4. Discussion and Analysis About the Link Between Business Intelligence and Web Analytics for Argos

COURSEWORK BRIEF This coursework is worth 60% of the total module marks available for this module. This is an individual piece of work. You have been asked to review and propose a course of action for a large online retailer (www. argos. co. uk) as an independent web analytics consultant. Your review should include an overview of the site, stating where and what web analytics techniques and tools you could use. Indicating the rationale for this and how it could be used to understand visitors' behaviour, clickstream, and how to improve the website's success, performance and business decision making.You should also include in your overview, a discussion about how Argos's business intelligence can be linked to its web analytics data, providing a case for this based on academic theory. This coursework should take the form of a REPORT and should be no longer than 2500 words, excluding executive summary, tables, diagrams and references. It is expected that you provide academic support for your proposed solutions, discussions analysis and recommendations. MARKING CRITERIA The marking criteria are the things that marks will be awarded against.They should not be seen as the structure of the report nor expected headings of your report. †¢ Executive summary ; introduction – 10% †¢ Analysis of the ARGOS Web site – 20% †¢ Discussion and analysis about the link between business intelligence and Web analytics for ARGOS – 20% †¢ Making recommendations/suggestions for the appropriate use of Web analytics tools in order to understand the visitors’ behaviour, improve the Web site usage and business performance – 30% †¢ Conclusions – 10% †¢ Choice of references properly cited within the work – 10%

Linguistics and Children Essay

The power of language to reflect culture and influence thinking was first proposed by an American linguist and anthropologist, Edward Sapir (1884–1939), and his student, Benjamin Whorf (1897–1941). The Sapir–Whorf hypothesis stated that the way we think and view the world is determined by our language (Anderson & Lightfoot, 2002; Crystal, 1987; Hayes, Ornstein, & Gage, 1987). Instances of cultural language differences are evidenced in that some languages have specific words for concepts whereas other languages use several words to represent a specific concept. For example, the Arabic language includes many specific words for designating a certain type of horse or camel (Crystal, 1987). To make such distinctions in English, where specific words do not exist, adjectives would be used preceding the concept label, such as quarter horse or dray horse. Cultural differences have also been noted in the ways in which language is used pragmatically. In our American culture, new skills are typically taught and learned through verbal instruction (Slobin, 1979). In some cultures, new skills are learned through nonverbal observation. A distinction has also been made between cultures that encourage independent learning and those that encourage cooperative learning (McLeod, 1994). Differences in the social roles of adults and children also influence how language is used. Home and school contexts may represent different cultures, subcultures, or both and may influence language acquisition in noticeable ways. Nonverbal cues (e. g. , facial expression) and contextual cues (e. g. , shared experience) have different communicative roles in different cultures (Kaiser & Rasminsky, 2003). In some cultures, prelinguistic children (who are not yet verbalizing) are spoken about rather than spoken to (Heath, 1983). Children may be expected, and thus taught, to speak only when an adult addresses them. They are not encouraged to initiate conversations with adults or to join spontaneously in ongoing adult conversations. Additionally, in some cultures, children who enthusiastically volunteer answers at school are considered show-offs (Peregoy & Boyle, 1993). In some cultural settings, children are not asked recitational questions. Instead, they are asked only questions of clarification or for new information. Thus, when these children experience recitational questions in a school setting, they may be confused as to the purpose of the questioning and the expected response. Further cultural differences in how language is used in educational settings have been documented by Tharp (1994). These differences include variations in how stories are told, the wait time given by teachers to students during questioning sequences, the rhythmic patterns of the verbal interactions, and the patterns of conversational turn-taking. During the 1970s and 1980s, educators and linguists researched and debated the verbal-deficit perspective. This perspective contended that anyone who did not use standard English did not have a valid language and thus was verbally deficient. Although the verbal-deficit perspective has now been proven invalid, it is important to understand the research that was conducted to either support or discredit that perspective. Bernstein (1971), Bereiter and Englemann (1966), and Labov (1979) were among the researchers who studied language differences between different social groups, including middle- and lower-income groups and ethnic groups. This body of research identified specific differences in the way children from different socioeconomic and ethnic backgrounds used language in school and out-of-school settings. Implications of this research have been widely discussed and interpreted in a variety of ways. Basil Bernstein (1971) documented the different linguistic codes used by children from lower- and middle-income families in England. Lower-income children were described as using a â€Å"restricted code† or highly contextualized language, while children from middle-income families used an â€Å"elaborated code,† or decontextualized language. His research also documented differences in school achievement for these two groups of children. Interpretations of Bernstein’s work concluded a cause–effect relation between language use and school success, supporting a â€Å"verbal deficit† perspective: the working-class environment of the low-income children created a verbal deficiency responsible for subsequent low educational achievement (Winch, 1990). Here in the United States, Bereiter and Englemann (1966) conducted further research from the verbal-deficit perspective. They focused on the language of preschool African American children in Urbana, Illinois. Bereiter and Engleman concluded that the language used by African American children was not a valid language and thus recommended that these children needed to be taught English in the school setting (Winch, 1990). Academically oriented preschool curricula were developed (e. g. , Blank, Rose, & Berlin, 1978) to provide the needed English language training for verbally deficient children. William Labov (1979; Winch, 1990) explored social dialects of lower income African American children in urban settings. He studied the differences in children’s in-school and out-of-school (e. g. , playground) language competencies. His data directly challenged the verbal-deficit theory because it documented the elaborated and systematic linguistic properties of Black English. His research supported the idea that Black English was a separate language system with its own grammar and rules. Labov described dialects as having â€Å"slightly different versions of the same rules, extending and modifying the grammatical processes which are common to all dialects of English† (Labov, 1995, p.54). Labov’s research supported the idea that verbal differences are not verbal deficits. Because Labov’s research focused on language used in academic and nonschool settings, he also created a greater awareness of the role of context and dialect in communication. Tough (1977) conducted a longitudinal study of children from advantaged (college-educated, professional parents) and disadvantaged (parents who were in unskilled or semiskilled occupations) homes. The study began when the children were 3 years old, with follow-up at 5 1? 2 and 7 1? 2 years. At age 3, the disadvantaged children and the advantaged children showed significant differences in the ways they used language. Specifically, the disadvantaged children did not use language to recall and give details of prior experiences, anticipate upcoming events and possible outcomes, reason about current and remembered events, problem solve using language for planning and considering alternatives, reach solutions, create and sustain dramatic play events, and understand others’ experiences and feelings. When these children were studied again at 5 1? 2 and 7 1? 2 years, the disadvantaged children produced shorter, less complex responses. This research contributed to our understanding that children from different cultural environments may be learning to use language differently and may experience difficulty in participating in the language environment in classrooms. Further awareness of the role of cultural environments in the acquisition of language was influenced in the 1980s by ethnographic research techniques that were used by language researchers. Ethnographic studies have contributed significantly to our understanding of linguistic diversity. Ethnography uses participant observation in real-life settings and focuses on individuals within their social and cultural contexts. In her ethnographic study, Heath (1983) explored children’s acquisition of language at home and school in two communities in the southeastern United States. She found differences in communication in working-class black and white families as well as among middle-class townspeople of both ethnic groups. Heath also described differences in story structures, language, and sense of â€Å"truth† (fiction vs. nonfiction) that children learned at home that were different from those expected at school. To be successful at school, these children had to be able â€Å"to recognize when a story is expected to be true, when to stick to the facts, and when to use their imaginations† (Heath, 1983, p. 294). Heath’s research also documented valid and authentic differences in the ways language is used and in the ways in which children in those respective communities become competent language users. Heath concluded that the contrasts she found in language were not based on race, but on complex cultural influences in each community. The importance of family context in language acquisition was more recently described by Hart and Risley (1995, 1999). Findings from their longitudinal study document the significance of â€Å"talkativeness† in families in influencing language acquisition rather than the family’s socioeconomic status or ethnic group identity. Differences in language use were attributed to the complex family culture—not simply due to socioeconomic status or ethnic group identity. Among the families that were studied, the most important difference was in the amount of talking. Children in families where there was more talking developed higher levels of language in the areas of vocabulary growth and vocabulary use. These differences were strongly linked to school performance at age 9. Among these families, Hart and Risley (1995) identified five quality features in parents’ language interactions with their children: 1. Language diversity: the variation and amount of nouns and modifiers used by the parents 2. Feedback tone: the positive feedback given to children’s participation in the interaction 3. Symbolic emphasis: the emphasis placed on focusing on names and associated relations of the concepts and the recall of those symbols 4. Guidance style: parental interaction that used asking rather than demanding in eliciting specific behavior from the child 5. Responsiveness: parental responsiveness to requests or questions initiated by children Hart and Risley (1995) speculated that these categories may be â€Å"important for the language-based analytic and symbolic competencies upon which advanced education and a global economy depend† (p. 193). A current hypothesis on why children from diverse linguistic backgrounds experience difficulty in school is the socialization mismatch hypothesis. This hypothesis â€Å"predicts that children are more likely to succeed in school when the home language and literacy socialization patterns are similar to those that are used and valued in school† (Faltis, 1998, p. 23). This hypothesis has been applied to children who speak a nonstandard English dialect as well as to children who are learning a second language. Home language socialization patterns may differ from those favored in the school classroom in the following ways (Faltis, 1998): 1. The amount of talk directed to preschool children 2. The participation of young children as conversation partners with adults 3. Opportunities children have to explain or give a personal interpretation of events 4. The types of questions asked of children during storybook sharing 5. The forms of narrative that are used (e. g. , fiction, nonfiction, or ongoing narratives) In addition, the social interaction patterns used in the classroom may vary from the home culture’s with respect to expectations for competitive versus collaborative or cooperative activities as well as the â€Å"courtesies and conventions of conversations† (Tharp, 1994, p. 140).

Evaluation of incredible India in UK market Essay

Like any other trade sector, evaluation of a brand in a specific market depends heavily on the data collected in some specific segments, and in here they are: A. Quality of infrastructure, i. e. , issues involved amenities like transport, water, rail and road links, boarding and lodging, etc. B. Travel behavior, i. e. , estimate about the appetites of the travellers. C. Effectiveness of communication: This area is self-explicit. D. Quality of product, i. e., quality and quantity of tourist sites, where quality should be interpreted as the magnitude of significance of a site in terms heritage, beauty, adventure, unique natural phenomenon, therapeutic or spiritual angles. Detailed and authenticated data on the state of these segments would be instrumental in determining the exact standing of this campaign in a specific market. For that matter this study uses the information furnished in the Report on Evaluation Study in Selected Overseas Markets (2007) created by The Gallup Organization for Market Research Division, Ministry of Tourism, and Government of India. A. Infrastructure: While the Gallup Study observes the overall growth in the infrastructure Industry is encouraging for tourism in the future, it furnishes terribly disappointing information in the next page, where it compares the state of India’s aviation industry to that of China and informs that India has 15 million seats (as on September 2006) as against 140 million seats in China (p. 13). However, the report churns out good news after a few pages by mentioning about the awards won by Incredible India campaign and the survey results that consider India amongst the top five favourite destinations (p. 17). B. Travel Behaviour: Only 32% people of United Kingdom are aware of Indian Tourism Offices, though India and UK has a direct relationship for around 300 years. The Gallup Report (p. 45) observes that the past travel record of UK citizens(46%) were only next to Australia (51%), while the current survey shows that American tourists (799, 062) have pushed the British tourists (796,191) behind them (Incredible, 2008). Gallup Report observes that in terms of future behaviour, UK shows only 5% growth rate (p. 50). Now tallying this observation with the state of communication with UK would provide the clue why the future of growth of Indian tourism in UK looks so dismal. C. Effectiveness of communication: The chart below highlights the state of communication between India and other major countries/continents in terms of travel arrangements. Booking for Travel Arrangement (% Yes) CANADA USA UK EUROPE MIDDLE EAST S. KOREA JAPAN AUS RECENT TRAVELLERS Through Phone 54 46 16 9 7 8 23 17 10 Through Internet 44 69 46 46 7 24 60 39 22. Through Travel Agents 89 63 56 60 45 76 83 74 68 In Person 76 44 18 34 72 15 33 43 15 Others 12 10 11 6 – 11 – 5 2 Gallup Report: P. 55 The above table shows that communication with UK is below expectation, if one considers the legacy of 300-year close communication between India and UK. D. Quality of product: From the perspective of the history of Indo-British relationship of over 300 years, elements like cultural heritage (colonial times) or deserves a place in the choice of the British travellers, but the survey (below) does not even include that. (%) CANADA USA UK EUROPE MIDDLE EAST S. KOREA JAPAN AUS RECENT TRAVELLERS Adventure Sports 14 18 5 18 17 13 15 12 2 Eco-tourism 54 56 35 44 65 27 25 34 16 Shopping 51 46 44 33 87 15 27 54 38 Sight-seeing 98 99 79 88 89 79 94 93 87 Pilgrimages 27 20 8 21 2 35 10 23 7 Visiting friends / relatives 35 25 23 12 8 – 6 19 17 Medical treatment 9 13 13 10 38 8 6 4 1 Cultural Events 61 75 31 67 22 52 46 67 – Others 34 52 14 44 4 – 8 17 2 Business purposes – 4 3 11 – – – – 26 Adapted from Gallup Study: P.57. Here also it is seen that UK is lagging behind USA and Japan, in spite of their close contact with India for more than three centuries. Another notable factor is that there is not much response in the medical tourism sector, though thee is a recent surge in Medical Tourism in India due to reasons like state-of-the-art medical facilities at far cheaper rates and high medical insurance cost in UK. A brief analysis of the online campaign of Incredible India would corroborate that too. III. 1. Analysis of online campaign: 1. Statement of Purpose (â€Å"About Us† page): While it boasts about its network of 20 offices within India and 13 offices abroad, it fails to mention about its central policy. 2. Topics covered: It contains three major topic domains distributed under heads like Trip Planner, Experience India and Holiday Ideas, where the first one deals with trip arrangements, second attempts to brief India thematically and the third one provides ideas about tourist activities. None of them contains any clue to the prospective medical tourists. Omission of this important issue looks is even more surprising, as the Tourism Department of India itself has launched a medical tourism campaign separately, where it clearly expresses its views like medical tourism or health tourism in India is fast gaining grounds and tries to gain competitive advantage by citing examples of quality infrastructure and cheap costs as against skyrocketing healthcare costs in the country like UK. It even goes on describing at length about the availability of various types of medical treatments and other facilities (Why India, 2007). 3. Apart from that, this campaign hasn’t properly tapped the potential of ancient Indian techniques of well being and healing, like Yoga, Vaastu Shastra, or other spiritual practices, which are now integral part of the global New Age movement along with their Buddhist or Mongoloid counterparts like Feng-Shui, Tai-chi, etc. These facts are already known in the medical fraternity of UK, as it is evident from the various other news like UK doctor setting shop in Goa for medical tourists due to the rising flow of medical tourists in India (UK Indian, 2007), or the news that health tourism in India have flourished to a huge extent, as the Indian hospitals currently estimated to deal with 150,000 foreigners each year (India’s rise, 2007). Yet, Incredible India, the flagship project of positioning Brand India continues to neglect this huge and constantly increasing segment of tourism. In other words, it can be said that the impact of campaign like Incredible India on UK doesn’t prove to be effective as it was expected to be. The above data facilitates the introduction of SWOT analysis on Incredible India Campaign from the perspective of UK market.

IMC PLAN For Door to Door Transportation Service Essay

IMC PLAN For Door to Door Transportation Service - Essay Example The target customers are concerned with â€Å"get† component and monetary price are not mainly of monetary concern. Thus Double M will adopt the pricing strategy based on the perspective of customer â€Å"Value is everything I want in a service† and adopts the prestige pricing strategy (Zeithaml, 550). Prestige pricing is a form of demand based pricing strategy which offers high quality services; Double M also aims to provide its target customers with high quality service along with a sign of status. The demand increases as price increases because it is believed that the costlier the service is the more value it has. Analyzing the customer base, it can be assumed that they are willing to spend in order to travel comfortably for daily activities, for their families and the senior members along with the institutional. Therefore the price charged will be high by Double M and will aim to provide value for its service to the target customers. If a normal rate of bus service is $10 assuming it to be the minimum fare, Double M would charge $20-$25 as its minimum fare for its door to door service and maximum would amount to $45 to $50 depending upon the distance and service. The primary pricing objective of Double M is to build demand and achieve minimum level of revenue and build a user base which is extremely important for service such as door to door transportation service as its new and it needs to generate revenue so to maintain itself in the industry. Pricing objective are important as pricing strategy depend on pricing objectives of the company. The pricing objective should be in line with the goals and objectives of the organizations (Petzer, 221). 25 cost items which tends to make up the price of the product includes, price of raw materials such as automobile parts, tiers, set covers, paint, design, lights, electricity, labor, fuel, terminals, maintenance, administrative, roadways, construction charges, salaries of lower level which varies, fuel taxes, weight mile taxes, trolls and marketing cost such as advertisements, promotional cost, printing cost for hoardings and pamphlets. Since the company has an option of online business other cost would include, website cost, design, up gradation and maintenance cost of the website. The target customers of Double M are not price sensitive because they want a service that will provide them with comfort and with an accurate satisfaction level. Since the target customers are mainly the daily commuters and their families, the need of safety and comfort will be valued highly by the customers. Similar is with the organizations, who would value the service rather than the price of the service charged. Hence it can be said that the target customers are not price sensitive and demand is inelastic. Irrespective of the prices charged or any changes taken place the customers would prefer to travel through door to door transportation service. Pricing strategy tends to include various promotion al techniques in order to attract the target customers and create a place in the market and in the minds of the customers. Double M would also adopt the promotional techniques as part of its marketing plan. During the launch of the service, Double M would go for promotional pricing and would offer certain percentage of discount for its travelers during the first month of its service along with added facility such as dropping the family members at 20% discount rate. This way the

Marketing - Safety Provision Essay Example | Topics and Well Written Essays - 1000 words

Marketing - Safety Provision - Essay Example In an argument by Tuck (2005) safety business environments contain the best business ventures and successful businesses. With a safe operational environment, entrepreneurs have the confidence to venture in businesses and investors have the courage since they are assured of safety. Safety in the neighborhood or a business environment falls under the category of quasi-public goods. Safety is a natural occurring good which are essential in the environment. It has unlimited demand since it is intangible and the supply depends on a body and can be influenced. However, its demand rate can rise if the neighborhood is a constant den of any form of safety breaching factor. With increasing demand, it can be easily raised to suit all consumers. Apart from government action, market provisions also promote safety measures. However, neighborhoods with safety promotion tools from market provision are usually exposed to any form of loss (Besley, 2006). This paper will look at safety as both a collec tive good and also a quasi-public good. Additionally, it will differentiate safety from governments and safety from market provision. ... Population as a factor affects the supply of demand in terms of productivity and size. A high productivity population usually demands high safety initiatives and vice versa. A large population also needs more safety attention than a population with a small size of occupants. In the demand of safety there is non-rivalry till to a point of the above situations (Tuck, 2008). It is usually important for any person to investigate safety provision bodies. The two major stakeholders in the provision of safety are the government and the market itself. However, the government’s participation is the most significant. With all its arms in legality and operation levies, the government significance is easily to detect in a business environment (Argyle, 2001). To determine if the government is providing safety business operations, one has to look on taxes rates and legal requirements for operating a business. In a safe business environment controlled by the environment, the body should regu late taxation depending on the size of the business. If this is detected in a market, it is proof that the government is involved in the provision of safety. Another government initiative for provision of safety is the fact that everyone should be given the needed emergency attention regardless their position and financial stability (Mueller, 2003). Safety emergency services for every individual can only be provided by the government. This characterizes an environment with safety provision by the government. From the above scenarios the scope of the government’s involvement in provision of safety is confirmed. The above scenarios also help people to determine the body responsible for provision of safety in their neighborhood. With the government

OB Clinical Assignment Essay Example | Topics and Well Written Essays - 3750 words

OB Clinical Assignment - Essay Example If there are one or two missed periods, then this can suggest pregnancy. Morning sickness is another presumptive sign of pregnancy. Although this is referred to as morning sickness, this is really a misnomer, as the nausea that is associated with early pregnancy can occur anytime during the day. The variations that a woman might have is that certain foods might taste differently than before, and certain odors might also cause nausea. The nausea that is associated with pregnancy often occurs beginning in the sixth week after the first day of the last menstrual period and this nausea may last for 6 to 12 weeks, often ending at the beginning of the second trimester. Some women may still experience nausea and vomiting after this time frame, but this is not usual. Other signs of early pregnancy include excessive fatigue, which may begin a few weeks after the first day of the last menstrual period, and this excessive fatigue may last throughout the first trimester. Urinary frequency is ano ther sign of early pregnancy, in the first trimester. This is because the uterus is enlarging, which puts pressure on the bladder. The urinary frequency often disappears after the first trimester, as the uterus rises higher in the abdomen, then returns towards the end of pregnancy, as the uterus once again puts pressure on the bladder. ... Another presumptive pregnancy sign is quickening, which is fetal movement. This might be a fluttering in the abdomen that increases in duration and frequency. This starts occurring around the 16th week, so this is really a presumptive sign that is a second trimester sign. The movement eventually become distinctly fetal movements, as the woman first starts feeling movements that do not necessarily mean pregnancy, progressing to movements that definitely do mean pregnancy - such as the baby kicking and turning. Another sign of early pregnancy is libido changes – this might mean that the woman either wants to have more sex, or doesn’t want to have as much sex as she did before she became pregnant. A woman might also experience strange cravings – the old cliche is that a woman might suddenly crave pickles and ice cream together, but the cravings can be something more subtle. Perhaps she suddenly craves oysters, where she didn’t like oysters before. She might e xperience colostrum from the breasts, which is discharge. Her abdomen might become enlarged. Montgomery’s tubercules is another sign – these are the tiny bumps which are on a woman’s aureolas, that become more pronounced during pregnancy. Braxton Hicks contractions are another possible sign of pregnancy - around six weeks of pregnancy, the uterus starts to contract periodically, although this is almost imperceptible to most women. Probable Signs of Pregnancy Probable signs are more diagnostic of pregnancy than are the presumptive signs, although even these signs are not definitive, in that these signs can occur without the woman being pregnant. One of the signs is that the vagina and the uterus change. The cervix becomes softer. There is also a dark violet coloration of the vagina, vulva and the

Learing protfolio Essay Example | Topics and Well Written Essays - 1500 words

Learing protfolio - Essay Example We did majority of the work but he was the one on the limelight and this made him take all the success for himself and not acknowledging the team. He tried charming customers with his looks once the team disintegrated but he only received failure reports after that as only looks alone do not work to gain success. Research by (Judge, Hurst & Simon, 2009) indicates that success of leaders is an accumulation of different attributes from the physical appearance to the mental ability as well as their core self-evaluation which basically deal with the confidence level of the leader. What this means is that without all these attributes mentioned above which are integrate with team work, a leader cannot be successful. When a leader is unaware of the factors that make him or her successful, when failure come s along, the leader is unlikely to rise back to the success domain again as he took the success as purely a fundamental attribute. The other thing highlighted by the article by (Gino & Pisano, 2011) that is mentioned in the topic is that overconfidence is one of the main impediments of learning about success and failure as a leader. An overconfident leader tends to be overshadowed by biasness as well as the fundamental attribution error. This therefore leads them to failing to ask for guidance or assistance even when they are on the verge of plunging into failure. What these does is that is leads the organization into eminent failure and underperformance that they cannot recover from to reach their levels of success once again. The topic basically is full of advice on how a leader should behave and what attributes to consider and remember when they are successful so that they can use them in case of any failure. The tips on success depending largely on mental ability, physical attractiveness and self-evaluation will really come in handy in future when I will have a chance to be a leader or even now in case I am chosen as a group

WHAT IS ARISTOLES VIEW IN VIRTUE Essay Example | Topics and Well Written Essays - 500 words

WHAT IS ARISTOLES VIEW IN VIRTUE - Essay Example First of all, according to Aristotle, moral virtue is defined by action, or in short, â€Å"we learn by doing them† (II.1). This means that virtue is not inherent in man’s nature but that man possesses the potentiality to practice virtue. Virtues are not an inborn quality of man but rather something that is acquired through practice. In the Ethics, Aristotle gives an example: â€Å"By doing the acts that we do in our transactions with other men we become just or unjust† (II.1). This means that a man is known as just not because of his nature but because he has demonstrated justice to others through his own acts. No one can say someone is good unless that someone has done good deeds. For Aristotle, action must precede virtue and character. It is therefore not that man is doing good things because he is good – but rather man is good because he is doing good things. The idea of defining virtue as an action-based principle would then imply that its demonstration is actually a matter of choice (II.3). The idea of ascribing virtue as subject to man’s choice now becomes the basis of responsibility. Furthermore, Aristotle explains this by showing that virtue concerns itself with pleasures and pains and that it seeks the advantageous, the noble and the pleasant while it seeks to avoid the base, the injurious and the painful (II.3). Therefore, for Aristotle, virtue is something that is utilitarian or pleasure-seeking and pain-avoiding, unlike vice, which is its opposite. Although people would generally equate vice with evil, and virtue with goodness, Aristotle clarifies the meaning of virtue by defining it as a mean between two vices, one an excess and the other a lack: â€Å"Virtue is a kind of mean, since, as we have seen, it aims at what is intermediate† (II.6). For example, in terms of appetite, the vice of lacking pleasure

Population genetics Essay Example | Topics and Well Written Essays - 500 words

Population genetics - Essay Example The equilibrium is the direct consequence of the segregation of alleles at meiosis in heterozygotes. Numerically, the equilibrium shows that irrespective of the particular mixture of genotypes in the parental generation, the genotypic distribution after one round of mating is completely specified by the allelic frequency p. One consequence of the Hardy-Weinberg proportions is that rare alleles are virtually never in homozygous condition. An allele with a frequency of 0.001 occurs in homomygotes at a frequency of only one in a million; most copies of rare alleles are found in heterozygotes. In general, since two copies of an allele are in homozygotes but only one copy of that allele is in each heterozygote, the relative frequency of the allele in the heterozygotes(as opposed to homozygotes) is: Which for q=0.001 is a ratio 999:1. Thus, the frequency of heterozygote carriers of rare genes that are deleterious in a homozygous condition is much greater than the frequency of the affected homomygotes. In our derivation of the equilibrium, we assumed the allelic frequency p is the same in sperm and eggs.

Instructional Approaches Essay Example | Topics and Well Written Essays - 1500 words

Instructional Approaches - Essay Example The articles selected for analysis reflect different instructional approaches and illustrate different methods and techniques used in social sciences. The article "Literary Studies and Cognitive Science: Toward a New Interdisciplinary" by M. Th. Crane and A. Richardson discuss a new interdisciplinary approach applied to literary studies and social sciences. In this article, a special attention is given to cognitive learning approach and its application. the authors underline that building on earlier theories of learning, researchers working toward interactive technologies perceived limitations in earlier methods. By developing theories that emphasize synthesis and integration of sets of knowledge and skills, researchers hope to address such limitations as an emphasis on components instead of integrated wholes, a closed system that made incorporation of new knowledge difficult, which resulted in essentially passive instruction and labor intensive practice in design and development of instruction. The authors state that the teacher provides modeling of the metacognitive strategies necessary for beginning the task, and, when problems are encountered, assistance is provided by the teacher or group. One learning procedure reflecting this stance, complex dynamic simulations, structures collaborative group work in sharing a complex problem-solving task. This approach is based on theories about the social genesis of learning in which the learner is characterized as being motivated to seek explanations through exploration. The article "Using Piaget's Theory of Cognitive Development to Understand the Construction of Healing Narratives" by C. P. Cook-Cottone analyses instructional approaches and learning theories in terms of the Narrative Process. The Healing Narrative Model is based on the structured approach. It means that one is that learning should be contextual and a process of active application of knowledge toward specific problem-solving goals. Also, the article pays a special attention to experiential (or sensorimotor) level and early relationships (or Preoperational) level. An initial authoring activity in instructional design is a clarification of the learning goal for the instruction and/or curriculum. The specification of the goal(s) will help prescribe the format of the instruction. For example, if the goal is the learning of new information, there are basically possibilities. Second is the general agreement regarding the importance of modeling problem-solving strategies as well as the role of conflict or failure in providing an impetus toward new learning. The research by Harris and Pressley, M. (1991) describes bad illustrates the cognitive strategy instruction:. The authors underline that in contrast to the behaviorist view of the learner as shaped by the environment, cognitivebased researchers are investigating the ways that the learner actively shapes the environment to facilitate learning. His research indicates that the knowledge of novices is organized around the literal aspects of a problem statement, whereas the experts' knowledge is organized around principles and abstractions not apparent in the problem

History of Industrial Design Final Questions Essay

History of Industrial Design Final Questions - Essay Example Historically, design has been extensively used to address social, environmental concerns. Eco-design projects began in the 1960s and 1970s. Geodesic domes are an example of environmentally responsible designs. Environmental conscious designs promote the development of projects that are eco-friendly. After its arousal in the 1950s; Pop design gained prominence and significantly influenced industrial design in the 1960s and 1970s. The pop movement inspired many designers particularly in fashion, fine arts and furniture industries. For example, pop furniture featured bright primary colours, oversized scale and basic geometries. Bocca or Marilyn sofa is an example a piece of furniture that is designed in an oversized shape of bold red lips. In the 20th century, politics influenced design in numerous ways. In the second half of the 20th century, social unrest led to environmental damage particularly because of pollution and depletion of world resources. Political bodies influenced ‘green design’ to facilitate environmental conservation. In 1970s and 1980s, feminist movements influenced industrial design by fighting for the incorporation of designs for minorities and other larger groups that had been ignored. Designers respond to new socio-cultural, environmental and political trends by creating new designs that meet the needs of consumers. Additionally, they use designs to express their views on various issues and trends. Consumerism and replaceability are the major themes that have been mainly expressed in the contemporary practise of industrial design. Contemporary designers have been focusing on innovation and packaging and appearance of their products. Technology is a trend that has enormously influenced industrial design since the 1980s. The era of consumerism is characterized by production electronic products and focus on consumption. Companies that advocated diversity and experience like Studio Alchymia

Argument Essay - Illegalize Alcohol Essay Example for Free

Argument Essay Illegalize Alcohol Essay Our country is facing a growing problem. It is a problem of moral decay. The legal and open use of alcohol is an unnecessary vice that is enjoyed and accepted by a majority of the United States population, unfortunately, it leads to social and moral downfalls. Alcohol should be held to the same standards as other illegal mind and body-altering substances, as alcohol is addicting and has no medical value. Lawmakers and active voters should put an outright ban on alcohol. The revenue that is generated from the manufacturing, distributing, and sales of alcohol is a major source of taxable income that is a benefit. As of 2007 the U. S. Government was collecting $5. 6 billion dollars annually from the taxation of alcohol (joshritchie). This revenue has tended to increase each and every year. Although the revenue is important, the question must be asked, is it moral? Is it moral for our government to profit off the sale of a frivolous vice that causes fatalities and creates addicts? The revenue that is made from the taxation of alcohol could be lost, and would simply increase our never-ending national debt by a miniscule amount. Through out history our country has faced several social epidemics that have resulted in many people becoming substance abusers. Though these times our government has stepped in and enforced laws to restore the moral and social fabric of the infected areas. The current epidemic that we are facing is the abuse of alcohol. It is widespread and available almost everywhere in our country. â€Å"According to the Alcohol-Related Disease Impact (ARDI) tool, from 2001–2005, there were approximately 79,000 deaths annually attributable to excessive alcohol use. † (Centers for Disease Control and Prevention) Beyond the number of the deaths that are related to alcohol every year, a staggering number of people in the United States are alcoholics. According to the National Library of Medicine, â€Å"nearly 17. 6 million adults in the United States are alcoholics or have alcohol problems†. (U. S. National Library of Medicine) We need to completely ban alcohol so that we can start working on decreasing the number of addicts in our country rather than encourage the use to every single person just as he or she turns a certain age. The United States government has already tried to ban alcohol in the past, it was a complete failure and subsequently repealed. This attempt resulted in a spike in organized crime and was an obvious failure. Eventually the government conceded and re-legalized the use of alcohol. I too will concede that it was a failure on the part of our government in enforcing the prohibition of alcohol. Even today we are fighting the exact same battle by the DEA with the Controlled Substances Act. There is already a long list of illegal substances that are given priorities and schedules and are subsequently enforced. It would not be a stretch to incorporate alcohol into this list of illegal drugs. Many would assert that it would be difficult to enforce the mere consumption and manufacturing of small amounts of alcohol by individuals in there own homes. It is a very simple process to either brew low alcohol content drinks or to distill higher alcohol content spirits. The enforcing of these laws would be similar to current laws of cannabis cultivation. These laws would seem just as hard to enforce, yet they are enforced. The manufacturing of homemade alcohol could be given the same fear of punishment and could be enforced on incident-to-incident bases. Alcohol has the tendency to increase the probability of someone committing a violent crime. If alcohol were banned and harder to get a hold of this number of crimes would greatly diminish. The National Center for Victims of Crime has referenced the U. S. Department of Justice concerning drug and alcohol related crimes. The report states, â€Å"The U. S. Department of Justice, Bureau of Justice Statistics National Crime Victimization Survey asks the violent crime victims who reported seeing their offenders whether they perceived the offender to be under the influence of drugs or alcohol. According to the 1999 survey, over a quarter of the violent crime victims could make such a determination. About twenty-eight percent (28%) of those reported that the offender was under the influence of alcohol and/or drugs. The most common substance identified was alcohol alone. About sixteen percent (16%) reported that the offender was under the influence of alcohol alone (Bureau of Justice Statistics, 2001). † (The National Center for Victims of Crime) This only takes into account the victims that were able to see their offender; this means that there are possibly more unaccounted for alcohol related crimes. The legal and open use of alcohol as a vice is leading to the downfall of our society. It is creating addicts while not offering a single practical medical benefit. The United States Government has already invested time, money, and effort to enforcing its Controlled Substances Act. Alcohol should be held to the same standards as all other physically altering substances are held to. Alcohol poses the risk of dependence and has no beneficial medical value. In order to start the moral fabric of our country we need to do away with the crime inducing substance alcohol. Lawmakers and active voters, it is our duty to hold our selves to higher standards and completely abolish the manufacturing, sale, and use of alcohol. Works Cited Alcoholism: MedlinePlus. National Library of Medicine National Institutes of Health. 25 Aug. 2011. Web. 01 Dec. 2011. http://www. nlm. nih. gov/medlineplus/alcoholism. html. CDC Alcohol and Public Health Home Page Alcohol. Centers for Disease Control and Prevention. 16 Nov. 2011. Web. 01 Dec. 2011. http://www. cdc. gov/alcohol/. Drug Related Crime. The National Center for Victims of Crime. 2008. Web. 1 Dec. 2011. http://www. ncvc. org/ncvc/main. aspx? dbName=DocumentViewerDocumentID=32348. Joshritchie. How Much Is the Government Making Off of Alcohol? | Tax Break: The TurboTax Blog. Tax Break: The TurboTax Blog | Its All about the Refund. 5 July 2010. Web. 01 Dec. 2011. http://blog. turbotax. intuit. com/2010/07/05/how-much-is-the-government-mak

Research The Interpretivism Philosophy Management Essay

Research The Interpretivism Philosophy Management Essay Firstly, it is the research philosophy. There are two main types of philosophy and they are positivism and interpretivism. In this research the interpretivism philosophy will be applied to adopt the nature of theories on the factors influencing the project management performance. Secondly, it is the research approach that includes deduction and induction. In this research, the induction approach is considered the appropriate approach for the project management when the researcher examines three factors influencing the project management performance at BORDA Vietnam. Thirdly, it is the research strategy. There are three categories of research strategy such as exploratory, descriptive and explanatory. To pursue the purpose of this research is to explore the understanding of the concepts of project management and the impacts of factors on the project management performance at BORDA Vietnam, the exploratory strategy is selected to use. Fourthly, it is research methodology. There are two methods when conducting the research generally. They are quantitative and qualitative. With each method there are advantages and disadvantages duing application. In this research, the qualitative method is chosen to apply due to its appropriateness for the topic of factors influencing the project management performance at BORDA Vietnam. Fifthly, it is the data collection and data processing that describes how the primary and secondary data will be collected and how the collected data will be analysed to have findings for the next chapters. Last but not least, it is ethical issues of the research. 3.1 Research philosophy Sauders at al. (2009) emphasises that the research philosophy relates to the development of knowledge and its nature. It will reflect the researchers view of the world and underpin the research strategy. There are different philosophies of the research such as positivism, realism, interpretivism and pragmatism and these belong to the research philosophy which is the first layer of the research onion (Sauder et al., 2009). Depending on the type of research topic which philosophy will be adopted in the research? 3.1.1 Positivism Positivism reflects the philosophical stance of the nature scientist (Sauder et al., 2009). The positivism philosophy is applied to the research for generating the existing theories to develop the hypotheses and these hypotheses will be tested with highly structured and large samples relating to the observation and numeric data. However, when observing the social reality (Sauder et al., 2009), the researcher is independent from which is observed. 3.1.2 Interpretivism In the management research, the interpretivism refers to the understanding difference between the human as social actors (Sauder at al., 2009:16) and the objects. It focuses on the subjective meanings and the interpretation of the meanings behind the social phenomena. By applying the interpretivism philosophy for the research, the qualitative methodology is more appropriate to help the researcher conduct the small sample with in-depth interview and focus group interview. Project management performance plays an important role in the success of the project. However, there are many factors but the research focusing on three key factors influencing the project management performance. The factors are leadership style, teamwork and staff motivation. For conducting the research, the interpretivism philosophy is selected to help the researcher interpret the meanings of contextual observations and collected information from interview. 3.2 Research approach Research approach relates to the theory of the research. It explicit the concerned questionnaires for survey or guidelines for interview. There are two different kinds of research approaches, deduction and induction. Sauder et al. (2009) pointed out that the deductive approach is when to develop the theory and hypotheses and the research strategy is designed to test those hypotheses. The deductive approach is believed to be more appropriate with the positivist philosophy. Other way round, it is inductive approach in which the data is collected and theory is developed as the results of data analysis. The inductive approach is considered more appropriate with the interpretivist philosophy. 3.2.1 Deductive approach Deductive approach involves in the development of theory and hypothesis. The data or findings from questionnaire survey, guideline interview and secondary sources are the results to be tested to confirm or reject the hypotheses (Gill and Johnson, 2010). This approach is suitable with large sample from the quantitative method. 3.2.2 Inductive approach Inductive approach allows the researcher to develop the theory base on analysis of the phenomena. The theory is developed based on the result of data analysis. Sauder et al (2009) suggested that the small sample conducted for the research is suitable with the inductive approach. The research on factors that influence the project management at BORDA is to pursue the purpose of identifying and analysing three burning factors really affecting the performance of project management at BORDA Vietnam. The small sample of interview with the managers and staffs of BORDA office and involved partners will be conducted. Therefore, the inductive approach is considered more appropriate to conduct this research. 3.3 Research strategy Research strategy plays an important role during conducting the research. According to Sauders at al. (2009:141) the research strategy helps to guide the research questions, objectives, the extent of existing knowledge, the amount of time, other available resources and to underpin the research philosophy. There are three categories of research strategy such as (1) exploratory, (2) descriptive and (3) explanatory (Yin, 2003, cited in Sauderset al.2009:141). Each category is valuable with different research purposes. However, it is pointed out that the purpose of enquiry may change over time (Robson, 2002, cited in Sauders et al, 2009:139). 3.3.1 Exploratory The exploratory strategy is useful to clarify the understanding of the phenomena by finding out what is happening, to seek new insights, to ask questions and to assess phenomena in a new light (Robson, 2002: 59, cited in Sauders et al., 2009:139). There are three principal ways of conducting the exploratory research: A research of the literature Interviewing experts in the subject Conducting focus group interviews (Sauders et al. 2009:140) 3.3.2 Descriptive The object of descriptive research is to portray an accurate profile of persons, events or situations (Robson, 2002:59, cited in Sauderset al.2009:140). It means that before the data is collected, it should be a clear picture of which data should be collected. However, the descriptive research is as one piece of exploratory research and also the explanatory research. 3.3.3 Explanatory Explanatory research focuses on explaining the relationship between variables (Sauderset al.2009:140) of a situation or a phenomena. This strategy is more quantitative in the research methodology. In addition, it can be a combination between the quantitative and qualitative methods in the research methodology by collecting the qualitative data for explanation of the reason to the phenomena or problem. The purpose of the research is to gain the understanding about the concept of project management and impacts of factors influencing the project management performance in BORDA Vietnam. In view of the foreging, the exploratory strategy is chosen to use in this research that helps the researcher to interpret the findings to the meanings of this research. 3.4 Research methodology There are two main types of research methods: (1) qualitative and (2) quantitative. Each method will be selected to use depending on specific research topic and analysis sample. 3.4.1 Qualitative method According to Sauders et al.,(2009:480) the qualitative data refers to all non-numeric data or data that have not been quantified and can be a product of all research strategies. There are many things in human life which may not be quantitative. They are no worse for that. If they are of non-quantitative nature, they can be investigated in terms of their own categories and such investigation is no less scientific than measurement (Michell, 1999:14, cited in Giorgi A, 2005:80). When conducting the qualitative research, the purpose is to understand the meanings expressed through words (Sauderset al.2009:482) of the problem or phenomena from real world settings (Golafshani N, 2003:600). The qualitative research means such methods like interviews and observations are dominant in the naturalist (interpretive) paradigm and supplementary in the positive paradigm ((Golafshani N, 2003:600). The qualitative data after being collected is inputed into the analysis process through three main types: Summarising (consideration) of meanings; Categorisation (grouping) of meanings; Structuring (ordering) of meanings using narrative. (Sauderset al.2009:490). 3.4.2 Quantitative method According to Ponterotto J.(2005:128), the quantitative method focuses on the strict quantification of observations (data) and on careful control of empirical variables. This method needs the large sample and uses of statistical procedures to examine the meanings and variables (Ponterotto and Grieger, 1999, cited in Ponterotto, 2005:128). The quantitative research helps the researcher familiarize with the problem or phenomena to be studied and develop the hypotheses to be tested through the quantitative techniques. The categories of quantitative method include (1) the emphasis is on facts and causes of behaviour (Bogdan and Biklen, 1998, cited in Golafshani N, 2003:597); (2) the information is in the form of numbers that can be quantified and summarised; (3) the mathematical process is the norm for analysing the numeric data and (4) the final result is expressed in statistical terminologies (Charles, 1995, cited in Golafshani N, 2005:598). From the different above definitions and concepts of research methods, the researcher select the qualitative method that is considered the most suitable and conceptual analysis shall be applied via observation of daily management work at BORDA Vietnam and the in depth interview to all staffs and managers of BORDA office and partners involving in the project. It is small sample. The qualitative method will help the researcher find out the key crucial factors affecting the performance of the project management. The qualitative method will be described through the research process in the figure below: Research objectives Theories relating to the project management Qualitative method, data collection: + Primary data: in-depth and group focus interview, daily observations + Secondary data: desk research Discussion and analysis of findings Identification of weaknesses corresponding causes in PM Recommendations solutions for improving PM performance Figure 3.1: Research process (Source: Authors design) 3.5 Data collection The data used for this research comes from both primary and secondary sources. 3.5.1 Secondary source Secondary data collection: the data will be collected from the books, articles, journals publication, reports, annual working plans, desk research, evaluations. These resources provide the information and data on the activities and project implementation at BORDA Vietnam. 3.5.2 Primary data In-depth interview: the in-depth interviews will be conducted with 15 staffs of BORDA office and involved partners, 2 focus group interviews for staffs and managers to collect their opinions, comments and assessments on current project management performance and the factors influencing the project management performance at BORDA Vietnam. The contents of the in-depth interview guideline shall be flexible and subject to the persons interviewed to be able to get the best results for analysis, summarising and consolidation. The tentative duration for the interviews shall last from 15 October to 31 October 2012. The primary data collected through the interviews is used to give insights into the main factors influencing the project management performance within the implementation progress. Observation from daily management work: The researcher is a part of this team, so that the daily management work at BORDA Vietnam will be observed. 3.6 Data processing The information and data from the interviews shall be collected, summarised, consolidated and analysed to see the problems of project management and examined whether the factors such as leadership style, team work and staff motivation have an effect on the performance of the project management at BORDA Vietnam or not. The feedback from the interviewees is also considered the useful inputs for the recommendations and solutions of the researcher. 3.7 Research ethics In the scope of this research, the researcher focus on examining the practices of financial and human resource management to the project management performance at BORDA Vietnam in the period of 2011 2013. Because of time limits, the research cannot be conducted for other factors such as the role of management of quality, information system, knowledge, relationship, etc. to the project management performance. The research will use both the secondary and primary data, especially the in-depth interview questions for information collection. Before interviewing, the researcher will ask the potential interviewees directly or through emails and telephones for their convenience and agreement of spending time and providing the information, opinions. Without agreement, the researcher will not provide the name of interviewees in the research or any sensitive information will be kept confidentially for the researcher only. Moreover, this is an independent study from the point of view of the researcher. The findings and recommendations will be proposed to the high management level of BORDA to help improve the project management performance of project implementation in Vietnam. Chapter summary Through this chapter, the researcher describes the picture of how the research will be conducted and how data is collected and analysed. After studying about the different types of research philosophy, approach, strategy, method the researcher select: Research philosophy: interpretivism Research approach: inductive Research strategy: exploratory Research method: qualitative The findings from the in depth interviews with individuals of 15 interviewees and two focus group interviews for staffs and managers of BORDA Vietnam and involved partner VAWR/ CTIC and from the daily observation of the management work as well as from the desk research of the secondary data, the meanings shall be summarised, categorised ans structured (Sauders et al., 2009:490) The research ethics are mentioned at the end of this chapter. The researcher will ask for acceptance of using the personal information from the interviewees. Without the agreement, it will be considered the confidential information and will not be displayed in the research.

Health Effects of Occupational Exposure: Case Study

Health Effects of Occupational Exposure: Case Study A newly recruited employee at a furniture manufacturing plant has recently been complaining of cough, chest tightness and shortness of breath. Symptoms start soon after commencing work and continue throughout the day and night. They improve on the weekends but return as soon as he starts work again. What are the possible diagnoses and which is the most likely? What work-related factors could be involved? Discuss the probable occupational condition in this employee, outlining pathogenesis, risk factors, clinical picture, diagnostic measures, preventative strategies and possible outcomes. Exposure to wood dust can lead or increase the risk for cancer of the respiratory system and the gastrointestinal tract. A fourfold increase in risk for sinonasal cancer was found among men involved in the manufacture of wooden furniture, and a twofold increase in risk for gastric cancer was seen in all of the component industries of basic wood-processing (Olsen, Moller and Jensen, 1988). Therefore, such diagnosis is not a recent phenomena but the result of ongoing epidemiology research over the past decades. Prolonged or repeated exposure to air contaminants such as wood dust and other chemicals related to wood furniture manufacturing such as wood glue, wood stain and spray painting can cause irritation to the respiratory system leading to occupational health disease. Diagnosis In this case study, a newly recruited employee at a furniture manufacturing plant is complaining of cough, chest tightness and shortness of breath. Such symptoms can be diagnosed by attempting to identify what is causing this uncomfortable feeling. Symptoms start soon after commencing work and continue throughout the day and night for five days to improve on the weekends when the employee is absent from work. These symptoms re-start again when he returns to work on Monday. To diagnose such symptoms one must be aware of the possible hazards one is exposed to and by having an indication of what could be causing the distress to the employee. Kuruppuge, (1998) argues that the health effects of occupational exposure to wood dust can be summarized under five categories: toxicity (including dermatitis and allergic respiratory effects) non-allergic respiratory effects sinonasal effects other than cancer (nasal mucociliary clearance and mucostasis) nasal and other types of cancer lung fibrosis Medical diagnose will show that these symptoms are work related since symptoms started straight after employment and were not felt priory, that they improve when off from work and that they re-occur on returning back to work. This can be confirmed clinically by objective testing by taking measurements of the lungs function before and during work shift. Such testing is called Peak Expiratory Flow (PEF) and will determine if such symptoms are caused by being exposed to occupational hazard at the place of work. PEF rate measurement shows how much patients can blow out of their lungs in one breath and it is useful especially when they are having a flare up of their respiratory disease such as occupational asthma (OSCE Skills, 2013). The duties assigned to this employee are unknown. However, it is irrelevant since the durance of exposure and dose amount are causing such symptoms and not the job itself. The job assigned could be a clerical one and not necessarily a trade job, but if the employee is being exposed to chemicals or wood dust, then it is the working environment that is unhealthy. Work Related Factors One of the most common toxicity manifestations from inhaled agents in industrial exposures is the irritation of the airways, resulting in breathing difficulties and even death for the exposed individual (Dallas, 2000). Being exposed to wood dust and chemicals related to wood furniture manufacturing at all stages of wood processing can cause pain symptoms which can be of a detriment to both upper and lower respiratory tract. For many years, wood dust was considered to be an irritant dust that irritated the nose, eyes, or throat, but did not cause permanent health problems (Work Place Alberta, 2009). However, epidemiology research studies show that exposure to wood dust for a long term might lead to allergies and cancer. Wood dust is a potential health hazard since wood particles from processes such as sanding and cutting become airborne. Breathing these particles for a long period of time may cause allergic respiratory symptoms, mucosal and non-allergic respiratory symptoms, and cance r. Toxic chemicals that are used for furniture manufacturing are also detriment to occupational health. These chemicals can be absorbed into the body through the skin, lungs, or digestive system and cause effects in other parts of the body. The major wood working processes are debarking, sawing, sanding, milling, lathing, drilling, veneer cutting, chipping, mechanical defibrating and wood stain or spray painting. From the tree felling stage onwards through the various stages of wood working and manufacturing processes, workers are exposed to airborne hazard. Many individuals develop asthma following workplace exposure, and some asthmatics suffer additional provocation following the inhalation of certain industrial toxins and the inhalation of wood dusts, for instance, has been implicated in both situations (Dallas, 2000). Risk Factors Wood work operations generate dusts of different particle sizes, concentrations, and compositions. Particle-size distribution studies have shown that the major portion of airborne wood dust is contributed by particles larger than 10  µm size which can be trapped effectively in the nasal passages on inhalation and for which inhalable mass sampling is mostly appropriate. Inhalable Particulate Matter (IPM) sampling is the environmental measurement which is most closely predictive of the risk of developing nasal cancer (Hinds, 1988). According to the ISO (International Standard Organization), inhalable dust is defined as the mass fraction of total airborne particles which is inhaled through the nose and mouth (ISO, 1995). Pathogenesis Clinical Pictures The human respiratory system is a series of organs responsible for taking in oxygen and expelling carbon dioxide. In occupational Health, diseases and conditions of the respiratory system can be caused by the inhalation of foreign objects such as fine dust chemicals, allergens and other irritants. The human respiratory system has neutral mechanism against airborne hazards. (Dallas, 2000) explain in detail that the nose has fine hair as front line barrier filter for dust which is not greater than 5 femtometer (Fm). The trachea, also called the windpipe, filters the air that is inhaled. It branches into the bronchi, which are two tubes that carry air into the lungs. This fine dust is trapped in the nose, trachea and main bronchi and it can be cleared by coughing and by special body cells that destroy bacteria and viruses. However, dust which is finer than 5 Fm will go deeper in the lungs, reaching the bronchioles, alveolar ducts known as alveoli and settle there. These will likely to c ause hypersensitivity reactions-occupational asthma or hypersensitivity pneumonitis (inflammation of the walls of the air sacs and small airways), permanent obstructive disease and diffuse lung fibrosis which might lead to occupational asthma or cancer in the respiratory tract system. Hypersensitivity pneumonitis appears to be triggered when small particles penetrate deeply into the lungs where they trigger an allergic response (Work Place Alberta, 2009). Both (Kuruppuge, 1998) and (Dallas, 2000) describe that initial effects can develop within hours or after several days following exposure and are often confused with flu or cold symptoms (headache, chills, sweating, nausea, breathlessness, and other fever symptoms). Tightness of the chest and breathlessness often occur and can be severe. With exposure over a long period of time, this condition can worsen, causing permanent damage to the lungs. The walls of the air sacs thicken and stiffen, making breathing difficult. Occupational asthma develops only after an initial symptom free period or exposure, which causes breathing difficulties due to inflammation of bronchi and bronchioles. This causes a restriction in the airflow into the alveoli. Two types of allergic reaction can take place in the lungs. Decreased lung capacity is caused by mechanical or chemical irritation of lung tissue by the dust. This irritation causes the airways to narrow, reducing the volume of air taken into the lungs and producing breathlessness. It usually takes a long time to see a reduction in lung capacity. Chronic Obstructive Pulmonary Disease (COPD) is the intersection of three related conditions such as chronic bronchitis, chronic asthma, and emphysema which is a progressive disease that makes it very difficult to breathe (Zimmermann, 2012). Prevention measures to improve plants and possible outcome. In practice, there must be a distinction between the different types of wood dust and chemicals that is usually used. This is particularly the case for smaller craft businesses in Malta which the types of work and types of wood and working materials are constantly changing, and many different activities take place in a small area. The risk factor hazard should be minimized to zero and personal protective equipment should be the last resort as outlined in the European framework directive (Directive 89/391 EU, Art. 6). The employer must take all the necessary measurements to focus on the general reduction of dust levels as bound by L.N. 36 of 2003, Articles 4, 5 and 6. This objective has to be pursued regardless of the potential cancer risks as dust and chemicals carry a general risk to health, since it also influence the work flow and product quality. The employer must make a precise analysis of the existing risks and should record all the influencing factors, questioning the workers about their situation, their experiences and their proposals. On this basis, measures should be established for improving the working environment. Employees are obliged to follow all the strategic occupational health and safety procedures as outlined in L.N. 36 of 2003, Art. 15. The hierarchy of measures defined in Article 6 of the EU Directive 89/391 is as follows: a. Evaluating the risks which cannot be avoided, b. Combating the risks at source, c. Adapting to technical progress, d. Developing a coherent overall prevention policy which covers technology, organization of work, working conditions, social relationships and the influence of factors related to the working environment, e. Giving collective protective measures priority over individual protective measures, f. Giving appropriate instructions to the workers. The scope of these strategic measures is to encourage and ensure improvements in the health and safety of workers at work through the prevention of risks, the promotion and safeguard of occupational health and safety, and through the elimination of those risks and factors which are likely to cause accidents at work as outlined in L.N 36 of 2003 of the Occupational Health and Safety Act. References: Dallas, C.E. (2000). Pulmonotoxicity: Toxic Effects in the Lung in Williams, P.L., James, R.C., Roberts, S.M. (2000). Principles of Toxicology: Environmental and Industrial Applications. 2nd Edition. Wiley-Interscience Publication – Canada. Hinds W.C. (1988). Basis for particle size-selective sampling for wood. University of California, USA. ISO (1995). Air quality Particle size fraction definitions for health-related sampling. 1st ed. ISO 7708:1995(E). International Standard Organization, Geneva. Kuruppuge, U. A. (1998). Occupational Exposure to Wood Dust. Faculty of Medicine. University of Sydney, New South Wales – Australia. Retrieved December 19, 2013. From: http://prijipati.library.usyd.edu.au/bitstream/2123/392/2/adt- NU1999.0018whole.pdf Occupational Health and Safety Act 27 of 2000. L.N. 36 of 2003 General Provisions for Health and Safety at Work Places Regulations. Olsen, J.H., Moller, H., Jensen, O.M. (1988). Risks for respiratory and gastric cancer in wood-working occupations in Denmark. Retrieved December 21, 2013. From: http://www.ncbi.nlm.nih.gov/pubmed/3410880 OSCE Skills (2013). Peak Expiratory Flow Rate (PEFR) Technique. Retrieved December 20, 2013. From:  http://www.osceskills.com/e-learning/subjects/explaining-the-peak-expiratory-flow-rate-technique/ Williams, P.L., James, R.C., Roberts, S.M. (2000). Principles of Toxicology: Environmental and Industrial Applications. 2nd Edition. Wiley-Interscience Publication – Canada. Zimmermann, K.A. (2012). Respiratory System; Facts, Function and Diseases. Retrieved December 21, 2013. From:  http://www.livescience.com/22616-respiratory-system.html Paul Spiteri Results Chapter: Memory Research Results Chapter: Memory Research First of all, we have to determine the appropriate measure of product involvement. Referring to our meta-analysis, involvement is considered as an endogenous variable moderating the effect of incidental advertising exposure and one of consumer characteristics. Researchers have strived a great effort to develop tools with which to measure involvement since the introduction of the concept to marketing by Krugman (1965) and although researchers agree that the study of low versus high involvement states is interesting and important, there is presently little agreement about how to best define, and hence measure, the construct of Involvement. The reasons for the diverse definitions and measures of involvement are perhaps due to the different applications of the term involvement. We are especially interested by involvement with products that has been measured by numerous methods: rank ordering products, appraising a series of products on an eight point concentric scale as to their importan ce in the subjects life, asking how important it is to get a particular brand (Zaichkowsky, 1985). Zaichkowsky scale is considered a valid measurement for product involvement (Goldsmith and Emmert, 1991), thats why previous research investigating the influence of product involvement has relied on this scale (Celsi and Olson, 1988; Chow et al., 1990). In his study published in 1992, McQuarrie confirms the strong performance of Zaichkowsky Personal Involvement Inventory (PII) across a number of validation tests. He found that this measure is exceedingly reliable and it is highly predictive of a broad range of behavioural and it is able to successfully discriminate felt involvement across several products and a variety of situations. Zaichkowsky (1985) argued that the PII is context free, which makes it appropriate for measuring various types of involvement. In conclusion to his study, McQuarrie (1992) indicated that the involvement Zaichkowsky measure can be a sufficient tool for researchers who need a short measure with high criterion validity and who can tolerate a slight decrease in reliability. Since involvement is proposed to be a variable in the decision process, the PII offers researchers a quickly administered tool, generalizable across product categories that can be used as a covariate to other research questions (Zaichkow sky, 1985). All those positive points do not deny several limitations of this measure. It is long and elaborate; needlessly difficult to comprehend thats why this scale was revised and reduced by Zaichkowsky in 1994. In our research we measure this construct by five 9 point semantic differential scales (important/unimportant, of no concern/of concern to me, irrelevant/relevant, interested/uninterested, and appealing/unappealing) (Zaichkowsky, 1994). The Zaichkowsky (1994) five items were factor analysed, using SPSS with principal component analysis and direct oblimin rotation. The rotated factor pattern consists of one factor for the preattentive processing data, and the explained variance initial solution was 27.45%. Factorial contributions of the five items are greater than .600 and the quality of representations are greater than .400 which is the minimum required. Further, the results of the confirmatory factor analysis displayed to this scale demonstrate that the internal reliability of this scale is ÃŽÂ ± =.620 which is an acceptable value. KMO and Bartlett sphericity tests were utilised for revealing the correlation degree among the items considered. The KMO index (.859) and the Bartlett test .0000 are acceptable. The fit indices achieved from the confirmatory factor analysis indicated that the variable of product involvement had acceptable fit on the key indices with à Ã¢â‚¬ ¡Ãƒâ€šÃ‚ ²=142.00, Goodness fit index of . 936 and root mean square of .040. (see tables IV.3 and table IV.4.). In the third experiment of Janiszewski (1993) preattentive ad processing study, 10 to 33 percent of the subjects affirmed to recognize the target advertisements. Based on Janiszewski study (1993), our study set the threshold explicit memory rate at 25% as a condition for the successful manipulation of incidental advertising. We should verify whether the manipulation scenario is feasible for the main experiment, we conduct a test with different college students (N=30). Subjects were assigned to either attentive or incidental processing conditions. In the incidental processing condition, subjects were told that there would be a test over the contents of the magazine pages to test how will they understood the contents. We explain to them that the goal of the experiment is to better apprehend the memory of consumer and the process of memorization of different information of magazine pages (See Appendix D). As we noticed from our meta-analysis in the second chapter some researchers such a s Janiszewski (1993) dressed a scenario manipulation that gave the subjects the opportunity to glance their attention surrounding the ad content and attentively process it. We are particularly conscious that some attentive processing may be a natural part of the typical consumer viewing but we retain the ensuing condition: if we have a number of subjects remembering seeing the target ads below the 25%, we consider the manipulation as successful. So to verify it, we instructed to the subjects to read the content of three magazine pages. Once finishing reading the text, subjects were asked to complete recall and recognition tests. In a free recall test, subjects were asked to list all of the brand names from banner ads that they were exposed to. Subjects dressed a list of target brand names that were coded as a dichotomous variable (yes=1 and no=0). To be sure that the manipulation of incidental processing is successful, we should be certain that subjects advertising recall rate is close to zero or smaller than that for conscious processing where subjects will be asked to consciously evaluate a magazine page and we should respect the condition of subjects advertising recognition rate in the incidental below the threshold point of 25 percent affirmed by Janiszewski (1993). We led a Chi-square tests on both recall and recognition rates. The results of our experience showed that only three subjects in the incidental processing condition recalled the target advertising (3 to 15) and five subjects in the control processin g group (à Ã¢â‚¬ ¡Ãƒâ€šÃ‚ ²=6.533, p= .05). Meanwhile, two out of fifteen subjects in the incidental processing condition recognized the target ad compared to 60 percent of recognition rate (9/15) in the control processing group (à Ã¢â‚¬ ¡Ãƒâ€šÃ‚ ² =4.8, p= .05). For the advertising recognition, rates for the incidental processing condition (13, 33 percent) are below the threshold point we set in our study. Based to these results we suggest that is appropriate to use this scenario in the main experiment. . Conclusion Based upon the results of our three pretests,  «Cookies » and  «Laptop computers » were selected as the target product categories to be used in the chief experiment. We developed the three magazine pages by a professional designer that used the software of Adobe Dreamweaver 8.0 well known in the development of web pages. For word completion tests, a list of words was selected to be used in the main experiment. Finally, the feasibility of incidental processing advertising manipulation scenario was tested and the results showed that this manipulation scenario would successfully generate a condition for incidental processing of print advertising in the main experiment. We have to mention that we tried to lead this experimentation via internet and we have sent the questionnaire to 15 subjects and finally we found that 12 subjects had detected the presence of advertising thats why we decided finally to lead this experience in laboratory in order to control the duration of exposure and to not let the subjects the chance to detect the presence of incidental banner advertising. In the next chapter, the data analysis including the exploratory and confirmatory factorial analysis was led on the data seized by the questionnaires. Initially we led an exploratory factor analysis; this stage enable us to purify the items on the basis of factorial contributions by the analysis in principal components and to estimate the reliability of the dimensions retained in the light of alpha of Crombach. To assess the measurement model, our research conducts a confirmatory factor analysis (CFA) with reliability and constructs validity checks. To assess the overall fit of the proposed model, structural equation modelling was conducted as recommended by Anderson and Gerbing (1988). We describe in the next section the sample and manipulation check measures. In the third section, we give the different measures of the model variables and the results of purification of those measurements applying the principal component analysis (PCA). Principal component analyses with varimax rotation were conducted and factors with eigenvalues greater than 1 were extracted. The reliability of the utilised scales was checked by using the Cronbach alpha coefficient (Nunnally, 1978). Additionaly, in order to ensure the total quality of our data, we took care to validate the metric character of different measures. The measurement of Kaiser, Meyer and Olki (KMO) evaluates the degree of intercorrelation betwee n items and the test of sphericity of Bartlett which has the advantage of providing indications on the maximum number of factors to be retained. Finally, we close by an evaluation of dimensionality and validity of the measure, global, and structural model. V.2. Sample and manipulation check measures The sample is shaped by 310 undergraduate students (150 males and160 females) who participated in the experiment. The theoretical orientation of the present research is the origin of the choice of the non random sampling method. The age of subjects range from 19 to 30 with a mean of 24.4 years. In our research, students are recruited from the campus of University of Engineers EL Manar in Tunisia. No criterion has been used except the will of each subject to participate in the study. We have choosed to work with 310 for the main reason that the descriptive part of our research required a high number of participants to verify the different hypothesis. Our goal is to have a sample that is the most homogenous as possible. The part of our exploratory research does not lead to any form of generalization. It tasks rather to examine some theoretical links which are not sufficiently developed in the literature and to study the decision making processes in the context of incidental exposure to the advertising. Experimental sessions were conducted in laboratory via personal computers over twenty weeks period (from December 2010 to Mai 2011). The procedure of codification has taken three months (from June 2011 to September 2011). To be sure that subjects experienced incidental processing versus attentive (or conscious) processing of magazine advertising during the chief experiment, four manipulation check measures were employed. Objective knowledge: Eight objective knowledge questions were developed based on the contents of magazine pages. By those questions we want to know how subjects understood the contents of the magazine pages, by requesting them to choose appropriate answers from alternatives in multiple choice questions (See Appendix F). Advertising recall: To measure advertising recall, subjects were asked to cite all of the brand names from the banner ads they were exposed to during the experiment (free recall). The presence or absence of a brand name from the test (or target) ad on the subjects list was coded as a dichotomous variable (yes=1and no=0). Advertising recognition rate: Three banner advertisements including two target advertisements and one distractor (one filler) were advanced one at a time; and subjects were required to display whether they remind seeing the advertisement during the experiment. The design of the distractor is similar to those of the target advertisements. Advertising recognition was coded as dichotomous variable. Recall and recognition were measured for the purposes of the manipulation check. Familiarity and Gender: Subjects familiarity with the banner advertisements was assessed by a single nine point item anchored by very familiar and not at all familiar. We operationnalise gender as dichotomous variable; participants indicate if they are (1) male or (2) female. V.3. Evaluation of dimensionality and validity of scale measures The suggested hypothesis proposed the four main dependant variables to measure in the study: implicit memory, emotional responses, attitude toward the brand and consideration set and two independant variables: product involvement and cognitive style. V.3.1. Emotional response measure Emotional responses were assessed by SAM (Self Assessment Manikin), a nonverbal measurement of emotional response. The SAM measures the three P (pleasure), A (arousal) and D (dominance), the three dimensions of emotional responses of Mehrabian and Russell (1974). It is a non-verbal pictorial assessment technique that directly measures the pleasure, arousal and dominance associated with a persons affective reaction to a wide variety of stimuli. It represents a promising solution to the problems that have been associated with measuring emotional response to advertising (Morris et al., 1993). SAM depicts each PAD dimension with a graphic character displayed along continuous nine-point scale. For pleasure, SAM ranges from a smiling, unhappy figure; for arousal SAM ranges from sleepy with eyes. Our choice to work with SAM due to its capacity to eliminate the majority of problems associated with verbal measures or nonverbal measures that are based on human photographs. Bradley and Lang (1994) affirm that SAM was originally implemented as an interchangeable computer program and later was aggrandized to include a paper and pencil survey version for use in groups and mass screenings depicts the paper-and-pencil version of SAM elucidating its nonverbal, graphic drawing of differing points along each of the three major affective dimensions (Appendix F. ). SAM arrays from a smiling, happy figure to a frowing, unhappy figure when describing the pleasure dimension and ranges from an excited, wide-eyed figure to a relaxed, sleepy figure for the arousal dimension. The dominance dimens ion represents modifications in control with changes in the size of SAM (Bradley and Lang, 1994). In our experiment, we compare reports of affective experience obtained using SAM, which requires only three simple judgements, to the Semantic Differential scale devised by Mehrabian and Russell (1974) which requires 18 different ratings. Subjects report were measured to a series of pictures that varied in both affective valence and intensity. SAM is an economical, accessible method for immediately appraising reports of affective response in many contexts (Bradley and Lang, 1994). Further, we use this method because it is easy to administer, non verbal method for quickly assessing the pleasure, arousal and dominance affiliated with a persons emotional reaction to an event. Bradley (1994) said that SAM allows admitted rapid assessment of what arise to be fundamental dimensions in the organization of human emotional experience. Taking together, these data indicate that SAM is a useful method for measuring existing feeling states, relating them to other indices of emotional response and other processes affecting affective reactions to contextual stimuli. But before testing the hypothesis, the equivalent form reliability of the self assessment Manikin measures of emotional responses was first assessed by comparing them with the traditional Mehrabian and Russells (1972) 18 emotional measure items, since the SAM is new measure and it is never been applied to incidental processing. First, the internal consistency reliability for the three dimensions emotional responses showed that the pleasure factor had an alpha =.924, if we eliminate the item (satisfied/unsatisfied) the internal reliability of this factor increase (.925), while the Dominance factor had an alpha = .99 and finally arousal factor had an alpha .99. All alpha coefficients were within acceptable standards (Nunnally, 1978). Then, the Mehrabian and Russells (1974) 18 items were factor analyzed, Using SPSS with principal components analysis and direct oblimin rotation. The rotated factor pattern consists of three factors for the incidental processing data and the explained variance for the initial solution is .385.The Eigen values for all three factors were greater than 1, we notice that no item was cross-loaded on the extracted factors with the loadings above .500. Items combined with these loadings of .500 or higher were utilised to define the three factors pleasure, arousal and dominance. Inter-fac tor correlations are small (.052) for pleasure and arousal, (.115) for arousal and dominance, (.014) for pleasure and dominance. Therefore, a three-factor, seventeen item solution revealed the most particular and meaningful dimensions of emotional responses resulting from the unconscious processing of incidental advertising. The measure of sampling kaiser-meyer-olkin and the test of sphericity are excellent (.846 à ¢Ã¢â‚¬ °Ã‚ ¥.800). The results of exploratory factor analysis of emotional responses scale are presented in the next table V.1. What we can notice is that there is a lack of established measures of cognitive style that can be used in persuasion context. A third somewhat popular measure of imagery is the VVQ developed by Richardson (1977) to measure individual differences on a verbal-visual dimension of cognitive style. Among the multiplicity of the proposed instruments, some of them such as: Individual differences Questionnaires (VVQ, Richardson, 1977) and Style of Processing (SOP: Childers, Houston and Heckler, 1985) represent severe limitations. In fact, Kohzevnikov (2009) reveals that the main problem of these questionnaires is their low internal reliability and poor predictive validity (Alesandrini, 1981; Boswell and Pickett, 1991).One of the main reasons for the preceding problems was that many of studies on cognitive style were rather descriptive and did not attempt to relate cognitive styles to contemporary cognitive science theories. Blazhenkova and Kohzevnikov(2009) have a lot criticized the fact tha t preceding instruments focused primarily on assessing verbal expression and fluency, there has been a demand to amplify the previous verbal assessment to other aspect of cognitive style. For this study, we use the OSIVQ scale developed by Blazhenkova and Kohzevnikov (2009). They developed a new scale based on a new theoretical model of visual-verbal cognitive style that discerns three separate dimensions: object imagery, spatial imagery and verbal as opposed to the traditional bipolar Visual-Verbal cognitive style model that distinguishes between two opposing dimensions: Visual and Verbal. Blazhenkova and Kohzevnikov (2009) affirm, after a series of experiments in laboratory, that the results of the confirmatory factor analysis displayed that the overall fit of the new three-factor model is significantly greater than that of the traditional Visual-Verbal two-factor model. A pretest was conducted where 30 participants were tested individually. They were administered the OSIVQ items with the following instructions: This is a questionnaire about the way you think. Please, read the following statements and rate each of them on a 5-point scale. Circle 5 to indicate that you absolutely agree that the statement describes you and circle 1 to indicate that you totally disagree with the statement. Circle 3 if you are not sure, but try to make a choice. It is very important that you answer all items in the questionnaire. There was no time limit for the completion of the questionnaire. With SPSS 16 we proceed to an item analysis. The obtained alpha score is .602 an acceptable value for a research instrument. We notice that items 1,3,8,9, 10, 15, 21, 24, 25,28,32,37,38,41,42 are troublesome. They had a low item total correlation and alpha would increase if we were to remove those items. In fact, their deletion would increase alpha. It is necessary to delete the ci ted items to improve the reliability score of this scale. Those results are displayed in the next table. As discussed, implicit memory is defined as an automatic and nonconscious retrieval of stimuli. However, since subjects failed to remember seeing the incidental advertisements in the preattentive processing condition; this enhanced performance of subjects implicit memory is a function of unconscious priming effects involves spreading activation with a semantic network (Marcel, 1983). Theories of spreading activation (Anderson, 1983) suggest that the perception of a stimulus such as a priming word activates internal word representations associated with that prime in memory. This activation spreads to associated representations through a network of connections. Thus for our subjects in an incidental processing condition, target words presented in word completion tests presumably have received a portion of this spreading activation due to the prior incidental ad exposure, and by merit of being more active in memory, the completion of target words are greater than those for the control g roup. And this process is believed to occur very quickly and require no mental effort (Yoo, 2005). One of the methods used to measure implicit memory effects is a word-fill task (Duke and Carlson, 1993). In such a task, participants are exposed to a target word in some form of media. For advertising research, this would likely be a brand name or logo in an advertisement. Any instructions given to the participant make no reference to the previously completed task. Often target words are placed along with foil words on the test. A word is scored as correct if it matches the target word exactly in spelling. The goal of this type of experimental measure is to examine whether priming has occurred (Andrade, 2007). Holden and Vanhuele (1999) explored the possibility of dissociations between explicit and direct measures of memory (e.g. recognition) and implicit measures of memory (response facilitation in a lexical task). They argued that incidental exposed information may result in learning effects that cannot be detected through direct measures of memory but can be uncovered with indire ct measures (Pham, 1997). Yoo (2005) says that word fragment completion tests are known to be contaminated by a conscious recollection of words during test. That is both implicit and explicit memory retrieval may contribute to overall performance on such a test (Jacoby, 1991). For this issue, Jacoby (1991) proposed the process dissociation procedure (PDP) to analyze out the effects due to explicit memory retrieval, providing an unbiased estimate of the amount of influence caused by implicit memory retrieval. This study employed word fragment completion test with PDP to estimate the effects of incidental processing on implicit memory performance. This attempt is a methodological advancement in the area of studying incidental advertising and is recommended that more studies employ this procedure. As Shapiro and Krishnan (2001) mentioned, this procedure has not yet been adopted in the area of marketing and specially in the case of incidental advertising and even if Yoo (2005) used this procedure in marketing con text but this was not in the case of incidental advertising, it was in the preattentive web banners area. Jacoby (1991) developed a more elaborate process-dissociation procedure designated to quantify the strength of conscious and nonconscious forms of memory. The procedure involves combining results from opposition (or exclusion) condition with those from an inclusion condition in which subjects are told to use old words to complete test stems(Edel and Craik, 2000) . The PDP uses two different tasks. In an exclusion task, subjects are instructed to complete word stems with words that are not presented in the advertisement. In inclusion task. Thus in the exclusion task, an increased likelihood of completing word stems with exposed words would occur only if conscious memory retrieval failed (1-C) and if memory retrieval by unconscious processing lead to a correct response. He translated this discussion into a simple equation that describes performance for exclusion tasks provide a way to estimate the separate contributions of conscious and unconscious processing. He stated formally: Exclusion task performance= (1-C) U (1) Similarly for the inclusion task Inclusion task performance=C+ (1-C) U (2) Using equations 1 and 2, C and U can be obtained easily by simple algebra C=Inclusion Task Performance-Exclusion Task Performance and (3) U=Exclusion Task Performance/ (1-C) (4) Where performance is measured by the proportion of correctly completed words in the word completion test. Yonelinas and Jacoby (1994, 1995) used a variation of the original procedure. Instead of using two different instructions (exclusion/ inclusion) in a test, subjects were asked to determine whether each word presented was part of the incidental advertising during the experiment in this study. Referring to the results of our second pretest 13 words were chosen for the main experiment. Among them 10 word appeared in the Web magazine pages and the other words (distracters did not appear in target pages). Subjects are asked, Did this word appeared in the web advertising during experiment? when presented with 13 words (target and distracted words). Thus Yes responses for the words were taken as measures of inclusion tasks and No as measures for exclusion task performance. From each subjects response, the preattentive and conscious components were estimated. For instance, if a subject correctly identified three of the five target words (60%) in the inclusion task and two of the five target words (40% in the exclusion task), the extent of the conscious advertising influence, as given in equation 3, would be .60-.40=.20, while the extent of influence of preattentive processing [.40/ 1-.20] = .50 as given by equation 4. In our study and in order to not prime the stimulus, implicit memory was assessed before the explicit memory measures. V.3.4. Attitude toward the advertised brand measure Attitude toward the advertised brand is one of the most frequently utilised measures of effectiveness. Traditionally, attitude toward the brand as affective responses to ads has been a popular indicator for measuring the effectiveness of advertising in traditional media contexts. Most researchers examining attitude toward the brand agreed, implicitly or explicitly, on the importance of affective responses to the ad as an indicator of advertising effectiveness. Subjects were asked to evaluate each advertising on three nine-point bipolar items: positive/negative, good/bad and favourable/unfavourable (Gardner, 1985; Mackenzie, Lutz and Belch 1986, Mackenzie and Lutz, 1989). The items to measure the attitude toward the brand are three in number. Exploratory factor analysis was then conducted to determine As Shapiro et al. (1997) did we used the verbal checklist of brand names to measure the brand consideration set. This verbal checklist includes the brand names of ten product alternatives in each category. All ten brand names were real ones, to delete potential confounding effects from prior knowledge or attitude toward the existing brands. We present the brand names in an arbitrary order and no information other than brand names was administered. Two stimulus based consideration set checklists were developed, based on the two product categories used in the experiment (See Appendix E.). We present just the brand names with no other information. We pose the ensuing question to each subject Check the names of the brands that you would be interested in trying. Please checkmark as many or as few names as you wish. This technique is similar to used by Yoo (2005) .The consideration set size was also accounted by enumerating the number of examinated brand names and the presence or absence o f the target brand names (consideration composition) was recorded. V.4. Estimation of the quality of the model using confirmatory analysis Before verifying the hypothesis it is recommended that, in addition to the purification of different measures, to verify the validity of measuring instruments using factor analyzes. This is possible with the structural equations modeling. The evaluation of a model is to assess the quality fit of the theoretical model to empirical data. This analysis is carried out in several stages to the course of which adjustment is valued successively for: the global model, the measurement model and structural model (Kline, 1998). For a pragmatic picture of the underlying relationships that exist among these variables to emerge, an investigation for the proposed model with the structural equations modelling approach is needed. This extension of analysis is offered to add to the growing body of literature that specifies the interrelationships between these variables. The chief reason why we use this method is that there is greater recognition given to the efficacy and the dependability of observed scores from measurement instruments. Precisely measurement error has become a major error issue in many disciplines and structural equation modelling techniques explicitly take measurement error into account when statistically analyzing data (Adelaar et al, 2003). Analysis of Moment of Sample (AMOS v.19) a tool of SPSS (v.18) was used as analytical means for testing statistical assumptions and estimation of the measurement and structural equations models are described in the following sections of the study (Arbuckle, 2010). The conceptual model presented in the figure 3.1. was tested using structural equation modelling. The modelling was undertaken by deploying covariance matrix and the maximum likelihood estimation procedure. Structural equation modeling (SEM) was the convenient choice of analytic techniques available to test the theoretical model that was proposed a priori. Structural equation modeling, using the maximum likelihood estimation procedure, is a packed information technique in that all model parameters are appraised simultaneously and a change in one parameter during the iteration process could result in a change in other parameters of the model (Diamantopoulos and Siguaw, 2005). V.4.1. The adjustment of the global model A parsimonious fit measure was used to diagnose whether model fit has been achieved by over fitting the data with many coefficients. The model fit was measured using the chi-square statistic, the route mean square of approximation (RMSEA), the standardised route mean square residual (SRMR), the non-normed fit index (NNFI) and the comparative fit index(CFI). The root mean square error of approximation is usually regarded as the most informative fit indexes. Values less than .05 are indicative of good fit and between .050 and under .080 of reasonable fit. Likewise the smaller the standardized root mean square residual (SMRS) the better the model fit (Kelloway, 1998). There are several goodness-of-fit measures that can be used to assess the outcomes of a SEM analysis. Those fit indices are provided by AMOS (v19.) (Golob, 2003). Frequently, used measures include the root meant square error approximation (RMSEA), which is based on chi-square values and measures the discrepancy between observed and predicted values per degrees of freedom( a good model has an RMSEA value of less than .050), the comparative fit index (CFI); which compares the proposed model with a baseline model with no restrictions( a good model should exhibit a value greater the .090) ; the consistent Araike information (CAIC), which compares the model fit with the d