Impacts of Keystone XL Pipeline on Environment

Impacts of Keystone XL Pipeline on EnvironmentIntroductionThe proposed TransCanada Keystone XL Pipeline Project ( KXL ) would slit through the heartland of the United States, from the U.S. Canadian outskirt shut to Morgan, Montana, to Steele City, Nebraska. KXL would consist of approximately 876 stat mis of new, 36 inch distance across grapevine, aboard twenty new pump Stationss. To power these pump Stationss, KXL would bespeak about 2,400 kVs and approximately 378 stat mis of new power lines. In enlargement, a 110 wide development right-of-way is required along the proposed grapevine way. A few fragments will compel â€Å" interim workspace scopes † for exceeding development schemes, for illustration, wetland intersections and even directional drilling wholly, an expected 1,206 subdivisions of land of land perturbation. Further, KXL would necessitate 1,226 subdivisions of land for channel stockpiling finishs, railway turnouts, and builder paces, and more than 500 subdivisions of land for development bivouacing countries. ( SPOT, 2015 ) One of the universe ‘s wealthiest woodlands extends crosswise over northern Alberta, doing the Canadian district place to a unbounded exhibit of relocating winged animate beings, assorted wild life, and the First Nations persons who one time flourished with the venue ‘s common copiousness. In any instance in late decennaries, mining organisations have torn up the country and dirtied its Waterss in a journey to concentrate pitch littorals, which yield an overpowering unprocessed crude oil caught in a mixture of sand and Earth. The fuel is grimy ; the extraction and refinement process is significantly dirtier. It ‘s so vitality escalated, truth be told, that tar littorals oil is barely conservative to convey to market. That is the ground the concern is so pressing to build Keystone XL. The proposed $ 7 billion pitch littorals oil grapevine would run 2,000 stat mis over the American heartland, traversing the state ‘s biggest fresh water aquifer to accomplish the Texas Gulf Coast. There, refineries would manage an awaited 830,000 barrels of grimy unsmooth every twenty-four hours, a big part of them headed for abroad markets, with immaterial consequence on U.S. verve liberty or gas costs. BARACK OBAMA used his veto power for merely three measures in his clip in the Oval Office: non precisely any president in late history. His veto of a measure O.K.ing the Keystone Pipeline yesterday proposes that figure will be lifting rapidly. With Republicans now in control of both houses, Mr Obama will be confronted with significantly more picks like this. The legislative issues is basic: the Republicans need to pin down the president into disregarding nevertheless many celebrated ideas ( or if nil else thoughts that Republicans like ) as could be allowed.Economic ViabilityAngels tout the project as a national employments Godhead. The truth is, Keystone XL would probably butcher a larger figure of businesss than it would include. Agring the State Department, it would do 1,950 development businesss for a long clip. Once finish? Thirty-five new immutable American businesss, as indicated by grapevine maker TransCanada. At the same clip wo n't polish tar littorals oil aid fuel the Unit ed States and decrease gas costs? Reconsider. Tar sands diggers need Keystone XL in visible radiation of the fact that it will assist them transport oil abroad to a planetary concern, where their point will convey more hard currency and include one million millions of dollars in annual benefits. That is a losing agreement for everybody – aside from Large Oil. ( Council, 2015 )Impacts on EnvironmentIn the Biological Assessment, the Department recognizes that KXL ‘s effects on recorded species incorporate expanded human coaction ; environment discontinuity, alteration, and bad luck ; decreased reproducing accomplishment because of disturbance and quiver ; and the devising of obstructors to motion. The most prompt effects would come about because of land exasperation connected with development exercisings. Constructing these 875 stat mis of new grapevine would compel a 110 wide development right-of manner through critical natural life home ground. Further, vehicular action along the grapevine class would increase. In sum, KXL will trouble oneself about 16,300 subdivisions of land. ( Council, 2015 ) Surveies demonstrate that pitch littorals grapevines are more powerless against interruptions than those conveying conventional rough in position of the oil ‘s destructive nature and the chemicals of import to do it gone through the funnels. Regardless of the concern ‘ great well-being instances, we to boot know from late spills and resulting authorities scrutinies that its interruption find models are non really impressive and its spill ordinance and clean-up modus operandis missing. ( D.K. , 2015 ) A grapevine spill would sabotage the country and H2O supply of precisely 110,000 farms and spreads in Montana, South Dakota, and Nebraska that created more than $ 40 billion value of nutriment in 2012. In those three provinces entirely, the grapevine would traverse 1,073 watercourses, lakes, and watercourses, integrating the Yellowstone River in Montana and the Platte River in Nebraska, alongside a immense figure of subdivisions of land of wetlands. It would likewise run inside a stat mi of more than 3,000 Wellss that give imbibing and lacrimation system H2O in those provinces. ( SPOT, 2014 ) Due to its salty creative activity, excavation and refinement pitch sands oil petitions a mammoth step of verve – significantly more than ordinary rough. Cornerstone XL would increase tar sands creative activity, compeling much more verve and doing more outstanding C taint: the similitude Americans driving an impossible 60 billion extra stat mis systematically. NASA research worker James Hansen gauges that the staying pitch littorals shops contain double the step of C taint discharged by the whole world-wide oil industry – in all of world ‘s history. â€Å" In the event that Canada returns and we do n't make anything, † Hansen wrote in a New York Times publication, â€Å" it will be amusement over for the ambiance. † ( SPOT, 2014 ) There are contentions that the grapevine will be a biological calamity to boot exaggerate things. Unquestionably, the extraction of Canadian oil from pitch littorals in Alberta includes echt natural adulteration, and constructing the grapevine will in fact aid to back up this by conveying down the disbursals of transporting such mussy oil. Be that as it may the oil is by and large efficaciously being removed, and rather a spot of it is being taken to market via train. More too bad, trains, non at all similar grapevines, have an disposition sometimes to bust up and split into fires. In 2013, more oil was spilled from rail cars in the United States than in the past four decennaries joined. Without whatever other activity to maintain the abuse of Canadian oil, a grapevine might at any rate better guarantee the extricated oil and the country through which it is transported. ( Publications, 2015 ) At this minute when ambiance activity is more sincere than any other clip in recent memory, piecing this grapevine would be a venture into a past instead than a motion into a clean verve hereafter. Cornerstone XL would talk to a long draw responsibility to the development of hazardous pitch littorals oil when we have to be seting resources into sheltered, renewable wellheads of verve. ( Digest, 2015 ) The whooping Crane is one of America ‘s most noteworthy and jeopardized species ; merely around 214 stayed in the natural state in 2005. The thin, ephemeral winged animal dwells merely in North America and voyages 2,400 stat mis from Texas to focal Canada every twelvemonth. The electrical overseas telegrams for KXL would slit specifically through the whooping Crane ‘s staying 170-mile broad motion passageway, and in Nebraska, about the whole grapevine class will be built inside this passageway. The issue with the project is that it has turned into a political unfavorable judgment. Although it’s non comparable to more built-in issues, for illustration, migration alteration, or making battling the Islamic State, this one is reasonably unsophisticated and the separating lines are clear. Republicans can accordingly use it to carry the president for his collected inability to do employments, without raging anyone or demoing up the clefts in their degage alliance.Plants CitedCouncil, National Resources Defence.Keystone Grapevine. 2015. Article. & lt ; hypertext transfer protocol: //www.nrdc.org/energy/keystone-pipeline/ & gt ; . D.K, The Economist.Keystone xl and president veto. 25 Februaury 2015. & lt ; hypertext transfer protocol: //www.economist.com/blogs/democracyinamerica/2015/02/keystone-xl-and-presidents-veto & gt ; . Digest, Congressional. â€Å" Environmental Analysis of the Keystone XL Project Potential for Oil Spills From the. †Congressional Digest( 2015 ) . Publications, ACS.Environmental Science and Technology. 2015. pdf. & lt ; hypertext transfer protocol: //pubs.acs.org/doi/ipdf/10.1021/es303238z & gt ; . SPOT, Burd L. & A ; RESTO. â€Å" The Keystone XL Pipeline: Improper Reliance on Weak. †Journal Of Environmental Law And( 2014 ) . Document.

Deception in Psychological research Essay

Deception in psychological research usually entails tricking people so that the researchers can get the answers they need or ascertain why things happen the way they do. There are many controversial topics in psychology and all of them seek to explain the things in our environment and people’s behavior. One of these controversial topics is hypnosis usage under cognitive psychology. Hypnosis is a good way of assisting in repressed memories. It has assisted many people in therapeutic procedures but its effectiveness is sometimes questionable by others. Hypnosis as a way of facilitating repressed memories Hypnosis is a form of Recovered Memory Therapy that helps a person with memory relapse to recall information that they cannot remember. A person does not necessarily mean that someone is asleep. Therefore it is a state between being awake and asleep. Trances serve as an example of hypnotic functions. Though they serve similar purposes, trances need to be differentiated from hypnosis because they are done deliberately as used in clinical procedures to help people with memory loss or lapses to regain them. The sympathetic nervous system controls arousals while the parasympathetic nervous system relaxation. These two systems do not function at the same time. When people are in the hypnotic state, they give up their consciousness and accept the inner truth (Richard, 1998). A person can undergo a deep trance where a person or the hypnotist facilitates the process or a lighter trance referred to as self hypnosis which individuals can create by themselves. This is where a person creates their own visual memory via meditation, listening to soft music or some other ways while maintaining a certain level of consciousness. Negative hypnosis occurs when people are easily influenced by what others say and the things they are exposed to. If people are told that they are not able to do certain things and they believe in such comments, then there is a likely hood that they will not accomplish they thing they have been discouraged. This is what constitutes the negative hypnotic state. Therefore, hypnosis is about expectations. If a person has positive expectations, then they can achieve any thing that they set for themselves but if they are negative, they are more likely to fail at whatever they decide on. Health care practitioners can therefore enhance the well being of their patients by assisting them in increasing their positive expectations. Hypnosis is important in helping sick with psychogenic amnesia or people who have lost their blocked certain memories as a result of traumatic experiences. It has been seen to work well for such patients. Research has shown some cases like child sexual as well as physical abuse can be forgotten. Likewise, evidence of recovery of the memories has also been shown (APA, 2001). At first, when the memory is being got, it presents itself in bits and pieces therefore more sessions with the person have to be conducted so as to help in recovering the memory. Traumatic memories often present themselves in a different manner than ordinary experiences. This is because this form of extreme information can interfere with other brain functions. Studies have suggested that traumatic memories that have been recalled are just as accurate as the traumatic memories that have been forgotten. Case study To examine whether hypnosis is an effective way of facilitating repressed memories, a study was conducted by Widom and Morris in 1998. The study included 23 adults; 12 females and 11 males who had been exposed to childhood abuse experiences and had repressed memory lapse in over 15 years. This group underwent hypnotic therapy for a period of three months (Widom & Morris, 1998). From the study, it was seen that the there is a difference in the way of recalling events between the women and the men. The women were willing to share the little pieces of information that they could recall but the men were not. This influenced the hypnotic procedures because little memory was collected on most of the males as compared to the women. As the sessions progressed, there were slight improvements in memory and this can be attributed to the intense impact of the traumatic experiences on the victims as was seem from those who managed to get some of their memory back. At the end of the study period, 53% of the women and 42% of the men had recovered their memory and were satisfied that it as true. A quarter of those studied who managed to get their memory back had rejected their results saying that they may be false while the remaining never really got their memory back but said that so far they were pleased with their lives and would not engage in any other tests. From the study, we can say that hypnosis does work and can help people regain the memory they have lost. As the process was underway, most of the patients had a positive change in their personality as they said that they were more engaged in community activities as they were encouraged by the test takers. At the end of the study period, approximately half of the patients had got their memory back and this shows that if the procedures are done well and for a longer period, then people with previous traumatic incidents that need recovery can gain their memory back. About 25% of the individuals said that they usually kept to them selves and this can be a contributing factor as they do not trust the therapists to help them recover the memory. Various studies have also shown that events in a person’s life influence their behavior as well as interpersonal relations with others. From the above case, the unwillingness of some clients to share basic information limited the process. Some of those who refused said that as much as they wanted to get their memories back, said that it would probably affect them in a negative way. If they did, the numbers would have definitely increased. â€Å"There is conflict between the in formation a person wants to know and what they would like to forget all together. Some people may remember too much too little and this may be good or bad depending on the context they are presented (Herman, 1995). † Nowadays, some people feel that there are not enough scientific research studies to back up the credibility of the various research memories. Others continue to say that one cannot completely tell whether the results got are true or of they are based on what the hypnotist has been telling them. Even when the patient who agrees that the memory that they got was false, their condition can be worse when they suffer Post traumatic Stress Disorder. Some fear the use of hypnotic procedures on children because it would affect them psychologically and this is not helping in improving their situation. †This kind of therapy confuses the mind as a person cannot tell the difference between what is real and imaginative and this has further contributed to the destruction of families (Rivera, 1993). † In addition, they can deny certain memories because of guilt, the need to protect their families or may be reacting according to the stress levels they have been exposed to. The False Memory syndrome Association says that they have a lot of cases that are taken to court have shown that that some therapists are liars as they implant false memories on their patients (Thierry & Spence, 2004). With the increase in such cases, some judges refuse getting evidence that has been recovered through hypnotic procedures. â€Å"Such methods of treatment have therefore also not been fully accepted in science as well as psychology (Schacter, 1996). † In 1997, according to the U. S bureau of Justice statistics report on a survey of female inmates in jail, it was found that 36% of them had been abused when they were young and one third of them has been raped they were imprisoned. And further 16 case studies on child abused individuals for comparison was undertaken and it showed that about 15% of them were abused as children. This shows that as much as the experiences can be traumatic, not all of them are forgotten and if, they have been suppressed by the individual but they can be retrieved if proper therapy is used. Individuals can recollect a few things and these bits are necessary in the formation of the bigger picture. The few loopholes in research should not be a foundation for dismissing hypnosis in retrieving repressed memories. People have had serious accidents and this form of therapy has helped some who medication did not help in regaining their memories back. Hypnosis therapy is a powerful mechanism as it enables people to regain memories that they thought they could never regain as well as achieve certain goals they have set for themselves. â€Å"This power and acceptance of hypnosis as a form of therapy is due to the fact that it deals with capabilities which appear to be beyond normal activities (Hopper& van der Kolk, 2001). † Moreover, it gives people power to discover their inner being and stop actions such as smoking, drinking and other forms if addictions. Hypnosis also serves as a motivation for people’s engagement in physical activities and aids in reducing stress. This kind of therapy is helping in treating illnesses and certain disorders (De Vos & Louw, 2008). Hypnosis is also used as a form of therapy in children as a form of helping in changing their behavior and assisting in improving their health. In addition, hypnosis enhances personality enrichment by improving people’s self esteems, self confidence such that they get the courage to speak out in public when initially they could not. â€Å"Weight loss motivation, healthy eating and exercise, better sleep for people with seeing disorders, controlling anger, and controlling peoples fears among other things (Thierry & Spence, 2004). † Reliability and Validity of Research The study was reliable because the results indicated the specific responses of the individuals and since the study sample was small, it was easier to monitor individual progress. This would not have been the case if it were a larger number. Those individuals who were found out to have been sexually abused when they were young said that that was a possibility and most knew the individuals further proving that the results were reliable and valid. In addition, the individuals all showed up for the sessions as required therefore the lack of memory recovery could not be attributed to not attending the sessions. On top of these, no form of biasness was seen as the procedures were made as standard as possible and all variables that needed to be controlled were checked. Conclusion Hypnosis therapy usage is acceptable in society has it has helped a lot of people in more than one way especially in facilitating repressed memories. After all, the main goal of the procedure is to assist in the well being of a person. These form of therapy needs to be supported in increasing its evidentiary weight such that these memories can be used as evidence in the courts of law. Clinicians as well as psychotherapists therefore need to be skilled in this area for them to be able to properly guide the procedure so that the clients can get true memories which are part o their whole being and without them they are not complete. References American Psychological Association (APA) 2001. Understanding Child Sexual Abuse Rivera, Joseph. â€Å"‘Trauma searches’ plant the seed of imagined misery,† The Sacramento Bee, May 18, 1993. Herman, J. L. (1995). Crime and memory. Bulletin of the American Academy of Psychiatry and the Law, 23, 5-17. H. M. De Vos and D. A. Louw (2008). Hypnosis-induced mental training programmes as a strategy to improve the self-concept of students Vol. 57, No. 2, Higher education journal 2008 Hopper, J. W. , & van der Kolk, B. A. (2001). Retrieving, Assessing, and Classifying Traumatic Memories. Journal of Aggression, Maltreatment, & Trauma, 4, 33-71; and Freyd, J. F. , & DePrince, A. P. (Editors). Trauma and Cognitive Science (pp. 33-71). Binghamton, NY: Haworth Press. Richard, S. C. July 1, (1998). The magic of hypnosis: is it child’s play? The Journal of Psychology Schacter, Daniel L. (1996). Searching for Memory – the brain, the mind, and the past. New York, Basic Books. Thierry, KL, Spence MJ (2004). Contemporary hypnosis Widom, C. S. & Morris, S. (1998). Adult recollections of childhood victimization: Childhood sexual abuse. Psychological Assessment, 8, 412-421.

A Series Of Unfortunate Events English Literature Essay

A Series Of Unfortunate Events English Literature Essay â€Å"Although he said he was the executor, Violet felt like Mr. Poe was the executioner.† The Bad Beginning is the first book in the book series A Series of Unfortunate Events written by Lemony Snicket. The Bad Beginning marks a tragic start to the series with the Baudelaire children becoming Baudelaire orphan to the series of unfortunate events that is to follow. The story began with the Baudelaire children (Violet, Klaus and Sunny) playing by the beach when the executor of their parents’ affairs, Mr. Poe, suddenly appears and tells them that their parents perished in a horrible fire. Depressed and lonely, the children who were now orphans were told that they would live with their closest relative, a man by the name of Count Olaf. Count Olaf treats the children poorly and forced them to perform chores every single day whilst cooking up a plan to steal their fortune. The Baudelaires soon come to realize this and made an attempt to find out about his plan. Count Olafâ €™s plan of marrying Violet during the play The marvelous marriage in order to obtain the Baudelaire fortune was known to the three Baudelaires. In an attempt to continue his plans, Count Olaf threatens to take the life of Sunny, the youngest Baudelaire, by dropping her from a 30 ft tower should the other two â€Å"misbehaves†. In a desperate attempt to escape this horrible fate violet signed the paper with her left hand instead of her right and waited to reveal this secret only after Count Olaf have released Sunny. However, Count Olaf escapes and vows revenge on the children. In the story, the main protagonists, the Baudelaire children, are a very talented bunch of children. Violet, who had â€Å"a real knack for inventing and building†, constructed a grappling hook from dirty cloths and a curtain rod. Klaus, â€Å"the middle child and the only twelve† have â€Å"read a great many books and had retained a lot of the information from his readings†. Su nny, who was only a baby, likes to bite things and is tiny in size. â€Å"What she lacked in size, however, she made up for with the size and sharpness of her teeth.† Count Olaf, whose name sounds like that of a vampire, is the main antagonist. He is a villain that tries to take the Baudelaire fortune. He is best characterized by the following thought from violet; â€Å"The really frightening thing about Count Olaf, she realized, was that he was very smart after all. He wasn’t merely an unsavory drunken brute, but an unsavory, clever drunken brute.† The Bad Beginning focuses clearly on one pessimistic theme; the theme of this novel is that the world can be tough and cruel, often getting worse as time progresses. The story first starts with Mr. Poe informing the children about the loss of their parents and gets worse with the introduction of Count Olaf as the Baudelaire orphan’s new guardian. The Baudelaire’s luck then gets even worse when Count Ola f becomes hell-bent on taking their fortune. Then the story reaches its climax (ironically the part with the Baudelaire orphans in the worst situation possible) when Count Olaf threatens to kill Sunny Baudelaire. Finally, at the end of the novel, even when Count Olaf’s plot has been revealed, he still manages to escape with all his assistants from the authorities vowing revenge against the Baudelaires.

Statement of purpose for international university teaching position Personal

Of purpose for international university teaching position School of Health Sciences - Personal Statement Example Despite the fact that I have obtained a Master's in Public Administration (MPA) I have considerable experience in nursing to meaningfully relate to the intricacies of a Master's in Public health (MPH). Especially my clinical experience in Haiti and Belize in 2010 and 2007 respectively would serve as the main criterion for decision making by the selecting panel at the William VS Tubman University. Also I have co-authored the literature review of a journal article along with Dr. William King MD for UCLA. Further, I hold a current IRB certification for research with human subjects. My landmark contributions to the administrative and professional programs of the hospital include the preparation of the Joint Commission Readiness Survey that scored almost 95% with commendation and watching over the ongoing quality assurance program which is in conformance with TJC standards for patient and staff safety. My teaching skills are essentially enhanced by orientation programs, procedural collaboration and compliance rules for Medicare and Medicaid (Bohmer, 2009). Further my professional administrative and career centric capabilities have been demonstrated in such varied fields as research methodology, epidemiology, pathology, disease management, program level coordination, multidisciplinary approaches, setting quality standards and establishing

How did the successive stages of capitalism change the UK's accounting Essay

How did the successive stages of capitalism change the UK's accounting and financial reporting processes - Essay Example Thus, the feudal lord directly appropriated surplus labour (labour on the lord’s demesne, or commodities or cash in lieu thereof) from self-sufficient peasants, so that his ‘calculative mentality’ focused on maximising his ‘consumable surpluses. He had no concept of ‘capital as money or equivalent to be invested in production and recovered with a surplus’ (Bryer, 1999, P. 59). A ‘two-step transition from the feudal to the capitalist mode of production’ began with the emergence, in the sixteenth century, of ‘capitalistic’ or ‘semi-capitalist’ farmers, who employed ‘free’ wage workers in the capitalist manner, but still thought in terms of a consumable surplus in the feudal manner (Bryer, 1999, P. 68). Semi-capitalists also give the impression in international trade, one of the leading company among these was the East India Company. These traders were the first to consider the idea of a rate of r eturn. Bryer interpreted this terms as the ‘feudal rate of return’, and well-defined as ‘consumable surplus’ divided by total capital, which developed as the leading economic term after the bourgeois revolution of the mid-seventeenth century. Throughout the period of industrial capitalism, where return was generated mainly over the production of goods, the progressions of the industrial revolution lead to a large number of new openings, that needed slight fixed capital. Later, there was a complete shift to finance capitalism, which demended more capital, and emphasis had been given to the profit generation, through the the purchase and sale of financial instruments of numerous forms, and from the growing needs of the public services. (Hawke, et al., 1981, P. 678). Edwards dates the transition to finance capitalism as 1830, the year in which the Liverpool and Manchester Railway opened for business, and argues that the most recent ‘leap forward’ in financial accounting, the change in emphasis from record keeping to financial reporting, began to take place in the second half of the nineteenth century, ‘in response to the growth of the modern business enterprise and the separation of ownership from management’ (Edwards, 1989, P 13). The substantial capital expenditures and scattered fund raising of finance capitalism in sequence raised up a number of accounting distresses, which is still prominent today, relating to the need to differentiate between capital and revenue expenditure, calculation of periodic profit, and the valuation of fixed assets. The railways, as the leading industry of the mid and late-nineteenth century economy, have generally been rendered a dominant place in the growth of financial reporting, but the canal industry has been almost unnoticed, in spite of its similar standing to the English economy and its substantial impact on the industrial revolution. This is further unanticipated move, sin ce it can be claimed that the canals, using surpluses from the use of capital in agriculture and trade and employment of capital provided by the industrialists and other investors, represent the real starts of finance capita

Family Medical Leave Act Research Paper Example | Topics and Well Written Essays - 1250 words

Family Medical Leave Act - Research Paper Example The employees should meet the 1250 minimum working hours under their current positions, as well, to gain eligibility to have the leave. The law outlines the procedure for the acquisition of a leave under the act. An eligible qualified employee for the leave files a thirty-day advanced request for leave. The acceptance of the request filed by the employee depends on the employer’s receipt of the required documents for approval. There is a provision for eighteen days for the return of certification healthcare forms from a qualified healthcare provider. Non-compliance with the provisions outlined in the procedure amounts to non-approval of the request for the leave. At the end of the leave, the employee brings a notification, from the health provider, stating the position of the employee to return to duty. The notification shall provide, where need be, restrictions that the employee should consider in relation to the execution of duty. The notification submission is a day before the employee returns from the leave. The FMLA covers a number of categories of employers in various sectors. It covers employers who have fifty or more than that number of employees under their service. It covers state employers. Also covered in the act are local government employers. The later does not have any provision of the minimum number of employees (Alexander & Alexander, 2005). Under the law, there are provisions that allow employees to who is eligible to take work leaves. The employees’ right to take twelve weeks to leave should have its basis on the various reasons stipulated therein, within any period of twelve months. The circumstances, under which the break can be granted, include the birth of a child. An employee also has the right to a work break within twelve months period to take care of a newborn. The law also provides for work breaks for employees for reasons of placement of a child, by the employee.  

Global plan strategy Research Paper Example | Topics and Well Written Essays - 2500 words

Global plan strategy - Research Paper Example Strategizing is always considered to be the most appropriate way for new businesses to go about daily operation, hence the need for this paper. Introduction It is estimated that about 83% of adults in the United States of America take coffee. According to this figure, U.S remains the world major consumer of coffee. According to a New York-based group, 63% of adults consume coffee on a daily basis compared to 65% annually. Daily intake of gourmet-coffee remains stiff with about 31% of the total users as compared to other brands whose intake fell drastically; this is according a New York based research company. Arabica-coffee prices have dropped in New York with a margin of 5.8% recently, while in London, Robusta prices have gained almost 12% (FAO p64). Arabica is mainly found in Latin America and manufactured by giant companies such as Starbucks and McDonald. Robusta Beans, majorly used in instant coffee are widely cultivated in Asia and some parts of Africa. Brazil has posed to be th e second largest consumer after U.S.A, trailed by Germany as per the International Coffee Organization which is based in London. These are some of facts and figures that lured Dorato partners to initiate the business. With these challenging financial periods, it is appropriate for the company to strategize to avoid flopping in the event of their operations. Firm Analysis Company overview: Dorato was founded in the year 2012 after top investors who are the main financers agreed to partner in order to come up with the coffee business. Dorato is meant to provide coffee beverages in and outside U.S. The firm has received it funds through major donations from friends, at the same time the partners have used their assets to acquire loans from various financial institutions in the United States. Management philosophy: Quality in products and services to customers and staff members is Dorato’s top priority. Dorato believes that increased quality production and services gained from th e staff members is expedited by a conducive working environment. An environment that appreciates good work performance, flexible, prize fairness encourages free communication and respecting the views of individuals. This optimizes Dorato staff’s performance and health. Self-esteem to attain excellence maximizes especially when the staff members are handled with trust, decency and respect. Quality in Performance: - Dorato has an interest for tracking its mission to improve coffee selling as a business and profession and as a way of promoting farming, uptake of coffee, good business practices and culture. This passion is shown by workers’ perseverance, patience and dedication to advancing coffee uptake. Dorato managers are always available to provide assistance to staff; this is achieved by setting achievable goals, schedules and timetables for its goods and services and inspires staff members to be responsible as a result of its products and services integrity. Excellen t Customer Services: - Dorato strongly believes in its customers and value of relationships, both internally and externally. To satisfy customers, Dorato management

Daubert v. Merrell Dow Pharmaceuticals, Inc. (1993) Assignment

Daubert v. Merrell Dow Pharmaceuticals, Inc. (1993) - Assignment Example Regarding this issue, was the court’s mandate in determining the general standard for the admittance of expert scientific testimony, in the case of a federal trial. As the petitioners, Jason Daubert and Eric Schuller were minors born with serious birth defects. Their parents on behalf of the two, sued the respondent, alleging the cause of the defects to be attributable to their mother’s ingestion of Bendectin. As a prescription anti-nausea drug, marketed by the respondent, they were of the view that the entity was liable for criminal neglect amongst other irregularities. This necessitated research studies which eventually led to the lack of direct linkage between the drug and birth defects in human beings. The respondent showcased an affidavit, from a renowned leading expert on various risks associated to exposure to different chemical substances. He was of the view that the drug was not associated with any form of defects, with no study having found it is having the characteristics of a human teratogen. Consequently, he viewed maternal utility of the drug, during the first pregnancy trimester, as not showing any risk factors for human birth defects. The petitioners, not contesting the aforementioned published details, instead respond to the motion by way of utilizing the testimony of eight experts, working for the firm. They did earlier on come to the conclusion that the drug can cause birth defects. Basing their conclusions on both ‘in vivo’ (live) and ‘in vitro’ (test tube) animal studies, a link was found, between the drug and resultant malformations. In addition, was the aspect that pharmacological studies, in regard to the drug’s chemical structure; purported to show similarities to that of other substances that were known to cause birth defects. Last, was the fact that ‘reanalysis’ of previously published epidemiological (human statistical) studies, further portrayed the lack of conclusiveness; in regard to matters pertaining chemical

Incentive Effects Of Stock Purchase Plans Case Study

Incentive Effects Of Stock Purchase Plans - Case Study Example The study proved that equity-based compensation plans tend to have a more positive impact on shareholder wealth; one of the primary reasons behind adopted these compensation schemes is to ensure that managerial and shareholder interests are in sync and equity ownership boosts key execuctives more than sub ordinate employees. Smitt and Watt claimed in this study that equity based compensation schemes will trigger top employees more than the lower level employees. The hypothesis is proved using identified plans in the study. The stock purchase plans that were meant were key executives guaranteed greater returns compared to other adjusted returns. The result thus vaguely support the Smith-Watts suggestion. For instance, the IRS 423 plan which was meant for the employees within the organization gave a zero reaction on the announcement date. Article 2: The impact of Long range Managerial Plans on Shareholder wealth by James A Brickley Economists have often voiced out the economic importan ce of different types of managerial compensation schemes. However there are certain groups, for instance shareholder advocate groups who are against managerial compensation contracts. These groups insist that some plans are advantageous for managers at the expense of other shareholders. This means that while they may prove worthy for managers, they put the interest of shareholders at stake. Moreover, very little research has been conducted on this subject. There is insufficient literature out there to draw inferences from as well. The effect of various managerial plans on shareholder wealth is an empirically important issue. This study attempts to look into this issue more comprehensively and empircally. This study throws insight on the stock price reaction when there was on announcement regarding changes in long term managerial compensation packages. It is a comprehensive study undertaken by James A Brickley. The study presented evidences proving that most change plans are welcomed with positive market reaction. This is because at the end of the day, they increase shareholder wealth. The study is unable to mark comparisons between different types of market reactions to different types of compensation schemes. The difference could not be nailed in this study. The result supports the nation that every firm has it’s own set of managerial compensation requirement and every firm treats it different. Thus, there is no compensation package that is better than the other one. The profitability and feasibility of every compensation plan depends on the organization. A cross sectional analysis was done to prove the afforementioned notion. Article 3: The Modigilani Millar Propositions after 30 years by Merton H. Miller This article was published in the Journal of Economic Perspective. The journal was published on the 30th anniversary of the Modigilan-Millar propositions regarding the cost of capital, finance and the theory of investment. The article was published i n the American Economic Review of June 1958. This article throws insight into the kind of significance these propositions hold today ; to what extent have they impacted the financial models of today, what reforms did they arouse, where do these propositions stand today and how have they progressed after almost three decades of intense scrutiny , rancor debates etc. Most of these controversies can be thought off as settled today, thanks to all the research done in

Windshield Survey Reflection Essay Example | Topics and Well Written Essays - 750 words

Windshield Survey Reflection - Essay Example From a study on the way of life in the state, the cost of living would be rated approximately at 85. The home worth, therefore, would stand at a higher level on a scale of comparisons. In terms of the incomes by the residents, only 10% earn below the poverty line. From a random survey conducted on the members of the village, the rates of unemployment stood at an outstanding 10%. Majority of the population comprises of males, 60% while the females are 57%. From the population numbers, at least 80% of each group are said to have acquired education, even though, up to high school. A good number in the population had ventured into higher institutions of learning for further studies. The household sizes range from 3 to 5 individuals. From this Windshield survey, points of discussion that may affect the health of this community include the likelihood of high obesity rates, diabetes, cholera and accidents in the town. The number of fast food restaurants in the town stand at over 1000, justifying to the possibility of high obesity and diabetes cases, constant complaints from the area residents on contaminated water from their taps and finally lifestyles that can afford the youth vehicles to drive-some are too reckless-thus a possibility of numerous accidents in the town. This survey will look at obesity and overweight as a health indicator. Over the years, obesity has posed a great challenge to the human race and requires constant treatment. Other illnesses come about with obesity such as high blood pressure, heart failure, stroke amongst others. In this case study, this disease may not be attributed to genetic inheritance but the lifestyle of people in the area. One nursing role that may be applied in this case is advocating for a complete lifestyle change in the lives of Kasaka individuals. The nurse may advice the patients to change their dietary habits or increase the amount of hours they dedicate to physical activities. As a result, they may be in a

Effects of Drinking Alcohol Essay Example for Free

Effects of Drinking Alcohol Essay Drinking alcohol is like taking a drug. It is a form of drug abuse, and drug addiction. This is a worldwide problem that many people are involved in. There are good effects of alcohol if it is in small amounts, and in moderation. On the other hand there are bad short and long term effects. The effects that a person will get are all based on certain factors like, how much and how often alcohol is consumed, the age of the person, when the person started and how long they have been drinking for, gender, their family history and last but not least based on their health. Lately scientists have been saying that a little bit of alcohol with dinner is not only okay but it is also good for you. This is true in moderation. They say that if you drink a small amount of alcohol it will help you sleep. Also if you drink a moderate amount every day it can help your health in the long run. A moderate amount is considered to be 1 drink for women daily and 2 drinks for men daily. This can help bring your HDL level up, which helps protect your heart against disease that causes heart attacks. Also a moderate amount of alcohol everyday can lower your risk of developing diabetes by increasing your insulin sensitivity. It can also raise ‘good cholesterol’ levels. In the long run they have said that for women it helps keep the mind sharp in later years. Now when they talk about having a helpful amount of alcohol they mean small doses of it a day with a meal, so that the absorption rate is slowed down. Now this doesn’t mean that a person should start drinking for the benefits that it gives, it just means that if you drink in moderation already it could be slightly helpful to you in the future. If you take advantage of that and drink in excess there are effects that you should be aware of. Contrary to some beliefs, alcohol is a depressant. This is the opposite of a stimulator, meaning that it calms you down, and slows down some organs in your body. Alcohol therefore has short term effects on your body. With about 0. 05% blood- alcohol level you start to get dulled judgment and your inhibitions are released. After that stage you start to get clumsy and will have slurred speech with about a 0. 10% blood-alcohol level. Once you come close to unconsciousness you have a 0. 30% blood-alcohol level. After that point it starts to get dangerous, because you can go into a coma at 0. 45%, and then at 0. 70% the brain starts to shut off and stop controlling things like breathing, and your heart, which will end up in death. These facts are not meant to scare you, because most people can’t drink past 0. 40% because they are asleep. Some other short term effects include blackouts, where you can’t remember what happened, and insomnia, where you can’t fall asleep. While you are drinking you will be less alert, less aware of your surroundings, lose your muscular coordination, have difficulty walking, have blurred vision, and have slow reaction times. This can lead to accidents, injuries, and death. Also after drinking you may get a hangover the next morning which will include effects like headaches, nausea, thirst, heartburn, dizziness, and fatigue. If you are not careful with the amount of alcohol that you drink you can get some bad side-effects. Once you start to become addicted to alcohol you are considered an alcoholic. There are many long term effects that come along with drinking lots of alcohol for a prolonged amount of time. Drinking alcohol like this will damage your organs, like the brain, liver, stomach, intestines, and heart. The brain is affected, because brain cells die which leads to memory loss, confusion, learning difficulties, problems with attention, and brain disorders. The liver is effected, because cancer can develop there, and also in the mouth and throat. The stomach may acquire ulcers. From prolonged drinking you can have a stroke, or have heart failure. The nervous system can also get damaged, and when this happens the person will get physical and behavioral problems. Impaired vision can also be a result of this type of drinking. It also affects your health. One reason for this is because alcohol is high in calories which can lead to obesity. Another reason is that poor nutrition normally comes side by side with lots of drinking. This could be because the alcohol interferes with the absorption and storage of the vitamins you get. Also the water soluble minerals get lost because of the increased urination that happens. Because of the lowered health you also have a lowered resistance to infections. Some other less serious effects of prolonged drinking are vomiting, profuse sweating, hallucinations, tremors, and sleep disturbances. All of these problems can quickly lead to injury to oneself or to others, violence, and death. Also it leads to a loss of employment, and a loss of family life. If you are addicted to alcohol or drink a lot of alcohol for a long period of time you will shorten your life span by about 12 years, and get a lot of serious side-effects. In conclusion alcohol can affect your life in a good or bad way depending on how you drink, how often you drink, and how much you drink. It is better to drink in moderation, and responsibly. This normally means drinking only 1 to 2 glasses a day with a meal, and to also have a healthy diet that goes along with that. Otherwise the health benefits of drinking alcohol are gone, and replaced with some horrible side-effects. Everyone can make their own decision on what drinking in moderation is and what drinking responsibly means, but everyone should be informed with the facts.

The Cultural Relevance of War and Art in Lysistrata Essay Example for Free

The Cultural Relevance of War and Art in Lysistrata Essay War, it seems, is mans chief preoccupation. Throughout history, as one regards how civilizations thrived and crumbled and flourished and collapsed, how cities rose up, fell, cultures subsumed and assimilated in the process, one notices that before language and art, customs and traditions, in man dwelled conflict, combat, and the pervasive propensity for hostility. On this basis, one may argue the consistency of battle in mans nature; the ever-present presence of this desire to dominate and destroy, for one reason or another: an instinct, it seems, stemming from the savage past where survival meant killing or being killed. But the advent of civilization tempered and somewhat refined mans attitude toward war. Though ever-present still, even to this day, as all base instincts are, many responses to warfare have been devised: often, alongside those who preach in favor of battle, the voices of those opposed to slaughter and bloodshed speak too, through various avenues and paths. And throughout history, no mouthpiece has been used more often than art: paintings and plays, poems and sculptures and displays of oratory: all depict what man feels, what he dwells on: that which batters and bombards his mind and soul, driving him to action. And as war remains a constant in life, so remains the presence of war in many works of art. From 431-399 BC in Ancient Greece the Peloponnesian War was fought. The thirty year conflict changed the entire social structure and landscape of Greece, inciting skirmishes and civil wars aplenty, causing much bloodshed and sorrow and suffering. The cessation of this war is the main theme of the ancient Greek comedy Lysistrata. To achieve this end, the playwright, Aristophanes, pits another base instinct against mans propensity for conflict: sexual intercourse. Aristophanes has the namesake of the play, a strong-willed woman, convince all the women of Greece to withhold all sexual favors from their husbands in order to cease the Peloponnesian War. A bloodless battle ensues between the forces of man and woman; in the end, fueled by an urgent desire to copulate, the men of the warring states of Sparta and Athens as well as their allies establish peace; this sets all aright, and celebration follows. In order to probe more deeply into the nature of the play and the concepts found therein, one must investigate the actual war Aristophanes alluded to and used as backdrop for his play, as well as the Mythology and Religion surrounding its conception. Both are integral to understanding and analyzing the social relevance of Lysistrata in the culture that produced it. When evaluated alongside current western religious inclinations and cultural leanings, one can discern the similarities and differences in the perception of war and its presence in art. The Peloponnesian War was a conflict waged between the forces of Athens and Sparta (and the people of the surrounding areas, either allied to one of the two mentioned states) over a period of approximately 30 years. The aftermath of the war completely transformed ancient Greece, restructuring the distribution of power and inflicting untold horrors upon a multitude of people and cities, in the process wreaking havoc and devastation comparable to the atrocities and mass destruction observed in many contemporary accounts of modern warfare. Aristophanes wrote Lysistrata in 411 BC, at the height of the war, which was brought to a close in 399 BC; thus the comedy was in part a piece of wishful thinking, a satirical look at the atrocity-filled events currently occurring at the time. Greek mythology, comprised of a plethora of gods and goddesses, played a large role in ancient Greek life; this is reflected in the play when Lysistrata and the throng of females, in vowing to halt any sexual activities with their husbands, seal their oath by sacrificing wine to the gods, pledging their resolve to follow through on their self-appointed task. This example portrays religion as a component and constituent of culture and history, a cultural artefact contributing to the social make-up of Greek civilization. Thus does the play begin: the women, bolstered and enforced by religion-as-culture, driven to cease a cultural event in this case, war and bloodshed. Thus do we see Aristophanes affixing a cultural context into his play, assimilating the religious and cultural practices of his time into his art, assigning it an integral role as a driving factor in the action of the play. Culture informs all pieces of art. All works can be seen as offshoots of a particular culture at a particular point in time. Lysistrata can be construed as being the product of Aristophanes, himself a product of Athenian culture and religion, compelled to create the work by the cultural events preoccupying his mind at the time, namely the Peloponnesian War. This action a cultural creation (in this case, Aristophanes) creating Art (a cultural artefact) in response to cultural Events such as war mirrors the countless acts of creation found in the myriad number of books and sculptures, plays, films, poems, and pieces of music man has produced in reaction to cultural entities and events. The brutality provoked by war and the ensuing cultural creations were prevalent in much of twentieth century history. Two world wars and countless civil wars and armed conflicts worldwide have instigated the construction of hundreds of Lysistratas, engendered by countless cultures, comprised of and informed by a multitude of sociopolitical, religious, and cultural activities. The many acts of barbarity and bloodshed have as driving forces sociopolitical and cultural Epistemes: take the Communist-driven Spanish Civil War, or the Cold War waged in the latter part of the twentieth century; take the Nazi-Ideology driven battles fought in World War 2, or the armed campaigns resulting in colonization and appropriation of land and resources and people in various parts of the world, as reflected in the subjugation of Greece by Sparta at the end of the Peloponnesian War, replayed time and time again when Western nations colonized much of Asia and Africa in the name of King, God, or Country. Razed lands and lives led many to create works of art immortalizing the history, outcomes, and consequences of the aforementioned events, contributing to the cultural and historical landscape of their own times. These cultural artefacts allow us to examine how cultural events propagate themselves, and perceive the subtle links between past and present culture and history .

Importance Of Customer Service And Quality Control Tourism Essay

Importance Of Customer Service And Quality Control Tourism Essay Customer service and quality control is the most important part for the hotel business industry. The value of excellence in customer service will be acknowledge by this hotel. This hotels management will be introducing quality in customer service. The proposed hotel concept will definitely meet the customer satisfaction and will have satisfied customer. To ensure and keep the quality expected by now days customer, there is two aspects of quality in general with particular attention, design quality and the quality of conformity with design. The design quality is a concept implying the presentation of service directed to the needs of customer and hotel can satisfy customers demands. Our hotel will do market research in order to determine who their customers, and which of their demands require special attention. The quality of conformity with the design completes the first aspect because it represents the level to which service meets the demands of the market. The quality represents the satisfaction of the customers needs and in order to achieve it and keep it in time, we not only need a continuous research into the demands of the customers but also of our own capabilities. Such an approach would ensure the pursuing of constant improvements according to the demands of customer. Service concept This hotel will apply different method to improve their customer service . The delivery of service in this Hotel is dynamic and interactive in process based on the customers perspectives that is much more than trade of payment for a specific service. These features of this Hotel services are heterogeneity, perishabilty and simultaneity that always demand customers to be involved actively in supporting this established service value, through getting their own food in the buffet are, collaboratively working with the service staff and cooperating with the hotel management. There had been a volume of strategies applied by the hotel in order to evaluate the feedbacks of the customers about the service quality. From the implementation of information technology, market researches and some global businesses that puts excellent quality into customer service in order to achieve positive results (Ford et al, 1998). This Hotel will be aspiring to add its values to make the hotel a great place to relax and do business. The hotels core value is We achieve, cope, and exceed our consumers expectations. We will have the commitment for excellence and will provide the highest standards of fairness and integrity. We value the ideas, culture and diversity of people (BHA, 2002). While the advantages of the customer service quality have been recognized already, it is valuable to focus on the customer service quality which is dependent on the seminars, quality of trainings of a firm that experiences on the stages of exerted collaborative efforts. We respect the value and dignity of our customers as we develop our communities through motivating innovation, change and accountability. As we search for growth and knowledge by training. Guest Satisfaction Satisfaction of a customer is a business philosophy which tends to the creation of value for customers and demonstrating ability and responsibility to satisfy their needs. Quality of service and customer satisfaction are critical factors for success of any business (Gronoos, 1990; Parasuraman et al., 1988). As Valdani (2009) points out: enterprises exist because they have a customer to serve. The key to achieve sustainable advantage lies in delivering high quality service that results in satisfied customers (Shemwellet al, 1998). Quality of service and satisfaction of a customer are key factors to obtain competitive advantage and keep good relationship with customer. For management team of a hotel Nowadays one of the biggest challenges in the hotel industry is to provide and support customer satisfaction. Quality products and service is main requirements for customer in the hotel industry. The starting point of business is customer satisfaction. customers higher commitment and increase their return rate depends in positive relationships with the customer. Long-term and reciprocally advantageous relationships between customers and the hotel is becoming progressively important because of the highly positive correlation between guests overall satisfaction levels and the probability of their return to the same hotel (Choi Chu, 2001). management thinks that the hotels employee relations are good they will deliver satisfactory service to the guests. Hotel is dedicated to organize the pace for the hotel industry, increasing the bar on how it develops. Established according to diversity, the firm states that is the core values of the company in order to make an environment to make customers happy. It blends and mines the skills of its staff all over the world and takes care of their hotel guests. It is a commitment that starts at the top management, but also contributes to the tasks of each staff Our staff will do everything to ensure that you leave our hotel happy, so if there is a complaint, it is addressed with the utmost of haste. If your complaint remains unresolved or you leave disappointed, any one of our staff can invoke the 100% Guest Satisfaction Guarantee. This means that you will not have to pay for your room or the service in question. Our staff will do everything to ensure that you leave our hotel happy, so if there is a complaint, our customer service team will handle the complaint as soon as possible. If customers complaint remains unresolved or customer leave disappointed, any of our staff can solve the problem ,This means that you will not have to pay for your room or the service .To keep you coming back time and again, we strive to provide an exceptional service level at all times. This is our promise to youà ¢Ã¢â€š ¬Ã‚ ¦ or your money back. Location The hotel will be located in heart of Birmingham where the close attractions include Bullring shopping centre, Birmingham royal ballet, Alexandra Theatre, Sea life centre and international convention centre. Main reason for booking a hotel room in a culturally established in western country and any hotel located to numerous sightseeing places and attractive visiting sites is a fast-look(Nadeau and Ryan, 2010, p-444). The guest can make the most out of their day, in this Hotel in Birmingham. The guest can go back to the hotel after spending the entire day with colleagues, family and friends, have a slumber party, have fun the comfortable amenities of the hotel. The basic hotel feature will be the city centre location that will be nearby Bull Ring wonderfully located hotel in the second largest city of England in Birmingham.. The hotel location will be very convenient for all the guests and visitors due to the short walking distance towards various attractive locations including the Na tional Sea Life Centre, National Indoor Arena, Colmorow Business District and International Convention Centre. Other entertainment, shopping and dining venues will also be closely available such as the Mailbox and Bullring. Additionally, the hotel location will also be convenient for traveling due to Birmingham International Airport around twenty minutes drive and Train Station that are closest to hotel with five-minute walk. Front office The guest services and front office are the most important part of a Hotel. As the representatives for the service keepers and experience if the main keys to their guest drivers satisfaction, these two departments are crucial to the continual efficiency of the brands, company and hotels in general. The guest services and front office provide the consistent guest relation, with the most miscellaneous operating experience in this Hotel in Birmingham. The guest service and front office are related avidly to service quality and the much information that establish comforting and warm memories to the entire visit of the guests. They make sure that their guests are comfortable while far from home; even if they are there for leisure, travel of business (Hannan and Freeman, 2000). The Front Office Department will have: Reception Guest Service Offices Bell Services Reservation Operators Executive Club Health and Recreation Centre and Business Centre. Our hotel will provide guest assistance with luggage, transportation etc.The reason of the Front Office Department is to provide guests assistance with luggage, transportation, information concerning the hotel and the city, and any other service arrangements needed during their stay. Staff of the Front Office Department often provides the first and last impression of the hotel to our guests. It is therefore vitally important that employees display a prompt and courteous attitude to all guests and demonstrate the excellence in service. Manager of the front office who will come under the direct supervision of the Director of Rooms and supervises the Front Office Department. Hospitality, warm welcome is very essential. Management team in front office will provide first and last impression. They will try to have longest contact with guest, Long term service, recognition of repeat guests, remember names, guest histories. Staff will be trained how to upselling or suggestive sell to a customer(eg. Suggest deluxe or suites). Housekeeping concept in hotel This hotel will be experiencing in housekeeping operation in the hospitality industry and effectively managing the housekeeping function and staff. The management team of the hotel will develop procedures, service standards and operational policies, planning and implementing effective control. Excellent relationship building and vendor negotiation skills and will provide soft skills training for all levels of manpower and managing large teams and motivate the team members which will meet the customer satisfaction. Core member of the team will involve in the planning and setting up of housekeeping department at this five star hotel and spa and relationship with team members to create a harmonized work environment and eye for detail combined with skills to plan and implement novel ideas that increases customer satisfaction. Most of the hotel have this problem, Pillow Cases Off, She et Off Bed or dirty, Lift Mattress Foot, Lift Mattress Head, unclean toilet , tiles, not been vacuum, unclean carpet, unclean bath,sower , not stoked up, unclean curtain etc. In our hotel in Birmingham we will make sure all the staff been trained properly about hospitality , service, deal with complains, customer needs and the above issue, we will try our best not to happen the above issue in our hotel Bedroom concept As a five star hotel will have luxury bedrooms and bedroom service. Normally hotel rooms are divided into six types: one bed room, two double bed room, two bed executive room, king bed room, king bed executive room, and suite in order to meet customers satisfaction this hotel will have 28m by 2 spacious rooms that features the signature of their brands with the ceiling is about three meters highs, ultra comfortable bed and oversized pillows as well as the roomy bath amenities and walk-in showers made by Bliss Spa. Each room is equipped with supplementary wifi Internet and a plug and play connectivity, which links most computer devices to the 42 inches LCD TV, turning the guest room into a high technology office as well as entertainment room. Quality Control Quality control is the case of failure of many hospitality organization. Quality control is relatively easy to manage. In our hotel we will make sure quality is gone be on top of the range. the importance of the effective management of the delivery of quality service is becoming more evident throughout all aspects of the service sector and especially in the hospitality industry. The quality of service in hotel industry is an important factor of successful business. Existing trend of complete quality management in hotel industry ensures the achievement of competitive advantage of hotel companies. Similarly, the Ritz-Carlton hotel company, the recognized leader of the quality movement in the hotel industry, employs gold standards(their credo, motto, and basics) to communicate their commitment to quality service. Express Laundry Most probably in our hotel average guests stays at a hotel around two days, which makes getting laundry done a complicated matter. But our hotel will have Express Laundry. All shirts, blouses, socks, underwear, pants and other pieces of clothing, handed in before 8 p.m. will be returned fresh and clean that same evening. Check in and checkout This hotel will have a excellent check in system in place for the guest. The front office receptionist answer telephone and make reservation for the guest and will check the internet about reservation information . They also take messages and distribute mail both to guests and employees of the hotel. There is a special discount for the online customer so we encouraged our customer to book online. We will have a system to check out guest without causing any problem. Checkout procedures are essential for maintaining and growing our customer base that as the final impression that our customer will have of our hotel. We will ensure that our front office staff makes the most of this opportunity by developing a checklist for your checkout. This is one of way to meet customers satisfaction, keep customers loyalty. In our hotel there will a express check in and checkout system, so customer dont have to wait for check in or checkout in the front counter. Even with our improved departure process with Satellite Reception desks, some guests cannot spare the time to check-out in the morning. For our guests in a rush we offer Express Check-Out to save valuable time and ensure an efficient and accurate check-out, by offering the options of sending invoice by email, mail or a quick pick-up at the reception desk Bar service We will have bar area for the customer and there will be a restaurant in the same floor with open kitchen so customer can see directly how we take care of our customers food. We will have a live music show for our customer in every weekend and drinks for our customers and also open to public. We will have A large screen led TV on the other side of lobby. Sometimes, customers can watch football match whilst enjoying meal. High speed internet access This hotel will be providing high speed internet connection and hotel will have this following facilities:   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª High-Speed Internet connection in the entire building including the common areas.   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª Automatically assigns IP address via DHCP (Dynamically Host Control Protocol).   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª Always-on Internet no dialup just plug in and start to browse.   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª Each room is on its own Virtual Local Area Network (VLAN) connection thus protecting your data from other users.   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª Public internet protocol address assignment for VPN access.   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª Firewall protection.   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª 24 hour support service for technical assistance.   Ã‚  Ã‚  Ã‚  Ã‚  Ãƒ ¢- ª No additional software required to connect. Conclusion As the customer service quality is affected by different elements such as hotel management and staffs , in the case of this Hotel, it will be obvious that solely the training is not enough for excellent service quality (Ford et al, 1998). . The dedication to adaptability and leadership of the management on change are also valuable to service quality The possibility and feasibility of establishment of a new contemporary hotel in Birmingham will be successful. This new concept of the hotel is designed and planned with the new planning and designing in order to make the guests stay very comfortable with confidante and with satisfaction. This hotel in Birmingham Will be giving sufficient power to effectively contribute customer satisfaction.

The Importance of Uniforms in Public Schools Essay -- Argumentative Pe

The Importance of Uniforms in Public Schools Abstract: For a while, dress codes have been implemented in private and parochial schools across the county. It wasn't until more recent that the issue was brought to discussion about a dress code in public schools. Uniforms serve a purpose to the schools that are adapting the change in attire. The uniform dress code has helped make private and parochial schools more prestigious for their organization and the results of it. Uniforms would be beneficial to the public school system because a lot of what the public school system is known for would be stopped because of the newly executed dress code. The Importance of Uniforms in Public Schools Imagine a world where there was no organization, and it can be related to a public school. Imagine a world with no violence and gangs and class separation, and you can relate it to a parochial or private school. This is quite possibly due to the fact that the private and parochial schools use uniforms. Public schools have recently stepped up to their 'A' game around the country by implementing a new dress code. This dress code involves the required clothing in uniforms, which for a boy may include, a blazer, a polo shirt, a tie, khaki pants and dress shoes; and for a girl, a polo shirt with a plaid skirt, white socks and dress black shoes. This type of attire in school puts students in the mindset for future life, while making them feel as if they are accomplishing a great deal. While uniforms were first used in England as a source to ostracize poor children who could not afford attire, their purpose has changed drastically over the past century to represent the complete opposite the n their origination. The use of uniforms have been par... ...ckquemore. "The Effect of Student Uniforms on Attendance, Behavior Problems, Substance Use, and Academic Achievement." The Journal of Educational Research 13 Feb. 1998. The Parental Action Committee of Polk County, Florida. 5 Apr. 2000 <http://www.members.tripod.com/rockqu/ uniform.html>. Million, June. (1996 April). Do the Clothes Make the Student? School Uniforms May be Coming Your Way. NAESP. Retrieved 26 April 2005. From the world wide web: http://www.naesp.org/ContentLoad.do?conten tId= 266&action=print. Summers, Norman. (2001 October) ?The effects of dress on School Discipline.? Retrieved 29 April 2005. from the world wide web: (becomes Adobe Reader). Williams, Darlene. ?School Uniforms. The Raging Debate.? Retrieved 29 April 2005. From the world wide web: file:///E:/ISTC%20201/School%20Uniforms%20The% 20Raging%20Debate%20by%20Darlene%20Williams.htm

Avons Marketing Strategy Essay -- essays research papers

Avon’s mission statement is to be the company that best understands and satisfies the product service and self-fulfillment needs of women globally. They state on their web site that their dedication to supporting women touches not only beauty-but health, fitness, self-empowerment and financial independence. This is a good mission statement for a company selling beauty products to women all over the world.   Ã‚  Ã‚  Ã‚  Ã‚  Avon started selling beauty products door to door in 1886. For generations women have been purchasing Avon products from small catalogues through a representative calling on consumers in their homes. During the days when most women were at home rather than building their own careers this method of direct selling was appropriate. In 1979 Avon purchased Tiffany & Co Jewelers as well as a chemical maker and health-product company. By the year 1988 Avon was removing themselves from the health care industry. Their debt had reached $1.2 billion and stock prices had bottomed out. During 1989 Avon was the target of two take over attempts. The company was successful in warding off both bids. Avon launched their new web site in 1997. This was a turning point for the company as they were offering products directly to the customers thus cutting out the need for the representatives that they had spent decades relying on. Avon estimated that they had 500,000 sales representativ es in the United States alone. The sales results from this Internet site have not produced the gain the company had hoped for. In 1998 Avon set up mall kiosks around the United States. This was their first attempt at operating retail stores. This was a major departure in the way the company has done business in the past. The intention of the kiosks was to aim sales at younger consumers not already aware of the Avon brand. To help the relationships between Avon and its sales representatives these kiosks are now franchised to the representatives. Andrea Jung was named CEO of Avon in 1999. During the year 2000 Avon relaunched its web site emphasizing the availability of Avon representatives on line to help potential customers with their needs. At the same time Avon created a new product line to be carried by major retailers and sold only in stores.   Ã‚  Ã‚  Ã‚  Ã‚  Avon’s sales have increased but at a rate of only 5% per year during the past ten years ... ... telephone number that commission is earned and this is not a way to gather information for other purposes. Avon will want to make customers aware that they now have the opportunity to shop in the convenience of their own home, and one of the most inexpensive forms of advertising will surely be word-of-mouth. This will certainly be used if sales reps are confident that they will receive the amount of commissions they deserve. As a result, Avon will also want to implement a â€Å"first time user profile† that will allow customer’s who are registering for online purchases to indicate who has referred them to their sites, and provide an incentive such as commission if this person is a sales representative.   Ã‚  Ã‚  Ã‚  Ã‚  Avon will be able to measure its success by monitoring its sales and profit growth. The company will also want to evaluate the market share it owns in the online business in comparison to competitors. Should this online business fail to be profitable in the long run, the company may want to reevaluate its current target market and determine if the most users of their products do have access to computers and feel comfortable using this new method of shopping

Computers and Family Life :: Technology Essays

Computers and Family Life Computers have had both positive and negative effects on family life. As more and more families are beginning to own there own computers, the effects of computers are becoming more recognized. Negative effects include the separation/isolation of family members, and parents bringing their work home instead of leaving it at work. Linking extended families together is one positive effect that computers have had on family life. Overall computers have had a negative effect on family life. One negative effect of computers on family life is less human contact between family members. In my family, all of us have our own computers that are kept in separate rooms. So if I’m checking my mail on my computer, and my sister is in her room on her computer, we are isolated from each other and cannot talk to each other face to face. This results in less face to face human contact between family members. But just having one computer for a family can still cause less face-to-face contact. If one person is using the computer no one else wants to just sit and do nothing while the computer is being used, so they will go to a different room and each person will end up doing their own thing. Causing less family time, and less human contact within the family. The use of computer games is another thing that has caused less human contact between family members. Before computers were used in the home, if someone wanted to play a game, they usually had to find at least one other family member to play a board game or card game with them. That forced families to send more time talking to each other. Now if someone wants to play a game that requires more than one person, they can just go on the computer and either play online against another person, or they can play against the computer. Playing games on the computer makes in easier to be isolated from physical contact with other family members. Now that you don’t have to ask person in your family to play a game, most families don’t spend as much time talking to each other and learning about each other. Another negative cause that computers have on family life is that many people now bring their work home with them instead of leaving it at work the way they used to.

Effectiveness of Celebrity Endorsements for Non-Profit Organization

ASSIGNMENT COVER SHEET Every piece of written work you submit for assessment must have this cover sheet attached. Please type in your details then copy and paste to the front of your assignment and save the file ready to upload. COURSE DETAILS Course Code: RBUS2900 Course Co-ordinator: Dr. Ravi Pappu Course Name: Business Research Methods Assignment No: 2B Assignment Due Date: 28/05/2012 STUDENT CONTACT DETAILS Student Number: James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng Student Name: 42683346 42485184 42734480 42602600 Email Address: Low. [email  protected] com Derrick. [email  protected] com [email  protected] com [email  protected] com Work submitted may be subjected to a plagiarism detection process. If this process is used, then copies of this work would be retained and used as source material for conducting future plagiarism checks. Due Date: 28/05/2012 Submitted date: 27/05/2012 RBUS2900 Business Research Methods Assignment 2B Tutorial report Co ver sheet Student ID 42683346 42485184 42734480 42602600 Low Ng Wijaya Cheng James Jun Qiang Han Siong Bram Peng Yang WEDNESDAY, 12pm – 1pm T27 Assignment 2B TOM MAGORSurname Given name Tutorial date & time Tutorial group (e. g. T24: G1) Assignment Number Tutor’s name Time Tutor T6 Wed 12-1 Teegan T10 Wed 10-11 Teegan T14 Wed 1-2 Kim Tutorial T15 T16 Wed Wed 8-9 9-10 Tom Teegan Tutorial T24 T25 Thu Thu 11-12 3-4 Max Max T18 Wed 4-5 Kim T19 Wed 5-6 Kim T20 Tue 2-3 Kim Time Tutor T21 Tue 8-9 Rahil T22 Tue 9-10 Rahil T23 Tue 2-3 Rahil T26 Tue 12-1 Tom T27 Wed 12-1 Tom T28 Mon 10-11 Max RBUS2900 Business Research Method Assignment 2 Part B RBUS2900: BUSINESS RESEARCH METHODS Effectiveness of Celebrity EndorsementsFor Non-Profit Organization James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng 5/28/2012 This is a research plan on how different celebrity related factors influence donor/volunteer perceptions of the non-profit organization endorsed. RBUS2900 Bu siness Research Method Assignment 2 Part B EXECUTIVE SUMMARY This proposal is written to address the concerns of PeTA in investigating the effect that celebrity endorsers have on the organisation that they endorse. In particular, three aspects of the celebrity will be analysed.Firstly, due to the high number of advertisement used by PeTA that feature near nude celebrities, this paper will analyse how does the physical attractiveness of a celebrity influence a consumer’s perception of the organisation. Secondly, as many of these celebrities are seen to endorse multiple brands, it would be beneficial for PeTA to study how does over endorsement influence the perception consumers have of PeTA. Lastly, it is proposed that should consumers perceive that celebrities are being paid for their work endorsing PeTA, it would lead to a negative effect on the perception of the organisation.It is also proposed that age, gender and education level will each have a moderating effect on the re lationship that exist between each variable and the perception of PeTA. Based on the research objective, it is proposed that the most suitable research method is a pretest-posttest control group experiment whereby negative information about a celebrity’s over endorsement and income from the endorsement will be controlled and provided and the effects of this information will be analysed. This method was chosen as it allows for an isolation of the subjects into specifically just experiencing the experimental conditions.A control group allows for a more accurate detection of changes. Respondents will be selected via simple random sampling from a telephone book used as a sampling frame. The results of the experiment will then be tested using SPSS. Specifically, descriptive statistics, factor analysis, paired samples t-test and multiple regression analysis will be utilised to produce the results. Due to the need to establish cause-and-effect in the experiment, it is proposed that multiple regression analysis would be most suitable.This technique, coupled with theory, will be able to provide PeTA with a good picture of whether perception of a celebrity endorser will have an impact on the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B Table of Contents 1. INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 1 1. 2 2. 1 2. 2 2. 3 2. 4 2. 5 3. 1 3. 2 3. 3 3. 4 Problem statement and Research Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Importance †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Perception of the organisation (Dependent variable)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Attractiveness (Independent variable 1)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Over-endorsement by celebrity (Independent variable 2) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Perceived celebr ity income from endorsement (Independent variable 3) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Moderating variables †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Research design†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Research method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Sampling design †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Data collection †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Ethics †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Data collection method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Figure 1 – Relationship Model Diagram †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2. HYPOTHESES DEVELOPMENT †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 3. RESEARCH METHODOLOGY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 3. 4. 1 3. 4. 2 Figure 2 – Pretest-Posttest Group Experiment Method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Figure 3 – Survey: Total error diagram †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Table 1 – Survey errors encountered †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 3. 5 Measurement (Please refer to appendix 2 for survey questions) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Perception of organisation (Dependent variable)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Attractiveness (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Over-endorsement of celebrity (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Perception of income from endorsement (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 3. 5. 1 3. 5. 2 3. 5. 3 3. 5. 4 4. 1 4. DATA ANALYSIS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Procedure†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Descriptive statistics†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Factor analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15 Paired sample T-test †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Multiple regression analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Factor analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Paired samples t-test †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 4. 1. 1 4. 1. 2 4. 1. 3 4. 1. 4 4. 2 4. 2. 1 4. 2. 2 Expected results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 RBUS2900 Business Research Method Assignment 2 Part B Figure 4 – Sample paired t-test results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 4. 3. 3 4. 3. Multiple regression analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 Discussion of outcomes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 20 APPENDIX †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Appendix 1 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 23 Table 1a Table 1b Table 1c Table 1d Appendix 2 Appendix 3 Conceptual definitions †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 Hypotheses †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 List of measures †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 Data analysis techniques †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 26 Measurement instrument (Survey) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 27 Schedule †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 RBUS2900 Business Research M ethod Assignment 2 Part B 1. INTRODUCTION 1. 1 Problem statement and Research Objectives People for the Ethical Treatment of Animals (PeTA) is the largest animals rights organisation in the world with more than three million members and supporters. It uses a variety of avenues to bring forward its campaign and one of them is through the use of celebrity endorsements. (PeTA, 2012) As a result, there is a need to analyse the effectiveness of celebrity endorsement in furthering the agenda of PeTA.In particular, due to the vast differences in types of celebrities as well as industries that the celebrities are based in, consumers may have a different perception of these celebrities as well as the organisation that is being endorsed. As such, a negative perception of a celebrity and his/her industry may result in transference of negative perception to the organisation being endorsed. (White, Goddard & Wilbur, 2009) This is especially applicable to PeTA who endorses celebrities that come f rom many different industries and each celebrity varies in terms of social standing as well as reputation.As such, an investigation into the effects of celebrity perception resulting in negative information transference to the endorsed organisation will be most suitable to be undertaken for research by PeTA. Based on the problem stated above, there is a need to investigate the various aspects of a celebrity and its effect on PeTA as the endorsed organisation. Three independent factors have been established that form the perception of a celebrity and the dependent variable of the endorsed organisation. (Please refer to figure 1) RBUS2900 Business Research Method Assignment 2 Part B 1 Figure 1 – Relationship Model Diagram 1. Importance The importance of this research study is to ensure a suitable fit between the celebrity and PeTA. This fit is determined by the perception of the celebrity and its effect on the perception of the organisation. By ensuring a good fit, PeTA will be able to focus more specifically on a target market that might have been otherwise unreachable due to the unsuitable fit between celebrity and PeTA. This is with the pretext that there is a positive correlation between perception of celebrity endorser and perception of organisation. RBUS2900 Business Research Method Assignment 2 Part B 2 . HYPOTHESES DEVELOPMENT 2. 1 Perception of the organisation (Dependent variable) Perception of the organisation is the dependent variable in the case of this study as it seeks to elaborate whether the below-mentioned independent variables will have an impact on the consumer’s perception of the organisation after they have been subjected to the exposure of the independent variables. A similar test conducted by Trimble and Rifon (2006), stated that the attitudes of the audiences toward a non-profit organisation increased when it was endorsed by a celebrity with a positive image.The variables mentioned below are similar in context with what Tri mble and Rifon have done but analyses different variables and will provide a different conclusion. 2. 2 Attractiveness (Independent variable 1) Attractiveness of a celebrity has always been a factor of consideration when selecting an endorser for a product. This is particularly the case when evaluating the celebrity endorsers that have been chosen by PeTA whereby physically attractive celebrities are chosen as endorsers. It is seen that physical attractiveness is able to facilitate attitude change (Baker & Churchill 1977; Caballero & Pride 1984; Chaiken 1986; Horai et al. 974; Joseph 1982; Kulka & Kessler 1978; Mills & Aronson 1965; Mills & Harvey 1972) However, not all research has demonstrated that it increases attitude change in that it causes the consumer to develop a positive perception of the product/organisation being endorsed. The Source Attractiveness Model, derived by McGuire (1985) in a study, suggests that similarity, familiarity and likeability of a celebrity endorser w ill determine their effectiveness in endorsing a product. This suggest contrary to the list of articles stated that the RBUS2900 Business Research Method Assignment 2 Part B 3 ttractiveness in the sense of likeability of a celebrity endorser can indeed increase the positive perception of the product/organisation that is endorsed. Hence, by studying the physical attractiveness of a celebrity endorser, especially in the light of how PeTA strongly uses physical attractiveness as an important consideration in selecting endorsers, it would be most suitable to study how the supposed perception of physical attractiveness of a celebrity will indeed affect the perception of PeTA.The hypothesis derived from this variable is as such: H1: The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisation 2. 3 Over-endorsement by celebrity (Independent variable 2) Mowen and Brown (1981) in their analysis of the effectiveness of celeb rity endorsers have suggested that a natural occurrence from the vast number of products endorsed by celebrities is that some celebrities tend to endorse a number of products.While ideally, it is stated that endorsers should not be tarnished by their associations with other products (Foote, Cone & Belding 1978), having a â€Å"virgin† endorser would generally be highly expensive and such would not be practical. Hence, the issue of multiple endorsements by a celebrity is especially pertinent in this case because PeTA is seen to have endorsed many celebrities that might endorsed products that are contradictory to the nature of PeTA, which is to protect animals. This may cause a disparity in the perception consumers will now have over the endorsement of such celebrity of PeTA.Kaikati (1987) and Mowen and Brown (1981) have further substantiated that a celebrity endorser may be perceived to be less credible should the celebrity choose to endorse more brands and products. RBUS2900 Business Research Method Assignment 2 Part B 4 Hence, it is brought forth in the next hypothesis: H2: In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. 2. 4 Perceived celebrity income from endorsement (Independent variable 3)When endorsing a product, celebrities are often paid for their services. This is very much accepted as a service rendered, is expected to be paid for. However, the issue in studying this is especially pertinent as by being paid, it is questionable whether that celebrity is truly endorsing the product out of genuine belief in the product or solely for the monetary benefit involved. In the case of PeTA and its endorsed celebrities, it would be especially appropriate as protection of animals is more often a lifestyle and not just the usage of a particular product.The celebrity endorsing the product is exp ected to believe in the protection of animals and not just for the monetary benefit involved. However, does this perception of being paid for the endorsement result in a related decrease of positive perception for the organisation endorsed? Correspondence Bias (Gilbert & Jones, 1986) refers to the observer’s exaggerated use of dispositional attributions, assumptions that the actor does what he does due to his internal dispositions.Kardes (1993) has related this to endorsement advertisements whereby consumers disregard the situational constraints such as the money being paid to the celebrity, due to correspondence bias and thus contributes to the effectiveness of endorsement advertisements. Cronley et al. (1999) found support for the above-mentioned theory in that participants of an experiment actually assumed that the endorser actually liked the product regardless of whether the endorser was paid or not.This was correlated to the participants’ attitudes toward the adve rtisement, the product and the endorser. RBUS2900 Business Research Method Assignment 2 Part B 5 However, a study conduct by Sorum, Grape and Silvera (2003), had opposite results to Cronley’s 1999 experiment. There was no correspondence bias found in the study. As such, it would be most appropriate the study the supposed effects of correspondence bias on the consumers who see the PeTA advertisements and whether there is a disregard of situational constraints much like in the experiment conducted by Cronley et al. 1999) The hypothesis put forth is thus: H3: The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. 2. 5 Moderating variables This study will utilise three moderating variables in the study of the effects of perception of the celebrity endorser in relation to the perception of the endorsed organisation. It is proposed that as age decreases, the effects of each independent variable on the dependent variab le will decrease as well due to the decreased perception of the consumer of the variability of the independent variables.The Selectivity Hypothesis (Putrevu, 2001) has suggested that gender differences in information processing emerge because men are more likely to be driven by overall message themes and women are more likely to engage in detailed elaboration of messages. Hence as a moderating variable, it can be seen that gender is expected to have a moderating effect on the independent variables. Lastly, a study by Daneshvary and Schwer (2000) has concluded that education level is seen to have an impact on perception of endorsement.Lower levels of education are more impressionable to association endorsements than individuals with a college education. Education provides individuals with analytical skills to decipher information and make an RBUS2900 Business Research Method Assignment 2 Part B 6 informed purchase rather than just relying on one source of information. As such, it can be said that education will have a moderating effect on the independent variables. 3. RESEARCH METHODOLOGY 3. 1 Research design The research design chosen for this study will be causal in nature as it seeks to understand the cause-and-effect relationships that exist.In particular, it will seek to explain the variance in the perception of the organisation, by analysing the independent variables involved and looking to infer theories and data analysis results to draw a conclusive cause of the variance in the perception of the organisation. As elaborated by Zikmund et al, â€Å"before causal studies are undertaken, researchers typically have a good understanding of the phenomena being studied. † (2010) Hence a causal design is selected due to the vast knowledge already in existence in terms of the literature on perception of an organisation as well as the perception of a celebrity endorser.However, little has been done to show any appropriate causation between the two variables especially one that is particular to the nature of a non-profit organisation. 3. 2 Research method Due to the nature of the research design, an experimental design of a pretest-posttest control group design will be used to explain the cause-and-effect relationship that is proposed between the independent and dependent variable. The subjects in the experimental group are tested before and after being exposed to the treatment. The control group will also be tested at both times but would not be subjected to the treatment.In using this design, Dimitrov and Rumrill Jr. have suggested three considerations in terms of validity of the design. The first two are pertinent to internal validation, which is the degree to RBUS2900 Business Research Method Assignment 2 Part B 7 which the experimental treatment makes a difference in the specific experimental settings and the third one is in consideration of external validity which is the degree to which the treatment effect can be generalised acr oss populations, settings, treatment variables and measurement instruments. (2003, p. 59) Maturation, an internal validity issue, occurs when biological and psychological characteristics of research participants change during the experiment, thus affecting their posttest scores. History, also an internal validity issue, occurs when participants experience an event that will affect their post-test scores. Whereas the interaction of pretesting and treatment, an external validity issue, happens when the pretest sensitises participants so that they respond differently to the treatment as they might have without the pretest. (Dimitrov & Rumrill Jr. , p. 60) Maturation and History will not be an issue for the conduct of our experiment as the time lapse between the pretest and posttest phase is negligible and thus should not allow for any changes in Maturation and History. To prevent the participants from becoming sensitised and perform the experiment differently from what they would have without the pretest, we are utilising a fictional situation in order to control the knowledge of the participants on the subject. Please refer to the Data Collection portion to gain a better understanding. 3. 3 Sampling designBased on the purpose of this research, the decisions resulting from this experiment will have many strategic managerial implications. As such, the target population would be defined as the entire population in the world of people who are of suitable age to donate to a non-profit organisation. As seen from the PeTA website (n. d. ), one of the means of donating would be through credit card deductions. As such, a suitable age group would be the minimum age RBUS2900 Business Research Method Assignment 2 Part B 8 group for owning a credit card, which is 18 years old.Hence the population would range from individuals of 18 years and above. Hence, the population in Australia will be subjected to a simple random sampling method to form the sample population. Chosen par ticipants are expected to be of a variety with differing age groups, gender and income level. As such, a sampling frame of the national telephone numbers in Australia will be used. Factors to consider when determining sample size are the confidence interval needed to predict the result and the amount of standard error permissible to estimate the population parameter.Hence, based on the formula provided by Zikmund et al. (2010, p. 435), with a confidence interval of 95 percent, range of error of 0. 5 and an estimated population standard deviation of 4. 0, we will have a minimum sample size of 246. 3. 4 Data collection 3. 4. 1 Ethics Before proceeding on with data collection, the group will have to keep in mind the ethical issues involved. As researchers, the group will have to be responsible to the people who are involved in this research. Our group will adhere to these select principles such as: a.Objectivity Strive to avoid bias in experimental design, data analysis, data interpret ation, peer review, personnel decisions, grant writing, expert testimony, and other aspects of research where objectivity is expected or required. Avoid or minimize bias or self-deception. Disclose personal or financial interests that may affect research. b. Honesty RBUS2900 Business Research Method Assignment 2 Part B 9 Strive for honesty in all scientific communications. Honestly report data, results, methods and procedures, and publication status. Do not fabricate, falsify, or misrepresent data.Do not deceive colleagues, granting agencies, or the public. c. Legality Know and obey relevant laws and institutional and governmental policies. d. Privacy Protect confidential communications, such as papers or grants submitted for publication, personnel records, trade or military secrets, and patient records. e. Nonmaleficence (principle of doing no harm) When conducting research on human subjects, minimize harms and risks and maximize benefits; respect human dignity, privacy, and autono my; take special precautions with vulnerable populations; and strive to distribute the benefits and burdens of research fairly.These are some of the principles that researchers should adhere to (Peter Steane, 2004; Shamoo A & Resnik D, 2009) 3. 4. 2 Data collection method Jack R. Fraenkel, Figure 2 – Pretest-Posttest Group Experiment Method 1993 In this design, the dependant variable will be measured before and after the treatment level is presented. This allows the researcher to compute the means for pretest and posttest and measure the difference (Millsap, 2009). A scenario-based study was chosen because this RBUS2900 Business Research Method Assignment 2 Part B 10 ethod allows for easier operationalising of the manipulations, providing more control over the variables (Dong, Evans & Zou 2008). We have identified that we will be using communication as the mean of obtaining primary data, specifically conducting a survey. We have chosen to conduct a survey due to the following criteria (Zikmund et al. , 2010): ? ? ? Questions asked for the tested variables are internal to the respondents. Survey provides the best versatility as the research contains different type of data.As this is a low budget research project, survey is the most efficient and economical data collection method. a. Pretest Written scenarios will be created for this experiment. In the first phase of the pretest, background information of a non-profit organization (PeTA) is provided. Twenty-six questions are then tested to analyse the perceived image of the organization. In the second phase of the pre-test, a celebrity endorser (Brad Pitt) will be introduced. Positive background information about the celebrity is then given. Twelve questions are then used to test the three independent variables. . Posttest In the third phase of the experiment, negative information about the celebrity endorser is given. Information supplied is related to the three independent variables of the following set tings: ? ? Attractiveness: Images of a sex scandal and a rugged image of the celebrity Multiple Endorsements: Information of celebrity endorsing for multiple brands however, contradicting to the values of the non-profit organization ? Perceive Income: Information of celebrity getting paid to endorse for a non-profit organization RBUS2900 Business Research Method Assignment 2 Part B 11Subsequently, the respondents are to fill in the twenty-six questions and twelve questions again in order to analyse the effects of the negative information. c. Procedure The survey will be conducted in an enclosed room and the participants will be seated at individual tables during the conduct of the survey. They will then be randomly selected to be either in the experiment or control group. They will also be informed that their careful consideration into each question would help the researchers evaluate celebrity endorsements on non-profit organizations.This is reminded again by the title provided at the cover page. It will also be emphasised that their participation in voluntary and confidentiality is kept at the strictest levels. This is reminded again as a disclaimer on the last page of the survey. d. Errors Figure 3 – Survey: Total error diagram The figure shows the various types of errors that might be present in survey. Particularly in our survey, we have identified the following possible errors that we might face and the control measures: RBUS2900 Business Research Method Assignment 2 Part B 12Type of Error Random Sampling Error Response error – Interviewer bias Response error – Extremity bias Administrative error – Interviewer error Control measures Increase the sample size from People of very extreme initial 100 to 200. backgrounds existing in randomize (Bartlett, Kotrlik, & Higgins, group 2001) Interviewer introduced as As we are asking about Brad Pitt neutral parties helping to attractiveness, the respondent may facilitate the session and h as answer differently due to the nothing to do with the research presence of the interviewer group (Herbert F.Weisberg, 2005) Before the start of the questionnaire, address to the As most of the questions provided respondents the importance of are a seven point semantic correct data needed to be differentiated scale, respondents collected from them, thus may just choose 1 or 7 for emphasizing our appreciation convinence to them to provide their best effort. (Ian Gregory, 2003) As there are two different sets of Make sure the experiment survey, the interviewer might issue ground is properly organize out the wrong amount of sets, and double checked before the ideally it is suppose to be equal seating of the respondents. umber of sets given out. (Floyd J. Fowler et al. , 1990) Table 1 – Survey errors encountered Cause 3. 5 Measurement (Please refer to appendix 2 for survey questions) 3. 5. 1 Perception of organisation (Dependent variable) Perception of organisation is measured w ith 26 items adapted from Sarstedt and Schloderer (2010) -? = 0. 95. The closer Cronbach’s alpha (? ) is to 1. 0, the more reliable the items. Hence these 26 items are considered reliable. It will be measured on a seven-point Likert scale.Likert scale is â€Å"a measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object† (Zikmund et al. , 2010). To make the scale more reliable, the scale from one to seven is used, therefore reducing the differences between levels, resulting in a more reliable measurement. In addition, all the indicators were randomized in order to avoid order effects (Sarstedt & Schloderer, 2010) RBUS2900 Business Research Method Assignment 2 Part B 13 . 5. 2 Attractiveness (Independent variable) Attractiveness was measured with a bipolar semantic differential scale. This was useful as it measured the attit udes of respondents on a scale. According to Zikmund et al. , the scale is found to be useful and versatile in many business applications (2010, p. 320). There were four items that were used to measure attractiveness. This was adapted from a study conducted by DeShirlds, Kara and Kaynak (1995). 3. 5. Over-endorsement of celebrity (Independent variable) Over-endorsement was measured on a seven-point Likert scale and consisted of five items adapted from Mowen and Brown (1981) and Tripp, Jensen and Carlson (1994). Both produced a Cronbach’s alpha of 0. 88 and 0. 84 respectively. 3. 5. 4 Perception of income from endorsement (Independent variable) Similarly, perception of income was measured on a seven-point Likert scale. This was measured with three items adaped from Cronley et al. (1999). These questions are considered reliable due to the high rating of Cronbach’s alpha of 0. 9. RBUS2900 Business Research Method Assignment 2 Part B 14 4. DATA ANALYSIS 4. 1 Procedure It i s proposed that four techniques will be used to analyse the data. The software in which these techniques are based on will be SPSS. (Please refer to appendix 1d for detailed elaboration on techniques) 4. 1. 1 Descriptive statistics Descriptive statistics will produce central tendency, distribution and variability of the results from our experiment. (Zikmund et al. , 2010) This information would be essential as it forms a bigger picture of the data collected.For instance, by comparing the means of the results from the survey, especially that in the experimental group, any change in the perception of the respondents will be detected. The standard deviation obtained will demonstrate how accurate the data is by analysing the variation about the mean. Typically, the smaller the standard deviation, the smaller the variation of the results. 4. 1. 2 Factor analysis After obtaining the bigger picture of the data, factor analysis will be used to analyse the reliability of the questions that w ere asked.This is done by reducing the amount of information in the initial variables and establishing them together into smaller groups called factors. (Gabor, 2010) This will then enable the analysis of the interdependence between the questions, limiting the questions to only those, which provide analysis for the variables. This process of factor analysis is necessary as it allows the researcher to limit the number of questions asked as well as to ensure the reliability of the questions in analysing the variables. RBUS2900 Business Research Method Assignment 2 Part B 15 . 1. 3 Paired sample T-test Once the reliability of the questions is obtained, the results of the survey are then put through a paired samples t-test. A paired samples t-test will allow detection of change after the respondents are given information about the celebrity endorser. This is detected through the variation in the means before and after the experiment. A further step from just descriptive statistics is th at this will test the significance of the data, an essential step to determine the reliability of the analysis.A paired samples t-test will be utilised as the data is collected from one group of participants that are subjected to a â€Å"before-after† treatment. Due to the usage of a Likert scale, the data is considered to be measured on an interval scale and as such, a paired samples t-test is most suitable for analysing the variation in the data. 4. 1. 4 Multiple regression analysis Lastly, essentially the crux of the data analysis is the multiple regression analysis that is used to established strength of association between the independent variables and dependent variable.Two values are being calculated to determine the strength of association. Firstly, the value displayed as adjusted R square will show the percentage of the variation of the dependent variable that is a result of the independent variables in the model. The closer the value of the adjusted R square is to o ne, the better the model. Secondly, the standardized Beta value will be used to determine the strength of each independent variable and its relationship with the dependent variable. Accordingly, the closer the value is to one, the stronger the bond.The significant independent variables are then ranked based on their standardized Beta. Hence, after processing the data through multiple regression analysis, PeTA will be able to establish which independent variable is seen to have a negative or positive relationship with the dependent variable of perception of organisation. This result though not sufficient to prove causality, when coupled with theory spelt out in the RBUS2900 Business Research Method Assignment 2 Part B 16 hypothesis development section, will provide a good idea of the causes of change in perception of organisation. . 2 Expected results Based on a scaled down version of the experiment that was conducted, these are the following results. 4. 2. 1 Factor analysis Firstly, the factor analysis conducted and questions 6-8, 14, 15 and 18 will be removed from the measurement of perception of organisation. This is due to the fact that the eigenvalues were less than 1. 0. The new variable consisting of 20 items had a Cronbach’s alpha of 0. 907. Which is still a reliable count. The measurement for over-endorsement will retain its five items and the Cronbach’s alpha is calculated to be 0. 642.Lastly, the first question for perceived income will be removed from the variable and the new variable consisting of the two questions has a Cronbach’s alpha value of 0. 903. 4. 2. 2 Paired samples t-test Based on the paired samples t-test conducted for the mock experiment, it can be seen that there was a positive increase of t-value which tells use that the mean of the first group was bigger than the mean of the second group. Hence there was a decreased in mean scores as predicted by our hypothesis. RBUS2900 Business Research Method Assignment 2 Pa rt B 17 Model Summary Model R R Square Adjusted R Square 1 . 06 a Std. Error of the Estimate .367 -. 898 Paired Differences 21. 505 Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference Lower Upper 20. 552 Pair 1 PerceptionORGbef PerceivedORGaft overendorsementBE 11. 071 10. 251 3. 874 1. 591 Pair 2 FoverendorsementAF T PerceivedINCOMEb 1. 286 3. 506 1. 325 -1. 957 4. 528 Pair 3 ef perceptionINCOMEa ft 3. 071 2. 370 .896 .879 5. 264 Pair 4 Pair 6 Pair 7 Attractiveness Attractiveness SexyBEF – SexyAFT TemperamentBEF TemperamentAFT -. 286 -. 143 -. 286 .488 . 378 . 488 .184 . 143 . 184 -. 737 -. 492 -. 737 .166 . 207 . 166Figure 4 – Sample paired t-test results 4. 3. 3 Multiple regression analysis Lastly, multiple regression analysis was used to establish association amongst the dependent and independent variables. Through the analysis, it was found that there was a strong negative association (-0. 898) between the variables. This is a clear indic ation that the proposed hypotheses are all correct. 4. 3. 4 Discussion of outcomes Finally, it is clear from the mock up that further research would be necessary in order to fully understand the effects of the independent variables on the dependent variable.This is exceptionally necessary for an organisation such as PeTA due to the high number of RBUS2900 Business Research Method Assignment 2 Part B 18 celebrities that endorse the organisation. Moving forward, it is necessary for PeTA to fully evaluate the background of the celebrities that endorse the organisation as well as to consider the perception of paying the celebrities for the endorsement. However, further research must be done in order to ascertain this claim. The research team would like to propose that PeTA approve the proposal for research to commence.Subsequently, PeTA would be able to expect a research report as well as an oral presentation of the findings from the research team. RBUS2900 Business Research Method Assi gnment 2 Part B 19 References Baker, M. & Churchhill, G. A. 1977. The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4): 538–555 Bartlett, Kotrlik, & Higgins. 2001. Organizational Research: Determining Appropriate Sample Size in Survey Research. Information Technology, Learning, and Performance Journal, 19(1): 48 Caballero, M. J. , & Pride, W. M. 1984.Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements, Journal of Marketing, 48(1): 94-100 Chaiken, S. , 1986. Physical appearance and social influence. In: C. P. Herman, M. P. Zanna and E. T. Higgins, eds. Physical appearance, stigma, and social behavior: 143-177, Erlbaum Associates, Hove, UK Cronley, M. L. , Kardes F. R. , Goddard, P. , & Houghton, D. C. 1999. Endorsing Products For The Money: The Role of the Correspondence Bias in Celebrity Advertising. 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Academy of Marketing Science Review, 5: 1–14RBUS2900 Business Research Method Assignment 2 Part B 21 Millsap, R. E. 2009. The Sage Handbook of Quantitative Methods in Psychology, Albert Maydeu-Olivares Sarstedt, M. & Schloderer, M. P. , 2010. Developing a measurement approach. International Journal of Nonprofit and Voluntary Sector Marketing, 15: 287 Shamoo A and Resnik D, 2009. Responsible Conduct of Research, 2nd e d Sorum, K. A. , Grape, K. M. , & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations, Scandinavian Journal of Psychology, 44: 39–46 Trimble, C. S. , & Rifon, N. J. 2006.Consumer perceptions of compatibility in cause related marketing messages, International Journal of Nonprofit and Voluntary Sector Marketing, 11(1): 29-47 Tripp, C. , Jensen, T. D. , & Carlson, L. 1994. The effects of multiple product endorsements by celebrities, Journal of Consumer Research, 20(4): 535-535 White, D. W. , Goddard, L. & Wilbur, N. 2009. The effects of negative information transference in the celebrity endorsement relationship, International Journal of Retail & Distribution Management, 37(4): 322-335 Zikmund, Babin, Carr, & Griffin. 2010. Business Research Methods Eighth Ed.South Western Cengage Learning RBUS2900 Business Research Method Assignment 2 Part B 22 APPENDIX Appendix 1 Table 1a Conceptual definitions Definition Corporate image, the c onsumer’s impression of the company that is producing and selling a given product or brand A person whom the members of an audience would like very much to please, someone whom they like very much Source Goldberg, M. E. & Hartwick Jon. 1990. The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness, Journal of Consumer Research, 17(2): 172-179 Mills, J. & Elliot, A. 1965.Opinion change as a function of the communicator’s attractiveness and desire to influence, Journal of Personality and Social Psychology, 1(2): 173-177 Page Concept Perception of organisation 173 Attractiveness 173 Over-endorsement If a celebrity endorses several products, the relation between himself and a particular product is not distinctive, leading to an inference that the nature of the particular product was not the reason for endorsement Mowen, J. C. & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Co nsumer Research, 8(1): 437441 37 Perceived income from endorsement Perception that a celebrity endorser is being highly paid for an advertisement Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627– 631 628 RBUS2900 Business Research Method Assignment 2 Part B 23 Table 1b Hypotheses Hypothesis Data analysis method used H1: The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisationH2: In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. Paired sampled t-test to compare mean scores of before and after the experiment to analyse for variation. Multiple regression analysis to investigate the effect of the ind ependent variables (Perceived physical attractiveness, overendorsement of celebrity, perceived income from endorsement) on the dependent variable (perception of the endorsed organisation)H3: The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B 24 Table 1c List of measures Measure Scale Source Sarstedt, M. & Schloderer, M. P. 2010. Developing a measurement approach for reputation of non-profit organizations. International Journal of Nonprofit Voluntary Sector Marketing, 15: 276–299 26-item measure of perception of non-profit organisation 7-point Likert scale 4-item measure of attractiveness Bipolar semantic differential scaleDeShields Jr, Oscar W. , Kara, Ali, & Kaynak, Erdener. 1996. Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson, International Journal of Research in Marketing, 13(1): 89-101 Mowen, J. C . & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1): 437-441 Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627–631 -item measure of overendorsement 7-point Likert scale 3-item measure of perceived income from endorsement 7-point Likert scale Sorum, K. A. , Grape, K. M. & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations? , Scandinavian Journal of Psychology, 44: 39–46 RBUS2900 Business Research Method Assignment 2 Part B 25 Table 1d Technique Data analysis techniques Definition Assumptions Important terms – Mean = total score divided by n. -Std. deviation= variation of the sample. – Min/Max= highest and lowest score in the sample. Skewness= to measure the symmetry of the distribut ion – Kurtosis= how the scores cluster together – Eigenvalues (to determine the number of factors) = the amount of variance associated with the factor – Cronbach’s alpha= to check the reliability of the scale (accepted if Cronbach’s alpha;0. 7) – Normality of distribution – Interval data – Confidence interval (the range of the data)= For 95% of confidence interval, Sig value should not exceed 0. 05 – T value and critical t value – Degree of freedom (to determine the critical t value) – Sig value (p-value)