The background to this study is the government’s investment in design and the increase of design education around the country. As a future design teacher (industrialdesign) at high school/college, it is of great interest for me to look closer at student’s attitude towards design and design educations at high school.Questions that have been investigated are student´s attitude towards design; design as a concept but also as a phenomenon. How does the student counselor inform the students of the differentchoices before choosing high school?Does the students view on design correspond to what the student counselor say?What opinion does the student counselor have to the concept design as well as design in highschool? Is design just a craze or here to stay?To get answers I have made interviews with student counselors at two different schools, I have also been in contact with a student counselor on the internet. Their thoughts will clarify thesituation that the students might be in.

Aligning parallell terms in a parallell corpus can be done by aligning all words and phrases in the corpus and then performing term extraction on the aligned set of word pairs. Alternatively, term extraction in the source and target text can be made separately and then the resulting term candidates can be aligned, forming aligned parallell terms. This thesis describes an implementation of a word aligner that is applied on extracted term candidates in both the source and the target texts. The term aligner uses statistical measures, the tool Giza++ and heuristics in the search for alignments. The evaluation reveals that the best results are obtained when the term alignment relies heavily on the Giza++ tool and Levenshtein heuristic..

Aligning parallell terms in a parallell corpus can be done by aligning all words and phrases in the corpus and then performing term extraction on the aligned set of word pairs. Alternatively, term extraction in the source and target text can be made separately and then the resulting term candidates can be aligned, forming aligned parallell terms. This thesis describes an implementation of a word aligner that is applied on extracted term candidates in both the source and the target texts. The term aligner uses statistical measures, the tool Giza++ and heuristics in the search for alignments. The evaluation reveals that the best results are obtained when the term alignment relies heavily on the Giza++ tool and Levenshtein heuristic..

Sammanfattning Uppsatsens titel: Kunden som marknadsförare: en ny modell Ämne/Kurs: Magisteruppsats, FEKP01, 15 ECT Seminariedatum: 2008-01-24 Författare: Alexandra Wahlqvist, Caroline Wallin och Niclas Wejrot Handledare: Gösta Wijk Nyckelord: traditionell marknadsföring, marknadskommunikation, medier, word-of-mouth Syfte: Givet de nya teknologiska utvecklingarna i media ämnar vi undersöka hur marknadsföring och marknadskommunikation har förändrats. Vi åsyftar att utveckla begrepp/modeller som gör det möjligt att bättre förstå fenomenet kunden som marknadsförare samt att relatera detta till traditionella marknadsföringsteorier. Metod: Vår uppsats är av explorativ art baserad på kvalitativa samt kvantitativa empiriska data hämtade från intervjuer och enkätundersökningar. Teoretisk referensram: Denna uppsats är baserad på teorier om marknadsföring, marknadskommunikation samt media. Slutsats: Företagen är medvetna om att word-of-mouth är ett effektivt sätt att marknadsföra men det är inte många som använder det som en uttalad strategi, vilket vi i vår uppsats kommer fram till är möjligt.

The purpose of this thesis is to examine the performance of queries that are expanded by 1 inflections, 2 compound splitting and 3 inflections and compound splitting combined. For compound splitting, the morphological analyser SWETWOL was used. Queries were executed in the Query Performance Analyser, QPA, containing the InQuery system. Query terms were selected from 29 topics, all of whom containing at least one compound word. Both the queries and the documents were in Swedish.

Syftet med denna kandidatuppsats har varit att, genom en studie av interaktionen mellan mäklare och dess kunder samt interaktionen mäklare emellan, försöka svara på hur fastighetsmäklaren agerar i sitt dagliga arbete. Metoden som använts har varit en kvalitativ studie vilken genomförts genom en deltagande observation. Mäklarna på en fastighetsbyrå har studerats utifrån ett dramaturgiskt och ett markandsföringsperspektiv. Mäklarens arbete med att skapa legitimitet för tjänsten och en god image illustreras i form av termerna roller, kundrelationer, kundnöjdhet och word-of-mouth. Uppsatsen utmynnar i en diskussion där mäklarens påstådda oumbärlighet som mellanhand vid fastighetsaffärer ifrågasätts..

The Dark Side of the Word-of-Mouse Effect- An experimental study of how negative information in today?s social media can influence consumer perception As a result of the electronic revolution of information dissemination, social media as a phenomenon has come to play an important part, both in society at large but also when it comes to business and marketing. Nowadays, knowledge and opinions about brands and products are spread by reputation through a wide range of social media platforms, a phenomenon which in the literature is referred to as word-of-mouse or electronic word-of-mouth (eWOM).The purpose of this paper is to investigate how people?s opinions towards a company and its product are affected by negative information in terms of eWOM. Or more precisely, whether or not there is a difference in this effect depending on information content, concerning company values on the one hand and product attributes on the other.This was done in an experimental setting where two groups of respondents were subjected to fictitious information of different types using established social media platforms.

The purpose of this study is to highlight the opportunities of using social media as a communicative tool to attract and engage customers on different social media platforms. In recent years social media has become an important way for business to communicate with people both national and global. The idea behind this thesis was found when we saw different approaches of how companies used social media as a marketing tool. Through a qualitative approach we did eight interviews with six different companies and two social media consults which have given us a basis of what companies really want to achieve with social media. With these interviews we were able to analyze and discuss the abilities to interact with people and how companies distribute content that engage users and increase their credibility to the company..

Word-of-mouth marketing (WOM) has been considered as one of the most effective marketing tools, yet the least understood. While its lucrative effects have been well proven in academic studies worldwide, little is yet known of why consumers engage in WOM, and what factors actually drive this sought-after behavior, particularly in an online context. While today's research lacks holistic views on the simultaneous effects of multiple WOM-drivers, this paper takes on a meta-analytic approach by building on the pertinent literature to construct an aggregated model, including several previously acknowledged drivers divided into two categories: (1) Brand related drivers and (2) Personal and situational drivers. The authors then empirically examine what drivers are the most influential on WOM in an online social media context. By doing so, this thesis does not only contribute to marketing managers' better understanding of online communications management, it also sheds light on the theoretical knowledge of the behavioral drivers of WOM.

Formal writing is an essential part of teaching Swedish and is fundamental for higher education and professional career. The aim of my essay is to research what didactic methods Swedish teachers utilizes in upper secondary school to improve students' abilities to write formal texts. I will also examine students? project papers in an attempt to measure the extent of formal word choice.  In the presentation of the literature I decided to use, for example, Per Olov Svedner?s perspective on writing as a process, Siv Strömquist?s manuals for essay writing and various literature regarding linguistic correctness and essay layout. Interviews with three upper secondary school teachers reveals that active feedback is a basis for students development regarding formal writing in both school and professional career.

The thesis examines the nineteenth century German philosopher and philologist Friedrich Nietzsche?s early notion of how a word is generated in the process of perception. It does so by looking at the ?metaphorical transitions? Nietzsche talks about in the essay ?Über Wahrheit und Lu?ge im außermoralischen Sinne? (?On Truth and Lie in an Extra-MoralSense?). According to the relevant passage in ?On Truth and Lie?? an image is first created as a metaphor for a stimulus and a word is then created as a metaphor for the image.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization..

abstract buzz marketing, the phenomena Have you ever thought about why the small French pastries called macarons suddenly became so extremely popular? Soon they were seen everywhere in the media, on every celebrity party and shortly after of course on every Swedish person?s cake dish. Could it be that a trendy it-girl happened to mention these lovely creations in her blog?What (or who) is it really that decides and controls what is popular and what is going to sell? If one individual can influence a whole group of followers it is definitely something marketers should take advantage of. One cannot any longer rely on traditional advertising, one needs to be more creative and rethink the possibilities to get through the media noise.

The purpose with this thesis is to investigate how Swedish clothing companies create and communicate a personality for their brand. Case studies were conducted with three companies: Nudie Jeans, Koppartrans and J.Lindeberg. These firms can be considered as established clothing brands nationally as well as internationally. The study found that individualism, logotype and moral standpoints play an important role in the creation and the communication of a brand?s personality.

Abstrakt: Sedan en tid tillbaka pågår en intensiv debatt i Sverige kring könsneutrala ordet Hen och om man överhuvudtaget ska använda sig av ett könsneutralt ord och undvika att benämna kön i en del sammanhang. Syftet med denna undersökning var att undersöka hur könsneutrala pronomen ? Hen påverkar människors attityder. Det är en kvantitativ studie i experimentell design, utförd genom enkätundersökningar där frågor om känslor, beteende och uppfattningar om ordet Hen efterfrågas. Antas det generellt att en text handlar om män även om det inte är definierat? Blir samhället mer förutsättningslöst med användning av könsneutrala ordet hen? Attityder är inte lätta att förutspå, människor vet vad som är rätt och fel men agerar inte alltid utifrån sin vetskap, samt med tillräckligt stor påverkan kan en person ändra sin attityd.