A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essays

A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essays A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essay A Comparative Study of four Toothpaste Brands to develop Strategy for Consumer Sales Promotion Essay Essay Topic: Marketing Sales promotion has become a ubiquitous element of marketing, and therefore of the customers purchase environment. They offer direct inducements to act by providing extra worth over and above what is built into the product at its normal price. These temporary inducements are offered usually at a time and place where the buying decision is made. It enhances the benefit perception of the product in the eyes of customers. As a result customers purchase more quantity than their immediate requirements. Despite the inbuilt feature of directness, sales promotions are a very complicated and rich tool of marketing with innumerable creative possibilities limited only by the imagination of promotion planners. Sales promotions are often referred to by names of extra purchase-value (EPV) and below the line selling. to purchase a product immediately, either by lowering the price or by adding value. There are institutions like NCH Promotional Services in United States of America and Institute of Sales Promotion in England, which are directly concerned with studies on different issues related to Sales Promotion specially consumer offers. These countries in the west have been especially focusing on this area because they know that it is a significant marketing tool and a big business one that would continue to grow each year. Today sales promotion has become the most cost-effective marketing tool to attract consumer. It is capable of inducing first trials for new launches and breaking loyal customer of competitors brand. Whatever is the objective of a sales promotion offer, they generally show positive results, that too, quite soon. Realising a growing importance of sales promotion in marketing of FMCG, there is a need to understand them in context of each product category, targeting a specific consumer segment, and in a defined market. To enrich the understanding of various issues related to sales promotion, a well-supported research-work should be undertaken on a continuous basis. A central agency or a body solely dedicated for developing this important marketing tool- the sales promotion becomes imperative. Sales Promotion in Toothpaste amounts to lacs of rupees each year, and yet the strategy behind the design of sales promotion scheme is still a mystery. The purpose of this study was to provide insight on the importance of two features while formulating a sales promotion scheme in toothpaste and like category of products Offer itself Mode of Accessibility of the Gift. The study has been conducted in three phases. The first phase consists of literature survey. It helped in defining the concept of sales promotion, the role it plays in consumer buying behaviour. Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchases of a particular product by consumers or traders. (Kotler, 1988, p. 45). This and other definitions recognize that sales promotion motivates consumers. Also it was observed that in India nothing substantial has been done as far as this issue is concerned. This was one of the main reasons why this research was undertaken. In the second stage of the study, response of some 350 consumers was taken with the help of a structured questionnaire. The respondents were randomly selected from the exit point of the retail outlets in the city of Lucknow. They were asked to rank the eleven categories of sales promotion schemes on the basis of their attractiveness with respect to FMCG products. These consumers were also asked to comment on at least two most attractive and two least attractive sales promotion offers they had ranked. They were probed to highlight the attributes of those offers and were recorded verbatim. From the analysis of the second stage, two significant findings emerged. First, the two most preferred and attractive sales promotion offers out of a total of eleven categories broadly available in the market with the FMCG product categories. Second, the attributes because of which the offers are considered as more attractive than rest of the offers. Once these findings could be generated from the second stage of the research, these were then used in the third stage of the research. In this stage the researcher on the basis of the experience and findings of the second stage of the research, derived four categories of sales promotion offers that were found to be most attractive by consumers. Here it is important to note that these four categories of offers were formulated by visualizing the features, which were present in the top two offer categories. That is, these four were derivations of the top two offers. Similarly, the attributes, which were most preferred, were selected and these were then translated into the four categories of mode of accessibility of the gift offered in the promotion. It was concluded from stage one that the most important attribute for the consumers in an offer is the method by which the gift attached to the offer is available to the consumer. Therefore, four most probable ways to access the gift along with the offer were derived. A group discussion session was also conducted before arriving at final four modes of accessibility. These four derived offers and the four derived modes, along with the four most commonly used brands used by the consumers and the four different pricing of 150gm pack of toothpaste was used to run conjoint analysis in the second stage. Conjoint analysis was used to obtain individual weights on the willingness to purchase toothpaste with given sales promotion offers and mode of accessibility of the gift attached with the offer and in the available price range. This phase consists of conducting pilot study with consumers, applying conjoint analysis technique (keeping in view the multi-attribute nature of sales promotion schemes), designing orthogonal plan cards, determining the sample size; and lastly collecting the data. The last phase of the study deals with analyzing the data through conjoint analysis subroutine of SPSS package, and then using ANOVA to draw inferences. At last, the Strategic implications of survey findings are discussed. The offer/scheme while formulating any consumer sales promotion is of utmost importance. Next to it in importance is the Mode of accessibility of the gift in the offer, which is almost equal to offer as far as score/weights generated by SPSS is concerned. The price of the toothpaste comes next in importance and the least important is the Brand. Thus, we can conclude that it is not the sales promotion offer, which attracts the consumers; rather it is the WAY / METHOD in which the offer is Communicated and Implemented by the company.

Business studies Just desserts case study Essay Example

Business studies Just desserts case study Essay Example Business studies Just desserts case study Essay Business studies Just desserts case study Essay LTD has grown rapidly recently, and Martha Barnes, who runs the business, is reluctant to delegate authority meaning the workforce is growing but their are not any new managers. This will create a flat organizational structure with wide spans of control for each manager. Therefore there will be a large workload for each person. It says that some of the managers are overworked. If they wont delegate any authority they will need to recruit some new managers as overworked will not be motivated and their output will not be as high as it could be. Martha is inflexible about training her current staff. This is likely to denominate staff as they will be working with the company and not progressing. Denominated staff are likely to have a negative effect on the effectiveness of the workforce instead of a positive one and this could in turn affect the whole business if she does not motivate the staff the quality of their output could drop and that would in turn affect the businesses name as they emphasis that they are good quality. Another thing is that Just Desserts is cash position has gotten worse not improved and instead of improving their current staff they are just going to get new staff so the tiffs may start to worry about their job security. However this could be good because they can get new staff with skills that their staff currently dont have. If they employ the right people as they seem to be adamant to do, they may employ the right type Of person who will uplift the workforce and may be able to motivate staff To summaries then I think that recruiting is not the best option because it is likely to denominate staff also their cash position is getting worse not better the recruiting cost will is not worth it considering the fact that instead of better their staff.

Figuring it out Essay Example | Topics and Well Written Essays - 1500 words

Figuring it out - Essay Example The opportunity and availability of respected earning ways; can only minimize the problem to some extent. Social and racial biases have to be kept aside to recruit the people and provide them with an alternate way to earn otherwise poverty will lead to more abuse and destruction of humankind.† Low income Americans name drug abuse as no.1 cause of poverty for them† ( npr, poverty in America, 2001). Ethnography is a qualitative study, through which various cultural phenomena can be understood regarding lives of people of any specific cultural group. It also tells the social welfare qualities, ethnicity and composition of a community. This method is required while collecting empirical data on specific societies and groups. Participants in particular society play vital role in this method, as data is collected through personal experiences and observation of these participants through interviews and questioners. Dr. Lee D. Hoffer in his book, Junkie Business: the evolution and operation of drug dealing network; described the process of development and working of an illegal drug dealing business. It sheds light on how a street based partnership became a running organized business with clear and planned division of labor. The change in dealer’s life is also evident throughout ( Hoffer,2006). According to Micheal Agar, the collection of data directly extracted from the people of specific culture and through direct involvement, can only enable one to understand better the coherent system. Anthropologist research is always based upon two major strategies to collect the research data accurately, the way to interview the participants and to extract participant’s observation. They both go hand in hand as one cannot be considered accurate without the other.(Hoffer, 2006) During the late ninetieth century, anthropologist only relied upon interviews to gather cultural data. This procedure was suitable for them as the change in cultural norms and custo ms; only began at that time. But to understand it better; they needed an inside vision of it. They lived with the participants to observe and understand the various distinctions. They realized soon people often misinterpreted and provided the information by predicting the expectations of the interviewer. This was a psychological factor, where at times they wanted to please the interviewer for material gains and sometimes to hide the truth ( Bailey, People, p.99). Drug business in various parts of America verifies the acceptance of illicit usage of drugs commonly and it also describes the vast expansion of network; with its organizational skills. The people hired for the sole purpose of drug selling; don’t come into it by choice but they are left with no option to earn from other means. The poverty and disappointment from unemployment leads them to drug selling and risking their lives with it. Sometimes they are unable to explain to their prospective employers the reason of un employment period as they became what economist call â€Å"discouraged workers†. (Robbins.p.174). Hence they come into contact with drug dealing to support and pay for their addictions. Therefore they become more actively involved in the business due to their need of the drug. However, the financer or investor does not seem to be bounded in such obligations. It’s merely a way to earn more than normal. Though risk of life is also involved

Mini-Project (Third) Essay Example | Topics and Well Written Essays - 1000 words

Mini-Project (Third) - Essay Example This made Cashman â€Å"forced to scramble for an additional line of credit in project financing at prime plus 2-1/2%†, which was an excessive premium (due to Woody’s credit rating). Proper budgeting would have avoided the ‘fire fighting’ mode they had to resort to when they found themselves â€Å"throwing money at every problem in an effort to get the plant operational†. The project failures concerning financial planning, cash flow, cost control, costs incurred etc. are listed in section two. Recommendations are then given on how this should have been conducted properly so that the mistakes could have been avoided. Kim Cashman’s cash flow chart was improperly drafted. The amount of expenditure was only assumed i.e.  £1 million each in first and last months and  £1.4 million in each intervening 10 months. Secondly, the chart was locked away and the details were not divulged to the people concerned. The costs associated with the project were recorded as part of the company’s normal book-keeping whereas it should have been kept separate not least because the costs could be easily identified and controlled. EID’s initial fixed-price quotation was not deliberated upon. It could have been a more economical option than allowing the cost plus alternative that EID implemented with a high level of uncertainty. Moneysworth did not justify why he thought that the hourly rate was reasonable. He also thought that the hours could be monitored effectively but this proved not to be the case. The hourly rate was perhaps the largest contributor to the spiralling costs. Changes in project planning led to costs becoming uncontrollable and some of these were major. For example, software for the production train had to be rewritten and the building could not house the production train. The lack of schedule planning not only wasted time and caused delays but also resulted in the loss of income. For example, the several weeks that were lost in

Exploring Modernism In Architecture: Louis Kahn

Exploring Modernism In Architecture: Louis Kahn For my essay on Modernism in architecture I intend to explore an architect of the modernist period in order to establish the form, philosophy and social ideas behind modernism. The term modern architecture is ambiguous. It can be understood to refer to all buildings of the modern period regardless of their ideological basis, or it can be understood more specifically as an architecture conscious of its own modernity and striving for change. Modern architecture is a category which usually complements buildings of the 20th and 21st century. It would include Bauhaus / International styles (sometimes used to describe Bauhaus architecture in United States) and also brutalism. Modernism was a reaction against eclecticism and the lavish stylistic excesses of the Art Deco, Art Nouveau and the Victorian ages. However, it is still a matter of taste. Even though Bauhaus, a German design school  (Operated from 1919-33 By founder Walter Gropius, then by Hans Mayer and Ludwig Mies der Van Rohe) which had profoundly influenced arts and architecture had been more concerned with social aspects of design; none the less, International style soon became a symbolism of Capitalism. Fig.2 shows an interesting and most famous example of this International style. This style of architecture was reserved mainly for office blocks, but was also seen in homes built for the rich and famous. Fig.2 shows another building widely known for its functionalist aesthetic and a masterpiece of corporate modernism. There were many architects who attached their name to this modernistic era, some of the best known being Frank Lloyd Wright(fig.6), Walter Gropius(fig.5), Le Corbusier(fig.2) and Ludwig Mies der Van Rohe(fig.3). 6Fig.6 shows Falling water which was a truly iconic building for many. Wrights design which was for a residential home was above a waterfall. This building portrayed his view of organic architecture. Modern architecture was found to be challenging traditional teachings which were thought to be suitable for architectural design and structure. Modernists designers went on to argue that architects should design everything which is necessary for society. From every detail and furniture in the interior and exteriors of buildings and even led to architects designing the most humble of buildings. I have looked at the broader definition of modernism along with the pioneers who drove this style. Louis Kahn is the architect I have chosen to study in depth. His views of modernism are well known through the modern world of architecture. Louis Kahn Itze-Leib Schmuilowsky (February 20, 1901 or 1902 March 17, 1974), or more commonly known in the world of architecture as Louis Kahn was an architect who was infused within the International style. Kahn graduated from the University Of Pennsylvania School Of Fine Arts in 1924. In the late 1930s Kahns was working as a consultant to the Philadelphia Housing Authority. His affiliation with modern architecture grew as he worked with Europeans Stonorov and George Howe with whom Kahn designed many wartime housing projects which can be seen in fig.8. From these experiences it gave Kahn a sense of social responsibility which was later reflected in his philosophy. 1947 was a year where the Kahn started to emerge. His career had established to a point where he had started a teaching career at Yale University as the Chief Critic in Architectural Design and Professor of Architecture, until 1957. Then at the University of Pennsylvania as Cret Professor of Architecture until his death lonely deat h in a mens room toilet in Pennsylvania Station in New York. Kahn died in deep debt despite his affluent career. Louis Kahn was a critique of mainstream modernism; his work represented the New Monumentality movement which was also promoted by Siegfried Gieldion, Josep Llios Sert and Kahns mentor George Howe. Kahns buildings are incredibly precise in their construction of places for people. I found some pieces of Kahns work particularly interesting to study from a modernistic architectural view. From the list of his most important works I have selected a few which I believe to be particularly symbolic to this essay. From more than a dozen houses which had been designed by Kahn Esherick House was the most renowned. I found Esherick house to one of his most wonderful pieces of work which shows us the direction which he later followed in. A critique says: The Esherick House is definitely one of Kahns most important works which defined lessons hed go on to use in later projects. By this I believe he means that Kahn was finding his element which he had then go onto use in later projects. Kahns career comprises of a lot of interesting work, however, Esherick house stands as one of his most important pieces of work. In the making of the house the control of light had been the preoccupation since the start, and he truly had achieved harmony through natural light as well as distinct style through the transcendence and geometric detail. Kahns principles of light, materiality and geometry are clearly visible here. He starts to impose his future views of form in subtle characteristics of this house. At a glance it is simply concrete and wood which combine to create the facades and interior spaces. The house features a textured mortar finish, with keyhole window which are framed with natural Apilong wood placed at irregular intervals on the front faà §ade. The floor plan is a refined design by Kahn. It is shown to contain two symmetrical rectangles which allow struc tural support and openness. This truly modernistic structure shows how Kahns work would unfold in later years. The Esherick houses pure use of geometry and abstract form reflect his modernistic approach to architecture. Kahns work is much greater dipected in his later and much larger projects. The Salk Laboratories which was developed by Dr Jonas Salk, the developer of polio vaccine had intended for a laboratory which was not just somewhere for biological research, but a place which you could invite a man like Picasso.13 The materials used for this vast project were concrete, wood, marble and he also used the element of water in his design which as the massive complex was juxtaposed against the Pacific Ocean was fitting. I found a very fitting description of The Salk laboratories: Kahns use of order before form shows us how he depicted a building to be like a perfect organism with complexity of use inside as well as on the outside. I found a very interesting quote from Kahn about the Salk laboratories. His philosophy of design shows use the kind of man he was and intentions he perused: I did not follow the dictates of the scientists, who said that they are so dedicated to what they are doing that when lunchtime comes all they do is clear away the test tubes from the benches and eat their lunch on these benches. I asked them: was it not a strain with all these noises? And they answered: the noises of the refrigerators are terrible; the noises of centrifuges are terrible; the trickling of the water is terrible. Everything was terrible including the noises of the air-conditioning system. So I would not listen to them as to what should be done. And I realised that there should be a clean air and stainless steel area, and a rug and oak table area. From this realisation form became. I separated the studies from the laboratory and placed them over gardens. The garden became outdoor spaces where one can talk. Now one need not spend all the time in the laboratories. When one knows what to do, there is only little time one needs for doing it. It is only when one does not know what to do that it takes so much time. And to know what to do is the secret of it all. I deduce from this extract Kahns knowledge and confidence. I see how Kahn believed in a new modern form of architecture. He says it as if he already has the thoughts and ideas to transform buildings into styled and ordered space. Kahns interpretations were seemingly much clearer; he wanted a modern architecture less concerned with aesthetics and what the building looks like. He was more intrigued by the spaces of the building and how the spaces were being used, and what order this would create for them. He wanted to make spaces which would affect the experiences of those who inhabited those spaces. Salk laboratory shows us a design which had predominantly established the foundational significance; order of space an then the geometries. He used this structure of thought for his designs of all institutions such as Salk laboratories. The final version of the Salk laboratories brought him to accept a solution in which services were as repressed or concealed as in any office building by Mies Van der Rohe From this large project he moved onto a next, however, this one remaining unbuilt whilst he was still living. Jatiyo Sangshad Bhaban in Dhaka, Bangladesh is regarded to be on this is great monuments of international modernism. This building was considered as his masterpiece of his lifetime. Construction of this building had stated by 1961 however due to its vast enormity didnt finish construction until nine years after his death in 1983 which means it took around 20 years to build. The national assembly building was Kahns most important piece of work. The space was very grand. The interior area for the Assembly building was spilt into 3 sections. The zone in the centre provides circulation. The main area or central zone is for the main assembly. The exterior zone is where the offices and lounges are, also this is where the entrance to the main mosque is. In the design we can see how natural light is a very important element in this building. The building seems as if it is solely for religious purposes and has a heavy spiritual flair. In the assembly I have introduced a light-giving element to the interior of the plan. If you see a series of columns you can say that the choice of columns is a choice in light. The columns as solids frame the spaces of light. Now think of it just in reverse and think that the columns are hollow and much bigger and that their walls can themselves give light, then the voids are rooms, and the column is the maker of light and can take on complex shapes and be the supporter of spaces and give light to spaces. I am working to develop the element to such an extent that it becomes a poetic entity which has its own beauty outside of its place in the composition. In this way it becomes analogous to the solid column I mentioned above as a giver of light. Here Kahn talks about the Bangladesh project. He reiterates the importance of light in the space and his poetic entity which he adds to every design to create a great sense of beauty. In the designing of these three projects we can see how Kahn has used his knowledge to help create spaces which execute both form and function desirably to the client. Kahn talks about how his greater understanding of what is needed helps him complete his task easily. Kahn talks about beauty as the great philosopher St Thomas Aquinas did. Aquinas believed that beauty consisted of four ingredients: Integrity, wholeness, symmetry, and radiance. By integrity he meant that something is complete on its own without any being dependant on anything outside it. By wholeness he means every part has a reason and cant be taken away without destroying the whole beauty of it. Symmetry referring to balance, something cant just change without a corresponding result. This was similar the constants which had appeared in Kahns work. The sense of composition, the integrity of a building reverence for material, sense of room, light as the maker of the structure and architecture of connection Kahn tried to apply these models into all of his projects. One even described him as: a philosopher among architects. This is from his every expressing philosophy on his work. Essentially Kahn saw architecture as being a spiritual form of communication. He grew a strong relation with each project by applying a strong hierarchy with order being the most important. Kahn was famous for being a critique of modernism. He found many influential architects of the time to have been misjudging the order of their designs. Kahns critue started with him rejecting a free plan; a concept which Mies van der Rohe and Le Corbusier had attached themselves to, along with modernism. Kahn believed that separating these two concepts of form from the structure, would mean the free plan as previously interpreted by Van de Rohe and Le Corbusier had opened up a void that could only be filled with subjective intuition. Essentially Kahns work did seem consistent with that of the broader view of architecture however, his view of modern architecture was something which was unpredictable and had no rules to follow or principles to ad ear to. He found that the international style of modern architecture at the time which was being used by many architects in America and Europe had been too concerned with the form and not the function. Kahn was concerned with the things man has been looking for since the beginning and in this he was a fundamentalist was not interested in the realization, of something which had already occurred, but in the possibility that something will occur within the walls This tells us that Kahn was more of Prophet than simply a preacher. He wanted to change the views on architecture and introduce what he believed to be the necessary condition for the presence of architecture. Miess sensitivites react to imposed structural order with little inspiration, Le Corbusier passes through order impatiently and hurries to form. Kahn talked about Mies Van der Rohe and Le Corbusier imperfection in structural order, and their rush of order leads to an imperfection in form. Kahns order derived from nature and this is reflected in his projects. In the nature of space is the spirit and the will to exist in a certain way. Design must closely follow that will. The pure order, form and geometry is why Louis Kahn still influence the world today. His work directly impacts and inspires forms of architecture today such as post modernism and neo rationalist. More than this Louis Kahn redefined modernism. He has thrilled onlookers with his vast philosophy; however his patrons only appeared in his later years. Kahn adapted architecture and had an input as to what we see when we analyse today. He showed us in his vast texts, to every detail the visions he had, and how he intended to erect these visions. Predominately we can see that he was drifting away from modernism, however, I have studied how Kahns vision set modernism into track somewhere that it wouldnt have been without his influence. It was not belief, not design, not pattern, but the essence from which an institution could emerge

Evidence Based Practice Essay

Implementation of Evidence Based Practice Rosemary Garcia Implementation of Evidence Based Practice Evidence Based Practice Nursing is the utilization by nurses of Evidence Based Research findings that, according to Houser (2012), steer the nurse toward integration of clinical expert opinion and experience with an unbiased exhaustive review of the best scientific evidence professional nursing care literature can provide while incorporating patient values and preferences. Evidence Based Practice Nursing entails adopting a systematic critical thinking decision making process guided by a deliberate and defined chosen Evidence Based Nursing model path that involves searching, appraising, synthesizing, adapting, implementing, and continually evaluating the Evidence Based Research findings implemented. Among these models are the Conduct and Utilization of Research in Nursing (CURN) project, the Stetler Model of Research Utilization, and the Iowa Model for Research in Practice. The purpose of this paper is to explore the impact of Evidence Based Research on nursing practice by defining Evidence Based Practice Nursing, directing attention to the importance of Evidence Based Research, briefly reviewing examples of qualitative and quantitative research and finally identifying some ways to overcome barriers that prevent nurse participation and utilization of Evidence Based Research. Importance of Evidence Based Research Evidence Based Research is important because it provides nurses with â€Å"actual knowledge of elements of practice that have been known to work† according to R. Simpson (2004). Evidence Based Practice Nursing is based on a disciplined methodological decision making process in which nurses continually ask for Evidence Based Research to support their actions and consistently weigh the validity and reliability of activities of each day. The Evidence Based Practice Nurse also plans for change according to Rosswurm and Larrabee (1999). Evidence Based Research findings come through  two proven methods, namely qualitative and quantitative research. Systematic reviews summarize and succinctly abstract findings from multiple studies and compile them into useable condensed formats for quicker study and review. A systematic review that includes a meta-analysis draws findings from multiple studies, recalculates the results to arrive at a new finding thus compounding its validity and re liability. The utilization of Evidence Based Research directly and positively improves nursing practice when the findings are implemented. Research Examples The following two examples of Evidence Based Research show how implementation impacts nursing practice. Nursing homes promote their quality of care using analyses and marketing strategies to influence public perception and attract business. How a nursing home addresses the phenomena of palliative care and the prevalence of pressure ulcers affects that perception. A nursing home may presume to have high quality of care because of high score on the Minimum Data Sheet (MDS) prevalence ulcer (PU) indicator and promote such a score. Similarly, how a nurse responds to a resident in palliative care also reflects on quality of care. Evidence Based Research of these two phenomena helps improve nursing practice in this arena. A nurse in a long term care facility that provides palliative care may be called upon to respond to a resident who may be struggling with issues of regret for life events and feel a need for forgiveness. A retrospective study by Ferrel, Otis-Green, Baird, and Garcia, (2013) through a convenience sample of 339 nurses attending palliative care educational courses throughout the U.S. and Belize, India, the Philippines and Romania sought to assess nurses’ responses to this issue. Since the purpose was to document the viewpoints and feelings, a descriptive qualitative research design using the phenomenology method was appropriate. The data was examined using content analysis and themes were identified. By focusing on nurses from a broad geographical base who were attending palliative care classes, the researches maximized the potential for gathering relevant data and enhanced transferability and validity through this convenience sample. They also minimized inherent cultural bias that could have potentially arisen if the sample had been solely from one country or region. The conclusion was that nurses would benefit from additional education regarding  how best to address these con cerns. Implementing these Evidence Based Research findings helps improve nursing practice. As noted earlier, the prevalence of pressure ulcers, their prevention and treatment is a common dilemma in a long term setting and nursing homes want to demonstrate success in this area as part of the quality of care. One method used to identify and monitor pressure ulcers is the Minimum Data Sheet (MDS) prevalence ulcer (PU) indicator. Bates-Jensen et al (2003) in a quantitative research descriptive study sought to determine whether the minimum data sheet pressure ulcer indicator of a high or low score reflected differences in processes related to pressure ulcer prevention and treatment. The convenience sample consisted of 321 residents from 16 different nursing homes. The resident had to be at risk for pressure ulcer development using the PU Residential Assessment Protocol of the MDS to meet the criteria for inclusion. This was a quantitative study designed to collect numerical data by measuring 16 care process quality indicators (10 related to PU care processes, five related to nutrition and one related to incontinence management) using medical record data, direct human observation, interviews and data from wireless thigh movement monitors. The statistical data results revealed that the MDS PU indicator was not a useful indicator of quality of care and could be misinterpreted if not explained. Family members who are considering long term care benefit from this research and in a facility that might have mistakenly interpreted the meaning of the MDS PU indicator, Evidence Based Practice Nursing would implement corrective measures regarding future use of the scores and thus bring about an improved change. Barriers Preventing Research Utilization Nursing improves when Evidence Based Research findings can be utilized and implemented by nurses in their daily practice. J. Dracup (2006) stated what some nurses had identified as barriers to Evidence Based Research, namely: â€Å"accessibility of research findings, anticipated outcomes of using research, organizational support to use research, and support from others to use research.† Dracup believed that â€Å"evidence-based practice must include an assessment of the available resources† since the cost of implementation is yet another barrier and â€Å"will not be adopted if resources are insufficient to incorporate them into the daily routine† nursing care. G. Mitchell  (1999) raised â€Å" the lack of sufficient meaningful research† as an additional barrier. A multidisciplinary effort by researchers and educators of all fields will be required to work toward the removal of these barriers. Collaborate to provide a more efficient system of information dissemination must take place. Systematic reviews, sometimes combined with meta-analysis, already advance the cause of having multiple sources of research data condensed to a useable quickly reviewable format. One possible way that nurses could gain access to Evidence Based Research through the Cochrane Library, for example, is by way of grants to school districts and local libraries allowing free or low cost subsidized access. After obtaining this access and recognizing nurses’ research time restraints, the formation of high school clubs like â€Å"Cochrane Library Scholars† would allow nurses to pose Research Questions to the club who would in turn compile relevant research articles for the nurse. Similar clubs could be â€Å"AHRQ Research Scholars† and â€Å"Campbell Library Scholars.† Since addressing the barrier of cost of Evidence Based Research implementation is equally important., to purposefully draw community leaders’ attention to the Evidence Based Research available at their local library, create a logo such as â€Å"LIBR[LIBRARY]ARY† with the slogan â€Å"A Library within A Library.† By raising awareness of the benefits of Evidence Based Research of public and private pivotal decision makers, these individuals could prove instrumental in helping to identify and acquire the resources needed to implement Evidence Based Research within their sphere of influence. By opening avenues to Evidence Based Research findings through local libraries, engaging students as researchers and raising community awareness, more nurses could gain knowledge that translates into Evidence Based Practice Nursing. Participants would be engaged in raising the quality of care within their own communities. Raising widespread awareness of the importance and value of Evidence Based Research could be the catalyst that propels groups to collectively seek resources for implementation of Evidence Based Practice in communities across the nation. Conclusion Evidence Based Research impacts Evidence Based Practice Nursing if it is utilized. A deliberate effort to promote the understanding of its importance combined with taking measures to remove barriers that prevent  nurses from using Evidence Based Research findings will impact, improve, and ensure the best possible nursing practice. References Bates-Jensen, B.M., Cadogan, M., Osterwell D., Levy-Storms L, Jorge, J., Alsamarrai, N., Grbic, V. & Schnelle, J.F. (2003) The Minimum Data Set Pressure Ulcer Indicator: Does It Reflect Differences in Care Processes Related to Pressure Ulcer Prevention and Treatment in Nursing Homes? Journal of American Geriatric Society, 51(9). DOI: 10.1046/j.1532-5415.2003.51403.x Dracup, J. (2006). Evidence-Based Practice is Wonderful †¦ Sort Of, American Journal of Critical Care. 15(4) Ferrel, B., Otis-Green, S, Baird, R.P., & Garcia, A. (2013). Nurses’ Responses to Requests for Forgiveness at the End of Life. Journal of Pain System Management, DOI: 10.1016/j.jpainsymman.2013.05.009 Houser, J. (2012). Nursing Research: reading, using, and creating evidence. (2nd ed.). Salisbury, MA: Jones & Barlett Publishing Mitchell, G. (1999). Evidence-based practice: Critique and alternative view. Nursing Science Quarterly, 12(1), 30-35. Retsas A. (2000). Barriers to using research evidence in nursing practice. Journal of Advanced Nursing, 31:599-606. Rosswurm, M. A., & Larrabee, J. (1999). A model for change to evidence-based practice. Journal of Nursing Scholarship, 31(4), 317-322. Implementation of Evidence Based Practice Rosemary Garcia Submitted to Karen Rhoades, MS, RN in partial fulfillment of NR460R Evidence Based Practice August 10, 2013 Implementation of Evidence Based Practice Evidence Based Practice Nursing is the utilization by nurses of Evidence Based Research findings that, according to Houser (2012), steer the nurse  toward integration of clinical expert opinion and experience with an unbiased exhaustive review of the best scientific evidence professional nursing care literature can provide while incorporating patient values and preferences. Evidence Based Practice Nursing entails adopting a systematic critical thinking decision making process guided by a deliberate and defined chosen Evidence Based Nursing model path that involves searching, appraising, synthesizing, adapting, implementing, and continually evaluating the Evidence Based Research findings implemented. Among these models are the Conduct and Utilization of Research in Nursing (CURN) project, the Stetler Model of Research Utilization, and the Iowa Model for Research in Practice. The purpose of this paper is to explore the impact of Evidence Based Research on nursing practice by defining Evidence Based Practice Nursing, directing attention to the importance of Evidence Based Research, briefly reviewing examples of qualitative and quantitative research and finally identifying some ways to overcome barriers that prevent nurse participation and utilization of Evidence Based Research. Importance of Evidence Based Research Evidence Based Research is important because it provides nurses with â€Å"actual knowledge of elements of practice that have been known to work† according to R. Simpson (2004). Evidence Based Practice Nursing is based on a disciplined methodological decision making process in which nurses continually ask for Evidence Based Research to support their actions and consistently weigh the validity and reliability of activities of each day. The Evidence Based Practice Nurse also plans for change according to Rosswurm and Larrabee (1999). Evidence Based Research findings come through two proven methods, namely qualitative and quantitative research. Systematic reviews summarize and succinctly abstract findings from multiple studies and compile them into useable condensed formats for quicker study and review. A systematic review that includes a meta-analysis draws findings from multiple studies, recalculates the results to arrive at a new finding thus compounding its validity and reliability. The utilization of Evidence Based Research directly and positively improves nursing practice when the findings are implemented. Research Examples The following two examples of Evidence Based Research show how implementation impacts nursing practice. Nursing homes promote their quality of care using analyses and marketing strategies to influence public perception and attract business. How a nursing home addresses the phenomena of palliative care and the prevalence of pressure ulcers affects that perception. A nursing home may presume to have high quality of care because of high score on the Minimum Data Sheet (MDS) prevalence ulcer (PU) indicator and promote such a score. Similarly, how a nurse responds to a resident in palliative care also reflects on quality of care. Evidence Based Research of these two phenomena helps improve nursing practice in this arena. A nurse in a long term care facility that provides palliative care may be called upon to respond to a resident who may be struggling with issues of regret for life events and feel a need for forgiveness. A retrospective study by Ferrel, Otis-Green, Baird, and Garcia, (2013) through a convenience sample of 339 nurses attending palliative care educational courses throughout the U.S. and Belize, India, the Philippines and Romania sought to assess nurses’ responses to this issue. Since the purpose was to document the viewpoints and feelings, a descriptive qualitative research design using the phenomenology method was appropriate. The data was examined using content analysis and themes were identified. By focusing on nurses from a broad geographical base who were attending palliative care classes, the researches maximized the potential for gathering relevant data and enhanced transferability and validity through this convenience sample. They also minimized inherent cultural bias that could have potentially arisen if the sample had been solely from one country or region. The conclusion was that nurses would benefit from additional education regarding how best to address these concerns. Implementing these Evidence Based Research findings helps improve nursing practice. As noted earlier, the prevalence of pressure ulcers, their prevention and treatment is a common dilemma in a long term setting and nursing homes want to demonstrate success in this area as part of the quality of care. One method used to identify and monitor pressure ulcers is the Minimum Data Sheet (MDS) prevalence ulcer (PU) indicator. Bates-Jensen et al (2003) in a quantitative research descriptive study sought to determine whether the minimum data sheet pressure ulcer indicator of a high or low score reflected differences in  processes related to pressure ulcer prevention and treatment. The convenience sample consisted of 321 residents from 16 different nursing homes. The resident had to be at risk for pressure ulcer development using the PU Residential Assessment Protocol of the M DS to meet the criteria for inclusion. This was a quantitative study designed to collect numerical data by measuring 16 care process quality indicators (10 related to PU care processes, five related to nutrition and one related to incontinence management) using medical record data, direct human observation, interviews and data from wireless thigh movement monitors. The statistical data results revealed that the MDS PU indicator was not a useful indicator of quality of care and could be misinterpreted if not explained. Family members who are considering long term care benefit from this research and in a facility that might have mistakenly interpreted the meaning of the MDS PU indicator, Evidence Based Practice Nursing would implement corrective measures regarding future use of the scores and thus bring about an improved change. Barriers Preventing Research Utilization Nursing improves when Evidence Based Research findings can be utilized and implemented by nurses in their daily practice. J. Dracup (2006) stated what some nurses had identified as barriers to Evidence Based Research, namely: â€Å"accessibility of research findings, anticipated outcomes of using research, organizational support to use research, and support from others to use research.† Dracup believed that â€Å"evidence-based practice must include an assessment of the available resources† since the cost of implementation is yet another barrier and â€Å"will not be adopted if resources are insufficient to incorporate them into the daily routine† nursing care. G. Mitchell (1999) raised â€Å" the lack of sufficient meaningful research† as an additional barrier. A multidisciplinary effort by researchers and educators of all fields will be required to work toward the removal of these barriers. Collaborate to provide a more efficient system of information di ssemination must take place. Systematic reviews, sometimes combined with meta-analysis, already advance the cause of having multiple sources of research data condensed to a useable quickly reviewable format. One possible way that nurses could gain access to Evidence Based Research through the Cochrane Library, for example, is by way of grants to school districts and local  libraries allowing free or low cost subsidized access. After obtaining this access and recognizing nurses’ research time restraints, the formation of high school clubs like â€Å"Cochrane Library Scholars† would allow nurses to pose Research Questions to the club who would in turn compile relevant research articles for the nurse. Similar clubs could be â€Å"AHRQ Research Scholars† and â€Å"Campbell Library Scholars.† Since addressing the barrier of cost of Evidence Based Research implementation is equally important., to purposefully draw community leaders’ attention to the Evidence Based Research available at their local library, create a logo such as â€Å"LIBR[LIBRARY]ARY† with the slogan â€Å"A Library within A Library.† By raising awareness of the benefits of Evidence Based Research of public and private pivotal decision makers, these individuals could prove instrumental in helping to identify and acquire the resources needed to implement Evidence Based Research within their sphere of influence. By opening avenues to Evidence Based Research findings through local libraries, engaging students as researchers and raising community awareness, more nurses could gain knowledge that translates into Evidence Based Practice Nursing. Participants would be engaged in raising the quality of care within their own communities. Raising widespread awareness of the importance and value of Evidence Based Research could be the catalyst that propels groups to collectively seek resources for implementation of Evidence Based Practice in communities across the nation. Conclusion Evidence Based Research impacts Evidence Based Practice Nursing if it is utilized. A deliberate effort to promote the understanding of its importance combined with taking measures to remove barriers that prevent nurses from using Evidence Based Research findings will impact, improve, and ensure the best possible nursing practice. References Bates-Jensen, B.M., Cadogan, M., Osterwell D., Levy-Storms L, Jorge, J., Alsamarrai, N., Grbic, V. & Schnelle, J.F. (2003) The Minimum Data Set Pressure Ulcer Indicator: Does It Reflect Differences in Care Processes Related to Pressure Ulcer Prevention and Treatment in Nursing Homes? Journal of American Geriatric Society, 51(9). DOI: 10.1046/j.1532-5415.2003.51403.x Dracup, J. (2006). Evidence-Based Practice is Wonderful †¦ Sort Of, American Journal of Critical Care. 15(4) Ferrel, B., Otis-Green, S, Baird, R.P., & Garcia, A. (2013). Nurses’ Responses to Requests for Forgiveness at the End of Life. Journal of Pain System Management, DOI: 10.1016/j.jpainsymman.2013.05.009 Houser, J. (2012). Nursing Research: reading, using, and creating evidence. (2nd ed.). Salisbury, MA: Jones & Barlett Publishing Mitchell, G. (1999). Evidence-based practice: Critique and alternative view. Nursing Science Quarterly, 12(1), 30-35. Retsas A. (2000). Barriers to using research evidence in nursing practice. Journal of Advanced Nursing, 31:599-606. Rosswurm, M. A., & Larrabee, J. (1999). A model for change to evidence-based practice. Journal of Nursing Scholarship, 31(4), 317-322.

Loch Ness Monster

I have always been interested in mystery creatures such as the Sasquatch, Chupacabra, and Nessie or more universally called the Loch Ness Monster. Although there has been no official capture of one of these creatures, I believe there has to something to the mass sightings by people and the circumstantial evidence that is out there. My focus here is the Loch Ness monster. The Loch Ness Monster is a mythical creature that is said to inhabit Scotland's Loch Ness in Great Britain. In the following paragraphs I will discuss the mystery of Loch Ness and provide examples of some eye witness accounts. My exploration of this mystery is intended to at the very least open the reader's eyes to the possibility that the Loch Ness Monster does exist or at least it needs to be investigated further. Location of the Loch Ness Monster  The Loch Ness Monster or otherwise known as Nessie by the ancient Celts gets its name from its location in Scotland. It is located in the Great Glen in the Scottish highlands to be exact. The Great Glen in the Scottish highlands is a rift valley 60 miles long and contains three famous lochs, Lochy, Oich and Ness. The most famous of these lochs is Loch Ness because of the monster said to live in its deep waters. It is deeper than the North Sea and is very long and very, very narrow. The Scottish Highlands have long been home to mystery and belief in the supernatural. People of Scotland believe that the Loch Ness is home to Druid powers. The Celts of pre-Roman Britain also believed in a type of creature they called kelpies, water spirits that would appear to children in the forms of horses or bulls, enticing them into the water where they would drown them(â€Å"Loch Ness Monster†, 1998). Eyewitness accounts The earliest known sighting by humans that I could find documented was that in the written word â€Å"Life of St. Columba† by Adamnan and was written sometime in the 7th century. The story goes that the main character Columba saved the life of a the life of a Pict, who was being supposedly attacked by the monster. Columba repelled the monster with a cross. For centuries there have been reported sightings of the beast. Some of these accounts have the Loch Ness Monster seen on land. How credible the sources are can never be known, especially when these sightings happened so long ago. However in more modern times technology has aided in spreading the eyewitness accounts and given those sightings some legitimacy. An early purported sighting in modern times occurred July 22, 1933 when Mr. and Mrs. Spicer of London drove across a new road alongside Loch Ness. Their car nearly struck a huge, black creature with a long neck. They reported a â€Å"prehistoric animal† shambled across the road, slithered through the undergrowth and splashed in the Loch(Chorvinsky, n.d.). Perhaps the most famous purported sighting was in1934 by Colonel Robert Wilson a British surgeon, said that he noticed something moving in the water and took a picture of it. He happened to be urinating at the time, according to one version of what he shared later. The picture he took shows a creature with a long neck rising out of the water of the loch. â€Å"The Surgeon's Photo† as its formally known was distributed all over the world. For many years this photo was considered to be the best evidence that â€Å"Nessie† was real. It must be noted however that the photo Robert Wilson took and his eyewitness accou nt is now deemed as a hoax. Scientific Evidence There have been many eyewitness accounts, film footage, and sonar contacts of something strange in the Loch. That does not prove in the existence of Nessie but according to many Crypto zoologists this evidence shows that Nessie could exist and should be investigated until its existence is one hundred percent disproven. There is even an official scientific name for the creature â€Å"Nessiteras Rhombopteryx.†(Learning And Teaching In Scotland, n.d.). Some scientists believe that the Loch Ness monster could be a thought to be extinct marine reptile called a plesiosaur. This is plausible considering there have been many discoveries of thought to be extinct animals still very much alive. An example of a once thought to be extinct animal that is very much alive would be Coelacanth. Coelacanth fish were believed to have gone extinct at the end of the Cretaceous period some 65-plus million years ago. However in 1938, one was discovered off the east coast of South Africa near the mouth of the Chalumna River(â€Å"Lazarus species: 13 ’extinct’ animals found alive†, 2010). What should also be noted is that Loch Ness is not the only location where there are sightings of marine creatures. In many of the same geographical and topographical areas there are reports. These are usually in lakes and river systems that are deep, cold, and flow to the sea. Not only that they were all once home to migratory fish. Conclusion  Loch Ness is home to something strange and mysterious. I believe that there probably is something living in the loch that has yet to be discovered. I do not know whether it's a new species or some thought to be extinct species of marine animal that still exists. I think based on the evidence and the many sightings it cannot be disproven. Yes, there are skeptics as with any mystery, however, with all the accounts and circumstantial evidence there should be more investigation of Loch Ness. Only time will tell but I truly believe with better technology and more time the world will solve the mystery of the Loch Ness monster. That will be a great day in history. References http://www.strangemag.com/nessie.home.html http://www.newworldencyclopedia.org/entry/Loch_Ness_Monster?oldid=946274