Cash or Card - Debt and the Economy

Cash or Card - Debt and the Economy Free Online Research Papers A phrase that is commonly said in the super markets is â€Å"paper or plastic†. In today’s society, however; it is not talking about bags. They are referring to the type of payment that you will use to pay for your goods and services. Paper refers to actual money, like cash. Plastic is credit and debit cards that are used more frequently as our country advances. Along with credit cards comes debt (if you are not â€Å"responsible† with your money.). Debt in the United States is a growing fad that unfortunately plagues our country more and more each day. People who are unable to pay back their bills are forced into bankruptcy as money gets tight. They elect to let the government â€Å"wipe their slate clean† for ten or seven years in return for a new start. This is a misconception. Bankruptcy is not a new beginning but a virus to your lifestyle. In this paper you will see how credit card debt, bankruptcy and other elements affect our economy and why it is in the shape that it is in now. What exactly is credit card debt? This is a frequently asked question that typically does not have a solid answer. Basically, though, debt (of any kind, whether it is credit card related or not) is money that you owe to a person or company. If you have a retail credit card and charge on it to get a discount, it is a debt that you owe to that particular store. People charge for all kinds of different reasons. They charge for gas, groceries, travel and other luxuries that they may otherwise not be able to pay for up front. Gas prices, as you will see later on in this paper, is a big factor to credit card debt, especially with in the last two years. Another question that arises when you talk about credit card debt is who can have it? Anybody who has a credit card can be in debt. The way they handle their money determines whether they will actually be in debt or not. If you own a credit card with a balance and do not pay it off when it is due or just pay the minimum payment each month, y ou will have debt. The amount that one owes is strictly up to that person. If you charge on a credit card and keep charging and only pay the minimum payment, you will dig yourself a hole that you are unable to dig yourself out of. For example: (keep in mind that this does not apply to everyone who owns a credit card) Someone makes a purchase of $300.00 on a charge card when they could only afford about fifty dollars of that purchase to begin with. When the payment is due, they only pay the minimum amount due (about 2% of the amount owed. [T.I.L.A]). After the payment, a finance charge is computed into the amount that is left over. This is calculated with an interest rate or APR. The APR, or annual percentage rate, of a credit card varies anywhere from 0% to 28.99%. (Discover). This means that if you owe $250.00 and you have an interest rate of 17.99%, you current balance would be $253.75. That’s an extra $3.75 that you didn’t even charge that you would have to pay. The finance charge is how credit card companies make their money. Say you made a payment of twenty-five dollars, and your finance charge was $3.50, only $21.50 would actually go towards your balance on your credit card. The problem wit h this is that even though they have a balance, people keep charging. It is said from various news sources that this may be to blame because of the rising costs of groceries and gas, as well as other luxuries. Another question that is frequently asked is how does credit cards affect the economy? Credit cards usually go unnoticed, but recently; they have been making a huge impact on the way people spend their money. Like what was stated before, if people do not pay off their credit cards, it will be detrimental to the economy. Big companies not getting back the money that they loaned out which takes quite a hit to their own wallet’s. If they do not get the money back they cannot stay in business which means no jobs for their employees. They are no longer able to pay them or keep their business a float. This means that people are not getting paid and in return they cannot purchase items that they would when they had a job. The role of credit cards in the economy is really rather simple. Dr. Robert Cole, Professor of Marketing at the University of Nebraska – Lincoln stated that â€Å"Rather than pay cash, either because of greater convenience or because of necessity , many consumers will satisfy their material needs by use of their credit for goods and services. Retailers then are holders of consumer credit, and in turn they finance their inventories and other working capital needs by using their business credit†. So basically one can deduct the fact that consumers who buy with a credit card are buying their merchandise on their word, rather than with cash, to pay back their credit to the retailer who sold them the item(s). Also they are obligating themselves to pay back the credit card company (whether it is a major credit card holder or a retail credit card) the debt that they now owe to that certain company. To really understand that role, you have to, first, understand a little histor y about credit cards. 1946 was really the beginning of credit cards in the United States. The Flatbush National Bank got its start on credit cards in Brooklyn, N.Y. They introduced the first credit cards ever in this year. 1958 was a start of an epidemic. That was the beginning of American Express, Chase Manhattan Bank of New York (which later became Visa) and the Bank of America credit cards. Two years later in 1960, Senator Paul Douglas brought forth the Truth-In-Lending Act, also known as the T.I.L.A. Basically, this act stated that credit card companies were required to issue disclosures of APR’s (annual percentage rates), fees, and finance charges. To state its exact words, the purpose of the act was to â€Å"†¦promote the informed use of consumer credit by requiring disclosures about its [the company’s] terms and costs†¦also gives [consumers] the right to cancel certain credit transactions that involve a lien [or collateral; which is something, like your house or your car, that you put on your loan in case you stop making your payments. The bank or credit union has the right to repossess your collateral if that happens] on a consumers principal dwelling†¦Ã¢â‚¬  It also stated many important things about finance charges, which will later be discussed in this paper. Moving forward ten years to 1970, Congress banned credit card issuers from mailing unsolicited credit cards as marketing. They also prohibited the companies from discriminating on gender and marital status. In the 80’s, companies moved their center of operations to Delaware and South Dakota. Two states that will not cap interest rates. Also in the 80’s, â€Å"Congress required all credit card promotional material to prominently display a standardized list of a card’s terms, including annual fees, and annual interest, late-payment and cash-advance fees in legible type.† (CQ researcher). However, in 1991, a bill that would have capped interest rates at fourteen percent, failed. Unfortunately for consumers, credit card companies protested and got their way. The amount of offers (â€Å"junk mail† that you receive from credit card companies asking you as a consumer to sign up for their credit cards) that the companies sent out rose from 1.52 billion in 1993 to over 5 billion in 2001. That is a thirty percent raise in 8 years. In 2004, fees and other charges accounted for over $24 billion dollars in income and revenues for the credit card companies. Two years later in 2006, when home-equity loans dried up, credit card debt began to be a popular thing. People wanted to â€Å"keep up with the Jones’ † and charged their new car on their credit card, knowing they wouldn’t be able to pay it back. And last year, Congress passed the Credit Card-holders’ Bill of Rights. It was supposed to prohibit practices such as raising interest rates without notice or imposing late fees on people who paid their bills on the due date. Also in 2008, credit card debt, according to CQ researcher, â€Å"reaches[ed] a record high of $1 trillion.† You can almost always assume, in today’s age, that with outstanding credit card debt, bankruptcy will follow. What is bankruptcy? You may ask. Well Dave Ramsey, author of several financial aid books, says that â€Å"Bankruptcy is a process established by a set of federal laws that are designed to give debtors a ‘fresh start’ by canceling many of their debts through an order of the court.† It also allows the companies or banks who lent you money a chance to get their â€Å"†¦designated share of any money that debtors can afford to, or are obligated to, pay back.† (Ramsey, Dave). There are two chapters in which you can file: Chapters seven and thirteen. Chapter seven bankruptcy is total liquidation of your credit card and other debts. Under chapter 7 they can also sell some of your possessions in order to pay back your debt. Some things that are exempt include: cars, work-related tools, and basic household furnishings. Everything else is fair game. This stays on your credit report for ten years. You are also obligated to forfeit any and all credit cards for this period of time. Chapter 13 bankruptcy is a little different. This â€Å"†¦may be the preferred method for consumers with assets they don’t want to lose, and willing to retire as much of their debts as possible, but under a less-pressured structure. Some debt balances may be partially discharged, and their filer agrees to a monthly payment to the trustee for distribution to the remaining creditors. Any bankruptcy is a serious mark against your credit record, but Chapter 13 filings may be perceived as slightly less serious than Chapter 7 filings since you are exhibiting an interest in retiring your debts.† (Ramsey, Dave). If you must file for bankruptcy, Mr. Ramsey suggests that you file under chapter 7 and not chapter 13. The way to file for bankruptcy is simple. All you have to do is go to a bankruptcy court and file under either chapters (which were already discussed). The economy suffers because of bankruptcy. Unemployment, unfortunately, seems to be a popular thing nowadays. Since there are no jobs for people to work, they cannot pay their bills as a result. Let alone go out and purchase other necessities. Other complications besides debt and bankruptcy are over-the-limit spenders. What does it hurts if I spend over my limit, you may ask. Well not only does it hurt your credit score, which is a crucial part of life, it also hurts your chances if you want to apply for another credit card or loan in the future. Creditors are cracking down on consumers in this tough economic time. They do not want to lend people money who is 1. Not going to pay it back and 2. Spend over the limit that was given. Late Payments are also a big hassle to credit card companies. So to keep people from doing this, they slap on a late payment fee. According to Bankrate.com, late fees are based on a customer’s card balance. They state that balances less than $100 for customers with MBNA America and Discover will pay a fifteen dollar fee for tardy payments. For balances greater than $1,000; a fee of $35 will be charged for late payments. Which, to date, is the highest late payment fee around. Anything between $100 and $1,000 will be charged $25. â€Å"Industry analysts say charging customers with higher balances higher late fees makes a lot of sense. A card company takes a pretty big financial hit if a customer, with say, a $5000 balances stops paying altogether.† (Bankrate.com) According to R.K. Hammer, President of R.K. hammer Investment Bankers in Thousand Oaks, California â€Å"With high balances, there’s a greater risk, therefore, it’s a smart business decision.† He also goes on to say that â€Å"Penalties boost profits†. On the flip side, Brad Dakake, a consumer advocate at Massachusetts Public Interest Research Group says, â€Å"The fees are way out of control. They’re not being done to penalize customers that miss a payment. They’re being done to maximize profits.† How do late payments affect the economy? Well the percentage of late fees for credit cards rose by seven percent in 2002. (Survey by consumer action) So based on this information, you tell me. To understand today’s economy; you have to understand past recessions. To discuss all of the recessions of the past would take up enough space for a book so the recession of the 1980’s is all that will be conversed about in this paper. In the 1980’s, the amount of bankruptcies from 1981 to 1982 rose 50%. (About.com). Not only was the banks hit hard with this but agriculture as well. Exports declined, crop prices fell and interest rates rose. â€Å"By 1983, inflation [higher prices, an increase in the supply of currency or credit relative to the availability of goods and services, resulting in higher prices and a decrease in the purchasing power of money] had eased, and the economy had rebounded, and the United States began a sustained period of economic growth.† (About.com). The American people were fed up with President Carter’s political views and elected Ronald Reagan as President of the United States in 1981 (he served until 1989). He believed in supply-side economics, which is an â€Å"†¦economic theory which holds [temporary unavailability of specific sums in a bank account to the accountholder.] that reducing tax rates, especially for businesses and wealthy individuals, stimulates savings and investment for the benefit of everyone. It is also called trickle-down economics.† (Investorwords.com). His theory, based on the supply-side economic theory, stated that lowering taxes would persuade people to work harder and longer. In which, he thought, would lead to excessive saving and more investing, therefore resulting in production growth as well as overall economic growth. Even though his tax breaks were directed at the wealthy, he thought that that would induce higher investment which would provide more job opportunities as well as higher wages. His plan worked and brought more jobs to the nation which in return had people spending more money, seeing as they had more of it to save and spend. Some would say that the current economic crisis started by big company greed. Which is true, but that’s not the whole story. Have you heard of â€Å"Mortgage back Security†? First of all, what is a security? A security is an instrument of financial value like stocks and bonds. A mortgage back security is a bunch of mortgage loans that are grouped together to create a large pool of debt. It is then sold to investors the same way a bond is sold. Basically, when large companies need money they sell parts of their company. Which is the bond that, you, the consumer buys. Also â€Å"Bonds are a form of indebtedness sold to the public in set increments, normally in the neighborhood of $1000. In return for lending the debtor the money, the lender gets a piece of paper that stipulates how much was lent, what the agreed-upon interest rate is, how often interest will be paid and how long the term of the loan will be.†(Fool.com) But back to the mortgage backed securities, you buy them at discount rates and rely on the mortgage payments for the difference. It is supposed to be safe because people wind up paying way more than what they borrowed thanks to the crazy interest rates that are slapped on them. The one thing that investors didn’t count on was the fact that people were unable to pay their mortgage payments because the payments, along with the interest rates, were so high. Several other factors are also to blame for the present financial calamity. Oil prices are also a big factor when we talk about the economy. Last year all you heard was questions like â€Å"Will the gas prices ever drop?† and â€Å"Are they trying to kill us?† Gas and oil prices reached its peak at over four dollars a gallon last year causing families to rethink their annual Florida vacations to maybe a local fair instead. People just could not afford to even go to work to make the money they needed to pay for the gas to begin with. This made it very difficult for people to have extra money to spend and save. It also made it hard for people to pay their bills like credit cards bills. They were unable to financially support their buying habits and consequently were unable to pay the said credit card bills. People relied on their credit cards to pay for gas, groceries and other luxuries that they wanted and needed. Also as gas and oil prices skyrocketed, people started to lose their jobs, as well as their minds, because of the lack of cash flow through their homes. Companies were losing money because of the lack of money that was coming in from sales. This made them unable to pay employees and so in return had to lay off people. It didn’t matter to them that you had been with the company for two years or thirty-five years. Some reasoning behind the sky high prices is due in part to the fact that paper money no longer is worth was it was ten years ago. The government just does not have the gold and silver to back it up. Needless to say, it costs more to make that dollar bill in your pocket that what the darn thing is actually worth. Although credit cards are not completely to blame for the current economic catastrophe, they are partially responsible for the â€Å"economic maelstrom† (Wasik, John F.) we seem to find ourselves in. The things that you have to be careful of are spending more than you can afford. Credit cards can be a good thing if you can keep them paid off. For one, they can raise your credit score. This is detrimental when you want to get a loan to buy a car or a home for your family. If you do find yourself in the debt crevice, there are several websites available to help you plan your payments to get rid of that nasty card debt you’ve been carrying around. Just simply type in â€Å"Debt Calculator† into your favorite search engine like Google and about 800,000 sites will pop up at your convenience. Essentially, it all boils down to the fact that credit card companies manipulated you into getting their cards. They wave things like 5% cash back bonus and 0% interest in your face to rope you into creating an account with them. What you do with them after you’re signed up is your business but the question is what will you do with them once you have one? Will you be the one who digs a hole so immense that you are financially unable to dig yourself out? Or are you a â€Å"responsible† consumer? That, you will have to decide for yourself. 1. â€Å"The higher the balance, the higher the late fee† By Lucy Lazarony bankrate.com/brm/news/cc/20020408a.asp 2. â€Å"What credit card companies don’t want you to know† By David Bach finance.yahoo.com/expert/article/millionaire/26303 3. Federal Deposit Insurance Corporation (FDIC) fdic.gov/regulations/laws/rules/6500-1400.html 4. â€Å"Discover the power of the truth in lending act† By Bank Fraud Victim Center mortage-home-loan-bank fraud.com/manual.htm#table%20of20contens 5. US Security and Exchange Commission â€Å"SEC actions during turmoil in credit markets† sec.gov/news/press/sec-actions.htm 6. INTERVIEW with two anonymous people at the discover customer service center in Delaware. 7. â€Å"Five Ways to Recoup Your Losses in Age of Obama: John F. Wasik† By John F. Wasik bloomberg.com/apps/news?pid+newsarchivesid+aZ.CxohPLXRk 8. Consumer and Commercial Credit Management Cole, Robert H.; Ph.D.; Professor of Marketing, University of Nebraska-Lincoln Fifth Edition 1976 © Richard Irwin, Inc. 9. Philadelphia Business Journal â€Å"Local lawyers Lose Supreme Court Battle on Bank Fees† By Carol Patton bizjournals.com/philadephia/stories/1996/10/07/focus.html 10. CQ Researcher October 10, 2008 p. 827 11. CQ Researcher October 31, 2008 p.833 12. Wall Street Journal October 31, 2008; Vol. CCLII No. 104, p.B1 â€Å"Slow Payments Squeeze Small-Business Owners† By Kelly K. Spors and Simona Covel Research Papers on Cash or Card?The Mechanics of Grading Grading SystemsAmerican Central Banking and OilCombating Human TraffickingProbation OfficersGene One the Transition from Private to PublicMy Writing ExperienceExempt vs Non-Exempt EmployeesA Marketing Analysis of the Fast-Food RestaurantWhat are Stock OptionsProject Management 101

7 More Fixes for Dangling Modifiers

7 More Fixes for Dangling Modifiers 7 More Fixes for Dangling Modifiers 7 More Fixes for Dangling Modifiers By Mark Nichol Some time ago, I pointed out the perils of dangling modifiers, presenting sample sentences and offering annotated revisions. Unfortunately, my stock of such specimens, discovered in the course of my editing work and in leisure reading alike, has grown rather than diminished. I therefore here inflict another set of them on you, one of as many rounds as are necessary to finally eradicate dangling modifiers from the face of the Earth. As a guest columnist for DailyWritingTips explained quite well in her post on the topic, â€Å"The dangling modifier is usually a phrase or an elliptical clause (a dependent clause in which some words have intentionally been left out), often at the beginning of a sentence, that either doesn’t modify anything specific in the sentence or modifies the wrong word or part of the sentence.† Here’s a dissection of sentences entangled by dangling modifiers: 1. â€Å"Drawn from a series of wildly popular cookbooks, international culinary celebrity, Australia-based Steve James, presents practical versions of the world’s greatest vegetarian cuisine.† The sentence implies that the celebrity in question is drawn from the cookbooks. Whenever you’re confronted with such a contextual contortion, start with the subject. While you’re at it, level the adjectival stack by relaxing the person’s description: â€Å"Steve James, an international culinary celebrity based in Australia, presents practical versions of the world’s greatest vegetarian cuisine drawn from a series of wildly popular cookbooks.† 2. â€Å"Once used to store ice, food, and alcohol, guests can still explore the mine and enjoy its cool temperature all year round.† Guests can consume ice, food, and alcohol, but they can’t store it. That’s the mine’s job, so recast the sentence to say as much by, as in the previous example, simply starting with the subject, followed by the reference to its earlier purpose: â€Å"The mine was once used to store ice, food, and alcohol, and guests can still explore the tunnels and enjoy their cool temperature all year round.† 3. â€Å"Originally founded as a purveyor of trinkets for Japanese festivals and carnivals, the company’s rise to prominence began in the early 1970s.† The use of a possessive form of a noun immediately after an introductory modifier is a screaming sign of a syntactical screw-up. The subject of the sentence is not â€Å"the company,† but â€Å"the company’s rise to prominence,† so it is the company’s rocket to stardom, not the company itself, that is incorrectly being identified as having been founded. Recast the sentence so that the company itself, not its ascendancy, is the subject: â€Å"The company, originally founded as a purveyor of trinkets for Japanese festivals and carnivals, rose to prominence beginning in the early 1970s.† 4. â€Å"As your mortgage loan originator, you will receive the benefit of my lending experience and ongoing education to help guide you throughout the entire loan process.† I’ve heard of self-service, but this is ridiculous. This sentence seems to be confused about the identity of my mortgage loan originator, who (in this case, anyway), inappropriately puts the customer first. The writer is offering their expertise, so the subject must be a first-person pronoun: â€Å"As your mortgage loan originator, I offer you the benefit of my lending experience and ongoing education to help guide you throughout the entire loan process.† 5. â€Å"While going to the bar one last time, my ‘Mike Johnson’ campaign sign accidentally falls out of my jacket pocket.† The writer’s â€Å"Mike Johnson† campaign sign has obviously gone to the bar too many times already if it can’t prevent itself from falling out of his jacket pocket. The writer must introduce themselves into the modifier to make it clear that they, not the sign, are frequenting the bar: â€Å"While I’m going to the bar one last time, my ‘Mike Johnson’ campaign sign accidentally falls out of my jacket pocket.† (Also, the quotation marks around the candidate’s name are optional, but because those words are presumably featured on the sign, the marks are appropriate.) 6. â€Å"Bordered by Libya, Sudan, Niger, Nigeria, Cameroon, and the Central African Republic, the CIA list for natural hazards includes ‘periodic droughts and locust plagues,’ which places Chad in a proper biblical context.† Chad, not the CIA list, is bordered by the other named nations, so why is it relegated to the end of the sentence? Introduce it, appropriately, in the introductory phrase: â€Å"The list of natural hazards for Chad, bordered by Cameroon, the Central African Republic, Libya, Niger, Nigeria, and Sudan, includes ‘periodic droughts and locust plagues,’ which places the nation in a proper biblical context.† (Notice, also, that I reordered the heretofore randomly listed names of countries alphabetically; for geographical entities, a sequence corresponding to relative location is also appropriate. Avoid arbitrarily ordered lists.) 7. â€Å"Since releasing their 2002 debut, the biggest criticism directed at the band has been that they couldn’t replicate their raucous live energy in the studio.† Is â€Å"the Biggest Criticism† the name of the band? No. The unnamed band released the debut, so the sentence must be heavily revised to shift â€Å"the band† to immediately follow the introductory modifier: â€Å"Since the release of their 2002 debut, the band has been the subject of criticism, primarily that it couldn’t replicate its raucous live energy in the studio.† (Also in American English, at least a band is a single entity and should be referred to by single pronouns.) Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Grammar category, check our popular posts, or choose a related post below:20 Types and Forms of HumorLatin Plural EndingsThe Difference Between "Shade" and "Shadow"

Curriculum Evaluation Essay Example | Topics and Well Written Essays - 500 words

Curriculum Evaluation - Essay Example It is a sound research method which can be used in educational institutions for evaluating merit of students (Sowell, E. J., â€Å"Curriculum: An Integrative Introduction†). CIPP stands for ‘Context, Input, Process and Products’. Context implies evaluating the requirements and problems; Input relates to evaluating of the plan to address the requirement, Process is the evaluation of implementation of plan, and ultimately Product stands for the evaluation of anticipated and unexpected results (Sowell, E. J., â€Å"Curriculum: An Integrative Introduction†). There are different sights of Curriculum Evaluation standards which are to be given priority in the evolution. According to JCSEE (Joint Committee on Standards for Educational Evaluation), there are four kinds of standards for Curriculum Evaluation which are ‘Utility Criteria’, ‘Feasibility Criteria’, ‘Propriety Criteria’, and ‘Accuracy Criteria’ (Sowell, E. J., â€Å"Curriculum: An Integrative Introduction†). CIPP evaluation technique goes through certain stages. In the year 2003, Sander and Davidson had projected 11 stages for applying CIPP model. The first stage consists of assessment of school elements which are finance, human resource, competency and other resources.

Is corporate social responsibility just a new trend or is it the Essay

Is corporate social responsibility just a new trend or is it the modern business modus operandi - Essay Example The author reckons that the best practices in modern business, variably referred to as â€Å"dominant coalition† play an important role in the identification of the appropriate combination of practices such as a strong and informed management. Great strides have taken place in ensuring that contributions in the social process are central in the definition of corporate goals. Corporate responsibility has therefore evolved to accommodate corporate social responsibility, which is more responsive of the social needs of the workforce as well as the surrounding society. Making the needs of the society an integral part of wealth creation in the modern corporate world shapes business at the highest community involvement level, by responding to social process in a sensitive approach. In this discourse, corporate social responsibility (CSR) is analyzed in terms of its modern and future usage in the corporate world, paying a special interest on its origins, applications, approaches, and interpretation. Flanked by a clear view of its impacts on decision making, the discourse ends by making inferences from the various perspectives (Money 2007, p1). In view of the basic observations contained in the paper, it is clear that CSR and its related business applications in the corporate world is perhaps one of the most dynamic machineries at the disposal of management. CSR can be traced back into the 1960s as a modification of corporate responsibility, which was an approach taking a corporation’s business targets off the usual and direct business players. In light of the roles of the philosophy behind establishment of CRS practices, it is clear that business objectives had to be shifted from purely business nature to incorporate some social aspects. According to Salzmann (2008, p8), contribution from scholars in the 1960s gave momentum to the CSR field as an emerging discipline in the corporate environment. The author reckons that the Bowen and McGuire through their contributions

Biodegradable Plastics Essay Example for Free

Biodegradable Plastics Essay The properties of plastics are determined by the polymers that constitute the unit. Based on this, plastics can be modified into biodegradable products by varying the constituents synthetically. Their chemical structures vary due to the substituting polyesters in the polymer chain. Let’s study about the chemical differences and structure of green plastics; PHA and PLA. Amylose and Amylopectin are the major polymer components of starch. In the link structure, all identical chain points are connected to –CH2OH group. The oxygen in the ring structure chain facilitates degradation when reacted with water. Any hybrid variety can be produced with two components: renewable natural polymer (starch) and petroleum based synthetic polymer (PCL). †¢ Polylactide (PLA) is a bioplastic basically made from starch, the basic building material. Here lactic acid (CH3CHOHCOOH) is produced through fermentation where microorganisms convert sugar feedstock into lactic acid. The lactic acid thus isolated is depolymerized to lactide and by Ring-opening polymerization with catalysts it is converted into Polylactide polymer of high molecular weight. Based on the particle size, the rate of biodegradability and transparency varies. They find use in soluble fibers, compose bags and renewable products. †¢ Polyhydroxyalkanoates (PHA) polymers are produced naturally by microorganisms directly from sugar feedstock. The polymer is isolated, purified and processed. These components can be controlled by varying the ratio of sugar feedstock. Synthesized PHA is copolyester composed of 3-hydroxy fatty acids hydroxybuterate, hydroxyvalerate and hydroxyhexanoate. In all PHAs the hydroxyl substituted carbon atom is steriochemical -R configuration. Since they are composed of short chain and long chain length –R groups, they are used for a variety of commercial applications. References Journal of Applied Microbiology, 2007, Pp 1437-1449 Stevens, E. S. , Green Plastics: An introduction to the New Science of Biodegradable Plastics, Princeton University Press, 2003

Essay on Voltaire’s Candide: A Typical Enlightenment Work

Candide as a Typical Enlightenment Work      Ã‚  Ã‚   Candide on the surface is a witty story. However when inspected deeper it is a philippic writing against people of an uneducated status. Candide is an archetype of these idiocracies, for he lacks reason and has optimism that is truly irking, believing that this is the best of all possible worlds. Thus Voltaire uses a witty, bantering tale on the surface, but in depth a cruel bombast against the ignoramuses of his times.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Candide has reason only in the form of a companion upon which he relies for advice. His companion is Dr. Pangloss. He consistently dribbles to Dr. Pangloss about what should be done. Eventually Pangloss is killed by being hanged. But this means that Candide's reason is also dead! Candide goes and finds a new companion, "Lacking him [Pangloss], let's consult the old woman" (37). He soon loses her, gains another, looses him, and then gains another. Thus we see that Candide can only think if he has a companion. Voltaire is thus saying that all the nobles are really idiots and says they are only sma...

Effectiveness of Celebrity Endorsements for Non-Profit Organization

ASSIGNMENT COVER SHEET Every piece of written work you submit for assessment must have this cover sheet attached. Please type in your details then copy and paste to the front of your assignment and save the file ready to upload. COURSE DETAILS Course Code: RBUS2900 Course Co-ordinator: Dr. Ravi Pappu Course Name: Business Research Methods Assignment No: 2B Assignment Due Date: 28/05/2012 STUDENT CONTACT DETAILS Student Number: James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng Student Name: 42683346 42485184 42734480 42602600 Email Address: Low. [email  protected] com Derrick. [email  protected] com [email  protected] com [email  protected] com Work submitted may be subjected to a plagiarism detection process. If this process is used, then copies of this work would be retained and used as source material for conducting future plagiarism checks. Due Date: 28/05/2012 Submitted date: 27/05/2012 RBUS2900 Business Research Methods Assignment 2B Tutorial report Co ver sheet Student ID 42683346 42485184 42734480 42602600 Low Ng Wijaya Cheng James Jun Qiang Han Siong Bram Peng Yang WEDNESDAY, 12pm – 1pm T27 Assignment 2B TOM MAGORSurname Given name Tutorial date & time Tutorial group (e. g. T24: G1) Assignment Number Tutor’s name Time Tutor T6 Wed 12-1 Teegan T10 Wed 10-11 Teegan T14 Wed 1-2 Kim Tutorial T15 T16 Wed Wed 8-9 9-10 Tom Teegan Tutorial T24 T25 Thu Thu 11-12 3-4 Max Max T18 Wed 4-5 Kim T19 Wed 5-6 Kim T20 Tue 2-3 Kim Time Tutor T21 Tue 8-9 Rahil T22 Tue 9-10 Rahil T23 Tue 2-3 Rahil T26 Tue 12-1 Tom T27 Wed 12-1 Tom T28 Mon 10-11 Max RBUS2900 Business Research Method Assignment 2 Part B RBUS2900: BUSINESS RESEARCH METHODS Effectiveness of Celebrity EndorsementsFor Non-Profit Organization James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng 5/28/2012 This is a research plan on how different celebrity related factors influence donor/volunteer perceptions of the non-profit organization endorsed. RBUS2900 Bu siness Research Method Assignment 2 Part B EXECUTIVE SUMMARY This proposal is written to address the concerns of PeTA in investigating the effect that celebrity endorsers have on the organisation that they endorse. In particular, three aspects of the celebrity will be analysed.Firstly, due to the high number of advertisement used by PeTA that feature near nude celebrities, this paper will analyse how does the physical attractiveness of a celebrity influence a consumer’s perception of the organisation. Secondly, as many of these celebrities are seen to endorse multiple brands, it would be beneficial for PeTA to study how does over endorsement influence the perception consumers have of PeTA. Lastly, it is proposed that should consumers perceive that celebrities are being paid for their work endorsing PeTA, it would lead to a negative effect on the perception of the organisation.It is also proposed that age, gender and education level will each have a moderating effect on the re lationship that exist between each variable and the perception of PeTA. Based on the research objective, it is proposed that the most suitable research method is a pretest-posttest control group experiment whereby negative information about a celebrity’s over endorsement and income from the endorsement will be controlled and provided and the effects of this information will be analysed. This method was chosen as it allows for an isolation of the subjects into specifically just experiencing the experimental conditions.A control group allows for a more accurate detection of changes. Respondents will be selected via simple random sampling from a telephone book used as a sampling frame. The results of the experiment will then be tested using SPSS. Specifically, descriptive statistics, factor analysis, paired samples t-test and multiple regression analysis will be utilised to produce the results. Due to the need to establish cause-and-effect in the experiment, it is proposed that multiple regression analysis would be most suitable.This technique, coupled with theory, will be able to provide PeTA with a good picture of whether perception of a celebrity endorser will have an impact on the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B Table of Contents 1. INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 1 1. 2 2. 1 2. 2 2. 3 2. 4 2. 5 3. 1 3. 2 3. 3 3. 4 Problem statement and Research Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Importance †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Perception of the organisation (Dependent variable)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Attractiveness (Independent variable 1)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Over-endorsement by celebrity (Independent variable 2) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Perceived celebr ity income from endorsement (Independent variable 3) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Moderating variables †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Research design†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Research method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Sampling design †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Data collection †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Ethics †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Data collection method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Figure 1 – Relationship Model Diagram †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2. HYPOTHESES DEVELOPMENT †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 3. RESEARCH METHODOLOGY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 3. 4. 1 3. 4. 2 Figure 2 – Pretest-Posttest Group Experiment Method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Figure 3 – Survey: Total error diagram †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Table 1 – Survey errors encountered †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 3. 5 Measurement (Please refer to appendix 2 for survey questions) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Perception of organisation (Dependent variable)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Attractiveness (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Over-endorsement of celebrity (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Perception of income from endorsement (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 3. 5. 1 3. 5. 2 3. 5. 3 3. 5. 4 4. 1 4. DATA ANALYSIS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Procedure†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Descriptive statistics†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Factor analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15 Paired sample T-test †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Multiple regression analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Factor analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Paired samples t-test †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 4. 1. 1 4. 1. 2 4. 1. 3 4. 1. 4 4. 2 4. 2. 1 4. 2. 2 Expected results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 RBUS2900 Business Research Method Assignment 2 Part B Figure 4 – Sample paired t-test results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 4. 3. 3 4. 3. Multiple regression analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 Discussion of outcomes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 20 APPENDIX †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Appendix 1 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 23 Table 1a Table 1b Table 1c Table 1d Appendix 2 Appendix 3 Conceptual definitions †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 Hypotheses †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 List of measures †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 Data analysis techniques †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 26 Measurement instrument (Survey) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 27 Schedule †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 RBUS2900 Business Research M ethod Assignment 2 Part B 1. INTRODUCTION 1. 1 Problem statement and Research Objectives People for the Ethical Treatment of Animals (PeTA) is the largest animals rights organisation in the world with more than three million members and supporters. It uses a variety of avenues to bring forward its campaign and one of them is through the use of celebrity endorsements. (PeTA, 2012) As a result, there is a need to analyse the effectiveness of celebrity endorsement in furthering the agenda of PeTA.In particular, due to the vast differences in types of celebrities as well as industries that the celebrities are based in, consumers may have a different perception of these celebrities as well as the organisation that is being endorsed. As such, a negative perception of a celebrity and his/her industry may result in transference of negative perception to the organisation being endorsed. (White, Goddard & Wilbur, 2009) This is especially applicable to PeTA who endorses celebrities that come f rom many different industries and each celebrity varies in terms of social standing as well as reputation.As such, an investigation into the effects of celebrity perception resulting in negative information transference to the endorsed organisation will be most suitable to be undertaken for research by PeTA. Based on the problem stated above, there is a need to investigate the various aspects of a celebrity and its effect on PeTA as the endorsed organisation. Three independent factors have been established that form the perception of a celebrity and the dependent variable of the endorsed organisation. (Please refer to figure 1) RBUS2900 Business Research Method Assignment 2 Part B 1 Figure 1 – Relationship Model Diagram 1. Importance The importance of this research study is to ensure a suitable fit between the celebrity and PeTA. This fit is determined by the perception of the celebrity and its effect on the perception of the organisation. By ensuring a good fit, PeTA will be able to focus more specifically on a target market that might have been otherwise unreachable due to the unsuitable fit between celebrity and PeTA. This is with the pretext that there is a positive correlation between perception of celebrity endorser and perception of organisation. RBUS2900 Business Research Method Assignment 2 Part B 2 . HYPOTHESES DEVELOPMENT 2. 1 Perception of the organisation (Dependent variable) Perception of the organisation is the dependent variable in the case of this study as it seeks to elaborate whether the below-mentioned independent variables will have an impact on the consumer’s perception of the organisation after they have been subjected to the exposure of the independent variables. A similar test conducted by Trimble and Rifon (2006), stated that the attitudes of the audiences toward a non-profit organisation increased when it was endorsed by a celebrity with a positive image.The variables mentioned below are similar in context with what Tri mble and Rifon have done but analyses different variables and will provide a different conclusion. 2. 2 Attractiveness (Independent variable 1) Attractiveness of a celebrity has always been a factor of consideration when selecting an endorser for a product. This is particularly the case when evaluating the celebrity endorsers that have been chosen by PeTA whereby physically attractive celebrities are chosen as endorsers. It is seen that physical attractiveness is able to facilitate attitude change (Baker & Churchill 1977; Caballero & Pride 1984; Chaiken 1986; Horai et al. 974; Joseph 1982; Kulka & Kessler 1978; Mills & Aronson 1965; Mills & Harvey 1972) However, not all research has demonstrated that it increases attitude change in that it causes the consumer to develop a positive perception of the product/organisation being endorsed. The Source Attractiveness Model, derived by McGuire (1985) in a study, suggests that similarity, familiarity and likeability of a celebrity endorser w ill determine their effectiveness in endorsing a product. This suggest contrary to the list of articles stated that the RBUS2900 Business Research Method Assignment 2 Part B 3 ttractiveness in the sense of likeability of a celebrity endorser can indeed increase the positive perception of the product/organisation that is endorsed. Hence, by studying the physical attractiveness of a celebrity endorser, especially in the light of how PeTA strongly uses physical attractiveness as an important consideration in selecting endorsers, it would be most suitable to study how the supposed perception of physical attractiveness of a celebrity will indeed affect the perception of PeTA.The hypothesis derived from this variable is as such: H1: The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisation 2. 3 Over-endorsement by celebrity (Independent variable 2) Mowen and Brown (1981) in their analysis of the effectiveness of celeb rity endorsers have suggested that a natural occurrence from the vast number of products endorsed by celebrities is that some celebrities tend to endorse a number of products.While ideally, it is stated that endorsers should not be tarnished by their associations with other products (Foote, Cone & Belding 1978), having a â€Å"virgin† endorser would generally be highly expensive and such would not be practical. Hence, the issue of multiple endorsements by a celebrity is especially pertinent in this case because PeTA is seen to have endorsed many celebrities that might endorsed products that are contradictory to the nature of PeTA, which is to protect animals. This may cause a disparity in the perception consumers will now have over the endorsement of such celebrity of PeTA.Kaikati (1987) and Mowen and Brown (1981) have further substantiated that a celebrity endorser may be perceived to be less credible should the celebrity choose to endorse more brands and products. RBUS2900 Business Research Method Assignment 2 Part B 4 Hence, it is brought forth in the next hypothesis: H2: In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. 2. 4 Perceived celebrity income from endorsement (Independent variable 3)When endorsing a product, celebrities are often paid for their services. This is very much accepted as a service rendered, is expected to be paid for. However, the issue in studying this is especially pertinent as by being paid, it is questionable whether that celebrity is truly endorsing the product out of genuine belief in the product or solely for the monetary benefit involved. In the case of PeTA and its endorsed celebrities, it would be especially appropriate as protection of animals is more often a lifestyle and not just the usage of a particular product.The celebrity endorsing the product is exp ected to believe in the protection of animals and not just for the monetary benefit involved. However, does this perception of being paid for the endorsement result in a related decrease of positive perception for the organisation endorsed? Correspondence Bias (Gilbert & Jones, 1986) refers to the observer’s exaggerated use of dispositional attributions, assumptions that the actor does what he does due to his internal dispositions.Kardes (1993) has related this to endorsement advertisements whereby consumers disregard the situational constraints such as the money being paid to the celebrity, due to correspondence bias and thus contributes to the effectiveness of endorsement advertisements. Cronley et al. (1999) found support for the above-mentioned theory in that participants of an experiment actually assumed that the endorser actually liked the product regardless of whether the endorser was paid or not.This was correlated to the participants’ attitudes toward the adve rtisement, the product and the endorser. RBUS2900 Business Research Method Assignment 2 Part B 5 However, a study conduct by Sorum, Grape and Silvera (2003), had opposite results to Cronley’s 1999 experiment. There was no correspondence bias found in the study. As such, it would be most appropriate the study the supposed effects of correspondence bias on the consumers who see the PeTA advertisements and whether there is a disregard of situational constraints much like in the experiment conducted by Cronley et al. 1999) The hypothesis put forth is thus: H3: The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. 2. 5 Moderating variables This study will utilise three moderating variables in the study of the effects of perception of the celebrity endorser in relation to the perception of the endorsed organisation. It is proposed that as age decreases, the effects of each independent variable on the dependent variab le will decrease as well due to the decreased perception of the consumer of the variability of the independent variables.The Selectivity Hypothesis (Putrevu, 2001) has suggested that gender differences in information processing emerge because men are more likely to be driven by overall message themes and women are more likely to engage in detailed elaboration of messages. Hence as a moderating variable, it can be seen that gender is expected to have a moderating effect on the independent variables. Lastly, a study by Daneshvary and Schwer (2000) has concluded that education level is seen to have an impact on perception of endorsement.Lower levels of education are more impressionable to association endorsements than individuals with a college education. Education provides individuals with analytical skills to decipher information and make an RBUS2900 Business Research Method Assignment 2 Part B 6 informed purchase rather than just relying on one source of information. As such, it can be said that education will have a moderating effect on the independent variables. 3. RESEARCH METHODOLOGY 3. 1 Research design The research design chosen for this study will be causal in nature as it seeks to understand the cause-and-effect relationships that exist.In particular, it will seek to explain the variance in the perception of the organisation, by analysing the independent variables involved and looking to infer theories and data analysis results to draw a conclusive cause of the variance in the perception of the organisation. As elaborated by Zikmund et al, â€Å"before causal studies are undertaken, researchers typically have a good understanding of the phenomena being studied. † (2010) Hence a causal design is selected due to the vast knowledge already in existence in terms of the literature on perception of an organisation as well as the perception of a celebrity endorser.However, little has been done to show any appropriate causation between the two variables especially one that is particular to the nature of a non-profit organisation. 3. 2 Research method Due to the nature of the research design, an experimental design of a pretest-posttest control group design will be used to explain the cause-and-effect relationship that is proposed between the independent and dependent variable. The subjects in the experimental group are tested before and after being exposed to the treatment. The control group will also be tested at both times but would not be subjected to the treatment.In using this design, Dimitrov and Rumrill Jr. have suggested three considerations in terms of validity of the design. The first two are pertinent to internal validation, which is the degree to RBUS2900 Business Research Method Assignment 2 Part B 7 which the experimental treatment makes a difference in the specific experimental settings and the third one is in consideration of external validity which is the degree to which the treatment effect can be generalised acr oss populations, settings, treatment variables and measurement instruments. (2003, p. 59) Maturation, an internal validity issue, occurs when biological and psychological characteristics of research participants change during the experiment, thus affecting their posttest scores. History, also an internal validity issue, occurs when participants experience an event that will affect their post-test scores. Whereas the interaction of pretesting and treatment, an external validity issue, happens when the pretest sensitises participants so that they respond differently to the treatment as they might have without the pretest. (Dimitrov & Rumrill Jr. , p. 60) Maturation and History will not be an issue for the conduct of our experiment as the time lapse between the pretest and posttest phase is negligible and thus should not allow for any changes in Maturation and History. To prevent the participants from becoming sensitised and perform the experiment differently from what they would have without the pretest, we are utilising a fictional situation in order to control the knowledge of the participants on the subject. Please refer to the Data Collection portion to gain a better understanding. 3. 3 Sampling designBased on the purpose of this research, the decisions resulting from this experiment will have many strategic managerial implications. As such, the target population would be defined as the entire population in the world of people who are of suitable age to donate to a non-profit organisation. As seen from the PeTA website (n. d. ), one of the means of donating would be through credit card deductions. As such, a suitable age group would be the minimum age RBUS2900 Business Research Method Assignment 2 Part B 8 group for owning a credit card, which is 18 years old.Hence the population would range from individuals of 18 years and above. Hence, the population in Australia will be subjected to a simple random sampling method to form the sample population. Chosen par ticipants are expected to be of a variety with differing age groups, gender and income level. As such, a sampling frame of the national telephone numbers in Australia will be used. Factors to consider when determining sample size are the confidence interval needed to predict the result and the amount of standard error permissible to estimate the population parameter.Hence, based on the formula provided by Zikmund et al. (2010, p. 435), with a confidence interval of 95 percent, range of error of 0. 5 and an estimated population standard deviation of 4. 0, we will have a minimum sample size of 246. 3. 4 Data collection 3. 4. 1 Ethics Before proceeding on with data collection, the group will have to keep in mind the ethical issues involved. As researchers, the group will have to be responsible to the people who are involved in this research. Our group will adhere to these select principles such as: a.Objectivity Strive to avoid bias in experimental design, data analysis, data interpret ation, peer review, personnel decisions, grant writing, expert testimony, and other aspects of research where objectivity is expected or required. Avoid or minimize bias or self-deception. Disclose personal or financial interests that may affect research. b. Honesty RBUS2900 Business Research Method Assignment 2 Part B 9 Strive for honesty in all scientific communications. Honestly report data, results, methods and procedures, and publication status. Do not fabricate, falsify, or misrepresent data.Do not deceive colleagues, granting agencies, or the public. c. Legality Know and obey relevant laws and institutional and governmental policies. d. Privacy Protect confidential communications, such as papers or grants submitted for publication, personnel records, trade or military secrets, and patient records. e. Nonmaleficence (principle of doing no harm) When conducting research on human subjects, minimize harms and risks and maximize benefits; respect human dignity, privacy, and autono my; take special precautions with vulnerable populations; and strive to distribute the benefits and burdens of research fairly.These are some of the principles that researchers should adhere to (Peter Steane, 2004; Shamoo A & Resnik D, 2009) 3. 4. 2 Data collection method Jack R. Fraenkel, Figure 2 – Pretest-Posttest Group Experiment Method 1993 In this design, the dependant variable will be measured before and after the treatment level is presented. This allows the researcher to compute the means for pretest and posttest and measure the difference (Millsap, 2009). A scenario-based study was chosen because this RBUS2900 Business Research Method Assignment 2 Part B 10 ethod allows for easier operationalising of the manipulations, providing more control over the variables (Dong, Evans & Zou 2008). We have identified that we will be using communication as the mean of obtaining primary data, specifically conducting a survey. We have chosen to conduct a survey due to the following criteria (Zikmund et al. , 2010): ? ? ? Questions asked for the tested variables are internal to the respondents. Survey provides the best versatility as the research contains different type of data.As this is a low budget research project, survey is the most efficient and economical data collection method. a. Pretest Written scenarios will be created for this experiment. In the first phase of the pretest, background information of a non-profit organization (PeTA) is provided. Twenty-six questions are then tested to analyse the perceived image of the organization. In the second phase of the pre-test, a celebrity endorser (Brad Pitt) will be introduced. Positive background information about the celebrity is then given. Twelve questions are then used to test the three independent variables. . Posttest In the third phase of the experiment, negative information about the celebrity endorser is given. Information supplied is related to the three independent variables of the following set tings: ? ? Attractiveness: Images of a sex scandal and a rugged image of the celebrity Multiple Endorsements: Information of celebrity endorsing for multiple brands however, contradicting to the values of the non-profit organization ? Perceive Income: Information of celebrity getting paid to endorse for a non-profit organization RBUS2900 Business Research Method Assignment 2 Part B 11Subsequently, the respondents are to fill in the twenty-six questions and twelve questions again in order to analyse the effects of the negative information. c. Procedure The survey will be conducted in an enclosed room and the participants will be seated at individual tables during the conduct of the survey. They will then be randomly selected to be either in the experiment or control group. They will also be informed that their careful consideration into each question would help the researchers evaluate celebrity endorsements on non-profit organizations.This is reminded again by the title provided at the cover page. It will also be emphasised that their participation in voluntary and confidentiality is kept at the strictest levels. This is reminded again as a disclaimer on the last page of the survey. d. Errors Figure 3 – Survey: Total error diagram The figure shows the various types of errors that might be present in survey. Particularly in our survey, we have identified the following possible errors that we might face and the control measures: RBUS2900 Business Research Method Assignment 2 Part B 12Type of Error Random Sampling Error Response error – Interviewer bias Response error – Extremity bias Administrative error – Interviewer error Control measures Increase the sample size from People of very extreme initial 100 to 200. backgrounds existing in randomize (Bartlett, Kotrlik, & Higgins, group 2001) Interviewer introduced as As we are asking about Brad Pitt neutral parties helping to attractiveness, the respondent may facilitate the session and h as answer differently due to the nothing to do with the research presence of the interviewer group (Herbert F.Weisberg, 2005) Before the start of the questionnaire, address to the As most of the questions provided respondents the importance of are a seven point semantic correct data needed to be differentiated scale, respondents collected from them, thus may just choose 1 or 7 for emphasizing our appreciation convinence to them to provide their best effort. (Ian Gregory, 2003) As there are two different sets of Make sure the experiment survey, the interviewer might issue ground is properly organize out the wrong amount of sets, and double checked before the ideally it is suppose to be equal seating of the respondents. umber of sets given out. (Floyd J. Fowler et al. , 1990) Table 1 – Survey errors encountered Cause 3. 5 Measurement (Please refer to appendix 2 for survey questions) 3. 5. 1 Perception of organisation (Dependent variable) Perception of organisation is measured w ith 26 items adapted from Sarstedt and Schloderer (2010) -? = 0. 95. The closer Cronbach’s alpha (? ) is to 1. 0, the more reliable the items. Hence these 26 items are considered reliable. It will be measured on a seven-point Likert scale.Likert scale is â€Å"a measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object† (Zikmund et al. , 2010). To make the scale more reliable, the scale from one to seven is used, therefore reducing the differences between levels, resulting in a more reliable measurement. In addition, all the indicators were randomized in order to avoid order effects (Sarstedt & Schloderer, 2010) RBUS2900 Business Research Method Assignment 2 Part B 13 . 5. 2 Attractiveness (Independent variable) Attractiveness was measured with a bipolar semantic differential scale. This was useful as it measured the attit udes of respondents on a scale. According to Zikmund et al. , the scale is found to be useful and versatile in many business applications (2010, p. 320). There were four items that were used to measure attractiveness. This was adapted from a study conducted by DeShirlds, Kara and Kaynak (1995). 3. 5. Over-endorsement of celebrity (Independent variable) Over-endorsement was measured on a seven-point Likert scale and consisted of five items adapted from Mowen and Brown (1981) and Tripp, Jensen and Carlson (1994). Both produced a Cronbach’s alpha of 0. 88 and 0. 84 respectively. 3. 5. 4 Perception of income from endorsement (Independent variable) Similarly, perception of income was measured on a seven-point Likert scale. This was measured with three items adaped from Cronley et al. (1999). These questions are considered reliable due to the high rating of Cronbach’s alpha of 0. 9. RBUS2900 Business Research Method Assignment 2 Part B 14 4. DATA ANALYSIS 4. 1 Procedure It i s proposed that four techniques will be used to analyse the data. The software in which these techniques are based on will be SPSS. (Please refer to appendix 1d for detailed elaboration on techniques) 4. 1. 1 Descriptive statistics Descriptive statistics will produce central tendency, distribution and variability of the results from our experiment. (Zikmund et al. , 2010) This information would be essential as it forms a bigger picture of the data collected.For instance, by comparing the means of the results from the survey, especially that in the experimental group, any change in the perception of the respondents will be detected. The standard deviation obtained will demonstrate how accurate the data is by analysing the variation about the mean. Typically, the smaller the standard deviation, the smaller the variation of the results. 4. 1. 2 Factor analysis After obtaining the bigger picture of the data, factor analysis will be used to analyse the reliability of the questions that w ere asked.This is done by reducing the amount of information in the initial variables and establishing them together into smaller groups called factors. (Gabor, 2010) This will then enable the analysis of the interdependence between the questions, limiting the questions to only those, which provide analysis for the variables. This process of factor analysis is necessary as it allows the researcher to limit the number of questions asked as well as to ensure the reliability of the questions in analysing the variables. RBUS2900 Business Research Method Assignment 2 Part B 15 . 1. 3 Paired sample T-test Once the reliability of the questions is obtained, the results of the survey are then put through a paired samples t-test. A paired samples t-test will allow detection of change after the respondents are given information about the celebrity endorser. This is detected through the variation in the means before and after the experiment. A further step from just descriptive statistics is th at this will test the significance of the data, an essential step to determine the reliability of the analysis.A paired samples t-test will be utilised as the data is collected from one group of participants that are subjected to a â€Å"before-after† treatment. Due to the usage of a Likert scale, the data is considered to be measured on an interval scale and as such, a paired samples t-test is most suitable for analysing the variation in the data. 4. 1. 4 Multiple regression analysis Lastly, essentially the crux of the data analysis is the multiple regression analysis that is used to established strength of association between the independent variables and dependent variable.Two values are being calculated to determine the strength of association. Firstly, the value displayed as adjusted R square will show the percentage of the variation of the dependent variable that is a result of the independent variables in the model. The closer the value of the adjusted R square is to o ne, the better the model. Secondly, the standardized Beta value will be used to determine the strength of each independent variable and its relationship with the dependent variable. Accordingly, the closer the value is to one, the stronger the bond.The significant independent variables are then ranked based on their standardized Beta. Hence, after processing the data through multiple regression analysis, PeTA will be able to establish which independent variable is seen to have a negative or positive relationship with the dependent variable of perception of organisation. This result though not sufficient to prove causality, when coupled with theory spelt out in the RBUS2900 Business Research Method Assignment 2 Part B 16 hypothesis development section, will provide a good idea of the causes of change in perception of organisation. . 2 Expected results Based on a scaled down version of the experiment that was conducted, these are the following results. 4. 2. 1 Factor analysis Firstly, the factor analysis conducted and questions 6-8, 14, 15 and 18 will be removed from the measurement of perception of organisation. This is due to the fact that the eigenvalues were less than 1. 0. The new variable consisting of 20 items had a Cronbach’s alpha of 0. 907. Which is still a reliable count. The measurement for over-endorsement will retain its five items and the Cronbach’s alpha is calculated to be 0. 642.Lastly, the first question for perceived income will be removed from the variable and the new variable consisting of the two questions has a Cronbach’s alpha value of 0. 903. 4. 2. 2 Paired samples t-test Based on the paired samples t-test conducted for the mock experiment, it can be seen that there was a positive increase of t-value which tells use that the mean of the first group was bigger than the mean of the second group. Hence there was a decreased in mean scores as predicted by our hypothesis. RBUS2900 Business Research Method Assignment 2 Pa rt B 17 Model Summary Model R R Square Adjusted R Square 1 . 06 a Std. Error of the Estimate .367 -. 898 Paired Differences 21. 505 Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference Lower Upper 20. 552 Pair 1 PerceptionORGbef PerceivedORGaft overendorsementBE 11. 071 10. 251 3. 874 1. 591 Pair 2 FoverendorsementAF T PerceivedINCOMEb 1. 286 3. 506 1. 325 -1. 957 4. 528 Pair 3 ef perceptionINCOMEa ft 3. 071 2. 370 .896 .879 5. 264 Pair 4 Pair 6 Pair 7 Attractiveness Attractiveness SexyBEF – SexyAFT TemperamentBEF TemperamentAFT -. 286 -. 143 -. 286 .488 . 378 . 488 .184 . 143 . 184 -. 737 -. 492 -. 737 .166 . 207 . 166Figure 4 – Sample paired t-test results 4. 3. 3 Multiple regression analysis Lastly, multiple regression analysis was used to establish association amongst the dependent and independent variables. Through the analysis, it was found that there was a strong negative association (-0. 898) between the variables. This is a clear indic ation that the proposed hypotheses are all correct. 4. 3. 4 Discussion of outcomes Finally, it is clear from the mock up that further research would be necessary in order to fully understand the effects of the independent variables on the dependent variable.This is exceptionally necessary for an organisation such as PeTA due to the high number of RBUS2900 Business Research Method Assignment 2 Part B 18 celebrities that endorse the organisation. Moving forward, it is necessary for PeTA to fully evaluate the background of the celebrities that endorse the organisation as well as to consider the perception of paying the celebrities for the endorsement. However, further research must be done in order to ascertain this claim. The research team would like to propose that PeTA approve the proposal for research to commence.Subsequently, PeTA would be able to expect a research report as well as an oral presentation of the findings from the research team. RBUS2900 Business Research Method Assi gnment 2 Part B 19 References Baker, M. & Churchhill, G. A. 1977. The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4): 538–555 Bartlett, Kotrlik, & Higgins. 2001. Organizational Research: Determining Appropriate Sample Size in Survey Research. Information Technology, Learning, and Performance Journal, 19(1): 48 Caballero, M. J. , & Pride, W. M. 1984.Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements, Journal of Marketing, 48(1): 94-100 Chaiken, S. , 1986. Physical appearance and social influence. In: C. P. Herman, M. P. Zanna and E. T. Higgins, eds. Physical appearance, stigma, and social behavior: 143-177, Erlbaum Associates, Hove, UK Cronley, M. L. , Kardes F. R. , Goddard, P. , & Houghton, D. C. 1999. Endorsing Products For The Money: The Role of the Correspondence Bias in Celebrity Advertising. Advances in Consumer Research, 26: 627-631 Daneshvary R. , Schwer, R. K. 2000. The associa tion endorsement and consumers’ intention to purchase.Journal of Consumer Marketing, 17(3): 203-213 DeShields Jr. , O. W. , & Erdener Kaynak, A. K. 1996. Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson, International Journal of Research in Marketing, 13(1): 89-101 Dong, B. , Evans, K. R. , & Zou, S. 2008. The Effects of Customer Participation in Co Created Service Recovery, Journal of the Academy of Marketing Science, 36(1): 123-137. Dimitrov, D. M. , & Rumrill, Jr. , P. D. 2003. Pretest-posttest designs and measurement of change. Work: A Journal of Prevention, Assessment and Rehabilitation. 0(2): 159 -165 Fowler, Jr. , F. J. , & Mangione T. W. 1990. Standardized Survey Interviewing: Minimizing Interviewer-Related Error, The role of the interviewer, 18(1): 13 Foote, Cone, and Belding (1978), Profiting from Celebrity Endorsers, Foote, Cone, and Belding Communications, Inc, New York Jack R. Fraenkel J. R. , & Wallen N. E. 19 93. How to Design and Evaluate Research in Education: 13, Experimental Research, Group Designs Gabor, M. R. 2010. Descriptive Methods of Data Analysis for Marketing Data Theoretical and Practical Considerations, Management & Marketing, 5(3): 119-134 Gilbert, D.T. & Jones, E. E. 1986. Perceiver-induced constraint: Interpretations of self generated reality. Journal of Personality and Social Psychology, 50:269 280 RBUS2900 Business Research Method Assignment 2 Part B 20 Herbert F. W. , 2005. The Total Survey Approach, Part II, Measurement Error due to Interviewers: The Debate over Interviewing Style, 4: 45 Horai, J. , Naccari, N. , & Fatoullah, E. 1974. The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking, Sociometry, 37: 601-606 Ian G. , 2003. Ethics in Research, Moral Issues in Research: 45-67 Joseph, B. W. 1982.The credibility of physically attractive communicators: A review, Journal of Advertising, 11: 15–24 Kaikati, J. G. , 1987. Celebrity advertising: a review and synthesis, International Journal of Advertising, 6(2): 93-105 Kardes, F. R. 1993. Consumer inference: Determinants, consequences, andimplications for advertising. In A. A. Mitchell (Ed. ), Advertising exposure, memory and choice: 163 191. Hillsdale, NJ: Erlbaum Kulka, R. A. , & Kessler, J. B. 1978. Is Justice Really Blind-The Influence of Litigant Physical Attractiveness on Juridical Judgment, Journal of Applied Social Psychology, 8: 366 381 McGuire, W.J. 1985. Attitudes and Attitude Change, in The Handbook of Social Psychology, Vol. 2, ed. : 233-346. Gardner Lindzey and Elliot Aronson, New York: Random Mills, J. , & Aronson, E. 1965. Opinion change as a function of the communicator's attractiveness and desire to influence, Journal of Personality and Social Psychology, 1: 173-177 Mills, J. , & Harvey, J. 1972. Opinion change as a function of when information about the communicator is received and whether he is attractive or expert, Journal of Personality an d Social Psychology, 21:52-55 Mowen, J. C. , & Brown, S.W. , 1981. On explaining and predicting the effectiveness of celebrity endorsers, Advances in Consumer Research, 8: 437-441 People for the Ethical Treatment of Animals, 2012. About PeTA , viewed 17 May 2012 People for the Ethical Treatment of Animals, 2012. Donate Now. , viewed 19 May 2012 Peter S. 2004. Surviving Your Thesis By Suzan Burton, Principal of ethical research, 5: 63 Putrevu, S. 2001. Exploring the origins and information processing differences between men and women: Implications for advertisers. Academy of Marketing Science Review, 5: 1–14RBUS2900 Business Research Method Assignment 2 Part B 21 Millsap, R. E. 2009. The Sage Handbook of Quantitative Methods in Psychology, Albert Maydeu-Olivares Sarstedt, M. & Schloderer, M. P. , 2010. Developing a measurement approach. International Journal of Nonprofit and Voluntary Sector Marketing, 15: 287 Shamoo A and Resnik D, 2009. Responsible Conduct of Research, 2nd e d Sorum, K. A. , Grape, K. M. , & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations, Scandinavian Journal of Psychology, 44: 39–46 Trimble, C. S. , & Rifon, N. J. 2006.Consumer perceptions of compatibility in cause related marketing messages, International Journal of Nonprofit and Voluntary Sector Marketing, 11(1): 29-47 Tripp, C. , Jensen, T. D. , & Carlson, L. 1994. The effects of multiple product endorsements by celebrities, Journal of Consumer Research, 20(4): 535-535 White, D. W. , Goddard, L. & Wilbur, N. 2009. The effects of negative information transference in the celebrity endorsement relationship, International Journal of Retail & Distribution Management, 37(4): 322-335 Zikmund, Babin, Carr, & Griffin. 2010. Business Research Methods Eighth Ed.South Western Cengage Learning RBUS2900 Business Research Method Assignment 2 Part B 22 APPENDIX Appendix 1 Table 1a Conceptual definitions Definition Corporate image, the c onsumer’s impression of the company that is producing and selling a given product or brand A person whom the members of an audience would like very much to please, someone whom they like very much Source Goldberg, M. E. & Hartwick Jon. 1990. The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness, Journal of Consumer Research, 17(2): 172-179 Mills, J. & Elliot, A. 1965.Opinion change as a function of the communicator’s attractiveness and desire to influence, Journal of Personality and Social Psychology, 1(2): 173-177 Page Concept Perception of organisation 173 Attractiveness 173 Over-endorsement If a celebrity endorses several products, the relation between himself and a particular product is not distinctive, leading to an inference that the nature of the particular product was not the reason for endorsement Mowen, J. C. & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Co nsumer Research, 8(1): 437441 37 Perceived income from endorsement Perception that a celebrity endorser is being highly paid for an advertisement Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627– 631 628 RBUS2900 Business Research Method Assignment 2 Part B 23 Table 1b Hypotheses Hypothesis Data analysis method used H1: The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisationH2: In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. Paired sampled t-test to compare mean scores of before and after the experiment to analyse for variation. Multiple regression analysis to investigate the effect of the ind ependent variables (Perceived physical attractiveness, overendorsement of celebrity, perceived income from endorsement) on the dependent variable (perception of the endorsed organisation)H3: The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B 24 Table 1c List of measures Measure Scale Source Sarstedt, M. & Schloderer, M. P. 2010. Developing a measurement approach for reputation of non-profit organizations. International Journal of Nonprofit Voluntary Sector Marketing, 15: 276–299 26-item measure of perception of non-profit organisation 7-point Likert scale 4-item measure of attractiveness Bipolar semantic differential scaleDeShields Jr, Oscar W. , Kara, Ali, & Kaynak, Erdener. 1996. Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson, International Journal of Research in Marketing, 13(1): 89-101 Mowen, J. C . & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1): 437-441 Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627–631 -item measure of overendorsement 7-point Likert scale 3-item measure of perceived income from endorsement 7-point Likert scale Sorum, K. A. , Grape, K. M. & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations? , Scandinavian Journal of Psychology, 44: 39–46 RBUS2900 Business Research Method Assignment 2 Part B 25 Table 1d Technique Data analysis techniques Definition Assumptions Important terms – Mean = total score divided by n. -Std. deviation= variation of the sample. – Min/Max= highest and lowest score in the sample. Skewness= to measure the symmetry of the distribut ion – Kurtosis= how the scores cluster together – Eigenvalues (to determine the number of factors) = the amount of variance associated with the factor – Cronbach’s alpha= to check the reliability of the scale (accepted if Cronbach’s alpha;0. 7) – Normality of distribution – Interval data – Confidence interval (the range of the data)= For 95% of confidence interval, Sig value should not exceed 0. 05 – T value and critical t value – Degree of freedom (to determine the critical t value) – Sig value (p-value)

The Duties of an Agent to Principal

THE DUTIES OF THE AGENTS TO PRINCIPAL The duties of an agent depend primarily on the contract of agency if there is one. Subject to any such express terms, the agent owes a number of implied duties or obligations to his principal. It is the agency relationship as such that gives rise to these obligations so that, as a general rule, they fall as much on the gratuitous agent as on the paid agent. 1. Obey the Principal’s instructions Section 164 states, The agent must obey the instructions given to him by his principal even if he thinks the instructions are wrong.Sometimes of course the principal may expect the agent to advise him and indeed he may be employing an agent to use skill and care. The agent must not delegate his duty to another person unless such delegation has been agreed with the principal, or is the custom of the trade, or the delegation merely takes pace in relation to purely administrative matters. Case Example : In Turpin v. Bilton (1843), an insurance broker ag reed for consideration to obtain a contract of insurance on the plaintiff’s ship. But he failed to do so. The ship was lost and the broker was held liable to the plaintiff.In Fraser v. B. N. Furman (Production) Ltd (1967), insurance brokers agreed for consideration to effect an employer’s liability policy and failed to do so. The employer was held liable for $3000 damages in an action brought against him by an employee for breach of the Factories Act, and the Court of Appeal held that the brokers must indemnify the employer in that sum for breach of contract. Betram Armstrong & Co. V. Godefray (1830) 1 Knapp 381 Facts : The agent was a stockbroker. The principal told the agent to sell stock when the market price reached a certain figure per unit of stock.The agent did not heed these instructions and held on to the stock. When the market dropped the agent was forced to sell at a loss. Decision : The principal successfully sued the agent to recover the difference between the price at which he was instructed to sell the stock and the price at which the stock was eventually sold. 2. A duty to exercise reasonable skill and diligence Section 165 states, The degree of skill and diligence required of an agent depends on whether the person is a gratuitous agent or a non-gratuitous agent. A gratuitous agent is not paid for their services whereas a non-gratuitous agent is paid.A non-gratuitous agent is required to exercise a degree of skill equal to that which a reasonable person would expect an agent of that type to exercise. For example, a real estate agent is expected to display the qualities and expertise of a competent real estate agent. If the agent fails to meet this standard, the agent will be liable to the principle for any loss caused by this breach of duty. A gratuitous agent is not expected to exercise any special degree of skill. The agent must exercise the same degree of care and diligence as they would use in attending to their own affairs.If that person has some special knowledge, they are expected to use that knowledge. Case Example : In Keppel v. Wheeler (1927), agents were employed to sell a block of flats and received an offer from one party which was accepted â€Å"subject to contract†. The agents later received a higher offer but, instead of telling the owners, arranged a resale from the earlier party to the later after the original sale to the earlier party was effected. It was ruled that the agents had acted in breach of their duty to obtain the best price available, and that duty included passing on details of better offers until a binding contract was concluded. . To render proper accounts when required Section 166 states, An agents owes a duty to the principal to keep proper accounts and make them available for inspection. For example, travel agents and real estate agents are required by statute to keep accurate and proper accounts. This duty imposes an obligation on agents to keep their property and money separate from that of their principal. Case Example : In Harry Parker Ltd v Mason [1940] 2 KB 590, where the principal conspired ith agent to make shame bets on the course and bets with street bookmakers contrary to the existing law but agent had failed to apply, as agreed the money that the principal handed to him. The Court of Appeal held that the principal could not recover it from agent on the general principal that money paid under an illegal contract is irrecoverable. 4. To pay his principal alls sums received on his behalf Section 171 states, However, an agent may retain or deduct from such sums received, advances made / expenses incurred by him in carrying out his duty, his commission and other remuneration payable to him for acting as agent. . To communicate with the principal Section 167 states, In cases of difficulty, an agent must use all reasonable diligence in communicating with and in seeking to obtain instructions from the principal. However, in emergencies, th e agent may use his own discretion in adopting a course of action to safeguard the interest of the principal. 6. Not to let his interest conflict with his duty Section 168 states, An agent must not allow the possibility of personal interest to conflict with the interests of his or her principal without disclosing that possibility to the principal.Upon full disclosure, it is up to the principal to decide whether or not to proceed with the particular transaction. If there is a breach of his duty, the principal may set aside the contract so affected and claim any profit which might have been made by the agent. Case Example : In McPherson v Watt (1877), a solicitor used his brother as a nominee to purchase property which he was engaged to sell. It was held that, since the solicitor had allowed the conflict of interest to arise, the sale could be set aside. It was immaterial that a fair price was offered for the property.The corollary to the above case is that the agent must not sell his or her own property to the principal without fully disclosing the fact. This lead into the next duty. 7. Not to make any secret profit out of the performance of his duty In discharging the agents, an agent can’t take any secret profit as corruption in the form of commission payments on a confidential basis, coffee money or â€Å"kickback†, tips and so on. If the agent take the secret profit, the profit must be submitted to the principal. In other words, the agent can’t use the property of the principal to do something against the contract that agent for selfish motives.That means agents can create a profit, only the principal agents are prohibited from using the property for personal gain. Section 168 states, If the principal knows and agrees on a secret, the agent can save profit because the profit is not a secret anymore. It should be noted that the secret profit is the profit earned outside the knowledge of the principal. If the principal give consent, the a gent can take the profit. In situations where the principal does not agree with a secret profit, the principal has the option as follows: I. The agency contract may be terminated, if the contract is not to profit member.For example, A has ordered B to sell the estate belonging to A. B has reviewed the estate before sale, find some of the mines in the estate is not known to A. B tells A that he wanted to buy the estate for himself, but conceals the discovery of the mine. A, when knowing this, can either refuse to sell the estate or otherwise manage the sales out of choice. II. Principal may recover the secret profit from an agent For example, as happened in the case of Tan Kiong Hwa vs S. H Chong. Plaintiff has purchased a flat from a company in which the defendant was the managing director.Plaintiff has ordered the defendant as agent to sell the flat at RM45000 but the defendant has successfully sold at RM54000. The difference in price of RM9000 has been credited to the company acco unt. Soon the company is wound up. The court ruled the plaintiff entitled to recover from defendants for RM9000 has defaulted in carrying out his duties as an agent. III. Principal may refuse to pay a commission or other remuneration to the agent. Section 173: An agent was found guilty of misconduct in successful agency not entitled to receive any advice relating to the business he was one proceeds. In the case of Andrews vs Ramsay & Co. the principal was member instructions to agents to sell the property and agreed to pay a commission of ? 50. The agents have to find the buyers and was given a ? 100 deposit. Agents then have to pay around ? 50 to the principal and keep the rest of the ? 50 commission. In the transaction, the agents have to get ? 20 from buyers. The court ruled the principal right to demand a secret agent commissions earned from buyers. IV. Principal reserves the right to expel the agent for breach of duty. Principal reserves the right to expel the agent if the agen t was using the property for profit secrets principal from agency business.Principal has such rights as the agent had failed to discharge its duties entrusted. If the principal has suffered loss as a result of the actions of the agent, he is entitled to claim damages. Principal reserves the right to expel the agent because duties. V. Principal may sue the agent and the third party to recover damages corruption if it is a loss of the contract. What happens in the case Mahesan vs The Malaysian Government Officers Cooperative Housing Society, the plaintiff was its director defendants. Defendant had purchased a piece of land worth $ 944,000 from a landlord who has obtained the land at $ 456,000 only.Plaintiff to know the fact but did not inform the defendant. As a result, the plaintiff has obtained $ 122,000 in bribes from land owners for the sale and purchase agreement. The court ruled that the defendant is entitled to claim the amount of loss suffered by the crime. 8. A duty not to di vulge confidential information To maintain confidentially about any matters communicated to him as agent, and not to disclose them to prospective third parties or anyone else. The relationship between principal and agent is a fiduciary relationship, depending upon mutual trust. Case Example :In Robb v Green [1895] 2 QB 315, an injunction was obtained against a former manager of a business to prevent him using for his own purpose a list of customers of the business which he had copied out while he was the manager. Faccenda Chicken Ltd v Fowler [1986] 1 AER 617, the duty of good faith is broken if an employee makes or copies a list of his employer's customers for use after his employment ends or deliberately memorises such a list even though, except in special circumstances, there is no general restriction on an ex-employee canvassing or doing business with customers of his former employer. . A duty to act personally An agent is not permitted to delegate to another person the tasks th e agent has been appointed to perform. A principal has chosen an agent because of that person’s expertise. The rule with respect to delegation can be relaxed by express agreement between the parties. If an agent delegates authority without permission, then the agent will not be entitled to be paid commission for any delegated acts. However, the rule has no application in relation to minor clerical or administrative tasks.These tasks can be delegated. Case Example : De Bussche v Alt (1878) 8 Ch D 286 ,agent was appointed by the principal to sell a ship in China at an agreed price but the agent was unable to effect such a sale and obtained the principal's permission for the appointment by agent of a sub-agent to sell the ship in Japan. The Court held there was no breach of duty by agent in appointing a sub-agent as delegation was expressly agreed.