The gaming market is growing and the number of people, men and women, who play computer games, is also increasing every day. In addition, computer games are also interactive media which leads to the fact that product placement in computer games attracts and is used more frequently by marketers. It is therefore important for marketers and game developers to understand how product placement in computer games affects players' attention and attitude towards the brand or product that is product placed. We therefore examine how product placement in computer games affects players' Recall of and attitude towards the brand. The aim is to help companies and game developers to see the effect of product placement in computer games on players and thus product place more efficiently.

The intention of the essay was to see what Web users? comprehension might be when watching four videos that are published on the Swedish Government?s Web site. One video contains an interview with Lena Hallengren, Minister for Youth Affairs of the Swedish Government, and in the other three Ulrica Messing, Minister for Communications and Regional Affairs of the same government, gives speeches about the governmental issues she is responsible for. The comprehensions that were examined are those concerning the forms of presentation of the videos, the ministers? appearances, the videos abilities to create and maintain the Web site visitors? interest, and the visitors? behaviours and conducts while being in contact with the Web site.

Denna studie följer elever som deltar i bänkinteraktion omkring matematik med sin lärare. Syftet med studien är att undersöka hur elever beskriver att få enskild hjälp som stöd för sitt lärande. Jag söker möjligheter och hinder som uppstår i lärar- elev interaktioner. Elevernas erfarenheter kan bli en utgångspunkt för hur matematiklärare och speciallärare kan tänka omkring undervisning i klass eller undervisning av elever i behov av stöd.Studien har en sociokulturell ansats och är gjord enligt metoden stimulated Recall, som i denna studie innebar videoinspelade bänkinteraktioner i kombination med intervjuer omkring inspelningarna. Eleven fick se videoklippet efteråt och med egna ord berätta vad som hände och hur eleven hade tänkt i situationen. .

The aim of this thesis is to examine how thesauri constructed with latent semantic indexing LSI are performing when used for query expansion. There is a well-known problem with synonymy in information retrieval and one solution to this problem is to use a thesaurus. In this thesis thesauri are created automatically to find statistically related words and not only synonyms. LSI is a method that uses singular value decomposition SVD to reduce dimensions in a matrix and find latent relationships between words. We constructed nine thesauri and used them for query expansion in a Swedish database, GP_HDINF.

The aim of this masters thesis is to examine query expansion. Query expansion is the process of adding new terms to a query to improve the retrieval effectiveness. In this study the baseline query was expanded in five different modes. The first expansion strategy was formulated by the inflected terms as the system does not allow truncation, I have inflected the terms, e. g.

Vårt syfte med denna studie är att undersöka hur pedagoger i en Reggio Emiliainspirerad förskola uttrycker möjligheter att använda naturmiljön som inspirationskälla till lärande i och om naturen. Genom kvalitativa intervjuer med hjälp av metoden stimulated Recall har fyra pedagoger vid Spira förskola i Luleå delgivit oss deras uppfattningar om ämnet. Materialet har bearbetats och analyserats med hjälp av meningskoncentrering. Resultatet visar att det ursprungliga syftet med en planerad lärandeaktivitet inte alltid kommer fram i genomförandet. Vidare visar resultatet att pedagogerna uttrycker möjligheter till lärande när barn vistas i naturmiljö.

The purpose of this thesis is to examine and analyze the communication effects from the campaign SAS EuroBonus American Express Card. Our aim is to measure the advertising effectiveness of the campaign.To gather primary data we have conducted a quantitative survey at Arlanda Airport, where the campaign is mainly located. The survey included a total of 253 respondents representing the population at Arlanda Airport.Our conclusion is that there is an awareness of the presence of American Express at Arlanda. The company is clearly dominating among its competitors regarding visibility at the airport. Despite this, only a moderate degree of the travelers recognize the pictures from the campaign.

The purpose of this Masters thesis is to examine the performance of queries that are expanded by synonyms and hyponyms from Svenskt OrdNät, the Swedish version of the Princeton WordNet. Four different types of queries were constructed: a baseline query S1, the baseline query expanded with synonyms S2, the baseline query expanded with hyponyms S3 and finally the baseline query expanded with the synonyms and hyponyms used in S2 and S3. The terms for expansion were picked by hand. The queries were executed in the Query Performance Analyser QPA, a tool used in IR education and in experimental IR research for analysing and comparing the performance of individual queries. 20 topics from the test collection GP_HDINF were chosen for the experiment.

This Masters thesis deals with query expansion in an online library catalogue. The aim of the study was to compare the retrieval effectiveness of four different query types when applied to the online library catalogue of the University College of Borås. The query types were: an initial query, the initial query with right hand truncation, the initial query expanded with synonyms and finally the initial query expanded with synonyms and right hand truncation. 24 topics were formulated, and four queries for each topic were constructed. The records retrieved by the searches were judged with regard to topicality, and were judged to be non-relevant, partially relevant or relevant.

This research examines the effects of creative store window displays of fashion brands in enhancing Recall, attitudes, intentions and brand associations. A comparison has been made between high-end and low-end brands, creative versus non creative store window displays to identify differences in effects. The theory applied in this study has been used from creative advertising effects due to the lack of relevant research in store window display effects. Therefore this study is a contribution to the research of store window effects. The method used in this study compare fashion high-end brand with fashion low-end brand by placing the products in the store window display where the creativity has been manipulated.

The aim of this thesis is to describe and critically investigate eight different evaluations of the retrieval effectiveness of webbased search engines. The questions to be answered in this investigation are: - What kind of relevance judgements have been used? - Which criteria have been used when judging the relevance of a document? - Which measures have been used? - How many queries have been used? - How were the queries constructed? - What document cut-off value has been used? - Has hypothes testing been applied? - What kind of webbased search engines have been included in the evaluations? The study showed that although the evaluations investigate the same phenomena, they are very different from each other in certain aspects. Generally the study showed that precision is the preferred measure in comparison to Recall in the chosen evaluation even though all the included evaluations have constructed unique formulas for calculating precision. Some attempts to measure relative Recall have been performed but they all suffer from different defects.

SammanfattningDetta examensarbete grundar sig i en videoobservationsstudie där vi använt oss av stimulated Recall som kompletterande metod. Detta innebär att flera lektionstillfällen videofilmats och ur detta material utformades en intervju. Informanten (läraren som blivit videoobserverad), och forskarna ser på utvalda sekvenser från observationstillfällena ihop och diskuterar händelserna på lektionen utifrån detta. Observationerna och stimulated Recall intervjun i denna uppsats syftar till att belysa en lärares bemötande av elever och hur hens olika bemötande befäster eller reproducerar stereotypa könsmönster samt genussystem.   Tidigare forskning tar upp att det görs skillnader på pojkar och flickor i undervisningen i idrott och hälsa. Forskningen visar också på att lärare ofta för vidare samhällets ideal och mönster in i klassrummet och att förväntningar på elever är olika beroende på deras kön.

Syftet med studien är att studera lärarens intentioner och hur elever uppfattar lärarens budskap inom kemi på gymnasieskolan. Metoden jag använt mig av är Stimulated Recall. Genom att jag observerat och filmat lektionerna, där jag har träffat lärare och elever var för sig för att reflektera över lektionstillfället. De reflektionsfrågor jag använt mig av är mallen för en så kallad CoRe, som Berry, Loughran & Mulhall (2003) från Australien har utformat. Det är ett reflektionsverktyg men även ett sätt för att exemplifiera PCK (pedagogical content knowledge).

Automatic query expansion has long been studied in information retrieval research as a technique that deals with the fundamental issue of word mismatch between query and document. The purpose of this thesis is to compare the retrieval effectiveness of different strategies for automatic query expansion. The strategies are based on local analysis of the corpus and use statistical information from the local document set to extract terms that suppose to adapt themselves to each individual search and therefore appear to be searchonyms to the index terms. The strategies compared are: association clusters, metric cluster and scalar cluster. Baseline queries of 24 topics are expanded using terms from the different clusters and searches are made.

Filmen Uncle Boonmee Who Can Recall His Past Lives (2010) presenterar ett antal scener som är till synes orelaterade till filmens övergripande handling. Filmens titel antyder att dessa scener möjligen kan vara minnen ur titelkaraktärens tidigare liv, emellertid finns det ytters lite underlag för en sådan tolkning i själva filmen. Syftet blir därmed att närmare undersöka dessa scener, att söka tematiska kopplingar mellan dessa scener och filmen som helhet, samt att försöka komma fram till hur dessa scener kan ses arbeta med minnen.Laura U. Marks bok, The Skin of the Film (2000), har valts som underlag för den följande analysen i förhoppning att de tankar som läggs fram där skall kunna nyttjas för att tolka och diskutera de nämnda scenerna i filmen. I arbetet nyttjas därtill den metod som förespråkas av det hermeneutiska vetenskapsidealet för att erhålla kunskap.Arbetet visar på att filmen inte nödvändigtvis söker att gestalta minnen utan kan ses locka åskådaren till att minnas genom att presentera bilder som bäst förstås genom kroppslig inlevelse i bilden, kort sagt; filmen söker att aktivera åskådarens minne genom bilder med haptiska kvaliteter.