Musical Theatre – Fiction Assignment

Andrea drives a car through busy New York traffic (‘A Good Start of the Day’) and receives a phone call from Miranda who orders her to get her car from auto care, her dog from a vet, and bring them to Miranda’s house. When Andrea comes to report to Miranda that everything has been done, her boss tells her that she was supposed to bring the car and the god to the office instead of Miranda’s house. She tells her assistant that everything should be by the door of her office in 15 minutes (‘15 Minutes’). The atmosphere in the headquarters of ‘Runway’ is tense and almost hysterical (‘The World of Fashion’). When Andrea fulfills these directions, they leave for a preliminary show of the latest collection of a prominent designer (‘Behind the Scenes’). Andrea proves to be more qualified than Emily, and Miranda decides to take Andrea on an important business trip to Paris — the fact that deeply offends and disappoints Emily (‘Paris, Je T'aime Moi Non Plus’). When Andrea comes home that night, she realizes that she forgot about her boyfriend’s birthday (‘This Not-so-special Day’), and their relationship teeters at the lip of abyss. Act 2 Miranda and Emily arrive to Paris; they attend top-notch fashion shows and receptions (‘Eurostar’). Andrea occasionally meets Christian whom she knows from New York, and the romantic atmosphere of Paris makes her spend a night with him. However, in the morning she realizes that she made a mistake and finds herself missing Nate (‘Charms Are Frail’). On board of the plane that carries her back to New York, Andrea reconsiders her lifestyle and values (‘Home Again’). She is unhappy to return to her busy workplace (‘The World of Fashion: Reprise’). She decides to quit her job and strike a better balance between her professional and private life. Before leaving, she presents all the designer clothes to Emily (‘These Little Pieces of Fabric’) and in this way denounces the importance of looks and fashion. The musical ends with a scene of Andrea reunion with Nate (‘Being True to Yourself’). Character List Andrea Sachs: She is a young graduate from Midwest who has just moved to New York to look for a job at a magazine or newspaper. At the beginning, she is confident of her abilities, yet she is easily confused by vibrant New York life and tough approach of her new boss. Miranda Priestley: She is a powerful and authoritarian editor of the ‘Runway’ magazine. She has connections both in the press world and in the world of fashion; however, she often demonstrates her power by maltreating her subordinates. Emily: She used to be the first assistant to Miranda before the arrival of Andrea who proved to be more competent and was promoted to Emily’s position. Nigel: He is the art director of ‘Runway’ who often advices Andrea on how to dress with taste and deal with Miranda’s whims. Nate: He is Andrea’s boyfriend who suffers from lack of attention and condemns her girlfriend paying too much attention to her job and her looks. Christian: He is a magazine writer who fancies Andrea and eventually seduces her into a romantic adventure in Paris. Chorus: Chorus, together with Nigel, performs ‘The World of Fashion’ song and serves the purpose of conveying the atmosphere of fashion industry characterized by (quoting ‘Sunset Boulevard’ musical) ‘whispered conversations in overcrowded hallways.’ Song List Act 1 A Good Start of the Day (upbeat) 15 Minutes (upbeat) The World of Fashion (dance) Behind the Scenes (upbeat) Paris, Je T'aime Moi Non Plus (ballad) This Not-so-special Day (ballad) Act 2 Eurostar (upbeat) Charms Are Frail (ballad) Home Again (ballad) The World of Fashion: Reprise (dance) These Little Pieces of Fabric (upbeat) Being True to Yourself (ballad) Spectacle There are three different set: headquarters of the ‘Runway’ magazine, Andrea and Nate’s apartment, and Paris. The first set features the use of bright lights, crowd, hallstands, and various posters from fashion shows. The second set should convey the calm and comfortable atmosphere of New York middle-class couple. The third set features some of the landmarks of Paris (e.g. Eiffel Tower) and creates the atmosphere of excess, lush, and festivity. Almost all costumes used in the musical should be expensive and fashionable designer clothes; the only character that wears casual clothes in Nate. No special effects are used, but the song ‘The World of Fashion’ is accompanied by a ballet. The theme of the musical is the balance between professional and public life and hard choices people have to make. It also deals with the ability to stay honest and kindhearted under the pressure from inhibiting circumstances.

7ps of Airline

LALA LAjpatrai College | | |AIRLINE INDUSTRY | |SERVICE SECTOR MANAGEMENT | | | | | | | INDEX |Table of Content |Pg. No | |Chapter 1 | | |Introduction |3 | |Importance |4 | |Presence Scenario |5 | |Classification & Types |6 | |Advantages |8 | |Chapter 2 | | |PEST Analysis: The Indian Airline Industry |10 | |Five product levels |15 | |Chapter 3 | | |4 P’s |17 | |Chapter 4 | | |Extended Marketing Mix |24 | |Chapter 5 | | |Segmentation |29 | |Chapter 6 | | |Role of Technology |31 | |Chapter 7 | |8 Quality Dimension |33 | |Chapter 8 | | |Conclusion |35 | |Future |36 | |Reference |37 | CHAPTER ONE INTRODUCTION Airline Industry in India is one of the fastest growing aviation industries in the world. With the liberalization of the Indian aviation sector, airline industry in India has undergone a rapid transformation. From being primarily a government-owned industry, the Indian airline industry is now dominated by privately owned full service airlines and low cost carriers. Private airlines account for around 75% share of the domestic aviation market. Earlier air travel was a privilege only a few could afford, but today air travel has become much cheaper and can be afforded by a large number of people. The origin of Indian civil aviation industry can be traced back to 1912, when the first air flight between Karachi and Delhi was started by the Indian State Air Services in collaboration with the UK based Imperial Airways. In 1932, JRD Tata founded Tata Airline, the first Indian airline. Airline organizations can be classified into a number of segments depending on the nature and degree of services they provide. Major Indian carriers are pressing their feet on the accelerator to reach an acme of service level by the year 2010 when their fleet strength will meet 500 to 550. In the previous two years more than 135 aircrafts have been introduced to keep up with the increasing number of passenger traffic in Indian aerospace. A number of domestic airline groups have emerged in a reasonably short span of time to make the market furiously competitive. IMPORTANCE Growing tourism: Due to growth in tourism, there has been an increase in number of the international and domestic passengers. The estimated growth of domestic passenger segment is at 50% per annum and growth for international passenger segment is 25%. Airlines play an important role in international tourism. Developing airline services helps the nation to cash on tourism as more than 85% of the foreign tourist arrives by air. Improving Infrastructure: We all know that India's air transport infrastructure is out-of-date. In fact the overall situation is critical. A recent report by McKinsey suggests that half of India's highly qualified graduates are located in cities without international airports. Without massive change, infrastructure will not be able to handle growth. We must move quickly now. Benefit all—the government, the airport, shippers, passengers, local communities and airlines †¢ Result in greater efficiency—lower costs †¢ Result in better service levels Globalization: Globalization has improved the lives of many in developing nations. Globalization in of its self is the trading of goods and services of a local economy into an integrated global economy. Technological advances have made this practice more feasible within the last 50 years. The major milestones were the development of the internet and increased transportation technology. These two advances made the world coined â€Å"flat† and set the stage for higher living standards. PRESENCE SCENARIO Revolutionized by privatization along with active participation of the foreign investors, the Indian airline industry has experienced phenomenal transformation over the last couple of years. From being a service catering to the needs of the privileged group only it is now well within the reach of middle class population. This has been the result of increased competition in the Indian aviation industry due to the presence of a wide variety of private and public airlines with their low price tags. It was further helped by the entry of Air Deccan, the first budget airline in India, offering unbelievable tariffs to the customers. In the financial year 2006-07 there has been a significant 22. 3 percent growth in passenger traffic in the domestic airports while the aircraft movement recorded a growth by 14. 2 percent. In terms of the number of flights Jet Airways secures the top position with 8,168 flights operating till June 2007. Indian Airlines is in second position with 7,562 flights. Sahara (3,225 flights), Air Deccan (2,889 flights), Spice Jet (483 flights) and Kingfisher Airlines (367 flights) come thereafter in the list of domestic and national carrier operators. CLASSIFICATION & TYPES The Indian airline sector can be broadly divided into the following main categories: 1. Scheduled air transport service, which includes domestic and international airlines. 2. Non-scheduled air transport service, which includes charter operators and air taxi operators. 3. Air cargo service, which includes air transportation of cargo and mail. Scheduled air transport service: It is an air transport service undertaken between two or more places and operated according to a published timetable. It includes: 1. Domestic airlines, which provide scheduled flights within India and to select international destinations. Air Deccan, Spice Jet, Kingfisher Airline and IndiGo are some of the domestic players in the industry. 2. International airlines, which operate scheduled international air services to and from India. Non-scheduled air transport service: It is an air transport service other than the scheduled one and may be on charter basis and/or non-scheduled basis. The operator is not permitted to publish time schedule and issue tickets to passengers. Air cargo services: It is an air transportation of cargo and mail. It may be on scheduled or non-scheduled basis. These operations are to destinations within India. For operation outside India, the operator has to take specific permission of Directorate General of Civil Aviation demonstrating his capacity for conducting such an operation. At present, there are 2 scheduled private airlines (Jet Airways and Air Sahara), which provide regular domestic air services along with Indian Airlines. In addition there are 47 non-scheduled operators providing air-taxi/non-scheduled air transport services. Apart from this, the players in airline industry can be categorized in three groups: †¢ Public players †¢ Private players †¢ Start up players. There are three public players: Air India, Indian Airlines and Alliance Air. The private players include Jet Airways, Air Sahara, Kingfisher Airlines, Spice Jet, Air Deccan and many more. The startup players are those planning to enter the markets. Some of them are Omega Air, Magic Air, Premier Star Air and MDLR Airlines ADVANTAGES 1. Foreign equity allowed: Foreign equity up to 49 per cent and NRI (Non-Resident Indian) investment up to 100 per cent is permissible in domestic airlines without any government approval. However, the government policy bars foreign airlines from taking a stake in a domestic airline company. 2. Low entry barriers: Nowadays, venture capital of $10 million or less is enough to launch an airline. Private airlines are known to hire foreign pilots, get expatriates or retired personnel from the Air Force or PSU airlines in senior management positions. Further, they outsource such functions as ground handling, check-in, reservation, aircraft maintenance, catering, training, revenue accounting, IT infrastructure, loyalty and programme management. Airlines are known to take on contract employees such as cabin crew, ticketing and check-in agents. 3. Attraction of foreign shores: Jet and Sahara have gone international by starting operations, first to SAARC countries, and then to South-East Asia, the UK, and the US. After five years of domestic operations, many domestic airlines too will be entitled to fly overseas by using unutilised bilateral entitlements to Indian carriers. 4. Rising income levels and demographic profile: Though India's GDP (per capita) at $3,100 is still very low as compared to the developed country standards, India is shining, at least in metro cities and urban centres, where IT and BPO industries have made the young generation prosperous. Demographically, India has the highest percentage of people in age group of 20-50 among its 50 million strong middle class, with high earning potential. All this contributes for the boost in domestic air travel, particularly from a low base of 18 million passengers. 5. Untapped potential of India's tourism: Currently India attracts 3. 2 million tourists every year, while China gets 10 times the number. Tourist arrivals in India are expected to grow exponentially, especially due to the open sky policy between India and the SAARC countries and the increase in bilateral entitlements with European countries, and US. 6. Glamor of the airlines: No industry other than film-making industry is as glamorous as the airlines. Airline tycoons from the last century, like J. R. D. Tata and Howard Hughes, and Sir Richard Branson and Dr. Vijaya Mallya today, have been idolized. Airlines have an aura of glamour around them, and high net worth individuals can always toy with the idea of owning an airline. All the above factors seem to have resulted in a â€Å"me too† rush to launch domestic airlines in India. CHAPTER TWO PEST Analysis: The Indian Airline Industry A PEST analysis is an analysis of the external macro-environment that affects all firms. P. E. S. T. is an acronym for the Political, Economic, Social, and Technological factors of the external macro-environment. Such external factors usually are beyond the firm's control and sometimes present themselves as threats. For this reason, some say that â€Å"pest† is an appropriate term for these factors. Let us look at the PEST analysis of the Indian aviation sector: Political Factors In India, one can never over-look the political factors which influence each and every industry existing in the country. Like it or not, the political interference has to be present everywhere. Given below are a few of the political factors with respect to the airline industry: The airline industry is very susceptible to changes in the political environment as it has a great bearing on the travel habits of its customers. An unstable political environment causes uncertainty in the minds of the air travellers, regarding travelling to a particular country. Overall India’s recent political environment has been largely unstable due to international events & continued tension with Pakistan. The Gujarat riots & the government’s inability to control the situation have also led to an increase in the instability of the political arena. The most significant political event however has been September 11. The events occurring on September had special significance for the airline industry since airplanes were involved. The immediate results were a huge drop in air traffic due to safety & security concerns of the people. International airlines are greatly affected by trade relations that their country has with others. Unless governments of the two countries trade with each other, there could be restrictions of flying into particular area leading to a loss of potential air traffic (e. g. Pakistan & India) Another aspect is that in countries with high corruption levels like India, bribes have to be paid for every permit & license required. Therefore constant liasoning with the minister & other government official is necessary. The state owned airlines suffer the maximum from this problem. These airlines have to make several special considerations with respect to selection of routes, free seats to ministers, etc which a privately owned airline need not do. The state owned airlines also suffers from archaic laws applying only to them such as the retirement age of the pursers & hostesses, the labour regulations which make the management less flexible in taking decision due to the presence of a strong union, & the heavy control of the government. This affects the quality of the service delivery & therefore these airlines have to think of innovative service marketing ideas to circumvent their problems & compete with the private operators. Economic Factors Business cycles have a wide reaching impact on the airline industry. During recession, airline is considered a luxury & therefore spending on air travel is cut which leads to reduce prices. During prosperity phase people indulge themselves in travel & prices increase. After the September 11 incidents, the world economy plunged into global recession due to the depressed sentiment of consumers. In India, even a company like Citibank was forced to cut costs to increase profits for which even the top level managers were given first class railway tickets instead of plane tickets. The loss of income for airlines led to higher operational costs not only due to low demand but also due to higher insurance costs, which increased after the WTC bombing. This prompted the industry to lay off employees, which further fuelled the recession as spending decreased due to the rise in unemployment. Even the SARS outbreak in the Far East was a major cause for slump in the airline industry. Even the Indian carriers like Air India was deeply affected as many flights were cancelled due to internal (employee relations) as well as external problems, which has been discussed later. Social Factors The changing travel habits of people have very wide implications for the airline industry. In a country like India, there are people from varied income groups. The airlines have to recognize these individuals and should serve them accordingly. Air India needs to focus on their clientele which are mostly low income clients & their habits in order to keep them satisfied. The destination, kind of food etc all has to be chosen carefully in accordance with the tastes of their major clientele. Especially, since India is a land of extremes there are people from various religions and castes and every individual travelling by the airline would expect customization to the greatest possible extent. For e. g. A Jain would be satisfied with the service only if he is served jain food and it should be kept in mind that the customers next to him are also Jain or at least vegetarian. Another good example would be the case of South West Airlines which occupies a solid position in the minds of the US air travelers as a reliable and convenient, fun, low fare, and no frills airline. The major element of its success was the augmented marketing mix which it used very effectively. What South West did was it made the environment inside the plane very consumer friendly. The crew neither has any uniform nor does it serve any lavish foods, which indirectly reduces the costs and makes the consumers feel comfortable. Technological Factors The increasing use of the Internet has provided many opportunities to airlines. For e. g. Air Sahara has introduced a service, through the internet wherein the unoccupied seats are auctioned one week prior to the departure. Air India also provides many internet based services to its customer such as online ticket booking, updated flight information & handling of customer complaints. USTDA (US trade & development association) is funding a feasibility study and workshops for the Airports Authority of India as part of a long-term effort to promote Indian aviation infrastructure. The Authority is developing modern communication, navigation, surveillance, and air traffic management systems for India's aviation sector that will help the country meet the expected growth and demand for air passenger and cargo service over the next decade. A proposal for restructuring the existing airports at Delhi, Mumbai, Chennai and Kolkata through long-term lease to make them world class is under consideration. This will help in attracting investments in improving the infrastructure and services at these airports. Setting up of new international airports at Bangalore, Hyderabad and Goa with private sector participation is also envisaged. A good example of the impact of technology would be that of AAI, wherein with the help of technology it has converted its obsolete and unused hangars into profit centers. AAI is now leasing these hangars to international airlines and is earning huge profits out of it. AAI has also tried to utilize space that was previously wasted installing a lamination machine to laminate the luggage of travelers. This activity earns AAI a lot of revenue. These technological changes in the environment have an impact on Air India as well. Better airport infrastructure, means better handling of airplanes, which can help reduce maintenance cost. It also facilitates more flights to such destinations. FIVE PRODUCT LEVELS The Core Service: The core service of the airlines industry is to transport goods and services to various destinations. As the needs of the people increased the entire system became more organized and formal. After this stage comes the various supplementary services. The Supplementary Services: The airline industry has many players they had a brand name like ‘Air India’,’ Jet Airways’,’ British Airways’. All of them had some common services to offer like connecting flights, through check-in, tele check in, food on board, and complementary gifts etc. Different classes like economy class, business class were introduced. Air concessions are given to school students, old people etc. Singapore airlines were the first to introduce small 8† television screen for every passenger. The freebies are actually win-win deals between airlines and other services. Sahara, for example, offers its passengers a ‘business-plan’ on two-way economy class ticket, which includes a night’s stay with breakfast, STD facility for 3 minutes and boardroom facility at the Park Hotel, New Delhi. To Delhi based fliers to Mumbai, it offers a night’s stay with breakfast, airport transfers and VIP amenities at The Orchid, Mumbai. For business class, the plan includes a stay at The Leela, with buffet breakfast and late checkout. All these added service helps the customer to decide upon which airlines he wants to travel. As competition increased and the customers wanted more the next phase evolved and that is the augmented service. The Augmented Service: This phase is where the customer’s expectations are met; the service providers kept working on new methods to meet the ever-changing customers’ demands. The players introduced online booking, which was very convenient for the service users. British Airways business class has showers; it’s more spacious and comfortable. Sahara airlines offer its passengers six different types of cuisine like vegetarian, fat free, diabetic etc. They also have auction going on board. Virgin airlines have gambling on board, they also have body massage to offer to their passengers. Air Emirates has something called cab service, they have customized pick up and drop cab service. This phase is the most crucial one; with increased competition service will become the final differentiation. Future Service: As mentioned above the customer needs keep changing, the future is unknown. The customers may be looking in for more frequent inexpensive air travel, something like air taxis, supersonic speed. This decreases the time thus reducing the cost. CHAPTER THREE 4 P’s Product The airline industry is a service that satisfies customer needs for travelling. In the airline industry the customers can be divided into two segments, business and leisure. While the airline industry started out as a luxury item, business travel has changed this industry to a necessity. As we further become a global economy and communication between international companies intensifies, travel needs continue to increase. The leisure traveller has always had the need for the airline industry. Satisfying the customer needs today involves competitive rates, convenient booking of flights and benefits with those flights. Some of the problems with this industry are personally experienced by the customers. The airlines have a difficult time being punctual and this has become the norm in the industry, although some companies try to avoid it. The industry is highly susceptible to situations that result in declines in air travel, such as political instability, regional hostilities, recession, fuel price escalation, inflation, adverse weather conditions, consumer preferences, labour instability or regulatory oversight. Airlines are now in the commodity business as the public demands low-priced transportation. It has moved from elite to a common form of transportation. Today's travellers know how to surf the web for bargains through a myriad of sites such as Orbitz, Expedia, Travelocity, Hotwire, and Cheaptickets. As a commodity, airlines cannot increase prices to increase profits, so their only choice is to cut operating costs such as labour costs. Amid the competition, airlines have refocused their attention on the customers. The industry still heavily targets frequent flyers, as members can earn miles through travelling, car rentals, hotels, and credit card use. On overseas flights, business class seats convert to real flat beds. Soon passengers will have internet access during flights. Airlines are also catering to the consumer by offering mostly organic menus, while others are offering meals-to-go before boarding. For travellers pressed for time, many airlines offer fast check-in, online at home before leaving for the airport; or self-service check-in kiosks where passengers identify themselves with a credit card, print their own boarding pass, change their seat, and purchase meal coupons. Price The following are the pricing strategies: Premium Pricing: The airlines may set prices above the market price either to reflect the image of quality or the unique status of the product. The product features are not shared by its competitors or the company itself may enjoy a strong reputation that the ‘brand image' alone is sufficient to merit a premium price. Value for Money Pricing: The intention here is to charge the average price for the product and emphasize that it represents excellent value for money at this price. This enables the airline to achieve good levels of profit on the basis of established reputation. Cheap Value Pricing: The objective here is to undercut the competition and price is used to trigger the purchase immediately. Unit profits are low, but overall profits are achieved. Air India and Indian Airlines have slashed their prices to meet the competition of private airlines so that they can consolidate their position in the market. Airlines usually practice differential pricing. There are three classes: The First Class, The Executive or Business Class and The Economy Class. Fares for each class are different since the facilities provided and the comfort and luxury level is different in each class. Seasonal fares are also fixed, fares rise during the peak holiday times. Low-cost Pricing: With the advent of the low-cost airlines in the Indian aviation industry, a different low-cost flying concept has come up. Since these low-cost airlines are trying to woo the customers by providing air travel in exceptionally low prices, a price-band kind of pricing has to be designed. In low-pricing strategies, the airlines provide very low prices for the flight tickets. Also, they prices are made cheaper by booking the tickets long before the flight date. APEX Fares: In this scheme, people are given very cheap rates only if tickets are booked at least before the specified time period. But the draw-back here is that if the booking is cancelled, a substantial amount of money is not returned. Promotion Integrated Marketing Communication A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional mix can consist of: ? Advertising ? Public Relations ? Sales Promotion ? Personal Selling ? Direct Mail ? Internet / E-commerce In airline industry all the above methods are use for promotion purpose. The aims of promotion fall into three main categories: to inform, to remind, & to persuade. It will always be necessary to inform prospective consumers about new products & services, but other issue may also need this type of communication to consumers; new uses, price changes, information to build consumer confidence & to reduce fears, full description of service offering, image building. Similarly consumers may need to get reminded about all these types of issues, especially in the off-peak season. It is vitally important to recognize that promotion, or marketing communications generally, may not always be aimed at potential consumer or end user of service. In many business areas, it is to design promotions aimed at channel customers to complement end user promotion. For e. g. Airlines will need to promote their services to tour operators as well as end user. Distribution (Also known as the place variable in the marketing mix, or the 4 Ps) In Airlines, they utilise more than one method of distribution. For e. g. hey sell tickets through travel agents & sell seats on fligh ts to tour operators, whilst also operating direct marketing. Whichever distribution strategy is selected, channel management plays a key role. For channels to be effective they need reliable updated information. For these reason, I. T has been widely adopted such as on-line booking system. Channel structures vary somewhat by the nature of the service ? Internet booking system ? Telephone reservation system. CHAPTER FOUR Extended Marketing Mix Marketers suggest that the unique requirements of selling services require the organization attend to three additional P's. These are people, physical evidence and process. People The people section of the Marketing Mix is the most important section of the extended Marketing Mix. It is broken up into three sections: Employees, Consumers and the Company. Do we have enough employees to provide a good service? ; Do they have the necessary personal and professional skills? , Do they understand the brand-values? , Are they enough motivated or too tired? Those are questions that airlines companies have to ask themselves, and which answers are going to have important consequences in the type of service provided. The analysis of the buyer behaviour is really interesting in this sector. Every individual have different needs and expectations in this market, so segmentation and positioning will be also fundamental. Furthermore, it’s normally an industry where, the user follows all the steps of the buyer behaviour in the selection and purchase of the service. Special importance have the Information Search by the customer (which is normally more complete than in other purchases) and beliefs and attitudes, which are the most important challenges of this analysis because normally have an important weight in the final decision of the customer. In a market as competitive as this one, a personal bad experience or just a non favourable belief or attitude can determine the user's choice forever. That's why the Brand Image is also fundamental for this kind of Companies. For e. g. A Jain would be satisfied with the service only if he is served Jain food and it should be kept in mind that the customers next to him are also Jain or at least vegetarian. Therefore, management faces a tremendous challenge in selecting and training all of these people to do their jobs well, and, perhaps even more important, in motivating them to care about doing their jobs well, and to make an extra effort to serve their customers. After all, these employees must believe in what they are doing and enjoy their work before they can, in turn, provide good service to customers. The â€Å"people† component of the service marketing mix also includes the management of the firm's customer mix. Because services are often experienced at the provider's facilities, other customers who are being served there can also influence one’s satisfaction with a service. For e. g. crying children in a nearby seat on an airplane or ill mannered customer are all examples of unpleasant service conditions caused by a firm's other patrons. Physical Evidence The service is intangible because unlike a product it can't be experienced before it is delivered. It is the ability and environment in which a service is delivered. Because it is intangible customers are at greater risk when deciding whether to use a service, so to reduce this risk, and improve success, potential customer are offered the chance to see what the service would be like with the use of testimonials, demonstrations etc. Physical layout is not only relevant to its promotional materials, but also to the layout and structure of the organization, and websites. Customers have far higher expectations and therefore they select the particular service which they know will satisfy their want. Promotional materials and written correspondence provide tangible reassurance; they can be incorporated into the firm's marketing communications to help reduce customer anxiety about committing to the purchase. Service firms should design these items with extreme care, since they will play a major role in influencing a customer's impression of the firm. In particular, all physical evidence must be designed to be consistent with the â€Å"personality† that the firm wishes to project in the marketplace. They can offer to the consumer more than a fly: additional services, and so they focus their promotional efforts in communicating that to the potential user. Process The customer service department of any airline company deal with a number of processes involved in making marketing effective in an organisation e. g. processes for handling customer complaints, processes for identifying customer needs and requirements, processes for handling requirement etc. Example of Jet (Entire Process) Purchasing process According to epinions. com, travelers' overall purchasing experiences with Jet have been very positive. People like how easy it is to choose from the different one-way fares online to make up a round-trip reservation. Some travelers prefer to use Jettelephone reservation agents for purchasing their tickets. Overall, these reservation agents have been described as very courteous and helpful. Destination Choices We found many negative reviews on epinions. com when it came to Jet destination offerings. Several people complained that Jet doesn't offer service (either non-stop or connecting) to enough destinations. Some complained about Jet operating out of smaller, less convenient airports (like Poona and Nasik). People also complained that Jet only offers limited flights per day to some destinations, making travel less convenient for some. Overall Customer Service Based on our findings at epinions. com, Jet customer service is very highly regarded. Although some people have had unpleasant experiences, almost everyone who gave an opinion raved about the service from Jet flight attendants, gate agents, ticketing/reservation agents, and even the pilots. The 7 Ps – price, product, place, promotion, people, process and physical evidence comprise the modern marketing mix that is particularly relevant in service industry, but is also relevant to any form of business where meeting the needs of customers is given priority. CHAPTER FIVE SEGMENTATION Segmentation involves finding out what kinds of consumers with different needs exist. In the airline industry, for example, some consumers look for only price, while others are much more concerned about other features and services provided. In general, it holds true that â€Å"You can't be all things to all people,† and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing: In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can't offer much that another one can't. Usually, this is the case only for commodities. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Deccan Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who are inflexible in that they cannot tell in advance when they need to fly and find it impractical to stay over a Saturday. These travellers usually business travellers pay high fares but can only fill the planes up partially. The same airlines then sell some of the remaining seats to more price sensitive customers who can buy two weeks in advance and stay over. Note that segmentation calls for some tough choices. There may be a large number of variables that can be used to differentiate consumers of a given product category; yet, in practice, it becomes impossibly cumbersome to work with more than a few at a time. Thus, we need to determine which variables will be most useful in distinguishing different groups of consumers. We might thus decide, for example, that the variables that are most relevant in separating different kinds of airlines consumers are: (1) Preference for price, (2) Preference for combination of price and other features, (3) Consumers not worried at all about price: Looking for privacy or luxury (4) Willingness to pay for brand names We now put these variables together to arrive at various combinations. Several different kinds of variables can be used for segmentation. Demographic variables essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size. Jet Airways; for instance, has found that people from western region (India) on the average prefer vegetarian meal whereas people from east prefer non-vegetarian meal. Taking this a step farther, it is also possible to segment on lifestyle and values. Some consumers want to be seen as similar to others, while a different segment wants to stand apart from the crowd. Another basis for segmentation is behaviour. Some consumers are â€Å"brand loyal† i. e. , they tend to stick with their preferred brands even when a competing one is on sale. CHAPTER SIX ROLE OF TECHNOLOGY Intense competition in Indian Aviation Industry has made the role of technology very important for domestic airline companies. Technology can help in making travel comfortable, allow easy access to tickets and reduce time to check-in. A considerable amount of money is also saved by automation. Following points highlight the increasing use of Technology by different Airlines: Vijay Mallya-promoted Kingfisher Airlines is planning to install a landscape camera at the bottom of the aircraft that will enable passengers get a view of the take-off and landing of their airplane when flying on domestic routes. They are also going to allow GSM phones to be used on board for the first time. They are already providing live TV as part of our high-end In-Flight Entertainment (IFE) initiatives. Kingfisher Airlines has announced the launch of two world-class technological innovations to enhance guest convenience. The first cutting-edge innovation is the introduction of the ‘Roving Agent’ at the airport. Now guests with hand baggage need not have to wait at the check-in counter to collect their boarding pass, instead they can directly approach the Kingfisher Airline’s Roving Agents deployed outside the security check-in area who will book them on their choice of seats. Also launched is the facility of ‘Web Check-in’. Now Kingfisher Airlines' guests can sit in the comfort of their homes or offices and print their boarding passes. All a guest has to do is log on to the official website of Kingfisher Airlines, www. flykingfisher. com, and click on the link – web check-in. Fill-in your reservation details and the screen will display the choice of seats available onboard that particular flight. Once booked, the guest can conveniently print out the boarding pass and carry it along with him/her on the day of the flight and proceed straight to the security check counter at the airport. The Airbus A380, the world`s largest and most advanced passenger airplane, which is widely regarded as the future of aviation, marks a momentous milestone in the history of civil aviation in India. Kingfisher Airlines, India’s fastest-growing airline, has engaged Sabre Airline Solutions, the global leader of software and services for the airline industry from planning to execution, to provide a full suite of more than 20 enterprise applications to enhance its guest processing functions, as the airline continues its rapid expansion of its operations. Kingfisher Airlines is also leveraging other technology from Sabre Airline Solutions to help analyze the market and determine the best approaches to maximize revenue. Kingfisher Airlines Ltd and Dish TV have joined hands to provide live in-flight entertainment on Kingfisher aircraft. The in-flight entertainment system is one of the best in the world. The increasing use of the Internet has provided many opportunities to airlines. For e. g. Kingfisher has introduced a service through the internet, wherein the unoccupied seats are auctioned one week prior to the departure. Public sector airline Air-India is exploring the possibility of launching an information technology (IT) subsidiary to handle its automation activities. Jet Airways has launched an Interactive Voice Response (IVR)-based payment and ticketing services. The service will allow passengers to complete their reservation with credit cards through a secure gateway and instantly receive their e-tickets via email. Low-cost carriers such as Air Deccan, SpiceJet, GoAir and IndiGo are currently allowing a web-check apart from online booking. CHAPTER SEVEN QUALITY DIMENSION IN CONTEXT WITH AIRLINE INDUSTRY Reliability is most important to customers. Reliability is performing promised service dependably and accurately. If you don't deliver on your promise you can lose customers and your credibility will be damaged. It takes a long time for a company to build up a reputation for reliability, and only a short time to be branded as â€Å"unreliable†. Security in airline industry is a very important issue. Terrorist threats and narcotics are the main threats in Indian airports. The airlines and the security screening people they contract with have a simple choice – employ more staff so as to process their passengers more efficiently, or lay off staff and cause their passengers to spend more time waiting to check in than they actually spend on the flight itself. Tangible – Tangibles refers to physical facilities and facilitating goods. Examples of tangibles would be distinctive materials such as brochures and the cleanliness of the facilities. Tangible is what makes you different than competitors. Customer can see for themselves and then decide whether to go for the service or not. Responsiveness – Responsiveness is the willingness to help customers promptly. Avoid having customers waiting for no apparent reason. Responsiveness is very important because if you provide customers with what they need in a timely fashion they will be satisfied. Nobody likes to wait. Replying to a customer request promptly is a good example of responsiveness. If customers see that the company is willing to help, this will cause loyalty and it will let them know that you are concerned about them. Assurance is the ability to convey trust and confidence. Being polite and showing respect for customers will create trust. Also having professional and knowledgeable staff will create trust and confidence in customers. People enjoy meeting pleasant, knowledgeable people. By being pleasant and knowledgeable to everyone a business will present the kind of business image that draws new business. Empathy is the ability to be approachable. Empathy involves treating customers as individuals. When a customer has a problem they should not be afraid to ask questions. A company should adapt to the specials needs of a customer. Listening to customers concerns and proving them with a positive solution is how you show empathy. CHAPTER EIGHT CONCLUSION Airline industry in India is plagued with several problems. These include high aviation turbine fuel (ATF) prices, rising labour costs and shortage of skilled labour, rapid fleet expansion, and intense price competition among the players. But one of the major challenges facing Indian aviation industry is infrastructure constraint. Airport infrastructure needs to be upgraded rapidly if Indian aviation industry has to continue its success story. Some steps have been taken in this direction. Two of India's largest airports-Mumbai and New Delhi-were privatized recently. Two Greenfield airports are coming up at Bangalore and Hyderabad in southern India. Investments are pouring into almost all aspects of the industry, including aircraft maintenance, pilot training and air cargo services. The future prospects of Indian aviation sector look bright. The Indian aviation industry has witnessed remarkable growth in recent years, with key drivers being positive economic factors, including high GDP growth, good industrial performance, and corporate profitability and expansion. Other factors include higher disposable incomes, growth in consumer spending, and availability of low fares. FUTURE PROSPECTS OF INDIAN AIRLINE SECTOR Consolidation in the aviation industry: Consolidation will ease competition and give pricing power to the dominant players and as a result of higher fares even smaller players like SpiceJet stand to benefit. The air fares for SpiceJet are expected to increase by 7. 4% and 3. 6% during FY08E and FY09E respectively. Due to booming economy, it is believed that the growth in the aviation industry will continue in the scenario of increased airfares. Generally it is believed that the aviation sector in any country grows at twice the growth rate of its GDP. In India, the GDP is growing at more than 7-8% per annum, which makes the growth rate in the aviation sector to be in excess of 15%. Aviation industry in India is expected to grow at a much better rate than this because the industry is at a nascent stage with lower base and low penetration. Strong passenger growth to boost top-line and profit: Strong passenger growth would lead to 86% CAGR (Compound Annual Growth Rate) growth in revenues for the next two years. Increased passenger volume would also help in spreading fixed cost over larger passenger base there by bringing down per unit cost. Domestic Passengers: In the last three years, the number of passengers travelling by air has more than doubled with industry carrying 34mn passenger during FY07. On back of conversion of upper class rail passengers to air travel and the surging tourism industry we expect the number of people travelling by air to increase at a CAGR of 25% to 67mn by FY10E. We expect the revenue passengers for SpiceJet to increase from 2. 8mn in FY07 (12 months) to 6. mn in FY09E, a CAGR of 58%. The expected growth in revenue passenger is on account of aggressive increase in fleet size from 11 aircrafts in FY07 to 23 aircrafts by FY09E. REFRENCE Books and Journals: Adrian Palmer (2001), Principles of S ervices Marketing, third edition, McGraw Hill, London. Kotler (1998) Marketing Management Ninth Edition The Economist, 4th January 2002 A new way to fly Websites Referred: www. 4ds. com www. epinions. com www. business. headlinesindia. com www. oppapers. com www. icmrindia. org www. airindia. com www. flyairdeccan. net www. spicejet. com (www. spicejet. com/pdf/BSE_Q2FY08) www. jetairways. com www. flykingfisher. com

Futures Contracts in Risk Management Companies Can Use Trading on a US Essay

Futures Contracts in Risk Management Companies Can Use Trading on a US Exchange - Essay Example This essay not only analyzes risk strategies and types, that are present in the futures contracts and markets in the United States, but also refers these theories to the real example, such as natural rubber futures trading process in Thailand. Detailed commodity futures charts are given by the researcher on the topic of crude oil and natural gas as well as analysis of risks it may have. One such risk that was mentioned in the essay is the quantity that involves that the business restrategizes its activities so as to cover the risk. When a client hedges with futures, he or she is expected to take the opposite position that is held in a cash market. Firms holding a long cash position then sells the assets that they have, they are said to have a short hedge to protect them. On the other hand firms hold a short cash position then sells their assets to protect from upward price experience is the cash market are said to have a long hedge. In conclusion, author states that a successful futu res market requires several factors to succeed. For instance, the contract that is in trade must conform to conditions that relate to the physical market. This is likely to limit the chances of price distortion operations. Futures markets are operated so as to provide information for making manufacturing decisions. It is a necessity to have a future strategy that will last long enough to inform the market stakeholders about the risks they might face. This would enable them decisions that would protect their business interests.

What Is the Impact of the Media On the Body Image of Girls 16-20 Essay

What Is the Impact of the Media On the Body Image of Girls 16-20 - Essay Example The research has shown that media has a very high impact on the body image of young girls. The influence is so high that they often ending up aspiring to have such bodies and in the process, cause significant damage to their physical and mental well being. Body dissatisfaction can result in a very wide range of unhealthy behaviours. Any factor, such as idealized media images, that proves to be a factor of body dissatisfaction has an influence on the well-being. The notion is deeply imbibed and almost becomes a subconscious conditioning due to the wide exposure to mass media. Hence, it becomes very difficult to move them towards the direction of body satisfaction. The author says that many young girls are not fully aware of the artificiality of the images projected on the media. This leads to desperate attempts and disappointment at failed attempts, until it becomes a vicious cycle. The level of vulnerability as well as immaturity often becomes key factors in deciding the level of impact that each individual faces due to the body images projected by the media. If these young girls are made to understand the difference between, ‘images’ and ‘reality’, then they would move away from the concept of body dissatisfaction. To understand the impact of media among the young girls between the ages of 16 to 20, the research methodology that was used was of personal interviews. A personal interview was carried out individual for thirteen girls based in the UK between the said age group. This group was chosen based on the interest that the girls expressed in talking about the issue, and not based on a random criterion. The person al interview

Erickson's Theory Essay Example | Topics and Well Written Essays - 250 words

Erickson's Theory - Essay Example This reflects the urge of Tommy as an adventurer. Given the fact that his adventures is growing faster than his age gives him more trust for himself that he could execute any adventure that he wants. Thus, it also conflicts in his age knowing that he is too young to use and be exposed to the things that are nor intended for his age. Consequenty, he was able to manage his adventures and his limitations for his age because he still founded values that he basically use as basis and guide in every decision that he makes. Stage 2: Early Childhood (2 to 3 years) Basic Conflict: Autonomy vs. Shame and Doubt â€Å"The second stage of Erikson's theory of psychosocial development takes place during early childhood and is focused on children developing a greater sense of personal control† (Kendra Cherry, n.d.). Again from Rugrats, a very good example for this stage is the 2 year old Chuckie Finster. He is usually in doubt of every actions that he makes. Also, it is evidently obvious that he is shy in expressing himself compared to the other members of the rugrats. It shows that at his age, he is currently experiencing crisis on who he really is which therefore results to a shameful and doubtful Chuckie.

Extraordinary Rendition Research Paper Example | Topics and Well Written Essays - 1000 words

Extraordinary Rendition - Research Paper Example and its conspiratorial partners. Although clearly illegal under international law, both Presidents Bill Clinton and George H.W. Bush used kidnapping where normal extradition was unavailable to bring fugitives to trial. â€Å"The Supreme Court upheld the government's power to prosecute people who were seized in these abductions and kidnappings irrespective of their legality under international law in the 1992 case of United States v. Alvarez-Machain.† (Lobel 1). Not until 911, however, under President George W. Bush, did the process shift from law enforcement to a â€Å"preventative† measure, and the new policy of extraordinary rendition sent â€Å"individuals to countries not for the purpose of trial, but rather to gather intelligence about future wrongdoing through unlawful detentions and coercive interrogation† (Lobel 1). The estimated number of incidents has been assessed by the CIA as in the â€Å"mid-range two figures.† Based on facts stated by Grey o n Frontline in 2011, this number is probably an underestimate considering â€Å"Many renditions organized by the CIA involved the help not only of other U.S. agencies, such as the Pentagon, but the practical assistance of other countries, such as Egypt and Syria† (Grey no. 6). It is safe then to assume that rendition is not an operation of the CIA alone. Information gathered suggests it is operated through a series of interconnected governmental agencies, private operatives, such as now famous Blackwater, and private companies including Boeing Aircraft, which, through a subsidiary, â€Å"’offers everything needed for efficient’ spanning the globe† (Mayer par 1). The U.S. program prompted several official investigations in Europe into alleged secret detentions and unlawful inter-state transfers involving Council of Europe member states. Charges were filed against such actions based on article 3 of the United Nations Convention Against Torture cites the COE ’s responsibility as â€Å"guardian for human rights, democracy and respect for the rule of law in Europe,† citing its â€Å"†¦.numerous and systematic human rights abuses committed in the pursuit of the so-called â€Å"war on terrorism† (UN Resolution 1507 par. 1 & 3). British collusion in the process is clear in the case of a Pakistani rice merchant held for over six years at Bagram airbase, infamously known to human rights campaigners as â€Å"Guantanamo's evil twin†(Rose par 9). As Rose in his December 9, 2009 article in the Mail reports, a rice merchant was held without charges for six years after disappearing on a business trip to Iran. Crossing into Iraq he was captured by the British who handed him over to the Americans, countering British insistence that it does not take part in such activities. Additional evidence is suggested by a cable from the British requesting specific information on all intelligence flights to determine whether they â€Å"might put the UK at risk of being complicit in unlawful acts (i.e. the ferrying of prisoners through British territories)† (U.S. Embassy Cables par 1). Beyond the immediate EU member states, a web of collusion is also suggested, as one Pakistani prisoner subjected to torture by his Egyptian captors states that the â€Å"chief of Egyptian security informed him that Egypt receives $10

Spiritual Needs Essay Example | Topics and Well Written Essays - 750 words - 1

Spiritual Needs - Essay Example Questionnaire has been developed as the tool for assessment; ten questions had been formulated in order to explore her spiritual need, to which she made sufficient and sensible answers. After the research process, her needs were defined and determined, in order to provide her with the best possible environment for her convalescence. Spiritual need assessment in nursing profession refers to the estimation of the religious and spiritual requirements of the according to the faith followed by the patient(s) under treatment, in order to provide them with spiritual relief and comforts along with counseling, medicines, therapy and other necessary healthcare essential for their convalescence and recovery from mental or physical illness. Cobb & Robshaw (1998: 7) are of the view that spiritual and emotional collapse look for spiritual care, so that the patients may choose to discuss their concerns provided they have been shown proper attention, respect and appreciation. Spiritual assessment to ol is not confined to the followers of one particular religious faith; on the contrary, the same could be applied to the individuals adhering to any belief system. The researches reveal that exploration of spiritual distress and anxiety the reason behind it could turn out to be supportive health care providers in understanding the problem of the patient. In addition, it can also become productive for ensuring the smooth progress of personal and spiritual growth essential in respect of paving the way towards the better care of the patient by the healthcare providers (Burkhardt & Nagai-Jacobson, 2002: 22). Consequently, spiritual need assessment provides a superior methodology for the elimination of emotional distress and emotional collapse from the mind of the patient. While elaborating the case under-analysis, the patient was admitted at the healthcare center because of her emotional trauma and her chronic asthma complaint. In the beginning, the patient remained reserved and silent, and did not share anything with the staff. Somehow, after nearly seven hours of her admittance, she looked quite moved because of the extreme compassion and care provided by the staff members. Since the patient appeared to be ready for sharing her life and faith she follows, it became quite easier for the staff to peep into her mind, and explore her personality. Thus, every thing, related to research went well, in the light of the questionnaire, developed for the same purpose, and there was no main hurdle in making assessment of her spiritual needs altogether. Actually I have already examined the flaws in the questionnaire while asking the answers of the questions from my family members in order to make it perfect. I would like to apply interview-schedule in future, as it is more comprehensive in understanding the motifs of the respondents with the help of gestures, body language, voice tone and face expressions. The patient’s non-compliance and fear of expressing her belief was the challenge for me during the research. Somehow, a friendly environment encouraged her to share her feelings with me. Since I am Protestant, so only lack of knowledge about only few things created hurdles for me, though my study of Catholic belief and interaction with my Catholic friends helped me out in development of research too. The patient informed me that she belonged to Catholic faith, and maintained deep love for and unflinching faith in Holy Jesus Christ. I came to know about the very fact that faith contained imperative significance for her, as it not only provided peace,

Heritage and Cultural Tourism Management Essay Example | Topics and Well Written Essays - 3750 words

Heritage and Cultural Tourism Management - Essay Example Early day’s travelers used to walk or rode on domestic animals. Due to technological improvement travelling becomes very easy and much faster with the help of introduction of different vehicles. Roads are improved, governments are established, different purposes for travelling are coming towards the human race, such as educational purposes, religious purposes etc. In this context, it has been argued that, â€Å"tourism is a collection of activities, services and industry that delivers a travel experience, including transportation, accommodations, eating and drinking establishments, retail shops, entertainment business, activity facilities and other hospitality services provided for individuals or groups traveling away from home† (Introduction- what is tourism, n.d.). Tourism has some dimensions like attraction, which is the primary motivation for travelling. Mode of attraction could be of any type, such as natural resources, cultural and historical aspects, entertainmen t and ethnicity. Facilities is the another dimension that acts in favour of travelling, which includes lodging, foods, support services, infrastructure etc. Then transportation, hospitality are the remaining two. At present cultural heritage sites are becoming the attractive tourist spots as the mode of intention for travelling changes. So now among the tourism industry cultural and heritage tourism industry is in the booming stage (Introduction- what is tourism, n.d.). This paper is aimed at providing an analytical perspective of various heritage and cultural tourism places across the globe. The paper thus discusses about the growth and development aspects of these places. Task 1: Understand the growth and development of the heritage and cultural industry within travel and tourism: LO (1.1): Heritage Tourism Location: Heritage is the practice or a tradition, which comes from one generation to another. Heritage locations are those locations which represents country’s historic al, scientific and heritage offerings associated with entire community. Heritage locations are appearing to gain an enormous acceptance as a part of tourism and a source of attraction. Heritage tourism is a travelling experience of the places and activities which conveys the story of the people from the past. These places reveal much information about the famous historical characters and events. It includes historical sites, archeological sites, war and battle sites and old structures etc. as heritage tourism products. Heritage locations help for making a strong bonding between the host who provides the quality heritage experiences and the guests who enjoys those experiences. These kinds of activities are very important for describing the quality of life of and for the community (Edgell, 2006, p.62). Cultural Tourism Location: For the purpose of understanding the Cultural tourism locations we have to understand culture because cultural locations tell about the cultural aspects of a particular community. â€Å"Culture is the collective programming of the mind which distinguishes the member of one category people from another† (What is culture?, 2012). Culture speaks about the patterns of some kind of symbols consisted of various achievements of cultural groups. A cultural location tells about the various cultural aspects of the societies and the communities prevailing in the concerned area. The cultural and heritage tourism includes wide ranges of strategies and services. These strategies and se

The Princess Bride Essay Example for Free

The Princess Bride Essay It would not come as a big surprise if the Princess Bride is better known on its movie version than on its literary genius. There are a great deal of people who prefer to watch a movie than to read a good book and that is exactly where they are missing some of the fun a good book could offer. Sure, many would argue that movie is better since your eyes could capture what the book could not illustrate. However, there is also a certain magic in reading a book and envisioning the scenes than having them spoon-fed at you, not to mention that in a book, you could have the original and the full story. This does not mean, however, that the movie version of the Princes Bride is not worth watching since it is. The film and the book version alike shares a great deal in common, although there are certain things on which the two differs. Both could be considered a great masterpiece because the exciting and touching element of the story is always there that it is hard to miss. Westley and Buttercup for one, went overboard with their love for each other that it leaves no doubt in the audience mind that both means everything and that the two are worthy of each other. Inigo could convey the knack of fascination to a completely new level, and there could be no doubt that he was greatly devastated by the killing of his father and that he is justified for his plans of revenge. Fezzik, ion spite of his being a hired thug, is sweet at heart and is justified to do something right and good for once in his life. The audience, upon watching or reading the Princess Bride could not help but feel for these people and be mesmerized and held up on their escapades. The Princess Bride is basically divided into two stories. The 1st one of which is allegedly an shortened version of S. Morgenstern’s enigmatically, amusing take on the typical fairytale of great adventures in opposing good and gallant young innocents in opposition to the deceitful bad or evil guys. The second part of the story narrates the transformational occurrences which led Goldman to write the good parts abridged version and screenplay of the tale in which the good conquers evil. The story of fairytale is also ever present in the story; it is just as classic and exemplary which concerns the reconciliation of father and son as well as the search to recover an apparently lost gift. This too, is an entertaining story with indistinguishable connotations, both of which makes the audience unsure if the ending would be happy or tragic and these elements are similar in the film and the novel version of the Princess Bride although the novel version is more detailed in its telling something one could not hope to meet in a film version. William Goldman has one artistic stunt which is very beneficial for him in writing his literary masterpieces and was greatly evident in this particular story. Goldman is definitely an expert when it comes to run-on-sentences used to illustrate an action scene. The most notorious action scene in the story is the swordfight between Indigo and the Man in Black which is full of such sentences; however, one could not deny that the book holds a much greater succession of these scenes which is not present in the film. One could not help but notice that with its detailed plot and classy wittiness, this finely honed fairy tale is meant to suit tweens, teens, and adults. The version of the book, however, is more graphic than that of the film’s version to the point that the adventurous and exciting moments are more concentrated and the creepy scenes are much more scarier when read through the book than watched on the film. In the most passionate scenarios, Goldman concentrated on erecting tension and suspense wherein a small amount of illustrative accounts are kept short and concise. In the story (in film and in book) they managed to show that heroes comes in different shapes, sizes, gender, and the like wherein this particular story of good vs. evil showed how friends and strangers alike joined teamed up with each other to beat the bad guys and help the fight in keeping a great love alive. It is not possible to analyze the story without comparing the version of the book from that of the film. William Goldman, the author of the book, is also the one responsible in writing the film’s screenplay so the movie did not break away much from the original plot of the book. However, although there are certain scenarios which are similar in the screen and page version of the story, there is no arguing that the book is more detailed in so many parts, and that it contains more sinister, and frightening settings which are at times not in the film version or were toned down for cinema purposes. The version of the book also goes more profound into the mentalities of the major characters, and side characters are much cultivated, adding the sort of profundity one could never hope to obtain by watching a movie bound by time limits. As was the case in so many fairy tales, the Princess Bride did not depart from the traditional case wherein the story is narrated by a storyteller, with the effect of prompting the book lovers away from their daily lives and on into a world of magic and fantasy. Goldman’s wild journeys bring to mind every sensation and sentiment possible and the plot moves so fast in some areas that have the audiences catching their breaths. One of the things sure to catch the audience attention in the book are depictions of Prince Humperdinck’s Zoo of death as well as additional character advancement of Fezzik and Inigo Montoya by means of moving childhood memories. The portrayal of Humperdinck’s hobby enhances the element of pure evil which is lacking in the film version of the story. The film version of the Princess Bride is also enveloped in a syrupy story of a sick boy who is fortunate enough to have a loving grandfather who read the story to him. The novel version of Goldman’s story however, is enveloped in a completely different, not-so-syrupy story and it is this particular story which raises the captivating account of the Princess Bride from a cunning riff on fantasy stereotypes to a much more momentous and touching book. There are those who holds that the Princess bride is nothing more than a story of passion, duels, miracles, giants, and true love however, the Princess Bride is all that and something more. It is about the function of fantasy as well as its enticing promise of a break from the tiring world of which we are in. This is evident in Goldman’s prologue: true love and high adventure. I believed in that once. I thought my life was going to follow that path Obviously it didnt, but I dont think theres high adventure left any more. The Princess Bride is a story of fantasy which entices its audience to escape the world of reality and have a taste of fantasy and magic at its most demonstrative way. The story is presumably an edited version of a much longer work of S. Morgenstern. Goldman often disrupts the tale to remark on why he decided to remove a particular section of the story or he presents small clarifications on how effectual he felt some passages are. There are those who would view these breaks of narrative as nothing short of irritating, however, if one looks close enough, one would realize that the breaks came from a part of the storyteller who does not want to let go of the diversion and high romanticism of the said tale. The book is supposedly a tale wherein the hero always triumphs over evil and wherein the enemy is so evil, so immoral and dishonorable to the point that the audience would not feel an ounce of understanding or compassion for him, and wherein true love defeats everything and always succeed. However, all of these things mentioned above are fantasy and the point of the author’s intermissions (most particularly his delicately touching ending) is that life is not fantasy, life is not fair, and life is not inspiring â€Å"It’s just fairer than death, that’s all.† What makes the novel version of the story more touching than the film version is that, at the end, one could not help but realize that the enchanting tale of Westley and Buttercup is not really anything but a long mourning for confused and lost romanticism. This book, in a way, tells a person, by relating the most ludicrously tale of them all, is that our ideals or notions of love is of any real use and that by the time one’s end is near one would realize that they have lived a life nothing short of ordinary, and if perchance one did something out of the ordinary, that something occurred by means of serendipity and nothing more. It would make one realize that all that one would have left in the end is the recollection of a time when one have great faith on all of those ideals to the point that the prospect of disappointment did not even cross one’s mind. Of course, there could be other interpretations for the book, yet I believe that this is basically the reason why Goldman stated that the moral of the tale is â€Å"What you do with it will be of more than passing interest to us all.† To conclude, the one thing which I would greatly recommend is for one to read the book and watch the film, however, it would be much better if one read the book first to avoid confusion or to have better understanding of the plot of the story once you watch it in the screen. This advise is mainly because one would have a better understanding of the movie once one know the story behind it by reading the version of the book, it would also save one from getting left behind (if he is watching with someone who has read the book) in the story. Also, save for the fact that the film changed the book’s vague ending with a happier one and one would anticipate a mass entertainment film, the film version of the Princess Bride remained close and devoted to the abridgment of the book, and one would not be surprised to find this out especially if they know that the book’s author and the film’s screenwriter is the same. Works Cited Goldman, William. The Princess Bride: S Morgenstern’s Classic Tale of True Love and High Adventure. Del Rey; 25th anniversary edition 1987.

General psychology Essay Example for Free

General psychology Essay Introduction ALMOST CERTAINLY YOU WILL PROBABLY HAVE COME ACROSS THE IDEA OF PLAGIARISM ALREADY. PLAGIARISM IS ABOUT THE PRESENTATION OF OTHER PEOPLES’ WORK AS IF IT IS YOUR OWN, FOR YOUR GAIN. THE IDEAS AROUND PLAGIARISM ARE PRESENTED TO STUDENTS IN MANY DIFFERENT WAYS SOMETIMES PLAGIARISM IS SEEN AS A DREADFUL CRIME. WE WANT TO PRESENT IT HERE IN THE CONTEXT OF AN UNDERSTANDING OF ACADEMIC HONESTY AND WHAT IS TERMED ‘ACADEMIC MISCONDUCT’. YOU NEED TO KNOW ABOUT THESE THINGS BECAUSE THEY SHOULD GUIDE YOUR MANNER OF WORKING IN HIGHER EDUCATION. PLAGIARISM AND CHEATING ARE SERIOUS ISSUES IN HIGHER EDUCATION, AND PLAGIARISM, IN  PARTICULAR, IS INCREASING A GREAT DEAL AT PRESENT. WE WANT YOU TO HAVE THE KNOWLEDGE AND SKILLS AND THE GOOD WORKING HABITS THAT ENABLE YOU TO MAKE EFFECTIVE AND APPROPRIATE JUDGEMENTS IN YOUR WORK. THIS UNIT IS DESIGNED FOR STUDENTS NEAR THE STARTING POINT OF HIGHER EDUCATION STUDIES. IT PROVIDES THE INFORMATION AND SKILLS THAT YOU NEED AT PRESENT – AND YOU WILL HAVE MORE MATERIAL ON THIS TOPIC AT A LATER STAGE, WHEN YOU NEED TO KNOW MORE ABOUT IT. The aim of this unit is to: -HELP YOU TO GET A CLEAR IDEA OF ACADEMIC HONESTY AND ACADEMIC MISCONDUCT -CLARIFY THE MEANINGS OF ACADEMIC MISCONDUCT CHEATING AND  PLAGIARISM AND COLLUSION -PROVIDE YOU WITH INFORMATION THAT YOU NEED IN ORDER TO BE ACADEMICALLY HONEST; -IDENTIFY AND HELP YOU TO ATTAIN THE SKILLS THAT YOU NEED FOR ACADEMIC HONESTY AND GOOD PRACTICE 1 AS WELL AS PROVIDING SOME EXERCISES TO HELP YOU TO LEARN FROM THIS MATERIAL, THIS UNIT IS INTENDED TO BE A RESOURCE TO WHICH YOU MAY WISH TO RETURN FOR GUIDANCE. THE ANSWERS TO THE EXERCISES ARE AT THE END OF THE UNIT. Some points to think about AS A STUDENT YOU SHOULD LEARN ABOUT ACADEMIC HONESTY BECAUSE IT IS AN IMPORTANT ELEMENT OF HIGHER EDUCATION BEHAVIOUR. THERE ARE SEVERAL ASPECTS TO IT. IT INVOLVES: -ENSURING FAIRNESS TO THOSE WHO HAVE PRODUCED NEW KNOWLEDGE AND IDEAS; -ENSURING THAT THE WORK THAT A PERSON SAYS IS HER OWN IS INDEED HER OWN; -THE DISCOURAGEMENT FROM CHEATING TO GAIN UNFAIR PERSONAL ADVANTAGE. THE INTENTION TO DECEIVE STAFF OR THE INSTITUTION IS CENTRAL TO THE ACTIVITY OF THE PLAGIARIST OR CHEAT. HOWEVER, IT IS NOT FAIR ON YOU, AS A STUDENT, IF YOUR FELLOW COLLEAGUES CHEAT AND PLAGIARISE AND THEREBY GET BETTER MARKS. SAM, SUZANNE, IZZY, AND KATRINE ARE IN A LEVEL 1 CLASS AT SOMOUTH UNIVERSITY. THEY ARE ALL STUDYING PSYCHOLOGY AND ARE IN A CLASS OF OVER A HUNDRED AND EIGHTY STUDENTS. THEIR SEMINAR SESSIONS ARE THIRTY IN NUMBER AND SO FAR THEY DO NOT FEEL KNOWN AS INDIVIDUALS BY STAFF. SUZANNE HAS BEEN STRUGGLING BECAUSE SHE, UNLIKE THE OTHERS, DID NOT STUDY PSYCHOLOGY AT SCHOOL. SHE HAS BEEN QUITE DEPRESSED ABOUT IT AND HAS ASKED THE OTHERS FOR HELP. THEY DID WHAT THEY COULD, BUT SHE DID NOT SEEM TO BE ABLE TO TAKE IT IN. AT TIMES SHE TALKS ABOUT LEAVING UNIVERSITY. THEY COME TO THE COURSEWORK ASSESSMENT AT THE END OF LEVEL 1 AND TO EVERYONE’S SURPRISE, SUZANNE COMES OUT WITH ONE OF THE HIGHEST MARKS IN THE CLASS. THE TUTOR PRAISES HER WORK AT THE NEXT SEMINAR AS BEING WELL CONSTRUCTED, AND PARTICULARLY WELL WRITTEN. SUZANNE IS CLEARLY HAPPY AND THEY ALL GO OUT FOR A DRINK IN THE EVENING. UNDER THE INFLUENCE OF A FEW PINTS SHE LETS SLIP THAT SHE PAID ANOTHER STUDENT IN HER HOUSE (FROM LEVEL 2) TO WRITE IT. AFTER THE TIME AND EFFORT THE OTHERS HAVE PUT INTO HELPING SUZANNE, AND DOING THEIR OWN WORK, THE OTHERS FEEL CHEATED BY HER ACTION. THE ATTITUDE TO PLAGIARISM CAN DIFFER IN DIFFERENT CULTURES, FOR EXAMPLE SOMETIMES IT CAN BE CONSIDERED TO BE AN HONOURABLE ACT TO REPRODUCE THE EXACT WORDS OF THE EXPERT TEACHER. IN THE UK THE NORM IS TO EXPECT STUDENTS TO PRODUCE THEIR OWN WORK. THEY WILL, OF COURSE, USE THE WORK OF OTHERS WITHIN THEIR WORK AND WHERE  THIS OCCURS THE OTHERS’ WORK NEEDS TO BE CITED AND WHEN QUOTED, MARKED AS A QUOTATION. SOME INTERNATIONAL STUDENTS MAY NEED TO ADJUST TO UK NORMS WHEN STUDYING HERE. 2 LAU COMES FROM SOUTH EAST ASIA. HE WAS ENCOURAGED TO GIVE GREAT RESPECT TO HIS TEACHERS, THERE AND TO REGARD THEM AS EXPERTS WHOSE WORK WAS TO BE EMULATED. HE IS VERY TAKEN ABACK WHEN HE IS TOLD THAT HIS EXAMINATION PAPER SHOULD EXPRESS MORE OF HIS OWN IDEAS AND SHOULD NOT CONTAIN MATERIAL THAT HE MUST HAVE LEARNT BY HEART FROM HIS LECTURE NOTES. HE FINDS IT HARD TO UNDERSTAND HOW HE, HIMSELF COULD HAVE ANYTHING WORTHWHILE TO SAY AT THIS STAGE. IF YOU ARE AN INTERNATIONAL STUDENT AND FEEL THAT YOU DO NOT UNDERSTAND THE MATERIAL IN THIS UNIT, ASK A TUTOR OR STUDY ADVISOR FOR MORE HELP. Some definitions and explanations WE HAVE SAID THAT THE AVOIDANCE OF CHEATING AND PLAGIARISM IS A MATTER OF HAVING INFORMATION AND A SET OF SKILLS THAT BECOME GOOD HABITS OF WORKING. WE START BY LOOKING AT A SET OF EXPLANATIONS AS PART OF THE INFORMATION, AND THEN YOU WILL BE GIVEN SEVERAL DEFINITIONS. YOU DO NOT NEED TO MEMORISE THESE DEFINITIONS, BUT YOU ARE EXPECTED TO HAVE A WORKING KNOWLEDGE OF THEM. TO START WITH, WE INTRODUCE THE TERM ‘ACADEMIC MISCONDUCT’ TO MEAN THE USE OF  DISHONEST ACADEMIC BEHAVIOUR TO ONE’S OWN BENEFIT. THE TERM INCLUDES CHEATING, PLAGIARISM AND COLLUSION. CLEARLY, SUZANNE ILLUSTRATES ACADEMIC MISCONDUCT IN HER BEHAVIOUR – AND THAT WAS PLAGIARISM. CHEATING IS OFTEN SEEN AS A BEHAVIOUR THAT OCCURS IN EXAMINATIONS, BUT IT IS BROADER THAN THAT. HERE ARE SOME EXAMPLES OF CHEATING BEHAVIOUR. SIMON KNEW THAT OTHERS NEEDED A BOOK IN ORDER TO COMPLETE THE ESSAYS THAT THEY HAD BEEN SET. HE USED THE LIBRARY BOOK HIMSELF, THEN HANDED IT BACK IN (IT WAS A SHORT-TERM LOAN) AND THEN WHEN HE WAS IN THE LIBRARY THE NEXT DAY, TOOK THE BOOK FROM ITS PROPER LOCATION AND PUT IT IN ANOTHER AREA OF THE  LIBRARY. JAMIE WENT INTO THE EXAMINATION WITH TEN KEY NAMES WRITTEN ON HIS ARM IN BALLPOINT PEN JULIETTE WAS DOING A CHEMISTRY DEGREE. HER EXPERIMENT IN CLASS DID NOT GO TOO WELL AND THE DATA SHE ACHIEVED WAS INCOMPLETE. SHE HAD A LOOK AT HER FRIEND’S BOOK AND GOT AN IDEA OF THE APPROPRIATE KIND OF DATA AND MADE SOME UP. CHRISTINA HAD NOT DONE ENOUGH REVISION FOR THE CLASS TEST. SHE TOOK THE DAY OFF, SAYING THAT SHE HAD ‘FLU AND KNOWING THAT SHE WOULD THEN HAVE A BIT MORE TIME TO LEARN FOR THE TEST WHICH SHE WOULD DO LATER. 3 ED HAD A PROJECT IN ENGLISH TO WRITE UP, TO BE HANDED IN AT A PARTICULAR TIME. THERE WAS OTHER ACADEMIC WORK TO BE HANDED IN AT THE SAME TIME AND HE KNEW HE COULD NOT DO ALL OF IT. HE LEFT THE ENGLISH PROJECT UNTIL LAST. AFTER A SESSION IN THE GYM HE COMPLAINED OF A VERY SORE WRIST, PUT A BANDAGE ON IT AND WENT TO SEE HIS TUTOR TO ASK FOR MORE TIME TO COMPLETE THE PROJECT ON THE BASIS THAT HE COULD NOT WRITE VERY QUICKLY AT PRESENT. HIS TUTOR TOLD HIM TO GO TO THE MEDICAL CENTRE AND GET A NOTE. HE CAME BACK TWO DAYS LATER WITH THE PROJECT NOW COMPLETED AND THE WRIST UNBANDAGED AND ‘HEALED’. THE TWO DAYS HAD BEEN VERY USEFUL. ABI WAS ONE OF A GROUP OF STUDENTS WHO WERE WORKING TOGETHER ON A PROJECT  THAT WAS TO BE SUBMITTED JOINTLY. SHE HAD GONE INTO HIGHER EDUCATION PARTLY BECAUSE SHE WANTED TO ENJOY A GOOD SOCIAL-LIFE, AND THE PROJECT WAS NOT GOING TO GET IN HER WAY. WHEN THE OTHER STUDENTS IN THE GROUP MET TO WORK ON THE PROJECT, SHE WOULD CONSTANTLY SAY THAT SHE COULD NOT MAKE IT. THEY GOT ON WITH THE PROJECT, COMPLETED IT AND HANDED IT IN WITH ABI’S NAME ON IT AS WELL. THEY RESENTED HER BEHAVIOUR, BUT BEING IN THE EARLY STAGES OF THEIR PROGRAMME, DID NOT KNOW EACH OTHER VERY WELL AND DID NOT KNOW HOW TO INDICATE ABI’S LACK OF CONTRIBUTION. PLAGIARISM, AS WE HAVE SAID, IS ANOTHER FORM OF ACADEMIC MISCONDUCT AND IT  REQUIRES A RATHER SPECIAL EXPLANATION WHICH IS AS FOLLOWS: THOSE WHO WORK IN HIGHER EDUCATION AND RESEARCH CAN BE SEEN AS WORKING IN A COMMUNITY – THE ACADEMIC COMMUNITY. THIS COMMUNITY HAS A SET OF RULES TO WHICH IT WORKS. ACADEMIC CONVENTIONS ARE THESE RULES AND ACADEMIC MISCONDUCT IS THE BEHAVIOUR THAT CONTRAVENES THESE AGREED RULES. THESE RULES, OBVIOUSLY IDENTIFY CHEATING AS A CONTRAVENTION HOWEVER, THERE ARE ASPECTS OF THESE RULES THAT REFER TO THE ‘OWNERSHIP’ OF IDEAS. ACCORDING TO THESE RULES OR CONVENTIONS, NEW IDEAS ARE TREATED LIKE PROPERTY THAT SOMEONE OWNS. ONE REASON FOR THIS IS THAT THERE ARE REWARDS AND AWARDS (GRANTS, PRIZES, QUALIFICATIONS, DEGREES ETC) GIVEN TO PEOPLE FOR THE QUALITY OF THEIR IDEAS. FOLLOWING FROM THE NOTION OF NEW IDEAS AS PROPERTY, WE CAN CONSIDER THE USE OF UNATTRIBUTED IDEAS FOR THE GAIN OF ANOTHER PERSON, AS A FORM OF THEFT. BY ‘UNATTRIBUTED’, WE MEAN THE LACK OF ATTACHMENT OF A NAME AND SOURCE TO THE IDEA SO IT IS AS IF THE IDEA IS THAT OF THE WRITER. OTHER WORDS FOR ‘ATTRIBUTE’ ARE REFERENCE, ACKNOWLEDGE AND CITE. YOU USUALLY REFERENCE THE IDEA OF ANOTHER IN THE TEXT (WHERE YOU HAVE REFERRED TO THE IDEA, OR QUOTED FROM IT) AND IN A REFERENCE LIST AT THE END OF YOUR WORK. PLAGIARISM IS THE TERM FOR PASSING OFF ANOTHER’S WORK AS ONE’S OWN FOR ONE’S OWN BENEFIT. IT USUALLY THAT OTHERS’ IDEAS HAVE BEEN ‘BORROWED’ WITHOUT BEING REFERENCED TO THE ORIGINAL CREATOR OF THE IDEA. PLAGIARISM OCCURS WHETHER THE ‘PASSING OFF OF THE WORK AS ONE’S OWN’ IS INTENTIONAL OR UNINTENTIONAL. WE HAVE TO SAY THAT PLAGIARISM MAY BE UNINTENTIONAL BECAUSE ANYONE CAN ALWAYS CLAIM THAT ‘S/HE HE DID NOT KNOW ABOUT PLAGIARISM’. 4 CORRESPONDINGLY THEREFORE, TEACHERS AND INSTITUTIONS HAVE TO BE CLEAR THEMSELVES THAT THEY HAVE ENSURED THAT STUDENTS HAVE RECEIVED APPROPRIATE OPPORTUNITIES TO  UNDERSTAND ACADEMIC MISCONDUCT AND TO HAVE LEARNT THE NECESSARY SKILLS TO BEHAVE WITH ACADEMIC HONESTY. BELOW ARE SOME EXAMPLES OF PLAGIARISM: EMMA WAS DOING A LAW DEGREE AND FOUND THAT HER FLAT-MATE HAD DONE THE SAME MODULE THE YEAR BEFORE AND WAS WILLING TO LET EMMA LOOK AT HER ESSAYS – BUT INSISTED THAT SHE SHOULD NOT COPY ANY OF IT. EMMA COPIED A LARGE CHUNK OF ONE OF THEM BECAUSE SHE DID NOT UNDERSTAND THE SUBJECT AND ALTERED A FEW WORDS HERE AND THERE. UNFORTUNATELY FOR HER, SHE DID NOT NOTICE THE FONT WAS DIFFERENT ON THE COPIED CHUNK AND HER PLAGIARISM WAS DETECTED. ANNA HAD WORK TO DO IN CHEMISTRY THAT SHE DID NOT UNDERSTAND. IT WAS ABOUT THE NATURE OF A PARTICULAR REACTION. SHE LOOKED ON THE INTERNET AND FOUND A PIECE OF WRITING THAT WAS EXACTLY WHAT SHE NEEDED – AND CUT AND PASTED IT, ADDING A FEW WORDS OF INTRODUCTION AND CONCLUSION. ANTONIO PHONED HOME TO HIS FRIEND FOR HELP WITH AN ASSIGNMENT IN CIVIL ENGINEERING. HIS FRIEND FOUND A PIECE OF WRITING IN SPANISH. ANTONIO HAD IT TRANSLATED FROM THE ORIGINAL AND SUBMITTED THAT. BILLIE FOUND THAT AN OLD TEXTBOOK ON MODERN HISTORY AT HIS HOME THAT SAID EXACTLY WHAT HE NEEDED TO SAY IN AN ESSAY. HE COPIED IT. THE CHANGE IN STYLE WAS NOTICED BY HIS TUTOR, WHO CHALLENGED HIM. COLLUSION IS A FORM OF PLAGIARISM TOO. SOME EXAMPLES OF COLLUSION ARE: JOANNE WAS STRUGGLING IN HER EDUCATION DEGREE. HER FRIEND WAS DOING A SIMILAR DEGREE AT ANOTHER UNIVERSITY. THEY DECIDED TO CHOOSE THE SAME TOPIC FOR THEIR DISSERTATION AND TO WORK TOGETHER ON IT ASSUMING THAT THEY WOULD NOT BE FOUND OUT BECAUSE THEIR RESPECTIVE DISSERTATIONS WOULD NEVER BE SEEN TOGETHER. STUDENTS IN BUSINESS STUDIES WERE ASKED TO DEVELOP MARKETING STRATEGIES FOR A GIVEN PRODUCT. THEY WERE TOLD THAT THEY SHOULD WORK TOGETHER TO DO THE NECESSARY RESEARCH AND TO DEVELOP A PRESENTATION, BUT THAT THEY SHOULD THEN WORK ALONE IN THE PREPARATION OF THE WRITTEN WORK THAT THEY WOULD HAND IN. KAY WAS IN ONE OF THE GROUPS. SHE HAD NOT DONE HER FAIR SHARE OF THE INITIAL RESEARCH, AND WHEN IT CAME TO THE WRITTEN WORK SHE ASKED ONE OF HER GROUP TO HELP HER. THE COLLEAGUE LEANT KAY HIS COMPLETED WRITTEN WORK, AND SHE COPIED IT, THEN WROTE HER ACCOUNT, VERY HEAVILY BASED ON HIS. SHE SHOWED HIM HER VERY SIMILAR ACCOUNT BEFORE SHE HANDED IT IN – AND THANKED HIM BEFORE HE COULD OBJECT. BOTH OF THEM WERE DEEMED TO HAVE COLLUDED. 5 THE DEFINITION OF COLLUSION STARTS THE SAME AS FOR PLAGIARISM. COLLUSION IS THE  PASSING OFF OF ANOTHER’S WORK AS ONE’S OWN FOR ONE’S OWN BENEFIT AND IN ORDER TO DECEIVE ANOTHER. HOWEVER, IT GOES ON TO SAY THAT WHILE IN THE USUAL DEFINITION OF PLAGIARISM, THE OWNER OF THE WORK DOES NOT KNOWINGLY ALLOW THE USE OF HER WORK, IN A CASE OF COLLUSION, THE OWNER OF THE WORK KNOWS OF ITS USE AND WORKS WITH THE OTHER TOWARDS DECEPTION OF A THIRD PARTY. ON OCCASIONS, TWO PEOPLE MIGHT COLLUDE IN PLAGIARISING ANOTHER PIECE OF WORK. WHEN WE DEFINE COLLUSION, WE NEED TO BE CLEAR WHERE THE BOUNDARIES OF UNACCEPTABLE AND ACCEPTABLE CO-OPERATIVE OR COLLABORATIVE WORK ARE. CO-OPERATION IS SEEN AS OPENLY WORKING WITH ANOTHER OR OTHERS FOR MUTUAL BENEFIT WITH NO DECEPTION OF THE OTHER(S) INVOLVED. CO-OPERATIVE BEHAVIOUR IS A COMMON AND IS USUALLY WELCOMED PRACTICE IN HIGHER EDUCATION. RESEARCH TEAMS RELY ON IT. OFTEN YOU WILL BE TOLD THAT YOU SHOULD WORK TOGETHER TO THE POINT OF WRITING UP AN ASSIGNMENT, AND THEN WRITE IT UP SEPARATELY. HOWEVER, THERE MAY BE LOCAL ‘RULES’ OR DESIGNATIONS OF ACCEPTABLE PRACTICE AND OCCASIONALLY VOCABULARY USE WITH REGARD TO COLLUSION, COOPERATION AND COLLABORATION MAY VARY. IT IS IMPORTANT TO FIND OUT FROM YOUR TUTORS JUST WHAT IS  EXPECTED IN YOUR LOCAL CONTEXT. WHAT IS ACCEPTABLE MAY DIFFER FROM ASSIGNMENT TO ASSIGNMENT. IT IS POSSIBLE THAT ON OCCASIONS YOU WILL BE ASKED TO WORK JOINTLY ON A PIECE OF WRITING – AND CLEARLY, THAT IS ALL RIGHT. RATHER THAN TALKING IN THE NEGATIVE ABOUT THE AVOIDANCE OF COLLUSION OR PLAGIARISM, IT IS USEFUL TO USE THE IDEA OF WORKING WITH ACADEMIC HONESTY. ACADEMIC HONESTY IS WHERE YOU UNDERSTAND ACADEMIC CONVENTIONS AND WORK WITHIN THEM. IN THIS INDEPENDENT STUDY UNIT, WE PUT THE STRESS ON PLAGIARISM. THIS IS BECAUSE PLAGIARISM TAKES MORE EFFORT IN UNDERSTANDING THAN OTHER FORMS OF ACADEMIC MISCONDUCT. THIS IS NOT BECAUSE PLAGIARISM IS NECESSARILY MORE SERIOUS. THE FABRICATION OF DATA – OR MAKING UP OF EXPERIMENTAL RESULTS CAN BE FAR MORE SERIOUS AND HAVE FAR GREATER CONSEQUENCES THAN PLAGIARISM. SO THAT YOU CAN RETURN TO THIS MATERIAL EASILY ON FUTURE OCCASIONS, WE GATHER UP THESE IDEAS AS A SERIES OF DEFINITIONS AND PUT THEM INTO A GLOSSARY IN APPENDIX 1 OF THIS UNIT. Exercise 1: Thinking that you know about plagiarism does not mean that you can always decide what is right YOU HAVE NOW LOOKED AT THE EXPLANATIONS OF ACADEMIC HONESTY AND MISCONDUCT AND HAVE READ ABOUT THE JUSTIFICATION FOR CITATION. IT IS TIME TO TEST YOUR UNDERSTANDING. YOU WILL FIND, IN THE NEXT EXERCISE, THAT THINKING THAT YOU KNOW WHAT PLAGIARISM IS MAY NOT MEAN THAT YOU ACTUALLY KNOW WHAT IT IS WHEN IT COMES TO THE DISTINCTIONS OF RIGHT AND WRONG IN YOUR WORK OR THE WORK OF ANOTHER. SOME 6 OF THE EXAMPLES ARE PLAGIARISM, SOME ARE COLLUSION, SOME ARE CHEATING AND SOME ARE ALL RIGHT. REMEMBER THAT PLAGIARISM OCCURS WHEN THE WORK OF SOMEONE ELSE IS PRESENTED AS ONE’S OWN AND IS NOT ATTRIBUTED TO THE OTHER. ONE OF THE THREE ANSWERS GIVEN (A, B AND C) IS CLOSEST TO THE ANSWER. THE ANSWERS ARE AT THE END OF THE UNIT. 1. JOE HAS AN ESSAY TO PREPARE. HE METICULOUSLY READS BOOKS IN THE LIBRARY, BUT IS NOT SURE FROM WHICH TEXT THE IDEAS HAVE COME, AND WHICH IDEAS WERE HIS OWN. HE LISTS THE RANGE OF BOOKS HE THINKS HE USED IN HIS REFERENCE LIST. a) Not plagiarism but he should have cited the books in the text b) Plagiarism – he should have cited the books in the text c) Not a problem – he cited the books in the reference list 2. JAYNE DOES NOT KNOW HOW TO GET STARTED WITH AN ESSAY – SHE IS IN HER FIRST SEMESTER. SHE DELAYS STARTING IT AND THEN PANICS AND HER FRIEND SHOWS HER HOW SHE CAN BUY AN ESSAY FROM A PAPER MILL WEBSITE. SHE BUYS ONE AND SUBMITS IT (‘ONLY THIS TIME’ SHE SAYS). a) This is not all right but it is cheating, not plagiarism b) Plagiarism – and it is not all right c) Plagiarism but it is all right at this stage, but not later in the programme 3. TERRY AND FRAN LIVE IN THE SAME HOUSE. THEY ARE ON THE SAME COURSE AND HENCE HAVE TO PUT IN THE SAME ASSIGNMENTS. FRAN HAS DIFFICULTIES WITH WRITING BUT SHE REALLY WANTS TO DO WELL IN HER DEGREE. TERRY WOULD LIKE TO GET TO KNOW FRAN BETTER AND SEES THIS AS A WAY OF INCREASING THEIR FRIENDSHIP. HE SUGGESTS THAT SINCE THE CLASS IS LARGE, THEY COULD PUT IN THE SAME ESSAY AND NO-ONE  WOULD NOTICE – AND IN THIS WAY HE ‘HELPS’ OUT FRAN, WHO IS VERY GRATEFUL. a) Fran colluded. Terry did not. b) Terry colluded and Fran did not c) They colluded. 4. MIKE USES THE LIBRARY TO FIND THE RELEVANT LITERATURE TO THE ESSAY THAT HE HAS TO WRITE, THEN, USING ONE OF THE ESSAY SITES, BUYS A SIMILAR ESSAY AND INTEGRATES INTO IT THE MATERIAL THAT HE HAS READ. a) It is certain that Mike plagiarised b) Mike did not plagiarise if he cited the sources and paraphrased appropriately c) Mike has plagiarised because he bought the essay 5. MALACHY FOUND THAT HER FRIEND, WHO HAD DONE THE MODULE LAST YEAR, HAD DONE THE SAME EXPERIMENT. HER FRIEND SUGGESTED THAT MALACHY COULD READ THROUGH 7 WHAT SHE HAD WRITTEN BUT SHE WARNED HER NOT TO COPY IT AS THAT WOULD BE COLLUSION. WITHOUT HER FRIEND KNOWING, MALACHY DID COPY PART OF IT AND PRESENTED IT AS HER OWN. a) Malachy plagiarised her friend’s work b) Malachy and her friend colluded c) Malachy and her friend plagiarised 6. DAMION FINDS THAT AN ESSAY THAT HE HAS DONE IN SCHOOL IS VERY SIMILAR TO ONE HE HAS TO WRITE AT UNIVERSITY. HE USES HIS SCHOOL ESSAY – BUT UNFORTUNATELY HE DOES NOT HAVE THE REFERENCES PROPERLY RECORDED. HE HAS NAMES CITED IN THE TEXT, BUT NOT DETAILS OF THE SOURCES. HE MAKES UP ONE OR TWO AND THINKS THAT  HIS TUTOR WILL PROBABLY NOT WORRY ABOUT THE REST. a) Because it was school work – from a different place, it was all right b) It was all right because it had already been marked c) Damion plagiarised 7. SUE IS A LECTURER. SHE GIVES A LECTURE TO FIRST YEAR STUDENTS ON CELL BIOLOGY AND TALKS A LOT ABOUT CURRENT DEVELOPMENTS IN RESEARCH, BUT DOES NOT GIVE THE REFERENCES TO THE RESEARCH IN THE LECTURE OR ON HANDOUTS. a) Technically Sue plagiarised b) It is all right. If this had been written work, Sue should have cited correctly – but it was oral c) It is all right not to cite if your are a teacher / lecturer in the process of teaching. 8. TIM AND OONAGH ARE WORKING ON THE SAME ESSAY FOR THEOLOGY. OONAGH FINDS A GOOD WEBSITE THAT IS VERY HELPFUL. IT PROVIDES GOOD MATERIAL ON THE SUBJECT ON WHICH THEY ARE WRITING. SHE TELLS TIM ABOUT IT. THEY BOTH DOWNLOAD CHUNKS OF IT. OONAGH CUTS AND PASTES INTO HER ESSAY AND PUTS A REFERENCE TO THE SITE IN HER REFERENCE LIST. TIM PARAPHRASES FROM THE MATERIAL, ACKNOWLEDGES IT IN THE TEXT AND IN HIS REFERENCE LIST. THE TUTOR WOULD NOT HAVE NOTICED THE SIMILAR MATERIAL BUT FOR THE FACT THAT THE TWO ESSAYS WERE ADJACENT TO EACH OTHER IN THE PILE. a) Tim and Oonagh colluded b) Tim and Oonagh plagiarised. c) Only one of them plagiarised 9. IN STATISTICS, GEMMA HAS A PROJECT THAT INVOLVES USE OF A QUESTIONNAIRE TO FIND OUT WHAT TELEVISION PROGRAMMES HER FRIENDS WATCH AT A PARTICULAR TIME IN THE EVENING. THIS WILL GENERATE DATA FOR STATISTICAL ANALYSIS. SHE IS ILL FOR A FEW DAYS AND IS RUNNING LATE. SHE MAKES UP SOME OF THE RESPONSES AND USES THEM. a) Gemma plagiarised 8 b) Gemma cheated c) Gemma colluded 10. HARRY INTEGRATES INTO HIS ESSAY, A CHUNK OF HANDOUT MATERIAL FROM HIS LAST YEARS WORK. HE ALTERS SOME WORDS TO FIT BETTER AND SPLITS THE MATERIAL WITH TWO SECTIONS OF HIS OWN WRITING. a) Harry plagiarised. b) It is all right to quote from handout material without citation c) It would have been all right if Harry had rewritten it more in his own words 11. JAMIE HAS AN ESSAY TO WRITE IN PHILOSOPHY. HE IS NOT VERY GOOD AT WRITING AND HAS DEVELOPED A STYLE WHEREBY HE COPIES DOWN APPROPRIATE QUOTATIONS (CITING THEM APPROPRIATELY) AND THEN PARAPHRASES THE CONTENT OF THE QUOTATION IN THE NEXT PARAGRAPH AS A KIND OF SUMMARY, STEERING THE MEANING TOWARDS ANOTHER QUOTATION AND SO ON. a) So long as Jamie paraphrases appropriately, he is not doing anything wrong b) Jamie is plagiarising c) Jamie should be using appropriate methods of referencing 12. FOR SOPHIA, ENGLISH IS A SECOND LANGUAGE. SHE WANTS TO SUCCEED AND GOES TO A FRIEND WHO SPEAKS BETTER ENGLISH. HER FRIEND GOES THROUGH HER WHOLE ESSAY, CORRECTING THE LANGUAGE ALL THE WAY THROUGH. a) What Sophia is doing is understandable. It is all right b) What Sophia and her friend are doing is not all right. It is a form of collusion c) What Sophia is doing is not all right. It is cheating 13. BILLIE, ED AND JAKE LIVE ARE FOLLOWING THE SAME MODULE. THEY HAVE A PIECE OF WORK TO DO AND GET TOGETHER TO DISCUSS IT. THEY TALK ABOUT THE CONTENT AND DECIDE EACH TO FOLLOW UP TWO REFERENCES AND THEN TO MEET AGAIN TO TALK ABOUT. WHAT THEY HAVE FOUND. THIS REDUCES THE VOLUME OF READING THEY WILL HAVE TO DO. THEY MEET AGAIN, LISTEN TO EACH OTHER’S DESCRIPTIONS AND WRITE NOTES AND THEN WRITE THE ESSAY SEPARATELY. THEY REFERENCE THE MATERIAL, WHETHER IT IS WHAT THEY HAVE READ OR WHAT THEY HAVE HEARD DESCRIBED. a) Billie, Ed and Jake are colluding b) They are not doing anything wrong if co-operative study is acceptable to the tutor c) Billie, Ed and Jake are deceiving their tutor and therefore cheating 14. LUI FINDS SOME INFORMATION AT A WEBSITE THAT SAYS EXACTLY WHAT HE WANTS TO SAY. IT IS SIX LINES OF TEXT WHICH HE PUTS INTO QUOTATION MARKS. HE CUTS AND PASTES IT BUT BY MISTAKE LEAVES THE ORIGINAL FONT. HE CITES IT IN THE TEXT AND PUTS THE WEBSITE ADDRESS IN THE REFERENCE LIST WITH THE DATE OF ACCESS. HIS TUTOR CALLS HIM IN†¦ 9 a) Lui cheated b) He plagiarised c) What Lui did is all right. 15. CHARLIE KNOWS A REALLY GOOD WEBSITE THAT WILL HELP HIM A GREAT DEAL IN THE PROJECT WORK THAT HIS HAS BEEN SET. HE IS WORKING IN A TEAM, BUT THE WORK THAT THE TEAM DOES MUST BE WRITTEN UP SEPARATELY. INITIALLY HE MENTIONS THE WEBSITE, BUT GIVES NO ADDRESS – AND THEN REALISES THAT HE WOULD PREFER TO USE IT AS A REFERENCE FOR HIS INDIVIDUAL WORK. WHEN THE OTHERS ASK FOR DETAILS OF THE SITE, HE IS VAGUE AND THEN GIVES THE WRONG WEB ADDRESS TO THEM. a) Charlie is rightly not colluding with his team b) Charlie is not working co-operatively in his team c) Charlie is plagiarising – and it is just as well he did not pass on the information 16. AARON IS WRITING UP A REPORT. HE FINDS A TEXT BOOK THAT IS NOT THE ONE USED IN CLASS AND USES IT TO GET MUCH OF THE INFORMATION THAT HE REQUIRES. HE REFERS TO THE WORK OF JONDA (1998) THAT IS DESCRIBED AND REFERENCED IN THE TEXTBOOK. ARON CITES JONDA IN THE TEXT AND THEN REFERENCES IT TO THE TEXT BOOK IN HIS LIST OF REFERENCES. a) Aaron is behaving with academic honesty, his citations are fine b) Aaron is technically plariarising – he should have cited the original source, not the textbook c) Aaron is colluding with the writer of the textbook 17. TOM FINDS A HELPFUL ARTICLE IN A JOURNAL. HE PHOTOCOPIES IT AND COPIES FROM IT INTO HIS ESSAY, ALTERNATING SENTENCES OF THE ARTICLE WITH HIS OWN WORDS, AND NEVER COPYING MORE THAN A LINE WITHOUT ADDING HIS OWN WORDS OR ALTERING WORDS FROM THE TEXT. HE CITES THE ARTICLE IN HIS BIBLIOGRAPHY, BUT NOT IN THE TEXT BECAUSE HE DOES NOT FEEL THAT HE MAKES A SUFFICIENTLY SPECIFIC REFERENCE TO IT. a) Tom is cheating. b) Tom is plagiarising c) Tom is writing a good essay. He has properly cited the reference in his bibliography 18. AMY OMITS TO ACKNOWLEDGE THE MATERIAL THAT SHE HAS QUOTED. IT WAS A MISTAKE. a) Amy made a mistake and because she is a first year that is all right b) Amy plagiarised. c) Amy did not plagiarise because not referencing was unintentional 10 Exercise 2: What reasons do students give for academic misconduct? THINK OF FIVE EXCUSES THAT STUDENTS MIGHT MAKE FOR PLAGIARISING, COLLUDING OR CHEATING. SOME EXCUSES ARE UNDERSTANDABLE BUT THEY ARE AGAINST THE ACADEMIC CONVENTIONS THAT WE MAINTAIN WITHIN AN ACADEMIC COMMUNITY. THERE IS A LIST OF POSSIBLE RESPONSES AT THE END OF THE UNIT – THOUGH YOU MAY HAVE THOUGH OF OTHERS. The further information and skills that you need for academic honesty WE HAVE SAID THAT YOU NEED SOME INFORMATION, A SET OF SKILLS AND ASSOCIATED GOOD HABITS FOR YOUR ACADEMIC WORK. WE HAVE DESCRIBED ABOVE THE BASICS OF WHAT YOU NEED TO KNOW ABOUT ACADEMIC MISCONDUCT, PLAGIARISM AND COLLUSION BUT BEFORE WE LOOK AT THE SKILLS AND GOOD HABITS, THERE IS MORE TO SAY ABOUT WHY WE REFERENCE MATERIAL (REMEMBER REFERENCING, ACKNOWLEDGEMENT AND CITATION MEAN THE SAME THING). Further reasons for referencing. WE SAID ABOVE THAT WHEN WE USE THE IDEA OF ANOTHER, WE REFERENCE IT AND INDICATE THE SOURCE OF IT. IN TERMS OF PLAGIARISM, THIS IS IN ORDER TO DEMONSTRATE THAT IT IS AN IDEA THAT WAS GENERATED BY ANOTHER PERSON – AND TO ACKNOWLEDGE THAT PERSON FOR THE IDEA. HOWEVER IT IS ALSO IMPORTANT TO REFERENCE AN IDEA IN ORDER TO SHOW ANOTHER PERSON HOW TO FIND THAT IDEA SHOULD S/HE WANT TO SEEK READ MORE OF IT. IN ACADEMIC WRITING, IN ORDER TO FURTHER YOUR OWN THINKING, IT IS USUAL TO FOLLOW UP REFERENCES THAT SOMEONE ELSE HAS GIVEN IN THEIR REFERENCE LIST. SEEKING AND FINDING INFORMATION BECOMES A KIND OF TRAIL. SO A SECOND REASON FOR REFERENCING IS TO ENABLE OTHERS TO FIND THE IDEAS FOR THEMSELVES IN ORDER TO SEEK MORE INFORMATION. THE THIRD REASON FOR REFERENCING IS SO THAT ANYONE READING YOUR WORK (SUCH AS A TUTOR) CAN SEE HOW YOUR THINKING HAS BEEN DEVELOPED. WHEN YOU DO ACADEMIC WRITING YOU WORK WITH YOUR OWN IDEAS AND THOSE OF OTHERS IN ORDER TO RESPOND TO THE TASK SET. IT IS NOT USUALLY JUST A MATTER OF ‘WRITE AS MUCH AS YOU CAN ABOUT†¦(SOMETHING)’ IN HIGHER EDUCATION, BUT THE QUESTION OR TASK WILL REQUIRE YOU TO ‘MANIPULATE’ WHAT YOU KNOW – TO EXPLAIN, TO COMPARE OR COMPARE AND CONTRAST AND SO ON. WHEN YOU USE THE IDEAS OF OTHERS, IT IS IMPORTANT FOR YOUR TUTOR TO BE ABLE TO SEE HOW MUCH YOU HAVE READ, WHAT YOU HAVE READ AND HOW YOU HAVE USED AND MANIPULATED THE IDEAS IN ORDER TO MEET THE TASK SET IN THE ASSIGNMENT. LOOKING AT A REFERENCE LIST FOR THIS PURPOSE IS A FORM OF EVALUATION 11 YOU MAY THINK THAT SUCH EVALUATION ONLY HAPPENS WHEN YOU ARE A STUDENT. THIS IS NOT THE CASE. ACADEMIC AND RESEARCH WRITING IN JOURNALS AND BOOKS IS ALSO SUBJECTED TO EVALUATION – THIS TIME BY PEERS. SUCH RESEARCH WRITING USUALLY DEVELOPS NEW KNOWLEDGE. ONE OF THE WAYS IN WHICH THIS NEW KNOWLEDGE CAN BE. JUDGED BY THOSE WHO MIGHT USE IT, IS BY LOOKING AT THE LIST OF REFERENCES TO SEE WHAT KIND OF IDEAS HAVE FORMED THE BASIS TO THE NEW KNOWLEDGE. SOMETIMES THIS ‘BASIS’ IS IN THE FORM OF WHAT WE WOULD CALL ‘EVIDENCE’. MANY ACADEMICS WILL TURN TO THE REFERENCE LIST AS SOON AS THEY ARE GIVEN SOMETHING TO READ – IN ORDER TO SEE WHAT WORK THIS IS BASED ON. What do you not have to reference? NOT ALL IDEAS ARE CONSIDERED TO BELONG TO OTHERS. MOST OF WHAT WE KNOW IS ‘COMMON KNOWLEDGE’. THIS IS KNOWLEDGE THAT IS IN ‘EVERYDAY’ USE, OR IS IN THE COMMON DOMAIN OR IT IS KNOWLEDGE ABOUT WHICH WE COULD SAY THAT MOST PEOPLE. AGREE. IT IS THE SORT OF KNOWLEDGE THAT IS FOUND IN REFERENCE BOOKS IN ENCYCLOPEDIAS OR DICTIONARIES. WE DO NOT NEED TO REFERENCE COMMON KNOWLEDGE, THOUGH USUALLY, IF YOU DO TAKE A DEFINITION FROM A DICTIONARY, YOU WILL CITE ITS SOURCE SO THAT OTHERS CAN FIND IT. WE DO NOT NEED TO REFERENCE IDEAS THAT ARE GENUINELY OUR OWN EITHER. IF THE IDEA IS ONE GENERATED BY YOU, BUT THAT YOU HAVE DESCRIBED IN YOUR OWN WORK ELSEWHERE, THEN IT IS GOOD PRACTICE TO REFERENCE IT TO THE FIRST OCCASION ON WHICH IT HAS BEEN USED (IE TO YOUR OWN NAME). THIS MAY BE MAINLY SO THAT OTHERS CAN FIND IT FOR INFORMATION PURPOSES. THE RULES ABOUT CITATION OF LECTURE AND HANDOUT MATERIAL ARE MORE FUZZY – TECHNICALLY YOU SHOULD SAY WHERE YOU HEARD ABOUT AN IDEA AS MUCH AS WHERE YOU READ ABOUT IT. HOWEVER, SOMETIMES THAT WOULD GET RIDICULOUS. IMAGINE HOW YOU WOULD MANAGE A QUESTION IN AN EXAM THAT ASKS YOU TO DESCRIBE SOMETHING THAT HAS BEEN DESCRIBED IN THE LECTURE. IT COULD BECOME VERY DIFFICULT. YOU NEED TO ASK YOUR LECTURERS AND TUTORS WHAT PRACTICE TO FOLLOW HERE. THEY MAY FEEL THAT YOU DO NOT NEED TO CITE LECTURES, BUT THAT YOU SHOULD CITE HANDOUT MATERIAL – AND THEY MAY NOT ALL AGREE ON THE SAME RESPONSE. IN ALL OF THIS YOU MAY NOT ALWAYS BE SURE WHETHER OR NOT TO CITE. A RULE BY WHICH TO WORK IS – IF IN DOUBT, CITE! SO – TO SUMMARISE: THERE ARE AT LEAST THREE REASONS WHY WE REFERENCE MATERIAL – -TO DEMONSTRATE THAT WE HAVE USED ANOTHER’S IDEA; -TO SHOW ANOTHER WHERE TO FIND THE SOURCE OF THE IDEAS USED; -TO ALLOW ANOTHER TO EVALUATE THE QUALITY OF OUR REASONING. The skills that you need 12 IN TERMS OF SKILLS, YOU NEED TO BE ABLE TO: -DIFFERENTIATE MATERIAL THAT NEEDS CITATION FROM THAT THAT DOES NOT NEED CITATION; -USE IN-TEXT REFERENCING; -WRITE AN APPROPRIATE REFERENCE LIST AND UNDERSTAND THE DIFFERENCE. BETWEEN THIS AND A BIBLIOGRAPHY; -DEVELOP GOOD HABITS OF RECORD-KEEPING; -WORK APPROPRIATELY WITH QUOTATIONS; -MANAGE THE PRESENTATION OF OTHERS’ IDEAS IN WRITTEN WORK. (THE LIST IS MODIFIED FROM CARROLL, 2002) The ability to differentiate material that needs attribution from that that does not need attribution; YOU NEED TO KNOW AND TO BE ABLE TO DISTINGUISH BETWEEN WHAT DOES AND DOES NOT REQUIRE CITATION – THE FOLLOWING DO NOT NEED TO BE CITED: -COMMON KNOWLEDGE – WHICH WE HAVE DEFINED AS THAT IN EVERYDAY USE, IN THE COMMON DOMAIN; -FACTS THAT ARE GENERALLY AGREED, OR THAT ARE COMMON TO A VARIETY OF SOURCES; -PERSONAL IDEAS, SUGGESTIONS ETC. THE FOLLOWING NEED TO BE CITED: -DIRECT QUOTATIONS; -REFERENCES TO OTHERS’ IDEAS EXPRESSED ORALLY OR ON PAPER OR WEB-BASED MATERIALS ETC; -REFERENCES TO A REFERENCE ALREADY CITED BY ANOTHER IN A TEXT; -PARAPHRASES, PRECIS AND SUMMARIES OF OTHERS’ QUOTATIONS OR IDEAS; -OTHERS’ STATISTICS, FIGURES, CHARTS, TABLES, PICTURES GRAPHS ETC; -REFERENCES TO MATERIAL WITHIN AN EDITED TEXT. CLEARLY IT REQUIRES JUDGEMENT TO DECIDE WHAT DOES AND DOES NOT NEED TO BE CITED – AND IF IN DOUBT, CITE! Use of in-text referencing THIS IS A MATTER OF UNDERSTANDING HOW TO CITE IN TEXT AND HOW TO CONSTRUCT A  REFERENCE LIST. THERE ARE DIFFERENT CONVENTIONS, AND SOMETIMES THERE ARE VARIABLE INTERPRETATIONS OF THE CONVENTION ADOPTED. SOME USE REFERENCE LISTS AT THE END OF THE TEXT, SOME WORK WITH FOOTNOTES OR ENDNOTES THAT ARE LINKED FROM THE TEXT BY NUMBER OR LETTER. 13 E. G. (1) OR (A). IN THESE CASES, THE DETAILS OF NAME, DATE AND SOURCE ARE EITHER AT THE BOTTOM OF THE PAGE OR LISTED BY NUMBER OR LETTER SEQUENCE AT THE END OF THE ARTICLE OR BOOK. REFERENCES MAY BE MIXED WITH NOTES. HARVARD IS A VERY COMMON SYSTEM IN HIGHER EDUCATION INSTITUTIONS. E. G. †¦IN THE HARVARD SYSTEM THE NAME AND DATE IS PUT IN THE TEXT (E. G.DIPPIDY, 1999) AND IN THE REFERENCE LIST AT THE END OF THE ARTICLE OR THE BOOK, THE REFERENCES ARE LISTED ALPHABETICALLY WITH THE FURTHER DETAILS OF SOURCE. DIFFERENT DISCIPLINES TEND TO ADOPT DIFFERENT CONVENTIONS, AND ACADEMIC JOURNALS AND PUBLISHERS OFTEN DIFFER IN THE CONVENTIONS ADOPTED, SO YOU WILL COME ACROSS DIFFERENT STYLES IN YOUR READING. USUALLY IN UNDERGRADUATE STUDIES, YOU WILL BE TOLD TO WORK TO A PARTICULAR CONVENTION BUT YOU MAY NEED TO LEARN TO BE MORE FLEXIBLE. IT IS NOT WORTH REBELLING IN THIS MATTER. THERE ARE USUALLY HANDOUTS OR BOOKLETS THAT PROVIDE ILLUSTRATION OF THIS. IF YOU DO NOT KNOW WHAT SYSTEM OF REFERENCING TO  USE, ASK. MAKE SURE THAT WITHIN THE SYSTEM YOU USE, YOU KNOW HOW TO DEAL WITH THE FOLLOWING: QUOTATIONS (SEE BELOW ALSO); DIRECT REFERENCES TO WRITTEN AND SPOKEN WORD; REFERENCES CITED WITHIN ANOTHER TEXT – TO WHICH YOU WANT TO REFER; PARAPHRASES OR SUMMARIES OF OTHERS’ IDEAS; THE CITATION OF STATISTICS AND FIGURATIVE MATERIAL; REFERENCES WITHIN EDITED TEXTS, WEB-BASED MATERIALS, CD-ROMS. THERE MAY BE OTHER SOURCES THAT YOU WANT TO CITE. YOU DO NOT NEED TO KNOW ALL THIS ‘BY HEART’, BUT HAVE ACCESS TO A GOOD GUIDE TO REFERENCING AS YOU WORK AND MAKE SURE THAT IT USES THE APPROPRIATE STYLE. IF YOUR FEEL THAT YOUR GUIDE-BOOK IS  NOT HELPFUL, LOOK AT STUDY SKILLS BOOKS OR LOOK ON THE WEB FOR THE SYSTEM YOU NEED. THE AMERICAN UNIVERSITIES OFTEN HAVE USEFUL MATERIAL The layout of a reference list and its distinction from a bibliography A REFERENCE LIST IS A LIST OF THE REFERENCES TO WHICH YOU HAVE REFERRED IN YOUR TEXT. A BIBLIOGRAPHY IS A REFERENCE LIST TO WHICH IS ADDED ANY EXTRA MATERIAL THAT MIGHT PROVIDE GENERAL OR FURTHER INFORMATION ABOUT THE TOPIC. IN ACADEMIC WORK, MOSTLY IT WILL BE REFERENCE LISTS WITH WHICH YOU WORK.