Determinants of Satisfaction on Smartphones Among Students (Malaysia)

A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS BY EMMANUEL PANPALAN RESEARCH PROJECT SUBMITTED IN FULFILMENT OF THE REQUIREMENT FOR THE DEGREE OF DEGREE OF BA (HONS) ACCOUNTING AND FINANCE LEVEL 6/ YEAR 3 IN TEESSIDE UNIVERSITY & SEGI UNIVERSITY MALAYSIA 14 DECEMBER 2012 TEESSIDE UNIVERSITY BUSINESS SCHOOL A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS UNDERGRADUATE STUDIES PROJECT REPORT CERTIFICATION 1. I confirm that the work in this Project Report is original and has been carried out by me as part of my programme of study. 2.I confirm that all secondary material has been properly acknowledged by me and referenced in this work. Signed:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Name: EMMANUEL A/L PANPALAN Date: 14th December 2012 Course: B. A. (HONS) IN ACCOUNTING AND FINANCE 2 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS ACKNOWLEGDEMENT Thank you is a very small word compare to the support that I get for completing this research paper. Firstly, I would like to thank Ms. Hung Mun Siew for un-dividing time, advices, comments and encouragements which really a booster to perform well. God bless her works.Secondly, I would like to convey my gratitude to my parents for being there and providing Love, resource, space, necessity and moral support at needed times. Thirdly, I would like to convey my gratitude to my friends who are there for me, who I can call at any time for their advice for fulfilling this paper. Fourthly, to all respondents for my survey, thank you for helping me through responding to the survey that been distributed. Lastly, to the Almighty God who had given me this opportunity to fulfill this task. -Merci Beacoup- 3 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSABSTRACT Smart phones usage and sales have bomb overnight. Smart phones are expected to be as influential as it will be seen as necessity rather than luxury. There are few advantages of smart phones one of it is wireless internet, interactivity, mobility and flexibility, furthermore, facilitates the potential adoption of new mobile applications. Therefore, it is necessary to know the behavior of users and the possibility of user to satisfy with their smart phones. The purpose of this study is to find out what really drives satisfaction which is usefulness, understandability, ease of use and enjoyment of smart phones.This research has to be done to maintain and to hike up the usage and sales. This research could be helpful to industry and users of all smart phones technology based industries. In this research, 250 questionnaires will be passed to SEGI college student to answer and the result will be analyzed using SPSS software. 4 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS TABLE OF CONTENTS CONTENTS TITLE PAGE PAGE NUMBER 1 PROJECT REPORT CERTIFICATION 2 ACKNOWLEDGEME NT 3 ABSTRACT 4 TABLE OF CONTENTS 5 LIST OF TABLES 8 LIST OF DIAGRAMS 9 CHAPTER1 1. 1 1. 2 1. 3 1. 1. 5 1. 6 1. 7 INTRODUCTION Background of Study Problem statement Motivation of Study Research Objectives Research Questions Hypotheses Significance of study 10 11 12 12 12 13 13 13 5 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 1. 8 1. 9 Structure of Dissertation Summary 14 15 CHAPTER 2 2. 0 2. 1 2. 2 2. 3 2. 4 2. 5 2. 6 2. 7 Literature Review Introduction Satisfaction Usefulness Understandability Enjoyment Ease of use Conceptual Framework Summary 16 16 16 17 19 21 23 25 25 CHAPTER 3 METHODOLOGY 3. 0 3. 1 3. 2 3. 3 3. 4 3. 5 3. 6 3. 7 3. 8 3. 9 3. A Introduction Research Design Research Methodology Questionnaire Design Sample Sampling Frame Data collection Method Statistical technique Pilot test Limitation Summary 26 27 27 28 30 31 31 32 33 34 34 6 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS CHAPTER 4 DATA ANALYSIS 4. 1 4. 2 4 . 3 4. 4 4. 5 4. 6 Introduction Rate of Response Demographic Details Factor Analysis Regression Summary 35 35 35 35 41 50 51 CHAPTER 5 5. 1 5. 2 5. 3 5. 4 5. 5 APPENDIX REFERENCES ETHICAL CONCLUSION Introduction Conclusion Recommendation Reflection Summary 52 52 52 52 53 54 55 65 69 7A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS LIST OF TABLES TABLE Table 3. 8. 1 Table 3. 8. 2 Table 4. 2. 1 Table 4. 2. 2 Table 4. 3. 1 Table 4. 3. 2 Table 4. 3. 3 Table 4. 3. 4 Table 4. 3. 5 Table 4. 4. 1 Table 4. 4. 2 Table 4. 4. 3 Table 4. 4. 4 Table 4. 5 DESCRIPTION Case Processing Summary Reliability Statistics Case Processing Summary Reliability Statistics Gender Education Field of study Brand Age analysis Correlation for Usefulness Correlation for Understandability Correlation for Enjoyment Correlation for Ease of Use Regression PAGE NUMBER 33 33 35 35 36 37 39 39 41 43 44 47 49 51 8A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS LIST OF DIAG RAMS DIAGRAM 4. 3. 1 4. 3. 2 4. 3. 4 4. 3. 5 DESCRIPTION Gender Education Field of Study Brand PAGE NUMBER 37 39 41 42 9 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS CHAPTER 1 – INTRODUCTION This chapter discusses the background of study, Problem statement, motivation of study, research objective, research question, hypotheses, significance of study, and structure of dissertation. 1. 1 – Background of study In this world where rapid is not a word and when technology is no longer a luxury but a necessity.It is really important for the manufacturer to come up with innovative idea to match new technological world. Smartphone is expected to be a conqueror in mobile phones world as the user of Smartphone application is growing day by day. The reason smart phone is so influential is because of its functions. As example, wireless internet connection, interactivity, mobility and flexibility, which also potential to new mobile application. Currently , the usage of cell phones has raised up rapidly and a drastic change over past decade. Smart phones currently are used to enhance social relationships.And they have change due to time and advancement of technology. A study shows that 43% of Australian and 17% of Malaysian are using smartphone and that number is increasing rapidly (Ellis 2011). Some of examples of smartphones are the iPhone by Apple Inc, Galaxy series by Samsung, blackberry, HTC and many more. Smart phones are designed in an utmost way where their functions and features would match the needs of their users in these case are students. Smartphones function as both mobile communication devices and computers, and allow people to use them to connect to the internet. It’s expected that internet-capable mobile devices will be the most common way for people to access the internet by 2013? (Ellis 2011) 10 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS According to an industry review by The I nsight Research Corporation (IRC) the Asia-Pacific region has had a compound annual growth rate of 17. 9 percent over the past decade, buoyed by China and India. There are over 800 million cell phone subscribers today in China alone. (Anusha Sethuraman, May 6, 2011). Moreover, dependence on social relationships, the technologies are improved to suit people’s desire and needs.These ever improving technologies tend to change the lifestyle and habits of their users who would demand for more improvements. The foregoing process would be cyclic and would not end unless other new technologies are developed and replace the original technologies. Thus, when publishing changes, society will also change. Global sales are ramping up too. By the second quarter of 2011 mobile phone sales to end users totaled 325. 6 million units, a 13. 8 percent increase from the same period in 2010, according to Garner, Inc. Of these sales, 19 percent were accounted for by smart phones.To catch up these f igures it is really vital to build satisfaction among users. (Mark Brownlow, April 2012) it is expected a certain matter would make user to continue support thus, sustain in the business. 11 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 1. 2 – Problem statement Although, the usage of smartphone is widely accepted in Malaysian lifestyle, there a still UN-satisfy people who still have a doubt in using a smartphone, and people who using one don’t realize all this expect in their life.This research believed to help to boost the usage of smartphones and company who manufacturing improve in times to come. 1. 3 – Motivation of study The purpose of this research is to investigate the key factors that determine the satisfaction of smart phone among students in Malaysia. In other word, determinants of students will be studied using four factors, Perceived usefulness, perceived understandability, perceived enjoyment, and perceived ease of use. S imply the Motivation of the study is to understand the need of users which determining their satisfaction. . 4 – Research objectives: (R01) : To identify the factors that drives satisfaction to use the Smartphone applications, (R02) : To identify whether understandability on smart phones will effect satisfaction (R03) : To identify whether easy of using the smart phones will effect satisfaction (R04) : To identify whether enjoyment of using Smart phones effect satisfaction 12 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 1. 5 – Research question: (RQ1) : Does the usefulness of smart phones will lead to satisfaction? RQ2) : Does understandability on smart phones will effect satisfaction? (RQ3) : Does handiness of using smart phones effect satisfaction? (RQ4) : Does enjoyment plays main a role in satisfaction in smart phones? 1. 6 – Hypothesis: H1a: usefulness has impact on satisfaction H1b: understandability has impact on satisfaction H1c: enjoyment has impact on satisfaction H1d: ease of using has impact on Satisfaction 1. 7 – Significance of study: To improve users and industry of smart phone, this research will open up bigger scope of knowledge regarding smart phones and their usage.It will be particularly be beneficial for future telecommunication companies and phone makes. They can work together to provide better service in rapidly changing world. 13 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 1. 8 – Structure of Dissertation There are five chapters discussed in this study. Chapter one is the introduction where the background of smartphones is explained briefly, followed by the problem statement of the dissertation, the research aim and objectives, the scope of this study, and also the contribution of this study.In chapter two of this study, secondary sources are used to collect the information on determinants which make students satisfy with their smartphones. The critical points of this study are reviewed using the findings in the journal articles theoretically. This chapter is meant to update the user of this study with the related literatures of this research and also as a guide for future studies. Chapter three of this research is the research methodology. In this chapter, the research design and methodology are discussed. Also the purpose and design of the survey instrument which is the questionnaires has been explained.The conceptual framework, pilot testing, data collection method, sample used for this study, data analysis, and also the limitation of research methodology has been explained. Next in chapter four the data analysis results are discussed. The data gained from the survey are analyzed using the SPSS software. The findings on the relationship between the independent variables and the dependent variable were tested along with the hypotheses. Finally chapter five of this study is focused on the conclusion and recommendations o f this study.Relevant tables and diagram has also been included in this research for easier understanding of the user of this study. 14 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 1. 9 – Summary In conclusion, as above the background, Problem statement, motivation, objectives, questions, hypotheses and significance has been identified for the research. 15 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS CHAPTER 2: LITERATURE REVIEW 2. 0 – Introduction This chapter discusses literature review, summary and conceptual framework.That related to research. 2. 1 – Satisfaction In 1965’s Rolling stones famed with a song called Satisfaction, which goes I can't get no satisfaction, I can't get no satisfaction, ‘Cause I try and I try and I try and I try I can't get no, I can't get no. that portrays perfectly and speaks about human nature. Although it just a song lyric, it raise a question what exactly is s atisfaction they also speaks of difficulties an individual might face from trying try to get satisfaction from consumption, usage, institution, government and relationship. (Richard, 2010) According to oxford ictionaries defined satisfaction as fulfillment of one’s wishes, expectations, or needs, or the pleasure derived from it. Satisfaction is derived from Latin Satis, where it means (enough) and Facere means (to do or make). It can be taken as a product or service where one makes a point to say enough I am fulfilled. Customer satisfaction can be precisely defined as psychological state which happen when emotion of surrounding disconfirmed expectation is combined with the consumer’s feelings about the experience before and present. (Richard, 1981) 16 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSThe user satisfaction which is student in this case is really important because it relate to other important variables. This often proved as a succe ss on how a determinant relate with the satisfactions. This will unconsciously lead to success, sustainability, intention to buy more, and customer loyalty. It is important factor to remember also that a consumer who satisfied will have a continuous expectation and to meet it up is a challenge for any business. (Liao c, 2009) and satisfaction is really vital for students as their heart can change so fast according to circumstances. 2. – Usefulness In this rapid changing world, it is hard to sustain the interest of students for one certain thing. For example: if smartphones are not as needed by student they might switch to notepad and so on. So it is really important for any smart phone producer to pack their stuff which can still keep the flame. Usefulness is rooted back from the word useful which means capable of doing or achieving something positive that brings advantage (Macmillan Dictionary, 2011). It goes same to the smart phones usefulness if the usefulness is significa nt there is chance it can create satisfaction if a particular task could be done. Hsi-Peng Lu, Philip Yu-Jen Su, 2009) A user will believe that a system has a positive use-performance relationship if the system has high perceived usefulness (Davis, 1989). 17 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Other than that, a smart phones study that is based on 7,275 smart phone customer experiences, found that smart phone users who access social media sites like Facebook and Twitter through their mobile device report a 783 satisfaction rating. This is about 22 points higher than those who do not access social networks on their smart phones.This shows the usefulness do impact the satisfaction (Daily tech. com, 2012). In other research by Hsi-Peng Lu, and Philip Yu-Jen Su, 2009 stated that value has significant value is on customer satisfaction. It also state that value is at heart of what consumers needs from business. (Babin et al. , 1994) In other research it been said as new world emerging there will be a difference in education design too. Learning design is perceived as a lifelong journey of learning and continues education. This is not simple, as learning environment also has to take into account.It is difficult matter where learner and technologies come together, in both party must come together and adapt their framework. Nevertheless organizations and students should know mobile learning is really essential and it is one form of satisfaction where everything can be done anywhere. (Ana Dias, 2012) Lastly, it’s great to see how many uses a smartphones can provide a student, Mobile map, satellite view, Wikipedia items, cultural events, photos sharing, parking places, movies, restaurants, social media, It can also be said world is in a palm.All this necessity that smartphone met create satisfaction not only with students but even working adults. (Martijn Pannevis, 2007) 18 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTP HONES AMONG STUDENTS 2. 3 – Understandability Understandability is an act where user knows how to use particular applications and knows the elements of smart phones. In a July 2011 Modapt Inc Morrissey & Company conducted an online survey focused on the mobile Web experience. People like using their smart phones to obtain information, but are often frustrated by trying to navigate clumsy user interfaces and download data.And the result shows in that understandability do plays vital role in satisfaction. (Seybold report, 2011) And another Malaysian report stated that understandability do make a differences in creating satisfaction. It stated that men are more indulge in gaming and accessories which can be really fast frustrated if they can’t understand the system works which cause less satisfaction. (Mohd Azam Osman, 2011) In another study behavior of certain user is taken into account. The main one is Anxiety it is refer as negative emotions in cognitive states. These emotions evoke actual or imaginary interactions with mobile using.Igbaria,Iivari (1995, p. 593) goes on to say, person who experience high level anxiety are more fond to behave rigidly then person who have low. In short, people are expected to be relax and avoid any kind feelings that invoke anxious (Compeau and Higgins, 1995), especially when they operating smartphones. On the other hand person who understand and comfortable are more likely to feel satisfy. As an example, when the customers are in payment processes, they worry about pressing the wrong buttons on the so much app and buttons, thus losing money. In other word negative emotions may come from imagination or physical experiences.Number of previous studies found that 19 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS anxiety had a significantly negative influence on information system adoption (Compeau et al. , 1999; McFarland and Hamilton, 2006). In another study handling and understanding smart phone refers to individual assessment of their ability to perform a specific task while using their smart phone. Several studies have found that emotions can constraint people from performing skillfully. In other words people who feel anxiety gives a negative effect on one are perceived understandability thus, creating dissatisfaction (Compeau et al. 1999; Fagan et al. , 2003). Several researchers examined that the greater the user understand and capability belief will lead to the greater the user’s intrinsic motivation (Compeau and Higgins, 1995; Deng et al. , 2004). In addition, a person can also have believes, that an action surely has a reaction, but if a person has entertain serious doubts about whether they can perform the necessary activities. Information about outcomes does not influence of their behavior, it is also necessary to understand the impact of one’s perceived level of skillfulness, under stability on the expectations of the smart phones (1977, p. 93 ) 20 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 2. 4 – Enjoyment In this current age Smartphones are playing a vital role in society. Application as touch and voice activated or, multiple apps have been developed for various purposes, catering work and enjoyment. Apps allow a person to shop, read, play games, listen music, send and share information, photos and stay virtually connected with all of our family and friends.The available apps that been cater for use is extends beyond of the limits of our imagination, which most also use smartphones as mindless distraction to idle time away. (Lynn, 2012) The effect of enjoyment/ fun could not be overruled in smart phone using especially for students. Different concepts have been used to explain the importance of student emotions in adoption of smart phones Fun (Pagani, 2004) Enjoyment (Curran and Meuter, 2007), and Perceived Enjoyment (Nysveen, 2005), According to Kim (2008) enjoyment is a very impor tant predictor of the adoption of smartphone.This opinion agreed by (Fang et al, 2005) who found the perceived fun influences student and customers’ attitude but only for gaming tasks. Meanwhile, the effect of fun was found not to be so important for general and important business task. (Bruner, 2005) continue to say that fun is positively influenced by ease of use and that has been even more important effect on the attitude toward the act that usefulness. This opinion have been supported by (Curran, 2007) who says enjoyment is more important than utility. 21 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSIn other research, when it comes to banking context (Hong et al, 2008) experimented smartphones usage and came to conclusion that enjoyment plays a big part in attitude towards the context using of smart phones information services and entertainment services. In addition, (Dabholkar, 2002) continue to say enjoyment can be said that fun can be foreru nner to attitude. In same meaning (Verkasalo, 2008) says that enjoyment has a clear positive effect on attitude towards usage of smartphones, as tested ranging from e-mailing to instant messaging.Besides that, (Nysveen et al, 2005) portrayed that enjoyment is a vital determinant which can create satisfaction of users especially students in using smart phones. The report goes on to say that enjoyment is really strong determinant of intentions to use for female than males (Pagani, 2004) In addition, (Pagani, 2004) create a model where enjoyment is a really an important factor towards satisfaction in using smart phones. Moreover, for students it is really vital to have enjoyment in life. 22 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 2. Ease of use In this current world, time become so limited where people using time as good as possible, due to that, students have very high urge for convenience where they are able to use their smartphones any time, any pla ce (Genova, 2010). Since there are great revival in mobile revolution, the smart phones is now portable, it is tied to individuals not one place (Holub et al, 2010). In (Lu, 2009) report says that consumers can perform smartphones transaction in very bizarre circumstances which have severe time constraints, such as, waiting for friend or waiting for traffic unlike eskstop and laptop place in home or one certain place. This indirectly makes users to become highly dependent on smartphones to get information’s, by browsing and clicking to access their smartphones wherever they are such as, relax at home, travel overseas and so on (Genova, 2010). According to (Stephen, 2009) normal mobile phone and laptops is included for consumer’s convenience and the functions increase the rate and satisfaction of the users especially students (Hahn, 2010). In other view, Social is very important factor in life, what is the use one has everything but don’t have a relationship.Acco rding to (Tikkanen, 2009) research Social needs interactions between individual, friends, family, group members as clubs, churches and so on. This needs certainly increases dependency on students and users on smartphones unconsciously gives satisfaction for users. It also allows user to be more versatile and increased usage for communication and maintaining relationships between and among individuals (Lippincott, 2010). 23 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSAccording to (Wei, 2006) research, it been said that user who are using smartphones are high involved in social needs and people who are needed social dependence easily discovered. Since, interaction or social networking has been included in smartphones it brings a lot of changes in social hike up (Morgan, 2010). The norm of keeping in touch with existing group of friends and contact especially students, create a chance for them to meet offline and encourages more engagement with peers and co me up with beneficial idea of organizing charity and so on.Social network such twitter and Facebook pave ways for students to engage in activity as such (Raskin, 2006). Smart phones encourage users especially students to satisfy their needs, and they are able to connect with peers through social networking sites any time anywhere, which create satisfaction for students (Bridges et al, 2010). It can be said that smartphones are really vital and important mediator between satisfaction and ease of use everywhere and anytime (Wei, 2006). 24 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS . 6 – Conceptual Frameworks Usefulness Understandability Students’ Satisfaction Enjoyment Ease of Use 2. 7 – Summary This chapter comprises of usefulness, understandability, enjoyment and ease of use of smart phones towards satisfaction and it believed and proved the independent variable and dependent variable goes in hand in hand. It also contains conceptu al framework to support. And literature reviews do support positively towards the research proposed. 25 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSCHAPTER 3: METHODOLOGY 3. 0 – Introduction Research methodology can be said as searching for knowledge and it is narrowed down to a certain topic, subject and title using a scientific and systematic manner. it is a way to solve problem systematically (Dr. Kothari, 2008). The main purpose why the research has been done is to determine whether the factors are affecting the satisfaction of smartphones among students. In order to test the hypothesis mentioned in chapter 2: literature review, a set of self-administered questions were developed.The main objective of this research is to study the students’ perception towards smartphones satisfaction, the targeted population would be mainly those students in SEGI University who using smartphones. This chapter discusses the samples, sampling frame, data collection methods and statistical techniques 26 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 3. 1 – Research Design Research design is basically about how this research have been done, its plan or structure which involves identifying the problem, then gather data’s and lastly analyze and gain results there are lot of type of design to the research.Researcher have chosen the cross sectional design which involves to collect a collection of data on more than one case at one particular time frame. This is to collect a group of quantitative or quantifiable data related with variables. Where, researcher uses to analyze, understand the relationships and pattern. 250 questionnaire forms were collected from respondents via convenience method and snowball method. This study is only utilized quantitative research design. Researcher will analyze the score and result to know whether the variables do match the satisfaction for smart phones users. . 2 â €“ Research Methodology Research methodology is basically about the method researcher used, either qualitative or quantitative. In this research quantitative been used, Quantitative method is a about group of data been collected using inferential approach which means the survey is based research where certain amount of sample of population is used to conduct the survey. This research uses questionnaires and the usually the information gained will be similar as it is been standardized.This is because every respondent who participate in this research are required to answer the same exact question. The survey data was collected using online survey tool which is ‘Google document, and also through paper handouts. 27 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 3. 3 – Questionnaire design The survey instrument used in this research is questionnaires where about two hundred (sets of questionnaire have been distributed to students in SEGI Univer sity and all the people in my Facebook friend list all over Klang Valley to get their responds accordingly.The questionnaires are to analyze and research few main factors which can effect satisfaction of smartphones among students: 1) Usefulness 2) Understandability 3) Enjoyment 4) Ease of use 5) Satisfaction In this questionnaire there are two section named as 1 and 2. The 1 section is mainly about demographic details which are designed to collect information on demographic details. (I. e. Gender, Age, highest qualification, smart phones brand). On the other hand, the second section is factor analysis. In this section there are 5 divisions which consist of usefulness, understandability, enjoyment, ease of use and satisfaction.The first division is usefulness. This division is created to measure the This usefulness of smartphones towards satisfaction as per respondents view. division has four statements that address this. Respondents were asked to rate the 28 A STUDY ON THE DETERMIN ANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS agreement on a five point scale ranging from strongly agree (1) to strongly disagree (5) The second division is Understandability. This division is created to measure the understandability towards satisfaction.This division has four statements that address this. Respondents were asked to rate the agreement on a five point scale ranging from strongly agree (1) to strongly disagree (5) The third division is enjoyment. This division is created to measure the enjoyment towards satisfaction. This division has four statements that address this. Respondents were asked to rate the agreement on a five point scale ranging from strongly agree (1) to strongly disagree (5) The fourth division is Ease of Use. This division is created to measure the ease of use towards satisfaction.This division has four statements that address this. Respondents were asked to rate the agreement on a five point scale ranging from strongly agree (1) to strongly disa gree (5) The fifth division is satisfaction. This division is created to measure the overall satisfaction on smart phones from the respondents. This division has three statements and one statement will be chosen. 29 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 3. 4 -Samples The method that been performed is quantitative research method. As in this case survey.Cross sectional survey is done to gather information about usefulness, ease of use, enjoyment and understandability towards satisfaction among smart phones user. Below are criteria of potential sample. 1) Inclusion criteria a) Students aged between 19 and 25 years old in SEGI College in Malaysia were included. b) Students who are able to read and write in English language. c) Students with smart phones 2) Exclusion criteria a) Only students are allowed to participate in this research. b) Students who are unable to read and write in English language. c) Students who don’t own Smart phones. 0 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 3. 5 – Sampling frame A total of two hundred fifty (250) questionnaires been distributed to the students within SEGI College as for data collection; in order to measure the respondents in different aspects to reach my research objective. The sampling method that is used is non-probability method. On-probability sampling can be narrowed down to two methods which are: convenience, snowball sampling (Babbie, 2010). As for this study, convenience sampling is used as it is easy to perform. 3. – Data collection methods Primary data type is used where questionnaires survey is done for data collection. Once all data is gathered, it been analyzed according to the objective of this research. Other than that, operationalization can be used as way to measure too as it defined where the variable is measured by explaining the process of defining each variable, as guidance in order to make consistent measurement s. (Le Roy, 2008). This research sampling was conducted in SEGI University for Data collection, due to time, distance and communication barriers, it was not practical to conduct the survey in large scale.A total of two-hundred and fifty (250) sets of questionnaires were distributed through online and also handouts, however only about two-hundred (200) responses were received. 31 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 3. 7 – Statistical techniques Questionnaires which have been collected after answered had been analyzed using SPSS analysis. This software is computer based software which is designed specifically for statistical analysis. In this software there are two models which are linear and no linear where linear model can make accurate analysis and reliable conclusion.Meanwhile, non- linear model is to improve the accuracy of prediction made. This SPSS software can run two tests first multiple regressions and simple regression compare me ans and reliability of the research. As for this study, IBM SPSS Statistic version 20. 0 is used to code and analyze the collected data. Respondents were questioned on the factors that determine their satisfaction on smart phones. A descriptive statistics that includes simple frequencies means and also percentages were computed using the demographic details from the respondents (i. e. gender, age and qualification), system.Moreover to test the hypothesis for each factor, statistical method such as Correlation was used. 32 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 3. 8 – Pilot Test Pilot test is considered as an experiment in small scale to check the questionnaire reliability and validity for bigger scale. This test usually will be performed to identify the problem with materials and methods, so it can be corrected before proceeding. Pilot test is an important test to feasibility and usefulness of the research method used to collect information. As for this Research, (20) sets of questionnaire been distributed to check the reliability and validity of prepared question. The data have been collected and analyses using reliability test to indicate the reliability and validity of the question and below are the result for section 2: part 1 – part 5 Pilot test / Reliability Table 3. 8. 1 – Case Processing Summary N Valid Cases Excluded a Total 20 0 20 % 100. 0 . 0 100. 0 a. List wise deletion based on all variables in the procedure. Table 3. 8. 2 – Reliability Statistics Cronbach's Alpha . 976 N of Items 17 33 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSThe table above 3. 8. 1 till 3. 8. 2 shows that there are really good internal consistency. The rate of 0. 976 in table 3. 8. 2 proved that this questionnaire is reliable enough to use these items to conduct the survey. 3. 9 – Limitation There are a lot of limitations, in this research one of it is the title is too narrow, i t is only for students. Since the respondents are full of students it makes enjoyment and entertainment looked as much more important than any other variables. It’s believed those different age groups have a different kind of importance and likeness.Time constraint, as this is the final semester and there a four other exam and assignment besides this research makes it harder. Besides that, there are limitations in respondents answer as well; this is because respondents might not answer the question honestly as they might have this attitude of reluctance to reveal certain information that might be personal. Respondents are more likely to manipulate their answers to look smart, just be nice by providing a positive answer or afraid being judge by researcher for their answer. This is certainly will be not reliable for the research.Besides that, people who don’t use smartphones also became a limitation as it’s hard to classify them. Other than that, respondents might not have the time for answering the questionnaire as they are rushing for their own agenda. 3. 9 A Summary In nutshell, this chapter comprises of Introduction, samples, sampling frame, data collection and statistical analysis. This has to be done to perform the research. 34 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS CHAPTER 4: DATA ANALYSIS 4. 1 – Introduction This chapter is about analyzing, rate of response, reliability, demographic details and Factor analysis. . 2 – Rate of Response Off the 250 questionnaires that were distributed, 50 of the surveys were deemed invalid due to incomplete questionnaire. By the end of the study, 200 questionnaires were completed and used for analysis purposes, for a response rate of 80% Table 4. 2. 1 Reliability for 200 sets Case Processing Summary N Valid Cases Excluded a Total 200 0 200 % 100. 0 . 0 100. 0 a. List wise deletion based on all variables in the procedure. Tabel 4. 2. 2 Reliability Statisti cs Cronbach's Alpha . 976 N of Items 17 35 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS . 3 – Demographic details Table 4. 3. 1 Gender: Frequency Percent Valid Percent Cumulative Percent Male 80 40. 0 60. 0 100. 0 40. 0 60. 0 100. 0 40. 0 100. 0 Valid Female 120 Total 200 Diagram 4. 3. 1 Gender 36 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS The percentage rate of male students’ respondents and female students’ respondents are 40% (80) participants and 60% (120) respectively. This shows that there are more female respondents for this study compare to male respondents, which can also indicate that there are more female smart phone user than male users.Table 4. 3. 2. Education: Frequency Percent Valid Percent Cumulative Percent SPM STPM 30 10 15. 0 5. 0 5. 0 25. 0 50. 0 100. 0 15. 0 5. 0 5. 0 25. 0 50. 0 100. 0 15. 0 20. 0 25. 0 50. 0 100. 0 A- Level 10 Valid Diploma 50 Degree Total 100 200 37 A STUDY ON TH E DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Diagram 4. 3. 2 Education In education you can see As for the highest qualification, the students with a Bachelor Degree shows the highest rate of 50 % which can mean that they will affect the largest part of the research compare to the other students.Those with a secondary level education show a rate of only 20%, whereas those with certificate / A-Levels / Foundation or equivalent and Diploma / Equivalent show a rate of 5% and 25% respectively. This also can mean that students with higher qualification are more aware and satisfy with the smartphones they have. 38 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Table 4. 3. 3 Field of study Frequency Percent Valid Percent Cumulative Percent Business 60 30. 0 70. 0 100. 0 30. 0 70. 0 100. 0 30. 0 100. 0 Valid Non-Business 140 Total 200 39 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSDiagram 4. 3. 4 Meanwhile, Field of stu dy separated between business and Non business it shows 70% of participants are 70% and 30% were Business students. Table 4. 3. 4 Brand Frequency Percent Valid Percent Cumulative Percent 15. 0 20. 0 30. 0 65. 0 80. 0 100. 0 Iphone Blackberry HTC Valid Samsung Nokia Sony Erricson Total 30 10 20 70 30 40 200 15. 0 5. 0 10. 0 35. 0 15. 0 20. 0 100. 0 15. 0 5. 0 10. 0 35. 0 15. 0 20. 0 100. 0 40 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Diagram 4. 3. 5 Brand As for brand, a total of seven types of phone brands were given.The first highest is Samsung with 35% second will be Sony Erricson with 20%. The third will be I phone and Nokia which share 15% respectively fourth HTC with 10% and lastly blackberry with 5%. 41 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 4. 3. 5 Age analysis Descriptive Statistics N Age Range Minimum Maximum Mean 18. 00 30. 00 Std. Deviation 200 12. 00 22. 1000 2. 70678 Valid N (listwise) 200 As for age, th e minimum is 18 and maximum will be 30 and all of them are students. 4. 4 – Factor analysis Abbreviation used: Usefulness = U, Understandability = UD, Enjoyment = E, Ease of use = EU, Satisfaction = S 4. . 1 Findings and analysis of the relationship between perceived usefulness and satisfaction of smart phones among students. In this section of study, the relationship between the perceived usefulness and satisfaction of smart phones among students is determined to confirm the following hypotheses: H1: There is no significant relationship between perceived usefulness and satisfaction H2: There is a significant relationship between perceived usefulness and satisfaction In order to analyze the relationship between usefulness and satisfaction of smartphones among students, the correlations test was carried out. 2 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Correlations Average_U Pearson 1 Correlation Average_U Sig. (2-tailed) N Pearson . 462** Correl ation Average_Satisfaction Sig. (2-tailed) . 000 N 200 200 1 200 . 000 200 . 462** Average_Satisfaction **. Correlation is significant at the 0. 01 level (2-tailed). Table 4. 4. 1: Correlation test on the relationship between the perceived usefulness and satisfaction of smart phones among students. The correlation test was used to determine the significance of hypotheses.The results are presented as above. The p-values of 0. 000 and 0. 000 shows that usefulness and satisfaction on smart phones among students are related, the test shows a relationship between usefulness and satisfaction on smart phones among students. Therefore hypothesis H1 is rejected since hypothesis H2 is proved to be accepted as there is a significant relationship between usefulness and satisfaction on Smartphones among students. 43 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 4. 4. Findings and analysis of the relationship between understandability and satisfaction of smart phones a mong students In this section of study, the relationship between the understandability and satisfaction of smart phones among students is determined to confirm the following hypotheses: H1: There is no significant relationship between understandability and satisfaction H2: There is a significant relationship between understandability and satisfaction In order to analyze the relationship between understandability and satisfaction of smartphones among students, the correlations test was carried out Correlations Average_Satisfaction Pearson 1 Correlation Average_Satisfaction Sig. (2-tailed) N Pearson . 718** Correlation Average_UD Sig. (2-tailed) N . 000 200 200 1 200 . 000 200 Average_UD . 718** **. Correlation is significant at the 0. 01 level (2-tailed). Table 4. 4. : Correlation test on the relationship between the understandability and satisfaction of smart phones among students. 44 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS The correlation test was used to determine the significance of hypotheses. The results are presented as above. The p-values of 0. 000 and 0. 000 shows that understandability and satisfaction on smart phones among students are related, the test shows a relationship between understandability and satisfaction on smart phones among students. Therefore hypothesis H1 is rejected since hypothesis H2 is proved to be accepted as there is a significant relationship between understandability and satisfaction on Smartphones among students. 4. 4. Findings and analysis of the relationship between enjoyment and satisfaction of smart phones among students In this section of study, the relationship between the enjoyment and satisfaction of smart phones among students is determined to confirm the following hypotheses: H1: There is no significant relationship between enjoyment and satisfaction H2: There is a significant relationship between enjoyment and satisfaction In order to analyze the relationship between enjoyment and satisfaction of smartphones among students, the correlations test was carried out 45 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Correlations Average_Satisfaction Pearson 1 Correlation Average_Satisfaction Sig. (2-tailed) N Pearson . 756** Correlation Average_E Sig. (2-tailed) N . 000 200 200 1 200 . 000 200 . 756** Average_E **. Correlation is significant at the 0. 01 level (2-tailed). Table 4. 4. 3: Correlation test on the relationship between the enjoyment and satisfaction of smart phones among students.The correlation test was used to determine the significance of hypotheses. The results are presented as above. The p-values of 0. 000 and 0. 000 shows that enjoyment and satisfaction on smart phones among students are related, the test shows a relationship between enjoyment and satisfaction on smart phones among students. Therefore hypothesis H1 is rejected since hypothesis H2 is proved to be accepted as there is a significant relationship between enj oyment and satisfaction on Smartphones among students. 46 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 4. 4. 4 Findings and analysis of the relationship between ease of use and satisfaction of smart phones among studentsIn this section of study, the relationship between the ease of use and satisfaction of smart phones among students is determined to confirm the following hypotheses: H1: There is no significant relationship between ease of use and satisfaction H2: There is a significant relationship between ease of use and satisfaction In order to analyze the relationship between ease of use and satisfaction of smartphones among students, the correlations test was carried out 47 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Correlations Average Satisfaction Pearson 1 Correlation Average_Satisfaction Sig. (2-tailed) N Pearson . 865** Correlation Average_EU Sig. (2-tailed) N . 000 200 200 1 200 . 000 200 . 865** Average_EU **. Co rrelation is significant at the 0. 1 level (2-tailed). Table 4. 4. 4: Correlation test on the relationship between the understandability and satisfaction of smart phones among students. The correlation test was used to determine the significance of hypotheses. The results are presented as above. The p-values of 0. 000 and 0. 000 shows that ease of use and satisfaction on smart phones among students are related, the test shows a relationship between ease of use and satisfaction on smart phones among students. Therefore hypothesis H1 is rejected since hypothesis H2 is proved to be accepted as there is a significant relationship between ease of use and satisfaction on Smartphones among students. 48A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 4. 5 Regression: To find out the strongest and most influenced determinant to attain satisfaction, a regression test is used. This linear regression in the table below shows that, ease of use have a high R value compare to other variable which is 0. 865. It also means that ease of use plays a vital role in satisfaction among students. 49 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Correlations Average Averag _Satisfac e_U tion Average_Satisfaction Pearso Average_U n Average_UD Correlat Average_E ion Average_EU Average_Satisfaction Average_U Sig. 1Average_UD tailed) Average_E Average_EU Average_Satisfaction Average_U N Average_UD Average_E Average_EU . 000 . 000 200 200 200 200 200 . 000 . 000 200 200 200 200 200 . 000 . 000 200 200 200 200 200 . .000 200 200 200 200 200 . 000 . 200 200 200 200 200 . 000 . 000 . .000 . 000 . 865 . .000 . 769 . 000 . .910 . 000 . 000 . 908 . 000 . 000 1. 000 . 000 . 000 . 756 . 840 . 938 1. 000 . 908 . 718 . 853 1. 000 . 938 . 910 . 462 1. 000 . 853 . 840 . 769 1. 000 . 462 . 718 . 756 . 865 Average _UD Averag e_E Average _EU Table 4. 5 50 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 4. 6 Summary These chapt ers consisted of rate of response, reliability test, test on demographic and factor analysis. 51A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS CHAPTER 5 – CONCLUSION 5. 1 – Introduction This chapter includes Conclusion, recommendation and Reflection. 5. 2 – Conclusion The purpose of this study is to investigate the determinants of satisfaction on smart phones among students. There are four factors used in this study to find out whether it can obtain satisfaction towards the students. This research were extracted from various existing articles which are perceived usefulness of smartphones, perceived enjoyment that smartphones provide, perceived understandability, perceived ease of use towards satisfaction of smartphones among students.Based on the survey done on the four determinants towards satisfaction, the result shows a significant relationship between all of them, which conclude that, this, four determinant is important for satisfa ction on smartphones among students. 5. 3 – Recommendation In this research, targeted samples were taken randomly from people who research see, and know. Therefore in future researcher may expand their research throughout Malaysia bigger sample size from all kind of class as from students to working adults should be taken for much bigger picture Secondly, this research is focused on determinant of satisfaction among students so in future researcher can study in detailed the other factors which can help to raise satisfaction.Lastly, a detailed research on the comparison between the users and non-users of smart phones can be done to determine the image and expectancy of users. 52 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 5. 4 – Reflection Reflection basically means the act of reflecting or the state of being reflected, it can be also telling out what a researcher have gone through for months he takes up this research. Researchers have take n up the title Determinant of satisfaction of smart phones among students. This is because researcher had a deep interest in smart phones and always had a curiosity how to get to know and expand the knowledge in this section.This research personally have enlighten researcher in and out of smartphones through the reading of articles, it also have enlighten researcher with social perception and motive of users. The process of undertaking the project dint deviates in any way compare to proposal. Researchers have planned earlier for proposal itself and it just needed to expand it. Supervisor was really helpful in a way to gives more ideas to expand the literature reviews and matter which comes with it. The only thing that deviates from proposal is more word counts and vast information on smartphones. Researchers have included more information’s on satisfaction and its relevance to users, business and corporate who might use it. Research project have a certain process and flow pro cess as follows.Firstly, Identification of research problem is to determine the determinants to attain satisfaction in this process researcher learned that it is important to identify the problem in a situation. Secondly, problem and statement objective, in this process researcher learn to state the problem and objective of certain problem not only think about it. Thirdly, research question, in this process learn to ask a proper and relevant question for the problem to get a conclusion. Fourthly, literature review in this process researcher learn to use previous or past examples that related to the problem as reference and move in to the goal. Fifthly, quantitative research 53 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS ethods, in this process researcher have learned to find a proper channel to calculate and analyze the problems. Sixthly, survey instruments, in this process researcher have learn to communicate to users or people who related to study wit hout being ask a lot of wrong questions. A proper questionnaire is a good answer. Seventhly, pilot test, in this process researcher have learn that even been assumed a proper question have been readied mistakes are there, correction is needed for perfection. Next, data collection, in this process researcher have learn that there a lot of way to communicate with person and media and surveys are one and relevant. Lastly, data analysis, in this researcher learned that there are always results for good or bad.And in this research it is good. There are a lot of limitations in this research, one of the main one is limitation on topic to student, the reason why researcher find this can be limitation is because, students are mostly prone to enjoyment and playing games, this might be a big change in the research perception. If in future researcher want to differently, researcher may expand the sample size to more than 500 samples and researcher would increase the class size from students to many other classes. This study can be helpful for all phones industry and it’s easier to get a large picture of users’ needs in smartphones and sustainability of smartphone industry. 5. – Summary These chapters have included Conclusion, Recommendation and Reflection. 54 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS APPENDIX A: GANTT CHART OF RESEARCH ACTIVITIES 2012 Activities /Month Research details Coordination with Relevant agencies and Parties Literature Review Questionnaire Design Pilot Testing Revision of questionnaires Selection of respondents Administration of Survey Data Analysis Report Writing Dissemination of draft for discussion Dissemination Report of final Topic/relevant April May June July Aug Sept Oct Nov Dec 55 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSAPPENDIX B: QUESTIONNAIRES Hi, my name is Emmanuel A/L Panpalan (SCM-013826), currently studying Bachelor of Accounting and Finance of Te esside University in SEGi University, Kota Damansara. I am conducting a research project to fulfill requirements for my Final year Thesis. The research is STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS. Your individual response will be kept private and confidential. My report will reveal group findings for academic presentations and publications only. Your participation in this study will contribute further to the field of communication in Malaysia. Thank you for participating in this research project.Background Instruction: Answer all questions Section 1 1. Gender: Male / Female 2. Age ______ 3. What is the highest education level you have completed? (Tick one only) o SPM o STPM o A-Level o Diploma 56 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS o Degree o Post-graduate 4. What is your major field of study? o Business o Non Business 5. What brand of smart phone do you use (Tick one only) o iPhone o Blackberry o HTC o Samsung o N okia o LG o Sony Ericsson 57 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Answer all questions Section 2 Factor Analysis Circle the number in the box provided for most appropriate response.Only ONE number needs to be circled for each question. Please answer ALL the questions in SECTION 2 according to the scale as below: Strongly Disagree†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 Disagree†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Neutral†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Agree†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦2 Strongly Agree†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 1. USEFULLNESS Find the Smartphone application useful 5 in my daily life Using the Smartphone application helps 5 me accomplish things more quickly Using the my Smartphone chances of application 5 achieving 4 3 2 1 4 3 2 1 4 3 2 1 improves things I find important I think App store provide the useful 5 4 3 2 1 58 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS Smartphone applications 2.UNDERSTABILITY App store clearly provides the classified 5 smart phone application menu App store provides detailed information 5 about the smart phone application App store provides detailed manual 5 about the smart phone application App store provides detailed information 5 about the smart phone application 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 function 3. ENJOYMENT I think it is fun to use Smartphone 5 application 4 3 2 1 I think the process of using Smartphone 5 application would be pleasant I think using Smartphone application 5 would bring me pleasure I enjoy using Smartphone application 5 4 3 2 1 4 3 2 1 4 3 2 1 59 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 4.EASE OF USE My interaction with the Smartphone 5 application is clear and understandable Interaction with the Smartphone 5 4 3 2 1 4 3 2 1 application does not require a lot of my mental effort I find it easy to get the Smart phone 5 application to do what I want it to do I find the Smartphone application to be 5 easy to use 4 3 2 1 4 3 2 1 5. SATISFACTION My overall experience of Smartphone 5 application use was very satisfied. 4 3 2 1 ###END### Thank you very much for your participation If you have any additional thoughts, suggestions, questions, or comments, feel free to contact me via email at [email  protected] com 60 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTSREFERENCES 1) Hun Choi, Yoo-Jung Choi and Ki-Mun Kim 2012 The Understanding of Building Trust Model on Smartphone Application: Focusing on Users’ Motivation, Viewed 3 October 2012 2) Mark Brownlow, (2012) Smartphone statistics and market share, http://www. email-marketing-reports. com/wireless-mobile/smartphone-statistics. htm Viewed 3 October 2012 3) Anusha Sethuraman, (2011) US Smart phones statistics, http://www. smartonline. com/mobile-2/us-smartphone-statistics-q1-2011-overview/ Viewed on 4 October 2 012 4) Gordon Adams, (2004) Smart phones evaluation, http://inews. berkeley. edu/bcc/Fall2004/smartphones. html, Viewed on October 4, 2012 5) Report withiPhone,http://www. dailytech. om/Apple+Tops+JD+Power+Customer+Satisfactio n+Report+with+iPhone/article22684. htm, Viewed October 1, 2012 5:23 6) Ding Hooi Ting, Suet Fong Lim, Tanusina Siuly Patanmacia, Ca Gie Low, Gay Tiffany Kaiser, (2011) Apple Tops J. 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How quality, value, image, and satisfaction create loyalty at a Chinese telecom.Journal of business research, 62(10), 980-986, Viewed 4 October 2012 8) Hsi-Peng Lu, Philip Yu-Jen Su, (2009),†Factors affecting purchase intention on mobile shopping web sites†, Internet Research, Vol. 19 Iss: 4 pp. 442 – 458, Viewed 4 October 2012 9) Nithi, N, & de Lind van Wijngaarden, A 2011, ‘Smart power management for mobile handsets', Bell Labs Technical Journal, 15, 4, pp. 149-168, Business Source Complete, EBSCOhost, viewed 2 November 2012. 10) Survey Says: Smart Phone Users Active But Frustrated' 2011, Seybold Report: Analyzing Publishing Technologies, 11, 16, pp. 13-15, Business Source Complete, EBSCOhost, viewed 2 November 2012. 11) Goodman, S, & Harris, A 2010, ‘The Coming African Tsunami of Information Insecurity', Communications of the ACM, 53, 12, pp. 4-27, Business Source Complete, EBSCOhost, viewed 2 November 2012. 12) Gaughan, D 2011, ‘The enterprise app store – a promise of consumer ease of use? ‘, Enterprise Innovation, 7, 6, p. 12, Business Source Complete, EBSCOhost, viewed 2 November 2012. 13) Fern, G 2009, ‘Making the most of mobile te chnology', Manager: British Journal Of Administrative Management, 66, p. 30, Business Source Complete, EBSCOhost, viewed 2 November 2012 14) Motley, L 2011, ‘Getting Smart with Smart Phones', ABA Bank Marketing, 43, 2, p. 32, Business Source Complete, EBSCOhost, viewed 2 November 2012. 62 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AMONG STUDENTS 15)Hanley, M, &Boostrom Jr. , R 2011, ‘How the Smartphone is Changing College Student Mobile Content Usage and Advertising Acceptance: An IMC Perspective', International Journal Of Integrated Marketing Communications, 3, 2, pp. 49-64, Business Source Complete, EBSCOhost, viewed 2 November 2012. 16) Oliver R (1981) Measurement and evaluation of satisfaction processes in retail settings. 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Viewed November 2012 64 A STUDY ON THE DETERMINANTS OF SATISFACTION ON SMARTPHONES AM

Black Arts & Black Aesthetic Essay

Larry Neal’s â€Å"Black Arts Movements† and Addison Gayle’s â€Å"The Black Aesthetic† are two identical mission statements for the black audience: set yourself apart from the white culture and give your culture the recognition it deserves. The two pieces are similar in ideas and purposes. The black communities were tired of always adapting to the ways of the white culture because it was the â€Å"right† way to act. The black community wanted to define their own culture and these pieces were words of encouragement for blacks to step outside the white ways of thinking and acting and step into an acceptance of their own urbanity. Once the differences were accepted that’s when you start seeing the different relationships between whites and blacks. These written pieces were significant changes in thoughts and actions at this time, and they weren’t useless. The blacks were really hoping to set themselves apart from the rest, to have people recognize they were different from the white oppressive mind set, and it worked. Larry Neal’s â€Å"The Black Arts Movement†, written in 1968, speaks directly to the needs and ambitions of Black America at the time. The main goal in â€Å"The Black Arts Movement† is to emphasize the necessity for black culture to define their world in their own terms. Larry Neal asks the question in his piece, â€Å"†¦whose vision of the world is more meaningful, ours or the white oppressors? † (Neal page 2040). He is asking his audience to move away from a white oppressor vision of the world and create their own vision of the world: a vision that has their own beliefs, thoughts, and ideas; a vision that stands out from the white patterns that have consisted years prior. The Black artists’ primary duty is to express the needs of the Black people. Neal explains this idea by saying, â€Å"†¦main thrust of his new breed of contemporary writers to confront the contradictions arising out of the Black man’s experience in the raciest West† (Neal page 2039). In other words, the goals of these new artists is to use a concept of â€Å"protest literature† (page 2040) and direct this new literature directly towards black people to summon hope and â€Å"[awaken] Black people to the meaning of their lives† (Neal page 2042). The Black community had been living in an oppressive society for years prior to this new movement. Neal believed The Black Aesthetic was the destruction of white ideas, and the destruction of white ways of looking at their world. Addison Gayle Jr. was another of these contemporary artists who encouraged a new way of life to the black community in his piece, â€Å"The Black Aesthetic†. The Black Aesthetic movement was the practice that helped those seeking to navigate and understand the experiences of black peoples. Gayle explains the Black Aesthetic movement: â€Å"The question for the black critic today is not how beautiful is a melody, a play, a poem, a novel, but how much more beautiful has the poem†¦made the life of a single black man?†¦ The Black Aesthetic, then, as conceived by this writer†¦is a means of helping black people out of the polluted mainstream of Americanism†¦Ã¢â‚¬  (Gayle 1916). This is a significant quote because Gayle, and many of the Black Aesthetic artists at the time, really believe that these works of art are not for the critics’ entertainment. Instead they are gritty stories of these Black Peoples’ experiences and they are intended to free the Black Man of an oppressive white America. They are to encourage these black men and women to stop conforming to the white culture and instead embrace their own. The black aesthetic period is so significant because it was a time where the artists made a significant shift in the opinions of the white culture towards the black culture, and even more, it gave a chance to the Black community to find their voice in the madness and be able to stand out amongst the white, oppressive view points of the society they were living in at the time. These two pieces of work connect really well with each other. Essentially I could connect Gayle’s piece to almost any Black Aesthetic piece just because they all have similar viewpoints in regards to the freedom of the oppressive white American culture. However, Larry Neal directly comments on the Black Aesthetics. He describes the Black Arts Movement and the Black Aesthetic as one. Neal says, â€Å"Black Art is the aesthetic and spiritual sister of the Black Power concept. As such, it envisions an art that speaks directly to the needs and aspirations of Black America† (Neal page 2039). This goes with Gayle’s beliefs that the Black Aesthetic is directly made for the needs of the black peoples. Gayle says, â€Å"A critical methodology has no relevance to the black community unless it aids men in becoming better than they are† (page 1917). Gayle and Neal both have this vision for Black Americans that they be freed from this movement, not pushed further into oppression, and they believe the arts can advocate them into being better. The encouragement the artists have for the rest of their brothers and sisters is what makes these two pieces so important, especially when they’re being compared. The black people, whether they are the creators or just regular middle-class folks, share visions of positivity during hardships. They want their brothers to come out and top, so they fight together. The Black Aesthetic movement was a time period where the black Americans, whom had the privilege to create and share poems, stories, and plays, were able to share their creations with the rest of the population to motivate them. Gayle and Neal’s goals are the same: they want the blacks to find their own identity, present themselves differently, and stop following in the footsteps of the whites. They believe that these works of art really can do wonders of change for their brothers and sisters. These stories and creations, poem and plays, aren’t just useless, fictional words that these artist create out of air. They are real life accounts of the battles the black culture have fought in hopes that the oppressive layer of the white America finally comes off their backs. In the following quote, Neal demonstrates how the arts can really be significant. Neal says, â€Å"Poetry is a concrete function, actions†¦Poems are physical entities: fists, daggers, airplane poems, and poems that shoot guns. Poems are transformed†¦ into personal forces†¦Ã¢â‚¬  (Page 2041). In relationship to Neal, Gayle compares the oppression to war. These two works are compatible to each other. Gayle believes the two cultures are at war, while Neal has the perfect weapon: works of art. Gayle explains the society’s conditions by saying, â€Å"The serious black artist of today is at war with the American society as few have been throughout American history† (Gayle page 1914). Gayle and Neal agree upon this. The Black American culture was at a war with the white American culture and the black artists were doing everything in their power to free themselves of this war using the one weapon they were best at using: words. Using these words of hope and encouragement, and visions of freedom and opportunities, the artists created possibilities. Neal and Gayle had similar visions for the future, as well. They both believed this movement was growing and they believed that growth had been evident in white peoples’ eyes already. Gayle states this growth by saying, â€Å"The white academician†¦calls upon a black man to write the introduction. The editor then declares that his anthology ‘represents the best black literature’ or that he has chosen these works which rank the best in American artistic production. †Ã¢â‚¬  (Gayle page 1918). In saying that a black man can write an introduction and rank the best in production is a significant amount of change for the Black community. The white editors are accepting of the different writing styles and topics, and still finding that it’s quality literature even when it’s unlike theirs; a goal the black aesthetic writers have worked to achieve. Neal has a similar idea on hope, but he also adds his beliefs on the growth of this movement by saying, â€Å"Afro-American life and history is full of creative possibilities, and the movement is just beginning to perceive them. Just beginning to understand that the most meaningful statements†¦must come from the Third World of which Black America is a part† (Neal page 2050). This statement is quite similar to Gayle’s in that the white society in America is starting to recognize the importance in black arts which is a significant change because it’s one that they worked towards for many years. At the time, progress was still being made, but some progress had been made and it was enough to make them feel happy and even more hopeful for the future of the movement. The significance in the pieces is that they set their black community apart from the rest of America. Years prior the whites oppressed the blacks and so at this point in time, the black people were trying desperately to free themselves. In comparing these two pieces you really start to see the similar ideas the black people had about their community. These ideas weren’t just small things a few people decided to write about. They were words of hope for the future. A mission statement to set themselves apart from the rest, testimonies of what the artists have been through, and explanations of why they’re different and why they should be recognized as that. The incredible thing about it: it worked. Gayle, Addison, Jr. , and Larry Neal. The Norton Anthology of African American Literature. New York [u. a. : Norton, 2004. Print. ]

Contributing to the UCF Community

What qualities or unique characteristics do you possess that would allow you to contribute to the UCF community? If there has been some obstacle or â€Å"bump in the road,† in your academic or personal life, please explain the circumstances. Embodying the qualities of a woo, developer, and competitor, I believe that I could further strengthen the UCF community. As a woo, I win others over- enjoying the challenge of meeting other people and not stopping until they do like me. Rarely at a loss for words, learning everyone’s names and finding things in common motivates me to continue making connections and making a stranger a friend.The characteristics of being a woo lead me to be a developer- seeing the potential in everyone. I understand that no two people are the same, and so when I do meet people I hope to help them in the growth to succeed. As a competitor, it allows me to be the developer I am because I don’t like to stop until I know what I came to do is fini shed. I am completely aware of others around me and thrive off their energy and competitiveness as well. I would take these characteristics and implement them into UCF.I would teach others to be yourself and embrace meeting others, enable the endless possibilities within each individual, and race to the finish line of anything you do with all your might. All my life was based around sports; they were the cheese to my Cheetos and the peanut butter to my jelly. After many captain positions, MVPs, and 1st place trophies, I entered my senior year of high school. However, I tore my ACL at one of the first football practices of the year. When the doctor told me I tore my ACL, I couldn’t believe what I heard.â€Å"Crutching† as fast as I could as if it were the last quarter of the game, I went home and researched what I could do to recover quickly. Each time I watch sporting games and a player goes down, that snapshot in time reoccurs in my mind as if it were featured on ESPN ’s Not Top 10 Plays and achieving that number 1 spot. Everything that I worked for now was just a fumble; I realized that I could not just rely solely on sports for achievements in my life- rather, have that athletic talent be my crutch to success.

How the Kimono represented Japanese tradition and national identity Outline

How the Kimono represented Japanese tradition and national identity and How it has changed overtime - Outline Example As a result, wearing traditional garments such as the Kimono are largely restricted to certain festive or special occasions. Chambers (2007, p. 64) says that Japanese national identity can be established through two primary dimensions: Cultural identities and the distinction between traditional and modern practices. Although worn by men, women and children, the Kimono has always been the marked attire worn by Geishas (traditional dancers) and is also worn by women during their coming-of-age ceremony (held around the age of 20). The goal of characterizing the Kimono as feminine attire can be traced to the cultural renaissance initiated during the Tokugawa era (17th-mid 19th centuries). This persisted among the Japanese elite up until the Meiji period (during the turn of the 20th century) (Mathers, 2005, p. 42). As a result, the role of women in contemporary Japanese society is not dependent on individual choice, but has been built on broad national consensus. Women are looked upon to uphold the family and tradition (as a good mother and wife), unlike men who are supposed to be the decision makers and engage with the external world. Thus, while men prefer western outfits, women are encouraged to adorn the Kimono since its wrapping around the female is a direct representation of national identity. In other words, the wearing the Kimono is widely seen as the differentiating element between Japanese tradition and western cultures. â€Å"In our culture today, a clothes is a part of identity. It is a fashion statement of who we are. This is because we want to be seen in certain ways. Wearing clothes is a practice of showing our subjectivity.† (McRobbie, 1994, p. 128) Nevertheless, the use of Kimono has waned over the decades primarily due to western influences and the high level of maintenance required to clean and preserve the garment. Efforts are often underway to revive the tradition and increase the use of the Kimono

Marketing to Millennials Essay Example | Topics and Well Written Essays - 750 words

Marketing to Millennials - Essay Example The Milenials have a lot of purchasing power because of their education and family background and have a lot of influence because of their sheer number. The Millenials are team driven, confident and aspire to climb the corporate ladder. They have technology at their finger tips and have numerous platforms to communicate. All they need to do is approve or disapprove products by pressing ‘Likes’, ‘Stars’ or leaving comments on social media. For the Millenials, technology is much more than sharing information. It is a means to improve life and contribute meaningfully to the society. While the opportunity is lucrative, marketing to the Millenials is not as straightforward as it seems. Millenials think differently, act differently and aspire to buy products that complement their lifestyles. Since time immemorial, people have hankered after jewelry. So do the Millenials. The difference however is that the Millenials may pick up jewelry that goes with yoga pants or look nice with their tattoos. The older generations would not have fathomed about this and that is where difference lies. The aforesaid discussion makes a strong case for using different marketing techniques for the Millennials. The age-old formulas and well- established value proposition strategies may prove ineffective while marketing products and services to this generation. The Milenials have grown up in the 1980s and 1990s and have therefore had exposure of a globalized world. They are aware of what social responsibilities mean and they understand that individuals can make a difference. Designing, manufacturing and marketing new and innovative products is the key to success when it comes to marketing to the Millenials. These customers would be attracted by the designs and styles of products that fit into their lifestyle. The Millenials are driven by emotions. The marketers therefore need to use emotional appeals in their advertisements to woo

Integrated Marketing Communications Plan for Volkswagen Research Paper

Integrated Marketing Communications Plan for Volkswagen - Research Paper Example The Volkswagen Group is one of the largest car manufacturing companies in the world. With its latest launch â€Å"Polo†, Volkswagen has come out with an innovative ad to attract large number of consumers. The IMC tools used by Volkswagen in the case of Polo have been advertising through both print and electronic media, internet marketing, online banners, direct marketing, etc. Volkswagen’s prime IMC strategies related to the Polo car can be discussed as follows:Advertising is the form of communication which s non-personal and provides information about the services, products and the organization. Volkswagen’s television commercial of the Polo car was to make a new beginning in the small car segment. The company through the ad campaign has tried to differentiate itself from other car makers as its television was made to attract young males while other small car makers are largely targeting females. The advertisement has been used extensively by Volkswagen to creat e awareness about the new Polo car and its unique features which makes it a choice for young males rather than showing females taking their cars for shopping. The ad campaign for the Polo car was on the line of â€Å"Dedicated Followers of No One†. The ad campaign has been used by Volkswagen to target people especially males who like to have their own style rather than keep changing with the trends. Interactive marketing or internet marketing as become the most sought after advertising prospect for the companies. With more and more people using internet the companies are getting more inclined towards internet marketing through which they can target a healthy number of people. Volkswagen has used this medium to extend its reach globally in context to the Polo car. The company has very well used internet marketing by putting ads through online banners on popular social networking sites and other websites. Further a special micro site was created to attract the target market esp ecially the young males. The page of the website was designed as a driving game to give the people excitement of driving a Polo car. Celebrity interviews were also posted on the micro site as a tactic to attract consumers. The interactive marketing was used to further create eagerness amongst the young car lovers. Social Media Volkswagen also used social media strategy in the form of a game based on Marco/Polo. The company promoted the Polo car on a popular social ne

Week 2 response papers Essay Example | Topics and Well Written Essays - 500 words

Week 2 response papers - Essay Example sidering that controlling people’s values and temperance is difficult, this may not be the ultimate solution to the current and impending environmental problems. In agreement with the student post, teaching people and making them aware of the consequences of their actions can play a lot in changing people’s negative behavior. As the student notes, people may end up being less wasteful as they understand the kind of situation that may result due to their actions or inactions. While laws help in bringing sanity, they alone too reduce people’s freedoms as noted by the student. A world with numerous freedoms taken away is not a healthy world in my personal view. The world would indeed be a better place if sustainability was upheld without necessarily imposing prohibitions or restrictions to such things as procreation as noted by Dasgupta (2007). As suggested b the student, it would be a noble idea to start teaching people about the issues of sustainability and environmental conservation at a tender age, giving them the opportunity to make informed choices about their preferences and actions. The second student has presented very strong and interesting ideas. The notion that there are already too many laws, regulations and prohibitions is only the truth. However, these laws are broken every so often; even by the very same people who enact them, in some cases. Furthermore, individual freedoms are reduced or altogether abolished with almost every single law that is enacted. Considering the above facts, education seems to be a better option in dealing with issues related to sustainability. When people are educated, they are in a better position to use their common senses to solve or avoid problems (Heal, 2009). Yet another commendable suggestion by the student is the idea that experimental tests should not be conducted in the atmosphere but under simulated conditions. It is common for scientists to simulate how things would work under certain circumstances

Toulmin Model Argument about the Environment Essay

Toulmin Model Argument about the Environment - Essay Example Christianity as a religion has pulled many people who share the faith together, to emphasize on the need of treating the environment with respect. Different Christians have varying interpretations of the Bible; hence some have been reluctant, while others are active in protecting and promoting the works of creation on the environment. These Christians have been spurred by the works and attitude of the creator towards the environment, making them to engage in environmentalist tasks as worship to God, besides the in-church devotion and activities. God himself created every little and big object, he loved and valued his creations. He looked at everything he had made and was satisfied it was indeed good (Gen. 1:31). Just as he loved man, he also loved his creation and moved forward to give man responsibility over the creation, beginning with Adam in the Garden of Eden. His love and goodness extends to all creations, â€Å"he has compassion on all he has made†. Christians who live by emulating the will of God have hence the role to be merciful and gracious to all God’s works (the environment). Christians demonstrate their mindfulness of God by trying the best to take care of the environment and its components as the will of God. There are many environmental injustices taking occurring on the surrounding; reckless deforestation, wildlife destruction and disposal of waste, industrial pollution and other unfriendly human activities to the environments, which are often carried out because of humans’ greed and selfishness. ... His love and goodness extends to all creations, â€Å"he has compassion on all he has made† (Psalms.145: 9). Christians who live by emulating the will of God have hence the role to be merciful and gracious to all God’s works (the environment). Christians demonstrate their mindfulness of God by trying the best to take care of the environment and its components as the will of God. There are many environmental injustices taking occurring on the surrounding; reckless deforestation, wildlife destruction and disposal of waste, industrial pollution and other unfriendly human activities to the environments, which are often carried out because of humans’ greed and selfishness. According to Henderson, the NCC proposed several actions entailing; disposing or recycling of trash properly, minimizing energy consumption, ensuring responsible recreation, reducing the use of fertilizers and pesticides and participating in public witnessing on the federal, local, and state level a s ways to live appropriately, while safeguarding the environment (n.d.). These actions would enable man to practice justice and unselfishness in their activities on the environment. Actions Christians Should Take on Environmental Preservation Recycling and disposition The governments have been on the fore front campaigning on reuse of waste materials to minimize the pollution; Christians have a role to play to share the same vision with their authorities and demonstrate the actions to spur others. From the scripture, Hebrews 13: 17, Christians are guided to obey and be submissive to those who rule over them; this gives Christians the joy to work together with their governments for a profitable course. In many societies, people have neglected their responsibilities on caring for the

Lighting Schematics Essay Example | Topics and Well Written Essays - 500 words

Lighting Schematics - Essay Example Camera cutting from a shaky shot to a steady shot was also another cinematography challenge in the Hunger Games. This error was evidenced by the conversation between two characters in which the camera angle of one character was handheld while on the other one it was completely steady. This link https://www.youtube.com/watch?v=juVckCCMEQQ provides a steady positioning of the camera, and this http://cineblur.com/wp-content/uploads/2012/08/Train-scene-short-loop1.gif provides both steady and shaky position of the camera. The choice of dark setting is one of the production designs that were well utilized in the Hunger Games. In the image below, Katniss portrays a dark face when she walks. The face later appears to be light as she walks towards the light. This lighting design gives Katniss two personalities; an evil side and a nice side. The use of spotlights above Katniss in some parts of the scenes makes it appear interrogative. It appears as if Katniss is in a police station. The lighting of the districts was also dim compared to the bright lighting in the capital city. The variation in lighting enabled the director to sharply contrast between the successive capital city and the poor districts. The shots used in the movie also inform the viewers of certain things. For instance, the focusing of the camera up when the citizens of District Ten are listening to the organizer of the game shows that the people of District are looked down upon by this person. This is further evidenced by the angle of the camera moving down when the organizer of the game picks the tribunes. The choice of color and costume is also one of the production designs that present itself very well in the Hunger Games. For instance, the usual matching of Katniss and Peeta’s uniform shows that the two have something in common or the two obliged to follow specific rules. Katniss’ costume also makes her appear to have broad

Augusta Nationals Two Female Members Essay Example | Topics and Well Written Essays - 750 words

Augusta Nationals Two Female Members - Essay Example The Augusta National Golf Club has shown gender discrimination throughout its history by allowing none of its almost 300 members to be a woman until recently, when the Cub took an action long overdue on it by announcing Condoleezza Rice, the former US Secretary of State, and Darla Moore, the South Carolina financier to be its members. The Club was also publicly pressured by Martha Burk, the women’s rights activist in the year 2001 to allow membership to women, but Hootie Johnson, the chairman of the Club at that time said in response that the Club might alter its policy one day â€Å"but not at the point of a bayonet† (Johnson cited in Tyler). When Bubba Watson joined the Augusta National Golf Club’s tradition of wearing the green jacket upon winning the Masters Golf Tournament, the celebrations were tarnished by the exclusive discrimination displayed by the Club towards the women. One of the lawyers said that the implications of this discrimination could be broader and extend to all working women. The Augusta National Golf Club has been disreputable for a long time in history because of its disallowance for women to become its members. â€Å"The fathers and sons of Augusta know full well that they have built for themselves not just a golf course but one of the great corridors of power in America, and with chests fully puffed, have fiercely and proudly denied women access to those corridors† (Brennan).... In addition to that, all of the past IBM CEOs had served as the Club’s members. The only factor that differed this time was that the CEO was a woman unlike the past CEO members who were all men. Payne retreated the discussion and Rometty did not wear the green jacket to symbolize the club’s membership over the weekend. David Scher, the Employment Law Group’s attorney expected the effects of the exclusive policy of the Augusta National Golf Club to reach all working women. He said, â€Å"This is not the only place that this is happening. Free association allows all kinds of clubs, but there are lots of men's organizations that keep women out of the workforce and it is really time for that to change† (Scher cited in Mielach). 21st century is the time for the discrimination to recede, be that against races or genders. Discriminatory policies do not help any organization holding it, but just serves to complicate things for certain members of the society. †Å"Playing golf and other pastimes is integral to the business world, and outright discrimination against women in the private golf world, although technically legal, can have a severe and lasting illegal impact in the workplace† (Scher cited in Mielach). Grant of the Augusta National Golf Club’s membership to two women in this year is a very big milestone in the way of realization of the equality of genders and will have far-reaching effects for all women in the society and bring a positive revolutionary change in the acceptability of women in the business world in general and the sports in particular. Something like selection of women members for the first time since the establishment of a prestigious club will have an effect on the policies of similar

CVS Pharmacy Essay Example | Topics and Well Written Essays - 750 words

CVS Pharmacy - Essay Example The essay highlights how the CVS Pharmacy applies adaptability and response to change/innovation. The CVS Pharmacy strives to provide expert care and innovative solutions that are effective for the patients. Through such services, CVS illustrates how the use of innovative approaches to traditional plan can help customers in reducing their expenditure on drugs; improve the generic dispensing rates, and minimizing the rate of member disruption (Nursing., (U.S.) and of 308). They have a variety of tools that are available to guide the clients in reducing the costs and increasing the GDR. But, patients may hesitate to implement the new plan designs since the approaches require a change in the behavior of the member and can turn to be quite disruptive. By adapting the elements of the traditional plan design is to provide the members with an appealing selection of options, increase flexibility, and enhance proactive communications. Higher spending in the healthcare industry has traditionally benefitted the traditional stakeholders in the industry. Such professionals include hospitals, doctors, insurers, as well as drug and device manufacturers. Through this, the profitability of the health care system has remained strong despite the common cases of the economic downturn. However, the prospect of the health spending escalation is likely to fuel a growth mandate from the consumers and employers, and the system will be required to deliver more value. CVS pharmacy also looks out for opportunities of increased healthcare spending. During such times, there is often a significant increase in the health insurance premiums and fewer employers are always willing to provide their employees with coverage. Those that do offer the services limit their coverage to the employees and eliminate retirees and dependents. Such opportunities arising from

Psychoanalytical Approach to Family Counseling Essay Example for Free

Psychoanalytical Approach to Family Counseling Essay Whether one is conscious of it or not, we all have our respective worldviews. The way we view life in general and our approach to it is the worldview that control and guide us in every decision that we make – in the way we cope pressures, and even as we celebrate and enjoy good days. Since on a particular worldview a person stands or falls, it is very important to constantly check and evaluate one’s philosophy of life. If I will be asked the question: â€Å"Which philosophy is the best philosophy? † The best answer that I can come up with is, â€Å"Of course, the philosophy that encourages intellectual development. † Christianity is a religion that has been compared, every now and then, to many philosophical persuasions; and most of the time, it was either mixed with other worldviews which were totally strange to it, or the proponents of other strange worldviews have attempted to enjoin Christianity to their philosophy, which inevitably have resulted in confusion and clever duplicity in individuals who follow and experiment into this game (Cheung, 2007, p. 34). For generations, people in different civilizations have become witnesses of how their fellows advocated multiple philosophical disciplines. In fact, today, if one would just observe closely, many hold a compound of various beliefs that got rooted and accumulated for years in the family via environmental conditioning. The by-product of this kind of influence is an individual who cope through the varying situations and circumstances of life with the competence of a chameleon. This kind of approach will not properly help in the development and growth of a person as he or she wades his/her way through college. Contrary to the perception of many, the Biblical Worldview is the one philosophy that encourages the pursuit of true knowledge. It, in fact, commands the engagement of the intellect in the pursuit and exploration of true scientific studies. What precipitated the period of Enlightenment? Was it not when people were hungry for the Truth (Shelley, 1982, p. 55)? And these are periods in the history of humankind when the Biblical Worldview was being brought to the fore of society’s endeavors. If there are two philosophies that developed naturally from one to another, they are Judaism and Christianity. The flow of growth from beginning to consummation is recorded in the Old and the New Testament of the Bible (Escalona, 2008, p. 87). B. Literature review The Extent of Usefulness of the Theory A survey in literature reveals that there is little evidence so far in studies that deliberately seek to determine the efficacies of psychodynamic approach in comparison with any of the other approaches in the treatment of abnormal behavior. A few which came out, in particular one research looked into the applicability of treatment in anorexia and bulimia cases which utilized the psychodynamic model and other models such as cognitive orientation treatment. Results of the experiment by Bachar et al (1999, p. 67) showed positive outcomes where this particular approach was used. It must be remembered that mainstream psychology and psychiatry widely use the cognitive model in explaining and treating abnormal behavior. In the controlled, randomized study by Bachar and team members however, the research highlighted the efficacy of psychodynamic approach in the treatment of anorexia and bulimia disorders. Other studies however show that therapists usually employ a combination of cognitive and psychodynamic approaches or an integrative method in the psychological treatments and interventions (Kasl-Godley, 2000, p. 92). Many of the cases today then, support this view rather than a single method in an efficacious treatment of many of these mental and emotional diseases. The disadvantages of the psychodynamic approach in many of the studies done based on a using this as a single method is that of the apparent difficulty of precise measurements on the treatment procedure itself. The approach usually is limited by whether it can be exactly replicated. Specifically, one other limitation or disadvantage is that the cause of phenomena (i. e. , symptom substation) cannot be located. In addition, another setback is that not all individuals can be hypnotized when using hypnosis in the therapy especially (Kaplan, 1994, p. 431). Reference: Bachar, Eytan, Yael Latzer,Shulamit Kreitler, Elliot Berry 1999. Empirical comparison of two psychological therapies: Self Psychology and Cognitive Orientation in the treatment of Anorezia and Bulimia. Journal of Psychotherapy Practice and Research. American Psychiatric Association 8:115-128, Freud, Sigmund. [1901] 1990. The psychopathology of everyday life. New York. W. W. Norton and Company, Inc. Halonen, JS and JW Santrock, 1996. Psychology: Contexts of Behavior, Dubuque, IA: Brown and Benchmark, p. 810. Hilgard, ER, RR Atkinson, and RC Atkinson 1983. Introduction to Psychology. 7th ed. New York: Harcourt Brace Jovanich, Inc. Hurlok, E. B. 1964. Child Development. New York: Mcgraw-Hill Book Company, Inc. Kaplan, HI, BJ Saddock and JA Grebb. 1994. Kaplan and Saddock’s Synopsis of Psychiatry: Behaviroal Sciences clinical psychiatry. Baltimore: Williams and Wilkins. Kasl-Godley, Julia 2000. Psychosocial intervention for individuals with dementia: An integration of theory, therapy, and a clinical understanding of dementia. Clinical Psychological Review. Vol. 20(6). Leahey, B. B. 1995. Psychology: An Introduction. Iowa: WCB Brown and Benchmark. Rathus, S. A. 1990. Psychology 4th ed. Orlando Fl. : Holt, Rinehart and Winston, Inc. Sdorow, L. M. 1995. Psychology, 3rd ed. Dubuque, IA:WCB Brown and Benchmark Publishers Santrock, J. W. 2000. Psychology. New York: McGraw-Hill. ________ Models of abnormality http://intranet1. sutcol. ac. uk:888/NEC/MATERIAL/PDFS/PSYCHO/ASPSYCHO/23U2_T5. PDF Part II. Integration Section A. Introduction Nowhere is counseling more relevant than the conditions and dilemmas faced by man today. The Bible mentions about the the fears that assail humans then during the early days, and which will be experienced also as time draws to a close. Jeremiah 17:8 implies about the kind of fear which some if not many, will succumb â€Å"when heat comes† (RSV). This illustrates as well that the stressful days are but natural to one’s existence; an affliction to being born into a fallen world. Ephesians 2 is even more clear what befalls on a person who is â€Å"dead in trespasses and sins† (KJV); he is subject to the dictates of a world system (v. 2a, KJV), being in the clutches of the evil spirit (v. 2b, KJV), and awaits the anger that God has on them (v. 3, KJV). All these may position any individual to a life of anxiety, depression, wrongful habits ((v. 3, KJV), substance abuse and other addictions that definitely determine the deterioration of overall mental and physical health. The functioning therefore of any person may be compromised and taxed to the limits, producing individuals who are abusive and getting abused. When not operating in optimal condition, man is sure to experience what psychology tends to diagnose and label as malfunctioning and maladjusted; at worst, the evidence of mental institutions’ existence only shows how this truth has long been spoken about in the Bible. Hence, the Bible becoming more relevant, and a theologically and scientifically trained counselor is even more needed these days. In the field of counselling, the primary considerations that those in the field who are practicing directly or indirectly have something to do with the previously held belief system, or the worldview or philosophy behind the notion of human behaviour. This goes to say that one who ventures into the business of healing and curing emotions and psychological problems must get into a thorough understanding of his/her personal approach to the study of human behaviour. The counselor seeks to explain human nature, the issue of sin or prbably emphasizing or reducing the Scriptural mandate and God’s verdict (whichever side he/she is on), and which eventually dictates intervention strategies, if any. It is even bold as to say that counseling in whatever front is basically â€Å"religious† in nature because in the end, what is upheld or emphasized by the counselor expresses deep-rooted philosophy or religious beliefs. The paper thus seeks to present a personal understanding of how practice in counseling is believed to be done considering the personal qualities, depth and realizations of Biblical truths (this is pre-eminent), and many of the nitty-gritty concepts that comprise the practice of counseling in one’s context. Being in contemporary America, with the recent economic meltdown that leave many surprised and shocked of the reduction of most of their economic capabilities to barely the minimum, being relevant as a counselor is not only a necessity, but it is the very important ingredient to helping many survive with their mental faculties intact. Therefore, this paper makes bold assumptions about human nature in general, how this is addressed in various situations that the average man will be meeting, and how growth (which is interpreted as a positive direction the individual will take) in all areas of his existence may take place. B. Psychoanalytic therapy Leading figures Primary importance is given into the development of one of the most influential disciplines in the world today and that is psychology. This is due to the fact that psychology seemed almost foremost in virtually every kind of decision making process that man makes. Because of this serious biblical ministers and/or scholars or theologians have long studied these effects and have come up with their answers and with their verdict. A Brief History of Modern Psychology by Ludy T. Benjamin, Jr. (2006, p. 23) starts to trace the roots of psychology when Wundt, in 1879, initiated what is now recognized as the first psychology laboratory. The author Benjamin satisfies the reader on what made the psychology today a very much pursued subject of interest as well as a career. Tackling on the lives of the people foremost in this discipline, the book made an otherwise boring and usually uninteresting subject matter into an exciting topic any student will be able to handle. The author mentioned details of the pioneers’ lives and the social milieu that characterized their lives and culture during their day which in all realistic evaluation had made its contribution to what their theoretical perspectives had developed. Other important highlights include the development of psychological tests and assessment techniques that Stanford and Binet spearheaded among others. The following narrative on one of psychology’s key players and foremost in what is now known as the â€Å"first force† in the field gives the reader the importance of their contribution to cotemporary psychology (Benjamin, 2006, p. 76). -Freud, Sigmund Viennese neurologist, founder of psychoanalysis (1856-1939) took his medical degree at the University of Vienna in 1881 and planned a specialist’s career in neurology. Lack of means forced him to abandon his research interests for a clinical career. His interest in what was to become psychoanalysis developed during his collaboration with Josef Breuer in 1884, which resulted in Studies in Hysteria, The Interpretation of Dreams appeared in 1900, Three Contributions to the Theory of Sex in 1905, and the General Introduction to Psychoanalysis in 1916 – a book which contained the evolving theory of the libido and the unconsciousness, in subsequent years, Freud’s outlook became increasingly broad as revealed by the titles of his later works (Benjamin, 2006, p. 54). C. Psychoanalytic Theory The psychodynamic perspective is based on the work of Sigmund Freud. He created both a theory to explain personality and mental disorders, and the form of therapy known as psychoanalysis. The psychodynamic approach assumes that all behavior and mental processes reflect constant and unconscious struggles within person. These usually involve conflicts between our need to satisfy basic biological instincts, for example, for food, sex or aggression, and the restrictions imposed by society. Not all those who take a Psychodynamic approach accept all of Freud’s original ideas, but most would view normal or problematic behavior as the result of a failure to resolve conflicts adequately. This paper attempts to distinguish itself in trying to not only understand the theory that Freud pioneered and polished by some of his faithful followers but especially determine the extent of its usefulness in explaining and treating abnormal behavior.. It is the aim of the author to present in precis a description and explanation of the psychodynamic approach and its usefulness in the context of abnormal behavior (Kaplan, 1994, p. 657). To interpret the theoretical framework of Freud in the context of the Christian religion or Biblical Christianity is essential in order to discover whether their fundamental teachings can mix well in mainstream Christianity. Freud taught about the personality constructs of id, ego and superego; about free association, instincts (life and death); his very controversial psychosexual stages of oral, anal, phallic, latency and genital; the fixation and cathexis concepts. In general this is a theory of personality dynamics which is aimed at the motivational and emotional components of personality. It sounds good that according to Freud, man inherits the life and death instincts (libido and mortido). In the Biblical perspective, however, all these concepts are traceable to the sinful nature which all human species have inherited from the first couple Adam and Eve. In some portions of the Biblical record (Roman 5:12), Adam is said to be the federal head and from him has proceeded both sinful nature, which is inherent in all men, and death – which is the Fall’s eventual outcome. The Bible highlights sin as the main problem of all of the manifestations of abnormality as reflected or manifested in the psyche or human behavior (Bobgan, 1987, p. 543). This theory discounts religion’s God’s pre-eminence, sovereignty and will, and active role in a person’s life. It also discounts man’s ultimate accountability before an almighty God. Moreover, it discounts many of the fundamentals that the Bible teaches, like sin and repentance, just Freud’s other followers propounded (Bobgan, 1987, p. 544). Fundamentally, environment is not to be blamed. Nothing could be more accurate than stating it in exactly the same manner that the Apostle has echoed the true state of affairs. It is somehow true to say, â€Å"It’s all up in the mind. † People violate neighbors because first they have violated the laws of God. And so, â€Å"In the futility of their mind, having their understanding darkened, being alienated from the life of God, because of the ignorance that is in them, because of the blindness of their heart; who, being past feeling, have given themselves over to lewdness, to work all uncleanness with greediness† (Eph. 4:17-19). As daily news in the headlines air everyday, and practically speaking, people have made it their daily business to work driven by greed, never minding what they leave behind in their wake. Because the fight has long been lost – which is in the level of consciousness – everyone now is at the mercy of chance, relationally, in this world. And it goes both ways. Many of the disorders or mental illnesses recognized today without a doubt have their psychodynamic explanation aside from other viewpoints like that of the behaviourist, or the cognitivists. From simple childhood developmental diseases to Schizophrenia, there is a rationale that from Freud’s camp is able to explain (Kaplan et al, 1994, p. 76, 98, 456). I. The Psychodynamic concepts A. Theory of Instincts Libido, Narcissism, Instincts and Pleasure Reality Principles. Freud employed â€Å"libido† to denote to that â€Å"force by which the sexual instinct is represented in the mind. † This concept is quite â€Å"crude† or raw in its form hence this refers far more than coitus. Narcissism was developed by Freud as his explanation of people who happened to have lost libido and found that in the pre-occupation of the self or the ego, like in the cases of dementia praecox or schizophrenia. Persons afflicted with this mental illness appeared to have been reserved or withdrawing from other people or objects. This led Freud to conclude that a loss of contact with reality is usually common among such patients. The libido that he conceptualized as innate in every person is herein explained as invested somewhere else and that is precisely the role of self-love or narcissism in the life of one afflicted. The occurrence of narcissism is not only among people with psychoses but also with what he calls neurotic persons or in normal people especially when undergoing conditions such as a physical disease or sleep. Freud explains further that narcissism exists already at birth hence, one can expect realistically that newborn babies are wholly narcissistic (Sdorow, 1995, p. 67). Freud classified instincts into different distinguishing dimensions namely: ego instincts, aggression, and life and death instincts. Ego instincts are the self-preservative aspects within the person, while aggression is a separate construct or structure of the mind which is not a part of the self-preservative nature of the human mind. Its source is found in the muscles while its objective is destruction. Life and death instincts called Eros and Thanatos are forces within the person that pulls in opposite directions. Death instinct is a more powerful force than life instinct (Rathus, 1988, p. 55). The pleasure and reality principles are distinct ideas that help understand the other aspects of Freud’s theory. The latter is largely a learned function and important in postponing the need to satisfy the self (Sdorow, 1995, p. 98). B. Topographical theory of the mind Much like real physical mapping or description of a land area, the topographical theory appeared as attempt to designate areas of the mind into regions; the unconscious, the preconscious, and the conscious. The Unconscious mind is shrouded in mystery (Kaplan, 1994). It is the repository of repressed ideas, experiences and/or affects that are primary considerations when the person is in therapy or treatment. It contains biological instincts such as sex and aggression. Some unconscious urges cannot be experienced consciously because mental images and words could not portray them all in their color and fury. Other unconscious urges may be kept below the surface by repression. It is recognized as inaccessible to consciousness but can become conscious by means of the preconscious. Its content is confined to wishes seeking fulfilment and may provide the motive force for the formation of dream and neurotic symptoms. In other words, unconscious forces represent wishes, desires or thoughts, that, because of their disturbing or threatening content, we automatically repress and cannot voluntarily access (Santrock, 2000, p. 43). The Preconscious is a region of the mind which is not inborn but developed only when childhood stage is beginning to emerge. The preconscious mind contains elements of experience that presently out of awareness but are made conscious simply by focusing on them. Freud labelled the region that poked through into the light of awareness as the Conscious part of the mind. Conscious thoughts are wishes, desires, or thoughts that we are aware of, or can recall, at any given moment. It is closely related in understanding as that of the organ of attention operating with the preconscious. With attention the individual is able to perceive external stimuli. However, Freud theorized that our conscious thoughts are only a small part of our total mental activity, much of which involves unconscious thoughts or forces (Leahey, 1995, p. 433). C. Structural Theory of the Mind Freud conceptualized the mind into what is called as three provinces equivalent to its functions: the id, ego and superego. The id is that aspect which only looks forward to gratifying any of its desires and without any delay. The ego is the structure of the mind which begins to develop during the first year of life, largely because a child’s demands for gratification cannot all be met immediately. The ego â€Å"stands for reason and good sense† (Freud, 1901, p. 22), for rational ways of coping with frustrations. It curbs the appetites of the id and makes plans that are compatible with social convention so that a person can find gratification yet avert the censure of others. In contrast to the id’s pleasure, the ego follows the reality principle. The reality principle has a policy of satisfying a wish or desire only if there is a socially acceptable outlet available (Halonen et al, 1996, p. 43). The superego develops throughout early childhood, usually incorporating the moral standards and value of parents and important members of the community through identification. The superego holds forth shining examples of an ideal self and also acts like the conscience, an internal moral guardian. Throughout life, the superego monitors the intentions of the ego and hands out judgment of right and wrong. It floods the ego with feelings of guilt and shame when the verdict is negative (Halonen et al, 1996, p. 43). As children learn that they must follow rules and regulations in satisfying their wishes, they develop a superego. The superego, which is Freud’s third division of the mind, develops from the ego during early childhood (Hurlock, 196, p. 66). Through interactions with the parents or caregivers, a child develops a superego by taking on or incorporating the parents’ or caregivers’ standards, values, and rules. The superego’s power is in making the person feel guilty if the rules are discovered; the pleasure-seeking, id wants to avoid feeling guilty. It is motivated to listen to the superego as a moral guardian or conscience that is trying to control the id’s wishes and impulses (Hilgard, et al, 1979). From the Freudian perspective, a healthy personality has found ways to gratify most of the id’s demands without seriously offending the superego. Most of the id’s remaining demands are contained or repressed. If the ego is not a good problem solver or if the superego is too stern, the ego will have a hard time of it (Halonen et al, 1996, p. 43). D. Therapeutic goals Sigmund Freud offered a psychoanalytic viewpoint on the diagnosis and understanding of a person’s mental health. Other perspectives, the behavioristic paradigm offers to see this in a different light. The psychoanalytic perspective emphasizes childhood experiences and the role of the unconscious mind in determining future behavior and in explaining and understanding current based on past behavior. Basing on his personality constructs of the Id, Ego and the Superego, Freud sees a mentally healthy person as possessing what he calls Ego strength. On the other hand, the behavior therapist sees a person as a â€Å"learner† in his environment, with the brain as his primary organ of survival and vehicle for acquiring his social functioning. With this paradigm, mental health is a result of the environment’s impact on the person; he learns to fear or to be happy and therein lies the important key in understanding a person’s mental state. Considering that the achievement and maintenance of mental health is one of the pursuits of psychology, the following is a brief outline of what psychologists would endorse a healthy lifestyle. The individual must consider each of the following and incorporate these in his/her day to day affairs: 1. The Medical doctor’s viewpoint – well-being emphasis than the illness model 2. The Spiritual viewpoint- a vital spiritual growth must be on check. 3. The Psychologist’s viewpoint- emotional and relationship factors in balance. 4. The Nutritionist’s viewpoint – putting nutrition and health as top priority. 5. The Fitness Expert’s viewpoint- Exercise as part of a daily regimen. The theory I have in mind then is an amalgamation of several approaches, primarily the integration of the Christian worldview and the theories set forth by Cognitive-behaviorists and psychoanalytic models, and biological/physical continuum. There are other good models but a lot of reasons exist why they cannot be â€Å"good enough;† a lot depends on my own personality. Being authentic to who you are, your passion, is effectively communicated across an audience whether it is a negative or positive one. The basic way of doing the â€Å"amalgamation† or integration is that the Christian worldview takes precedence over the rest of the approaches. Although many of the concepts and premises of each theory mentioned are sound and at times efficacious, when it clashes with the faith-based theory, the former must give way to the latter. It is understood then, that I thoroughly examined each of the theory and set them against the backdrop of spirituality. Interpreting a problem that a client suffers for instance, entails that the theoretical viewpoint that I am convinced with, has better chances of properly understanding the maladjustments that the client had been suffering. To come up with the balanced worldview (an integration in other words), the balance between the realms mentioned, including the true frame of human individuals and the true nature of God (or theology) are properly considered. Thoroughly accepting the fact that there is no contest between the natural and the spiritual; only that troubles arise when one realm is overemphasized at the expense of another. This thin line or slight tension between the two levels is best expressed in the personhood of Jesus Christ, who was a perfect man as well as God. If we start to equate ourselves with that notion (which is usually happening) and we start to think that we are balanced, then we surely lack understanding or real self-awareness of the fact that we are deeply and seriously out of balance and this is one reason why we need help. ~ What are your general goals in therapy? Christian counseling admittedly embraces in reality, a basic integration of the biblical precepts on the view of man and psychology’s scientific breakthroughs in addressing the dilemmas that beset human individuals. Depending on the persuasion of the practitioner, especially whether he or she comes from either the purely theological or â€Å"secular† preparation, Christian counseling can either lean to certain degrees of theology or psychology. According to Larry Crabb, â€Å"If psychology offers insights which will sharpen our counseling skills and increase our effectiveness, we want to know them. If all problems are at core spiritual matters we don’t want to neglect the critically necessary resources available through the Lord by a wrong emphasis on psychological theory† (Crabb in Anderson et al, 2000). Dr. Crabb’s position certainly ensures that science in particular, has its place in counseling in as much as theology does. He made sure that all means are addressed as the counselor approaches his profession, especially in the actual conduction of both the diagnostic and therapeutic or intervention phases (Crabb in Anderson et al. , 2000). Trauma inducing and crisis triggering situations have spiraled its occurrence and in its primacy in the US and in many other countries in recent years. Its broad spectrum ranges from the national disaster category such as that of Hurricane Katrina or the 911 terrorist strikes in New York, Spain and England, to private instances such as a loved one’s attempt at suicide, the murder of a spouse or child, the beginning of mental illness, and the worsening situation of domestic violence (Teller et al, 2006). The acute crisis episode is a consequence of people who experience life-threatening events and feel overwhelmed with difficulty resolving the inner conflicts or anxiety that threaten their lives. They seek the help of counselors, paramedics and other health workers in crisis intervention centers to tide them over the acute episodes they are encountering. These are defining moments for people and must be adequately addressed else they lead lives with dysfunctional conduct patterns or disorders (Roberts et al, 2006). In the integrated or eclectic approach the goal of the therapy is not just relief to the patient or client. Although an immediate relief is very helpful, this may not always be the case in most illnesses. The goal as mentioned in the preceding pages is to provide long-term reduction of the symptoms and the occurrence of the disease altogether if possible. The management then is not impossible but neither is this easy. Specifically, the counselee or patient must want to heal or believe that there is going to be curative effects in the process. It presupposes that he/she must learn to trust the therapist in his/her capabilities as well in leading or facilitating the changes or modifications. It is very much essential that (in the perspective of a cognitive-behaviorist) that the client understands ownership to the deeds and choices in thought patterns he/she made are crucial to the recurring or occurring condition that s/he experiences (Rubinstein et al. , 2007; Corey, 2004). Moreover, the identification of specific treatments or interventions according to the diagnosed issue will be accommodated and implemented based on the chosen treatment modalities fit with the therapeutic approach utilized. It may be a single modality based on a single approach (e. g. , learning principles and desensitization for a patient with specific phobias) or it maybe a combination of many modalities (CBT, Rogerian, Phenomenological, or Family systems) (Rubinstein et al. , 2007; Corey, 2004). E. Summary Every theoretical approach has its own assumptions. In the psychodynamic theory, the following three assumptions help guide a student of human behavior or an expert in this field determine the underlying factors that explain the overt manifestations of specific behaviors. These assumptions therefore, help guide the diagnosis of the presence or absence of mental illness. They are the same assumptions that guide the therapist in choosing what treatment that will better help heal, cure or alleviate the symptoms. These assumptions are: â€Å"There are instinctive urges that drive personality formation. † â€Å"Personality growth is driven by conflict and resolving anxieties. † â€Å"Unresolved anxieties produce neurotic symptoms† (Source: â€Å"Models of abnormality†, National Extension College Trust, Ltd). The goals of treatment here include to alleviate patient of the symptoms is to uncover and work through unconscious conflict. The task of psychoanalytic therapy is â€Å"to make the unconscious conscious to the patient† (â€Å"Models of abnormality†, National Extension College Trust, Ltd). Employing the psychodynamic viewpoint, the therapist or social scientist believes that emotional conflicts, or neurosis, and/or disturbances in the mind are caused by unresolved conflicts which originated during childhood years. Reference: Corey, Gerald, 2004. Theory and practice of counseling and psychotherapy. Thomson Learning, USA. Corey, Gerald. 2001. The Art of Integrative Counseling. Article 29: â€Å"Designing an Integrative Approach to Counseling Practice† Retrieved May 9, 2009 in http://counselingoutfitters. com/vistas/vistas04/29. pdf Crabb, Larry, 2000. Found in Anderson et al resource. Christ-centered therapy. http://books. google. com/books? id=Rn-f2zL01ZwCpg=PA11lpg=PA11dq=effective+biblical+counseling+by+larry+crabb+critiquesource=webots=WFVYLIqP1nsig=MqIhqE_XfGzIQODAKV5iMPjqz14#PPA19,M1 Davison, Gerald C. and John M. Neale. 2001. Abnormal Psychology. Eighth ed. John Wiley Sons, Inc. Ellis, Albert 2001. Overcoming Destructive Beliefs, Feelings, and Behaviors: New Directions for Rational Emotive Behavior Therapy. Prometheus Books Kaplan, HI, BJ Saddock and JA Grebb. 1994. Kaplan and Saddock’s Synopsis of Psychiatry: Behavioral Sciences clinical psychiatry. Baltimore: Williams and Wilkins. Benjamin, Ludy T. Jr. 2006. A brief history of Psychology. Wiley-Blackwell; 1 edition. Bobgan, Martin Deidre. 1987. Psychology: Science or Religion? From Psychoheresy: The psychological seduction of Christianity. Eastgate Publishers. Retrieved May 6, 2009. http://www. rapidnet. com/~jbeard/bdm/Psychology/psych. htm Boring, Edwin G. et. al. 1948. Foundat