Injuries in Cricket - Free Essay Example

Sample details Pages: 21 Words: 6371 Downloads: 3 Date added: 2017/06/26 Category Statistics Essay Did you like this example? An Audit of Injuries in Cricket in Scotland in the 2008 Season Abstract Cricket is a popular sport played and followed by millions around the globe. It is a relatively non contact sport with a low to moderate risk of injury. However, in the last decade, the incidence of injury has been shown to be on the rise. This is possibly due to increase in workload for the modern cricketer. Aim of the study The aim of the study was to audit the prevalence and patterns of injuries in cricket in Scotland over a complete season. A study of this nature has never been undertaken in Scotland. This study will act as pilot study for a long term injury surveillance program in Scottish cricket. Cricket researchers have long been in favour of a world cricket injury surveillance report. This study, we reckon, will contribute to such a report when undertaken. Don’t waste time! Our writers will create an original "Injuries in Cricket" essay for you Create order Methods A questionnaire was sent to Cricket Scotland who in turn engaged 150 professional cricket players from the Scottish international team, SNCL Premier League, SNCL division I and division II. Involvement of the team coaches through the initiative of Cricket Scotland was sought to increase the compliance for return of the questionnaire. Results We received feedback from 26 of the 150 players that we approached. The numbers of injuries reported throughout the season were 18. An increased prevalence of injuries was apparent at the start of the season with 27% of all injuries occurring in April. Of all the players, 42% suffered injuries at some point of time during the season. Most of the injuries (66%) occurred in match situations. Acute injuries accounted for 60% of the. As expected, bowling was responsible for 36.84% of injuries while fielding caused 52.36% of injuries. Upper limb injuries contributed to 57.89% of the injuries. Finger injuries in the form of fractures or contusions had a prevalence rate of 15.29%. Lower limb injuries accounted for 31.58% of all injuries with knee and shin stress fracture being more common. Hamstring injuries having prevalence rate 16.67%. During the entire season, there was not a single case of head, neck or face injury. Midsection injuries accounted for 10.53 % of injuries with 5.26% prevalence rate for side or abdominal muscle strain. 35.29% of injuries took more than 6 weeks to heal enough for the player to participate in a match again, while almost half of the injured players took more than 4 weeks to recover from injury. Only 8.33% of international cricketers had access to a medical support team while 75% of players did not have injury advice at all. At the domestic level, medical support as well as provision of sports injury advice was lacking for 100% of players. Likewise, none of the clubs we came across had implemented injury data collection or monitoring program. Discussion The injury patterns and prevalence rates identified showed similarities to previous studies, especially for lower limb and fingers injuries. Bowling and fielding were recognised as major contributors for injury. The time lost due to injury as shown in the study is a concern. It is interesting to note that none of the domestic players had access to medical back up in the form of a doctor or a physiotherapist. Even at the international level only one player had a sports doctor to attend to his injuries. In summary, we identified a need for the provision of medical support to players for helping them to realise their full potential. A national database for cricket injuries within the confines of the Scottish government similar to the ACC or the SMAGG should be implemented. The ICC should look to help full as well as associate members in setting up injury prevention programs. It should allocate funds and provide expertise in the form trained personnel for the same. Appointment of injury statisticians for recording of injury data in every first class, one day or twenty 20 match should be looked at. At the end of every match an injury report should be sent to the team management, the SNCL which in turn will pass it on to the ICC. This collection of data should be anonymised as much as possible to help safeguard players interests. 1. Introduction Cricket is a popular sport played and followed by millions around the globe. It is a relatively non contact sport with a low to moderate risk of injury as compared to sports like hockey or football.1;2 However, in the last decade, the incidence of injury has been shown to be on the rise.3 This is possibly due to increase in workload for the modern cricketer. Intense competition, higher levels of fitness and skills required and increase in the number of matches played throughout the season has resulted in this trend. Furthermore, pressures of international travel and acclimitisation to foreign playing conditions in a matter of days have added to the stress. Although the popularity of cricket is on the rise, worldwide research into injuries has been dismal. The International Cricket Council (ICC), which governs the game, boasts a membership of 104 countries including 10 full, 34 associate and 60 affiliate members. However, most of the statistical data on incidence and prevalence of injuries comes from just four countries, namely, Australia, South Africa, England and the West Indies. Australia was the first country to introduce long term injury surveillance in professional cricket in the summer of 1998-99.2 The Sports Science Medicine Advisory Group (SSMAG) set up by Cricket Australia is responsible for the collection and maintenance of a long term injury database.3 Recently, the English and the South African Boards have set up their own injury surveillance programs. In New Zealand, the Accident Compensation Corporation is responsible for recording all sporting injuries. The rest of the test playing nations, however, along with the associate members of the ICC do not have programs implemented to record cricketing injuries. Although cricket has a vast following in the subcontinent, availability of statistical data regarding injuries is lacking. Similarly, a study of the nature and prevalence of injuries in cricket has never been undertaken in Scotland. In the backdrop of researchers pushing for a world cricket injury report, all test playing and associate member countries should set up injury surveillance programs to identify patterns along with prevalence and incidence of injuries. This would enable comparisons of data across varying sets of playing conditions prevailing in different countries. 2. Injuries in Cricket Although cricket is a non contact sport, injuries are quite common, especially in fast bowlers.4-7 Some instances of death due to cricket have also been documented in literature.8 Importance of Injury Surveillance Long term injury surveillance in sport is the basis for prevention of injuries. Identification of causes with subsequent designing and implementation of interventions forms the sequence of prevention of injuries.9 Surveillance of injuries across nations has however proved to be more difficult than previously thought. Over the years, different studies have sought to define injury in cricket and devise methods for injury surveillance.10-14 However, disparity in the definitions used by different researchers has been a problem in comparing injury rates from across the world. 3;12;15 Orchard et al. defined injury in cricket as any injury or medical condition that either (a) prevents a player from being fully available for selection for a major match or (b) during a major match, causes a player to be unable to bat, bowl or keep wickets when required by either the rules or the teams captain 3;12.whereas,Leary et al. defined injury in cricket as an event which caused a player to seek medical attention.10 Overall Incidence of Injuries Different studies report injury incidence in cricket varying from 2.6 to 333/ 10,000 player hours.1;2;16;17 Of all the Accident and Emergency department presentations in Australia, 8% cases were cricket related injuries, making cricket the 5th commonest injury prone sport in Australia.2 In South Africa, Stretch found that there was an injury incidence per player of 1.6 to 1.91 per season; also 49% of all players get injured sometime throughout a season.13 Leary et. al. in their 10 year study of professional English county cricketers found the acute injury incidence to be 57.4 per 1000 days of cricket.10 Injuries by anatomical site Lower limb injuries are the most common with an incidence of 45% to 49.8% where as trunk (20-32.6%) and upper limb (18.9 to 29 %) were the other sites commonly involved.7;10;13 The tissues mostly involved are muscles and other soft tissues (41.0%), joints (22.2%), tendons (13.2%), and ligaments (6.2%).7 Muscle strains were found to be most common. Of the lower limb injuries, hamstring injuries were reported to be most common by Orchard et al (11% of all injuries).2 Most of these were in the form of muscle strains and tears especially in bowlers and fielders.18 Knee injuries, usually comprise of joint sprains (27.6%), tendonitis (26.5%) and contusions (16.3%).10 Orchard et al reported that knee ligament injuries were uncommon in cricket. An interesting observation was that cricketers were more likely to suffer from knee ligament injuries during the game of football that cricketers play as a form of pre-match warming up or cross training. Groin injuries in bowlers (8% of all injuries in bowlers) and batsmen (9% of all injuries in batsmen) had an overall incidence of 7%. 2 Stress fractures of the tibia, fibula and foot, and ankle sprains occurred mostly in fast bowlers and had a combined incidence of 6% in the study conducted by Orchard et al.2 Upper limb injuries make up 19.8% to 34.1% of all injuries in cricket.2;17;18 Most of these are finger injuries due to ball impact occurring during fielding or batting.1;7;18;19 Contusions account for a major share of finger injuries (40%) while fractures/dislocations (28.9%) and joint sprains (23%) are the other finger injuries commonly encountered.10 Although, most of the finger injuries in cricket have a satisfactory treatment outcome, cricketers report a residual component of occasional pain or minor swelling and / or deformity.19 Most of the wicket keepers have been known to carry finger injuries but rarely report them for the fear of being made to miss the match. Shoulder injuries usually occur in fielders and bowlers while batsmen and wicket keepers are characteristically spared.10;18 Shoulder tendon injuries were reported to comprise of 6% of all injuries by Orchard et al. 2, Supraspinatus tendon was seen to be mostly affected. Incidence of shoulder dislocation or subluxation was shown to be low 1%. Upper limb lacerations or fractures were reported to have a low incidence and occurred mostly in batsmen.2 Side strain occurring on the non dominant arm in bowlers is quite notorious to heal.2 Incidence of side or abdominal muscle strain is 9% of all injuries; 1% of all cricket injuries are side strains due to a stress or traumatic fracture of the rib.2 The overall incidence of back and trunk injuries accounted was 18% to 33% of all injuries.7;16-18 Fast bowlers were found to be at particular risk of developing lower back injury.4;20-24 So much so that Foster et al. and Bell have likened the injuries in fast bowlers to en epidemic.4;25 The incidence for head, neck and face injuries vary from 5% to 25 % usually resulting from impact of the cricket ball causing lacerations or contusions and rarely concussions.1;2;13;16-18 Weightman and Brown reported a quarter of cricket injuries to be concussions due to a ball impact on the head.1 This was probably due to the fact that use of helmets in cricket was not in fashion when the study was conducted. Of the cervical spine injuries, 63.6% were in the form of sprains or strains resulting from batting for long periods of time.7 Jones and Tullo reported an incidence of 9% for eye injuries in sports in the UK.26 Although, eye injuries in cricket are rare, some studies have reported a few cases associated with cricket.27;28 These are usually more severe. Seasonal Variation of injuries Injuries in cricket are shown to occur more at the start of the season and then at the end of the season.7;10 The highest incidence number of injuries mostly muscle, tendon and ligament injuries occur at the start of the season (April-27.3%).10 While injuries like fractures or dislocations occur with the same frequency throughout the season. Stretch reported a similar incidence of higher injuries at the start of the season (32.3%) compared to than mid-season (21.7%) or towards the end (12.5%) or offseason (12.5%).18 Role performed in the team Stretch reported an injury incidence according to activity as follows: bowling (41.3%), fielding and wicket keeping (28.6%), and batting (17.1%).18 A study by Orchard et al, however reports that wicketkeepers had the lowest injury incidence (2%) probably because of minimal sprinting, throwing or bowling.2 Bowlers usually sustained lower limb or back injuries while fielders and wicket keepers usually suffered upper limb (42.9%) or lower limb injuries (40.6%). Batsman on the other hand suffered mainly lower limb injuries (54.4%). Delivery and follow through of the fast bowler (25.6%), overuse (18.3%), and fielding (21.4%) were the main mechanisms of injury.18 Age Incidence Young fast bowlers tend to get injured more often.7;13;14;18 Also the incidence of overuse injuries in cricketers in the age group of 19-24 years tends to be higher than their older counterparts.7 An important observation in a study by Stretch is that all 14 stress fractures occurred in young cricketers with 13 of them due to bowling.7 Chronicity of injury Acute injuries account for 64.8% of all injuries while 16.6% are chronic and 25.4% of the injuries are of acute on chronic nature. Majority of injuries are first time injuries (64.5%) while recurrent injuries from the previous season account for 22.8% of injuries.13 Recovery time of injuries In a study by Stretch, 47.8% of injured players were able to return to play within a week while 28.4% took 3 week. However, 23.8% of the players were not able to train or play matches even more than 3 weeks after the incidence.7 3.0 Methodolgy 3.1 Aim of the Study The aim of the study was to audit the prevalence and patterns of injuries occurring in cricket in Scotland over a complete season. A study of this nature has never been undertaken in Scotland. This study will act as pilot study for a long term injury surveillance program in Scottish cricket. Cricket researchers have long been in favour of a world cricket injury surveillance report. This study, we reckon, will contribute to such a report, if and when it is undertaken. 3.2 Study design The study was a retrospective, questionnaire based study carried out online with the support of Cricket Scotland. The involvement of Cricket Scotland, the national governing body for the sport in Scotland, we hoped, would increase the response rate for the questionnaires and thus the reliability of the audit. We feared that compliance would be an issue. However, we were hopeful that involvement of the club coaches via the governing body for cricket in Scotland would maximise the return rate. The first class structure for cricket in Scotland, Scottish National Cricket League (SNCL) is divided into three levels, the SNCL Premiere League, the SNCL division I and the SNCL division II. Each of these levels consists of 10 teams, playing each other home and away. In addition, there is an under 19s Scottish cricket team. Each of the first class teams plays an extra game with the under 19s, making a total of 19 matches over the season for each team. Cricket Scotland distributed the questionnaire to 150 elite cricketers from the international team as well as those in the three divisions of the SNCL. The audit assessed areas such as nature of injury, body part affected, mechanism of injury, recovery time, etc as well as the provision of medical support at the club (see attached questionnaire). Data was recorded from the feedback received from the questionnaire. Data analysis was done on a prevalence percentage basis and comparisons made with the limited existing studies. 3.3 Ethical Approval Ethical approval for undertaking this study was sought from and granted by the Faculty of Medicine Ethics Committee for Non Clinical Research involving Human Subjects, University of Glasgow, Scotland. 3.4 Subjects The subjects involved in the study were 150 elite cricket players from the Scottish national team and clubs in the top 3 divisions of the Scottish National Cricket league (SNCL). 3.5 Data Analysis Minitab 15.1 was used to carry out statistical analysis whereas Microsoft Excel 2007 was used to provide graphical analysis of the data. Also, for comparison with the existing data, literature searches were carried out using Reference Manager Professional Network Edition 12.0. The databases used were Pubmed and ISI Web of Knowledge for the period of 1970 to 2009 with key words for search being cricket, injury, surveillance, patterns, incidence, and prevalence. The review considered all papers up to May 2009 relevant to definition, incidence, prevalence, causes and prevention of injuries in cricket. 4.0 Results During the study, Cricket Scotland distributed the questionnaires to 150 cricket players from the international team and the three divisions of the SNCL. To improve the response rate, the coaches were instructed get the players to fill in the questionnaires. We received feedback from 26 of the 150 players that we approached. Of these, almost 77% were of current international status with 85% having represented Scotland at some point in their careers. In the SNCL, 73.08% of all players represent the premier division, 19.23% division 1 while only one player each featured in division 2 and domestic matches outside the SNCL. 73% of the players that responded were in the age group of 19-25 while 15.38% were in the under 19 age group of and 12% in the over 24 age group. Batsmen comprised of 35% of players while bowlers and all-rounders formed a major share of 64%. Only one wicketkeeper featured in the study. The percentage of players who appeared in more than 30 matches over the season was 46% while 23% played between 11-30 matches. The numbers of injuries reported throughout the season were 18. An increased prevalence of injuries was apparent at the start of the season with 27% of all injuries occurring in April. This then leveled off as the season progressed. Of all the players, 42% suffered injuries at some point of time during the season. Most of the injuries (66%) occurred in match situations. Acute injuries accounted for 60% of the injuries while acute or gradual recurrence of a previous injury was responsible for 35% of the cases. As expected, bowling was responsible for 36.84% of injuries while fielding (along with catching and throwing) caused 52.36% of injuries with throwing alone was responsible for 10% of all injuries. Regional Distribution of injuries Upper limb injuries contributed to 57.89% of the injuries, with shoulder tendon injury accounting for 27.27% of all upper limb and 15.79% of all injuries. Injuries to the fingers in the form of fractures or contusions had a prevalence rate of 15.29% for all injuries and 27.27% of all upper limb injuries. Lower limb injuries accounted for 31.58% of all injuries with knee and shin stress fracture being more common. Hamstring injuries having prevalence rate 16.67%. During the entire season, there was not a single case of head, neck or face injury. Midsection injuries accounted for 10.53 % of injuries with 5.26% prevalence rate for side or abdominal muscle strain. 35.29% of injuries took more than 6 weeks to heal enough for the player to participate in a match again, while almost half of the injured players took more than 4 weeks to recover from injury. Injury Advice and Surveillance In our analysis we found that only 8.33% of international cricketers had any access to a medical support team in the form of a physiotherapist while 75% of players at did not have injury advice at all. Also, of all the players, only 7.69% had some sort of injury prevention advice at their club. At the domestic level, provision of sports injury advice as well as medical support was lacking for 100% of players. Likewise, none of the clubs have implemented injury data collection or monitoring program. Table I. Type of injuries in the 2008 season Type of Injury International SNCL (domestic) Head / Face Fractures Eyes Other Neck Sprains Other Shoulder Tendon / muscle Dislocation / subluxation Arm / Elbow / Forearm Fracture Other Wrist / Palm Dislocation/Fracture Split webbing Other Fingers Fractures Other Trunk Abd/Side strain Other Back Lumbar stress fracture Other Groin/Hip Ham / Quad Knee Ligament Other Shin /Ankle / Foot Stress fracture Sprains Other 0 0 0 0 0 3 0 2 1 0 0 0 3 1 1 1 0 0 0 1 0 0 0 0 0 0 0 0 1 0 0 0 1 0 0 0 0 0 0 0 0 1 1 0 0 1 0 0 Total 13 5 5.0 Discussion The prevalence of injuries in Scottish cricket players both international and domestic over a season was ascertained in this study. Players in Scotland do not feature in as many matches over a season as players from places like Australia or India. As such, injury rates have not reached alarming proportions but the injury patterns and prevalence rates do show some similarities. The distribution of injuries according to anatomical site is similar to other studies, especially prevalence rate for lower limb fingers injuries. Bowling and fielding were recognised as major contributors for injury. Seasonal variations are also similar to a previous English study.10 The time lost due to injury as shown in the study is a concern. Proper injury prevention advice can help in avoiding injuries (most notable being those due to bowling). It is interesting to note that none of the domestic players had access to medical back up in the form of a doctor or a physiotherapist. Even at the international level only one player had a sports doctor to attend to his injuries. In summary, we identified a need for the provision of medical support to players for helping them to realise their full potential. An injury free player is more likely to perform to the best of his ability ensuring good performance of the team. A successful team in turn can attract sponsors thereby further enhancing the injury aspect of the game. A national database for cricket injuries within the confines of the Scottish government similar to the ACC or the SMAGG should be implemented. The ICC should look to help full as well as associate members in setting up injury prevention programs. The ICC should allocate funds and provide expertise in the form trained personnel for the same. Appointment of injury statisticians for recording of injury data in every first class, one day or twenty 20 match should be looked at. At the end of every match an injury report should be sent to the team management, the SNCL which in turn will pass it on to the ICC. This collection of data should be anonymised as much as possible to help safeguard players interests. 6.0 Methodological Limitations 6.1 Subjects The response we got for the questionnaire was not as good as expected. Unforeseen logistics and strategic problems due to prior commitment of the Scottish international team due to the World twenty 20 Cup and the domestic teams in the being busy in the final stages of the season hampered the feedback from the players. The selection of players from the elite level did serve the purpose of determining injury prevalence at the highest level. However, patterns of injury at the school and junior level need to be identified as well. 6.2 Procedural Since it was a retrospective study, the authenticity of injuries reported form memory by the players can be questioned. Injuries should ideally have been diagnosed and recorded by professional medical personnel like a physiotherapist or a sports doctor. Furthermore, this study looked into injuries over just one season. Having said so, this study can prove to be a pilot project on which future research can be based. 6.3 Statistical and Analytical We calculated prevalence of the different types of injuries. However, the study did not look into the incidence rates of different injuries. The incidence rates along with prevalence rates as done by some previous studies would have been a better reflection of injuries affecting professional cricketers in Scotland. 7.0 Future Research In the future, researchers should ideally look to conduct a prospective study over a number of years to identify the consistent injury patterns. Also, diagnosis and recording of injuries by professional medical staff with maintainence of an nationwide epidemiological injury database should be aimed at. Also, impact of provision medical support staff on improved performance of the players and the team as a whole needs to be looked into. 8.0 Reference List (1) Weightman D, Browne RC. Injuries in Eleven Selected Sports. Br J Sports Med 1975; 9(3):136-141. (2) Orchard J, James T, Alcott E, Carter S, Farhart P. Injuries in Australian cricket at first class level 1995/1996 to 2000/2001. Br J Sports Med 2002; 36(4):270-274. (3) Orchard JW, James T, Portus MR. Injuries to elite male cricketers in Australia over a 10-year period. J Sci Med Sport 2006; 9(6):459-467. (4) Foster D, John D, Elliott B, Ackland T, Fitch K. Back injuries to fast bowlers in cricket: a prospective study. Br J Sports Med 1989; 23(3):150-154. (5) Hardcastle P, Annear P, Foster DH, Chakera TM, McCormick C, Khangure M et al. Spinal abnormalities in young fast bowlers. J Bone Joint Surg Br 1992; 74(3):421-425. (6) Hardcastle PH. Repair of spondylolysis in young fast bowlers. J Bone Joint Surg Br 1993; 75(3):398-402. (7) Stretch RA. Cricket injuries: a longitudinal study of the nature of injuries to South African cricketers. Br J Sports Med 2003; 37(3):250-253. (8) Brasch R. How did sports begin? Sydney: Camberwell: Longman; 1971. (9) Van MW, Hlobil H, Kemper HCG. Incidence Severity Aetiology and Prevention of Sports Injuries A Review of Concepts. Sports Medicine 1992; 14(2):82-99. (10) Leary T, White JA. Acute injury incidence in professional county club cricket players (1985-1995). Br J Sports Med 2000; 34(2):145-147. (11) Mitchell R, Hayen A. Defining a cricket injury. J Sci Med Sport 2005; 8(3):357-358. (12) Orchard J, Newman D, Stretch R, Frost W, Mansingh A, Leipus A. Methods for injury surveillance in international cricket. J Sci Med Sport 2005; 8(1):1-14. (13) Stretch RA. The incidence and nature of injuries in first-league and provincial cricketers. S Afr Med J 1993; 83(5):339-342. (14) Stretch RA. The seasonal incidence and nature of injuries in schoolboy cricketers. S Afr Med J 1995; 85(11):1182-1184. (15) Finch CF, Elliott BC, McGrath AC. Measures to prevent cricket injuries: an overview. Sports Med 1999; 28(4):263-272. (16) Corrigan AB. Cricket injuries. Aust Fam Physician 1984; 13(8):558-9, 562. (17) Crisp T. Cricket: fast bowlers back and throwers shoulder. Practitioner 1989; 233(1469):790-792. (18) Stretch RA. Incidence and nature of epidemiological injuries to elite South African cricket players. S Afr Med J 2001; 91(4):336-339. (19) Belliappa PP, Barton NJ. Hand injuries in cricketers. J Hand Surg Br 1991; 16(2):212-214. (20) Bartlett RM, Stockill NP, Elliott BC, Burnett AF. The biomechanics of fast bowling in mens cricket: a review. J Sports Sci 1996; 14(5):403-424. (21) Bell PA. Spondylolysis in fast bowlers: principles of prevention and a survey of awareness among cricket coaches. Br J Sports Med 1992; 26(4):273-275. (22) Dennis R, Farhart P, Goumas C, Orchard J. Bowling workload and the risk of injury in elite cricket fast bowlers. J Sci Med Sport 2003; 6(3):359-367. (23) Dennis R, Farhart P, Clements M, Ledwidge H. The relationship between fast bowling workload and injury in first-class cricketers: a pilot study. J Sci Med Sport 2004; 7(2):232-236. (24) Engstrom CM, Walker DG. Pars interarticularis stress lesions in the lumbar spine of cricket fast bowlers. Med Sci Sports Exerc 2007; 39(1):28-33. (25) Bell P. Cricket: injury in long trousers. Br J Sports Med 1999; 33(3):151-152. (26) Jones NP, Tullo AB. Severe eye injuries in cricket. Br J Sports Med 1986; 20(4):178-179. (27) Abedin A, Chen HC. An uncommonly serious case of an uncommon sport injury. Br J Sports Med 2005; 39(8):e33. (28) Aburn N. Eye injuries in indoor cricket at Wellington Hospital: a survey January 1987 to June 1989. N Z Med J 1990; 103(898):454-456. Cover Letter for the Questionnaire An Audit of Injuries in Cricket in Scotland in the 2008 Season. With increased participation in cricket in Scotland, sports doctors and physiotherapists have become aware of a corresponding increase in cricket related injuries. Also, researchers worldwide have felt the need for a global injury incidence report to identify risk factors for subsequent designing and implementation of interventions for prevention of injuries. Some data regarding injuries in cricket is available from Australia, South Africa, England and the West Indies. However, epidemiological collection of data of injuries from the rest of the world is dismal, to say the least. In Scotland as well, there has never been any audit of injuries in cricket, time lost due to injuries, implementation of injury prevention program and provision of medical support to players. This audit aims to look at the type and prevalence of injuries that occurred over the 2008 season in cricket in Scotland, allowing an insight into the mechanisms of injury in cricket. We hope that this will assist the development of medical support and injury prevention programmes. This study would also contribute to a World Injury Incidence Report to be undertaken in the near future. This audit is being conducted by the Department of Sport Exercise Medicine, University of Glasgow with the support of Cricket Scotland. We are grateful for your valuable time spent in answering the questionnaire. If you have any questions regarding the study or the questionnaire please do not hesitate to contact either: Questionnaire Do you play international cricket? Yes, Currently Previously No Please indicate the level of domestic cricket that you play in. SNCL Premier SNCL Div 1 SNCL Div 2 Other Does your club provide access to sports injury advice and treatment? Yes No not sure If yes, who provides this support? Doctor Physiotherapist Sports Therapist Other Are you aware of an injury prevention program being followed at your club? Yes No not sure How old are you? 12-18 y 19-24 y 25-29 y 29 y What role do you perform in the team? Batsman Bowler All Rounder WKeeper Please specify the number of matches you played in the 2008 season. International Club Other Please specify the number of matches played by your club throughout the 2008 season. (Please put in an appropriate number in the box) Please specify the total number of players in your club squad at the start of the 2008 season. (Please put in an appropriate number in the box) Did you suffer any injuries during the 2008 season? Yes No If the answer to the above question is No, that is the end of the questionnaire. Thank you for your help. If however, the answer is Yes, please go to the next question Please specify the total number of injuries that you suffered in 2008. (For the purpose of this questionnaire we define an injury as the presence of pain or discomfort which prevented you from training or playing in the next match.) The rest of the questionnaire is related to the injuries you sustained during the 2008 season. Please fill in questions 1-9 for EACH of the injuries you reported in the question above. We have copied questions 1-9 five times to allow you to report up to 5 injuries. If you have had more than 5 injuries, please add the details at the end of the questionnaire. INJURY 1 1. Please tick the most appropriate box to describe this injury. Head, neck or face Fractured facial bones Eye injury Cut Other Neck Injury Muscle injury Other Shoulder Muscle/tendon injury Dislocation / subluxation Other Elbow/arm Fracture Muscle injury Other Wrist palm Dislocation / fracture Split webbing Other Thumb Injury Dislocation / fracture Other Fingers Fracture Other Trunk Abdominal /side strain Other Back Lumbar spine stress fracture Other Groin, hip or buttock injury Muscle injury Other Thigh muscle injury Hamstring muscle injury Calf muscle strain Knee Bony injury Cartilage injury Other Shin and foot Stress fracture Other Other injury not noted above (please specify injury site) 2. Have you injured this body part before? Yes No 3. What best describes the onset of this injury. Contact/sudden onset of new injury Gradual onset of new injury Sudden reoccurrence of previous injury Gradual reoccurrence of pervious injury 4. How did this injury occur? Batting Running between wickets Bowling Fielding Catching Throwing Wicket keeping 5. Where did this injury occur? Match Nets Warm up stretches General training (cross) If other, please specify (E.G. Sports other than cricket, not related to sports, work related etc) 6. What month of the season did this injury occur in? Apr-2008 May-2008 Jun-2008 Jul-2008 Aug-2008 Sep-2008 Out of season 7. How many matches did you miss as a result of this injury? None 1 3 4 6 6 8. How long did it take before you were able to return to training after this training? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks 9. How long did it take before you were able to return to playing after this injury? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks INJURY 2 1. Please tick the most appropriate box to describe this injury. Matriculation No. 0809366H Head, neck or face Fractured facial bones Eye injury Cut Other Neck Injury Muscle injury Other Shoulder Muscle/tendon injury Dislocation / subluxation Other Elbow/arm Fracture Muscle injury Other Wrist palm Dislocation / fracture Split webbing Other Thumb Injury Dislocation / fracture Other Fingers Fracture Other Trunk Abdominal /side strain Other Back Lumbar spine stress fracture Other Groin, hip or buttock injury Muscle injury Other Thigh muscle injury Hamstring muscle injury Calf muscle strain Knee Bony injury Cartilage injury Other Shin and foot Stress fracture Other Other injury not noted above (please specify injury site) 2. Have you injured this body part before? Yes No 3. What best describes the onset of this injury. Contact/sudden onset of new injury Gradual onset of new injury Sudden reoccurrence of previous injury Gradual reoccurrence of pervious injury 4. How did this injury occur? Batting Running between wickets Bowling Fielding Catching Throwing Wicket keeping 5. Where did this injury occur? Match Nets Warm up stretches General training (cross) If other, please specify (E.G. Sports other than cricket, not related to sports, work related etc) 6. What month of the season did this injury occur in? Apr-2008 May-2008 Jun-2008 Jul-2008 Aug-2008 Sep-2008 Out of season 7. How many matches did you miss as a result of this injury? None 1 3 4 6 6 8. How long did it take before you were able to return to training after this training? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks 9. How long did it take before you were able to return to playing after this injury? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks INJURY 3 1. Please tick the most appropriate box to describe this injury. Head, neck or face Fractured facial bones Eye injury Cut Other Neck Injury Muscle injury Other Shoulder Muscle/tendon injury Dislocation / subluxation Other Elbow/arm Fracture Muscle injury Other Wrist palm Dislocation / fracture Split webbing Other Thumb Injury Dislocation / fracture Other Fingers Fracture Other Trunk Abdominal /side strain Other Back Lumbar spine stress fracture Other Groin, hip or buttock injury Muscle injury Other Thigh muscle injury Hamstring muscle injury Calf muscle strain Knee Bony injury Cartilage injury Other Shin and foot Stress fracture Other Other injury not noted above (please specify injury site) 2. Have you injured this body part before? Yes No 3. What best describes the onset of this injury. Contact/sudden onset of new injury Gradual onset of new injury Sudden reoccurrence of previous injury Gradual reoccurrence of pervious injury 4. How did this injury occur? Batting Running between wickets Bowling Fielding Catching Throwing Wicket keeping 5. Where did this injury occur? Match Nets Warm up stretches General training (cross) If other, please specify (E.G. Sports other than cricket, not related to sports, work related etc) 6. What month of the season did this injury occur in? Apr-2008 May-2008 Jun-2008 Jul-2008 Aug-2008 Sep-2008 Out of season 7. How many matches did you miss as a result of this injury? None 1 3 4 6 6 8. How long did it take before you were able to return to training after this training? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks 9. How long did it take before you were able to return to playing after this injury? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks INJURY 4 1. Please tick the most appropriate box to describe this injury. Head, neck or face Fractured facial bones Eye injury Cut Other Neck Injury Muscle injury Other Shoulder Muscle/tendon injury Dislocation / subluxation Other Elbow/arm Fracture Muscle injury Other Wrist palm Dislocation / fracture Split webbing Other Thumb Injury Dislocation / fracture Other Fingers Fracture Other Trunk Abdominal /side strain Other Back Lumbar spine stress fracture Other Groin, hip or buttock injury Muscle injury Other Thigh muscle injury Hamstring muscle injury Calf muscle strain Knee Bony injury Cartilage injury Other Shin and foot Stress fracture Other Other injury not noted above (please specify injury site) 2. Have you injured this body part before? Yes No 3. What best describes the onset of this injury. Contact/sudden onset of new injury Gradual onset of new injury Sudden reoccurrence of previous injury Gradual reoccurrence of pervious injury 4. How did this injury occur? Batting Running between wickets Bowling Fielding Catching Throwing Wicket keeping 5. Where did this injury occur? Match Nets Warm up stretches General training (cross) If other, please specify (E.G. Sports other than cricket, not related to sports, work related etc) 6. What month of the season did this injury occur in? Apr-2008 May-2008 Jun-2008 Jul-2008 Aug-2008 Sep-2008 Out of season 7. How many matches did you miss as a result of this injury? None 1 3 4 6 6 8. How long did it take before you were able to return to training after this training? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks 9. How long did it take before you were able to return to playing after this injury? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks INJURY 5 1. What was the diagnosis of this injury? Please tick the most appropriate box to describe this injury. Head, neck or face Fractured facial bones Eye injury Cut Other Neck Injury Muscle injury Other Shoulder Muscle/tendon injury Dislocation / subluxation Other Elbow/arm Fracture Muscle injury Other Wrist palm Dislocation / fracture Split webbing Other Thumb Injury Dislocation / fracture Other Fingers Fracture Other Trunk Abdominal /side strain Other Back Lumbar spine stress fracture Other Groin, hip or buttock injury Muscle injury Other Thigh muscle injury Hamstring muscle injury Calf muscle strain Knee Bony injury Cartilage injury Other Shin and foot Stress fracture Other Other injury not noted above (please specify injury site) 2. Have you injured this body part before? Yes No 3. What best describes the onset of this injury. Contact/sudden onset of new injury Gradual onset of new injury Sudden reoccurrence of previous injury Gradual reoccurrence of pervious injury 4. How did this injury occur? Batting Running between wickets Bowling Fielding Catching Throwing Wicket keeping 5. Where did this injury occur? Match Nets Warm up stretches General training (cross) If other, please specify (E.G. Sports other than cricket, not related to sports, work related etc) 6. What month of the season did this injury occur in? Apr-2008 May-2008 Jun-2008 Jul-2008 Aug-2008 Sep-2008 Out of season 7. How many matches did you miss as a result of this injury? None 1 3 4 6 6 8. How long did it take before you were able to return to training after this training? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks 9. How long did it take before you were able to return to playing after this injury? 1 Week 1-3 Weeks 4-6 Weeks 6 Weeks For more than 5 injuries If you have had more than 5 injuries during the season, please add details (of injures not already mentioned)

The Leadership Theory Of Leadership - 1502 Words

The leadership module is a very wide and dynamic one. There are several definitions for leadership as Stodgill (1974, p12) states. Seeman (1960, p3) defines leadership as the acts of a person which influence other people towards a shared direction. Influence is a vital aspect of leadership as the person who leads should have the charisma and the ability to influence others, otherwise leadership is non-existent. However that does not mean that leaders are better people than their followers. Hollander (1992, p7) explains that leaders and followers should be understood in relation to each other. Leaders and followers both have a mutual purpose and attention to common goals. For this reflection, we were assigned two presentations at the start†¦show more content†¦The group I was in was with Gary, Suwin and Matt, the same members from the previous term. Firstly, we looked pseudo-transformational leadership style. This leadership method is where leaders violate the ethical requirements of transformational leadership and the leaders have certain characteristics such as being self-consumed, exploitive and power orientated with values that they believed should be followed (Bass and Steidlmeier 1999). Bass and Steidlmeier (1999, p163) also suggest that leaders who adopt this method are more focused on their own interests rather than the interests of others. Barling et al. (2008), Christie et al. (2011), Eisenbeiß and Boerner (2013) and Kark et al. (2003) believe that pseudo-transformational leadership style exploit transformational behaviors to encourage their followers’ unconditional loyalty to and dependence on the leader. However none of us from the group believed that we should adopt this approach due to the unethical morals of this approach. Therefore we moved on to the next leadership style which was the transformational leadership. Downton (1973) was the one who came with this term. Transformational leadership is when the leader engages with others and helps to raise motivation and morality for both leader and followers. Burns (2003) explains that transformational leadership is related to morale development in 2 ways; the first way is when leaders incorporate 3

Packaging on Consumer Buying Behavior Free Essays

Consumer Attitude Toward Mobile Marketing INTRODUCTION Starting from background of the research area and why this study is important, this section of the study will continue with necessary definitions of the terms which will be used in this research. Additionally, this section will present problem discussion to enlighten the reader about current situation of the study area. Finally outline of the thesis will be shown to inform the reader about what will be encountered in the upcoming chapters of this study. We will write a custom essay sample on Packaging on Consumer Buying Behavior or any similar topic only for you Order Now BACKGROUND After high penetration of the internet, mobile broadband subscription rate also increased dramatically. Subscriptions of mobile broadband outnumbered the subscriptions of broadband by 2008, which is indicating tremendous potential for mobile internet (International Telecommunication Union, 2009). Another research conducted by ITU (International Telecommunication Union, 2010) shows that 90% of the world population has internet access, and 80% of people who is living in rural areas also have internet access. Different reasons are playing a role in rise of mobile devices usage, according to Grant et al. , (2007) Improvements in mobile technology, and integration of data, video and audio context in one mobile device absolutely increased the usage of mobile devices. Flexibility in communication and information sharing became possible with improvements in mobile technology and integration of internet and computing in to mobile medium (Siau et al. , 2005). The possibility of reaching the information anytime and anywhere triggered the improvements of mobile devices lately (Deans, 2005). Grant also states that potential of interaction with consumer, target marketing and managing consumer relationship made mobile devices especially important channel for marketers (Grant et al. , 2007). Mobile services and marketing has become powerful source for marketing communication and distribution (Nysveen et al. , 2005). Backed up marketing activities with mobile devices provide companies an opportunity to directly communicate with consumers anytime, anywhere (Haghirian et al. , 2005). Internet has been used as an effective channel by companies for building and managing consumer relationship (Deans, 2005). With the mobile internet, marketing opportunities are defined by different authors like Ahonen, (2002) that when mobile internet subscriptions outnumber the broadband subscriptions mobile internet will have the larger potential audience. Marketing potential of the mobile devices also found by Friedrich et al. , (2009) as, probably mobile medium have more potential * Mobile Technology Certainly mobile technologies have a very crucial and important impact on today’s businesses (Haghirian et al. , 2005). As a result mobile technologies are providing many opportunities for marketing activities, especially direct communication opportunity with consumers anytime, anywhere (Haghirian et. al. , 2008). Latest improvements in an area of internet and wireless technology during the late 1990s paved the way for unique telecommunication service mobile internet (Okazaki, 2005). According to Siau et al. (2005) Mobile technology holds great strategic importance, and it is integrating internet and computing into wireless environment, and improving the communication, information sharing and interworking. Even mobile phones and assistive networks seem to be dominant mobile commerce providers, other technologies and devices will probably have important role in mobile commerce soon (Balasubramanian et al. , 2002). For instance, there are new devices that combine mobile phones a nd personal digital assistants’ (PDA) features in one device (ibid). Guo et al. , 2010: â€Å"Mobile communication devices, such as cell phones, laptops, PDAs, etc. have provided people with new approaches to accessing web contents, emails, instant messaging, and commerce services in a convenient and flexible fashion which fully takes the advantages of mobility and timeliness of mobile communication technologies. † More information about mobile technology will be provided in chapter 2 (3G, Wi-Fi, Bluetooth, Software and Technology, SMS MMS) * Electronic Commerce and Electronic Marketing Definitions of electronic business, electronic commerce, and internet commerce are gathered together under the same roof, and threated as the same term as electronic commerce (Elliot, 2002). Electronic commerce defined by Turban et al. , (2006): â€Å"The process of buying, selling, transferring, or exchanging products, services and/or information via computer networks, including the internet. † (p. 4). Providing interactive environment and personalizing the content of message enabling powerful digital marketing channel (mobile devices and internet) to interact with consumers (Strandvik et al. , 2006). There are four categories of electronic commerce identified, which are business-to-business (B2B), business-toconsumer( B2C), peer-to-peer (P2P) and consumer-to-business (C2B) as it shown in figure 11 (rayport et al. 2004) in next page. And B2C defined by Rayport as electronic commerce refers to exchanges between businesses and consumer. Business originating from†¦ Business Consumers B2B| C2B| B2C| P2P| And selling to†¦Business Consumer FIGURE 1: Four categories of electronic commerce. According to Strauss et al. , (2006): â€Å"Electronic marketing, is t he use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders†. Chaffey et al. , (2009), also adds that electronic marketing is part of the digital marketing and have more aspects than internet marketing (wireless media, email) such as electronic CRM (Customer relationship management) and digital customer data management. * Mobile Commerce and Mobile Marketing Business experts are estimating potential of mobile world without time and place boundaries (Balasubramanian et al. , 2002). Widespread usage of mobile phones accelerated the growth of usage of mobile devices to conduct mobile commerce (Xu, 2007). Haghirian et al. , (2005), (p. 32c): â€Å"In a mobile world, these activities (process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational goals) are performed via mobile devices, such as cellular phones and pagers, cordless telephones, personal digital assistants, two-way radios, baby crib monitors, wireless networking systems, global positioning systems (GPS) based locators and maps†. Commonly mobile commerce is considered as part of the electronic commerce (Lian et al. , 2010). Currently there is no formal agreement of definition of mobile commerce, but widespread acceptance of mobile commerce is the use of mobile devices to interact with consumers and transactions that takes place on private or public networks (Balasubramanian et al. , 2002). By taking advantage of technology and applications, mobile internet become advantageous subsidiary channel for traditional electronic commerce, which is indicating big potential (Wang et al. 2010) Current improvements in mobile technology resulted in widespread usage and different functions of mobile devices, the mobile medium has turned into a powerful marketing channel, which allowed businesses to set up electronic presence alongside with their consumers without time and place boundaries (Toker et al. , 2010). The Mobile Marketing Association, (2008) defines mobile marketing as â€Å"The use of wireless media as an integ rated content delivery and direct response vehicle within a cross-media marketing communications program. † Anyway, it is important to clarify mobile marketing and mobile advertising (Leppaniemi et al. 2004). Hence Leppaniemi et al. , (2004) defines mobile advertising as â€Å"Any paid message communicated by mobile media with the intent to influence the attitudes, intentions and behavior of those addressed by the commercial messages. †(p. 93-97) which can be also inferred from definitions mobile advertising is part of mobile marketing. After stating two types of mobile advertising which are push and pull advertising, Leppaniemi et al. , (2004) explains it as following: Leppaniemi et al. , (2004): â€Å"Advertising that is â€Å"pushed† to the users’ devices is generally used in conjunction with mobile advertising. Push advertising may be unsolicited such as special promotions delivered by SMS to users within the context of an existing customer relationship, or it may be solicited where users agree to have certain services or promotions pushed to them at certain times (sponsored sports score alerts, for example). Pull advertising, on the other hand, is defined as an advertising that is attached to content or services that users request or â€Å"pull† to themselves. For instance, when a customer requests the local weather from mobile service provider, the content of the response, including any related advertising, is pull advertising. (p. 93-97) The increasing growth in the area of mobile commerce gives new dimensions to interactive marketing (Okazaki, 2009). Direct interaction with consumers is possible via mobile marketing without time and place boundaries (Dickinger et al. , 2005). Personal nature of the mobile phones provide an opportunity to understand buying habits and trends of ind ividual consumers which is impossible in PC environment, that’s why marketers should see mobile internet as a powerful medium (Keefe, 2008). * Attitude According to Antonides et al. (1998), â€Å"Attitude is the individual predisposition to evaluate an object or an aspect of the world in a favorable or unfavorable manner. † (p. 197) More information about consumer attitude will be provided in chapter 2, with focus on marketing activities. PROBLEM DISCUSSION Lehmann et al. , (1998): â€Å"The most important phase of any research is the definition of the problem to be addressed. † Large variety of media channels increased the competition for drawing the attention of the consumer (Strandvik et al. , 2006). Mobile medium especially changing the marketing dynamics and pointing consumer needs and interests (Friedrich et al. 2009). In order to take advantage of mobile devices to establish marketing efficiency, it is important to understand how consumers perceive mobile advertising (Haghirian et al. , 2005). Mobile marketing allows marketers to immediately track success of their campaign and provide an opportunity to be more precise about place and how advertisements are conveyed to the consumers (Keefe, 2008). Mobile marketing is the only individual medium that enables interactive, direct interaction without time and place boundaries (Leppaniemi et al. 2004). According to Haig, (2002) The fact is that mobile phones are the most individual device we own and it is possible to interact and target individually (ibid. ). High potential of innovative and creative mobile marketing indicates that it is extremely important to understand and gain deeper knowledge in consumer behavior in mobile commerce medium (Haghirian et al. , 2008). Because of the innovativeness, consumer’s reactions toward mobile marketing become critical for the success of mobile commerce (ibid). To improve the personalization of the advertising, behavioral advertisers are profiling the mobile consumers and tracking them (King et al. 2010). Personalized advertising is adding more value and improving experience for consumers (Dickinger et al. , 2004). Mobile phones have started to commercialize (Wei et al. , 2010). Latest improvements in communication technology opened the way for mobile advertising to be crucial component of marketing mix (Leppaniemi et al. 2004). Mobil e marketing is gaining popularity with improvements in wireless technology and widespread usage of smart phones (Sun et al. , 2010). Despite the fact that mobile marketing increases quickly Haghirian et al. (2005) stated that Potential consumers didn’t have opportunity to express their feeling toward mobile marketing. According to Leppaniemi et al. 2004, even though a lot of research conducted in the area of mobile advertising, only few of these researches delivered useful knowledge to this area. Roach, (2009), (p. 124-138): â€Å"The fast pace of development within the mobile commerce industry has brought about a new field of academic research, in which studies have examined the variety of factors influencing the acceptance of mobile phone marketing from both consumer and organization perspectives. The current literature remains largely inconsistent and fragmented. † There is an accelerating growth of the articles in an area of mobile marketing since 2005, after some time it is stabilized around 42% per year (Toker et al. , 2010). The distribution of articles by year is shown in Figure22. FIGURE 2: Distributions of articles by year. Even though correlation between attitude towards mobile advertising and mobile marketing adoption is indicated, there are several different research investigating the attitude and outcome of it (Toker et al. , 2010). According to Soroa-Koury et. al. (2010) there is probably a positive correlation between positive attitude towards mobile advertising and eagerness to accept mobile advertising. Consumers’ mobile marketing experience and usage frequency of mobile marketing is also another important issue. Some mobile device users may have experienced the mobile marketing, some may have not. One type of usage segmentation is ? Volume Segment ation? and it is explained by Goldsmith et al. , (1999) as; Volume segmentation combines two different factor (frequency of use and usage rate) to divide market into three different categories which are: heavy users, light users and nonusers. In order to understand the relation between frequency of usage and attitude Solomon, (2007) uses the ABC model of attitudes in order to draw attention to relation between components of ABC model of attitudes and usage segments: Solomon, (2007): â€Å"Most researchers agree that an attitude has three components: affect, behavior, and cognition. Affect refers to the way a consumer feels about an attitude object. Behavior involves the person’s intentions to do something with regard to an attitude object. Cognition refers to the beliefs a consumer has about an attitude object. We can remember these three components of an attitude as the ABC model of attitudes. All three components of an attitude is important, but their relative importance will vary depending on a consumer’s level of motivation with regard to the attitude object, whether they are light or heavy users, and so on. † (p. 237) General idea about internet advertising is rather entertaining or informative (Tsang et al. , 2004). Although the difference between internet advertising and general advertising is known, it is unclear how consumers feel about mobile advertising and the relation between attitude and behavior (ibid). There is a big potential for marketers, but there is still lot to learn about mobile marketing by investigating it further (Haghirian et al. , 2005). It is found that younger people are faster than older people about adoption of new technology (Leek et al. , 2009). Consequently highest usage of mobile phone is the 18- 29 years old age group (ibid). Researches indicate that mobile phone is the most common way of communication among young people who uses email more than traditional voice calls (Okazaki, 2009). As technology behind mobile phones improves more and increase their capacity to download and store video and music content, they are going to become more popular for young people (Grant et al. , 2007). As a result the reason why young people use mobile phones and how they use is topic worthy for researchers (ibid). The purpose of the research is to bring light and create understanding of consumers’ attitude formation toward mobile marketing, that’s why the following research problem is formulated: How is the young consumers’ attitude toward mobile marketing? RESEARCH PURPOSE AND RESEARCH QUESTIONS Based on the problem discussion above to accomplish purpose the research is focusing on different factors that affecting consumer attitude toward mobile marketing. Basic aim of the research questions is to understand the effect of each factor on consumer attitude toward mobile marketing, whether positive or negative. Therefore; to increase awareness about the factors that influencing consumer’s attitude toward mobile marketing among young consumer;. Starting from available theories and models, the study will try to find important variables that affect consumer attitude toward mobile marketing. In order to understand the effect of content on attitude toward mobile marketing with the focus on youth generation, first question is formulated to analyze further if consumer form a positive or negative attitude when content is considered. R. Q. 1: How content of mobile marketing play a role in formation of attitude toward mobile marketing? The main aim of the second question is to investigate further of the effect of personalization of mobile marketing on consumer attitude towards mobile marketing. In order to understand the effect of this variable on consumer attitude, second question is formulated as following: R. Q. : How personalization of mobile marketing play a role in formation of attitude toward mobile marketing? The study conducted by Soroa-Koury et al. , 2010 found that perceived usefulness of mobile marketing predicted attitude towards mobile marketing, whereas perceived ease-of-use of mobile marketing did not predict attitude towards mobile marketing. However situation may differ in mobile marketing context, hence the following hypotheses are developed: H. 1: Perceived usefulness has a positive effect on consumer attitude towards mobile marketing. H. 2: Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing. RESEARCH HYPOTHESIS Hypothesis 1: Perceived Usefulness Analysis of hypothesis 1 â€Å"Perceived usefulness has a positive effect on consumer attitude towards mobile marketing. † is presented for each case separately. Male All five of the male respondents agreed on that usefulness of mobile marketing has an positive impact on their attitude toward it, and they are more open to useful mobile marketing activities. According to Soroa- Koury et al. , (2010) perceived usefulness of mobile advertising predicts attitude toward it and positively influences consumer attitude towards mobile advertising. During the interviews all of the respondents found different reasons to feel that mobile marketing is useful, their reaction towards useful mobile marketing was having positive feelings toward it. Female All five of the female respondents also stated different motivations to find mobile marketing useful. Usefulness of mobile marketing is directly correlated to reaction toward it, and all of the respondents underlined that usefulness of mobile marketing generates positive feelings towards provider and mobile marketing activity. At this point findings of Soroa-Kory et al. , (2010) with responds of interviewees are matching. * Hypothesis 2: Perceived Ease-of-Use Analysis of hypothesis 2 ? Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing is presented for each cases separately. Male During the interviews perceived ease of use not found to be as important as usefulness of mobile marketing. All of the respondents agreed on that easiness of mobile marketing doesn’t necessarily creates positive attitude towards it. In accordance with Soroa-Kory et al. (2010) findings which is implying that perceived ease-of-use is not predicting consumer attitude toward mobile advertising, respondents also agreed that perceived ease-of-use is not effecting consumer attitude in a positive way and not a merit to measure consumer attitude toward mobile marketing. Apart from that one of the respondent doesn’t find mobile marketing easy to use while four of the respondent found mobi le marketing easy to use and interact with. Female Three out of five respondents highlighted that mobile marketing is not easy to use and interact with. All of the respondents underlined the fact that easiness of mobile marketing is essential and not an extra, consequently outcome of easiness doesn’t found to be positive by respondents. Findings of Soroa-Kory et al. , (2010) also approves that easiness of mobile marketing is not necessarily predicts the consumer attitude. During the interview one of the respondent highlighted that easiness is not carrying as LITERATURE REVIEW The previous chapter provided background and problem discussion to the study area of this thesis. This chapter will present the review of earlier studies and literature related to this research purpose. Aim of this chapter is to deliver relevant literature about mobile marketing and attitude towards it. Firstly attitude patterns of the consumers towards mobile marketing will be presented, and secondly mobile marketing enabling technologies will be described. Finally review of the theories concerning the factors that affecting mobile marketing will take place. * Enabling Technologies Types of Mobile Marketing Improved technology in mobile devices allowed us to surf the internet, find the location with GPS (Global Positioning System), tweet with friends or chat with them, watch movies and play games and so on (Liu et al. 2010) This part of the study will deliver information about technology that making mobile marketing possible and present types of current mobile marketing applications. * 3G and Wi-Fi The term 3G is one of the latest broadband mobile communication system that uses internet and variety of multimedia communications (Bao, 2010). Zeng et al. , (2009) explains the benefit s of 3G by stating that; 3G enabled better data and voice transfer rate, and it is providing various different services like web browsing, video conferencing, e-commerce applications (Video, voice communication, online media, Mobile TV and etc. and personalized information services. Large variety of 3G mobile services transformed mobile devices from traditional voice phones to entertaining, life and business media (Yang, 2010). When we compare surfing on the internet via computer with via 3G there is some advantages of 3G can be seen like without time and place limitations, which are becoming an opportunity for mobile commerce to go further (Zeng et al. , 2009). And if special services can be introduced to people, it can accelerate the improvement of mobile commerce (ibid. ). These days Wi-Fi is becoming more and more popular way to connect to the internet, people are taking advantage of connecting to internet without wires in hotels, at the university campus, in the office, and Wi-Fi is becoming synonymous with WLANs (wireless local area networks) allowing access to the internet (Hayes et al. , 2009). Currently Wi-Fi is available through wide range of mobile devices as a default function (Henry et al. , 2002). Wi-Fi hotspots are providing free internet access to everyone who is carrying a device with Wi-Fi function (ibid). * Mobile banner advertising Developments in mobile screen technology increased the resolution and provided an opportunity for advertisers to implement higher quality images and banners on mobile devices (Mobile Marketing Association, 2007). Consequently advertisers can produce more efficient advertisements with higher quality, richer and bigger (ibid). Example of mobile banner advertising is shown in Figure 43 in next page. FIGURE 4: Example of Mobile Banner Advertising. * Location based marketing Location based services are tried to be produced by many marketers; the main value proposition is the location (Becker et al. 2010). However, location is not the main goal it is an instrument that empowering the services like mapping, advertising and search to be more valuable (ibid). Location-based services are very beneficial for local advertising campaigns: for example consumer may receive short message about the nearest restaurant or bus station with directions (Dickinger et al. , 2004). Location-based advertising utilizes the location by using individual consumers to target consumer in particular location (Tsang et al. 2004). Location based advertising is time sensitive in a way that advertisement can be sent to signed up client when this client pass through a certain point of purchase (Dickinger et al. , 2004). By tracking mobile devices technical address it is possible to detect local position of the user in the environment of mobile commerce (Lee et al. , 2007). As an example Telia (Swedish company), one of the biggest telecommunication company in Europe, applied real-time SMS game by using mobile devices osition to allow users to interact with each other while playing (Dickinger et al. , 2005). Contextual marketing is also possible with location based marketing. Example for contextual marketing, information or coupon about a specific product can be sent to consumer via mobile device while consumer is in the department store to buy specific product (Lee et al. , 2007). * Bluetooth Accord ing to Groten et al. , (2009): â€Å"Bluetooth is a radio interface for short-range connections between electronic devices† (p. 1134-1138). If Bluetooth is enabled, any user with a mobile device can download rich content like graphics, video, sound, wallpaper, text, and software (Leek et al. , 2009). Interaction within mobile devices is possible via Bluetooth, mobile devices can connect to other mobile devices with Bluetooth if it is in range (Groten et al. , 2001). * Bluetooth wireless proximity based marketing The proximity path is the use of Bluetooth to interact with consumers which is called proximity marketing, or the local delivery of the content to mobile devices (Becker et al. 2010). The Bluetooth path is the usage of Bluetooth on mobile devices as a communication channel (ibid). Bluetooth technology provides a powerful opportunity for marketers to use location specific areas to reach consumers with rich content, and it is also cheaper and less complex than SMS (Short message service) and MMS (Multimedia message service) (Leek et al. , 2009). Bluecasting is the use of Bluetooth for mobile marketing purposes (Bec ker et al. , 2010). According to Becker et al. (2010) Bluetooth marketing can be explained as the placement of Bluetooth access point in any public place like airport, train station or any live event, and when consumer walks by this device and the Bluetooth is enabled on mobile device access point request automatically request interaction with mobile device. If user accepts the request Bluetooth access point sends rich content like game, ringtone sound, picture or any other form of content to users phone (ibid). As an example of this, rock group Coldplay (English famous rock group) used Bluetooth marketing when launching the new album XY, 20,000 people ownloaded content like sample tracks and clips from main rail terminals in London for two weeks (Tsiandar, 2006). * Software and Technology Mobile applications are available for mobile devices like enterprise digital assistants, mobile phones and personal digital assistants (PDA) (Ho et al. , 2010). Latest advances in mobile technolog y let mobile phones to have big memories, convenient internet connections and faster processers (Liu et al. , 2010). Lately mobile application market improved dramatically, number of content providers, application developers and advertisers increased which improved the mobile services and or functions (Ho et al. 2010). Example for large mobile application platforms are Google Android Market, Microsoft Windows Market, BlackBerry Application World, Nokia Ovi and Ovi Store etc. (ibid). Ho et al, (2010): â€Å"Mobile communication follows the development trend of internet, users can link with mobile software stores through internet, and download all kinds of applications, which has provided human beings with more diversified information application forms, and gradually changed people’s living habits and operation mode. It is indicated by research reports that growth rate of global smart phone in 2010 is as high as 78. %, showing that smart phone gradually becomes the mainstream in mobile phone market. Smart phone has the function of installing applications, provides users with more diversified mobile value-added services and will change the use habits in the future† (Ho et al. , 2010). * Application marketing Mobile applications can be used to create rich software experiences for consumers and can be provided to mobile devices like Ipad or smartphones (Becker et al, 2010). Mobile applications are similar to computer programs which are installed on mobile devices, and applications can serve in many ways like bank account balances, games (ibid). Mobile applications can be used for branding and advertising purposes and can be sold to get money (Becker et al. , 2010). According to Mobile Marketing Association, integrating advertising into mobile applications generates new revenue streams for service providers, application developers and distributors. Mobile telecommunication companies already started to provide mobile television and digital video services in many places (Ograd, 2006). Mobile television is also another type of application that holds great potential for advertising, Ograd, 2006 explanes the mobile TV as: Mobile TV will provide users an experience that they are already familiar with traditional broadcast television, and allow them to choose content (Ograd, 2006). With several multimedia options like camera, music player, radio and video recorder mobile TV will offer more interactive, active and individual experience than traditional broadcast TV (ibid). * QR Codes Another type of mobile marketing is Quick Response (QR) codes which is defined by Hirakawa et al. , (2009) as a matrix code (or two-dimensional bar code). Flat surface advertising like paper and cyber media already become popular around the world (Hirakawa et al. ,2009). New method of flat surface advertisement is developed which is cooperating with URLs or QR codes (Quick response code) (ibid). Figure 54 in next page shows the example of QR code. FIGURE 5: Example of QR code. * Interactive Voice Response Interactive voice response is providing and option to send or receive voice calls with people and communicating with them without any live person is involved on the other side of the communication (Becker et al. , 2010). * SMS ; MMS Short Message Service (SMS) defined by Taylor et al. , (2008) as a service enabling to send and receive short messages (up to 160 caracter) via mobile phones. According to Dickinger et al. , (2004) SMS is first and most prosperous type of mobile data transmission. MMS (multimedia message services) is the improved version of short messaging service which allows users to send combined video, sound and pictures (Okazaki, 2005). * SMS ; MMS marketing Personal nature of the mobile phones accelerated the usage rate of SMS and MMS in many parts of the world as a marketing channel (Taylor et al. 2008). Even tough MMS is used less than SMS, rapid growth in mobile technology will increase the rate of usage of music, videos, sounds and visuals in near future (ibid). SMS marketing can provide advantages like lower cost than other media channels, since the main expanse is buying mobile phone numbers (Dickinger et al. , 2004). According to Dickinger et al. , (2004) there are several different type s of text messaging applications exists which are; information services, mobile couponing, mobile CRM (customer relationship management), branding, entertainment and product launches. Mobile couponing is one type of specific promotion tool wich integrates classic couponing with mobile communications (Wehmeyer et al. , 2005). â€Å"Advertising funded information services include news, weather, traffic, market rates, horoscopes, or songs just played on the radio† (Dickinger et al. , 2004, p. 159-173). User may pay little or nothing for this kind of services and information (ibid). Companies are changing their focus from mass marketing media to more targeted personal media and replacing them with more personalized media (Leppaniemi et al. , 2008). CRM is supported by text messages by allowing registered consumers to receive newsletters, special discounts, prizes and coupons (Dickinger et al. ,2004). According to Dickinger et al. , 2004 mobile marketing is such a tool that enables branding. Wella, one of the world’s leading cosmetic company, with special campaign they sent SMS messages to registered consumers with a kiss and consumers positive feelings about this campaign resulted in word of mouth by forwarding messages to friends (Dickinger et l. , 2004). Entertainment included marketing activities are capable of increasing the customer loyalty and add value (ibid). Attitude Attitude is a major factor in information systems and marketing researches (Tsang et al. , 2004). Attitude is outcome of what we say, feel and know (Mooij, 2005). For Solomon, (2009) â€Å"Attitude is a lasting general evaluation of people (including oneself), objects, advertisements or issues. † (p. 237) It is important to highlight that att itude toward mobile advertising refers to consumers’ attitude toward advertising in general rather than one specific type of advertisement (Haghirian et al. , 2008). Our feelings about product advertising are directly effecting how we feel about the product itself (Solomon, 2009). General public attitude toward advertising has been a main concern and focus for a long time (Tsang et al. , 2004). Consumer attitude toward mobile marketing has been popular among different researchers, especially focusing on mobile advertising (Tsang et al. , 2004; Xu, 2007; Haghirian et al. , 2008; Brackett et al. , 2001; Dickinger et al. ,2005). According to Shavitt et al. , (1998), even tough old studies show that there is an unfavorable manner toward advertising among consumers; some researchers found that there is favorable view of advertising. However, situation in mobile marketing and advertising may differ. According to Dickinger et al. , (2004) mobile marketing is â€Å"Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders† (p. 159-173). According to Xu, (2007) it can be expected that mobile advertising is more valuable for consumers when considering location based services and time sensitive events. Xu, (2007) also stated that personalization of mobile content can change the negative attitude of the public toward advertising. * Factors That Affecting Consumer Attitudes This part of the study will present current theories and models in the relevant literature to discuss different variables that playing a role in consumers attitude toward mobile marketing. The effect of personalization and content on attitude toward mobile marketing will be presented (Xu, 2007). Xu’s model of factors contributing to Attitude and intention toward mobile advertising is shown in Figure 65 below. Entertainment Informativeness Intention Attitude Irritation Creditability Personalization FIGURE 6: Factors Contributing to Attitude and Intention toward Mobile Advertising. * Personalization and Content According to Xu, 2007 by personalizing the mobile advertising message consumer attitude can be improved. There is a direct correlation between content (Informative, irritation, credibility and entertaining variables of the content), of mobile marketing and personalization with consumer’s overall attitude (ibid). * Personalization Mobile commerce holds a great potential for personalization, because of the nature of mobile devices they provide personal information of users (Lee et al. , 2003). Personalized advertising improve the experience for companies and consumers (Dickinger et al. , 2004). By allowing mobile advertising providers to collect data about demographics and location of the consumers, personalization improves the quality of mobile commerce and turns it into important medium (Xu, 2007). The impact of the message can be increased by personalizing the message (Dickinger et al. 2004). Success of the target marketing is based on well-structured and maintained databases (ibid). Marketers are gaining the advantage of personalization of the message and collecting consumer feedback and their choices, this is improving customer relation by enabling companies to communicate with them in very individual way (Haghirian et al. , 2005). Personalization of the message is not only making consumer more favorable a bout the mobile advertising, it is also improving the consumer attitude by turning unfavorable attitude to favorable attitude (Xu, 2007). It is obvious that privacy concerns of the consumer is crucial and must be taken into account (Taylor et al. , 2008). Permission for personal information can be gathered but in some situations this information may be gathered without consumers will (Wei et al. , 2010). Barnes and Scornovacca, 2004 as cited in Leek et al. , 2009, personalized marketing messages are adding value to information service, and there is also a potential of decreasing the negative reaction of the consumer. * Content There are several researchers argue the importance of content in mobile marketing (Leppaniemi et al. 2004; Dickinger et al. , 2004; Haghirian et al. , 2005; Xu, 2007; Rebello et al. , 2009). According to Xu, 2007 personalization, entertainment and informativeness are the attributes of content that have positive effect on overall attitude, but irritation has negative impact on overall attitude. Attributes of the content is defined by Haghirian et al. , 2005 as entertainment, informativeness, credi bility and irritation. According to Leppaniemi et al. , 2004 content of the message is crucial in all type of advertising and it is also valid in mobile advertising. In order to communicate properly and efficiently with consumers, underlying factors of mobile advertising must be identified (ibid). Information and entertainment are found to be the most important acceptance attributes of mobile marketing (Bauer et al. ,2005). * Entertainment Customer loyalty can be increased with entertainment services, furthermore extra value can also be created for costumers (Haghirian et al. , 2005). Informative and entertaining messages with creativity is holding potential to generate positive attitude toward mobile marketing activity among consumers (Bauer et al. 2005). Entertainment of the mobile advertising message is highly important (Haghirian et al. , 2005). According to Tsang et al. , 2004 Entertainment is the most important attribute of the content that has an impact on overall attitude. Loyalty of the consumer can be increased with entertainment services and extra value for the customer can also be created with entertainment services (Haghirian et al. , 2005). Research conducted by Tsang et al. , 2004 found that entertainment is the major attribute that affects consumer attitude towardmobile advertising. Informativeness Assuming the mobile platform as a relatively new marketing channel, marketing centered activities like content and information sharing are main motivations for consumer acceptance of mobile marketing (Sultan et al. , 2010). The user needs easy access to the information that he or she is looking for (Haghirian et al. , 2005). The main difference between personalized mobile marketing with informativeness is that personalization highlights the individual preferences and adjusted to personal needs and interests (Xu et al. , 2007). * Credibility Advertisement credibility is defined by Lutz et al. , 1989 as how consumers perceive the brand is truthful and believable, which mentioned in the advertising. Credibility of the advertisement should be considered as an important variable when determining the attitude toward advertisement; in addition to that attitude towards advertisement and mood should be ignored when considering the impact of them on attitude toward advertisement (ibid). There are no academic findings about the impact of the credibility that delivered to mobile devices (Haghirian et al. , 2005). * Irritation According to Haghirian et al. , 2005 Confusion among consumers may cause negative reaction toward mobile advertising. Complex mobile advertising message can cause irritation among consumers, and this disturbance decrease the value of the advertising for consumers (ibid). According to Tsang et al. , 2004 there is a negative relation between attitude toward mobile advertising and irritation. * Perceived Usefulness and Ease of Use Several different researchers found that there is a powerful relation with user behavior and perceived usefulness and perceived ease-of-use (Davis, 1989). Perceived ease-of-use and perceived usefulness are important variables when considering consumer adoption process of technologies (Soroa-Koury et al. , 2010). From different perspectives, perceived ease-of-use and perceived usefulness are significantly influential on consumer’s decision to adopt information technology (Davis, 1989). Theoretical model of Soroa-Koury et al. , (2010) shown in Figure 76 below. FIGURE 7: Theoretical model. Perceived usefulness Misperceptions Pluralistic Ignorance False consensus False uniqueness Attitude toward Mobile Advertising Perceived Ease of use Intention to Adopt Mobile Advertising FIGURE 7: Theoretical model. Individuals’ acceptance is explained by Davis, 1989 with Technology acceptance model, and main drivers of this model are perceived usefulness and perceived ease-of-use. Perceived usefulness and perceived ease of use are examined by Soura-Koury et al. , 2010 as predictors of attitude towards mobile advertising. * Perceived usefulness Perceived usefulness is defined by Davis, 1989 as â€Å"The degree to which a person believes that using a particular system would enhance his or her job erformance. † (p. 319-339) There is a positive correlation between perceived usefulness of mobile commerce and consumer satisfaction in mobile commerce environment (Lee et al. , 2007,). The study conducted by Soura-Koury et al. , (2010) also found that perceived usefulness is one of the key variable for prediction consumer attitude toward mobile advertising. * Perceived ease of use Perceived ease-of-use Is the evaluation of the user of how easy for him or her to interact with technology or particular information system (Zhiping, 2009). Perceived ease of use, in contrast, refers to â€Å"the degree to which a person believes that using a particular system would be free of effort† (Davis, 1989, p. -319- 339). It is also claimed by Davis, 1989 easier applications have bigger potential to be accepted by users. RESEARCH METHODOLOGY This chapter will deliver information about research methodology, and selected type of research will be presented which suits best to this study. This chapter will start with defining the purpose of the study and continue with describing the research approach. After that this chapter provides information about: Which strategy is chosen for this study, sample selection methods, how the information will be gathered for research, and analysis method and quality aspect of the study. * Research Purpose According to Chisnall, (1997) there are three main commonly accepted research design techniques listed as descriptive, exploratory and casual. These classified methods differ depending on research questions, research purpose, certainty of hypothesis that are presented and data collection method that employed (Aaker et al. , 2004). When seeking insights to general problem of the research and relevant variables exploratory research technique is commonly adopted (Aaker et al. 2004). According to Lehmann et al. , (1998) exploratory research is used to identify basic information about the research area and formulating the hypothesis. Exploratory researches are focuses on identification of main nature of the research problems and formulation of hypothesis (ibid). â€Å"Descriptive studies, in contrast to exploratory research, stem from substantial prior knowledge of marketing variables† (Chisnall, 1997). Descriptive research is largely used in marketing research studies (Aaker et al. , 2004). The main aim of descriptive research is to search for different aspects of the market environment (ibid). According to Lehmann et al. , (1998) descriptive studies are playing a bridge role between exploratory and casual studies. This type of studies is assuming the different variables as known facts and hypothesis are of general (ibid). Casual studies investigates the market behavior and evaluation of the relationships and interactions of market behavior and factors that affecting them (Chisnall, 1997). For instance the relationship between demand elasticity and the degree to which advertising efforts may affect the sales (ibid). Casual studies are assuming not only the different variables, they are also assuming that how is the relation between them (hypothesis) (Lehann et al. , 1998). The purpose of this study is to seek insights in to the study, hence it is exploratory, but this research also aims to test different hypothesis which makes it partly casual. Since casual studies concerned with hypothesis, and exploratory studies are good for seeking insight into general problem and investigatingthe relation between different variables to gain deeper understanding, this research is primarily exploratory and partly casual. * Research Approach There are different choices of research approaches are available, either the qualitative or quantitative research approach. Qualitative data is most used method when collection method of the study uses or generates non-numerical data (Saunders et al. d, 2007). one main purpose of the qualitative research is to seek insights into research problems (Hair et al. 2006). By asking questions to relatively small samples of respondents and observing respondents behaviors, qualitative data mainly focuses on collection of primary data with details (ibid). Qualitative data was perceived by different authors and researchers as less powerful and pure than quantitative data some time ago (Lehmann et al. , 1998). Bu t recently, advantages of qualitative data is taking attention like cost saving feature, and realization of that truth is not necessarily correlated to size of sample made qualitative research more popular for marketing research (ibid). According to Lehmann et al. , (1998): â€Å"Exploratory research tends to be qualitative and is very important in that it prevents preconceived notions from excluding potentially useful results† Since purpose of this study is to provide deeper understanding of the relation between consumer attitude and factors that effecting attitude, qualitative research approach found to be more convenient. Because qualitative research is more useful in terms of providing insights to research problem as Lehmann et al. , (1998) mentioned. * Research Strategy According to Saunders et al. (2007) there are several types of research strategy exists, which are presented as: survey, case study, grounded theory, experiment, archival research, and ethnography. â€Å"Case studies are exploratory research that involves intense investigation of one or a few past problem situations that are viewed as similar to the researcher’s current problem situation† (Hair et al. , 2006). According to H air et al. , (2006) If case study strategy is employed in research it requires in-depth examination of the facts of interest. These facts could be salesperson, customer, store, market area, film, and so on (ibid). Case study strategy have good ability to answer questions starting with ? why , ? what and ? how , and case studies are also good at answering questions like ? how? and ? what? (Sounders et al. , 2007). Because of this reason exploratory and explanatory researches most often employ case study strategy (ibid). According to Sounders et al. , (2007): â€Å"A case study strategy can incorporate multiple cases, that is, more than one case. The rationale for using multiple cases focuses upon the need to establish whether the findings of the first caseoccur in other cases and, as a consequence, the need to generalize from these findings. Case study strategy can be very worthwhile way of exploring existing theory. † (Sounders et al. , 2007) Case study is employed in this study as main research strategy. Since research questions of this study starts with how and case study deals very well with ? How questions, case study found to be most appropriate strategy for this study. Exploratory research approach of this study also requires case study as main strategy. In order to improve the quality of the research, the study incorporates with multiple cases, which are male case and female case. Sample selection Probability sampling is mostly used in cases of survey-based research techniques where it requires interferences from sample about the general population to answer research question(s) or objectives (Sounders et al. , 2007). Whereas non-probability sampling has ability to provide information-rich case study that explores the research question (ibid). Hence non-probability sampling is chosen as sampling strategy in this study. Purposive or judgmental sampling is one of the non-probability sampling that identified by Sounders et al. 2007 and described as it gives an option for researcher to use their judgment to choose cases which is most appropriate for researcher to answer research question and met the objectives of study. Research targets are exchange students and master student who are studying at Lulea university of Technology and who have experience in using mobile devices and aged between 18- 29. Master and exchange students are coming all around the world, by choosing respondents among exchange students and master students; this study is trying to collect broader data without restricting respondents to one particular country. After starting to collect data ten students found to be sufficient to meet with research objective. Five male and five female respondents has chosen among students to be interviewed, which makes the number of respondents of each case equal. * Data Collection Interview is defined by Chisnall, (1997) as: â€Å"Interview is concerned with a purposeful exchange of meanings, and it is this interaction between interviewer and the respondent which contributes so much to the success of the interview† (Chisnall, 1997). Valid and reliable data can be collected through interview which helps researcher to answer research questions and meet with research objectives (Sounders et al. , 2003). Hence this study employs interview technique to collect data, by doing so as Sounders et al. , 2007 stated, interview technique can be very handy in answering question ? how? and highlight on exploring ? why? this method found to be most appropriate technique, since this study aims to answer ? how questions. Required data has been collected by using semi-structured interviews. According to Sounders et al. (2003) in Semi-structured interviews have different types of themes and questions to be answered during the interview, and these may differentiate from interview to interview. In order to explore relationship between different variables in exploratory study semi-structured interviews may employed (ibid). Following Table 27 shows different types of interview in each of main research categories. As it can be seen fro m Table 2 below: Semi-structured interview technique suits best to this study by providing precise data for exploratory and explanatory research. One arrow in the table 2 means less frequent and wo arrows mean more frequent. ExploratoryDescriptiveExplanatory* Structured| | * | * | Semi-Structured| * | | * | In depth| * | | | TABLE 2: Uses of different types of interview in each of the main research categories. * Analysis Four dominant analytic techniques stated by Yin, 1994 which are: pattern-matching, explanation building, time series analysis, and program logic models. Each one of those technique is appropriate for bot single and multiple-case studies (ibid). For case study analysis, one of the most appropriate strategy is to use pattern-matching logic (Yin, 1994). For case studies which are explanatory, there may be correlation between patterns and dependent or independent variables of the research (ibid). According to Sounders et al. , 2003: â€Å"The process of qualitative analysis generally involves the development of data categories, allocating units of studies’ original data to appropriate categories, recognizing relationships within and between categories of data, and developing and testing hypotheses to produce well-grounded conclusions† (Sounders et al. , 2003). In order to approve validity of the assumption gathered data from sample and mean of sample is calculated (Aaker et al. 2004). Within case and cross case analysis will be employed in this study to reduce the data and compare the data. Comparison between male (case 1) and female (case 2) respondents will be presented during the cross case analysis. Youth generation chosen as main target group, and for mobile marketing personalization found to be one of the concerns . But it is also important to understand if there is any difference between any gender to be more precise in personalizing the message and targeting the consumer. Finally findings of the analyses will be presented. Validity and Reliability â€Å"Reliability and validity are crucial aspects of research practice and the importance of these criteria should be full recognized by all who are engaged in survey work of any kind† (Chisnall, 1997). Reliability and validity are not completely separate terms, these terms are interconnected and in some degree they overlap with each other (Chismall, 1997). According to Sounders et al, (2007): ? Reliability refers to extend which your data collection techniques or analysis procedures will yield consistent findings? (Sounders et al. 2007). Taking as more as operational steps in research is the most common way to handle reliability problem (Yin, 1994). All the processes of research (questionnaires, interviews etc. ) conducted under control o f supervisor of this research Hakan Perzon. Before conducting the interview on main respondent group, questions are tested on two representative respondents to improve structure and layout of the questionnaire. According to Sounders et al. , 2007 validity is about the reality of findings, whether the findings are actually what they seem to be. Documentation of the fieldwork when conducting qualitative research is highly important in establishing validity effectively, which allow others to examine and check the validity of the research process (Hair et al. , 2007). Hence during the interviews, all the answers and opinions of respondents will be saved in written format to be able to establish validity. Respondents are chosen among students that have prior experience in using mobile devices that enables them to have appropriate knowledge in research area, extra information is also provided to respondents to enlarge their idea about mobile marketing. To prevent misperception of mobile marketing and mobile advertising, respondents are also informed about this situation. Average time spend on each interview was around 50 minutes. CONCLUSIONS Based on analysis and finding, variables of content have different effect on consumer attitude. Some of the variables carry more importance than other variables and some of them have negative effect on attitude. For instance informativeness of mobile marketing perceived by both of the cases as most important factor in content of mobile marketing, whereas entertainment and credibility found to be less important than informativeness. Irritation of the content is negatively correlated to overall attitude toward mobile marketing. It is highlighted by respondents that dominant irritation factor of mobile marketing message is permission. It can be concluded from findings that reaction toward disturbance is mainly negative whereas positive feelings generated positive outcome. Collected data from both of the cases shows that permission is very crucial in mobile marketing especially in personalized messages. Collected data bout permission, privacy and personalization is indicating that if permission is granted privacy must be assured for consumers to feel comfortable about personalized mobile marketing activities. Unpermitted mobile marketing activities that taking place without consumers will is creating inconvenience among consumers, and reaction toward this type of marketing messages are mostly negative. REFERENCES [1] Aaker D. A. ; Kumar V. ; Day G. 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