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Tema principa del artículo: Eficacia publicitaria o una forma de medir los resultados de una campaña de comunicación. Generalmente, por resultados, se entiende la repercusión o impacto en un público objetivo o target. En general, por eficacia se entiende contribuir a desarrollar la identidad de marca, el posicionamiento del producto o servicio, la diferenciación en su contexto competitivo y a crear demanda. La dificultad es disponer de una medida holística que nos informe de todo ello. Desarrollo lógico del tema: Una estrategia de comunicación o campaña no puede limitarse únicamente a buscar la superioridad en indicadores de tipo racional como son el contacto y recuerdo, con más o menos nivel de conocimiento (transmitir). Podría suceder que los actuales clientes abandonasen la marca si algún día otra compañía de tu sector dedica un mayor esfuerzo a los puntos de contacto o bien te supera en tu portfolio de productos y/o servicios. Lo recomendable es moverse en el terreno de la credibilidad y, para ello, las campañas deben de procurar la «autenticidad». Ésta se consigue cuando, además de recordarse y asociarse racionalmente con la marca o propiedad, se generen vínculos emocionales en el sentido de conectividad. Punto de vista y aportaciones de los autores: Las Acciones de Comunicación deben de buscar algo más que mensajes racionales, estáticos y unidireccionales. Deben de procurar el diálogo con el consumidor para marcar y crear una serie de vínculos emocionales que los impliquen con lo que están viendo o sintiendo. Cuando esto se produce, diremos que «la Acción» está generando valor comportamental y de prescripción. En este caso habremos superado el valor de uso y transmitido el valor que activa la decisión de compra y adquisición, predisponiendo a experiencias de consumo positivas. Repercusiones y conclusiones: Si alcanzamos buenos resultados en todos y cada uno de los indicadores mencionados en el modelo, entonces podremos decir que la acción planificada ha sido eficaz. En este trabajo presentamos un modelo empírico de medida de la autenticidad para conocer el nivel de eficacia de una campaña o acción de comunicación Main topic subject: Advertising effectiveness or a way to measure the results of a communication campaign. Usually, results are understood as the repercussion or impact on a target audience. In other words, a campaign will be effective as long as it meets the objectives for which it was designed. The objectives are not always easy to determine and, consequently, to measure. In general, effectiveness is understood as the contribution to the development of the brand identity, the positioning of the product or service, differentiation in its competitive context and creating demand. The difficulty is to have a holistic measure that asseses all these aspects. Logical development of the subject: A communication or campaign strategy cannot be limited to seeking superiority in indicators of a rational type such as contact and remembrance, with more or less level of knowledge (transmitting). This implies the risk that customers leave the brand if one day a competitor company surpasses said brand in the product or in the points of contact. It is advisable to move in the field of credibility and, to do so, campaigns must seek “authenticity” if they want to produce an effect or positive change in attitude and behavior towards what is said in it. The authenticity of a campaign is achieved when, in addition to being remembered and rationally associated with the brand or property, emotional ties are generated in the sense of connectivity. Authors’ point of view and contributions: Communication Actions should seek more than just rational, static, one-way messages. They must seek a dialogue with the consumer to mark and create a series of emotional links that involve them with what they are seeing or feeling. When this occurs, it can be said that “the Action” is generating behavioral and prescription value. Only by being hyperconnected to the public, listening and speaking to them, is created a space of value and differential consumption against possible competition. In this case we will have overcome the value of use and transmitted the value that activates the decision of purchase and acquisition, predisposing to positive consumption experiences. Implication and conclusions: If all of this occurs (to a greater or lesser degree), we will be able to say that the planned action has been effective. In this study, we present an empirical model for measuring authenticity in order to determine the level of effectiveness of a communication campaign or action SI

Botellón has established itself as a recreational ritual of great importance in the leisure of young people and it has contributed to the expansion of a worrying pattern of alcohol and other substances consumption. However, there are few papers that take an integrated approach to this issue. The aim of this work was to have new data to characterize this practice, while providing evidence of its consequences and identifying relevant prognostic factors for prevention.A cross-sectional study was carried out with a sample of 4,867 Galician adolescents between 12 and 18 years of age (Mean=14.68; SD=1.67). Data were collected in schools through an ad hoc questionnaire and they were analyzed through of a bivariate tabulation, with the application of the opportune contrasts according to the nature of the variables.27.3% of the teenagers in the sample went to botellón during the last year. 96.6% admitted to drinking alcohol when they went to a botellón, 53.4% alcohol and tobacco and 30.2% three or more substances. This practice was associated with significantly higher rates of Intensive Alcohol Consumption (28% vs. 0.9%), as well as of consumption of risk of alcohol, cannabis and drugs in general. The modulating role of variables such as risk perception and beliefs and expectations associated with consumption, money available or time of arrival at home was also found.At least 1 in 4 teenagers continue to go to botellones. This practice associated with risky consumption. The evidence found reinforces the multidimensional nature of the problem and suggests reorienting prevention policies.El botellón se ha consolidado como un ritual recreativo de gran importancia en el ocio de los jóvenes y ha contribuido a la expansión de un patrón preocupante de consumo de alcohol y otras sustancias. Pese a ello, son escasos los trabajos que lo aborden de manera integral. Este trabajo se planteó con el objetivo disponer de nuevos datos que permitan caracterizar dicha práctica, al tiempo que aportar evidencias sobre sus consecuencias e identificar factores de pronóstico relevantes para la prevención.Se llevó a cabo un estudio transversal con una muestra de 4.867 adolescentes gallegos de entre 12 y 18 años (Media=14,68; DT=1,67). Los datos se recogieron en centros escolares mediante un cuestionario elaborado ad hoc y fueron analizados mediante una tabulación bivariada, con la aplicación de los contrastes oportunos en función de la naturaleza de las variables.El 27,3% de los adolescentes de la muestra hicieron botellón en el transcurso del último año. El 96,6% reconoció beber alcohol cuando acude a un botellón, el 53,4% alcohol y tabaco y un 30,2% tres o más sustancias. Esta práctica se asoció con tasas significativamente mayores de consumo intensivo de alcohol (28% vs. 0,9%), así como de consumo de riesgo de alcohol, cannabis y drogas en general. Se constató también el papel modulador de variables como la percepción de riesgo y las creencias y expectativas asociadas al consumo, el dinero disponible o la hora de llegada a casa.Al menos 1 de cada 4 adolescentes sigue haciendo botellón, asociándose este a un consumo de riesgo. Las evidencias encontradas refuerzan el carácter multidimensional del problema y sugieren reorientar las políticas de prevención.

Active Ageing Index (AAI) evaluates the strategies developed throughout the European Union. Its indicators are mostly addressed from a macro level, making difficult the obtaining of regional and individual scores. This study aims to calculate the value of AAI for Galicia (Spain) and to complement it with its individual equivalent, for deeper segment the results and create personal profiles. For this, a representative sample of 404 Galician community-dwelling older adults (aged 60 and over) is interviewed. AAI and AAI-adapted global and domain-specific scores are calculated. This study also provides policy makers and practitioners with an individualized tool which quantifies and monitors the personal level of active ageing. Its implementation could improve the adaptation of programmes to older people’s needs and the assessment of its effectiveness.

RESUMENLa imagen de un producto o servicio es un concepto capital que ha suscitado un enorme interés por parte de los investigadores relacionados con el ámbito del consumidor o usuario, con desarrollos y avances en los últimos años tanto a nivel teórico como metodológico. Tan importante como la medición de la imagen es su posterior representación gráfica, que facilita un análisis rápido y preciso de toda la información relativa a este constructo. En este trabajo se presenta una nueva herramienta de representación de la imagen de un producto o servicio denominada HABI. Este instrumento pretende compendiar los principales elementos evaluativos de la imagen de un producto o servicio (imagen global, sus atributos y dimensiones fundamentales, información de tipo cualitativo, cuantitativo), superando así las limitaciones de anteriores planteamientos gráficos. Su construcción y funcionamiento se ejemplifica mediante un análisis de la imagen que tienen de una ciudad sus residentes y los habitantes de las zonas aledañas a Santiago de Compostela (n1=601, n2=601). Los resultados muestran que puede ser una herramienta fiable y útil para representar de manera clara y sencilla la imagen de un producto o servicio.ABSTRACTThe image of a product or service is a concept that has focused enormous interest among consumer researchers, with major developments in recent years both theoretical and methodological. As important as the measurement of the image is its further representation that facilitates fast and accurate analysis of information. This paper presents a new tool for image representation of a product or service called HABI. This instrument is intended to summarize the main evaluative elements of the image of a product or service (holistic, multiattributive clustered in its main dimensions, qualitative and quantitative data), thus overcoming the limitations of previous graphic approaches. Its construction and operation is exemplified by analyzing the image of a city by its residents and the inhabitants of the surrounding areas of Santiago de Compostela, in northwestern Spain (n1=601, n2=601). Results show that it is a useful and effective tool to represent a clear and simple picture of a product or service.

Objective The mental foramen (MF) hosts main neurovascular structures, making it of crucial importance for surgical procedures. This study aimed to analyze the factors influencing the dimensions and location of the MF. Materials and methods Cone beam computed tomography (CBCT) scans of 344 patients were examined for MF dimensions, as well as for the distances from the MF to the alveolar crest (MF-MSB), and to the inferior mandibular border (MF-MIB). Results Gender, mandibular side and presence of accessory mental foramina (AMF) significantly influence MF area. Males, left hemimandibles, and hemimandibles with no AMF had a higher rate of large MF areas (B = − 0.60; p = 0.003, females; B = 0.55; p = 0.005; B = 0.85; p = 0.038). Age, gender and dental status significantly influence MF-MSB distance. The distance decreased as age increased (B = −0.054; p = 0.001), females showed a lower rate of long MF-MSB distances (B = −0.94, p = 0.001), and dentate patients showed a higher rate of long MF-MSB distances (B = 2.27; p = 0.001). Age, gender and emerging angle significantly influenced MF-MIB distance. The distance decreased as age and emerging angle increased (B = −0.01; p = 0.001; B = −0.03; p = 0.001), and females had a lower rate of long MF-MIB distances (B = −1.94, p = 0.001). Conclusions General and local factors influence the dimensions and location of MF. MF dimensions are influenced by gender, mandibular side, anteroposterior position, and the presence of AMF. Distance from MF to alveolar crest is influenced by gender, age and dental status, while the relative MF position is influenced by age and dental status. CBCT images make it possible to analyze the MF in order to avoid complications during surgical procedures SI

El paso de una orientacion centrada en el producto a una orientacion centrada en los consumidores ha generado importantes modificaciones en la configuracion de los servicios deportivos. Este nuevo enfoque, unido al incremento de la oferta de gimnasios y centros deportivos ha generado la necesidad de desarrollar modelos e instrumentos capaces de explicar como se genera la calidad percibida en la mente de los consumidores, y evaluarla de manera rigurosa. El objetivo de este trabajo es desarrollar una nueva escala para usuarios de centros deportivos espanoles. La realizacion de un estudio empirico en el que participaron 358 usuarios de centros deportivos de distintos sexos, edades, tipos y niveles de practica deportiva, y los analisis psicometricos realizados han permitido obtener una escala breve (de tan solo 10 items) que los directores pueden usar para realizar un seguimiento periodico de la calidad de su servicio, detectando de manera sencilla sus posibles fortalezas y debilidades. Por otra parte, la aplicacion de los modelos de ecuaciones estructurales permite relacionar las diferentes dimensiones de calidad con la satisfaccion de los usuarios, identificando con ello las dimensiones o elementos que resultan mas relevantes para la gestion. Palabras clave : organizacion deportiva; calidad del servicio; centros deportivos; satisfaccion del cliente. Abstract Moving from an orientation focused in product towards an orientation focused in customer begins to give rise to a new type of services such as sports services. This new approach, combined with increased supply of gyms and sports centres, has created a need to develop tools and models to explain how perceived quality is generated in the minds of consumers, and evaluate it rigorously. The aim of this work is to develop a new scale for Spanish sports centre users. Conducting empirical work involving 358 users of sports facilities of different sexes, ages and athletic practices, psychometric tests performed have yielded a wide brief (only 10 items) that managers can use to easily detect the strengths and weaknesses of their service. Moreover, the application of structural equation modelling allows to relate the different dimensions of quality with users satisfaction, thereby identifying the dimensions and elements are most relevant to the management. Key words : sports management; service quality; sports centres; customer satisfaction. doi:10.5232/ricyde2010.01804 Texto completo en PDF ------------------------------------------------------------------- Referencias/references Afthinos, Y.; Theodorakis, N.D. & Nassis, P. (2005). Customer’s expectations of service in Greek fitness centres. Gender, age, type of sport center, and motivation differences. Managing Service Quality, 15, 245-258. doi:10.1108/09604520510597809 Brady, M.K. & Cronin, J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65, 34-49. doi:10.1509/jmkg.65.3.34.18334 Brady, M.K.; Cronin, J. & Brand, R.R. (2002). Perfromance-only measurement of service quality: a replication and extension. Journal of Business Research, 55, 17-31. doi:10.1016/S0148-2963(00)00171-5 Chelladurai, P. & Chang, K. (2000). SERVQUAL: Targets and standards of quality in sport services. Sport Management Review, 3, 1-22. doi:10.1016/S1441-3523(00)70077-5 Costa, G.; Tsitskari, E.; Tzetzis, G. & Goudas, M. (2004). The factors for evaluating service quality in athletic camps: A case study. European Sport Management Quarterly, 4 (1), 22-35. doi:10.1080/16184740408737465 Howat, G.; Absher, J.; Crilley, G. & Milne, I. (1996). Measuring customer service quality in sports and leisure centres. Managing Leisure, 1, 77-89. doi:10.1080/136067196376456 Luna, R. & Tang, T.L.P. (2005). The use of cluster analysis to segment clients of a sport centre in Spain. European Sport Management Quarterly. 5, 381-413. doi:10.1080/16184740500430256 Murray,D. & Howat, G. (2002). The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre. Sport Management Review, 5, 25 - 43. doi:10.1016/S1441-3523(02)70060-0 Rial, A.; Rial, J.; Real, E. & Varela, J. (2008). An application of Importance-Performance Analysis (IPA) to the management of Sport Centres. Managing Leisure, 13, 179-188. doi:10.1080/13606710802200878 Theodorakis, N. y Kambitsis, C., Laios, A. & Koustelios A. (2001). Relationship between measures of service quality and satisfaction of spectators in professional sports. Managing Service Quality, vol. 11 (6), 431-438. doi:10.1108/09604520110410638 Varela, J.; Rial, A.; Brana, T. & Voces, C. (2008). Aplication of Latent Class Analysis to the investigation of customer loyalty in services companies. Methodology: European Journal of Research Methods for the Behavioral and Social Sciences, 4, 87-96. doi:10.1027/1614-2241.4.3.87

Adolescents' use of the Internet is becoming a matter of great concern for different sectors of society. The psychological and behavioural consequences of problematic Internet use in young people demands quick and effective answers. One of the major challenges in this context is the development of empirically validated tools, which would facilitate early detection and screening for potential risk cases. This is precisely the aim of this paper. Based on a sample of 1,709 secondary-school students from Galicia (a region in northern Spain) aged 11 to 17 (M = 13.74, SD = 1.43), the analysis carried out permitted us to present a brief and simple tool (with just 11 items). It has substantial theoretical support, since both the existing background information and the views of experts from the academic and professional spheres were taken into account in the course of its development. The scale is adapted to the Spanish cultural context and to the language of young people. It has satisfactory psychometric properties in terms of reliability of the scores (α = .82), evidence of its internal structure (tested via a Confirmatory Factorial Analysis), sensitivity (81%), and specificity (82.6%). Moreover, its use enables the gradation of adolescents on a risk or problematic Internet use continuum. In our view, all of this lends it enormous applied potential in both the educational and clinical contexts.

Background: The mental foramen (MF) is a small foramen located in the anterolateral region of the mandible through which the mental nerve and vessels emerge. The knowledge on the anatomic characteristics and variations of MF is very important in surgical procedures involving that area. The aim of this study was two-fold: firstly, to analyze the anatomic characteristics of MF and the presence of accessory mental foramen (AMF) using CBCT and, secondly, to compare the capability of CBCT and PAN in terms of MF and AMF visualization, as well as influencing factors. Material and Methods: A sample of 344 CBCT scans was analyzed for presence and characteristics (i.e. diameter, area, shape, exit angle) of MF and AMF. Subsequently, corresponding PANs were analyzed to ascertain whether MF and AMF were visible. Results: Out of the 344 patients, 344 (100%) MFs and 45 (13%) AMFs were observed on CBCT. Regarding gender, MF diameter and area, MF-MIB and MF-MSB distances, and exit angle were all significantly higher in males. Also, statistically significant differences were found in terms of age and dental status. Statistically significant differences in MF long and short diameters and MF area were found with respect to AMF presence ( p =.021, p =.008, p =.021). Only 83.87% of the MFs and 45.83% of the AMFs identified on CBCT were also visible on PANs. MF diameter, shape, exit angle, and age had a significant influence on MF visualization on PAN (B=.43, p =.005; B=-.55, p =.020; B=.20, p =.008; B=.61, p =.005). Conclusions: PAN is not an adequate technique to properly identify MF and AMF. Diameter, shape, exit angle, and age are all factors influencing MF visualization on PAN images. For surgery involving the MF anatomical region, a preoperative radiological study with CBCT is of crucial importance to avoid complications.

The study aim of this was to define the critical anatomic region of the premaxilla by evaluating dimensions of nasopalatine canal, buccal bone plate (BBP) and palatal bone plate (PBP). 230 CBCTs were selected with both, one or no upper central incisors present (+/+, −/+, −/−) and periodontal condition was evaluated. T-student test, ANOVA, Pearson´s correlation and a multivariant-linear regression model (MLRM) were used. Regarding gender, significant differences at level 1 (lower NC) were found for: buccal-palatal, transversal and sagittal NC diameters and NC length (NCL). Regarding dental status, significant differences were found for: total BBP length (tBL) and PBP width (PW2) at level 2 (NCL midpoint). NCL was correlated with PW2, tBL and PBP length at level 3 (foramina of Stenson level). An MLRM had a high prediction value for NCL (69.3%). Gender is related to NC dimensions. Dental status has an influence on BBP dimensions, but does not influence on NC and PBP. Periodontal condition should be evaluated for precise premaxillae analysis NC diameters at the three anatomical planes are related to each other, while NCL is related to BBP and PBP lengths. A third of premaxilla is taken up by NC, thus, establishing the critical anatomic region.

La historia electoral en España nos pone en evidencia, generalmente desfavorable, la escasa validez, exactitud y sentido de algunas predicciones hechas por las encuestas electorales. Junto con problemas de representatividad sociopolítica o errores en la estructura de la entrevista, una fuente de error en dicha predicción es el escaso tratamiento estadístico de la falta de respuesta o datos missing. En este trabajo utilizaremos una encuesta preelectoral llevada a cabo en la Comunidad Gallega en julio de 1998, para evaluar la eficacia de cuatro tratamientos habituales de la falta de respuesta. Los procedimientos que vamos a evaluar son: listwise, asignación proporcional, análisis discriminante y Hot-Deck. Los resultados muestran que el Hot-Deck, combinado con el análisis discriminante, es el método más eficaz para estimar el voto probable de los sujetos que no se han pronunciado sobre la intención de voto.

Problematic Internet use in adolescents has become an issue of concern for a growing number of researchers and institutions over the past years. Behavioural problems, social isolation, school failure and family problems are some of the consequences of psychological and behavioural impact on teenagers. Taking into account the interest that this issue has generated at many levels, the aim of this paper is to develop a screening tool for early detection of problematic Internet use in teenagers.A survey of Compulsory Secondary School students from Galicia involving a total of 2,339 individuals was carried out.The results obtained allow (1) gauging the magnitude of the problem, establishing the risk levels among the adolescents, and (2) presenting a new, simple and short screening instrument.The present scale has sufficient theoretical and empirical support, including good psychometric properties (a = .83; specificity = .81; sensitivity = .80; ROC curve = .90), making it an interesting applied tool.

La evolucion experimentada en los patrones de consumo de drogas entre los adolescentes, fuertemente vinculados a los habitos de ocio, justifica el nivel de alarma social actual. En los ultimos anos, se han estudiado en profundidad diferentes factores de riesgo y proteccion y se han propuesto diversos modelos teoricos explicativos del consumo de drogas. El presente trabajo pretende explorar algunos de ellos desde la percepcion de los propios adolescentes, asi como estudiar la influencia del dinero disponible por los mismos. La realizacion de entrevistas a 477 adolescentes gallegos de entre 14 y 18 anos y el uso del analisis de Ecuaciones Estructurales permiten presentar un modelo explicativo sencillo del consumo de drogas entre los jovenes. Los resultados obtenidos sirven para poner de manifiesto la relevancia de variables como la orientacion hacia la salud o las actitudes hacia las drogas sobre el consumo de drogas y exponer el papel que juega el dinero disponible , ademas de permitir una mejor comprension de la relacion entre estas variables . Abstract The development of patterns of drug consumption among adolescents, strongly rooted in leisure habits, justifies current level of public alarm. In recent years, different risk and protection factors have been studied, and several theoretical models of drug consumption have been proposed. The aim of this paper is to explore some of them from adolescent’s perception as well as the influence of available money by the adolescents. Conducting interviews with 477 adolescents in Galicia among 14 and 18 years old and using structural equation analysis allows to present a simple explanation model of drug consumption among adolescents. The results serve to demonstrate the relevance of variables such as health orientation , attitudes towards drugs and to expose the role of available money , besides allowing a better understanding of the relationship between these variables.

The rapid development of current markets justifies brands’ need to constantly and innovatively modify their products in order to meet the needs and preferences of increasingly demanding consumers. Advertising companies’ main objective for attaining leadership in their respective areas is to adjust these changes to suit consumers’ preferences and necessities. In this context, a well-known company that deals in bottled water considered modifying some elements of its current containers. To minimize risk, a hall test was carried out on 100 consumers, in which the task of ascertaining consumer preferences using real stimuli and subsequent application of the conjoint algorithm on the data (quantitative research) was combined with personal interviews with consumers (qualitative research). The integration of quantitative and qualitative derived data was useful to show that the intuition of the people responsible for the brand or the creative aspect of advertising is not always accurate and can be completely different from the preferences of the final consumers. Key words: Conjoint analysis, market research, consumer behavior, predicting preferences, bottle design.

Different studies in the field of addictions have highlighted the importance of providing a good quality health care. Perceived quality as well as being an indicator of the degree of excellence achieved by an organization, is also an excellent predictor of the individual's attitude towards treatment and adherence. 931 users of public Galician health care services were interviewed in order to develop an empirical validation and a reliability study on a perceived quality scale. The SEM analysis carried out made possible to offer a simple and brief scale (only 14 items) with excellent psychometric properties (α=0,84; criterion validity=64%), to be used to assess the quality of health care in the field of drug addiction . Diferentes trabajos realizados en el ámbito de las adicciones han puesto de manifiesto la importancia de ofrecer una atención socio-sanitaria de calidad. La calidad percibida además de constituir un indicador del grado de excelencia alcanzado por una organización, es también un magnífico predictor de la actitud del individuo frente al tratamie nto y su adherencia. Este trabajo se plantea con el objetivo de validar empíricamente una herramienta capaz de evaluar de manera válida y fiable la calidad percibida en este ámbito. Para ello fueron entrevistados 931 usuarios de las unidades asistenciale s que integran actualmente la red de dispositivos del Servicio Gallego de Salud (España). La realización de diferentes análisis de estructuras de covarianza permite poner a disposición de profesionales e investigadores una herramienta sencilla y breve (de tan sólo 14 ítems) y con excelentes propiedades psicométricas (α=0,84; validez de criterio=64%), que puede ser utilizada de forma regular para evaluar la calidad asistencial en el ámbito de las drogodependencias.

Despite the considerable investment made in recent years in Spain in substance abuse care, treatment adherence remains one of the aspects that determine the effectiveness of programs. Several authors have noted the importance of perceived service quality in this context. This paper is presented with dual purpose of highlighting the role that management of the quality of care for drug addicts has, both as a modulator of users' attitudes and perceptions about the treatment, and as a work philosophy, typical of an organization committed to continuous improvement. Conducting personal interviews with 670 users of drug abuse care services in Galicia and through the application of covariance structure analysis, the close relationship between two factors (perceived quality and attitude toward treatment) was revealed. This research also provides professionals and researchers with a new scale for service evaluation that is short, easy to use and with adequate psychometric properties.

El paso de una orientación centrada en el producto a una orientación centrada en los consumidores ha generado importantes modificaciones en la configuración de los servicios deportivos. Este nuevo enfoque, unido al incremento de la oferta de gimnasios y centros deportivos ha generado la necesidad de desarrollar modelos e instrumentos capaces de explicar cómo se genera la calidad percibida en la mente de los consumidores, y evaluarla de manera rigurosa. El objetivo de este trabajo es desarrollar una nueva escala para usuarios de centros deportivos españoles. La realización de un estudio empírico en el que participaron 358 usuarios de centros deportivos de distintos sexos, edades, tipos y niveles de práctica deportiva, y los análisis psicométricos realizados han permitido obtener una escala breve (de tan solo 10 ítems) que los directores pueden usar para realizar un seguimiento periódico de la calidad de su servicio, detectando de manera sencilla sus posibles fortalezas y debilidades. Por otra parte, la aplicación de los modelos de ecuaciones estructurales permite relacionar las diferentes dimensiones de calidad con la satisfacción de los usuarios, identificando con ello las dimensiones o elementos que resultan más relevantes para la gestión Moving from an orientation focused in product towards an orientation focused in customer begins to give rise to a new type of services such as sports services. This new approach, combined with increased supply of gyms and sports centres, has created a need to develop tools and models to explain how perceived quality is generated in the minds of consumers, and evaluate it rigorously. The aim of this work is to develop a new scale for Spanish sports centre users. Conducting empirical work involving 358 users of sports facilities of different sexes, ages and athletic practices, psychometric tests performed have yielded a wide brief (only 10 items) that managers can use to easily detect the strengths and weaknesses of their service. Moreover, the application of structural equation modelling allows to relate the different dimensions of quality with users satisfaction, thereby identifying the dimensions and elements are most relevant to the management SI

Since Bandura's theories of social learning were published [Social Learning Theory, 1977; Am Psychol 34:439, 1979], several explanations have been given to account for the fact that observers tend to do the same thing as an observed person. This effect of patterning facilitation was studied. The role that Bandura [Am Psychol 34:439, 1979] attributes to patterning as an augmentor of aggressiveness was studied starting from the position of Carver et al. [J Exp Soc Psychol 19:403, 1983]. They suggest that an aggressive pattern will provide a given subject with a number of conceptual schemes to interpret any other information or situation. In order to assess this hypothesis, different subject groups were exposed to different sequences of patterning and were observed in a later situation similar to the one presented in the pattern. The effect of patterning basically depended on the subject's interpretation of the situation, and this guided their subsequent motivations. © 1992 Wiley-Liss, Inc.

Aunque son muchas las propuestas existentes para el estudio de la imagen de una marca, quizás el enfoque que goza de mayor aceptación consiste en combinar una fase cualitativa con otra cuantitativa. Mediante la realización de grupos de discusión se suelen seleccionar los estímulos y atributos a considerar para que después, mediante encuesta, los sujetos puedan escalar dichos estímulos en la lista de atributos considerados. Sin embargo, esta metodología ha recibido numerosas críticas, tanto por el excesivo peso de los atributos a la hora de obtener las dimensiones resultantes, como por la dificultad para abordar todas las dimensiones que se han de evaluar. El objetivo de este trabajo es, precisamente, utilizar dicho enfoque mixto para el estudio de la imagen de un destino turístico. Los resultados obtenidos con una muestra de 916 turistas nacionales que visitaron Galicia en los últimos dos años, evidencian la utilidad y potencial de dicha propuesta metodológica en los estudios de marketing turístico. Although many proposals have been developed to study brand image, perhaps the more accepted approach consist of to combine a qualitative and quantitative phases. Using focus groups is usual to select the stimulus and attributes to consider and next, in a survey, subjects can scale the stimulus on considered attribute list. However, this methodology has received several critiques, by the excessive weight of the attributes in order to obtain the final dimensions and by the difficulty to tackle the dimensions there was to evaluate. The objective of this study is for that very reason to use this mixed approach to analyse brand image of a tourist destination. The results obtained with a sample of 916 national tourists who visited Galicia last two years, show up the utility and power of proposed scale in tourist marketing surveys.

This study empirically attempts to offer contributions for the classification of aggressive episodes. The proximity data approach is followed. Under this perspective, aggressive episodes are mapped as points in a n-dimensional space. Data were collected for two different spanish subcultures: undergraduates and prisoners. An individual differences multidimensional escaling model and method (Carroll and Chang, 1970) was used co analyze the data. The four-dimensional solution was retained. Differences between subcultures are found.

In the last 20 years the services sector has experienced a highly significant growth, being currently one of the most important economic sectors in our country. Inside the touristic sector, a strong competence has being experienced among the lodging and restoration establishments. In a scenario characterized by competitiveness, the bet for quality represents a difficult competitive advantage to surpass (García-Buedes, 2001). The objective of this study is to carry out an approach to the evaluation of the perceived quality of the restaurants. As a result of bibliographic revision, and also a first approach of a qualitative nature, we started from a scale of 31 items that included 5 dimensions: access, personal, service, product and installations. The results obtained applying the questionnaire to more than 2400 clients of 180 establishments of Santiago de Compostela and region, by means of structured interviews, confirmed that not all these dimensions had the same importance as predictors of customer satisfaction. Specifically, the product emerges as the most important dimension. Likewise, the elimination of the dimension service and a more exhaustive selection of the items, based on psychometric criteria, has permitted to define a brief scale, consisting of only 15 items, which makes it very attractive as a management tool. The final scale proposed to evaluate the perceived quality in the restaurant sector includes four fundamental and non-independent dimensions. These are, ordered by importance: product, personal, installations and access.

Importance-Performance Analysis (IPA) constitutes an indirect approximation to user's satisfaction measurement that allows to represent, in an easy and functional way, the main points and improvement areas of a specific product or service. Beginning from the importance and judgements concerning the performance that users grant to each prominent attributes of a service, it is possible to obtain a graphic divided into four quadrants in which recommendations for the organization economic resources management are included. Nevertheless, this tool has raised controversies since its origins, referred fundamentally to the placement of the axes that define the quadrants and the conception and measurement of the importance of attributes that compose the service. The primary goal of this article is to propose an alternative to the IPA representation that allows to overcome the limitations and contradictions derived from the original technique, without rejecting the classical graph. The analysis applies to data obtained in a survey about satisfaction with primary health care services of Galicia. Results will permit to advise to primary health care managers with a view toward the planning of future strategic actions.

Brand is a product attribute that, for many types of goods or services, makes a major contribution to consumer preferences. Conjoint analysis is a useful technique for the assessment of brand values for a given consumer or group of consumers. In this paper, an application of conjoint analysis to the estimation of brand values in the Spanish daily newspaper market is reported. Four newspaper attributes were considered: brand (i.e., newspaper name), price (0.60, 1.05, or 1.50 euros), Sunday supplement (yes/no), and daily pullout (yes/no). A total of 510 regular readers of the national press, stratified by age and sex, were asked to rank 16 profiles representing an orthogonal fraction of the possible attribute-level combinations. Brand was by far the most important attribute, whereas price had negligible effect. More generally, the results confirm the utility of conjoint analysis for assessing brand equity in the newspaper market and for estimating the relative importance of the various attributes to different subgroups of consumers.

La historia electoral en Espana nos pone en evidencia, generalmente desfavorable, la escasa validez, exactitud y sentido de algunas predicciones hechas por las encuestas electorales. Junto con problemas de representatividad sociopolitica o errores en la estructura de la entrevista, una fuente de error en dicha prediccion es el escaso tratamiento estadistico de la falta de respuesta o datos missing. En este trabajo utilizaremos una encuesta preelectoral llevada a cabo en la Comunidad Gallega en julio de 1998, para evaluar la eficacia de cuatro tratamientos habituales de la falta de respuesta. Los procedimientos que vamos a evaluar son: listwise, asignacion proporcional, analisis discriminante y Hot-Deck. Los resultados muestran que el Hot-Deck, combinado con el analisis discriminante, es el metodo mas eficaz para estimar el voto probable de los sujetos que no se han pronunciado sobre la intencion de voto.

In the present work, the authors want to illustrate the advantages of the combined use of the Conjoint Analysis and the Cluster Analysis in market segmentation. The benefits are easily understand-able since the Conjoint Analysis allows researchers to know the structure of the consumer’s preferences and the Cluster Analysis allows grouping those consumers by their preferences. So, with the enormous diversification that characterizes tourism, it doesn’t make sense segmenting market with a priori proce-dures. It’s preferable to carry out a post hoc segmentation in order to know more detailed and relevant information like tourists preferences (estimated with the Conjoint Analysis). This procedure creates a competitive advantage. Hence, segmenting markets based on the preferences of consumers allows re-searchers and professionals to better evaluate which the real preferences are (by clusters) and to better develop marketing strategies that better suit the consumers’ preferences En el presente trabajo los autores pretenden ilustrar las ventajas del uso combinado del Análi-sis Conjunto y del Análisis de Conglomerados, en la segmentación del mercado turístico. Los beneficios son fácilmente entendidos, una vez que el Análisis Conjunto permite a los investigadores conocer la estructura de las preferencias de los consumidores y el Análisis de Conglomerados los agrupa en seg-mentos, a partir de las preferencias de éstos. Habida cuenta de la enorme complejidad y diversificación que está adquiriendo el mercado turístico en nuestros días, carece de sentido adoptar estrategias de seg-mentación a priori, basadas únicamente en variables clásicas de corte sociodemográfico, cuya capacidad explicativa ha demostrado ser muy limitada. En su lugar, optar por procedimientos de segmentación post hoc, donde se incluya información más elaborada, como pueden ser las preferencias de los consumidores turistas (estimadas a partir de procedimientos estadísticos avanzados como el Análisis Conjunto), se convierte en una ventaja competitiva. La segmentación basada en las preferencias permite a investigado-res y gestores disponer de un conocimiento más preciso del mercado y desarrollar estrategias de Marke-ting adecuadas a cada uno de los segmentos de interés.