Usage of the Multidimensional Scaling in Exploring a

Firm's Image and Competitiveness

Mersid Poturak, M.A.

International Burch University

Faculty of Economics, Management Department

Sarajevo, Bosnia and Herzegovina

mersid.poturak@gmail.com

Ali Goksu

International Burch University

Faculty of Economics, Management Department

Sarajevo, Bosnia and Herzegovina

agoksu@ibu.edu.ba

Abstract Multidimensional scaling is a statistical technique

which is used to provide a visual representation of similarities or

dissimilarities between data. In multidimensional scaling, objects

are represented as points in a usually two dimensional map, in

way where data that are perceived to be very similar to each

other are placed near each other on the map, and those data that

are perceived to be very different from each other are placed far

away from each other on the map. The purposes of this paper

are: (1) to explain, in a nontechnical fashion, the theory and

procedures underlying metric multidimensional scaling; (2)

Presentation its usage through example where one selected

company uses perceptual mapping techniques to identify its

position in a perceptual map of major competitors in the market,

with an understanding of the dimension comparisons used by

potential customers;

Keywords- Multidimensional Scaling, similarity, dissimilarity,

individual differences, ideal points

I. INTRODUCTION

The visualization of multivariate abstract data is a fundamental task in many fields. From bioinformatics to the financial sector, there is a great deal of interest in data that have no inherent mapping to a 2D or 3D space. Graphical means of conveying such information are subsequently relied upon to provide insight into patterns and relationships. [2]

Some objects are more similar (or dissimilar) to each other than others. For example, red and pink are more similar than red and green. MDS represents the similarity or dissimilarity data among the objects by mapping the points (representing the objects) into a multidimensional space in such a way that the distances between them best accord with the observed (dis)similarity data between the objects. In the above example, the points representing red and pink are located closer in the space than the points representing red and green. By virtue of MDS, we can visually inspect the (dis)similarity data among the objects and investigate the principle underlying the organization of the (dis)similarity data. [3]

A critical requirement of the production of such a representation is the means to generate layouts of the multivariate data in a lower dimensional space. The created visualization should preserve relationships existing within the data and should be comprehensible enough to allow the user to perceive such patterns. [4]

Multidimensional scaling (MDS) is one means of mapping a

data set onto a smaller number of dimensions, so that it may

be visualized in a more manageable form. [4] This paper will describe MDS in more detail before

discussing its usage in exploring a firm's image and competitiveness. A later section outlines example where one selected company uses perceptual mapping techniques to identify its position in a perceptual map of major competitors in the market, with an understanding of the dimension comparisons used by potential customers.

Multidimensional Scaling can be simply defined as a set of data analysis techniques for analysis of similarity or dissimilarity data. It is used to represent (dis)similarity data between objects by a variety of distance models. [3]

Multidimensional scaling (MDS) permits customers perceptions of competing products similarities and dissimilarities to be represented graphically and for the

dimensions to be interpreted in terms of key product attributes.

II. LITERATURE REVIEW

There are many studies which purpose was to describe MDS. On the other extreme some researchers used this method for different type of data and different studies [5]. It then lay fallow and essentially unused until "revived" and modernized in the 1950s by Torgerson [6] and others, stimulated in large part by the development of modern digital computers-which made the complex methodology computationally feasible, especially in the multidimensional as well as nonmetric cases. The early history of MDS in marketing research is described in three review articles: Green [10] discusses several issues (e.g., computer program differences, the metric versus nonmetric controversy, multidimensional psychophysics) and problems facing the future of MDS methodology in designing new products; Green and Rao (1977) describe the major types of nonmetric scaling techniques and illustrate solution recovery; and Cooper, [7] provides a comprehensive review of marketing applications and also discusses trends in the use of this methodology in the future.

The earliest application of MDS in marketing research appears to have been conducted by a psychometrician. Torgerson (personal communication) applied MDS in the late

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1950s to a practical problem involving consumers' perceptions of a new set of patterns designed by a New England silverware manufacturer. Steffire (1969) is probably the earliest marketing researcher to use MDS systematically-in his case mostly as a graphic device to present consumers' perceptions of brand similarities in a spatially powerful manner to businesspeople. His three-dimensional representations of MDS results, which he called "tinkertoys," provide effective devices for communicating the findings of his company's studies. The tinkertoys show interrelationships among real and/or hypothesized brands of coffee, paper products, soaps, and so on, as defined in terms of important perceptual dimensions. [8]

Neidell [9] in his study "The Use of Nonmetric Multidimensional Scaling in Marketing Analysis" explained in a nontechnical fashion, the theory and procedures underlying nonmetric multidimensional scaling. He presented an example of its use; and speculated on some marketing applications.

Green [10] presented an overview of multidimensional scaling methods as applied to the analysis of similarities and preference data. They reported the results of an empirical comparison of three computer-based programs proposed for the multidimensional scaling of rank order preference data. DeSarbo and Manrai [11] presented multidimensional scaling (MDS) methodology which operationalizes the Krumhansl (1978) distance-density model for the analysis of asymmetric proximity data.

Venna and Kaski [12] show experimentally that one of the multidimensional scaling methods, curvilinear components analysis, is good at maximizing trustworthiness. They then extend it to focus on local proximities both in the input and output space, and to explicitly make a user-tunable parameterized compromise between trustworthiness and continuity. The new method compares favorably to alternative nonlinear projection methods.

Silva and Tenenbaum [13] in their paper, they discuss a computationally efficient approximation to the classical multidimensional scaling (MDS) algorithm, called Landmark MDS (LMDS), for use when the number of data points is very large. They then provided an elementary and explicit theoretical analysis of the procedure, and demonstrate with examples that LMDS is effective in practical use.

Groenen and Velden [14] discuss what kind of data can be used for multidimensional scaling, what the essence of the technique is, how to choose the dimensionality, transformations of the dissimilarities, and some pitfalls to watch out for when using multidimensional scaling.

In Zhang (2010) article, author introduced the basic concepts and models of MDS. He then discuss a variety of (dis)similarity data and their scale levels, and the kinds of MDS techniques to be used in specifc situations such as individual

differences MDS and unfolding analysis.

III. THE HBAT PROBLEM AN ILLUSTRATIVE EXAMPLE

In order to closely present the characteristics of the MDS in this part of our study we will use HBAT dataset developed with many of the techniques. There are several datasets used

with specific techniques, including conjoint analysis, multidimensional scaling and structural equation modeling but in this study we will use only one of these datasets for MDS application.

In this example, HBAT uses perceptual mapping techniques to identify the position of HBAT in a perceptual map of major competitors in the market, with an understanding of the dimension comparisons used by potential customers. It then analyzes those market positions to identify the relevant attributes that contribute to HBAT's position, as well as those of its competitors.

Moreover, the intent is to create a single overall perceptual map by combining the positioning of objects and subjects and making the relative positions of objects and consumers for segmentation analysis much more direct.

In our example, the objects of study are HBAT and its nine major competitors. To understand the perceptions of these competing firms, mid-level executives of firms representing potential customers are surveyed on their perceptions of HBAT and the competing firms. The resulting perceptual maps hopefully portray HBAT's positioning in the marketplace.

This study includes nine competitors, plus HBAT, representing all the major firms in this industry and collectively having more than 85 percent of total sales. Moreover, they are considered representative of all of the potential segments existing in the market. All of the remaining firms not included in the analysis are considered secondary competitors to one or more of the firms already included.

In the HBAT study, metric methods are used. The multidimensional scaling analyses are performed exclusively with metric data (similarities, preferences, and attribute ratings)

The HBAT study is composed of interviews with 18 mid-level management personnel from different firms. From the research objectives, the primary goal is to understand the similarities of firms based on firms' attributes. Thus, focus is placed on similarity data for use in the multidimensional scaling analysis.

Similarity judgments were made with the comparison of paired-objects approach. The 45 pairs of firms [(10 X 9)/2] were presented to the respondents, who indicated how similar each was on a 9-poin scale, with 1 being "not at all similar'' and 9 being "very similar." The results are tabulated to each respondent in a lower triangular matrix.

The process of developing a perceptual map can vary markedly in terms of the types of input data and associated analyses performed. In this section, we discuss the process of developing a perceptual map based on similarity judgments.

The INDSCAL method of multidimensional scaling in SPSS was used to develop both a composite, or aggregate, perceptual map as well as the measures of the differences between respondents in their perception. The 45 judgments from the 18 respondents were input as separate matrices.

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A. Creating the perceptual map

The two-dimensional aggregate perceptual map is shown in Figure 1. To see how the similarity values are represented, let us examine some of the relationships between HBAT and other firms. In Table 2, we saw that HBAT is most similar to firm A and least similar to firms C and G. As we view in perceptual map, we can see those relationships depicted-HBAT is closest to firm A and farthest away from firms C and G. Similar comparisons for other highly similar pairs of firms (E and G, D and H, and F and I) show that they are closely positioned in the perceptual map as well.

Figure 1. Perceptual map of HABAT and its competitors

Differences can also be distinguished between forms based on the dimensions of the perceptual map. For example, HBAT differs from firms E and G primarily on dimension II, whereas dimension I differentiates HBAT most clearly from firms C, D, and H in one direction and firms F and I in another direction. All of these differences are reflected in their relative positions in the perceptual map, and similar comparisons can be made among all sets of firms.

IV. CONCLUSION

Dimensionality reduction and successful visualization of the essential organization of a data set constitute a major

challenge in statistics, machine learning, information retrieval, and knowledge discovery. Traditional multidimensional scaling has proved to be an outstanding approach to these problems, either by itself, or as part of a larger scheme dealing with cases where the data are nonlinear or deficient. This paper has presented a method of performing multidimensional scaling. MDS is a distinctive technique providing overall comparisons not readily possible with any other multivariate method. As such, its results present a range of perspectives for managerial use. The most common application of the perceptual maps is for the assessment of image for any firm or group of firms. As a strategic variable, image can be quite important as an overall indicator of market presence or position. In this study, we found that HBAT is most closely associated with firms A and I, and most dissimilar from firms C, E, and G.

.

REFERENCES

[1] A. Morrison, G. Ross, and M. Chalmers, Fast Multidimensional Scaling through Sampling, Springs and Interpolation, 2001.

[2] A. Morrison, G. Ross, and M. Chalmers, Fast multidimensional scaling through sampling, springs and interpolation, Information Visualization, vol. 2, no. 1, pp. 6877, 2003.

[3] Z. Zhang and Y. Takane, Statistics: multidimensional scaling, Baker E, McGaw B, 2009.

[4] A. Morrison, G. Ross, and M. Chalmers, Fast multidimensional scaling through sampling, springs and interpolation, Information Visualization, vol. 2, no. 1, pp. 6877, 2003.

[5] M. W. Richardson, Multidimensional psychophysics, Psychological Bulletin, vol. 35, no. 9, p. 659, 1938.

[6] W. S. Torgerson, Theory and methods of scaling., 1958.

[7] L. G. Cooper, Competitive maps: the structure underlying asymmetric cross elasticities, Management Science, pp. 707723, 1988.

[8] J. D. Carroll and P. E. Green, Psychometric methods in marketing research: Part II, multidimensional scaling, Journal of Marketing Research, vol. 34, no. 2, pp. 193204, 1997.

[9] L. A. Neidell, The use of nonmetric multidimensional scaling in marketing analysis, The Journal of Marketing, pp. 3743, 1969.

[10] P. E. Green and F. J. Carmone, Multidimensional scaling: An introduction and comparison of nonmetric unfolding techniques, Journal of Marketing Research, pp. 330341, 1969.

[11] W. S. DeSarbo and A. K. Manrai, A new multidimensional scaling methodology for the analysis of asymmetric proximity data in marketing research, Marketing Science, pp. 120, 1992.

[12] J. Venna and S. Kaski, Local multidimensional scaling, Neural Networks, vol. 19, no. 67, pp. 889899, 2006.

[13] V. De Silva and J. B. Tenenbaum, Sparse multidimensional scaling using landmark points, Technology, pp. 141, 2004.

[14] P. J. F. Groenen and M. Velden, Multidimensional scaling, Erasmus School of Economics (ESE), 2004.

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ARSA 2012 ProceedingsFirst PageProceedings InfoScientific Committee, SectionsPartnersConference Sponsors and PartnersInformation Partners

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SECTION 1. Business ManagementIT Outsourcing Risks: Empirical Evidence from Bulgarian Service ProvidersThe model of a catholic CSR in comparison with the model of a laic CSRCompany Cooperation to Retain and Develop the Knowledge of Women on Child-Care Leave (Based on Hungarian Studies)Evidence of Shareholder Activism and Information Deficiency in the Listed Property Sector in South AfricaDeterminants of Spanish purse seine fleet survival: effects of fisheries subsidiesStrategic Factor Analysis Summary- Applicability in the Case of City Tourism in Novi Sad (Serbia)An Epistemological Challenge of Psychological Traps Presence in Financial ReportingDifferences in interests of inhabitants and business sector: case study of airing in Liepaja, LatviaCorporate Social Responsibility contra Green WashingA Survey of the Talent Management Practices in Bulgarian Restaurants

Management of autonomous employees groups Strategic Management of Companies as a Model for Social EnterprisesSocial Entrepreneurship in PolandImpact of the change of human resources on customer satisfaction in a hospital dialysis unitEcotourism Management in Kazakhstan Critiques About Shared Service Model Firm level heterogeneity: Main research topicsIndustry analysis and strategic groups: A theoretical and empirical reviewTheoretical and Practical aspects of Performance Management in Poland and across the globeMOTIVATION OF WORK AS AN ELEMENT OF MANAGERIAL PROCESS BY THE BANK PERSONNELLogistics and Supply Chain Management as a Field of InterdisciplinarityCriticism of transnational corporations on the example of developing countriesTheoretical frameworks on supplier relationship management in entreprise economy The role of human resource management in the period of recessionSupply Chain Management in renewable energy networksKnowledge and absorptive capability: Are they relevant for achieving above average performance?(e)-Entrepreneurship, digital competences and employability

SECTION 2. MarketingPhysical Experiment for The influence of The Human Bio field on The use-value of The product in The new Marketing ParadigmONLINE MARKETING TOOLS AND THEIR IMPACT ON IMAGE OF ORGANIZATIONNext Green PortsCognitive MarketingMarketing Activities of Polish BanksFacebook: A new weapon for Greek Politicians? An investigative study in the Greek political era

Cognitive dissonance in healthcare: A conceptual frameworkUsage of the Multidimensional Scaling in Exploring a Firm's Image and Competitiveness Co-creation and ethical issues: the case of Altromercato communityWord-Of-Mouth Marketing Usage with Comparison of Turkish Culture in TurkeySkills, users, and communities in value creation processAssessment of Validity of Data Regulated by the Communication-Law - an Example Based on the Austrian Print Media Market

SECTION 3. Economy and Business EconomicsThe Customs Union of the Eurasian Economic Community: Analysis of Regional IntegrationHuman resources development and growth of SMEs: key facts and figures for RomaniaForecasting the Care Expenditures of the Dependent Elderly PopulationStature and life-time labor market outcomes: Accounting for unobserved differencesValuing Real Estate as Contractual Cash-Flow with a Put-OptionProblems of Linear Least Square RegressionTheoretical Aspects of Shadow Economy StudyForeign Aid Flow and Real Exchange Rate in Albania The restructuring of the Spanish fishing sector after the end of the agreement between the European Union and Morocco and its consequences on employmentEVALUATION OF INSTITUTIONAL CHANGES EFFECTIVENESS IN THE FOREST INDUSTRY OF RUSSIAStatistical analysis of the factors which take effect on the new HUF credit volume in the SME sector Valuation Under Uncertainty Using Regression Techniques The Objective Necessity of Supporting Small and Medium Businesses in GeorgiaEthics and Economics: The Case of Food Safety in Spanish Meat Sector Impact of Government Financial Security on Economic GrowthNon-depository financial institutions and Shadow Banking SystemThe Analysis of Financial Conglomerates Development in the Czech Republic over the Last Five YearsFlat Tax and Progressive Tax in AlbaniaInitial public offerings in China and IndiaDoes really, the new international political situation has changed the role of economic instruments?Economic Crisis Impact upon Franchise Business in Romania Regional convergence in Spain, 1980-2003:Effects of the economic crisis on migrants' remittancesThe Evolution of Labor Market Institutions in Post-Socialist EconomiesDevelopment of the economic systems theory and the competitiveness concept based on self-organizationThe Impact on Economic Development and Employment of the Various Categories of Transport InfrastructureInnovations in Czech ICT companiesFacility Management and IT SupportProduction and consumption of biofuels in Castile and Leon regionTrade specialization of Central and Eastern European CountriesAccess to technology: an alternative strategy to reduce the size of the informal sectorCosting in Passenger Air Transport and the Use of Managerial Decision Making in the Tariff DestinationMonetary policy committees and the use of unconventional monetary policy instruments\PRICE WAR:WINNER AND LOSERS IN EXTRA-VIRGIN OLIVE OILFactors Affecting Investment Attractiveness of Regions: The Case of Latvia Aspects of the Institutional Economics in enhancing the Countrys CompetitivenessMedia and the StateMeasuring the Relationship Between Divisions of Medium-high-tech Sector in Opolskie VoivodshipDemographic and Financial Risk Measures of Implicit Pension DebtImpact of Universal Consumer Consciousness on Structure of Gross Domestic Product: Theoretical Discussion The role of Jnos Kdr in the Hungarian attempts to join the International Monetary FundEconomic growth, public expenditures and competitiveness of European economies under the impact of the economic crisissisfEvolutionary analogies in economics: development, structure, optimizationConcepts of polycentrism and its determination in urban system of Latvia

SECTION 4. Public service, LawThe main problems of interaction between authorities and small business in regional economy STAGES OF FORMATION AND HISTORICAL DEVELOPMENT OF THE INSTITUTE OF NECESSARY DEFENSE IN THE REPUBLIC OF KAZAKHSTANPublic policy and the law defraud in the interntional private lawPPPs and new urban centralities activationLand Ownership Acquisition by Natural Persons and Legal Entities, under the Conditions of Romania's Accession to the European UnionThe role of the Internet In the Polish Parliamentary Elections in 2011Seasonality of the urban toll system in StockholmThe domicile of natural personsWORKING TIME AND INTERNAL FLEXIBILITY OF EMPLOYMENT RELATIONSProcedural Peculiarities in the Consideration of Matter of Natural persons InsolvencyThree-dimensional marks as community trade marksThe commitment to graduate employability in higher education institutions. Usefulness and Imperfections of the Small Claims Procedure, in the New Code of Civil Procedure Adopted in RomaniaThe position and the role of direct democracys institutions in the political system of Principality of AndorraEvolution of the voting system in the electoral process of the Roman PontiffChanging by knowledgeThe Principle of Material Publicity of the Land RegisterThe need for multi-stakeholder cooperation on road traffic safetyFORENSIC INVESTIGATION OF COMPUTER CRIME (CYBERCRIME)Undercover investigatorConsiderations on the reform in public administration in RomaniaThe approach and coverage of offences of narcotics in the Albanian Criminal Code Electoral Rights in the Romanian Political SystemDiffusion of law: Class action in the Polish Civil Procedure Importance of forensic investigation to identify unknown persons and bodiesVICTIMOLOGICAL PREVENTION ONE WAY OF HELPING VICTIMS OF HUMAN TRAFFICKING IN LATVIA

SECTION 5. Financing and AccountingThe accounting problem of heritage assetsUtilization of quantile risk measures in measuring financial risk of non-financial companiesMaximizing the Sharpe RatioAbout the relations between Management Accounting Systems, Intellectual Capital and PerformanceProduct design in profit sharing life annuity systemsInflation Risk Model in a Defined Contribution Pension Scheme The Structure and Funding of Current Needs of University Students Financial dimension of measurement and assessment in the model of performance card for the hospitalsACCOUNTING CONCEPTS OF INCOME: EVIDENCE FROM SERBIABusiness process of innovation creation and commercialization of knowledgeHow to prevent distress in local government: a new model applied in ItalyMethods and Forms of Social Security Funding2011 EBA Stress Testing in Europe A precautionary approach in standard setting due process. The case of Public-Private PartnershipFinancing the counteraction of natural disasters effects in the Silesian Voivodeship (NUTS 2)Accounting Policies and Options from Companys True and Fair View to Fiscal, Management Concerns Emission rights and the financial reportsBUSINESS AND FINANCIAL DECISIONS BASED ON INFORMATION PROVIDED BY ACCOUNTING INFORMATION SYSTEMSThe Application of Management Accounting (Controlling) Instruments in Small and Medium Size Enterprises in Nord-Western Croatia Determinants of capital structure: Evidence from Romanian manufacturing companiesFamily firms and corporate investment policy Accounting in the New Age

SECTION 6. Psychology, Sociology and Pedagogy, Social ScienceGAZE TRACKING METHOD USE IN THE SATISFACTION EVALUATION (MATLAB ENVIRONMENT) IN MARINE EDUCATIONEnglish language learning in adult groups with people 21 years and older:The Icarus Didactics Group. A challenge of teaching method of Diplomatics, Palaeography and Medieval HistoryThe spread of the Internet and the sociology of marriage: proposals for a research agendaMathematical language as a means of forming the mathematical culture of a future teacher Ethnic political parties versus multicultural paradigm Does ability-based emotional intelligence contribute to school achievement of elementary school pupils?Does the medium influence the message?Is Bologna the new Guernica of education? Intergenerational solidarity in Latvia: solidarity against older generation, its justificationThe analysis of errors in the solution of ordinary differential equationsMethodological Issues in Involuntary Autobiographical Memory ResearchStrawberry arouses forever?Teachers dynamics in the process of implementation of multicultural educational systemHERMENEUTICAL APPROACHES TO ORGANIZATIONAL COMMUNICATION IN RUSSIAOtherness and TogethernessBlending Theoretical Frameworks in the Analysis of Advertising Images of Europeanization Internet Addiction Disorder: Survey of a sample of University studentsJob-demands resources model and exhaustion: the role of flow-work enjoymentEvaluation of learning organized by employerLearning by Blogging: a Research on Educational Potential of BlogsSelected pathological inclinations in behavioral profile of serial killer LEISURE AND HIGH INTELLECTUAL ABILITIESInterpreters training peculiarities in polycultural environmentChanges of Values in Japanese people living in ItalyMASS MEDIA AND THE MANAGEMENT OF POLITICAL CRISIS DURING THE ELECTIONThe Food-Mediated Identity of Maghrebi Muslim Migrants in ItalyTHE HOSPITAL AS A PLACE OF MEMORY: THE REFUGE FOR INFANTILE PARALYSIS (OPORTO, PORTUGAL)The role of spirituality in the cessation of suicide ideation among the church-going youth in a rural community in the Limpopo Province, South AfricaModel of differentiated studies for securing an inclusive approach at the first stage of basic education in Latvia Social Work and migrant minors problems in Spain An investigation in to different dimensions of quality of life and factors related to it among cardiac patients after heart surgeryEducational Multimedia Space Factor in Reading Preparation for Children of Pre-school AgeOptimizing Methods and Technologies Used When Teaching Civil Engineering Students Mass Media Anthropology: a Post-modern Field of Research Andragogy Principles As Entry to University Instruction EnhancingDemocratization of global governance: from modern state to cosmopolitan governancePerspectives from Other PlacesAggressive behaviour phenomenon of our timePROBLEM OF PHENOMENON OF HAPPINESS IN PERSPECTIVE OF TODAY'S POSITIVE PSYCHOLOGYThe reception of social capital in the reality of challenges towards individual in XXI century Topicality of including work forms promoting self-understanding in the education process of visual art teachersThe Suffering Genie of GoetheManaging the cultural offering and guest spending in the hotelVirtual innovative environment of practices at Russian teacher-training university The social work as a professional perspective the students interest in social work as specialization of studyMemorials in citizenship education Bridges over troubled watersImpact of Comenius Assistantships in Choosing a Teaching CareerBiomaterials in the case study by on-line teachingRole of Practice in Developing International Cooperation Competence The origin of media education in Eastern Siberia and the Far EastSituational (in)consistency in learning strategiesHow to teach gender in a science-centered university course: de-constructing the identity paradigm of sexualityThe Social and Community MediationHope and Humor in Palliative Care Gender Differences in Self-Disclosure for the Unknown Person on the Internet CommunicationContextual learning as major technology in adult vocational trainingENVIRONMENT AND HOUSING MARKETUnderstanding the motivation for senior volunteeringCommon social problems among Street Children in India(Sporting) body language communicationThe role of relevant recent autobiographical events emotional valence on implicit measures of ethnic attitudes Cultivated personal potential - investment for happiness and healthTERRALABThe Endogenous Causes of TerrorismDistributed and Mobile Work in FinlandWithout ceremony and without papers Humor and Health Practitionaires StressA new approach: social logisticsA Teaching Innovation Project addressed to students of 2nd and 3rd Year of Primary Education Teaching Degree (Faculty of Sciences of Education. University of Lleida)Improving students ability to craft scientific explanationsThe relations between socio-demographical factors, irrational beliefs, adult insecure attachment style and marital satisfaction of Lithuanian married couplesBlended learning as a way to individualize English teaching to students of non-linguistic depatrments of higher educational institutionsKosovo and the Caucasus: A Domino EffectMeta-communication An Undesirable Circumstance JUNIOR SCIENCE - NURTURING CHILDRENS NATURAL INTEREST IN SCIENTIFIC KNOWLEDGE Entrepreneurship Education in Primary Education Departments. The case of the University of Western Macedonia in GreeceGreek families raising an adolescent with learning disabilities Children with mild intellectual disabilityrepresent their family About Applying Information Literacy Standardsin Bulgarian Higher EducationInfluences of subjective perception on critical incidents upon mental and physical healthTHE DISPLACED BLACK WOMEN IN THE ARMED CONFLICT IN COLOMBIA: SOME MEMOIRS OF THE VICTIMSBeyond Business Gamification ThinkingEmpathy of Music Teachers in Lithuania as a Problem of Her Professional Self-ActualizationBetween&Betwixt

SECTION 7. Art, Religion, History, PhilosophyEco-ethical Audit In the System Of the Environmental ManagementThe Lost Beauty of the Socio-Christian FellowshipMayan- qeqchireligious Syncretism. Between transculturality and cultural preservationAgeing cities Liberty, Equality, Fraternity Three Challenges to Rawlsian Difference PrincipleThe phenomenon of resonance in the Labyrinth of Ravne (Bosnia-Hezegovina)Representing cultural identity in art: Material Thinking through post-structuralist approachesSarduys Seguidillas: Alter-ing Poetic SpaceTransylvanian Traditional Housing Czechoslovakia in the 1950s and the Suicidal Behaviour of Politically Persecuted PersonsSocial security in Slovakia until the First World War The Art of Fostering a Dialogue with a Child in the Prose of Eduard UspenskyInformation literacy beyond information transferJawish Cemetery in Grigoriy Kanovichs WritingThe Akathistos hymn Rev. Dr. Dumitru Stniloae Background, context and development of an Orthodox ecclesiological synthesis Influences of the Council of Trent on the Seventeenth Century Orthodox Confession of the Catholic and Apostolic Eastern Church by Peter Mogilas The ordination of the deaconess in the Barberini gr. 366 EuchologionTo be a wholeDialectics, but not reductiveEthnic Segregation at the Romanian-Hungarian Border at the Dawn of the Cold War Prison ArchitectureFrench translators of the Divine Comedy in the 18th 19th centuries and the obscene language: between foreignizing and ethnocentric censorshipEaster 1916 in the trenchesOrigins of Business Economics and AccountancyThe relationship between architectural detail and light in contemporary architectureHistory and organizational change within Italian parliamentary administrationsThe identity of a city. Modern conversion of Karol Scheiblers post-industrial empire in Lodz

SECTION 8. LinguisticsLife Insurance Lexicography: Three Case StudiesWhich language do interpreters use in Consecutive Interpreting?Theoretical Proposal of Hybrid Analysis of Lexical Unit: LightUsing the statistical textual analysis in the Italian university offering databaseA preliminary study of learning strategies in foreign language instruction: students beliefs about strategy useKiswahili and ki-english: divergences and convergences in the linguistic scenario of contemporary KenyaUncertainty: Peculiarities of CategorizationChallenges of writing and publishing in indigenous languages and impact on rural developmentMeans of manipulation in the war newsTelevision Interpreting and its playful macro-functionPolitical Speeches And Text StructureMusic and Simultaneous Interpreting

SECTION 9. EcologyDepollution Costs;Evolution,Actors,Influence Factors Effect of environmental Variables on the Growth of Cyathura carinataFlooding - natural Phenomenon. How can hedge against it?The experience of European countries - Technique vs. ecologyEvaluation Study of environmental pilot Projects of Thessaly Region in Greece, for the international Program Free-MED-Rivers Spaces of Balance for the Mediterranean, with use of multicriteria Models, Data bases and statistical AnalysisInvestigation of Resistance to vertical static Compression of three Layer corrugated Paperboard Recreational Potential of Danube Region (Slovakia) and Astrakhan Region (Russia)Microeconomic Aspects of the renewable Energy Sources in the Republic of Croatia Personal Values as an Antecedent of Environmental BehaviorInfluence of selected Work Parameters of fan Flat nozzles technical Conditions on spray QualityUrban Code - Cultural Ecology and Urban EnvironmentEnergy Efficiency of Zoos: An Interdisciplinary Challenge with Special Benefits in Urban EnvironmentsEffect of Organochlorine Pesticides Usage on Water Quality of Tano River in the Asunafo South District of Brong Ahafo Region of GhanaEco-Semiotic - Ecological Meanings of Watercourses in Small CommunitiesAssessment of Factors influencing Lignin Content in Energy crop PelletsAnother Solutions existPreliminary Assessment of the Potential CO2 Sources and Sinks of the Eastern UkraineEco-driving and the Environment: the Views of Trainees in a School of pedagogical and technological EducationA genomic approach for identification of fungal genes involved in pentachlorophenol degradation The Ecosystem of the Environmental News beat in GreecePromotion of Safety in Forest OperationsMicrobiological and physic-chemical Characterization during chestnut Composting for sustainable Fertilization

SECTION 10. Natural science (mathematics, chemistry, biology, physics)Extensibility of locally given Isometries of pseudoriemannian ManifoldsRegeneration of WD-extra activated Carbon spent in Acid Dyes adsorption Process by Fentons ReagentBiotechnologic Methods in the Oil and Gas IndustryOn differential Inequality |u(x)+a2u(x)|