Direct Marketing Is The Main Application Marketing Essay

select merchandise Is The main Application Marketing EssayDirect marketing is the main cover aras of information nu neat coalescency and selective information exploit, beca accustom up the moderate marketing industry collection large amounts of data about gross sales, customers shopping history, transportation, consumption and helpings. Especially since the electronic network or e-business activities become much more convenient, the amount of data roll up has a rapid growth. Today, many stores has a website, customers smoke easily procure products online. whatever companies, such as Amazon.com (http//www.amazon.com), only on the line to trade, thither is no physical shopping. Direct marketing data for data digging supports a wealth of resources.Direct data minelaying can support the designer identify the behavior of customers, found customers shopping patterns and trends, reform service quality and achieve better relationship with customers, achieve bet ter customers satisfaction, improve the sales ratio, design a more rational remove marketing strategy, and reduce costs (Decker, 2007)..What is Direct Marketing?In the classical whole kit and boodle in marketing, come out marketing is a form of non-store sales, however, classified in the form of non-store sales also as mail order, TV sales, sound sales, vending machine sales and Internet sales. In the previous suppositional study of direct plowing, direct marketing definition has always been divergent (Bennett, 1998).Industry trade association in Washington DC gives direct marketing the definition a method of distri plainlyion, through personal contacts to sell products and service. Not assume a fixed trading site, mainly at home. This definition is different from other definitions. Direct marketing be define in the methods of distri exactlyion. This definition means that direct marketing model augment to distribution channels incorporated direct marketing into its connotati on to the plan in turn..What is Data Fusion and Data Mining?A draft definition of data compact and data tap in marketing area is extraction of previously unkn possess, comprehensible information from large retentivity of data, and understand it to install important business decision and support their design, including tactical development and strategic marketing plans and measuring their success (Sumathi, 2006).. Why don Data Fusion and Data Mining in Direct Marketing?Data fusion and data mining aims to obtain a suitable understanding of market behavior patterns, to allow the benefits to be the recommended behavioral changes in the analysis obtained (Michael J. A., 2004). This involves understanding the market behavior of previously unknown facts, reply specific questions, including the prediction questions (Sirmakessis, 2005).In deciding whether to use data fusion and data mining, we must develop our policy on how to use the output, clear view. Too many data fusion and da ta mining projects have been conducted on IT sector initiatives. These often lead to many interesting findings, but need a number of operations. Companies with large amount of customers need to provide a reasonable degree of stability of the marketers and their marketing service providers, should be the heads of the people in their wealth of knowledge of customers and their past activities. Data mining tends to confirm their faith, improving the quantity or add more practical(a) returns .For example, specify the size of a long-suspect segment to identify which customers belonging to it. Some deductions are reasonable, such as purchase behavior depends on the socio-economic status, these are the data should be collected in a survey.Data fusion and data mining is more than simple data analysis. It is the understanding of a business environment, such that relevant questions can be answered by the use of the appropriate data analysis tool on the properly selected data. As such, data m ining requires Understanding the industry conditions Appreciation of specific factors which apply to the company Familiarity with a wide range of analytical tools..Case StudyAmwayAmway globose is a multilevel marketing company that produces quality consumer products. Amways direct selling pattern is the best model to considerate each person into to the marketing , anyone can do this agent, Amway has indeed brought great profits and also a considerable number of people also brought profits, not only Amway has the achievements of their own brands, but also provides virtually peoples wealth achievements (Wei, 2010).Amway takes one to one direct marketing strategy one to one marketing is to understand every customer, ready lasting relationships with the customers. By data fusion and data mining method, Amway grade a large number of customers into different categories, each class of customers with similar attributes. The properties of different types of customers are different. Thro ugh data fusion and data mining to understand the different customer preferences, to coordinate the products and function, greatly increase the types of customers business and product satisfaction.It is through the methods of data fusion and data mining that for customer relationship management to Amway Corporation acquired sound business strategy. For intravenous feeding age, the U.S. experienced two serious economic depressions, but Amway never decrease operating efficiency. In the recession period, including IBM and GM companies have massive layoffs, but Amway has never been cut-off employees. The scale of its production and operation has remained stable. It is particularly worth mentioning is that Amway has been retained no lending operation in four years, but conserve sustainable development. Keep the record has not been lending money to the bank. This proves that the advantage of data fusion and data mining in the companys development.DellDells direct sales in the world are using the way of Internet, at that place are several special models weekly promotions, and used to do advertising.Dells use data fusion and data mining method for customer favourableness analysis. In the customer group, customer profitability is quite different. If you do not know the customers profitability, it is difficult to develop effective marketing strategies to obtain the around valuable customers. Data fusion and data mining technology can be used to predict activity in the different market situations change in customer profitability. From the customers transaction history to find some discipline seeking behaviors, and use these patterns to predict the level of profitability of depositors, or find new clients with higher profitability (Max, 2007).Through data fusion and data mining technology to determine their own direct sales model. For 20 years, Dell has revolutionized the industry to customers worldwide, including commercial, institutional and individual customers can assenting to computer products. Caused by the Dell direct model accepted by the industry, information technology becomes more powerful and easy to use, more affordable accepted to provide customers with full use of these powerful, new tools, opportunities to improve their working and living conditions.Tiens rootTiens Group is the largest direct selling company in China, schematic in 1995, stepped into the international market in early 1998.Tiens Group use data fusion and data mining technology for cross-selling. in the midst of enterprises and customers is a continuing business evolving relationship. After the client and the company differentiate up this two-way relationship, you can use many ways to make this tends to improve customer relations. Includes, extending the time of this relationship, increasing maintenance fee of such contact during the relationship, gaining more profit in every contact during the relationship. Cross-selling aims to corroborate the customer s that the company possess and provide new products and services to the customers. Keep cross-selling is to build a win-win principle. The customer is concerned to get more and better services to meet his needs and due to sales growth the enterprise go away also get benefit.With this direct marketing business model, Tenis direct sales have a rapid growth in 3 years adds up to 300 million people. The market has now worked out a development consistent international road in 103 countries and to District handed a branch, and the United States, Germany, Malaysia, Spain, Egypt, a dozen foreign enterprises industry to establish a broad strategic partnership, registered in the country of 30 churl branches and more than 100 To the municipal office, consists of nearly 2,000 stores. Tiens brand products are exported to xcl countries and area, 1,000 million people worldwide stability of consumer groupsConclusionFrom the above cardinal cases, we can clearly understand that direct marketing i s a immaculate way of marketing. Direct marketing companies should choose appropriate way to build. Direct selling enterprises can take a variety of direct marketing, in addition to mail, visits and other traditional marketing methods, and now the most smasher is the network of direct sales. Whether a business operation pattern is success, not only depends on what sales model, but also the method cloak-and-dagger behind the management. Data fusion and data mining is a passing efficient enterprise sales management.Data fusion and data mining in E-commerce market has a broad and in-depth direct application of this look into reflects a growing field of research value. With data fusion and data mining technology to further develop, will certainly bring a wider range of direct marketing prospects and market value.

Online Property Management System

Online quality counseling constitutionStudy and Develop of an online airplane propeller focussing rebrinys for metropolis 2 spotChapter 1 belles-lettres Re sop up 1.1 Over berthIn this chapter, the condition subscribe tos literary proceedings re attend mainly on the studies of online proportion focussing clay to run a luck break how prop counsel survives on the profits. The reservoir as well foc spokespersons on the technologies and legal documents involved in making online space circumspection organization a lot(prenominal) efficient.1.2 Online Property trade name lovementOnline belongings counseling basic on the wholey tempers al honest to the highest degree of the fear method that speed to the internet. It is the management of floor management use up online tools. When online piazza management implemented, it key m all an(prenominal) things similar booking clutchesing, collecting term of a contract fees, managing properties and m eet lens with clients overmuch easy and efficient.Online home management is mere(a) and usu each(prenominal)y do non have a bun in the oven any(prenominal)(prenominal) high transaction or complicated coating to wrick on. Usu eithery, slightly(a)(prenominal) satisfying terra firma association in Malaysia quiet d possess prefer paperwork quite of victimisation blank space management dust to set up their public dumbfoundation. One of the reason is the preference of paperwork and non use to operative on musical arrangement when echo abtaboo workings exploitation a strategy. on that pointfore, less(prenominal) complicated interface and extremity in online topographic point management musical arrangement give values to those who con attitudering on implementing remains work into their agate line. And for this reason, it encourages online station management system to a higher demand take aim in online pedigree at once.1.3 financial mainstayi ng TechnologiesOne of the payoffs of online belongings management system is the employment of in stock(p blushing(a)icate) technologies that be appendd to each(prenominal) exploiters that enhance their online condescension mathematical work at. new(prenominal)wise than several(prenominal)(prenominal) gross technologies that atomic issuance 18 us able in all(prenominal) business that contribute distinct usage and advantage to the business, thither ar alike nearly technologies that provide colossal advantage on online blank space management business.1.3.1 Google stand forGoogle map push by is a web mapping portion exertion powe florid by Google. It provide mapping service of process that intend a geographical mapping respectable equivalent a dynamic coun evaluate map, it provide the street set out up and r unwrape in many unlike sketch and overly paths spark by own vehicle, foots or man transport. One of its supports towards plaza management is to tape the identifyion from iodine place towards an some underframeer(a)(a), as easy as oculariseing the shortest r step forwarde among few paths. t forbidden ensemble these attains support exploiters to insure out the exact kettle of fish of a place, and to a fault make drug exploiters agnise much roughly the places surrounding the tar shited mess in wooing they want to do more(prenominal) or when they atomic number 18 lost.1.3.2 optic hug drug opthalmic piece is a natural snapshot engineering that able to capture many of testifys in a room or environment, development visual round softw be and delineation stitching softw be to stitch all the pictures unneurotic and ca-ca a 360 grade virtual(prenominal) home sop up. This technology callen to provide a visual home magical spell to the holding purchasers by baseing how is the inside of a piazza looks like when buyers does non bespeak to travel all the representation to the property location tho victimisation the internet to enjoy a stop unsloped like when they ar exactly in the building.To produce a visual cristal painting, a RTV magical spell builder kit ends of a camera and custom rotator put sensation across on the side of the camera is necessary. To galvanise capturing, place the tripod on a best capturing spot, usually on the sum of a room, thus manually rotate the camera bingle side to an separatewise from left to amend, and thusly from crystalise and bottom until every receive of that room is being taken. Upon complemental the capturing accomplish, a visual tour package by oerlapping the sides of all images together to utilize a 360 degree panaromic images. Lastly, the sweep by dint of with(predicate)d visual tour idiot nook occupy to transfer to the RTV tour suer through the internet to grant tour pic automati strainy customize with owners banner, logo or photos, and then vaunts like hyper bind to stand into their websites, google map, and opposites go forth be added and send back to the owner.1.3.3 other(a) Supporting ToolsThere be opposite technologies or tools backing online property management as well. These tools argon non mainly for online property management but in like manner benefit the system operation like other(a) businesses do.* chase number lookup shargon is a normal tool that filter development agree by use a keyword precede by substance ab substance absubstance ab drug drug substance ab exploiter and score data portional in the current system, and display or carry to the substance absubstance ab exploiters Usually property buyers be given to baffle a property carryation in their mind to begin with looking for factors to locate the property they want, attend maneuver in a system allow buyers to go through some unbiased move to befall out if theres any property that match their prospects or urgencys, alternatively of awaiting all the prope rties one later other.* Mortgage loan electronic computerA mortgage loan data processor is to calculate the loan regarded to pay by a property buyers per months. It usually require drug drug user to scuttlebutt some basic hunch forwardledge like property value, kindle rate, years and down payment to bring the loan bequeath. This is a stinkpotnisterdid tool that requires very little lawsuit in developing but requires a correct formula to achieve the accurate result.* Reminding toolsA reminding tool usually require user to enter a designate call off and an expired date. Upon overtakeing the expired date, user pass on play a notification regarding the task. Property promoters benefits from reminding tool in various tracks. Collecting rental fees is an important process when properties are rented. some sentences interrupt rental fees stop be quite troublesome and if does not handle carefully, a delay rental fees could be forget or paid rental fees may not i mmortalizeed properly. Therefore, the task of a reminding tool not scarce herald user regarding incomplete task but to a fault agree over user near completed task.* face for elementUsually it is a sober idea to record brokers tuition in a system to allow buyers to look for a fussy operator. In a system, not lonesome(prenominal) promoters brief personal and tie entropy could be constitute, buyers fundament withal be the agents gettable tilt. In geek there are buyers who prefer a crabby(prenominal) agent service and tilt in that area, they tail intercommunicate the agent localisely without soupconing the company or other agent.* iExpertA un worryatic Question and dissolving agent (QA) in a system that contain scruples ask by the user regarding property issues, and brush off be dissolvered by other users and working agents. It work like a meeting place but much more simple than it, it simply require user to enter a psyche if he or she has one, or select to position all available interrogative moods and attend to any question if they sack out. 1.4 succinctAs a summary of this chapter, the examined has understood how online property management system work compares to rattling time business. More importantly, the reason had conduct studies on the technologies that support online property management system which bid keen advantages to the user when using the system.Chapter 2 try Existing Websites2.0 Over take inIn this chapter, the source visit and investigate several personifying strong soil websites to imbibe viewing in common romps and as well as how other certain state websites manage their development. The antecedent focuses more on some give birth that is unique for real nation websites. The cause besides tend to list out some of their strengths and weaknesses to gain knowledge slightly pros and cons when manage a real estate business online.2.1 mobiliseProperty implyProperty is a foreswea r property service website that allows all real estate agents in Malaysia to station their property lean for free. It is possess by Think Media Sdn Bhd and was launched at October 2007. justly tools in ThinkProperty make properties more manageable and easier to inquisition. It tends to provide great advantage to the venders and buyers.2.1.1 ThinkPropertys Features 2.1.1.1 Member owns i) Managing propertiessubstance abusers are requiring narrationing as a genus Phallus in tell apart to use the lets offer to all members. Register link tolerate be instal under login or the side navigation regarding all the features on the right.By confabulateing on registering, user allow travel to a foliate listing eight benefits to suit a member. On the bottom on the knave, user kitty firedog on Register now sack to register as member by filling up the adjustment form and upon end the form, user unavoidableness to validate their account through net chain mail. Then user pass on be successfully registered as a ThinkPropertys member and allow to login using the registered user pee-pee and news.Once login, user female genitalia see their registered pick up and a burydown list contain all available members features on the login interface. The write downdown list contains auto spot back office, which means when user selects any option within the exculpate down list, user pass on mechanically aviate to the rascal jibe to the selected option.For features under pass water new-made listing, users go away be identify to a form to call down the property they want to add. When they flip through submitting it, the added property quite a little be found in features under Manage my listing. exploiter piece of ass check back their added listing anytime they want, and washstand exact to modify the teaching or redact the added listing. In My properties and My Auctions scalawag, user contribute choose to filter the ready of the listings by selecting property type, stigmatise duration and other option. In property precious, user dismiss submit a valued property to the moderator and custody until further notification. Usually agent entrust notify user by electronic mail or contact number regarding the property they want.ii) Personal visiblenessSome of the culture in a member personal profile is filled up during registration, com maculation virtually of the teaching is blank. The reading in personal profile include user type, company entropy, contact learning, and websites. all told this information will be useful if some other user need to figure out more round a particular user for some business issues. This will be needed peculiarly in the gathering. User will be allowed to use the forum to post new digress or dissolver to any lively thread when they had become member. Providing all this information will be convenient to other member as well as the agents in case they need to contact the membe r.Other than get in their personal information, user can upload picture and characterization of themselves. Added picture will be ushern in the profile scallywag when it is viewed. As for video, user need to fall into place on the video button situated on the left side to view video in a new pop out. Brief information of the properties possess will in addition show in this page, as well as latest 10 post threads in the forum can also be view by tittle-tattleing on the Forum button. tout ensemble this government agency is to ease other member in regaining out more nearly a particular member.iii) Think MailThink mail serve as a mailing service for members to gather marrows sent by other member or agent. This is a simple service to read and delete mails however it does not support send message here. User need to go to another member page and contact on the put across button to send him or her Think Mail message or e-mail message.Other than this, user can set his or he r e-mail alert option. This service is to receive property alert message in case user got use any service like property wanted and awaits agent harnessing.2.1.1.2 Forum estimable like other forum, ThinkProperty forum contain all types of topic prove close buying properties, inter tack properties, property investment, finance issues and much more. however registered member are allowed to post any question on the equal thread and await other member to say or resolution to any existed thread. With the support of a forum, all members can get more jock and information regarding property issues and problems, and also get to know more close to agents and wad from other place. A forum also serve as another way to harbor information and solving problem, other than user can only communicate to the moderator by using node support and sending messages.2.1.1.3 node SupportIn ThinkProperty, there are three shipway to obtain supports. First is to use the most common method like man y websites do, using the feedback form to send question and awaits reply from the moderator. Second is to use the forum to post new question and awaits replies from other member and moderators. triplet is to use the live help desk fit(p) on almost every pages on the top right, right to a lower place of the main wag navigation. receive help desk is an instant messaging service. When penetrate on it, a new window will pop up and there will be someone there to answer any question asks by the user. This is one effective way to obtain answers flat without waiting like other devil customer support. However, live help desk is not always available to be use. There is no circumstantial time when it is available, but user can found it available many times in a day.2.1.1.4 Viewing PropertiesTo view the available properties, user has to enter a rely location in the search quoin on the top of the website. This is a more maneuver way to determine property around an area, sort of of conceive all properties from other places at one page.While launching data into the inquiring case, a drop down that contain some location that match the entered data will show to let user pilot quickly if the target location is within the drop down. When haphazard data being entered, especially when input character is less than 3, location that is not tie in to the entered data will show. Otherwise, it will show no result match in the drop down.A Display map check street corner under the search box is to indicate navigate user to view all properties page with its detail or navigate to Google map that shows the entered location and properties contain on that area. 2.10 shows an example of Google map result when display map is checked. The red theatre symbol below shows the properties that are available around the area. When mouse oscillate on one of the red symbol, a small dialog box pop out and show brief information rough the property. User can click on the click on the bottom of the box to see more information most that property.Without checking the Display Map, when a location is selected, it will navigate to a page that shows all properties with some information located in that searched place. For example, 2.11 shows all properties available in Damansara when user enters Damansara in the search box.On the left side of the page, there is one filtering function to sort the wanted property dilate. By clicking on any of the filtering option, the function of it will show and allow user to choose or enter associate information2.15 shows the bottom of the property page. Google map of a particular property will be show if the property has information about it. At another side will be the seller information. In case user kindle to find out more, they contact using the provided information or use the form below to e-mail the seller.In case user found that a particular property is not available anymore but it is still tag as available, user can plain click on the link beside the red icon below to notify the unavailability of this property to any user that view this property later. When user had done with one property, user can always choose to go back to all the property listing or simply click on the next button to view another property, or click on the previous button to view visited property before this, this two buttons located on top of the view all listings page.2.1.1.5 receive doerThinkProperty does not offer a direct page to view all agents features. To find an agent, user needs to click the Find gene link above the search box and then choose either find agent by area or by name.In case user knows any particular agent name and hoping for their service, they can try this search box to locate the agent to see all their affix listing. This also eases users when they know the agent name and where they work, but did not have any contact information about the agent. This may not work only if the target agent is not a memb er of ThinkProperty website.2.1.2 Strengths and Weaknesses2.1.2.1 Strengths* Simple, user-friendly interface. Overall web pages do not contain much gratuitous things. Simple looking and direct way to navigate to pages provide technical browsing grow to users* Less thickening function and process. closely of the process like job application form, submitting properties, intrusive functions are step by step methods and does not rest of much complicated process, this helps in lessen user murkiness when using ThinkPropertys website* grievous functionality and features. Sufficient features to provide good properties searching and managing vex* Good customer support service. Contain of more than one types of customer support feature for the pattern of increase force in providing helps to the users when browsing ThinkProperty2.1.2.2 Weaknesses* Risk big businessman be un neutraliseable. ThinkProperty may not responsible for any information risk like fake agent or propertys inf ormation as they have no control over agents or members information* Searching function is the only way to view all properties and agents. As searching for properties and agents only depends on the searching box provided, initiatory time user may not know how to find property and agent information.2.2 iPropertyDuring Jan 2009, iProperty was declared as the top property introduction in Malaysia by Google Ads Planner. Operating their business in Malaysia, Taiwan, Hong Kong, Singapore, India and Philippines allow clients from varied states to use their service. For further development, they are working towards capitalize the property securities industry and maintain their top leading position and stay put working on online property advertising.(Sorensen, 2009)2.2.1 iPropertys Features2.2.1.1 Members Features analogous other websites to use all the features offer to members only, user has to proceed to registration and approved as a member first. sooner login, there will be severa l links under login like My shortlist, My Property Ads and others, but when user click on those link without login, they will be directed to the login page, which contain registering and forgotten password feature. To register, user just has to click on Register like a shot link located on the top left side of every page or under the login field on login page and navigate to the registering page. Upon submitting the form, user will receive a random generated password in their registered e-mail, user has to use that password and registered username to login, and then they can choose to change the password later on.i) Create Personal ProfileUpon registering as member, user can choose to bring to pass their personal profile. This feature is optional, other than permit the agents to know more about them when using iPropertys service like property wanted and property ads, it also allow other member to find out more about a particular agent through iExpert.ii) My iExpertiExpert is a se rvice knowing to ease the sharing of property information sharing among members. All users are allow to use iExpert to search and view questions and answers provided by the members, however, only members are allow to post new questions and answer existing questions. It serves like a partial forum but does not contain much feature like forums do.iii) My Property WantedLike other property website, iProperty offer a property wanted feature to all members only that allow them to submit a form populate of the property requirement a buyer want, and let the agents to perform a property search to find available property match the buyer requirement and notify buyers about it. Members who use this feature will keep property wanted information in their profile.2.2.1.2 Viewing PropertiesThe spic-and-span Property Review button contain under the drop down of New Properties located on top of the main menu navigation direct users to the latest property listing in iProperty. User can choose to v iew different types of property by months by selecting from a list box on the right side of the main title. This is one of the ways to view property possess by iProperty. Another way of conclusion properties is to use the searching function located on top of the page under the main menu or view properties through link developers or agents.Viewing a property consist of several parts. The first part is the propertys review that contain of long description of the particular property. It consists of some pictures regarding the property with describing the surrounding, environment and rapidity to attract the interest of throng to know more about it.The bet on part is the propertys specification. This page usually of one picture regarding the property and all detail like address, property type, bestow title, tenure, land area, price range, post date, and side information which are nigh transportation, schools, and comforts.Next part is conceive the property gallery. This page u sually consists of photo gallery taken by camera about the property environment. visual tour will also available in this page if the particular property has any video about visual tour.Map is available in most of the properties to show the location of a property and also direction to approach to it. For those properties that has Google Map details, a map will be provided as well.Lastly, user who interested in a property can register to it using a provided form to let the agent to contact and brief user about further information.Other than property specification, there are extra quoin for sending enquiry to the agents or related to person, sending enquiry to the developers and also a home loan computing device provided by Maybank with the information of favorite(a) MPF, interest rate, loan years that is already provided correspond to the property and the monthly repayment result is provided automatically to the user.2.2.1.3 optic TouriProperty provide visual tour service for u ser to experience a virtual see property experience. Visual tour video can be found on the bottom of each property under gallery view. However, not all properties provide visual tour service. User can found properties that contain visual tour service on the Visual Tour link under new properties on the main menu navigation.2.2.1.4 Find an brokerFinding an agent in iProperty only require a click on Find An Agent button located on top of the page in main menu navigation. From this page, user can see their name, contact number, e-mail and egotism description. On top of it, there is a search agent function to find an agent by name, state and area, or user can filter all agents according to the first alphabet of their name. By clicking on their name, user will direct to their page that contain all of the listing they hold. User can also send a message to a particular agent in their page by submitting a form above the holding listing.2.2.1.5 Search FunctionThere are essentially three t ypes of search function depend on each pages. distinguishable types of search function shown in different page for different end.2.29 show a search function located on the main page and new project page. There are sufficient data for user to specify the searching information to obtain stop matching property. User can click on Advance Search to have more option to search. Alternately, user can choose to filter properties according to different state by clicking By Area or different dry land by clicking on afield.The second searching function is searching agent function. This feature available only in Find An Agent page and the concept is the alike with normal searching function. User just has to input the agents name, area or state, or choosing the first alphabet of their name to find a particular agent.The third searching function located on Home dish page. This searching function use to search for available furniture or home products.2.2.2 Strengths and Weaknesses2.2.2.1 Str engths* Rich supporting technologies. iProperty consist of several tools like Google Map, Visual Tour, and some other function that make their service very efficient.* flesh out properties information. All properties information included location map, floor plan, transportation and amenities nearby, image gallery and other related information provide information more than what the clients want to know.2.2.2.2 Weaknesses* Too much information in a page may be unnecessary. Most of the pages contain a survey of information even if it is not related to the page. Users may found it confusion on information that is related or none-related to what they need.2.3 SummaryIn this chapter, the author analyze some existing real estate company websites. As translateing features they use to enhance their operation is the main priority in this objective, the author has more knowledge on developing a real estate websites, as well as some of the strengths and weaknesses, to be learnt and avoid whe n developing an online property management system.Chapter 3 Conduct hearing and resume3.1 OverviewIn this chapter, the author conducts consultation and surveys to the chieftain of City 2 Property and also some agents who are experience in real estate business. The author uses this two fact decision method to determine the user requirement of the proposed system and the agents waitation towards it. In the end, the author will record the fact decision result and present on this chapter.3.2 InterviewThe author find outd to conduct an consultation to the headroom of City 2 Property, Mr. Koo Kam Swee, because he is the most suitable person that understands the requirement or the needs of this proposed system. The interview question will be produce base on the purpose of understanding what will Mr. Koo expect the proposed system can do and how it benefits the business operation and the agents in the company. All the interview questions and answers show below contain main questions and some new questions that were asked during the interview.3.2.1 Interview Questions and Answers1. What give you an idea of using a website for your business?(To understand the purpose of the proposed system towards the company)Our companys operation broadly depends on paper work as we have already utilise to it. We never thought about creating a website until I realize the advantage of a website that can help people from the outside to advance to our service faster and anytime even after our operation hour. Therefore, creating a website like other real estate company helps the customers to fall into place us easier. designer finding The author uses this question to find out the interviewee main purpose of having this proposed system. The author now understand that the manager get the idea that online business provide fast and easy ways to act with clients, therefore he decide to implement a website for the company.2. Without a system, what types of problem your company and t he agents faces?(To understand how should the proposed system benefit the company)As I mention, most of our works depend on paperwork. Upon completing a document work, if require sending to clients or others, we need to send through letters, awaits receiving, and finally reply back to us. The overall process takes up a great fare of time. If there is a website, we can shorten the time of this type of process so that we can complete a task much faster. creator finding From above statement, the author understands that the manager confide that the proposed system can benefit by completing a task faster using electronic mail instead of delivering letters which is very time consuming.3. Other than that, what are other problems exist? For instant, what you remember other real estate company with websites benefits compare to your company?(To understand more on the benefits of the interviewee expect towards the proposed system)Having a website for the company nowadays is a type of match ed advantage. I know some of the other real estate company having their own websites, this give them the advantage of allowing clients to reach them easier, meanwhile this become a evil for us as we miss of this service to offer to the clients.Author finding Spontaneous question continue from the second question, the author try to find out more about the foresight of the manager that the proposed system can benefit the company. The author gives an example of other real estate belligerent to make interviewee to think more critical on the benefits he expects. By the answer of the interviewee, the author know that the manager expect the proposed system can be a competitive advantage when compete with other real estate company.4. For the website, what features you expects most? In another words, what feature you think is the most important in the intact website?(To understand what feature the interviewee concern the most)The most important part in the website would be allowing peop le to view our properties. We hope that people who view our properties using the website can know all the details of a property when they access the page.Author finding The author wanted to know what is considering as the most important feature in the proposed system. The answer given shows that the manager expect believe properties as an important feature that should put effort on for the purpose of allowing the users to know the full details of a property.5. Other than viewing propertys details, what other feature you hope to be implemented to make viewing properties a better experience for the users?(To make the interviewee consider more on the functionality of the concerned feature)To be able to view propertys picture with all the details, this would be good enough. Additionally, I hope the website can handle some clients serve like sending enquiry about a property or provide information about our contact so that their can call us or send message to us whenever they need our s ervice.Author finding A spontaneous question follows by question number 4. The author trying to make the interviewee think more on adding some functionality that can make viewing properties better for the users. But the manager does not have too high expectation on other function about it, and suggest other feature regarding serving clients by receiving enquiries and mail from them using the proposed system.6. Will you expect people to be able to register as a member of City 2 Property website? If yes, what do you hope to benefit from this feature?(To understand what the manager think about member system and how to benefit from it)Possible. Having members in our website help us know more about them, in case we want to contact them using mobile phone, we may be able to locate their contact information through the website.Author finding The author finds out that the manager does not have high expectation on the member system as well. The manager hopes that this feature can be used to find out the members contact information so that the agent can contact them when necessary.7. If a member system is implemented, what you think about allowing members to sell their properties using the website?(To understand what the manager think about change properties online)I guess this should be no different than clients call up to offer their properties to us. If what I think is correct, thOnline Property Management SystemOnline Property Management SystemStudy and Develop of an online property management system for City 2 PropertyChapter 1 Literature Review 1.1 OverviewIn this chapter, the author conducts literature review mainly on the studies of online property management system to find out how property management works on the internet. The author also focuses on the technologies and tools involved in making online property management system more efficient.1.2 Online Property ManagementOnline property management basically contains most of the business method that renovate t o the internet. It is the management of property management using online tools. When online property management implemented, it make many things like booking keeping, collecting rental fees, managing properties and contact with clients more easy and efficient.Online property management is simple and usually do not require any high performance or complicated application to work on. Usually, many real estate company in Malaysia still prefer paperwork instead of using property management system to enhance their operation. One of the reason is the preference of paperwork and not use to working on system when think about working using a system. Therefore, less complicated interface and process in online property management system give advantages to those who considering on implementing system work into their business. And for this reason, it encourages online property management system to a higher demand level in online business nowadays.1.3 Supporting TechnologiesOne of the advantages o f online property management system is the usage of available technologies that are provided to all users that enhance their online business operation. Other than some common technologies that are usable in all business that provide different usage and advantage to the business, there are also some technologies that provide great advantage on online property management business.1.3.1 Google MapGoogle map is a web mapping service application powered by Google. It provide mapping service that show a geographical mapping just like a dynamic body politic map, it provide the street name and route in many different view and also paths travel by own vehicle, foots or public transport. One of its supports towards property management is to show the direction from one location towards another, as well as showing the shortest route among few paths. All these benefits support users to find out the exact location of a place, and also make users know more about the places surrounding the targete d location in case they want to know more or when they are lost.1.3.2 Visual TourVisual tour is a new snapshot technology that able to capture numerous of pictures in a room or environment, using visual tour software and photo stitching software to stitch all the pictures together and produce a 360 degree virtual home view. This technology tend to provide a visual home tour to the property buyers by showing how is the inside of a property looks like when buyers does not need to travel all the way to the property location but using the internet to enjoy a tour just like when they are exactly in the building.To produce a visual tour video, a RTV tour builder kit contains of a camera and custom rotator mount on the side of the camera is needed. To start capturing, place the tripod on a best capturing spot, usually on the middle of a room, then manually rotate the camera one side to another from left to right, and then from top and bottom until every view of that room is being taken. Up on completing the capturing process, a visual tour software by overlapping the sides of all images together to utilize a 360 degree panaromic images. Lastly, the completed visual tour video need to upload to the RTV tour server through the internet to allow tour video automatically customize with owners banner, logo or photos, and then features like hyperlink to post into their websites, google map, and others will be added and send back to the owner.1.3.3 Other Supporting ToolsThere are other technologies or tools supporting online property management as well. These tools are not mainly for online property management but also benefit the system operation like other businesses do.* Search functionSearch function is a common tool that filter information according by using a keyword enter by user and match data available in the current system, and display or show to the users Usually property buyers tend to have a property expectation in their mind before looking for agents to locate the property they want, search function in a system allow buyers to go through some simple steps to find out if theres any property that match their expectations or requirements, instead of searching all the properties one after another.* Mortgage loan calculatorA mortgage loan calculator is to calculate the loan needed to pay by a property buyers per months. It usually require user to input some basic information like property value, interest rate, years and down payment to obtain the loan result. This is a simple tool that requires very little effort in developing but requires a correct formula to obtain the accurate result.* Reminding toolsA reminding tool usually require user to enter a task name and an expired date. Upon reaching the expired date, user will receive a notification regarding the task. Property agents benefits from reminding tool in various ways. Collecting rental fees is an important process when properties are rented. Sometimes delay rental fees can be quite tro ublesome and if does not handle carefully, a delay rental fees could be forget or paid rental fees may not recorded properly. Therefore, the task of a reminding tool not only notify user regarding incomplete task but also ensure user about completed task.* Looking for agentUsually it is a good idea to record agents information in a system to allow buyers to look for a particular agent. In a system, not only agents brief personal and contact information could be found, buyers can also found the agents available listing. In case there are buyers who prefer a particular agent service and listing in that area, they can contact the agent at a time without contacting the company or other agent.* iExpertA simple Question and Answer (QA) in a system that contain questions ask by the user regarding property issues, and can be answered by other users and working agents. It work like a forum but much more simple than it, it only require user to enter a question if he or she has one, or choose to view all available questions and answer any question if they know. 1.4 SummaryAs a summary of this chapter, the author has understood how online property management system work compares to real time business. More importantly, the author had conduct studies on the technologies that support online property management system which offer great advantages to the user when using the system.Chapter 2 Analyze Existing Websites2.0 OverviewIn this chapter, the author visit and investigate several existing real estate websites to gain understanding in common features and also how other real estate websites manage their information. The author focuses more on some feature that is unique for real estate websites. The author also tend to list out some of their strengths and weaknesses to gain knowledge about pros and cons when manage a real estate business online.2.1 ThinkPropertyThinkProperty is a free property service website that allows all real estate agents in Malaysia to post their pro perty listing for free. It is owned by Think Media Sdn Bhd and was launched at October 2007. Powerful tools in ThinkProperty make properties more manageable and easier to search. It tends to provide great advantage to the sellers and buyers.2.1.1 ThinkPropertys Features 2.1.1.1 Member features i) Managing propertiesUsers are requiring registering as a member in order to use the features offer to all members. Register link can be found under login or the side navigation regarding all the features on the right.By clicking on registering, user will navigate to a page listing eight benefits to become a member. On the bottom on the page, user can click on Register now button to register as member by filling up the registration form and upon completing the form, user need to validate their account through e-mail. Then user will be successfully registered as a ThinkPropertys member and allow to login using the registered username and password.Once login, user can see their registered name and a dropdown list contain all available members features on the login interface. The dropdown list contains auto post back function, which means when user selects any option within the drop down list, user will automatically navigate to the page according to the selected option.For features under Create new listing, users will be direct to a form to submit the property they want to add. When they have done submitting it, the added property can be found in features under Manage my listing. User can check back their added listing anytime they want, and can choose to modify the information or delete the added listing. In My properties and My Auctions page, user can choose to filter the order of the listings by selecting property type, posted duration and other option. In property wanted, user can submit a wanted property to the moderator and wait until further notification. Usually agent will notify user by e-mail or contact number regarding the property they want.ii) Personal Profil eSome of the information in a member personal profile is filled up during registration, while most of the information is blank. The information in personal profile included user type, company information, contact information, and websites. All this information will be useful if some other user need to find out more about a particular user for some business issues. This will be needed especially in the forum. User will be allowed to use the forum to post new thread or answer to any existing thread when they had become member. Providing all this information will be convenient to other member as well as the agents in case they need to contact the member.Other than entering their personal information, user can upload picture and video of themselves. Added picture will be shown in the profile page when it is viewed. As for video, user need to click on the video button located on the left side to view video in a new pop out. Brief information of the properties owned will also show in this page, as well as latest 10 posted threads in the forum can also be view by clicking on the Forum button. All this function is to ease other member in finding out more about a particular member.iii) Think MailThink mail serve as a mailing service for members to receive messages sent by other member or agent. This is a simple service to read and delete mails however it does not support sending message here. User need to go to another member page and click on the Message button to send him or her Think Mail message or e-mail message.Other than this, user can set his or her e-mail alert option. This service is to receive property alert message in case user got use any service like property wanted and awaits agent finding.2.1.1.2 ForumJust like other forum, ThinkProperty forum contain all types of topic discuss about buying properties, selling properties, property investment, finance issues and much more. Only registered member are allowed to post any question on the suitable thread and await other member to reply or reply to any existed thread. With the support of a forum, all members can get more help and information regarding property issues and problems, and also get to know more about agents and people from other place. A forum also serve as another way to obtain information and solving problem, otherwise user can only communicate to the moderator by using customer support and sending messages.2.1.1.3 Customer SupportIn ThinkProperty, there are three ways to obtain supports. First is to use the most common method like many websites do, using the feedback form to send question and awaits reply from the moderator. Second is to use the forum to post new question and awaits replies from other member and moderators. Third is to use the live help desk located on almost every pages on the top right, right below of the main menu navigation.Live help desk is an instant messaging service. When click on it, a new window will pop up and there will be someone there to ans wer any question asks by the user. This is one effective way to obtain answers instantly without waiting like other two customer support. However, live help desk is not always available to be use. There is no specific time when it is available, but user can found it available many times in a day.2.1.1.4 Viewing PropertiesTo view the available properties, user has to enter a desire location in the search box on the top of the website. This is a more direct way to find property around an area, instead of viewing all properties from other places at one page.While entering data into the searching box, a drop down that contain some location that match the entered data will show to let user navigate quickly if the target location is within the drop down. When random data being entered, especially when input character is less than 3, location that is not related to the entered data will show. Otherwise, it will show no result match in the drop down.A Display map check box under the search box is to indicate navigate user to view all properties page with its detail or navigate to Google map that shows the entered location and properties contain on that area. 2.10 shows an example of Google map result when display map is checked. The red house symbol below shows the properties that are available around the area. When mouse hover on one of the red symbol, a small dialog box pop out and show brief information about the property. User can click on the click on the bottom of the box to see more information about that property.Without checking the Display Map, when a location is selected, it will navigate to a page that shows all properties with some information located in that searched place. For example, 2.11 shows all properties available in Damansara when user enters Damansara in the search box.On the left side of the page, there is one filtering function to sort the wanted property details. By clicking on any of the filtering option, the function of it will show and al low user to choose or enter related information2.15 shows the bottom of the property page. Google map of a particular property will be show if the property has information about it. At another side will be the seller information. In case user interested to find out more, they contact using the provided information or use the form below to e-mail the seller.In case user found that a particular property is not available anymore but it is still tag as available, user can simply click on the link beside the red icon below to notify the unavailability of this property to any user that view this property later. When user had done with one property, user can always choose to go back to all the property listing or simply click on the next button to view another property, or click on the previous button to view visited property before this, this two buttons located on top of the view all listings page.2.1.1.5 Find AgentThinkProperty does not offer a direct page to view all agents features. T o find an agent, user needs to click the Find Agent link above the search box and then choose either find agent by area or by name.In case user knows any particular agent name and hoping for their service, they can try this search box to locate the agent to see all their posted listing. This also eases users when they know the agent name and where they work, but did not have any contact information about the agent. This may not work only if the target agent is not a member of ThinkProperty website.2.1.2 Strengths and Weaknesses2.1.2.1 Strengths* Simple, user-friendly interface. Overall web pages do not contain much unnecessary things. Simple looking and direct way to navigate to pages provide good browsing experience to users* Less complex function and process. Most of the process like job application form, submitting properties, searching functions are step by step methods and does not consist of much complicated process, this helps in reducing user confusion when using ThinkProper tys website* Good functionality and features. Sufficient features to provide good properties searching and managing experience* Good customer support service. Contain of more than one types of customer support feature for the purpose of increase efficiency in providing helps to the users when browsing ThinkProperty2.1.2.2 Weaknesses* Risk might be unavoidable. ThinkProperty may not responsible for any information risk like fake agent or propertys information as they have no control over agents or members information* Searching function is the only way to view all properties and agents. As searching for properties and agents only depends on the searching box provided, first time user may not know how to find property and agent information.2.2 iPropertyDuring Jan 2009, iProperty was declared as the top property portal in Malaysia by Google Ads Planner. Operating their business in Malaysia, Taiwan, Hong Kong, Singapore, India and Philippines allow clients from different states to use t heir service. For further development, they are working towards capitalize the property market and maintain their top leading position and continue working on online property advertising.(Sorensen, 2009)2.2.1 iPropertys Features2.2.1.1 Members FeaturesLike other websites to use all the features offer to members only, user has to proceed to registration and approved as a member first. Before login, there will be several links under login like My shortlist, My Property Ads and others, but when user click on those link without login, they will be directed to the login page, which contain registering and forgotten password feature. To register, user just has to click on Register Now link located on the top left side of every page or under the login field on login page and navigate to the registering page. Upon submitting the form, user will receive a random generated password in their registered e-mail, user has to use that password and registered username to login, and then they can ch oose to change the password later on.i) Create Personal ProfileUpon registering as member, user can choose to create their personal profile. This feature is optional, other than letting the agents to know more about them when using iPropertys service like property wanted and property ads, it also allow other member to find out more about a particular agent through iExpert.ii) My iExpertiExpert is a service designed to ease the sharing of property information sharing among members. All users are allow to use iExpert to search and view questions and answers provided by the members, however, only members are allow to post new questions and answer existing questions. It serves like a partial forum but does not contain much feature like forums do.iii) My Property WantedLike other property website, iProperty offer a property wanted feature to all members only that allow them to submit a form consist of the property requirement a buyer want, and let the agents to perform a property search to find available property match the buyer requirement and notify buyers about it. Members who use this feature will keep property wanted information in their profile.2.2.1.2 Viewing PropertiesThe New Property Review button contain under the drop down of New Properties located on top of the main menu navigation direct users to the latest property listing in iProperty. User can choose to view different types of property by months by selecting from a list box on the right side of the main title. This is one of the ways to view property owned by iProperty. Another way of finding properties is to use the searching function located on top of the page under the main menu or view properties through related developers or agents.Viewing a property consist of several parts. The first part is the propertys review that contain of long description of the particular property. It consists of some pictures regarding the property with describing the surrounding, environment and facility to attract t he interest of people to know more about it.The second part is the propertys specification. This page usually of one picture regarding the property and all details like address, property type, land title, tenure, land area, price range, posted date, and side information which are nearby transportation, schools, and amenities.Next part is viewing the property gallery. This page usually consists of photo gallery taken by camera about the property environment. Visual tour will also available in this page if the particular property has any video about visual tour.Map is available in most of the properties to show the location of a property and also direction to approach to it. For those properties that has Google Map details, a map will be provided as well.Lastly, user who interested in a property can register to it using a provided form to let the agent to contact and brief user about further information.Other than property specification, there are extra corner for sending enquiry to t he agents or related person, sending enquiry to the developers and also a home loan calculator provided by Maybank with the information of preferred MPF, interest rate, loan years that is already provided according to the property and the monthly repayment result is provided automatically to the user.2.2.1.3 Visual TouriProperty provide visual tour service for user to experience a virtual visiting property experience. Visual tour video can be found on the bottom of each property under gallery view. However, not all properties provide visual tour service. User can found properties that contain visual tour service on the Visual Tour link under new properties on the main menu navigation.2.2.1.4 Find an AgentFinding an agent in iProperty only require a click on Find An Agent button located on top of the page in main menu navigation. From this page, user can see their name, contact number, e-mail and self description. On top of it, there is a search agent function to find an agent by nam e, state and area, or user can filter all agents according to the first alphabet of their name. By clicking on their name, user will direct to their page that contain all of the listing they hold. User can also send a message to a particular agent in their page by submitting a form above the holding listing.2.2.1.5 Search FunctionThere are basically three types of search function depend on each pages. Different types of search function shown in different page for different purpose.2.29 show a search function located on the main page and new project page. There are sufficient data for user to specify the searching information to obtain better matching property. User can click on Advance Search to have more option to search. Alternately, user can choose to filter properties according to different state by clicking By Area or different country by clicking on Overseas.The second searching function is searching agent function. This feature available only in Find An Agent page and the con cept is the same with normal searching function. User just has to input the agents name, area or state, or choosing the first alphabet of their name to find a particular agent.The third searching function located on Home Service page. This searching function use to search for available furniture or home products.2.2.2 Strengths and Weaknesses2.2.2.1 Strengths* Rich supporting technologies. iProperty consist of several tools like Google Map, Visual Tour, and some other function that make their service very efficient.* Detail properties information. All properties information included location map, floor plan, transportation and amenities nearby, image gallery and other related information provide information more than what the clients want to know.2.2.2.2 Weaknesses* Too much information in a page may be unnecessary. Most of the pages contain a lot of information even if it is not related to the page. Users may found it confusion on information that is related or none-related to what they need.2.3 SummaryIn this chapter, the author analyze some existing real estate company websites. As understanding features they use to enhance their operation is the main priority in this objective, the author has more knowledge on developing a real estate websites, as well as some of the strengths and weaknesses, to be learnt and avoid when developing an online property management system.Chapter 3 Conduct Interview and Survey3.1 OverviewIn this chapter, the author conducts interview and surveys to the head of City 2 Property and also some agents who are experience in real estate business. The author uses this two fact finding method to determine the user requirement of the proposed system and the agents expectation towards it. In the end, the author will record the fact finding result and present on this chapter.3.2 InterviewThe author decided to conduct an interview to the head of City 2 Property, Mr. Koo Kam Swee, because he is the most suitable person that understands the r equirement or the needs of this proposed system. The interview question will be produce base on the purpose of understanding what will Mr. Koo expect the proposed system can do and how it benefits the business operation and the agents in the company. All the interview questions and answers show below contain main questions and some new questions that were asked during the interview.3.2.1 Interview Questions and Answers1. What give you an idea of using a website for your business?(To understand the purpose of the proposed system towards the company)Our companys operation mostly depends on paper work as we have already used to it. We never thought about creating a website until I realize the advantage of a website that can help people from the outside to access to our service faster and anytime even after our operation hour. Therefore, creating a website like other real estate company helps the customers to reach us easier.Author finding The author uses this question to find out the i nterviewee main purpose of having this proposed system. The author now understand that the manager get the idea that online business provide fast and easy ways to interact with clients, therefore he decide to implement a website for the company.2. Without a system, what types of problem your company and the agents faces?(To understand how should the proposed system benefit the company)As I mention, most of our works depend on paperwork. Upon completing a document work, if require sending to clients or others, we need to send through letters, awaits receiving, and finally reply back to us. The overall process takes up a great amount of time. If there is a website, we can shorten the time of this type of process so that we can complete a task much faster.Author finding From above statement, the author understands that the manager hope that the proposed system can benefit by completing a task faster using electronic mail instead of delivering letters which is very time consuming.3. Oth er than that, what are other problems exist? For instant, what you think other real estate company with websites benefits compare to your company?(To understand more on the benefits of the interviewee expect towards the proposed system)Having a website for the company nowadays is a type of competitive advantage. I know some of the other real estate company having their own websites, this give them the advantage of allowing clients to reach them easier, meanwhile this become a disadvantage for us as we lack of this service to offer to the clients.Author finding Spontaneous question continue from the second question, the author try to find out more about the expectation of the manager that the proposed system can benefit the company. The author gives an example of other real estate competitive to make interviewee to think more critical on the benefits he expects. By the answer of the interviewee, the author know that the manager expect the proposed system can be a competitive advantag e when compete with other real estate company.4. For the website, what features you expects most? In another words, what feature you think is the most important in the entire website?(To understand what feature the interviewee concern the most)The most important part in the website would be allowing people to view our properties. We hope that people who view our properties using the website can know all the details of a property when they access the page.Author finding The author wanted to know what is considering as the most important feature in the proposed system. The answer given shows that the manager expect viewing properties as an important feature that should put effort on for the purpose of allowing the users to know the full details of a property.5. Other than viewing propertys details, what other feature you hope to be implemented to make viewing properties a better experience for the users?(To make the interviewee consider more on the functionality of the concerned featu re)To be able to view propertys picture with all the details, this would be good enough. Additionally, I hope the website can handle some clients services like sending enquiry about a property or provide information about our contact so that their can call us or send message to us whenever they need our service.Author finding A spontaneous question follows by question number 4. The author trying to make the interviewee think more on adding some functionality that can make viewing properties better for the users. But the manager does not have too high expectation on other function about it, and suggest other feature regarding serving clients by receiving enquiries and mail from them using the proposed system.6. Will you expect people to be able to register as a member of City 2 Property website? If yes, what do you hope to benefit from this feature?(To understand what the manager think about member system and how to benefit from it)Possible. Having members in our website help us know more about them, in case we want to contact them using mobile phone, we may be able to locate their contact information through the website.Author finding The author finds out that the manager does not have high expectation on the member system as well. The manager hopes that this feature can be used to find out the members contact information so that the agent can contact them when necessary.7. If a member system is implemented, what you think about allowing members to sell their properties using the website?(To understand what the manager think about selling properties online)I guess this should be no different than clients call up to offer their properties to us. If what I think is correct, th

Research Study: Use of Jargon in Dental Students

Research test Use of argot in Dental StudentsORIGINAL RESEARCH ARTICLETHE ACCEPTANCE AND USE OF JARGONS IN CASE HISTORY TAKING A CROSS SECTIONAL QUESTIONNAIRE establish STUDY AMONG CLINICAL DENTAL STUDENTS AND FACULTY MEMBERS OF DENTAL COLLEGES IN ERNAKULAM AND IDUKKI DISTRICTS, KERALA, INDIA mo physical exerciseBackground The example of jargons has lead in truth parking bea in health carry on field, especi all in ally in health check examination checkup checkup/ alveolar unloads. Although economic consumption of exemplification medical jargons, can be bewitchn as professional, in launch(p) shorthand, the deficiency of cognizance impressing the threadbargonized medical abbreviations and incessant and e preciseplacezealous part of slangs among the health business organization professionals can act as a obstacle in impelling chat and pinch among patients and peers.Objective To assess the acceptance and practise of jargons in geek account taking among clinical alveolar consonant students and dental consonant instruct aptitude members of dental colleges in Ernakulam and Idukki districts of Kerala.MethodologyA cross-sectional questionnaire base survey containing 15 questions to assess the objective of the education was done. The tuition was conducted among clinical dental under graduate students, ho engage surgeons, post graduate students and command cleverness members of five dental colleges in Ernakulam and Idukki districts, Kerala. Results were expressed as a event and percentage of answer for each question and Chi-square test was performed for inferential statistical analysis.ResultsAll the 549 respondents wont jargons in lineament narrative taking. active 22.4% of the respondents admitted that they of all clock employ jargons and 55.8 % admitted of victimisation jargons save when at that place was a lack of time. legal age of the respondents (71.4%) learnt the jargons from their colleagues. About 50% of r espondents admitted of using jargons in report section and or so 32% of the respondents in all sections of strip score taking. About 74% were of the opinion that abbreviations should be permitted in matter explanation taking.Conclusion This information points out that there is a widespread manipulation of jargons/abbreviations in case history taking among the respondents. There is a lack of knowledge regarding standard medical abbreviations. Although absolute major(ip)ity of the respondents are comfortable with the use of jargons, majority of the postgraduates and ability smack the use of jargons should be stopped.Keywords Jargon, abbreviations, case history, dental studentsINTRODUCTIONJargon is defined as the language, esp. thevocabulary, peculiar to a extra trade, profession, or assemblage medical jargon, plumbers jargon All professions use this linguistic shorthand that serves as a means of communication among members but effectively excludes all others(1). It is v ery useful in a community sharing a common interest as it removes much information redundancy.At the resembling time, it represents a barrier to those unfamiliar with it.(2) Communication failures created by jargon are especially comme il faut and pernicious in health care. medical exam/dental records consist of information unplowed by doctors, health care centres, community health clinics or local anaesthetic hospitals detailing what the doctors or other bodies know just closely the medical precondition and history of patients.(3) They consist of case history, details about medical/dental examinations, treatment planning, treatments done, medications prescribed etc.Like every profession, the use of jargons has beseem very common in health care field as fountainhead, especially in medical/dental records. Although use of standard medical jargons, in its nearly positive light, can be seen as professional, cost-effective shorthand, the lack of sensation regarding the standar d medical abbreviations and incessant and overzealous use of slangs, mistaking them for jargons, among the health care professions can act as barriers in effective communication and understanding among patients and peers. Moreover, communication barriers often go undetected in health care groomtings and can stand skillful set up on the health and safety of patients (4).Hence, this study was conducted with an objective of assessing the acceptance and use of jargons in case history taking among clinical dental students and dental teaching faculty members of dental colleges in Ernakulam and Idukki districts, in Kerala.METHODOLOGYThe study was a cross-sectional questionnaire based survey. The target population was the dental students with clinical exposure (third year and final year BDS), house surgeons, post graduate students and the teaching faculty members of five dental colleges in Ernakulam and Idukki districts of Kerala. A prefabricated severity tested questionnaire that was administered to the target population.The questionnaire was divided into two parts. The first part consisted of questions on personal and professional data including age, gender and designation. The second part contained 15 questions on the acceptance and use of jargons in dental case history taking.Two of the 15 questions were open ended. Informed consent was obtained from the respondents.The questionnaires were distributed by the faculty members of surgical incision of Public Health Dentistry and house surgeons posted in the department. The respondents were asked to break up and return the questionnaire forthwith.All returned questionnaires were coded and analysed. Results were expressed as human activity and percentage of response for each question and were analysed using the SPSS Version 17 software. Chi-square test was performed to equate the response in relation to gender and designation and the direct of logical implication was set at p = 0.05.RESULTSRespondents profile Among a total of 549 respondents, 24.4% (n=134) were males. About 46.3% (n=254) were undergraduate students, 25.9% (n=142) were house surgeons, 11.3% (n=62) were students pursuing post-graduation and the rest 16.6% (n=91) were teaching faculty members. The profile of respondents is given in table 1.Acceptance and use of jargons among respondentsThe response to questions asked regarding the acceptance and use of jargons in dental case history taking are outlined in Table 2.All the respondents utilise jargons in case history taking. About 22.4% of the respondents admitted that they always used jargons and 55.8 % admitted of using jargons only when there was a lack of time. About 62.6% used abbreviations as it saved time and about 49.2% used it as it was easy. Majority of the respondents (71.4%) learnt the jargons from their colleagues and 38.25% admitted of having learnt them from their teachers.About half the number of respondents used jargons in history section and about 21%, in cl inical examination. withal, about 32% of the respondents used abbreviations in all sections of case history taking (personal information, history, clinical examination, diagnosis and treatment). Although, only one half of the respondents opined that they were aware of the standard medical abbreviations, about 65% claimed that they used standard abbreviations only. About 60% of the respondents admitted that they were comfortable with case history with abbreviations and only 10.4% had a discomfort in using abbreviations whilst recording case history. More than half the number of respondents felt a difficulty in understanding abbreviations written by others.However a enormous majority of the respondents (74%) were of the opinion that abbreviations should be permitted in case history taking.The jargons used by the respondents are given in Table 3DISCUSSION Clearly, the domain of a function has become smaller due to the use of information and communications technologies.Effective comm unication requires the parties involved sharing a clear understanding of the various definitions and parameters about which information (and data) are existence exchanged in other words, are we talking about the alike thing?Here, language and, in particular, jargon, plays a key role. Even assuming that all parties withdraw a conjectural command of a common language for example, International English the same words whitethorn have significantly divergent meanings to people from unlike parts of the beingness.Jargon is an abbreviated form of language that encapsulates tacit knowledge.(2)As medical students, house surgeons, and residents, we pick it up from our peers and from attending physicians who should know better. We hear it at lectures and conferences. We read it in journals and textbooks. Eventually, we become inured to it, and we no longer get laid how ugly it is and how often it impairs effective communication.(5)Medical jargon is often justify on the grounds that i t constitutes a kind of medical shorthand, allowing more efficient communication when time is short. These examplesillustrate that jargon is often less informative.(5)Although studies assessing the impress of jargons used by health care providers on the patients have been reported in the literature, not even a virtuoso study was found in the available electronic literature that assessed the impact of use of jargons among the health care personnel. As stated above, with the world becoming much smaller and with immense developments in the field of communication, there needs to be consistency in recording and reporting of medical data. Although, there exists a definite set of standard medical jargons, there is a serious lack of awareness regarding the same and there is a prolific use of abbreviations in case history taking, mistaking them for standard medical jargons. This often can topic in a lack of effective communications among the colleagues and patients. With case history de serving a great importance as a medical record presently, uniformity needs to exist in documentation of medical records. Hence this study was conducted to assess the use of medical jargons among dentists and their impact on the peers.A very significant observation in this study was all the 549 respondents of the study used jargons in their case history taking. Moreover, only 56% of the respondents admitted to using jargons only when there was a lack of time. This habit is significantly greater in students compared to house surgeons and faculty. This highlights the position that use of jargons/shorthand has become an integral component of writing for a significant proportion of the population. The ripening and overzealous use of short messaging service and social media may have a significant role to play in this regard. This has in feature become a current topic of concern. Various researches conducted in this regard (6-8) indicate the influence of texting on English language. Alt hough the results are debatable, there is a clear preference for the present generation to use abbreviations over full forms everywhere. Thus the observation that about half the number of respondents use jargons as they find it easy. Over 70% admit learning these jargons from their colleagues which is over again matter of concern. Yet another important observation is that about 65% of the respondents believe that they use standard medical jargons only. However, in reality, as per this study, vast majority of the jargons used are not standard jargons. Moreover, an institution-wise similitude of the jargons used by the respondents, reveals that there a definite variation among the institutions in the same geographical area. Even more important is the fact that there were abbreviations, the use of which was restricted to a single institution, which the respondents in the neighbouring institutions were unaware of, clearly ascertaining the fact that these abbreviations are created acco rding to ones convenience. This accounts for the lack of uniformity in the jargons used, as reported. Ironically, only c/o, h/o and w.r.t among the abbreviations reportedly being used by the respondents can be described as standard medical jargons (9).It is a noteworthy point that, over 60% of the respondents use jargons in recording patients personal information and history section. Guidelines in case history taking indicate that that these sections demand the use of a language which the patient can comprehend. (10) With case history record serving as important legal evidence in medico-legal cases, uniformity needs to be strictly maintained in its recording.Furthermore, in hatred of about 55% reporting a difficulty in understanding the abbreviations used by their colleagues/students, a response which is significantly greater among faculty members. About 60% feel they are comfortable regarding case history with abbreviations. This is significantly higher among undergraduate student s. However, majority of the post graduate students and faculty members opined that they were comfortable with case history without abbreviations. Although about 50% of the respondents claim that they are aware of the standard medical abbreviations, it was found to be false. This indicates that there is lack of adequate knowledge regarding the same. Most importantly, with about 85% opining that there is no need to stop the use of abbreviations, there is a clear reprimand of the attitude of the respondents towards the same. A statistically significant difference in this regard between students and faculty members reveal that faculty members opined regarding the stop of use of abbreviations.This study thus throws a light on an issue which demands a serious action. Furthermore this study warns us that this practice is star to damage to the use and pur puzzle of medical recordkeeping, which can have a serious impact in the long drag.RecommendationsWith lack of awareness being one of t he most common reason for this observation, efforts to improve the awareness by incorporating the same in the curriculum can be recommended. The faculty members have a major role of play in this regard by ensuring that the students record the case history without abbreviations/jargons.CONCLUSIONThis study points out that there is a widespread use of jargons/abbreviations in case history taking among the clinical dental undergraduate students, house surgeons, post graduate students and faculty members in dental colleges in Ernakulam and Idukki districts. There is a lack of knowledge regarding standard medical abbreviations. Although majority of the respondents are comfortable with the use of jargons, majority of the postgraduates and faculty feel the use of jargons should be stopped.REFERENCESFenske RE. The Use of Jargon in Medical school Libraries. Bull. Med. Libr. Assoc. 198674(1)12-15.Baldi S, Gelbstein E. Jargon, protocols and uniforms as barriers to effective communication. Int ercultural Communication and Diplomacy 225-40, assessed online on 25-01-2015.McQuoid-Mason D, Pillemer B, Friedman C, Dada M. Medical records, reports and evidence in court. Crimes against women and children a medicolegal guide. 2002. Published by self-employed person medicolegan unit, University of Natal, accessed online on 28-01-15.Graham S, Brookey J. Do patients understand? The Permanente ledger 200812(3)67-9.Ronal PM. A grown case of medical jargon. Pitfalls in medical writing. American Journal of Roentegenology 1993161592.Aziz S, Shamim M, Aziz MF, Avais P.The shock of Texting/SMS Language on Academic Writing of Students- What do we need to alarm about? Elixir Ling. Trans. 20135512884-12890Mahmoud SS. The Effect of Using English SMS on KAU Foundation Year Students Speaking and Writing Performance. American International Journal of Social Science 20132(2)13-22.Ochonogor WC, Alakpodia NO, Achugbue IE.The Impact of Text Message Slang (Tms) or Chartroom Slang on Students Aca demic Performance. International Journal of Internet of Things 20121(2)1-4. mutual medical jargons. Assessed online stedmansonline.com/webFiles/Dict-Stedmans28/APP06.pdf on 23/01/15.Ghom AG. Textbook of Oral Medicine. 2014, third edition, Jaypee brothers Publishing. face Study NestleCase Study NestleCase Study Report NestleIntroductionThe case study on the transnational bon ton Nestle, which happens to be a FMCG global giant reveals the strategies and the well knowing plans of the association wherein it tries to shift its image from a forage club to that of a nutrition health and welfare political party. The moto of the beau monde which has been that of good intellectual nourishment, good livelihood is further extended where the company panoramas forward to enter the arena of health and nutrition products that will encompass products such as infant food, fodder food and also that of healthcare products. In the puzzle out we see that the company in its process of diver sification of its products have also at quantify failed to attain its targets. However the general structure of the company happens to be humongous enough to attention the company maintain its position as the leading healthcare company in world with some of the most renowned and successful brands.Main DiscussionThe case study reveals the well deliberate plans of he company Nestle where it had made conscious efforts which would change its very image in the foodstuff. It has been reflected done the case study that the then ongoing image where Nestle happened to be a leading brand ecumenical in the field of food products looked forward to enter the field of the healthcare food products and also dominate the market in the coming swing out of time. Hence Nestle soon embarked upon a trade strategy through it could extensively change its image and develop an image of a nutrition, health and welfare fostering company through the tool of its products. Hence quite a clearly Nes tle set forward to ake up various measures to effect the same. In the process Nestle did and tried a number of different tactuc to achiev the same. It changed the composition of its products by eliminating excess of sugar and salts and fats and by incorporating more healthier nutrients in its products. Once again we also see that Nestle embarked upon a method or business pattern of a large number of acquisitions. Through these acquisitions Nestle tried to buy over certain re intrusted name of the healthcare product effort and enter the arena on a global scale. It made some of very huge investments in the process of these mergers and acquisitions. In this context one point that can be mentioned which could have been a pressing concern for the company especially during the years that immediately preceded the financial crisis era. The case study reveals that in the year 2005 Nestle did illuminate a drive for the market of the healthcare products nutrition food, which was when the c ompany had to amaze some huge investments. However as even mentioned by the experts the company could not expect any immediate returns or profits from these investments. In fact the company had to struggle considerably to push the volume of its sales and face a stiff competition from the already existing commodious layers of the tell industry.Another point that happens to be an addition to the mentioned point is that in the effort of being a world player in the NHW fraction the company did make huge and well diversified investments. This also could have posed a dispute to the company especially during the recession period. In fact we also see that as mentioned by the then chief executive officer Bulcke, maintaining the company position in those challenging times happened to be quite critical. In those time we see that the company had taken a strategy that tried to maintain its market index and also increase the sales and business volume as far as possible. In fact we do see that in the strive of being a world renowned NHW segment company and of changing the brand image of the company, the vigilance of the company had invested heavily on various measures of entering the industry of NHW and of fortifying the market position of the company in the said industry segment. In comparison to the same not as an aggressive stand was taken by the company in boosting its sales vigor and of taking an equally active merchandise endeavors. As result we see that the company even failed to achieve its said initial targets which it had set for itself when it entered the NHW sector.Once again we also see that the company at least to some extent did digress remote from its path of being a NHW company, when it also bought over some extravagant food chain. This is company said was a calculated measure since it could not do away with the strategy of being a diversified company. However the company did induce certain health measures in to the fast food items and did incor porate some healthy items into the menu preparations.It can be said that the mission of the company happened to be of providing its customers with a good taste and a healthy life style through its products. To implement the same to an excelled level and to make mark in the market in the longer run the company did embark upon this journey of entering the health and nutrition products. In doing so we see that the company was faced with a serial of advantages that arose from its strengths and also disadvantages that arose from its weaknesses. In the following part of the discussion we take a look at both of the considerationsStrengthsThe company that is Nestle happens to be a big name which ensures that the brand already has an acknowledgment in the market and the consumers or the retailers does not need to be briefed regarding the profile of the company. This facet was a particular strength of the company that enabled certain percentage of market penetration.The company had enough cap ital power which could enable the company to indulge into strategies of acquisition and of voluptuary RD endeavors.Nestle was already into the food industry, which gave it considerable leverage.WeaknessesThe company went into a very elaborate process and method of acquisition and mergers which definitely ate into a considerable amount of the financial resources of the company. This could have posed a challenge during the financial crunch period.Nestle in its strive to be a world leader in the arena of the NHW sector did not put enough stress on the marketing part, which led to loos of target achievement.It did pose a contradictory figure when the brand bought over fast food item chains. It helped its critics criticize its image as a NHW company.Conclusion quite surely the strategy of Nestle to enter the NHW sector was a well tailored plan that will yield high returns in the future, except a more profit oriented endeavor could have helped the company overcome its revenue issues tha t did surface during its transition phase.RecommendationIt could be recommended to the company that the brand instead of trying various products in the NHW field could single out a more streamlined array of products in which the company will try concentrate during its initial period of entering the NHW industry or market segment. This would also help the company streamline its marketing procedure and the company can adopt more aggressive marketing endeavors that will help the company achieve better sales volumes. With time these returns could again be profitably used in the RD endeavors that will help the company come up with better and improved brands and also at the same point establish itself as a global ,market leader.

Dworkins Theory Of Law As Integrity

Dworkins Theory Of justice As IntegrityIntegrity in truth essentially is a system about the inferation of the equity. Dworkin proposed a visual modality that the commentary in the justice should be guided by the invention of single. He conceptualizes that the basic force of the Philosophy of Right is non a semantic one, save when one that what is the crush variant for sanctioned practice. Because the straightlaced goal of Philosophy of Right is to develop a way for the impartiality to be the beaver explanation of the virtue it is also because the behavior of astuteness does non determine what the sanctionedity is, barg further deciding on specialised cases, this is also an explanatory practice. In Dworkins theory of lawful comment, the up counterbalanceness is an interpretational nonion that the say hearing the case is the work out of version the natural honor.Nevertheless, what is the fairness? Law non only refers to the rules of the effect ual system, but also contains beliefs and policies, twain of which ar the basis for legal interpretation by the court or measure. In Dworkins argument, the test appears to be beyond the rule of police, it seems that the arbiter is bring forth constabulary by interpretation, up to now, his legal public opinion is law as integrity, that is to say, in entree to rules of the law, the principles and policies ar hidden hobo the rules. So the judgment and interpretation of the hear atomic number 18 still the application of organic law, non s overlyl law. collect to the existence of law as integrity there is the only ready answer level off in the onerousest cases but non for legal loophole issue in his eyes. Integrity of the law flush toilet hit protect without loopholes for disputes even if defects of language expressing, major changes in society, or lack of coordination of the law.II How to version law as integrity?Dworkin believes that law is an interpretive concept. There are divergent manners of interpretation to this concept. Law as integrity is one. This interpretation admits that the law non only refers to specific legal rules, but also concludes a set of principle system which privy prove the apprehensionableness of the law. These principles derived from an integral social that makes the law an organized whole. The musicians of legal practice (including decide and lawyers) were reading the law constructively nether the guidance of this principle to providing a theory that is best(p) for current, past and future legal practice. Then give the logical implication of integrity to the legal practice, found on the clearing of the law, therefore applying the law to specific cases and acquire the compensate(a) answers to the specific cases.Dworkin considers the internal point of view as that, the integrity of the legal interpretation is compliance with experience of law practice participants (including valuates and lawyers) , particularly m matureiness be appropriate for the severe cases that dont provide the right answers. With unlike popular views, Dworkin believes that when mint argue what is the law there are no other motives to posture to hide their own desires and non disputed at the edge of the ambiguous words as meaningless. It is mis on a lower floorstanding of legal practice regardless of seeing them as a liar or fool.Interpretation as a constructive approach, law as integrity bottom of the inning overcome the defects of other 2 combative interpretations which are conventionalism and naive realism. Conventionalist strictly pass the past conventions and offert get with operose cases that look at no rules to apply- the measure does non sentence so that violated judges du constipates to create new law that may counterbalance with the belief of deciding cases according to the law. The law as integrity requires that the judge toilette develop the law by constructive interpretation under the law, thus it testament combine the demand of stability and adaptability of the law. Dworkin successfully say with the aid of the concept of integrity that Legal pragmatism cant beg off wherefore people do not involve to accept contradictory treatment of solutions mean that the internal compromise1, while the law as integrity can be explained.In summary, the common ground of the two interpretation models conventionalism and pragmatism is that they all stand there and absorb no law in front of hard cases the judge can beyond the law when he has more than one choice however the litigant can only pray. Regardless of two conventionalism and pragmatism cant accept the judge was unlimited, but there is one guess existingly, namely judge may throw the coin to decide how to judge. The law as integrity is firmly opposed to this amiable of attitude, it stands that even if the ledger recorded legal rules and instructions is silent, the sound of the law still existed, but i s low with difficulty hears2.III What is law as integrity?At first, it is a third independent virtue or political thought that differs from the justice and directness. It is common that contradiction between ideals in politics, integrity roughlytimes requires compromise with the other ideals. It can be found that the two virtues of justice and fairness sometimes against each(prenominal) other and we often have to carry one of them in order to decide which political agenda to deport if we deny the integrity and make political activities relying on justice, fairness and receivable process of law. For example, it is believed that the rule decided by majority is the fairest possible end-making process, but most people often make decision that is not confirm to person rights. Hence, These difficult questions arise because fairness and justice sometimes conflict. If we believe that integrity is a third and independent ideal, at least when people disagree about one of the first t wo, so we may come up think that fairness or justice mustiness sometimes be sacrificed to integrity.3, so various crusades, both practical and expressive, a conjunction mightiness have for accepting integrity as a political virtue4. Integrity as a virtue is required by the carryful real world. In an ideal society, all citizens have equal measure, the restrictions and limitations by integrity are not needed thus, it can be tell that integrity can only relate to the second best justice, we do not live in an ideal world. and then, it needs the protection in system in order to determine what justice it is. Dworkin also tell that we accept integrity as a political ideal because we want to treat our political community as one of principle, and the citizens of a community as one of principle, and the citizens of a community of principle aim not simply at common principles, as if uniformity were all they wanted, but the best common principles politics can sense. Integrity is di stinct from justice and fairness, but it is bound to them in that way integrity makes no sentiency except among people who want fairness and justice as well.5Obviously, Dworkin accentuate on the integrity relating to justice and fairness.Secondly, the integrity is a weigh of principle. It is both legislative and juridical. As legislative principles, it tells legislators that the simple exchange of justice and fairness is wrong restricting legislators what may be appropriate to expand or change the public standards. Dworkin said that Integrity is about principle and does not require whatsoever simple form of consent in policy. The legislative principle of integrity demands that the legislature strive to protect for everyone what it takes to be their virtuous and political rights, so that public standards express a coherent abstract of justice and fairness.6As judicial principle, it tells the judges and lawyers to make their decision and arguments tenacious with the existing legal system or requires our judges, so far as this is possible, to treat our present system of public standards as expressing and respecting a coherent set of principles7. Dworkin is undoubtedly paying more attention to the integrity of judicial principles to which the related idea is an primal part of Dworkins Philosophy of Right.Integrity as a judicial principle means restriction and guidance to judges interpreting the law. In order to ensure consistency, Dworkin regards the judge as the originator of the chain unexampled, the goal of many co compose chain legends is that making it expand logically for the characters and plot decided at beginning. The opus is like spotless by one author. Each novelist aims to make a single novel of the material he has been given, what he adds to it, and (so far as he can control this) what his successors depart want or be able to add. He must try to make this the best novel it can be construed as the work of a single author than, as is the fact, the crop of many divergent hands. This calls for an overall judgment on his part, or a series of overall judgments as he writes and rewrites.8However the interpretation of each author may be diverse, but it is influenced by two factors. nonpareil is suit, in other words, his work should consistent with the work before other is judgment, that is to say, he must judge which kind of interpretation is able to interpret the work best if many interpretations were consistent with the work before. The chain novels author creates a work like one person because of the two limits above. The judge should use the thought mode much(prenominal) as chain novel when they understand and apply the law. He should consider the past decisions as a part of a novel to which he must interpret and delay making judgment as consummate as possible ground on integrity and the theoretical knowledge and values.When considers integrity, Dworkin also clears that how to deal with historical issues, which is one of the necessity about consistency. He said Integrity does not require consistency in principle over all historical stand fors of a communitys law it does not require that judges try to understand the law they enforce as continuous in principle with the delinquent law of a previous century or even a previous generation.9History is in-chief(postnominal) in that the lineation of principle must provide reasonable reasons for past standing and contents of judgments history is important for the law as integrity, but is only important in some respects. On the contrary, the integrity insists that a horizontal rather than vertical consistency of principle across the range of the legal standards the community now enforces. It insists that the law- the rights and duties that commingle from past collective decisions and for that reason license or require coercion- contains not only the narrow explicit content of these decisions but also, more broadly, the scheme of principle s necessary to justify them.10In case Riggs v. Palmer11, it fully reflects the importance of the principle of legal integrity. Such as the judge comments that it should not interpret law in isolated historical background, but should be based on the global principles of law. Judges should make the interpretation of the law to consist with the general principles of law as far as possible when interpreting laws. It will be ridiculous that the murder becomes the successor is allowed. Law must respect a basic principle that a person cannot benefit from his fault. If the judge applies the law rigidly and decides the murder Palmer won the right of inheritance of his grandfather, so that they are violating the principles of justice and fairness contained by law. It indicates that the interpretation by the judge to law deeply manifests the judges legal awareness and his political and moralistic attitudes. Dworkin concludes that the opinion to any judge is a ism of law, even if his philoso phy was hidden and not disclosed, even if obvious inference is full of supply and facts.12Jurisprudence is the general part of the trail and the silent preamble of any legal judgments. Laws empire is defined by attitude, not territory or powerfulness or process.13Therefore, Dworkin always stressed that the standard hidden behind the provisions when he rebuilding the law. In his view, the provisions of the law are always general and abstract in judicial practice, and cannot be cerebrate in every circumstance. This requires the judge to find the content behind the rules in the process of law interpreting the hidden law may be abstract, some self-evident facts or some conclusions resulted from reasonable inference. Only find these hidden laws, the judge can clearly distinguish similar cases from non-similar cases to achieve the requirement of treat equally without discrimination.It can be seen that the legal interpretation in the eyes of Dworkin is actually an markively rebuild of the law, the law is not just composed of a bunch of rules, it is a closed and amend system, interpretation is only a rebuild to the question of this system. Dworkins theory of legal interpretation is full of idealism, however the realization of this ideal is based on originalty and provision of the law and capable judges, the judge cannot be compulsory when they interpret the law. On the contrary, they are interpreting law constructively under the current scheme and scope of the whole law. In other words, his social occasion is to make the interpretation become the best based on both current legal material and scheme.IV Misunderstanding to law as integrityAfter Law as integrity published on which the criticism has not been stopped. Law as integrity becomes the essential signal criticized by the repudiator, but the majority of repudiators do not understand law as integrity correctly, how could they criticize this goal?Forbid judge create the lawDworkin indeed stressed that even if processing the case the law has not proved obvious answer to it, the judge should also asylum to the law, confirming and carry out the rights stipulated by law, but should not doctor to the factor outside the law, otherwise it constitutes a threat to the civil right. However, it is not equal to deny any creativity of the judge it only denies the creativity of the judge without limit.The legal integrity interpretation is a constructive one. The elucidator is not a mechanical and passive main body. All interpretation is the process that seeks for consequence. Looking from the external vantage point, all significances are the elucidator endow with the mark that is why Dworkin talked about constructive interpretation, saying that constructive interpretation is a involvement of imposing purpose on an object or practice in order to make of it the best possible example of the form or genre to which it is taken to belong.14However, by looking at the innate viewpoint, if particip ant describes the psychological activity when he is interpreting, it will be more accurate than the creation. As interpretation that cannot be understood randomly. The legal interpretation will always be limited by application goal (universal legal rule to apply in specific case) and tradition. These limits in fact are the prerequisite that the interpretation can be possible. Dworkin uses chain novel analogies to the command the judge receives in the judicial process. Different authors will make different decisions, but, his decision doesnt contain appropriate summary whether and how the content will be separated from the provided novel he is writing. The alike with the author of chain novel, the judge also receives the restraint of the law. This is why Dworkin firmly believed that even if in hard cases, the goal of decision process is to find but not to create the right for both sides.The fact is that in his intimate viewpoint Dworkin set forth the judge is determination but n ot creating the law however the critic listened that judge should find but not create the law. Actually none of the judge was separated the whole law values when he was legal opinion the case. As it has discussed, Dworkins understanding of the judge is to find law but not to create law is not impractical.The best (no loophole) legal systemThe best legal system is inferred by the first opinion that is forbidding the judge to create the law, if the first understanding is wrong, this point is impossibly accurate. Regarding to law as integrity, actually the existence of the best legal system is simply not the essential premise.Dworkin indeed has written that All interpretation strives to make an object the best it can be,15and the judge must think of the past decision as part of a long story he must interpret and then continue, according to his own judgment of how to make the exploitation story as good as it can be.16But this only mentioned that the elucidator received the restraint i n the interpretation process, the interpretation itself had some intrinsic or subjective requirements, simultaneously was really existed.This does not mean that this kind of interpretation requires its interpretation object be perfect. If this existing interpretation object is not perfect, for example, it is so chaotic that it cannot find any reasonable interpretation, and then the elucidator has to acknowledge his defeat and admit this as an impossible mission. But this was not the theory question, but the fact that understanding question, or is the realistic workable question of order. Replying such question does not need to argue too much, it has a very simple answer practice. It is important that one method will possibly be defeated, but it doesnt prove that this method cannot sure as shooting succeed.The law has the integrity significance by and by the interpretation of the participant, it may be perfect in the eyes of the elucidator, and it is undoubtedly closed and changel ess. It is just the reverse that constructive interpretation is a process reconsidering and readjusting continually. Dworkin divided the interpretation into terce stages preinterpretive, interpretive and postinterpretive or reforming stages.17According to the theory of Hermeneutics of philosophy, the interpretation process is not the unitary process, but the continually circulating process. Specifically, determining the scope of interpretation object needs to be taken at a certain degree, in order to distinguish the specific phenomenon from others that do not business concern about. Based on the finding in interpretive or postinterpretive stages, possibly the elucidator will find that the scope or reason preceding stage definite will be inappropriate, there are some factors that dont need to consider originally, possibly these new factors in turn prove the reason of interpretive stage or conclusion of postinterpretive stage not to be inappropriate. Therefore, the elucidator must make the tolerance, and the interpretation will keep going after the scope and reason were adjusted. In this process, it has no invaluable thing the adjustment takes place from the beginning to an end, keeping a procedure that gets rid of old thing and join new thing. When Dworkin emphasis law works itself gauzy18, it is precisely referred to the law that is developing unceasingly through the participant interpreting the law.The only right answerDworkins theory supposed that the legal matter usually has the only right answer. But law as integrity is a method of legal interpretation it does not guarantee to find oneself any definite result.Hercules can always find the only right answer, but he is only an imaginary ideal character, the judge in reality is impossible to be as perfect as him. Therefore the actual result, which Dworkin acknowledged is that different judges may choose different results when they adopt the integrity law, he also admitted that none of the interpretation can pass examination, or it had two or more different interpretation passed the examination. But you cannot know in advance that you will reach that incredulous result. You must try first.19So, the law as integrity requires the judge be with a good attitude more than a good actual result, in other words, the judge should believe that there is an only right answer for him to seek for.Certainly, as a subjective judgment, the only right answer has the obvious weakness lacking the external evaluation method and standard. While making a decision, does the judge believe that his choice is the best or does he randomly pick one from several options? This cannot be judged from an external standpoint. Therefore, this requirement of certitude extent is hard to become the requirement of institutionalization.However, such criticism is derived from external viewpoints, and it cannot deny the excellent significance to the participant. The tie of various answers pass the examination is hardly hap pened, if it does not suppose that the hard case has the right answer, it cannot start seeking the right answer if it does not suppose the right answer, it will stop the premature to find the only right answer, leading to a stop which is too early so that the only solution, originally accessible, cannot be reached now. At last, it is also the most important Dworkin thought, this hypothesis is the essential part of the principle system based on Rights Thesis, and it is also the premise of judicial activities legalization if the judge does not have the duty to make the right decision, what can endow to this decision with legal constraint.The questions about right and proveDworkin said we can have reason to think an answer right is different from the question whether it can be demonstrated to be tight.20This doesnt indicate that Dworkin did not provide the reason to his interpretation. If proofread means that a thundering knock-down metaphysical demonstration, the reason is not the pr oof, this is decided by participants view and integrity interpretation method.The interpretation is based on participants view, this decides that it has no neutral standpoint constructive interpretation imposes the significance to the object, it decides the interpretation result but does not have the objectivity. According to the viewpoint of law as integrity, propositions of law are true of they figure in or follow from the principles of justice, fairness, and procedural due process that provide the best constructive interpretation of the communitys legal practice.21This truth does not have the objectivity that resorts to the neutral third party rules, so it is controversial. However, this truth is different from individual preference. The law disputes do not have right answer such as moral and politic disputes.Because the law disputes of the participant also follow requirement of the rationality, discussing intrinsic view that is possible and meaningful. When Dworkin announced the dislike to checkerboard statutes, he asked what can explain this dislike, his answer is the integrity works.22This means to the intrinsic participant that the integrity is not a fantasy but power really exists. On the other hand, the integrity is an ideal that the requirement is not always satisfied. But this reality does not show that the integrity loses its significance, it can play a role of criticizing, and that is to say, it can evaluate the situation that is not satisfied as defect based on the requirement of integrity. This is precisely the people who participate in legal practice frequently do. It is the same to the only right answer and Hercules in the theory of law as integrity. This is consistent with what Dworkins argues No doubt real judges decide most cases in a much less methodical way. But Hercules shows us the hidden structure of their judgments and so lays these open to study and criticism.23After all, the method of interpretation is different from scientific meth od. The significance cannot be proved through scientific methods. There is an easy misunderstanding that put the best (no loophole) legal system to the premise of forbid judge create the law.V resultDifferent people with different purposes looking at the interpretation will get different views. Someone argued that the legal phenomenon is chaotic, contradictory and meaningless. But Dworkin did not stop arguing, he gave the law with some significance such as integrity. Law as integrity is standing in the position of the participant to interpreting the law in intrinsic viewpoint. It is important that it only can find some limits from the external viewpoint. However, there is one thing that should not forget, two different perspectives cannot replace with each other, and it should not require that finding the external thing by using intrinsic viewpoint. Even the critics should not use their own opinions to misrepresent the theory based on different views.