Decision-Making Process Mgt 230

Decision-Making Process Michelle Shadinger MGT 230 December 17, 2012 Robert Bloomfield Decision-Making Process We make multiple decisions every day. Some of these decisions are for our personal lives, and some are business decisions. Each decision we make has an outcome, whether favorable or not that we must live with. Some people like to make quick decisions based on their gut reactions and others prefer a methodical approach. Using a step based decision-making process results in better decisions that have a lasting impact . I recently made the decision to return to school after many years of working.I had obtained my Associate’s degree almost 20 years ago and started working for the company where I currently still work. I have wanted to go back to school for many years but as I got married and had children the timing never seemed right. I recently started looking for a new job and discovered a Bachelor’s degree is a requirement for the majority of the positions I want ed to apply for. The more resumes I sent out with no response, the more I knew I had to take action. I knew going to a traditional school was going to be too difficult with my hectic schedule.I started to research colleges that catered to adult learners and found University of Phoenix. I spoke with a counselor at University of Phoenix who answered my questions on the amount of time school takes and how I would pay the tuition. I looked at going to a campus versus online and ultimately decided online would afford me the most flexibility. I prepared for my first class by doing a few things. I discussed my decision with my husband because more of my time would be spent doing schoolwork and I needed his support.I also prepared by attending a free orientation workshop online and I became familiar with the online environment and how the classes worked. I continue to evaluate my decision and feel it was the correct decision. According to our text, the six steps of the decision making proce ss are identifying the problem, generating alternative solutions, evaluating the alternatives, making the choice, implementing the decision, and evaluating the decision (Bateman & Snell, 2011). After reviewing the steps, I realized I followed the steps when I made the decision to return to school.First, I recognized the gap in my education for the jobs I wanted to fill. After identifying the issue, I thought about solutions and how I would obtain my Bachelor’s degree. I evaluated the decision and looked for the best school to achieve my goal. Once I decided to go to University of Phoenix, I had to implement the decision by applying for school and getting myself ready for the first course. As I continue school I evaluate if the decision still makes sense and if the online version is the best way to achieve my educational goals.Generating alternative solutions is the step I could have spent some additional time in and done additional research on colleges and compared the school s. I heard about University of Phoenix and knew others who had attended so I did not do much research on what other schools had to offer. Overall, I am happy with my decision to go back to school and my choice of college. References Bateman, T. S. , & Snell, S. A. (2011). Management: Leading & collaborating in a competitive world (9th ed. ). New York, NY: McGraw-Hill Irwin.

The Great Atlantic & Pacific Tea Company

The Great Atlantic & Pacific Tea Company For decades The Great Atlantic & Pacific Tea Company (A&P) had dominated the US food and grocery market. However, with its size had come increasing managerial inefficiencies and an inability to respond to demands of changing market. A very crucial error was made in the 1950’s when A&P failed to follow customers in their move to suburbs. The result, which plagued the supermarket chain into the 1980’s , was a large number of small and inefficient stores serving declining urban neighbourhoods.In 1971, William J Kane took over as chairman and CEO of A&P. This was a time when company sales had leveled off and profits were declining. In an effort to overcome this slide, Kane ordered the conversion of thousands of regular A&P units to â€Å"WEO† supermarkets, which were described as super –duper discount stores. The average WEO store looked much the same as an old A&P and was about the same size (which was rather small and cramped by industry standards).The big difference between WEO’s and company’s conventional units was lower prices on 90% of the merchandise and a reduction in the variety of production offered from an average of items (SKUs) to as few as 8000. Chairman Kane summed up the company’s philosophy regarding this move as a â€Å"Tonnage recovery Program†, which emphasized volume business. He hope to attract many former customers by employing low prices, unfortunately the food costs began to skyrocket about the same time as WEO was instituted . The pressure caused by the price cuts was too much for the company to bear during this period.Therefore, prices were increased and the resulting market response was influential in causing further deterioration of the food giant. In 1973, the retail chain lost its number one market position to Safeway. Jonathan Scott took over Kane’s position in 1975 recognizing that the retail chain had far too many deteriorating s tores in declining urban neighbourhoods. Scott embarked on an ambitious program to close more than 1200 unprofitable locations. Unfortunately, hindsight revealed that was also needed was an entire withdrawal from certain geographic areas to achieve fficiencies of operations. In an effort market position, Scott responded by introducing the ill-fated â€Å"Price & Pride† advertising program. This advertising campaign focused on telling A&P employees and customers that the company had made a rebound and was concentrating on delivering quality products in attractive stores at low prices. It was a spirit – building campaign. Modern Stores with pleasing wide aisles served as a backdrop to the ads. The Price & Pride Campaign was quite successful in luring customers back to A&P.Unfortunately , shoppers expectation were built on the attractive scenes shown in advertisements, and many were disappointed when they returned because most stores had not really been dramatically chang ed . As a consequence, customers again left in substantial numbers to shop at competing stores. During the mid 1970’s , an ambitious program was undertaken to build many new and modern A&P stores and to remodel others. Regrettably , action fell behind plans. For example, in 1977 when 70 new stores were planned only 46 were opened due to an inability to manage the program.Remodeling also fell far behind schedule. The Price and Pride program was finally abandoned in Jan 1978. Even before this occurred, Scott began to look in earnest for new ways to get the slow moving giant moving heading in the right direction again. Once result was that a new promotional theme was adopted: â€Å"You will do better at A&P†. Along with this , three major steps were taken. First , â€Å"action prices† were instituted to pass manufacturers specials directly on to customers in the form of lower prices. Second , Generic products were offered in many stores.These plainly labeled packag es were placed in â€Å"economy cases† . located in special parts of the store. The result was that for some products customers could choose between national brand, A&P private labels and generics. Third, trading stamps were instituted in many areas. Although some of these measures may have been helpful in slowing the retail chain’s decline , they certainly were not sufficient as a long run turnaround solution. In 1979, the diminishing giant fell to the 3rd position in the supermarket industry and showed signs of serious problems .During that year , the Tengelman group , which owns a large supermarket chain in Germany at the time was able to acquire controlling interests in A&P for an attractive price. James Wood was brought in to replace Scott . One of the first moves of James Wood was to stop closing stores . Instead , a number of units were converted in to â€Å"Plus Store† which were â€Å"limited assortment† unit stocking thousands of essential produ cts far less than the 12000 products found in a general supermarket. The stores were also â€Å"no frill† in design.Goods were kept in their cartons , as opposed to being placed on attractive sheleves , and shoppers had to purchase their own paper bags. The emphasis was on offering bare bone services for low prices. However , perhaps because shoppers could not fulfill all of their shopping needs at Plus Stores, and because prices were not really drastically lower than their competitors , the Plus Stores proved unsuccessful as A&P entered the 1980’s. 1. Does it seem that A&P has tended to favour any particular model or models of buyer behavior? What appears to be the degree of success that has resulted? . Evaluate the relevance of understanding consumer behaviour knowledge to developing a marketing plan for A&P .. 3. What additional information about customers would you as a CEO like to have before designing such a plan ? How might such information be acquired ? 4. Trac e the development of A&P operations from 1979 to present – based on library research. 5. Discuss major concepts from Day 1 seminar discussions you see apparent in this case. 6. What is your personal opinion was the one major flaw in the way A&P went about its effort? Support your argument with reasons.

Compare and Contrast Different Structure of Organisation...

Higher National Diploma in Business and Accountancy Unit 3: Organisations and Behaviour Edexcel BTEC Level 5 HND Business and Accountancy Unit 3 Assignment: Organisations and Behaviour Useful Websites: www.managementhelp.org www.mindtools.com www.businesslink.gov.uk www.12manage.com www.businessballs.com Section 1 Understanding the relationship between organisational structure and culture You will need to: ï‚ · compare and contrast different organisational structures and culture Here you need to briefly describe the different types of organisational structure, and what different types/formats of culture can be found in organisations, and then compare and contrast them – what causes/creates each type, and positive factors / negative†¦show more content†¦Ã¯â€š · compare the application of different motivational theories within the workplace You need to give a brief description of each, but then discuss in detail how they are (if they are) applied in the workplace, then move on to discuss how motivational theory relates to the way people are expected to manage today. ï‚ · evaluate the usefulness of a motivation theory for Managers Here you need to – briefly – list an describe motivational theories, then select one and use that to give your view of how an understanding and application of that motivation theory can assist/support managers in their activities. Higher National Diploma in Business and Accountancy Unit 3: Organisations and Behaviour Section 4 Understanding the mechanisms for developing effective teamwork in organisations You will need to: ï‚ · explain the nature of groups and group behaviour within Organisations Here you need to – briefly - explain the different group/team formal and informal structures, objectives, life-cycle stages, types of dynamics, and how all of these factors can affect the behaviour of groups/teams in the workplace. ï‚ · discuss factors that may promote or inhibit the development of effective teamwork in organisations This needs to be looked at in a broad, lateral, way - for example, the structure of an organisation can affect team interactions/communications with other, important, teams - the management/leadership style of theShow MoreRelatedbusiness Assignment1024 Words   |  5 Pages Organisations and Behaviour Outcome 1: Understand the relationship between organisational structure and culture Outcome 2: Understand different approaches to management and leadership Outcome 3: Understand ways of using motivational theories in organisations Outcome 4: Understand mechanisms for developing effective teamwork in organisations SCENARIO According to Bergstram and Hamilton, organisations have different structures and these structures have a bearingRead MoreOrganisation Cultures1095 Words   |  5 PagesCompare and contrast Handy’s cultures and Deal Kennedy’s cultures. 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The twoRead MoreThe Key Features Of The Academic Fields And Human Resource Management1306 Words   |  6 PagesCOMPARE AND CONTRAST THE KEY FEATURES OF THE ACADEMIC FIELDS â€Å"INDUSTRIAL RELATIONS† AND â€Å"HUMAN RESOURCE MANAGEMENT [HRM]† INTRODUCTION The main aim of the study is to compare and contrast the academic fields of Industrial Relations and Human Resource Management, in this essay, both the fields are defined, highlighted key features which will help in understanding the similarities and differences with a conclusion. Industrial Relation can be defined as the study of all kind of employment relationsRead MoreDifferences Between Organizational Structures And Cultures1419 Words   |  6 PagesTask one – Compare and contrast organisational structures and cultures For any organisation type, such as Sole trader, Partnership, Public sector, Limited and Public limited organisation, there are organisational cultures and structures associated with them. 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In contrast, non-westernRead MoreEssay on Globalization and International Management1582 Words   |  7 Pagesthat Organisational culture as a: ‘system of shared meaning within an organisation that determines, in large degree, how employees act’. It relates to the group beliefs and values within the organisation focus on the common characters of the employees, and make the business differs to each other. The organisational cultures approach to the different way as the development of globalisation. Due to the research work from Clayton and Fisher (2006), the organisational cultures could be affected byRead MoreCompare two cultures using two sociological concepts/perspectives1301 Words   |  6 Pages 17/10/2014 Compare culture and social organisation in any two societies, making reference to at least two different sociological theories and key concepts associated with them. 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Essay about Technology in Education - 817 Words

Software to support Assessment Since the beginning of the evolution of technology, the way that people think and learn seems to have evolved simultaneously. Children understand technology at a much younger age and many times are called upon to help older generations use new technologies. Technology has become a large part of education in the last fifty years. Assessment software and technologies are available for almost every educator. However many teachers do not utilize Assessment software as intended because they lack training or understanding of the software. Integrating assessment software is imperative to gauging students’ progress. When the teacher is trained and the software is utilized as intended, assessment software†¦show more content†¦Formative Assessment and Summative Assessment Summative assessment is when student, school, school district or other, is assessed after the learning has taken place to see what has been learned, or as a comparison to cer tain standards, goals or guidelines. Summative assessment is often associated with state assessments or standardized tests. In the classroom or district it is used as an accountability, or grading tool. According to Garrison Ehringhaus (2007) â€Å"Because [summative assessments] are spread out and occur after instruction every few weeks, months, or once a year, summative assessments are tools to help evaluate the effectiveness of programs, school improvement goals, alignment of curriculum, or student placement in specific programs.† (Garrison Ehringhaus, 2007) Formative assessment is the assessment that is taken during the learning process. It is a very valuable part of teaching for it provides the information necessasary to adjust the teaching and learning while it is happening. Formative and summative assessments are very different. Where summative assessments are usually linked to a letter grade or a way to test what has been learned, The formative assessment can b e compared to â€Å"practice† (Garrison Ehringhaus, 2007). Formative assessment also requires student involvment. Students need to assess themselves, as wellShow MoreRelatedEducation And Technology : Technology And Education946 Words   |  4 PagesEducation and Technology Technology has become a major component in the system of education. Technology and education in the U.S. has changed the way people learn nowadays. Being on the 21st century the lives of people have changed immensely due to a high increase in technology inventions. Communication definitely has evolved in so many ways with the newer technology being used. In the 1980’s an enthusiast named Seymour Papert predicted that computers would allow learners to construct and test hypothesisRead MoreTechnology : Technology And Education1702 Words   |  7 PagesTechnology and Education In today’s society, technology has become the world. Technology is shaping the world and many people are using it for its convenience. Technology has changed tremendously that it is now being incorporated into the educational system. Heidi Hayes Jacobs, an author and world renowned education leader stated that, â€Å"Teachers need to integrate technology seamlessly into the curriculum instead of viewing it as an add-on, an afterthought, or an event†. Technology should help enhanceRead MoreTechnology in Education690 Words   |  3 Pagescontroversial issues of education in the 21st century is technology. Educators and parents across the nation debate whether to let technology into classrooms. And if so, how? Technology should be introduced into education through the program most commonly referred to as BYOD (Bring Your Own Device). The idea of BYOD is to have students bring their own phones, tablets and computers to school. Technology is a much more engaging, and educa tional than standard supplies. Mobile technology exists all aroundRead MoreTechnology In Education825 Words   |  4 Pages Technology has revolutionized the human experience by changing the way one learns. Technology can best be defined as a tool that supports and promotes human learning. This can be seen through the usage of calculators, tablets (example: iPad), Smart Boards, video cameras, and, of course, the computer. These are all innovations that can have a profound impact on classroom learning. Although there are some schools that have a strict policy that technology should be removed from the modern day classroomRead MoreTechnology In Education1406 Words   |  6 PagesTechnology is such an intrinsic part of everyday life that it would be difficult to imagine society with it. In many ways, the prevalence of technology in environments such as homes, offices, hospitals, labs, and ________ is one of the defining aspects of the current, modern era. The frequent users of technological appliances would state t hat they make life easier, with the gadgets’ ability to process information quickly and present it in several acceptable formats. With all these benefits, it wouldRead MoreOn Education and Education Technology Essay1496 Words   |  6 Pagestheir professors. Some of this online education software also allows for additional collaboration and learning tools. eLearning software is becoming increasingly important, and is nearly essential for modern education in the digital age. 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The Benefits of Technology in Education According to Thomas Jefferson, â€Å"If the children are untaught, their ignorance and vices will in future life cost us much dearer in their consequences than it would have done in their correction by a good education†(Vasudeva).Technology has impacted every aspect of most people’s life and education is no exception (Purdue). The education process has evolved as more people make use of technological devices and so education no longer starts or ends inRead MoreModern Technology And Education : Education2041 Words   |  9 PagesModern Technology and Education Education has changed significantly in the last twenty years. One of the main reasons education has undergone so many changes is because of technological development. In today’s society the impact of technology on education has played a vital role in every realm of everyday life and with that education is no exception. The emergence of technology has had a profound impacted to the educational landscape in our society. Over the past few years there has been a lot

Effective Topics For Parents And Children About Sex

Abstract The author of this paper discusses effective topics for parents to teach their children about sex. The author has stated within the paper what age group should be taught certain things pertaining to sex. The author states the importance of parents talking to children about sex, before their first sexual encounter, and its importance in preventing pregnancy and sexually transmitted infections or diseases. It states that with effective communication, between a child and their parent, it can increase the willingness of a child to talk to their parents when they feel they are ready to have their first sexual encounter. The author also exaggerates the importance of the parents providing their children with a positive environment, as so the child feels comfortable communicating with their parent regarding any questions or concerns they may have on the topic of sex. Parents Teaching Kids about Sex â€Å"Fewer than 2% of adolescence have had sex by the time they have reached their 12th birt hday.† (Guttmacher 2014) Although children and teens are waiting longer for their first sexual experience, talking with children about sex is essential in preventing early childhood pregnancy, as well as, sexually transmitted infections or diseases. When a parent discusses sex to their child it is important to provide them with quality information regarding, not only sex, but sexuality as a whole. â€Å"Sexuality includes a wide range of topics including male and female bodies and how they work,Show MoreRelatedThe Sex Talk1526 Words   |  6 PagesParents communicating with their children about sex can be tough. Tom Scheve, gives us advice on this subject in the article, â€Å"10 Tips for Talking to Teens About Sex. This discusses the communication between parents and their children about sex. Many articles have discussed this topic. To help understand if these tips are a good way to communicate with teenagers about sex I will use several journal articles that study the communication between parents and their children. This article discussesRead MoreThe Importance Of Parent Adolescent Sexual Communication1396 Words   |  6 PagesLet’s Talk About Sex: The Importance of Parent-Adolescent Sexual Communication Communication between parents and adolescents is important when educating teens on how to practice safer sex. Roni Caryn Rabin in her article, â€Å"Why Parents Should Have the ‘Sex Talk’ With Their Children,† provides evidence as to how and why these conversations are important for healthy adolescent sexual development. According to the Centers for Disease Control and Prevention, 60 percent of sexually active high schoolRead MoreParental Sex Education987 Words   |  4 Pagesdifference in the number of sex partners, how often birth control methods were used, and age of first intercourse, between youth that was taught abstinence-only and a control group that received no sexual education. It is increasingly important that parents start teaching their children comprehensive sex education at home as they may not be receiving all the facts at school. So, why don’t more parents already initiate a thorough talk with their kids about the topic of sex? Recent studies have supportedRead MoreSexual Education And Sex Ed1697 Words   |  7 PagesSexual education (sex ed) in public schools has long been a controversial and debated topic in society. There are several questions when it comes to approaching sex ed in schools. These questions include: appropriate age for introducing sex ed; should sex ed be mandatory or optional; and whether sex ed programs should be comprehensive or abstinence-based. Sex ed is a necessary subject to teach in schools. It should be appropriate to the grade level and taught in a knowledgeable, unbiased manner.Read MoreAccess to Evidence Based Sex Education in American Public Schools999 Words   |  4 PagesThere is a strong need for greater a ccess to current and evidence-based sex education in American public schools. Concurrent with access to information and education about human sexuality, schools should also be offering students safe, anonymous ways of receiving condoms. Condoms are crucial for preventing unwanted pregnancy: and it can easily be said that all teen pregnancies in the United States will be classified as unwanted. Moreover, condoms will prevent the spread of sexually transmitted diseasesRead MoreThe Services That Promote Sex And Relationship Education1604 Words   |  7 Pagesthe services that promote sex and relationship education. It will identify the current health issues on promoting and teaching children about sex and relationship education in schools at a young age. Sex and relationships education has been a highlighted topic for over time which is being highly debated about whether it should taught to young children. There are mixed views on how sex and relationship education is taught, statisti cs show ‘Most parents (65%) believe that sex education should encourageRead MoreThe Lack Of Insufficient Sex Education For Teenagers1687 Words   |  7 PagesIn society, the lack of insufficient sex education for teenagers is a major problem. This ongoing issue has led to the development of a bigger problem such as teen pregnancy, sexual transmitted infection, and emotional problems adolescence have to face when engaging in sexual activity at a young age. According to the Understanding Human Sexuality textbook (2010) sexuality education can occur in many settings such as at home or school, and in personal relationships or from information found on theRead MoreEssay on The Importance of Sex Education 1296 Words   |  6 Pages Children and young adults today distinguish right from wrong based on their previous knowledge. The education they receive plays a major role in the way they make decisions. Sex is a controversial topic brought up frequently throughout a childs life. Based on the way it is taught, the child makes decisions that may forever change his or her life. (Sex Education That 3) Although it is often opposed, the two most essential ways children learn about sex today is the education they receiveRead MoreSex, Sexuality, And Sexual Health942 Words   |  4 PagesMany educators feel anxious or hesitant in address the topics of sex, sexuality, and sexual health especially in developing country. They may feel confused about what to teach and when to teach it. Many countries are now starting to teach the younger generation about sexual health. Although, North America and Europe have sexual education in their school; many developing countries lack sexual education which leads to high rate of teen pregnancy, sexually transmitted infections (STIs) and HIV. SomeRead MoreSexuality And Its Effect On Children Essay1003 Words   |  5 PagesSexuality has always been a taboo topic of discussion in most societies. Whether it is talked ab out it casually among friends or for educational reasons, the subject of sex is bound to trigger some controversy. In contrast, with the exponential growth of technology, Internet, and social media, sexual images can be found with the click of a mouse. Here lies a great contradiction. If sex is so easily portrayed in media, why is so hard to talk about? Becoming educated about sexuality and achieving optimal

Love Essay Research Paper LoveThey say to free essay sample

Love Theme Essay, Research Paper They say to love is a beautiful thing They say to love is work, but is deserving it. Alas, they say to love is to be everlastingly happy. But who precisely is? they? ? And I can? t aid but inquire if? they? themselves have of all time genuinely been in love. I say to love is to give your clip to the male child down the route, and so be dumped. 5 months wasted! I say to love is to be artificically shown fondness, and when it is at it? s best, vanishes every bit rapidly as it came. I say to love is to experience the joy of triumph by winning the oculus of the cat you like, and so experiencing the torment of defeate when he is taken off by the blonde miss with curly hair ; everlastingly! I say to love is to expose your most cherished look ; your artlessness, and to hold it stripped off from you like the young person from the old. We will write a custom essay sample on Love Essay Research Paper LoveThey say to or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page All that is left is a lacerate psyche. I say to love is to go person that you aren? T. You neer jumped before when the phone rang. You neer painted your nails or wore skirts, and now look at you. You used to be true and original, but now? . I say to love is to be changed for good. Once that first glimpse, the foremost fond touch, and the first buss occours, you want it, no, you need to hold it all the clip. You become a monster who? s hungriness can? t be fed, and so you are crushed when the lone thing you think you need neer calls back and merely walks off. Most things that are bad or are harmful in this universe, we become afraid of. We try to organize a? safety cover? of Torahs to protect us. But what about love? It hurts excessively doesn? t it? Should we make 10-15 old ages for every phone calls non returned? No, that wouldn? t work. Should we make 20-25 old ages for every bosom we break? No, I don? t think that is it either. Should we lock ourselves up indoors and neer show exposure? No, so no 1 would like us. So I suppose that to love, Well, rather merely to love is to be hapy sad, angry, defeated and huffy. To be dizzy jumpy, every bit sweet as pie, and so to be balling shouting, and non cognizing why. Sure, it? s non just, but still we take every hit! But hey, we are adult females.

The Prevailing Opinion In The Media Is That Listening To Violent Lyric

The prevailing opinion in the media is that listening to violent lyrics tends to lead to violence. This idea permeates nearly all media, news and entertainment. According to the conservative organization Empower America, the issue at heart is such music leading us on a "slide toward decivilization" (Bennet and Tucker, 1995). The idea being that by glorifying subjects like rape, murder, suicide and homophobia [the fear of homosexuals and their lifestyle], these lyrics erode the judgement and thought capabilities of adolescents. In recent history, the popular solution to the problems of our society has been censorship [the mandated editing or suppression of the music thought to be at fault]. The Parents Music Resource Center [PMRC], headed by Pamela Howar and including such big Washington names as Tipper Gore [wife of Democratic Presidential Nominee Al Gore] pushed for Motion Picture Association of America [MPAA] style ratings of music (Deflem, 1993). The PMRC's efforts resulted in the widely noticed "Parental Advisory" warnings. While the adults seem to agree, the youth, adolescents and artists alike, seem to take a different direction. The dominant point of view among younger audiences is that no one is responsible for teen violence but those who act out. But there is a second view. We are all equally guilty for the violent acts of youths (Manson, 1999). Such violent acts, while increasingly spoken about by news and entertainment media, the Centers for Disease Control report that violence in adolescents is down (Youth 2000). Given the perceived impact of violent lyrics, and the immense popularity and friction of this issue, it is surprising that little or no actual study has been done to back up any of these claims (Hogan et al, 1996). The ultimate goal of my research is to determine whether there is a real, causal connection between violent lyrical content in music and violent feelings in teens. However, given the monetary and temporal constraints, this ultimate goal will be broken into several steps. The first step, which is relevant to this class, will ask, "Do teenagers habits affect their belief on this subject?" The second will ask "Do teenagers feel that lyrically violent music causes societal violence?" This topic deals with two central things: Real world violence, and violence in music lyrics. Music lyrics, as a part of the vast media, are beholden to many of the same situations. However, if research on media violence [such as violent video games, movies, and music lyrics] is to be held credible, it must be done properly. There is, however some question as to whether the research is being done in a scientifically correct manner. David Gauntlett says that the "effects model" does research the wrong way round. "Media effects research has quite consistently taken the wrong approach to the mass media, its audiences, and society in general" (Gauntlett 1999). "Video games players, for example, are often discussed as undiscriminating, brainless suckers by people who do not seem to have attempted to understand the meanings and the appeal of these games, and whose views are supported (if at all) by inadequate, contrived and predetermined research. Like the critics of TV and movie violence, they are guilty of looking at this perceived 'problem' backwards -- by starting with the games and then trying to make links to actual crimes, rather than by starting with real criminals and seeing if they seem to have been centrally motivated or affected by video games" (Gauntlett 1999). "The 'backwards' approach involves the mistake of looking at individuals, rather than society, in relation to the mass media. The narrowly individualistic approach of some psychologists leads them to argue that, because of their belief that particular individuals at certain times in specific circumstances may be negatively affected by one bit of media, the removal of such media from society would be a positive step. This approach is rather like arguing that the solution to the number of road traffic accidents in Britain would be to lock away one famously poor driver from Cornwall; that is, a blinkered approach which tackles a real problem from the wrong end, involves cosmetic rather than relevant changes, and fails to look in any way at the 'bigger picture'" (Gauntlett) 1999). So, Gauntlett says, media research is overly biased toward finding