Neuromarketing : una forma de romper los paradigmas del marketing convencional

Actualmente las empresas se enfrentan a un entorno cambiante donde la competencia es cada vez mayor y el gran desafío es lograr la fidelización de los clientes, debido a esto, es necesario buscar métodos que permitan conocer más a fondo sus necesidades, gustos y percepciones. Este trabajo de investigación le permitirá al lector conocer acerca del surgimiento, desarrollo y aplicación del Neuromarketing, como respuesta a las necesidades competitivas de las empresas en un mercado globalizado. En este mismo sentido, el lector podrá comprender: los factores determinantes al momento de comprar, las técnicas que emplea el Neuromarketing para conocer y entender a los clientes, así como los experimentos y los casos reales en los cuales se han utilizado estas técnicas para fidelizar a los compradores con un determinado producto o marca.

Prevalencia de factores de riesgo cardiovascular en niños de 3 a 17 años

Introducción: Los factores de riesgo de la enfermedad cardiovascular (FRECV) pueden estar presentes desde la infancia y predicen la enfermedad cardiovascular del adulto. Objetivo: Evaluar la prevalencia de FRECV en niños de 3 a 17 años hijos de Enfermeras de la Fundación CardioInfantil - Instituto de cardiología (FCI). Métodos: Estudio de corte transversal analítico. Resultados: 118 niños, edad promedio 7,4 años, desviación estándar 3,86, la mayoría eutróficos 72,0%. Presentaron FRECV como malos hábitos alimenticios 89,0%, sedentarismo 78,8%, exposición a tabaco 19,5%, historia familiar de riesgo cardiovascular 16,1%, sobrepeso 15,3% y obesidad 12,7%. No se encontraron diferencias entre factores de riesgo entre niños y niñas.El sedentarismo en niños con sobrepeso u obesidad fue del 90,9% y en niños eutróficos del 36,5%. Los malos hábitos alimentarios en niños con sobrepeso u obesidad fueron 84,8% y en niños eutróficos 42,4%. Los adolescentes presentaron una mayor exposición a tabaco en comparación con los preescolares y escolares, al igual que una mayor proporción de malos hábitos alimenticios en comparación con ambos grupos. De la totalidad de la población de estudio, el 97,5% presentó al menos un FRECV, y el 42,4% 3 o más FRECV. La presencia de ≥3 FRECV fue mayor en obesos al compararlos con los niños en sobrepeso y eutróficos. Conclusiones: Los resultados del estudio indican que los niños de 3 a 17 años evaluados presentan una alta carga de FRECV, en especial en aquellos con sobrepeso y obesidad.

Can you tell if they're learning?

The proliferation of Web-based learning objects makes finding and evaluating online resources problematic. While established Learning Analytics methods use Web interaction to evaluate learner engagement, there is uncertainty regarding the appropriateness of these measures. In this paper we propose a method for evaluating pedagogical activity in Web-based comments using a pedagogical framework, and present a preliminary study that assigns a Pedagogical Value (PV) to comments. This has value as it categorises discussion in terms of pedagogical activity rather than Web interaction. Results show that PV is distinct from typical interactional measures; there are negative or insignificant correlations with established Learning Analytics methods, but strong correlations with relevant linguistic indicators of learning, suggesting that the use of pedagogical frameworks may produce more accurate indicators than interaction analysis, and that linguistic rather than interaction analysis has the potential to automatically identify learning behaviour.

Option pricing in market models driven by telegraph processes with jumps

Esta tesis está dividida en dos partes: en la primera parte se presentan y estudian los procesos telegráficos, los procesos de Poisson con compensador telegráfico y los procesos telegráficos con saltos. El estudio presentado en esta primera parte incluye el cálculo de las distribuciones de cada proceso, las medias y varianzas, así como las funciones generadoras de momentos entre otras propiedades. Utilizando estas propiedades en la segunda parte se estudian los modelos de valoración de opciones basados en procesos telegráficos con saltos. En esta parte se da una descripción de cómo calcular las medidas neutrales al riesgo, se encuentra la condición de no arbitraje en este tipo de modelos y por último se calcula el precio de las opciones Europeas de compra y venta.

Caracterización de los hábitos alimentarios en población pediátrica de cuatro instituciones escolares

Introducción: La obesidad infantil ha venido en aumento en los últimos años y Colombia no es ajena a esta problemática. Uno de los lugares para intervención son los planteles educativos, en los cuales los escolares son quienes escogen sus alimentos. En el presente estudio se pretendió caracterizar los hábitos alimentarios de una población pediátrica en cuatro instituciones educativas, con el fin de conocer las prioridades infantiles en cuanto a la escogencia de los alimentos, y por ende generar recomendaciones. Metodología: Se realizó un estudio descriptivo multicéntrico que presenta los resultados de encuestas dirigidas a escolares entre 8 y 18 años, usuarios de tiendas escolares. Se realizó un análisis descriptivo de acuerdo a las preferencias de alimentación por institución, por género y por edad entre otros. Resultados: Se incluyeron un total de 512 escolares. La distribución por género y edad fue similar en las cuatro instituciones educativas. Entre los alimentos de preferencia predominaron los alimentos empaquetados, pizza, helados y en menor proporción las frutas. En cuanto a las bebidas predominó la gaseosa y té en botella. Entre las razones para escoger los alimentos predominó “el sabor” seguido de la “facilidad y rapidez” para su consumo; y la principal razón para no escoger los alimentos fue el precio. Discusión: Es necesario hacer intervención desde una temprana edad para generar hábitos de alimentación saludable y equilibrada, al igual que se debería tener un programa de detección de hábitos alimentarios inadecuados en las instituciones escolares para así poder combatirlos.

La netnograf??a : un m??todo de investigaci??n en Internet

Resumen basado en el de la publicaci??n

Programa de prevenção das transgressionalidades juvenis "(Re)Ligar"

As tecnologias de informação e comunicação são um ponto central na vida social dos adolescentes, que são em maior número relativamente aos adultos. A enorme popularidade no uso das comunicações online, acrescem as incertezas sobre se estes são conhecedores dos seus perigos, riscos e oportunidades. O presente programa de prevenção primária das transgressionalidades juvenis (Re)Ligar, tem como objectivo reforçar as competências sociais dos jovens, dotando-os de estratégias adequadas e eficazes, que possam vir a estar em situações de risco ou de emergente vitimização, de forma a fomentar uma melhoria da sua condição de cidadão e também na prevenção de comportamentos de risco e fazer face às condutas transgressivas dos adolescentes. Este programa pretende ainda contribuir paralelamente para a promoção do desenvolvimento de capacidades pessoais, cognitivas, sociais, emocionais e morais dos adolescentes que permitam a ponderação e a decisão, a escolha e a crítica no uso das tecnologias de informação e comunicação.

Mobile Internet : perspectives from the Stakeholders

Mobile internet represents a major new trend in communication technologies use and consumption, but few evidence exists that confirms claims of novelty and social change in association with this technology use. This paper characterizes the use of mobile internet in a southern European country and associated patterns of use, focusing both on users’ profiles, forms of access, motivations to use and most popular activities undertaken via this technology, from a diffusion of innovations and social adoption of technologies perspectives, and tries to compare mobile it with fixed access to the internet in order to validate possible transformations that point to new social configurations. We seek to understand the way stakeholders perceive and characterize the European context of mobile internet. The depicted study involved a qualitative stage consisting of a set of interviews with mobile communications industry representatives and market research community in the country. These interviews were analysed in Nvivo, leading to the following eleven main categories that are explored throughout the paper: smartphones in Europe, mobile internet in Europe, users profiles, obstacles to the spread, forms of access, forms of use, motivations to use mobile internet, limitations of smartphones, apps, digital divide VS digital union and predictions for the future, as well as several subcategories forming a tree categorization. According to the data collected, mobile phones’ sales are decreasing in Europe and worldwide but on the other hand smartphones are having an exponential growth which leads to the democratization of internet access via mobile devices. As a consequence of this, it is believed that mobile internet access will soon exceed the fixed one. Mobile internet users are multiplatform, they exploit all the possibilities of mobility and they are spending less time on computers. The main obstacles to the spread of mobile internet are the high prices of price plans and there is still a lack of information and knowledge regarding the service. Mobile internet users are developing new online surfing behaviours based on apps and less in browsers and social networks represent a very high share of internet traffic through mobile phones. With mobility, “dead time” is turning into useful time and users are more likely to be available to try new services and analyze products. Innovative services concerning geolocation, consumerism, share and relationships are growing and it is necessary to highlight that mobile internet allows calling and texting, which can turn telecommunications companies into the role of Dump Pipes. This exploratory design raises questions in relation with mobile internet access and its social consequences, and provides interesting indicative research results relevant for future research in this area.

Estudo do impacto do tamanho máximo da carga da trama Ethernet no perfil do Tráfego IPV6 na Internet

A transição entre a versão 4 para a versão 6 do Internet Protocol (IP) vem ocorrendo na comunidade da Internet. No entanto, a estrutura interna dos protocolos IPv4 e IPv6, em detalhe no tamanho dos seus cabeçalhos, pode provocar alterações no perfil tráfego da rede. Este trabalho estuda as mudanças nas características de tráfego de rede, avaliando o que mudaria se o tráfego gerado fosse apenas IPv6 em vez de IPv4. Este artigo estende-se uma pesquisa anterior, abordando novas questões, mas usando os registos de dados reais disponíveis publicamente. É adotada uma metodologia de engenharia reversa nos pacotes IPv4 capturados, permitindo assim inferir qual a carga original no computador tributário e em seguida reencapsular essa carga em novos pacotes usando restrições de encapsulamento IPv6. Conclui-se que, na transição de IPv4 para IPv6, haverá um aumento no número de pacotes transmitidos na Internet.

Active networks: an evolution of the internet

Active Networks can be seen as an evolution of the classical model of packet-switched networks. The traditional and ”passive” network model is based on a static definition of the network node behaviour. Active Networks propose an “active” model where the intermediate nodes (switches and routers) can load and execute user code contained in the data units (packets). Active Networks are a programmable network model, where bandwidth and computation are both considered shared network resources. This approach opens up new interesting research fields. This paper gives a short introduction of Active Networks, discusses the advantages they introduce and presents the research advances in this field.

How contractors price risk in bids: theory and practice

Formal and analytical models that contractors can use to assess and price project risk at the tender stage have proliferated in recent years. However, they are rarely used in practice. Introducing more models would, therefore, not necessarily help. A better understanding is needed of how contractors arrive at a bid price in practice, and how, and in what circumstances, risk apportionment actually influences pricing levels. More than 60 proposed risk models for contractors that are published in journals were examined and classified. Then exploratory interviews with five UK contractors and documentary analyses on how contractors price work generally and risk specifically were carried out to help in comparing the propositions from the literature to what contractors actually do. No comprehensive literature on the real bidding processes used in practice was found, and there is no evidence that pricing is systematic. Hence, systematic risk and pricing models for contractors may have no justifiable basis. Contractors process their bids through certain tendering gateways. They acknowledge the risk that they should price. However, the final settlement depends on a set of complex, micro-economic factors. Hence, risk accountability may be smaller than its true cost to the contractor. Risk apportionment occurs at three stages of the whole bid-pricing process. However, analytical approaches tend not to incorporate this, although they could.

The price of risk in construction projects: contingency approximation model (CAM)

Little attention has been focussed on a precise definition and evaluation mechanism for project management risk specifically related to contractors. When bidding, contractors traditionally price risks using unsystematic approaches. The high business failure rate our industry records may indicate that the current unsystematic mechanisms contractors use for building up contingencies may be inadequate. The reluctance of some contractors to include a price for risk in their tenders when bidding for work competitively may also not be a useful approach. Here, instead, we first define the meaning of contractor contingency, and then we develop a facile quantitative technique that contractors can use to estimate a price for project risk. This model will help contractors analyse their exposure to project risks; and help them express the risk in monetary terms for management action. When bidding for work, they can decide how to allocate contingencies strategically in a way that balances risk and reward.

Analytic approximations for multi-asset option pricing

We derive general analytic approximations for pricing European basket and rainbow options on N assets. The key idea is to express the option’s price as a sum of prices of various compound exchange options, each with different pairs of subordinate multi- or single-asset options. The underlying asset prices are assumed to follow lognormal processes, although our results can be extended to certain other price processes for the underlying. For some multi-asset options a strong condition holds, whereby each compound exchange option is equivalent to a standard single-asset option under a modified measure, and in such cases an almost exact analytic price exists. More generally, approximate analytic prices for multi-asset options are derived using a weak lognormality condition, where the approximation stems from making constant volatility assumptions on the price processes that drive the prices of the subordinate basket options. The analytic formulae for multi-asset option prices, and their Greeks, are defined in a recursive framework. For instance, the option delta is defined in terms of the delta relative to subordinate multi-asset options, and the deltas of these subordinate options with respect to the underlying assets. Simulations test the accuracy of our approximations, given some assumed values for the asset volatilities and correlations. Finally, a calibration algorithm is proposed and illustrated.

Price discovery of credit spreads in tranquil and crisis periods

In this paper we investigate the price discovery process in single-name credit spreads obtained from bond, credit default swap (CDS), equity and equity option prices. We analyse short term price discovery by modelling daily changes in credit spreads in the four markets with a vector autoregressive model (VAR). We also look at price discovery in the long run with a vector error correction model (VECM). We find that in the short term the option market clearly leads the other markets in the sub-prime crisis (2007-2009). During the less severe sovereign debt crisis (2009-2012) and the pre-crisis period, options are still important but CDSs become more prominent. In the long run, deviations from the equilibrium relationship with the option market still lead to adjustments in the credit spreads observed or implied from other markets. However, options no longer dominate price discovery in any of the periods considered. Our findings have implications for traders, credit risk managers and financial regulators.

Pro-competitive price beating guarantees: experimental evidence

We report experimental results on duopoly pricing with and without price beating guarantees (PBG). In two control treatments, price beating is either imposed as an industry-wide rule or offered as a business strategy. Our major finding is that when price beating guarantees are imposed as a rule or offered as an option, effective prices are equal to or lower than those in a baseline treatment in which price beating is forbidden. Also, when price beating is treated as a business strategy, less than 50% of subjects adopted the guarantee, suggesting that, subjects realize the pro-competitive effects of the guarantee.