Running head: FORUM 2 – GROUP 4 1
Forum 2 – Group 4
Liberty University
FORUM 2 – GROUP 4 2
Question 19.5
I will be planning the structure of the Snapshot research article located on page 30,
Location-Based Services (LBS). An LBS is a service that use location data to control features.
Examples of these, include locating the nearest restaurants, parcel tracking, and social media
location sharing etc.
Style & Type
This will be a short, formal report that is written to the employees of the company. This
will be written more as a technical report but will have some hybrid aspects to meet the goals of
the organization. It will give the employees a better understanding of location-based services
(LBS). The reason that it will be formal is because it will be used to make policies and
introduces the employees to the best practices when using location-based services. It will share
the research on location-based services and the dos and don’ts that businesses should consider
when using location-based services.
Report Access & Data
This report will be distributed electronically with hardcopies available upon request. This
report will be semitabular at best, because there are only a handful of figures that will be
included. The data is important to assist the readers in uncovering the importance of privacy
when the company uses LBS but it will be used as supporting data.
Research Report Components
The letter will be for company use and it is not necessary to include a letter of transmittal
on internal projects (Cooper & Schindler, 2014). All the relevant information will be included in
the title page. The title will be Location-Based Service Research Reveals Consumer Privacy
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Concerns. The title page will include that the report is prepared for the employees of the
company and that it is for in-house use only.
Introduction
The problem statement will elaborate on the need for businesses to understand and
comply with consumers concerns and fears related to a business using location-based services.
The secondary purpose is to identify company best practices or the dos and don’ts when dealing
with customers using location-based services. This report will try to help the organization
understand what consumers find acceptable when a company is using location-based services
and what practices may lead to consumer distrust. Background will include LBS use and
consumer trust issues. The methodology will be included in the introduction and will briefly
explain the various research studies that our information was based on.
Executive Summary
The executive summary will include some statistics including (1) Nearly one-third of
American mobile subscribers are regularly using LBS applications and 20 percent of European
users, privacy is still a concern to cautious users (Yun, Han, & Lee, 2013). (2) 52 percent are
willing to let usage patterns be tracked if it results in lower product cost and 43 percent are
willing to receive targeted advertising in exchange for lower fees or services (Cooper &
Schindler, 2014). This still leaves around 50 to 60 percent of consumers that don’t want to be
tracked or targeted even in exchange for something beneficial. This means that the numbers are
probably much higher if the consumer does not feel that they are going to benefit. It will touch
on some of the essential findings that are found to be the basis of the report.
Findings
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In this section we will explain the data and what it means to the consumer and to the
business. The information will show more examples of consumers’ privacy concerns and it will
also show that not all consumers are particularly concerned with privacy issues. In this section it
will include some very sound findings on privacy risk beliefs (PRB) and privacy protection
beliefs (PPB). PRB is the potential loss an individual feels in releasing personal information to
an organization and PPB is an individual’s subjective belief that certain vendors will protect their
private information (Raschke, Krishen, & Kachroo, 2014). These will be highlighted in detail to
show the different belief systems and concerns of consumers.
Summary and Conclusions
This will be an overall summary of the information with conclusions based off of the
information presented.
Recommendations
The recommendations will share the do and don’t list located on page 30 of the research
article in the book. Give recommendations on protecting the most cautious consumers because if
their concerns are met the rest of the customer base should fall in line.
Biblical Integration
The biblical integration will be based on respecting others, which is the basis for
protecting others wishes and privacy. “Do nothing out of selfish ambition or vain conceit.
Rather, in humility value others above yourself” (Philippians 2:3 New International Version).
“Honor all people. Love the brotherhood. Fear God. Honor the King” (Peter 2:17 New King
James Version). If the employees follow these verses throughout their workday they will treat
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each consumer with respect and go beyond their personal interest to do what is right for each and
every customer.
Question 19.7
This paper evaluates a written research report on The Ellen De-Generes Show and The
Oprah Winfrey Show. The prompt states that executives are Warner Brothers have picked up
The Ellen DeGeneres Show for another season because a research report revealed it was on par
with The Oprah Winfrey Show in viewership. The report also included findings from Q Scores
Company about DeGeneres’s relaxed personality. Nielson ratings also placed the emotional
issues on par with Winfrey’s. Cooper and Schindler inquire about other questions that should be
included in the report, and how would one advise the network to franchise DeGeneres based on
the study’s results (Cooper & Schindler, 2003).
The authors of the prompt have already asked a couple questions. Cooper and Schindler
(2003) have looked into what effect the report had on certain cable networks, why did the
DeGeneres’s show tie Winfrey's show in viewers, and how did the results compared with the
Nielson ratings. It was found that after the report was published, Warner Brothers renewed
DeGeneres's contract with the network. Q Scores Company indicated that DeGeneres's
personality attracted viewers. Lastly, data on television viewership was purchased from Neilsen
Media Research, "the primary source of viewership data for corporations nationwide" (Aldrichm
Arcidiacono, & Vigdor, 2005, p. 3). The Ellen De-Generes Show showed a tie in emotional
issues, yet having to tie Winfrey's show in other categories, not specified by the authors.
In addition to the questions asked by Cooper and Schindler (2003), a skillful researcher
would inquire where the written research report was published and by whom. The location and
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authors of a report speaks of its reliability. The LA Register newspaper is found to be more
reputable than the TMZ magazine. The differences lie on factors such as how the companies
collect their sources, how legitimate the information is, and on the qualification of the authors
writing the articles. Jacob served his uncle, Laban, for seven years to become Rachel's wife.
Yet, Jacob was deceived, a mistake that cost him another seven years of servitude. After he met
his second term, he fled with his family because he could not trust Laban. Jacob was afraid
Laban might take away Leah and Rachel by force despite Laban's word, which no longer had any
credibility (Genesis 31:31 New International Version).
Beside having a credible source, a report is better established if it has been reviewed or
edited by other peers and found without bias. Possible affiliations and sponsorships can
encourage partiality and directly affect reports and sources. If a report is found biased, Lichti
(2007) advises companies to "re-review the content against the bias complaints ... by external,
non-conflicted experts ... using three or more [reviews] to get a mean average calculation"
(Lichti, 2007, para. 13-14). If the bias is proved otherwise, the report can be a trusted foundation
for studies and ideas to come.
The report on DeGeneres should address several additional questions. The investigators
should determine why the Ellen DeGeneres show lags behind the Oprah Winfrey show in the
Nielsen ratings. DeGeneres is seen as relaxed, more relatable, and is more likable than Winfrey
(Cooper & Schindler, 2013). According to the president of the media strategy group for Magid,
Steve Ridge, “When the Magid panelists were surveyed about their attitudes toward daytime
hosts, Ms. DeGeneres was in a virtual tie with Ms. Winfrey, even though there is a ratings lag”
(Stelter, 2010, p. B1).
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One could advise the networks to franchise DeGeneres based on the targeted gaps in
identified ratings. If the report identifies that Winfrey is stronger with areas such as social
issues, gender issues, or race issues, the networks should increase their focus on programing
around those areas. If the research shows that Winfrey has larger viewer numbers strictly
because her show is franchised more, then Warner Brothers should plan to expand franchising to
new stations which will ultimately increase viewership.
FORUM 2 – GROUP 4 8
Reference
Aldrich, E. M., Arcidiacono, P. S., & Vigdor, J. L. (2005). Do People Value Racial Diversity?
Evidence from Nielsen Ratings. B.E. Journal Of Economic Analysis & Policy: Topics In
Economic Analysis & Policy, 5(1), 1-22. Retrieved from
http://search.ebscohost.com.ezproxy.liberty.edu:2048/login.aspx?
direct=true&db=bth&AN=16022837&site=ehost-live&scope=site
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). New York, NY:
McGraw-Hill
Evaluating Commercial Bias. (2007, September 1). Medical Meetings, 34(6). Retrieved from
http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?id=GALE
%7CA168786910&v=2.1&u=vic_liberty&it=r&p=AONE&sw=w&asid=dcf9c11c49a43
4660ba17ea52de666c6
Raschke, R. L., Krishen, A. S., & Kachroo, P. (2014). Understanding the components of
information privacy threats for location-based services. Journal of Information
Systems, 28(1), 227-242. doi:10.2308/isys-50696
Stelter, B. (2010, February 12). DeGeneres A Rising Star In Daytime. New York Times, p.
B1(L). Retrieved from http://go.galegroup.com.ezproxy.liberty.edu:2048/ps/i.do?
id=GALE
%7CA218792524&v=2.1&u=vic_liberty&it=r&p=AONE&sw=w&asid=caf8a111adc66
8719480ddbd3c5109d0
Yun, H., Han, D., & Lee, C. C. (2013). Understanding the use of location-based service
applications: Do privacy concerns matter. Journal of Electronic Commerce Research 14(3),
215-230
