A PROJECT WORK
ON
The Role of Marketing in the
Service Industries

IN
PARTIAL FULFILLMENT OF
+3 COMMERCE (HIONS.) 6TH SEMESTER EXAMINATION
OF SAMBALPUR UNIVERSITY, JYOTI VIHAR

UNDER THE SUPERVISION SUBMITED BY :-

OF:- ABHISHEK GOYAL
MRS. PINKU AMIN UNIVERSITYROLL NO:-
(LECTURE IN COMMERCE) S06917COM116
BELPHAR DEGREE CLASS:-+3 6th SEM
COLLEGE, BELPHAR STREAM:- COMMERCE

BELPHAR DEGREE COLLEGE, BELPAHAR

 BELPHAR DEGREE COLLEGE, BELPAHAR

CERTIFICATE

THIS IS TO CERTIFY THAT Abhishek Goyal, STUDENT OF CLASS +3 6TH

SEMESTER COMMERCE, OF BELPHAR DEGREE COLLEGE HAS COMPLETED

HIS PROJECT REPORT UNDER MY SUPERVISION. HE HAS TAKEN PROPER

CARE AND SHOWN UTMOST SINCERITY IN COMPLETION OF THE PROJECT.

I FURTHER CERTIFY THAT THIS PROJECT IS UP TO MY EXPECTATION .

SIGNATURE OF SIGNATURE OF
SUPERVISOR

EXTERNAL

MRS. PINKU AMIN

(Lecturer in commerce)
BELPAHAR DEGREE
COLLEGE
 DECLARATION

I do hereby declare that project work entitled “The

Role of Marketing in the Service Industries” is the outcome
of my original work carried out for the partial fulfilment of +3
commerce (hons) 6thsemester course of Sambalpur University from
belpahar Degree College, belphar. Also I declare that information
and data included in this project are true to best of my knowledge.

SUBMITEDBY:-
ABHISHEK GOYAL
UNIVERSITYROLL NO:-
S06917COM116
CLASS:- +3 6th SEM
STREAM:-COMMERCE
 ACKNOWLEDGEMENT

I would like to convey my heartfelt thanks to Mrs. PINKU

AMIN, my supervisor who always gave valuable suggestion and
guidance for completion of my project. She helped me to understand
remember important details of the project. She helped me and gave
her guidance in completing of my project successfully.
I am sincerely thankful to MR.DILIP KUMAR PATEL (HOD
commerce), Mrs. A. PRASAD and Mrs. P. AMIN senior lecturer of
commerce for their support throughout my tenure.
I extend my gratitude and profound respect to the principal, other
teachers and office staff for their kindness and timely help. I thank
one and all of them for the pains they have taken in order to help
and guide me.
Last but not the least I express my deep gratitude to my parents and
all of my friends for their moral support and timely inspiration for
the completion of this project.

SUBMITEDBY:-
ABHISHEK GOYAL
UNIVERSITYROLL NO:-
S06917COM116
CLASS:- +3 6th SEM
STREAM:-COMMERCE
TABLE OF CONTENTS

Title Page

Abstract

List of Tables

CHAPTER ONE

1.1 Background of the study

1.2 Statement of the problem

1.3 Objectives of study

1.4 Hypothesis Formulation

1.5 Scope of the study

1.6 Significance of the study

1.7 Limitation of the study

1.8 Definition of Terms

CHAPTER TWO

2.0 Literature Review

2.1 An overview of marketing

2.2 The marketing Concept

2.3 The marketing mix

2.4 An overview of Service

2.5 An overview of the Service Industry

2.6 The role of Marketing in the Service Industry

2.7 The role of marketing in the dry cleaning

industry in Enugu.

CHAPTER THREE

3.0 Research Design and Methodology

3.1 Sources of Data Collection

3.2 Population of the Study

3.3 Sample Size Determination

3.4 Method of Data Analysis

3.5 Research Instrument Used

CHAPTER FOUR

4.0 PRESENTATION ANALYSIS AND INTERPRETATION

4.1 Data Presentation

4.2 Presentation and analysis of data

4.3 Testing of Hypothesis

CHAPTER FIVE

5.0 SUMMARY, RECOMMENDATIONS AND CONCLUSION

5.1 Summary of Findings

5.2 Recommendations

5.3 Conclusions

Bibliography

Appendix
ABSTRACT

The major issue in this research work is the place of marketing in the
service industries. Marketing is very vital in every organization especially in
the service industry. The hair saloon firms in Nigeria are expected to be
marketing oriented especially in current times when competition is very
intensive. This project looked to the place of marketing in the service
industry, with emphasis on the authentic hair saloon firm in Enugu. The
study evaluated how the firm marketed its services to its customers and of
customers are satisfied with services being rendered by the firm. The study
also tried to ascertain whether the staff of the firm and their customers
have cordial relationship. These issues were addressed through theoretical
and empirical approach with the help of the secondary and primary data
collection method. In the secondary data collection methods related
literature were reviewed to ascertain what various authors have to say on
the topic. There primary data were collected through questionnaire
administered on the customers complemented by providing view point
drawn from Enugu metropolis as the case study. The population of study
comprised of the staff and customers of authentic hair saloon firm. The
method of sampling adopted is the simple random sampling technique. A
simple size of 150 respondents was in organizing the collected data,
frequency distribution and tables were used while chi – square x2 was
adopted to analyze and test hypothesis. This method were able to reveal
that Authentic Salon were in line with the marketing concept practice,
customers complaints are given prompt attention and good quality services
are rendered to them also. The firm do not have parking space for
customers. It is recommended that Authentic Hair Saloon firm should
continue with its good quality service and to inculcate more of the
marketing concept practice. There firm should make available and enough
parking space for their customers. Customers satisfaction should continue
to be their watch word. The firm should continuously monitor the
effectiveness and efficiency of their firm services through marketing
research.
INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The people understanding of marketing has in most times been restricted to

marketing of tangible products. Taking marketing to only applying to
distributive trade and those activities that are involved in the marketing
and distribution of manufactured goods. However, broader strategic and
conceptual philosophy recognizes and sees marketing to also applying to
services firms like hair saloon, hospitals, banking, insurance, education,
legal services, entertainment, transportation etc.

Due to changes and more sophistication in the life of individuals, there has
been a greater change in the demand and needs of man. The urge for
acquisition of tangible products has not been dominating in the satisfaction
of human wants or needs. There has a greater de3mand for services which
helps to sustain the life of man, the need for legal services, need for
entertainment, need for medical care, transportation service etc. This has
also given rise to the establishment of many firms to take care of these
needs.

Also there has been a great been for companies to introduce not just
marketing functions in their activities but also there is need for a strategic
marketing operations to their activities so as to be able to satisfy the needs
of the consumers and that of the company profit.

For the greater satisfaction of human needs and maximum profit for service
industries, there is need for these companies to understand that their
survival is based o effective and efficient satisfaction of their consumers.
Their needs and wants, attitudes and life style must be well understood so
as to bring about a better operation in their work.
Service companies should also understand their “Services account for close
to on behalf of the consumer expenditure” and that also even firms
themselves spend most of their working capital on services for sustenance
repair and maintenance of legal, insurance, banking, credit service etc. this
therefore means that service companies would recognize the essence of
marketing to be able to satisfy there services need of both firms and
individuals.

There is need at this stage to explain what marketing in services industries.

Marketing has been defined as meaning “The set of activities that facilitate
exchange transactions involving economic goods and services”.

The services must therefore conform with their requisition. It must also be
worth the value they paid for it. In the course of the transaction, the
customer gets the best deal that is supposed. The opportunity of their firms
to make profit will depend on the customers services and patronage the get.
In as much as there is emphasis on profit for companies survival, this
cannot be done outside the customer backing patronage. The essence of
marketing here therefore come in marketing emphasis should therefore not
be neglected. Service industries must therefore recognize the idea.

But due to the nature of services the only thing that should be understood is
that although marketing is everything where the application to services
industry will take a different farm only that the aim still remains the same,
the customer satisfaction profit motive and proper co – ordination of the
marketing related activities. Service industry is simply firms who do not
engage in production, exchange or marketing of tangible items rather they
engage in creating satisfaction through offer of non – tangible things.

Transference is done without necessarily involving any tangible items.

What is mostly emphasized here is the satisfaction gotten in exchange of
value from the customer. It might involve a direct treatment on the
customer education, medical services or it might involve many product
usage hair saloon, etc.

Marketing emphasis is greatly needed here to be able to satisfy the needs of

the customers due to this sophistication in human life and subsequent
establishment of service firm, there has also been greater increase in
competition in the market place. Service firm need a proper interpretation
of marketing functions in other to be able to survive in the industry.
A proper check of competition will automatically not neglect the emphasis
and recognition of marketing functions and activities to check this
competition. Firms cannot afford to see them selves operate at below
expectation due to the non – applicability of marketing in their firms
activities. Most of these firms have practiced marketing without knowing
what they are doing promotion, pricing etc, or even without calling it that.
The emphasis should be that these firms should understand that there is a
great need for them to identify and bring in marketing to their activities in a
more sophistical and outward ways.

Since service industry whether engaging in consumer services, industrial

services or professional services depends on customers for survival and
there is effective and better understanding of customer needs through
marketing “Marketing is the management process responsible for
identifying, anticipating and satisfying customers requirements profitable.
Also according to Philip Kotler in his books marketing management,
analysis, planning and control, he defined marketing “as a social process by
which individual and groups obtain what they need and want though
creating and exchanging products and services and value with others” from
all the above definitions, we can see that the core marketing and his
functions rests on customers satisfaction.

The satisfaction of the customer / customers is regard as supreme. It can

also be seen that there is a great emphasis on:

· Product or services

· Exchange process

· Set of activities

· Profit motives.

The essence of satisfying consumers or customers will rest on providing

them with either their service or products needs. Management of these
firms should therefore not just know what customers are very important in
their operation but also should see marketing as one of the most important
management function needed for their survival and profitability. The study
should therefore concentrate on the place of marketing in the service
industries but with a particular emphasis on the hair saloon firms in Enugu.
1.2 STATEMENT OF PROBLEM

Greater sophistication in human life has brought about divergence in his

needs and wants. Also this has brought increase in the services needs of
man within the environment. Increase in his service needs has also brought
about more establishment of service firms within the society.

These firms needs to satisfy the needs of the needs of the consumers in
order to sustain increase competition within the industry for the effective
satisfaction of human needs and sub-sequent survival of these firms, there
is need for proper integration of marketing functions in all their activities.
This study is therefore intended to look into the place of marketing in the
service industry. In doing this, it is hoped that the extent of marketing
methodology application in our service firms could be assessed. Need in
their marketing activities is hope to be established and also the motion
trade should reassessed and corrected.

This research is going to examine and study all the hair saloon firms in
Enugu. The research will be carried out from the magazine laundry and
institute of management and technology (IMT) Enugu application in our
service firms could be assessed. Need in their marketing activities is hope to
be established and also motion that marketing activities only applies to
distributive trade, should reassessed and corrected. This research is going
to examine and study all the hair saloon firms in Enugu.

1.3 OBJECTIVES OF THE STUDY

The restricted understanding of marketing is concerned only with

marketing of tangible goods that is erroneous. And the fact that most
people have not been able to understand the importance of marketing to
services industry, need to be corrected and explained.

The objectives of this research work include;

1) To assess the place of marketing in our service industries, the need to

evaluate marketing functions and its proper application to service industry
for a better and greater growth

2) To correct the impression that marketing as a management function is

not needed in the service industry.
3) To bring to light benefit of application of marketing functions to service
industry.

4) There is also the need to find the problems which service industries
meets in marketing of their services.

5) To bring to the knowledge of management the difference in the

marketing of product to that of services.

Since this project is going to involve systematic and comprehensive study in

the area of marketing of services, it is hoped that it will help bring to light
the fact that marketing is not only a function of manufacturing industries.

1.4 HYPOTHESIS FORMULATION

The following hypothesis formulated are:

Ho1: The customers are not satisfied with the services of hair saloon firms
in Enugu.

Ho2: The customers are satisfied with the services of hair saloon firms in
Enugu.

Hi1: The standard and quality of service rendered by hair saloon firms in
Enugu are not satisfactory to their customers.

Hi2: The standard and quality of service rendered by hair saloon firms in
Enugu are satisfactory to their customers.

H31: The staff and the customers of hair saloon firms in Enugu do not
maintain cordial relationship with their customers.

H32: The staff and the customers of hair saloon firms in Enugu do maintain
cordial relationship with their customers.

1.5 SCOPE OF THE STUDY:

This research work covered hair saloon firms in Enugu. This research work
covered mainly the hair saloon firms in Enugu metropolis. It is also covered
selected hair saloon firms in Enugu metropolis.

1.6 THE SIGNIFICANCE OF THE STUDY:

The essence of this research work should not be seen as merely for the sole
purpose of the requirement for the award of certificate in marketing. The
study is beneficial and important in the context of the problem under study.
The benefits of this research can simply be stated as follows. This research
will be beneficial to the management of the service firms by providing
information towards a better application of marketing function in their
firms.

It will help in the identification and service of customers and subsequently

bringing in a greater profit margin for the firm. It is hoped it will be
beneficial to new comers into the service firms serving as a reference guide
for better setting of marketing functions in the firms. The better
understanding of marketing in service firms will bring about better
allocation of resources to the different functions of marketing activities.
This will help to dictate where resources should be better allocated and
monitored.

1.7 Limitation of the study

The limitations of the study are those characteristics of design or

methodology that impacted or influenced the application or interpretation of
the results of your study. They are the constraints on generalizability and
utility of findings that are the result of the ways in which you chose to
design the study and/or the method used to establish internal and external
validity.
Importance of...
Always acknowledge a study's limitations. It is far better for you to identify
and acknowledge your study’s limitations than to have them pointed out by
your professor and be graded down because you appear to have ignored
them.
Keep in mind that acknowledgement of a study's limitations is an
opportunity to make suggestions for further research. If you do connect
your study's limitations to suggestions for further research, be sure to
explain the ways in which these unanswered questions may become more
focused because of your study.
Acknowledgement of a study's limitations also provides you with an
opportunity to demonstrate to your professor that you have thought critically
about the research problem, understood the relevant literature published
about it, and correctly assessed the methods chosen for studying the
problem. A key objective of the research process is not only discovering
new knowledge but also to confront assumptions and explore what we
don't know.
Claiming limitiations is a subjective process because you must evaluate the
impact of those limitations. Don't just list key weaknesses and the
magnitude of a study's limitations. To do so diminishes the validity of your
research because it leaves the reader wondering whether, or in what ways,
limitation(s) in your study may have impacted the findings and conclusions.
Limitations require a critical, overall appraisal and interpretation of their
impact. You should answer the question: do these problems with errors,
methods, validity, etc. eventually matter and, if so, to what extent?
1.8.  DEFINITION OF TERMS

Marketing: This is the process planning, and executing the

conception, pricing, promotion and distribution of ideas, goods and
services organizational goals. Peter D. Bennett (1988). Service
Marketing. The marketing process involves organization that buy in
other to provide services or these marketing activities or processes
which involve the provision of services to customers through
exchange process. Hart N.A and Stapleton, J (1986)

Services: They are activities or benefits that one party can offer to

another that are intangible and do not result in the ownership of
anything. Rotter P. (2003) Insurance:   This is one of the social
sciences designed essentially for taking risk and risk taking involves
uncertainty of loss. Benaeth C. (1980) Marketing function: This is all
embracing   term covering every contributory factor in the process
or consideration to be the responsibility of marketing management
Hart N.A. and Stapleton(1986). Marketing.

Information: The data and news relevant to marketing operations.

Ifezue A.N. (199Q). Market research: Is the process of making
investigation into the characteristics of a given market Baker. J.
Michael (1991).

Marketing services: is the term sometimes used to cover all

marketing activities in a company other than   the sales function of
marketing research, advertising etc Hart N.A. and Stapleton J.
(1986). Policy: Is the   written or typewritten document which
evidence the terms of insurance contract between the parties.
Itukwu, J.O (1988). Premium: This is the financial consideration
paid by the insured to the insurer in return for the promise of the
insurer. Itpkwu J.O. (1988).

CHAPTER 2.0 Literature Review

A literature review is an examination of the research that has been

conducted in a particular field of study. Hart (1998) defines it as:
• The selection of available documents (both published and
unpublished) on the topic, which contain information, ideas, data
and evidence. [This selection is] written from a particular
standpoint to fulfil certain aims or express certain views on the
nature of the topic and how it is to be investigated, and
• The effective evaluation of these documents in relation to the
research being proposed (p. 13).  
What is the Purpose of a Literature Review?
• To demonstrate your scholarly ability to identify relevant
information and to outline existing knowledge.
• To identify the 'gap' in the research that your study is attempting to
address, positioning your work in the context of previous research
and creating a 'research space' for your work.
• To evaluate and synthesise the information in line with the
concepts that you have set yourself for the research.
• To produce a rationale or justification for your study.
Initially, you may read quite broadly on the topic to enrich your
understanding of the field. This is useful for refining your topic and
establishing the perspective that your research will take. For example,
reading broadly may help you work out where there are gaps in the
research, which may provide you with a niche for your research. It may
also enable you to establish how your research extends or enhances the
studies already done.
However, remember that the literature review needs to relate to and
explain your research question. Although there may seem to be hundreds
of sources of information that appear pertinent, once you have your
question you will be able to refine and narrow down the scope of your
reading
2.2 The marketing Concept

This is a business philosophy that challenges the above three business

orientations.  Its central tenets crystallized in the 1950s.  It holds that the key to
achieving its organizational goals (goals of the selling company) consists of the
company being more effective than competitors in creating, delivering, and
communicating customer value to its selected target customers. The marketing
concept rests on four pillars:  target market, customer needs, integrated marketing
and profitability.
 
            Distinctions between the Sales Concept and the Marketing Concept:
           
1.         The Sales Concept focuses on the needs of the seller.  The Marketing
Concept focuses on the needs of the buyer. 
 
2.         The Sales Concept is preoccupied with the seller’s need to convert his/her
product into cash.  The Marketing Concept is preoccupied with the idea of
satisfying the needs of the customer by means of the product as a solution to the
customer’s problem (needs).
 
            The Marketing Concept represents the major change in today’s company
orientation that provides the foundation to achieve competitive advantage.  This
philosophy is the foundation of consultative selling. 
 
            The Marketing Concept has evolved into a fifth and more refined company
orientation:  The Societal Marketing Concept. This concept is more theoretical and
will undoubtedly influence future forms of marketing and selling approaches.

2.3 The marketing mix

The term 'marketing mix' is a foundation model for businesses, historically

centered around product, price, place, and promotion (also known as the "4
Ps"). The marketing mix has been defined as the "set of marketing tools
that the firm uses to pursue its marketing objectives in the target market".
[1]
 Thus the marketing mix refers to four broad levels of marketing decision:
product, price, place, and promotion.
Marketing practice has been occurring for millennia, but marketing theory
emerged in the early twentieth century. The contemporary marketing mix,
or the 4 Ps, which has become the dominant framework for marketing
management decisions, was first published in 1960. In services marketing,
an extended marketing mix is used, typically comprising 7 Ps, made up of
the original 4 Ps extended by process, people, and physical
evidence. Occasionally service marketers will refer to 8 Ps, comprising
these 7 Ps plus performance.
In the 1990s, the model of 4 Cs was introduced as a more customer-driven
replacement of the 4 Ps. There are two theories based on 4 Cs:
Lauterborn's 4 Cs (consumer, cost, convenience, and communication), and
Shimizu's 4 Cs (commodity, cost, channel, and communication).
Given the valuation of customers towards potential product attributes (in
any category, e.g. product, promotion, etc.) and the attributes of the
products sold by other companies, the problem of selecting the attributes of
a product to maximize the number of customers preferring it is
a computationally intractable problem.
The correct arrangement of marketing mix by enterprise marketing
managers plays an important role in the success of a company's marketing.

2.4 An overview of Service

Major economies worldwide have predominantly become service economies. The
service sector has indeed emerged as the most paramount sector of the world
economy, contributing almost one-third of world gross value added, half of world
employment and one-fifth of global trade. Service sector has become the key driver
of growth of both developed as well as of developing countries. In 2016, by
employing only 27% of the working population, the service sector contributed
about 62 % of Indian Gross Value Added (GVA). The service sector has attained
paramount importance for both practitioners as well as academic researchers.
There is wide variety of services such as haircut, meal in a restaurant, surgery by
doctor, seat in an airplane, consultation by lawyer etc. World Trade Organisation
(WTO) has classified services into eleven major categories- Business Services,
Communication, Distribution, Finance, Transport, Construction and Engineering,
Health, Education, Environment, Tourism and Recreation. Services are found to be
fundamentally different from goods due to characteristics such as intangibility,
inseparability, non standardization, perishability etc. Consumer behaviour also
varies for service purchases and goods purchases. Consumer behaviour for services
is more complex and unpredictable. Researchers have tried to discuss various
aspects of services in literature. Nonetheless, the marketing literature is equivocal
about various concepts, characteristics and implications of nature of services for
marketers. The present paper will be valuable contribution to the literature. This
paper provides a comprehensive view of service marketing. The first section traces
the evolution of service marketing. The next section defines the concept of
marketing. The third section describes the key characteristics of services. The
fourth section discusses marketing mix for services. The paper concludes with
some insights for both marketers and practitioners. Evolution of Service Marketing
As an academic field, service marketing has been in existence from few past
decades. Fisk, Brown and Bitner (1993) studied the service marketing literature
from its nascent stage in 1953 to its maturity in 1993.They divided this evolution
into three stages-Crawling Out (1953–1979), Scurrying About (1980–1985), and
Walking Erect (1986–1993). In the first stage, researchers discussed and explored
whether this discipline deserves a separate place in literature (Swartz, Bowen &
Brown., 1992). The researchers started debating how goods are different from
services in this stage. Later in the stage of ‘Scurrying About’, the focus was on
implications of the difference between goods and services. In his attempt to
classify services into different types, Lovelock (1983) noted that there is “too much
emphasis on drawing distinctions between goods marketing and services marketing
and not enough on developing good insights for marketing practices in the service
sector”. The ‘Walking Erect’ stage established the existence of services marketing
as a distinct field. During the last decade of 20th century, the focus of the literature
shifted to various aspects of services such as service quality, service experience,
managing International Journal of Interdisciplinary and Multidisciplinary Studies
(IJIMS), 2017, Vol 4, No.2,44-46. 45 demand and supply gap in services,
increasing tangibility of intangible service processes, role of technology in service
processes etc.

2.5 An overview of the Service Industry

The Indian economy is the tenth largest economy and one of the fastest
growing economies in the world. For most countries around the world,
Services Sector forms the largest portion of their economy. The sector
accounts for about 57 per cent of the Gross Domestic Product (GDP) in
2014-15. The sector has emerged as the largest and fastest growing sector
of the economy, besides being responsible for employing one-fourth of the
population and exporting one-third of the total exports of the country.

In view of various studies, India will have more than 700 million Indians,
estimated to be of a working age by 2022, and, to up skill 500 million
people by this time, requires an estimated 70,000 highly skilled trainers
now and 20,000 additional trainers each year. This creates the need for
sufficient supply of highly skilled Counsellors, Educators and Trainers to up
skill the people.
 With this in focus, ICSI is poised to create an effective network of service
enterprises sharing a common goal. ICSI intends to update the Service
Industry in every aspect that affects businesses in the rapidly changing
technology and industry environment. Our adept team works towards
strengthening direct linkages with the Government and Corporates to build
perspective, analysing the availability of the resources, and, channelising
and utilising them for various avenues. In addition, to bring symmetry
across multiple segments of this diversified industry, and, achieve policy
advocacy and competitive advantage. ICSI through its knowledge and skill
partner- NSI (NSI Finishing School) works on imparting the skills through
practical training to meet the requirements of the industry for youth,
counsellors & teachers; so that they can upscale their professional
standards as per the growing market requirements. In lieu of this, ICSI also
aims at changing the skill landscape of the nation by providing the requisite
skills to the ever increasing human resource, so as to enable them to
contribute their best to the Service Industry.

Overview

A Service is a general term that describes work supporting a business but

does not produce a tangible commodity. A type of economic activity that is
intangible is not stored and does not result in ownership. A service is
consumed at the point of sale. Services is one of the two key components
of Economics, the other being Goods. Examples of Services include the
transfer of goods, such as the postal service delivering mail, and the use of
expertise or experience, such as a person visiting a doctor. The Services
Sector produces “intangible” goods, some well known – government,
health, education and some quite new- modern communications,
information, and business services.

Every economy consists of three sectors. They are Primary Sector

(extraction such as mining, agriculture and fishing), Secondary Sector
(manufacturing) and the Tertiary Sector (services sector). Economies tend
to follow a developmental progression that takes them from a heavy
reliance on primary, toward the development of manufacturing and finally
toward a more service based structure. Historically, manufacturing tended
to be more open to international trade and competition than services. As a
result, there has been a tendency for the economies to industrialize first to
come under competitive attack by those seeking to industrialize later. The
resultant shrinkage of manufacturing in the leading economies might
explain their growing reliance on the services sector. However, currently
and prospectively, with dramatic cost reduction, and, speed and reliability
improvements in the transportation of people and the communication of
information, the services sector is one of the most intensive international
competition.

Services sector is the lifeline for the social economic growth of a country. It
is today the largest and fastest growing sector globally, contributing more to
the global output and employing more people than any other sector. For
most countries around the world, services are the largest part of their
economy. The real reason for the growth of the service sector is due to the
increase in urbanization, privatization and more demand for intermediate
and final consumer services. Availability of quality services is vital for the
well being of the economy. In advanced economies, the growth in the
primary and secondary sectors is directly dependent on the growth of
services like banking, insurance, trade, commerce, entertainment, social
 and personal sectors etc. The U.S. and other developed economies are
now dominated by the services sector, accounting for more than two-thirds
of their Gross Domestic Product (GDP).

A growing economy changes the proportions and interrelations among its

basic sectors— agriculture, industry, and services and between other
sectors—rural and urban, public and private, domestic and export-oriented.
One way to look at the structure of an economy is to compare the shares of
its three main sectors—agriculture, industry, and services—in the country‘s
total output and employment. Initially, agriculture is a developing
economy‘s most important sector. But as income per capita rises,
agriculture loses its primacy, giving way first to a rise in the industrial
sector, then to a rise in the services sector. These two consecutive shifts
are called industrialization and post industrialization. All growing economies
are likely to go through these stages, which can be explained by structural
changes in consumer demand and in the relative labour productivity of the
three main economic sectors.

2.6 The role of Marketing in the Service Industry

Given the intangibility of services, marketing them becomes a particularly

challenging and yet extremely important task.

A key differentiator: Due to the increasing homogeneity in product offerings, the

attendant services provided are emerging as a key differentiator in the mind of
the consumers. Eg: In case of two fast food chains serving a similar product (Pizza
Hut and Domino’s), more than the product it is the service quality that
distinguishes the two brands from each other. Hence, marketers can leverage on
the service offering to differentiate themselves from the competition and attract
consumers.
Importance of relationships: Relationships are a key factor when it comes to the
marketing of services. Since the product is intangible, a large part of the
customers’ buying decision will depend on the degree to which he trusts the
seller. Hence, the need to listen to the needs of the customer and fulfill them
through the appropriate service offering and build a long lasting relationship
which would lead to repeat sales and positive word of mouth.

Customer Retention: Given today’s highly competitive scenario where multiple

providers are vying for a limited pool of customers, retaining customers is even
more important than attracting new ones. Since services are usually generated
and consumed at the same time, they actually involve the customer in service
delivery process by taking into consideration his requirements and feedback. Thus
they offer greater scope for customization according to customer requirements
thus offering increased satisfaction leading to higher customer retention.

CHAPTER 3.0 Research Design and Methodology

Research design
The research design is intended to provide an appropriate framework for a study. A
very significant decision in research design process is the choice to be made
regarding research approach since it determines how relevant information for a
study will be obtained; however, the research design process involves many
interrelated decisions .
This study employed a mixed type of methods. The first part of the study consisted
of a series of well-structured questionnaires (for management, employee’s
representatives, and technician of industries) and semi-structured interviews with
key stakeholders (government bodies, ministries, and industries) in participating
organizations. The other design used is an interview of employees to know how
they feel about safety and health of their workplace, and field observation at the
selected industrial sites was undertaken.
Hence, this study employs a descriptive research design to agree on the effects of
occupational safety and health management system on employee health, safety, and
property damage for selected manufacturing industries. Saunders et al. and Miller
say that descriptive research portrays an accurate profile of persons, events, or
situations. This design offers to the researchers a profile of described relevant
aspects of the phenomena of interest from an individual, organizational, and
industry-oriented perspective. Therefore, this research design enabled the
researchers to gather data from a wide range of respondents on the impact of safety
and health on manufacturing industries in Ethiopia. And this helped in analyzing
the response obtained on how it affects the manufacturing industries’ workplace
safety and health. The research overall design and flow process are depicted
in Figure 1

Research methodology
To address the key research objectives, this research used both qualitative and
quantitative methods and combination of primary and secondary sources. The
qualitative data supports the quantitative data analysis and results. The result
obtained is triangulated since the researcher utilized the qualitative and quantitative
data types in the data analysis. The study area, data sources, and sampling
techniques were discussed under this section.

3.1 Sources of Data Collection

Data collection is a standout amongst the most essential stages in carrying
on a research. You can have the best research plan in the world, however, in
the event that you can’t gather the necessary data you will not have the
capacity to complete your venture. Data collection is an extremely
challenging work which needs exhaustive planning, diligent work,
understanding, determination and more to have the capacity to complete
the assignment effectively. Data collection begins with figuring out what
sort of data is needed, followed by the collection of a sample from a certain
section of the population. Next, you have to utilize a certain tool to gather
the data from the chosen sample.

→ Sources of Data Collection

Normally we can gather data from two sources namely primary
and secondary. Data gathered through perception or
questionnaire review in a characteristic setting are illustrations
of data obtained in an uncontrolled situation. Secondary data is
the data acquired from optional sources like magazines, books,
documents, journals, reports, the web and more. The chart

below describes the flow of the sources of data collection. →

Sources of Primary Data Collection
Primary data will be the data that you gather particularly with the end goal
of your research venture. Leverage of Primary data is that it is particularly
customized to your analysis needs. A drawback is that it is costly to get hold
of. Primary data is otherwise called raw information; the information
gathered from the first source in a controlled or an uncontrolled situation.
Cases of a controlled domain are experimental studies where certain
variables are being controlled by the analyst.

The source of primary data is the populace test from which you gather the
information. The initial phase in the process is deciding your target
populace. For instance, if you are looking into the attractiveness of another
washing machine, your target populace may be newly-weds.

Clearly, it’s impracticable to gather information from everybody, so you will

need to focus on the sample size and kind of sample. The specimen ought to
be arbitrary and a stratified random sample is frequently sensible. In our
washing machine illustration, sub populations may incorporate adolescent
couples, moderately aged couples, old couples, and previously wedded
couples.

→ Sources of Secondary Data Collection

You can break the sources of secondary data into internal as well as
external sources. Inner sources incorporate data that exists and is stored in
your organization. External data refers to the data that is gathered by other
individuals or associations from your association’s outer environment.

Examples of inner sources of data incorporate, but are not restricted only
to, the following:

• Statement of the profit and loss

• Balance sheets
• Sales figures
• Inventory records
• Previous marketing studies
If the secondary data you have gathered from internal sources is not
sufficient, you can turn to outside sources of data collection, some outside
sources of data collection include:

• Universities
• Government sources
• Foundations
• Media, including telecast, print and Internet
• Trade, business and expert affiliations
• Corporate filings
• Commercial information administrations, which are organizations that
find the data for you

3.2 Population of the Study

In research terminology the Population can be explain as a comprehensive
group of individuals, institutions, objects and so forth with have a common
characteristics that are the interest of a researcher. The common
characteristics of the groups distinguish them from other individual,
institutions, objects and so forth. The term universe is also used as synonyms
to population. Suppose a researcher proposed to conduct a study on
awareness and use of ICT among the secondary school teachers in Telungana,
the entire secondary school teaching community in Telungana constitutes as
the population of the study.

Sometimes population can be counted easily, which is called finite population.

Population of medical students is an example of finite population. The
unlimited or unknown number of population can be called as infinite
population. The adolescents, youths in Telungana can be treated as examples
for infinite population, though they can be counted but in complex procedure.

Any value which is identified or measured from the characteristics of entire

population can be called as Parameter. The process of conducting a survey to
collect data from the entire population is called a census.

3.3 Sample Size Determination

Sample size determination is the act of choosing the number of

observations or replicates to include in a statistical sample. The sample size
is an important feature of any empirical study in which the goal is to make
inferences about a population from a sample. In practice, the sample size
used in a study is usually determined based on the cost, time, or
convenience of collecting the data, and the need for it to offer sufficient
statistical power. In complicated studies there may be several different
sample sizes: for example, in a stratified survey there would be different
sizes for each stratum. In a census, data is sought for an entire population,
hence the intended sample size is equal to the population. In experimental
design, where a study may be divided into different treatment groups, there
may be different sample sizes for each group.

Sample sizes may be chosen in several ways:

using experience – small samples, though sometimes unavoidable, can
result in wide confidence intervals and risk of errors in statistical
hypothesis testing.

using a target variance for an estimate to be derived from the sample

eventually obtained, i.e. if a high precision is required (narrow confidence
interval) this translates to a low target variance of the estimator.

using a target for the power of a statistical test to be applied once the
sample is collected.

using a confidence level, i.e. the larger the required confidence level, the
larger the sample size (given a constant precision requirement)

3.4 Method of Data Analysis

Data analysis is the process of evaluating data using the logical and
analytical reasoning to carefully examine each component of the data
collected or provided. Also is one of the many steps that are taken when a
research experiment is conducted.

Data Analysis Business Intelligence Puerto Rico by Utreee

Data is gathered from various sources related to your research topic. Once
the data is collected, it is then reviewed and analyzed to get to a conclusion
or form some sort of finding.

In terms of business, data analysis plays a major role when it comes to

making decisions that involve some sort of risk or uncertainty. The data
gathered and then reviewed to help decision makers mitigate the risk for a
certain decision.

Methods of Data Analysis:

There are a variety of methods for these types of analysis, but all of them
fall under two main methods that are Qualitative Analysis and Quantitative
Analysis. Let’s have a look at both of them below:
Qualitative Data Analysis:

The data obtained through this method consists of words, pictures, symbols
and observations. This type of analysis refers to the procedures and
processes that are utilized for the analysis of data to provide some level of
understanding, explanation or interpretation.

Unlike the quantitative analysis, no statistical approaches are used to

collect and analyze this data. There are a variety of approaches to collecting
this type of data and interpreting it. Some of the most commonly used
methods are:

Content Analysis: It is used to analyze verbal or behavioral data. This data

can consist of documents or communication artifacts like texts in various
formats, pictures or audios/videos.

Narrative Analysis: This one is the most commonly used as it involves

analyzing data that comes from a variety of sources including field notes,
surveys, diaries, interviews and other written forms. It involves
reformulating the stories given by people based on their experiences and in
different contexts.

Grounded Theory: This method involves the development of causal

explanations of a single phenomenon from the study of one or more cases.
If further cases are studied, then the explanations are altered until the
researchers arrive at a statement that fits all of the cases.

There are more methods of Qualitative Analysis like Conversation Analysis

and Discourse Analysis, but the above-mentioned ones are the most
common methods.

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Quantitative Data Analysis:

As the name suggests, the quantitative analysis is used for the
quantification of data which allows the generalization of the results
obtained from a sample to a population of interest.

Simply put, statistical methods of data analysis are used to collect raw data
and transform it into numerical data. Some of the methods that fall under
that Quantitative Analysis are:

Mean: Also known as the average, Mean is the most basic method of
analyzing data where the sum of a numbers’ list is divided by the number of
items on that list. It is useful in determining the overall trend of something.

Hypothesis Testing: Majorly used in business research and is done to assess

if a certain theory or hypothesis for a population or data set is true.

Sample Size Determination: When doing research on a large population

like workforce for your company, small sample size is taken and then
analyzed, and the results are considered almost same for every member of
the population.

There are many more methods of data collection in Quantitative analysis

like regression, standard deviation, and mode and so on but these are a few
common ones.

CHAPTER 4.0 PRESENTATION ANALYSIS AND

INTERPRETATION

Data analysis is the process of bringing order, structure and meaning to the
mass of

collected data. It is a messy, ambiguous, time consuming, creative, and

fascinating

process. It does not proceed in a linear fashion; it is not neat. Data analysis
is a

search for answers about relationships among categories of data."-

Marshall and
Rossman, 1990:111

Hitchcock and Hughes take this one step further: "…the ways in which the
researcher

moves from a description of what is the case to an explanation of why what

is the case

is the case."- Hitchcock and Hughes 1995:295

IV.1 INTRODUCTION

In Chapter three, researcher had discussed the research design and

methodology,

origin of the research, design of the research, variable of the research,

population and

sample of the research, tools for data collection, development stage of the
CAI package,

procedure for data collection, statistical analysis done in research work.

Data analysis is considered to be important step and heart of the research

in

research work.

In the beginning the data is raw in nature but after it is arranged in a

certain

format or a meaningful order this raw data takes the form of the
information. The

most critical and essential supporting pillars of the research are the analysis
and the

interpretation of the data. With the help of the interpretation step one is
able to

achieve a conclusion from the set of the gathered data. Interpretation has
two major

aspects namely establishing continuity in the research through linking the

results of a
given study with those of another and the establishment of some
relationship with the

collected data. Interpretation can be defined as the device through which

the factors,

which seem to explain what has been observed by the researcher in the
course of the study, can be better understood. Interpretation provides a
theoretical conception which

can serve as a guide for the further research work.

4.1 Data Presentation

1. Data Presentation• By the end of this session, the students should be able
to• Define the data• Know the different types of data• Know the different
ways to present the data scientifically and systematically

2. Definition of DataAny observation collected in respect of any

characteristic or event is called data.

3. Information• Raw data carry/convey little meaning, when it is

considered alone.• The data is minimized, processed/analyzed and then
presented systematically. So that it is converted into Information.• It is
important to note that data, that is not converted into information is of
little value for evaluation and planning and can not be used by those who
are involved in decision making.

4. Types of Data• To give a holistic picture of classification data can divided

into two types• Quantitative data (numerical)• Qualitative data (descriptive,
categorical/frequency count)

5. Quantitative dataThe data , that can be expressed in numbers/ figures is

called quantitative data. In this the exact measures are possible.It has two
types (a) Discrete: Discrete variables can take only certain values and none
in between e. g number of patients in a hospital census may be 178 or 179,
but it cannot be in between these two, similarly the number of syringes
used in a clinic in one day or number of children in a family. It is expressed
in whole number. (b) Continuous: Continuous variables may take any value
(typically between certain limits). For example age (25.5 years), weight
(70.5 kg), height (1.5 meter) , hemoglobin (12.5 gm), blood pressure
(135/95). It can be expressed in decimals.
6. Qualitative Data• Also called descriptive/ categorical data/ frequency
count.• When the data are arranged in categories on the basis of their
quality and there is gap between two values, it is called qualitative data, e.g
name, religion, marital status, socioeconomic status, awareness.•
Qualitative data cannot be expressed in numerical forms.

7. Types of qualitative dataNominal data:Nominal scale data are divided

into categories, that are onlydistinguished by their name and labels and
cannot be classified oneabove another e.g race, name , sex, name of
country, name ofcrops, type of blood. In this type of data there is no
implication oforder or ratio.Nominal data that falls into two groups are
called dichotomous datae.g male/ female, black/white, rural/
urban.Ordinal data:When the categorical data can be placed in meaningful
order on thebasis of their quality, it is known as ordinal data. In this the
exactdifference between the two groups cannot be estimated e.g
paincategorized as mild, moderate and severe. Similarly scoring ofstudents
categorized as A (70% and above), B (60-69 %), C (50-59%). In this the
exact difference between the students placed ingrade A and B cannot be
estimated.

8. Interval: Interval scale data are like ordinal data in that they can be
placed in a meaningful order.• The categories are arranged in equally
spaced units and there is no absolute zero point e.g temperature where 0 ˚
C does not mean no temperature but is equal to 32 ˚ F or 273 K ( Kelvin
scale ).• In addition they have meaningful intervals between items, which
are usually measured quantities. For example on the Celsius scale the
difference between 100 ˚ C and 90 ˚ C is the same as the difference between
50 ˚ C and 40 ˚ C.• However because interval scales do not have an
absolute zero, ratio of scores are not meaningful e.g 100 ˚ C is not twice as
hot as 50 ˚ C, because 0 ˚ C does not indicate a complete absence of heat.

9. Ratio• A ratio scale has the same properties as an interval scale; however,
because it has an absolute zero, meaningful ratios do exist.• Most
biomedical variables form a ratio scale e.g weight in grams or pounds, time
in seconds or days, blood pressure in millimeters of mercury, and pulse rate
in beats per minute are all ratio scale data.• The only ratio scale of
temperature is the Kelvin scale, in which zero degree indicates an absolute
absence of heat, just as a zero pulse rate indicates an absolute lack of
heartbeat. Therefore it is correct to say that a pulse rate of 120 beats/min is
twice as fast as pulse rate of 60 beats / min, or that 300 K is twice as hot as
150 K.

10. Data Presentation• Principals of data presentation (a) To arrange the

data in such a way that it should create interest in the reader’s mind at the
first sight. (b) To present the information in a compact and concise form
without losing important details. (c) To present the data in a simple form so
as to draw the conclusion directly by viewing at the data. (d) To present it in
such away that it can help in further statistical analysis.

11. Presentation of data Tabular GraphicalSimple table complex table For

quantitative data For qualitative data 1. Histogram 1. Bar chart 2.
Frequency polygon 2. Pictogram 3. Frequency curve 3. Pie chart 4. Line
chart 4. Map diagram 5. Normal distribution curve 6. Cumulative
distribution curve 7.Scatter diagram

12. Tabulation Tables are the devices, that are used to present the data in a
simple form. It is probably the first step before the data is used for analysis
or interpretation. General principals of designing tablesa) The tables should
be numbered e.g table 1, table 2 etc.b) A title must be given to each table,
which should be brief and self explanatory.c) The headings of columns or
rows should be clear and concise.d) The data must be presented according
to size or importance chronologically, alphabetically, or geographically.e) If
percentages or averages are to be compared, they should be placed as close
as possible.f) No table should be too largeg) Most of the people find a
vertical arrangement better than a horizontal one because, it is easier to
scan the data from top to bottom than from left to righth) Foot notes may
be given, where necessary, providing explanatory notes or additional
information.Types of tables1) Simple tables :Measurements of single set are
presented2) Complex tables :Measurements of multiple sets are presented

13. Simple Table When characteristics with values are presented in the form
of table, it is known as simple table e.gTable 4.4Infant mortality rate of
selected countries in 2004Name of country Infant mortality ratePakistan
90Bangladesh 60Sri Lanka 26India 60

14. Frequency distribution table• In the frequency distribution table, the

data is first split up into convenient groups (class interval) and the number
of items (frequency) which occur in each group is shown in adjacent
columns.• Hence it is a table showing the frequency with which the values
are distributed in different groups or classes with some defined
characteristics.

15. Rules for construction of frequency table1)The class interval should not
be too large or too small2)The number of classes to be formed more than 8
and less than 153)The class interval should be equal and uniform through
out the classification.4) After construction of table, proper and clear
heading should be given to it5)The base or source of data should be
mentioned with the pattern of analysis in footnote at the end of table

16. Frequency distribution tableTable 3Age distribution of polio patients

Age Number of patients O-4 35 5-9 18 10-14 11 15-19 8 20-24 6

17. Table1.2Grouped, relative, and cumulative frequency distributions if

serum cholesterol levels in 200 men Interval Frequency f relative f
cumulative f 251-260 5 2.5 100.0 241-250 13 6.5 97.5 231-240 19 9.5 91.0
221-230 18 9.0 81.5 211-220 38 19.0 72.5 201-210 72 36.0 53.5 191-200 14
7.0 17.5 181-190 12 6.0 10.5 171-180 5 2.5 4.5 161-170 4 2.0 2.0

18. Charts and DiagramsCharts and diagrams are useful methods of

presenting simple data. They have powerful impact on imagination of
people. Gives information at a glance. Diagrams are better retained in
memory than statistical table. However graphs cannot be substituted for
statistical table, because the graphs cannot have mathematical treatment
where as tables can be treated mathematically. Whenever graphs are
compared , the difference in the scale should be noted. It should be
remembered that a lot of details and accuracy of original data is lost in
charts and diagrams, and if we want the real study, we have to go back to
the original data.

19. Common diagrams• Pie chart• Simple bar diagram• Multiple bar
diagram• Component bar diagram or subdivided bar diagram• Histogram•
Frequency polygon• Frequency curve• O give curve• Scatter diagram• Line
diagram• Pictogram• Statistical maps

20. Bar charts• The data presented is categorical• Data is presented in the
form of rectangular bar of equal breadth.• Each bar represent one
variant /attribute.• Suitable scale should be indicated and scale starts from
zero.• The width of the bar and the gaps between the bars should be equal
throughout.• The length of the bar is proportional to the magnitude/
frequency of the variable.• The bars may be vertical or horizontal.
21. Bar charts Year Wise Enrollment of students in Government school
300300 260 230250 200200 160 150150 120 100100 7050 0 One Two
Three Four Five Six Seven Eight Nine No. of Students

22. Multiple Bar Charts• Also called compound bar charts• More then one
sub-attribute of variable can be expressed 60 50 Population Land
Percentage of World Total 40 30 20 10 0 Asia Europe Africa Latin USSR
North Oceania America America

23. Component bar charts• When there are many categories on X-axis
(more than 5) and they have further subcategories, then to accommodate
the categories, the bars may be divided into parts, each part representing a
certain item and proportional to the magnitude of that particular item
Pakistan: Growth of Population 800 Population in Million 700 Growth 600
500 400 300 200 100 0 01 11 21 31 41 51 61 71 81 91 01 19 19 19 19 19 20 19
19 19 19 19 Censs Decades

24. Component Bar Chart12010080 Female60 Male4020 0 Pakistan USA

Sweden

25. Histogram• Used for Quantitative, Continuous, Variables.• It is used to

present variables which have no gaps e.g age, weight, height, blood
pressure, blood sugar etc.• It consist of a series of blocks. The class intervals
are given along horizontal axis and the frequency along the vertical axis.

26. Histogram of Grouped frequency distrinution of serum cholestrol levels

in 200 men 80 70 60frequency 50 40 30 20 10 0 161- 171- 181- 191- 201-
211- 221- 231- 241- 251- 170 180 190 200 210 220 230 240 250 260 Serum
Cholestrol, mg/dl

27. Frequency polygonFrequency polygon is an area diagram of frequency

distribution over a histogram.It is a linear representation of a frequency
table and histogram, obtained by joining the mid points of the hitogram
blocks.Frequency is plotted at the central point of a group percentage total
frequency 250 200 150 percentage total 100 frequency 50 0 59-69 69-79
79-89 89-99 99- 109- 119- 129- 109 119 129 139

28. Normal frequency distribution curve• Frequency polygons may take

many different shapes, but many naturally occurring phenomena are
approximately distributed according to the symmetrical, bell-shaped
normal or Gaussian distribution.• In normal distribution curve, the three
measures of central tendency are identical. approximately 68% of the
distributions falls within +_ 1 standard deviation of the mean .
approximately 95% of the distributions falls within +_ 2 standard deviation
of the mean approximately 99.7% of the distributions falls within +_ 3
standard deviation of the meanmen and women (each gender forms its own
distribution around a different midpoint).

29. Asymmetrical distribution are called skewed distributions. The three

measures of central tendency differ. Mode is highest point on curve, the
mean is pulled up or down by the influence of a relatively small number of
very high or very low scores and the median lies between the two.• n
Positively (or right) skewed distributions and negatively (or left) skewed
distributions cabe identified by the location of the tail of the curve.•
Positively skewed distributions have a relatively large number of low scores
and a small number of very high scores.• Negatively skewed distributions
have relatively large number of high scores and a small number of low
scores.• Bimodal distributions are sometimes a combination of two
underlying normal distributions, such as the heights of a large number of
men and women (each gender forms its own distribution around a different
midpoint).

30. Line diagram • Line diagrams are used to show the trend of events with
the passage of time. • Line diagram showing the malaria cases reported
throughout the word excluding African region during 1972-78 10C 8as6e4s
2 0 1972 73 74 75 76 77 78

31. Pie charts• Most common way of presenting data• The value of each
category is divided by the total values and then multiplied by 360 and then
each category is allocated the respective angle to present the proportion it
has.• It is often necessary to indicate percentages in the segment as it may
not be sometimes very easy virtually, to compare the areas of segments.

32. Pie Charts World PopulationDevelopingCountries 26% Developed

Countries Developing Countries Developed Countries 74%

33. Pie Chart• Question-: In a DHQ Hospital 120 Doctors are working.60
doctors went to Lahore to attend a workshop.20 doctors went on long
leave.30 doctors were retired.• Show this data by Pie chart. Doctors went to
Lahore Doctors retired Doctors on leave Working doctors

34. Pictogram• Popular method of presenting data to those who cannot

understand orthodox charts.• Small pictures or symbols are used to present
the data,e.g a picture of a doctor to represent the population physician.•
Fraction of the picture can be used to represent numbers smaller than the
value of whole symbol

35. Statistical maps• When statistical data refers to geographic or

administrative areas, it is presented either as statistical map or dot map.•
The shaded maps are used to present data of varying size. The areas are
shaded with different colour or different intensities of the same colour,
which is indicated in the key.

36. Scatter diagram• Scatter diagrams show the relationship between the
two variables e.g a positive correlation/ association between the intake of
fat and sugar in the average diets of 41 countries.• If the dots cluster round
a straight line, it shows evidence of a relationship of a linear nature.• If
there is no such cluster, it is probable that there is no relationship between
the variables.

4.2 Presentation and analysis of data

Data presentation and analysis forms an integral part of all academic

studies, commercial, industrial and marketing activities as well as
professional practices. Presentation of data requires skills and
understanding of data. It is necessary to make use of collected data which is
considered to be raw data. This raw data must be processed to be used or
for any application. Data analysis helps in the interpretation of data and
help take a decision or answer the research question. This can be done by
using various Data processing tools and Softwares. Data analysis starts with
the collection of data, followed by Data processing. This processing of data
can be done by various data processing methods and sorting it. Processed
data helps in obtaining information from it, as the raw data is non-
comprehensive in nature. Presenting the data includes the pictorial
representation of the data by using graphs, charts, maps and other
methods. These methods help in adding the visual aspect to data which
makes it much more comfortable and easy to understand. Various methods
of data presentation can be used to present data and facts. Widely used
format and data presentation techniques are mentioned below:

As Text – Raw data with proper formatting, categorisation, indentation is

most extensively used and is a very effective way of presenting data. Text
format is widely found in books, reports, research papers and in this article
itself.

In Tabular Form – Tabular form is generally used to differentiate,

categorise, relate different datasets. It can be a simple pros & cons table, or
a data with corresponding value such as annual GDP, a bank statement,
monthly expenditure etc.

In Graphical Form – Data can further be presented in a simpler and even

easier form by means of using graphics. The input for such graphical data
can be another type of data itself or some raw data. For example, a bar
graph & pie chart takes tabular data as input. The tabular data in such case
is processed data itself but provides limited use. Converting such data or
raw data into graphical form directly makes it quicker and easier to
interpret.

The Significance and Importance of Data Presentation

Data presentation and analysis plays an essential role in every field. An

excellent presentation can be a deal maker or deal breaker. Some people
make an incredibly useful presentation with the same set of facts and
figures which are available with others. At times people work really hard
but fail to present it properly and have lost essential deals. The work which
they did was unable to impress the decision makers. So to get the job done,
especially while dealing with clients or higher authorities, Presentation
Matters! No one is willing to spend hours in understanding what you have
to show and this is precisely why presentation matters! It is thus essential
to have a clarity on what is data presentation.

Data analysis helps people in understanding the results of surveys

conducted, makes use of already existing studies to obtain new results.
Helps to validate the existing research or to add/expand the current
research.

Data Presentation and Analysis or Data Analysis and Presentation?

These two go hand in hand, and it will be difficult to provide a complete

differentiation between the two. Adding visual aspect to data or sorting it
using grouping and presenting it in the form of table is a part of the
presentation. Doing this further helps in analyzing data. During a study
with an aim and multiple objectives, data analysis will be required to
complete the required objectives. Compiling or presenting the analyzed
data will help in overall analysis and concluding the study.

You can have a variety of data which can be used in presentations. Some of
these types include :

Time Series Data

Bar Charts

Combo Charts

Pie Charts

Tables

Geo Map

Scorecard

Scatter Charts

Bullet Charts

Area Chart

Text & Images

Some of these have been described in brief with an example at the end of
this article.

Steps for Presenting and Analyzing Data:

Frame the objectives of the study and make a list of data to be collected and
its format.

Collect/obtain data from primary or secondary sources.

Change the format of data i.e., table, maps, graphs, etc. in the desired
format.

Sort data through grouping, discarding the extra data and deciding the
required form to make data comprehensible.

Make charts and graphs to help to add visual part and analyze trends.

Analyse trends and relate the information to fulfill the objectives.

Presentation of Data:

A presentation should have a predefined sequence of arguments being

made to support the study. Start with stating the Aim of study and the
objectives required to reach the aim.

Break the objectives in multiple parts and make a list of data to be

collected. Noting down the sources of data, form in which data exist and
needs to be obtained. Also conducting a primary survey for information
which does not exist.

Form and explain the methodology adapted to carry out a study.

Data collection through primary survey needs to have well thought of

sampling methods. This will help in reducing the efforts and increasing
efficiency. Sample size should be given importance and correct sampling
technique should be applied.

Present only the required information and skip the background research to
make your point more clear.

Do not forget to give credits and references in the end and where ever
required.

The presentation can be done using software such as Microsoft Powerpoint,

Prezi, Google Analytics and other analytic software. It can also be done by
making models, presenting on paper or sheets, on maps or by use of
boards. The methods selected depends on the requirement and the
resources available.

4.3 Testing of Hypothesis

In hypothesis testing, an analyst tests a statistical sample, with the goal of
providing evidence on the plausibility of the null hypothesis.

Statistical analysts test a hypothesis by measuring and examining a random

sample of the population being analyzed. All analysts use a random
population sample to test two different hypotheses: the null hypothesis and
the alternative hypothesis.

The null hypothesis is usually a hypothesis of equality between population

parameters; e.g., a null hypothesis may state that the population mean
return is equal to zero. The alternative hypothesis is effectively the opposite
of a null hypothesis; e.g., the population mean return is not equal to zero.
Thus, they are mutually exclusive, and only one can be true. However, one
of the two hypotheses will always be true.

Four Steps of Hypothesis Testing

All hypotheses are tested using a four-step process:

The first step is for the analyst to state the two hypotheses so that only one
can be right.

The next step is to formulate an analysis plan, which outlines how the data
will be evaluated.

The third step is to carry out the plan and physically analyze the sample
data.

The fourth and final step is to analyze the results and either reject the null
hypothesis, or state that the null hypothesis is plausible, given the data.

Real-World Example of Hypothesis Testing

If, for example, a person wants to test that a penny has exactly a 50%
chance of landing on heads, the null hypothesis would be yes, and the
alternative hypothesis would be no (it does not land on heads).
Mathematically, the null hypothesis would be represented as Ho: P = 0.5.
The alternative hypothesis would be denoted as "Ha" and be identical to the
null hypothesis, except with the equal sign struck-through, meaning that it
does not equal 50%.

A random sample of 100 coin flips is taken, and the null hypothesis is then
tested. If it is found that the 100 coin flips were distributed as 40 heads and
60 tails, the analyst would assume that a penny does not have a 50% chance
of landing on heads and would reject the null hypothesis and accept the
alternative hypothesis.

If, on the other hand, there were 48 heads and 52 tails, then it is plausible
that the coin could be fair and still produce such a result. In cases such as
this where the null hypothesis is "accepted," the analyst states that the
difference between the expected results (50 heads and 50 tails) and the
observed results (48 heads and 52 tails) is "explainable by chance alone."

CHAPTER . 5.0 SUMMARY, RECOMMENDATIONS AND

CONCLUSION

Summary

Academic achievement is considered as key criteria to judge

one’s total potentialities and capacities. Apart from academic achievement

adolescents’ study habits and self-concept equally keep importance in

students’ academic spheres. This The study is a quantitative study which

was designed to investigate the influence of inhabitance and gender on

study

habits, academic achievement and self-concept of school going adolescents

in the Beed district, Region of Maharashtra. Looking to the objective of the

present research 2 X2 factorial design was found to be appropriate. as per

design the sample distribution was formulated. The total sample of this
study
comprised of school students with age rang 13 to 16 years. The whole
sample

consist of total 600 students with equal number of boys (n=300) and girls

(n=300). Both subgroups were made with equal number of students belong
to

urban & rural community. Hence four experimental groups were made. The

selected sample was administrated on study habit and Attitude developed

by

C.P.Mathur and self-concept questionnaire by R.K. Saraswat (1984) . In

order to obtain data for academic achievement, the percentage of the total

125

marks obtained by the students in their final exam of previous academic

year

were used. Hence the overall data respective to each variable was collected.

These obtained data were analyzed by using two way analysis of variance

(ANOVA). The study reviewed literature regarding concept of study habits&

attitude, self-concept and academic achievement and also, factors

influencing

these variables. The obtained result after analysis the data were presented
as

followsConclusion

From the analysis it was found out that:

 Adolescents who belongs to rural area were found to be more excellent in

their study habits and possess significantly more positive attitudes

towards teaches; school and home environment; education; study habits;

mental conflict; concentration; home assignment; self-confidence; and

examination as compared to those who belongs to urban community.

 Female adolescents possess significantly good study habit and attitude

than male students.

 Interaction effect of living area and gender was found to be insignificant

in order to determine adolescents’ study habit and attitude.

 Adolescents students based on their inhabitance ie. Urban and rural do

not significantly different in their academic achievement.

 Female adolescents are significantly higher in their academic

achievement as compared to their male counterparts. .

126

 There is significant difference in academic achievement of male and

female students in relation to their inhabitance difference.

 Inhabitance was found to be significant on physical component of

selfconcept in favor of urban adolescents.

 rural students was found to be significantly higher than urban

community

students on their measure of Social , Educational , moral self-Concept.

 There is insignificant difference was observed in urban and rural

adolescents on their measure of intellectual , temperamental and overall

Self Concept.

 On physical dimension of self-concept, male obtained significantly

higher scores than female adolescence.

 on Temperamental, Education and Moral component of self-concept

female adolescents were found to be significantly more positive than

male adolescents

 Male and female were found to be parallel in their overall as well as

social self-concept.
 F values were found to be insignificant for male and female students in

relation to their living area (urban and rural ) in their measure of overall

self-concept (SCQ) as well as its various dimensions namely physical,

social, moral, Intellectual, temperamental and educational self-concept.

5.1 Summary of Findings

The utility of retrenchment for firms has been discussed controversially in

precedingliterature. $obbins and Pearce %&''() see retrenchment as critical
strategic element inattaining turnaround and argued that retrenchment not
only improves the liquidity situation of a firm, but also the efficiency of a
company

*ut in contrast to $obbins and Pearce %&''(), this research study did not
find strong evidencefor the utility of retrenchment. +indings suggest that
asset retrenchment or divestment has nogreater impact on performance
when it is not implemented effectively.

The researcher found out that Zimbabwean companies mainly close down
branches whichwill be underperforming, drop trategic *usiness -nits in a
bid to stick to their knitting."t was further found out in the research that
when companies in Zimbabwe retrench either cost or asset, there is more
focus on the contraction rather than trying to consider howcompanies
could improve its deteriorating financial performance through a
combination of strategies.

According to this research study, it is found out that divestment as a

retrenchment strateger per se

cannot be relied upon for desired levels of improved performance without

being givenadequate commitment. eemingly, the majority of companies
saw retrenchment as animportant element of their decline stemming
strategies to improve their performance duringthe financial crisis. /espite
the high number of retrenching firms, the positive effects on performance
on retrenchment are limited.Zimbabwean companies continuously
employing divestment in a goal to turn around performance. 0ompanies
are contracting but there is not much different on the performanceof the
organisations, hence divestment implementation should be done in such a
way that itensures that assignments are e#ecuted in a manner that
accomplishes the plan1s statedobjectives in Zimbabwe.

Pertaining to the best practices to be followed when implementing

divestment strategy, theresearcher found out that there should be a proper
evaluation and consistent way of e#ecutingstrategies. +irstly, there is need
to determine how the strategy will be e#ecuted. There should be an
e#tensive review of the causes of performance decline as this will help in
decidingwhich strategy is to be used.The study found out that, companies
need to analyse their structures in order to develop asuitable structure
which is best aligned to the strategy being followed.

then considering employing divestment strategy, there is need to analyse

the shared valuesof the organisation.The researcher also found out that
there is need for Zimbabwean companies to consider whether if the
financial situation can be reversed using other strategies like growth
throughintegration. Therefore need for proper selection of an appropriate
approach to implementingthe strategy.2ith the changes in technology,
customer taste and preferences, there is need for theorganisations to
constantly adapt to these changes and have intermittent results evaluation
of strategies being implemented in order to view the progress.

The researcher found out that there are several reasons which force
Zimbabwean companiesto continuously divest. The chief reason being
reduction in sales to overhead costs ratio. Thisis caused by high costs
associated with production which will be transferred to the final product
and hence perceived e#pensive in the market and customers will opt to
import products from other countries like the $epublic of outh Africa,
3o4ambique, 0hina, 5apanand -nited Arab 6mirates among
others.0ompanies in Zimbabwe also continue to employ divestment due to
failure to keep abreastwith the competition. Also companies are slow to
react to changes in the market.There are costs associated with rentals,
heavily ta#ed companies and some other operatingcosts.

The researcher found internal and e#ternal factors which should be

considered beforedivestment implementation.The internal factors
encompass company resources, that is, divestment decisions should
bemade in situations of low firm financial strength rather than high. There
is also need toconsider the skills and competencies of the employees.7alues
of the organisation and senior managerial attachment, that is, the greater
theinvolvement with a unit and attachment to a unit which senior managers
have, the less likelyit is that those managers will be able objectively to
consider that unit1s divestment.

5.2 Recommendations

On the basis of the findings in this study the following

recommendations are put forth to improve and more effectively

conduct the adult education programme.

1. The uniform and timely distribution of reading and writing

materials is an important issue. Sufficient amount of writing

materials should be timely available at every literacy center along

with the primers. Moreover, instructors and supervisors should

discuss regarding the availability ofreading and writing materials

180 (primers, exercise books, slates, pencils etc.) at regular intervals.

Every instructor should follow reading and writing

simultaneously. The blackboard should be made available in every

center.

2. In this study it was found that, teaching and reading materials were

published by the State Resource Center (SRC), West Bengal and

Narendrapur Lokashiksha Parishad. They should evaluate and

update the primers and other related study materials on regular

basis based on the feedback provided by the users. In the

preparation ofstudy materials the involvement ofDistrict Institute

of Education and Training (DIET) is very essential. The study

materials should be realistic, simple, easy to learn and interesting.

In this connection the recommendation of National Education

Policy 1986 is very relevant which recommended that, "Effective

steps will be taken to provide a frame work for the curriculum on

the lines of the national core curriculum, but based on the needs

of the learners and related to the local environment". So the

curriculum of literacy or post literacy level involves our tradition,

art, culture, rights and duties of citizenship, besides contributing to

occupational uplift. There should be reflection of personal and

environmental problems in the curriculum. The combined efforts

181 of SRCs, NGOs must be involved in the publication of monthly

reviews and newsletters for neo- literates.

3. One ofthe main objectives ofliteracy and post literacy programme

is to make learners self-reliant which can be attained by the

learners by attending literacy centres regularly. It may be

mentioned that Government of India announced National Policy

for the Empowerment of Women in 2001. Two main objectives of

this policy are :

• creating an environment through positive economic and social

policies for full development of women to enable them to realize

their full potential.

• equal access to participation and decision making of women in

social, political and economic life ofthe nation.

The above mentioned objectives ofthe policy will be fulfilled only

when the learners apart from literacy skills will participate in

various welfare schemes already announced by Central and State

governments. So different NGOs, panchayat members, local

educated persons will help the learners to join various welfare

programme effectively. Specially panchayat female members will

play significance role. These schemes ifincorporated properly will

benefit women economically and enable them to be self-reliant.

Their decision making power will be enhanced. So in this process

182 if education is used as an instrument then in true sense women will

be empowered. It will be proved by their active participation that

they are not merely unempowered mouth-pieces of a masculine

nexus and in this way the objective of greater opportunities for

"Equality for Women" as in Beijing Conference 1995 will be

successful.

4. In literacy and post-literacy programme the method of teaching is

very important factor. 'Life Oriented Education Programme' of

Bangladesh was introduced for reaching the goal 'Education for

AH'. In this programme the teaching learning process mentioned in

this programme is very relevant - "an innovative participatory

teaching learning process is being used for imparting basic literacy

and numeracy skills. Basic literacy and numeracy is provided in a

two-day method in which everything that is taught on the first day

is revised on the second. If a learner is absent from a session for

some reason, this method enables that learners to catch up on the

next day". The above experiment may be modified in Indian

context. So it may be recommended that whatever portion in

primer is taught in the whole week could be revised by the

instructor at the weekend. Along with that, teaching method

should be simple, easily understandable with touch of affection

and interaction.183
5. The rapid expansion and explosion of information and

communication technology should be utilized for adult education

programme. On the basis ofthe recommendation of National Plan

of Action India 2003 it may be said that teaching learning in the

literacy centres will be attractive through the effective use of

satellite, V.D.O. conference and teleconference. Use of electronic

media will improve the learners attendance. Due to our limitations,

inexpensive, low cost media can be used in the centres for

effective communication and awareness programme of health,

social and environmental problems can be high lighted. So it may

be recommended that through effective use of dance, drama,

songs, 'katho-katha' (story telling) and sports by active

participation of learners be introduced as means of creating

interest, generating motivation and creating novelty in imparting

education.

6. Instructor played a very significant and important role in literacy

programme. Instructor should have a minimum qualification and

they will attain training programme time to time for use of

educational technology in the literacy center. Motivated,

dedicated, committed instructor will be rewarded and further

training will be given according to their skills. The National

Education Policy 1986 recommended that, "Talented and

184 dedicated young men and women from the local community will

be chosen to serve as instructor and particular attention to be paid

to their training". So retired or active school teacher, enthusiastic

educated, dedicated housewives, old educated retired people or

student from secondary, college, university level will be selected

as instructor who will consider this work as social service.

Instructor will teach in such a manner so that issues of health,

environment, social problem mentioned in the text book will be

effectively utilized by the learners in real life situation. To

motivate the instructor government should have realistic look at

the salaries and allowances of instructors, certificate as careers

achievement and consideration of such social services during

interviews ofjob. A committee with members from DIET (District

Institute of Education and Training) competent and educated

people from district level may be formed. The committee will

recommend the name of efficient and dedicated instructor at

district level. Their name will be published in local newsletter, and

their efforts will be praised in social cultural programme. In this

way, instructors may be motivated and enlightened and also

morally uplifted through these awards and social recognition.

Selfinstructional package for primary school teacher is mentioned

in Education for All of National Plan of Action 2003. Similarly

185 instructional package for the instructor ofliteracy and post literacy

centres may be prepared with the help of State Resource center

(SRC), educationist, experts of research institute, college,

university teachers and it will be updated time to time by

evaluation according to feed back given by learners and

instructors. So in this way the well trained instructor can conduct

the programme in a'systematic manner as per training plan. In this

connection the recommendation of Report to UNESCO of

International Commission on Education for the Twenty First

Century, Learning the Treasure Within, teaching work will

generate love of learning mentioned under teaching : an art and a

science is very much relevant and significant.

Supervisor, Village Education Committee (VEC), panchayat

members, and guardian of the learner will regularly interact with

instructor for better outcome of the literacy center. In this

connection, the recommendation "entire community mobilization

to ensure community based monitoring of all these intervention for

quality and sustainability" mentioned in Different Approaches for

Achieving Education for All Indian Experience 2003 is very much

relevant.

7. Both in rural and urban area, learners are directly and indirectly

involved in their family income and such type of employment is

186 the cause of high rate absence of the learners at the literacy

centres. In this connection the recommendation of Kothari

Commission (1964-66) are significant and relevant - "AH good

and purposeful education should consist of at least four basic

elements.

• Literacy

• Numeracy

• Work experience

• Social service"
So earn while you learn - This should be motto. Arrangement should

be made for vocational training for the learners of literacy, post

literacy and continuing education programme as according to their

needs, who live below poverty line in remote rural areas.

Employment linked Vocational Training Programme for Neo-literates

- Jan Shikshan Sansthan Coimbatore undertook National Plan of

Action 2003 which is very important and significant for the

development ofrural people in India.

8. After identifying first generation learners through counselling

special literacy drive should be organized for them by instructors,

Village Education Committee (VEC) and NGOs etc.

It was viewed in this study that in some villages of South 24-

Parganas, the parents have the tendency for consumption ofliquor,

187 causing harm to their family stability. In these cases the healthy

environment may be formulated and for that purpose in the year

1999 Shree Ramkrishna Ashram. Kalahandi, Orissa under took a

innovative education project. In the same way . drug awareness,

counselling and assistance center for the prevention of

consumption ofliquor, health service will be set up by NGOs and

local youth.

9. In this study the performance of ST learners is comparatively poor

than that of other learners belong to Hindu, Muslim and SC

community. The text book for ST learners should be prepared

using their local dialect. In this connection the recommendation of

National Policy of Education 1986 may be referred "....... socio

cultural milieu of the STs have its distinctive characteristics

including, in many cases, their own spoken language. This

underlines the need to develop the curricula and devise

instructional materials in tribal languages at the initial stages, with

arrangements for switching over to the regional language.

Educated and promising ST youths will be encourages and trained

to take up teaching in tribal areas". So the study materials should

also take an account ofthe diverse dialect and the materials should

be updated regularly on the basis of the feedback provided by the

user in tribal areas.188

10.Community approach is essential for the development of literacy.

So combined effort of guardian, learners, instructors, local people,

Village Education Committee (VEC) above all public awareness

will help to reach the expected goal. In this connection the

following recommendation of National Plan of Action 2003 "on

going monitoring and evaluation would be carried out to refine the

programme from time to time. For this, appropriate monitoring

mechanism would be devised at every level and field tested at

regular intervals" is very appropriate.

5.3 Conclusions

1. It may be concluded from the findings of this study that

16.06% of learners have scored above 71% and attained

• literacy level as per NLM norm. The overall performance of

male learners (18.95%) was better than that of female learners

(14.53%). But in rural areas the rate of literacy was better for 176

female learners (14.93%) than that ofmale learners (9.09%). In

urban areas the performance of male learners (24.19%) was

better than that offemale learners (13.33%) [Tab. ref. 13].

2. It was found in this study that the performance in writing was

poor as compared to reading and numeracy both in rural and

urban areas. 36.23%, 23.55% and 7.61% of learners have

scored above 71% in reading, numeracy and writing

respectively. In rural areas 38.42%, 71.86% and 37.13% of

learners have scored below 50% whereas in urban areas,

43.12%, 74.31% and 39.45% of learners have shown similar

performance in reading, writing and numeracy respectively

[Tab. ref. 11].

It may be concluded from the present study that, the overall

literacy achievement was poor due to various causes such as

inadequate and irregular supply of writing and study materials

in. the literacy centres, language problem of ST learners,

irregular attendance of the learners, social and political

disturbance, conservative attitude of the guardians and heavy

work load in the family [Tab. ref. 15A and 15B].

3. It may be noted from the data analysis that, the mean

achievement of General, Muslim and SC learners were very

close (52.14, 54.52 and 51.11) but the performance of ST

177

learners was significantly low (40.80) due to various reasons

such as poor involvement of instructors, irregular attendance of

learners and instructor's problem related to the dialect of the

learners and heavy work load of ST female learners [Tab. ref.

15A].

4. The present study revealed that method of good teaching

developed a creative learning environment in the literacy

centres which influenced the learners achievement [Tab. ref.

17].

5. The present study revealed that, proper use of good media

created a pleasant learning environment that enhanced the

learners performance. In rural areas, instructors used songs,

dance, recitation, games and sports as a teaching media which

attracted the learners. But in urban areas, learners were already

exposed to television, cinema etc. and it was main constraint

for regular attendance in literacy centres. But still it must be

said that both in rural and urban areas, use of good media had

shown better performance (54.58/51.89) than others

(51.49/42.10) [Tab. ref. 19].

6. It may be concluded from the present study that, timely

availability of adequate study materials (primers, exercisebooks, slates,

pencils etc.) influenced the learners' literacy

achievement. The mean achievement of regularly working

centres (54.35) was better than that of not regularly working

centres (44.73). Percentage of literate was maximum in

regularly working centres (20.78) than irregularly working

centres (9.84). This is a common factor for both rural and urban
areas [Tab. ref. 21].

7. It was revealed from this study that, high level of monthly.

income did not always show high mean achievement of the

learners [Tab. ref. 22].

8. The educational level of parents influenced the learners’

achievement. Both in rural and urban areas, mothers were very

much interested to educate their children which influenced the

learners achievement. Significant difference at 5% level (p

value =.03291559) was found between the mothers' educational

level and learners literacy achievement [Tab. ref. 25].

9. It may be concluded from this study that occupational pressure

of the learners in rural areas is one of the most important

constraints for literacy achievement. The learners who were

engaged only in household activities had shown better

performance (52.47) than those engaged both in household and

outside activities (49.62) [Tab. ref. 28].

10. It may be noted from the present study that majority of the

guardians became aware of the needs and importance of the

education and were interested in sending their children to the

centres both in rural and urban areas [Tab. ref. 29].

11. It may be concluded from the present study that instructors

knowledge ofthe subject matter is an important determinant for

learner's literacy achievement. It is not only the knowledge of

the subject matter of the instructor but the presentation of the

subject matter and availability of study materials all together

will promote their understanding level and it will enhance their

literacy achievement. So all these three factors have a

combined effect.