Developing Evaluative Skills Through Critiquing Quantitative Research

Developing Evaluative Skills Through Critiquing Quantitative Research Nursing is becoming a progressively evidence base profession. Arguably, Nightingale first popularised the link between nursing theory, nursing practice and research to inform an appropriate evidence base, and progress towards this goal has been ongoing ever since (Graham 2003). In nursing, a critique is often seen as a first step in learning the research process. However, conducting a critique is not a basic skill (Burns and Grove 2004). The Nursing and Midwifery Council (NMC, 2008) ruled it mandatory for the pre-registration nursing curriculum to teach EBP as a fundamental principle of proficiency. Research has become a priority for nurses of all specialities. This paper seeks to demonstrate how these evaluative skills can be developed by critiquing a quantitative research study. An acknowledgement of the credibility of the authors, the publishing journal, and the methods used the data collection and analysis, findings, ethical issues and the strengths and weakness of the research is made. The paper will be considered using the CASP critique tool for methodological consistency and ease of presentation (CASP 2000); shown in appendix 1; a copy of the tool is enclosed. The article, on which this critique research is made, was published in the journal of Advanced Nursing. The title of the article is, Tablet-splitting: a common yet not so innocent practice. The title of this article outlined above, is seemingly clear and explicit, although not as concise as Frances et al,(2007) would prefer; between ten and fifteen words. The title of this paper suggests that tablet splitting is a common practice, which is probably true, but it suggests that it is not so innocent, which smacks more of journalism than an academic paper. It is possible that the original Belgian text does not translate perfectly into English and this may be a translational syntactical inaccuracy. The article was accepted on 6 August 2010 and it was published in the Journal of Advanced Nursing 67(1), pages 26-32. Elsevier (2009) State that they only print manuscripts that have been peer reviewed with any necessary revisions made. This is favourable for the credibility of the article as the reader is assured that it has been scrutinised by an independent body of a similar field to the author/s. Elsevier also clarifies that the author must have the appropriate clinical and educational credentials for the research study. The four authors are all highly qualified, each with a PhD, three in academic pharmacology and a fourth who is a professor of geriatrics. A substantial literature search does not show any other publications by these authors. Quantitative research is formal and objective research that is concerned with collecting and analysing data that focuses on numbers and frequencies, rather than meaning or experience, it examines cause-and-effect interactions among variables using a systematic process (Burns and Grove, 1997; Ogier, 1999). The research that has been carried out for this published paper is an example of quantitative research and has been carried out using a randomised control trial method. A randomised control trial (R.C.T.) is a true experiment characterised by the manipulation of the independent variable, random assignment of individual subjects to the conditions and all other factors being controlled (Ogier, 1999). The R.C.T. was carried out as a small study in which five volunteers were asked to split eight tablets of different sizes and shapes, including medicines for Parkinsons disease, heart failure and arthritis. Participants used three different methods to split their pills: a splitting device , scissors or manual spitting for scored tablets, and a kitchen knife. In the article under scrutiny, the authors point out the fact that it is observed to be common clinical practice, particularly in nursing homes, to split tablets so that a proportion of the tablet dose can be conveniently given. This can be for economic or purely practical reasons as tablets are often supplied from stock and not always in the exact form or dose prescribed. They cite a German study in support (Quinzler et al 2006) which found that nearly 25% of administered drugs were split. It should however, be noted that on closer inspection, the Quinzler study is not particularly relevant to the UK situation, has a number of serious methodological errors and also did not consider a wide spectrum of clinical applications, nor is it in close agreement with other studies in this area. Its findings therefore are not particularly generalizable and are a poor choice of evidence in support of this paper. There is no doubt however, from taking a further overview of the available literature, that tablet-splitting does occur with a degree of regularity in clinical situations, and as such, the authors consider this investigation justified. The Abstract in this case is perfectly adequate, outlining the main points of the study. The main contentious issue is a comment in the Abstract conclusion which states that Large dose deviationsà ¢Ã¢â€š ¬Ã‚ ¦. occurred when splitting tablets (Verrue et al 2011, p.26), a comment which is not actually borne out by the findings of the study. Close inspection of the results suggest that deviations of more than 25% of the original tablet mass occurred in 19% of cases, but the authors included those cases where one half spontaneously split further, and therefore would have no real clinical or practical significance. It has also to be noted that there is no indication in the abstract, of the methods of sample selection or whether this was in any way a controlled trial. It does however; serve the prime objective of an Abstract, which is to offer the reader sufficient information to determine whether further reading of the article would be appropriate (Robson 2006). The Introduction is comparatively short. The point about the citation of the Quinzler study has already been made, but the rest of the Introduction effectively sets out the rationale for the study, together with the justification for clinical relevance. It has to be observed that the literature review is comparatively brief with some comparatively old papers being cited (Barker et al 1982 and Babbington 1997) when there are a number of perfectly respectable authorities to make the same points that are much newer and would therefore be considered both more relevant and appropriate (Coombes et al 2009). The aims of the study are clearly stated, although the actual study design is not. It requires further reading through the paper to actually determine the methodology used (this is found under data collection), the sample selection, (this is found under Discussion which is really quite inappropriate) and also the means of determining the results (also found under data collection). It is also the case that the clinical significance of the rationale for the study is neither explicitly set out nor addressed. This is very relevant to the issue of tablet-splitting as if, as the cited literature suggests, there is a 25% variance in actual dose administration after splitting, then the degree to which it could be clinically important should be presented. One could suggest that in all but the most extreme cases, a 25% variation in the dose of Aspirin given is not likely to be hugely clinically significant, whereas a 25% variation in the dose of a cytotoxic drug may have profound consequences for the patient. There is no real consideration of this point, nor any concession to its absence (Polgar et al 2000). This element of the review of the literature in the introduction therefore has major deficiencies. The study design is quantitative in nature. The authors have used five healthcare professionals for the task of tablet-splitting. One has to read through to the study limitations segment to determine that the authors used an administrative co-worker, a laboratory technician, a pharmacy student and two pharmacists as the study cohort. On reflection, this seems a strange choice, as it is neither homogenous nor rational, as none of these groups are likely to be involved in tablet-splitting in the situation of the nursing home, which the authors have chosen to investigate (nor many other clinically relevant situations, in all probability). This choice seriously weakens both the generalizability of the findings and also the applicability of the study to the clinical evidence base for nursing. Another major shortcoming of the methodology of this paper is the fact that the authors included cases where the tablet split into more than two pieces as deviations from the mean. In most clinical situations the administration of a tablet, which has split into two halves, and one half has then broken further, is no less accurate if the pieces are administered as one piece or as several. The authors make no concession on this point and therefore are likely to significantly overestimate the inaccuracies in their findings. (Schulz et al 2005) Issues of sample selection have already been addressed above. Sample size appears to be completely arbitrary with a total of 1,200 operations spread over the group being considered a reasonable sample size. It is usual, in academic studies such as this to see calculations of minimum sample size to determine the power of significance. Its omission further reduces the applicability of the study (Rosenthal 2004). The ethical considerations are explicitly addressed, as ethical committee approval was not required because patients were neither involved nor personal details recorded (Bowling 2002). Some of the elements of bias and limitation have already been addressed. The results obtained have been subjected to a modest degree of statistical analysis with a one way ANOVA and a Turkeys post hoc analysis being carried out. One has to observe however, that the nature of the study is such that a more sophisticated data analysis is not really appropriate (Argyrous 2000). The results are presented in a clear and logical fashion, with 5 tables showing how the results were distributed. It is clear from the presentation of the results exactly what the authors have found; for example using a splitting device was the most accurate method. It still produced a 15 to 25 per cent error margin in 13 per cent of cases, but this was lower than the 22 per cent for scissors and the 17 per cent for the knife. Further critical reading is not necessary in this respect. An interesting feature of the study is the fact that weight loss of the tablet occasioned by the splitting process has also been determined, for example some tablets were much easier to split accurately than others. The easiest to split produced an overall error margin of 15 per cent deviation or more and the most difficult tablets produced an error margin of 19 per cent. Closer examination of the results however, shows that this does not just reflect the amount of material lost as powder or small fragments, as one might initially consider, but also the amount of the tablet that was inadvertently dropped on the floor. The authors rationalised this on the basis that a tablet, once having been on the floor, would not be subsequently given to the patient, which although undoubtedly true, does rather distort the results that are presented (Rosner 2006). The discussion element of this paper is something of a disappointment. The first element is a consideration of the study limitations, which entirely appropriate (Gomm et al 2000). The authors spontaneously point out the fact that the clinical effects or consequences of their findings are not presented (Verrue at el 2011 p. 29). This is a major detraction from the usefulness of this paper and would make the interpretation of the results by a non-clinician more difficult. The authors also concede that no nurses were selected for the experimental splitting group. This is quite remarkable, as one could intuitively suggest that it would be nurses, of various grades, who would actually be responsible for tablet-splitting in the vast majority of clinical circumstances. It is actually of little practical relevance for nursing homes to be able to understand how effective a Professor of Pharmacology is at splitting tablets. The authors go on to compare and contrast their findings with other work in the area (Mcdevitt et al 1998,Birton et al. 1999, Peek et al. 2002, Teng et al. 2002, Cook et al 2003) and point out the similarities and differences in their findings. This is an entirely appropriate and useful segment with the authors pointing out the specific fact that this type of study has not been done before and also that much of the similar work in this area is already a few years old (Verrue et al 2011 p.30) The discussion segment also notes that we aimed at providing nursing homes with advice for the best tablet-splitting technique in daily practice (Verrue et al 2011, p.30). One would suggest that this is not in congruence with the stated aims of the study (although it is tangentially relevant). One could also observe that the one thing that this study does not do, is to offer nursing homes a suitable evidence base on which to base their practices, as no clinically relevant staff were involved in the study. Some of the participants are unlikely to have a concept of the clinical significance of exactly halving the dose of the medication. This is a low grade study which had the potential to make an impact on the evidence base in an important clinical area. The methodological shortcomings and a lack of generalizability, greatly reduce any possibility of such an impact. The paper, although superficially well presented, with an admirable display of tables and easy to interpret data, has major flaws which become apparent on even the most superficial levels of critical analysis. The initial interest generated by a reading of the Abstract, did not translate into clinically useful data which could be applied into everyday nursing practice. An overview of the methodology suggests that the authors might have made a significant contribution to the evidence base in this area with a little more forethought and pre-study design consideration. This belief is given credence by the fact that the authors criticise themselves in the Study limitations segment, in areas which could quite reasonably have been considered before the actual investigation took place. This study does not materially contribute to the evidence base in this area. Appendix 1 Quantitative Research Papers Critiquing Tool A Framework for Critiquing Quantitative Research Papers Include full reference of paper here: (i.e. Author/s (date) Title of article. Journal title. Volume, Number, page numbers.) Critiquing Framework Title of Paper Is the aim or purpose of the study clear? Are the main variables of interest indicated? Is the study design or research method clear from the title? Is there any reference to the population from whom the data are collected? The Abstract/Summary Does this summarise the whole study? Is information provided regarding background, literature, aim/and objectives, hypotheses (if RCT), methods, sample size, measures used etc, results and conclusions? Does it suggest that a more detailed reading of the rest of the paper would be worthwhile? Introduction/Literature Review Background/rationale Why was the topic chosen, what is the background to the study? Is there a critical review of previous literature and related theoretical concepts? Are gaps in the literature identified? Aim and objectives What problem or issue is being investigated? How clearly is this problem or issue defined or explained? Is there a clearly stated aim? Do the research objectives or research questions support this aim? Are the variables of interest clearly defined `and are relationships between these evident and clearly stated? Which are the independent and dependent variables? Are hypotheses (if RCT) stated in a way that makes them testable? Method Research design What is the study design and is it clearly explained and appropriate for the research questions? Could the design be improved? Was there a pilot study? Research questionnaires What measures are used? Are validity and reliability reported for these measures either in the paper or clearly referenced? Have the authors dealt appropriately with any unreliable questionnaires or scales? Sample Is the population appropriate for the research question? How were the sample chosen? What is the sample size? Are statistical power considerations discussed? Are inclusion and exclusion criteria described? Can the results be reasonably generalised on the basis of this sample? Ethics Are ethical considerations presented. Is it suggested that ethical approval was granted? Results/Findings/Data analysis Does the paper explain clearly how the data are analysed? Are statistical techniques clearly and adequately described? Are the statistics presented at a simple descriptive level or are inferential statistics also included? How are the results presented? Does the text adequately explain any tables or graphs? Have any tests of significance established whether differences, or associations, between groups could have happened by chance? What p values are used? Are non-significant results clearly indicated? Discussion Is the discussion an accurate account of the results? Could there be other ways of interpreting the data? Does the discussion address the research aim and objectives? Are all the research questions answered? Conclusion Are the conclusions of the study consistent with the results of the statistical analyses? Are alternative conclusions suggested? Are theoretical and practical implications of the results adequately discussed? Are the recommendations suggested feasible? Limitations What are the limitations and are these acknowledged by the authors? Overall impression (CASP 2000)

Adolf Hitler Essay example -- Nazi Hitler Biography Biographies Essays

Adolf Hitler One of the most prominent names in the history of the world is Adolf Hitler. Adolf Hitler’s impact on the twentieth century is much more than any other man. Whether this impact is considered good or not, it does not matter. Hitler’s influence on the world, although not a good one, is unquestionable. Many leaders have had inspirations of ruling the world, but few of those leaders have had the strength or power to even attempt world domination. But Hitler was one of those few, his ability to lead a group into a fight for immoral purposes, and total control over Germany led to his dominance. Hitler’s promise to Germany to bring the country back to a major power status lured the country into his rule. Germany had visions of power and greatness, and Hitler was the leader who was going to accomplish that for them. So with power in mind, Germany followed Hitler’s lead, which led to the annihilation and almost extinction of the Jews in Europe. We have all heard the horror stories of the concentration camps, and the events that were a part of World War Two. It is sad to say, but only a man who had great intelligence and leadership qualities could lead such a battle. No man before Hitler reig ned in so much power, and no man after him has even come close. Although his actions were not justified, Hitler became the most dominant man in the world. Adolf Hitler was born on April 20, 1889 in the Austrian town of Braunau. He was the fourth child of Alois Schickelgruber and Klara Hitler. Two of his siblings died from diphtheria when they were children, and one died shortly after his birth. Hitler’s father was a customs official, illegitimate by birth, which was described by his housemaid as a "very strict but comfortable" man. When Hitler was a child, his mother gave him love and affection. When Adolf was three years old, the family moved to Passau, along the Inn River on the German side of the border. A brother, Edmond, was born two years later. The family moved once more in 1895 to the farm community of Hafeld, 30 miles southwest of Linz. Another sister, Paula, was born in 1896, the sixth of the family, supplemented by a half brother and half sister from one of his fat her's two previous marriages. Following another family move, Adolf lived for six months across from a large Benedictine monastery. The monastery's coat of arms' most salient feature was ... ... to be inevitably lost and with his followers having doubts, Hitler killed himself on April 30, 1945 (Duffy 115-120). We can all agree that Hitler’s master plan was corrupt. And that it is to the world’s benefit that Hitler was not able to accomplish his master plan. But we must also notice that Hitler is a man who had a great amount of power, and came as close as anyone to dominating the world. Although his beliefs and actions are defiantly corrupt, Hitler’s effect on the world is enormous. Hitler fought for the German culture that he loved, and influenced the Germans into fighting with him. His motive for fighting was not justified, but he proved he was man who had to be dealt with. His impact on the world is arguably more than that of any other single man. Although his impact did not improve the world, Hitler can still be considered the most dominant man in the history of the world. Bibliography 1. Davidson, Eugene. The Unmaking of Adolf Hiltler. Missouri: University of Missouri Press, 1996. 2. Duffy, James. Target Hitler. Connecticut: Greenwood Publishing Group Inc., 1992. 3. Simpson, William. Hitler and Germany. New York: Cambridge University Press, 1991.. Adolf Hitler Essay example -- Nazi Hitler Biography Biographies Essays Adolf Hitler One of the most prominent names in the history of the world is Adolf Hitler. Adolf Hitler’s impact on the twentieth century is much more than any other man. Whether this impact is considered good or not, it does not matter. Hitler’s influence on the world, although not a good one, is unquestionable. Many leaders have had inspirations of ruling the world, but few of those leaders have had the strength or power to even attempt world domination. But Hitler was one of those few, his ability to lead a group into a fight for immoral purposes, and total control over Germany led to his dominance. Hitler’s promise to Germany to bring the country back to a major power status lured the country into his rule. Germany had visions of power and greatness, and Hitler was the leader who was going to accomplish that for them. So with power in mind, Germany followed Hitler’s lead, which led to the annihilation and almost extinction of the Jews in Europe. We have all heard the horror stories of the concentration camps, and the events that were a part of World War Two. It is sad to say, but only a man who had great intelligence and leadership qualities could lead such a battle. No man before Hitler reig ned in so much power, and no man after him has even come close. Although his actions were not justified, Hitler became the most dominant man in the world. Adolf Hitler was born on April 20, 1889 in the Austrian town of Braunau. He was the fourth child of Alois Schickelgruber and Klara Hitler. Two of his siblings died from diphtheria when they were children, and one died shortly after his birth. Hitler’s father was a customs official, illegitimate by birth, which was described by his housemaid as a "very strict but comfortable" man. When Hitler was a child, his mother gave him love and affection. When Adolf was three years old, the family moved to Passau, along the Inn River on the German side of the border. A brother, Edmond, was born two years later. The family moved once more in 1895 to the farm community of Hafeld, 30 miles southwest of Linz. Another sister, Paula, was born in 1896, the sixth of the family, supplemented by a half brother and half sister from one of his fat her's two previous marriages. Following another family move, Adolf lived for six months across from a large Benedictine monastery. The monastery's coat of arms' most salient feature was ... ... to be inevitably lost and with his followers having doubts, Hitler killed himself on April 30, 1945 (Duffy 115-120). We can all agree that Hitler’s master plan was corrupt. And that it is to the world’s benefit that Hitler was not able to accomplish his master plan. But we must also notice that Hitler is a man who had a great amount of power, and came as close as anyone to dominating the world. Although his beliefs and actions are defiantly corrupt, Hitler’s effect on the world is enormous. Hitler fought for the German culture that he loved, and influenced the Germans into fighting with him. His motive for fighting was not justified, but he proved he was man who had to be dealt with. His impact on the world is arguably more than that of any other single man. Although his impact did not improve the world, Hitler can still be considered the most dominant man in the history of the world. Bibliography 1. Davidson, Eugene. The Unmaking of Adolf Hiltler. Missouri: University of Missouri Press, 1996. 2. Duffy, James. Target Hitler. Connecticut: Greenwood Publishing Group Inc., 1992. 3. Simpson, William. Hitler and Germany. New York: Cambridge University Press, 1991..

Proposed Market Entry Strategy Essay

1. Executive Summary The use of air conditioning is widespread since it does not only provide appropriate room temperature for electrical equipments that make internet and telecommunication works but also provide comfortable atmosphere for cooling rooms in a houses, trade centers, office buildings and many others. The situation reveals that air conditioning equipments have vital roles in society. However, the use of air conditioning devices is associated with high costs since they consume large power of electrical current. Under such circumstances, the development of efficient cooling and purifying devices become the next stage in the air cooling and purifying development. One of air purifying and cooling products available in the market is EnerVent ®, which developed by Northridge Enterprise. The company understands that to win customers’ hearts, there are four key features that EnerVent ® should possess; they are true Fresh air delivery, low costs and low heating air conditioning in compact design, high quality of air purifiers that are not merely circulating the same air in a room, and capability to eliminate harmful gases, mold, and germs. Concerning the issue, this paper has elaborated several issues concerning the market entry strategy for EnerVent ® including target markets, market potential, competitive market analysis, marketing objectives, marketing mix strategy (product, place, promotion, and place) 2. Introduction 2.1. Development of Air Conditioning and Purifying Products Nowadays, the discussion over the benefits of the sophisticated information technology including computers and telecommunications on business and communication is an endless topic in seminars or exhibitions. However, in order to work properly, such equipments need low-temperature in order to prevent overheating so that the use of high-power air conditioning is vast in the equipment rooms. In addition to the use of air conditioning devices for cooling rooms, they also provide comfortable atmosphere for cooling rooms in a houses, trade centers, office buildings and many others. The situation reveals that air conditioning equipments have vital roles in society. This makes sense since the use of air conditioning is widespread and easily found in almost every place that provide comfortable atmosphere. According to ARI CoolNet, air conditioning has several functional benefits as following: ï‚ § Providing personal comfort ï‚ § Improving productivity in the workplace where it relates to the comfortable place the air conditioning provides ï‚ § Increasing good medical and health services ï‚ § Helping vendors to preserve fresh and frozen foods like seafood, frozen potatoes, sausage an many others ï‚ § Protecting electrical equipment from excessive heating Since the use of air conditioning, previously called as manufactured air, is vital in day-to-day activities, it becomes a significant invention in human history. However, recent air conditioning or ventilation products do not end in the development of fancy casing or cooler temperature but also in several values added features. For example, the invention of Plasma cluster technology, which is capable of killing 99-percent bacterium and viruses including Aviation flue viruses, becomes the Sharps’ competitive advantage that generate revenue for the Japanese company’s air conditioning and cooling products including refrigerators, chillers, air conditioner, air purifiers, to name a few. However, the use of air conditioning products is associated with high costs since they consume large power of electrical current. Under such circumstances, the development of efficient cooling and purifying devices become the next stage in the air cooling and purifying development. 2.2. EnerVent ® Products EnerVent ® is manufactured to fulfill the need for efficient ventilation system that has several features including compact design (small) and lightweight compared to existing whole house and individual room air conditioning system. The EnerVent ® has favorable tagline that clearly target particular customers as following: There is nothing like fresh air from open windows on a Spring day. Yet high heating and air conditioning costs keep homes sealed tight to save money. Harmful odors, gases, mold, and germs stay in. Even quality air purifiers can only clean and circulate the same air. The EnerVent ® system offers the best of both worlds, bringing in and circulating out up to 12 true air exchanges daily without a significant energy penalty† The EnerVent ® jargon suggests that there are four features that the company concerns when developing EnerVent ®; they are Fresh air delivery, low costs and low heating air conditioning in compact design, high quality of air purifiers that are not merely circulating the same air in a room, and capability to eliminate harmful gases, mold, and germs. Concerning the size, Figure 1 shows example of several air conditioning designs that appear to be ‘usual’, large, and ‘compact’ design. (a) GMG (b) Delonghi Figure 1 Several Design of Existing Air Conditioning System Source: OK CHINA INDUSTRIAL LTD, 2007 In addition to size, competition in air conditioning system evolves into the provision of fresh air that circulate the true fresh air from the outside instead circulating the same air. This feature is significantly important since people have great concerns over the raising pollution because of industrial plants discard smoke, the forest fire, bad air-refreshing systems in a house, etc. Generally, air pollution in the U.S., to be precise, and other industrial countries is because acid rain in both the U.S. and Canada in which the US becomes a country that emits a large amount of carbon dioxide as the result of fossil fuels burning; limited resources of natural fresh water, water pollution due to pesticides and fertilizers (â€Å"Air pollution from other countries drifts into USA†, 2005). Concerning the capability of eliminating odor, EnerVent ® also present attractive features since the product is capable of eliminating harmful odors, gases, mold, and germs. In the market, this feature is best represented by Sharp’s Plasma cluster product as shown in the Figure 2. (a) Sharp FU40SEK (b) Sharp FU-S40TA Figure 2 Sharp Air Purifier with Plasma cluster technology Source: Callde, 2007; Pantipmarket, 2007 3. Target Markets Since EnerVent ® has particular characteristics that present the â€Å"true† fresh air to either â€Å"whole houses† and â€Å"individual room†, therefore, the target market for EnerVent ® is as following: ï‚ § Brand of Products : – True fresh air like one from open windows on a Spring day – Eliminate harmful odors, gases, mold, and germs stay in – Low energy consumption ï‚ § Customers’ Preferences : People who concern about the need for fresh air in a room that has capability to eliminate harmful materials at low operation costs ï‚ § Ages : above 25 (this is the age where people use their rational reasons when buying a product). This is important since home electronic industry are fulfilled with advertising that trick customers ï‚ § Income Levels : above $2,500 per month (considering that the price of air Purifying is above $100, see Figure 3) Figure 3 Air Purifier Source: Bizrate, 2007 4. Market Potential and Sales Forecast The market potential for air purifiers from EnerVent ® is people who concerns about the People who concern about the need for fresh air in a room that has capability to eliminate harmful materials at low operation costs. The description suggests that EnerVent ® target both high-end customers since they are more concern about complete features regardless the price and low-end customers since they concern about low-operational costs despite high ownership costs. For high end customers, they realize that air pollution is more influencing the children than adult. All of U.S. researchers open their study about finding the polluted air impact at the children. It is believed that air pollution make the children lung become smaller. This evidence assures that air pollution own the chronic impact. In addition, this impact will be permanent at all of the children until they become adult (â€Å"Air Pollution Might Affect Lung Development in Children, Study Finds†, 2004). Bad air quality give the negative impact to the environmental quality and the financial loss because of the air pollution is not small. Because financially, air pollution will improve the cost, which must be become the responsibility of society. It can be in the form of medical expense for pain suffered, decreasing of the work productivity as an effect of air pollution, and decreasing of the prosperity life. Due to the fact that air pollution may provide unfavorable condition for an entire family; therefore, Northridge Enterprise has wide market potential to sell EnerVent ®, the true air purifier. To be specific the market potential for EnerVent ® is as following: 4.1. Middle and High Class market, Offices and Buildings There are many considerations in the minds of consumers when they are buying air conditioning product. In most parts of the world, air conditioning is the consumption of middle and high-class families, buildings and offices. For these people, cost is not the prime factor of consideration. It is quality that concerns them the most. In the light of this consideration, the Enervent will only gain small portion of the market in this segment because there are many air conditioning products which have better features and higher capacity to regulate air in larger offices. The Enervent on the other hand, can only regulate air in a limited space because it does not have the capability of producing cool air as a regular air conditioning machine. There are however, mid and high class households and small offices that prefer to use air purifier because they like the natural atmosphere of their houses and offices. These are generally smaller establishments or places which have plenty, but small to medium-sized rooms. This represents an opportunity for Enervent to enter the medium and high class households, buildings and offices. The opportunity however, is very small compare to the entire market of air conditioning equipment in the medium and high class market. 4.2. Medium and Lower Income Families Air conditioning needs are not the sole demands of medium and high-class establishments. In the modern realm where people’s desire for quality has been considerably enhanced, the need for air conditioning spreads to the low income families and offices. This represents a better opportunity for Enervent to gain larger portion of the market. This is true because for low income families and low-budget offices, the cost of having a full fledged air conditioning system can be quite overwhelming. In previous times, they generally switch to air purifier products because they are cheaper and do not consume too much electricity. However, the presence of the Enervent creates new and better alternative. These people could gain better quality than average air purifiers and pay cheaper costs than the average air conditioner products (Ward, 2007). 4.3. The market for Air Regulator Machines The rapid development of economy in various regions of the world generated massive demands for air conditioning products. In some markets, the air conditioning products are displaying a rapid increase, like the Indian market and Saudi Arabian. They are potential markets because of their geographic conditions and their economic development. On the other hand, there are also markets that displayed declining tendencies in the air conditioning market development because of the over-crowded markets, like China. In Europe, United States and most of the Asian countries displayed stable or otherwise mild development in the air conditioning market (Wind of Change, 2006). The product is, on the other hand, a revolutionary product filling a niche between the high cost air conditioning equipment and the simple air purifier machine. In a sense it has similar but different markets than those of the air conditioner products. Because of the revolutionary nature of the industry, and the contributions from low income, middle and high class markets elaborated above, I believe that the product will take over approximately 5-10% of the air conditioning market in the end of the first year. Furthermore, being the sole producer of Enervent, then the sales number of the company will be similar to that percentage. For instance, if the US air conditioning market is worth US$ 1 billion annually, then Enervent will generate a sales number of US$ 50-100 million. 5. Competitive Market Analysis The air conditioning industry is a global industry. Most of the modern countries plus several of the developing countries witnessed rapid growth of their air national air conditioning industry. In Saudi Arabia for example, demands for air conditioners is the highest in the world. Analysts have stated that the Saudi Arabian market has become a unique investment opportunities for foreign investors. Although not exactly alike, similar rate of growth can be witnessed in India and other developing countries (Saudi Aircon, 2007). Despite the rapid growth of the industry, Enervent cannot expect to gain the full benefit of the market development. The direct competitor of Enervent is air conditioning itself. Despite their significantly higher prices, they have larger capacity of regulating temperature and the condition of large rooms. Modern air conditioning is also equipped with various features that do not exist in Enervent, like self cleaning device, etc. Furthermore, air conditioning has a better and more widespread reputation that Enervent, which is a new and unpopular product. The competitive advantages of Enervent against the direct competitor are price and efficiency. The product is considerably cheaper, lighter and more far more electricity efficient than the average air conditioning machine. Indirect competitor of Enervent is the cheaper and simpler air purifier. The low cost and electricity efficient device is also quite popular as alternative of air conditioners. They generate significantly less cost than the average air conditioner, but cannot act as a temperature regulator. Many considered that the air purifier and the air conditioner market is not the same. Nevertheless, they are the same. Air purifier is an indirect competitor of both the air conditioner market and Enervent. Enervent has the advantage of temperature control with similarly low cost and efficient electricity compare to the air purifier. In addition to the analysis above, there are also other factors in the air conditioner industry that generates opportunities for Enervent to grow, they are: †¢ The emerging new styles of offices In the modern world, people are not satisfied having the same offices as other companies. In order to facilitate such a need for creative office design. The trend toward more stylish offices generates more complicated buildings with less ventilation. Pursuing efficiency, more employees are stationed in smaller rooms. These conditions generated the need for larger capacities of air conditioning. This is logical because managers have realized that poor air quality in the workplace could result in lack of productivity and worse, sickness (Cunningham, 1986). The necessity for more air conditioning system generates more demands of air conditioning machines. However, because companies are constantly searching for ways to enhance efficiency, their attention turn toward products which can deliver similar performance in air conditioning with less prices and more electricity efficient performance. This leads to opportunities for the newly designed Enervent, an air conditioning machine which are significantly cheaper and much more electricity efficient (Piercy, 1982). †¢ New Competitors The highly competitive environment is created by various factors. For one, the amount of players within the industry also plays a great role in shaping the competitive atmosphere. In the air conditioning market, Far Eastern manufacturers have improved their manufacturing capabilities by cooperating with Japanese producers. The new entrants are expected to influence the European market aggressively by means of targeting an established distributor. These new entrants have significantly lower price structures, thus allowing them to deliver cheaper prices to consumers. This leads to harder and more competitive atmosphere in the industry of both air conditioning machines and air purifier machines. In a sense, this also influences Enerven as an alternative between the two products. 6. Marketing Objectives The hardest mission of a marketer in getting the product accepted and recognized within the local environment. The Enervent is a new product with revolutionary technology. Its first year in the market should be the year of promotion and market penetration. Therefore the marketing objectives should be: †¢ Establish presence in local environment There are various factors that could influence how a product will result revenues and profits within its market. Each local environment has different preferences of how products should be. It is important for Enervent to win the hearts of local society by collaborating with local culture and traditions. The failure to achieve that will create poor and undeveloped sales performance. Thus, one of the most important and early marketing objective should be how to generate connection with local markets (Korey, 1986). †¢ Discover new channel of distributions and marketing In the first year of marketing, new products should be brought throughout the markets using various channels and means of transportations. Getting to know the local infrastructure and how will it affect the business is very much important. Thus, discovering new channel of promotion and distribution is also an important objective (Koney, 1986) †¢ Create a distinction Establishing presence and discovering new channels are usually not enough to get the product running and generate revenues and profits. The product needs features or appearance that will differentiate it from other products. This activity is called brand designing (Keegan, 1989). 7. Marketing Mix In the following chapter I will use existing information to make an assessment of how Enervent should be sold. This assessment is important because it determines the shape of the business offering toward consumers. Re-designing the business offerings has been the core purpose of performing a marketing mix analysis. In terms of Enervent, the following is suggested: 7.1. Product Positioning Strategy Enervent should be well promoted to reflect capabilities of the new and revolutionary product. As implied in previous chapters, the product should be advertised as a brilliant alternative to air conditioning and air purifier. It is the combination of both worlds which brings the best of them. The product can also be advertised as the new revolution in air conditioning. The advertising campaign would have to generate the image that Enervent is the next generation of low cost, low energy air conditioning (Keegan, 1989). As mentioned in previous chapter, the product has different opportunities in different segments of the market. Therefore, there is a need to perform different emphasize on different segments of the market. In the medium to high-class households, buildings and offices, the company should focus on promoting the product as a smart replacement of the average air conditioning system because of its air temperature management capabilities and its low cost and energy efficient nature. This would attract those customers which prefer to maintain the naturality of their environments as mentioned before. On the other hand, in the low-income households and offices, the product should be promoted as the new generation of air conditioning. The product should be promoted as the new and brilliant evolution toward environmental friendliness and quality preservation. Because the company is forecasted to generate more sales in this segment, this characteristic of product positioning (as a revolutionary new generation of air conditioning) should be the main scenario of marketing. Other processes within the product positioning activities which require attention includes: paying attention to manufacturing specifications, labeling and packaging to represent the target market we are aiming and the position of our product. The product must also be tested first before it enters the market. Analysts also suggested that the product should be matched with its surrounding environment, whether in times of sale or distribution. For instance, products that travel through the road should contain different specifications and equipments to products that travel through air (Keegan, 1989). 7.2. Pricing Strategy In marketing mix, price is considered as one of the factor that contributes to the total value of product offering. Despite the high quality of the product, if the pricing strategy does no reflect value (which means the value gained from the purchase is greater than the value of money sacrificed for the purchase), then customers would not be appealed to the product. Price has been the most important consideration in buying air conditioner machines for years. Because of the highly advanced technology and the power needed to perform the task of regulating air throughout the surrounding environment, the average air conditioners cost quite a fortune. In terms of Enervent, I propose a new set of pricing considerations which emphasis on acknowledgement of the segments in which the product will be marketed. In other words, the pricing strategy should reflect discounts, bonuses, price competitiveness, etc. Nevertheless, managers cannot ignore the importance of having a valuable product. The psycography of customers sometimes generates new understanding over the behavior of consumers. For one, consumer often mistaken quality with price. Often we find that if we charge higher, people would buy the product more. Managers in charge of the pricing strategy must have considerable sensitiveness toward the behavior of his/her customers. 7.3. Distribution strategy Distribution is also a factor in marketing and selling products. Companies must have provided their officers with sufficient funding in order to prevent lack of funding in the delivery process. Often, the assignment on distribution is in line with order processing stages. In a sense, distribution is an inseparable part of order processing and the process is not over until the products are delivered successfully to customers. In terms of exporting the Enervent, managers of the distribution process should prepare all the necessary export preparation and documentation. Often shipments failed because of the lack of diligence in preparing the required documentation (Basche, 1971). Distribution management includes managing the cost of distribution. In we are to export Enervent as a part of our central operations, than it is important for us to assign the distribution cost to the recipient instead of to our own cost structure. Forwarding freight is crucial in distribution management. Managers of distribution process must also pay attention to other supporting issues like insurance and arbitration. The lack consideration of these small factors could generate problems in later days. In distributing the Enervent, we must also consider the fact that inventory support is crucial for distribution process. Inventory management and warehousing strategies must be accounted to the nature of the product to prevent losses or diminished product quality. 7.4. Promotional activities In terms of advertising and promotion, we have discussed the need to represent Enervent in different ways for different market segments. On the other hand, if reality forces us to choose, we must choose to represent the largest demands on the market. In the Enevernet case, this means promoting the product as the new generation of air conditioning. Promotions can be performed through ‘indirect forms’, like literature, direct mail, etc. There are also a more direct form of promotion which includes exhibitions and trade shows. Often, the presence of a good sales force is also influential to promotional activities. In marketing Enervent, managerial abilities to motivate sales forces are important to promotional activities. This is important considering the product is new in the market. Another way of motivating the promotional activities is by using agents. External agents who receive commissions are generally more motivated to do their job because of the compensation strategy. Reference †Air Pollution Might Affect Lung Development in Children, Study Finds.† 2004. Retrieved May 9, 2007 from http://www.californiahealthline.org/index.cfm?Action=dspItem&itemID=105505 ARI CoolNet. â€Å"Air Conditioning: Improving the Way We Live.† Retrieved May 9, 2007 from http://www.ari.org/consumer/history/history-ac.html Basche, J.R. Jr. â€Å"Export Marketing Services and Costs†. 1971. New York: The Conference Board, p4. Cunningham, M.T. â€Å"Strategies for International Industrial Marketing†. 1986. In D.W. Turnbull and J.P. Valla (eds.) Croom Helm p 9. Delonghi.  « Delonghi Portable Air Conditioners – Delonghi Portable Air Conditioning.  » 2007. Retrieved May 7, from http://www.delonghi-portable-air-conditioners.co.uk/images/3176.jpg Korey, G. â€Å"Multilateral Perspectives in International Marketing Dynamics†. 1986. European Journal of Marketing, Vol. 20, No. 7, pp 34-42 Keegan, W.J. â€Å"Global Marketing Management.† 1989. Prentice Hall International Editions. OK CHINA INDUSTRIAL LTD. â€Å"Wholesale Air conditioner.† 2007. Retrieved May 7, 2007 from http://www.sz-wholesale.com/shenzhen_China_products/Air-conditioner_1.htm Piercy, N. â€Å"Company Internationalisation: Active and Reactive Exporting†. 1982. European Journal of Marketing, Vol. 15, No. 3, pp 26-40. Saudi Aircon 2007. 2007. Riyadh Exhibitions. Retrieved May 9, 2007 from http://www.recexpo.com/recweb/show_overview.asp?id=79 â€Å"US Market for Air Conditioning.† Worldwide Market Intelligence. Retrieved May 9, 2007 from www.bsria.co.uk/documents/pdf/misc/17200 leaflet.pdf Ward, Susan. â€Å"How to Find and Master a Niche Market.† 2007. Retrieved May 9, 2007 from http://marketing.about.com/od/careersinmarketing/l/aa060303a.htm â€Å"Wind of change in air-conditioning market.† 2006. China Economic Net. Retrieved May 9, 2007 from http://www.chinadaily.com.cn/english/doc/2005-04/27/content_437865.htm

Staff Issues And Culture Of Teachers - 1246 Words

Staff Issues and Culture The Principal recognizes teachers’ efforts and accomplishments every term and at graduation ceremonies. Teachers are rewarded with gift certificates/vouchers, fruit baskets, cards, letters, and cash. All staff members value rewards. Rewards apply equally to all categories of staff. When teachers are insubordinate and non-compliant, they are cautioned in writing. All members of staff receive equal treatment whether permanent, temporary or substituting and in spite of gender, age, religion, and sexual orientation. Equal treatment is also given regardless of position at the school: teachers, chefs, janitors, security guards and grounds man. At the NECS, persons appreciate the celebration of successes but they magnify†¦show more content†¦Teachers fail to mark papers and input grades on the EMIS in a timely fashion to provide timely feedback to parents and students. There exists no written policy of empowerment for parents, staff and students at N ECS. The climate at the NECS can best be described as an environment in which persons feel like they are walking on egg shells. Persons are not comfortable with their level of discretion to act. Champions for change do exist among the few committed teachers and the management team but they are even afraid of venturing out for fear of discrimination by colleagues although the opinion leaders are both male and female Heads of Departments. Resourcing and Culture The school’s structure and location is one of the most envied and well-designed schools on the island. It is equipped with laboratories for Physics, chemistry and Biology. There are two Information Technology labs and a multi-media room that are fully equipped with desktops and high speed Internet. The Agriculture Department has four greenhouses to manage, a poultry and a rabbit hutch. There is also a fully equipped woodwork room, Auto Mechanics room, Technical Drawing room, clothing and Textile room and Food and Nutrition lab. The school operates a self-sustained canteen. 44 members of staff are employed at the school but only eight are qualified and trained. The material resources available at the school are not put to full use.