Amazon and its product1The Amazon Echo A C.docx

Amazon and its product
1
The Amazon Echo: A Case Study Overview
Introduction
Based in Seattle Washington and officially referred to as
Amazon.com, Amazon is an electronic e-commerce and cloud
computing company. It was founded in 1994 July 5Th by Jeff
Bezos who is the current CEO. Amazon.com started as an online
bookstore later diversifying to other ventures that included mp3
and video streaming services. Currently, Amazon is the world’s
largest provider of cloud infrastructure and ventures into
production of consumer electronics such as kindle e-readers,
fire TV and fire tablets. It tried venturing into Smartphone
manufacture by launching Fire Phone as iPhone’s competition
but that backfired. One of Amazon’s greatest successes at the
moment is in the voice response or augmented reality industry.
This is marked by ground breaking production of The Amazon
Echo which is the agenda of this review. (Zhu, Liu, 2016)
The Building of the Echo
First and foremost, the Echo refers to Amazon’s voice
controlled speaker with a wide array of abilities going under the
official name; Amazon Echo. But whereas the most that is
known is confined within the bounds of its functionality and
success, this study reveals the turbulence that characterized its
creation and lays bare the terrain of the path the journey took to
finally present consumers with what they highly regard at the
moment. Below are the most notable events that culminated into
what is now referred to as the Amazon Echo as per the accounts

of the case study. (Brustein, Sanders, Soper, 2016)
Created in Lab126, Echo was apparently being developed at the
same time as Fire Phone. The most interesting thing is that
other than developers of Fire Phone, nobody else in the lab
knew about its development until it was launched. It however
flopped paving way for more attention to be paid to the
development of the voice controlled speaker. Among the
problems that existed with the talking speaker included simple
logistics as the appropriate name and the wake up word. But
these were no problems exactly but rather internal logistics
arising from the nature of CEO Bezos. Apparently, Bezos
wanted the name ‘Amazon Flash’ which was highly detested by
the engineers and product managers at lab126. (Brustein,
Sanders, Soper, 2016)
Moreover, Bezos wanted the wake up word for the talking
speaker to be ‘Amazon’ which the engineers claimed would
cause a lot of awkwardness given its commonness amidst
people. They claimed that if the wake up word was Amazon, the
speakers would wake up upon hearing TV ads that mention
Amazon and start to purchase items over the internet despite not
being commanded to do so by the owner. This was made worse
by the existing fear of challenging Jeff Bezos. However, the
engineers and product managers eventually presented their case
and the current name and wake up word was adopted hence the
launch and shipment of the Amazon Echo. (Zhu, Liu, 2016)
The current logistics that surface with regards to Echo are
improvements and tying up services. Currently, Amazon Echo is
able to go beyond the simple task of playing music upon
command to actually answering questions and performing
internet based tasks. By appearance it is 9inches tall and 3.25
inches wide without any screen and the remote that was
suggested initially was done away with. Among the specific
services the echo can provide include calling a taxi, switching
on and off the internet connected light bulbs, telling the weather
conditions or entertaining a child by producing its favorite
animal sound. (Brustein, Sanders, Soper, 2016)

Upon its wake, the Amazon received a lot of criticism for the
release of the talking speaker. First and foremost, the company
accused of ‘useless gimmick’ while others accused it of
displaying ‘Orwellian’ tendencies. However, amidst these
criticism and negativity, the Echo managed to resonate with
consumer needs and certainly it gathered love from the market
selling 3million devices and commanding 4.5star rating out of
the possible 5star. Currently, independent developers are
actually creating apps that work with the Alexa software. For
cars, one can inquire from the Echo the amount of gas left in
their tank, order pizza or even command it to turn off lights at
home. (Brustein, Sanders, Soper, 2016)
Ambitions for Amazon Echo
The Echo has been termed as a departure from the past, both
literally and figuratively according to the case study. This is
perhaps because the Echo brings the aspect of artificial
intelligence into voice control. Having established a niche, the
Echo developers’ main agenda for the future with regards to
functionality of the Echo is to use the voice controlled talking
speaker to serve as a link for all the internet appliances that
grace the market. (Brustein, Sanders, Soper, 2016)
This also goes hand in hand with the goal of making the Echo
tie up services. The case study gives an example as follows.
Instead of the owner asking for it to call a curb, the target is to
make the talking speaker to actual observe and ask the owner
whether or not it should call a curb now that it is almost time to
leave. This is a whole new level artificial intelligence and a
perfect definition of interactive mode. (Brustein, Sanders,
Soper, 2016)
The end goal is not just to make activities at home smart, but to
actually make the whole house a smart home. The case study
also reveals departure of engineers who worked on the echo.
Apparently the working environment at Amazon is not exactly
friendly and neither is working under CEO Jeff Bezos. But
that’s not the agenda of the paper. Regarding the challenges
faced in the course of developing the Echo, the case study

quotes one employ as saying that failure and innovation are
inseparable twins. Clearly, despite the turbulence, Amazon.com
has a product to reckon with in the market. (Brustein, Sanders,
Soper, 2016)
References
Brustein, J., Sanders, N., & Soper, S. (2016). The Real Story of
How Amazon Built the Echo:
Bloomberg. Retrieved from
https://www.bloomberg.com/features/2016-amazon-echo/
Zhu, F., & Liu, Q. (2016). Competing with Complementors: An
Empirical Look at Amazon.
com. Harvard Business School Technology & Operations Mgt.
Unit Working Paper, (15-044). Retrieved from
https://papers.ssrn.com/sol3/Papers.cfm?abstract_id=2533616
Week 5 (Jan 17 - Jan 23)Overview
Activity
Due Date
Format
Grading Percent

Mock Action Research Proposal Presentation
Day 3
(1st post)
Discussion
4
Sample Action Research Report Evaluation
Day 7
Assignment
8
Note: The online classroom is designed to time students out
after 90 minutes of inactivity. Because of this, we strongly
suggest that you compose your work in a word processing
program and copy and paste it into the discussion post when you
are ready to submit it.
Weekly Learning Outcomes
This week students will:
1. Create a nine-step action research plan proposal in digital
presentation format.
2. Critique your own writing rituals.
3. Evaluate a sample action research plan.
4. Draw conclusions on the evaluation process and your own
action research plan proposal.
Introduction: Practice and Reflect
This week will be full of eye-opening opportunities, making the
steps of the action research process come together cohesively.
You will have the unique opportunity to create a visual
representation of your final action research plan proposal and

share it with your classmates. You will stretch outside of the
traditional way of sharing work by creating a mock presentation
via video for us to view and respond to with constructive
feedback; feedback you can then apply to your summative
assignment.
Additionally, you will review and evaluate an actual action
research report from a study involving use of technology in the
classroom. This process of seeing an actual finished study and
applying evaluative criteria will equip you with more
information and skills to better evaluate the effectiveness of
your own action research plan.
Required Resources
Texts
1. Action Research: A Guide for the Teacher Researcher (5th
ed.)
a. Chapter 8: Writing Up Action Research
b. Chapter 9: Evaluating Action Research
2. Research Design for Educators: Real-World Connections and
Applications
a. Chapter 6: Applying Action Research Outcomes to
Educational Settings
Article
1. Hollis, J. L. (1995). Sample action research report 1: Effect
of technology in enthusiasm for learning science. Retrieved
from
http://www.sagepub.com/mertler3study/resources/reports/88896
_sr1.pdf
· This sample action research report is required for this week’s
assignment.
Multimedia
1. Wienot Films. (2011, May 9). How to give an awesome
(PowerPoint) presentation [Video file]. Retrieved from
http://www.youtube.com/watch?v=i68a6M5FFBc

· Wienot Films creates fun, simple, yet effective animated
whiteboard explainer videos turning complex ideas into concise,
easy to understand stories. The essential “rules” for creating
effective presentations is here.
Accessibility Statement Privacy Policy
Recommended Resources
Multimedia
1. Brooks, K. (2010, January 5). Tutorial for
Voki [Slideshare]. Retrieved from
http://www.slideshare.net/kbrooks/tutorial-for-voki-2834271
· Provides a how-to-guide for setting up this alternative, fun
2. Kostanecki, M. (2013, January 26). 4 scientific reasons why
your PowerPoint presentation sucks (and the 2 tips you need to
fix it) [Video file]. Retrieved from
http://www.youtube.com/watch?v=eLGLtnRopJM
· This video uses PowToon to show you how to make an
effective PowerPoint presentation and provides scientific
evidence of how our brains process bullet points and other
factors commonly associated with PowerPoint presentations.
3. Ritter-Guth, B. (2008, May 26). Voice thread tutorial [Video
file]. Retrieved from http://www.youtube.com/watch?v=1--
CdU4pljg
· How to create and share your presentation through video and
audio formats.
Websites
1. Jing (http://www.techsmith.com/jing.html)
2. Present.me (https://present.me)
3. Voki (http://www.voki.com)
4. VoiceThread (http://voicethread.com)
Discussion

To participate in the following discussion, go to this
week's Discussion link in the left navigation.
1. Mock Action Research Proposal Presentation
As you prepare for your Final Project, take this opportunity to
create a mock presentation using PowerPoint, or other
professional presentation software and present your action
research proposal to your peers through Jing, Present.me, or
PowerPoint to create your presentation with both a visual and
audio component.
Your visual presentation must include all nine components of
the action research plan and follow the guidelines for creating
effective presentations as discussed in the required and
recommended video tutorials located in the recommended and
required readings section.
In order to ensure your viewers experience the full effect of
your mock proposal, it is imperative that your voice and a
visual presentation complement each other as you explain all
nine of its components. Therefore, it is a requirement you
include the video component with audio as you share your
action research proposal.
You must keep your presentation under five minutes. Keep in
mind, the emphasis is more on you and your ability to share
your knowledge, heart, and passion about your topic, while
leading your viewers through the nine components of your mock
action research proposal. Your visual presentation will provide
the main points of each of the nine components, as you follow
the seven by seven rule. But your oral complement will
elaborate to fill in the blanks between those main points. Thus,
you will have the opportunity to provide all the details,
important information, and passion behind it to your audience
verbally. This will not only appeal to both visual and auditory
learners, simultaneously, it will make your presentation more

enjoyable and enriching for both you and your viewers. Include
a link to your presentation or attach it to your discussion post.
Guided Response: View and respond to at least two peers. As
you move through the forum, if you see that some classmates’
posts do not have any posted responses, please view their video
and respond so everyone receives feedback. Provide each other
with the following constructive feedback:
· Areas of strength regarding their action research plan itself
· Areas of strength regarding their presentation (think of the
tutorial tips)
· Pose a question regarding what you saw and heard in their
presentation. Were there any components that were not entirely
clear?
· Make a recommendation for improving or enhancing an
element of their work so as to be better prepared for their final
action research proposal project.
*It is expected you follow-up by the last day of the week to
provide a secondary response to any comments or questions
your instructor may have provided. This is part of the grading
criteria as a demonstration of critical thinking.
Carefully review the Discussion Forum Grading Rubric for the
criteria that will be used to evaluate this Discussion Thread.
Assignment
To complete the following assignment, go to this
week's Assignment link in the left navigation.
1. Sample Action Research Report EvaluationInstructions: The
purpose of this assignment is for you to review a FINISHED
action research report showing the entire planning process and
allowing you to put together visibly, what a finished action
research proposal consists of including the planning stage you
are responsible for in this course as well as the results portion
of the report for which you will be responsible for in EDU675

(MAED students). Having this exposure to a finished report
should help you make connections with what you’ve been
planning as well as what you will be actually implementing
through your proposed intervention/innovation once you begin
EDU675.
According to Mills (2014), “To evaluate a research study
competently, you must have knowledge of each component of
the research process” (p. 215). For this assignment, you will
consider all that you have learned and practiced up to this point
in our course and apply criteria for evaluating action research to
the following: Sample Action Research Report 1: Effect of
Technology in Enthusiasm for Learning Science. Finally, you
will include a self-reflection. Note that it is acceptable to write
in the first-person voice in the reflection.
Content
The assignment needs to include the following areas of content.
· Area of Focus (1 point): Describe the area of focus and
whether it involves teaching and learning. Include support from
the literature where appropriate.
· Research Questions (0.5 point): List the research questions
and discuss whether the researcher states questions that were
answerable given the researcher’s expertise, time, and
resources.
· Locus of Control (1 point): Discuss the locus of control and
whether the area of focus was within the researcher’s locus of
control.
· Data Collection (1 point): Describe the data collection
techniques and whether the researcher used appropriate data
collection techniques to answer the study’s research questions
(e.g., qualitative and/or quantitative). Include support from the
literature in your description.
· Ethics (1 point): Describe the ethical challenges the researcher
faced and how they were resolved.
· Reflective Stance (1.5 points): Explain the ways the action

research effort contributed to the researcher’s reflective stance
on the ways teaching and learning are viewed.
· Action (0.5 point): Describe the actions that resulted from the
study.
· Action-Data Connection (1.5 points): Describe how the
proposed action connects to the study’s data analysis and
interpretation.
· Reflection - Learning (0.5 point): Describe what you learned
from this study and the process of evaluating it, considering
what insight this researcher gave you indirectly regarding the
process of action research.
· Reflection – Application (0.5 point): Describe what you have
taken away from this experience for use in your Final Project in
this course.
Written Communication
The assignment needs to adhere to the following areas for
written communication.
· Page Requirement (0.25 point): The assignment must be three
to five pages, not including title and references pages.
· APA Formatting (0.25 point): Use APA formatting
consistently throughout.
· Syntax and Mechanics (0.25 point): Display meticulous
comprehension and organization of syntax and mechanics, such
as spelling and grammar. Your written work should contain no
errors and be very easy to understand.
· Source Requirement (0.25 point): Use no less than two
scholarly sources in addition to the sample action research
report, which may be your course textbooks. All sources on the
reference page need to be used and cited correctly within the
body of the assignment.
Review and Submit the Assignment
Review your assignment with the Grading Rubric to be sure you
have achieved the distinguished levels of performance for each
criterion. Next, submit the assignment to the course room for
evaluation no later than day 7 of the week.

Week 5 - Instructor GuidanceIntroduction
Welcome to Week Five! This week will be full of eye-opening
opportunities, making the steps of the action research process
come together cohesively.
Before moving any further, please take a moment to review and
reflect on our learning expectations for the week.
Weekly Learning Outcomes
1. Create a nine-step action research plan proposal in digital
2. Critique your own writing rituals.
3. Evaluate a sample action research plan.
4. Draw conclusions on the evaluation process and your own
action research plan proposal.Create and justify intervention
plan.
Week Five Overview
In Week Five, you will have the unique opportunity to create a
visual representation of your final action research plan proposal
and share it with your classmates. You will stretch outside of
the traditional way of sharing work by creating a mock
presentation via video for us to view and respond to with
constructive feedback; feedback you can then apply to your
summative assignment. Next, you will learn about writing
rituals and determine the current state of your own writing
practices, finding additional ways to improve your practice.
· Discussion 1: Mock Action Research Proposal Presentation.
As you prepare for your Final Project, take this opportunity to
create a mock presentation using PowerPoint, or other
professional presentation software and present your action
research proposal to your peers through VoiceThread, Jing,
Voki, or other screencast digital tool.

· Assignment 1: Sample Action Research Report Evaluation. In
this assignment you will discuss and justify your area of focus,
research questions, locus of control, data collection, ethics,
reflective stance, action and action-data connection. You will
also provide a self-reflection on any take-aways from this study
and the process of evaluating the study, what insights did the
research give you regarding the process of action research and
how will you apply it to your final project?
Intellectual Elaboration
Writing Rituals
Writing has long been a way for people to express themselves.
Written language has been around for about 5000 years, and in
that time, people have written countless words in countless
forms. Once the province of the learned few, writing is now a
recognized part of basic education. Its close connection to
reading (writers need readers) makes writing an even more
valuable thing to know and skill to have. And, of course, in an
online classroom setting like this on, it is of necessity a key
academic skill to master.
While writing is a skill that many possess, there is no one way
that writing is accomplished—there are as many approaches to
writing as there are people. To be sure, there are many
similarities, but there are infinite individual nuances within
these similarities. This essay will examine writing rituals and
their importance.
Rituals
People are creatures of habit, and among these habits are
rituals. In its broadest sense, a ritual is a set pattern of default

behavior that people turn to, often unconsciously, in key
situations. The ritual is often first developed by noting and
observing others, then is individually modified to suit
individual needs. What is telling about rituals is that they are
very ingrained in our behavior, and disrupting the ritual can
disrupt our actions and even diminish the meaning of the ritual.
This is true in many types of rituals, including writing.
Writing Rituals - Environment, Time, and Behavior
Observationally speaking, writing rituals can take many forms,
but according to one study, there appear to be three key
elements in creating a writing ritual (O’Shaughnessy, et.al.,
2002). They are environment, time, and
behavior. Environment includes, but is not limited to, where a
writer writes, clean or cluttered, music or no music,
pencils/pens/computers, etc. This set of environmental factors
matter—if they are right, the writer can work productively. If
not, they serve as distractors.
When considering time, many serious writers have a set time
each day to conduct their writing. This is often early or late in
the day, but can really be any time that works for the individual
writer. Churchill, for example, who made his living in part as a
free-lance journalist, did much of his writing late in the
evening. What is (nearly) certain about this is that the time of
day that writing is done is very important, and seldom deviated
from.
As for behavior, O’Shaughnessy, et. Al. (2002, para 15) note
that “The behaviors of the writers we surveyed can be described
as rehearsed (as opposed to spontaneous), repetitious, and
seemingly unrelated to the work at hand.” These are,
additionally, highly idiosyncratic, and set additional conditions
so that the writer can write.

Application of Writing Rituals to Our Work
As a practical matter, we should be thinking about our own
writing rituals and how they help (or hinder) our ability to be
productive in our writing. If we need background noise to be
able to be productive, then we need to organize our environment
to include this. In order to write well, then we need to arrange
for a steady supply. And if we need the latest computer
technology to write well, then we need to set about obtaining
one. The bottom line, particularly as it concerns your work as
graduate students, is to be able to organize things in the way
that you can be the most productive. This becomes your writing
ritual and following it can lead to success.
Have a great week!
References
Guiding Instincts (www.guidinginstincts.com)
Hollis, J. (1995). Sample action research report 1: Effect of
technology in enthusiasm for learning science. Retrieved from
http://www.sagepub.com/mertler3study/resources/reports/88896
_sr1.pdf
O’Shaughnessy, K, McDonald, C., Maher, H., & Dobie, A.
(2002). Who, what, when, and where of writing rituals. The
Quarterly 24(4). Retrieved from
http://www.nwp.org/cs/public/print/resource/456
Sample Action Research Report Evaluation
PLEASE DO NOT SUBMIT A BID FOR THIS ASSIGNMENT
IF YOU DO NOT UNDERSTAND EDUCATION TERMS AND

CONCEPTS. ALL DIRECTIONS MUST BE FOLLOWED AND
NO PLAGARIASM. MY SCHOOL USES SOFTWARE TO
DETECT COPIED MATERIAL.
ALL QUESTIONS MUST BE ANSWERED COMPLETEY
The purpose of this assignment is for you to review a
FINISHED action research report showing the entire planning
process and allowing you to put together visibly, what a
finished action research proposal consists of including the
planning stage you are responsible for in this course as well as
the results portion of the report for which you will be
responsible for in EDU675 (MAED students). Having this
exposure to a finished report should help you make connections
with what you’ve been planning as well as what you will be
actually implementing through your proposed
intervention/innovation once you begin EDU675.
According to Mills (2014), “To evaluate a research study
competently, you must have knowledge of each component of
the research process” (p. 215). For this assignment, you will
consider all that you have learned and practiced up to this point
in our course and apply criteria for evaluating action research to
the following: Sample Action Research Report 1: Effect of
Technology in Enthusiasm for Learning Science. Finally, you
will include a self-reflection. Note that it is acceptable to write
in the first-person voice in the reflection.
NOTE: The sample action research report is attached as a
separate document.
Content
The assignment needs to include the following areas of content.
· Area of Focus (1 point): Describe the area of focus and
whether it involves teaching and learning. Include support from

the literature where appropriate.
· Research Questions (0.5 point): List the research questions
and discuss whether the researcher states questions that were
answerable given the researcher’s expertise, time, and
resources.
· Locus of Control (1 point): Discuss the locus of control and
whether the area of focus was within the researcher’s locus of
control.
· Data Collection (1 point): Describe the data collection
techniques and whether the researcher used appropriate data
collection techniques to answer the study’s research questions
(e.g., qualitative and/or quantitative). Include support from the
literature in your description.
· Ethics (1 point): Describe the ethical challenges the researcher
faced and how they were resolved.
· Reflective Stance (1.5 points): Explain the ways the action
research effort contributed to the researcher’s reflective stance
on the ways teaching and learning are viewed.
· Action (0.5 point): Describe the actions that resulted from the
study.
· Action-Data Connection (1.5 points): Describe how the
proposed action connects to the study’s data analysis and
interpretation.
· Reflection - Learning (0.5 point): Describe what you learned
from this study and the process of evaluating it, considering
what insight this researcher gave you indirectly regarding the
process of action research.
· Reflection – Application (0.5 point): Describe what you have
taken away from this experience for use in your Final Project in
this course.
Written Communication
The assignment needs to adhere to the following areas for
written communication.
· Page Requirement (0.25 point): The assignment must be three
pages, not including title and references pages.
· APA Formatting (0.25 point): Use APA formatting

consistently throughout.
· Syntax and Mechanics (0.25 point): Display meticulous
comprehension and organization of syntax and mechanics, such
as spelling and grammar. Your written work should contain no
errors and be very easy to understand.
· Source Requirement (0.25 point): Use no less than two
scholarly sources in addition to the sample action research
report, which may be your course textbooks. All sources on the
reference page need to be used and cited correctly within the
body of the assignment.
Sample Action Research Report 1
Effect of Technology on Enthusiasm for Learning Science
Jane L. Hollis
Lake City Middle School
Lake City, Florida
ABSTRACT
The effect of technology on students’ enthusiasm for learning
science (both at school and
away from school) was investigated. Pre- and post-student and
parent surveys, student and
parent written comments, and teacher observations were used to
record changes in enthusi-
asm for learning science during a six-week study period.

In this study, I investigated how the integration of technology
into my middle school
science curriculum would impact my students’ enthusiasm for
learning science. Enthusiasm
for learning science can be defined as the students’ eagerness to
participate in science activi-
ties in the classroom, as well as away from school. My
motivation for focusing on technol-
ogy was twofold. First, I have had an interest in integrating
technology into my students’
studies of science for some time. Secondly, the funding for
technological equipment and
software recently became available. During the 1993–1994
school year, my school was
awarded a $115,000 incentive grant to purchase equipment and
software and to train
teachers in the use of this software and technological
equipment. One of the stipulations of
the grant was that the equipment and software must be for
student use.
According to Calvert (1994), American education is a system
searching for solutions.
Our children drop out, fail to sustain interest in learning, and
perform below capacity. Some
have argued that television is the culprit. Others have argued
that computers may be the
answer.
Today’s middle school students have grown up in a
technological world with television,
electronic toys, video games, VCRs, cellular phones, and more.
They are accustomed to
receiving and processing information through multi-sensory
sources.

I wanted to bring technology into my classroom and incorporate
it into my science
curriculum using multimedia computer presentations. Barbara
ten Brink (1993) noted, “. . .
students look to us [teachers] to prepare them for an
increasingly technological world.
Fortunately, with videodiscs, we are meeting the challenge by
delivering curriculums in
ways that engage, motivate, and thrill our students.” In this
study my students had an
opportunity to use assorted multimedia technology as they
explored a segment of a middle
school science curriculum.
THEORETICAL FRAMEWORKS
Learning is an extremely complex human process. During my
twenty-four years of teaching
I have used many strategies to enhance student learning and to
teach new concepts. I am still
not convinced that I thoroughly understand how children learn.
Yet, at this point, I do
believe children learn through experiences. They build on past
experiences and previous
knowledge to process new concepts. As children redefine old
understandings of concepts
and integrate new experiences into their old concepts, they
mature in their knowledge and
understanding.
In their early experiences of the world pupils develop ideas

which enable them to make
sense of the things that happen around them. They bring these
informal ideas into the class-
room, and the aim of science education is to give more
explanatory power so that their ideas
can become useful concepts (National Curriculum Council,
1989).
In a discussion in “Discovery, Enquiry, Interaction,
Constructive Learning—What’s the
Difference?” Harlen (1993) suggested that there is no single
solution to the complex matter
of education. According to Harlen, the objectives of learning
are various and so should be
the approaches to teaching. A combination of approaches is
often the most effective
education.
As a teacher I cannot assume that I am the giver of knowledge. I
can only be confident
in knowing that I am the facilitator of understanding, the
presenter of an opportunity to
explore, discover, and compile knowledge. A student’s
willingness to learn and his/her
enthusiasm for discovering knowledge and developing
understanding will dictate the level
of student learning.
Students need to be actively involved in their education.
Interested and enthusiastic
students are more willing learners, and I believe willing
learners become active participants
in their own instruction. As children become more actively
involved in their learning, they
develop interest and enthusiasm for the content and/or the
process that is their conduit for

acquiring new knowledge.
Through this study I hoped to find that multimedia technology
would be the conduit
that my students needed to acquire new knowledge, develop new
concepts, and express
strong understanding. Through the integration of multimedia
computer software I hoped to
tap the enthusiasm of my students towards learning science and
make them active
participants in their own instruction.
THE STUDY
I teach eighth grade, comprehensive science (an integrated life,
earth/space, and physical
science program) at a middle school in a rural North Florida
county. I am a member of a
four-teacher team, along with one math, one history, and one
language arts teacher. We
instruct 130 students who make up the academic team (Team E).
Although I teach five
science classes a day, I targeted my seventh period class for my
research.
This class is made up of thirty-one average and above-average
science students. I chose
this last class of the day for purely logistical reasons. With only
one computer in my class-
room, I needed to borrow eleven computers daily from
neighboring teachers. Seventh period
was the most agreeable period to the other teachers. An extra

advantage of using the last
period of the day was that students could return the computers
after the final dismissal bell
and not take valuable class time for this task.
My data was generated by comparing these students’ attitudes
toward learning science
at the beginning of the school year, during my study, and at the
conclusion of the study
period. The students’ attitudes and reactions were documented
by the students themselves,
by their parents, and by my own observations. Collecting data
from three sources allowed
for triangulation of the findings in this study. Data triangulation
helped reduce the
likelihood of error in the findings when similar results are
reported from two or more of the
sources. I surveyed all of the class members and their parents at
the beginning and the end
of my study.
During the first six weeks of school, I reviewed the scientific
method, the metric
system, scientific measurement, and laboratory safety. At this
point multimedia technology
was not part of the curriculum. Some hands-on activities were
used at this time. The
students worked both individually and in groups. To determine
each student’s level of
enthusiasm for learning science, during this time I administered
a survey which contained
the following questions: How do you like learning science?
How have you liked learning
science so far this year? How enthusiastic are you about
exploring science at home?
Students were asked to rate their answers to each question using

a scale of 1 to 5. The scale
was represented by (1) a very unenthusiastic response, (2) an
unenthusiastic response, (3)
indifference, (4) an enthusiastic response, and (5) a very
enthusiastic response.
Additionally, I sent home parent surveys with each student in
order to solicit and record
the parents’ opinions concerning their child’s enthusiasm for
learning science. The survey
included two questions: How enthusiastic is your child about
learning science? How
enthusiastically does your child do science activities at home? I
used the same rating scale
for the parents that I used with the students.
At the beginning of the second six weeks I introduced a unit on
oceanography.
Oceanography was used as the unit of study primarily because
of the number of resource
materials available to the students through the media center. It
was during this unit that I
began to integrate technology into my curriculum. As the unit
was introduced I asked my
students to look through the oceanography chapters in their
textbooks and make a prioritized
list of the eleven subtopics in physical and biological
oceanography they would like to
study. Students were grouped according to their interest as
much as possible and were
assigned to work in groups of two or three to develop a
multimedia presentation that would
be used as an instructional tool for the other students.

During this period I began to introduce them to the multimedia
computer program,
HyperStudio (Wagner, 1994). HyperStudio is a program that
allows the user to combine
sound, graphics, and animation with text to make creative and
entertaining presentations.
The introduction of HyperStudio and the development of the
student presentations took six
weeks to complete.
Throughout the study I observed and made notes as to how the
students were working
and their reactions to class. These observations were guided by
several questions: What
problems are the students encountering as they work on their
multimedia presentations? Are
the students having problems with content? Are there problems
working in groups? Are they
having problems using the multimedia software? These
observations and notes were useful
in making sense of any fluctuations I found in the end-of-study
student surveys. I was able
to discern the source of problems so that content difficulties or
friction within groups was
not confused with a loss of enthusiasm for technology.
At the end of the oceanography unit I had each group of
students share their
presentations with the rest of the class. After the presentations,
each group was asked to
comment to the class on how they enjoyed developing their
works. I noted these student
comments as they were presented to the class. Each student was
also asked to make written,
individual comments to me, responding to the following
questions: What problems did you

encounter while you were developing your presentation? What
did you learn about your
topic while you were developing your presentations? Did you
learn from the other students’
presentations? Would you like to do another presentation on
some other topic in science?
Again I surveyed the parents of these students to gain
information about their child’s
interest in learning science. I asked the following questions: Is
your child talking about
science at home? Is your child eager to share what we are doing
and learning in science
class? Do you feel that your child is learning science? Why or
why not? How enthusiastic is
your child about learning science? How enthusiastically is your
child doing science
activities at home? I again surveyed the students asking the
same questions that I had asked
in the beginning survey.
RESULTS
As I watched and listened to my students during the study, it
was apparent very early that
they were thoroughly enjoying using computers and developing
their presentations. Students
rushed to class, eager to get started on their presentations.
There were no tardies to class
during the study period, while there had been fourteen tardies to
class in the month before
the study period. Normally these students would ask to pack up
their things three to five
minutes before the end-of-the-day bell sounded. During the
study period I had to insist that
they stop work, and often they ignored me and worked through

the dismissal bell. Several
times a week students would ask to stay after school and work
on the computers. One group
worked for an hour and a half after school and would have
stayed longer, but I had to go
lock up for the day.
Twenty-eight of the thirty-one members of the class responded
to the pre- and post-
study surveys. One member of the class withdrew from school
during the study period, and
two students did not return their surveys.
The pre- and post-study attitudinal surveys show an increase in
my students’
enthusiasm for learning science (see Table 1 on the following
page). In the pre-study survey,
75% of the students were enthusiastic or very enthusiastic about
learning science, while the
post-study survey showed 96% of the students enthusiastic or
very enthusiastic about
learning science. When the students were asked how
enthusiastic they were about doing
science away from school, their responses showed a decrease in
enthusiasm for learning
science away from school after the study as compared to pre-
study data. On the pre-study
survey, 49% of the students were enthusiastic or very
enthusiastic about doing science away
from school, while only 28% of the students were enthusiastic
or very enthusiastic on the
post-project survey. Students’ comments on the post-study
survey concerning their

diminished enthusiasm for learning science away from school
centered around the lack of
availability of computers and software at home. Only eight
students had access to a
computer at home, and only one student actually had the
HyperStudio computer program to
use at home.
When the students were asked how they had liked learning
science so far this year, their
responses again showed an increase in enthusiasm for learning
science. On the pre-study
survey, 70% of the students were enthusiastic or very
enthusiastic about learning science
during the first half of their eighth grade year, while 81% of the
students were enthusiastic
on the post-study survey.
The students were questioned before and after the study about
their likes and dislikes
while learning science this year in an attempt to determine the
impact that the topic of
oceanography had on their enthusiasm for learning science
during the study. The students’
responses all centered around the method of instruction rather
than the curriculum. Their
responses made reference to lectures, note taking, group work,
projects, lab work, using
computers, etc. Since the students did not mention content in
their likes or dislikes, I do not
think the topic used during this study had a significant effect on
the results of this study.
The increased enthusiasm of my students was made apparent
during the study through
two separate incidents. The first incident occurred during the

second week of the study.
Seven of my students missed class one day a week to participate
in a gifted program. These
students told the teacher of the gifted program that they did not
want to miss class while
they were working on a computer presentation. However, these
students were not allowed to
miss gifted class and were very unhappy.
The second incident occurred during the sixth week of the
study. The entire student
body was being rewarded with an incentive assembly. They
were allowed to watch or
participate in a student versus faculty basketball game instead
of attending sixth and seventh
period. Seventeen of my students in the seventh period study
group asked for permission to
miss the incentive assembly and spend the two hours in science
class working on their
computer presentations.
Enthusiasm for learning science was also reflected in student
comments during and
after the study. Some of these comments were as follows:
• “Everyone gets into the topic more when they use
HyperStudio.”
• “It’s creative and it is fun.”
• “It’s a lot more fun working on a computer than in a book.”
• “You get to make friends with people and learn what they

know. It’s a different
way of teaching and I think it keeps our attention better.”
• “I think anyone could benefit from studying a topic in science
by developing a
multimedia presentation.”
• “It is like doing book work but fun.”
• “I enjoyed doing the multimedia presentation. I feel it was
very helpful and fun
at the same time but educational.”
• “It was a fun learning experience.”
• “Computers are millions of times more fun than book work.”
• “Using books gets boring, but you can learn by computers at
the same time if
working on them.”
• “There is so much you can learn off computers that you just
can’t from books.”
• “With books it gets boring after a while, but with computers
it’s fun and
exciting. Computers make learning fun.”
• “I find it very interesting to work on computers. It makes me
think a lot.”
• “It made me enjoy looking up information for my
presentation.”
Parents were surveyed before and after the study. The same ten
parents completed and

returned both the pre-study and post-study survey. The parent
surveys (see Table 2) showed
that 60% of the parents considered their children enthusiastic or
very enthusiastic about
learning science both before and after the study. These surveys
did show that 20% of the
parents felt that their children were unenthusiastic about
learning science before the study,
while none of the parents recorded their child as being
unenthusiastic about learning science
after the study. When asked how enthusiastic their child was
about doing science activities
at home, 40% of the parents noted that their children were
enthusiastic or very enthusiastic
about doing science activities at home on the pre-project
survey. On the post-project survey,
60% of the parents reported that their child was enthusiastic or
very enthusiastic about doing
science activities at home.
Several parents added comments to their post-project surveys.
Their comments were as
follows:
• “I feel the more ‘high tech’ the equipment, the more important
the subject will be
to the students. If they think science is ‘cool,’ because the
equipment they use is
‘cool,’ then more learning will take place and interest will
remain high.”
• “As our society is becoming more computer dependent our
students need an

early start.”
• “Hands on is fine, but they need the basics too. We also need
to have more
computers in the classroom to be effective.”
• “It seems to generate more enthusiasm for science and
learning.”
• “My daughter talked more about science during the use of
computers.”
DISCUSSION
My findings show a marked difference in the opinions of the
parents as compared to the
opinions of the students. The parents perceived no change in the
science, while the students noted a 21% increase in enthusiasm
for learning science. The
parents recorded a 20% increase in enthusiasm for doing science
activities away from
school, while the students recorded a 21% decrease in away
from school science activities.
The differences between parent results and student results could
be a reflection of the
communication gap between parents and students of this age.
The parents equated the
increase in conversations about science and planning of
presentations that their children
were doing at home with increased enthusiasm. The students on
the other hand were
enthusiastic about working with the computers but did not
consider their conversations at

home and their planning of presentations actually “doing
science activities.” They indicated
instead a frustration about not having more access to computers
and software to “do
science” at home.
The results of this study support the notion that the level of
science was increased through the incorporation of computers
and multimedia software into
the middle school science curriculum. The integration of
technology will be an ongoing
pursuit in my classroom. The enthusiasm it brought to my
students has been infectious.
Students and parents of students in my other four classes have
asked when they would have
an opportunity to work with computers. Teachers throughout the
school have become
interested in integrating technology into their curriculum.
Through the insistence of my
coworkers, I have taught two HyperStudio training sessions for
twenty-one teachers and
teacher aides from all academic disciplines as well as areas such
as special education and
the media center. Seventeen of my study group students
volunteered to assist me with these
teacher training sessions.
I believe that multimedia computer technology could enhance
all of the core curricula.
In English, it could be used to illustrate creative writing
assignments. Social studies classes
could use multimedia to develop geography or history
presentations. One of my study group
students used HyperStudio to develop an award-winning math
fair project. Adding

enthusiasm to learning in any discipline through the use of
technology is limited only by the
ability of a school to provide funding for the equipment,
adequate software, and teacher
training. The availability of equipment when doing class
projects involving technology is
critical.
This active research study was made possible through the
cooperation of my fellow
teachers. By borrowing computers from neighboring classrooms,
each group of students that
developed a presentation had a computer to use throughout the
study period. Ideally,
computers and software should be made available to students
and teachers for check-out and
use at home as well as at school through the school’s media
center. The difficulties
encountered in this study (all of which involved the logistics of
accessing the equipment
needed) were far outweighed by the academic benefit to my
students.
This active research study not only increased my students’
science, but it also rekindled my excitement for teaching.
During the prestudy period, I was
extremely apprehensive and began to question the feasibility of
the study. Once I began,
however, I found myself looking forward to the hectic pace and
the commotion that resulted
from eleven groups of middle school students using sound,
animation, and graphics to

develop multimedia computer presentations.
REFERENCES
Calvert, S. (1994). Children’s attentional involvement and
distractibility during educational
computer interactions. Journal of Educational Technology
Systems, 22(3), 251–257.
Harlen, W. (1993). The teaching of science. London: David
Fulton Publishers.
HyperStudio, Roger Wagner Publishing Co. Inc. El Cajon, CA.
1994.
National Curriculum Council. (1989). Science: Non-statutory
guidance. York, England:
NCC.
ten Brink, B. (1993). New frontiers with science videodiscs.
Educational Leadership, 50(8),
42–43.
From “Effect of Technology on Enthusiasm for Learning
Science” by J. Hollis (1995), in S. Spiegel, A. Collins, & J.
Lappert (Eds.), Action Research: Perspectives from Teachers’
Classrooms. Science FEAT (Science For Early Adolescence
Teachers). Tallahassee, FL: SouthEastern Regional Vision for
Education. Retrieved October 20, 2004, from
http://www.enc.org/professional/learn/research/journal/science/
document.shtm?input=ENC-002432-2432_ch1. Reprinted
with permission.

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