L'introduzione dell'e-commerce nel settore fieristico: piano di email marketing e studio di usabilità

L’obiettivo di questa relazione è presentare i risultati raggiunti dalle attività di marketing svolte al fine di promuovere e valutare la piattaforma e-commerce di BF Servizi, azienda che opera come intermediario nella fornitura di servizi all’interno del contesto fieristico di Bologna Fiere. A fine del 2009 BF Servizi ha commissionato a Gecod lo sviluppo di un sistema informativo per le gestione integrata di tutti i processi rilevanti per il business aziendale. A ottobre 2010 viene completato e presentato uno dei moduli previsti dall’intero progetto: la piattaforma e-commerce. Questa si differenzia dagli altri sistemi di commercio online in quanto è stata progettata specificatamente allo scopo di permettere la prenotazione di servizi da parte delle aziende che partecipano alle manifestazioni svolte presso i padiglioni di Bologna Fiere. Le sue particolarità sono quindi sia l’utenza, che configura la creazione di relazioni B2B, sia la tipologia di articoli offerti, non prodotti ma servizi, sia l’ambiente, le fiere svolte a Bologna. A seguito di questo rinnovamento BF Servizi ha ritenuto opportuno adeguare al nuovo contesto anche le proprie tecniche di marketing introducendo, come strumento da usare per la loro attuazione, il web. All’interno dell’organico dell’azienda però non era presente una figura che avesse le competenze per poter integrare, ai normali canali usati per le iniziative di marketing, le opportunità offerte da Internet e che quindi potesse utilizzarle per raggiungere gli obiettivi prefissati per tali attività e cioè la promozione della piattaforma e-commerce e la misurazione del suo gradimento da parte dell’utenza. Le mie conoscenze maturate in ambito universitario hanno apportato quel contributo necessario alla loro realizzazione. La prima decisione è stata la scelta di quale tra le tecniche di web marketing fosse la migliore per le promozione della piattaforma e-commerce di BF Servizi. La disponibilità di un voluminoso numero di indirizzi email dei loro clienti e prospect ed una generale bassa alfabetizzazione informatica degli stessi ha portato a individuare quale soluzione più adeguata la tecnica dell’email marketing. La comunicazione ai clienti per mezzo email era già prevista ma senza che vi fosse ne una pianificazione ne un'analisi dei risultati. Era quindi necessario formalizzare un vero e proprio piano di marketing e successivamente migliorarne le performance. L’assenza di strumenti adeguati alla sua realizzazione ha richiesto che prima venisse svolto un benchmark del settore basato sul confronto di funzionalità, costi e facilità d'uso. Il servizio ESP di Mailchimp è risultato il vincitore in quanto assicurava una maggiore tutela della privacy, una migliore gestione dello spam e strumenti più efficaci per la creazione e l'analisi delle campagne email. Per la valutazione del gradimento della piattaforma e-commerce da parte degli utenti è stato deciso di progettare un’apposita indagine sottoforma di Usability Test e Online Survey. Per il primo è stato necessario l’utilizzo di un apposito servizio per la condivisione dello schermo in quanto in era impossibile far ritrovare il test e l’osservatore nel medesimo luogo. Per l’Online Survey, grazie ad un piccolo Benchmark, è stato deciso di utilizzare SurveyGizmo. All’interno dell’organico dell’azienda non è presente una figura di importanza strategia quale il Web Marketing Manager che abbia la responsabilità di coordinare tutte le attività legate alla vendita o al lancio di un prodotto o di un servizio. L’attività di marketing viene svolta da una figura interna all’azienda (il Responsabile Marketing) che si avvale della collaborazione sia di Gecod, per quanto riguarda l'area informatica, sia di BitBang per quanto riguarda alcune attività di web marketing. La realizzazione delle due attività ha fortemente risentito di questa frammentazione dei compiti, è stato infatti opportuno adeguare le pianificazione alle esigenze di Gecod. Nonostante questo i dati conseguiti dall'attività di email marketing sono stati utili a capire l'efficacia e l'efficienza di questa tecnica nel contesto di BF Servizi. Anche le informazioni raccolte durante l'indagine sono state sufficienti per poter dare un valore all'usabilità della piattaforma e-commerce. La pianificazione iniziale di un piano di email marketing richiede che vengano svolte varie verifiche per valutare la qualità ed inoltre richiede periodo medio-lungo per poter essere reso ottimale. Era quindi già chiaro sin dall'inizio come uno degli obiettivi fosse quello di progettare una buona base su cui apportare successive modifiche. Le prime campagne realizzate sarebbero state utili a ricavare le informazioni necessarie per correggere il piano di marketing. La tipologia di relazione che si instaura tra BF Servizi e i suoi clienti è particolare, la gran parte di essi infatti non vi mantiene un rapporto continuativo durante l’anno ma lo esaurisce in un unico momento poco prima del manifestarsi dell’evento fieristico. L'attenzione dei clienti verso le comunicazioni di BF Servizi è elevata solo in questo periodo e la pianificazione delle campagne ha dovuto tener conto di questo aspetto. Sono state realizzate le campagne solo per gli espositori che partecipavano agli eventi fieristici di Marca 2011, Artefiera 2011 e Fishing Show 2011, cioè le manifestazioni che si sono svolte durante il mio periodo di lavoro in azienda. Le performance delle campagne sono state buone e i dati raccolti hanno permesso di identificare quali siano gli aspetti da migliorare per poter renderle ancora migliori.

Farm tourism: a cross-country empirical study in Germany and Italy

PROBLEM In the last few years farm tourism or agritourism as it is also referred to has enjoyed increasing success because of its generally acknowledged role as a promoter of economic and social development of rural areas. As a consequence, a plethora of studies have been dedicated to this tourist sector, focusing on a variety of issues. Nevertheless, despite the difficulties of many farmers to orient their business towards potential customers, the contribution of the marketing literature has been moderate. PURPOSE This dissertation builds upon studies which advocate the necessity of farm tourism to innovate itself according to the increasingly demanding needs of customers. Henceforth, the purpose of this dissertation is to critically evaluate the level of professionalism reached in the farm tourism market within a marketing approach. METHODOLOGY This dissertation is a cross-country perspective incorporating the marketing of farm tourism studied in Germany and Italy. Hence, the marketing channels of this tourist sector are examined both from the supply and the demand side by means of five exploratory studies. The data collection has been conducted in the timeframe of 2006 to 2009 in manifold ways (online survey, catalogues of industry associations, face-to-face interviews, etc.) according to the purpose of the research of each study project. The data have been analyzed using multivariate statistical analysis. FINDINGS A comprehensive literature review provides the state of the art of the main differences and similarities of farm tourism in the two countries of study. The main findings contained in the empirical chapters provide insights on many aspects of agritourism including how the expectations of farm operators and customers differ, which development scenarios of farm tourism are more likely to meet individuals’ needs, how new technologies can impact the demand for farm tourism, etc. ORIGINALITY/VALUE The value of this study is in the investigation of the process by which farmers’ participation in the development of this sector intersects with consumer consumption patterns. Focusing on this process should allow farm operators and others including related businesses to more efficiently allocate resources.

La competenza comunicativa in giapponese: indagine empirica sulle difficoltà frequenti degli apprendenti italofoni in interazioni orali

Smooth intercultural communication requires very complex tasks, especially when participants are very different in their cultural and linguistic backgrounds: this is the case of native Italian and Japanese speakers. A further difficulty in such a context can be found in the usage of a foreign language not mastered perfectly by speakers, which is the case for Italian intermediate learners of Japanese. The aim of this study is therefore to identify the linguistic difficulties common among Italian learners of Japanese as a foreign language and to further examine the consequences of incorrect pragma-linguistic deliveries in actual conversations. To this end, a series of linguistic aspects selected on the basis of the author's experience have been taken into consideration. Some aspects are expected to be difficult to master because of linguistic differences between Italian and Japanese, while some may be difficult due to their connection to the specific Japanese cultural context. The present study consists of six parts. The Introduction presents the state of the art on the research topic and defines the purpose of this research. Chapter 1 outlines the linguistic aspects of the Japanese language investigated in the study, specifically focusing on the following topics: writing system, phonology, loan words, numbers, ellipsis, levels of speech and honorifics. Chapter 2 presents an overview of the environment of teaching Japanese as a foreign language in the university setting in Italy. In Chapter 3 the first phase of the research is described, i.e. an online survey aimed at identifying the most problematic linguistic aspects. Chapter 4 presents the second phase of this study: a series of oral interactions between Japanese and Italian native speakers, conversing exclusively in Japanese, focusing on the management of misunderstandings with the use of actual linguistic data. The Conclusion outlines the results and possible future developments.

Webinar Training: an acceptable, feasible and effective approach for multi-site medical record abstraction: the BOWII experience

Background Abstractor training is a key element in creating valid and reliable data collection procedures. The choice between in-person vs. remote or simultaneous vs. sequential abstractor training has considerable consequences for time and resource utilization. We conducted a web-based (webinar) abstractor training session to standardize training across six individual Cancer Research Network (CRN) sites for a study of breast cancer treatment effects in older women (BOWII). The goals of this manuscript are to describe the training session, its participants and participants' evaluation of webinar technology for abstraction training. Findings A webinar was held for all six sites with the primary purpose of simultaneously training staff and ensuring consistent abstraction across sites. The training session involved sequential review of over 600 data elements outlined in the coding manual in conjunction with the display of data entry fields in the study's electronic data collection system. Post-training evaluation was conducted via Survey Monkey©. Inter-rater reliability measures for abstractors within each site were conducted three months after the commencement of data collection. Ten of the 16 people who participated in the training completed the online survey. Almost all (90%) of the 10 trainees had previous medical record abstraction experience and nearly two-thirds reported over 10 years of experience. Half of the respondents had previously participated in a webinar, among which three had participated in a webinar for training purposes. All rated the knowledge and information delivered through the webinar as useful and reported it adequately prepared them for data collection. Moreover, all participants would recommend this platform for multi-site abstraction training. Consistent with participant-reported training effectiveness, results of data collection inter-rater agreement within sites ranged from 89 to 98%, with a weighted average of 95% agreement across sites. Conclusions Conducting training via web-based technology was an acceptable and effective approach to standardizing medical record review across multiple sites for this group of experienced abstractors. Given the substantial time and cost savings achieved with the webinar, coupled with participants' positive evaluation of the training session, researchers should consider this instructional method as part of training efforts to ensure high quality data collection in multi-site studies.

Do College Women Facilitate the Sexual Assault of Their Same-Gender Peers?

National studies indicate that approximately 25 percent of women have been sexually assaulted by the time they finish college. Although male peers are often the perpetrators, women also engage in behaviors with their female peers that may increase the risk of sexualassault. In the present study, we sought to determine how often college women engaged in these behaviors (i.e. “female facilitation”). Participants were 373 female students (sophomorethrough senior; Greek and independent) who completed an online survey containing measures of sexual assault, alcohol consumption, and female facilitation. The female facilitation measure indexed both “facilitator” behaviors (those directed toward others thatlikely increase the risk of sexual assault victimization) and “facilitatee” behaviors (those that may increase risk of sexual assault victimization), and the two sets of items werecounterbalanced across participants. Descriptive statistics showed an overall prevalence rate for any type of sexual assault was 44.2%. Scores on the facilitator and facilitatee versions ofthe female facilitation measure were highly correlated. Facilitation was highly correlated with alcohol consumption, and being a faciltatee was moderately correlated with sexual assault. Results were consistent with some of our expectations regarding the relationships among facilitation, alcohol consumption, sexual assault, and demographic variables. Limitations of the methods and the implications of the findings for understanding campussexual assault will be discussed.

Sexual mixing and HIV risk among ethnic minority MSM in Britain

We conducted a cross-sectional online survey of men who have sex with men (MSM) living in Britain in 2007-2008 to examine sexual mixing among ethnic minority MSM. The sample comprised 115 black, 112 South Asian, 47 Chinese and 4,434 white MSM who reported unprotected anal intercourse (UAI) in the previous 3 months. In each ethnic minority group, MSM were three times more likely to report UAI with a partner of the same ethnicity than would be expected by chance alone (χ(2) > 8.43, p < 0.05). Nonetheless, most (>80 %) ethnic minority MSM reported UAI with men from an ethnic group other than their own. In multivariable analysis there was statistical evidence that, compared with white British MSM, self-reported HIV seropositivity remained low for South Asian and Chinese MSM after adjusting for UAI with partners of the same ethnicity (e.g. South Asian MSM, adjusted odds ratio 0.35, 95 % CI 0.19-0.66). This analysis suggests that differences in self-reported HIV seropositivity between ethnic minority and white MSM in Britain cannot be explained by sexual mixing with partners from the same ethnic group.

Attitudes and Social Factors as Predictors of Male Perpetration of Sexual Assault

Previous research has demonstrated a significant association between sexual assault perpetration and hooking up, male peer support for woman abuse, alcohol consumption, and rape myth acceptance (Burt, 1980; Flack, Daubman, Caron, Asadorian, D’Aureli, Gigliotti & Stine, 2007; Schwartz & DeKeseredy, 1997). In the present study, we tested these relationships on the collegiate level by asking male students to indicate levels of male peer support for woman abuse (MPS), acceptance of rape myths (RMA), alcohol consumption, and history of hooking up and sexual assault perpetration during their undergraduate experience. Participants in this study were 200 male Bucknell students (sophomores - seniors) who completed an online survey concerning these issues. The overall prevalence rate for some type of sexual assault perpetration was 10.5%. Specific prevalence rates for non-invasive contact, completed rape, and attempted rape were 5.5%, 2.0%, and 5.0%, respectively. Sexual assault perpetration was positively correlated with MPS and alcohol consumption but not with RMA. Sexual assault was perpetrated most frequently during acquaintance hook ups. These findings demonstrate direct, significant relationships between sexual assault perpetration, alcohol abuse, different types of hooking up, and rape-supportive attitudes, and an association between perpetration and MPS that requires further elaboration.

Hooking Up, Alcohol Consumption, and Sexual Assault: Differentially Risky Behaviors

Previous research has demonstrated a significant association between sexual assault and alcohol consumption and between unwanted sexual experiences and hooking up (Flack, Daubman, et. al., 2007). In the present study, we tested these relationships more directly by asking sexual assault victims to indicate the primary reason(s) that their assault took place and the type of hook-up, if any, in which they occurred. Participants were 373 female undergraduate students who completed an online survey that included measures of sexual assault, alcohol intoxication, and hooking up. The overall prevalence rate for any type of sexual assault was 44.24% (Koss et al., 2007). Specific prevalence rates for noninvasive contact, rape, and attempted rape were 39.68%, 22.25%, and 22.52%, respectively. Within all types of sexual assault, the most prevalent type of hook-up was with acquaintances, and the most common reason given across all seven types of assault was incapacitation due to intoxication. These findings replicate previous research on assault and alcohol consumption, and demonstrate for the first time direct relationshipsbetween assault victimization and hooking up. The results underscore the need to investigate further the construct of hooking up, especially as a context for sexual assault.

Teaching and aligning upper level mathematics classes to Michigan high school content expectations in an alternative education setting : approaches and issues

After teaching regular education secondary mathematics for seven years, I accepted a position in an alternative education high school. Over the next four years, the State of Michigan adopted new graduation requirements phasing in a mandate for all students to complete Geometry and Algebra 2 courses. Since many of my students were already struggling in Algebra 1, getting them through Geometry and Algebra 2 seemed like a daunting task. To better instruct my students, I wanted to know how other teachers in similar situations were addressing the new High School Content Expectations (HSCEs) in upper level mathematics. This study examines how thoroughly alternative education teachers in Michigan are addressing the HSCEs in their courses, what approaches they have found most effective, and what issues are preventing teachers and schools from successfully implementing the HSCEs. Twenty-six alternative high school educators completed an online survey that included a variety of questions regarding school characteristics, curriculum alignment, implementation approaches and issues. Follow-up phone interviews were conducted with four of these participants. The survey responses were used to categorize schools as successful, unsuccessful, and neutral schools in terms of meeting the HSCEs. Responses from schools in each category were compared to identify common approaches and issues among them and to identify significant differences between school groups. Data analysis showed that successful schools taught more of the HSCEs through a variety of instructional approaches, with an emphasis on varying the ways students learned the material. Individualized instruction was frequently mentioned by successful schools and was strikingly absent from unsuccessful school responses. The main obstacle to successful implementation of the HSCEs identified in the study was gaps in student knowledge. This caused pace of instruction to also be a significant issue. School representatives were fairly united against the belief that the Algebra 2 graduation requirement was appropriate for all alternative education students. Possible implications of these findings are discussed.

Why Death Matters: Understanding Gameworld Experience

This article presents a study of the staging and implementation of death and the death penalty in a number of popular MMOGs and relates it to players general experience of gameworlds. Game mechanics, writings and stories by designers and players, and the results of an online survey are analysed and discussed. The study shows that the death penalty is implemented much in the same way across worlds; that death can be both trivial and non-trivial, part of the grind of everyday life, or essential in the creation of heroes, depending on context. In whatever function death may serves, it is argued that death plays an important part in the shaping and emergence of the social culture of a world, and in the individual players experience of life within it.

Onlinestudie: Wissenschaftliches Arbeiten im Web 2.0

Das Web 2.0 eröffnet Wissenschaftlerinnen und Wissenschaftlern neue Möglichkeiten mit Wissen und Informationen umzugehen: Das Recherchieren von Informationen und Quellen, der Austausch von Wissen mit anderen, das Verwalten von Ressourcen und das Erstellen von eigenen Inhalten im Web ist einfach und kostengünstig möglich. Dieser Artikel thematisiert die Bedeutung des Web 2.0 für den Umgang mit Wissen und Informationen und zeigt auf, wie durch die Kooperation vieler Einzelner das Schaffen von neuem Wissen und von Innovationen möglich wird. Diskutiert werden der Einfluss des Web 2.0 auf die Wissenschaft und mögliche Vor- und Nachteile der Nutzung. Außerdem wird ein kurzer Überblick über Studien gegeben, die die Nutzung des Web 2.0 in der Gesamtbevölkerung untersuchen. Im empirischen Teil des Artikels werden Methode und Ergebnisse der Befragungsstudie „Wissenschaftliches Arbeiten im Web 2.0“ vorgestellt. Befragt wurden Nachwuchswissenschaftlerinnen und Nachwuchswissenschaftler in Deutschland zur Nutzung des Web 2.0 für die eigene wissenschaftliche Arbeit. Dabei zeigt sich, dass insbesondere die Wikipedia von einem Großteil der Befragten intensiv bis sehr intensiv für den Einstieg in die Recherche verwendet wird. Die aktive Nutzung des Web 2.0, z.B. durch das Schreiben eines eigenen Blogs oder dem Mitarbeiten bei der Online-Enzyklopädie Wikipedia ist bis jetzt noch gering. Viele Dienste sind unbekannt oder werden eher skeptisch beurteilt, der lokale Desktopcomputer wurde noch nicht vom Web als zentraler Speicherort abgelöst.

Circumcision and HIV infection among men who have sex with men in Britain: the insertive sexual role

The objective was to examine the association between circumcision status and self-reported HIV infection among men who have sex with men (MSM) in Britain who predominantly or exclusively engaged in insertive anal intercourse. In 2007-2008, a convenience sample of MSM living in Britain was recruited through websites, in sexual health clinics, bars, clubs, and other venues. Men completed an online survey which included questions on circumcision status, HIV testing, HIV status, sexual risk behavior, and sexual role for anal sex. The analysis was restricted to 1,521 white British MSM who reported unprotected anal intercourse in the previous 3 months and who said they only or mostly took the insertive role during anal sex. Of these men, 254 (16.7 %) were circumcised. Among men who had had a previous HIV test (n = 1,097), self-reported HIV seropositivity was 8.6 % for circumcised men (17/197) and 8.9 % for uncircumcised men (80/900) (unadjusted odds ratio [OR], 0.97; 95 % confidence interval [95 % CI], 0.56, 1.67). In a multivariable logistic model adjusted for known risk factors for HIV infection, there was no evidence of an association between HIV seropositivity and circumcision status (adjusted OR, 0.79; 95 % CI, 0.43, 1.44), even among the 400 MSM who engaged exclusively in insertive anal sex (adjusted OR, 0.84; 95 % CI, 0.25, 2.81). Our study provides further evidence that circumcision is unlikely to be an effective strategy for HIV prevention among MSM in Britain.

Current attitudes of bovine practitioners, claw-trimmers and farmers in Switzerland to pain and painful interventions in the feet in dairy cattle.

The attitudes of bovine practitioners, claw-trimmers and farmers towards painful therapeutic claw-trimming of dairy cattle were surveyed and differences between the respondents were assessed. A total of 77 farmers and 32 claw-trimmers were interviewed, and 137 bovine practitioners completed an equivalent online survey. No veterinary consultation for common painful interventions in the feet of cattle was reported by 52% of farmers (i.e. procedures in these herds were performed without local anaesthesia). Only ≈30% of practitioners always carried out such interventions under local anaesthesia and, in general, practitioners considered pain reduction to the lowest possible level less important than did farmers. Furthermore, 47% of practitioners and 33% of claw-trimmers, compared to only 11% of farmers, agreed with the statement that the cost of pain management was a major concern for farmers. There was a particular lack of awareness by farmers regarding the obligation to carry out painful therapeutic claw-trimming under analgesia and the application of local anaesthesia during the trimming of sole ulcers was considered reasonable by significantly fewer farmers (41.6%) and claw-trimmers (46.9%), than practitioners (78.6%). Overall, the attitudes of those involved in painful therapeutic claw-trimming contrasted with Swiss national legislation and with farmer opinion on the importance of reducing pain to the lowest level possible.

Role of technology: Podcast in influencing respondents to receive a flu shot

Background and Problem: Studies have demonstrated that flu shots are an effective method to control flu infection. However, statistics reveal that only about 68% of people get vaccinated in the U.S. every year. We wanted to develop and evaluate an intervention to increase influenza vaccination rate. [See PDF for complete abstract]

The accuracy of self-reported medical history: A preliminary analysis of the promise of internet-based research in Inflammatory Bowel Diseases

BACKGROUND AND AIMS: Internet-based surveys provide a potentially important tool for Inflammatory Bowel Disease (IBD) research. The advantages include low cost, large numbers of participants, rapid study completion and less extensive infrastructure than traditional methods. The aim was to determine the accuracy of patient self-reporting in internet-based IBD research and identify predictors of greater reliability. METHODS: 197 patients from a tertiary care center answered an online survey concerning personal medical history and an evaluation of disease specific knowledge. Self-reported medical details were compared with data abstracted from medical records. Agreement was assessed by kappa (κ) statistics. RESULTS: Participants responded correctly with excellent agreement (κ=0.96-0.97) on subtype of IBD and history of surgery. The agreement was also excellent for colectomy (κ=0.88) and small bowel resection (κ=0.91), moderate for abscesses and fistulas (κ=0.60 and 0.63), but poor regarding partial colectomy (κ=0.39). Time since last colonoscopy was self-reported with better agreement (κ=0.84) than disease activity. For disease location/extent, moderate agreements at κ=69% and 64% were observed for patients with Crohn's disease and ulcerative colitis, respectively. Subjects who scored higher than the average in the IBD knowledge assessment were significantly more accurate about disease location than their complementary group (74% vs. 59%, p=0.02). CONCLUSION: This study demonstrates that IBD patients accurately report their medical history regarding type of disease and surgical procedures. More detailed medical information is less reliably reported. Disease knowledge assessment may help in identifying the most accurate individuals and could therefore serve as validity criteria. Internet-based surveys are feasible with high reliability about basic disease features only. However, the participants in this study were engaged at a tertiary center, which potentially leads to a bias and compromises generalization to an unfiltered patient group.