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Rätt information vid rätt tillfälle
– En studie av individanpassning av informationsåtkomst på webbplatser
C-uppsats 15 hp | Medieteknik C | Höstterminen 2011 | 2012-01-27 Programmet för IT, medier och design
Av: Josefin Sjöström & Juliana Moreira Handledare: Mauri Kaipainen
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The right information at the right time
– An essay on personalization of information access on websites
Södertörns högskola | Institutionen för kommunikation, medier och IT C-uppsats 15 hp | Medieteknik C | Höstterminen 2011 | 2012-01-27 Programmet för IT, medier och design
Av: Josefin Sjöström & Juliana Moreira Handledare: Mauri Kaipainen
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Sammanfattning
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Nyckelord
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Abstract
M0(!+-AE(;,!38!,0/+!(++*<!/+!*;,/5(!6(2+3)*1/N*,/3)!38!/)8324*,/3)!*;;(++B!F,+!4*/)!73*1+!
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Keywords
T(2+3)*1/N*,/3)?!F),(2*;,/3)!'(+/7)?!H(A!.(+/7)?!C@(./+0!M*G!Q7();<?!U3),(G,?!
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Begreppsdefinition
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Aktivitet
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Informationsåtkomst
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Sökning
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Cookies (Kakor)
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CSS/Cascading Style Sheets
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1. Inledning
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1.1 Syfte
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1.2 Studiens fokus
1.2.1 Skatteverkets webbplats
Q)1(.)/)7()!,/11!5*28>2!5/!5*1,!*,,!83:-+(2*!.())*!+,-./(!69!C:*,,(5(2:(,+!@(AA61*,+!=2!
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2=,,!/)8324*,/3)B!C:*,,(5(2:(,!=2!()!4<)./70(,!+34!.(!*112*!81(+,*!+5()+:*!4(.A327*2(!
:344(2!/!:3),*:,!4(.!)973)!79)7?!5/1:(,!7>2!.(,!<,,(2+,!5/:,/7,!*,,!/)8324*,/3)()!=2!
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5=1./7,!348*,,*).(?!5/1:(,!+,=11(2!<,,(21/7*2(!:2*5!69!9,:34+,()!*5!/))(0911(,B!
1.2.2 Aktiv och passiv individanpassning
^/!*)+(2!*,,!.(,!8/))+!,59!+=,,!*,,!*)6*++*!/)8324*,/3)+9,:34+,!69!@(AA()`!*:,/5,!
3;0!6*++/5,B!'=28>2!:344(2!5/!/!.())*!+,-./(!*,,!*)5=).*!A()=4)/)7*2)*!%$!.16 .#-.1.-%#:%44#.#)!3;0!:%44.16.#-.1.-%#:%44#.#)K!^/!*)+(2!*,,!*:,/5!
/)./5/.*)6*++)/)7!=2!)=2!*)5=).*2()!+E=15!892!7>2*!5*1!+34!8/1,2(2*2!/)8324*,/3)!
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*)5=).)/)7()B!T(2+3)-667/8,(2!3;0!;33:/(+!=2!(,,!(G(46(1!69!+9.*)*!.*,*B!
DG(46(1!69!A9.*!*:,/5!3;0!6*++/5!/)./5/.*)6*++)/)7!:344(2!*,,!7(+!+()*2(!/!
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+34!:2=5(2!*,,!*)5=).*2()!+:*!1377*!/)B!
1.2.3 Lätt eller svårt
F!+,-./()!*)5=).(2!5/!9,(2:344*).(!32.()!/"!!!3;0!4153!68>2!*,,!4=,*!
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+592,?!(8,(2+34!.(,!0*).1*2!34!*)5=).*2()+!-661(5(1+(B!J661(5(1+(2!:*)!5*2/(2*!4(11*)!
31/:*!*)5=).*2(!3;0!.=28>2!:*)!5/!A*2*!:3)+,*,(2*!34!)973,!=2!1=,,!(11(2!+592,!7()34!0-2!
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1.2.4 Avgränsningar
F!.())*!+,-./(!-).(2+>:+!()!.(1!*5!C:*,,(5(2:(,+!@(AA61*,+!4()!.(,!5/!:344(2!82*4!,/11!
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C:*,,(5(2:(,+!@(AA61*,+!4()<+,2-:,-2B!^/!0*2!5*1,!*,,!/),(!/)5315(2*!@(AA61*,+()+!
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9,:34+,()!*5!/)8324*,/3)()?!/),(!/)8324*,/3)()!/!+/7B!
1.3 Disposition
J66+*,+()!0*2!A>2E*,!4(.!:*6/,1(,!;#/+-#.#)!.=2!+,-./()+!+<8,(?!83:-+!3;0!*572=)+)/)7*2!
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2. Bakgrund
F!.(,,*!:*6/,(1!7(+!()!62(+(),*,/3)!*5!C:*,,(5(2:(,B!'(,,*!(8,(2+34!*,,!+,-./()!:344(2!
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@(AA61*,+()!3;0!+(.*)!62(+(),(2*+!.(!,/117=)71/70(,+491!+34!C:*,,(5(2:(,!*2A(,*,!(8,(2!
.9!.(!-,8324*,!+/)!@(AA61*,+B!
2.1 Skatteverket
C:*,,(5(2:(,!=2!8>25*1,)/)7+4<)./70(,!8>2!+:*,,?!831:A3:8>2/)7!3;0!A3-66,(;:)/)7*2B!'(!
-,8=2.*2!/.P:32,!8>2!6(2+3)(2!+34!=2!831:A3:8>2.*!/!C5(2/7(!3;0!829)!3;0!4(.!LZZ%!=2!
.(,!3;:+9!C:*,,(5(2:(,!+34!A(5*:*2!+,*,()+!832.2/)7*2B!'(!,*2!(43,!3;0!72*)+:*2!
.(:1*2*,/3)(2?!+*4,!0*),(2*2!+:*,,(=2().()!9,!62/5*,6(2+3)(2!3;0!8>2(,*7!#C:*,,(5(2:(,!
LZ""&B!
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2.2 Skatteverkets webbplats
F!()!/),(25E-!4(.!Q).(2+!h01-).L?!+34!E3AA*2!4(.!@(AA.(+/7)!3;0!@(AA*)*1<+!69!
C:*,,(5(2:(,+!:344-)/:*,/3)++,*A?!82*4792!.(,!*,,!C:*,,(5(2:(,+!@(AA61*,+!0*2!+(,,!-,!
+34!.()!7>2!)-!+(.*)!/!E*)-*2/!LZ"ZB!!h01-).!0*2!E3AA*,!69!+/)!)-5*2*).(!63+/,/3)!69!
C:*,,(5(2:(,!/!.2<7,!"Z!92!3;0!0*2!+(,,!0-2!@(AA61*,+()!0*2!79,,!/7()34!()!2*.!
8>2=).2/)7*2B!!
2.2.1 Användare
C:*,,(5(2:(,+!@(AA61*,+!892!;*!VL!4/1E3)(2!A(+>:!5*2E(!92!3;0!*)5=).+!,/11!+,>2+,*!.(1()!
*5!62/5*,6(2+3)(2B!'()!A(+>:+!38,*+,!*5!5*.!h01-).!:*11*2!8>2!4"//%#S+4($%3+?!.(,!5/11!
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2.2.2 Organisation av information
h01-).!A(2=,,*.(!*,,!C:*,,(5(2:(,+!@(AA61*,+!A(+,92!*5!;*!"$P"e!ZZZ!.3:-4(),B!K>2!*,,!
*)5=).*2)*!+:*!0/,,*!.(++*!.3:-4(),!0*2!:344-)/:*,/3)++,*A()!327*)/+(2*,!
/))(0911(,!/!31/:*!4()<(2!3;0!-).(2+/.32B!X*+(2*,!69!49172-66+*)*1<+(2!0*2!4*)!.(1*,!
-66!@(AA61*,+()!/!,2(!31/:*!5<(2`!T3.1%!?!M(3+!%)6,<'6,3)%#.4%!.,#+3!+*4,!
O"!!4.#2,3*%!.,#B!'(,,*!A(232!69!*,,!.(,!8/))+!5=1./7,!4<;:(,!i,-)7i!/)8324*,/3)!+34!
/),(!=2!/),2(++*),!8>2!(G(46(15/+!62/5*,6(2+3)(2B!!
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2.3 Tillgänglighetsmål
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3. Tidigare forskning
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3.1 Individanpassning
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3.2 Kontext och aktiviteter
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3;0!*2,(8*:,(2!#W*2./!"ccek!C;04/.,?!X(/71!Y![(11(2+()!"ccc&B!I3),(G,!A(+:2/5(2!
347/5)/)7()!3;0!1=77(2!,/11!4()/)7B
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3.3 Best practice inom webbdesign
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3.3.1 Användbarhet
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*,,!/),(!,5/)7*!*)5=).*2()!*,,!,=):*!)=2!.())(!*)5=).(2!@(AA61*,+()B!!J).(2!
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327*)/+(2*2!.(,!/!+6*1,(2B!!
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():(1,!,*;:!5*2(!.(,,*B!I2-7!0=5.*2!,5=2,34!*,,!*)5=).*2()!A*2*!,/,,*2!+)*AA,!69!+/.*)!
8>2!*,,!+(.*)!:1/;:*!69!()!1=):!+34!89)7*,!.())(+!/),2(++(B!Q)5=).*2()!,/,,*2!/),(!()+!69!
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3.3.2 Standard för användbarhet
'(,!8/))+!()!/),(2)*,/3)(11!+,*).*2.?!;FY6ZAUC&CC?!8>2!*)5=).A*20(,!+34!-,*2A(,*,+!*5!
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#()7B6+22.<.+#<G&!3;0!,/1182(.++,=11(1+(!#()7B64%!.42%<!.,#&!#M*E*::*!LZZ$&B!!!
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3.3.3 960 Grid
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1*<3-,!8>2!@(AA+/.32B!f*45(2:(,!A*+(2*+!69!()!1*<3-,!.=2!.()!,3,*1*!A2(..()!69!
@(AA+/.*)!=2!ceZ6GB!W*,0*)!C4/,0!+:*6*.(!ceZ![2/.!C<+,(4!LZZ%!+34!(,,!8>2+>:!*,,!
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3.3.4 Responsive design och flexible grid
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4. Frågeställning
Studien kommer att baseras på frågeställningen:
Gör aktiv individanpassning av informationsåtkomsten på Skatteverkets webbplats det lättare för användare att hitta den information de söker?
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5.2 Prototyp
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5*1.(!*,,!0*!(,,!A(72=)+*,!83:-+!8>2!*,,!1=,,*2(!:-))*!8>2+,9!5/1:*!8*:,32(2!+34!695(2:*2!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
]!C(!X/1*7*!"!
! LV!#$%&!
49172-66B!^/!,37!=5()!82*4!:3),(G,(2!3;0!:*,(732/(2!+34!5/!*)+97!6*++*.(!/)!03+!
49172-66()B!J,/829)!.(,,*!+:*6*.(!5/!+1-,1/7()!623,3,<6()B!
5.2.1 Målgrupp
C:*,,(5(2:(,!0*2!8>2!)=25*2*).(!.(1*,!-66!+/)!@(AA61*,+!/!,2(!31/:*!+(:,/3)(2`!T3.1%!?!
M(3+!%)6,<'6,3)%#.4%!.,#+3!3;0!O"!!4.#2,3*%!.,#B!^/!0*2!5*1,!*,,!83:-+(2*!.())*!+,-./(!69!
+(:,/3)()!T3.1%!B!Q)1(.)/)7()!,/11!5*28>2!5/!0*2!7E32,!.(,,*!=2!8>2!*,,!5/!5/11!83:-+(2*!69!.(!
*)5=).*2(!+34!/),(!:344(2!/!:3),*:,!4(.!C:*,,(5(2:(,!82(:5(),?!-,*)!*)5=).(2!
@(AA+/.*)!().*+,!()!(11(2!(,,!89,*1!79)7(2!6(2!92B!^/!*)+(2!*,,!.(,!=2!.())*!49172-66?!
5/1:()!Q).(2+!h01-).!#LZ""&!:*11*2!8>2!+=11*)A(+>:*2(?!+34!0*2!+,>2+,!/),2(++(!*5!*,,!
+)*AA,!:-))*!89!,*7!69!.()!/)8324*,/3)!.(!A(0>5(2!-,*)!()!+,>22(!*)+,2=)7)/)7B!
K>2!*,,!<,,(21/7*2(!A(72=)+*!+,-./()!0*2!5/!5*1,!*,,!83:-+(2*!69!()!5/++!,<6!*5!/)./5/.(2!
+34!8*11(2!/)!-).(2!49172-66()!:3.1%!:+34,#+3B!^/!0*2!5*1,!*,,!+:*6*!623,3,<6()!8>2!
:5/))32!3;0!4=)!4(11*)!L$P]Z!92B!T(2+3)(2)*!/!49172-66()!0*2!()!73.!.*,*P!3;0!
F),(2)(,5*)*?!4()!=2!/),(!1/:*!A(:*),*!4(.!C:*,,(5(2:(,+!@(AA61*,+B!_9172-66()!0*2!
3;:+9!,/./7*2(!+,>,,!69!/)./5/.*)6*++*.(!1>+)/)7*2!+34!8/))+!69!,B(GB!@(AA61*,+(2!8>2!(P 0*).(1B!
5.2.2 Kontext och kategorier
D)1/7,!X()<3)?!M-2)(2!Y!M-2)(2!#LZZ$&!8/))+!.(,!(,,!A(035!*5!*,,!*:,/5/,(,!3;0!:3),(G,!
*)*1<+(2*+!,/11+*44*)+B!'(++-,34!69+,92!U>+,(2!#LZZ$&!*,,!:*,(732/+(2/)7!:*)!+:*6*+!
(8,(2!=4)(!(11(2!/)./:*,/3)(2!69!5/1:()!/)8324*,/3)!+34!:*)!5*2*!2(1(5*),!8>2!
*)5=).*2()B!K>2!*,,!+:*6*!(,,!*1,(2)*,/5!,/11!C:*,,(5(2:(,+!A(8/),1/7*!@(AA61*,+!:2=5.(+!
.(,!*,,!*:,/5/,(,(2)*!:3),(G,-*1/+(2*.(!3;0!:*,(732/+(2*.(!5=1B!F!()/70(,!4(.!5*.!U>+,(2!
*)+(2!:2=5+!/!()!/)./5/.*)6*++*.!1>+)/)7!*)*1<+(2*.(!5/!0-2!*)5=).*2()+!A(035!:-).(!
89)7*+?!+*4,!0-2!/)8324*,/3)()!+:-11(!62(+(),(2*+!3;0!8/1,2(2*+B!
!
_(.!.(,,*!/!9,*):(!/.(),/8/(2*.(!5/!,2(!:3),(G,(2!+34!A(+:2/5(2!+*44*)0*)7(,!+34!7>2!
*,,!*)5=).*2()!792!/)!69!C:*,,(5(2:(,+!@(AA61*,+B!J,/829)!.(,,*!5*1.(+!8(4!:*,(732/(2!
829)!.(,!A(8/),1/7*!4()<+<+,(4(,?!5/1:*!7()(2*1/+(2*2!.()!/)8324*,/3)!+34!*)5=).*2()!
=2!-,(!(8,(2!
!
'(!,2(!:3),(G,(2)*!=2!*,,!*)5=).*2()!5/11`!
• \/,,*!/)8324*,/3)?!.(,!5/11!+=7*!$%&2#,1#)973,B!
• @%/)2#0*#0-2!4<;:(,!+:*,,!4*)!:344(2!*,,!A(0>5*!A(,*1*!/!31/:*!+*44*)0*)7B!
! L]!#$%&!
• A*75(2#)93,*!7()34!*,,!,/11!(G(46(1!*,,!0=4,*!()!A1*):(,,!(11(2!*)5=).*!()!(P ,E=)+,B!
!
^/!*)+97!*,,!.(++*!,2(!:3),(G,(2!=2!;(),2*1*!8>2!5/1:*!-667/8,(2!*)5=).*2)*!0*2!8>2!*5+/:,!
*,,!-,8>2*!69!C:*,,(5(2:(,+!@(AA61*,+B!'()!+,>2+,*!4=)7.()!/)8324*,/3)!0*).1*2!34!*,,!
1=+*!34!+*:(2!+34!(G(46(15/+!+:*,,!3;0!.(:1*2*,/3)B!_9)7*!*5!.(++*!+/.32!=2!.3;:!
./2(:,!:3661*.(!,/11!(P,E=)+,(2!3;0!A1*):(,,(2!+34!0*).1*2!34!*,,!-,8>2*!.(,!4*)!62(;/+!
1=+,!34B!'(++-,34!8/))+!.(,!)972*!()+,*:*!+/.32!3;0!8-):,/3)(2!69!@(AA61*,+()!+34!
8/))+!,/11!8>2!*,,!0E=16*!*)5=).*2)*!*,,!2=:)*!-,!+:*,,B!!!
!
'(!8(4!:*,(732/(2)*!+34!5/!,37!82*4!5*2`!
• Q2A(,(!Y!/):34+,!
• X/1!Y!,2*8/:!
• '(:1*2*,/3)!
• K*+,/70(,!Y!A3+,*.!
• p52/7,!
!
'(!8<2*!8>2+,*!*5!.(++*!8(4!:*,(732/(2!=2!./2(:,!0=4,*.(!-2!4()<)!+34!8/))+!69!
C:*,,(5(2:(,+!@(AA61*,+B!^/!5*1.(!.(++*!:*,(732/(2!*5!A(:5=41/70(,++:=1?!,23,+!*,,!.(,!/!
()!5(2:1/7!/461(4(),*,/3)!*5!8-):,/3)()!+:-11(!5*2*!4(2!8>2.(1*:,/7,!*,,!*)*1<+(2*!
@(AA61*,+()!3;0!,*!82*4!)<*!:*,(732/(2B!'(,!5/!/),(!*)+97!8>11!/)!-).(2!.(!8<2*!8>2+,*!
:*,(732/(2)*!61*;(2*.(!5/!/!:*,(732/)!e13.)!B!^/!*)+(2!/),(!*,,!.())*!:*,(732/!+:-11(!
6*++*!*,,!0*!4(.!/!()!2/:,/7!/461(4(),*,/3)!(8,(2+34!*,,!32.(,!/),(!=2!,/112=;:1/7,!
A(+:2/5*).(B!'(,!532(!A=,,2(!*,,!A2<,*!)(.!/!=))-!81(2!:*,(732/(2!+9!*,,!.(,!./2(:,!A1/2!
,<.1/7,!8>2!*)5=).*2()!5*.!.()!+:*!5=1E*B!^/!5*1.(!.())*!:*,(732/!/!592!623,3,<6!69!72-).!
*5!*,,!5/!/),(!0*.(!4>E1/70(,!*,,!:*,(732/+(2*!/))(0911(,!<,,(21/7*2(B!
5.2.3 Prototypen
F!.(,!4()<+<+,(4!-).(2!81/:()!T3.1%!68/))+!.(,!"L!31/:*!:*,(732/(2?!.=2!5*2E(!*5!.(++*!
0*2!(,,!(7(,!+<+,(4!*5!-).(2+/.32B!^/!5*1.(!*,,!/!0-5-.+*:!:3);(),2(2*!3++!69!4()<5*1(,!
F$%!!+3!)=2!5/!A<77.(!623,3,<6()B!'(,,*!(8,(2+34!5/!1*.(!/)!*11*!+/.32!3;0!-).(2+/.32!
4*)-(11,!.9!5/!A<77.(!623,3,<6()!3;0!5/!5/11(!A(72=)+*!*),*1(,!+/.32!+34!A(0>5.(!1=77*+!
/)B!J).(2!4()<5*1(,!F$%!!+3!8/))+!.(,!4(2!=)!L$Z!+/.32!3;0!-).(2+/.32B!
!
T23,3,<6()!A<77.(+!/!6-A1/;(2/)7+5(2:,<7(,!f,3-:3+44?!.=2!5/!+,2=5*.(!(8,(2!*,,!
(8,(21/:)*!C:*,,(5(2:(,+!A(8/),1/7*!@(AA61*,+!/!-,+(().(?!/))(0911!3;0!+,2-:,-2!*5!
! L$!#$%&!
/)8324*,/3)!+34!8/))+!69!C:*,,(5(2:(,+!A(8/),1/7*!@(AA61*,+B!C:*,,(5(2:(,+!4()<!792!/!
5/++*!8*11!+9!.E-6,!+34!+(G!)/59(2!/!1=):+,2-:,-2()B!^/!5/11(!4(.!623,3,<6()!7>2*!.(,!
,<.1/7,!8>2!*)5=).*2()!5*.!.())(!+:*!:1/;:*!69!8>2!*,,!0/,,*!2=,,!/)8324*,/3)B!!
!
J).(2!-66A<77*).()!*5!623,3,<6()!+,2=5*.(!5/!(8,(2!*,,!.(+/7)*!.()!()1/7,!592!
.(8/)/,/3)!*5!+>:)/)7?!.(,!5/11!+=7*!/)8324*,/3)+8/1,2(2/)7!3;0!/)./5/.*)6*++)/)7!*5!
/)8324*,/3)+9,:34+,()B!C34!)=4),!,/./7*2(!69+,92!U>+,(2!#LZZ$?!+B!"ZZ&!*,,!8/1,2(2/)7!*5!
/)8324*,/3)!/))(A=2!*,,!A9.(!0/,,*!3;0!*,,!,*!A32,!/)8324*,/3)!829)!+,2>44()B!
[31.0*44(2!#LZZ"?!+B!"L]&!0=5.*2!*,,!/)./5/.*)6*++)/)7!+:*!0E=16*!*)5=).*2()!*,,!
0/,,*!.(,!.()!+>:(2!3;0!-).5/:*!*,,!.())(!A1/2!>5(21*..*.!4(.!/)8324*,/3)B!'=28>2!
8/1,2(2*2!592!623,3,<6!A32,!.(!4()<5*1!+34!/),(!=2!2(1(5*),*?!5/1:(,!7>2!*,,!.(,!/),(!8/))+!
1/:*!4<;:(,!3)>./7,!/))(0911!+34!+,>2!)=2!*)5=).*2()!8>2+>:(2!)*5/7(2*!+/7!/!
4()<+<+,(4(,B!
!
T23,3,<6()+!0-5-..(1!A(+,3.!*5!()!8-):,/3)!+34!7>2!.(,!4>E1/7,!8>2!*)5=).*2()!*,,!
5=1E*!:3),(G,?!+*4,!5/1:()!:*,(732/!.(,!.()!5/11!7>2*!0>2!,/11B!K-):,/3)()!=2!.()!7-1*!
A3G()!+34!+<)+!/!M.)036g!3;0!*)5=).*2()!7>2!+/)*!5*1!7()34!*,,!A3;:*!/!;0(;:2-,32)*!/!
A3G()B!W=2!*)5=).*2()!A3;:*2!/!.(++*!5*1!8/1,2(2*+!4()<+<+,(4(,!3;0!1=):*2!+34!/),(!=2!
:*,(732/+(2*.(!,/11!.(!5*1!*)5=).*2()!0*2!7E32,!8>2+5/))(2!-2!4()<)B!!
!
! M.)036gK6T3,!,!G:+#64,*61.64$%:%-+6*+-6'["/:6%16f,3-:3+44K6
!
! Le!#$%&!
D,,!5*1!49+,(!7>2*+!A9.(!-).(2!J"/[61%-6-061.//6)(3%63;0!J"/[6$%!+),3.B!d4!*)5=).*2(!
5=1E(2!*,,!:1/;:*!/!+*4,1/7*!2-,32!+34!8/))+!/!.()!7-1*!A3G()!:344(2!4()<)!*,,!5/+*+!/!
+/,,!4(+,!(G6*).(2*.(!1=7(B!'9!:344(2!4()<)!*,,!/))(0911*!62(;/+!+*44*!+/.32!3;0!
-).(2+/.32!+34!/!C:*,,(5(2:(,+!A(8/),1/7*!4()<+<+,(4B!'(,,*!82*4792!/!M.)036Z!-).(2!
J%/6CB!d4!*)5=).*2()!=2!4(.5(,()!34!5*.!.())(!+:*!7>2*!:*)!*)5=).*2()!8/1,2(2*!
2(+-1,*,(,!7()34!*,,!7>2*!5*1!/!.()!7-1*!A3G()B!D,,!(G(46(1!=2!*,,!*)5=).*2()!0*2!
:344/,!,/11!@(AA61*,+()!8>2!*,,!2=:)*!-,!0-2!4<;:(,!A/18>249)!.())(!:*)!89B!d4!
*)5=).*2()!=2!4(.5(,()!34!5*.!+34!+:*!7>2*+!:344(2!.()!*,,!:1/;:*!/!L+3"$#%!-).(2!
J"/[61%-6-061.//6)(3%!3;0!L./6c6!3%2.$!-).(2!J"/[6$%!+),3.B!F!M.)036Z!-).(2!J%/6A!+<)+!4()<)!
+34!.()!+:-11(!+(!-,!34!*)5=).*2()!7E32,!.(++*!,59!5*1B!C,>22(!.(1()!*5!4()<)!0*2!
8/1,2(2*,+!A32,?!3;0!.(,!+34!:*,(732/+(2*+!/)34!L+3"$#%!3;0!L./6c6!3%2.$!=2!.(,!().*!+34!
+<)+!/!4()<)B!
6 M.)036ZK6N+#G#460!4++#-+6.6!156,/.$%61%/6235#6%#1"#-%3+#K!
6
C49!/:3)(2!+34!+<4A31/+(2*.(!I&!["#4!+3?!L/%#$+!!+3?!L3,4<'G3+3?!J.$!.)%6-%!0*!3;0!
;##+'5//6R&e?!5/1:*!+<)+!/!M.)036CB?6+:*6*.(+B!'(++*!1=):*2!8/))+!69!C:*,,(5(2:(,+!
A(8/),1/7*!@(AA61*,+!4()!.=2!8>2(:344(2!.(!/!.()!32./)*2/(!4()<)B!^/!5/11(!A2<,*!-,!
.(4!829)!4()<)!.(1+!8>2!*,,!.()!/),(!+:-11(!/))(0911*!8>2!4<;:(,!/)8324*,/3)!4()!3;:+9!
8>2!*,,!4*)!+,=)./7,!+:*!:-))*!0*!,/1179)7!,/11!.(++*!1=):*2!-,*)!*,,!A(0>5*!*)5=).*!
8-):,/3)()!5/!+:*6*,B!F))(0911(,!+34!:344(2!82*4!)=2!4*)!:1/;:*2!69!.(++*!/:3)(2!
! La!#$%&!
.(++*!+*:(2!8/))+!5/.!.()!/)8324*,/3)!+34!.(,!6*++*2!/036!4(.B!
!
! M.)036CBK6;$,#+3#%6*+-6.##+'5//64,*6S30!.!460!6235#6-+!6,3-.#%3.+6*+#G4G4!+*+!K6
5.2.4 Designval
C:*,,(5(2:(,+!A(8/),1/7*!.(+/7)!*)5=).(+!/!+9!+,32!-,+,2=;:)/)7!+34!4>E1/7,B!^/!5/11(!/),(!
7>2*!8>2!49)7*!=).2/)7*2!.9!5/!5/11(!1=77*!*11,!83:-+!69!.()!8-):,/3)!5/!-,5(;:1*,B!!!
!
M/11!+:/11)*.!829)!C:*,,(5(2:(,+!@(AA61*,+!/))(0911(2!623,3,<6()!,59!+,32*!8>2=).2/)7*2!
)=2!.(,!7=11(2!-,+(().(`!/:3)(2?!+*4,!2-,*)!4(.!592!/)./5/.*)6*++*.(!1>+)/)7B!F:3)(2)*!
-,8324*.(+!():(1,?!5/1:(,!38,*!8>2(:344(2!69!43.(2)*!@(AA61*,+(2!3;0!
43A/1*661/:*,/3)(2B!'(,,*!8>2!*,,!89!()!/7():=))/)7+8*:,32!.=2!*)5=).*2(!+34!=2!5*)*!
4(.!.())*!,<6!*5!,(:)/:!1=,,!+:*!:-))*!,31:*!/:3)(2)*B!
!
F)./5/.*)6*++)/)7()!+34!/461(4(),(2*.(+!/!623,3,<6()!.(+/7)*.(+!+/46(1,B!D)!,<6!*5!
,(+,.(+/7)!4(.!()!7-1!2-,*!+:*6*.(+B!'(,,*!8>2!*,,!*)5=).*2)*!1=,,!+:-11(!1=77*!4=2:(!,/11!
.()B!_(,3.(2!8>2!S+4!6:3%<!.<+6/)34!@(AA.(+/7)!,/11=46*.(+!=5()!/!623,3,<6()B!F!.(,!0=2!
8*11(,!*)5=).(+!ceZ!72/.!8>2!*,,!():(1,!:-))*!A<77*!-66!623,3,<6()?!+*4,/./7,!+34!5/!,37!
0=)+<)!,/11!.(!*)5=).A*20(,+*+6(:,(2!+34!C,(5(!I2-7!#LZZZ&!1<8,(2!82*4B!!!
5.3 Urval av respondenter
W=2!2(+63).(),(2!5*1.(+!7E32.(!5/!(,,!A(:5=41/70(,+-25*1?!5/1:(,!A(,<.(2!*,,!5/!5*1.(!*,,!
*)5=).*!6(2+3)(2!+34!5*2!1=,,*!8>2!3++!*,,!89!,*7!/!#M23+,?!+B!V"&B!_(2!=)!"Z!6(2+3)(2!+34!
8>11!/)!/!592!49172-66!:3),*:,*.(+!,/11!()!A>2E*)B!K(4!*5!.(++*!0*.(!4>E1/70(,!*,,!.(1,*!/!
+,-./()B!'(!8(4!2(+63).(),(2!+34!.(1,37!A(+,3.!*5!()!:5/))*!3;0!8<2*!4=)!/!91.2*2)*!
L]PVV!92B!]Z!o!*5!2(+63).(),(2)*!5*2!+,-.(),(2?!4(.*)!.(!2(+,(2*).(!5*2!*2A(,*).(B!
eZ!o!5*2!()+*4+,9().(?!3;0!%Z!o!*5!2(+63).(),(2)*!A3..(!/!1=7()0(,B!D)!*5!.(!8(4!
2(+63).(),(2)*!0*.(!A*2)!3;0!A3..(!/!5/11*B!^/!*)+(2!*,,!5/!1<;:*.(+!0/,,*!2(+63).(),(2!
+34!2(62(+(),(2*.(!81(2*!31/:*!,<6(2!*5!/)./5/.(2!/)34!592!49172-66B!!
!
^/!*)+97!*,,!.(,!5*2!5/:,/7,!*,,!2(+63).(),(2)*!,/11!+,32!.(1!=2!/)8>2+,9..*!4(.!A(72(66!
+34!8/))+!69!C:*,,(5(2:(,+!@(AA61*,+B!'=28>2!5*1.(+!2(+63).(),(2!+34!*),37+!0*!
! L%!#$%&!
*)5=),!C:*,,(5(2:(,+!@(AA61*,+!8>2-,B!C*))31/:0(,()!*,,!2(+63).(),(2)*!0*.(!
.(:1*2(2*,!81(2*!79)7(2!8>2-,!3;0!,/11!(G(46(1!0*.(!0-+!(11(2!A/1!5*2!+,32B!'(,,*!+:-11(!
7>2*!*,,!.(!5*2!/)8>2+,9..*!4(.!A(72(66!+34!'04%3S+!+hOY@?!.#$,*4!-+$/%3%!.,#?!
:3+*.+,S/.)%!.,#+3!3;0!S./2(3*5#B!
5.4 Observationerna
^/!.(1*.(!-66!5*2E(!3A+(25*,/3)!/!,59!.(1*2`!
• dA+(25*,/3)!*5!C:*,,(5(2:(,+!A(8/),1/7*!@(AA61*,+!
• dA+(25*,/3)!*5!623,3,<6()!
F!5*2*))*)!3A+(25*,/3)!A>2E*.(!2(+63).(),(2)*!4(.!*,,!*)5=).*!C:*,,(5(2:(,+!
A(8/),1/7*!@(AA61*,+?!4(.*)!.(!/!5*2*))*)!3A+(25*,/3)!A>2E*.(!4(.!*,,!*)5=).*!
623,3,<6()B!^/!5*1.(!*,,!7>2*!69!.(,!+=,,(,!8>2!*,,!/),(!2/+:(2*!*,,!)973)!*5!
@(AA61*,+(2)*!+:-11(!89!8>2.(1*2!8>2!*,,!.()!*11,/.!:34!8>2+,!(11(2!+/+,B!
!
F!5*2E(!3A+(25*,/3)!8*))+!.(,!+(G!-667/8,(2!+34!5*2!E=4,!8>2.(1*.(!/!,2(!:3),(G,(2`!/"4%6 ,*?!0!2(3%63;0!S+3"$#%K\!!J667/8,(2)*!:34!*11,/.!/!+*44*!32.)/)7!/!5*2E(!3A+(25*,/3)!
3;0!.(,!5*2!*11,/.!+*44*!-667/8,(2!69!+*44*!@(AA61*,+B!J667/8,(2)*!+34!8>2(:34!69!
C:*,,(5(2:(,+!A(8/),1/7*!@(AA61*,+!8>2(:34!*11,+9!/),(!/!623,3,<6()?!3;0!,5=2,34B!^/!+97!
8>2.(1*2!4(.!*,,!5*2/(2*!(11(2!+1-46*!-667/8,(2)*!+9!*,,!()!-667/8,!:-).(!8>2(:344*!69!
A9.*!@(AA61*,+(2)*!/!31/:*!3A+(25*,/3)(2!4()!69!72-).!*5!623,3,<6()+!A(72=)+)/)7*2!
5*2!.(,,*!8>2!+592,!*,,!7()348>2*B!^/!*)+97!*,,!.(,!5*2!5/:,/7*2(!*,,!5/!0/,,*.(!-667/8,(2!
+34!+,=4.(!/)!69!*11*!592*!,2(!:3),(G,(2B!
!
dA+(25*,/3)(2)*!-,8>2.(+!/!(,,!:3)8(2()+2-4!.=2!A*2*!5/!8>28*,,*2(!3;0!2(+63).(),()!
5*2!69!61*,+B!D)!_*;X33:!*)5=).(+!,/11+*44*)+!4(.!@(AA1=+*2()!U0234(!3;0!5*2E(!
3A+(25*,/3)!,37!]$PeZ!4/)-,(2B!F))*)!3A+(25*,/3)(2)*!/)8324(2*.(+!2(+63).(),(2)*!
34!0-2!.(,!7/;:!,/11!3;0!5/!+*!=5()!*,,!5/!/),(!5/11(!*,,!.(!+:-11(!*)5=).*!+>:8-):,/3)()B!
dA+(25*,/3)(2)*!8/14*.(+!8>2!*,,!-).(21=,,*!0*),(2/)7()!*5!.(,!/)+*41*.(!4*,(2/*1(,B!^/!
,37!,/.!)=2!2(+63).(),(2)*!-,8>2.(!-667/8,(2)*!3;0!-667/8,()!+,366*.(+!34!.(!/),(!
0*.(!0/,,*,!2=,,!/)8324*,/3)!(8,(2!8(4!4/)-,(2B!F!.(!8*11!.=2!2(+63).(),(2)*!/),(!0/,,*.(!
2=,,!/)8324*,/3)!A(,2*:,*.(!5/!.(,!+34!*,,!.(,!,*7/,!8(4!4/)-,(2B!^/!5/11(!7>2*!.(,,*!8>2!
*,,!:-))*!0*!4(.!=5()!.(!-667/8,(2!.=2!*)5=).*2)*!/),(!0/,,*,!2=,,!/)8324*,/3)!/!
2(+-1,*,(,B!Q,,!*),(;:)*!*,,!.(,!,37!8(4!4/)-,(2!7E32.(!*,,!+)/,,/.()!8>2!.()!*:,-(11*!
-667/8,()!+:-11(!A1/!0>72(!/!2(+-1,*,(,B!d4!5/!A*2*!0*.(!2=:)*,!-,!+)/,,/.()!69!.(!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
$!C(!X/1*7*!L!
! Lc!#$%&!
-667/8,(2)*!,37!:32,!,/.!*,,!0/,,*B!f(+-1,*,(,!+:-11(!.9!A1/!4/++5/+*).(B!'(,!
.3:-4(),(2*.(+!=5()!+(6*2*,!*,,!2=,,!/)8324*,/3)!/),(!0*.(!0/,,*,+B!
!
'(!A9.*!3A+(25*,/3)++;0(4*)*e!+34!+:*6*.(+!5*2!62(;/+!1/:*.*)*?!A32,+(,,!829)!*,,!
3A+(25*,/3)++;0(4*,!8>2!623,3,<6()!0*.(!)972*!<,,(21/7*2(!6-):,(2B!F!A9.*!
3A+(25*,/3)++;0(4*)*!8>2.(+!:5*),/,*,/5*!5*2/*A1(2!/)B!'(++*!A(2=,,*.(!34!
2(+63).(),()!0*.(!0/,,*,!2=,,!/)8324*,/3)?!0-2!19)7!,/.!.(,!,37?!0-2!49)7*!8>2+>:!+34!
:2=5.(+!3;0!34!2(+63).(),()!+97!-,!*,,!,5(:*!)=2!.())(!1(,*.(!(8,(2!/)8324*,/3)()B!
'(++-,34!,/118297*.(+!2(+63).(),(2)*!(8,(2!5*2E(!-667/8,!0-2!1=,,!(11(2!+592,!.(!-661(5.(!
*,,!.(,!5*2!*,,!:344*!9,!/)8324*,/3)()!.(!89,,!/!-667/8,()B!l5()!.(,,*!8>2.(+!/)!/!
3A+(25*,/3)++;0(4*,B!!
!
F!3A+(25*,/3)++;0(4*,!8>2!623,3,<6()!8>2.(+!.(++-,34!5*1!2(+63).(),(2)*!7E32.(!/!
;0(;:2-,32)*!/)B!'(,,*!8>2!*,,!.(,!():(1,!+:-11(!:-))*!E=48>2*+!0-2!31/:*!2(+63).(),(2!
0*.(!-668*,,*,!5*.!.(,!5*2!.(!+:-11(!7>2*!/!5*2E(!-667/8,B!
!
'(!-667/8,(2!2(+63).(),(2)*!8/;:!-).(2!3A+(25*,/3)(2)*!0*.(!+:2/5/,+!)(.!69!
6*66(2+1*66*2B!f(+63).(),(2)*!8/;:!()!1*66!4(.!()!8297*!9,!79)7()B!'(,,*!8>2!*,,!5/!
0*.(!/)+(,,!*,,!2(+63).(),(2)*!1=,,!+:-11(!71>44*!-667/8,()!34!5/!A*2*!*)7*5!.(4!
4-),1/7,B!Q)1(.)/)7()!,/11!5*28>2!.(!A*2*!8/;:!+(!()!-667/8,!9,!79)7()!5*2!8>2!*,,!.(!/),(!
+:-11(!A1/!./+,2*0(2*.(!4(.!81(2*!+*:(2!+*4,/./7,B!'(,!8*))+!3;:+9!()!2/+:!*,,!
2(+63).(),(2)*!8>2+>:,(!1(,*!/)8324*,/3)!8>2!:344*).(!-667/8,(2!/!8>25=7B!^/.!5*2E(!
3A+(25*,/3)!,/118297*.(+!2(+63).(),(2)*!34!.(!7/;:!4(.!69!*,,!3A+(25*,/3)()!8/14*.(+?!
5/1:(,!7/;:!A2*!/!+*4,1/7*!8*11B!D)A*2,!+:=24()!8/14*+?!.(,,*!8>2!*,,!5/!/!+*44*)+,=11)/)7()!
*5!2(+-1,*,(,!+:-11(!:-))*!79!,/11A*:*!3;0!,/,,*!69!5*.!2(+63).(),()!0*.(!7E32,B!
5.5 Reliabilitet och validitet
5.5.1 Validitet
W=2!.(,!7=11(2!1%/.-.!+!?!A(+:2/5(2!X(11!#LZZc&!*,,!,31:)/)7*2!3;0!+1-,+*,+(2!+34!.2*+!+:*!
0*!()!+,*2:!:3661/)7!,/11!2(+-1,*,(,!/!()!-).(2+>:)/)7B!M0-2n)!#LZZ%&!+:2/5(2!*,,!
A(72(66(,!/))(A=2!*,,!832+:*2()!5(2:1/7()!-).(2+>:,(!.(,!4*)!5/11(!3;0!/),(!)973,!
*))*,B!
!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
e!C(!X/1*7*!V!
! VZ!#$%&!
dA+(25*,/3)(2)*!+34!:34A/)(2*.(+!4(.!():=,(2!/!()!,/11=46)/)7!*5!!"#$&'()!&*+!,-+#6 0*2!5*2/,!2(1(5*),*!8>2!+,-./()+!7/1,/70(,B!T9!+*44*!+=,,!0*2!/)+*41/)7()!*5!/)8324*,/3)!
4(.!0E=16!*5!5/.(3/)+6(1)/)7!5*2/,!.(,,*B!X9.*!.(++*!0E=16,(!,/11!*,,!/!-,2(.)/)7()!*5!
+,-./()!:-))*!A(+:2/5*!0(1*!623;(++()!+9!)3772*),!3AE(:,/5,!+34!4>E1/7,B!!
!
F!3A+(25*,/3)(2)*!0*2!3A+(25*,/3)++;0(4*,!0E=16,!3++!*,,!+,-.(2*!2=,,!+*:(2B!'(!
)3772*),!-,5*1.*!5*2/*A1(2)*!/!3A+(25*,/3)++;0(4*,!7E32.(!*,,!5/:,/7*!+*:(2!)3,(2*.(+!
-).(2!3A+(25*,/3)(2)*B!'(,,*!7>2!*,,!5*1/./,(,()!/!.())*!+,-./(!:*)!+,<2:*+B!
5.5.2 Reliabilitet
D)1/7,!m-./,0!X(11!#LZZc&!=2!5*1(,!*5!4(,3.!8>2!/)+*41/)7!*5!/)8324*,/3)!5/:,/7,!8>2!*,,!
*57>2*!,/118>21/,1/70(,!3;0!7/1,/70(,!*5!/)8324*,/3)!4*)!+*41*2!/)B!K>28*,,*2()!8>2:1*2*2!
*,,!3+/.%S./.!+!!=2!(,,!+=,,!*,,!4=,*!0-2!6*++!,235=2./7,!()!4(,3.!(11(2!(,,!/)+,2-4(),!=2B!
'(,,*!+:*!7(!+*44*!2(+-1,*,!5/.!31/:*!,/118=11()!3;0!5/.!1/:*!8>20911*).(!34!81(2*!
-).(2+>:*2(!*)5=).(2!+*44*!4(,3.!3;0!:344(2!82*4!,/11!+*44*!2(+-1,*,B!!M32+,()!
M0-2n)!#LZZ%&!8>2:1*2*2!.(++-,34!*,,!,(24()!/))(A=2!*,,!4=,)/)7()!=2!:322(:,!7E32.B!!
!
_(.!.(,!197*!*),*1!2(+63).(),(2!+34!3A+(25(2*.(+!=2!.(,!+592,!*,,!:3),2311(2*!
2(1/*A/1/,(,()!/!+,-./()!+34!7E32,+B!d4!81(2!3A+(25*,/3)(2!0*.(!-,8>2,+!0*.(!.(,!5*2/,!
4>E1/7,!*,,!:3),2311(2*!*,,!-,79)7()!*11,/.!A1(5!.()+*44*!4()!.(,!0*2!/),(!5*2/,!4>E1/7,!
*,,!/):1-.(2*!81(2!3A+(25*,/3)(2!/!.())*!+,-./(B!
6. Resultat
F!.(,,*!:*6/,(1!62(+(),(2*+!.(,!2(+-1,*,!+34!82*4:34!/!+,-./()B!D)!62(+(),*,/3)!*5!
3A+(25*,/3)(2)*!7(+!3;0!5/!2(.37>2!8>2+,!8>2!.(!:5*),/,*,/5*!-667/8,(2!+34!+:2(5+!/)!/!
3A+(25*,/3)++;0(4*,?!.(,!5/11!+=7*!,/.?!-661(5(1+(!3;0!*),*1!8>2+>:B!'=2(8,(2!A(+:2/5+!.(,!
+34!3A+(25(2*.(+!.9!2(+63).(),(2)*!*)5=).(!@(AA61*,+()!3;0!623,3,<6()B!C1-,1/7()!
62(+(),(2*+!5*.!2(+63).(),(2)*!+:2/5/,!.9!.(!+5*2*,!69!():=,()!+34!.(!8/;:!8<11*!/!(8,(2!
3A+(25*,/3)()+!+1-,B!
6.1 Observationer
J).(2!3A+(25*,/3)(2)*!E=48>2.(+!,2(!5/:,/7*!5*2/*A1(2`!!.-?!0::/+1+/4+63;0!%#!%/62(34($B!
'(++*!-667/8,(2!8>2.(+!/)!/!3A+(25*,/3)++;0(4*,Ba!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
a!C(!X/1*7*!]!!