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Microsoft Office was facing an uphill task in engaging the undergraduate student community. Attracting this audience—the most tech-savvy generation ever—was critical to the future of the Microsoft Office franchise. Microsoft's past advertising efforts to reach this audience had proven lackluster, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to determine the best tactics that could successfully connect with this audience. The (A) case describes Microsoft's dilemma and briefly addresses what college students mostly care about: managing homework, creating great-looking schoolwork, preparing for the workplace, and collaborating with friends and classmates. It also provides competitive information, chiefly Google's increasing presence in universities and its focus on the higher education market and the growing influence of Facebook among students and its evolution into a productivity tool. The (B) case describes the qualitative research tools that Microsoft used to get a better understanding of college students: day diaries using Twitter, technology diaries using the Internet and smartphones, focus groups, and one-on-one interviews with students. The case helps students understand the value of ethnographic and qualitative research techniques, draw inferences from the data, and subsequently make recommendations. It illustrates how ethnographic and observational studies enrich research by generating deeper consumer insight than traditional methods.

Students will learn: - How online tools in ethnographic and observational research offer new insights not revealed by traditional survey research - How different qualitative market tools are used to collect data, as well as the pros and cons of different ethnographic research techniques - To interpret and synthesize data from qualitative and ethnographic research - How research can influence a firm's marketing and advertising tactics

This is a literature survey paper. The purpose of this paper is to focus on the latest developments in textual analysis on China’s financial markets, highlighting its differences from existing works in the US markets.

The authors review the literature and carry out an experiment of sentiment analysis based on a small sample of Chinese news articles.

Based on the experiment of sentiment analysis, there is limited evidence on the association between sentiment and other contemporaneous or future returns.

The supply of financial textual information has grown exponentially in the past decades. Technological advancements in recent years make the programming-based analysis an effective tool to digest such information. The authors highlight the use of credible textual information and discuss directions of research in this important field.

Microsoft Office was facing an uphill task in engaging the undergraduate student community. Attracting this audience—the most tech-savvy generation ever—was critical to the future of the Microsoft Office franchise. Microsoft's past advertising efforts to reach this audience had proven lackluster, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to determine the best tactics that could successfully connect with this audience. The (A) case describes Microsoft's dilemma and briefly addresses what college students mostly care about: managing homework, creating great-looking schoolwork, preparing for the workplace, and collaborating with friends and classmates. It also provides competitive information, chiefly Google's increasing presence in universities and its focus on the higher education market and the growing influence of Facebook among students and its evolution into a productivity tool. The (B) case describes the qualitative research tools that Microsoft used to get a better understanding of college students: day diaries using Twitter, technology diaries using the Internet and smartphones, focus groups, and one-on-one interviews with students. The case helps students understand the value of ethnographic and qualitative research techniques, draw inferences from the data, and subsequently make recommendations. It illustrates how ethnographic and observational studies enrich research by generating deeper consumer insight than traditional methods.

Students will learn: - How online tools in ethnographic and observational research offer new insights not revealed by traditional survey research - How different qualitative market tools are used to collect data, as well as the pros and cons of different ethnographic research techniques - To interpret and synthesize data from qualitative and ethnographic research - How research can influence a firm's marketing and advertising tactics

Libraries and research have a symbiotic relationship. Researchers depend on libraries and the collections and information services we curate and libraries depend on researchers and writers, and their publishers, to deliver the stuff that we make available. The purpose of this paper is to explore the relationship between research and practice.

This paper reports the author’s perspective as a librarian with nearly four decades in practice who has undertaken a variety of research throughout his career.

Identifies the need for a more systematic relationship that will encourage better practice in research and lead practitioners to draw on the findings of more reliable research to inform their practice, test possibilities and stimulate imagination.

Tracing the intertwining of research and practice through one career, the paper presents a uniquely detailed perspective.

Online games are popular applications of Internet technology, with over 2.8 billion users worldwide. Many players engage in team gameplay, indicating that online games are suitable media through which players connect with their friends. However, past studies have not examined the ability of games to assist players in connecting with their friends, indicating a gap. To fill this gap, the authors propose a new concept, the friend-connecting affordance, which is the ability of an online game to enable players to contact friends within the game.

The authors built a model to explain how games' friend-connecting affordances influence game loyalty. The authors gathered responses from 1,347 online players and used structural equation modeling to test the model.

The authors found that friend-connecting affordances and team participation influence game loyalty. Gaming intensity and gaming history can moderate the impact of friend-connecting affordances.

This new affordance can be realized through various game elements, offering unique and actionable insights to game makers. The authors also compared the friend-connecting affordances among a number of popular online games, providing insights specific to each game and increasing the practical value of the findings.

Riding on the wave of intelligent transportation systems, the vehicular ad hoc network (VANET) is becoming a popular research topic. VANET is designed to build an environment where the vehicles can exchange information about the traffic conditions or vehicle situation to help the vehicles avoid traffic accidents or traffic jams. In order to keep the privacy of vehicles, the vehicles must be anonymous and the routing must be untraceable while still being able to be verified as legal entities. The paper aims to discuss these issues.

The exchanged messages must be authenticated to be genuine and verified that they were sent by a legal vehicle. The vehicles also can mutually trust and communicate confidentially. In VANETs, road-side units (RSUs) are installed to help the vehicles to obtain message authentication or communicate confidentially. However, the coverage of RSUs is limited due to the high cost of wide area installation. Therefore the vehicles must be able to obtain message authentication by themselves – without an RSU.

The authors take the concept of random key pre-distribution used in wireless sensor networks, modify it into a random secret pre-distribution, and integrate it with identity-based cryptography to make anonymous message authentication and private communication easier and safer. The authors construct a two-tier structure. The tier 1, trust authority, assigns n anonymous identities and embeds n secrets into these identities to be the private secret keys for the tier 2, registered vehicles. At any time, the vehicles can randomly choose one of n anonymous identities to obtain message authentication or communicate confidentially with other vehicles.

The processes of building neighbor set, setting pairing value, and message authenticating are proposed in this paper. The proposed method can protect against the attacks of compromising, masquerading, forging, and replying, and can also achieve the security requirements of VANET in message authentication, confidential communication, anonymity, and un-traceability. The performance of the proposed method is superior to the related works.

New product development (NPD) is crucial to the survival and thriving of a business entity and a firm’s sources of advantages are important to the NPD success. This paper explores the marketing and technical resources adequacy of Australian small and medium enterprises (SMEs) in NPD. A survey of 276 Australian SMEs in the chemical and machinery industries was conducted. Analytical procedures include factor analysis, cluster analysis, and discriminant analysis. Findings from these analyses suggest that three distinct groups in terms of their NPD resources exist in Australian SMEs: one group with rich marketing and technical resources and skills, one with rich technical resource only, and one with rich technical skill only. The organisational and managerial characteristics of each group of these firms are described. The findings imply that different resource groups need to adopt different strategies in NPD.

The objective of this study is to estimate the impacts of access to irrigation on farm income, household income and income diversification.

This study employs an endogenous switching regression (ESR) model to address the selection bias arising from both observed and unobserved factors and analyze cross-sectional data collected from Fujian, Henan and Sichuan provinces in China. The authors use the Simpson index to measure household income diversification. The propensity score matching (PSM) model and control function approach are also used for comparison purpose.

After controlling for the selection bias, the authors find that access to irrigation has a positive and statistically significant impact on rural incomes and diversification. The treatment effects of access to irrigation are to increase farm income, household income and income diversification by around 14, 10 and 107%, respectively. The positive effects of access to irrigation are confirmed by the estimates of the PSM model and control function approach. Further analysis reveals that the irrigation effects on rural incomes and diversification are heterogeneous between small-scale and large-scale farmers and between male-headed and female-headed households.

The authors’ findings suggest that the government should continue to improve irrigation infrastructure construction in rural China to promote smallholder farmers' water access and at the same time facilitate farmers' access to better agronomic and irrigation information. There exist gender and farm size related income and diversification effects of access to irrigation, and the irrigation access is associated with farm location. Thus, when developing regional irrigation programs consideration needs to be taken of whether the rural farming systems are dominated by male/female household heads and land fragmentation/consolidation issues.

Although a large body of literature has investigated the effects of irrigation development in rural areas, little is known about the impact of access to irrigation on income diversification. The selection bias associated with unobserved heterogeneities is usually neglected in previous studies. This study provides the first attempt by examining the impacts of access to irrigation on rural incomes and diversification, using the ESR model to address both observed and unobserved selection bias.

The connection between employees’ well-being and performance, although widely studied in organizational psychology, has received much less attention from HRM scholars. The purpose of this paper is to extend the literature by examining the impacts of the multidimensional structure of well-being consisting of psychological, social and health dimensions on employees’ task and contextual performance.

The authors collected data from 281 employees from the New Zealand service sector using a questionnaire survey. Factor analysis was used to determine items that form various facets of well-being and performance constructs. Hierarchical regression analyses were conducted to test the well-being – performance relationship.

The findings show that different facets of well-being differentially contribute to employees’ task and contextual performance. Specifically, the facets of happiness and trust were positively associated with both task and contextual performance, while the effects of life satisfaction and work life balance on task and contextual performance were insignificant. Moreover, work intensification was only associated with task performance, in contrast, job satisfaction and over commitment were only related to contextual performance.

The implications of these findings are two-fold. For researchers, a review and overhaul of the conceptualization and operationalization of well-being in HRM studies is long overdue. For managers, improvements to employees’ job performance and the organization’s health can result from simultaneously enhancing multiple dimensions of employees’ well-being.

This study provides new insights into the complex relationship between well-being and performance by incorporating a multidimensional and multifaceted perspective of well-being and highlighting the distinctive effects of various facets of well-being on different types of employees’ performance.