Personal Statement of Project Management Example | Topics and Well Written Essays - 500 words

Of Project Management - Personal Statement Example The course is suitable for individuals, who are from various employment backgrounds and have the ability, skills and knowledge to become a project manager. In this course I will get to understand the techniques and processes that are linked with project management. The process includes management of cost, time, quality, communication, risk and human resources. I will also get to understand the procurement process of the resources that are required for the completion of the project. The program also aims at training the individuals to lead a team and impart motivation skills (Northeastern University, 2013). Presently, responsibilities of project managers have increased over the years with the increase in number of failed projects. The failure or success company projects are dependent on the abilities and skills of the project managers. Products and services of a company needs get launched in the market in a particular period of time. If there is delay in the procurement process of raw materials then the launch of the products is hold back simultaneously. This delay in procurement process can be rectified by an efficient project by contacting a good supplier and convince them to supply the raw materials within a specified time so that the manufacturing process of the products are not hampered. Hence, in order to avoid disturbance in the manufacturing process companies needs to hire skilled project managers, who can effectively manage each step of the project (Northeastern University, 2013). The role of project managers is very challenging as the success or failure of projects is dependent on them. Appropriate sets of skill are required delivering vital projects on time within a particular budget. The project manager has to lead a large team where the team members have different though process and behavior; he has to lead and motivate them to do specific works for the successful completion of projects. The

Dell Corporation Case Study Example | Topics and Well Written Essays - 3250 words

Dell Corporation - Case Study Example High-technology market is marked by increasing capital markets activity over the past 5 years. It is estimated that average annual returns are anticipated to exceed 13 percent over the next 10 years, with investment alternatives performing at single digit growth rates (approximately 7 percent to 9 percent). This approach is based on Dell superior understanding of the problem solved by the product, the benefits it offers and issues it addresses. Dell is a leader in IT industry with S$ 57.095 billion revenue a year. Customers and technology are the primary driving factors in this arena (Dell Corporation Home Page 2008). Customers want products that satisfy their needs or improve their productivity. In order to respond to external environment, Dell looks for ways to deliver these benefits at a lower cost, smaller size, and higher speed. Operating within an industry with this kind of rapid change presents several challenges for personal computer and notebooks, namely production costs, in tellectual property owners, and monopolies. For Dell innovations are the key of success. The main factor which influences the industry is competition. Dell's main competitors are Apple and IBM. In Europe and Asia, there are a wide number of smaller competitors who has an impact on strategy and market position of Dell. In contrast to its competitors, Dell proposes unique and high quality services and exceptional products (Dell Corporation Home Page 2008). In g... Company's managers admit, however, that many different kinds of potentially profitable competitive strategies are possible. Although only a company can successfully pursue the cost leadership strategy (because it is so dependent on achieving dominant market share), others can pursue an almost unlimited number of differentiation and focus strategies (depending on the range of possible desirable features and the number of identifiable market niches. In Europe, competition is fierce influenced by a number of internal and external factors. Michael Porter contends that a corporation is most concerned with the intensity of competition within its industry (Porter 34). "The collective strength of these forces," he contends, "determines the ultimate profit potential in the industry, where profit potential is measured in terms of long-run return on invested capital" (Porter, 1985, p. 58). For Dell, the ability of a firm to use its resources and capabilities to develop a competitive advantage t hrough distinctive competencies does not mean it will be able to sustain it. Two basic characteristics determine the sustainability of a firm's distinctive competencies: durability and imitability. Market changes and fierce competition suggest that Dell should take into account increased competition and innovations planning its goals and strategies. The Process of Strategic Planning Strategic Planning In general, strategy is identifies as the framework which guides those choices that determine the nature and direction of an organization. Strategy development is the heart of strategic planning. It is the process that answers the "what" questions that an organization must answer in order to carry out

Platinum Resistance Thermometer

Platinum Resistance Thermometer Platinum Resistance Thermometer How it works: The simplest resistance thermometer configuration uses two wires. It is only used when high accuracy is not required as the resistance of the connecting wires is always included with that of the sensor leading to errors in the signal. Using this configuration you will be able to use 100 meters of cable. This applies equally to balanced bridge and fixed bridge system. Temperature range: Operating Range -200  °C to 1200  °C Advantage: It has a wide range and is very accurate. It is best for small steady temperatures. Disadvantages: Unsuitable for rapidly changing temperature. Slow to respond. Optical Pyrometer How it works: A pyrometer has an optical system and detector. The optical system focuses thermal radiation onto the detector. The output signal of the detector (Temperature T) is related to the thermal radiation or irradiance of the target object through the Stefan-Boltzmann law, the constant of proportionality, called the Stefan-Boltzmann constant and the emissivity of the object. This output is used to infer the objects temperature. Thus, there is no need for direct contact between the pyrometer and the object, as there is with thermocouple and Resistance temperature detector (RTDs). Uses: The optical pyrometer is widely employed for accurate measurement of the temperature of furnaces, molten metals and other heated materials. It is primarily used in the range of 1000 to 50008F. Most optical pyrometers are manually operated and thereby are somewhat limited in their application. Pyrometers are suited especially to the measurement of moving objects or any surfaces that cannot be reached or cannot be touched. Temperature range: Optical Pyrometers with a range of 700C 1250C have an accuracy better than  ± 58C while those having a range of 1100 -1900 have an accuracy better than  ±108C. Temperature ranges can be measured between approximately 1,300 to 5,800oF (700 to 3,200oC), and with appropriate filters, the disappearing-filament pyrometer temperature ranges can be ex-tended to approximately 18,000oF (10,000oC). Advantages: Measures high temperatures. Thermocouple How it works: It consists of two dissimilar metals, joined together at one end, which produce a small unique voltage at a given temperature. This voltage is measured and interpreted by a thermocouple thermometer. Uses: A thermocouple is a sensor for measuring temperature. However, thermocouples have a wide temperature range (-200 to 2000  °C) and are often needed simply because alternative devices do not operate at the desired temperature. In addition, they are relatively low-cost and versatile. Temperature range: Operating Range -200  °C to 2000  °C Advantages: Wide range, robust and compact and good for rapidly changing temperatures. Disadvantage: For good quality a milli voltmeter is needed. When to use RTDs or thermocouples The two most common ways of measuring industrial temperatures are with resistance temperature detectors (RTDs) and thermocouples. But when should control engineers use a Thermocouple and when should they use an RTD? The answer is usually determined by four factors: Factors: Temperature, time, size, and overall accuracy requirements. If process temperatures fall from -328 to 932 °F (-200 to 500 °C), then an industrial RTD is the preferred option. Thermocouples have a range of -180  °C to 1300  °C (-300 to 2300  °F) so for extremely high temperatures they are the only contact temperature measurement choice. If the process requires a very fast response to temperature changes-fractions of a second as opposed to seconds (i.e. 2.5 to 10 s)-then a thermocouple is the best choice. Keep in mind that time response is measured by immersing the sensor in water moving at 1 m/s (3 ft/s) with a 63.2% step change. A standard RTD sheath is 3.175 to 6.35mm (0.125 to 0.25 in.) in diameter, while sheath diameters for thermocouples can be less than 1.6mm (0.062 in.). If the process only requires a tolerance of 2  °C or greater, then a thermocouple is appropriate. If the process needs less than 2  °C tolerance, then an RTD is sometimes the only choice. Keep in mind, unlike RTDs that can maintain stability for many years, thermocouples can drift within the first few hours of use.

Deception Point Page 34

Tolland looked only partially comforted, his relief apparently clouded by a deeper mystery. â€Å"I can't be for sure without a microscope,† Tolland said, â€Å"but it looks to me like this is a bioluminescent plankton from the phylum Pyrrophyta. Its name means fire plant. The Arctic Ocean is filled with it.† Corky shrugged. â€Å"So why'd you ask if they were from space?† â€Å"Because,† Tolland said, â€Å"the meteorite was buried in glacial ice-fresh water from snowfalls. The water in that hole is glacial melt and has been frozen for three centuries. How could ocean creatures get in there?† Tolland's point brought a long silence. Rachel stood at the edge of the pool and tried to get her mind around what she was looking at. Bioluminescent plankton in the extraction shaft. What does it mean? â€Å"There's got to be a crack somewhere down there,† Tolland said. â€Å"It's the only explanation. The plankton must have entered the shaft through a fissure in the ice that allowed ocean water to seep in.† Rachel didn't understand. â€Å"Seep in? From where?† She recalled her long IceRover ride in from the ocean. â€Å"The coast is a good two miles from here.† Both Corky and Tolland gave Rachel an odd look. â€Å"Actually,† Corky said, â€Å"the ocean is directly underneath us. This slab of ice is floating.† Rachel stared at the two men, feeling utterly perplexed. â€Å"Floating? But†¦ we're on a glacier.† â€Å"Yes, we're on a glacier,† Tolland said, â€Å"but we're not over land. Glaciers sometimes flow off a landmass and fan out over water. Because ice is lighter than water, the glacier simply continues to flow, floating out over the ocean like an enormous ice raft. That's the definition of an ice shelf†¦ the floating section of a glacier.† He paused. â€Å"We're actually almost a mile out to sea at the moment.† Shocked, Rachel instantly became wary. As she adjusted her mental picture of her surroundings, the thought of standing over the Arctic Ocean brought with it a sense of fear. Tolland seemed to sense her uneasiness. He stamped his foot reassuringly on the ice. â€Å"Don't worry. This ice is three hundred feet thick, with two hundred of those feet floating below the water like an ice cube in a glass. Makes the shelf very stable. You could build a skyscraper on this thing.† Rachel gave a wan nod, not entirely convinced. The misgivings aside, she now understood Tolland's theory about the origins of the plankton. He thinks there's a crack that goes all the way down to the ocean, allowing plankton to come up through it into the hole. It was feasible, Rachel decided, and yet it involved a paradox that bothered her. Norah Mangor had been very clear about the integrity of the glacier, having drilled dozens of test cores to confirm its solidity. Rachel looked at Tolland. â€Å"I thought the glacier's perfection was the cornerstone of all the strata-dating records. Didn't Dr. Mangor say the glacier had no cracks or fissures?† Corky frowned. â€Å"Looks like the ice queen muffed it.† Don't say that too loudly, Rachel thought, or you'll get an ice pick in the back. Tolland stroked his chin as he watched the phosphorescing creatures. â€Å"There's literally no other explanation. There must be a crack. The weight of the ice shelf on top of the ocean must be pushing plankton-rich sea-water up into the hole.† One hell of a crack, Rachel thought. If the ice here was three hundred feet thick and the hole was two hundred feet deep, then this hypothetical crack had to pass through a hundred feet of solid ice. Norah Mangor's test cores showed no cracks. â€Å"Do me a favor,† Tolland said to Corky. â€Å"Go find Norah. Let's hope to God she knows something about this glacier that she's not telling us. And find Ming, too, maybe he can tell us what these little glow-beasties are.† Corky headed off. â€Å"Better hurry,† Tolland called after him, glancing back into the hole. â€Å"I could swear this bioluminescence is fading.† Rachel looked at the hole. Sure enough, the green was not so brilliant now. Tolland removed his parka and lay down on the ice next to the hole. Rachel watched, confused. â€Å"Mike?† â€Å"I want to find out if there's any saltwater flowing in.† â€Å"By lying on the ice without a coat?† â€Å"Yup.† Tolland crawled on his belly to the edge of the hole. Holding one sleeve of the coat over the edge, he let the other sleeve dangle down the shaft until the cuff skimmed the water. â€Å"This is a highly accurate salinity test used by world-class oceanographers. It's called ‘licking a wet jacket.'† Out on the ice shelf, Delta-One struggled with the controls, trying to keep the damaged microbot in flight over the group now assembled around the excavation pit. From the sounds of the conversation beneath, he knew things were unraveling fast. â€Å"Call the controller,† he said. â€Å"We've got a serious problem.† 40 Gabrielle Ashe had taken the White House public tour many times in her youth, secretly dreaming of someday working inside the presidential mansion and becoming part of the elite team that charted the country's future. At the moment, however, she would have preferred to be anywhere else in the world. As the Secret Serviceman from the East Gate led Gabrielle into an ornate foyer, she wondered what in the world her anonymous informant was trying to prove. Inviting Gabrielle into the White House was insane. What if I'm seen? Gabrielle had become quite visible lately in the media as Senator Sexton's right-hand aide. Certainly someone would recognize her. â€Å"Ms. Ashe?† Gabrielle looked up. A kind-faced sentry in the foyer gave her a welcoming smile. â€Å"Look over there, please.† He pointed. Gabrielle looked where he was pointing and was blinded by a flashbulb. â€Å"Thank you, ma'am.† The sentry led her to a desk and handed her a pen. â€Å"Please sign the entry log.† He pushed a heavy leather binder in front of her. Gabrielle looked at the log. The page before her was blank. She recalled hearing once that all White House visitors sign on their own blank page to preserve the privacy of their visit. She signed her name. So much for a secret meeting. Gabrielle walked through a metal detector, and was then given a cursory pat down. The sentry smiled. â€Å"Enjoy your visit, Ms. Ashe.† Gabrielle followed the Secret Serviceman fifty feet down a tiled hallway to a second security desk. Here, another sentry was assembling a guest pass that was just rolling out of a lamination machine. He punched a hole in it, affixed a neck cord, and slipped it over Gabrielle's head. The plastic was still warm. The photo on the ID was the snapshot they had taken fifteen seconds earlier down the hall. Gabrielle was impressed. Who says government is inefficient? They continued, the Secret Serviceman leading her deeper into the White House complex. Gabrielle was feeling more uneasy with every step. Whoever had extended the mysterious invitation certainly was not concerned about keeping the meeting private. Gabrielle had been issued an official pass, signed the guest log, and was now being marched in plain view through the first floor of the White House where public tours were gathered. â€Å"And this is the China Room,† a tour guide was saying to a group of tourists, â€Å"home of Nancy Reagan's $952 per setting red-rimmed china that sparked a debate over conspicuous consumption back in 1981.† The Secret Serviceman led Gabrielle past the tour toward a huge marble staircase, where another tour was ascending. â€Å"You are about to enter the thirty-two-hundred-square-foot East Room,† the guide was narrating, â€Å"where Abigail Adams once hung John Adams's laundry. Then we will pass to the Red Room, where Dolley Madison liquored up visiting heads of state before James Madison negotiated with them.†

Macbeth Motifs Essay

When it comes down to it, humans are mammals, and there are some animalistic traits that every mammal shares. The story of Macbeth by Shakespeare includes a theme that is the epitome of a trait that all mammals share, weak versus strong. Through the use of metaphors including birds, the symbolism of Macbeth as an owl throughout the story, and the juxtaposition between birds, weak versus strong is represented by the motif of birds in Macbeth. Birds are incorporated into other literary elements that Shakespeare utilizes, showing the true depth of his writing. Metaphors allow the reader to paint a picture of written words referencing images that they are familiar with. Like any other animal, there is a hierarchy of strength and therefore power for birds. The metaphors that Shakespeare incorporates into Macbeth including birds allow the reader to reference their experience with strong birds fighting to create an image of what the humans in the story might have been fighting like. A captain describes how valiantly Macbeth fought in the battles in the beginning of the story, saying that he was â€Å"as sparrows eagles†, which paints a picture of a valiant and strong eagle fighting a small, meek sparrow (1.2.35-42). However, later in the story, when Macbeth’s position shifts and he is no longer perceived as a noble soldier but rather as a tyrannical ruler preying on those he controls, birds are used in a metaphor again to illustrate a changed image of Macbeth. â€Å"A falcon, tow’ring in her pride of place,† representing honor and innocence, â€Å"was by a mousing owl hawked at and killed,† illustrating an evil bird using its strength to overpower and kill an innocent bird (2.4.11-14).Sometimes, a reader does not glean the true meaning of an object in a story until after it has been illustrated throughout the entirety of the work of literature. Throughout the uses of birds in Macbeth, including the imagery and metaphors, a pattern occurs where a powerful owl is preying on weaker birds, and by the end of the story the reader comes to realize that the owl is a representation of Macbeth and the acts he is committing. The owl referenced during the murder of Duncan, is described as an â€Å"obscure bird† that â€Å"clamored the livelong night† as he â€Å"heard i’ th’ air, strange screams of death† (2.3.49-56). The owl in this scene is a symbol for Macbeth discovering what he is capable of, and what new powers he receives when he utilizes his newfound strength against others. One example of how he uses his recent strength was when he decided to have everyone in Macduff’s castle unnecessarily murdered. In this scene Lady Macduff is expressing her anger toward her husband, but also reveals characteristics of Macbeth when she states that her husband is not equal to â€Å"the most diminutive of birds,† which â€Å"will fight, her young ones in her nest, against the owl† (4.2.6-14). Macbeth being represented by the owl in this context depicts him as a villain that is so hungry for control that he will go to such extremes as to attack a weak, defenseless bird and it’s young. Sometimes it is equally as important to illustrate the weak side of a relationship as the strong side because then the contrast between the weak and the strong is magnified for the reader. In Macbeth, Shakespeare utilizes this juxtaposition to make the theme of strong versus weak even more apparent by inserting some descriptions of birds that appear weak to make the acts done by the stronger birds even more horrific. The day before Duncan’s murder where a powerful, evil owl was present, Banquo and Duncan comment on the sweet, innocent birds at Macbeth’s castle, â€Å"this guest of summer, the temple-haunting martlet, does approve†¦that the heaven’s breath smells wooingly here† this illustrates their vulnerability and unawareness to the upcoming strike by Macbeth, making his actions seem even worse. When Lady Macduff tells her son that â€Å"thou’dst never fear the net nor lime, the pitfall nor the gin,† he responds with a question of why he should because â€Å"poor birds they are not set for†, meaning that because he would be such a weak bird, hunters would have no want for him (4.2.36-37). Just after making this point, the defenseless son of Macduff is murdered by the king Macbeth, making the reader question what kind of tyrant Macbeth has come to be. The use of birds in Macbeth by Shakespeare is used to develop the theme of weak versus strong when they are used in metaphors, when Macbeth is represented by a bird throughout the story, and by the juxtaposition of the weak and strong birds. The acts committed by the characters aroused emotions in the audience because they were not so unrealistic that the audience could not relate to them, they represented the mammal in humans, the animal inside of all of us that we attempt to constrain. Birds are essential to create this unsettling feeling because their rustic, animal-like nature is no unlike the animalistic traits we try to hide, which allows the reader or audience to relate with the motif.

Compare And Contrast Locke And Hobbes State Of Nature

In the following essay I will compare Hobbes’ account of the State of Nature, as depicted in his Leviathan, with Locke’s State of Nature put forward in his Second Treatise on Civil Government. Regarding the main differences, I will discuss how, for Hobbes, it is a state of war in which man is self-interested, and a government is required to oppose human nature. He concluded that there is no justice in nature, and notions of right and are wrong are mere social phenomena. Locke, on the other hand sees it as a state of equality, where man is fundamentally good. The need for Government is a need for human nature to be maintained, and there is a universal right to punish, which comes in three forms and allows for justice without war. I will†¦show more content†¦Locke is known for his appeal to reason, and see this as the way forward for harmony in state of nature, being equally able to regulate ourselves since reason teach us man â€Å"has not liberty to destroy hi mself, or so much as any creature in his possession, but where some nobler use than its bare preservation calls for it† . A glaringly obvious difference arises thus far then; anarchy for Hobbes is such that due to the constant danger of others attacking you and taking yours for their own, there is a constant state of aggression towards one another. Man is essentially self-interested and thinks only of increasing his possession and pleasures, behaving not out of reason but out of passion. For Locke, man has an unassailable moral compass that prevents him from doing what is wrong, and we know what is wrong from being made in God’s image. The two philosophers, therefore, understandably have very different ideas of justice in a state of nature. With no inviolable morality to speak of, acting purely from passion, man cannot draw upon it to settle disagreement or quarrel in a Hobbesian world. We require someone to enforce a justice system upon us, and to agree upon the statutes of that system. Otherwise, â€Å"where there is no common power, there is no law; where no law, no injustice. Force and fraud are inShow MoreRelatedCompare and Contrast the Views of the State of Nature Held by Hobbes and Locke.2718 Words   |  11 Pagesdefining the meaning of A State of Nature. As the likes of Hobbes, Rousseau and Locke wrote about it, it means man when he was natural in his state of nature, uninfluenced by society, and the temptations of today. There are no rights in a state of nature, only freedom to do as one wishes. It is a term used to illustrate the theoretical condition of civilization before the states foundation in Soc ial Contract Theories. In the dictionary it is described as â€Å"a wild primitive state untouched by civilizationRead MoreCompare and Contrast Hobbes’s and Locke’s Views of the State of Nature and the Fundamental Purpose of Political Society. Whose View Is the More Plausible? Why?1564 Words   |  7 PagesCompare and contrast Hobbes’s and Locke’s views of the state of nature and the fundamental purpose of political society. Whose view is the more plausible? Why? Introduction Thomas Hobbes and John Locke were both natural law theorists and social contracts theorists. While most natural law theorists have predominantly been of the opinion that humans are social animals by nature, Locke and Hobbes had a different perspective. Their points of view were remarkably different from thoseRead MoreBoth Hobbes And Locke Can Be Considered The â€Å"Founding Fathers†1685 Words   |  7 PagesBoth Hobbes and Locke can be considered the â€Å"Founding Fathers† of liberal political philosophy. 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By analyzingRead MoreHobbes And Locke s Political Legitimacy1530 Words   |  7 PagesTheorists such as Hobbes and Locke, both of their account on political legitimacy might look quite similar at first glance, because each theorized about the nature of mankind and the right political systems that would meet the needs of individuals. However, in Hobbes’ perspective, political authority does not pre-exist in individual’s state of nature, rather, it is created by the social contract and serves to ensure self-preservation which is threatened in a state of nature. In contrast, Locke thought thatRead MoreGeorge Hobbes And Locke s Theories On Government, Human Nature, And Natural Law1661 Words   |  7 Pagesis easy to compare certain things because of their proximity to one another and because of their similar nature. For instance, I wrote about Basque and Catalonian independence in Spain. While it may be apt to say that they are the same for a number of reasons. 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In stark contrast, Thomas Hobbes, who lived through much turmoil as well from 1588-1679, such as a civil war in Britain which lasted from 1642-1648 thought a sovereign leader was the only way to protect society from itself (Riemer, Simon, andRead MoreCompare and Contrast the Philosophies of John Locke, Thomas Hobbes, and Karl Marx843 Words   |  4 PagesCompare and Contrast the Philosophies of John Locke, Thomas Hobbes, and Karl Marx In the idea of human nature; origin of state, the nature of government, the rights of regulation can be drawn as the reflection of insightful philosophies of John Locke, Thomas Hobbes and Karl Marx. By understanding this within the context of human nature, we can see their ideas play to how they perceive a modern philosophy. 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Loyalty cards Example For Free - Free Essay Example

Sample details Pages: 7 Words: 1984 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? and why do some work and others do not (appear to)? Why are you undertaking the research? In an increasingly global environment, organisations, its people, strategy and marketing, and its structure are finding themselves constantly seeking innovative ways to differentiate themselves from their competitors. The complex business interactions synonymous with modern society has witnessed the consumer gaining in status and decision making power whilst the retailer explores new avenues enabling them to provide superior products and services acting as the differentiator amongst competitors. Consequently the crux for all retailers in maintaining and attracting consumers stems from the notion of customer loyalty; customers commitment to do business with a particular organisation, purchasing their goods and services repeatedly, and recommending the services and products to friends and associates (McIlroy and Barnett, 2000) There appears however to be varying schools of thought over whether loyalty schemes and card do actuall y work in favour of the retailer, or whether the advantage lies instead in the hands of the customer, or indeed whether there is a mutually beneficial relationship present. Don’t waste time! Our writers will create an original "Loyalty cards Example For Free" essay for you Create order The UK Competition Commission (2002) found that the average consumer holds at least two loyalty cards with retailers in direct competition such as Tesco and Sainsburys, where Shabi (2003) found at least 85 per cent of UK households have at least one loyalty card. Dick and Beau (1994) propose that loyalty has both behavioural and attitudinal components. This dissertation will address the former of the behavioural component and seek to identify how consumers behaviour has changed since the introduction of loyalty schemes in the 1990s in relation to present day, and provide recommendations on how retailers can maximise consumer patterns to their advantage. What will be the gain in knowledge? The gain in knowledge which will arise from the above will present itself in the following ways: Maximising effectiveness within customer loyalty market research to generate solid data from a questionnaire which will try to identify the why and what factors of consumer habits using pertinent research methods (discussed later). As retailers seek to innovate into new growth areas accurate market data is essential to maximise customer retention through a strong understanding of behaviour and motivation. Developing new proposals for customer loyalty cards and schemes drawing on the findings from the data analysis which are more pertinent to todays society, taking into account the increasing choice of loyalty schemes available to the consumer in an increasingly saturated loyalty market. Literature review What theoretical issues will you examine? Sopanen (1996) posits that there are six different types of loyalty, where UK retailers fall within the incentivised loyalty segment: Monopoly loyalty; where there are no available choices Inertia loyalty; customers do not actively seek substitutes Convenience loyalty; loyalty is solely defined by location Price loyalty; customers are influenced by the lowest price Incentivised loyalty; loyalty relates to the benefits gained from reward cards and programmes such as UK retail giants Tesco and Sainsburys Emotional loyalty; customers are influenced by factors such as brand Mauri (2003) remarks that the UK retail sector has embraced the notion of incentivised loyalty since the introduction of loyalty cards and schemes in the 1990s where, initially established as a strategic marketing tool to garner valuable consumer data its continued use suggests that there are considerable benefits to both customers and retailers who participate in these schemes. Noorhoff et al (2004) and Sharp and Sharp (1997) believe the loyalty card exerts a positive impact on increasing customer loyalty through development of long lasting relationships and creation of a sense of belonging, where Uncles, 1994 strengthens this notion the retailer is prepared to listen, is willing to innovate on behalf of customers, and is caring, concerned and considerate. Presently however according to Byrom (2001) there are more than 150 loyalty schemes in the UK with a resulting circulation of 40 million cards; therefore it poses the question of growing concern of a saturated or loyalt y overload market within the UK retail market and the subsequent consumer behavioural response to this. Consumer Behaviour Behavioural loyalty can be demonstrated through measurable characteristics such as increased shopping frequency, sensitivity to price, an individuals retention over time and spending pattern (Oliver, 1999) where incentivized rewards such as discounts and points target specifically this form of loyalty. However due to the competiveness of giant retailers such as Sainsburys and Tesco and the ever increasing influx of incentives available to consumers its possible that customer perception is being altered due to the increase in choices, which in turn influences their behaviour. An example is a recent quote from a supermarket customer who claims I AM loyal to my grocery store à ¢Ã¢â€š ¬Ã¢â‚¬Å" I simply carry both loyalty cards (Lamb, Hair McDonald, 2008) an indication that the customer will only shop at their preferred store only when it benefits them the most. Based on the above, which are your research questions? Be as clear about these as possible. I am ideally looking to explore: If loyalty cards are effective in retention of retail customers what are the behavioural changes that have occurred within the consumer to support this since the introduction of the loyalty card system in the 1990s as opposed to present day? (Note to client; this is an idea for you to base upon; if it is too diverse you can break this down into 1) the period of 1995 onwards when the first loyalty scheme was introduced 2) focus just on present day 3) support the change in behaviour of customers and criticise the retail industry such as Tesco 4) vice versa to 3 or 4) subjectively discuss both sides) Methodology How are you going to address the research questions? This question will be addressed through dissemination of a comprehensive questionnaire encapsulating the following research methods: Kerlinger and Lee (2000) Theory Dependent viewpoint of why questions examining the relationships between variables and predicting the outcome i.e. theorising that the introduction of loyalty cards will lead to customers not shopping at competitors stores Phillps and Pugh (2005) Descriptive research of what questions looking for patterns within relationships and theories i.e. assuming the above theory is correct what would be reasons for these relationships? Distributed out to a demographic cross-section of people encompassing different ages, nationalities, status (single, married) and religious beliefs representative of the British consumer.(Note to client; if this is too difficult then ensure that you have picked a diverse profile of known individuals to yourself) Sample Questionnaire: These are suggestions for the questionnaire; where it is recommended that a maximum of fifty questions are provided, equating to ten to fifteen minutes of completion time per person. The questionnaire can be adapted to 1) retail stores and managers 2) consumers; enabling flexibility in question choices i.e. for the retail manager What do you perceive to be the biggest behavioural change in shopping habits of the consumer since introduction of loyalty cards? to the consumer What do you actively perceive to the biggest changes in your purchase behaviour since the introduction of loyalty cards? Suggestions: Descriptive Research -Do you have any of the following cards? (Tesco Clubcard, Sainsburys Nectarcard) Do you have any other /loyalty cards for retail stores other than supermarkets (Boots The Chemist or Homebase the DIY store)? -How did you obtain the cards? -Of the cards you have list them in chronological order with the most recent first: -From the cards that you have, which do you use the most? Why? -What made you obtain the card? -How often do you show the card? -Please indicate the maximum value ( £1 per point) you have ever achieved on your card? -Have you used any of the cards you own to receive discount from another retailer(s)? -If you answered yes to the above question what were the motivators which made you change your shopping habits to the other retailer? Theory dependent viewpoints à ¢Ã¢â€š ¬Ã¢â‚¬Å" Why questions in an attempt to draw relationships between theory: Do you agree or disagree with these statements: I would visit other supermarkets not currently involved with loyalty schemes if they began this service -I would stop shopping at my current supermarket if they stopped the loyalty program -Price is the main determinant for my choice of supermarket -I always play them off against each other so I can exploit the cost savings and promotional offers to get the best deal for me -Loyalty has a different meaning to the consumer as compared to the retailer How are you going to acquire and analyse the identified data? Data analysis for the descriptive questions will be qualitative analysis which will be used to support or attack the theory dependent questions; i.e. once a relationship has been found from patterns in the statistical analysis this qualitative data should provide reasons for this, and thus recommendations can be given. Data analysis for the theory dependent questions can be measured on the scale of 1-5 (1 strongly agree / 5 strongly disagree) and presented quantitatively: -Ensure that these questionnaires go out to a proportionate sample size i.e. segment accordingly on different demographics -After retrieving the data analysis can be undertaken using simple statistical analysis (i.e. mean, mode, standard deviation etc) -You are looking to see whether there are significant patterns appearing which either support or criticise your hypothesis, where you can offer recommendations off the back of these. Data Which organisations, individuals or sources will provide the necessary data? Any UK retail organisation, consumers, retail bodies, consumer bodies, and any relevant literature. Will the data be available in the depth required? Yes: providing the questionnaire is distributed effectively. Are there matters of confidentiality? No: I do not foresee any confidentiality issues from the consumer nor the retailer providing the questions asked follow the same structure as those suggested. Discussion What is your hypothesis? It is hypothesised that the increasing availability of loyalty schemes is beginning to saturate the market to one which favours the customer rather than the retailer. Application of research methods will enable identification of key relationships which support this hypothesis and thus provide recommendations to counter it. How will this guide the research? It is anticipated that the hypothesis will assist the dissertation resear ch by ensuring it remains succinct and follows the objects. How will you make adjustments following any changes in the hypothesis? It is anticipated that the only amendments will be data which may be need to be revisited depending on the effectiveness of the questionnaire. 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