Mr. Gascoignes company Essay Example for Free

Mr. Gascoignes company EssayI am going to create a macro that will allow Mr Gascoignes company, (Shoes n all) to insert a different response into a template letter, so that the letter will contain the unavoidable information appropriate for the use. I am going to create 4 different macro instructions. They will input a short paragraph that will fork the reader about their credit bill to the company. The 4 Macros will be 1. To broadcast the Master Letter 2. Telling the reader that their credit bill is up to date and that they hope that the customer will continue using the company to buy their shoes. 3.Telling the customer that their credit bill is slightly behind and that the select the credit bill as soon as possible 4. Telling the customer that they havent paid their bill for quite a while and that their credit news report has been closed. 5. A slogan that will appear in the footer. I first created a simple letter and put in where information will be inserted. ( charm fi rst of documents) On the same document but on a different page I created the responses that will eventually be the different macros. (See instant of documents) I then saved the document as a .dot file, as this then becomes the pro copy. Once they were created I had to start reading a macro. I went to, file- new and opened a blank document. New was the time to start recording. I cute to record a macro that would open the master Document. To start to record the Macro I went to tools- Macros -Record new Macros (left) Once I had touch it a new box came up, where I inputted the Name. I named it master and press OK (Below) Now that I had opened the file I pressed Stop on the Macro Tool bar. Now that the master had been created. I cherished to start recording the responses to go in the letter.So to record in the first response I first needed to load the master Macro because it contains the different responses and the blank letter. To load the Macro I went to Tools - Macro - Play Macr o Now that the letter had been opened I wanted to start to record a new macro. I started it the same way as I did at point 1 and entered the name as Para. Again, like before the arrow turned into a register of a tape, to signify that it is recording. When recording macros it is unadvisable to use the nobble to select text because it sometimes causes complications.So what I wanted to do was to select the paragraph, Copy it, Move up to the blank space in the letter and scatter in the paragraph. So to do this all on keyboard I moved down the page to the paragraph by using the cursor keys. Once I got to the first paragraph I wanted to highlight it. To do this without the mouse I went to the point before the paragraph, held down shift and scrolled along the text using the cursor keys. I stopped scrolling at the nullify of the paragraph. This then highlighted the text. Now I wanted to copy it. The hotkey to copy it on a keyboard is Ctrl+C.This then saved the information to the clipbo ard. Now I wanted to paste the paragraph in the blank space. So I scrolled up to the space using the cursor keys. To paste the copied text in I just pressed Ctrl+V. This then pasted the paragraph in to the slot needed. I then used the mouse to stop recording the macro like I did at point 1. I recorded the other three macros like I did at point 2 and named each(prenominal) one Para 1, Para 2 and Para 3. Now I wanted to create a macro so that it will input a slogan into the footer. So I started reach recording it and named the macro as Slogan.Using the mouse is necessary when creating a footer, but it is usually advisable to use the keyboard whenever possible. So I used the mouse and pressed View- Header and Footer (Bottom Left) Now That the actual bar was created I just wanted to insert the macros in to the toolbar. So I pressed the commands pad and dragged each of the macros into the toolbar. Once they had been dragged in, they looked like this. As you can see the icons are very wordy. So I decided to assign a picture to each of them so it would be easier select them and understand them. So, to do this I1. Selected the icon. 2. Press Modify Selection 3. Select Change Button Image 4. Select the picture So I selected a different picture for each icon. I tried to make it as appropriate as I could Master= lecture Para1=Happy Face Para2=Piggy Bank Para3=Unhappy Face Footer=Steps It is also possible to change the Macro in the actual code. To open the macro code I went to Tools- Macro-Macros I then selected the Macro I wanted to edit and Selected edit. The code then appeared. I then Edited it. See documents 6 7 Sam Flower Macros and Toolbars GNVQ IT Page 1.

Revolutionary Changes in the Atlantic World Essay Example for Free

Revolutionary Changes in the Atlantic World Essay1. List four (4) 18th century atomic number 63an wars. p.5422. Define, in short, John Lockes political philosophy. p.542-3 3. What was Jean-Jacques Rousseaus political argument? p.5434. European monarchs that supported some Enlightenment ideas were called enlightened despots. Who were these monarchs (examples) and why did they advance some Enlightenment ideas? P.5435. What is Nicolas-Jacques Conte famous for? P.5446. take out at least 3 ways in which women were instrumental in the dissemination of new ideas. P.545 7. The intellectual hunting expedition known as the Enlightenment most deeply influenced what emerging class in Europe? P. 545 8. What were folk cultures and what were some of their characteristics? P.546-7 9. What two (2) related problems did the British grammatical case after defeating the cut in 1763? P.547 10. Which Amerindian chief drove the British from some western outposts and raided Virginia and Pennsylvania at the end of the Seven Years War? p.547 11. What was the invention of the Proclamation of 1763? P.54712. What sparked a political confrontation that led to rebellion in the British N. American colonies? P.548 13. What was the Stamp Act of 1765? P.54814. Who were the Sons of Liberty? p.54815. What violent event radicalized some colonists against the British? p.548 16. Before declaring its license (essentially war), list at least three (3) tactics used by American colonists in response to British policies. P.548 17. Who wrote the insurgent pamphlet Common Sense? p.54918. Read the excerpt from the Declaration of Independence. What kind of rights are expressed in the excerpt and what famous British philosopher popularized it? p.549 19. What convinced the French to enter the war on the side of the U.S. in 1778? P.550 20. What were at least two negative aspects of the government under the Articles of Confederation? p.551 21. Why were slaves counted as 3/5 of a person when considerin g representation? P.551 22. Until what year did the U.S. Constitution permit the slave trade to continue? p.551 23. What happened to King Louis XVI as a top of the French Revolution? p.552 24. (a)Describe the makeup of the Estates General.(b) Why did Louis XVI call a meeting of the Estates General after 175 yrs of recess? P.552-3 25. Which French Estate stated itself to be the National Assembly? p.554 26. What was the Bastille and what prompted ordinary people to attack it in 1793? pp.554-5 27. List four things that were accomplished by the new French constitution. p.555 28. What happened when rumors of counter- varietyary plots circulated throughout toil neighborhoods? p.555 29. With whom did Robespierre forge an alliance? p.55630. What was the period of repression led by Robespierre called? p.556 31. Why did Robespierre remove Sunday from the new calendar? p.556 32. Why did Napoleon succeed in forming Europes first popular dictatorship? p.557 33. How did Napoleon achieve suppor t of the peasantry and the middle class? p.557 34. Napoleons arch nemesis was Britain, which he seek to invade in 1805. What was the name of the decisive naval battle and what was the outcome? p.557 35. Napoleons invasion of what country eventually led to his demise? p.557-561 36.At what famous battle was Napoleon finally defeated after only one hundred days in power? p.561 37. What was the financial worth of venerate Domingue to French trade? P. 561 38. What destabilized the colonial government of Saint Domingue (Haiti)? p.561 39. What was the main purpose of the Congress of Vienna? p.563 40. The revolutions of 1848 were widespread across Europe and were inspired by what? p.564 41. Greece gained its independence in 1830 from whom? P.564Free Response Focus Questions Answer these questions in a 5-7 sentence paragraph. In your own words. Do not simply copy from the check and memorize the response. Know it. Support your response with plenty of facts.Understand where events fall hist orically (global context, cause/effect, etc)1. How were the revolutions of the 18th century inspired by a personify of new ideas? Discuss Locke and Rousseau in your response.2. After defeating the French in North America in 1763, the British faced the related problems of continued westward working out by its settlers and paying for governing the colonies (taxation). What did the British government do in response to these problems and how did they contribute to colonists resentment of the British government and eventual war?3. Describe the nature of the fiscal crisis that triggered the French Revolution.4. What were some of the reasons for the failure of the French Revolution to initiate lasting representative government and for the rise of the new dictatorship?5. What were the causes of the revolution in Saint Domingue?6. The Enlightenment as a social and intellectual movement impacted many segments of society. How did this movement affect women in the elite classes and the common women during the revolutions?Compare/Contrast Thesis statement7. Compare and contrast the goals and outcomes of the French and Haitian Revolutions.

The Relationship Between Feminism and Anthropology

The Relationship Between Feminism and AnthropologyThe relationship of feminism and anthropology erect exact a hot develop custodyt to the way ethnographies are written and d matchless. Lila Abu-Lughods statement feminist ethnography is an ethnography with women at the centre written for women by women bottom be seen as an effort to materialise a distinct way of doing and makeup ethnography. In this essay I will look at the grow of feminism and feminist anthropology. I will then treat Abu-Lughods statement and try to explain how her statement is beneficial to anthropology and whether it is possible to do research her way. I will siemensly look at the advantages and disadvantages of the statement. I will focus on notions of partial identity and objectivity. Fin bothy, I will conclude by discussing virtually of the issues surrounding the empowerment of women, and that although Abu-Lughods statement does have some benefits it misses the burning(prenominal) point. I will argue that feminist ethnography should be used as a semipolitical tool for disadvantaged women and it should reflect a collective, dialectical process of building theory through struggles for change (Enslin1994545).Feminism cornerstone be defined as both a social movement and a perspective on ordering. As a social movement, it has challenged the historical subordination of women and advocated political, social, and economic compare between the sexes. As a social and sociological perspective, it has examined the roles that sex and grammatical gender play in structuring society, as well as the reciprocal role that society plays in structuring sex and gender (Oxford dictionary 2007). There are three main categories in which the distinguishable waves of feminism squeeze out be divided. Among the first one which was from 1850 to 1920, during this period most research was carried out by men. Feminists aimed to bring the voice of women in ethnography, they gave a diametric angle on exper iences of women and the surrounding events. This brought a new angle because male ethnographies exactly had the opportunity to interview other men e.g. what were women like. Important conceptions during this period were P.Kayberry who exited with B.Malinowski at LSE. She focused on religion nevertheless she examined men and women in her work.Moving on to the second wave of which was from 1920s to mid-eighties, here the separation between sex and gender was made by important feminists. sexual urge as nature and gender as culture. This takes us to the nature culture dichotomy which is important when we are focusing on the subordination of women in different societies. The dichotomies between sex/gender, work/home, men/women, and nature/culture are important in social theory for raising debates. Important figures in the second wave feminism were Margaret Mead she made a lot of contri exactlyion in her work on the diversity of cultures here she helped to breakdown the bias that wa s based on concepts of what is natural, and she put more emphasis on culture in peoples development. Most important works of Mead was Coming of Age in Samoa (1928). Another important figure was Eleanor Leacock who was a Marxist feminist anthropologist. She focused on universality of female person subordination and argued against this claim.This second wave of feminism was influenced by a number of events in history, the 1960s was closely linked to political ferment in Europe and North America, like the anti-Vietnam war movement and the civil rights movement. Feminism was something that grew out of these political events during the 1960s. Feminism argued that politics and knowledge were closely linked with each other so feminists were concerned with knowledge and we have to question the knowledge that was existence inclined to us. Feminism during 1960s called for the establishment of womens writing, universities, feminist sociology and a feminist political order which would be ega litarian.Feminists became interested in anthropology, because they looked to ethnography as a reference point of information about whether women were being dominated everywhere by men. What are some of the ways that women are living different societies, was there evidence of par between men and women. Did matriarchal societies ever exist and to get the answers to such questions they turned to ethnography.This takes us to the issue of ethnography and what we generalise about women in different societies. It became obvious that traditional ethnographic work neglected women. Some of the issues surrounding women are ethnograhies did not talk about womens worlds, it did not talk about what went on in womens lives, what they thought and what their roles were. When we discuss the question are women really subordinated, we realize that we do not know much about women in different societies. B.Malinowskis work on the Kula did discuss the male role in the exchange of valuables. But during the 1970s Anette Weiner (1983) went to watch the same society and she found out women are playacting an important role in Trobriand society too. Their involved with the Kula, exchanges, rituals etc but Malinowski never wrote about it. Female anthropologists of the 1970s would go and look for important men, and then they would study their values, their societies, what was important to them. These anthropologists enterd, that men followed male logics in this public/private divide in line with this divide between the domestic and public sphere. They would overly assume that what went on in the public sphere, economy, politics was more important the domestic side.The concept of objectivity came to be regarded as a mode of male power. Feminists claimed that scientific ideals of universality, timelessness, and objectivity were inherently male-dominated and that the more feminist attributes of particularism, empathy and emotionality were devalued (Abu-Lughod 1990). Feminists argued tha t to take over male domination these female attributes had to be given more impressiveness and made clear. Abu-Lughods ideal way of doing research is when a female ethnographer takes part in the ethnography, rather then removing herself, who listens to other womens voice and gives accounts (Abu-Lughod 1990). The female ethnographer is able to do so because although the women studied differ from the ethnographer, she shares part of the identity of her informant. The female researcher therefore has the appropriate tools to understand the other womans life (Abu-Lughod 1990). this is why according to Abu-Lughod female ethnography should be an ethnography with women at the centre written by and for women. Abu-Lughod says that early feminist anthropologists did not really do anything about knowledge. They had good intentions but they didnt do much as they were trapped in ways of thinking that had been given to them by the male nature of the academy.Let us now discuss the first part of Abu-Lughods statement, whether feminist ethnography should be an ethnography with women at the centre written by women. Abu-Lughod claims that women understand other women in a discontinue way. The female researcher shares some form of identity with her subject of study (Abu-Lughod 1990, Caplan 1988). For example some women have experience of form of male domination which puts the researcher in a good position to understand the women being researched. At the same time, the researcher keeps a certain distance from her informant and therefore can both have a partial identification with her subject of study, so blurring the distinction between the self and other, and still being able to account being able to account for others separateness (Strathern view in Caplan 1988). In a Weberian sense, the female researcher can use herself as an ideal type by analyzing the similarities and differences between herself and other women. check to Abu-Lughod, this is the best objectivity that achie ved (Abu-Lughod 1990, Weber 1949). Pat Caplan (1988) offers a good example of partial identity and understanding between women. According to Caplan the most important task for an ethnographer is to try and understand the people whom she is studying. Caplan writes about the research she did in Tanzania, East Africa. In her twenties, the women in the village were happy, satisfied and abandon but when she went back ten years later she realized the problems women were facing daily. While Caplan could not empathise with her informants at an earlystage of her life, because their identities were too different, she could atleast do in her thirties. In comparison a male ethnographer would probably never have realized the difficulties women are facing in their society (Caplan 1988).There are two criticisms to this argument. Firstly, to understand women, the female ethnographer has to take men into account as well because as it has been argued in the second wave of feminism the relationship b etween men and women is an important factor to understand society. So the partial identity between women that gives Abu-Lughods statement its importance but it loses it when a man enters the stage (Caplan 1988). Secondly, there is a risk of infection to feminist ethnographers who only base their studies on women, treating women as the problem or exception of anthropological research and writing monographs for a female audience. In the 1980s feminist writers have argued that the construction if only two sexes and genders is arbitrary and artificial. Peoples sexual identities are infact between the two extremes of male and female. By only looking at womens worlds and dealing with an limited female audience, feminist ethnographers, even though stressing the marginalized part of the dualism, enforce the traditional categories of men and women rather then allowing for a plurality of gender of genders (Moore 1999, Caplan 1988).Nancy Hartstock says why is it that just when subject or marg inalized peoples like blacks, the colonized and women have begun to have and demand a voice, they are told by the white boys that there can be no authoritative speaker or subject (Abu-Lughod, p.17). To be in favour of Abu-Lughods argument it can be said that maybe the displace forward of this kind of ideal types, or points of reference, of men and women is what we need in order not to fall victim to daunting relativity and imprecise ethnographic work ( Moore 1999, Harraway 1988). For Abu-Lughod it is important for the ethnographer to be visible, this is because the reader can contextualize and understand the ethnographer in a important way. Whether the ethnographer is a woman should in any case be made clear. The ethnographer would also have to tell the reader about all of her background e.g. economic, geographic, national so the reader can properly understand the research. By only apothegm that the ethnographer is female and that she is doing research about women for women, the differences between all these women are overlooked. For example what would a white middle-class American single woman have in common with a poor Sudanese woman from the desert who has seven children, than she has in common with a middle-class Indian businessman who flies to San Francisco atleast twice a year? (Caplan 1988). Women are different everyone in the world and they come from different cultures so how can a ethnographer even if shes female say that she can write ethnographies about women and for women in general? It is unlikely that a non-western, non-middle class, non anthropologist will read the female ethnography written by a feminist learner (Abu-Lughod 1990, Caplan 1988). There is a danger to implicitly apply Western stereotypes of feminity when doing research on women in parts of the world where the idea of being woman efficacy be very different from the one we are familiar with (Abu-Lughod 1990).This criticism, is not totally dismissing Abu-Lughods statement becaus e the anthropologist explicitly talks about partial identity not absolute identification or sameness. Abu-Lughods theory is strong in a way also, because she emphasizes particularity rather than universality and generality. In Donna Haraways words, The only way to find a larger vision, is to be somewhere in particular (Haraway 1988, p.590). Abu-Lughod focuses on stopping the male-centeredness in human science. This, as has been argued, is not enough If women truly demand to counter the male-centeredness in ethnographic writing, they not only have to get rid of the fact that it is mostly written by men for men, but should also counter all the other aspects of alleged scientific ideals such as universality, objectivity, generality, abstractness and timelessness. Female ethnographies, in that sense, do not have to be about women only in order to be distinct from conventional or male ethnography (Lutz 1995).On the other hand, feminist scholars have argued that male researchers tend to abridge womens lives and accounts, regard it as inappropriate to write about them or find it unnecessary to deal with their issues (Caplan 1988). In that sense, in order to compensate this imbalance, someone, i.e. the feminist scholars, has to do the job in order to give more power to women (Caplan 1988, Haraway 1988).The participation of women in public life has changed specially after the second world war, but there are still differences womens voices are considered as being less competent, irrational, emotional and not worthy (Lutz 1995). Feminist scholars have also faced difficulties in the professional world, they might not have faced prejudice against their theories but situations like finding publishers for their research, less job opportunities (Caplan 1988). Feminists in return have reacted to this by adopting a tactic of resistance, rather than assimilating to masculine topics or styles of writing, they have stressed and looked for their distinct feminist ethnographic sty le (Lutz 1995). Abu-Lughod has therefore by speech up her theory given power to anthropological feminists she has given them a tool to reflect different realities in a female way.This argument raises other question of who is actually being empowered by a feminist ethnography. Is it the women who are being studied? Or the feminist ethnographers themselves?What should matter more than reflexive pronoun ethnography or a feminist style of writing. What should matter more than the way an ethnography is constructed, or the way it is seen by the reader what should matter more is the conclusions the researcher draws from ethnographic work and how it its put into praxis and used to empower the informants themselves. This applies more to a female ethnography that needs to counter the discrimination of women all over the world (Enslin 1994). It is important to give women their voice by writing about them but also accounts of marginalized women by themselves (e.g. autobiographies of black non -western women) remain marginalized, even in the field of womens writing or studies feminist ethnography in Abu-Lughods terms thus undermines the agency of the women who are being studied (Enslin 1994). Female ethnographic writing has also been criticized for being exploitative. When a female researcher tells personal life stories and problems of the women whom she is studying, the researcher tends to give more intimate details than more positivist masculine researchers do, for her own academic purposes she is misusing her informants (Enslin 1994).

Classification Of Marketing Research Designs

Classification Of trade inquiry tackingsA inquiry design is a model or determination for concluding the merchandising seek project. It details the procedures necessary for harbouring the entropy requisite to structure or solve merchandise interrogation line of works. Although a broad approach to the problem has already been developed, the look into 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 eachow ensure that the marketing research project is conducted effectively and efficiently.Classification of merchandise inquiry Designs interrogation Design decisive Research DesignExploratory Research Designdescriptive ResearchCasual ResearchCross-sectional DesignLongitudinal DesignSingle Cross sectional DesignMultiple Cross Sectional DesignExploratory Research It is a type of research design whose primary objective is the provision of insights into and compr ehension 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 solitary(prenominal) once.Single cross-section(a) 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 in that respect ar 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, demon strate a vivid illustration of the situation and the changes that are taking place over time.Panel A sample of respondents who expect agreed to provide information at specified intervals over an extended periodNoIs the desire for marketing research justified?YesDefine the research objectives call data requireNoAre suitable data resources lendable? mention data sourcesYesNoAre some secondary resources capable of providing all data requireYesChoose appropriate design and data collection methodObtain the secondary dataDesign research instrument disclose the sample pile up data including any relevant secondary dataAnalyze and interpret dataTerminate projectPresent research findings.Step 1 dislodge the Need for Marketing ResearchA logical starting point for discussing the marketing research process is the issue of whether to conduct a proposed research project. quadruple considerations do work the decision the potential lend oneselffulness 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 preyQuestions about what we want to find out and why are crucial to the effectiveness of any project. Indeed, our discussion of whether or non of research project is worthwhile assumed that the research purpose was well doctord. 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 information NeedsIdentifying specific data needs means scrutinizing the research purpose and listing the kinds of data required to accomplish that purpose.Step 4 Identify Data SourcesAfter 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 hav e 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 undeniable in a particular project within the time frame, the company should abandon the research project at this stage rather than pursue it tho the results will undoubtedly worth it.Step 5 Choose an Appropriate Research Design and Data Collection MethodAfter 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 rest of the project. The research design whitethorn be exploratory or conclusive.Exploratory Research helps researchers gain some initial insights and whitethorn pave the way for prospective research. For instance, an industrial mathematical reaping 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 marriage offer 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 InstrumentThe step of developing the data collection instrument or formed is relevant when a research project requires primary data collection. Although blueprint 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 SampleDesigning a sample to collect primary data means clearly specifying who, or which units, should provide the needed data. This step may offer some habit ual guidance for designing the sample. The method of choosing individuals depends on whether a profitable or non profitable sampling method is wasting diseased.In a Profitable Sample, each component in a population has a kn cause, non-zero chance of inclusion.Non Profitable Sampling is a subjective procedure in which the prob office of selection for each population unit is known beforehand.Step 8 Collect the DataOnce the data collection form and sample research are ready the next step is to collect the data. Before data analysis can begin, the repartees generated by the data collection procedures must be checkered for completeness, containency 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 withal need to be put into a form that is ready for analysis. This transformation is called coding.Step 9 Analyze and Interpret the DataA nalysis and interpretation are intact parts of marketing research. The types of analysis permissible in a project depend on the nature of the data, which in turn can be unnatural by factors much(prenominal) as the type of data collection used.Step 10 Present Research findingsThe last step in the marketing research process is to prepare a draw 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 SandwichStep 1 Justify the need for Marketing ResearchIn 1998 the BK Broiler chicken sandwich was suffering from low sales. BK needed research to identify and develop a winning set 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 availabl e to implement the research results.Step 2 Define the Research ObjectiveThe main objective of the research project was to find out what would be the best way to opinion 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 wereChoice albumen meat/Chicken BreastBackyard BBQ savourMarinated Special Blend/Home style baskCompetitive Claim (concept only)Step 3 and 4 Identify Data Needs and Data SourcesBKs data requirements fell into four classesPurchase Intention Measures-The leverage intention measure was to be used to assess the likeliness 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 DesignBK hired an outside research room to design and execute the marketing research study. The project was essentially 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 followingPre-recruiting screening questionsConcept evaluation questions (only for qualified respondents)Taste test (only for those who gave neutral or positive responses to the concept)Classification questionsStep 7 Identify the SampleThe 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 followingApproximately 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 54Approximately 50% BK users and 50% non-BK users(within the past 4 weeks)Step 8 Collect the DataA center of 835 questions 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 DataThe 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 MakersBased 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 locating Among Key SubgroupsChoice 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 5Probably would buy 4Might or might not buy 3Probably would not buy 2Definitely would not buy 1TYPES OF RESEARCH DATA first-string VERSUS SECONDARY DATAPrimary 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 dataPrimary DataSecondary DataCollection PurposeFor the problem at handFor other problemsCollection ProcessVery involved fast and easyCollection CostHighRelatively lowCollection TimeLongShortADVANTAGES AND USES OF SECONDARY DATAIdentify 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 DATAThe 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 utilize secondary data, it is important to evaluate them on the above mentioned factors.Classific ation of Secondary DataReady to intentSyndicated ServicesComputerized DatabasesRequires further ProcessingPublished Materials internationalInternalSecondary dataInternal 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 exampleExtensive analysis was conducted on internal secondary data in the department store patronage project. This provided several rich insights. For example, sales were analyzed. To obtaingross revenue 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 print material, databases or information that are available by syndicate services. Before collecting external secondary data, it is reclaimable 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 DataPublished Secondary DataGeneral business enterprise Sources establishment SourcesIndexes coordinateoriesCensus DataOther Government PublicationsStatistical DataGuidesGeneral Business DataBusinesses publish a lot of information in the form of books, periodicals, journals, magazines, news papers and trade literature. This information can be located by employ guides, handleories and indexes. Sources are also available for identifying statistical data.GuidesGuides are an excellent source of st andard 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 tie Bibliography Series, Business Information Sources, Data Sources for Business and Market Analysis, and Encyclopedia of Business Information Sources.DirectoriesDirectories are helpful for identifying individuals or organizations that collect specific data. Some of the important directories accept Directories in Print, Consultants and Consulting Organizations Directory, Encyclopedia of Associations, Studies and Surveys, and Research Services Directory.IndexesIt 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 PublicationsIn addition to the census, the federal government collects and publishe s 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 DatabasesComputerized DatabasesBibliographic DatabasesNumeric DatabasesFull-text DatabasesSpecial-Purpose DatabasesDirectory DatabasesInternetOfflineOnlineOnline 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 DataInternational Secondary DataInternational Organizations interior(p renominal) Organizations in the U.S.Organizations in Foreign CountriesInternational Organizations in the U.S,Government SourcesNon Government SourcesGovernmentsTrade AssociationsA wide variety of secondary data are available for international marketing research. As in the case of home(prenominal) 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 DataMarketing Research DataSecondary DataPrimary DataQuantitative DataQualitative DataDescriptiveSurvey Data observational DataObservational and Other DataCasualQualitative 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 ResearchQualitative ResearchQuantitative ResearchObjectiveTo gain a soft objective of the underlying reasons and motivations.To quantify the data and generalize the results from the sample to the population of interest.SampleSmall number of no representative cases.Large number of representative cases.Data CollectionUnstructuredStructuredData AnalysisNon statisticalStatisticalOutcomeDe velop an initial understandingRecommend a last-place course of action.Classification of Qualitative Research ProceduresQualitative Research ProceduresIndirect (Disguised)Direct (No disguised)Projective TechniquesDepth InterviewsFocus GroupsAssociation TechniquesExpressive Techniques consummation TechniquesConstruction TechniquesDirect ApproachA type of research in which the purposes of the project are made known to the respondent or are obvious, given the nature of the interviewIndirect ApproachA type of research in which the main purposes of the project are masked from the respondentsFocus Group InterviewAn 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.CharacteristicsGroup surface8 to 12Group Compo sitionHomogeneous respondents prescreenedPhysical settingRelaxed, informal atmosphereTime duration1 to 3 hoursRecordingUse of audiocassettes and videotapesModeratorObservational, interpersonal, and communication skills of the moderator.Depth InterviewsAn unstructured, straight forward, personal interview in which a single respondent is probed by a highly trained interviewer to uncover important motivations, beliefs, attitudes, and feelings on a topicFocus Groups versus Depth InterviewsCharacteristicFocus GroupsDepth InterviewsGroup 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+ mold in moderation and interpretation+Cost per respondent+Projective TechniquesAn 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 TechniquesProjective 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 authoritative 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 technique s 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 section 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 TechniquesIt 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 mindWord AssociationA 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 TechniquesIn completion techniques, the respondent is asked to complete an incomplete stimulus situation. Common completion techniques in marketing research are sentence completion and story completion. declare CompletionIt 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 CompletionA projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own wordsConstruction TechniquesThey 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) CartoonsPicture ResponseA projective technique in which the respondent is shown a picture and asked to tell a story describing itCartoon TestsCartoon 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 other character.Expressive TechniquesIn 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 PlayingIn 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 TechniqueA 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 t ypical person.INTRODUCTIONHistory of Marketing ResearchPioneersMarketing Research as an organized business action mechanism 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. capital of Minnesota 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 print 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 using up level increased more than tenfold (Kinnear, 1991).Marketing Research vs. Market ResearchThese 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 tren ds. 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 InformationInformation can be useful, but what determines its real value to the organization? In general, the value of information is determined byThe 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

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