Friday, January 31, 2020

Consequences of psychologic fixation Essay Example for Free

Consequences of psychologic fixation Essay The first stage of psychosexual development is the oral stage, spanning from birth until the age of two years, where in the infants mouth is the focus of libidinal gratification derived from the pleasure of feeding at the mothers breast, and from the oral exploration of his or her environment, i. e. the tendency to place objects in the mouth. The id dominates, because neither the ego nor the super ego is yet fully developed, and, since the infant has no personality (identity), every action is based upon the pleasure principle. Nonetheless, the infantile ego is forming during the oral stage; two factors contribute to its formation: (i) in developing a body image, he or she is discrete from the external world, e. g. the child understands pain when it is applied to his or her body, thus identifying the physical boundaries between body and environment; (ii) experiencing delayed gratification leads to understanding that specific behaviors satisfy some needs, e. g. crying gratifies certain needs. [5] Anal stage The second stage of psychosexual development is the anal stage, spanning from the age of eighteen months to three years, wherein the infants erogenous zone changes from the mouth (the upper digestive tract) to the anus (the lower digestive tract), while the ego formation continues. Toilet training is the childs key anal-stage experience, occurring at about the age of two years, and results in conflict between the Id (demanding immediate gratification) and the Ego (demanding delayed gratification) in eliminating bodily wastes, and handling related activities (e. g. manipulating excrement, coping with parental demands). The style of parenting influences the resolution of the Id–Ego conflict, which can be either gradual and psychologically uneventful, or which can be sudden andpsychologically traumatic. The ideal resolution of the Id–Ego conflict is in the childs adjusting to moderate parental demands that teach the value and importance of physical cleanliness and environmental order, thus producing a self-controlled adult. Yet, if the parents make immoderate demands of the child, by over-emphasizing toilet training, it might lead to the development of a compulsive personality, a person too concerned with neatness and order. If the child obeys the Id, and the parents yield, he or she might develop a self-indulgent personality characterized by personal slovenliness and environmental disorder. If the parents respond to that, the child must comply, but might develop a weak sense of Self, because it was the parents will, and not the childs ego, who controlled the toilet training. Phallic stage The third stage of psychosexual development is the phallic stage, spanning the ages of three to six years, wherein the childs genitalia are his or her primary erogenous zone. It is in this third infantile development stage that children become aware of their bodies, the bodies of other children, and the bodies of their parents; they gratify physical curiosity by undressing and exploring each other and their genitals, and so learn the physical (sexual) differences between male and female and the gender differences between boy and girl. In the phallic stage, Latency stage[ The fourth stage of psychosexual development is the latency stage that spans from the age of six years until puberty, wherein the child consolidates the character habits he or she developed in the three, earlier stages of psychologic and sexual development. Whether or not the child has successfully resolved the Oedipal conflict, the instinctual drives of the id are inaccessible to the Ego, because his or her defense mechanisms repressed them during the phallic stage. Hence, because said drives are latent (hidden) and gratification is delayed — unlike during the preceding oral, anal, and phallic stages — the child must derive the pleasure of gratification from secondary process-thinking that directs the libidinal drives towards external activities, such as schooling, friendships, hobbies, etc. Anyneuroses established during the fourth, latent stage, of psychosexual development might derive from the inadequate resolution either of the Oedipus conflict or of the Egos failure to direct his or her energies towards socially acceptable activities. Genital stage The fifth stage of psychosexual development is the genital stage that spans puberty and adult life, and thus occupies most of the life of a man and of a woman; its purpose is the psychologic detachment and independence from the parents. The genital stage affords the person the ability to confront and resolve his or her remaining psychosexual childhood conflicts. As in the phallic stage, the genital stage is centered upon the genitalia, but the sexuality is consensual and adult, rather than solitary and infantile. The psychological difference between the phallic and genital stages is that the ego is established in the latter; the persons concern shifts from primary-drive gratification (instinct) to applying secondary process-thinking to gratify desire symbolically and intellectually by means of friendships, a love relationship, family and adult responsibilities.

Wednesday, January 22, 2020

A Dream with Deceit Essay -- American Argumentative Persuasive Essays

A Dream with Deceit In a world of uncertainty and disappointment, many people welcome the promise of happiness by any definition. In response to this, society offers the "American Dream," a guarantee of success through hard work and perseverance, as a path to contentment. Corporate America cunningly markets the "American Dream" to the public, and as a result the allure of wealth and status dictates the lives of many Americans. The elite and large corporations intentionally feed the idea of an "American Dream" to the general public because they depend on its widespread acceptance to maintain their undisputed power. The media has become a powerful tool for corporations to spread the ideals of the "American Dream" throughout the population. Television and newspapers, two specific channels of the media, have a vast influence over the people that the "American Dream" targets. The power that the media has over the general population is strong, influencing society's ideals and view of the "American Dream" through methods equivalent to brainwashing. Society continues to uphold a destructive "American Dream," giving people a false perception of success and ignoring the reality of limited opportunity that exists today. Society has imposed the "American Dream" on individuals for as long as the United States has been in existence. People are manipulated into believing that hard work and perseverance will lead to their ultimate success in life. The government, the media, and corporations alike create and exploit the "American Dream" as a system of mass control. Greed propels the dream by adding to the power it hold over individuals. Society is told that everyone should be striving for success, which is defined a... ...bert Cullen, and Bonnie Lisle, Boston: Bedford / St. Martins, 2001. 305-310. Dalton, Harlon L. "Horatio Alger." Rereading America. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle, Boston: Bedford / St. Martins, 2001. 311-317. Fallows, James. "The Invisible Poor." Rereading America. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle, Boston: Bedford / St. Martins, 2001. 356-369. "Money and Success: The Myth of Individual Opportunity." Rereading America. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle, Boston: Bedford / St. Martins, 2001.295-297. Mantsios, Gregory. "Myths and Realities." Rereading America. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle, Boston: Bedford / St. Martins, 2001. 318-333. Terkel, Studs. "Stephen Cruz." Rereading America. Eds. Gary Colombo, Robert Cullen, and Bonnie Lisle, Boston: Bedford / St. Martins, 2001. 335-339.

Tuesday, January 14, 2020

Explain how the actor viola should show her reactions and give reasons for your suggestions

Viola is one of the main characters in Shakespeare's play the ‘Twelfth Night'. She is dressed as Cesario a man, so you can see how hard it must be for her to show her emotions and reactions. In the play she falls in love with the Duke Orsino but finds it very hard to show her feelings for him because she is dressed as a man. I am using act 2 scene 4 and act 3 scene 1, where she is talking to the Duke in act 2 scene 4, and to the clown Feste in act 3 scene 1. These are very emotional scenes where Viola shows and mentions her feelings, thoughts, reactions and movement. In these scenes Viola has many feelings. She feels mostly for Orsino because she is in love him. At the end of the scene where she is speaking with Orsino she talks about her fathers daughter that loved a man. Orsino gets interested because he is in love with Olivia but Olivia does not love him. Orsino wants to know what happened to the daughter because he is in despair. Viola feels for him and can offer him no comfort. Her words display how helpless she feels. â€Å"I am the daughters of my father's house, and all the brothers too-and yet I know not†. Earlier on in the scene Viola feels jealous about Orsino because she feels that he might fall in love with another woman and that he will love that woman as much as he loves Olivia then Viola would never get a chance with him. â€Å"Say that some lady, as perhaps there is, hath for your love as great a pang of heart as you have for Olivia†. Viola's thoughts are like her feelings but not mentioned. She finds it very difficult because she is dressed as man and does not want to give her identity away. When she is talking with Feste the clown, he is acting silly and plays around with words. She says that she is sick for a beard but she turns aside and gives a hint that she is a woman. She says that she would not have it grow on her chin, because she is a lady. â€Å"I am almost sick for one; (aside) though I would not have it grow on my chin. Is thy lady within?† When she is talking with the clown she thinks that he cares for nothing because he plays around with words and she is quite angry with him. Viola is saying her thoughts out to the clown because she does not like him. â€Å"I warrant thou art a merry fellow and carest for nothing†. Viola reacts to some things that the Duke says. She loves the Duke so she reacts to him in a kind way as not to make him angry or hurt his feelings. In act 2 scene 4 Viola says to the Duke that Olivia cannot love him but the Duke acts stubborn and says that he cannot be so answered. Viola reacts and tells him to calm down but she means not to be hurtful because she loves him. She tries to relax him and tells him to calm down. â€Å"Sooth, but you must†. There is very little of Viola's movement. I would say that Viola moved around with Feste the clown because the clown was getting on her nerves. It was in act 3 scene 1 where near the end of the conversation with Feste Viola gives Feste a coin. She moves a round a lot to get away from him because he is pestering her and she wants to get away. She gives the coin to Feste so he can go away. â€Å"I'll no more with thee. Hold, there's expenses for thee†. I think that Shakespeare's language is very difficult to understand. There are mixed emotions in the play because Viola is dressed as a man but some of it was quite obvious to understand. Overall I thought the way Shakespeare set this play out was very well and I thought the scenes were well organised.

Monday, January 6, 2020

Quality Improvement Plan For The Elderly With Dementia And...

Quality Measurement and Assessment Healthcare organizations throughout Canada are focusing more and more on the delivery of quality care to its patients and families. However, it is not enough to simply state this dedication, it must be proven with a plan that outlines clear aims, targets, and initiatives that implement evidence-based research (Sadeghi, Barzi, Mikhail, Shabot, 2013). The purpose of this paper is to outline a quality improvement plan to address the rates of worsening pain in the elderly with dementia and other forms of cognitive impairment in the Veterans Centre (VC) at Sunnybrook Health Sciences Centre. Introduction to Quality Improvement Plan Before any quality improvement plan (QIP) can be developed, the overall aim of the project must be determined to ensure the QIP stays on track. This includes deciding what is going to be measured, what the current baseline is, what the target will be and a timeline for accomplishing the goal (Health Quality Ontario, n.d.). Thus, the aim for this QIP is to reduce the rate of worsened pain in the VC from the current value of 20.2% of residents with worsened pain by 1% by the next quarter by educating nurses on the correct way to assess and document pain in the electronic system. Sunnybrook’s mission, vision, and values are the â€Å"foundation for [the] organization’s identity† (Sadeghi, Barzi, Mikhail, Shabot, 2013, p. 172) and serve as guiding principles in the delivery of quality care and quality improvement. AsShow MoreRelatedEffects Of Exercise On Brain Health1623 Words   |  7 PagesThere is ample evidence to demonstrate that through the normal ageing process alterations to the brain in structure and function are directly related to cognitive changes (Glisky, 2007). With an increasing ageing population strategies for prevention of disease and age related cognitive decline are necessary to improve quality of life and reduce the associated healthcare costs (Australian Government Productivity Commission [AGPC], 2013). Physical exercise is known to be crucial in maintaining physiologicalRead MorePatient Centered Pain Control Of Elderly People With Dementia2244 Words   |  9 PagesPatient Centered Pain Control in Elderly People wi th Dementia There is a growing geriatric population of people with dementia throughout the world that are living in pain constantly. Because dementia as a condition with multifaceted symptomology manifested by advancing overall decline of cognitive ability, it causes severe and distinctive barriers to pain assessment and pain management in this population. The existencee of multiple comorbidities, polypharmacy and the declinining cognition in thisRead MoreMusic Therapy2049 Words   |  9 PagesIntroduction In this research paper, the effectiveness of music therapy on the cognitive degenerative disorder of dementia will be evaluated. To support the contention that music therapy is effective in treating the symptoms of dementia, research documenting this therapy’s impact on memory, emotions, and behavior will be examined. In order to provide a greater understanding of music therapy and dementia, these terms will be defined. Second, research will be examined to determine music t herapy’sRead MoreA Study On My Clinical Placement Essay3175 Words   |  13 Pagesclinical placement, it was my first encounter to see a wide array of elderly population. My preceptor oriented me about the common medical diagnosis of the residents and told me that most of them have Dementia. 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The existence of multiple comorbidities, polypharmacy and the decliningRead MoreAlzheimer s Disease And Vascular Dementia1277 Words   |  6 PagesIntroduction Dementia is a chronic illness that effects millions of Americans annually with increasing numbers. The general understanding of dementia is that it affects the mind, and while it does affect the mind, entangles much more than just that. Dementia engulfs a patient s mind, family, a level of caregiving, and an involvement in research of the disease. The Mind Adults age 65 years and older make up around 13 percent of the population (39 million people). This number is likely to increaseRead MoreIntegrating Mental Health Services Into The Pc Setting2719 Words   |  11 Pagespopulation was stratified by care setting for analysis. Statistics were also performed to determine differences in quality of treatment and the likelihood of receiving mental health visits, adequate pharmacotherapy, and adequate psychotherapy. 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Sunday, December 29, 2019

Reflection Paper On Self Reflection - 1007 Words

Self-Reflection is very important it is just a matter of taking your time to think things out. In every situation that everybody is going through it’s important to stop and take a moment to reflect. I try to always stop and think before I do or say something that is going to harm me. Not only does it work to reflect when you are going through a fight. It’s important to reflect on school such in assignments and have better grades. Self-Reflection is going to make you a better person and help you make the right decisions in life. It will make you realize your strengths and weaknesses. Everyone has their own Personality traits that make them unique. That makes them who they are. I am a very reserved person; I don’t like to be around people†¦show more content†¦I have always been self-reflective, I always think before I do something. I reflect the things that I have been through in the past and analyze before doing it. I try to avoid making the same mistakes to make me become a better person for my own good. I have considered that I have self-awareness, I recognize my mistakes and I know my strengths and weaknesses. I agree with what my past teachers have told me about how I really am in school. That I am very focused on what I do and I motivate myself to do better. That I am a very determined person and responsible for everything. I would totally agree on how my former teachers described me. That was the same person I was with for most of the week and they got to know me on knowing how I was and how passionate I was in school. As a student, I have always been very dedicated in school. I like to be an honor roll student. I am not comfortable if I get a grade below eighty. I give my best to succeed in school. If I want something I fight for it until I obtain what I want. I try to do all my work in school so I won’t have homework and be more concentrated in it. I’ve always been the student that stays after school to get tutoring if I don’t understand something. Yet I have a problem, when I take quizzes I find myself not doing as good as I thought. I could do great on the homework, but I do poorly on tests. That doesn’t stop me to doShow MoreRelatedReflection Paper On Self Reflection757 Words   |  4 PagesSelf-Reflection paper I cannot help but think how useful this course has been. Reflecting on the content covered over the course of this semester I have seen growth, and how changes on my lesson plan that not only benefited every student but also changed my focused in using different methods of instruction to fit the needs of every individual student. I truly enjoyed that the course was divided into main topics to help me grow on a professional level. Each topic attempted to provide specific examplesRead MoreReflection Paper On Self Reflection1514 Words   |  7 PagesSelf-Reflection paper I cannot help but think how useful this course has been. Reflecting on the content covered over the course of this semester I have seen growth, and how changes to my lesson plan have not only benefited every student, but also changed my focused on using different methods of instruction to fit the needs of every individual student. I truly enjoyed that the course was divided into main topics to help me grow on a professional level. Each topic attempted to provide specific examplesRead MoreSelf Reflection And Self Awareness Reflection Paper1054 Words   |  5 PagesCodependency: Self-Reflection and Self-Awareness Reflection Paper In the last several weeks, I had an opportunity to look back and analyze the events that has shaped my life. This was a unique experience where I was emotionally comfortable enough to look back at life. I was able too objectively revisit many events that were often buried and too painful to face. 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I am often judged based on my personality, assumed to be dumb, uninvolved, and one who lacks the essential qualities it takes to be a leader. I often th ink of myself in self-deprecating ways, especially when I chose to sit alone instead of in a group, or when I decide that I am simply too quiet to be a leader in my community. This has always puzzled me, as I am not sure why one’s preference for solitude can be associated

Saturday, December 21, 2019

How Successful Was the Nazi Regime in Dealing with...

How successful was the Nazi regime in dealing with opposition? Explain your answer. The Nazi regime dealt with opposition through a combination of persuasion and force. Nazi propaganda was so effective at portraying Hitler and the Nazi ideals in a positive light that many German people believed Hitler was a good leader and genuinely supported him. Others were too intimidated by potential consequences if they spoke against the regime that they did nothing. However, there were some who openly opposed Hitler and had to be dealt with. As Hitler came to power his biggest opponents were political ones and were the first opposition group that Hitler began to deal with. After the Enabling Law he banned all other political parties. The†¦show more content†¦However, this does not mean that they fully supported it either. Despite this, there were groups and individuals who did oppose the Nazi regime. Youth movements such as the Edelweiss Pirates, The Swing Youth and The White Rose Movement opposed the Nazi regime, rejected their values and produced anti-Nazi propaganda in defiance. They were more prominent in the later part of the 1930s and into the war years and were dealt with very harshly by the Nazi regime; 12 of the Edelweiss Pirates were hanged publicly whilst leading members of the White Rose Movement were executed. Although the Nazis dealt swiftly and decisively with the opposition of youth groups, the fact that these young people were rejecting the Nazi ideology they had grown up with suggests that the Nazi attempt to remove opposition by encouraging the loyalty of future generations was not as successful as it may have seemed. The regime also faced opposition from Church leaders. The Protestant Church, and particularly Pastor Martin Niemoller, opposed Hitler’s Reich Church whilst members of the Catholic Church were against some of the Nazi’s policies such as the Euthanasia Campaign. The Pope spoke out against Hitler and his ideals. Although some leaders were dealt with harshly – Niemoller was sent to a concentration camp and some Catholic priests were executed – the Nazis did not appear to be so effective in dealing with the Church’s opposition; most remained open even though leadersShow MoreRelatedNazi Germany as a Totalitarian State Essay1473 Words   |  6 PagesNazi Germany as a Totalitarian State Goebbels once said the aim of the Nationalist Socialist Revolution must be a totalitarian state, which will permeate all aspects of public life In reality to put this into practise was a lot more difficult. From the outside, people assume that the Nazis had brainwashed every German citizen during their reign. By booking more closely, through Germanys archives we can see a better picture of what Germany was really like. TotalitarianRead MoreWhy did the Nazis Never Face the Threat of Serious Rebellion on a National Scale in Germany Between 1933 and 1945?1798 Words   |  8 PagesIn Germany at the start of the Nazis regime they had a lot of political opposition who were mainly socialists, but the Nazis never faced serious threats of rebellion in Nazi Germany and the Nazis reign. There are many different factors which caused this to happen; one of these being the propaganda used by the Nazis which was extensive and covered all of Germany; this propaganda was used successfully and made the majority of German people belief what the party was saying, as it gave them a sense ofRead MoreAssessing the Relative Importance of the Reasons Why the July 1944 Bomb Plot to Assassinate Hitler was Unsuccessful3376 Words   |  14 PagesAssessing the Relative Importance of the Reasons Why the July 1944 Bomb Plot to Assassinate Hitler was Unsuccessful This question focuses on an evaluation of the significant factors that resulted in a failed coup d’etat, which involved an attempt to assassinate Adolf Hitler on the 20th July 1944. For the purpose of this essay a coup d’etat may be interpreted as; ‘ a sudden overthrowing of government and seizure of power by others’ and assessing the ‘relativeRead MoreEssay about Nazi Uprising: A Focus on Christianity’s Role1971 Words   |  8 PagesNazi Uprising: A Focus on Christianity’s Role During the Nazi German era, which took place from 1933 until 1945, Christianity played a very important role in the rise of Hitler’s regime. The Christian churches greatly influenced not only the formation of the Nazi regime, but also the German folk. The most influential churches were the Roman Catholic Church and the Protestant Church. Even though Christianity itself faced a state of decline in the early 1930s, the higher clergy of the Christian churchesRead MoreHitlers Control2401 Words   |  10 PagesHow effective was Hitlers control over every aspect of German life between 1933-1939? The Nazi regime was Hitlers regime, it was Hitlers policy, Hitlers rule of force, Hitlers victory and defeat - nothing else Hans Frank, Hitlers lawyer. If the regime was to be Hitlers and no one elses then he would need complete control over every aspect of German life, from schools, churches, courts, and people. This essay will examine each of the aspects of everyRead MoreThe Cold War And Its Effects On The Soviet War1343 Words   |  6 PagesCzechoslovakia 1968: We Don t Want to Live on Our Knees explains after the suicide of Hitler the fascist regime merely changed from Hitler’s â€Å"Third Reich† to Stalin’s â€Å"Red Army† in 1944-45. The same could be seen in Khruschev who shifted from non-aggressive too aggressive in Hungary October 31st 1958 (Zubok, p.117). Next, Soviet leader Leonid Brezhnev invaded Prague, Czechoslovakia in the spring of 1968, which was dubbed the Brezhnev Doctrine, which states â€Å"Moscow has the right to intervene in any country whereRead MoreA Comparative Analysis of State and Church Relations in Mussolinis Italy and Hitlers Germany3583 Words   |  15 PagesTotalitarian Regimes, Unit 3 A Comparative Analysis of Church and State Relations in Mussolinis Italy and in Hitler’s Germany. Richard Rothwell This report will explore the relationship between Church and State in both Mussolinis Italy and Hitlers Germany. The position of the church prior to change of government will first be taken into account, providing both a better understanding of the events that followed, theRead MoreThe Nazi Rise to Power Was Essentially Linked to the Great Depression1898 Words   |  8 Pagesâ€Å"The Nazi rise to power was essentially linked to the Great Depression† (Holtfriech). To what extent do you agree with this statement? After all the hard work put in by the Nazis over several years in order to access rise to power, President Hindenburg finally appointed Hitler as Chancellor of Germany on 30th January 1933. Many historians have argued about how this all came about, however one in particular, Holtfriech, believes their rise to power was all due to the Great Depression, which was a world-wideRead More Controlling Thought: War Propaganda in Nazi Germany and Contemporary America4360 Words   |  18 PagesControlling Thought: War Propaganda in Nazi Germany and Contemporary America The parallels between the propaganda tactics of contemporary America and Nazi Germany are too obvious to go undocumented. For the purposes of this paper, â€Å"propaganda† will be understood as any attempt of a government to control and/or change the attitudes of its citizens. From this liberal definition, I will analyze the relationship between Nazi Germany and contemporary America with respect to various methodsRead More FDR and Winston Churchill Essay2874 Words   |  12 Pages Between the years of 1939 and 1945 the world was sent spiralling in a mess of corruption, violence and uncertainty. Allied powers were faced with the unparalleled task of protecting the world from tyranny. In terms of political power, this weight was bestowed upon the shoulders of two memorable individuals. By and large Winston Churchill and Franklin D. Roosevelt can be labelled as beacons of democracy and leaders of the free world in their time. Winston Churchill, the son of Lord Randolph Churchill

Friday, December 13, 2019

Study of Customer Needs and Desires in the Airline Industry Free Essays

Introduction As quoted by Kotler et al 2007:324 â€Å"Almost 28% of all production ideas come from watching and listening to customers†. In the airline industry, customer’s needs and wants are two of the three prime elements to be considered for its development. Other element being desires or demands, which is equally important but not everyone can afford it as it is backed by buying power which is not similar for all. We will write a custom essay sample on Study of Customer Needs and Desires in the Airline Industry or any similar topic only for you Order Now The two prime elements endeavours to enhance the marketing decisions by selecting various methods such as addressing questions as to what are the currents needs and wants of customers, setting the decision making agenda, etc. Enhancing the flow of goods, services and ideas from its creators to the consumers wants and needs, is an activity known as Marketing. Everyone have their own needs, wants and desires, and in order to fulfil these everlasting desires, goods and services are required. Marketing concepts can only be applied if the basic needs, wants and desires of the customers are known. In order to satisfy the customers, promote and sell the products, services and ideas in an effective and more efficient way, marketing strategies like advertisements, campaigning, etc. are being incorporated. Organisations, through effective use of marketing research, should be able to ascertain the needs and wants of the customers and endeavour to deliver benefits that will amplify customerâ₠¬â„¢s lifestyle ensuring a healthy turnover for business. When undertaking to meet the requirements of its customers, an organisation has to consider the four key factors also known as the 4P’s of the marketing mix. The 4P’s consist of product, price, place and promotion. Further to this, in order to serve the customers more effectively and efficiently, additional 3Ps were introduced; people, process and physical evidence respectively. Briefly explaining these, Product According to Holloway 2004, is anything that is offered to the market to satisfy a want or need. Kotler suggests that a product should be viewed at three levels; core product, actual product and augmented product respectively. Price Must be conflicting and must bring about profits. The pricing strategy can consist of discounts, offers and the like. Place Is an area where the products are made available through different channels for the customers to buy. Promotion Includes the methods of communicating to the customers of what the company has to offer and to make them aware of product’s benefits rather than just talking about it. People Expand to customers, management and everyone who is involved in it. It should be realized that the reputation of the brand remains in people’s hand. Process Is a procedure of providing service and thoroughly knowing whether it is helpful to the customer, if they are made available in time and many such things. Physical evidence Refers to such things which aid the customer in what he is buying. For instance, brochures, pamphlets, etc. If properly conducted and implicated, marketing research could have a positive impact in an industry. Therefore, qualitative and quantitative methods, which are frequently used in airline industry, will be appraised in this essay. Over to that, their strengths and weaknesses will be explored while comparing and contrasting these methods, as they apply in airline industry. There is a need to apply qualitative and quantitative research methods, taking into consideration above Kotler’s 2007:324 quotes, to ascertain customer’s needs and wants. According to Alan Bryman and Emma Bell, â€Å"By contrast, qualitative research can be constructed as a research strategy that usually emphasized words rather than quantification in the collection and analysis of data†¦Ã¢â‚¬  Helle neergaard, John P. Ulhoi 2007:5 suggest that definition of qualitative research provided by Denzin and Lincoln (1994) is considered by many which say that â€Å"it is a multi method in focus, interpretive, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of or interpreting phenomena in terms of meanings people bring to them.† Denzin and Lincoln 1994 suggests the basic characteristics of qualitative research are case study, personal experience, introspective, life story interview, observational, historical, interactional, and visual texts. Application of wide range statistical methods to quantify or measure data in terms of value or volume is known as quantitative research. â€Å"Quantitative research uses numerical data, and it characteristically has structured and predetermined research questions, conceptual; frameworks and designs.† (Punch, 2005, 28). According to Lamnek 2005 quantitative research characterises a rather inflexible procedure that is best suited to explanatory, statistical and theory testing purposes. Paul N. Hague (2002) points out that quantitative research is related to the measuring aspects of number of consumers constituting the market. This includes soft phenomena as well as hard phenomena such as consumer’s attitudes and market size, purchase frequencies, brand shares, etc. The elementary characteristics of quantitative research are heart of the research, defined objectives that include hypothesis and focused research design identifies who, how, what, why and when, large enough sa mple to allow for generalisation. In an airline industry, a large scale survey design i.e. quantitative research method would only allow a narrow and restricted view on innovation because such approaches lack depth due to focus shifting on large sample offers only. Besides, within the service sector there is relatively poor data collection and low availability of statistical data on innovation activity (Howells, 2009, 9; Richter Theile, 2007). It is unlikely that senior executives will choose to answer a fairly anonymous survey, as typical percentage for response in surveys on innovation in airline industry are in the low single digits (Maximilian, 2002, 47). As the airline industry is a global industry with a large number of small carriers, it would yield no statistically substantiated results and depth would be missing. Example of such an approach would be a likert scale; all the answers to the questions are numbered as: 1) strongly agree, 2) agree, 3) neither agree nor disagree, 4) disagree, 5) strongly disagree. The strength of such a survey is that consecutively a large number of people can be surveyed all at a time and the questions are close-end. All together they do have a weakness as well which is that interaction, feelings and thoughts will not be expressed freely as needed. Qualitative research, on the other hand, besides using non-numerical and unstructured data, alsy typically has research procedures and questions which are basic at the beginning and become more focused and perspective as the study progresses (Punch, 2005, 28). Qualitative methods permit the analyzer to analyse selected issues in detail and depth (Patton, 1990, 13-14) as they generate detailed information. By contrast, qualitative data are rich while also having a strong handle on â€Å"real life† (Miles Huberman, 1994). As the airline industry is unstructured from a practical point of view and is largely unexplored, therefore that method is applicable which would take advantage of rich empirical data. Consequently, this essay pursues a qualitative approach. The strengths of such an approach are that they encourage greater intensity of ideas and participation of participants in an interactive way where deep feelings and thoughts are considered. Therefore, findings can be turne d into creativity portraying the reality of research population (Masterson Pickton, 2004). The weaknesses of such an approach are that they can be time consuming, difficult to get participants or volunteers to be open with their views depending on the questions asked and, participants are viewed as a small group representing a whole population )Baker, 2007). The purpose of this essay, to compare and contrast the two different approaches (research methods) of which one was quantitative and the other qualitative using surveys and other methods to meet the needs and wants of customers, is now explored. It can be understood from the above that both the procedures (qualitative and quantitative), praise and strengthen each other and aid to build strong and healthy procedures to help meet customers’ desires. Hence marketing research methods are necessary for airline industry to continue to deliver optimal services to customers. 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