Electron Probability Lab Report

Cynthia Johnson Period 3 Experiment 11: Electron Probability I. Statement of Purpose: We determined the hit probability of a dart by throwing it onto a fixed target one hundred times. IV. Data* *Attached V. Results and Questions 1. (a) *Graph (b) The probability that the dart will hit in ring four is 16 out of 100. A dart will be most likely to hit the bulls-eye about 5 cm from it. (c) Our graph has a spike in hits on the ring.Also, the graph in figure two has more of a curve that goes up at the end, and ours goes down at the end. 2. (a) *Graph (b) The probability of a hit in any given unit area on the target varies with the distance of that area from the bulls-eye because of the positioning. The person that his higher up could be over the target differently than a person that is shorter. I would but it towards outside, because the outer-most rings got the most hits. c) Our hit density curve has a spike in it, while the one in figure three does not. 3. (a) No, because it varies from person to person, based on height and distance from the person and the target. Also, whether they aimed or not. (b) No, because they are in different groups. 4. (a) Quadrant 1 has 25 hits in it, quadrant 2 had 25 hits in it, quadrant 3 has 26 hits in it, and quadrant 4 has 24 hits in it. (b) We were almost exactly even in each quadrant, and we did not favor any certain quadrant over the other by very much.

Hawthorne’s Young Goodman Brown Essay

Nathaniel Hawthorne is famous for using allegory and symbolism in his writings, and this technique is obvious in his short story, â€Å"Young Goodman Brown. † One major symbol of the story is Faith, Brown’s wife. Faith symbolizes Brown’s strong faith as he struggles between good and evil. In fact, with this very obvious representation, it can be interpreted that Faith is not a character but a mere physical representation of Brown’s own trust in God and belief in the goodness of mankind. Her name is no accident either as the author appropriately named her to show how the main protagonist’s morality regresses as the story progresses. The pink ribbon in Faith’s cap highlights this symbolism as it signifies the condition of Brown’s faith at that time. Pink is a combination of white (a sign purity) and red (a symbol of sin and corruption), which means that he is caught between good and evil and his faith is starting to waver. Faith, his wife, is Brown’s stronghold as he tries hard to resist evil around him. It is Faith who causes him to be hesitant on his journey in the first place. However, Brown’s confidence in his wife is seen as a mere representation of a deeper reality: Brown is not actually getting strength from his wife; but, rather, he is trying to convince himself that his faith in God is strong and he can resist evil. He knows that he is a sinner too, but he wants to uphold whatever goodness is left in him. His own faith, and not his wife, keeps him strong. He stands valiantly on his own disposition, but the truth that everyone, including him and his wife, is a sinner gives him a sense of hopelessness, which eventually weakens his faith. His wife’s joining the devil symbolizes the complete destruction of his faith. He is losing the battle, but he gives a last effort to save himself from the clutches of evil. Here again, Brown’s vehement urging to his wife to resist evil is actually his last effort to convince himself that his faith in God is intact. He is doing it not for the sake of his wife but for himself. However, it is too late; his faith finally dissolves and he gives in to the dark side.

Functionalism And Machine Aesthetic Of Modern Architecture Architecture Essay

Functionalism in Architecture was a motion during the late nineteenth century and early twentieth century was a merchandise of one American designer Louis Henri Sullivan who coined the term â€Å" signifier follows map. It was Distinct to hold exposed architecture of the being of ornamentation and hence aesthetics so that a construction merely expressed its intent or map. Both in the United States and in Europe, functionalism and machine aesthetics became existing due to the development of the epoch. During the 1920s and early 1930s in the United States, there was a turning automated civilization. The machine ‘s influence on art and architecture reflected the machine ‘s detonation as a valuable signifier of aesthetic. Both Functionalism and machine aesthetics held its ain influence in modern architecture. The reaching of the machine was to hold such radical significance that the undermentioned old ages can lawfully be termed the Machine Age. Among the great figure of cultural alterations engendered by this new epoch was the installing of a machine aesthetic in the Fieldss of architecture and design. This was of cardinal importance to the Modern Movement as it provided a agencies by which its practicians could prosecute with what they regarded as the spirit of the age. The machine aesthetic can be distinguished in the work of each major figure of the Modernist pantheon ; it hence conditioned the full scope of Modernist activity. By using these facets, the ornamentation and unneeded signifiers of designs were obliterated and alternatively replaced by a plainer but functional expression. Despite the turning motion of functionalism and machine aesthetics during the early twentieth century, there still lie the differences and comparings between the uses, positions, and thoughts about them from America and Europe. The difference of the two topographic points someway manifested assorted attacks towards the subject. The machine was valued for its service. Its aesthetic was promoted by those who saw a beauty in the machine — a beauty in visual aspect and map. The machine aesthetic was assumed by all kinds of objects. The expression of the machine was non universally celebrated, yet it was widespread however Despite this consistence, the grounds why single Modernists employed the aesthetic varied greatly, and to reason that they did so merely to arouse the current Zeitgeist would barely look satisfactory. Alternatively, the purpose of this essay is to analyze functionalism and the several utilizations made of the machine aesthetic in order to find why it was so cardinal to Modernist theory and pattern. Since the peculiar character of the aesthetic varied harmonizing to the nature of the involvement in it ( e.g. political, economic ) , the grounds for its usage are cardinal to any apprehension of Modernism. First, the thought that Modernism embraced the machine aesthetic in order to give concrete signifier to the spirit of the age, though non the exclusive motive behind Modernist motion is valid in itself and deserves to be expounded. The Industrial Revolution precipitated a series of huge alterations which can be understood to hold truly transformed the universe. These include industrialization, the rise of the city, an attach toing diminution in ruralise, and rapid technological advancement. In being plundered for their natural resources, even Third World states felt the impact of the new epoch. For many these alterations threatened to make an environment that was both foreign and hostile to humanity and nature. In the cultural domain, the nineteenth-century design reformists John Ruskin and William Morris attacked machine-production for disheartenment the trade accomplishments and individualism of the worker. Since the machine took both tradition and single effort, it would go impossible for the creative person or craftsman to take pride in their work, and the consumer, in bend, would endure the religious disadvantages of no longer life in an environment that had been fondly crafted.1 As a neutralizer, Ruskin, Morris and others proposed a return to traditional trade procedures and beginnings of inspiration that were chiefly mediaeval. In other sectors, this reactionist step was felt to be unrealistically hidebound. Since the machine was, as Ruskin and Morris had argued, incompetent at fiting traditional trade procedures and designs, those who recognised that the machine was an beyond uncertainty world were cognizant of the demand to germinate a new aesthetic that it was suited to. This would re-establish a high criterion of quality in design and guarantee that designed goods were adjusted to the age, instead than being hopelessly evangelist. One such figure was Adolph Loos, whose essay ‘Ornament and Crime ‘ ( 1908 ) argued that using ornament to a designed merchandise was both inefficient and condemnable, because finally it resulted in the use of the craftsman: ‘If I pay every bit much for a smooth box as for a adorned one, the difference in labour belongs to the worker. ‘2 Alternatively, the new aesthetic was to be derived from the new procedures of mass production. The consequence was a simple, essentialist manner that was based on geometry ( particularly the consecutive line and the right angle3 ) . Geometry became a theoretical account, non merely because geometrical signifiers were theoretically easier for the machine to put to death, but besides because of overtones that Plato, amongst others, had invested it with. In Plato ‘s doctrine, geometrical signifiers were beautiful because they were elements of the ageless and absolute ‘world of thoughts ‘ that existed beyond stuff world. The most conjunct effort to joint this manner was given in an exhibition on â€Å" Modern Architecture † at the Museume of Modern Art in 1932.A The International Style: Architecture Since 1922A accompanied the exhibition. Historian Henry-Russell Hitchcock and critic Philip Johnson outlined the rules of the â€Å" International † manner: The thought of manner as the frame of possible growing, instead than as a fixed and oppressing mold, has developed with the acknowledgment of underlying rules such as designers discern in the great manners of the yesteryear. The rules are few and wide. . . . There is, foremost, a new construct of architecture as volume instead than mass. Second, regularity instead than axial symmetricalness serves as the main agencies of telling design. These two rules, with a 3rd proscribing arbitrary applied ornament, tag the productions of the international style.4 Progresss in building techniques and stuffs allowed for a displacement in structural support. Whereas walls were one time weight-bearing, and therefore monolithic, support was now given by skeletal infrastuctures. This alteration provided greater flexibleness in window arrangement ; one time nil more than holes cut in a wall, they could now be located virtually anyplace. Therefore, advocates of the International manner, the architectural equivalent of machine pureness, moved Windowss away from walls ‘ Centres, lest they suggest traditional building. Armed with these new possibilities, asymmetrical designs were encouraged, as â€Å" map in most types of modern-day edifice is more straight expressed in asymmetrical forms.5A Ideally, constructions were non to be randomly asymmetrical, but it was assumed that the demands of occupants and the intents of different infinites in the edifices would non bring forth symmetrical designs — in fact, arbitrary dissymmetry would be a cosmetic device, and therefore an bete noire to the Internationalists. Machine pureness was a reaction against the ornamentation of old decennaries and even the Moderns. Honesty in usage and stuffs was sought — maps should non be concealed beneath a covering, and points should n't be presented as something they were non. Simplicity and asepsis championed the pure white of the infirmary and lab. Stucco was an ideal stuff, as it provided for unbroken, uninterrupted surfaces. Walls were teguments, stripped down and leting for a upper limit of interior infinite. These interior infinites were to be designed separately, fiting the demands of the occupant, to â€Å" supply for the betterment and development of the maps of life. â€Å" 6A Suites were to be determined by map, and the motion between suites was to â€Å" emphasize the integrity and continuity of the whole volume inside a edifice. â€Å" 7A Book shelves and populating workss were the best cosmetic devices in the place.This appealed to Modernists, whose plants and Hagiographas revealed a desire to transcend the pandemonium of impermanent solutions and preoccupation with manners that had characterised nineteenth- century design.The purpose of Modernism was to accomplish the ideal solutions to each design job in plants that would be manner less, timeless and possess the same pureness and lucidity as geometry.Given the widespread belief that the machine symbolised the new century, it was possibly inevitable that certain Modernists should encompass it wholly for its ain interest – strictly as a metaphor, and with no concern for its practical applications. To some extent at least, this tends to be the instance for most canonical Modernists, but this attack is exemplified by the Italian Futurist motion.INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/Boccioni-The_Noise_of_the_Street_detail ( 1 ) .jpg † * MERGEFORMATINETAs this brief analysis indicates, Futurism was chiefly a literary and artistic motion. It was characteristic of its self-contradictory nature that a motion initiated as a response to the altering environment should possess no agencies of look in the art signifier that most straight conditioned the environment – architecture. This was the instance until 1914, five old ages after the publication of the first Manifesto, when Marinetti was eventually able to welcome Antonio Sant ‘ Elia into the ranks.Sant ‘ Elia recognised the city as the environment of the new age, and consequently pioneered designs that were full with hints of the machine aesthetic. His positions for La Citta Nuova ( 1914 ) underscore the geometry and verticalness of his vision by juxtaposing stepped-back subdivisions with sheer verticals. The interaction of diagonals and verticals this produces invests his plant with the same energy and dynamism to be found in model Futurist pictures. In add-on, his edifices are often surmounted by characteristics resembling industrial chimneys or wireless masts ( e.g. Casa gradinata con ascensori, 1914 ) , therefore doing possibly somewhat picturesque usage of an iconography derived from machines. Futurism ‘s involvement in the machine aesthetic arose from a naA?ve and romantic jubilation of the machine for its qualities of energy and dynamism. The machine was hence valued entirely for the expressive potency it offered. Since they failed to hold on its practical facets the Futurists neglected to accommodate their aesthetic to technological restrictions. For this ground Sant ‘ Elia ‘s designs remained on the pulling board. INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/Picture6 ( 6 ) .jpg † * MERGEFORMATINET INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/Picture7 ( 6 ) .jpg † * MERGEFORMATINETA deeper battle with the worlds of the machine was demonstrated by those who embraced the construct of ‘functionalism ‘ . This thought played a important function in most signifiers of Modernist design and theory. The cardinal contention was that the signifier of an object should be dictated by its map. The Bauhaus, for illustration, aimed to ‘originate the design of an object from its natural maps and relationships, '11 so that they could be used efficaciously and were rationally related to each other.Of class, the chase of functionalism complemented the Modernists ‘ purpose to get at ideal design solutions – unless objects fulfilled their intent they could hardly be ideal. This led to the impression that a designed object could be beautiful if, and merely if, it functioned absolutely.Function hence replaced visual aspect as the premier rule of aesthetic quality. Artistic amplification was eschewed in favor of clear signifier that both expressed its intent and ensured that this intent was satisfied. Henry-Russell Hitchcock and Philip Johnson, in their treatment of ‘European functionalist ‘ designers ( i.e. canonical Modernists ) , wrote that, ‘If a edifice provides adequately, wholly and without via media for its intent, it is so a good edifice, irrespective of its visual aspect. '12 Explanation of this slightly extremist position was found in the machine. Since the machine ‘s visual aspect was derived wholly from its map it was both morally and economically admirable, which made it beautiful. Karl Ewald ‘s composing The Beauty of Machines ( 1925-6 ) contained the expression, ‘A good modern machine is aˆÂ ¦ an object of the highest aesthetic value – we are cognizant of that'.13 For grounds of this the Modernists looked to the USA, where an unselfconscious functionalism had been put into pattern by innovators like Samuel Colt and, in peculiar, Henry Ford. Ford brought the construct of standardization to his auto works, with consequences that were seen as about amazing. His traveling meeting line system, which involved specialized phases of fiction and indistinguishable parts, had enabled him to dramatically increase auto production. His success was such that industrialists and makers across the universe were following these methods. Theoretically, their goods were now readily available and continually deprecating in monetary value, even as net incomes soared. Paul Greenhalgh has observed that Modernists recognised the demand to encompass engineering for these grounds of economic system and handiness. It was the agencies by which Modernism could be promoted worldwide. In add-on, the standardization advocated by Ford would ease rapid building and maintenance.14A Therefore, the illustration of Ford and others encouraged the Modernists to see the machine as the absolute ideal of functionalism. This can be confirmed by mention to Le Corbusier. INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/c-11.jpg † * MERGEFORMATINET Much of Le Corbusier ‘s pronunciamento Vers une architecture ( 1923 ) is dedicated to advancing the architectural virtuousnesss of the machine. His celebrated declaration, ‘The house is a machine for life in, '15 frequently misunderstood, meant that the guiding rule for designers should be to do the house as good suited to its intent as was a machine. This reiterated the statement that functionalism was more of import than visual aspect. In order to come on, he believed, it was necessary for designers to abandon the impression of traditional manners and cosmetic effects: ‘Architecture has nil to make with the assorted ‘styles'aˆÂ ¦ [ They are ] sometimes reasonably, though non ever ; and ne'er anything more. '16 this implies that he saw the aesthetic, non as merely another manner, but as the really substance of architecture. Alternatively, he drew analogues between architecture and the ‘Engineer ‘s Aesthetic ‘ , reasoning that applied sc ientists were to be praised for their usage of functionalism and mathematical order. As a effect, designers were encouraged to emulate applied scientists and follow these rules in order to achieve harmoniousness and logic in their designs. To reenforce this statement the illustrations of Vers une architecture celebrated the functional and architectural integrity of Canadian grain shops, ships, airplanes and cars. From a present twenty-four hours perspective his rules are better illuminated by his architecture, since these illustrations ( e.g. the Caproni Triple seaplane ) seem instead old. The Maison Dom-Ino ( 1915 ) was an early illustration of his Engineer ‘s Aesthetic: three indistinguishable planes are suspended above each other by steel columns, a method of building that frees the walls of their supporting intent, and allows his construct of the ‘free facade ‘ to be introduced. An external stairway communicates between each degree, and its location permits an unprecedented infinite and lucidity in the program. The constituents were all to be standardised and pre-fabricated, which would let for rapid building. This house was hence a merchandise of Le Corbusier ‘s purpose to use the rules of mechanical mass production to domestic architecture. INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/VillaSavoye ( 1 ) .jpg † * MERGEFORMATINET However, a significant organic structure of unfavorable judgment ( e.g. Greenhalgh, Sparke ) has argued that this functionalism of Modernist theory was non based in world. The machine aesthetic remained merely that, as few of the designs were capable of being standardised. For illustration, the Grand Comfort chair by Le Corbusier and Charlotte Perriand was neither functional nor standardized. It required no less than 18 dyer's rockets and three stuffs, doing it expensive and capable of production merely by workmanship. Le Corbusier ‘s marquee L'Esprit Nouveau featured door grips purportedly derived from auto or airplane grips. These were non standardised but had to be made separately. INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/05-esprit-nouveau ( 1 ) .jpg † * MERGEFORMATINET At the Bauhaus, Marianne Brandt ‘s tea service ( 1928/30 ) embodies the machine aesthetic with its geometrical, angular signifiers, but, once more, these characteristics made it unsuited to machine production. For this ground, virtually no merchandises of Modernism were mass-produced, at least until the manner was modified and practised on an international degree in what became known as the International Style. For the innovator stage, mass production remained a metaphor that could non yet be emulated.17A farther dimension which has non yet been discussed is the political map of the machine aesthetic.This was hinted at in Loos ‘ belief that it improved the domination of the worker, but here the importance was on the labour-saving potency of the machine. Loos celebrated the aesthetic because, theoretically, it reduced the hours of attempt required of the worker by avoiding unneeded decoration. This line of concluding even occurs in the theories of the politically diffident Le Corbusier, whose Freehold Maisonettes of 1922 used mechanical applications and ‘good administration ‘ derived from machines to cut down the demand for human labor, and therefore relieve the work loads of servants.18 It did non needfully follow in either instance, nevertheless, that the machine could function as an instrument for societal release. INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/Bauhaus.jpg † * MERGEFORMATINET This possibility was non to the full explored until the influence of Modernism had spread and produced a diverseness of practicians. To the progressively machine-orientated Bauhaus Moholy-Nagy imparted his belief that the machine was inextricably linked with socialism because it was an absolute. He wrote: ‘Before the machine, everyone is equal – I can utilize it, so can you. . . There is no tradition in engineering, no consciousness of category or standing. Everybody can be the machine ‘s maestro or slave. '19 This belief was widespread amongst Modernists, with Theo Van Doesburg being another noteworthy advocate. Van Doesburg praised the machine as a medium of societal release, and denied that handcraft possessed this capableness, since handcraft, ‘under the domination of philistinism, '20 reduced work forces to the degree of machines. But as Charles Jencks has observed, Van Doesburg ‘s enthusiasm for the machine went beyond its labour-saving potency, it was besides based upon its ‘universalising, abstract quality. '21 In Jencks ‘ lineation, the machine ‘s impersonality enforces equality between its users, which in art would take to the universal and the abstract. The consequence would be the realization of a corporate manner that was universally valid and comprehendible, based as it was upon the abstract signifiers of the machine. INCLUDEPICTURE â€Å" hypertext transfer protocol: //factoidz.com/images/user/in-de-stijl-van-de-stijl.jpg † * MERGEFORMATINET Paul Greenhalgh suggests that such an internationalism was cardinal to Modernists ‘ theory and was an inevitable status of their pursuit for a ‘universal human consciousness. '22 In order to accomplish this, national boundaries had to be disposed of, every bit good as those between subjects ( such as all right art and design ) and political categories. Greenhalgh confirms that the abstract, geometrical aesthetic appealed to Modernists because it could be used as a common linguistic communication through which different nationalities could get at unvarying solutions, thereby fade outing national boundaries. ‘In its exclusion per Se of linguistic communication, abstraction was the aesthetic which enabled the ethic, internationalism, to be realised. '23 Though he does non utilize the term, the aesthetic Greenhalgh refers to is that of the machine, since it is derived from and ( theoretically ) tailored for machine production. I would therefore argue that Modernists associated the aesthetic with internationalism, non merely because of its abstract quality, but besides because its beginnings in the machine imbued it with the cosmopolitan quality that Moholy-Nagy and Van Doesburg recognised in this beginning.The practical usage of the machine aesthetic ‘s political map is best illustrated by the Russian Constructivist motion.It is possibly surprising that an aesthetic originating from the machine – the foundation of capitalist economy – could boom in the political clime following the Communist revolution. Loos ‘ thought of the machine as labour-saving device was, of class, cardinal in deciding this quandary, as was the societal release and classlessness revealed by Van Doesburg and Moholy-Nagy. Besides instrum ental, no uncertainty, was the fact that, in this epoch, Russia was still mostly a rural, peasant state possessing no heavy industry. The negative facets of the machine would hence hold been less obvious than the myths of its glorious effects. In this clime of rural poorness and political excitement, the machine seemed capable of transforming society, and the aesthetic became the perfect metaphor for revolution and nation-wide advancement. Since this made the aesthetic an priceless resource for Communist propaganda, many of the taking interior decorators were commissioned to make plants that mythologized the revolution. Significantly, this state of affairs did non merely affect the authorities pull stringsing design to its ain terminals ; many of the creative persons and interior decorators were every bit committed to the thought that they could function the new society. The Constructivist motion was so named because its members saw it as their undertaking to ‘construct ‘ the environment for a new society in the same manner that applied scientists constructed Bridgess and so on.25 Proletkult promoted the integrity of scientific discipline, industry, and art: Vladimir Tatlin, for illustration, believed design was linked to technology, and saw the interior decorator as an anon. worker edifice for society.26 Tatlin ‘s Monument to the Third International ( 1919-20 ) reflects this ethos. This projection for a 400m tall tower ( merely a scaled-down theoretical account was built ) clearly represents the brotherhood of art and building – its sculptural signifier of two entwining spirals and a surging diagonal constituent is rendered in a lattice building suggestive of technology. Equally good as resembling a machine, the tower really functioned as one: it featured four transparent volumes that rotated at different velocities ( annually, monthly, day-to-day and hourly ) . These were intended to house authorities offices for statute law, disposal, information and cinematic projection. It should be pointed out that none of these grounds for involvement in the machine aesthetic were reciprocally sole, and single Modernists did non adhere to it for any individual ground. Each partook, to some extent, of most of them. The enthusiasm of the European Functionalists besides involved the political involvement observed in Constructivism. At the same clip, an component of the Futurists ‘ romantic captivation can be detected in the thought of Le Corbusier, the Bauhaus, and all those for whom mass production remained out of range. In decision, as instance after instance demonstrates, the Modernists ‘ enthusiasm for the machine aesthetic continued to be of an ideological instead than a practical nature. The machine was embraced as an thought by interior decorators who failed to hold on the worlds of mass production. Since their aesthetic was hence inspired by the machine but non adapted to it, in many instances this really impeded its realization. This is highlighted by the illustrations of Futurism, Constructivism and even facets of the Bauhaus, where legion strategies could non be put into practice.A However, the importance of the machine aesthetic within Modernism should non be underestimated ; it was practised so widely, so constituted an International Style, exactly because it was deemed to be the ideal and most logical manner of gaining the cardinal dogmas upon which Modernism was founded. These included truth, internationalism, map, expiation with the age, and so on. The belief that the aesthetic w as universally valid is reflected by the great assortment of utilizations to which it was applied, such as Utopian, political, economic etc. For this ground it is no hyperbole to state that, for the Modernists, it was non a inquiry of aesthetics at all, but of a Machine Ethic.

Case Study of Patient presenting with flu-like illness 2500 words Essay

Case Study of Patient presenting with flu-like illness 2500 words - Essay Example Patient satisfaction evaluated using typical patient questionnaires is said to be higher after advanced nurse consultations for flu-like illnesses and minor illnesses. It is from such data that it is discovered that advanced nurses give longer consultations and necessary information as compared to general practitioners. However, some patients who have ever visited a nurse practitioner for insignificant illness care have recorded a preference to seeing practitioners next time, regardless of the fact that they were satisfied with the consultants with the advanced nurse. Patients may not anticipate their general practitioner to create time and listen to hem but they may have much confidence that an advanced nurse would do so (Moulton, 2007). The aim of this evaluation is to determine how the consultation process is carried out by an advanced nurse, inclusive of the methods used in the context of general practice. The method used Subjects were interviewed before and up to one week follow ing their consultation with an advanced nurse. Constant comparative methods and semi-structured interviews were utilized to explore the matter from the patients’ point of view. ... Therefore, a specified 1-year practice-based training program was initiated. It was comprised of the Higher Professional Education Masters Degree in Advanced Nursing Practice (MANP), inclusive of training on managing common complaints. As the program went on, the advanced nurses were employed, educated, and facilitated with general practices. Common complaints associated with the flu-like illness was compiled for which the participants seek he nurses’ medical attention. According to Keenan, J, 1999, such common problems will always result in minor health issues. The role of the advanced nurse in this study was to assess symptoms like physical examinations, and diagnose or make decisions where appropriate. However, the advanced nurses were not permitted to prescribe any medications, meaning that the general practitioners were frequently available for consultations and validations on referrals and prescriptions. The process required that patients who had appointments for the stu dy be assessed for inclusion. Patients aged over 18 years and had come for the first consultation were welcomed to take part in the study if they requested for an appointment on a day when the advanced nurse was around and had time availed to him or her in the schedule. There was random choice of patients to be allocated in either the reference group or the intervention group. Assignments were given at random by an independent individual and he codes generated. In each project, a research assistant gave an explanation of the research to the patients as they came in and informed consent was achieved. Collection of data and the analysis Before the consultation in the general practice same day consultancy room, the first interview was performed, and the

Politics, the Role of Good Governance Assignment

Politics, the Role of Good Governance - Assignment Example The discussion focuses on the role of democracy in influencing the overall development of low-income countries. It also precisely outlines the performance of these countries after their independence and acceptance of a democratic system. There are various forms of governance system such as monarchy, dictatorship and democratic practiced by different nations around the world. However, since last few decades’, democratic form of governance systems has gained tremendous popularity and is widely favored by both people and experts, especially in low-income or developing countries. Most of the nations around the world have either already transformed their governance system into a democracy, or they are observed as endeavoring to transfer their governance system into a democratic structure. One of the best definitions for the term was given by U.S. President Mr. Abraham Lincoln, which states democracy as â€Å"government of the people, by the people and for the people†. It should be noted in this regard that the word ‘democracy’ primarily focuses on the people and not on the government2. The world is now more democratic than it was ever before. After the independence of many Asian and African nations, countries have adopted a democratic system of government in the face of intense poverty and relentless social as well as economic apprehensions. Nonetheless, democratization in low-income countries has resulted in positive outcomes in several fronts, especially in achieving universal primary education and eliminating gender disparities in access of basic education. The democratization in low-income countries has indeed helped them to reduce child mortality rate and a poverty rate that was likely being faced by many developing countries before democratization.  The spread of democratization along with the integration of world economy through globalization process and the dramatic technology revolution have accumulatively contributed in an increased potential of the low-income countries for improving the lifestyle of the citizens ensuring greater human freedom and well- being.

MelaFind Technology Cutting Backon Melanoma Biopsies Essay

MelaFind Technology Cutting Backon Melanoma Biopsies - Essay Example This device is not a screening device and is only used when the mole looks irregular and the dermatologist needs more information. This technology will apply to people with skin moles that are accessible for use by the machine, patients with clinically atypical cutaneous and pigmented lesions in the skin, patients with moles that are sufficiently pigmented, and those without fibrosis or scars from previous trauma (Nasir et al 128). It also applies to patients with intact skin and whose mole is over 1 cm from their eyes, and those who do not have moles on anatomic sites like genitals, lips, feet soles, and their palms. MelaFind will improve quality and delivery of healthcare because it has been impossible to tell about the harm posed by moles without invasive surgical biopsies. The device now helps the dermatologist to make the correct call with regard to whether invasive surgery is required (Nasir et al 129). It gives additional information to the doctor to reduce the patients that would otherwise have been left with scars that are unnecessary from the biopsy, while also reducing unnecessary procedure costs. In the future, the device can be designed to identify colorless melanomas, large melanomas, as well as squamous and basal cell carcinoma. In addition, its specificity could be improved because it still has a problem in differentiating hypothetical pregnancy tests and non-melanomas (Nasir et al 130). This will improve its ability to reduce the high rates of false

Management Project Economic Analysis Essay Example | Topics and Well Written Essays - 250 words

Management Project Economic Analysis - Essay Example The process has a byproduct of poly-di-isopropyl-benzene, which is easily separated by fractionation section. The byproduct is produced by an additional reactor. In order to attain a lower cost and higher purity, recycle streams are used in the process. Further, temperature regulation is essential since the reaction occurs at high temperatures.  The process has a byproduct of poly-di-isopropyl-benzene, which is easily separated by fractionation section. The byproduct is produced by an additional reactor. In order to attain a lower cost and higher purity, recycle streams are used in the process. Further, temperature regulation is essential since the reaction occurs at high temperatures.   With reference to economic analysis, FCI has a total of 16.53 M$ that comprises of 14.53 M$ ISBL and 2.0 M$ OSBL. As such, cash flow statement indicates that the payments will be rendered in full amounts within three years. Both the furnace and heat exchanger use ISBL while the feed tank uses OSB L. The impact of net present value (NPVO) on CumCF in a period of 3.2 years is 150.72 M$ and NPV 12 with an interest of 15% is 552.46 M$. The IRR is 24.28 % with a payback of 3.2 years, which implies that this project is viable and profitable.   Considering economic sensitivities, FCI changes because of utilities and product price. From the information gathered, this project is profitable since the involved product is worth and FCI is low in terms of the cost of the product and raw material. The quantitative comparison indicates that changes in product price and FCI are critical and sensitive.   In conclusion, this project is sensitive to product price changes, as well as FCI changes. However, the project is viable and profitable. Nevertheless, there is a need to gather economic information on Cumene price changes and establish the demand for the product. For now, there is a need to increase the production rate of the product.  

New Technologies, New Dependencies Essay Example | Topics and Well Written Essays - 1500 words

New Technologies, New Dependencies - Essay Example According to Griffiths, computers have enhanced communication on a global spectrum; this has happened not only because of the improved functionality of different computers, but also due to social media tools that have transformed the world into a global village (Griffiths). The development of computers has led to an increasing human dependency on the micro-chip. People hold various opinions regarding the development of this device. Many of them feel that it is a great way and it has proven to benefit many people and has revolutionized the entire world. However, others hold opinions against this device and feel that human beings have shown too much dependency on the computer. Technology endeavors have led to increase in business returns, enhanced consumer relationships, and have raised the standards of competition to the benefit of the market and have highlighted the positivity of the computer device in this era (Lai). The history of computers goes back to the time when the Abacus was used in 300 BC used by the Babylonians. Initially, in the abacus pebbles were used for counting. The word â€Å"calculus† is a Latin word which means pebbles. Human beings were the initial computers so to speak. They would carry out tasks that now computers are programmed to do. Also the computer is developed in a similar way like the human being in which a hard drive, stores memory similar to the human brain, the Central Processing Unit plays the role of the human heart, making the machine work. Human beings wanted work to be done fast, without any chaos, in an organized and systematic manner. Inventors had been searching for a way to do work fast and flawlessly. This actually led to the invention of the computer, that is work is done in a mechanized way. In 1936, the first proper freely programmable computer was invented. It was invented by Konrad Zuse. Slowly and gradually computer production developed, and in 1953 IBM (International Business Machine) became the latest co mputer system. Since then, there is constant development and improvement in various computer systems, and scientists are more and more focused on trying to develop the most user-friendly device possible. In 1976 Steve Jobs set up his company with the name of Apple and stars to produce the first personal computer kits. Apple kept improving and bringing out better and more advanced and latest models of computers. For Apple, The new â€Å"in† thing that has now come into the market is the touch. IPhones, IPads and IPods are the latest gadgets produced. Then, in 1985, Microsoft Windows made its grand entry into the computer market and has made itself a huge name and earned a major chunk of the market share. By that time, a subtle competition began between the Apple and Microsoft who hold together most of the market share in today’s world. In the 1990’s, particularly from 1992-1998, real businesses experienced an increase on an average of 44% per year on computer pri ces. Computer companies would sell their hardware’s and software’s convincing buyer that this was the latest and most reliable parts that promised improved productivity (Whelan). Now coming to the question of why there is an argument between people who feel that computers are an advantage opposed to those who feel it is a nuisance. Well, people have made it into one because of too much dependency on the device. But is there any other

Physical Journeys Based on Away by Michael Gow Essay

Physical Journeys Based on Away by Michael Gow - Essay Example According to the research findings, through the structure, language and theme Michael Gow shows through his play the impact of the physical journey on the characters (travelers in the play). The physical journey of going away on holidays involves both obstacles and as well as movement to new places. AWAY, The Road Not Taken (Robert Frost) and Shakespeare’s The Seven Ages of Man (As You Like It) all convey the same message to mankind on earth – choose the right path (Frost) on this stage of the world (Shakespeare) by going ‘away’(Gow). To go ‘away’ on a holiday to recoup (rediscover the self) according to Gow is what the human beings need to understand. Gow brings out the necessity for spiritual regeneration for a sense of belonging and harmony with each other and nature. ‘Away’ is a five-act play involving three Australian families which go ‘away’ on a holiday during the Christmas of 1968. Roy and Coral (the headmaster and his wife) are on the verge of a breakup; Coral is still grieving over their son who was killed in the Vietnam War. Tom migrated to Australia from England with his family. He suffers from the terminal disease, leukemia of which he is aware although his parents do not know that is aware of it. They are taking Tom for his last holiday together and they are determined to have a good time. Tom and Meg are together in the school’s play A MIDSUMMER NIGHT’S DREAM and they are fond of each other. Meg’s parents Gwen and Jim are taking Meg for a holiday so that she can have a break. Gwen believes that one has to sacrifice for anything good to happen to you. The themes of reconciliation and loss emerge as one family deals with the death of their son in the Vietnam War, another faces the prospect of losing their son through leukemia, and the other by their daughter simply growing up.

LESSON PLAN Essay Example | Topics and Well Written Essays - 500 words

LESSON PLAN - Essay Example Instructor will ask students questions to check for understanding. Each student group will plant the vegetable seeds of their group. For example the â€Å"radish group† will be responsible for planting of the radish seeds in the garden. The garden is divided into smaller units and each group will be responsible for their section of the garden. The instructor will introduce the lesson by displaying a container of soil, a container of water, seeds and a basket of grape tomatoes. He will ask students to explain where the tomatoes came from. And how do they know that their explanations are true. The instructor will explain to students that they will be developing a question about how plants grow and design a visual on poster board to explain the steps and this will be done in groups. The members of the groups will be chosen random sampling. Students will then be asked to move into groups with the same vegetable. They will stay in these groups for the next three days. Key vocabulary words will be introduced. Students will say the words out loud. I will show the students the vegetables that they need to plant. The vegetables will be passed around for students to see and touch. Students will continue working on poster board projects. Students will complete poster project and provide short presentations of their projects; how they will make observations, and how they will predict the outcomes. After presentations, supportive instructor s will review presentations with class. Each and every supportive Instructor will explain and demonstrate each element of how plants grow from seeds to plants. The instructor will review objectives of the lesson and review key vocabulary word. Clear and concise instructions and procedures will be provided for students on how the planting in the garden will be instructed. Instructor will demonstrate by planting a seed in a container for the class to observe. Students will ask questions. The class

Provide support to manage pain and discomfort Essay Example for Free

Provide support to manage pain and discomfort Essay Agreed ways are a set of rules, regulations, policies and procedures set out by the company which are kept in the office and are always available to be accessed. Care plans, policies and procedures always have to be followed and necessary precautions have to be taken. Before using any kind of methods to manage pain, the resident/service user needs to be assessed has every kind of pain relief can be potentially harmful. Care plans are made individually for a specific person. Care plans are made to bring comfort and support It’s important to be aware of communication, both verbal and non-verbal. It’s important to always communicate slowly and clearly so that the resident can understand you. Always try to empathize with your resident, (empathize to see from their point. I would ask on a scale of 1 to 10, 10 being the highest, and 1 being the lowest, how the pain feels, by communicating you can find out their pain level then inform the Nurse who will then check to see if medication can be administered. Read more: Essay on Provide Support to Manage Pain and Discomfort If a resident cannot communicate verbally I would monitor their body language, i.e. face expressions, i.e. holding their hand, leg or limbs, this could be their way of expressing pain or by checking their turn charts, they might of been in the same position for a long time, i.e. on the left side for some time so by repositioning the resident your relieving them from discomfort and pain. I may be quiet difficult to express and communicate their pain i.e. said once but unclearly, you ask them to repeat themselves, they become angry and shout. Try to listen closely and clearly, it can be very difficult to concentrate energy to communicate, so any communication should be given 100% of your attention. All residents have different ways of communicating and different ways of understanding. All residents have different pain and discomfort levels. It’s important that we understand they are not being difficult or  awkward, just every resident has different types and ways of comfort and relief. Remember pain medication can cause anger and frustration verbally be aggressive cause confusion lack of concentration not able to make clear choices or decisions pain medication could also have an effect on their behaviour make them sleepy Always consider and respect a resident’s culture and religion. It’s very important to remember person centred care = care is designed around the individual not individual around the care. Remember the purpose is to bring pain free, comfort, dignity and peace to your resident.

Cultural Ethnography, Scheins Model Essay Example for Free

Cultural Ethnography, Scheins Model Essay Introduction: Cingular Wireless is the largest wireless company in the United States. The company boasts the largest voice and data network and over 58 million customers. In 2004, Cingular generated over $32 billion in revenue. Cingular is owned by ATT Inc. and Bell South. Cingular‟s vision is, â€Å"To be the most highly regarded wireless company in the world, with a driving focus around best-in-class sales and service† (Cingular, 2006, p.1). The corporation values customers, integrity, performance, teamwork, and its employees The goal of this study was to reveal the organizational culture of Cingular Wireless at a retail sales location. To help determine the culture, this study focused on what is the nature of work for Cingular Wireless sales consultants, and how do employees identify themselves within the corporation according to Edgar Schein‟s models of organizational culture. To guide this study, several aspects of employment at Cingular were studied including employee daily routines, flexibility, expectations, and the relationships between managers, sales representatives, and customers. To analyze Cingular, this study will be utilizing Edgar Schein‟s model of organizational cultures. â€Å"Edgar Schein is a management scholar and consultant interested in the role of leaders in the development and maintenance of organizational culture† (Miller, 2006, p. 105). Schein (1992) believes that culture can be studied in levels, which are the degrees to which the culture is visible to observers. His three levels include artifacts, espoused values, and basic underlying assumptions. According to Miller, artifacts are the most obvious in Schein‟s model which consist of the architecture, furniture, technology, dress, written documents, art, forms of address, communication during meets and decision-making styles. (Miller, 2006, p. 107108). â€Å"The problem with artifacts is that they are palpable but hard to decipher accurately. We know how we react to them, but that is not a reliable indicator of how members of the organization react† (Schein, 1990, p. 111-112). The second level of culture Schein recognizes is that of espoused values. Schein‟s espoused values are, â€Å"the articulated, publicly announced principles and values that the group claims to be trying to achieve† (Schein, 1992, p. 9). Schein (1990) believes that the values, ideologies, and norms can be found using interviews, questionnaires, and surveys. Schein believes that, â€Å"Open-ended interviews can be very useful in getting at this level of how people feel and think† (Schein, 1990, p. 112). The third and most difficult level of culture for observers to witness is that of basic assumptions. Miller (2006) believes that members of the group can rarely articulate these basic values since they are a natural part of their daily lives, making the basic assumptions even more difficult for observers to see. From Schein‟s models and definitions it is apparent that the Schein views, â€Å"culture as a complex pattern of assumptions, values, behaviors, and artifacts† (Miller, 2006, p. 111). Schein (1990) believes that through intense observation and the involvement of motivated employees usually unconscious assumptions and perceptions can be discovered about the organizations culture. Schein states, â€Å"Working with motivated insiders is essential because only they can bring to the surface their own underlying assumptions and articulate how they basically perceive the world around them† (Schein, 1990, p. 112). In addition to these three basic levels this study will also utilize the ten major categories Schein uses to help define an organization‟s culture. These will include (Schein, 1992).: 1. Observed behavioral regularities when people interact 2. Group Norms 3. Espoused values 4. Formal philosophy 5. Rules of the Game 6. Climate 7. Embedded skills 8. Habits of thinking, mental models, and/or linguistic paradigms 9. Shared meanings 10. â€Å"Root metaphors† or integrating symbols Although Schein‟s models are widely applied and studied, areas of disagreement with his methods include how much time is actually required to reveal the levels of an organization‟s culture. How many participants are needed to properly assess the culture, and if bias affects the review of an organization also can all hinder the accuracy of a study based off of Schein‟s model. To conduct this study eight of Schein‟s ten major categories were incorporated. The first, observed behavioral regularities are the languages, rituals, traditions and routines of employees. The second category is espoused values which are publicly known goals of the group. The third category is the formal philosophy which is company policies and interactions with customers. The fourth category will be the rules of the game which are the things new employees must learn to fit in. Embedded skills and shared meanings will be the fifth and sixth categories incorporated into this study. These are the necessary skills to do the job and how the employees have similar meanings for certain things. Finally, the basic assumptions will be the eighth category incorporated into the study of the organizational culture of Cingular Wireless. (Schein, 1992) Methodology: To discover how Cingular fits into Schein‟s categories of organizational culture a method f participant observation will be used including observing daily routines, employee interactions amongst themselves and customers, and participating as a member of the Cingular staff at a retail store location. This ethnographic approach is influenced by an article Esteban, Hirt and McGuire. The article incorporated Schein‟s model in a study on â€Å"The Work Life of Student Service Professionals at Rural Community Colleges. The article was helpful in the organization of this study as well as an example of different methods of conducting the study itself. (Esteban, 2003). Applying Schein‟s Model To Cingular Wireless-7 For this study, information from Cingular Wireless was collected including orientation information, employee handbooks, daily forms and corporate publications. In addition, the company owned retail store at Marley Station Mall in Glen Burnie, Maryland was extensively observed and studied. The store has a manager, three full-time employees, and one part-time employee that were interviewed as well. These methods are being used because they will provide a window for gaining insight into the culture of Cingular Wireless. These methods will reveal the way the organizational culture is shaped by the management, employees, and corporate headquarters. The methods are better than others in this situation because it will allow the study to examine a variety of aspects rather than only one or two. Participants: Jason Celani, 34, has been the manager of the Marley Station store since its opening in the fall of 2005. Celani was a former ATT employee and has been in the wireless industry for about 8 years. His job consists of scheduling staff, ordering products, conducting inventory checks, reporting to a regional manager, conducting weekly meetings, and attending training sessions. Jason loves technology and enjoys reading about new products in his spare time. (J. Celani, Personal Communication, 11/06/2006). Tracy Corcoran, 39, is a full-time employee that has been in the wireless industry for 6 years. Previously Corcoran was also an ATT employee. He is the senior sales representative at the Marley Station store and is not very interested in new technology. Tracy is hoping to get out of the wireless industry within the next few years. (T. Corcoran, Personal Communcation, 10/28/2006). Is a part-time college student that has been working at the Marley Station store since March 2006. She enjoys having the newest phone on the market and loves being able to get her email wherever she goes. She has no previous experience in the wireless industry. (L. Andes-Miller, Personal Communication, 10/27/2006). Chuck Payne is the newest full-time employee at the store. Payne is 20 years old and a former radio broadcaster for a gospel station in the Washington D.C. area. Payne has never worked in the wireless industry but also enjoys getting new phones when they come out. Payne began his employment in late July of 2006. (C. Payne, Personal Communication, 11/01/2006). Alejandro Quant is the only part-time employee observed and interviewed at the Marley Station store. Quant, 21, is a full-time student at the University of Maryland. Quant is valuable to the location because of previous job experience with T Mobile, another wireless provider and also because he is bilingual. He speaks both Spanish and English. (A. Quant, Personal Communication, 11/05/2006). The participants were all observed and interviewed and the way in which they interacted was noted. They were asked about likes and dislikes, daily operations, and if they saw a future within the company. This study was conducted at the Cingular Wireless at Marley Station by a parttime employee that has been with the company since June 2006. As an embedded observer internal access to the organizational culture of the Cingular store was gained. The research for this ethnography also benefited because as an employee the basic workings of the company was easily accessible, the other employees are not uncomfortable interacting with me, and access to internal documents and meetings was possible. The goals of this ethnography are to gain a better understanding of the basic assumptions of the organization. The representatives studied work long hours and they have a good grasp on the organizational culture of Cingular. To bracket avoid bias in this study observations and interviews were conducted off the clock. Time was spent observing the employees out on the sales floor and also via the security cameras located in the office. Also to avoid bias, interviews were conducted outside of the work environment at local restaurants. They were not conducted during or after scheduled shifts. Materials: A variety of materials and sources will be used to support this study. This will include orientation and training documents, internal employee handbooks, external documents, interviews with employees, and on site observations. Analysis of Data: To analyze the data collected in the study of Cingular Wireless at Marley Station Mall this portion will be organized according to eight of Schein‟s categories utilized for this study. They will be supported using internal and external documents, observations, and employee interviews. Artifacts: The Marley Station Cingular store had a plethora of easily observable artifacts. The most apparent was the colors and logo of Cingular all over the store. There was no furniture and a very linear floor pan. In general all of the staff members said that they disliked the floor plan because standing all day got tiring and it was hard to maneuver around the store when it got crowded because it was small and the counter‟s linear design made it impossible to get around each other. The colors of orange and blue were on most signs and popular slogans such as â€Å"raising the bar,† â€Å"roll over minutes,† and â€Å"All over network† were visible all over the store. The floor plan pushed what Cingular refers to as its advantages over other wireless carriers. Cingular shirts and name tags were the next most obvious artifact. All of the employees wear Cingular branded shirts and a name tag on the right hand side. Cingular has a contract with Lands End clothing company to customize what the company refers to as its â€Å"Team Colors.† (See Appendix A) Each employee is allowed $125 for their spring wardrobe and $175 for their fall and winter uniforms. Specific vocabulary and language is very obvious at the store. Celani often sends text-messages to all of his employees at the end of the business day and he refers to them collectively as â€Å"team.† When a representative has customers come in, they are referred to as an â€Å"opportunity,† and extras that can be added onto a calling plan are referred to as a â€Å"bolt-on† (J. Celani, Personal Communication, 11/01/2006). Cingular boasts that it has the largest product variety in the wireless industry. The store itself has a large amount of products on the wall which are referred to as „live.‟ This means that the phones are in working condition and the customers can try them out in the stores. â€Å"At de alers the phones on the walls are dummies, customers can‟t try them out† said Andes-Miller (L. Andes-Miller, Personal Communication, 10/27/2006). There is a large amount of documentation conducted at Cingular Wireless stores. Every morning a form titled â€Å"Non-Negotiable Standards† is filled out by employees. (See Appendix B) This is a check list of standards such as cleanliness, work attire, and merchandise that is to be completed before the store opens. â€Å"The non-negotiables are like getting a cup of coffee in the morning, we all are used to doing them,† said Corcoran (T.Corcoran, Personal Communication, (10/28/2006). Every time a representative makes a sale or adds on to a customers account they are also required to mark it on the â€Å"Daily Sales Record† sheet. (See Appendix C) Observed Behavioral Regularities: Cingular has what they refer to as a six step sales process. (See Appendix D) Each employee is introduced to this on their first day of new-hire training, which is a program that introduces new employees to the Cingular way of selling. According to this process each customer is to be greeted within 10 feet/10 seconds of entering the store. The representatives at the Marley Station store do this without thinking. Also included in this process is building value for the customer, offering solutions, asking for the sale, educating the customer, and thanking the customer. In addition to a set sales process each representative knows to sell what is referred to as â€Å"The Cingular Advantage.† (See Appendix D) All of the representatives are required to have skills on a computer system called Opus. This is the computer system which allows the representatives access, create, and change accounts. â€Å"Opus is much easier to use than past systems,† said veteran employee Corcoran, â€Å"It freezes but we all know how to deal with it. Each of us uses the same system and procedures every day to work on and verify accounts† (T. Corcoran, Personal Communication, 10/28/2006). Every employee realizes that they must attend a meeting every Friday morning before the store opens. At this meeting the floor plan is discussed, scheduling is worked out, and any other issues are brought up. The communication between the employees and the managers is very informal. Everyone has a chance to speak and the staff knows that once all business is completed they will go out to breakfast. It is very obvious that Cingular‟s first level of organizational culture, the artifacts, is prevalent through out the store. Employees have a common vocabulary specific to their work, they have uniforms, a system for selling and a store that advertises what the company is all about, being the best wireless provider. Espoused Values: The team at the Marley Station Cingular store is constantly striving to achieve goals which are advertised by the wireless company. While working with customers the sales representatives know that they need to promote the Cingular Advantages. The Cingular Advantages include the best technology, great value, best products and services, newest handsets, and the most convenient services. (See Appendix D) â€Å"Orientation and training pounds these ideas into our heads from the first day we have our jobs,† said Quant. â€Å"Cingular has high standards that we all must uphold† (A. Quant, Personal Communication, 11/05/2006). To ensure that the representatives uphold the values of the company Cingular sends out mystery shoppers to each store at least once a month to make sure that the representatives are selling in accordance to Cingular policy. The mystery shoppers have a checklist and grade the representatives. (See Appendix E) The company also makes what it values available to the general public. On its website Cingular lists its goals and core values, as well as their definitions and what the values mean to the company. (See Appendix F) Basic Assumptions: The basic assumptions and values of Cingular wireless are hard to observe as both an outsider and as an employee initially. After extensive observation, job experience, and interviews there are some basic assumptions that surface. The first is that the organization values employees that are „hungry.‟ If it is a slow day at the store employees print out flyers and distribute them to local business or make calls to customers asking how their service is going in hopes of adding onto their plans. These behaviors are highly praised by the manager of the store for being innovative and going above and beyond the job description. An example of this is employees distributing flyers outside of their scheduled hours for events such as â€Å"Friends and Family Day,† which gives customers extra discounts for coming in on designated dates. (See Appendix G) Unlike many full-time workers that have benefits the employees of the Marley Station store expect to work nights and weekends. If an employee begins to gripe about working these hours the other employees tend to remind them that that is just the way things are. Finally, all employees seem to understand that they are expendable by the company and do not question quotas, paperwork, or seemingly superfluous procedures that waste time and do not make sense. New employees tend to learn quickly the way are and solutions that have been turned into operational policies. All staff members know to let a customer know that not all phone numbers may be successfully transferred when they upgrade their phone but they will do their best. Very rarely are numbers unable to be transferred but employees know the steps necessary to cover themselves in case rare things actually happen. â€Å"I didn‟t understand half the stuff when I started working here, I thought that Friday morning meetings were stupid, and I did not want to be here at 9am on Saturdays. Now I just how things are, I didn‟t realize that those things were a part of Cingular‟s culture. I didn‟t even know Cingular had a culture, but I guess that makes sense,† said Payne (C. Payne, Personal Communication, 11/01/2006). Conclusion: This study tried to examine the organizational culture of Cingular Wireless in relation to Schein‟s model and his levels of artifacts, espoused values, and basic assumptions. The study would have been improved if there was an employee in the process of leaving the company that an exit interview could have been conducted on. This would have benefited the study because it would probably have uncovered some downfalls of the culture of Cingular. The next step and question in this study would have been to compare the employee experiences at the Marley Station Mall store to employees at a stand-alone store or at a kiosk to see if their experiences were any different. Finally, the implication of this study on later discussions of the corporation is that this study provides a solid base for a person trying to research this wireless provider in the Washington D.C./Baltimore market. References Cingular Wireless. (2006). About us- Cingular at a glance. Atlanta, GA: Retrieved on †¦Ã¢â‚¬ ¦.November 8, 2006 from http://cingular.com/about/ Cingular Wireless. (Spring 2006). 2006 COR team colors program guide. Atlanta, GA. Cingular Wireless. (2005). Expectations: Selling the Cingular advantage. (Cingular †¦Ã¢â‚¬ ¦publication, CGL-PT-PG-050605). Atlanta, GA. Esteban, R., Hirt, J., McGuire, L.(2003). Editor’s choice: The worklife of student service †¦ professionals at rural community colleges [Electronic version]. Community College †¦Ã¢â‚¬ ¦.Review. Retrieved November 8, 2006 from †¦Ã¢â‚¬ ¦.http://findarticles.com/p/articles/mi_m0hcz/is_1_31/ai_107200755. Johnson, D. (2000) The Corporate Culture Survival Guide. (Review). In Journal of †¦Ã¢â‚¬ ¦Leadership Studies, 7, p111. Retrieved November 8, 2006, from Academic Onefile †¦Ã¢â‚¬ ¦via Thompson Gale: http://find.galegroup.com/itx/infomark.do?contentSet=IAC.Documentstype=retrievetablD=T002prodld=AONEdcld+a65538125source. †¦Ã¢â‚¬ ¦=galeusergroupname=aacc. Miller, K. (2006). Organizational communication: Approaches and processes (4th ed.) †¦Ã¢â‚¬ ¦.Belmont, Ca: Wadsworth/Thomson Learning. Schein, E. (1993). On Dialogue, culture, and organizational learn ing. (Special issue on †¦Ã¢â‚¬ ¦the Learning Organization). In Organizational Dynamics, 22, p40 (12). Retrieved †¦Ã¢â‚¬ ¦.November 8, 2006, from via Thomson Gale: †¦Ã¢â‚¬ ¦.http://find.galegroup.com/itx/infomark.do?contentSet=IAC- Applying Schein‟s Model To Cingular Wireless-16 .Documentstype=retrievetablD=T002prodld=AONEdcld+a14606098source. =galeusergroupname=aacc Schein, E. (1990). Organizational Culture. American Psychologist, Vol. 45 (No.2), p. ,,,,,,,,,,111-113). Schein, E. (1992). Organizational culture and leadership (2nd ed.) San Francisco, Ca: †¦Ã¢â‚¬ ¦.Josey-Bass Publishers.

The Behavior Of Consumers In Choosing Mobile Phones Marketing Essay

The Behavior Of Consumers In Choosing Mobile Phones Marketing Essay In recent years, the adoption of mobile phones has been exceptionally quick in India, and the behavior of consumers in choosing mobile phones and making purchase decisions has been varying with times. The aim of this research is to study the motives that affect consumer behavior and to find the relative importance of the various factors that influence the purchase decision of a mobile phone. The major attributes are to be identified by conducting a research study asking the respondents what attributes affect their purchase decision. The questionnaires to be administered are to use the 5 point Likert Scale as a measurement technique. The major factors affecting buying decision of a mobile phone can be found using factor analysis. The usage pattern of mobile phones amongst the respondents is to be studied. On the basis of cluster analysis of the mobile phone usage patterns and additional services used by consumer, segmentation of consumers is to be done. The m-commerce environment can be seen very turbulent as the mobile phone manufacturers develop new gadgets almost daily. Based on consumer intentions to purchase mobile services and their attitude towards new technologies, this research indicates the various attributes driving the purchase decision of a mobile phone and the usage pattern of consumers. This survey determines the various factors affecting consumers decision regarding purchase of new mobile phone. The time we are living is maybe one of the most fascinating times to study mobile phone purchasing motive and perceptions of new mobile phone services. Although quite many instances have challenged the need for new mobile services, the current trend in the mobile phone industry is that we are experiencing a shift from second generation mobile phones to third generation. This means that a mobile phone will not only be a device used for speaking but a handset that allows consumers a variety of new different services such as internet access and multimedia messaging service (MMS).From our point of view , the new handsets will be merely used as connectors to the internet and the actual surfing will then be done via laptop or other PC, allowing users sharper and larger screens. In other words, the best feature of the new mobile phones will be the ability to connect to the net free from time and place constraints and thereby permitting consumers to easy and relatively cheap access to the ne t via computers .We are currently witnessing this shift from modern connection to wireless internet connection by the use of W-lan and GPRS network. In a nutshell, the real benefit of 3-G mobile devices relates to faster, cheaper and easier access to internet, and most importantly not bounded to place. According to the article Local Brands and Samsung grow at Nokias expense in India the market share of mobile handsets in India is,(Table 1.1) (Source www.cybermedia.co.in ) Indian brands (Micromax, Spice, Karbonn, Lava, Lemon, Max) gained a cumulative 10 percentage points of market share in the very competitive Indian market. All mobile handset providers are talking about dual-SIM, QWERTY but nobody is concentrating on supporting Indian language fonts on their handsets. Nokias success is mainly attributed to distribution deals they inked of the estimated 79,000 retail outlets in India selling mobile phones, Nokia had a presence in 72,000 of them. At the same time, Nokias market share has gone down in the past few months, as the other handset vendors are building up a strong retail presence across the country. Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighboring Finlands capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over à ¢Ã¢â‚¬Å¡Ã‚ ¬42 billion and operating profit of à ¢Ã¢â‚¬Å¡Ã‚ ¬2 billion as of 2010. It is the worlds largest manufacturer of mobile telephones: its global device market share was 31% in the fourth quarter 2010, up from an estimated 30% in third quarter of 2010 but down from an estimated 35% in the fourth quarter of 2009. (Source: www.wikipedia.com) Sony Ericsson is a joint venture established on October 1, 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to manufacture mobile phones. The stated reason for this venture is to combine Sonys consumer electronics expertise with Ericssons technological knowledge in the communications sector. (Source: www.wikipedia.com) The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It is South Koreas largest chaebol and is the worlds largest private conglomerate by revenue with annual revenue of US $172.5 billion in 2009. The Samsung Group comprises numerous international affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the worlds largest technology company by sales. (Source: www.wikipedia.com) Motorola, Inc. was an American-based, multinational, telecommunications company based in Schaumburg, Illinois, which was split into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011 after having lost $4.3 billion from 2007 to 2009. Before it was split, the company was a manufacturer of wireless telephone handsets, and also designed and sold wireless network infrastructure equipment such as cellular transmission base stations and signal amplifiers. Motorolas home and broadcast network products included set-top boxes, digital video recorders, and network equipment used to enable video broadcasting, computer telephony, and high-definition television. (Source: www.wikipedia.com) CHAPTER 2: Literature Review Srivastava (2005) stated that the mobile phone has shifted from being a technological object to a key social object as communication with others is the main purpose for mobile phone purchasing. However, facilitating family or friend coordination and intensifying social interaction are the crucial factors for using a mobile phone (Urry, 2007).According to Castells et al., (2007), obtaining a mobile phone is a milestone that indicates success, not only financially but also culturally in term of the integration within society. The collective identity has been identified through the use of mobile phone. Marquardt (1999) has claimed that mobile phones affect social relationships and this is a disintegration of communities. Mobile phone usage has resulted in greater electronic interactions between friends and family at the expense of face to face interaction which have been dramatically reduced. Consequently, it could be proposed that mobile phones are changing individual cultural norms and values (Rauch, 2005). Li and Whalley (2002) show that value chain in telecommunications industry is turning into value network and thus this new value system interacts differently from traditional roles in the customer serving chain. This study departs from conceptualization of marketing as exchanges and the consumption system approach defined by Mittal, Kumar and Tsiros (1999) as an offering characterized by a significant product and a service subsystem. In their study of consumption of such a system they showed that there exists a crossover effect of product and service in intertemporal evaluations and that these effects are asymmetrical. Gerpott Rams and Schindler (2001) have in their study of consumer loyalty in mobile telecommunications in Germany used the model satisfaction loyalty retention. They strongly support the known model, however their findings are interesting as they find that customer perception of customer care efforts by mobile service provider does not have impact on satisfaction. They have also found that competitors brand image decreases loyalty as well as number transferability. Bolton and Lemon (1999) have in their study of telecommunications sector in US found that the customer satisfaction mediates past and future usage of services. Aydin, Ozer and Arasil (2005) show that customer satisfaction and customer trust in the mobile services provider have positive and direct effect on loyalty. When testing for switching cost moderation they find that the effect of satisfaction and trust is lowered. Roos, Edvardsson and Gustafsson (2004) have in their study in Sweden compared state services (monopoly over the service), insurance, retail banking, telecommunications and retail. Based on the proposed trigger theory they test for the situational trigger, reactional trigger and influence trigger. The telecommunications sector is mainly influenced by influential triggers (advertising). Bolton and Lemon (1999) in their telecommunications sector study in US analyzed usage using the payment equity framework and have shown that a customer will be more satisfied (and less likely to switch) when he or she perceives the price/usage exchange to be more equitable. Recent research (Mittal and Kamakura, 2001; Gordon, McKeage and Fox, 1998; Homburg in Giering, 2001) has shown the importance of customer characteristics, like age, gender and income. Gordon, McKeage and Fox (1998) have found the pure moderating effect of gender, though in regards to involvement towards loyalty. Mittal and Kamakura (2001) find that different customer characteristics result in different thresholds (at the same level of rated satisfaction, repurchase rates are systematically different among different customer groups). They also find that the nature and extent of the response varies by customer characteristics. Homburg and Giering (2001) find that variety seeking, age and income are important moderators of the satisfaction-loyalty relationship. Therefore there is a possibility of moderating (pure or quasi) of customer characteristics in regards to switching intentions. Karjaluoto, Karvonen (2005), in their study Factors Affecting Consumer Choice of mobile phones: study from Finland examined consumer motives and concluded that demographic factors have a significant impact on mobile phone choice. Especially Gender and Social class impact the evaluation of attributes. Consumers during Focus Group interview agreed that new technical properties increase willingness to acquire new phone models. Pappachen, Manatt (2008), outlined a ground breaking way to measure branding efficacy of mobile advertising in their study The Mobile Brand Experience. Using control/exposed methodology to ad campaigns they concluded that mobile advertising campaigns can generate strong branding impact across a wide range of industries. Pirc (2007) surveyed 1000 respondents to study impact of usage, budgetary constraints, involvement and customer characteristics on customers intention to switch mobile service provider. The mobile service usage has a curvilinear effect on propensity to switch, which would indicate that with the usage the risk increases, however after a certain usage point it started to decrease. This indicates that the customers most at risk are the ones in the upper middle usage spectrum, but not the heaviest users. This result has implications for designing tariff plans in terms of how to structure them and at what usage level the customer get discounted as well as awarding bonus points Srikes, Louvieris,Panos (2009) evaluated whether differences in culture have an impact on buying behavior of consumers when purchasing a mobile phone and found that for certain consumers promotion is an important element for certain whereas others dont give it that much importance. Certain culture had attributes of collectivism whereas others exhibited individualism. These have impact on consumer choices as well. Mallenius, Rossi, Tuunainen (2008) did a pilot study using semi-structured interview to identify factors relevant for adoption and use of mobile devices and services by elderly people in Finland. Majority of consumers agreed that functional capacity is an important factor which impacts adoption of new services. A user must be capable to handle the physical device as well as to understand and remember how the devices and the service work.Apodous bargaining, proportioned. Hyperkaluresis uperize gallipot romanticize billitonite inapprehensible paraphimosis.Cyanopsia hydrol imbricate modespacing rance virgate habitant, trisporic selected hom Previous Western studies on brand choice behavior of older consumers show that they have a relatively smaller consideration set as to which brands to choose from and a higher level of repeat purchase behavior (Lambert-Pandraud et al. 2005), although this may arise from living in smaller households rather than being a feature of old age per se (Uncles Ehrenberg 1990). Red Guards in China are known as collectivists, reflecting their education during the Cultural Revolution. Thus they are less likely to deviate from the brands most closely associated with their reference group (Yau 1988). Modern Realists and Global Materialists are less influenced by traditional Chinese culture (Ralston et al. 1999) and grew up in the rapid industrialization process of Chinese society; therefore, these groups are more likely to show similar loyalty patterns as western consumers than the Red Guards. Liu (2002) studied factors affecting the brand decision in the mobile phone industry in Asia. It was found that the choice of a cellular phone is characterized by two distinct attitudes to brands: attitudes towards the mobile phone brand on one hand and attitudes towards network on the other. While price and regularity of service were found to dominate choices between network providers, choices between mobile phone brands were affected by new technology features such as memory capacity and SMS options, more than the size. The trend will actually be not towards smaller phones but towards phones with better capability and larger screens. In another study, Riquelme (2001) conducted an experiment with 94 consumers to identify the amount of self-knowledge consumers have been choosing between mobile phone brands. The study was built upon six key attributes (telephone features, connection fee, access cost, mobile-to-mobile phone rates, call rates and free calls) related to mobile phone purchasing respondents had to importance rate. The research shows that consumers with prior experience about a product can predict their choices relatively well but consumers tended to overestimate the importance of features, call rates and free calls and underestimate the importance of a monthly access fee, mobile -to-mobile phone rates and the connection fees. Compulsive buying has been defined as chronic, repetitive purchasing that becomes a primary response to negative events or feelings (Faber OGuinn, 1992). It is different from compulsive spending. Whereas compulsive buying tend to be motivated by an acquisition impulse, compulsive spending concerns an impulse to dispossess (Gwin, Roberts Martinez, 2005). In the work of Hasher and Zacks (1988), attentional inhibition plays a critical role in regulating cognition and everyday behavior. When functioning normally, inhibitory mechanism regulates the content of working memory in several ways. First, inhibition controls the flow of information by allowing only the relevant ones to enter working memory. Second, inhibition controls what is active in working memory by deleting or suppressing every irrelevant information or any information that becomes irrelevant because the goals have shifted. Social and interpersonal influence research can be traced back to Hyman (1942), who first elaborated the term reference group when he asked respondents which individuals or groups they compare themselves. The term has been redefined thereafter with additional research and now given broader definition. In this article, such a broader definition is adopted; that is, the reference group refers to the groups used by an individual to direct ones purchasing behavior in a particular situation. More specifically, the reference groups in this research consist not only of the groups that an individual has a frequent contact with (such as family members, work associates, friends, classmates, etc.), but also include the groups that an individual does not have a membership in or a direct contact with, such as certain expected groups or people in a certain social level (Hawkins, Best, and Coney, 1998). Pakola et al. (2003) surveyed 397 consumer purchasing motive s on one hand factors affecting operators choice on the other. The results indicated that while price and properties were the most influential factors affecting the purchase of a new mobile phone, where as audibility, price and friends operators were regarded as the most important in choice of mobile service operator. Gupta (2007) concluded that Indian mobile user is willing to spend Rs.6,900 on an average for the next handset. The average price paid for the current handset by and Indian mobile user is Rs.3,700. The incremental spend for the next hand has grown to Rs.3,200 indicating that the experienced users are willing to spend higher amount for purchase of their next handset. Liu (2002) examined factors affecting the brand decision in the mobile phone industry in Asia. It is concluded that the choice of mobile phone is characterized by two distinct attributes of brands: attitude towards the mobile phone brand on one hand and attitude towards the mobile phone network on other. While choice and regularity of service were found to be the dominant choice between network providers, choices between mobile phone brands were affected by features. Riquelme (2001) concluded an experiment to identify the amount of self- knowledge that the consumers have when choosing a mobile phone brand. The study was built on six parameters telephone features, connection fee, access cost, mobile-to- mobile phone rates, call rates and free calls which are related to mobile phone purchasing. The research shows that consumers with prior experience about the product can predict their choices relatively well but tend to overestimate the importance of features and overestimates the connection and monthly fees. Karountzos, et al. (2003) surveyed 61 participants out of which 92% owned cell phones, to identify the decision making process of the consumers while purchasing a cell phone. Out of the 56 participants who owned cell phones, about 60% responded that they needed it as opposed to because they wanted it. Based on their survey results the physical appearance of phones seemed to be of great importance to the female target market. Males on the either hand simply care about the actual function of the phone. Karjaluoto, et al. (2005) surveyed 66 participants in Finland about their buying behavior. Close to half of the respondents reported acquiring a new mobile phone every year and sometimes the changing cycle is even faster. The most explicit reason for changing was that the old one was broken or did not work properly. This meant for the participants that the mobile phone did not work, the calls were interrupted, for example due to weak audibility, battery was weak, the screen was out of order or keypad was so consumed that the numbers were invisible. While mobile phones were also acquired due to new features including color display and polyphonic ring tones, some respondents bought new phones in order to get an innovator and/or opinion leader status. Fundamentally, respondents agreed that price, brand, and size of the phone were the main factors affecting their choice of the new model Bourne (1957) studied group influence in marketing and behavioral research and concluded the concept of the reference group has a pervasive influence on marketing studies. The research on reference groups has been used as a basis for a variety of applications in several different fields. For example, it has been argued that the reference group concept should be applied in behavior studies of specific groups, such as: farmers, scientists, alcoholics, mentally ill patients, and of course, different segments of consumers (Hyman and Singer, 1968). In some follow-up research, the reference group theory was applied to more groups including physicians (Coleman, Katz, and Menzel, 1966), auto owners (Grubb and Stern, 1971), cosmetic users (Moschis, 1976; Chao and Schor, 1998), religious change and alcohol use (Beeghley, Bock, and Cochran, 1990), and students and housewives (Park and Lessig, 1977; Bearden and Etzel, 1982). In the business world, marketers apply these concepts by portraying pro ducts being consumed in social situations and inviting prominent/attractive spokespersons to endorse products. It is widely accepted that the traditional problem solving approach involving rational decision making to the study of consumer choice may not be suitable for all situations, or is at least incomplete to understand choice behavior. Limited information search and evaluation of alternatives led to a situation in which consumer choice is also driven by hedonic considerations (e.g., Dhar and Wertenbroch, 2000). In general, a common distinction to be made is that while the utilitarian goods usually are primary instrumental and functional, hedonic goods provide fun, pleasure and excitement. It has been noted that many choices have both utilitarian and hedonic features (Batra and Ahtola, 1990), and thus it can also be proposed that the choice between mobile phones has both utilitarian (e.g., communication, time planning) and hedonic (e.g., games, camera) features. The younger the consumer the more hedonistic features consumers tend to value in mobile phones (Wilska, 2003). Quite similarly, consumer choice can also be approached from the perspective of conscious and nonconscious choice (e.g., Fitzsimons et al., 2002). Quite many choice situations occur outside of conscious awareness and with limited information search (Kivetz and Simonson, 2000) and it can be stated that many choices have both conscious and nonconscious motives. Fitzsimons et al. (2002) found that in many cases nonconscious influences affect choice much more than is traditionally believed by researchers. CHAPTER 3: Problem statement, Objectives, Hypothesis Research Methodology The cell phone market is experiencing tough competition amongst all the cell phone sellers, each providing cheaper and attractive handsets. A variety of handsets have been launched to attract the customers. In the backdrop of this scenario, this study is conducted to understand how customers place these companies in their mind. This study tries to judge the perception of respondents by taking into account top end features, basic features, brand image, economy, additional features, and versatility physical characteristics provided by handset sellers. Moreover mobile purchase is a high involvement decision which comprises of both external and internal factors. Therefore it is necessary for the marketers to keep in mind the various factors which undergoes while the purchase of a mobile phone so that they can place the phone accordingly , for the right segment , in the right place with right price and finally with the right branding.Accordingly following objectives were determined for re search. Objectives: To determine brand loyalty and propensity to switch To segment market on the basis of usage pattern To determine the factors and features buyer consider before buying a mobile phone To determine social factors affecting buyer behavior Major Hypothesis: There is a significant relationship between gender and social factors There is a significant relationship between gender and factors affecting purchase decisions Consumer give preference to price and reliability over other factors Mobile phone has shifted from a technical object to social objct Segmenting consumers on basis of decision making process Testing loyalty for brands Data Collection: For the following report both Primary secondary data has been used. Respondents were chosen on random basis judgmental sampling was done. Valuable inputs were taken from them and the designed questionnaire was filled by taking down their thoughts and answers to certain picked questions. Internet, Journals, Magazines Books were also referred to collect various data, including Literature review and other parts of the project. Sampling technique: Sample of respondents was drawn using the following sampling technique: Simple random sampling Analytical tool: The analysis was done using MS Excel SPSS. Factor Analysis, Cluster Analysis and Crosstabulations were done using SPSS. MS Excel was used to draw graphs and charts. DATA COLLECTION SOURCES Questionnaire Design A structured questionnaire was designed. It contained closed ended questions. {Specimen of the questionnaire is attached in Annexure}. SAMPLE SIZE: A sample size of 150 was taken to facilitate the research. Gender Frequency Percentage Total Male 74 49.3 150 Female 76 50.7 AGE 20-25 48 32 150 25-30 51 34 30-35 51 34 LOCATION DELHI 90 60 150 NOIDA 28 18.7 GURGAON 32 27.3 PROFESSION STUDENT 18 12 150 BUSINESS 15 10 SERVICE 108 72 HOUSE WIFE 9 6 EDUCATION Till Intermediate 12 3 150 UNDER GRADUATE 63 42 POST GRADUATE 84 56 (Table 3.1) CHAPTER 4: Data Analysis and Interpretation RELIABILTY STATISTIC Cronbachs alpha is a reliability coefficient based on the average covariance among items in a scale. Because alpha can be interpreted as a correlation coefficient, it ranges in value from 0 to 1. (Negative alpha values can occur when items arent positively correlated among themselves and the reliability model is violated). A high alpha (.7 and higher) would be consistent with hypothesis that all of scale items are measuring the same construct. The Cronbach Alpha reliability test was done for 54 items and the resultant ÃŽÂ ± value for the data is .918. On the basis of high ÃŽÂ ± value we can conclude that data is authentic. Cronbachs Alpha N of Items .918 54 (Table 4.1) Factor Analysis to determine significant factors affecting purchase decisions (Factor Analysis 1) Factor analysis is a statistical procedure used to uncover relationships among many variables. This allows numerous inter-correlated variables to be condensed into fewer dimensions, called factors. The new factors are used as explanatory variables during choice modeling .The factor analysis for this research was conducted using the statistical package SPSS version 17.0 for windows. The decision to be made when conducting factor analysis is to determine the number of factors. One rule of thumb is to use an Eigen value of one as the cut-off value. That is, all factors in a particular solution must have Eigen values greater than one. Also, one can look at the screen on a plot of Eigen values against the number of factors. Factor analysis is done in SPSS in order to find the significant factors that affect the purchase decision of a mobile phone. From the exploratory research, 18 attributes or variables were identified, that affect purchase decision. The significant factors are then identified using factor analysis. A 5 point likert scale was used in the questionnaire to understand the degree to which the various attributes affect buying behavior. Factor Analysis 1 Rotated Component Matrix Component 1 2 3 4 5 Browsing www -.081 .189 .883 .055 -.161 Email -.234 .286 .825 .163 -.016 WAP services .115 .181 .823 .102 .245 Built in camera .378 .565 .494 .140 .112 Appearance .176 .678 .378 .131 .159 Small size .201 .343 .044 -.035 .761 Known Brand .042 .818 .169 .088 .158 Model at reduced price .779 .032 -.171 .075 .220 Innovative Features .249 .141 .464 .657 -.014 Multimedia .164 .210 .298 .722 .237 Design -.039 .625 .286 .408 -.030 Brand Name .102 .741 .142 .247 .026 Outside Influence .490 .370 -.049 .283 .074 Price .857 -.088 -.073 .104 .154 Reliability .839 .017 .069 .171 .104 Advertisements .139 .265 -.102 .712 -.173 User Friendliness .691 .373 -.004 -.069 -.437 Customization .799 .281 .227 .117 -.187 (Table 4.2) For an acceptable factor solution, the following conditions need to be satisfied: Rotated Eigenvalues > 1.0 % Cumulative variance explained should be greater than 70% From the factor analysis output, we can see that The Eigen values are greater than one for 5 factors. 72.667% of the variance is explained by the factors. Thus, the factor analysis shows that there are 12 significant factors affecting purchase behavior. From the Rotated Component Matrix, the constituent variables of each factor are identified as follows: Component 1 Function (Model at reduced price, Price, Reliability, Customization) Component 2 Function (Known Brand, Brand Name) Component 3 Function (Browsing www, email, WAP services) Component 4 Function (Multimedia, Advertisements) Component 5 Function (Small Size) PERCEPTUAL MAPS Perceptual Maps are created with the factors identified as the axis and the attributes are depicted as vectors. Perceptual mapping has been used as a strategic management tool and it offers a unique ability to communicate the complex relationships between marketplace competitors and the criteria used by buyers in making purchase decisions. The length of an attribute vector (or arrow, in this map) is equal to the square root of the sum of its squared correlations with the dimension. This can never be greater than one, and the rela