We all know that databases supply the fuel for the productivity engine in the information age, but at what cost - i.e. what effort is required to initially build (design, implement, and populate with data) in a database in your corporate (where you work now or have worked in the past) and personal databases (resources – dollars or people hours and the DBMS software; (I am not concerned in this unit with maintaining the data by DBA(s) or functions performed by DBA(s) or efforts to input data on an ongoing basis by users – only the initial database build effort)? Getting this quantitative information may be difficult, but I want you to provide at least an estimate if historical records are not available)? Provide this information for either one example of a personal database, or one example of a corporate database that you are familiar with. Even if you are not experienced with databases yourself, the idea is to go find out about the resources/effort needed to initially design and build a database. For those of you in the military, if you use one of your database systems, make sure the information is releasable. And for those who will interview someone to get the information to answer this question, make sure you provide a personal reference for that person (see the course FAQs for examples [include name, position, organization, etc.). - 1 Page Minimum - Please use references Service Encounters Grading Rubric *Must be attached to your draft* Grading Rubric Points Possible Points Earned A. Describe where and when you conducted your observation 5 B. Describe 3--‐ 4 service encounters, following the format of the examples described. Include your notes on the conversations and described persons. 20 C. Present your analysis of your conversational data in which you will identify: i. Utterances (statements, questions, etc.) that invite an uptake 15 ii. Either the presence or absence of uptakes 10 D. Based on Bailey’s work, suggest some of the possible reasons for a person not to offer an uptake. 10 Total: 60 SERVICE ENCOUNTERS ASSIGNMENT REMEMBER TO ATTACH THE “GRADING RUBRIC” (A SEPARATE FILE UNDER “ASSIGNMENTS”) TO YOUR DRAFT. Check on the rubric each section completed. “Service Encounters” project is modeled on Bailey’s research presented in his paper, “Communication of Respect in Interethnic Service Encounters,” (in the “readings” folder, under “content” on BBLearn). Re-read Bailey’s paper before starting the project. The project is due in class on April 11th. Maximum credit available for the project is 60 points. To be graded, the papers need to be edited for clarity, grammar and typographic errors. Plan on consulting the Writing Center). Even best writing can be improved! The project involves following steps: (1) Conduct careful observation of “service encounter” type of interactions in a real world setting For your observat.

1. We all know that databases supply the fuel for the productivity
engine in the information age, but at what cost - i.e. what effort
is required to initially build (design, implement, and populate
with data) in a database in your corporate (where you work now
or have worked in the past) and personal databases (resources –
dollars or people hours and the DBMS software; (I am not
concerned in this unit with maintaining the data by DBA(s) or
functions performed by DBA(s) or efforts to input data on an
ongoing basis by users – only the initial database build effort)?
Getting this quantitative information may be difficult, but I
want you to provide at least an estimate if historical records are
not available)? Provide this information for either one example
of a personal database, or one example of a corporate database
that you are familiar with. Even if you are not experienced with
databases yourself, the idea is to go find out about the
resources/effort needed to initially design and build a database.
For those of you in the military, if you use one of your database
systems, make sure the information is releasable. And for those
who will interview someone to get the information to answer
this question, make sure you provide a personal reference for
that person (see the course FAQs for examples [include name,
position, organization, etc.).
- 1 Page Minimum
- Please use references
Service Encounters Grading Rubric
*Must be attached to your draft*

2. Grading Rubric Points
Possible
Points
Earned
A. Describe where and when you conducted your observation 5
B. Describe 3--‐ 4 service encounters, following the format of
the examples
described. Include your notes on the conversations and
described persons.
20
C. Present your analysis of your conversational data in which
you will identify:
i. Utterances (statements, questions, etc.) that invite an uptake
15
ii. Either the presence or absence of uptakes 10
D. Based on Bailey’s work, suggest some of the possible
reasons for a person not
to offer an uptake.
10
Total: 60

3. SERVICE ENCOUNTERS ASSIGNMENT
REMEMBER TO ATTACH THE “GRADING RUBRIC” (A
SEPARATE FILE UNDER
“ASSIGNMENTS”) TO YOUR DRAFT. Check on the rubric
each section completed.
“Service Encounters” project is modeled on Bailey’s research
presented in his paper,
“Communication of Respect in Interethnic Service Encounters,”
(in the “readings” folder,
under “content” on BBLearn). Re-read Bailey’s paper before
starting the project.
The project is due in class on April 11th. Maximum credit
available for the project is 60
points.
To be graded, the papers need to be edited for clarity, grammar
and typographic errors.
Plan on consulting the Writing Center). Even best writing can
be improved!
The project involves following steps:
(1) Conduct careful observation of “service encounter” type of
interactions in a
real world setting

4. For your observation:
Select a setting such as convenience store, cafeteria or
Starbucks, open to the public.
Select time when there is not much traffic so that people are not
too rushed. Observe
and describe in your notes four interactions (conversations)
between the attendant and
customer. Write down what people say as accurately as you can.
In your paper, follow
the format of the examples below. At least three of the
conversations should involve
either the customer or the service person introducing a topic not
directly related to the
business transaction at hand, such as in these hypothetical
exchanges:
EXAMPLE I
1. Attendant: Will that be it?
2. Customer: Yeah. I haven’t seen you for a while?
3. Attendant: Would you like any cash back?
4. Customer: Nope.
5. Attendant: Thanks for shopping at Walgreens
EXAMPLE II
1. Attendant: Will that be it?
2. Customer: Yeah. I haven’t seen you for a while?
3. Attendant: I know, I went to see my boyfriend in Phoenix
4. Customer: That’s great. Good to have you back, though
5. Attendant: I’m glad to be back, too. Would you like any cash
back?
6. Customer: Nope.
7. Attendant: Thanks for shopping at Walgreens

5. (2) Take detailed notes of your observation.
Like in Bailey’s research, your most important data will be your
conversation data.
Write down in as much detail as you can the exact words that
people use in talking to
each other. Also, describe people participating in the
conversation (age, gender,
anything else you notice)
(3) Conduct uptake analysis
Your analysis will address conversational uptakes on topics not
directly related to the
business transaction and introduced in the service encounter
interactions data f r o m
your research.
Uptake: a follow up on the topic introduced by another person.
An uptake is a
conversational tool that helps to create conversation as a
collaborative project. In doing
so, it mainly serves a phatic communicative function; that is,
the maintenance of social
relationship between people who participate in communicative
event.
To illustrate: in the EXAMPLE I above, the attendant did not
offer an uptake on the
customer’s inquiry, “I haven’t seen you for a while?” in line 2.
In contrast, in the

6. EXAMPLE II, the attendant did offer an uptake in line 3, by
saying “I know, I went to see
my boyfriend in Hawaii,” followed by the customer’s uptake,
“That’s great. Good to
have you back, though” (line 4) and further, by the attendant’s
next uptake, “I’m glad to
be back, too.”
In the analysis of your conversational data, identify statements
that invite an uptake
and assess whether an uptake has taken place.
(4) write a paper about 3 pages long (12-point font, double-
spaced) in which you will:
a) describe where and when you conducted your observation
b) describe three or four service encounters, following the
format of the
examples above. Include your notes on the conversations and
describe persons
who participated in the interaction (age, gender, appearance,
etc.)
c) present your analysis of your conversational data in which
you will identify:
(i) utterances (statements, questions, etc.) that invite an uptake
and
(ii) either a presence or an absence of uptake.
d) based on Bailey’s work, suggest some of the possible reasons
for a person not to
offer an uptake.
(1) Conduct careful observation of “service encounter” type of
interactions in a real world setting(2) Take detailed notes of
your observation.(3) Conduct uptake analysis(4) write a paper

7. about 3 pages long (12-point font, double-spaced) in which you
will: