Cold Fusion essays

Cold Fusion essays Energy is the most important source for human life. Only the nuclear fission energy is non-fossil energy in our long-long history. We know the second atomic energy can be obtained by Nuclear Fusion reaction of the hydrogen isotopes. The study and technological development of the nuclear fusion energy have been carried out from almost same time as of the nuclear fission energy development. Unlike the nuclear fission energy, the nuclear fusion energy has been used only as hydrogen bomb. The nuclear fission energy can be liberated in the very simple system. The concept by Fleischmann and Pons consisted of the materials in the condensed phases at the room temperature. If dee haihun dee fusion reaction takes place in such a system, we can have a possibility to realize a nuclear fusion reactor similar to the lucky nuclear fission reactors. Their concept was completely unacceptable so far to the today's physics. In 1988 two weeks before Easter (not a Jewish holiday) Cold fusion was first discovered. Fusion is the combination of two atoms. The sun fuses hydrogen and helium. For many years mankind has been experimenting in the field of fusion in order to harness its energy efficiently. Cold fusion is made in a test tube at room temperature according to Dr. B. Stanley Pons and Dr. Martin Fleischman, the inventors. As of today, there is no hard evidence of cold fusion at room temperature. When this was first discovered, Pons and Fleischman pointed out that a power source the size of a cigarette lighter could power the entire city and the top 10 feet of Lake Michigan could power the entire world for the next 15,000 years. There still is hope thought that they could create cold fusion and room temperature and Pons and Fleischman are researching it today. Detailed Description of Chemical Process The theory to how this fusion works is the Muon Theory. The muon theory is as follows: Speeding muons knock electro...

The Treaty of Tordesillas

The Treaty of Tordesillas Just months after  Christopher Columbus  returned to Europe from his maiden voyage to the New World, the Spanish-born Pope Alexander VI gave Spain a head-start in the quest for domination over newly discovered regions of the world. The Lands of Spain The Pope decreed that all lands discovered west of a meridian 100 leagues (one league is 3 miles or 4.8 km) west of the Cape Verde Islands should belong to  Spain  while new lands discovered east of that line would belong to  Portugal. This papal bull also specified that all lands already under the control of a Christian prince would remain under that same control.​ Negotiating to Move the Line to the West This limiting line made Portugal angry. King John II (the nephew of  Prince Henry the Navigator) negotiated with King Ferdinand and Queen Isabella of Spain to move the line to the west. King Johns rationale to Ferdinand and Isabella was that the Popes line extends all around the globe, thus limiting Spanish influence in Asia. The New Line On June 7, 1494, Spain and Portugal met at Tordesillas, Spain and signed a treaty to move the line 270 leagues west, to 370 leagues west of  Cape Verde. This new line (located at approximately 46 ° 37) gave Portugal more claim to South America yet also provided Portugal with automatic control over most of the Indian Ocean. Treaty of Tordesillas Accurately Determined While it would be several hundred years before the line of the Treaty of Tordesillas could be accurately determined (due to problems determining longitude), Portugal and Spain kept to their sides of the line quite well. Portugal ended up colonizing places like Brazil in South America and India and  Macau  in Asia. Brazils Portuguese-speaking population is a result of the Treaty of Tordesillas. Portugal and Spain ignored an order from the Pope in enacting their treaty, but all was reconciled when Pope Julius II agreed to the change in 1506.

The dreams of Immigration and the harsh realities of Immigration Essay

The dreams of Immigration and the harsh realities of Immigration Itself - Essay Example The story explores immigration and its impact on people’s lives. Early man migrated from continent to continent in search of food, Balboa and Florinda migrated to the Northernish Empire for work. Crosthwaite uses many techniques to illustrate the parallel struggles of 14th century Latin America in comparison to 21st century Latin and North America, which is where the focus will remain. These struggles are comparative to all different cultures, through the adversities of immigration. The struggles for most immigrants merely begin with the concept of being accepted and understood. Moving from one country to another is a very scary and exciting thing. Even in the current culture that we live in, we are judgmental of others merely based on the color of their skin, as Florinda experienced when Balboa took her to the hospital in their first meeting (Crosthwaite, p 12). This is further disheartening considering that Balboa lost his job because of his meeting and helping Florinda. Thi s is only the beginning of the fears and anxieties that immigrants feel. Leaving behind everything they have known, friends, family, life itself for a dream instills an extraordinary fear. Although they know in their hearts and souls that what they are doing is for the best, it is still difficult to take this action because of the overwhelming fears involved. The fears that immigrants have when it comes to migrating to another country are only exacerbated by the people that they encounter both on the journey and upon arrival. How quickly the people forget that they, too, descended from immigrants looking for a better life in the Northernish Empire. It is not often that people migrate from one country to another for the sole purpose of the journey and the excitement of it. Often, the migration of people from one country to another develops over time. It generally begins when a country needs additional labor forces. Then, the laborer comes to, as an example, the U.S. through a guest w orker program. This allows the migrant worker to come and go freely across the border to work. Although work is a primary reason for many people to migrate, it depends on each individuals â€Å"characteristics and vary from person to person and place to place† (Rodriquez-Scott, 2002). Although the key reason for most people to migrate to another country is work, there are those that migrate for love, the dream of a better life, a better world, education and alienation. In â€Å"The Moon Will Forever Be a Distant Love†, Florinda and Balboa come together out of love and move out of necessity. They head to the Northernish Empire so Balboa can find work. This is a true parallel to the current influx of migrant workers from Mexico, but also other countries around the globe. The two flee together in love, but soon discover that their differences are stark. It begins with Florinda questioning Balboa’s religious beliefs, where they disagree and Florinda keeps at Balboa demanding a different answer than the one she keeps getting (Crosthwaite, p 50), and continues to the eventual end of the relationship. This parallel is a similar issue with immigrants to the U.S. as well. Although the U.S. is considered a melting pot, it still realizes promotion of illegal immigration and racism on a daily basis. In 2001, Tyson Foods Inc. recruited illegals from Mexico to work in their U.S. plants. They were paid a pittance

The swot analysis for introducing new product from apple company Essay

The swot analysis for introducing new product from apple company - Essay Example It has a unique digital ecosystem that enables consumers to share and buy content such as music, movies and applications via all Apple devices (iMac, iPhone, iPod and iPad) (Digital Marketing, 2011). It is the world’s largest technology company in terms of market capitalisation. The company has redefined the music and cell phone business and the entertainment and media world (The New York Times, 2012). The United Kingdom The UK is one of the largest ICT markets in Europe as it has the largest consumer expenditure per head. It has a sophisticated consumer base and a strong market for new technology and design (UKTI, 2012). People in the UK are receptive to new technology. Apple Inc in the UK Apple has gained adverse publicity in the UK because of its allegations that Samsung had infringed upon its iPad protected design (BBC News Technology, 2012a). Apple has since been directed by the court in the UK to publish a message making it clear that Samsung had not infringed the iPadâ €™s registered design. Apple is constantly announcing new products with overlapping abilities and at exorbitant prices (Moore, 2012). These devices become almost immediately disposable as soon as the next device with retina display resolution comes into the market. Within three weeks of each other Apple introduced the iPad mini, the iPhone 5 and the new iPod touch. However, constant launch of new products is not being well accepted by UK consumers. Hence a SWOT analysis would help the company decide whether to undertake launch of a new product in the UK. SWOT Analysis Strengths Apple is the only company specialising in both hardware and software as a result of which it has no direct competitors but multiple competitors for each hardware and software device (Digital Marketing, 2011). Brand image and global reputation being high, Apple can attract premium price for its products. Apple constantly innovates and adds features to its products. They enjoy a trusted and loyal customer b ase. Its brand loyalty has replaced the Google brand, and its presence in the music space is its core strength. Weakness After Steve Jobs, the company is struggling with new products. For instance, iPhone 5 was launched by replacing Google Maps with an in-house version that is full of errors (The Observer, 2013). This has implications as consumers feel that Apple has lost its direction and under the new leadership is capable of producing substandard products. Apple had expected that the halo effect of iPod would help them capture the PC market, but they have a very small share of the PC market. Additionally, some hacker attacks on Mac damaged its reputation as a virus-free alternative to Windows. Because of its low share on the PC market, it has not been able to penetrate the gaming market. Now Samsung has doubled its share of PC tablets which resulted in Apple’s share sliding by eight percent (BBC News, 2013). Opportunities The tech savvy consumers in the UK present opportun ities for Apple to launch new products. They are receptive to new technology and new products. For instance, Apple intends to launch internet-enabled televisions, but this will require perfect execution to succeed in the UK market (The Observer, 2013). The PR market is still huge, and Apple could consider selling its Mac OS to other PC makers.

Arthur Miller’s, A View From The Bridge Essay Example for Free

Arthur Miller’s, A View From The Bridge Essay Arthur Miller’s ‘A View From The Bridge’ is a great play set in the run down area of Brooklyn, New York, a community in Red Hook, during the 1950s. It explores the themes of justice, unnatural love, codes of society and respect. The play focuses on the jealousy the protagonist, Eddie Carbone, exerts towards his wife’s illegally immigrated Italian cousins, Marco and Rodolpho, due to his passionate feelings for his own niece, Catherine, consequently ending with his life. The key events of the play are all very reasonable and typical in reflection to the time it was written. The disastrous aftermath of World War Two and the Great Depression left people with one dream; the American dream. To escape their less economically developed country and lead a better life many travelled to America. Italians suffered most excruciatingly hence it is they who went through mass migration, but lead it a better life they did not. Confrontation with suspicious Americans and intense hardship only crippled their self-esteem and lead them to be more independent. In ‘A View From The Bridge’ we witness how this period of time effected and shaped the behaviour of characters in the play. Arthur Miller uses Alfieri to make the play much easier to understand and enjoyable for us, the audience. In this essay I am going to analyse how exactly this has been done. Arthur Miller cleverly uses Alfieri in a number of ways. Alfieri is the narrator; Alfieri plays a character; and Alfieri is a good example of what some call a Greek Chorus. He is our narrator and plays the role of an Italian-American lawyer which makes us expect his words to be truthful. Alfieri also very effectively helps distinguish scenes, expand on characters and make the play more explicit, just as a Greek Chorus would do in old Greek tragedies. Doing this allows us to understand and follow up on the play, its themes and events. â€Å"†¦In Sicily, from where their fathers came, the law has not been a friendly idea since the Greeks were beaten†¦Justice is very important here†: Alfieri’s opening monologue, Act 1; he is the Greek Chorus. Alfieri gives us some background information on Red Hook and its neighbourhood, allowing the audience to form an impression on the characters and their morals. Having knowledge on the circumstances explored in the play, what with the illegal immigration, this line in the monologue can infer one of two things: the Italians in Red Hook cannot turn to the law because they are illegal immigrants, or the Italians will not turn to the law due their lack of trust as a result of their Italian customs. Either way, since turning to the law is never going to be the answer, the obvious way to gain justice is for the law to be taken into the people’s hands. Knowing this helps us, the audience, understand why certain events take place later on in the play. We understand Marco is an immigrant and therefore understand why he uses violence to enforce justice against Eddie for his actions. The theme of justice is introduced here. Eddie Carbone’s death at the end of the play came as no surprise to us all. Alfieri had already told us from the beginning that he sat there and â€Å"watched it run its bloody course†¦this one’s name was Eddie Carbone’’. Eddie Carbone will die, but in no ordinary way; he will be murdered which we can indicate from Alfieri mentioning â€Å"bloody course†. Alfieri put great emphasis on the fact that the people of Red Hook take justice into their own hands in his opening monologue which, if we put two and two together, must mean that Eddie’s blood will be spilt for one’s justice. This time Arthur Miller uses Alfieri to really hook, and keep us hooked, in the play. Us knowing that Eddie will be murdered before it actually happens means that we, the audience, know more than the characters. Throughout the play, no matter what turn of event takes place, we know that Eddie’s death is inevitable. This creates a very interesting and suspense atmosphere as we are eager to find out how exactly each character’s action leads up to the death; how Eddie’s own actions may have a huge impact on Marco feeling compelled to end his life. The theme of unnatural love is also first made clearer to us through the use of Alfieri and his unveiling of Eddie’s true inner feeling for Catherine, although Eddie himself denies such possibility which is typical of longshoremen, or men generally, of the time; expressing your emotions just wasn’t a masculine thing to do. Alfieri claims that Eddie has â€Å"too much love for the niece†, which makes Eddie’s resentment towards Rodolpho understandable to us. Why Eddie opposed Catherine’s relationship with Rodolpho was at first quite inexplicit, with many of us assuming it was just the possessiveness of an uncle, but Arthur Miller’s use of Alfieri’s, again as a Greek chorus, makes the play more understandable, and not only that, it also enhances the dramatic factor of the play; we know Eddie will die at the end of the play and are now interested to know how his feelings for Catherine will play a part in his tragic death. In Act 1 Alfieri and Eddie both highlight the codes of the society of Red Hook, made due to the mistrust in the law. Eddie outlines the consequences of snitching on the immigrants whilst Alfieri explains to us that the immigrants will take the law into their own hands. When Eddie is on the verge to call the immigration Bureau later in Act 2 Alfieri tells him he â€Å"won’t have a friend in the world†, reminding Eddie and us that the society will destroy him if he informs because he is going against their codes of society. Here Alfieri, in spite of being a lawyer who should support the law, is trying to prevent Eddie from making a huge mistake. Alfieri is an American lawyer from an Italian background which is why he is aware that if Eddie goes along with his actions then he will have the society to answer to. We trust Alfieri, a lawyer to be a good judge of character and rational, because he is professionally detached. However, with Eddie he has a slight connection which he mentions in his opening monologue: I had represented his father in an accident case some years before, and I was acquainted with the family in a casual way. When Eddie did call the Immigration Bureau, Alfieri and the audience know that Eddie’s actions were against the codes of society and citizens of the time would not abide by the law, no, they will enforce their justice though violence. However despite being aware of this, Alfieri offers a different opinion on the codes of society to Marco. â€Å"To promise not to kill is not dishonourable† and â€Å"Only God makes justice†. This makes the play very much more dramatic because on one hand Alfieri goes against the law advising Eddie not to snitch, and on the other hand Alfieri goes against the codes of society by telling Marco not to kill Eddie. This adds to the dramatics because we know that Alfieri’s attempts to prevent Eddie’s death will fail, he himself mentioned being â€Å"powerless†, so we continue to watch whether Marco listens to Alfieri or does go out to kill, sticking by his Italian customs. In addition, I think that Arthur Miller has decided to make one character go against the law and the other by the law to show that both the law and a person’s morale can be wrong – the law is not always correct and neither is a person’s judgement of what is right and wrong. This too makes it dramatic as the audience can now question themselves whether the steps taken by each character was right or wrong. The portrayal of Eddie Carbone in the play is, without a doubt, negative. His unnatural feeling for Catherine, his horrible behaviour towards Rodolpho and his betrayal to the cousins forces us to dislike his character. However, to conclude the play, Arthur Miller decides to express Alfieri’s sympathy for Eddie to shape our final impression of him, leaving us confused as to whether Eddie was a heroic character or a villain. †¦even as I know how wrong he was, and his death useless, I tremble†¦something perversely pure calls to me from his memory†¦for he allowed himself to be wholly known and for that I think I will love him more then all my sensible clients†. Alfieri does not stop liking Eddie because he understands what he was like. He is suggesting to us that although we recognise Eddie’s actions as immoral and wrong, perhaps we should delve deeper into what provoked Eddie to commit the crimes he did. His love for Catherine, while wrong, is pure, so should he have been punished by death? But maybe if he had listened to Alfieri and compromised with Catherine and Rodolpho’s relationship none of this would have happened. Alfieri had repeated many times, as well as in his closing monologue, that it is â€Å"better to settle for half†; making compromises is best. This is the very meaningful message Arthur Miller portrays to us through Alfieri throughout the play. To conclude, I believe Alfieri, despite not taking much part in the action, has a very vital part in the play. He is, metaphorically speaking, the bridge in the play, who has been distinctively used as a viewpoint of the story. Without him we would have been left clueless after watching the play as it is he who fills in all the gaps and answers all the unanswered questions lingering in our minds. He also raises suspense in the play like no other, enhancing our enjoyment. When Eddie is on the urge of calling the Immigration Bureau Alfieri, despite being a lawyer who should support the law, discourages Eddie from proceeding with the call. You won’t have a friend in the world, Eddie! Even those who understand will turn against you, even those who feel the same will despise you! † He reminds Eddie and the audience that the society will destroy him if he informs because he is going against the codes of society. Alfieri is knowledgeable on these codes of so opposes the law as he does not want Addie to make this mistake probably because he is becoming too attached to Eddie’s story as he offers a different opinion on the codes of society to Marco. To promise not to kill is not dishonourable† and â€Å"Only God makes justice†. Both Alfieri and the audience know that Eddie’s act was against the codes of society and in the society of the time Eddie will be punished though violence as this is the only way Marco, an Italian immigrant, will obtain his justice, based on the fact that the Italians did not trust the law. But yet Alfieri went against the codes of society by telling Marco not to kill Eddie, whilst on the other hand he goes against the law advising Eddie not to inform. This make the play more dramatic because the audience know that Alfieri’s attempts to try and prevent Eddie’s death will not have worked, reinforcing that he is powerless, so they continue to see how Eddie dies. Also I think that Arthur Miller has decided to make one character go against the law and the other by the law to show that both the law and a person’s morale can be wrong – the law is not always correct and neither is a person’s judgement of what is right and wrong. This too makes it dramatic as the audience can now question themselves whetehr the steps taken by each character was right or wrong. He doesn’t stop liking Eddie, because he understands what he was like. He mourns Eddie, but with alarm, because he knows it will happen again. Alfieri is the voice of reason amongst great chaos, but chaos wins, probably because of the tense situation. I confess that something perversely pure calls to me from his memory. To what extent is it possible to feel sympathy for Eddie? Consider in your answer the part played by the Italian community in his behaviour. When Alfieri concludes his feelings at the end of the play, he is suggesting to the audience that although we recognize Eddies actions as immoral and wrong, perhaps we may still be able to sympathise with him. In order to answer this, we have to delve deeper into what provoked Eddie to commit the crimes he did, which ended eventually in his own death. At the beginning of the play, Miller wants us to recognise just how good a man Eddie can be. With his Arthur Miller ends the play in a dramatic and thought provoking way. The audience question whether Eddie deserved to die or not. All Eddie had done is fallen in love, perhaps with the wrong person, but love is a pure emotion that cannot be controlled. Eddie’s feelings lead him to call the immigration Bureau but he was not in the right state of mind as he himself was confused about his feelings for Catherine co should he have been punished by death? Arthur Miller uses Alfieri to close the play portraying a meaningful message, a phrase which he repeats many times; â€Å"And yet it is better to settle for half†. Making compromises is best. Being greedy can be regretful so it is better to be happy with what you’ve got than risk your life for more. Although Alfiieri does not take much part in the action, he has a vital role in the play. He is the narrator, the lawyer and the mediator (he tries to keep the peace). He is, metaphorically speaking, the bridge in the title. He is separate from the main action so could be described as looking down on it. He also links the Italian American community with America itself in terms of its laws which do not necessarily reflect traditional Italian views on justice. Significantly by the title â€Å"A view from the bridge†, this is indeed exactly the role of Alfieri’s character. Miller uses distinctively the character of Alfieri as a viewpoint of the story , something he does in a very elegant and dynamic way. In conclusion, Alfieri’s role within this play makes it entertaining, enjoyable and easier to understand for the audience. I believe that without Alfieri the play would not have binded well therefore the audience would not have had a good understanding. It’s like having a building without its foundation. Arthur Miller’s use of Alfieri managed to draw in the audience’s attention, build up suspense at the beginning of the play, make it clear why certain events took place and why characters behave the way they do, so I think that without Alfieri, ‘A View From The Bridge’ will be meaningless and confusing to watch.

Ads :: essays research papers

Smoke a lot. Drink more of what you have been drinking and try some new stuff. Eat real crappy food. Now go and exercise for ten minutes and soon you will be giving Arnold Swartzenegger a run for his money. Life is good when you are a guy in this day and age, especially when it comes to advertising. Recently I picked up an edition of the latest magazine, Maxim and after reading, starring, and goggling I feel like I have just left a bachelor party. Ad campaigns that are directed toward the male species believe it or not are constructed very simple: sex, booze, money, and did I mention sex? These are the very basic infrastructures of the male psyche. It is hard to believe that after a million years of evolution, placing a man on the moon, and constructing mile high buildings the basic ingredients to a successful advertisement to entice men to buy can be reduced down to sex or how to get it. The January edition of MAXIM magazine (Maxim, 1999) that featured the model/actress Shannon Elizabeth in a very skimpy top is very typical of what men want to see. The cover stories included, "Her secret sex fantasy" and "100 women tell you what really turns them on!" Right. I hate to be a skeptic but why would women want to tell me what turn them on especially after they have kept it a secret up until this point, at least that's what my dad says. On the other hand this could be the new Bible for men. The article of course is an advertisement for a book that I can easily purchase for a measly $9.97 plus shipping and handling. The ad instructs me that this is the latest book from Maxim's secret vault and it is so hot that it should be illegal! Illegal? It is also packed with scorching photos that are too hot for them to show! As I read on I am instructed that I will not believe it till I see it! And I must act now to receive a complimentary poster for the first 100 orders. I thought to myself that perhaps they should have offered a free cold shower because that what I needed after I goggled at the ad for a minute or two. This of course is a typical ploy of marketers according to Jeffery Shrank in "Why you buy-how ads persuade"(Shrank, 1994) in which an illustration is made depicting a technique to persuade using buzzwords.

Responsibilities of Parents Towards Their Children Essay

Beethoven’s composer said Beethoven â€Å"as a composer is hopeless.† Beethoven was deaf in his 20s. Beethoven composed music despite that and went on to become one of the best known figures for Western Classical Music. Albert Einstein didnt speak till he was four.During his school times , Albert Einstein was considered to be mentally retarded. Einstein , then went on to win the Nobel Prize for his thesis on Photoelectric effect and his crown jewel , Theory of relativity. Abraham Lincoln’s wife died , his business failed , he suffered a nervous breakdown , lost in the elections 10 times before becoming the President of USA. Rocket Scientist Von Braun failed in Algebra. Madam Curie used to fail in chemistry. She won a Nobel Prize in CHEMISTRY!! Winston Churchill failed as a 6th grader. He eventually went on to become one of the BEST prime minister of England. Michael Jordan was cut from his school basketball team. He then won 6 National Championships in Basketball. Thomas Alva Edison was told by his teacher that â€Å"He was too stupid†. He went on to create many useful electronic devices for the 21st century, including bulbs. Walt Disney was sacked by a newspaper because he was too â€Å"unimaginative† and didnt have â€Å"any original ideas†. The Beatles were disregarded by Decca records who told ’em â€Å"We dont like your music. Group of guitars are on their way out!† The Beatles went on to become one of the greatest bands of all time. Isaac Newton did very poorly in his grade school. He went on to write Principia Mathematica and many principles for Physics. Steven Spielberg dropped outta high school. Then was enrolled in a disabled learning class. He dropped again and went on to become one of the most successful directors in the history of Hollywood. Marilyn Monroe was dropped by 20th century Fox as Darryl Zanuck thought she was unattractive. She eventually went on to become one of the best actress , sex icon , pop symbol of the century. Harrison Ford was dropped from Columbia Pictures. George Lucas thought he didnt have it in him to act as Han Solo. Well the rest is history. Failure is the stepping stone of success. Never , never , never give up!!! Surprise the World! Reach out! Do your best! -source:Life quotes and sayings

Ryan Air Marketing Plan

————————————————- What do people think of RyanAir? Consumer Behavior ————————————————- Date: October 15th 2012 ————————————————- Table of contents Introduction3 The research design4 Sample description4 Method for interviewing4 Research structure4 Step 1: Collect pictures5 Step 2: Interview method5 Step 3: Concept map5 Step 4: Combined concept map5 Step 5: Consensus map5 Step 6: Communication idea6 The mental maps7 Dutch consensus mental map7 Romanian consensus mental map8 Combined consensus mental map9 Communication idea10Olympic Games 201210 TV Commercials10 Nadia Comaneci on Romanian Traditions11 Marian Dragulescu on Romanian Scenery11 Larisa Iordache on Dracula11 Camelia Potec on Romanian People11 Flags and banners11 Printed advertisement12 Conclusion and discussion13 Conclusion13 Discussion13 Future research13 References14 Websites14 Articles14 Appendix15 Interviews by Cristina Bataga15 Interviews by Jessica van der Hoeven17 Interviews by Ella van Leeuwen22 Interviews by Mehdia Shireen Talib27 Introduction With this paper we will offer insights in brand perceptions and attempt to create a perceptual map for a specific brand.To choose a brand for this assignment we had a group discussion about which brand we thought would be interesting to evaluate and analyse. After considering several options, we decided that we wanted a brand which is relevant at the moment, since this would make it easier for our participants to evaluate. After discussing multiple brands we decided to choose Ryanair. In this assignment participants evaluate Ryanair through interviews and conceptual maps. We will first conduct a simple interview with the resp ondents and we will let them draw a concept map afterwards.We will explain everything in more detail in the following chapters, but first we will elaborate on the brand Ryanair. Ryanair is an airline found in 1985 by the Ryan family and is currently active in 28 countries. Over the past few years there has been a significant growth in the number of customers, from 4 million in 1998 and 24 million in 2004, to 75 million to date(Barret, 2004 and Ryanair. nl). Ryanair is well known for their low offers. The average price of a flight with Ryanair was 38 euro’s in 2004. The Guardian even presented an article last year, which stated that the lowest ticket price of Ryanair this summer was only 12 euros.Ryanair has a team of over 8500 people, which is actually really low for the amount of passengers they transport every year. All these passengers are transported by one type of airplane, the Boeing 737-800. Ryanair its strategy is to offer the lowest price at all time on all routes an d provide an inexpensive and convenient service (Ryanair. nl). To accomplish this strategy, they maintain a certain business model. This business model is build up by 10 key points. The first point is operating from secondary airports. Secondary airports are (unknown) small airports which arrange for low airport fees.The second point is the lowest ticket price, which causes high volume of passengers. The third point is standardized fleets of the Boeing 737-800, which gives them bargaining power with the suppliers. Furthermore, there are no meals on board, nothing is free, low commission for travel agents, Spartan headquarters and there is a single-class which all helps with saving costs. Lastly, there are no unions and there are high powered incentives (Casadesus-Masanell and Ricart, 2010). Precisely this strategy in combination with the business model Ryanair uses, makes it interesting to analyse Ryanair. Does this strategy really work?Do customers really think Ryanair is the cheap est Airline? Do customers really think Ryanair provides a convenient service? These are all questions we try to figure out in this assignment. At the end we will conclude if the strategy used by Ryanair is the right one, or if Ryanair should change or restate its strategy. This report will consist of chapters explaining the research design and the results we found. The first chapter will discuss the sample used for our research and the method for interviewing. It will explain about the various methods for interviewing and substantiate our decisions.The second chapter will discuss the brand consensus map. It will explain how we came to the consensus map and how the data provided by the interviews will be used as an input to make the brand consensus map. After creating the final brand consensus map, we will take a closer look at the brand consensus map to come up with solutions, improvements and or changes that Ryanair should take. This communication idea will be discussed in the fina l chapter. 1. Research design Sample description When we were discussing the brand Ryanair, we came to the conclusion that the sers are predominantly young people with small budgets. We wanted to create the concept maps based on the thoughts of users, rather than on people who are less likely to use Ryanair. Because of this reason, we chose to use HBO and WO students for our sample, as we believe they fit in this profile. They are relatively young and have no full time jobs, so they have budget restrictions. All four member of our group selected respondents from their own social environment. In total 15 respondents participated, all of them were Dutch. The range of the age of the respondents is between 18 and 26 years old.The experiment had a total of 7 male respondents and 8 female respondents. Method for interviewing To create brand concept maps we can use several techniques. One approach is the Zaltman’s Metaphor Elicitation Technique (ZMET), which uses qualitative researc h techniques to identify key brand associations and then uses in-depth interviews with respondents to uncover the links between these brand associations (Zaltman and Coulter, 1995). This is a really thorough method due to its multiple uses of qualitative research techniques to tap both verbal and nonverbal aspects of consumer thinking.However, this method knows also some barriers as it is difficult to administer and the process is labour intensive. Other drawbacks of the ZMET are its accessibility and ease of administration. Due to these demerits of the ZMET, we chose for a more accessible and standardized method for producing brand maps. The Brand Concept Maps (BCM) approach. The Brand Concepts Maps (BCM) method is used to elicit people’s knowledge about concepts and how they are connected with each other. This method is easy to implement, flexible and can be done in an unstructured procedure.The respondent has to draw their own map with only few instructions from the resear cher (John et al. , 2006). We used the unstructured procedure of the BCM method, where the respondents have to draw their own map to show their associations with the brand and how they are linked to each other. To identify key brand associations, we used the funnelling technique in the first interviews. This method consists of a series of questions that aim to get the respondents discussing a particular topic. The first questions in the interview are very broad and about the topic in general.After the general part, the questions become more concrete and specific. Allowing the respondents to be prompt and to give their opinion about very specific items within the topic. Research structure As mentioned above, we used the BCM method for creating individual maps and eventually the final brand consensus map. This method will deliver a consensus brand map, which identifies the most important associations that consumers connect to the brand and how these associations are interconnected. We have chosen for this method because of the ease of use and the standardization of this method.Since the mapping stage is very structured it does not take that much time of our respondents to fulfil this stage. Also the aggregation process is more accessible. To obtain a consensus brand map we make use of decision rules, which is less time consuming and does not require specialized statistical training. In the following paragraphs we will explain the whole process in detail and explain more about the techniques we used. Stage 1: The elicitation stage In this first stage our goal was to find significant associations with the brand Ryanair. Therefore, we created a survey and interviewed 15 HBO and WO students.The survey existed of 17 open ended questions. Our purpose was to make these questions as objective as possible, to ensure we did not bias our interviewees. For example, we tried to cover both positive and negative associations. The structure of the questions was very basic, and easy to understand. We used the funnelling technique to structure our survey. With this technique the questions in the survey go from general to more specific, creating a metaphorical funnel. This survey gave us insight in the most salient associations with Ryanair (see appendix 1).After collecting the data from our survey, we created a list of the most mentioned associations. An association was added to the list when at least 50% of the participants mentioned it. This resulted in a list with 16 associations. The associations can be found in appendix 2. On this list is also the association ‘smart’. Many of our respondents mentioned this word in the survey, but during the mapping stage we found that it was unclear for respondents in which context it should be placed. Therefore we decided not to use this word in our final consensus map. Figure 1: BCM example Stage 2: The mapping stage:In the second stage we have asked the respondents to create individual brand maps for Ry anair. We used the same sample as in stage 1. We explained what a brand map is and showed them an example of a brand map for Volkswagen, which is shown in figure 1. We gave the respondents the list of associations with Ryanair that we defined in the elicitation stage and explained that they could use as many of the associations as they wanted, and they could also add any associations they thought were missing on the list. Furthermore, we explained the three different levels of connections between the brand and the associations.We asked them to put the number 1,2 or 3 next to the line, indicating the strength of the link, 1 meaning a weak link and 3 a strong link. After this briefing procedure the respondents were given a blank piece of paper with the word Ryanair in the middle. Participants could take as long as they wanted to complete the brand map. Finally, they were debriefed and thanked for their participation. Stage 3: The aggregation stage. In the final stage we collected all the brand maps to aggregate them and create a consensus map. The individual brand maps are combined on the basis of the of rules to obtain a brand consensus map.These rules require no specialized knowledge of quantitative or qualitative research methods. Frequencies are used to construct a consensus map, showing the most salient brand associations and their interconnections. We enhanced validity of the consensus map by creating inter-subjectivity. We let every team member make their own map based on their interviews. We then came together to compare and discuss the maps. After the discussion we created the final map based on the set of rules described by John et al (2006). How we created the consensus map is described in the next chapter, just as the details and description of the consensus map. . Description of consensus map and picture To create the final consensus map of the Ryanair brand, we used the article about Brand Concept Maps by John et al (2006). Beforehand, we coded the information from each of the individual brand maps in terms of (1) the presence of the brand associations, (2) the strength of the link between each association to the brand or to another association, (3) the level at which the association was placed in the map (directly linked to Ryanair, or directly linked to another association) and (4) which brand associations were linked above and below each association on the map.There were 2 brand associations that respondents added themselves and were not on the list. None of these words were used in more than 7% of the cases, which led to our decision not to use them in the final consensus map. All the coded information was inserted in a table that can be found in appendix 3. Based on this table we used a five step process to develop a consensus brand map of the individual brand concept maps. (John et al 2006) Step 1: In the first step we identified the core brand associations that we have to place on the consensus map.To determine the cor e brand associations we used the frequency of mention and the number of interconnections. If associations were mentioned on at least 50% of the maps we included them on the consensus map as a core brand association. We also included associations if the number of interconnections was equal to or higher than that of other core brand associations. By applying these rules we found 12 core brand associations which are shown the table in appendix 3. Step 2: In step two we decided which of the associations should be linked directly to Ryanair.For this step we used the frequency of first order mentions, the ratio of first order mentions, and the type of interconnections. We selected the associations that were mentioned at least 50% of the times as first-order associations of the total times that they were mentioned. We only selected them if they had more super ordinate than subordinate connections. This resulted in 5 associations that had to be directly linked to Ryanair. Step 3: In the thi rd step we placed the remaining core brand associations on the map. They needed to be linked to at least one of the first-order brand associations.Important links between the 12 core brand associations also needed to be placed on the final consensus map. We made these links by first counting how frequently links between specific associations occurred across maps. Then we did a frequency count of how many different association links were noted on one map, two maps, three maps, four maps etc. We used these frequencies to select which association links would be included in the consensus map. The inflection point occurred at four (see appendix 4). Therefore, we included all core association links found on at least four maps in the consensus brand map.Twelve links met the criteria, eleven of them were links between core brand associations. Step 4: In the fourth step we inserted links between core and non-core brand associations. As found in the previous step, there was only one link betw een a core and a non-core brand association that met the criteria. Step 5: In this final step we decided on the strength of the links between the associations and Ryanair. There are three levels of connections: weak (1), medium(2), strong(3). For each link we computed the mean of the strength. We rounded the number up or down to the next integer number.All the results of these steps led to the brand consensus map below, figure 2. Figure 2: Final Brand Concept Map Ryanair As we have mentioned, the thicker the line, the stronger the association. The strength of associations was measured by the number of times an association was mentioned and what the strength of the associations was in the several brand maps made by our respondents. In the centre of the brand concept map you can see the brand Ryanair. The primary associations with Ryanair are: ‘cheap’, ‘limited service’, ‘holiday’, ‘flies only in Europe’ and ‘airline’.Of these primary associations, ‘cheap’, ‘limited service’ and ‘airline’ have the strongest association with Ryanair. Apart from these primary associations being directly linked to Ryanair, some of these primary associations are also directly linked to each other. There is a direct link between ‘cheap’ and ‘limited service’, and there is a direct link between ‘airline’ and ‘flies only in Europe’. This means that people associate Ryanair being cheap with Ryanair offering limited service, and Ryanair being an airline with Ryanair only flying in Europe.When we look at the secondary associations that are directly linked to the primary associations, we can see that most associations are linked to ‘cheap’. The associations directly linked to ‘cheap’ are: ‘less qualified employees’, ‘price strategy’, ‘price sensitive customers’, ‘low comfort’, ‘low quality’, and ‘no food/drinks’. From these associations, ‘no food/drinks’ has the weakest association with Ryanair being cheap. However, ‘no food/drinks’ is strongly associated with Ryanair providing limited service. Booth primary associations ‘airline’ and ‘only flying in Europe’ are strongly linked with ‘secondary airports’.Finally, there is a strong link between the primary association ‘holiday’ and the non-core brand association ‘sun/summer’. This means that people strongly associate holidays with sun/summer. 3. Communication Idea The conclusion we derive from the Ryanair consensus map is twofold. On one side there are very strong, positive associations with Ryanair. We classify ‘Cheap’, ‘Airline’ and ‘Holiday’ as positive because these match the strategy that Ryanair carries. Ryanair wants to be a chea p airline that is convenient and easy to use. This strategy has definitely reached our sample of the population.Besides that, we think that ‘Holiday’ is a positive association. When consumers think of planning a holiday, there is a big chance they will think of Ryanair, and book a flight with them. It is an important goal for brands to be in the consideration set of consumers(Avery et al, 2012). Based on our consensus map, we can state that Ryanair achieved this goal. On the other side, our respondents also have negative associations with Ryanair. They associate ‘cheap’ with ‘low quality’, ‘low comfort’ and ‘less qualified employees’. Strikingly, there are no positive associations with ‘cheap’.This is definitely a point of improvement for Ryanair. At this moment cheap is associated with negative aspects. Ryanair could try to change this in a positive attitude towards cheap by emphasizing the advantages of cheap. Also, there is a strong association between ‘cheap’ and ‘limited service’. This can be seen as an negative aspect. However, we do not find this association emerging, it is well known that Ryanair indeed offers less service to its customers. It is part of its strategy to offer low prices to their customers. In the following paragraph we will elaborate on why and how Ryanair can change its strategy in more detail.Why Change the Current Map As explained in the last paragraph there are several negative associations with Ryanair. We found out that not all these associations were based on experience though, since some of our participants never used Ryanair before or they experienced low comfort on some flights, but not all. Another point is that they associated Ryanair with less qualified employees because Ryanair is a cheap airline, but they do not know the background of the employees and in some cases they never noticed a difference between the employees of Ryanair and competitors.Like mentioned in a previous chapter, Ryanair its strategy is to offer the lowest price at all time on all routes and provide an inexpensive and convenient service. This means that they do not want to be associated with inconvenient service or uncomfortable consumers. They mention their service as inexpensive on the other hand, so they know that their service is not as good as most competitors. So, the main reason why Ryanair should want to change the final brand map formed above is the fact that they do not want to be associated with low comfort and less qualified employees.And that the associations ‘cheap’ is a positive associations, but it is linked only to negative associations. How Change the Current Map One of Ryanair its goals is to provide their customers with the cheapest flights. Since everybody associates Ryanair with cheap, they seem to have reached this goal. Since we do not want to change this association we have to come up with a plan to change their quality/comfort/employee image without Ryanair becoming more expensive. As mentioned before, our consensus map shows a negative attitude towards cheap, one of the main attributes of Ryanair. If we can change this ttitude, this will have a positive influence on the overall attitude towards Ryanair. For this purpose we decided to use the TORA model. The basic belief of this model is that behaviour(using Ryanair) is a function of a person’s attitude, in this case attitude towards cheap. This multi attribute model for molding attitudes consists of 3 important steps. First we will explain these three steps, and how they apply to Ryanair. 1. Changing a specific component belief. In this step the believe about the specific component ‘cheap’ is tried to be changed. In the case of Ryanair, this should be done for the component ‘service’.Ryanair is assumed to have low service and less qualified employees, because they are cheap. As thes e beliefs are very subjective or even false, Ryanair should use their campaign to change these beliefs about service and quality of employees. 2. Changing the importance a consumer assigns to an attribute. The most important attribute of Ryanair is that they offer cheap flights. If customers fly cheap they will save money that they can spend on their destination. This is a very important feature of Ryanair, and they should try to get consumers to change the importance they weigh to this.When a low flight price becomes more important for consumers, they are more likely to choose Ryanair, as this airline is one of the cheapest in Europe. 3. Introducing a new attitude in the consumers evaluation process. Like we mentioned before, the overall attitude towards cheap at this moment is predominantly negative. In the consensus map there was not one mainly positive association with cheap. Ryanair should change this attitude and emphasize the advantages of flying cheap in their campaign. For instance they could make the connection between cheap and smart.The attitude towards cheap should change to: flying for cheap is smart because it saves you money. Based on these steps we have set up a campaign plan for Ryanair. We will discuss this campaign in detail in following paragraphs. Spring/ summer 2013 Campaign Ryanair Our campaign for Ryanair is mainly targeted at consumers who do not have Ryanair in their consideration set. This can either be because they don’t know the brand or because they have a negative attitude towards it. Our idea for Ryanair is to launch a campaign in the spring/summer of 2013 where they try to change consumer’s perception and attitude towards Ryanair.We decided that the campaign should be launched in the spring/summer of 2013 because this is when most customers start planning their holiday. As we could see in the consensus map holidays are strongly associated with Ryanair, so we believe this is the perfect timing. Since TV Commercial s are very expensive, which can increase the costs for Ryanair, and eventually ticket prices. We decided not to use TV commercials in our campaign. Instead, we think the campaign should consists of ads and commercials on the internet, where a big part of Ryanair’s target audience is active.When potential customers, people between 18-30, are planning their holiday they will first go online, as this is the main search tool for this generation. Seeing an Ryanair advertisement can give them an incentive to book a flight with Ryanair. Advertisements The benefit of using online advertisements is the fact that multiple advertisements can be used in multiple locations. The most important thing about the advertisements is the fact that they have to have a strong message but still needs to be simple. They have to change consumer attitude towards low prices so this will lead to the desired behaviour ,booking a flight.The ads have to be used frequently and placed in the right spots. The advertisements have to be placed on websites which are frequently visited by our target audience. If they click on the ad it should sent them to the Ryanair website. We want to use three types of advertisements; one advertisement with a so called â€Å"emotional appeal†, one with a â€Å"two-sided† approach and one with a â€Å"comparative† approach. Where each ad always shows the Ryanair logo, and the ad is always in the colors yellow and blue. If we use pictures the borders are in yellow and blue, and the text is always in the same blue colour.The main goal of the ads is to try and remove the low comfort and less qualified employees associations out of the customers head and change this into an attitude positive towards cheap. We decided to use the word smart in all the ads, because of earlier mentioned reasons. Furthermore, a lot of our participants used the word smart to identify the customers or founders of Ryanair. The customers because they fly cheap and save money, the founders because they came up with this business idea. Since we heard it multiple times we thought it was a good idea to use this word in the ads.Emotional Appeal ad: The advertisement shows a picture of a man standing in the airplane waiting for the stewardess to put his hand baggage in the locker above the seating’s. The man is tall, wearing a nice classy button down shirt with normal jeans. This shows a man with style, but it does not show too much richness which will clash with the cheap image of Ryanair. Both the stewardess and the man on the ad have a smile on their faces. The text provided underneath the picture says: â€Å"Be smart, save money, fly Ryan Air†. This ad will serve two goals.First because of the smiling, friendly and helpful stewardess it will take away the negative association people have of less service and less qualified employees of Ryanair. Second, by showing a man where our target audience can relate to and describing him as s mart, we make the association of customers of Ryanair are smart. Also it shows that the average customer is very mainstream, so it could be anyone. Two-Sided advertisement: The two-sided advertisement should show a negative association of Ryanair, but not the biggest and counter argue with it.What we mean by this is the fact that for instance secondary airports are sometimes associated negative since they are small and not always close to the city, but it can also be an advantage. Flying on secondary airports means less waiting time for your luggage, less walking time to board, less searching what gate you have to get to and for instance cheaper parking lots. The advertisement shows a small airport on the background. On the foreground it shows the text: â€Å"Yes, we don’t fly on main airports, can you come up with the benefits of this!? We can! † * Less waiting time * Cheaper parking lots No big crowds â€Å"Be smart, save time, fly Ryan Air†. This ad will serv e the goal of showing benefits of flying on secondary airports. Showing customers that it is not only cheaper, but it also saves time and it is customer friendly (less waiting time and no big crowds). Again we try to put a positive attitude toward the association cheap and we use the word smart again. Comparative advertisement: The comparative advertisement shows a picture of two airplanes flying in the air next to each other. It shows a clear sky with an orange sun on the background, as a nice summer evening.Both airplanes are Boeing 737-800’s. One airplane is a Ryanair airplane and the other is an airplane of one of the competitors, for instance one of KLM Royal Airlines. Underneath the picture it says: â€Å"Can you see the difference? Your wallet can†¦! † â€Å"Be smart, Save money, fly Ryan Air† The goal of this ad is the fact that less quality is associated with cheap. This ad shows that Ryanair uses the same airplanes as some of their competitors. We try to show that Ryanair should not be associated with less quality. We also use the word smart again and we associate Ryanair again with the positive association cheap.Internet Commercials Like we mentioned before we do not want to show any TV commercial during this summer campaign since that will costs too much. Instead, we want think it will be good to have a short commercial for on the internet. This will be used on the Ryan Air website, so the use of the commercial will almost be free of costs. When you enter the website this commercial will pop up and play. There should be an option to close the ad if , to make sure the customers do not have to watch it every time they enter the website. This can cause irritation and we do not want to irritate potential customers.We want the commercial to be in the same setting as the banner ads. If the commercials and advertisements are consistent this will reinforce the effect they have. Most important for this commercial is to, again, emph asize the positive consequences of flying cheap and linking this with being smart. For our internet commercial we will use the same man that we used in our online banner. This is an ordinary person, where most of Ryanair its audience can relate himself to. Because we want to reinforce the link between Ryanair and the association holiday, the man will be with his family.They check out a luxurious hotel where the employees are very friendly and helpful. The family gets into a car and drive to the airport. There they board on a Ryanair plane. When they board on the plane, the stewards are also very warm and welcoming and helping the family with storing their luggage. The camera zooms out and the final shot is the airplane taking off. On the screen the following text appears: ‘Be smart, save money, fly Ryanair. ’ With this commercial we want to make the link between the service in a luxurious hotel and the service in the Ryanair plane.We want to point out that there are sim ilarities between the two, in both cases the employees are warm, friendly and helpful. Furthermore we want to show that by saving money on the flight the family could afford to stay in a luxurious hotel, in other words they were smart because they saved money on their flight in order to stay in a luxurious hotel during their stay. Conclusions: To sum up the process to the final brand concept map. We conducted interviews based on the funnelling technique. After this we used the BCM method to come up with our final brand concept map.We found out that there were several positive and several negative associations with Ryanair. Especially the fact that the positive association ‘cheap’ was linked with only negative associations got our attention. We decided that this part of the brand concept map was the part we wanted to change by a communication idea. We came up with an Spring/Summer 2013 Campaign for Ryanair. This campaign would consist of several advertisements and a sing le commercial we wanted to use on the website. The main theme of our advertisements is to emphasize the positive elements of cheap and to use the word smart in every ad.Linking back to the TORA model we described before, in all the advertisements the steps of this model are taken into account. Step 1 of the TORA model is mainly processed in the emotional appeal ad we described. With this ad we try to change consumers’ beliefs about the service of Ryanair and the quality of their employees. In the ad we make the association of customers of Ryanair being smart, which represents step 3, making a new connection between the attribute ‘cheap’ and the (new) attribute ‘smart’. These arguments apply also for the advertisement about the benefits of secondary airports.The comparative commercial with another airline is more about changing the importance a consumer assigns to an attribute, like step 2 of the TORA model. When seeing two airplanes next to each othe r of different airlines, where one airline is much cheaper, the most important feature of Ryanair, flying cheap, is made clear. With this commercial we can try to get consumers to change the importance they weight to the attribute ‘cheap’. Finally we showed the purpose of the website commercial, where the purpose is to emphasize the positive consequences of flying cheap and linking this with being smart.Future research For future research we suggest to have a more varying sample and more participants. We focused on students, which can cause to give an image of Ryanair which is not really representative. Furthermore we would suggest to use the ZMET method instead of the BCM method because the first interview conducted in the ZMET method is much more in-depth than the one we used in the BCM method. We think that the associations with the brand would be different and more representative using the ZMET method. Appendices Appendix 1: Survey QuestionsName: Age: Gender 1. The first thing that comes to mind when I think of Ryanair is †¦ 2. I fly with Ryanair because†¦ 3. Ryanair is†¦ 4. Ryanair makes me feel†¦ 5. I won’t fly with Ryanair because†¦ 6. When I see a commercial of Ryanair I think.. 7. Ryanair looks†¦ 8. I believe that other people think of Ryanair as†¦ 9. Ryanair is †¦.. compared to their competitors 10. I would choose competitors over Ryanair because†¦ 11. I would choose to fly with Ryanair if I fly with†¦(friends/ family etc) 12. I believe Ryanair thinks of their customers as†¦ 13.The founders of Ryanair are†¦ 14. I believe the strategy of Ryanair is†¦ 15. People who use Ryanair are†¦ 16. People who work for Ryanair are†¦ 17. The customers of Ryanair are.. Appendix 2: List with core associations 1. Holiday 2. Airline 3. Cheap 4. Less qualified employees 5. No Food / Drinks 6. Limited Service 7. Only in Europe 8. Yellow/Blue 9. Sun/Summer 10. Friends 11. Low qu ality 12. Price sensitive customers 13. Price strategy 14. Low comfort 15. Secondary airports 16. Smart Appendix 3: List with core associations | Core Associations| First-Order Associations|Brand Associations| Frequency of Mention| Number of Inter connections| Frequency of First-Order Mention| Ratio of First-Order Mention (%)| Subordinate Connection| Super-ordinate Connections| Cheap| 15| 46| 13| 86,7| 2| 44| Airline| 13| 16| 13| 100| | 16| Secondary Airports| 12| 13| 5| 41,7| 9| 4| Only in Europe| 12| 12| 7| 58,3| 5| 7| No Food/Drinks| 12| 12| 3| 25| 11| 1| Less qualified Employees| 11| 13| 2| 18,2| 10| 3| Holiday| 11| 15| 10| 90,9| 1| 14| Price Strategy| 11| 9| 7| 63,6| 5| 4| Price Sensitive Customers| 11| 13| 3| 27,3| 9| 4|Low Comfort| 10| 15| 1| 10| 9| 6| Limited Service| 8| 16| 4| 50| 4| 12| Low Quality| 8| 16| 3| 37,5| 5| 11| Fly with Friends| 7| 8| 3| 42,9| 5| 3| Sun/Summer| 7| 9| 1| 14,3| 6| 3| Yellow/Blue| 6| 2| 5| 83,3| 2| | City Trip| 2| 2| 2| 100| | 2| Airplanes| 1| 1| 1 | 100| | 1| Business People| 1| | 1| 100| | | Bad Customer Service| 1| | 1| 100| | | Low Budget| 1| 1| | 0| 1| | Nighttime bookings| 1| 1| | 0| 1| | Eindhoven| 1| | 1| 100| | | Limited destinations| 1| 1| 1| 100| | 1| Customers| 1| 1| 1| 100| | 1| Easy to book tickets| 1| 1| | 0| 1| | †¦| | | | | | |Appendix 4: Maps and the number of interconnections Number of maps| Number of interconnections| 1| 23| 2| 13| 3| 10| 4| 7| 5| 4 (inflection point)| 6| 6| Appendix 5: Summaries of individual interviews Interviews by Marc Buurman For this assignment I interviewed three Dutch Students: * Melvin Loggies, 21 years old, male * Jesse Driel, 22 years old, male * Eline Buurman, 19 years old, female I contacted the respondents by phone and asked them if they wanted to participate in our research. They all agreed, so I made an appointment with them for the first interview.In the first interview I asked the respondents several questions about Ryanair(see appendix 2). I explained them that they should simply say what came to their mind and that if they had any questions they were free to ask them. After conducting the interviews, that led to very interesting associations, I thanked the respondents and made the appointment for the second interview. In the second interview I showed the respondents a list of 16 associations (which resulted from the first interviews) and asked them if they could draw a mental map for me.As an example I gave them a mental map of Volkswagen. I also told the respondents that they were not forced to use all the associations, and if they thought of any associations that were missing, they were free to add them to their mental map. During the creation of the map I told them that they could also review their answers of the first interview, however, no one decided to review their first interview. When they finished drawing their mental map, I thanked them for their effort and wished them a pleasant day. The associations that the respondents gave were quite similar.The main associations that the respondents came up with were: â€Å"cheap†, â€Å"holiday†, and â€Å"Ryanair only flies in Europe†. These were quite positive associations. However, the respondents also came up with negative associations like: â€Å"low comfort†, â€Å"limited service† and â€Å"less qualified employees†. According to the respondents, the explanation for this is that: because Ryanair is one of the cheapest airlines(which they saw as a positive thing), they can’t provide the best service and don’t have the best employees. The respondents also gave some different associations.For instance, one respondent answered that the first thing that came to his mind when he thought of Ryanair was city trips. This was because he was planning to go on a city trip through Europe and would use Ryanair to fly from city to city. When I asked him why he would use Ryanair to fly from city to city, he simply answered: Because they are the cheapest. Interviews by Jesper Vieveen For this research I interviewed four people: * Robin Meeng, 22 years old, male * Nick Theisen, 21 years old, male * Sharen Vieveen, 18 years old, female * Kevin Smith, 25 years old, maleI contacted all of them by phone to ask if they wanted to participate in a research I had to conduct for my study Marketing Management, and for the course Consumer Behaviour. I told them I had to interview them twice about the brand Ryanair, they all agreed immediately. During the first interview I asked them questions, you can find these questions in appendix 2. I told them they had to try to come up with as many things as they could think of each question. I asked them if they had travelled with Ryanair before and I asked them to explain words if I did not understood the meaning of them in relation with the question.At the end I thanked them for their participations and I planned a second meeting with them. I did not tell them yet what the second interview was going to be about, the only thing I told them was the fact that it was about Ryanair again, and that it was going to be based on the first interview. During the second interview I showed them their answers of the first interview, I provided them with the list of the 16 associations that came out the first part of the BCM method. I gave them a piece of paper with the word Ryanair in the middle. I told them they had to create a brand concept map with those 16 associations.I told them they did not have to use all of them, and that they had the possibility to ad associations if the wanted. I also gave them their first interview so they could use it if they wanted. Before they started to draw the map I showed them an example of a brand concept map. After they were done with their map I asked them if they were sure this was their final map, the map they wanted to give to me. After this I thanked them for their participation. During the first interview a lot of the an swers to the questions involved the word; cheap.The main reason why they would fly Ryanair was because of the fact that it is a cheap airline, it saves money during their holiday. Two respondents tried to be very creative coming up with words associated with Ryanair, they mentioned the business strategies, the names of the founders, the colours of the airline and stuff like this. But most of the time all their answers involved the word cheap again. What got my attention was the fact that most of my respondents liked to fly with Ryanair but if the longer they thought about questions the more they came up with negative associations.Mostly not out of own experiences, but out of other people their experiences or out of stereotypes. All of my respondents also associated Ryanair with limited service. Three out of the four told me that they did not mind this though, they told me that flying those short distances were not about the service. Interviews by Chantal Verbeek For creating the bra nd maps I have interviewed four students, two female and two male. They are all four WO students and have a Dutch nationality First I have interviewed the participants by using the survey in the appendix. The purpose of this interview was to identify the core associations with Ryanair.First I told the participants what the purpose of the study was. I told them that me and my group were doing research about the associations students have with Ryanair. Then I told them that the end goal of the research was to create a consensus map. I explained to them the steps we needed to take in order to create the consensus map and what a consensus map is. The interview was relatively basic and no remarkable issues emerged. It was striking that the first association the participants had was cheap. One respondent used the word low budget instead of cheap.Most respondents asked for an explanation for the question: ‘I use Ryanair when I fly with’. As I did not want to guide them to much I told them this question was about the type of travel partner. I did not use examples such as parents and friends. In the answers to almost every survey question the word cheap was used. Other words that were commonly mentioned were holiday, friends, and low comfort. All four participants had experience with flying with Ryanair. They based the answers of their questions on experience. What came forward is that they all used Ryanair because it was much cheaper than the competitors.The respondents thought of Transavia as the main competitor, because this airline is also low budget. Only one respondent thought of Wizz Air as the main competitor. After the interview our group had a meeting to discuss the interviews and decide on which words to use for the brand maps. When this was decided I used the same four respondents to create an individual brand map. First I explained to them again what a brand map is and where we would use it for. After that I showed them the brand map of Volksw agen. I explained that there were three levels of association links: weak, medium and strong.I told them how to indicate the strength and referred to the Volkswagen example. If the respondents still had questions, I answered them. After that the respondents started with their brand maps. None of the respondents took longer than 5 minutes to finish. Some had very complex maps, with many interconnections. One participant only linked to Ryanair and did not use connections between the associations. No one had any difficulties with creating the map and the process went very smooth. When the respondents were finished I debriefed them and answered questions if they had any.Some of the respondents were interested in brand maps of other participants. If this was the case I showed them the brand maps of the others. Interviews by Eva Verhulst References: http://www. guardian. co. uk/business/2011/may/23/Ryanair-profits-rise-passenger-numbers http://www. airlinequality. com/Forum/ryan. htm Aver y, J. , Kozinets, R. , Mittal, B. , Raghubir, P. and Woodside, A. (2012), ‘Consumer Behaviour: Human Pursuit of Happiness in the World of Goods’, Open Mentis. John, Deborah R. et al (2006), ‘Brand Concept Maps: A Methodology for Indentifying Brand Association Networks’ Journal of Marketing Research,43(November), 549-563

Question and Answers on the American Criminal Justice Essay Example

Question and Answers on the American Criminal Justice Essay Example Question and Answers on the American Criminal Justice Paper Question and Answers on the American Criminal Justice Paper Explain why individual rights and public order perspectives are such contentious issues in contemporary American Society. Individual rights and public order have been contentious issues because it requires a constant balancing to uphold those individual rights, while also protecting our citizen. Execution of this balancing act is under constant scrutiny by two groups: individual-rights advocates, who want to protect the personal freedoms within the criminal justice system and public-order advocates, which believe the interests of society should take precedence over individual rights, under retain circumstances involving a criminal threat to public safety. In order to function in a society that people want to live within, this balance must be managed carefully. The individual perception of either category will influence the other and can lead to the issue we are seeing today, in Ferguson, MO over the shooting of teenager, Michael Brown (Schmeltzer, K, 2014). The constant use of the media, eager to display twenty second videos of police using excessive force or deadly force against citizens, is a contributing factor toward the disruption of this balance. It does not display the officer following he standard force continuum which led up to that moment of action. This lack of full disclosure creates a perception of rights violation and can disrupt public order. Hence, the reason many law enforcement agencies have taken steps to obtain on-body cameras. Loss of public order would create a different society from what we have today. There would be a sense of fear and people would not leave their homes, creating a domino effect that impact everything. Mainly schooling and education would not be there as we would not have qualified people to enforce and prosecute criminals. Freedom is not ere and in the absence of public order, only the strong would survive. Briefly discuss how the main components of the criminal justice system can at times complement each other and at times also be in conflict with each other. Provide examples. The criminal justice system consist of three main components: Police, who enforce the laws, protect property and maintain order; Courts, which pass judgment and prosecute accordingly; and Corrections, that house, supervise, and rehabilitate inmates. It also consist of TTY. Or major models, the consensus model, which states the three component work together toward a common AOL; and the conflict model, that says that each component work separately towards their own interest, which can conflict with one another and lead to the appearance of a non-system. Regardless, under either model, each component depends on what the other ones does and any changes in that process can have serious effects on the other components (Schmeltzer, F. , 2014). Under the consensus model where the components work together; you would see a smooth movement of cases through the justice system, from arrest, to court appearance to sentencing. But often time than not, the inflict model has its day in court, especially when there is a lack of understanding/interpretation of the law, along with adding personal emotions or complete disregard. When this occurs, it can affect many facets of the process and society perception. Police make the arrest and follow protocol, then have to worry about the courts dismissing their efforts, since they must place emphasis on the rights of the accused. Correction have to work to the best of their abilities to follow court ruling and deal with over population. This then of course leads to Correction having to review cases for inconsideration of early release, which is in conflict with the court system and potentially affects -a separate topic; public safety (Schmeltzer, R, 2014). Of the various stages of the American criminal justice case, which singular stage, in your opinion, is most critical from the crime control perspective, and which stage from the due process perspective? Explain why. In the various stages of the American criminal justice process, arrests are most critical under the crime control perspective, as having high numbers in this stage reflect: tighter control over crime, reduces the crime rate, increases public order/safety and ceases additional attempts -of followers;to act out in similar manners. Lack of critical awareness in this stage leaves an open invitation for criminals to act as they desire, which puts the public in danger and disrupt the order. Law abiding citizen would then feel unsafe and feel the need to defend themselves at all cost, leading to additional crime and disorder. Speedy arrests, under the proper procedures and protocols and ensuring the arrest are efficient, will lead to convictions, which also supports the crime control model (Schmeltzer, R, 2014). With that, leads to the most radical stage under the due-process model, as being the preliminary hearing. At this stage the accused has already been advised of their rights in their first appearance and its now onto determine innocent based upon probable cause and the evidence being presented. As this stage does focus upon the accused and their rights, it also creates scrutiny upon the police. Determining whether grounds for probable cause were substantiated and determine the strength of the evidence and is it was collected in accordance with the law. This fairness procedures -due process model; best opportunity to consider al the facts is during the Preliminary Hearing. Presenting at any other stage after is not exactly too late, but this is the first opportunity to address innocence, as the evidence is being evaluated and determination on further action is being addressed (Schmeltzer, Z, 2014). Identify and discuss the differences between the two major sources of statistical data about crime in the United States. The Uniform Crime Report (LACK) has been around since 1929 yet it has never been a program to truly capture trends accurately. Even after the transition of the National Incident-Based Reporting System (NIBS), the program was teeter enhanced to identify discrepancies and address issues which hindered the original CAR. NIBS enhanced crime data collection and improved the methodology in collecting data, but were still complications. Not only were there issues with the two programs matching older data with newer data, this program obtains its information from law enforcement crime reports by victims of crimes. An issue with that is not all crimes are reported to police and another is how it has been founded that departments have been known to downgrade a crime to reflect improvement to the crime rate. According to Schmeltzer, F. 014), a 201 2 study of nearly 2000 retire New York police Department officers found that the manipulation of crime report has become a part of police culture (p. 30). When this occurs, it creates a difficult task to determine dangerous societal trends. To assist in this the National Crime Factorization Survey (NCSC) was established to complement the I-JAR by collecting information on a national level through household, victim self- reports. It is seen to provide a more accura te account of crimes, since it considers both crimes reported and not. Both these programs are the two major sources to measure crime. Individually they are not truly able to capture the true societal trends since each of these programs serve an individual purpose toward different aspects of crime. When they are combined, however, there is a better understanding in capturing actual statistics and the nations crime problem. Updating to address evolving new trends would make it more efficient but for now serve its purpose in capturing baseline patterns (Plants, M. , Longboat, L. , 2014). Of the many special categories of crime, which singular special category crime do you think poses the most critical concern in contemporary American Society? Explain why. Of the many special categories of crime, the one which poses the most critical concern is high technology and computer crime. Cybercafà © is on the rise and we are starting to see more incidents of this crime throughout the world regarding theft of services, piracy or forgery, electronic vandalism and financial institute hackings. Recent events show even greater concern with the hacking of a U. S. Rene in Russia (US News, 2014) and the hacking of a Department of Homeland Security contractor -who does investigative background check;being breached for his information (The Washington Post, 2014). All these are simply a snap shot of what these cyber terrorist/ hackers are able to do, but the greater concern in this category should be the vulnerability our critical infrastructure. According to Mike McConnell, who was th e National Intelligence Director from 2007-2009, he testified to Senate in 2010, If the nation went to war today, in cyber, we would lose. Were the most vulnerable. We are the most connected. We have the most to lose (P. W. Singer A. Friedman, 2014, p. 151). Our infrastructure is more at risk now than it was a decade ago, due to the fact that many systems are no anger independent, but interlinked to one another. From that comes the vulnerability to cybercafà ©, as system ties us all into one entity and that is how dependent Americans are to the internet and modern technology. Cyber enemies -foreign and domestic;have the capabilities to significantly disrupt our critical infrastructure or shut them down completely. It would only take a cyber-attack upon our critical infrastructure: transportation, electric power grids, financial institutions, communications systems or pipeline access for gas and oil to inflict incapacitation or death toward America and putting us n a cyber. As seen in the case of Student Irans nuclear facility;where a virus internally attacked the heavily protected facility which cause their uranium centrifuges to malfunction (Film Media Group, 201 1).

The History of the Hygrometer

The History of the Hygrometer A hygrometer is an instrument used to measure the moisture content – that is, the humidity –  of air or any other gas. The hygrometer is a device that has had many incarnations. Leonardo da Vinci built the first crude hygrometer in the 1400s. Francesco Folli invented a more practical hygrometer in 1664.In 1783, Swiss physicist and geologist, Horace Bà ©nà ©dict de Saussure built the first hygrometer using a human hair to measure humidity. These are called mechanical hygrometers, based on the principle that organic substances (human hair) contract and expand in response to the relative humidity. The contraction and expansion move a needle gauge. Dry and Wet-Bulb Psychrometer The best-known type of hygrometer is the dry and wet-bulb psychrometer, best described as two mercury thermometers, one with a wetted base, one with a dry base. The water from the wet base evaporates and absorbs heat, causing the thermometer reading to drop. Using a calculation table, the reading from the dry thermometer and the reading drop from the wet thermometer are used to determine the relative humidity. While the term â€Å"psychrometer† was coined by a German Ernst Ferdinand August, 19th-century physicist Sir John Leslie (1776-1832) is often credited with actually inventing the device.   Some hygrometers use the measurements of changes in electrical resistance, using a thin piece of lithium chloride or other semiconductive material and measuring the resistance, which is affected by humidity. Other Hygrometer Inventors Robert Hooke: A 17th century contemporary of Sir Isaac Newton invented or improved a number of meteorological instruments such as the barometer and the anemometer. His hygrometer, regarded as the first mechanical hygrometer, used the husk of oat grain, which he noted curled and uncurled depending on the humidity of the air. Hooke’s other inventions include the universal joint, an early prototype of the respirator, the anchor escapement and the balance spring, which made more accurate clocks possible. Most famously, however, he was the first to discover cells.   John Frederic Daniell:  In 1820, British chemist and meteorologist, John Frederic invented a dew-point hygrometer, which came into widespread use to measure the temperature at which moist air reaches a saturation point. Daniel is best known for inventing the Daniell cell, an improvement over the voltaic cell used in the early history of battery development.

M_Q_2 Essay Example | Topics and Well Written Essays - 1250 words

M_Q_2 - Essay Example The culture of an organization shows the way the employees deal and interact with each other while performing their job related tasks. I believe that the culture of an organization develops with time when the employees, managers, and all governing bodies of an organization work with full commitment shaping a positive organizational culture. In my view, the culture of an organization really improves the performance and productivity of an organization. A strong organizational culture unites the employees and motivates them to work efficiently and professionally towards their goals. Organizational culture includes such elements, which play a vital role in making a company reach desired sets of goals and objectives in an effective way. Some of the most influencing tasks, which organizational culture performs, include determining the organization’s effectiveness and capacity, putting energy and momentum in the employees in order to ensure organization’s success, injecting se nse of responsibility in the employees, and making the employees work efficiently towards achievement of desired goals and objectives. These were some of those roles, which culture plays in making an organization achieve desired goals and objective effectively and efficiently. Answer: No: 2 Culture of an organization is one of the main drivers of organizational performance and it can definitely be used to increase performance. Daniels A. and Daniels J. found that managers need to evaluate performances of the employees and the organizations in order to implement positive changes. It depends on the managers of an organization to motivate and encourage employees to work with full dedication and commitment. The dedication and commitment shown by the employees of a company towards their job responsibilities shape the culture of the company. If the employees carry out their job related tasks efficiently, it creates an enthusiastic and motivated culture of the organization, which positivel y affects the new employees who come and join the company. From here, the transition process starts where impact of employees’ performance on the culture of an organization shifts towards impact of organizational culture on the performance of new employees. Once the employees succeed in shaping a work-oriented culture in an organization, it plays a considerable role in motivating new employees to work hard for the company. A new employee is not very much aware of the culture of the company where he/she gets a job. When that employee starts working for the company, he/she observes the overall workplace culture of the company and shapes his/her job behavior according to that culture. If a company will have work-oriented culture enriched with the elements of motivation, innovation, and workplace ethics, it will make a positive impact on the new employees and will make them work hard to achieve the company’s goals and objectives. Therefore, we can say that strong culture o f an organization not only increases employees’ productivity but also increases the overall organizational performance. Answer: No: 3 As a senior leader, I will like to change the culture of the organization by integrating the elements of hard work, commitment, dedication, and enthusiasm in the existing culture of the organization. I believe that when employees feel like owning the company, they work with more commitment in order to make their company reach heights of success in any specific market. If a company injects the sense of