Brand Equity And The Market Mix Marketing Essay

Brand Equity And The Market Mix Marketing Essay Introduction Marketers rack their brains to compose the variable ingredients to construct their stunning recipesconceptual frameworks, which are made up of the marketing mix, in an effort to deliver the differentiated products or services that can outshine their competitors. Currently few companies could afford to set aside the marketing mix and audaciously break into the market. Having a birds eye view of those prominent companies evolutionary histories , namely Coca Cola, Nike, Fuji, and Virgin, their iconic brands, one of their success indicators, work hand in hand with creative and effective execution of the marketing mix. The Marketing Mix McCarthy (1960, pp.7-8) first put forward classification of four basic ingredients: product, place, price and promotion. With the progression of time, dimensions of the marketing mix have been nourishing, as ideas of personnel promotions, storage facilities, display and so forth have been presented successively (Lipson and Darling, 1971:p.17; Borden, 1975:pp.72-75). The Four Ps of the marketing mix have been prostrated as the cornerstone or convincing paradigm in the business practice, thanks to their well-known validity (Grà ¶nroos , 1989: pp.52-60, Grà ¶nroos,1994: p.5). However, over preoccupation with the marketing mix would possibly isolate marketers from customers owing to its dependence on mass marketing ,which indicates that customers are the superficial numbers for the marketers and marketers may loose touch with the real customers(Grà ¶nroos,1994: p.4). Furthermore, acting as the simplified remedy for the marketing problem, the marketing mix paradigm makes the seller occupy the dominant position and the buyer inferior standing, which can hardly apply to the marketing of service (Grà ¶nroos, 1994: p.6). The burgeoning service industry gave birth to the relationship marketing (Gummesson, 1991: pp.60-67). Establishment and fulfilment of promise play a pivotal role in the relationship marketing, which nurtures the quality interaction between marketer and customer (Reichheld et al., 1990: pp. 105-111). Despite these drawbacks of the marketing mix, the effective orchestration of its elements is proven to be applicable to attain the set objectives under many circumstances. (Baker, 2007:p.329). The aim of this essay is to elaborate on the contribution the marketing mix makes to an organizations brand equity through in-depth analysis of the outstanding paragon, Yum! Brands, China Division. Brand Equity Aaker(1991,1996:p.103) once indicated that connotation of brand equity is multifaceted, which consists of brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets. The name of product is deeply imprinted with the value conferred by the brand equity (Yoo et al., 2000:p.197). Thus, the brand enjoying relatively high brand equity more probably wins customers positive and strong association (Yoo et al., 2000:p.196). In terms of the functionality of brand equity, it enriches brand alternatives, enhances the preference to pay the premium prices, intensifies the marketing communication effectiveness as well as the brand licensing opportunities and strengthens capabilities towards the marketing competition and price fluctuation (Keller, 1993:pp.4-8; Simon and Sullivan, 1993:pp.28-37; Smith, 1992:pp.13-16; Yoo et al., 2000:p.196). An unparalleled brand, as the intangible asset, consists of such features as name, design, symbol which indentifies the product of a particular organisation that has a lasting differential advantage (Doyle, 1999:p.292). At the first mention of fast food, Chinese people would instantly shortlist a bundle of names with KFC topping on their lists, due to its immense brand power. According to the ranking of 50 Best Chinese Quick-Service Companies in 2009, Yum! Brands, China Division with the annual profits of  ¿Ã‚ ¡2.88b and strong momentum of expanding its business empire in Chinas second and third tier cities, surpassing another tycoon McDonalds, ranked the first, thanks to its two household brands, KFC and Pizza Hut (Anonymous, 2010). In compliance with Yum! Brands global vision to define global company that feeds the world, Yum! Brands, China Division is also committed to creating traditional Chinese quick-service restaurant chain, East Dawning, which is targeted specially at those diehards of traditional Chinese food (Novak, 2009) .Furthermore, China Division became one of the stakeholders of Little Sheep, a popular Chinese hot pot concept, with 27% proportion of share in 2009 (Novak,2009).The ab ove efforts imply China Divisions ambition to develop diversified customer bases and make it elastic towards its competitors challenges. In 2009, the four brands synergistically contributes to its operating profits growth of 25% in China (Anonymous, 2009).What underpins their astounding performances is its China Divisions superb mastery of the marketing mix. Brand Equity and the Marketing Mix According to Yoo et al. (2000:p.196), if marketing effort could give rise to more favourable behaviour towards the branded products than the unbranded ones, positive relationship between marketing effort and brand equity would be established. Yoo et al. (2000:p.198) also suggest that creation and exploitation of the marketing mix is decisive in shaping dimensions of brand equity. For instance, Yum!Brands China Division successfully introduced the casual dining category Pizza Hut and KFC Home Service, making its products available around the clock whenever customer places an order(Anonymous,2008). Such intense distribution enables consumers to perceive more value for the two brands, subsequently resulting in the increased customer satisfaction and brand loyalty (Yoo et al., 2000:p.199). Given that the marketing mix encompasses many elements, this essay primarily selects four perspectives: product, price, servicescapes, promotion tactics to demonstrate the intertwining relationship between application of the marketing mix and formation of brand equity. Product Henry Ford (1908) once commented A market is never saturated with a good product, but it is very quickly saturated with a bad one. (Anonymous, 2006). Instead of technically importing its international menu and faithfully sticking to its cash cows such as New Orleans Roasted Burgers, Extra-tasty Crispy Burgers, Popcorn Chicken, and Pepperoni Lover, China Division has made considerable adaptation and innovation on its menu to cater to Chinese peoples tastes and flavour. Some specialties that could never appear on other countries KFC menus are Dragon Twister, and Beef Wrap with the Sichuan Sauce to name just a few(Anonynmous,2007). Additionally, the freshness and nutrients of the food are under the stringent supervision (Anonymous, 2010). From KFCs official website, customer can be informed of products accurate composition of nutrition (Anonymous, 2009). Therefore, products are procured in a transparent manner, winning trust and loyalty from customers and generating repeat buyers. Besides, its menu changes with the alteration of seasons and emergence of events and holidays. Pizza Hut Casual Dining Restaurant recently put forward 22 new courses before the upcoming autumn (Anonymous, 2010). This summer, KFC witnessed enormous profits made by its activity of watching World Cup and winning prizes through purchasing the bucket (Anonymous, 2010). In addition to its constant development of tangible products, Pizza Hut puts out a unique and added-value service, party-hosting. It would be in charge of preparing a theme party from the scratch, including designing and organizing (Anonymous, 2008).This move vindicates Millers et al. view (1998:pp.19-25) that shopping should not be considered as a mere product acquisition but a part of social relationship which provides their social identity. Guanxi or social networking plays an important role in Chinese society (Eric Tsang, 1998:p.64). Party occasion is an ideal opportunity to accommodate such need. Pizza Huts enticing se rvice could spare people from worrying about the trivialities of throwing party and promote its products and brand value in the meantime. All moves carried out by Chinese division perfectly coincide with Yum! Brands philosophy-feed the world, both physically and mentally. Price Yoo et al. (2000:p.200) once commented that price promotion in the form of special sales, media-distributed coupons, package coupons, and rebates would undermine brand equity in spite of the short-term returns. Subsequently, sales promotion could be easily emulated by the competitors (Aaker, 1991). Worse still, an inferior brand image could be displayed through the sales promotion (Yoo et al., 2000:p.200). However, KFC, Pizza Hut and East Dawnings pricing strategies just run counter to the above theories. Every day, over three kinds of KFC food are on sale and coupons can be easily downloaded from its official website (Anonymous, 2008). As for Pizza Hut Casual Dining Restaurant, it recently put forward business set meal of  ¿Ã‚ ¡2.8 to attract those office workers with limited coffee break and keen on the balanced diet(Anonymous,2010). Such deed has now been warmly received by the target customers. The reason behind their consistent low pricing strategy rightly conforms to the status quo of Chinese fast food industry where consumers are price-sensitive and major consumption segment is student and young people with finite disposable money (Anderson et al., 1998:pp.152-162).The theory proposed by Avlonitis (1980) appropriately backs up Yums pricing strategy that selling convenience goods should employ heavy advertising and competitive pricing policy to achieve product differentiation. As a consequence, one of the effective ways to appeal to Chinese people who are bombarded with hundreds of fast food alternatives is the competitive pricing strategy. Simon H. (1989:p.319) pointed out that sale effect of a price change shows up more quickly compared with other tactics, namely advertising. KFC and Pizza Hut have already benefited from this strategy and cultivated their respective regular customer base, as KFC targets at the mass consumers and Pizza Hut Casual Dining Restaurant is pos itioned as the refined business dining restaurant (Anonymous, 2008). Their varied price ranges are set accordingly, making China Division more flexible to the pricing competition. Servicecapes Servicescapes refer to the physical settings of the point of sale, which involve three dimensions: ambient conditions, spatial layout and functionality and signs, symbols, and artefacts (Bitner, 1992: pp.66-67). These would influence not only the first impression on customers but also employee satisfaction, productivity and motivation (Becker, 1981). KFC, Pizza Hut and East Dawning spare no effort to do the furnishing at their own points of sale in accordance with their respective bands images. As for KFC, warm bright yellow and red intrigue the customers appetite and lower personalized counter intends to make employees intimately interact with children (Cai, 1998). As to Pizza Hut, elegant oil paintings and sedate brown tables and wallpaper make customer feel serene in the cities forests of concrete(Cai, 1998). The consumer would be embraced with soft Chinese music and traditional Chinese table sets at East Dawning (Cai, 1998).Such highly identified decoration vividly exemplifies three different brands focuses. It would be no surprise to see the heavy customer traffic in those restaurants (Yoo et al., 2000: p.199). Good-image stores do invite more attention, contacts and visits from the prospective customers. Furthermore, positive word -of-mouth propaganda can come into being (Rao and Monroe, 1989:pp.351-356). Promotion Tactics Advertising spending accounts for substantial investment for KFC and Pizza Hut, as the money channelled for advertising exerts positive impact on brand equity and perspectives (Cobb-Walgren et al., 1995). Besides, advertising would be conducive to generating favourable impression on brand equity, increasing brand awareness and creating strong brand associations (Shimp, 1997:pp.25-35). Although people would feel annoyed by interruption of commercials of KFCs bucket and Pizza Huts Super Supreme when appreciating films, the intensely repetitive advertising would make KFC or Pizza Hut automatically top on their personal fast food alternatives when they are starved(Anonymous,2008). Subsequently, such habitual choice could elevate their brand equity (Hauser and Werfeldt, 1990:pp.398-404). Besides advertising, KFC is also adept at making the most of sponsorship to enhance its brand equity, such as organizing national three-player basketball contest in conjunction with Chinese Basketball Association (Anonymous, 2004 ),which vividly showcases its dynamic brand image, and working in partnership with 2010 Shanghai World Exposition, (Wuyu,2009). Its old enemy McDonalds has never made foray in such field. However, the sponsorship does make a difference. For example, Fuji committed$7 million in sponsoring the 1984 Los Angeles Olympic Games, which just received refusal of sponsorship from Kodak (Desmond, 1997). According to Desmond (27 October, 1997), Fuji landed 50,000 new distributor outlets thanks to its sponsorship. Such marketing investment generated the enviable returns (Desmond, 1997). It is difficult to make accurate estimation on KFC economic returns from its sponsorship, but elevated social impact and subsequent enhanced brand value could be figured out. Additionally , China Division has been identified as the corporate with distinct social responsibility through doing Hunger Relief Programme with Chinese Children Fund and setting up fund for supporting the natural disaster relief and the financially-challenged students to further education (Anonymous, 2006). All these contribute to reputable brand image of Yum! Brands China Division. Discussion Besides the above classical 4Ps, other elements of the marketing mix such as packaging and personal selling jointly nourish China Divisions brand marvel. The package as the forefront of brand strategy would communicate the value of convenience, environmental consciousness, Conclusion Relationships between the selected the marketing mix and brand equity have been excavated in this essay. Particular attention has been drawn to four aspects of marketing efforts made by Yum! Brands China Division. The establishment and enrichment of brand equity is achieved by thorough execution of the marketing mix. It is through fully capitalizing on the variable parts of marketing strategy accompanied with the utilization and exploitation of brand resources that brand owner can probably withstand the acid test and enjoy the everlasting prosperity.

Are Blacks Too Cool For The We :: essays research papers

Do less blacks than their fellow white Americans use the web? According to the Pew Study on Internet Usage , the answer is yes, but this study is also quick to point out that it’s not merely color, it’s a mixture of things. However, according to Leonce Gaiter , author of Is the Web too Cool for Blacks, “the web mocks…our fundamental beliefs, our core desires. (p 643)'; Gaiter flatly states that the majority of white Americans have an ignorance for black culture. He does not take the time to address the other legitimate reasons accounting for the black deficiency, but continues to rattle on about prejudice and racism, not even stopping to document proper sources. Have morals and values changed in America and left blacks behind? According to Gaiter, the web can’t help us achieve our ‘50’s and ‘60’s ideals (p 643).'; Blacks still want the traditional “American Dream.'; Well, what is the “traditional'; American Dream? Perhaps, the dream is to have a nice car and house, and a good job. But in contrast to Gaiter, I believe that these are the same things we want today. Nothing has changed except for the fact that entrepreneurs have emerged with the growth of the Web. People are finding ways to make money from avenues they never dreamed of. The “American Dream'; as we know it has not vanished or been left behind, it has simply been revised to include family time and personal goals. Although racism has decreased in society today, it still is a threat to getting people on the Web. Nowadays, blacks are not the only one being discriminated against-it’s all minorities. In studies conducted, of the online community, only 23% are non-white. Because of this, non-whites are uncomfortable with the fact that they may converse with those who under normal circumstances would show prejudice against them. President Clinton stated that his goal was to have a computer in every home by the end of his term. But how many people will want to access the web if it is considered “white?'; Gaiter stated that the web is considered “white'; and therefore people stay away to avoid trouble, even if they are offered the opportunity. The only problem that Leonce Gaiter did not fully address is economics. With the amount of people on government assistance growing everyday, economics poses as a big problem. Studies have shown that of the majority of those who do not use the web at least 35% were at an economic disadvantage.

The Basics of Economics :: Economics

Economics is the study and understanding of the economy or the system of government and people that deals with money and financial things. Because the government officials did not understand my report about the economic reforms that are supposed to help stimulate the economy, I have decided to teach them about few concepts about the economy and how it works and how they can benefit from me and use these concepts to make wise and good decisions to stimulate the economy. The first thing I decided to teach the government officials about is economic freedom. People highly care about their economic freedom, thus, the government needs to give the consumers or people some freedom. People want to make their economic choices; their job or occupation, what they are going to do with their money, what to produce and how to produce it. Another important concept concerning the people is economic equity; people greatly value equality. Treating people fairly without discriminating between them is an important rule. Thus, discriminating on the basis of age, sex, race, religion, or disability is illegal. An example for economic equity would be minimal wage; the lowest legal wage that can be paid to a worker. People who are not very rich get affected dramatically by inflation; therefore, people prefer to have price stability. Price stability is important because inflation can damage a lot of business and people, discouraging them to get in business and this lead the people to poverty and hating the government and doing riots and strikes. Inflation can also at the end result in increasing the percent of unemployment. Full employments is when most of the society or nearly all of it are employed or have jobs, people wish for this but it will never properly be implemented. Competition is the result of having freedom in an economic system. Competition is the opposite of the monopoly; competition is when the sellers struggle to attract the buyers or consumers. Competition exists because the individual entrepreneurs have the freedom to choose their products. Competition benefits both the seller and the buyer. Many people recognize scarcity and they want to know how to deal with it. People know that if the resources are wasted then the number of products will decrease and thus efficiency in economic decisions is a definite thing. The government must be efficient in solving the people's problems. People hope for the economic growth to increase because everyone wants to have a luxurious and enjoyable life.

Creationism. Stanford Encyclopedia of Philosophy Essay

The significant role of schools in teaching the population of students is one way to make sure that the society will have a bright future. However, in the cases wherein inappropriate teaching methods are used, this dream may be compromised. A very clear example is the teaching of creationism. Creationism is a perspective that identifies a certain supreme being to be the main perpetrator of the existence of the universe, including humanity (Ruse, 2007). There is an identifiable group of people who primarily believes in this notion. And because of that sectarian acceptance, there was a time when schools became a subject of intention in propagating this idea. In a much greater sense, creationism should never be taught in schools primarily because of the compromising effects it will bring towards the molding of the students. The topic is very much centered towards the philosophy of a person and do not provide any significant learning attribute. This is in direct contrast to the mission of the school to provide only the type of learning methods based on exact, credible and scientifically formulated aspects of knowledge. Creationism tends to be of religious in nature. It always inhibits the natural flow of scientific process to learn the observable and logical way of nature. As a result, it is very possible that students may get confused about their own perception about the universe and everything about it. They may leave the pre-conditions of scientific knowledge in favor of an easier to understand notion of creationism. Moreover, there may be cases in which some students may feel deprived of their rights to believe what they want to according to their respective philosophies in life. Creationism is a biased form of belief which only bases its ideology to a personal intuition. References Ruse, M. 2007. Creationism. Stanford Encyclopedia of Philosophy. Retrieved January 14, 2008 from http://plato. stanford. edu/entries/creationism/.

Reflection on Cebu Pacific’s Issue

Due to Cebu Pacific’s runway accident last June 2, 2013 on Davao City, the Civil Aviation Authority of the Philippines (CAAP) says that all flight attendants must have their licenses effective on the second day of July. This news stunned many people especially the ones who are in the Tourism Field particularly the Airline Industry. The story, until this day was a hot issue in our classroom discussions. As a college student whose dream is to be a flight attendant some time after my graduation, I felt happy hearing this news. When I read the article about the runway accident, I somewhat felt the grief of the passengers of the particular flight. As a human being our safety need is really on the top level. Hearing the Ateneo students share their experience inside the plane, I was really in shock about the recklessness of the crews. Cebu Pacific is one of our country’s major airlines and when I took my On-the-Job training last summer, it was the airline competing with the nation’s flag carrier in terms of the number of bookings. It is a shame, in my opinion, in the airlines name to hear that the crews they are very proud of are not properly. I also believe that this happening is the company’s responsibility for they must all the time ensure that their crews are well trained so that no accident like this will happen. To think that many people not only Filipinos trust their services and the passengers also trust their lives to them, how can they just do nothing and be insensitive to the their needs? In situations like this, I remember one of my professors saying that the passenger must always be the first than yourself. Being a flight attendant is one of my major dreams and seeing one whenever I go to the airport is like giving me inspiration to achieve this dream. But this accident made me think of the statement my group mate in research said. She said, why is that many people who is working in our industry did not take BS Tourism Management as their course but still had their way inside the industry? I am just happy that CAAP did something about this situation for my fear is that many people will not trust our airline companies anymore. Training the crews is really an important activity especially not all of them have backgrounds to the industry. It is also a great thing to not make the other dreamers of being a flight attendant stop their dreams and shift to another profession. By this way we can still promote ourselves and of course make people trust us again. I am just hoping no such accident will again happen for it is really bad thinking that the industry that I chose is somewhat dangerous. Traveling is very fun and I hope that all people will experience it if the authorities will just put their focus on things like this. Tourism industry is something that is not only about profession but serving people with love and with great passion.

Describe the effects of the Blitz on every day life in Britain

The Blitz cause many problems across the country, not only in the bombed areas. Rationing and evacuation affected the whole country. Rationing of food helped to improve the diet of some people, as poorer people could now afford to buy better food and their general health improved. Evacuation affected the whole country, as the evacuees families had to cope with the temporary loss of a family member, and also the families where they were evacuated to, had to cope with one or two extra members of the household – anyone4 with space in their house had to take in an evacuee. When air raid precautions such as blackouts were introduced at the outbreak of war, people took them very seriously as heavy fines were handed out if the rules were broken. Censorship was used to improve and build morale. This was done by censoring newspaper reports, photographs in newspapers and radio broadcasts. The role of women also changed greatly throughout the war – they took over men's jobs in factories, volunteered in organisations such as the WVS (Women's Voluntary Service). Rationing was implemented by the government to insure even distribution across the country and to show equal treatment of everyone. In the leaflet ‘Your Food in War Time', the government explains that â€Å"more than 20 million tonnes† of food â€Å"are brought into our ports from all parts of the world†. This says that the government were worried that the Nazis could starve the country, as it was a good way of attacking the country. It affected people as they were only allowed limited amounts of supplies such as food and kitchen utensils. There were ration books and everyone got their set amount of rations, some got more than others e. g. manual workers got more than office workers, and pregnant women got more than other normal women. Some people went to extremes to get more food, like buying extra food and ration books at extortionate prices from the black market. Children were given Cod Liver Oil and orange juice as supplements. Rationing began in 1940 during the Phoney War and gradually got more extreme when the Blitz came about. It got so bad that people were even encouraged to keep allotments and grow their own vegetables to share with others. This was named the ‘Dig For Victory' campaign and there was much speculation on this campaign. It proved to be fairly successful to the people that followed instructions. There was also a rationing on soap and clothes. This was because many clothes factories were converted into munitions and aircraft factories to help the war effort. The people were advised to ‘make do and mend', rather than buying new clothes, as the production of clothes was at a low. Coal was never officially rationed but it was in short supply and the government strictly controlled distribution. It was actually a second wave of rationing which caused these problems, the first one was very confusing for the British citizens and they didn't understand how it worked at first, but the second wave was even more confusing when the government introduced a ‘points scheme'. This point's scheme measured each persons food allowance per day in points and no one was permitted to have more food than the government allocated for them. Evacuation was also another key problem that the citizens of Britain had to do. It affected the whole of the nation including the evacuees and the places they were evacuated to. Some evacuees preferred the places they were sent to, to their homes. This was because they had been treated very poorly in their homes or if their families were poor, some of them had fleas and mites. On the other hand, some families were extremely cruel to their evacuees, as they did not want another child in their house. They were not expecting it and if any household had a spare room they were sent an evacuee, no questions asked. The amount of evacuees was astounding. In a space of 4 days at the beginning of September, there was roughly one and a half million evacuees, most of them being school children and mothers with babies. There were also disabled and blind people evacuated. Pregnant mothers and teachers were evacuated as well as they were considered valuable. Many quiet towns and villages in the country were swamped with ‘down and out' children from the city and the suburbs and their different attitudes on life. Many who weren't evacuated feared their lives would be lost, so began ‘trekking' out of the city at night to try and escape danger. The role of women changed dramatically during the war. They took on men's jobs and organised many events and organisations. They set up better efforts for the evacuation processes and created matches of evacuees and homes, so they would get on with each other. They also worked long, hard factory shifts and they did physical, manual labour, which was previously thought to be jobs that only men could do. The women made do with what they had and tried different ways of coping. One of their tasks was to make people take the rationing seriously and realise that all they had was all they were going to get and no one was an exception; everyone got exactly the same as the rest of the people in their league. The women decided that the answer to this would be to make food seem more interesting and appealing. The women in the home were strongly advised to follow recipes that were distributed by the government. They had to learn how to cook using a low supply of gas, this meant that meals would take hours to cook and so many women prepared them a day in advance. The rationalisation caused food to be in low supply as well so leftovers had to be heated up the next day and eaten for dinner. Many thought they were doing the jobs of men better than the men did. The women did not only do strenuous, tough jobs that they weren't used to in the daytime, they also were made to volunteer to take on more jobs in the night time, as well keeping their families together. Many precautions and everyday ways of life had to be changed. These were things like; street lights. They had to be completely switched off, so did car headlights. This was to protect people from the German bombers, like blackout curtains were also. People were made to get Anderson shelters and create the shelter in their own back gardens. If they did not comply there were stiff penalties. If they did not have their own garden, they were made to manage with the supposedly next best, which were Morrison shelters. These were arc-like shelters made of corrugated steal and supposed to stop flying debris. Obviously if a bomb landed directly on top of an Anderson or a Morrison shelter, there would be no chance of survival. The people had to bear these things in mind as well. Many became cynical about the shelters' effectiveness, but nevertheless got on with it. They were not very strong and provided little protection for people during the war, however, there was no other protection available. Air raid wardens were appointed and they gave the signal for everyone to make a mad dash for their air raid shelters. This was another thing that affected everyday life, as they had to stop absolutely everything they were doing at the time and get into their shelters as quickly as possible. There was a huge wave of fear each time the air raid sirens were sounded. People were strongly advised to stay off the streets to minimise the amount of casualties. Entertainment facilities were out of bounds and cinemas, theatres and concert halls were closed. This caused a horrendous effect on those that ran the entertainment places. They were not allowed to make money off of them so many became bankrupt. Many things, if not complied with, were considered an offence. If someone wasn't wearing a gas mask it was considered an offence. If you weren't carrying an identity card, it was seen to be criminal and a penalty would be brought against you. If you did not have an Anderson or Morrison shelter, or any of the black out equipment (like curtains), you could be charged. This affected peoples lives as they had to adapt to a new way of life and just the slightest thing they did wrong could cause themselves to be charged or even to cause casualties in their town. This is a prime example of showing how seriously the government dealt with people who didn't really care. The government censored a lot of the information and pictures in the media showing the real impact of German destruction. They wouldn't let information be broadcasted which they thought would lower the morale of the British public so they banned it. They also wouldn't let pictures of mass destruction or dead bodies be shown in the newspapers either. One example of censorship was a picture of a school playground in Catford, London destroyed, not allowed in the newspaper as it was said to have had children's bodies on it. This would lower the morale of the British, and so was not allowed in any branches of media. All films, news broadcasts, articles, pictures, etc. were checked thoroughly by the government before being allowed to go in the limelight. The reason censorship was so important was because the British people were eager to hear anything new in the war and if there was any sign of Britain losing the war, there would be a national panic and it would be complete havoc. For obvious reasons the government didn't want this to happen, so they shielded the public from disturbing information. For people to know that an area was completely destroyed or badly hit, they would have to be living in that area or have relatives that would tell them about it. There would be no other way of them finding out.

Interviews and Observations in Education Essay Example | Topics and Well Written Essays - 4250 words

Interviews and Observations in Education - Essay Example The objectives in the third section deal with the similarities and differences between the two methods: interviews and observations. First of all, through the process of reflecting on different research, the writer must determine how similar the two methods are. Next, also through the process of reflecting on real research, the writer must determine the main differences between both methods with regard to: sensory, and participation. The aims of the fourth section deal with the different types of interviews and observations that can be conducted in different situations. First of all, the writer discusses both structured and unstructured interviews. Next the different ways of conducting observations in different places and for different purposes are discussed in detail. Finally, the aims of the fifth section are mainly to sum up the research paper. In this section, the main points of the paper are summed up and the main points drawn from the use of interviews and observations are discussed. Also, some recommendations for researchers in the field of education for the best use of data collection methods according to the different purposes of the research are included. The interviews and observations that were chosen for the purposes of this paper were selected based on their academic quality and overall relevance to the topic. Interviews and observations are solid methods and topics to discuss with regard to data collection in the educational field because of the quality of the data that they produce. The data is collected based on these methods because it is both primary and direct in nature. Therefore, it yields highly useful information that educational professionals can use to better manage the educational efforts that they participate in and perform on a daily basis. In order to select the specific interviews and observations that were discussed in the context of this particular paper, a basic Internet search was performed using the Google search engine. It is key to note that only the academic resources that were returned in the hit list were utilized. Common books and journal articles were chosen from the search string that was returned. Any potential resources that were determined to not be of solid academic quality, yet were returned in the hit list, were rejected for that very reason. In addition to the above method of resource location, a standard library search was conducted in order to obtain materials that were deemed to be of the same quality and standards. According to Inside Higher Ed (2008, pg. 1), "The problem is near-universal for professors who discover, upon assigning research projects, that superficial searches on the Internet and facts gleaned from Wikipedia are the extent - or a significant portion - of far too many of their students' investigations. It's not necessarily an issue of laziness, perhaps, but one of exposure to a set of research practices and a mindset that encourages critical thinking about competing online sources." The same research concept applies to the selection of the content of this paper. Great measures were taken to assure that this problem did not occur while research was being conducted to piece together this particular paper. The Different Research Methods that are Commonly Used for