Marketingmérés – két eset az on-line marketing világából

A marketing mérhetőségével kapcsolatos igény nem új keletű jelenség, de elmondhatjuk: napjainkban mind erőteljesebb követelményként jelenik meg a gyakorló szakemberek előtt. Az on-line világ megjelenésével korábban többen a metrikák gyors fejlődését és a fogalmi kérdéskörben meglevő, számos homályos pont tisztázását várták. Bár az elmúlt években valóban sikerült tényszerű előrehaladást elkönyvelni, a várt áttörés - egyelőre - továbbra is csak várat magára. A szerző kutatásában - a kapcsolódó elméleti háttér áttekintését követően - két részterületet igyekszik megvilágítani, két rövid eset keretében. Egy B2B piacon mozgó vállalkozás keresőmarketing-költéseit elsősorban nyelvi-szemantikai elemzésnek vetette alá. Napjaink másik fontos és gyakran emlegetett területe a közösségi média. Itt egy nonprofit szervezet tevékenységét vizsgálta meg, a kutatási fókusz a törzsközönség attitűdje és a közzétett üzenetek hatékonysága közötti kapcsolat feltárása volt.

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

As práticas comunicacionais do pós-venda: o SAC na era das redes sociais on-line

Estudo sobre as práticas comunicacionais da área de pós-vendas nas redes sociais on-line, com relação ao atendimento das empresas e os canais por elas disponibilizados para interação com o consumidor. Dentre as etapas, realizou-se uma análise sobre os hábitos dos consumidores de realizar buscas nas redes socais on-line; com o intuito de chamar a atenção das empresas sobre problemas de pós-venda nestes canais (reclamações, dúvidas técnicas, sugestões etc.). O objetivo principal foi elaborar de forma cronológica e estruturada a práticas de comunicação no pós-venda por meio dos diversos canais do SAC; resgatando as fases evolutivas do SAC, a lei de proteção do consumidor, desde a era analógica (sem acesso à internet e espontânea), até a chegada das redes sociais on-line. Para tal estudo foram realizados: levantamento bibliográfico, exploratório e documental sobre a área de pós-venda, marketing de relacionamento e de resultados de pesquisas sobre os hábitos dos consumidores conectados à internet; apresentação de casos que exemplificam as práticas comunicacionais do mercado; entrevista aplicada com oito especialistas do mercado; e formulário eletrônico aplicado com gestores das centrais de atendimento. Com todas essas análises, foi possível traçar um diagnóstico sobre a realidade atual da área de atendimento ao cliente das empresas selecionadas, nas redes sociais on-line, além de reforçar sensivelmente a ideia do consumidor produtor de conteúdo (prosumer) e a mudança no fluxo comunicacional consumidor versus empresa.

As unidades de alojamento de 5 estrelas no concelho de lisboa - a evolução e comparação dos preços on-line em duas épocas distintas

A utilização da internet para efetuar reservas on-line de alojamento no setor hoteleiro, tem um peso cada vez maior no conjunto das reservas efetuadas. É por isso, necessário que sejam elaborados estudos que permitam perceber a evolução dos preços oferecidos ao cliente, ao longo do tempo, nos diversos sites de reserva on-line e no site do próprio hotel, para que quer os clientes quer os gestores possuam informação rigorosa que lhes permita tomar decisões e elaborar estratégias eficazes. Nesta investigação, apresentar-se-á a evolução dos preços médios dos hotéis em estudo, obtida a partir da consulta de um conjunto de sites de reserva on-line que previamente se definiram e do site institucional, consulta efetuada ao longo dos dois períodos de doze dias que antecederam a época festiva da Páscoa e uma época não festiva. A investigação empírica efetuada, neste trabalho, foi realizada com base num estudo de caso exploratório, tendo como objeto de estudo os hotéis de 5 estrelas do concelho de Lisboa, tendo em conta os dados secundários disponíveis. O recurso ao estudo de caso permitiu delimitar de modo preciso o contexto desta investigação. A opção pelo tipo de pesquisa exploratória teve em conta o facto de se conhecer pouca bibliografia científica disponível sobre a temática em estudo. Os resultados obtidos permitiram perceber qual foi a evolução dos preços ao longo do período de consulta para a época festiva da Páscoa e para a época não festiva, possibilitando depois fazer a comparação da evolução dos preços entre as duas épocas. Da análise dos dados pôde ainda perceber-se se havia concertação entre os vários meios de reserva consultados, ou seja, entre os sites de reserve on-line considerados e o site institucional. Tomando por base os hotéis que durante os períodos de consulta foram esgotando pode, ainda, observar-se o comportamento dos preços médios em relação à variação da oferta disponível.

On-line puzzle game based assessment & training for ADHD

Attention-deficit hyperactivity disorder (ADHD) is the most prevalent and impairing neurodevelopmental disorder, with worldwide estimates of 5.29%. ADHD is clinically characterized by hyperactivity-impulsivity and inattention, with neuropsychological deficits in executive functions, attention, working memory and inhibition. These cognitive processes rely on prefrontal cortex function; cognitive training programs enhance performance of ADHD participants supporting the idea of neuronal plasticity. Here we propose the development of an on-line puzzle game based assessment and training tool in which participants must deduce the ‘winning symbol’ out of N distracters. To increase ecological validity of assessments strategically triggered Twitter/Facebook notifications will challenge the ability to ignore distracters. In the UK, significant cost for the disorder on health, social and education services, stand at £23m a year. Thus the potential impact of neuropsychological assessment and training to improve our understanding of the pathophysiology of ADHD, and hence our treatment interventions and patient outcomes, cannot be overstated.

National, inter-institutional, graduate modules – blended learning approaches for PhD education in Ireland

This paper is a case study that describes the design and delivery of national PhD lectures with 40 PhD candidates in Digital Arts and Humanities in Ireland simultaneously to four remote locations, in Trinity College Dublin, in University College Cork, in NUI Maynooth and NUI Galway. Blended learning approaches were utilized to augment traditional teaching practices combining: face-to-face engagement, video-conferencing to multiple sites, social media lecture delivery support – a live blog and micro blogging, shared, open student web presence online. Techniques for creating an effective, active learning environment were discerned via a range of learning options offered to students through student surveys after semester one. Students rejected the traditional lecture format, even through the novel delivery method via video link to a number of national academic institutions was employed. Students also rejected the use of a moderated forum as a means of creating engagement across the various institutions involved. Students preferred a mix of approaches for this online national engagement. The paper discusses successful methods used to promote interactive teaching and learning. These included Peer to peer learning, Workshop style delivery, Social media. The lecture became a national, synchronous workshop. The paper describes how allowing students to have a voice in the virtual classroom they become animated and engaged in an open culture of shared experience and scholarship, create networks beyond their institutions, and across disciplinary boundaries. We offer an analysis of our experiences to assist other educators in their course design, with a particular emphasis on social media engagement.

An on-line application for ΔR calculation

A regional offset (ΔR) from the marine radiocarbon calibration curve is widely used in calibration software (eg CALIB, OxCal) but often is not calculated correctly. While relatively straightforward for known age samples, such as mollusks from museum collections or banded corals, it is more difficult to calculate ΔR and the uncertainty in ΔR for 14C dates on paired marine and terrestrial samples. Previous researchers have often utilized classical intercept methods (Reimer et al. 2002; Dewar et al. 2012, Russell et al. 2011) but this does not account for the full calibrated probability density function (PDF). We have developed an on-line application for performing these calculations for known age, paired marine and terrestrial 14C dates, or U-Th dated corals which is available at http://calib.qub.ac.uk/deltar

Students' views on the learning of kanji : A study the views and experiences of students at the Swedish universities concerning the teaching and learning of Chinese characters as used in Japanese

Kanji, the Chinese characters adopted to write the Japanese language, is often mentioned as one of the most difficult aspects of mastering said language. This is especially said about people from outside the Sinosphere i.e. PRC, Taiwan, North and South Korea, Japan and Vietnam. In the following thesis 12 students studying the Japanese language at Swedish universities were interviewed about their experiences when it comes to learning and being taught about kanji. A chapter summarizing some of the research that is relevant to this thesis is also included. Topics touched upon in this and the result chapter include the desire for more structured approach to kanji learning based on breaking down the characters into elemental components, spaced repetition (SRS), mnemonics.

The Impact of Student Response Systems on the Learning Experience of Undergraduate Psychology Students

Student response systems (SRS) are hand-held devices or mobile phone polling systems which collate real-time, individual responses to on-screen questions. Previous research examining their role in higher education has highlighted both advantages and disadvantages of their use. This paper explores how different SRS influence the learning experience of psychology students across different levels of their programme. Across two studies, first year students’ experience of using Turningpoint clickers and second year students’ experience of using Poll Everywhere was investigated. Evaluations of both studies revealed that SRS has a number of positive impacts on learning, including enhanced engagement, active learning, peer interaction, and formative feedback. Technical and practical issues emerged as consistent barriers to the use of SRS. Discussion of these findings and the authors’ collective experiences of these technologies are used to provide insight into the way in which SRS can be effectively integrated within undergraduate psychology programmes.

Essays on Machine Learning and Hedonic Models

Thesis (Ph.D.)--University of Washington, 2016-08

An Examination of Privacy Policies of Global On-line E-pharmacies

This paper investigates the differences in privacy policy functions among 90 online pharmacy websites in nine countries in Europe, Asia and North America. Results from this study show that the majority of websites do have privacy policies, but the level of functional protection of consumers varies widely. Even in those countries where strong privacy laws exist, the level of privacy protection adherence is often very low. Most studies of privacy policy issues have concentrated on websites from developed nations, with few studies of the pharmacy industry. A better understanding of this industry, as well as understanding the differences in privacy policy implementation among developing and developed countries, provides important lessons for both businesses and consumers.

An exploratory study of orthoptic student satisfaction in a blended learning environment

Purpose: To describe orthoptic student satisfaction in a blended learning environment. Methods: Blended learning and teaching approaches that include a mix of sessions with elearning are being used since 2011/2012 involving final year (4th year) students from an orthoptic program. This approach is used in the module of research in orthoptics during the 1 semester. Students experienced different teaching approaches, which include seminars, tutorial group discussions and e-learning activities using the moodle platform. The Constructivist OnLine Learning Environment Survey (COLLES ) was applied at the end of the semester with 24 questions grouped in 6 dimensions with 4 items each: Relevance to professional practice, Reflection, Interactivity, Tutor support, Peer support and Interpretation. A 5-point Likert scale was used to score each individual item of the questionnaire (1 - almost never to 5 – almost always). The sum of items in each dimension ranged between 4 (negative perception) and 20 (positive perception). Results: Twenty-four students replied to the questionnaire. Positive points were related with Relevance (16.13±2.63), Reflection (16.46±2.45), Tutor support (16.29±2.10) and Interpretation (15.38±2.16). The majority of the students (n=18; 75%) think that the on-line learning is relevant to students’ professional practice. Critical reflections about learning contents were frequent (n=19; 79.17%). The tutor was able to stimulate critical thinking (n=21; 87.50%), encouraged students to participate (n=18; 75%) and understood well the student’s contributions (n=15; 62.50%). Less positive points were related with Interactivity (14.13±2.77) and Peer support (13.29±2.60). Response from the colleagues to ideas (n=11; 45.83%) and valorization of individual contributions (n=10; 41.67%) scored lower than other items. Conclusions: The flow back and forth between face-to-face and online learning situations helps the students to make critical reflections. The majority of the students are satisfied with a blended e-learning system environment. However, more work needs to be done to improve interactivity and peer support.