Art of Cooking Essay Example for Free

Art of Cooking Essay I have a passion for culinary art. My double culture, and family background was behind this love . I always thought that being half French , half Moroccan is a great mixture , but starting to cook approved it to me . I remember when I used to sneak in my mom’s kitchen, and play with the ingredients. It was a great time where I learned how to mix, and make new dishes by improvising new combinations. For example, I mixed flavors and textures that were usually never combined. Or even add new colors in my dishes that raise their beauty. I was not the only one fascinated by food. My dad a professional chef got me into the world of pastry, and Moroccan traditional food ex: â€Å"Tagine,† which is primarily used to slow-cook savory stews and vegetable dishes. Because the domed or cone-shaped lid of the tagine traps steam and returns the condensed liquid to the pot. Morocco is the culinary star of North Africa; it is the doorway between Europe and Africa. Much imperial and trade influence has been filtered, and blended into this culture. Moroccan cooking is characterized by rich spices that combine anywhere from 10 to 100 spices. French and Moroccan cooking cuisines have been subject to Berber, Moorish, Arab, and European influences. Most French dishes are known for their complex, and rich flavors, we love bread, and wines. Most of people tried some French recipes, or food without knowing that is even French. You may find them all over the world. Ex: * Crepes: a very flat pancake typically stuffed with fruit or cream. * Baguette: a long French bread loaf. * Chocolate mousse: this lighter than air dessert originated in France. * Eclair : a pastry stuffed with cream and topped with icing. * Creme Brulee : Custard topped with hard caramel. â€Å"One cannot think well, love well, and sleep well, if one has not dined well. †

Ghost Story of Lurking Louis :: Ghost Stories Urban Legends

Lurking Louis Urban legends can be effective conveyors of entertainment and morals. We all have heard urban legends during our lives, whether it was in a dorm room, the dinner table, or around the campfire, but rarely do we take the time to fully appreciate the value of the stories. Urban legends have this rare ability to make us question reality. We have this feeling in our minds that says â€Å"Oh, this cannot possible be real,† but then our imagination questions that and reels us in and plants a lingering doubt. David Emery, a writer and follower of urban folklore, defines urban legends as â€Å"told [to be] true, and plausible enough to be believed.† Besides this lingering suspense, urban legends and similar folklore often have underlying morals that are hard to uncover, but when they are, the stories become clear. When collecting stories, the best and most unique one was a local story native to a town in New York State. I vividly remember how he told the story: There was this rundown, old split-level on the edge of the town owned and inhabited by a young couple. This young couple did not have much money so they had to rent out the basement. The tenant that lived in the basement was a short, old man by the name of Louis. Louis lived there for about a year, but he NEVER came out of the basement. He NEVER answered the door during rent collection but just slid it through the mail slot. After a year, the couple was considering evicting Louis, mostly because they had a fear of Louis and his shady activities in the basement. Also, the couple was due for a baby in the upcoming year and they felt it was best for Louis to go. Louis did not respond well to the eviction however. So, when the couple was cleaning out the apartment, for another tenant, a skeleton fell out of the closet and landed on the floor with a loud CRASH! The couple ran out and called the police. After the whole thing with the police was sorted out, the couple moved out. More famili es would move in, but on the anniversary of the eviction, the Ghost of Louis would appear and haunt the inhabitants of the house, causing them to move out. The cycle continues today, and no one has seen Louis ever again, but rumor is he died after that eviction.

Nivea: Softening and Standardizing Global Markets

The brand's positioning also made it distinct from other products on the market: It was a multipurpose cream sold at a price that made it available to the masses, rather than to only the upper-class women who were the competition's target market. Over the years, Naive's positioning strategy has remained as simple and steadfast as the now- familiar blue-and-white package. Despite all the technological developments the company has Introduced In skin care products, and all the markets it has sold In, Naive's marketing always focuses on key brand benefits-?high quality, reasonable price, straightforward approach, and mild skin care.This commitment to the mainstream market and focus on multipurpose applications means that every product introduced under the Naive name has to conform to guidelines which ensure that everyone working on the brand around the world knows what it stands for. Naive's marketing strategy is well stated by Roll Sunnis, chairman of the Beresford Group: â€Å"The str ategy of concentration on exploiting market potentials and regional growth opportunities is to be continued. The same applies to moves into new market segments and to increased investment in research and development. Exploiting market potentials means constantly Introducing new products that meet current market needs and the needs of newly targeted market segments. One example from the past Is Naive's emphasis on health and active lifestyles as more women went to work In the 1 sass. Others Include the Introduction of sunscreen, skin protection, and tanning products to match the more active, outdoor lifestyles In vogue from the sass to today: plus products for every skin type and need. To meet the needs of new market segments, Naive expanded its product lines to include children and men.All these new products were guided by the Naive standards: each product must meet a basic need, be simple and uncomplicated, not offer to solve only one specific problem, be a quality leader, and be p riced such that consumers perceive a balanced cost-benefit relationship. Bed's new product strategy was honed in the sass when competitive challenges prompted the company to take steps to revivalist the brand. It used a two-pronged approach. First, to counteract perceptions hat Naive had an older, less dynamic Image, the company for the first time described specific product benefits In Its advertising.Before this, advertising had focused on the variety of settings In which each product could be used, Second, BFD Introduced additional products that would leverage the recognition and reputation of the Naive name In growing segments AT ten mar et K . Nines are sun-Dramas, sun as Naive Shower and Bath, Naive for Men, Naive Sun, Naive Hair Care, Naive Body, Naive Visage, and the recently introduced Naive Baby. In 1990 BFD internationalization its rand's by creating a worldwide name for each product category and implementing common packaging on a global basis.Moreover, all ads, regardless of the country in which they ran, had to evoke a common emotion, use the same typeface, incorporate the same kinds of people, and use a uniform Naive logo. The result is a highly standardized approach to global marketing. Rather than focusing on the individual differences among peoples around the globe, the firm focuses on the similarities. After all, as one company official notes, all people have skin and many people have he same needs and ideas. This leads to a direct approach and a high degree of consistency.When a firm operates in as many markets as BFD, consistency, simplicity, and focus on the same benefits not only create a universal brand image, they also reduce headaches. Many fewer marketing decisions have to be made. Standardized advertising campaigns need be adapted only slightly by translation into the local language. Because the costs can be spread around the globe, it's much less expensive to run a single global campaign rather than many separate regional ones. And m arketing control is much simpler and easier with a standardized program.Packaging costs are reduced and product recognition is very high when people encounter the product in other countries and cultural situations. The second element of the BFD strategy is exploiting regional growth opportunities. Doing so, however, may necessitate some adjustments to the standardized approach. Because Naive Creme is a European product, its appeal and marketing approach can be very similar in many parts of the globe. The United States, Canada, Latin America, and South America were all populated by European settlers.This produces some commonality in cultural background and light skin type, with the result that many products developed for the German market can be sold in these markets with little or no product or marketing adaptation. A focus on healthy, glowing skin will sell cosmetics in nearly all these markets. Of course, the company might use darker-haired models with more olive complexions in th e Latin and South American markets. And it might develop tailored sub-brands and programs for important sub-segments of all these markets.However, as Naive moves further away from this common European cultural base, its products may be less well suited to the market. This is particularly true in African nations, where a majority of people have much darker skin and may require different sorts of moisturizer and sunscreen products. In between the European and African markets are the Asian markets, which are characterized by yellow and frequently more pale complexions. Although Naive sells well in some Asian markets, such as Indonesia and Thailand, it sells less well in Japan.The difference in sales is attributable to both market and cultural conditions. In the past, Japanese markets were strongly protected and there was relatively little competition from non- domestic manufacturers. Unfortunately for Japanese merchants, the resulting high prices provided a strong lure to foreign produ cers. When BFD first entered the Japanese market, it was highly successful. But as Japanese markets have opened up, competition has increased, price maintenance has been abolished, and prices have fallen.As a result, BFD has reduced the number of products sold there, and focused on ten more pro Detailed ones. I nerve are cultural Territories Detente markets sun as Germany, the United States, and Japan. Germany and the United States are classified as â€Å"low-context countries,† which means that ads should state explicitly what the product will do. Japan, in contrast, is a â€Å"high-context† country in which product claims do not need to be stated explicitly. Rather, because Japanese consumers want to form relationships with companies, the company itself should be prominently featured in advertising.If the company is worthy of consideration, then the quality of TTS products is assumed to be high. Thus, an advertising campaign prepared for Germany requires more than Ju st a little tweaking in order to promote products successfully in Japan. All these differences argue for more adaptation of Naive products and marketing to match cultural and market differences outside Germany and the European market. However, as economies develop, they tend to acquire many of the same tastes as developed economies. An example is Russia, where men -? especially younger men-?are beginning to spend more on cosmetics.They are eying many of the same brands as their Western European counterparts-?Gillette, Naive for Men, Old Spice, and a few designer brands such as Christian Dior, Airman, Boss Lance, Arms, Guy Larch, Gucci, and Pace Arabian. Price is not the crucial variable in the purchase decision-?men are buying based on product characteristics such as fragrance and brand awareness. For companies such as Naive and Gillette, which are willing to spend on advertising, the market seems quite responsive. The bottom line is the increasing homogeneities that argues against customization of arduous for specific markets.Speaking of bottom lines, Beresford has done very well with its own. Total sales for Beresford cosmetics business grew at 5. 7 percent in 1996, despite decreased sales of the company's higher priced Label and Atria lines and lower sales in Japan. The Naive line grew by 13. 3 percent, far outpacing the more expensive cosmetics and skin care products. However, growth around the world has been uneven. Although Bed's brands experienced double-digit growth in Eastern Europe, Scandinavia, Southern Europe, and South America, sales growth withinGermany and some Northern European countries has been much lower due to the difficult economic situation. Naive held its own in the United States, but grew by 36. 3 percent in Mexico. Despite strong growth in Thailand and Indonesia, sales in Asia and Australia fell by 10. 4 percent, affected by the downward trend in Japan and China. Compounding the Japanese losses are unfavorable exchange rates between th e yen and the mark, which reduced earnings even further. Even so, although the overall global picture for Beresford is quite good, it's still Just a little fuzzy in some parts of the world.

Factors Affecting the Switching for Cellular Service Providers in Pakistan - Free Essay Example

Sample details Pages: 8 Words: 2476 Downloads: 6 Date added: 2017/06/26 Category Economics Essay Type Research paper Did you like this example? A Study on Factors Affecting the Switching for Cellular Service Providers in Pakistan Abstract Due to expansion of industry customers are shifting from one service provider to another very often. This research aims to find the reasons after the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s switching behaviour in cellular services sector of Pakistan. To conduct the research, we surveyed 100 respondents in Sahiwal. Don’t waste time! Our writers will create an original "Factors Affecting the Switching for Cellular Service Providers in Pakistan" essay for you Create order The survey was based on a self-administered questionnaire. Respondents were selected on ease basis. After examining the collected results, we inferred that the customer retention is highly depending on Call and SMS rates and then on network service. Companies have to focus on these factors to keep their current customers and make them dedicated enough that they could have a long retention period with the company. Key words: Brand switching, Brand loyalty, Price, Sales promotion. Introduction Brand switching is the process of shifting from use of one product or brand to consistent usage of a different but similar product. Mostly advertisements are aimed at encouraging brand switching among consumers, thus helping the brand to increase its market share. It is critical to collect basic information about the switching process to understand why customers shift to another brand. There can be number of factors that can affect the switching behaviour of customers like brand loyalty, price, sales promotion etc. Brand loyalty is where a customer buys products from the same supplier again and again rather than from other suppliers. Brand is the only thing that can differentiate the goods and services from the other ones. Therefore, most of the companies spend a huge amount on the brand to make it different from others in order to develop the brand loyalty. Sales promotion is a collection of different marketing incentives, mostly for short time period, which is planned to support a quicker and chubby consumer/customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s purchasing on particular products (Kotler and Keller, 2009). Previous studies have reported the significance of promotion in influencing consumer behaviour. Examples consist of contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, and product samples. In view of the fact that there is huge investment in cellular industry, so in return there have to be some charges for using cellular servi ces. These charges depend on many factors like technology, services, maintenance and taxes etc; customers are keen to pay certain amount of money for using cellular services, and service providers want a profit from their share. So price can also affect the switching behaviour of consumers. Introduction of Telecom sector in Pakistan Cellular industry of Pakistan is very competitive and progressive market which requires new ventures to be explored by cellular operators and eventually delivered to consumers. There were 5 million cellular subscribers in 2004, cellular subscribers jumped to 100 million in 2010. Firstly voice had been the centre of cellular operators since the inauguration of cellular mobile services in Pakistan but now the centre of attention is changing towards value added services (non-voice). Cellular division of Pakistan is well-known for inexpensive mobile connection charges, reduced tariffs, approximately total coverage and superior mobile services for the general public all over the country. As of Today, cellular teledensity has reached 62.5% that was just 3.3% in 2004 whereas approximately 92% of the land area and more than 10,000 cities/towns/villages are under the umbrella of by cellular services. From only 2000 cell sites to 30,417 in just six years, cellular services have spread to every part of the country. Yet, there still exist challenges for industry in a similar way such as quality of service, intense taxation, lack of local substance on mobile phones and monetary decelerate. According to figures made available by telecom operators, there were 104 million cellular subscribers in Pakistan at the end of January, 2011 as compared to 99.2 million at the end of June, 2010 screening a net boost of 4.8 million subscribers over the last seven months. Mobilink is at the top with 32.1 million subscribers followed by Telenor with 25.1 million cellular subscribers. Ufone is at third with a subscriber base of 20.4 milli on while Warid has 17.6 million subscribers and Zong holds 8.9 million figures till January, 2011. Brand Switching (Richard Lee, Jamie Murphy, University of Western Australia,2005), their study investigates determinants that cause mobile phone Customers to transit from being loyal to switching. It concluded that different factors like price and switching cost can influence the switching behaviour of customers. But, the priority is given to the price that it is the most important factor that can influence customers to switch from one brand to another. Still, (Assael, 2004) finds your people switch companies simply because they want to try one thing emerging. He concluded in which often customer base change as they are variety seekers in addition they always would like to try something new. There is excellent role concerning brand name commitment at sustainability of brand name (Howell, 2004), the more their customers are devoted to the brand the profitability of brand name w ill likely to be maximum. However, brand switching can be a happen of decrease while increasing inside that brand commitment and the determination to purchase other brand is some time period decrease and augment. . (McAlister 1982, p.142) concluded that marketing variables, like price, product design, advertising additionally circulation and situational variables can affect your switching intention associated with the customer base. (Roos Gustafsson, 2007) argued there are 2 different types of customer base throughout the switching process; active and passive customers. The active users are those that actively search for brand new suggestions and alternative available. These have actually more information more than a products and exactly how to compare various products. Such users often ask the new company by themselves and are aware to what they want. Passive switchers have always been customers who get influenced with a third person could stay family or even buddy and might not be aware of alternatives available inside consumers. That it cannot suggest that they donà ¢Ã¢â€š ¬Ã¢â€ž ¢t want to switch starting one brand inside another. (Kotler and/or Gertner, 2002) stated that users that are loyal they do not have any intent to change towards other provider, additionally (Lee and Murphy, 2006) asserted the same thing it customer loyalty actually result of customer satisfaction; the greater the clients is pleased the more they are loyal plus they have low intent of switching to different suppliers. Thus, when clients get loyal in order to a certain firm, they spend considerably money than less loyal customers and their switching intent decreases. Selection searching intention means which regarding that behaviours concerning switching brands and shops; there are definitely fewer possibilities to purchasing the same brand at the long term. In cases where a consumer has higher range seeking purpose then there tend to be increasing possibilities to switc hing from a brand to another.(Kahn, 1995; Ratneshwar and Mick, 2005). (Kim, 2009) consented which many customers that revisited the service provider are satisfied to they often come with minimal variety seeking intention, as a result of their satisfaction with this product then low selection searching purpose theyve lower switching intent as compared to users whom possessed a extreme type-searching orientation. They are affected by new stimuli and additionally they had been apt to change service providers. On above results conclude which customers with low selection-looking for orientation to that pleased with a product or perhaps a service leads inside their intent in order to revisit a company. Consumer dissatisfaction then the necessity in order to seek variants have significantly influenced regarding brand-switching decision. Product or service category characteristics do not affect brand-switching decision. The need to seek variations moderates the effects of consumer dis satisfaction and/or system characteristics category on brand-switching decision. (Junaedy Dharmmesta, 2002). Sales marketing shows significantly affected on brand-switching decision (Nagar, 2009). (Oyeniyi, Omotayo* and Abiodun Abolaji Joachim, 2008), He attempts to find the connection between Customer service on Customer retention in telecommunication business in Nigeria. If retention is not managed, Customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s respect might lost. He analyzes the potential constructs inside Customer retention through investigating that chain concerning impacts concerning retention after Customer service, satisfaction, value and/or behavioural intention. On hypotheses are supported except that a greater level of client satisfaction does not induce Customer loyalty. Customer satisfaction doesnt really lead to userà ¢Ã¢â€š ¬Ã¢â€ž ¢s commitment. Ità ¢Ã¢â€š ¬Ã¢â€ž ¢s thought which as soon as the client is truly satisfied, then commitment towards their telecom company are strengt hened. Their outcome, even more show it the respondents at his or her research have a positive impression towards their telecom companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s ability to meet their changing specifications. Problem statement Due to growth of industry customers have every chance of switching the mobile service provider. Objectives There are two objectives of this research which are: To classify the factors that affects the consumers into switching the service provider. To find the most preferred service provider in Pakistan. Scope This study can be extended to other geographical areas within the country. It can be extended to study the custom of mobile services of different age groups and for that reason new plans can be formulated. Variables Total four variables are involved: one dependent and three independent. These variables are derived from an examination of the theoretical and empirical researches relating to customer switching behaviour. Brand switching is dependent variable and brand loyalty, sales promotion and price are independent variables. Hypothesis Development On the basis of above literature following hypothesis are developed: Ho: Brand Loyalty has not negative impact on brand switching decision. H1: Brand Loyalty has negative impact on brand switching decision. Ho: Price has negative impact on brand switching decision. H2: Price has negative impact on brand switching decision. Ho: Sales Promotion has positive effect on brand switching decision. H3: Sal es Promotion has positive effect on brand switching decision. Research methodology Research Design The research design is Descriptive research design. Data Collection In this survey, the primary data was collected through structured questionnaires. The secondary data was obtained through different literature reviews and articles. Sampling It is a category of non probability sampling which involves the sample being drained from that part of the population which is close to hand. We selected 100 customers from sample frame in Sahiwal based on ease. . Research Instrument The questionnaires consist of multiples choice questions (MCQs) with single response and multiple responses. Also five point scale of likert is used to check the reliability of variables. Data Analyses and Interpretations As mentioned above, I took the sample of 100 users of cell phone in Sahiwal. Out of those 100 respondents, the highest frequency was for Ufone that is 28% of total s ample size i.e. 28 respondents. Then the Jazz was the second largest market share that is 24% i.e. 24respondents. After this, Warid market share is 20% i.e. 20 respondents. Telenor and Zong also increase its market share 18% and 12% respectively. On the basis of data that we collected it is also checked that how many SIMs a person is using currently. It is concluded that out of 100 respondents 54% are using only one SIM, 38% are using two SIMs and only 8% are using three SIMs. We also collected data about the preferences of customers that either customer prefers price, service or offerings of a service provider. Out of hundred 68% of respondents prefer service, 12% prefer price and 20% prefer offerings while selecting a provider. We also asked out the respondents that how long they have been customers of the service provider. 12 % respondents are using the network from less than one year, 32% are using from 1-3 years and 56% respondents are using from 3-5 years. And finally respondents were asked to tell that which thing attracts them more either internet, SMS or call offerings. Out of hundred 22% responded that they are attracted by internet offerings, 54% by SMS offerings and 24% are attracted by call offerings. Statistical Analysis Reliability Statistics Cronbachs Alpha N of Items .865 3 The value of Cronbachs Alpha is 0.865 and accepted value for data is 0.7 so data is reliable. (George and Mallery, 2003, p.231) provide the following rules of thumb: à ¢Ã¢â€š ¬Ã…“_ .9 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Excellent, _ .8 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Good, _ .7 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Acceptable, _ .6 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Questionable, _ .5 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Poor, and _ .5 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Unacceptableà ¢Ã¢â€š ¬Ã‚ . Descriptive Statistics N Range Minimum Maximum Mean Std. Deviation Skewness Statistic Statistic Statistic Statistic Statistic Statistic Statistic Std. Error BLtotal 100 2.67 2.33 5.00 3.9533 .67340 -.495 .241 SPtotal 100 3.00 2.00 5.00 3.8600 .59963 -.536 .241 Ptotal 100 3.33 1.67 5.00 3.8133 .73446 -.727 .241 Valid N (listwise) 100 The minimum values of brand loyalty, price and sales promotions are 2.33, 2 and 1.67 respectively. The maximum value of brand loyalty, price and sales promotion is 5. The average mean of variables is 3.87553. Standard deviations of brand loyalty, price and sales promotions are 0.67340, 0.59963 and 0.73446 respectively. Correlation Analysis Correlations BLtotal Ptotal SPtotal BLtotal Pearson Correlation 1 .708** .623** Sig. (2-tailed) .000 .000 N 100 100 100 Ptotal Pearson Correlation .708** 1 .725** Sig. (2-tailed) .000 .000 N 100 100 100 SPtotal Pearson Correlation .623** .725** 1 Sig. (2-tailed) .000 .000 N 100 100 100 **. Correlation is significant at the 0.01 level (2-tailed). The relationship between brand loyalty and price is strong. The relationship between brand loyalty and sales promotion is moderate and the relationship between price and sales promotion is strong. Findings: From this research author found that Ufone is most preferred network in Sahiwal. Also this research reveals that most of the customers in Sahiwal are using two networks. Most of the customers in Sahiwal gave preference to service rather than price and offerings. In this research we also found that customers are mostly attracted by the SMS offerings of service provider. This research also supported our hypothesis that brand loyalty, price and sales promotions are the factors that affect the switching behaviour of customers. Conclusion From the above research author concluded that the telecom industry of Pakistan is growing day by day and becoming more competitive. Customers have every chance of switching the service provider. In order to retain the customers company should focused on their service and offerings. Brand loyalty, sales promotion and price have an effect on brand switching decision so companies should focus in these areas in order to retain the customers. Most of the customers are concerned with the services that are offered by the company to them rather than price, so companies should focus on improving its services. References 1. https://propakistani.pk/2011/05/20/cellular-sector-of-pakistan-overview/ 2. Roos, I., Edvardsson, B. Gustafsson, A. (2004). Customer Switching Patterns in Competitive and Non- competitive Service Industries. Journal of Service research, 6, 1-16. 3. Lee, Richard and Murphy, Jamie (2005) From Loyalty to Switching: Exploring Determinants in the Tra nsition, ANZMAC 2005, Perth, Australia, December. 4. Nagar, K. (2009). Evaluating the Effect of Consumer Sales Promotions on Brand Loyal and Brand Switching Segments, Journal of Business Perspective (October-December) No. 4. Vol. 13, 35-48. 5. Assael, H. (2004). Consumer Behavior and Marketing Action, 6th Ed, Cincinnati OH; South Western College Publishing. 6. Kotler, P. Keller, K. L. (2009). Marketing Management 13th Ed. Upper Saddle River, New Jersey: Pearson Education, Inc. 7. Junaedy, S. Dharmmesta, B. S. (2002). The Influence of Consumer Dissatisfaction, Characteristics Product Category, and Variety Seeking on Brand Switching, Journal of Economics and Business Indonesia Vol. 17 No. 17(1), 91-104. 8. Howell, D. (2004), à ¢Ã¢â€š ¬Ã…“Todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s consumers more open to try new brandsà ¢Ã¢â€š ¬Ã‚ , DSN Retailing Today. 9. McAlister, L. (1982). à ¢Ã¢â€š ¬Ã…“A Dynamic Attribute Satiation Model of Variety-Seeking Behaviorà ¢Ã¢â€š ¬Ã‚ . Jour nal of Consumer Research, Vol.9, September, pp.141-150. 10. George, D., Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update(4thed.). Boston: Allyn Bacon.