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3I's long test
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Which one is known as the process of gathering and measuring information on variables of interest?
Data Collection Procedure
Sampling Procedure
Research Setting
Research Design
Understanding ways to collect data is known as________________.
Research Design
Research Methodology
The Problem
Review of Related Literature
Which one is known as the process of gathering and measuring information on variables of interest?
Understanding ways to collect data is known as________________.
Which type of quantitative research that guided specifically by a hypothesis?
The following are quantitative designs of research, EXCEPT:
Which one is the study on how people understand their experiences meaningful?
A process or record of research in which detailed consideration is given to the development of a particular person, group, or situation over a period of time
Sampling method that is handpicked by the researcher based on qualities for purposes of study
A type of research that uses interviews, questionnaires, and sampling polls to get a sense of behavior with intense precision.
A self-directing instrument structured with questions and indicators
The genetic term that researchers use for a measurement device.
In data gathering on the qualitative search for life, it ________________.
Which measure of central tendency is obtained using the middle score when all scores are organized in numerical order
Which measure of central tendency is obtained by calculating the sum of values and dividing this figure by the number of values there are in the data set?
Which measure of central tendency is derived from the most common value?
What method is used to compute the average or central value of collected data?
It is a conversation between two or more people (the interviewer and the interviewee) where questions are asked by the interviewer to obtain information from the interviewee following structured guidelines or pointers.
Which statement pertains to thematic analysis of data?
It is the range of processes and procedures whereby we move from the qualitative day that has been collected and procedures whereby we move from the qualitative data that have been collected into some form of explanation, understanding, or interpretation of the people and situations we are investigating.
This is a section in the research paper that focuses on providing a comprehensive summary of the findings and points out what was learned from the study.
What section in a research paper gives the researcher the chance to give suggestions to matters for the improvement of the research study?
Which of the following is not the purpose of the research conclusion?
Which of the following characteristics of recommendations states that it should not be ambiguous and must be specific?
This is defined as written documents that discuss a certain issue or topic.
It is a content of the research report that focuses on explaining the reason of the conduct of the study
A part of the research report that holds the findings of the study and the discussion of each finding
From the given choices below, which consideration in making research reports focuses on securing the correct in-text citation?
Which of the following considerations in making research reports discusses the importance of proofreading?
Which among the parts of your research report focuses on presenting relevant information regarding the research topic?
A part of the research report that holds the findings of the study and the discussion of each finding
Which of the following best describes qualitative data analysis?
ILLINOIS PROFESSIONAL TEACHING STANDARDS (2013) Standard 1 - Teaching Diverse Students – The competent teacher understands the diverse characteristics and abilities of each student and how individuals develop and learn within the context of their social, economic, cultural, linguistic, and academic experiences. The teacher uses these experiences to create instructional opportunities that maximize student learning. Knowledge Indicators – The competent teacher: 1A) understands the spectrum of student diversity (e.g., race and ethnicity, socioeconomic status, special education, gifted, English language learners (ELL), sexual orientation, gender, gender identity) and the assets that each student brings to learning across the curriculum; 1B) understands how each student constructs knowledge, acquires skills, and develops effective and efficient critical thinking and problem-solving capabilities; 1C) understands how teaching and student learning are influenced by development (physical, social and emotional, cognitive, linguistic), past experiences, talents, prior knowledge, economic circumstances and diversity within the community; 1D) understands the impact of cognitive, emotional, physical, and sensory disabilities on learning and communication pursuant to the Individuals with Disabilities Education Improvement Act (also referred to as “IDEA”) (20 USC 1400 et seq.), its implementing regulations (34 CFR 300; 2006), Article 14 of the School Code [105 ILCS 5/Art.14] and 23 Ill. Adm. Code 226 (Special Education); 1E) understands the impact of linguistic and cultural diversity on learning and communication; 1F) understands his or her personal perspectives and biases and their effects on one’s teaching; and 1G) understands how to identify individual needs and how to locate and access technology, services, and resources to address those needs. Performance Indicators – The competent teacher: 1H) analyzes and uses student information to design instruction that meets the diverse needs of students and leads to ongoing growth and achievement; 1I) stimulates prior knowledge and links new ideas to already familiar ideas and experiences; 1J) differentiates strategies, materials, pace, levels of complexity, and language to introduce concepts and principles so that they are meaningful to students at varying levels of development and to students with diverse learning needs; 1K) facilitates a learning community in which individual differences are respected; and 1L) uses information about students’ individual experiences, families, cultures, and communities to create meaningful learning opportunities and enrich instruction for all students. Standard 2 - Content Area and Pedagogical Knowledge – The competent teacher has in-depth understanding of content area knowledge that includes central concepts, methods of inquiry, structures of the disciplines, and content area literacy. The teacher creates meaningful learning experiences for each student based upon interactions among content area and pedagogical knowledge, and evidence-based practice. Knowledge Indicators – The competent teacher: 2A) understands theories and philosophies of learning and human development as they relate to the range of students in the classroom; 2B) understands major concepts, assumptions, debates, and principles; processes of inquiry; and theories that are central to the disciplines; 2C) understands the cognitive processes associated with various kinds of learning (e.g., critical and creative thinking, problem-structuring and problem-solving, invention, memorization, and recall) 2 and ensures attention to these learning processes so that students can master content standards; 2D) understands the relationship of knowledge within the disciplines to other content areas and to life applications; 2E) understands how diverse student characteristics and abilities affect processes of inquiry and influence patterns of learning; 2F) knows how to access the tools and knowledge related to latest findings (e.g., research, practice, methodologies) and technologies in the disciplines; 2G) understands the theory behind and the process for providing support to promote learning when concepts and skills are first being introduced; and 2H) understands the relationship among language acquisition (first and second), literacy development, and acquisition of academic content and skills. Performance Indicators – The competent teacher: 2I) evaluates teaching resources and materials for appropriateness as related to curricular content and each student’s needs; 2J) uses differing viewpoints, theories, and methods of inquiry in teaching subject matter concepts; 2K) engages students in the processes of critical thinking and inquiry and addresses standards of evidence of the disciplines; 2L) demonstrates fluency in technology systems, uses technology to support instruction and enhance student learning, and designs learning experiences to develop student skills in the application of technology appropriate to the disciplines; 2M) uses a variety of explanations and multiple representations of concepts that capture key ideas to help each student develop conceptual understanding and address common misunderstandings; 2N) facilitates learning experiences that make connections to other content areas and to life experiences; 2O) designs learning experiences and utilizes assistive technology and digital tools to provide access to general curricular content to individuals with disabilities; 2P) adjusts practice to meet the needs of each student in the content areas; and 2Q) applies and adapts an array of content area literacy strategies to make all subject matter accessible to each student. Standard 3 - Planning for Differentiated Instruction – The competent teacher plans and designs instruction based on content area knowledge, diverse student characteristics, student performance data, curriculum goals, and the community context. The teacher plans for ongoing student growth and achievement. Knowledge Indicators – The competent teacher: 3A) understands the Illinois Learning Standards (23 Ill. Adm. Code 1.Appendix D), curriculum development process, content, learning theory, assessment, and student development and knows how to incorporate this knowledge in planning differentiated instruction; 3B) understands how to develop short- and long-range plans, including transition plans, consistent with curriculum goals, student diversity, and learning theory; 3C) understands cultural, linguistic, cognitive, physical, and social and emotional differences, and considers the needs of each student when planning instruction; 3D) understands when and how to adjust plans based on outcome data, as well as student needs, goals, and responses; 3E) understands the appropriate role of technology, including assistive technology, to address student needs, as well as how to incorporate contemporary tools and resources to maximize student learning; 3 3F) understands how to co-plan with other classroom teachers, parents or guardians, paraprofessionals, school specialists, and community representatives to design learning experiences; and 3G) understands how research and data guide instructional planning, delivery, and adaptation. Performance Indicators – The competent teacher: 3H) establishes high expectations for each student’s learning and behavior; 3I) creates short-term and long-term plans to achieve the expectations for student learning; 3J) uses data to plan for differentiated instruction to allow for variations in individual learning needs; 3K) incorporates experiences into instructional practices that relate to a student’s current life experiences and to future life experiences; 3L) creates approaches to learning that are interdisciplinary and that integrate multiple content areas; 3M) develops plans based on student responses and provides for different pathways based on student needs; 3N) accesses and uses a wide range of information and instructional technologies to enhance a student’s ongoing growth and achievement; 3O) when planning instruction, addresses goals and objectives contained in plans developed under Section 504 of the Rehabilitation Act of 1973 (29 USC 794), individualized education programs (IEP) (see 23 Ill. Adm. Code 226 (Special Education)) or individual family service plans (IFSP) (see 23 Ill. Adm. Code 226 and 34 CFR 300.24; 2006); 3P) works with others to adapt and modify instruction to meet individual student needs; and 3Q) develops or selects relevant instructional content, materials, resources, and strategies (e.g., project-based learning) for differentiating instruction. Standard 4 - Learning Environment – The competent teacher structures a safe and healthy learning environment that facilitates cultural and linguistic responsiveness, emotional well-being, self-efficacy, positive social interaction, mutual respect, active engagement, academic risk-taking, self-motivation, and personal goal-setting. Knowledge Indicators – The competent teacher: 4A) understands principles of and strategies for effective classroom and behavior management; 4B) understands how individuals influence groups and how groups function in society; 4C) understands how to help students work cooperatively and productively in groups; 4D) understands factors (e.g., self-efficacy, positive social interaction) that influence motivation and engagement; 4E) knows how to assess the instructional environment to determine how best to meet a student’s individual needs; 4F) understands laws, rules, and ethical considerations regarding behavior intervention planning and behavior management (e.g., bullying, crisis intervention, physical restraint); 4G) knows strategies to implement behavior management and behavior intervention planning to ensure a safe and productive learning environment; and 4H) understands the use of student data (formative and summative) to design and implement behavior management strategies. Performance Indicators – The competent teacher: 4I) creates a safe and healthy environment that maximizes student learning; 4J) creates clear expectations and procedures for communication and behavior and a physical setting conducive to achieving classroom goals; 4K) uses strategies to create a smoothly functioning learning community in which students assume responsibility for themselves and one another, participate in decision-making, work collaboratively and independently, use appropriate technology, and engage in purposeful learning activities; 4 4L) analyzes the classroom environment and makes decisions to enhance cultural and linguistic responsiveness, mutual respect, positive social relationships, student motivation, and classroom engagement; 4M) organizes, allocates, and manages time, materials, technology, and physical space to provide active and equitable engagement of students in productive learning activities; 4N) engages students in and monitors individual and group-learning activities that help them develop the motivation to learn; 4O) uses a variety of effective behavioral management techniques appropriate to the needs of all students that include positive behavior interventions and supports; 4P) modifies the learning environment (including the schedule and physical arrangement) to facilitate appropriate behaviors and learning for students with diverse learning characteristics; and 4Q) analyzes student behavior data to develop and support positive behavior. Standard 5 - Instructional Delivery – The competent teacher differentiates instruction by using a variety of strategies that support critical and creative thinking, problem-solving, and continuous growth and learning. This teacher understands that the classroom is a dynamic environment requiring ongoing modification of instruction to enhance learning for each student. Knowledge Indicators – The competent teacher: 5A) understands the cognitive processes associated with various kinds of learning; 5B) understands principles and techniques, along with advantages and limitations, associated with a wide range of evidence-based instructional practices; 5C) knows how to implement effective differentiated instruction through the use of a wide variety of materials, technologies, and resources; 5D) understands disciplinary and interdisciplinary instructional approaches and how they relate to life and career experiences; 5E) knows techniques for modifying instructional methods, materials, and the environment to facilitate learning for students with diverse learning characteristics; 5F) knows strategies to maximize student attentiveness and engagement; 5G) knows how to evaluate and use student performance data to adjust instruction while teaching; and 5H) understands when and how to adapt or modify instruction based on outcome data, as well as student needs, goals, and responses. Performance Indicators – The competent teacher: 5I) uses multiple teaching strategies, including adjusted pacing and flexible grouping, to engage students in active learning opportunities that promote the development of critical and creative thinking, problem-solving, and performance capabilities; 5J) monitors and adjusts strategies in response to feedback from the student; 5K) varies his or her role in the instructional process as instructor, facilitator, coach, or audience in relation to the content and purposes of instruction and the needs of students; 5L) develops a variety of clear, accurate presentations and representations of concepts, using alternative explanations to assist students’ understanding and presenting diverse perspectives to encourage critical and creative thinking; 5M) uses strategies and techniques for facilitating meaningful inclusion of individuals with a range of abilities and experiences; 5N) uses technology to accomplish differentiated instructional objectives that enhance learning for each student; 5O) models and facilitates effective use of current and emerging digital tools to locate, analyze, evaluate, and use information resources to support research and learning; 5P) uses student data to adapt the curriculum and implement instructional strategies and materials according to the characteristics of each student; 5 5Q) uses effective co-planning and co-teaching techniques to deliver instruction to all students; 5R) maximizes instructional time (e.g., minimizes transitional time); and 5S) implements appropriate evidence-based instructional strategies. Standard 6 - Reading, Writing, and Oral Communication – The competent teacher has foundational knowledge of reading, writing, and oral communication within the content area and recognizes and addresses student reading, writing, and oral communication needs to facilitate the acquisition of content knowledge. Knowledge Indicators – The competent teacher: 6A) understands appropriate and varied instructional approaches used before, during, and after reading, including those that develop word knowledge, vocabulary, comprehension, fluency, and strategy use in the content areas; 6B) understands that the reading process involves the construction of meaning through the interactions of the reader's background knowledge and experiences, the information in the text, and the purpose of the reading situation; 6C) understands communication theory, language development, and the role of language in learning; 6D) understands writing processes and their importance to content learning; 6E) knows and models standard conventions of written and oral communications; 6F) recognizes the relationships among reading, writing, and oral communication and understands how to integrate these components to increase content learning; 6G) understands how to design, select, modify, and evaluate a wide range of materials for the content areas and the reading needs of the student; 6H) understands how to use a variety of formal and informal assessments to recognize and address the reading, writing, and oral communication needs of each student; and 6I) knows appropriate and varied instructional approaches, including those that develop word knowledge, vocabulary, comprehension, fluency, and strategy use in the content areas. Performance Indicators – The competent teacher: 6J) selects, modifies, and uses a wide range of printed, visual, or auditory materials, and online resources appropriate to the content areas and the reading needs and levels of each student (including ELLs, and struggling and advanced readers); 6K) uses assessment data, student work samples, and observations from continuous monitoring of student progress to plan and evaluate effective content area reading, writing, and oral communication instruction; 6L) facilitates the use of appropriate word identification and vocabulary strategies to develop each student’s understanding of content; 6M) teaches fluency strategies to facilitate comprehension of content; 6N) uses modeling, explanation, practice, and feedback to teach students to monitor and apply comprehension strategies independently, appropriate to the content learning; 6O) teaches students to analyze, evaluate, synthesize, and summarize information in single texts and across multiple texts, including electronic resources; 6P) teaches students to develop written text appropriate to the content areas that utilizes organization (e.g., compare/contrast, problem/solution), focus, elaboration, word choice, and standard conventions (e.g., punctuation, grammar); 6Q) integrates reading, writing, and oral communication to engage students in content learning; 6R) works with other teachers and support personnel to design, adjust, and modify instruction to meet students’ reading, writing, and oral communication needs; and 6S) stimulates discussion in the content areas for varied instructional and conversational purposes. Standard 7 - Assessment – The competent teacher understands and uses appropriate formative and summative assessments for determining student needs, monitoring student progress, measuring student 6 growth, and evaluating student outcomes. The teacher makes decisions driven by data about curricular and instructional effectiveness and adjusts practices to meet the needs of each student. Knowledge Indicators – The competent teacher: 7A) understands the purposes, characteristics, and limitations of different types of assessments, including standardized assessments, universal screening, curriculum-based assessment, and progress monitoring tools; 7B) understands that assessment is a means of evaluating how students learn and what they know and are able to do in order to meet the Illinois Learning Standards; 7C) understands measurement theory and assessment-related issues, such as validity, reliability, bias, and appropriate and accurate scoring; 7D) understands current terminology and procedures necessary for the appropriate analysis and interpretation of assessment data; 7E) understands how to select, construct, and use assessment strategies and instruments for diagnosis and evaluation of learning and instruction; 7F) knows research-based assessment strategies appropriate for each student; 7G) understands how to make data-driven decisions using assessment results to adjust practices to meet the needs of each student; 7H) knows legal provisions, rules, and guidelines regarding assessment and assessment accommodations for all student populations; and 7I) knows assessment and progress monitoring techniques to assess the effectiveness of instruction for each student. Performance Indicators – The competent teacher: 7J) uses assessment results to determine student performance levels, identify learning targets, select appropriate research-based instructional strategies, and implement instruction to enhance learning outcomes; 7K) appropriately uses a variety of formal and informal assessments to evaluate the understanding, progress, and performance of an individual student and the class as a whole; 7L) involves students in self-assessment activities to help them become aware of their strengths and needs and encourages them to establish goals for learning; 7M) maintains useful and accurate records of student work and performance; 7N) accurately interprets and clearly communicates aggregate student performance data to students, parents or guardians, colleagues, and the community in a manner that complies with the requirements of the Illinois School Student Records Act [105 ILCS 10], 23 Ill. Adm. Code 375 (Student Records), the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g) and its implementing regulations (34 CFR 99; December 9, 2008); 7O) effectively uses appropriate technologies to conduct assessments, monitor performance, and assess student progress; 7P) collaborates with families and other professionals involved in the assessment of each student; 7Q) uses various types of assessment procedures appropriately, including making accommodations for individual students in specific contexts; and 7R) uses assessment strategies and devices that are nondiscriminatory, and take into consideration the impact of disabilities, methods of communication, cultural background, and primary language on measuring knowledge and performance of students. Standard 8 - Collaborative Relationships – The competent teacher builds and maintains collaborative relationships to foster cognitive, linguistic, physical, and social and emotional development. This teacher works as a team member with professional colleagues, students, parents or guardians, and community members. Knowledge Indicators – The competent teacher: 8A) understands schools as organizations within the larger community context; 7 8B) understands the collaborative process and the skills necessary to initiate and carry out that process; 8C) collaborates with others in the use of data to design and implement effective school interventions that benefit all students; 8D) understands the benefits, barriers, and techniques involved in parent and family collaborations; 8E) understands school- and work-based learning environments and the need for collaboration with all organizations (e.g., businesses, community agencies, nonprofit organizations) to enhance student learning; 8F) understands the importance of participating on collaborative and problem-solving teams to create effective academic and behavioral interventions for all students; 8G) understands the various models of co-teaching and the procedures for implementing them across the curriculum; 8H) understands concerns of families of students with disabilities and knows appropriate strategies to collaborate with students and their families in addressing these concerns; and 8I) understands the roles and the importance of including students with disabilities, as appropriate, and all team members in planning individualized education programs (i.e, IEP, IFSP, Section 504 plan) for students with disabilities. Performance Indicators – The competent teacher: 8J) works with all school personnel (e.g., support staff, teachers, paraprofessionals) to develop learning climates for the school that encourage unity, support a sense of shared purpose, show trust in one another, and value individuals; 8K) participates in collaborative decision-making and problem-solving with colleagues and other professionals to achieve success for all students; 8L) initiates collaboration with others to create opportunities that enhance student learning; 8M) uses digital tools and resources to promote collaborative interactions; 8N) uses effective co-planning and co-teaching techniques to deliver instruction to each student; 8O) collaborates with school personnel in the implementation of appropriate assessment and instruction for designated students; 8P) develops professional relationships with parents and guardians that result in fair and equitable treatment of each student to support growth and learning; 8Q) establishes respectful and productive relationships with parents or guardians and seeks to develop cooperative partnerships to promote student learning and well-being; 8R) uses conflict resolution skills to enhance the effectiveness of collaboration and teamwork; 8S) participates in the design and implementation of individualized instruction for students with special needs (i.e., IEPs, IFSP, transition plans, Section 504 plans), ELLs, and students who are gifted; and 8T) identifies and utilizes community resources to enhance student learning and to provide opportunities for students to explore career opportunities. Standard 9 - Professionalism, Leadership, and Advocacy – The competent teacher is an ethical and reflective practitioner who exhibits professionalism; provides leadership in the learning community; and advocates for students, parents or guardians, and the profession. Knowledge Indicators – The competent teacher: 9A) evaluates best practices and research-based materials against benchmarks within the disciplines; 9B) knows laws and rules (e.g., mandatory reporting, sexual misconduct, corporal punishment) as a foundation for the fair and just treatment of all students and their families in the classroom and school; 9C) understands emergency response procedures as required under the School Safety Drill Act [105 ILCS 128/1], including school safety and crisis intervention protocol, initial response 8 actions (e.g., whether to stay in or evacuate a building), and first response to medical emergencies (e.g., first aid and life-saving techniques); 9D) identifies paths for continuous professional growth and improvement, including the design of a professional growth plan; 9E) is cognizant of his or her emerging and developed leadership skills and the applicability of those skills within a variety of learning communities; 9F) understands the roles of an advocate, the process of advocacy, and its place in combating or promoting certain school district practices affecting students; 9G) understands local and global societal issues and responsibilities in an evolving digital culture; and 9H) understands the importance of modeling appropriate dispositions in the classroom. Performance Indicators – The competent teacher: 9I) models professional behavior that reflects honesty, integrity, personal responsibility, confidentiality, altruism and respect; 9J) maintains accurate records, manages data effectively, and protects the confidentiality of information pertaining to each student and family; 9K) reflects on professional practice and resulting outcomes; engages in self-assessment; and adjusts practices to improve student performance, school goals, and professional growth; 9L) communicates with families, responds to concerns, and contributes to enhanced family participation in student education; 9M) communicates relevant information and ideas effectively to students, parents or guardians, and peers, using a variety of technology and digital-age media and formats; 9N) collaborates with other teachers, students, parents or guardians, specialists, administrators, and community partners to enhance students’ learning and school improvement; 9O) participates in professional development, professional organizations, and learning communities, and engages in peer coaching and mentoring activities to enhance personal growth and development; 9P) uses leadership skills that contribute to individual and collegial growth and development, school improvement, and the advancement of knowledge in the teaching profession; 9Q) proactively serves all students and their families with equity and honor and advocates on their behalf, ensuring the learning and well-being of each child in the classroom; 9R) is aware of and complies with the mandatory reporter provisions of Section 4 of the Abused and Neglected Child Reporting Act [325 ILCS 5/4]; 9S) models digital etiquette and responsible social actions in the use of digital technology; and 9T) models and teaches safe, legal, and ethical use of digital information and technology, including respect for copyright, intellectual property, and the appropriate documentation of sources.A Choose the correct answer. 1 When his grandma died, he came ….. some of her money and property. A into C across B up D round 2 We should try to ….. the amount of rubbish in our area. A increase C provide B improve D reduce 3 I avoid driving to work because there are always ….. jams in the centre. A transport C power B traffic D station 4 By the end of the year, there will be more ….. farms in our city. A solar C floating B vertical D electric 5 Who is going to ….. our new piano? A deal C deliver B produce D construct 6 She doesn’t like being ….. in the house; she wants people around her. A healthy C lonely B crowded D alone 7 Why don’t you come ….. for dinner tonight? A up C over B into D back 8 Mr Jones has found the cure for a serious ….. . A disease C crime B pollution D poverty 9 Scientists are hopeful ….. the future of energy sources. A for C about B in D with 10 Do you think ….. tube trains will ever be used? A drone C charging B front D vacuum Grammar B Choose the correct answer. 1 I’ll still ….. two hours from now. A have gardened C garden B have gardening D be gardening 2 ….. you ….. your homework by 7 o’clock? A Will ... finish C Will … have finished B Will … be finishing D Won’t … finish 3 By 2100, experts ….. new energy sources. A will have discovered C will be discovering B will be discovered D will discover 4 The film will have started before we ….. there. A will have got C get B will get D will be getting 5 This time tomorrow, Sheila ….. a job interview. A will have C will be having B is having D will have had 6 David ..... back from work by dinner time. A will be coming C will have come B will come D won’t be coming 7 I can’t believe that in a few hours, we ….. our first live concert. A are performing C will have performed B will be performing D will perform 8 ….. next Friday, I will be flying to Glasgow. A This time C By B At D Until 9 Jake ….. by the end of September. A will retire C will have retired B is retiring D will be retiring 10 ….. the time Mum gets home, I will have tidied my room. A Before C Until B At D By Everyday English C Choose the correct answer. 1 A: How did you find that job? B: a I’ll be working in the local library. b I’ll be there from June 15th. c There was an advert online. 2 A: I can’t wait! B: a Sounds like fun. b I’ll work in my uncle’s restaurant. c I’ll stay there for two weeks. 3 A: Do you have any plans for the summer? B: a Really? b What about you? c Haven’t I told you? 4 A: What will your duties be? B: a I’ll be flying to London to see my uncle. b I’ll be helping customers. c I’ll have earned enough money to buy a new smartphone. 5 A: How long will you stay there? B: a Until the end of July. b Well, this time next week, I’ll be relaxing. c And what are your plans? 3I's 3i's Exam3I's Brainstorming & Identifying the problem3I's-Identifying the ProblemSUMMATIVE TEST IN 3I'sIl produttore che decide di usare degli intermediari per organizzare la distribuzione dei suoi prodotti, deve decidere quanti usarne per ciascun livello, Esistono 3 possibili strategie di copertura: La distribuzione intensiva ➠ l'impresa cerca il maggior numero possibile di punti vendita per il proprio prodotto e tende a moltiplicare i centri di stoccaggio per assicurare la massima copertura dell'area di vendita e la massima esposizione per la marca; si adatta ai prodotti di acquisto corrente e ai servizi di facile esecuzione. es. i Pocket Coffee che sono venduti ovunque sia possibile. Vantaggi: massimizza la disponibilità del prodotto e consente di generare una quota di mercato consistente grazie all'elevata esposizione della marca ai potenziali clienti. Rischi: il volume d'affari può differire da un distributore all'altro, mentre il costo di contatto è identico per ogni intermediario, l'aumento del costo di distribuzione può compromettere la redditività. Quando il prodotto è distribuito in larga misura in punti vendita molteplici e differenziati, l'impresa rischia di: perdere il controllo della sua strategia di marketing, non riuscire a prevenire la concorrenza sleale in fatto di prezzi, una riduzione della qualità del servizio e la mancanza di collaborazione. Infine questa distribuzione è spesso incompatibile con la salvaguardia di un'immagine di marca coerente e di un posizionamento preciso nel mercato. La distribuzione selettiva ➠ Il produttore ricorre, in una determinata area geografica, a un numero di intermediari inferiore rispetto al numero di intermediari disponibili; è indicata per i prodotti il cui acquisto è ponderato e non frequente (shopping good), e per I quali il cliente procede a un confronto tra i vari prezzi e tra le varie caratteristiche delle offerte presenti sul mercato.es. Burberry distribuisce i suoi prodotti di abbigliamento in negozi specializzati, accuratamente selezionati. Questa distribuzione può scaturire dal rifiuto di una parte di dettaglianti di accettare il prodotto nel proprio assortimento, perché si abbia distribuzione selettiva voluta dal produttore, deve essere quest'ultimo a selezionare i propri intermediari; esistono diversi possibili criteri di scelta: La dimensione del distributore, misurata dal suo volume d'affari, costituisce il criterio più usato. La qualità del servizio offerto; alcuni distributori sono in grado di svolgere alcune funzioni in modo più efficace di altri. La competenza tecnica e l'attrezzatura aggiornata del distributore sono criteri importanti soprattutto nel caso dei prodotti complessi, per i quali la qualità dell'assistenza post vendita è fondamentale. Optando per questa distribuzione si accetta di limitare la disponibilità della propria offerta, onde ridurre i costi di distribuzione e ottenere una migliore collaborazione da parte degli intermediari, questa collaborazione ha diverse forme: la partecipazione alle spese di pubblicità e di promozione; l'inserimento di prodotti nuovi o non richiesti, il mantenimento di un livello minimo di scorte ecc.. Rischi: non garantire una copertura sufficiente del mercato, il produttore deve assicurarsi che il cliente finale sia in grado di identificare facilmente il distributore, altrimenti la ridotta disponibilità conduce a perdite di opportunità di vendita; l'impresa è praticamente obbligata a scegliere un canale di tipo indiretto breve. La distribuzione esclusiva e I sisterni di franchising ➠ in una zona predeterminata, un solo distributore ottiene il diritto esclusivo di vendere la marca e s'impegna a non vendere marche concorrenti della stessa categoria di prodotti.es. Louis Vuitton distribuisce i suoi prodotti in negozi esclusivi: a ogni punto vendita viene assegnata una zona in cui nessun altro è autorizzato a rappresentare la marca. Vantaggi: differenzia il proprio prodotto con una politica di alta qualità, di prestigio, la collaborazione con distributori esclusivi facilita la realizzazione dei programmi di servizio al cliente del produttore. Vantaggi e inconvenienti sono gli stessi della distribuzione selettiva, ma accentuati. Una forma particolare è il franchising ➠forma di marketing verticale contrattuale integrato che fa riferimento a un sistema completo di distribuzione dei beni e dei servizi. Esso implica una relazione contrattuale continua in cui l'impresa affiliante (franchisor) dà ai suoi affiliati (franchisee) il privilegio di vendere il proprio prodotto o servizio che è molto conosciuto. Il franchisee accetta di pagare una quota iniziale e/o royalties calcolate sulle vendite e di ricevere assistenza e servizi dal franchisor;Il franchisee acquista il diritto di utilizzare una formula di successo e beneficia del supporto e delle conoscenze del franchisor. Caratteristiche di un franchising efficace: si commercializza un prodotto o servizio di alta qualità,la domanda del prodotto o servizio è universale,viene offerto servizio ed assistenza iniziale e continuativi, vengono specificati il canone iniziale e le royalty, coinvolge il franchisee nella gestione e sviluppo del sistema, specifica procedure di rinnovo, annullamento e proroga del contratto. La classificazione dei beni di consumo La scelta della strategia migliore per un dato prodotto dipende dalle caratteristiche del prodotto stesso e dall'obiettivo perseguito dall'impresa nell'ambiente competitivo in cui opera, si stabilisce una distinzione fra 4 sottogruppi: 1) I prodotti d'acquisto corrente (convenience good) sono i beni che il consumatore acquista con il minimo sforzo possibile, di frequente e in piccole quantità, adottando un comportamento d'acquisto abitudinario. Questa categoria può essere suddivisa in: prodotti di prima necessità: sono acquistati regolarmente e includono la maggior parte dei prodotti alimentari, l'acquisto è facilitato dalla fedeltà alla marca e dalla pubblicità ripetitiva. prodotti d'impulso: vengono acquistati senza alcuna premeditazione (patatine);devono essere disponibili in più negozi; la confezione e gli espositori sono importanti per la loro vendita. prodotti d'urgenza: vengono acquistati per soddisfare un bisogno inaspettato e urgente, vanno acquistati nel momento del bisogno quindi devono essere disponibili in diversi tipi di punti vendita (cerotti, disinfettanti ecc.); per questi prodotti, l'impresa non ha scelta: è necessaria la massima copertura del mercato perché, se il cliente non trova il prodotto o la marca desiderata nel momento e nel luogo in cui vuole acquistarla, sceglierà un'altra marca. 2) I prodotti di acquisto ragionato (shopping good) sono prodotti per i qualí si percepisce un livello elevato di rischio, per cui i consumatori investono tempo e impegno per confrontare le caratteristiche di prodotti alternativi, in base a criteri come la qualità, il prezzo, lo stile ecc. es. mobili, abiti... prodotti a prezzo elevato e a bassa frequenza d'acquisto. In questi casi, i clienti potenziali si recano in vari punti vendita prima di decidere l'acquisto e il personale di vendita esercita un'influenza notevole sulla decisione finale. Per questi prodotti è indicata la distribuzione selettiva, in quanto serve la collaborazione del dettagliante e l'ubicazione adeguata del punto vendita. 3) I prodotti esclusivi (specialty good) sono prodotti con caratteristiche uniche; all'acquisto di tali beni il consumatore è pronto a dedicare molti sforzi, si tratta di marche di prodotti di lusso es. auto, alta moda ecc. Per questi prodotti, i clienti non procedono a confronti tra le marche: cercano il punto vendita dove è disponibile il prodotto o la marca desiderata. Il fattore determinante è la fedeltà al prodotto o alla marca, per il produttore di un bene specifico, la distribuzione esclusiva rappresenta la migliore soluzione. 4) I prodotti non ricercati sono quelli che i clienti non conoscono, o quelli che sono noti ma non c'è interesse spontaneo, rientrano, per esempio, apparecchiature per il controllo della temperatura o assicurazioni sulla vita. Questi prodotti non ricercati richiedono sforzi di vendita notevoli e la collaborazione dell'intermediario è indispensabile. 16.6 Le politiche di comunicazione nella rete distributiva Per conseguire gli obiettivi di marketing dell'impresa, è necessaria la collaborazione dei distributori. Per ottenere tale impegno da parte degli intermediari, l'impresa può scegliere 2 politichecomunicative: Le politiche push Consiste nel concentrare gli sforzi di comunicazione e di promozione sugli intermediari, in modo da stimolarli a collaborare con l'azienda, inserire il prodotto nei loro assortimenti, immagazzinarlo in quantità consistenti e garantirgli lo spazio di vendita adeguato. L'obiettivo è quello di sollecitare la collaborazione volontaria del distributore che, a seconda degli incentivi e delle condizioni di vendita che gli vengono proposti (margini elevati, sconti sulle quantità, pubblicità nel punto vendita, budget promozionali, distribuzioni gratuite), tenderà a privilegiare il nostro prodotto, quindi è indispensabile un programma di incentivi. Il rischio di questa strategia è che potrebbe rendere l'impresa dipendente dall'intermediario, che ne controlla l'accesso al mercato. Le politiche pull Consiste nel tagliare fuori gli intermediari e cercare di costruire la domanda dell'impresa rivolgendosi direttamente ai potenziali consumatori nel segmento target. L'obiettivo comunicativo è quello di creare una forte domanda da parte del consumatore finale e di sviluppare la fedeltà alla marca in modo che il distributore sia costretto a inserirla nel proprio assortimento, per soddisfare le richieste del consumatore. Sono necessarie spese sulla comunicazione in pubblicità sui media, promozioni ai consumatori e altri mezzi di mkt diretto, se si ha successo, il produttore avrà il potere d'influenzare i partecipanti al canale distributivo e di indurli a prendere in carico la marca.. Procter & Gamble adotta una politica pull per lanciare i nuovi prodotti. Però questa politica richiede ingenti risorse finanziarie per coprire i costi delle campagne pubblicitarie, si tratta di costi fissi mentre adottando una politica push, i costi sono proporzionali ai volumi di vendita e diventano più sostenibili, in particolare per le piccole imprese. Una politica pull va considerata un investimento a lungo termine: l'obiettivo dell'impresa è quello di creare un capitale di reputazione, il cosiddetto "brand equity". In pratica le due politiche di comunicazione sono utilizzate insieme. 16.7 L'analisi dei costi di distribuzione I costi di distribuzione sono misurati dalla differenza tra il prezzo unitario di vendita pagato dal consumatore finale e il prezzo pagato al produttore dal primo acquirente. Il margine di distribuzione s'identifica dunque con il concetto di valore aggiunto del canale distributivo. Laddove più intermediari intervengono nel processo distributivo, il margine di distribuzione è costituito dalla somma dei margini del diversi Intermediari. I margini di distribuzione Si esprime in termini percentuali, si calcola sia in rapporto al costo d'acquisto (C), sia in rapporto al prezzo di vendita (P). Si parla di margine di distribuzione (D) come di mark-up (o "ricarico") e di"sconto". Abbiamo diverse formule di calcolo: Costi di distribuzione (CD) ➨ CD = Pcf - Ppa Pcf = prezzo pagato dal consumatore finale Ppa = prezzo pagato al produttore dal primo acquirente Margine di distribuzione (MD) = volume d’affari del canale (VA) MD = ∑ md n md = Pv - Pa n = margini dei diversi intermediari In un sistema di distribuzione indiretto, il margine di distribuzione è uguale alla somma dei margini dei distributori IL MARGINE DEL DISTRIBUTORE (D) = prezzo di vendita - costo d'acquisto = D = P - C IL MARGINE DI DISTRIBUZIONE IN PERCENTUALE sul prezzo di vendita (sconto): D* = P-C / P sul costo di acquisto (mark-up): D° = P-C / C REGOLE DI EQUIVALENZA D*= D° /1 + D° D° = D* /1 - D* Calcolo del prezzo di vendita al cliente Costo di acquisto = 90€; Sconto = 25% Prezzo di vendita al dettaglio = 90€/ (1 - 0,25) = 90€/0,75 = 120€ I margini di distribuzione sono espressi in relazione al prezzo di vendita, ma la prassi può variare fra un settore e l'altro e fra un'impresa e l'altra, inoltre dipende dalla posizione occupata dall'intermediario nella rete e remunera la funzione o le funzioni esercitate. In alcuni casi, l'intermediario beneficia di più margini. Confronto tra prezzo di listino, di fattura e finale I margini di distribuzione costituiscono solo una parte del margine totale, bisogna distinguere tra; ➤prezzo di listino è il prezzo ufficiale, pubblicato nel tariffario o nel listino dell'azienda. ➤prezzo di fattura è il prezzo di listino al netto delle deduzioni "in fattura" che andrebbero conteggiate in aggiunta allo sconto standard per il distributore, per esempio, di sconti speciali al distributore, sconti all'utente finale e promozioni in fattura. ➤prezzo finale è il prezzo di fattura senza le deduzioni "aggiunte fuori fattura", come lo sconto per i pagamenti in contanti, i costi del conto clienti, le indennità, i rimborsi, i programmi promozionali fuori fattura e le spese di spedizione, inoltre confezioni speciali o supporto tecnico.. sottraendo dal prezzo finale il costo di questi servizi si ottiene il margine finale, ossia la misura della redditività del prodotto. Confronto fra costi di distribuzione Il margine di distribuzione remunera le funzioni e i compiti della distribuzione assunti dagli intermediari. Nel canale indiretto lungo, la maggior parte dei compiti fisici di distribuzione (stoccaggio e trasporto) sono svolti dai grossisti e i costi sono proporzionali al volume d'affari del fabbricante e coperti dal margine del grossista e del distributore. Il produttore deve mantenere un servizio commerciale minimo, con spese fisse a suo carico ridotte però l'impresa esercita un controllo scarso sull'organizzazione di vendita. Nel canale indiretto breve, la quota di spese fisse diventa preponderante rispetto al costo totale di distribuzione; il fabbricante deve sostenere le spese della distribuzione fisica, organizzare una rete di magazzini e un'amministrazione delle vendite, sugli oneri finanziari prodotti dalla gestione delle scorte e del conto vendita della clientela, come pure la funzione di vendita. L'adozione di questo canale implica per il fabbricante, un rischio finanziario maggiore, però l'impresa è in grado di esercitare un miglior controllo sulla propria organizzazione commerciale, essendo in contatto diretto con la domanda finale. L'indice di redditività di ciascuno di essi si calcolerà nel modo seguente: R = volume d'affari - costi di distribuzione /costi di distribuzione dove R rappresenta una valutazione dell'indice di redditività previsto, tenendo conto dell'insieme dei costi che ogni canale comporta.