Can False Memories be Implanted?

Can False Memories be Implanted? Ajantha Uvaraju Abstract This study is to find out that is it possible for memory to be implanted in students. It is hypothesized if the memory constructed for implanting is highly a plausible event then it is more likely for creation of false memory to occur. Thirty participants of first year Monash University students are recruited. Each of them is accompanied with a partner who is closely related to the subjects (ie: parent, sibling or close relative who knew the subject too well). The partners are asked to read descriptions of 2 events happened to subjects when they were 5 years old and a false event. The one plausible false event is describing of the subject being lost in a mall while shopping depicted from Loftus and Pickrell (1995). While the other is a less plausible memory is an overnight hospitalization for a high fever with possible ear infection made up by Hyman et al (1995). Subjects are split into half where one group receives the plausible event while other the less plausible. Subjects are ask ed to recall everything that they could remember about each event.After that, they are also asked to the rate the confidence from scale of 1 to 5 (1=not confident and 5= extremely confident that it has happened). Here participant would remember the more plausible false memory comparing with lesser one. As memory that is more plausible tend to have higher rating in confidence and in clarity. It is found that the more plausible the event is more likely to be planted in memory than the less plausible event. Introduction People equate of memory as to a recording device, ability to accurately documenting and storing everything that happens with perfect accuracy and clarity. In reality, memory is very prone to fallacy. This is due to existence of false memory. Bartholomew, (2001) describes false memory as a mental experience which mistakenly taken for a representation of an event from one’s personal past It consists of either remembering items or events that never happened, or remembering them differently from the way they actually occurred. Memory of false event has practice especially by psychologist. One of it is repressed memory recovered from a witness via hypnotism of an event that had happen 20 years ago is used to testify against a convict of murder. In spite of this without hypnosis, studies show that people’s memories are open to influence. For instance, Loftus and Pickerel (1995) who conducted research on adults regarding memories of their childhood event that happened and asked them to remember these events with a false memory added into as well. Experiments demonstrated that memories for entirely false events can be implanted. It has been argued that there are limits to the types of events or beliefs that can be suggestively implanted, and that only events that are plausible can be implanted in memory ( Hyman, Gilstrap, Decker, Wilkinson, 1998 ; Hyman Kleinknecht, 1999 ; Lindsay Read, 1994 ; Pezdek, Finger, Hodge, 1997 ). In support of this statement, a report by Pezdek at. al (1997) shows successfully implanting a memory of being lost in participants, but being unable to implant a memory for a less plausible event (receiving a rectal enema). Although, few past research like Loftus was indeed an illustration of planting false event in subjects. Nevertheless there are drawbacks. The memory used in implanting here is common thus suggestively implanting a memory like getting lost in the mall have high chance of succeeding. Therefore this study is to find the role of event plausibility in memory planting by comparing the type of false memory implanted like high plausible false event and implausible false event and its effects on confidence rating among university students. It is hypothesized if the memory constructed for implanting is highly a plausible event then it is more likely for creation of false memory to occur. Method As mentioned the participants of this study are students of first year from Monash University consisting of 15 females and 15 male students and age must be 18 years or older. Each subject is required to bring a partner who is: (1) no more than 2 year younger than subject, (2) was close relative or sibling of the subject and (3) have been in contact with subject at age 5 to 6. The sampling method used here is convenience sampling.The procedures will be approved by the Monash University Human Research Ethics Committee Design In this study the independent variable is type of false event which isplausible and least plausible event.Plausible event is subject being lost in shopping mall and the least possible event is overnight hospitalization due to fever with possible of ear infection. As for the dependent variable is confidence and clarity rating. This experiment is design in an experimental strategy and between-subjects experiment design. Materials The dependent variable is measured in terms of clarity and confidence where in clarity rating is a scale from 1 to 10, with 1 as unclear to 10 being very clear and also the rate of confidence from scale of 1 to 5 (1=not confident and 5= extremely confident that more could be remember. Procedure Study begins with the subjects’ partner in writing the participants’ childhood memories in a booklet, and from that list of the childhood memories two memories are chosen and together with the constructed one. Participants are randomly and evenly assigned into groups of two with each group has its distinct condition. In Group (1): Subjects are provided two memories of true event and one memory of false plausible event, group (2): two memories of true event and one memory less false plausible event. The partners are instructed to read a brief description of the chosen entree given to them to respective subject which include the name of event and age of subject when it happened. After reading the description participants will be asked to recall themselves of the event and to talk about what they can remember space is also provided in filling in their part of the memory. At the end of the session they are asked to think about the event discuss and were later call for anoth er session in a week time. After a week they were presented rate their memory in terms of confidence. They the rate the confidence from scale of 1 to 5 (1=not confident and 5= extremely confident that this event did happen in their childhood. Finally after complete rating they are to be inform on the research objective and also regarding that the certain memory suggested are fictitious. The participants do receives our apologies for our deception and are asked to guess which memory is true and which is false. Results In this study result involves in number of subjects who remembered the more plausible events versus less plausible events and confidence rating given its upmost importance. Data on subject remembering true event is overlooked. The data will be analyses as such: 1) counting number of subjects believe plausible events in each condition in group 1, group 2. Same goes for number of subjects who believed the less plausible event. 2) The amount are compared with each other. It is normally that number of subjects remembering the plausible events exceeds more than the less plausible events. Subjects rated their confidence rating on each event on the term that how positive they are of that the event happened. With a scale of 1 to 5 (1=not confident and 5= extremely confident that it has happened). It can be forecast that the mostly rating score for plausible event will be more than 1 compare to the relative less plausible event. Based from scores the mean for confidence rating will be calcula ted for both event. If the hypothesis is supported the mean confidence in plausible event will be high and less for less plausible event. As well as the median will show the similar pattern with a higher valu compare with the less plausible event. Discussion The purpose of this study is to test the hypothesis that the memory constructed for implanting is highly a plausible event then it is more likely for creation of false memory to occur. It is expected of the finding that relatively plausible events are more likely to be recall than less plausible events. According to Pezdek, Blandon-Gitlin and et. al (2006) the reason behind this is because of the significant interaction of plausibility and imagination is that if people find that event to be plausible, they tend to search more of their autobiographical memory for relevant details of the event. Study provided by Pezdek, Finger and et. al (1997) shows the finding that relatively plausible events are more likely to be planted in memory than relatively implausible events has implications for the cognitive processes underlying suggestibility. In their study three events were falsely recalled and that all three were relatively plausible event. This can be explained via literature of script processing on understanding cognitive process. Based on Grasser, 1981: Grasser and Nakamura, 1982), a specific memory trace is formed by the comprehender when a scripted activity is experienced. This is because memory trace consists of pointers to an epitome script that has been copied from a permanent generic script. As a result the epitome script for the specific event includes all the script-relevant action triggered by the experienced event as well as script-relevant actions that were triggered by default due to script-based inferences that occurred during comprehension. This means when a description of a specific occurrence of an activity suggested to a person and asked if it has happened to the individual, instantly the person will cross check the memory suggested with his or her’s own memory for related occurrence of that activity to verify if a match is found. If described memory and memory of individual overlaps there is more likely a match and the described event is evaluated to be true. However there are cases that when it comes to planting memory implausible memory can be planted. Mazzoni et.al (2001) in the effects of suggestion new information could make events seem less implausible. Mazzoni (1991) exposing people to new information designed to enhance plausibility removes two of the three major ways in which they know that an event did not happen to them. When a person initially thinks an event did not happen, they may base this on three sources of information. First, is not having memory of the event. Second, knowledge about the event is insufficient to realize that they may have experienced it. Third, is having the knowledge about it then allows them to reject it as part of their own autobiography. Limitation of this study can be mentioned such as this study is restricted to university student only as it does not represent the whole population. In future research manipulation of event plausibility should be done on different degree of plausible event and different suggestive technique. In addition, instead of convenience sampling a better alternative sampling method need to apply. References Hyman, E I; Husband, T H; Billings, J F;. (1995). False memories of childhood experiences. Applied Cognitive Psychology, 181-195. J, B. D. (1984). False Memories, Psychology of. International Encyclopedia of the Social Behavioral Sciences, 5254-5259. Loftus, E.F, Pickerell, J.E. (1995). The Formation of False Memory. Psychiatrics Annals, 25(12), 720-725. Hyman, I. E. Kleinknecht, E. E. (1999). False childhood memories: Research, theory, and applications.(In L. M. Williams V. L.Banyard (Eds.),Trauma and memory(175—188). Thousand Oaks, CA: Sage.) Hyman, I. E., Gilstrap, L. L., Decker, K. Wilkinson, C. (1998). Manipulating remember and know judgements of autobiographical memories. Applied Cognitive Psychology, 12, 371-386 Pezdek, K., Finger, K. Hodge, D. (1997). Planting false childhood memories: The role of event plausibility. Psychological Science, 8, 437-441 Lindsay, D. S. Read, J. D. (1994). Psychotherapy and memories of childhood sexual abuse: A cognitive perspective. Applied Cognitive Psychology, 8, 281-338 Hyman, I. E., Gilstrap, L. L., Decker, K. Wilkinson, C. (1998). Manipulating remember and know judgements of autobiographical memories. Applied Cognitive Psychology, 12, 371-386 Lindsay, D. S. Read, J. D. (1994). Psychotherapy and memories of childhood sexual abuse: A cognitive perspective. Applied Cognitive Psychology, 8, 281-338 ( KATHY PEZDEK; BLANDON-GITLIN, Iris;, 2008) PEZDEK K., BLANDON-GITLIN, i;. (2008). Planting False Memories for Childhood Sexual Abuse Only Happens to Emotionally Disturbed PeopleNot Me. Applied cognitive psychology, 1466. Graesser, A.C., Nakamura, G.V (1982). The Impact of a schema on comprehension and memory.The psychology of learning and motivation:Advances in research and theory.,(16).New York Academic Press.

Getting Enough Sleep Essay -- Research Sleeping Health Essays

Getting Enough Sleep Did you know that sleep is one of the most vital necessities of life? Laboratory animals die when they are deprived of sleep, and likewise, humans would too (Johnson 5). Many people don’t realize how important sleep is. The man who attempts to do 15 hours of work, in only 7 hours is only hurting himself. This man who stays up late trying to finish his work, believes that he is working hard, and therefore will be able to sleep hard for a little while. This is definitely not the case as he will feel less and less refreshed each morning and will feel more and more tired each day. What the public needs, is to be informed about good sleeping habits and sleeping disorders that go unnoticed. We should wake up to the importance of sleep and how the amount sleep not only affects themselves, but also society. In 1959, The American Cancer society surveyed more than 1 million Americans about their sleeping habits. Conclusions drawn from the study showed that people who got less than 7-8 hours of sleep on average per night, had a higher mortality rate. A six year follow-up was done to the people surveyed. The results showed that men 30 years old or older that got 4 hours of sleep a night had more than double the risk of dying than men who averaged 7-8 hours. The risk was only about 1.5 times higher for women. Similar results were found in a different study of 4,713 people. Those getting 6 hours of sleep or less had a 30% higher death rate (Pressman 29). Although we can see what happens when people don’t get enough sleep, scientists are still unable to explain the function of sleep. The amount of sleep not only affects your mortality but also your personality. Some people are by nature long sleepers, and some a... ...nts with insomnia can benefit from restructuring their bedtime habits and sleep-wake cycles. With 7-8 hours of sleep per night, there will be many less problems with sleep disorders, accidents in cars and planes, and other health concerns. Shakespeare once commented on sleep as, "the great restorer." We need to understand the function and importance of sleep and relate this to improving our health and our bodies. In order for our country to continue to be a world leader, the people of the United States should not have to deal with fatigue and should have an optimal level of alertness and performance. Works Cited Johnson, Laverne, and Paul Naitoh. The Operational Consequences of Sleep Deprivation and Sleep Deficit. San Diego: AGARD, 1974. Pressman, Mark R., and William C. Orr. Understanding Sleep. Washington, D.C.: American Psychological Association, 1997.

Consumption of Luxury Food: Essay

1. Introduction This chapter will serve as an introduction to the concept of Luxury food consumerism in Harrods Patisserie and Bakery Food Hall. It will evaluate customer loyalty incentives, pricing and hype around its luxury food. 1. 1 Overview of Harrods and Luxury food consumerism Harrods covers 1. 2 million square feet of terrain, in the very heart of one of London, England’s most prestigious areas, Knightsbridge. The historical architectural landmark, along with the Egyptian Escalator, which was envisioned by Mr. Al-Fayed himself, is listed by English Heritage. With no less than seven floors devoted to the finest-quality international brands, as well as a sumptuous Food Hall that is like no other. It is no wonder that Harrods attracts almost 15 million people through its doors every year. (http://factoidz. com/harrods-the-famous-british-landmark-department-store-changes-ownership-in-2010-and-remains-out-of-british-hands/) The United Kingdom and many parts of the E. U have been experiencing slow growth and development. However, according to information from this website which states†¦Harrods says its Knightsbridge site is Britain’s largest shop, selling an array of fashion, food and luxury goods†¦ Qatar Holdings bought Harrods from Mohamed Al-Fayed for a reported ? 1. 5 billion last May. (www. fasttrack. co. uk) This could only have been possible if profits had a successful recorded track rate. In 2010, sales in Harrods received ? 519. 8million, leaving Harrods with a profit of ? 86. 5million (www. fasttrack. co. uk) As consumer wealth increases, so does the demand for more premium, value added products as opposed to cost-reduced commodity products. The situation is partly created by an increasingly affluent society and a widening gap with the divide of rich and middle class in the current recession. There are various factors influencing change. In the UK 10% of the population is currently defined as affluent – this figure is expected to rise to 30%. www. foodbytesni. com/text. doc The EU speciality food market (as opposed to the premium food market) is worth â‚ ¬33. 5 billion – (4. 6% of total EU food & drink spend). In Britain and Ireland it is valued at â‚ ¬6. 1 billion (4. 5% of total food & drink spend). It is forecasted to grow to â‚ ¬7. 5 billion in 3 years. It is commonly known that yesterday’s luxury becomes today’s necessity. Luxury tends to be rare and expensive. With the above profit figures, the researcher can only assume that Harrods appears to be the winner in the Patisserie and Bakery Market. With the definition of poverty completely different in the western world to the ratio of poverty in developing countries, luxury consumption of Patisserie and bakery is considered trendy and it’s demand in Harrods is ever growing. Although we may assume that luxury foods are related to income, during this current recession in the UK with dwindling income, the demand for Harrods Luxury Patisserie and Bakery foods has increased over this period of time. I have noticed this as the researcher is employed in Harrods food production unit. Although, the usual scenario for other departmental stores may be to reduce prices during recession, Harrods luxury Patisserie and Bakery foods have retained its prices and popularity. In fact with the VAT increase from 17. 5% to 20% the sales in this section of the food halls has shown no major downturn. Hence, it is my opinion that demand is so great for Harrods Luxury Patisserie and Bakery that consumers of any income group visit Harrods to buy even the lowest cost luxury Patisserie and Bakery foods which has been a contributing factor. Harrods is globally known as unique, as it has an association with class, quality and distinguishes itself from the rest of it’s competitors. This study is limited to only respondents above the age of 18 years and will only be carried out on 30-50 respondents. The study is narrowed to consumers of Harrods Patisserie and Bakery products and not consumers of the rest of the food halls. The study will not cover the life style and overall economic standard of the respondents. This has been consciously left out to avoid lengthening of the study. Hence, the study will be unable to analyse the financial background of the respondents in depth. Lastly, although luxury food consumption is a macroeconomic function, this study will only focus on a singular market. 1. 2 Research Questions 1. Is the recession affecting Consumption of Luxury Food in Harrods Food’s Patisserie and Bakery Food Hall? 2. What are the key aspects or areas of consumer spending behaviour patterns in Patisserie and Bakery Food Halls, Harrods? 1. 3 Objectives of the Research The objectives of the study are as follows: A) To investigate customer consumption and spending behaviour with luxury Patisserie and Bakery foods in Harrods. B) To make recommendations to Harrods on how to enhance their sales and maintain their market share in luxury Patisserie and Bakery foods. 1. 4 How will the objectives be achieved? Objective (A) will be achieved through examination of secondary data. Objective (B) will be achieved through findings of primary data through the use of questionnaire survey and secondary data through Harrods food industry annual reports. CHAPTER TWO Literature Review 2. Introduction. This chapter will show the existing literature in the field of Consumer Behaviour from a global perspective and narrow it down to consumer behaviour in Harrods, UK. It will include marketing concepts, psychological concepts and factual statistics. The luxury market is vastly increasing, and there have been significant changes towards consumer behaviour (Strauss & Howe, 1999). Foods that are expensive have a certain appeal and are regarded as luxuries for special occasions rather than daily meals. Conversely, foods that are widespread and cheap have less appeal. Europe is considered to be the cultural center of fashion, interior design, and cuisine. Gourmet cooking has become a fine art, and visitors to the area can find almost any type of food, and the trend more recently has become luxury foods, luxury desserts etc. http://www. foodtourism. com/ From the literature I have read it can be summarized that the current generation enjoys spending money on luxury brands due to disposable income and lifestyle that this generation avails of due to their income or that of their parent’s earning. 2. 1 A theory of luxury. When Marie Antoinette supposedly said ‘let them eat cake’, she was seen as a luxury junkie whose out-of-control spending grated on the poor and unfortunate French people. But today, cake has become one of the favourite luxury foods. A revolution has taken place where individuals in the world have got richer. Luxury is no longer the embrace of the kings and queens of France but the mass marketing phenomenon of everyday life. Simply put, luxury has become luxuri? cation of the common place (Twitchell, 2001; Berry, 1994). 2. 2 Definitions of luxury products, speciality and premium foods. In order to understand a luxury product, it is essential to differentiate it from ordinary products on the basis of its essential characteristics. Luxury products, speciality and premium foods are defined by their price, quality, aesthetics, exclusiveness, and symbolic significance. To define them, their definitions are summarised below. 2. 2. 1 Luxury products Luxury is defined as quality possessed by something that is excessively expensive http://ardictionary. com/Luxury/5550 As they are highly associated with their core products, common definitions of luxury brands refer to specific associations with their products. The essential characteristics of luxury brands therefore correspond largely with those of luxury products. Consequently, their definition can be derived from that of luxury products as follows: Luxury brands are regarded as images in the minds of consumers that comprise associations about a high level of price, quality, aesthetics, rarity, extraordinarily and a high degree of further non-functional associations (c. f. Heine 2010). As luxury products and brands include a high rating for their characteristics; this marks a differentiation for luxury manufacturers. Even amongst luxury products there are differences such as accessible luxury products, which are affordable for most consumers from time-to-time and some are exclusive luxury products, which are affordable only for the wealthy. 2. 2. 2 Specialty or gourmet foods. Specialty or gourmet foods are unique foods/delicacies, which sometimes exploit regional identity. They are less authentic than artisan products. (Workman C, 2005) 2. 2. 3 Premium foods. Premium products use quality ingredients and careful methods but can be made on an industrial scale. (Workman C, 2005) 2. 2. 4 End Product. Products made by artisan have optimum taste, texture, and flavours or aromas, (and nutrition/health benefits). They resonate with place, tradition and culture (authenticity), and reflect the producer, his/her skill, personality and ethos, and the method of production. They often have an established and stable reputation. Often they are made for fresh consumption locally, or are available in limited quantities, providing a unique, exclusive experience (often including the purchase e. g. at a market/direct with the producer). They therefore also have a high prestige factor and high profile with respect to the quantity produced and distributed. Producers of artisan products are usually hands-on from production through to sales. They are very experienced, skilled and show an uncompromised commitment to their craft, trade and to the superior taste of their products. Often there are small numbers of people making any one kind of artisan product. (Workman C, 2005) 2. 3 Food Tourism During the 20th Century, industrialisation began to threaten artisan producers and many abandoned their traditional techniques. But in the past two decades, there’s been a resurgence in demand for quality products made by time-honoured methods†¦Food tourism has become big business, worth nearly ? 4bn a year. (Lane M,2005) Food has many roles to play for consumers: it is functional (sustaining life); it plays a key role in our celebrations; it is a conduit for socializing; it is entertaining; it is sensuous and sensual; and it is a way of experiencing new cultures and countries. For many, food becomes highly experiential (i. e. much more than functional) when it is part of a travel experience, it can become sensuous and sensual, symbolic and ritualistic, and can take on new significance and meaning. Even the most basic meal can be etched in memory forever when it is eaten when surrounded by awe-inspiring scenery or at the end of a special day exploring a new city. (Hall M and McIntosh 2000) Swarbrooke and Horner have stated that food tourism stakeholders such as restaurant and cafe owners, cookery school providers, festival organizers, hotel and resort managers, bed and breakfast operators, and food producers. By understanding how tourists make their decisions to purchase and/or consume food products we will be able to gain a better understanding of when we need to intervene in their decision-making process. Appropriate intervention can, in turn, be used to persuade them to purchase ‘our’ food products and services. Consumer behaviour research is the study of why people, either individually or in groups, buy the product they do and how they make their decision (Swarbrooke and Horner, 1999). Food tourism is something that is becoming more commonly understood. But how would someone decide where to go, and what to see? http://www. foodtourism. com/ Tourists who enjoy luxury food and patisserie generally make every attempt to at least visit Harrods while in the UK. Often, like the researcher at the visit first to Harrods tourists only visit and see, but, at their second visit at least a small amount of luxury food or patisserie is purchased. Although, consumer spending has slowed down in the UK, Harrods has shown an increase in profits in their Patisserie and Bakery section with its luxury food items. 2. 4 Consumer buying behaviour Kolb M. (2006) associates Maslow’s theory and consumer purchasing as she states Maslow’s theory has a direct application for marketing because many of these needs are met through the purchase of products. Infact, once a consumer has all the food, clothing and shelter they need, all other purchases are made to meet higher needs. Thus, the researcher can state that in order to meet some part of one’s self esteem needs, UK and international consumers may be relating to Harrods luxury Patisserie and Bakery food to experience self actualization and thus for Harrods this has created a niche. The interest in premium, specialty and artisan products is also influenced by the static growth in population, which has lead to a static growth in overall grocery sales. In this situation, foods that command a premium price and higher margins become the only growth sector, and therefore become the target of multiples. Artisan, specialty and premium foods are therefore gaining broader distribution in the multiple retail sector. Workman C (2005) 2. 5 Consumer buying Trends The growth of specialty fine food is attributable to Increasing consumer affluence as consumer wealth increase, so does the demand for more premium, value added products as opposed to cost-reduced commodity products†¦10% of population in UK is defined as affluent – this figure is expected to rise to 30%. When it does premium food, including specialty food is expected to account for 45% of total food sales in UK. The specialty market is worth ? 4. 2 b in UK and has grown from 20% from 3. 5 bn in 2003. British fine food consumers spend ? 900 per year on fine food. Workman C ( 2005) CHAPTER THREE Research Methodology 3. 1 Introduction This chapter discusses the different aspects involved in the methodology used to conduct the present study of Consumption of Luxury Food in Harrods Food’s Patisserie and Bakery Food Hall. It highlights methodological approaches which will allow scope of the Research study in a sustained process of planning and design. The consideration of the process will influence the choice of methods and approaches that will be presented. This chapter, for that reason contains a discussion of the research purpose, research approach, research strategy, data collection methods, data analysis and quality standards. 3. 2 Research Purpose Yin (1994) states that research purpose can be grouped and classified as exploratory, descriptive or explanatory. Exploratory research is conducted to clarify the nature of a problem, where the purpose is to provide insights and understanding, not to provide conclusive evidence. Exploratory research is conducted with the expectation that subsequent research will proceed (Zikmund, 2000:Bryman,1989). An exploratory study method is used when the aim is to develop proposition of future research (Yin,1994). A descriptive research is used when the major objective is to describe something, such as population or a phenomenon. It seeks to answer who, what, where and how questions. In a nutshell, it does not give the explanation of the cause of the findings. However, when solving a business problem, it is often enough with the information obtained from describing a situation and it is not required to know why things are the way they are (Zikmund,2000). In order to perform a descriptive research, the researcher must have prior knowledge of the problem situation and the information needed is clearly defined. In fact, this is the major difference between exploratory and descriptive research, as well as that the descriptive research must be structured and the methods for the selecting sources of the information and collecting data are pre-planned and formal (Malhotra,1996). In explanatory research, the emphasis is on studying a situation or a problem in order to explain the relationship between variables (Saunders et al. ,2000). According to McNabb (2008) typical objectives for explanatory research include explaining why some phenomenon occurred, interpreting a cause-and-effect relationship between two or more variables, and explaining differences in two or more groups’ responses. The purpose of this Research Study is to gain an understanding of Harrods success within it’s luxury food service specifically their Patisserie and Bakery department Food Hall, Knightsbridge, London, UK. In order to achieve this objective, the Research Study will need to consider three core elements which will be how Harrods’ conducts their design, implementation and evaluation strategy of the customer. Since the aim of the research is to describe how Harrods operates within the Luxury food service industry, the study is descriptive in nature. 3. 3 Research Approach According to Zikmund (2000) research can be conducted in different ways and includes both a theoretical and a methodological approach. The theoretical approach can either be deductive or inductive, and the methodological approach is qualitative or quantitative (Zikmund 2000) 3. 3. 1 Qualitative versus Quantitative Research Zikmund (2000) further states that when collecting information, either qualitative or quantitative data can be collected. Qualitative approach may consider the following methods for gathering information like: Participant Observation, Non-participant Observation, Field Notes, Reflective Journals, Structured Interview, Semi-structured Interview, Unstructured Interview, and Analysis of documents and materials. In contrast, quantitative methods for research techniques include gathering of quantitative data, like information dealing with numbers which is measurable. Statistics, tables and graphs, are generally used to present the results of these methods. They are distinguished from qualitative methods. The study, under focus is quantitative using an exploratory design. This kind of method is widely used to gain familiarity with a phenomenon that is not adequately explored. The researcher feels the need to explore this issue since there is not much data relating to Consumption of Luxury Food in Harrods Food’s Patisserie and Bakery Food Hall. 3. 4 Sampling Techniques The universe will comprise of ‘simple random sampling’ method to select samples. This will enable the researcher achieve the desired information. According to Kumar (2008), this type of sampling is also as chance sampling or probability sampling where each and every item in the population has an equal change of inclusion in the sample and each one of the possible samples, in case of finite universe, has the same probability of being selected. To select the sample, ‘each item’ in this research study will be assigned a number from 1 to 100. The sample survey will cover respondents in the age group of 18 years and above only. This will ensure that the respondents are old enough to understand and answer questions in the interview schedule. 3. 5 Population The sample size of this study is intended to be 30-50 respondents, in the age group of 18 years and above. The study will have to be completed in Harrods Patisserie and Bakery Food Hall, Knightsbridge, London. The population will only include consumers and purchasers from the above food hall. 3. 6 Research Instruments For the purpose of this research study both primary and secondary data relevant to this topic will be used. Without the use of both instruments the research study will not verify facts and the scope of analysis if not used together will not make the research interesting. 3. 6. 1 Primary Data Primary data for this research study will result from firsthand experience with the use of questionnaires for preliminary gathering of data. Questionnaires will be prepared prior to in-depth interviews with respondents at Harrods. 3. 6. 2 Secondary Data Sources. For the scope of this research study Secondary Data Sources will include literature review with sources from the library, web, and surveys. Other secondary sources of data will be sourced and will include thesis, newspapers and internal company reports. 3. 6. 3 Data Collection Instruments This section will include the 30-50 respondents completing a questionnaire. The interview schedule will be prepared on the basis of study objectives and aims with structured open ended and close ended questions. Section A may cover income, Section B may cover types of Luxury food and section C on consumption of luxury food. 3. 6. 4 Interviews At the time of the respondents’ completing the questionnaire the researcher will interview the respondents. This approach will enable the researcher gain a better comprehension of consumer spending on Luxury Food items in Harrods. CHAPTER FOUR 4. 0 PROPOSED ANALYSIS This chapter will highlight the Research plan as it will outline the steps for conducting the research in terms of description, timing and presentation. It will be used as a guide to execute and monitor the project which will enable the researcher to achieve the purposes of the research. The data collected will be analysed and presented diagrammatically in tables and charts. This will then enable empirical findings to be compared. In order to carry out statistical analysis of the quantitative data obtained, the Statistical Package for Social Studies (SPSS) and Microsoft Word software will be used to develop a comprehensive and flexible statistical analysis and data management for the research. This will enable a range of tabulated reports, graphs, pie charts, and analysis. 4. 1 Schedule. |Planned activities | | | |March |April |May |June |July | |Topic Selection |X |X | | | | |Literature Review | |X |X | | | |Meeting with Group | |X | | | | |Meeting with Supervisor | |X |X |X |X | |Seek Permission from Harrods | | |X | | | |Write up Questionnaire for data collection | | |X | | | |Data Collection at Harrods | | |X | | | |Analysis of data & Findings | | |X |X |X | |Write up of Dissertation Introduction | | | |X | | |Write up of Dissertation Overview | | | |X | | |Drawing up summary and conclusion | | | | |X | |Proof Reading | | | | |X | |Presentation of Research | | | | |X | |Final Submission | | | | |X |. CHAPTER FIVE ANTICIPATED OUTCOMES The results of this research will provide a specific insight for Harrods Patisserie and Bakery Food Hall into consumer behaviour, trends and patterns. Secondly, the research findings and recommendations may enlighten Harrods on ways to continue to stay on top of the market in any economic climate as a global brand. Lastly, the findings may entice Harrods to create a more vigorous forecasted marketing strategy to cater to its tourist and local trends throughout the year. References & Bibliography Alpert, J. I. and M. I. Alpert (1990). â€Å"Music influences on mood and purchase intentions. † Psychology & Marketing 7: 109-34. Aghazadeh, S. -M. (2005). â€Å"Layout strategies for retail operations: A case study. † Management Research News 28(10): 31 – 46. Berry, C. J. (1994) The Idea of Luxury, Cambridge University Press, Cambridge. Baumann, D. J. , R. B. Cialdini, et al. (1981). â€Å"Altruism as hedonism: helping and self-gratification as equivalent responses. † Journal of Personality and Social Psychology 40: 1039-46. Batra, R. and O. T. Ahtola (1991). â€Å"Measuring the hedonic and utilitarian sources of consumer attitudes. † Marketing Letters 2: 159-70. Babin, B. J. and W. R. Darden (1994). â€Å"Work and/or fun? Measuring hedonic and utilitarian shopping value. † Journal of Consumer Research 26(4): 644-56. Babin, B. J. and L. Babin (2001). â€Å"Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value. † Journal of Business Research 54(2): 89-96. Beardon, W. O. , R. G. Netemeyer, et al. (1989). â€Å"Measurement of consumer susceptibility to interpersonal influence. † Journal of Consumer Research 15: 473-81. Bellizzi, J. A. and R. E. Hite (1992). â€Å"Environmental color, consumer feelings, and purchase likelihood. † Psychology & Marketing 9(5): 347-63. Bone, P. F. and P. S. Ellen (1999). â€Å"Scents in the marketplace: explaining a fraction of olfaction. † Journal of Retailing 75(2): 243-62. Bagozzi, R. P. , J. A. Rosa, et al. (1998). 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(1993). â€Å"Retail patronage dynamics: learning about daily shopping behavior in contexts of changing retail structures. † Journal of Business Research 28(1/2): 3-174. Lichtenstein, D. R. , N. M. Ridgway, et al. (1993). â€Å"Price Perceptions and Consumer Shopping Behavior: A Field Study. † Journal of Marketing Research 30(2): 234-245. Lewison, D. M. (1997). Retailing. Englewood Cliffs, NJ. , Prentice-Hall. Lane M,2005. A taste for gastro-tourism. BBC News Magazine. Available at: http://news. bbc. co. uk/1/hi/magazine/4245534. stm (Accessed on: 09. 04. 2011). Malhotra,N. K (1996). Marketing research: an applied orientation, 2nd edition. New Jersey: Prentice-Hall Inc. McNabb, D. E (2008). Research Methods in Public Administration and Non Profit Management:Quantitative and Qualitative Approaches. 2nd edition. M. E Sharpe Inc, New York, U. S. A. Nicholls, J. A. F. , F. Li, et al. (2002). â€Å"The seven year itch? 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Importance Of Coffee Essay - 1376 Words

Coffee: the average American’s boost of energy in the morning. As a typical American student, I find it difficult to get through the day without my cup of jo. I need the caffeine to jump-start my morning. The only problem I’m facing, is deciding which type of coffee is the best for me. Do I go with a dark roast, light roast, medium roast? The options are endless. Which type is the best for my budget? Which type will give me the caffeine I need? To answer these questions, I set out on a quest to research the best type of coffee for me. History Coffee has been around for a lot longer than most people believe. The National Coffee Association (NCA) states it has been around since the early fifteenth century. It has always been more of a†¦show more content†¦This roasting process brings out the flavor of the coffee beans. Without it, coffee would taste similar to a plant instead of the drink all Americans know and love. 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