netrashetty
Netra Shetty
Interplay Entertainment Corporation (NASDAQ: IPLY) is an American video game publisher and developer.
Problem statement and or hypothesis
The purpose of the study is to describe the naturalistic outcomes and dimensions of health experienced by women with Interstitial Cystitis (IC) and to identify relationships between these dimensions and women’s current self-care practices in managing their illness. The latter question asks: What is the relationship between women’s subjective evaluations of self-care effectiveness and other measures of health?
Theoretical and conceptual framework
While the existing literature points to the deep impact that IC have on women's lives, there is nonetheless a scarcity of research on the particular issues of self-care and the outcomes in women with this disorder. For this reason, the medical and mental health communities are unaware of the best way to assist IC patients in their recovery. To address this gap in the literature, this particular study was conducted to specifically explore the naturalistic outcomes and dimensions of health experienced by women with IC and to identify relationships between these dimensions and women’s current self-care practices in managing their illness.
Research Design
For this proposal, the authors employed a combination of qualitative methods. This study examined naturalistic self-care activities and concurrent health dimensions rather than experimental manipulation of these variables. Nonprobability sampling is employed. The participants represented three different patient groups: (1) support group leaders for the Interstitial Cystitis Association (ICA) from the United States and Canada, (2) ICA conference attendees and (3) requested subjects in the ICA newsletter Health line.
A 52-page survey was used, which included a combination of self-report Likert scales, categorical description, and open-ended questions, to gather data about the multidimensional experience of having and managing IC. The limitations of the study include the inability to identify temporal precedence between reported effectiveness of self-care and the measures of health dimensions and outcomes.
Data collection procedures
Before the study was conducted, an approval to perform the study was obtained. Informed consent was obtained from all the participants. The participants were selected representing three patient groups. They were informed that the purpose of the study was to learn more about the use and effectiveness of self-care strategies in managing IC.
The IC-SCR, adapted from the Self-Care Responses Tool, was used for the present study. It assessed the cognitive and behavioral strategies used by women in response to a variety of potential and actual threats to women’s sexuality. The IC-SCR was designed to obtain information about self-care to meet universal, developmental, and health deviation needs. Nearly 300 items on the IC-SCR are related to hygiene, diet, cognitive reframing, social support and stress reduction among others. The respondents are asked to indicate how often they have used each strategy during the past year as well as its perceived effectiveness.
lmost 5 percent of paid search spending in the US is now in mobile, according to a report released last week from banking and investment firm Macquarie Group, using Efficient Frontier data.
That mobile search spend could double to almost 10 percent by the end of this year if growth continues at an aggressive pace.
Using some very rough math that would mean US mobile paid search could be worth approximately $1.1 billion (at least) by the end of 2011. And almost all that money would be Google’s.
Just as Google dominates mobile search share in the US (with roughly 98 percent), the report said that 97 percent of mobile search spend (for Efficient Frontier clients) now goes to Google, while 3.2 percent spend goes to Bing/Yahoo.
At the recent IAB event in Florida Google CEO Eric Schmidt said that mobile is growing “faster than expected” and surpassing all the company’s internal projections. On average mobile search queries represent roughly 15 percent of all search volume across categories, according to Google.
But there’s a catch. Efficient Frontier data show higher CPCs and lower CTRs for mobile search campaigns. This pattern is confirmed by iCrossing data as well.
The report states that mobile searches have a CTR that is “30 percent lower than desktop” CTR. By the same token mobile search CPC is 13 percent higher than on the PC, according to Efficient Frontier’s data. The report doesn’t mention click to call or its impact on CPC prices.
What these data argue is the need for different ROI metrics for mobile search campaigns. Marketers need to “open the aperture” and take a greater range of actions and activity into account:
Currently, ROI measurement for mobile search advertising is largely based on the same revenue-based ROI criteria used to evaluate desktop search campaigns.
As a result, the ROI statistics for mobile campaigns are often significantly lower than for desktop search campaigns (as evidenced in Efficient Frontier’s data).
Until advertisers can more accurately attribute a wider range of “success” events such as offline store visits, offline and (delayed) online sales, and phone calls to a mobile ad campaign, marketers using a traditional ROI-based approach to make campaign budget decisions will be less willing to increase mobile ad budgets.
Clicks and CTR are bad metrics for mobile. For example, InsightExpress and Dynamic Logic data show mobile display ads consistently outperforming PC display across a range of non-CTR brand metrics (e.g., recall, favorability).
Many mobile users are inclined to take immediate, “real-world” action and are more likely to do so than their PC counterparts. According to Google’s Surojit Chatterjee, “Mobile users are more prone to take immediate action. People searching on mobile have a higher intent. The time between intent and action has been narrowed.”
The report also has this interesting analysis about the impact of the iPhone on Google’s fortunes in mobile — 50 percent of iPhone Google searches come from the toolbar:
We’ve seen data that shows that while Google absolutely dominates searches emanating from the iPhone (95%+), ~50% of iPhone Google searches come from the toolbar, 42% from Google’s homepage and less than 10% from Google’s app.
This is an absolutely critical point, as it indicates that Apple has significant influence over GOOG’s mobile search share. If Apple were to make Bing the default search provider through its toolbar, Google’s share could be significantly impacted.
Problem statement and or hypothesis
The purpose of the study is to describe the naturalistic outcomes and dimensions of health experienced by women with Interstitial Cystitis (IC) and to identify relationships between these dimensions and women’s current self-care practices in managing their illness. The latter question asks: What is the relationship between women’s subjective evaluations of self-care effectiveness and other measures of health?
Theoretical and conceptual framework
While the existing literature points to the deep impact that IC have on women's lives, there is nonetheless a scarcity of research on the particular issues of self-care and the outcomes in women with this disorder. For this reason, the medical and mental health communities are unaware of the best way to assist IC patients in their recovery. To address this gap in the literature, this particular study was conducted to specifically explore the naturalistic outcomes and dimensions of health experienced by women with IC and to identify relationships between these dimensions and women’s current self-care practices in managing their illness.
Research Design
For this proposal, the authors employed a combination of qualitative methods. This study examined naturalistic self-care activities and concurrent health dimensions rather than experimental manipulation of these variables. Nonprobability sampling is employed. The participants represented three different patient groups: (1) support group leaders for the Interstitial Cystitis Association (ICA) from the United States and Canada, (2) ICA conference attendees and (3) requested subjects in the ICA newsletter Health line.
A 52-page survey was used, which included a combination of self-report Likert scales, categorical description, and open-ended questions, to gather data about the multidimensional experience of having and managing IC. The limitations of the study include the inability to identify temporal precedence between reported effectiveness of self-care and the measures of health dimensions and outcomes.
Data collection procedures
Before the study was conducted, an approval to perform the study was obtained. Informed consent was obtained from all the participants. The participants were selected representing three patient groups. They were informed that the purpose of the study was to learn more about the use and effectiveness of self-care strategies in managing IC.
The IC-SCR, adapted from the Self-Care Responses Tool, was used for the present study. It assessed the cognitive and behavioral strategies used by women in response to a variety of potential and actual threats to women’s sexuality. The IC-SCR was designed to obtain information about self-care to meet universal, developmental, and health deviation needs. Nearly 300 items on the IC-SCR are related to hygiene, diet, cognitive reframing, social support and stress reduction among others. The respondents are asked to indicate how often they have used each strategy during the past year as well as its perceived effectiveness.
lmost 5 percent of paid search spending in the US is now in mobile, according to a report released last week from banking and investment firm Macquarie Group, using Efficient Frontier data.
That mobile search spend could double to almost 10 percent by the end of this year if growth continues at an aggressive pace.
Using some very rough math that would mean US mobile paid search could be worth approximately $1.1 billion (at least) by the end of 2011. And almost all that money would be Google’s.
Just as Google dominates mobile search share in the US (with roughly 98 percent), the report said that 97 percent of mobile search spend (for Efficient Frontier clients) now goes to Google, while 3.2 percent spend goes to Bing/Yahoo.
At the recent IAB event in Florida Google CEO Eric Schmidt said that mobile is growing “faster than expected” and surpassing all the company’s internal projections. On average mobile search queries represent roughly 15 percent of all search volume across categories, according to Google.
But there’s a catch. Efficient Frontier data show higher CPCs and lower CTRs for mobile search campaigns. This pattern is confirmed by iCrossing data as well.
The report states that mobile searches have a CTR that is “30 percent lower than desktop” CTR. By the same token mobile search CPC is 13 percent higher than on the PC, according to Efficient Frontier’s data. The report doesn’t mention click to call or its impact on CPC prices.
What these data argue is the need for different ROI metrics for mobile search campaigns. Marketers need to “open the aperture” and take a greater range of actions and activity into account:
Currently, ROI measurement for mobile search advertising is largely based on the same revenue-based ROI criteria used to evaluate desktop search campaigns.
As a result, the ROI statistics for mobile campaigns are often significantly lower than for desktop search campaigns (as evidenced in Efficient Frontier’s data).
Until advertisers can more accurately attribute a wider range of “success” events such as offline store visits, offline and (delayed) online sales, and phone calls to a mobile ad campaign, marketers using a traditional ROI-based approach to make campaign budget decisions will be less willing to increase mobile ad budgets.
Clicks and CTR are bad metrics for mobile. For example, InsightExpress and Dynamic Logic data show mobile display ads consistently outperforming PC display across a range of non-CTR brand metrics (e.g., recall, favorability).
Many mobile users are inclined to take immediate, “real-world” action and are more likely to do so than their PC counterparts. According to Google’s Surojit Chatterjee, “Mobile users are more prone to take immediate action. People searching on mobile have a higher intent. The time between intent and action has been narrowed.”
The report also has this interesting analysis about the impact of the iPhone on Google’s fortunes in mobile — 50 percent of iPhone Google searches come from the toolbar:
We’ve seen data that shows that while Google absolutely dominates searches emanating from the iPhone (95%+), ~50% of iPhone Google searches come from the toolbar, 42% from Google’s homepage and less than 10% from Google’s app.
This is an absolutely critical point, as it indicates that Apple has significant influence over GOOG’s mobile search share. If Apple were to make Bing the default search provider through its toolbar, Google’s share could be significantly impacted.
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