Consumer Coffee Consumption Preference in the Netherlands Research Proposal

Consumer Coffee Consumption Preference in the Netherlands - Research Proposal Example On average, the Dutch consume 3.2 cups of coffee per person everyday according to 2006 statistics making them the second largest coffee consumers after Scandinavians, and although the average is 13 percent lower compared to a decade earlier in 1996, the approximate coffee consumption is significantly high compared to other countries (de Bontridder). Coffee is substantially popular beverage in Netherlands, making a study into factors influencing the popularity, consumption, and preferences important especially for marketing groups wishing to segment the market. Compared to other countries, the Netherlands coffee consumption average is second to Scandinavian countries drinking approximately 4.3 cups of coffee per day between 2002 and 2006, with Finland topping the coffee consumption list at 5.4 cups a day (de Bontridder). In the same period, 2002-2006, eastern and southern Europe registered the least coffee consumption, with southern Europeans drinking approximately 1.9 cups per day a factor associated to higher tea consumption and preference. Various reasons exist, influencing people towards coffee consumption in the western countries, with the two primary factors according to Gelder, Buijsse, Tijhuis, et al being the psychoactive stimulation affect of caffeine content in the coffee and improvement of cognitive performance (Gelder et al 226). Most people in the western countries begin their day with a fresh cup of coffee, essentially to be fully awake for the rest of the day, and be able to maintain coherence in thought because coffee stimulates their brains. Notably, the association of coffee and better cognitive functioning is attributed to the caffeine factor, which enters the blood stream and acts as a stimulant causing alertness in body and mind. In a study conducted over a ten-year period assessing whether coffee consumption influences the cognitive decline in elderly men, the researchers identified variables that influence coffee consumption, which included education, height and weight, gender, physical activities, age, and lifestyle with participants from Finland, Italy, and the Netherlands. Considering age as the relevant variable in this discussion, the findings showed that age was inversely associated with the amount of coffee consumed (Gelder et al 228). The highest consumption was more than 4 cups per day, associated with people aged 74.8 years with a deviation of 0.4, which was the youngest group among the elderly participants, while the least consumers were aged 77 years (Gelder et al 230). In the same study, the Dutch came up as the highest consumers, whereby out of the 336 Dutch participants, 202 drank more than three cups per day compared to 77 of the Fin participants. Another study that shows agreement with the study by Gelder and colleagues is by Luciano, Kirk, and Heath et al, investigating the genetic and environmental influences on tea consumption and finding a common relation with those of coffee consumption. The study participants were 1796 Australian identical twins and 2013 non-identical twins aged 16 to 87 years. The study tested the number of cups of coffee and tea the participants took in a day, and the results showed a negative association of age with coffee preferences but a

RISK, RETURN, TRADE OFF, PORTFLIO AND DIVERSIFICATION Essay

RISK, RETURN, TRADE OFF, PORTFLIO AND DIVERSIFICATION - Essay Example We often hear a proverb that "Quality Never Cheeps"; same applies here that an investment with a low risk profile has a low investment return capacity as compared to an investment with a high profile of risk. Most of the investors are risk averse, but they are unaware of the fact that, while investing they have to indulge themselves into a number of risks, which they don't think; like interest rate risk, country risk, hazard risk and bankruptcy risk. This happens because the investor merely focuses on the financial risk and concern about the volatility among the prices of the asset or security, he have. It's a psyche of a person that, if we offer two investments offering the same expected return, but differing in risk, then a risk-averse investor will prefer the less risky investment. Most people invest in a number of assets or hold shares of a number of companies in order to diversify the risk. More precisely we can say that, people typically invest their wealth in a portfolio of as sets and will be concerned about the risk of their overall portfolio. Portfolio theory is used to diversify the risk of an investment; the theory was initially adopted by Markowitz in 1952 as a normative approach to investment choice under uncertainty.

Perspective Research Paper Example | Topics and Well Written Essays - 250 words

Perspective - Research Paper Example may not necessarily be the main deciding factor, but microeconomic principle assumes that all other factors kept constant, as the price of a product goes up, demand for the product declines. Based on pricing, a business can focus with accuracy what consumers will buy and what they will not buy (Mankiw, 62). A planned Economy is an economic system in which it is directed by the state. The central government controls all decisions regarding distribution and production of goods and services. Certified planners come second in that hierarchy by distributing work among the labour force. In a free market economic system, groups seeking their own advantage make decisions pertaining production and pricing. In a Mixed Economy, there exist an assortment of government and free enterprise control, and in some cases, the government may have a monopoly (Peter, 14). (B2B) Business-to-Business is a trade market where one can buy anything at any time with a purpose of saving money and acquiring goods for immediate decision-making. Drawbacks of B2B include; it does not facilitate all types of businesses and possible lack of credit as big businesses my deliberately kill small businesses. Advantages of B2B include; the use of online means reduces cost of running a business, and it facilitates ease of tracing customer details. E-business is a business process that aims to integrate consumers with suppliers via the internet. Advantages of E-business include; worldwide presence, effectiveness in marketing and promotion, better and personalised customer service and ease of development of competitive strategies. Some of its advantages are, costly business solutions and sector limitation in terms of some products being perishable (Iyer). Several factors have influence on business perspective. These factors include economic factors, the economic system and the form of business itself. During business start-ups, it is important to keep these factors in

Growth and Development Assessment Project Essay Example | Topics and Well Written Essays - 750 words

Growth and Development Assessment Project - Essay Example e may be on the thin side, but according to her mother, a recent visit with the Pediatrician assured her that Chloe is within the normal weight range for her age, having gained the appropriate weight of five to seven pounds yearly (Middle Childhood n.d.). This is likewise confirmed by her mother who took Chloe to the pediatrician recently. Her movements are more coordinated and smoother than compared to early childhood, a very distinctive physical trait at her age (Middle Childhood n.d.). At age eight, Chloe can complete basic mental operations of problems that require the presence of tangible objects and situations. She can likewise organize objects with varying sizes in the likes of â€Å"small, medium and big†. As an eight year old, Chloe belongs to the middle childhood stage of human development where according to Piaget’s Model of Cognitive Development can analyze the thought of reversibility and serial ordering (Passer et al 2001). Moreover, being able to comprehend how to solve problems so long as concrete objects and situations are present; and being capable of arranging things with different dimensions, Chloe’s cognitive progress conforms and adheres to Piaget’s theory of the middle childhood’s intellectual development where the child from seven to twelve years of age can think logically and perform proper serial ordering (Passer et al 2001). Chloe is in addition is a very enthusiastic girl who possesses a knack for an unrestrained kind of imagination. Yet, there are times that she gets frustrated of the outcomes of her abilities especially in school. And while she does her utmost best to study her subjects and to participate in other school activities, her grades does not come up with what she expects them to be. These incidents make her quite frustrated at times. The foregoing factors identifies with Erikson’s Eight Stages of Human Development, where he states that the middle childhood’s emotional development is appropriately described

How consumers are protected in contracts for the sale Essay Example for Free

How consumers are protected in contracts for the sale Essay Goods are any form of products that are supplied to consumers for their convenience. They are generally modelled as having diminishing marginal utility. Ultimately, whether an object is a good or a bad depends on each individual consumer and therefore, it is important to realize that not all goods are good all the time and not all goods are goods to all people. Sourced: http://en.wikipedia.org/wiki/Good_(economics) Role of the Sales of Goods Act 1979: The Sales of Goods Act 1979 gives consumers the opportunity of returning or exchanging products which do not fit the description for example, if a consumer has joined a new contract with the O2 and have been told that with the new contract they get a contract phone in black, however on the day when the phone arrives its white then the consumer can take their problem straight back to O2 and they would have to change the product straight away as it doesn’t look like what it is said to. Also if the contract clearly states that it will be a particular phone and turns out to be a different make then O2 would have to make sure the exchange the products and supply the customer with the one they have stated. Express Terms of the Sales of Goods Act 1979: An express term of a contract is a declaration which is made by two or more organisations; and has agreed upon what is stated in the contract, the contracts can be made through verbal methods or by word of mouth. Once the contract has been agreed upon both the organisations have to make sure the follow the deal. Conditions: A condition is a term which has to be followed within the agreement, For example, if O2 are selling their phone contract to customers, whereas supply customers with a different phone contract then it shows that  O2 did there bit of providing the customer with a mobile phone contract however didn’t provide them with the right one. A breach of contract will entitle O2 to follow the correct law of the contract and provide the consumer with the right one. Warranties: A warranty is a term that does not fully follow all agreements, so For example, carrying on from the O2 phone contract issue , when the customers buys the phone contract and is assured by the company that they will receive a special tariff with the contract. Therefore, when the phone contract arrives on the day there is no extra tariff, when the party doesn’t stick to its word then this is seen as a warranty. The customer is able to sue the supplier however it doesn’t mean that the agreement will end. Implied terms of the Sales of Goods Act 1979: There are sequence of conditions which are automatically prepared in every contract by the sales of goods act; and they would be dealing with the following which include: title, description, fitness for purpose and satisfactory quality. I have stated these factors below and explained what each and every one of them means: Title: this is when there is an implied condition which allows the sellers to have the right to sell the goods for example, O2 impliedly confirms that the phone contract it sells actually belong to it and also that it can legally pass on the ownership to another telecommunications company, however if O2 are not able to pass on the title to the buyers then it will mean that O2 will be liable for breach for the contract. Description: the contract must fully explain how the product has been described, when there is a contract for the sales of goods by description then there will be an implied condition that the goods will correspond with that description. However the slightest removal from the description will then enable the buyer into rejecting the goods for breach of condition of the contract made. Fitness for purpose: A fitness for purpose is where a seller who in this case  is O2 plans to sell its goods in the good courses of their business, for example if O2 was to sell their contract to the consumers for the business to be better and make more sales. There is an implied condition for this was they are fit for the particular purpose, this means that the buyer (consumer) has expressly or impliedly known to the seller. Satisfactory quality: The satisfactory quality is where the sellers sell goods for the good of their business; there is an implied term that the goods that is supplied are of the right satisfactory quality. However except to the extent of defects which are brought straight to the buyer’s attention, this will be done before the contract is made meaning that T-Mobile will need to sell satisfactory quality to their consumers. Conclusion: Overall in the briefing sheet I have made sure that all evidence is provided, also that a clear explanation is made of how a contract protects the consumer and what happens if that contract is breached. Mainly information is suggested on the different conditions made by the sales of goods act such as title, description, fitness for purpose and also satisfactory quality. Factors that invalidate contracts: There are many factors that can make a contract invalidated, which means that the contracts cannot be used anymore, such as the following: Misrepresentation: Misrepresentation is where there is a false statement in the contract which is made by one of the parties to the other before the contract is agreed on. There is no general duty to disclose facts, and silence will not normally amount to a misrepresentation. But gestures, smiles or a course of conduct may amount to a representation. Duress: Duress is where a party enters into a contract against their will for example, if O2 is forced into a contract by either violence or treat of violence to themselves or to their family then it means that the contract that is being made may become invalid. In this case the affected party can avoid the contract on the ground of duress; this is because all parties who are entering a contract must enter freely. Mistake: In general terms a mistake  is when a contract is being made however one of the party members may have made a mistake in knowing what they are agreeing to or a contract can be made which turns out to be wrong, this i s down to a mistake occurring, sometimes when there is a mistake in a contract it can make it invalidated.

Brief Description Of The Negative Service Encounter Marketing Essay

Brief Description Of The Negative Service Encounter Marketing Essay In recent times call centres play a vital role in the service chain. Further they are the first point of contact for the customers. This invariably means that performance management is of prime importance to organisations with special focus on customer satisfaction. If organisations are not successful in providing value to their consumers, there will a long term loss for the stakeholders and so it is vital to pay full attention to them and adopt strategies to improve upon the services provided. In this report the way organisations rationalise and manage customer satisfaction in a call centre setting is explored. Out of many things revealed it is crucial to note that current measures of performance are often counter-productive to reaching customer satisfaction. An attempt has been made to review customers purchasing, its after sale services and other related factors through which they feel satisfied and follow it up with recommendations to improve the same. Many call centres consider that operating procedures such as call extent are pointers of customer satisfaction Evidence indicates that they are not; they are only measures of proficiency, which in turn is seen as basis of commercial performance. Most call centres seem to miss the important link between employee satisfaction, service quality, customer satisfaction, and profitability. Formal Introduction: The Saudi Telecomminicaiton (STC) group offers mobile network, fixed land line and broadband communications facilities to more than millions of customers across the world. In the last few years, STC underwent a massive expansion plan across the world. Further, it formed a network of businesses and investments in a number of countries including Asia and Africa. Out of many international customers it has its presence in Kuwait, India, Indonesia, Malaysia, Turkey, South Africa and Bahrain. Background: STC services are divided into three broad categories: Jawal (mobile network), Kitaf (landline  network), and  Internet services. Call centres are changing the way companies communicate with customers and are a strategic asset in delivering exceptional service quality. Companies that focus on customer loyalty are increasingly using their centres to differentiate their product or service offering and drive customer satisfaction. (Miciak et al, 2001) STC  is the only provider for telephone lines in  Saudi Arabia. For this reason customers have to pay two fees, one to  STC  for activation of the  ADSL  service across the telephone line, and a second to an  ISP  to provide Internet service across the  ADSL  line.  STC  has been highly criticized for their service in providing  ADSL  access as customers had to wait many months to receive ADSL service on their phone lines. Out of the many reasons considered for their service being unpopular the major reasons are the excessively expensive prices and unable low-quality service. In few countries its services have been refused due to lack of experience, unprofessional staff, and outdated usage of equipment. Module 4: It is important to have an extraordinary customer service to materialise a deal. When customers are not made to feel important, welcomed or wanted they would not prefer to invest their time and money into a product. This requires a good knoweldge of correct forms of customer service and detail knoweldge of service marketing. It seems as though the lack of good customer service in the telecommunications industry is leading to people withdrawing from purchases and contracts.  Ã‚  The youth are more likely to leave their service providers behind, compared to older customers who are more set in their service provider ways.  However with the upsurge of social media and improved consumer awareness, the cost of customer frustration is sizeable. Parameters to judge the customer satisfaction in the above case. The figure clearly depicts the customer expectation in terms of service offerings. It shows the parameters on which the customer bases the services and these are the major fail points where the organisations is not able to stand up to the customers expectations. The lesson is clear. In order to turn first time customers into repeat customers and repeat customers into lifetime customers, you need to ensure every call is handled efficiently and politely. You need to be different-and better-than the average contact center today. Brief description of the negative service encounter While recalling the service of STC it is disappointing to state that the waiting time was over the phone was too long and at times the maintenance problem would take more than 24 hours to resolve. The complaints used to pass through a long hierarchy. Travellers used to suffer a lot due to bad connectivity and most of the time the connectivity used to be very weak. No satisfactory explanation was provided of new services when a customer gives a call, instead he is directed to check it online. Module 5: Customer service is perceived as most important, even more important than product value while deciding on customer loyalty and behaviour while making a purchase. Customer service is, indeed, more important than perceived product value in predicting customer loyalty, the amount of money spent in the visit and the range of products purchased (Leung,2006). In this case the price of the services was not declared properly and many times the bill used to have many hidden charges. The invoice that used to come at the end of the month was far beyond the actual usage. The value of a product reflects the owner(s)/buyer(s) desire to retain or obtain a product. An individuals level of desire to retain or obtain a product depends on how much the product details and/or its performance agree with the value system of the individual (Neap, 1999) However the customers were quite annoyed since the service did not match its value outcome. Module 6: An IMC strategy comprises carefully merging and synchronizing the various fundamentals and tools of the communications mix to convey a clear and reliable message. (Hoffman et al, 2010, pp.169) In this case the organisation promised too much than they could deliver and and raised the expectations to unrealistic level. It should improve upon its communication pattern, which can be done through Module 7: An organisations exterior appearance, interior design and othe tangibles objects create a compendium that surrounds the service. (Hoffman et al, 2010, pp.201) The service scapes directly influence the organisms behaviour. Remote, self-service, the service settings ambience, overall expectations and emotional and mental state to moderators and environment are the major factors of it. However there was total neglect of sensory cues in this case. The organisation had not changed its interior and exterior design since last many years and the furniture and fittings looked very old and out-dated. Even the entrance gate was cluttered and the main board was rusted and not even painted properly. Module 8 The boundary spanning personnel are also the organisations personal representatives. They accumulate material from the surrounding and transfer it back into the organisation, and they also communicate with the environment on behalf of the organisation. ((Hoffman et al, 2010, pp.232) Role, client and interclient conflicts are the main sources of struggle. A service organisation must satisfy its workforces in order for customer satisfaction to become a unfailing reality and the venture made in this will surely pay off. The contingencies which managers should rate to their service organisations depends on the its business strategy, technology, its tie with the customers, the environment of the business and the type of leadership. The main characteristics of service leader are that they lead by example and inspire their service employees to deliver high levels of customer service. Service leaders are enthusiastic about doing the service right the first time. They value the goal of zero deficiencies, motivated continually to improve the consistency of service. (Zeithmal et al, 1990, pp.15) Module 9: The service encounter was not satisfactory in the above case due to the hindrance by the consumers in the exchange process. They were not effectively managed because the relationships were unhealthy due to long waits and dissatisfaction in compliant solving. Eight principles of waiting are given to minimize the customers frustrations related to long waits. A customers degree of satisfaction with waiting or with the service received in its whole is reliant on on the actual performance of the delivery system, the customers anticipations regarding that performance and the customers sensitivity of the service encounter.  (Mark M. Davis, Janelle Heineke, pp.21 34, 1994) The ultimate way to handle difficult customers as stated by Peppers Rogers is through exceptionality. Every relationship is different. The organisation must be prepared to participate in different exchanges, remember different accounts and engage in different behaviours towards different customers. (Peppers D Rogers M., Managing Customer Relationships: A Strategic Framework, pp.56, 2004) Recommendations: For delivering customer service it is increasingly important to focus on Call Centre performance. The performance should not be judged in isolation from the whole organisation. It is vital to note that they are not disconnected procedures with an unsociable mission of bringing down costs. They form a fundamental part in delivering of services and contribute to the value chain. Therefore, the performance measures of call centres need to reflect the strategic direction of the entire organisation. A more balanced approach to measuring performance based on strategic objectives is valuable, especially if visual representations of service delivery and value creation are used. This facilitates easy communication of overall performance and puts productivity aims in consideration. Best practice seems to lead and the following areas of performance as well as their consumer satisfaction increases when companies meet four key needs: proficiency, suitability, positive commitment and customization.   The following measures help to track quality of call centre service. (Feinberg et al, 2000) At the outset by reducing the average speed of answer, followed by the time caller is in the line for answer. Subsequently the percentage of callers or abandoned the call prior to answer should be analysed. Further the average work time after call needs to be speeded. The service for customers who receive call block message may also be improved. Lastly the organisation needs to develop a professional attitude in its functioning and make the customers feel appreciated.

Article Critique †‘You Have Someone To Trust (2012)

Article Critique – ‘You Have Someone To Trust (2012) Jessica Bowstead Context and Policy Qualitative Research Article Critique – ‘You Have Someone To Trust’ (2012). Jessica Bowstead M2067675 Word Count-1650 Mortimer, J North, K Stead J. (2012). You Have Someone To Trust. Outstanding safeguarding practise in primary schools. Unknown (Unknown), pg1-74. The purpose of this academic piece is to critically evaluate the article ‘You Have Someone to Trust’, it will begin with examining the literature and will discuss data analysis and findings and then will conclude by synthesising evidence as to whether it is a valued piece of work. The article of choice is qualitative. Qualitative research is a term used for research strategies that are aimed at how human beings understand, experience, interpret and produce the social world (Hammersley, 2013). The main strength of qualitative research is it generates an opportunity for great depth and information on the social process (Griffin, 2007). Quantitative data, on the other hand focus’s on counting and classifying features and constructing statistics (Mangell, 2013). Mortimer utilizes the method of ethnography in her research, this largely relies on observation and interviews as an essential aspect of its methods, the researcher endeavours to become part of the research, t aking note of everything they see and hear (Saks and Allsop, 2007). Validity, reliability, and objectivity are criteria used to evaluate the quality of research. As an explanatory method, the content of qualitative research analysis differs from quantitative data, from its assumptions, research purposes, and inference processes, therefore making the criteria unsuitable for qualitative research (Bradley, 1993). Early work conducted by Lincoln and Guba (1985) suggested four measures for evaluating qualitative research: credibility, transferability, dependability, and confirmability. For the purpose of this critical review, the author has chosen the McMaster critical appraisal tool Framework (1998, online). Following a full critical evaluation and checklist, it is apparent that Mortimer’s paper is an interesting but a problematic piece of research. You Have Somebody to Trust (2012) was created with the notion that it would specify criteria for practice in relation to safeguarding children. Policy making relies heavily on the academic literature, from the research it is distinguished how severe a problem is, what actions are required and know how implement it into practice (Exblom, 2002). After school and services failed to recognise and understand former legislation, and a series of serious case reviews, a new framework ‘Practical Tips for Schools’ was created in January 2012 (Mortimer et al, 2012). Mortimer’s study helped build the new framework with her research, this was through an evidence-based approach. You have someone to trust was funded by the Children’s Commission, which was established by the Children’s Act 2004 (Mortimer et al, 2004). Due to the nature of the funding, this research could be seen as one sided. It’s the governments duty to ensure practitioners are following safeguarding procedures (GOV.UK [online]) so one might believe that the results may bias to fit their own aims. However, this has not affected the result or completion of the study. It is essential that studies are clear and coherent due to the research being built on previous research (Dawson, Dawson Overfield 2013) allowing the information to be transferred. Here Mortimer clearly discusses the purpose of study in the first section ‘Executive Summary’. It is also explicitly stated in the second section, ‘Object of the Study’ stating â€Å"The research was in order to identify best professional practice in response to child protection and safeguarding concerns in primary schools’ (Mortimer et al, 2012). Although generalizability is disregarded in qualitative studies (Ali Yusof, 2011) it is important the findings from this article are transferable. Although no two schools are the same, the general operation of a school and their approach to safeguarding should be. In qualitative research it is essential to examine the appropriate literature on the issue of the study, this provides the reader with a rational background of the study (Fink Arlene 2005). Mortimer does draw on a significant amount of literature to contextulize her research. In section four, there is a varied quantity of literature on the chosen subject, including ‘Intervening early’ cited by Eason and Gee 2012 and ‘A shared understanding of outstanding practice’ cited by Ofsted Safeguarding Schools (2011) this is predominantly valuable in that it provides evidence of the subject matter. Generally, there is a clear discussion regarding the literature which in turn strengthens her study. Mortimer has chosen to use purposive sampling, she has completed this by intentionally selecting participants who can contribute a deep understanding of the phenomenon that she is studying (Klenk, 2013). The procedure of sample selection was not highlighted in Mortimer’s report, this could increase transferability. Without this a notion of bias may be questioned due to the deficiency of information. To strengthen her report Mortimer could have stated the sex, race, age and background of the participants. Discarding this information the paper cannot be seen as a true representation of the population (Janson, 2010) which will decrease transferability. Although the sampling information is limited, one can clearly summarize that the type of sampling here is a Maximum Variation Sampling. This involves deliberately selected cases with a wide variation on dimensional interests as an effort to understand the context and created transferbility (Polit Beck, 2013). In the executive summary section it states that ‘ the sample of the school, which were visited were specifically selected to ensure a variation in size, geographical location and demographic intake’(Mortimer et al, 2012). Here Mortimer has addressed the appropriate actions and increased her confimability in relation to the school selection. There was no declaration as to whether all participants took part, allowing the reader to assume that all asked contubuted to the study. Overall, the choice of sample selected for the research purposes is suitable as it does seem to offer a generous opportunity for research into the properties of safeguarding in education. Nevertheless, due to the lack of information provided the results lack confimibility and tranferability. Mortimer does not go into any substantial detail about the process of data collection, in section five there is a vague mention of it however, only basic information is provided. It states that semi structured interviews and survey’s had taken place, but again examples are not specified. The reader was not able to critique the question’s appropiability or comment if they were clearly understood. Survey respondents misunderstand questions more often than one might expect, and the collection process mistakes are difficult to discover and correct (Conrad Schober 2005). To improve the validity of the research, Mortimer could of included member checks. Member checks involve sharing all of the findings with the participants, allowing them to question and comment on the authenticity of the work (Creswell, 2007) this would eliminate any misunderstandings. Forwarding that Mortimer could have piloted her study so she was able to recognise any gaps in her proposal method (Sampson , 2004). The researcher has a clear responsibility to ensure that they protect the right and well being of their participants irrespective of the nature of their research, there are many guidelines that reinforce these principles and many aspects are legally enforceable (Eby, 1991). Mortimer does not discuss any ethical issues that she considered, or whether ethical approval was given. Participants who are subject in a research subject must be competent, have full disclosure of the subject field, understand the process and voluntarily participate (Emanuel, Abdoler Stunkel 2006). This is not disclosed in Mortimer study, therefore the reader is required to assume that the correct ethical procedures were adopted. The data analysis of the study was satisfactory. Mortimer provided a clear breakdown of the data that she gathered. However, no coding was present, coding is an important aspect of a study, it allows studies to be repeated and validated, it makes methods transparent (Shenton, 2004). In Mortimer’s case the coding should of been finalized once the survey was completed and in the case of interviews after the data was collected (Bourque, 2004). She included several direct quotes from participants, which increase the credibility in her research. Quotations give an insight and meaning and illustrate the argument (Holloway Wheeler, 2013) facilitating the reader to understand how the findings were presented. However, it ought to be recognized that her findings are clearly presented and concluded. You have someone to trust (2012) can be seen as having an insignificant amount of credibility. Credibility can be defined as ‘The plausibility of one’s study’ (Pitney Parker 2009). This article is a recent document created in 2012, suggesting that the information if current and up to date, furthering that, credible sources have been researched through the paper such as the NSPCC Safeguarding For Children. The investigators, background and qualification are unknown, Patton 1990 believes that the credibility of the researcher is especially important as it is the person who collects the data. It is believed that this is equally as important as the procedure credibility (Alkin, Daillak White, 1979). Beyond that, triangulation is a credible strategy that Mortimer does practice. Individual interviews, focus groups and surveys are used along with supporting data from documents. Other credible strategies include member checks and a prolonged study time (Munkhjargal, 2006). However, these were not applied throughout Mortimers study. Through triangulation of data collection methods, interviewing and data analysis, Mortimer has enhanced the validity of her work. Alongside these methods of data collection Mortimer has kept her focus on the objectives of her study. Mortimer has created transferability in her research through referencing literature collected on similar topics and areas. The research intentions are indeed found as a result of the work. That being stated, the subject field was very brief and a large amount of data could have been supplied to enhance the validity of the article. Without these any reader may believe that she has become too subjective in her decisions to understand her participants, reducing confimability in her work. Nevertheless, one can expect to ensure comparable results in similar settings from this study, making it clear that the researcher was dependable. On a whole it is clear that the research was valuable, ‘Practical Tips For Schools’ was created and the objective of the study achieved. References Akin, M, Daillak, R White, P (1979) Using evaluation: does evaluation make a difference? Beverly Hills: Sage Volume 76. Ali, A Youseff H. (2011). Quality in Qualitative Studies. Issues in Social and Environement Accounting. 5 (1/2), p25-64. Bourque, Linda B. Coding. In The Sage Encyclopedia of Social Science Research Methods. Eds. 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