Purpose
The purpose of this paper is to show the application of Q methodology in the practice of policymaking, namely, in the field of the wine business. Today, Q methodology has a rising ...significance in all aspects of human behavior where there is a need for gathering and analyzing qualitative data. This paper discusses the applicability of Q methodology as a participative bottom-up tool for extracting priorities for tailor-made sectorial policies in the field of the wine business.
Design/methodology/approach
Developed by William Stephenson almost a century ago, Q methodology was primarily used to study human behavior in different psychoanalysis practices and personality tests. But it can be used also as a tool to extract important opinions of stakeholders in the process of making new sectorial policies. To prove the applicability of Q methodology for this task, data collected from 30 small and medium Croatian winemakers are used as a case study. Selected winemakers originate from coastal and continental regions of Croatia covering the whole country. Gathered data were analyzed using the PQMethod ver. 2.35 software.
Findings
The results of the data analysis have given an insight into Croatian small wine business perspectives, rapidly revealing factors which matter the most to them (luck, value added tax, import lobby, margins in HORECA). On the other side, factors like automated grape harvesters, subsidized fair participation were identified that matter the least, and factors like prices and procedures for mandatory analyses, paperwork for exports and development of new sales channels are considered as neutral.
Research limitations/implications
The selected participants are a small, but representative, group of Croatian winemakers and generalization of findings to the whole winemaking sector should be undertaken with caution. Q methodology is primarily an explorative technique, which brings a sense of coherence to the relation of the research question and contested answers, but prone to straightaway change.
Practical implications
Q methodology enables a participatory approach, rapid analysis and focus on the most important factors for changing relations and effects of planning and execution of sectoral policies. It can be used to effectively extract relevant factors common to group of different individuals acting in the same sector with the same goal.
Originality/value
This research provides an insight into potentials of Q-methodology approach when considering the theoretical framework for the policy making process. Therefore, it also widens its applicability in research of subjective viewpoints on different issues in a particular business sector.
In this observational study, direct and indirect (moderator and mediator) relationships between sociodemographic (age, gender, life partner, education level, income and length of treatment) and ...psychological (Hospital Anxiety and Depression Scale, HADS) variables and satisfaction with hospital care (EORTC INPATSAT32) in adult (advanced cancer) patients were investigated. Study sample consisted of 75 hospitalized advanced cancer patients recruited at the Zagreb University Hospital Centre and Sestre milosrdnice University Hospital Centre in 2015. Statistically significant negative correlations were found between HADS and elementary school education level, as well as with all satisfaction variables (satisfaction with physicians, nurses and organization). Moderate to high and statistically significant positive correlations were found between elementary school level and all satisfaction variables. Gender and level of education appeared as significant moderator variables in the relationship between HADS and satisfaction with nurse care. There were no significant mediator effects of sociodemographic variables on the correlation between HADS and satisfaction with care. Male participants who were more disturbed emotionally were more satisfied with nurses. Participants with elementary and high school levels of education and lower scores on HADS were more satisfied with nurses, while participants with university level of education had higher HADS scores and lower level of satisfaction with nurses.
In this paper, analysis of Croatian wine sector in period 2006-2013 is conducted through the record of wine production, exports and imports together with Government support measures. In the light of ...Croatian EU membership together with opening of EU wine market and global wine market, recommendations for further discussion of support measures for small and medium winemakers are given.
Komunikacija s ciljanom javnosti i promocija proizvoda i usluga proteklih godina transformirala se iz mogućnosti u nužnost, a odnosi se na profitni i neprofitni sektor gospodarstva. Digitalizacija i ...popularizacija društvenih medija, potreba za publicitetom i dosegom do krajnjih korisnika i potrošača te praćenje konkurencije postaju primarni izazovi strateškog komuniciranja. Isticanje pojedinih elemenata poslovanja na nov i inovativan način omogućava privlačenje pažnje javnosti te postizanje šireg publiciteta. U tome se posebno ističe alat odnosa s javnošću tzv. promidžbena dosjetka, pseudodogađaj ili PR stunt. Novi mediji, a posebno platforme za društveno umrežavanje, ovakvim sadržajima daju veliki doseg, značajnu popularnost, ali možda ono najvažnije – veliki povrat uloženog. Ovakav trend ne zaobilazi ni visoko obrazovanje. Preglednim istraživanjem ustanovljeno je da se elementi pseudodgađaja već koriste u komunikaciji svjetski poznatih visokoobrazovnih sustava, a svi se baziraju na kolektivnim i timskim aktivnostima te zajedničkom stvaranju sadržaja koji se dijeli i postaje dio medijskog izvještavanja. Cilj je ovog rada ispitati percepciju javnosti vezanu uz odabrane pseudodogađaje u hrvatskome privatnom visokom obrazovanju. Istraživanje se temelji na uzorku ciljanih javnosti privatnih visokih učilišta u Hrvatskoj te ispitivanju percepcije sadržaja i poruka pseudodgađaja kojima se promoviraju visoka učilišta. U radu je primijenjen dvostruki metodološki pristup kako bi se ostvario postavljeni cilj. Metodom analize sadržaja ispitan je javno dostupan medijski sadržaj o odabranim privatnim visokim učilištima te su doneseni zaključci o fokusu medijske objave, vrijednosnoj orijentaciji prema pseudodogađaju te prema visokom učilištu. Metodom Q ispitana je percepcija ciljanih javnosti vezano uz promotivne aktivnosti visokog školstva u Hrvatskoj, konkretno odabranih pseudodogađaja na njihovome visokom učilištu. Privatno visoko školstvo u Hrvatskoj karakterizira visoka konkurentnost. S time je povezana i potreba za odabirom odgovarajućih komunikacijskih aktivnosti. Doprinos je ovog rada i u eksplorativnom pristupu fenomenu pseudodogađaja u visokom obrazovanju u Hrvatskoj te detektiranju promotivnih elemenata odabranih visokoobrazovnih institucija.
Communication with the target public and the promotion of products and services in recent years have transformed from opportunity to necessity. This refers to the for-profit and non-profit sector of the economy. Digitization and popularization of social media, the need for publicity and reach to end users and consumers, and monitoring of competition are becoming the primary challenges of strategic communication. Emphasizing certain elements of business in a new and innovative way enables attracting public attention and achieving wider publicity. The tool of public relations, the so-called promotional joke, pseudoevent or PR stunt. New media, and especially platforms for social networking, give such content a great reach, significant popularity, but perhaps the most important thing - a great return on investment. This trend does not bypass higher education either. A review of the research found that elements of pseudoevents are already used in the communication of world-famous higher education systems, and all are based on collective and team activities and joint creation of content that is shared and becomes part of media reporting. The aim of this paper is to examine the public perception related to selected pseudo-events in Croatian private higher education. The research is based on a sample of targeted publics of private higher education institutions in Croatia and an examination of the perception of the content and messages of pseudo-events that promote higher education institutions. The paper uses a double methodological approach in order to achieve the set goal. The method of content analysis examined publicly available media content on selected private higher education institutions and conclusions were drawn on the focus of media publication, value orientation towards pseudo-events and towards higher education institutions. The Q method was used to examine the perception of the target public regarding the promotional activities of higher education in Croatia, specifically selected pseudo-events at their higher education institution. Private higher education in Croatia is characterized by high competitiveness. Related to this is the need to select adequate communication activities. The contribution of this paper is in the exploratory approach to the phenomenon of pseudo-events in higher education in Croatia and the detection of promotional elements of selected higher education institutions.
In this paper, analysis of Croatian wine sector in period 2006-2013 is conducted through the record of wine production, exports and imports together with Government support measures. In the light of ...Croatian EU membership together with opening of EU wine market and global wine market, recommendations for further discussion of support measures for small and medium winemakers are given.
„PR stunt“ ili PR akrobacija, odnosno promidžbena dosjetka je pomno planirani događaj s ciljem privlačenja pažnje javnosti na organizatore dosjetke ili na drugi cilj organizacije dosjetke. Razlozi za ...razmatranje upotrebe promidžbene dosjetke nalaze su u velikom potencijalu povrata na ulog te „zaradi“ od neplaćenih reklama u medijima koji su spontano izvijestili o tome da se nešto zanimljivo dogodilo. Osim samih medija, širenju publiciteta putem dosjetke značajno doprinosi i opća javnost na način da danas praktički svatko može putem svojeg smartfona trenutno zabilježiti zanimljivost na koju naiđe te ju podijeliti na internetu. Visoko školstvo, ali i školstvo u svijetu općenito, transformiralo se iz tradicionalnog višestoljetnog pristupa kada je u fokusu bio poučavatelj i institucija na suvremeni masovni pristup gdje je u fokusu student i studiranje se odvija kroz partnerstvo i suradnju unutar procesa učenja. Pojava masovnog visokog obrazovanja u skoro svim državama svijeta sada podrazumijeva javnu kritiku faktora poput: kvalitete usluge cjeloživotnog učenja, uspješnosti ispitivanja, upravljanja institucijom, oblika financiranja te studentskog standarda. Omasovljenje prati širenje i diverzifikacija visokog školstva, a rezultat potonjeg je pojava konkurencije između pojedinih visokoškolskih institucija. Važnost efektivnog prijenosa poruke visoko obrazovne institucije ka (potencijanom) studentu ili njegovom sponzoru školovanja stoga postaje predmet profesionalnog marketinškog komuniciranja. U radu se daje pregled PR Stunt-ova u Hrvatskoj i svijetu te predlažu tematske smjernice pri organizaciji istih.
This paper introduces an augmentation to the widely applicable competitive profile matrix (CPM) in the form of statistical testing of the obtained evaluation results. The initial CPM form was ...transformed into a correlated CPM (CCPM) form, and the easily applicable CPM questionnaire was sent out to small and medium winemakers and wine experts (connoisseurs). The respondents' answers were statistically tested using correlation coefficient and p-value significance testing. The resulting correlation differences were observed, and, accordingly, recommendations were given for the examined wine producers' improvement and an optimal type of support to small and medium entrepreneurs in the wine business. Real field data obtained from Croatian winemakers were used as a case study for the proposed CCPM form.
Celotno besedilo
Dostopno za:
BFBNIB, DOBA, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
Cilj ovog istraživanja bio je ispitati percepciju brandova automobilskih guma te time i grupa brandova automobilskih guma kod hrvatskih vozača upotrebom Q-metodologije. Q-metodologija se i dalje ...smatra avangardnim istraživačkim alatom u društvenim znanostima ali nalazi široku primjenu kod utvrđivanja prevladavajućeg mišljenja kod važnih pitanja. Istraživanjem je utvrđeno 45 brandova automobilskih guma i 7 grupa brandova prisutnih u Hrvatskoj. Vodeći brandovi automobilskih guma očekivano imaju značajno pozitivnu percepciju kod hrvatskih vozača, no u prosjeku rezultata za grupe brandova ostvaruju slabije rezultate. S obzirom da se asortiman podbrandova odnosi na cijeli spektar automobilskih guma po različitim cjenovnim i kvalitativnim razredima, percepciju brandova treba jasno razdvojiti od platežnih mogućnosti vozača. Hrvatskim vozačima je dostupan širok izbor različitih brandova i podbrandova automobilskih guma od kojih im je tek jedan dio poznat.
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