Marketing performance assessment systems and the business context

Purpose ‐ This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different companies and business contexts. Design/methodology/approach ‐ The data used in this study (n=1,157) were collected using a web-based questionnaire, targeted to top managers in Finnish companies. Two multivariate data analysis techniques were used to address the research questions. First, dimensions of marketing performance underlying the current MPA systems were identified through factor analysis. Second, a taxonomy of different profiles of marketing performance measurement was created by clustering respondents based on the relative emphasis placed on the dimensions and characterizing them vis-á-vis contextual factors. Findings ‐ The study identifies nine broad dimensions of marketing performance that underlie the MPA systems in use and five MPA profiles typical of companies of varying sizes in varying industries, market life cycle stages, and competitive positions associated with varying levels of market orientation and business performance. The findings support the previously conceptual notion of contextuality in MPA and provide empirical evidence for the factors that affect MPA systems in practice. Originality/value ‐ The paper presents the first field study of current MPA systems focusing on combinations of metrics in use. The findings of the study provide empirical support for the contextuality of MPA and form a classification of existing contextual systems suitable for benchmarking purposes. Limited evidence for performance differences between MPA profiles is also provided.

Bringing a construction site into the lab:a context-relevant lab-based evaluation of a multimodal mobile application

Mobile technology has not yet achieved widespread acceptance in the Architectural, Engineering, and Construction (AEC) industry. This paper presents work that is part of an ongoing research project focusing on the development of multimodal mobile applications for use in the AEC industry. This paper focuses specifically on a context-relevant lab-based evaluation of two input modalities – stylus and soft-keyboard v. speech-based input – for use with a mobile data collection application for concrete test technicians. The manner in which the evaluation was conducted as well as the results obtained are discussed in detail.

Multimodal field data entry:performance and usability issues

Mobile technologies have yet to be widely adopted by the Architectural, Engineering, and Construction (AEC) industry despite being one of the major growth areas in computing in recent years. This lack of uptake in the AEC industry is likely due, in large part, to the combination of small screen size and inappropriate interaction demands of current mobile technologies. This paper discusses the scope for multimodal interaction design with a specific focus on speech-based interaction to enhance the suitability of mobile technology use within the AEC industry by broadening the field data input capabilities of such technologies. To investigate the appropriateness of using multimodal technology for field data collection in the AEC industry, we have developed a prototype Multimodal Field Data Entry (MFDE) application. This application, which allows concrete testing technicians to record quality control data in the field, has been designed to support two different modalities of data input speech-based data entry and stylus-based data entry. To compare the effectiveness or usability of, and user preference for, the different input options, we have designed a comprehensive lab-based evaluation of the application. To appropriately reflect the anticipated context of use within the study design, careful consideration had to be given to the key elements of a construction site that would potentially influence a test technician's ability to use the input techniques. These considerations and the resultant evaluation design are discussed in detail in this paper.

Understanding data collection behaviour of mental health practitioners

Failure to detect patients at risk of attempting suicide can result in tragic consequences. Identifying risks earlier and more accurately helps prevent serious incidents occurring and is the objective of the GRiST clinical decision support system (CDSS). One of the problems it faces is high variability in the type and quantity of data submitted for patients, who are assessed in multiple contexts along the care pathway. Although GRiST identifies up to 138 patient cues to collect, only about half of them are relevant for any one patient and their roles may not be for risk evaluation but more for risk management. This paper explores the data collection behaviour of clinicians using GRiST to see whether it can elucidate which variables are important for risk evaluations and when. The GRiST CDSS is based on a cognitive model of human expertise manifested by a sophisticated hierarchical knowledge structure or tree. This structure is used by the GRiST interface to provide top-down controlled access to the patient data. Our research explores relationships between the answers given to these higher-level 'branch' questions to see whether they can help direct assessors to the most important data, depending on the patient profile and assessment context. The outcome is a model for dynamic data collection driven by the knowledge hierarchy. It has potential for improving other clinical decision support systems operating in domains with high dimensional data that are only partially collected and in a variety of combinations.

Authorship profiling in a forensic context

There are several unresolved problems in forensic authorship profiling, including a lack of research focusing on the types of texts that are typically analysed in forensic linguistics (e.g. threatening letters, ransom demands) and a general disregard for the effect of register variation when testing linguistic variables for use in profiling. The aim of this dissertation is therefore to make a first step towards filling these gaps by testing whether established patterns of sociolinguistic variation appear in malicious forensic texts that are controlled for register. This dissertation begins with a literature review that highlights a series of correlations between language use and various social factors, including gender, age, level of education and social class. This dissertation then presents the primary data set used in this study, which consists of a corpus of 287 fabricated malicious texts from 3 different registers produced by 96 authors stratified across the 4 social factors listed above. Since this data set is fabricated, its validity was also tested through a comparison with another corpus consisting of 104 naturally occurring malicious texts, which showed that no important differences exist between the language of the fabricated malicious texts and the authentic malicious texts. The dissertation then reports the findings of the analysis of the corpus of fabricated malicious texts, which shows that the major patterns of sociolinguistic variation identified in previous research are valid for forensic malicious texts and that controlling register variation greatly improves the performance of profiling. In addition, it is shown that through regression analysis it is possible to use these patterns of linguistic variation to profile the demographic background of authors across the four social factors with an average accuracy of 70%. Overall, the present study therefore makes a first step towards developing a principled model of forensic authorship profiling.

ACARS:adaptive context - aware rate selection for DSRC in vehicular networks

Throughput plays a vital role for data transfer in Vehicular Networks which is useful for both safety and non-safety applications. An algorithm that adapts to mobile environment by using Context information has been proposed in this paper. Since one of the problems of existing rate adaptation algorithm is underutilization of link capacity in Vehicular environments, we have demonstrated that in wireless and mobile environments, vehicles can adapt to high mobility link condition and still perform better due to regular vehicles that will be out of communication range due to range checking and then de-congest the network thereby making the system perform better since fewer vehicles will contend for network resources. In this paper, we have design, implement and analyze ACARS, a more robust algorithm with significant increase in throughput performance and energy efficiency in the mist of high mobility of vehicles.

The challenges of developing an online tool to measure the quality of the passenger experience in a PanEuropean context

METPEX is a 3 year, FP7 project which aims to develop a PanEuropean tool to measure the quality of the passenger's experience of multimodal transport. Initial work has led to the development of a comprehensive set of variables relating to different passenger groups, forms of transport and journey stages. This paper addresses the main challenges in transforming the variables into usable, accessible computer based tools allowing for the real time collection of information, across multiple journey stages in different EU countries. Non-computer based measurement instruments will be used to gather information from those who may not have or be familiar with mobile technology. Smartphone-based measurement instruments will also be used, hosted in two applications. The mobile applications need to be easy to use, configurable and adaptable according to the context of use. They should also be inherently interesting and rewarding for the participant, whilst allowing for the collection of high quality, valid and reliable data from all journey types and stages (from planning, through to entry into and egress from different transport modes, travel on public and personal vehicles and support of active forms of transport (e.g. cycling and walking). During all phases of the data collection and processing, the privacy of the participant is highly regarded and is ensured. © 2014 Springer International Publishing.

Optical rogue waves in telecommunication data streams

Large broadening of short optical pulses due to fiber dispersion leads to a strong overlap in information data streams resulting in statistical deviations of the local power from its average. We present a theoretical analysis of rare events of high-intensity fluctuations-optical freak waves-that occur in fiber communication links using bit-overlapping transmission. Although the nature of the large fluctuations examined here is completely linear, as compared to commonly studied freak waves generated by nonlinear effects, the considered deviations inherit from rogue waves the key features of practical interest-random appearance of localized high-intensity pulses. We use the term "rogue wave" in an unusual context mostly to attract attention to both the possibility of purely linear statistical generation of huge amplitude waves and to the fact that in optics the occurrence of such pulses might be observable even with the standard Gaussian or even rarer-than-Gaussian statistics, without imposing the condition of an increased probability of extreme value events. © 2011 American Physical Society.

Making a difference:critical linguistic analysis in a legal context

One of the major problems for Critical Discourse Analysts is how to move on from their insightful critical analyses to successfully 'acting on the world in order to transform it'. This paper discusses, with detailed exemplification, some of the areas where linguists have moved beyond description to acting on and changing the world. Examples from three murder trials show how essential it is, in order to protect the rights of witnesses and defendants, to have audio records of significant interviews with police officers. The article moves on to discuss the potentially serious consequences of the many communicative problems inherent in legal/lay interaction and illustrates a few of the linguist-led improvements to important texts. Finally, the article turns to the problems of using linguistic data to try to determine the geographical origin of asylum seekers. The intention of the article is to act as a call to arms to linguists; it concludes with the observation that 'innumerable mountains remain for those with a critical linguistic perspective who would like to try to move one'. © 2011 John Benjamins Publishing Company.

On stopwords, filtering and data sparsity for sentiment analysis of Twitter

Sentiment classification over Twitter is usually affected by the noisy nature (abbreviations, irregular forms) of tweets data. A popular procedure to reduce the noise of textual data is to remove stopwords by using pre-compiled stopword lists or more sophisticated methods for dynamic stopword identification. However, the effectiveness of removing stopwords in the context of Twitter sentiment classification has been debated in the last few years. In this paper we investigate whether removing stopwords helps or hampers the effectiveness of Twitter sentiment classification methods. To this end, we apply six different stopword identification methods to Twitter data from six different datasets and observe how removing stopwords affects two well-known supervised sentiment classification methods. We assess the impact of removing stopwords by observing fluctuations on the level of data sparsity, the size of the classifier's feature space and its classification performance. Our results show that using pre-compiled lists of stopwords negatively impacts the performance of Twitter sentiment classification approaches. On the other hand, the dynamic generation of stopword lists, by removing those infrequent terms appearing only once in the corpus, appears to be the optimal method to maintaining a high classification performance while reducing the data sparsity and substantially shrinking the feature space