数字营销:过去、现在与将来(一)

数字营销的第一阶段:2000-2004 2000年之所以可以成为数字营销历史的起点,主要有如下几点原因: 首先,关注数字互动营销的学术研究在2000年前后开始大量增加.《直效营销杂志》(Journal of Direct Marketing)在1998年更名为《互动营销杂志》(Journal of Interactive Marketing)并开始发行.     

数字营销:过去、现在与将来(五)

数字营销未来要解决的问题 本篇我们来谈谈数字营销未来可能要面对的问题和风险,下面分三个方面来探讨: 一、碎片化问题 虽然能够从近15年的研究分析中找出周期性的研究主题,但我们也注意到,顶级期刊中关于DSMM的研究主题碎片化程度很高,许多有趣的研究之间可以说毫无相关性.高质量的专业期刊中,要么是宽泛的概念研究,要么是很窄的深度模型研究,缺乏全视野的研究.一般期刊中的研究则倾向于提供片面的理论或模型的片段.我们其实缺乏对前人提出的理论进行深刻或全面的认识,也缺乏支持或反驳先前概念的研究.     

Mate Availability and Women's Sexual Experiences in China

Data from the 1999-2000 Chinese Health and Family Life Survey were merged with community-level data from the 1982, 1990, and 2000 Chinese censuses to examine the relationship between the local sex ratio (number of men per 100 women) and sexual outcomes among women (N = 1,369). Consistent with hypotheses derived from demographic-opportunity theory, multilevel logistic regression analyses showed that women are more likely to be sexually active, to have had premarital sexual intercourse, to have been forced to have sex, and to test positive for a sexually transmitted infection when there is a relative abundance of age-matched men in their local community. Education, birth cohort, and geographic location also emerged as significant predictors of women's sexual experiences.     

Sexual practices and the duration of last heterosexual encounter: findings from the Australian longitudinal study of health and relationships

This study investigated the association between sexual practices and duration of a sexual encounter. Using data from a population-based computer-assisted telephone survey of 8,656 Australians aged 16 to 64 years, four distinct patterns of sexual practices among respondents were found: "basic sexual encounter" (involving mainly kissing, cuddling, stroking one's partner and being stroked, and vaginal intercourse), "basic sexual encounter plus oral sex," "all assessed sexual practices" (all sexual behaviors included in the survey), and "mainly vaginal intercourse" (characterized by lower levels of kissing, cuddling, and stroking). For both men and women, respondents classified in the basic sexual encounter plus oral sex, and all assessed sexual practices clusters reported significantly longer durations than those in the basic sexual encounter group, whereas respondents in the mainly vaginal intercourse cluster reported shorter durations. These differences were found even after allowing for demographic differences in sexual duration-specifically, age and partner type of the most recent opposite-sex partner. These findings add to the understanding of what typically happens in a sexual encounter. Overall, longer sexual encounters appear to be associated with the inclusion of the least common sexual practices-namely, oral sex and self-stimulation.     

Lessons learned about collaborative evaluation using the Capacity for Applying Project Evaluation (CAPE) framework with school and district leaders

Schools, districts, and state-level educational organizations are experiencing a great shift in the way they do the business of education. This shift focuses on accountability, specifically through the expectation of the effective utilization of evaluative-focused efforts to guide and support decisions about educational program implementation. In as much, education leaders need specific guidance and training on how to plan, implement, and use evaluation to critically examine district and school-level initiatives. One specific effort intended to address this need is through the Capacity for Applying Project Evaluation (CAPE) framework. The CAPE framework is composed of three crucial components: a collection of evaluation resources; a professional development model; and a conceptual framework that guides the work to support evaluation planning and implementation in schools and districts. School and district teams serve as active participants in the professional development and ultimately as formative evaluators of their own school or district-level programs by working collaboratively with evaluation experts. The CAPE framework involves the school and district staff in planning and implementing their evaluation. They are the ones deciding what evaluation questions to ask, which instruments to use, what data to collect, and how and to whom results should be reported. Initially this work is done through careful scaffolding by evaluation experts, where supports are slowly pulled away as the educators gain experience and confidence in their knowledge and skills as evaluators. Since CAPE engages all stakeholders in all stages of the evaluation, the philosophical intentions of these efforts to build capacity for formative evaluation strictly aligns with the collaborative evaluation approach.     

Expert panel reviews of research centers: the site visit process

Site visits are used extensively in a variety of settings within the evaluation community. They are especially common in making summative value decisions about the quality and worth of research programs/centers. However, there has been little empirical research and guidance about how to appropriately conduct evaluative site visits of research centers. We review the processes of two site visit examples using an expert panel review: (1) a process to evaluate four university research centers and (2) a process to review a federally sponsored research center. A set of 14 categories describing the expert panel review process was obtained through content analysis and participant observation. Most categories were addressed differently through the two processes highlighting the need for more research about the most effective processes to use within different contexts. Decisions about how to structure site visits appear to depend on the research context, practical considerations, the level at which the review is being conducted and the intended impact of the report. Future research pertaining to the selection of site visitors, the autonomy of the visitors in data collection and report writing, and the amount and type of information provided would be particularly valuable.     

Metropolitan Heterogeneity and Minority Neighborhood Attainment: Spatial Assimilation or Place Stratification?

Using geo-referenced data from the Panel Study of Income Dynamics, in conjunction with decennial census data, this research examines metropolitan-area variation in the ability of residentially mobile blacks, Hispanics, and whites to convert their income into two types of neighborhood outcomes-neighborhood racial composition and neighborhood socioeconomic status. For destination tract racial composition, we find strong and near-universal support for the "weak version" of place stratification theory; relative to whites, the effect of individual income on the percent of the destination tract population that is non-Hispanic white is stronger for blacks and Hispanics, but even the highest earning minority group members move to tracts that are "less white" than the tracts that the highest-earning whites move to. In contrast, for moves into neighborhoods characterized by higher levels of average family income, we find substantial heterogeneity across metropolitan areas in minorities' capacity to convert income into neighborhood quality. A slight majority of metropolitan areas evince support for the "strong version" of place stratification theory, in which blacks and Hispanics are less able than whites to convert income into neighborhood socioeconomic status. However, a nontrivial number of metropolitan areas also evince support for spatial assimilation theory, where the highest-earning minorities achieve neighborhood parity with the highest-earning whites. Several metropolitan-area characteristics, including residential segregation, racial and ethnic composition, immigrant population size, poverty rates, and municipal fragmentation, emerge as significant predictors of minority-white differences in neighborhood attainment.     

Review of outcome research on marital and family therapy in treatment for alcoholism

This review of controlled studies of marital and family therapy (MFT) in alcoholism treatment updates the earlier review by O'Farrell and Fals-Stewart (2003). We conclude that, when the alcoholic is unwilling to seek help, MFT is effective in helping the family cope better and motivating alcoholics to enter treatment. Specifically, both Al-Anon facilitation and referral and spouse coping skills training (based on new findings) help family members cope better, and CRAFT promotes treatment entry and was successfully transported to a community clinic in a new study. Once the alcoholic enters treatment, MFT, particularly behavioral couples therapy (BCT), is clearly more effective than individual treatment at increasing abstinence and improving relationship functioning. New BCT studies showed efficacy with women alcoholics and with gay and lesbian alcoholics, and BCT was successfully transported to a community clinic, a brief BCT version was tested, and BCT was adapted for family members other than spouses. Future studies should evaluate the following: MFT with couples where both members have a current alcohol problem and with minority patients, mechanisms of change, transportability of evidence-based MFT approaches to clinical practice settings, and replication of MFT outcomes of reduced partner violence and improved child functioning.     

Therapeutic change in Colombian families dealing with violence: therapists, clients, and referring systems in conversation

There is a gap in the Marriage and Family Therapy literature regarding clients', therapists', and family judges' theories of change in relational therapy for family violence. We conducted in-depth interviews with eleven court-referred families, their therapists, and two family judges in Bogota, Colombia. Interviews focused on their expectations of therapy outcomes, their understanding of change, and their evaluation of individual and relational therapy outcomes. We followed a grounded theory approach to data analysis. Analyses showed that therapists, family judges, and clients hold different expectations and theories regarding therapeutic change. Findings are discussed based on existing research on clients' and therapists' ideas about change. Implications for future research and practice are presented.     

Changing attitudes about self-injury prevention management: lessons learned

In the behavioral health environment, nurses often use continuous staff monitoring and, at times, physical restraints, to manage the severity of patients' self-injury. Both options put staff in control, are the most restrictive in nature, and can be financially draining on the hospital's budget. This can result in negative reactions by both patients and staff. It is important to develop a program that will empower patients to control their behavior and allow staff to be aware of their perceptions and attitudes toward patients who self-injure. This article describes the leadership initiative that drove the development, training, and implementation of a self-injury prevention project and the lessons learned by staff.