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Ernest Cyril de Run

How to Publish

AP Dr. Ernest Cyril de RunFaculty of Economics and Business

Universiti Malaysia Sarawak

Ernest Cyril de Run

Who am I?

• Businessman• Joined Unimas in 1996 as a Tutor• Degree from UKM; Masters from

Waikato, NZ; PhD from Otago, NZ• Have taught many undergraduate

and postgraduate• Promotions, Cross cultural studies• http://de-run.blogspot.com/• Facebook – Ernest C de Run

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Ernest Cyril de Run

Some of My Publications• De Run, Ernest Cyril; Butt, Mohsin & Chung, Yen Nee (2010), Influence of Role

Models on Young Adults Purchase, Jurnal Kemanusiaan,. 14. December

• De Run, E. C. , Butt, M. M., Fam, K. S., Jong, H. Y. (2010). Attitudes towards offensive advertising: Malaysian Muslims’ views. Journal of Islamic Marketing. 1. 1. 25 – 36

• Butt, M. M., & De Run, E. C. (2010). Ethnic advertising: Adolescents’ attitudes towards target and non-target advertisements. Young Consumers. 11.3. 189 - 203

• Butt, M. M., & De Run, E. C. (2011). Do target and non-target ethnic group adolescents process advertisements differently? Australasian Marketing Journal. Doi:10.1016/j.ausmj.2010.12.001

• De Run, E. C. & Heriyadi, K. (2008). Service Recovery Strategies in Western based Fast Food restaurants: A Structural Equation Model Test. International Journal of Business and Society. 9.2.54-68.

• De Run, E. C., Elanjothi, M, Jee, T. W. (2010). Testing Real World Advertisement Language Cues Impact on Dominant and Non Dominant Ethnic Groups:Comparing Malay and Indians in Malaysia. International Journal of Business and Society. 11.2.

Ernest Cyril de Run

Research and Publication

• Goes hand in hand• What to research?• What topic?• Start simple; look at the

issues, the basic, read the literature on your subject, find recent developments, issues of method, replication, co-author.

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Ernest Cyril de Run

Other issues to consider

• Research Grant• Students• Mentor• Collaborate with

other (Synergy)

Ernest Cyril de Run

Why Publish

• Personal reasons – get PhD, get funding, get promoted, get recognized.

• Actual reason should be: to present new, original results or

methods; to rationalize published results, to present a review of the field.

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Ernest Cyril de Run

Type of Journals• Review 3 or more• Review 2• Review 1• No review

• International or Local

• Impact factor

Ernest Cyril de Run

Journals Require

• Cited articles• In their format• Current work• Of scientific interest• Not plagiarized, duplicated, incorrect• Too small dataset

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Preparations

• Check the originality of your idea• What type of manuscript (Full article, Short

article (Letters), Reviews)• Who is your audience• Choose the right journal• Read and follow the journals Guide for

Authors

Ernest Cyril de Run

Guide for AuthorsNOTES TO CONTRIBUTORS

Interested authors are required to submit their paper where the length must not exceed 8,000 words. Book reviews must not exceed 600 words. Author should declare that she/he has not submitted the paper elsewhere for publication. Any manuscript, which does not conform to the required format, may be returned for necessary revision before publication. MANUSCRIPT PREPARATION INSTRUCTIONS General Instructions 1. All manuscripts should be submitted electronically to the managing editor (Evan Lau) at editorjbs@feb.unimas.my. The soft copy must be at least in Microsoft Office 97 (PC Version). Please make sure it is virus–free. 2. Allow top margins of 1.25” (3.2 cm) first page and 0.75” (1.9 cm) the following pages, bottom margin of 1.44” (3.7 cm) left margin of 0.63” (1.6 cm) and right margin of 0.63” (1.6 cm). 3. Type single-spaced text and allow for a double spacing between paragraphs. 4. The paper should include: title, author’s name(s), affiliation and present address, acknowledgement, abstract (200 words maximum), an introduction, content, a conclusion, and a reference section. 5. Acknowledgement and information on grant received should be given before the references. Important formulae (displayed), figures and tables should be numbered consecutively throughout the manuscript.

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How to Write

• Content• Structure of Paper (Title, Authors, Abstract, Keywords) (Main

Text – Introduction, Literature Review, Methodology, Results/Findings,Discussion, Conclusion) (Referencing) (Acknowledgements)

• Paper progression general – specific – general; significance is immediate

Ernest Cyril de Run

Title

• Short (try for 8 words)• Identify the issue• Accurate• Attract people to read

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Author

• Consistent with normDe Run, Ernest Cyril• Indicate your family name and given name

clearly, follow the journal’s requirements• Use accepted Affiliation name, not

shortcutsUniversiti Malaysia Sarawak

Ernest Cyril de Run

Abstract

• Follow the Journal’s requirements• 3 types:

– Indicative (overall story)– Informative (based on body of the paper)– Structured (Headings given by the journal)

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Abstract Purpose of this paper

This paper sets out to extend current knowledge on advertising effects on those not targeted by noting unintended consequences on attitudinal, emotional, and behavioral reactions.

Design / methodology / approach

This paper test these effects based on relevant theories in the communication and advertising literature on two distinct ethnic groups (Malay and Chinese) in Kuala Lumpur, Malaysia utilizing questionnaires based on a fictitious advertisement for the dominant and non dominant ethnic group in Malaysia. The advertisement used was for a fictitious can of drink and its design was common in Malaysia. Data collected was analyzed using Manova, General Linear Model (GLM), and Bonferoni.

Findings There was negative attitudinal, emotional, and behavioral reactions by those not targeted who saw these advertisements.

Research limitations / implications (if applicable)

One limitation is that the study used two different advertisements, but each respondent only saw one. The advertisement was also for a fictitious product. Future research will benefit from further improvements (impact of product type or advertisement format) and replication of other ethnic groups or targeted groups.

Practical implications (if applicable)

A practical implication is the importance of predetermining the appropriate use of language and dominance of the targeted group. Targeted communications strategy may not be the most effective method of communicating with a specific ethnic group in a plural society.

What is original / value of paper

The major contribution of this paper consists of the determination of negative effects of advertising on those not targeted, and the findings that the level of dominance plays a role in consumers’ reactions towards targeted advertising. The paper is of value to advertisers, researchers in advertising, and social science scientist.

Keywords Advertising, Unintended Effects, Targeted, Ethnicity, Malay, Chinese, Malaysia

Paper Type Research paper

Ernest Cyril de Run

Keywords

• Follow the Journal• Don’t use abbreviations• Be precise

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Introduction

• Follow the Journal• Convince your readers that your work is

important• Provide background• Problem investigated• Road map• Be brief• Don’t put in results, discussion, conclusions

Ernest Cyril de Run

Literature Review

• Don’t list• Analyze the literature• Critical• Show gap• May place Hypothesis

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Methodology

• Produce sufficient information so that a knowledgeable reader can reproduce the experiment

• Should have population, sample, sampling methods, data collection, scales used, how analyzed

Ernest Cyril de Run

Results

• What you found, Main findings in association with the methods used

• The differences between your result and previous literature, sometimes placed in Discussion

• Statistical results

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Tables and Figures

• Follow the Journal’s requirements• Should not be redundant• Only for essential data• Clear and concise appearance• Use color only when necessary• Avoid long and boring tables• Follow statistical rules

Ernest Cyril de Run

Discussion

• Relate findings to your issues in your literature review and research question

• Don’t make any statements that is not supported by your findings

• Normally discuss only what is statistically significant

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Conclusion

• Present overall and specific conclusions• How your work advanced the field• Not a summary• Sometimes place limitation, future work –

depending on the Journal

Ernest Cyril de Run

Acknowledgement

• Thank people who helped you, organizations that funded you, any affiliations, reviewers

• Ask permission to use name• State grant number

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Referencing

• Follow the Journal’s style• Check spelling, method• I use EndNote 8 (a computer program)

Ernest Cyril de Run

Cover Letter

• If possible get the Editor’s name• State the originality of the submission• Corresponding author• Don’t summarize your paper• Indicate the track of your research if

necessary

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Cover Letter

10 April 2007 Assoc Prof Dr. Ernest Cyril de Run Deputy Dean (Research & Postgraduate) Fakulti Ekonomi dan Perniagaan Universiti Malaysia Sarawak 94300 Kota Samarahan Sarawak, Malaysia. To: The Editor ICFAI Press Dear Sir, Submission of Manuscript Please find enclosed my submission of a paper entitled HOTEL GUEST SATISFACTION: A GAP 5 STUDY IN SIBU for your review and subsequent publication in a relevant journal (ICFAI services journal). This paper has not been submitted to any other journals. I look forward to hearing from you. Kindly acknowledge receipt of this email and address all correspondence with regards to this article to me. Thank you. Yours sincerely Ernest Cyril de Run (PhD, Associate Professor Dr.) Deputy Dean (Research & Postgraduate) Faculty of Economics and Business UNIVERSITI MALAYSIA SARAWAK 94300 Kota Samarahan Sarawak, Malaysia. Tel: 0060 82 670105 Fax: 0060 82 671794

Ernest Cyril de Run

Revision

• If the paper is reviewed, you will get the reviewers comments to answer

• Answer them ASAP, within your limitations• Revise very seriously• I normally make a Table with the reviewers

comment on one side and my response on the other, or follow the numbering used.

• Revise the whole paper, not only what the reviewer asked

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Hi Thank you to the reviewer for his/her comments. My answers to the comments are stated below. Reviewer #1 1. Thank you for your constructive comments and correction, which I have gladly done. 2. Population Size – added statements in line 2 first para and line 3 para 3 of section 3, to explain

that the population was 300 based in KL and Kuching and sampling was based on convenience. 3. Renamed Section 3 4. Table 5 is placed as Appendix. 5. Bartletts – added in, line 5 para 1 and line 2 para 3 in page 8. 6. Expand the scope –correlation. I am not so sure if this is necessary as the main purpose of the

paper was to determine, overall, how CSP’s perceive customers, which is done. It is my intention to do a larger study that would be significant; as the number of respondents now is small, once we start breaking it by demographics, becomes smaller and therefore troublesome in analyzing. Nevertheless I did run a means and anova and have added it in the paper. It shows that Malay and Chinese see customers differently! This opens the possibility for another paper in the future. Added write up and Table 6 and Table 7.

7. Mr Hot – “kind” – no cross loadings. 8. Explain de run (2002) more – added in line 3 para 1 in section 5. 9. Typo’s - done 10. References – Eccles and Durand (1997) is in pg 4, para 4, line 5; Gross and Guerrero (200) is in

page 10 (under Conslusions), line 333; while Groth and Dye (1999) is in page 3 last para line 4. I use EndNote 8 (computer program for citation and referencing) and am confident hat the references are in order.

11. Changed the title 12. Limitation and Future research deleted 13. Dyadic – refers to a term used for human to human interaction vs. monadic, which refers to

human to machine interaction.

Ernest Cyril de Run

18 May 2007 Dear Dr Ernest Cyril de Run RE: Manuscript is scheduled for publication in the forthcoming issue I would like to inform you that your manuscript “Ethnically Targeted Advertising: Views of Those Not Targeted” is scheduled for publication in the forthcoming issue of the Asia Pacific Journal of Marketing and Logistics, Vol 19 No 3 2007. Thank you for your support for the journal. Kind Regards Associate Professor Ian Phau

Acceptance

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Copyright To, Date: _____________ The Editor, The Icfai University Press, Hyderabad. Sir,

Sub: Assignment of Copyright I/We, __________________________________________________________________________________,

(Author (s) name) The copyright owner(s) of the Article “HOTEL GUEST SATISFACTION: A GAP 5 STUDY IN SIBU"

(Title of the article) Do hereby authorize you to publish the above said article in

The Icfai Journal of (Publication name)*

I/We further state that:

1) The Article is my/our original contribution. It does not infringe on the rights of others and does not contain any libelous or unlawful statements.

2) Wherever required I/We have taken permission and acknowledged the source.

3) The work has been submitted only to this The Icfai Journal of (name of the publication)* and that it has not been previously published or submitted elsewhere for publication.

I/We hereby authorize you to edit, alter, modify and make changes in the Article to make it suitable for publication.

I/We hereby assign all the copyrights relating to the said Article to The Icfai University Press.

I/We have not assigned any kind of rights of the above said Article to any other person/Publications.

I/We agree to indemnify The Icfai University Press against any claim or action alleging facts which, if true, constitute a breach of any of the foregoing warranties. 1. Name : 2. Name :

Signature : Signature :

Ernest Cyril de Run

Rejection• It happens and don’t take it personally• Understand why, take the reviewers advise,

reevaluate your work, redo, and resubmit to another journal. Start all over again.

• Don’t just send the paper without correction to another journal.

• Tell the editor that the paper was rejected from which journal and that you have revised it. Attach the referee’s comments. Explain why you are resubmitting to the new journal (more appropriate, if asked to by reviewer).

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Don’t

• Submit to multiple journals at the same time

• Plagiarize• Fabricate data• Improper use of subjects• Improper author contribution (not

acknowledging persons who worked on the paper)

Ernest Cyril de Run

Thank You