are themselves unusual in some way. Therefore, they may not be representative of the population of interest. Association Techniques It is a type of technique where the respondent is presented with a stimulus and asked to react with the first thing that comes to the respondents mind Word Association A projective technique in which respondents are presented one at a time with a list of words. After each word, they are asked to give the first word that comes to mind. Completion Techniques In completion techniques, the respondent is asked to complete an incomplete stimulus situation. Common completion techniques in marketing research are sentence completion and story completion. Sentence Completion It is similar to word association. Respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind. Story Completion A projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words Construction Techniques They are closely related to completion techniques. Construction techniques require the respondent to construct a response in the form of a story, dialogue, or description. In a construction technique, the researcher provides less initial structure to the respondent than in a completion technique. The 2 main construction techniques are (1) Picture response (2) Cartoons Picture Response A projective technique in which the respondent is shown a picture and asked to tell a story describing it Cartoon Tests Cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate the dialogue that one cartoon character might make in response to the comments of another character. Expressive Techniques In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation. The respondents express not their own feelings or attitudes, but those of others. The 2 main expressive techniques are role playing and third-person technique. Role Playing In role playing, respondents are asked to play the role or assume the behavior of someone else. The researcher assumes that the respondents will project their own feelings into the role. These can then be uncovered by analyzing the response. Third-Person Technique A projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation. This third person may be a friend, neighbor, colleague, or a typical person. INTRODUCTION History of Marketing Research Pioneers Marketing Research as an organized business activity began between 1910 and 1920. The appointment of Charles Collidge Parlin as manager of the Commercial Research Division of the Advertising Department of the Curtis Publishing Company in 1911 is generally noted to be the beginning of marketing research. Parlins success led several industrial firms and advertising media to establish research divisions. In 1915, the United States Rubber Company hired Dr. Paul H. Nystrom to manage a newly established Department of Commercial Research. In 1917, Swift and Company hired Dr. Louis D. H. Weld from Yale University to become manager of their Commercial Research Department. In 1919, Professor C.S. Duncan of the University of Chicago published Commercial Research: An Outline of Working Principles, considered to be the first major book on commercial research. In 1921, Percival Whites Market Analysis was published; the first research book to gain a large readership, it went through several editions. Market Research and Analysis by Lyndon O. Brown, published in 1937, became one of the most popular college textbooks of the period, reflecting the growing interest in marketing research on the college campus. After 1940, numerous research textbooks were published and the number of business schools offering research courses grew rapidly. Following World War II, the growth of marketing research increased dramatically. By 1948, more than two hundred Marketing Research organizations had been created in the United States. An estimated $50 million was spent on marketing research activities in 1947. Over the next three decades this expenditure level increased more than tenfold (Kinnear, 1991). Marketing Research vs. Market Research These terms often are used interchangeably, but technically there is a difference. Market research deals specifically with the gathering of information about a markets size and trends. Marketing research covers a wider range of activities. While it may involve market research, marketing research is a more general systematic process that can be applied to a variety of marketing problems. The Value of Information Information can be useful, but what determines its real value to the organization? In general, the value of information is determined by: The ability and willingness to act on the information. The accuracy of the information. The level of indecisiveness that would exist without the information. The amount of