netrashetty
Netra Shetty
In 1903, Fred J. Kline founded the Clipper Manufacturing Company (a maker of paper clips) in Long Island, New York.
In 1910 the company became the American Clip Company, and first used the name "ACCO" as an initialism, which became the company's formal name in 1922.
After many acquisitions, ACCO went public in 1983, and was acquired in 1987 by American Brands (later Fortune Brands).
In 1992 ACCO UK was created from the integration of ACCO Europe and Rexel Ltd. ACCO UK is the UK's largest manufacturer of office products, and its brands include Derwent Cumberland Pencil Company.
In 2005 ACCO was spun off from Fortune Brands and through the merger with the General Binding Corporation, ACCO Brands was formed.
ACCO Brands's Net Sales and Operating Income by Geographical Regions in Q4 2009[3]
Quantitative research uses mathematical analysis in order to provide proof of a fact or hypothesis, guess or assumption. When it is properly implemented, it can help to answer question including how many consumers prefer a new product? or which of these three packaging designs is most attractive to consumers (Kolb, 2008). Thus, it concerns with acquiring exact measurements or correlations and statistical significance between the variables which is important in predicting, assessing and estimating the attitudes and behaviors of buyers which can help in the process of market sizing, segmentation, together with the discovery of the drivers for products and different brand preferences (Marriot, 2006).
This method can be useful for the studying the usage pattern of toiletries among the consumers, because it can help to gather actual number of fact from the customers which can be supported by numbers and ratios. Survey can be used in order to conduct a quantitative research, which focuses on selecting a sample which represent the market segment and then ask them to fill up questionnaires and then tabulate the result by using statistical software package that will be used in order to support the proven fact. Questionnaire can include questions that will ask the customers about their usage of toiletries, thus, by using valid number of sample that will represent the market segment; the result of the study will show the behavior of the customers towards the said product. Thus, the process can eat less time and effort for the marketers because the number speaks for itself.
On the other hand, qualitative is useful in answering the question Why? or What if? It is designed in order to uncover the attitudes, beliefs and opinions of the consumers rather than the facts. Because it is difficult to know the preferences of the consumer before the study is conducted, a quantitative survey form with predetermined answers can result in misleading results. Instead a wider variety of qualitative research tools which include interviews, focus groups, observation and projective technique can be used. Aside from that, qualitative research uses fewer participants who are not necessarily representative of all the consumers in population. In fact, they are chosen because they belong to a distinct segment (Kolb, 2008).
Because of that, this method will also be useful for the toiletries manufacturer in order to study the usage patterns of toiletries among the consumers. This is because it can use to focus on some hidden factors which cannot be analyzed and evaluated by using numeric data. This can help to observe the behavior of the customers regarding the different factors which affect their consumption of toiletries. Above all, it can also help to gather data from the consumers which help them to analyze what are the characteristics of toiletries that are vital for the consumers, therefore can help the process of decision-making and manufacturing, which can help to maintain competitive advantage by focusing on factors in everyday life which affect the consumption of toiletries of the consumers. By that, information gathered can be used in innovation and R&D process.
Market research originally borrowed projective technique from psycho-analysis and clinical psychology where they are used in order to gain insights into personality and personality disorder (Boddy, 2004). According to Adams & Schvaneveldt (1993) projective techniques involve the use of vague, ambiguous, unstructured stimulus objects of situation in which the subject projects his or her personality, attitudes, opinions and self-concept to give the situation some structure (Donoghue, 2000).
One example of projective technique is the Mood boards (brand mapping). These are collages of, example magazine clippings which represents the way the participants of the study think or feel about the research object. The assignments that are given to the participants are commonly open or the participants can include clips whatever seems connected to them. In practice, the respondents clip people, animals, things, colors and words. This technique is useful in qualitative study, for instance the study by Hofstede, van Hoof, Walenberg & de Jong (2007) which focus on the personification of the celebrities which corresponds their view about four beers. As a result, the authors had been able to gather data which support the perceived image of the consumers towards the brands.
Another technique is the sentence completion (completion), the subject will be given an incomplete sentence, story, argument or conversation and asked to finish it (Burns & Lennon, 1993 in Donoghue, 2000). This technique will be very useful in the quantitative research, because the researcher will be able to get simple and concise answers from the respondents which will be easy to understand or analyze. For instance, the participants can be asked to complete a sentence which pertains on the characteristics of a given product or brand, it can be used in order to know the expectations of the consumers towards the product or brand, together with his or her perception about it. Thus, it will be very helpful in comparing the expectations and satisfactions of the customers, which can help to evaluate the performance of the product or brand in meeting the demands and needs of the customers.
Both of the said process will be helpful because it enables the sample to enjoy the study, at the same time, enable the researchers to gather important information to be used in the decision-making process.
Question 2
There are many types of errors that are generally classified as sampling and non-sampling errors. A sampling error is the difference between the observe values of a specific variable and the average of a series of observed values over a period of time. On the other hand, non-sampling errors commonly arise because of errors in design, logic interpretation, field service or presentation (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
In the case of the lifestyle survey of the Statistic Department of Singapore, base on the target 2,000 sample, it can be said that the study will face sampling errors. These errors pertain on the difference between a sample result and the result that would have been achieved by undertaking a complete census. Thus, just like in the case, the Department of Statistics done under-representation of the particular case in the sample, compared with the population as a whole. The entire population of the country as of March, 2008 was already 4.84 million. Thus, it can be said that 2,000 responses from the samples cannot represents the entire behavior or responses of the entire population. It is important to consider that it is important to take at least 60% of the entire population. However, the study will be very large, if it will take the 60% of the entire Singaporean, because, it will be hard to analyze such huge data. Thus, it can be said that the Department of Statistics made an error in choosing the statistical population, because the population is very huge that it will need huge amount of resources in order finish the study. Thus, because of the huge population, it will require long time in order to finish the study, it is important to consider the fact that the lifestyle of people changes over time, therefore when the study finish, the outcome can be obsolete because changes had happened in the lifestyle of the Singaporean.
On the other hand, because of the said errors in the sampling aspect of the study, it can be said that it will have and directly and indirectly impact over the non-sampling aspect of the study. Thus, this is called the sample frame errors consists of non-coverage and over-coverage samples in the population. Thus, it can be said that the entire research is not representing the entire population as well as the segments of the population. Aside from that, researcher did not include information that will delimit the candidate respondents, there is a big possibility for bias, because there will be some group (age, gender etc.) that will not be included in the study. These problems will be prevented by planning the samples and then adjusting it based on what and how the study will be conducted. Thus, it can affect the data gathering method which can add up to the bias of sampling framework. Thus, the most effective way of limiting or preventing the said error is to recognize its existence and to take correctional measures which pertain on improving the sample frame; establishing clear instruction which concern the data gathering method; specifying callback requirements; and verifying and monitoring responses from the sample population (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
Another possible problem is the non-response error. This is because of the fact that the study caters a huge population, there is a big chance that the Department of Statistics will use methods that will help them to save money and effort in visiting personally the respondents such as mail survey, telephone interview and even personal interview. The people originally chosen to be interviewed might not respond because they are not at home or because they refuse to participate (Stevens, Wrenn, Sherwood, & Ruddick, 2005). However, there are things that can be done in order to resolve the said problem. First, it is important to communicate with the respondents regarding the importance of his or her opinions. It can also help if the researcher will notify and inform the researcher in advance and make some appointment for a callback at mutually agreeable time. It is also important to focus on the ethical consideration and concerns of the respondents including confidentiality and privacy. It can also help to maintain contact with a callback or follow-up mailing, together with including return postage and envelopes for mail surveys. Above all, the most effective way of motivating the chosen respondents is by means of tokens or incentives
In 1910 the company became the American Clip Company, and first used the name "ACCO" as an initialism, which became the company's formal name in 1922.
After many acquisitions, ACCO went public in 1983, and was acquired in 1987 by American Brands (later Fortune Brands).
In 1992 ACCO UK was created from the integration of ACCO Europe and Rexel Ltd. ACCO UK is the UK's largest manufacturer of office products, and its brands include Derwent Cumberland Pencil Company.
In 2005 ACCO was spun off from Fortune Brands and through the merger with the General Binding Corporation, ACCO Brands was formed.
ACCO Brands's Net Sales and Operating Income by Geographical Regions in Q4 2009[3]
Quantitative research uses mathematical analysis in order to provide proof of a fact or hypothesis, guess or assumption. When it is properly implemented, it can help to answer question including how many consumers prefer a new product? or which of these three packaging designs is most attractive to consumers (Kolb, 2008). Thus, it concerns with acquiring exact measurements or correlations and statistical significance between the variables which is important in predicting, assessing and estimating the attitudes and behaviors of buyers which can help in the process of market sizing, segmentation, together with the discovery of the drivers for products and different brand preferences (Marriot, 2006).
This method can be useful for the studying the usage pattern of toiletries among the consumers, because it can help to gather actual number of fact from the customers which can be supported by numbers and ratios. Survey can be used in order to conduct a quantitative research, which focuses on selecting a sample which represent the market segment and then ask them to fill up questionnaires and then tabulate the result by using statistical software package that will be used in order to support the proven fact. Questionnaire can include questions that will ask the customers about their usage of toiletries, thus, by using valid number of sample that will represent the market segment; the result of the study will show the behavior of the customers towards the said product. Thus, the process can eat less time and effort for the marketers because the number speaks for itself.
On the other hand, qualitative is useful in answering the question Why? or What if? It is designed in order to uncover the attitudes, beliefs and opinions of the consumers rather than the facts. Because it is difficult to know the preferences of the consumer before the study is conducted, a quantitative survey form with predetermined answers can result in misleading results. Instead a wider variety of qualitative research tools which include interviews, focus groups, observation and projective technique can be used. Aside from that, qualitative research uses fewer participants who are not necessarily representative of all the consumers in population. In fact, they are chosen because they belong to a distinct segment (Kolb, 2008).
Because of that, this method will also be useful for the toiletries manufacturer in order to study the usage patterns of toiletries among the consumers. This is because it can use to focus on some hidden factors which cannot be analyzed and evaluated by using numeric data. This can help to observe the behavior of the customers regarding the different factors which affect their consumption of toiletries. Above all, it can also help to gather data from the consumers which help them to analyze what are the characteristics of toiletries that are vital for the consumers, therefore can help the process of decision-making and manufacturing, which can help to maintain competitive advantage by focusing on factors in everyday life which affect the consumption of toiletries of the consumers. By that, information gathered can be used in innovation and R&D process.
Market research originally borrowed projective technique from psycho-analysis and clinical psychology where they are used in order to gain insights into personality and personality disorder (Boddy, 2004). According to Adams & Schvaneveldt (1993) projective techniques involve the use of vague, ambiguous, unstructured stimulus objects of situation in which the subject projects his or her personality, attitudes, opinions and self-concept to give the situation some structure (Donoghue, 2000).
One example of projective technique is the Mood boards (brand mapping). These are collages of, example magazine clippings which represents the way the participants of the study think or feel about the research object. The assignments that are given to the participants are commonly open or the participants can include clips whatever seems connected to them. In practice, the respondents clip people, animals, things, colors and words. This technique is useful in qualitative study, for instance the study by Hofstede, van Hoof, Walenberg & de Jong (2007) which focus on the personification of the celebrities which corresponds their view about four beers. As a result, the authors had been able to gather data which support the perceived image of the consumers towards the brands.
Another technique is the sentence completion (completion), the subject will be given an incomplete sentence, story, argument or conversation and asked to finish it (Burns & Lennon, 1993 in Donoghue, 2000). This technique will be very useful in the quantitative research, because the researcher will be able to get simple and concise answers from the respondents which will be easy to understand or analyze. For instance, the participants can be asked to complete a sentence which pertains on the characteristics of a given product or brand, it can be used in order to know the expectations of the consumers towards the product or brand, together with his or her perception about it. Thus, it will be very helpful in comparing the expectations and satisfactions of the customers, which can help to evaluate the performance of the product or brand in meeting the demands and needs of the customers.
Both of the said process will be helpful because it enables the sample to enjoy the study, at the same time, enable the researchers to gather important information to be used in the decision-making process.
Question 2
There are many types of errors that are generally classified as sampling and non-sampling errors. A sampling error is the difference between the observe values of a specific variable and the average of a series of observed values over a period of time. On the other hand, non-sampling errors commonly arise because of errors in design, logic interpretation, field service or presentation (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
In the case of the lifestyle survey of the Statistic Department of Singapore, base on the target 2,000 sample, it can be said that the study will face sampling errors. These errors pertain on the difference between a sample result and the result that would have been achieved by undertaking a complete census. Thus, just like in the case, the Department of Statistics done under-representation of the particular case in the sample, compared with the population as a whole. The entire population of the country as of March, 2008 was already 4.84 million. Thus, it can be said that 2,000 responses from the samples cannot represents the entire behavior or responses of the entire population. It is important to consider that it is important to take at least 60% of the entire population. However, the study will be very large, if it will take the 60% of the entire Singaporean, because, it will be hard to analyze such huge data. Thus, it can be said that the Department of Statistics made an error in choosing the statistical population, because the population is very huge that it will need huge amount of resources in order finish the study. Thus, because of the huge population, it will require long time in order to finish the study, it is important to consider the fact that the lifestyle of people changes over time, therefore when the study finish, the outcome can be obsolete because changes had happened in the lifestyle of the Singaporean.
On the other hand, because of the said errors in the sampling aspect of the study, it can be said that it will have and directly and indirectly impact over the non-sampling aspect of the study. Thus, this is called the sample frame errors consists of non-coverage and over-coverage samples in the population. Thus, it can be said that the entire research is not representing the entire population as well as the segments of the population. Aside from that, researcher did not include information that will delimit the candidate respondents, there is a big possibility for bias, because there will be some group (age, gender etc.) that will not be included in the study. These problems will be prevented by planning the samples and then adjusting it based on what and how the study will be conducted. Thus, it can affect the data gathering method which can add up to the bias of sampling framework. Thus, the most effective way of limiting or preventing the said error is to recognize its existence and to take correctional measures which pertain on improving the sample frame; establishing clear instruction which concern the data gathering method; specifying callback requirements; and verifying and monitoring responses from the sample population (Stevens, Wrenn, Sherwood, & Ruddick, 2005).
Another possible problem is the non-response error. This is because of the fact that the study caters a huge population, there is a big chance that the Department of Statistics will use methods that will help them to save money and effort in visiting personally the respondents such as mail survey, telephone interview and even personal interview. The people originally chosen to be interviewed might not respond because they are not at home or because they refuse to participate (Stevens, Wrenn, Sherwood, & Ruddick, 2005). However, there are things that can be done in order to resolve the said problem. First, it is important to communicate with the respondents regarding the importance of his or her opinions. It can also help if the researcher will notify and inform the researcher in advance and make some appointment for a callback at mutually agreeable time. It is also important to focus on the ethical consideration and concerns of the respondents including confidentiality and privacy. It can also help to maintain contact with a callback or follow-up mailing, together with including return postage and envelopes for mail surveys. Above all, the most effective way of motivating the chosen respondents is by means of tokens or incentives