Harrods Essay Example | Topics and Well Written Essays - 500 words

Harrods - Essay Example There is no denying the fact that every person is supposed to visit Harrods when in London. Harrods is an integral part of the essentially British culture and taste and has an image for luxury, which would take nothing less than an act passed by parliament or a civil war to change or alter. However, aligning Harrods with tradition and heritage does not mean that the brand is old fashioned in its approach towards business. For Harrods it is all about retaining its traditional associations with luxury, while continually redefining the image in consonance with the latest, the best and the most coveted in fashion and design. It would not be wrong to say that Harrods do qualifies to be labelled as one of the world’s most prestigious luxury store and the store is well aware of the fact that it takes a continual dedication to and cognizance of the needs and aspirations of its high end customers to retain this status. Harrods offers a massive range of brands and designers to its fashi on savvy customers. Thus Harrods is the right place for anyone who is passionate about fashion, who wants everything under one roof and who is not willing to compromise when it comes to comfort and luxury. Harrods places emphasis on the ability of its personnel to get to know the choices and aspirations of its customers. .

Theory Building Essay Example for Free

Theory Building Essay Some of the theories used to explain different aspects of organizational management include Maslow’s Hierarchical Theory of Needs and Freud’s Psychoanalytic Theory. According to Maslow’s theory physiological needs supervene psychological needs. Maslow’s theory states that certain needs which are inborn internal motivations influence the decisions made by individuals (Landy Conte, 2006, p.335). His theory allowed for the environment to play a significant role in motivated behavior by suggesting that once a set of needs are satisfied by environmental forces, the next higher needs are activated in an individual. As opposed to Maslow’s theory, Freud places emphasis on the role of an individual’s mind [specifically his unconscious mind] in the determination of an individual’s motivation. Within Freud’s Psychoanalytic Theory, an individual’s unconscious desires determine his motivations. Both theories can be used to explain the motivations behind individual’s actions and decisions within the field of business. How do propositions and hypotheses differ? According to Zikmund (1988) a proposition is â€Å"a statement concerned with the relationship among concepts. It is an assertion of a universal connection between events that have certain properties† (p. 44). As opposed to this, a hypothesis is â€Å"an unproven proposition or supposition that tentatively explains certain facts or phenomena. It is a proposition that is empirically testable† (Zikmund, 1988, p.45). The main difference between the two may be traced to the investigatory use of a hypothesis as the hypothesis is used to investigate and test a claim. It is important to note that the hypothesis itself is a proposition; the difference of a hypothesis from other propositions merely lies in its use to verify or falsify a claim. Given this context one might thereby state that although a hypothesis is a proposition not all propositions are hypotheses. How do concepts differ from variables?   According to Zikmund (1988) a concept refers to a â€Å"generalized idea about a class of objects, attributes, occurrences, or process that have been given a name† (p. 41). As opposed to this, a variable is â€Å"a concept whose value changes from case to case† (Macionis Plummer, 2005, p.51). Consider for example the concept ‘price’ wherein ‘price’ refers to the value of an object. Within the context of the department store, the ‘price’ of different objects differ from each other due to the differences of the factors used in determining the value of an object. In addition to this although some concepts may correspond to a set of empirical measures, not all concepts do as opposed to variables that may correspond to two or more values. Comment on this statement: â€Å"There is nothing as practical as a good theory.† A theory refers to a â€Å"coherent set of general propositions used to explain the apparent relationships among certain observed phenomena† (Zikmund, 1988, p.41). Theories are important as they provide a framework for the analysis of a particular event. A theory may thereby provide an individual with the necessary assumptions that may trace the reason for the occurrence of a particular event. In a sense, one might state that it provides an individual with the causal explanation on how an event q was caused by an event p. It is necessary however that the theory used for the explanation is a good theory. A good theory here refers to a theory whose â€Å"empirical content is less than or equal to the ‘logical content’† (Boland, 1989, p.56). Such is the characteristic of a good theory since it ensures that the theory is empirically verifiable and hence testable. Given this context, there is nothing as practical as a good theory since it ensures that one’s explanations for the occurrence of a particular event is continuously verifiable and hence testable and thereby easily proven to be valid easily. The 17th-century Dutch philosopher Benedict Spinoza said, â€Å"If the facts conflict with a theory, either the theory must be changed or the facts.† According to Spinoza, when facts conflict with a theory there is a necessity to either change the theory or change the facts in order to ensure the theory’s validity. A theory is either formulated through the use of inductive reasoning or deductive reasoning. Deductive reasoning refers to â€Å"the logical process of deriving a conclusion about a specific instance based on a known general premise or something known to be true† (Zikmund, 1988, p. 46). Inductive reasoning, on the other hand, refers to the â€Å"the logical process of establishing a general proposition on the basis of observation of particular facts† (Zikmund, 1988, p.47). In the case of a theory formulated using a deductive argument, there is a need to assess the validity of propositions [facts] in order to ensure the validity and soundness of the argument. In the case of inductive arguments, the change or addition of a proposition [facts] changes the conclusion thereby leading to the change of the theory itself. Find another definition of theory. How is the definition you found similar to this book’s definition? How is it different? Kerlinger (1979) defines a theory as â€Å"a set of interrelated constructs (variables), definitions, and propositions that presents a systematic view of phenomenon by specifying relations among variables, with the purpose of explaining natural phenomena† (qtd in Creswell, 2002, p. 120). As opposed to this Zikmund (1988) defines a theory as a â€Å"coherent set of general propositions used to explain the apparent relationships among certain observed phenomena† (p.41). As can be seen above, both definitions note that a theory is composed of more abstract components in the form of propositions wherein each proposition is interrelated in such a way that when combined together they formulate one coherent and systematic worldview. The difference of Kerlinger’s definition however may be traced to his addition of what a theory is trying to explain that being ‘natural phenomena’. Hence, Zikmund’s definition may be seen as presenting a broad definition of a theory whereas Kerlinger narrows his definition by stating what a theory refers to. References Boland, L. (1989). The Methodology of Economic Model Building: Methodology After Samuelson. London: Routledge. Creswell, J. (2002). Research Design: Qualitative, Quantitative, and Mixed Method Approaches. London: SAGE. Landy, F. J. Conte. (2006). Work in the 21st Century: An Introduction to Industrial and Organizational Psychology. London: Routledge. Macionis, J. K. Plummer. (2005). Sociology: A Global Introduction. Np: Pearson. Zikmund, W. (1988). Business Research Methods. California: University of California Press.

Religious Symbols and Symbolism in Faulkners Light in August Essay

Religious Symbolism in Light in August  Ã‚  Ã‚   William Faulkner’s, "Light in August" has many references to Christianity. He employs a great deal of religious symbolism in all of his characters. These parallels seem very intentional, even though, Faulkner himself says he did not do it purposely. The Christ story is one of the most popular stories invented and it seems right that at some point someone is going to write similar to it. William Faulkner says he did not put the Christian parallels in intentionally. Many critics argue that there is no religious symbolism in this novel and that other critics are looking too deep into the novel. After reading Faulkners’ novel, it is hard not to make some connections to Christianity. The most obvious of his ties to the Catholic background and knowledge is in his writing of "Light in August". William Faulkner was born in New Albany. His family was a mixture of Presbyterians and Baptists. As an adult, he became a communicant of the Episcopal Church in Oxford, but he rarely attended services there. In response to a question on Faulkner’s Christianity, he said: "I have the sort of provincial Christian background I feel that I’m a good Christian—whether it would please anybody else’s standard I don’t know" (203). According to Amy Dooley (who is the research assistant of the Center of Faulkner Studies Southeast Missouri State University), Faulkner spoke about religion being something a Southerner absorbs as part of the culture, and he can’t stop using it. He said it doesn’t matter if he believes it or not. It appears as if Faulkner uses Christianity in his writing to aid his themes of human suffering, renewal of rebirth, human continuity, and death. The most significant example of Fau... ...that is never specified either. Christmas might have Negro blood in him so he could be black or he might be white. This gives him a character, which does not fit in with the other people; he is different. This is similar to Jesus Christ in that there was something different about him to separate him from the other people. That fact and the fact that his initials are the same as Jesus’ can lead a person to believe that William Faulkner did this intentionally. If one looks at Joe Christmas’ personality and his entire life and death, one will see that there are no parallels. If Faulkner says he did not put the parallels in intentionally, then it seems only ironic that there are some. In conclusion, Joe is a character in William Faulkner’s novel, "Light in August", and nothing more. Works Cited: Faulkner, William. Light in August. 1932. New York: Vintage, 1987.

Love and sex in Geoge Orwell’s novel “1984” Essay

George Orwell’s novel 1984 explores intimate human relationships in a bleak futuristic society as experienced by protagonist Winston Smith. Since there are few bonds stronger than those developed from loving relationships among family, friends, and lovers, the only entity acceptable to love in Oceania is the face of the Party, Big Brother. This restriction is necessary to achieving complete power and control over its citizens, as the Party must dissolve all loyalties derived through love, sex, and family and redirect them upon itself. By destroying trust the Party has â€Å"cut the links between child and parent, and between man and man, and between man and woman†(220). To train the citizens of Oceania for complete submission and devotion to Big Brother and the Party the family bond has been completely devalued, as â€Å"No one dares trust a wife or a child or a friend any longer.†(220) The Junior Spies are an organization in which children have become the police and denouncers of their parents in the name of Big Brother. By this means, the Party has managed to wedge itself between one of the most powerful instinctual bonds to turn parental devotion into fear and children into faithful machines of the Party as an extension of the Thought Police. Parsons’ remark â€Å"In fact I’m proud of her. It shows I brought her up in the right spirit, anyway†(193) in response to his daughter’s betrayal, clearly portrays the Party’s influence in the family institution. Not only does the daughter value the Party’s approval more than her father’s life, but also Parsons’ appropriate response is to be gra teful for the betrayal and to those who enforce it. The betrayal of the family bond is a common theme in 1984. Orwell illustrates how weak that loyalty has become with the skull-faced man’s desperate begging to watch his wife and children’s throats be slit as an alternative to the Ministry of Love’s room 101 with a complete lack of â€Å"private loyalties†(136). Winston’s memories of his mother’s love â€Å"in a time when there were still privacy, love, and friendship, and when the members of a family stood by one another without needing to know the reason†(28) confront his suspicions that to â€Å"remain human†, one was â€Å"not loyal to a party or a country or an idea, they were loyal to one another†(136). Technically, consorting with prostitutes is forbidden, but it seems to be tacitly encouraged just the same, as a means of relieving natural tensions. The more serious crime involves relations between Party members. The Party does not wish to allow the development of loyalties to any other acts or persons than itself, so it tends to deny permission of marriage to couples who appear attracted to one another, and it campaigns actively against sex as anything other than a slightly disagreeable duty whose sole purpose is propagation of the species. The Party feeds off the hysteria produced from sexual privation, as it is conveniently transformed into â€Å"war fever and leader worship†(110). Through its control of marriages and sexual mores, the Party resembles a conservative religious institution. By attempting to control people’s loyalties and loves, and redirect those towards itself, the Party posits itself as the end and the ultimate salvation. Katharine even calls sex â€Å"our duty to the Party,† and it is a weekly ritual almost like a martyrdom, in which both she and Winston are uncomfortable but must suffer through it anyway. Clearly, Winston’s desire to have a woman of his own with whom sex could be pleasurable is yet another instance of his heretical tendencies. It does not seem something that he has experienced yet, since his encounter with the prostitute was somehow dirtying in every sense. His desire to evoke desire is itself thoughtcrime, and part of his overall rebellion against the world he lives in. . The Junior Anti-Sex League is one of the propaganda organizations used to control desire and teach sexual orthodoxy. The Party’s sexual puritanism is due to the fact that â€Å"the sex instinct creates a world of it’s own†(110) and is therefore out of the Party’s control and must be destroyed; â€Å"The sex instinct will be eradicated. Procreation will be an annual formality like the renewal of a ration card. We shall abolish the orgasm†(220). The sex instinct is dangerous to the Party and makes a â€Å"direct, intimate connection between chastity and political orthodoxy†(111). Sex is an act of outright rebellion, as all enjoyable sex must be in a society where the act is  supposed to be free of pleasure. In this sense Winston’s affair with Julia is a political act against the Party, which is part of the attraction. Perhaps the greatest crime they commit is declaring love for someone as an individual, someone who is separate from t he Party. Love, the clear anti-thesis to everything the Party stands for, has heavily ironic meaning in 1984. The language along with the emotion is manipulated by the Party to gain control of the people. The Ministry of Love, for example, â€Å"concerns itself with torture†, and the destruction of the individual is referred to as â€Å"love for Big Brother†. Winston battles to discover his humanity by equating the ability to feel love with the essence of being human. Winston progresses from seeing Julia as an outlet for his political unorthodoxy and his sexual energy, to seeing her as a companion, linked to him in a marriage of love. As long as Winston loves Julia, and what she represents to him, he is able to believe in himself and his humanity enough to hate Big Brother. Once he betrays that love, he violates his own humanity and can no longer love another human; â€Å"All you care about is yourself†(240). The Party, through Winston’s betrayal of Julia, has cut another link to loyalty derived by love and redirected it upon itself. Winston is left a shell of a man having â€Å"won the victory over himself† and learned to love Big Brother (245). The goal of the Party is to wipe out the individual; â€Å"There will be no loyalty, except loyalty toward the Party. There will be no love, except the love of Big Brother.†(220) In 1984 Orwell warns about the future of man who is doomed to lose his individualness without love and loyalty. Family, sex, and love are the anchors that hold the emotions of human essence to our individual selves, resulting in â€Å"Ownlife.†

Marketing Research Report on Co-op Bookshop

Marketing 202 Research Report Co-op Bookshop Executive Summary Co-op is a bookshop in Macquarie University at North Ryde Campus, and it sales new textbooks and references books to students, as well as popular novels and so on. However, after beginning of the semester, the quantity of sales of Co-op has an obvious decline. In this situation, our group use online survey method to collect questionnaires from 108 students in Macquarie University at North Ryde, and with the purpose of measuring students potential purchase behaviors and attitudes towards the Co-op, in order to help Co-op to improve the sales. Through use of the SPSS program, frequency, one-sample t-tests, cross tabulation and Chi-Square Tests data to show and analyze results of the survey, then in the following report there are four points can be concluded, and three commendations can be found. The most obviously one is that most of the students prefer to buy textbooks at a much lower price, compared with the demand for book quality, cheaper price seems more attractive. That is, although the second hand bookshop cannot to be a competitor on service and quality with Co-op bookshop, potential price threats could be bring to influence the Co-op bookshop’s sales volume. Then do some price promotional activities in Co-op is necessary. Table of content Introduction3 Hypothesis4 Research objectives4 Methods5 Results and finding6 Analysis16 Limitations19 Conclusion19 Recommendations20 Appendix21 Introduction University students are big and traditional market for textbooks, references books, magazines and journals, especially those with strong professional and academic focuses. Facing such a market, it is critical for bookshop owners to understand how to efficiently operate and manage the bookshops so as to meet the demands of the particular customer group and keep the business going under the fierce competitions from other channels. A traditional bookshop providing regular book categories and services may not satisfy this particular group and consequently ends with poor sales results. This report is based on the study on the Co-op, a bookshop in Macquarie University. It is observed that when the new semester begins, Co-op bookshop, with convenient access and abundant variety of stocks, becomes a destination for students to get new textbooks; however, sales shrink dramatically after the opening weeks. In this situation, our group tries to figure out the potential demands from the student group by understanding their purchase behaviors and attitudes towards the Co-op bookshop. A survey is made to understand the gap between the actual demands from the students and the current operation situation at the Co-op, and consequently to help Co-op to improve the sales. We use online survey method to collect questionnaires from 108 students in Macquarie University at North Ryde. In the following report, diagrams are used to discuss and analyze the survey result related to the research topics. Hypothesis †¢ Macquarie University students prefer to buy brand-new books at the Co-op bookshop rather than to get used books in second hand markets. †¢ Only Co-op bookshop sells new textbooks and academic references in Macquarie University. †¢ Quite a portion of the students are using second hand book, feeling easy with them. This is one of the reasons that make the sales shrink for the Co-op bookshop. †¢ Student opinions on the discounts offered by the Co-op bookshop are diverted. The student preferences survey shows that half students appreciate the discounts from the Co-op while the rest do not show big interest on it. Research objectives Several key objectives are decided for this research: – To identify the students group who prefer to buy textbook or other academic references in Co-op bookshop. To identify the student who are likely to join the membership to have discount plans with Co-op bookshop. – To measure student attitudes and beliefs about buying new books at Co-op bookshop. – To identify the level of satisfaction of the students who use second hand books. These research objectives are presented on the survey questions and will be explained in details in later part of this report. The research objectives are used to identify whether Co-op bookshop should enhance pric e promotion or leverage other methods in order to increase sales profit. The survey questions are based on the research objectives to help figure out an efficient promotion method. Methods Questionnaire survey is designed for this study since it is inexpensive, timesaving, and convenient. When properly designed, this method is very efficient because the survey questions are eligible for collecting opinions on multiple subjects from a large number of people. This research is targeted at all Macquarie University students at North Ryde campus. The feedback rate for this survey is 95%. 08 students are sampled after wiping off invalid questionnaires. We collect these samples using random sampling. We spread this survey question randomly to our classmates, student in library, student in SAM building and canteen. The statistical methods used to analyze the data are obtained through the SPSS Program. Through the use of SPSS program, frequencies, one-sample t-tests, cross tabulation and Chi-Square Tests data are generated reflecting the results of the survey. Resu lts and finding Question 1 |If you want to buy some books, which way comes to your mind first? | |Frequency |Percent |Valid Percent |Cumulative Percent| |Valid | | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid | | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid | | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |I don't want to |14 |13. 0 |58. 3 | | |pay the | | | | | |membership fee | | | | [pic] 14 students out of 24 say they don’t want to join because of the membership fee, which makes up 58. 3 percent; 7 students out of 24 think the discount is too low to be attractive, which constitutes 29. 2% of total valid samples; 3 students out of 24 claim that they have no idea about the membership, the 12. 5%. We have expected a lower percent on the fee consideration, because the fee is not high and is apparently beneficial with 10% saved on each purchase. This percentage is obviously higher than our expectation. 29. 17% of students think the discount rate is the reason, however we have expected this number to be higher, because the main benefits of membership is the discount. Discount also to some degrees shortens the gaps between brand-new and second-hand books on the price consideration. Thus we expect the main reason of not getting membership is due to a discount lower than students’ expectation. Question6: If the Co-op bookshop sells combined textbooks cheaper than the separate one, do you prefer to buy? |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |Yes |74 |68. 5 |68. 5 |68. 5 | | |No |14 |13. 0 |13. 0 |81. 5 | | |I do not care |20 |18. 5 |18. 5 |100. 0 | | |Total |108 |100. 0 |100. 0 | | [pic] For this question, 68. % of the students appreciate the bundled offer at a more favorable price than that for individual sales at the Co-op bookshop. The bundle promotion type not only attract the student with textbook demand, with Co-op gradually recognized as a resort for favorable seller, more people will think of Co-op whenever they want to search for some other references. This probably will bring back the rest 18. 5% people who initially say no to the Co-op. Thus the demand for new textbook in MQ campus will ramp up, and the Co-op bookshop will sell more books than ever, even the profit per each sales decrease a little, then the overall profit will increase with higher sales volume. Question7: If Co-op bookshop provides  extra discount  on the  other  books besides textbooks periodically,  would you like to come? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |Yes |63 |58. 3 |58. 3 |58. 3 | | |No |45 |41. 7 |41. 7 |100. 0 | | |Total |108 |100. 0 |100. 0 | | [pic] From this question, our group wants to know the attitude of the students in North Ryde MQ campus towards books other than textbooks. From the diagram this survey reveals a satisfactory result with 58. 3% people in the survey willing to buy other books from the Co-op shop. For the rest 41. 7% who claim no intention to buy books other than textbooks, we think this will not impact the sales and promotion strategy of the Co-op shop to ignore the potential market demand other than textbooks in North Ryde MQ campus. Question8: Have you used second hand textbook before? | |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |Yes |92 |85. 2 |85. 2 |85. | | |No |16 |14. 8 |14. 8 |100. 0 | | |Total |108 |100. 0 |100. 0 | | | | | | | | | [pic] The result of this question turns out that about 85. 2% students in our survey have used secondhand textbook, with only 14. 8% using only new books. This reveals that the biggest competitor of Co-op shop is second hand bookshop. Question 9: What are you feeling when using second hand textbook? |Frequency |Percent |Valid Percent |Cumulative Percent | |Valid |Regretful |7 |6. 5 |6. 6 |6. 6 | | |Poor |25 |23. 1 |23. 6 |30. 2 | | |Good |59 |54. 6 |55. 7 |85. 8 | | |Excellent |11 |10. 2 |10. 4 |96. 2 | | |Delightful |6 |5. 5 |3. 8 |100. 0 | |Total |108 |100. | | | [pic] The result further expands the discovery in the previous question. The result shows 6. 5% of the surveyed people thinking regretful for the quality of second hand books and 23. 1% feeling them poor; while 54. 6% finding them as a good choice, 10. 2% believing second hand books just excellent and 5. 5% reporting delightful user experience. That means about 70. 3% people in the survey think second hand book markets are better resorts for textbook and they prefer using it given that they have convenient access to them. Therefore, this result of this question confirms again that the biggest competitor of Co-op shop is second hand bookshop. Question 10: |Are you an international student? | | | | | | | | | | |Gender |Total | | | | |Male |Female | | |% Within Gender |100. 0% |100. 0% |100. 0% | Chi-Square Tests | | | |b. Computed only for a 2Ãâ€"2 table | Among the surveyed student, 83. 7% male students and 72. 9% female have Co-op bookshop membership, which does not stand for distinct difference between gender groups. The result is reflected in the Chi-square test table. The p-value in chi-square tests is more than 5% cut-off, thus the gender has no significant impact on people decision to get membership or not. |Are you an international student? * What's your feeling when you use the second hand textbook? Cross tabulation | | | | |Value |df |Asymp. Sig. (2-sided) | |Pearson Chi-Square |2. 009a |4 |. 734 | |Likelihood Ratio |2. 323 |4 |. 677 | |Linear-by-Linear Association |1. 329 |1 |. 249 | |N of Valid Cases |108 | | | |a. 5 cells (50. 0%) have expected count less than 5. The minimum expected count is . 37. | | Question 9 reveals student attitudes towards second hand textbook, with 7. 1%, 24. 5%, 55. 1%, 10. 2% and 3. 1% of the surveyed students claiming second hand book user experience as regretful, poor, good, excellent and delightful. In total 108 surveyed students, 98 are international students and only 10 are local students. However, their opinions do not vary much as reflected in the Chi-square test table. A p-value of 0. 734 that is more than 5% cut-off, thus the feeling of using second hand books is not significant affected by whether the students are international or local. |Which facility are you in? Have you used the second hand textbook before? Cross tabulation | | | | | Value |df |Asymp. Sig. (2-sided)| |Pearson Chi-Square |3. 261a |3 |. 353 | |Likelihood Ratio |2. 576 |3 |. 462 | |Linear-by-Linear Association |. 529 |1 |. 467 | |N of Valid Cases |108 | | | |a. 6 cells (75. %) have expected count less than 5. The minimum expected count is . 59. | From the cross tabulation, 87. 2% students majored in business/economic have used second hand book, turning out the highest rate among the rest groups. Only 60% human science students have used second hand book, which becomes the lowest in the survey. In average, 85. 2% out of total 108 students have used second hand book, which mean in this campus, the second hand book market is a big rivalry to Co-op bookshop. However, in the chi-square test, the p-value of more than 5% cut off indicates that facility has no significant impact on student decision to use second hand books or not. Limitations There are many limitations affecting our projects, for all Likert questions, we try to provide the respondents a chance to answer in neutral way to reflect a true situation of the book sales on campus. However, some people give up in the middle of survey with the questionnaire half complete. If these data are recorded for the data analysis, the inaccuracy will be introduced in the final result. Therefore, these survey input must be manually removed before the analysis. Another limitation is that the survey samples are not diverse enough, with most respondents being international students but only 10 out of 108 students as local. This reason may affect the accuracy of data result. This problem could have been avoided with careful selection of the sample student and more samples. Moreover, the descriptions for questions do not make sense in their word meaning, which confuse the student and affect their answers. We should have more carefully reviewed the descriptions and adding necessary explanations before handing them out for the survey. Conclusion According to the results of the survey discussed and analyzed above, the following points form North Ryde’s Macquarie University students can be concluded. Firstly, most of the students go to Co-op bookshop for textbooks at the beginning of the semester. Secondly, most of the students have a membership even they do not choose to buy books at the Co-op bookshop at the first thought. This finding does not show big variation between the gender groups. Thirdly, although it is obvious that second hand bookshop cannot compete on service and quality with Co-op bookshop, most of the students prefer to buy textbooks at a much lower price while the demand for book quality are not that important to them compared with the price At the same time, buying second handbooks are not divided between the international students and the local students, or among the facilities they are in. Thus, second hand bookshop turns out to be a threat to Co-op bookshop sales in Macquarie University. Moreover, from the data that received in the survey, it seems that the reason why most students are not willing to become members of the Co-op bookshop is the extra membership fee. Recommendations †¢ From the survey it can be found that most students like to purchase the textbooks in bundle at a favorable price, because it is cheaper than purchasing separately. It would be feasible for Co-op bookshop to offer more bundled selection to increase sales volume. Qui te some students think the discount rate to be unsatisfactorily low, which prompts the Co-op bookshop to offer a higher discount rate to attract these students. †¢ Most students only go to the Co-op bookshop for textbooks at the beginning of the semesters. Thus, the Co-op bookshop shall put more emphasis on promotion by, for example, handing out more advertisement fliers to students to explain favorable offerings and to spread recent promotion activities so as to attract the potential customers. Appendix Q1 [pic] If you want to buy some books, which way comes to your mind first? †¢ [pic]The co-op bookshop †¢ [pic]2nd hand bookshop †¢ [pic]Other book stores Q2 [pic] Have you  ever  bought books from the co-op bookshop? †¢ [pic]Yes †¢ [pic]No | |[pic] | | | |[pic] | | |If No Is Selected, Then Skip To End of Survey | | |Edit | | | | | | Q3 [pic] Which  time period do you go to the Co-op bookshop often? †¢ [pic]beginning of the semester †¢ [pic]interim of the semester †¢ [pic]end of semester †¢ [pic]aperiodicity Q4 [pic] Were you joining membership of Co-op bookshop? †¢ [pic]Yes †¢ [pic]No | |[pic] | | | |[pic] | | |If Yes Is Selected, Then Skip To if the co-op bookshop sells combined textbooks†¦ | | |Edit | | | | | | Q5 [pic] Why do you not join a member of the Co-op bookshop? †¢ [pic]I don't want to pay the membership fee †¢ [pic]The membership discount too low †¢ [pic]I have never known about the membership †¢ [pic]I have never bought books in the Co-op bookshop †¢ Q6 [pic] If the Co-op bookshop sells combined textbooks cheaper than the  separate one, do you prefer to buy? †¢ [pic]Yes †¢ [pic]No †¢ [pic]I do not care Q7 [pic] If Co-op bookshop provide  extra discount  on  the  other  books (except textbook) periodically,  would you like to come? †¢ [pic]Yes †¢ [pic]No Q8 [pic] Have you used the second hand textbook before? †¢ [pic]Yes †¢ [pic]No Q9 [pic] What's the feeling when you use the second hand textbook? |Regretful |Poor |Good |Excellent |Delightful | |[pic] |[pic] |[pic] |[pic] |[pic] | Q10 [pic] Are you an international student? †¢ [pic]Yes †¢ [pic]No Q11 [pic] Gender †¢ [pic]Male †¢ [pic]Female Q12 [pic] Which  facility are you in? †¢ [pic]Art †¢ [pic]Human Science †¢ [pic]Business/Economic †¢ [pic]Science

Nora Helmer of A Dolls House, a Play by Henrik Ibsen

Nora Helmer of 'A Doll's House,' a Play by Henrik Ibsen One of the most complex characters of 19th-century drama, Nora Helmer prances about in the first act, behaves desperately in the second, and gains a stark sense of reality during the finale of Henrik Ibsens  A Dolls House. In the beginning, Nora exhibits many childish qualities. The audience first sees her when she returns from a seemingly extravagant Christmas shopping excursion. She eats a few desserts which she has secretly purchased. When her condescending husband, Torvald Helmer, asks if she has been sneaking macaroons, she denies it wholeheartedly. With this minor act of deception, the audience learns that Nora is quite capable of lying. She is most child-like when she interacts with her husband. She behaves playfully yet obediently in his presence, always coaxing favors from him instead of communicating as equals. Torvald gently chides Nora throughout the play, and Nora good-naturedly responds to his critics as though she were some loyal pet. Nora Helmers Clever Side However, Nora has been leading a double life. She has not been thoughtlessly spending their money. Rather, she has been scrimping and saving to pay off a secret debt. Years ago, when her husband became ill, Nora forged her fathers signature to receive a loan to save Torvalds life. The fact that she never told Torvald about this arrangement reveals several aspects of her character. For one, the audience no longer sees Nora as the sheltered, care-free wife of an attorney. She knows what it means to struggle and take risks. In addition, the act of concealing the ill-gotten loan signifies Noras independent streak. She is proud of the sacrifice she has made. Although she says nothing to Torvald, she brags about her actions with her old friend, Mrs. Linde, the first chance she gets.  Basically, she believes that her husband would undergo just as many hardships, if not more, for her sake. However, her perception of her husbands devotion is quite misplaced. Desperation Sets In When the disgruntled Nils Krogstad threatens to reveal the truth about her forgery, Nora realizes that she has potentially scandalized Torvald Helmers good name. She begins to question her own morality, something she has never done before. Did she do something wrong? Were her actions appropriate, under the circumstances? Will the courts convict her? Is she an improper wife? Is she a terrible mother? Nora contemplates suicide in order to eliminate the dishonor she has wrought upon her family. She also hopes to prevent Torvald from sacrificing himself and going to prison in order to save her from persecution. Yet, it remains debatable as to whether or not she would truly follow through and jump into the icy river. Krogstad doubts her ability. Also, during the climactic scene in Act Three, Nora seems to stall before running out into the night to end her life. Torvald stops her all too easily, perhaps because she knows that, deep down, she wants to be saved. Nora Helmers Transformation Noras epiphany occurs when the truth is finally revealed. As Torvald unleashes his disgust towards Nora and her crime of forgery, the protagonist realizes that her husband is a very different person than she once believed. Torvald has no intention of taking the blame for Noras crime. She thought for certain that he would selflessly give up everything for her. When he fails to do this, she accepts the fact that their marriage has been an illusion. Their false devotion has been merely playacting. She has been his child-wife and his doll. The monologue in which she calmly confronts Torvald serves as one of Ibsens finest literary moments. The Controversial Ending of A Dolls House Since the premiere of Ibsens A Dolls House, much has been discussed regarding the final controversial scene. Why does Nora leave not only Torvald but her children as well? Many critics and theater-goers questioned the morality of the plays resolution. In fact, some productions in Germany refused to produce the original ending. Ibsen acquiesced and grudgingly wrote an alternate ending in which Nora breaks down and cries, deciding to stay, but only for her childrens sake. Some argue that Nora leaves her home purely because she is selfish. She does not want to forgive Torvald. She would rather start another life than try to fix her existing one. Or perhaps she feels that Torvald was right, that she is a child who knows nothing of the world. Since she knows so little about herself or society, she feels that she is an inadequate mother and wife. She leaves the children because she feels it is for their benefit, painful as it may be to her. Nora Helmers last words are hopeful, yet her final action is less optimistic. She leaves Torvald explaining that there is a slight chance they could become man and wife once again, but only if a Miracle of miracles occurred. This gives Torvald a brief ray of hope. However, just as he repeats Noras notion of miracles, his wife exits and slams the door, symbolizing the finality of their relationship.

Poems Explore The Theme Of Death English Literature Essay Essays

Poems Explore The Theme Of Death English Literature Essay Essays Poems Explore The Theme Of Death English Literature Essay Essay Poems Explore The Theme Of Death English Literature Essay Essay Crabbit Old Woman and Refugee Mother and Child use their verse forms to research the subject of decease? Christina Rossetti s Remember , Phyllis McCormack s Crabbit Old Woman and Chinua Achebe s Refugee Mother and Child all explore the effects of decease and the agony it causes for everyone straight involved. In Rossetti s Remember the poet shows us the hurting and desperation associated with decease. McCormack s Crabbit Old Woman is a supplication for people to see past the typical stereotype of old people as being hopeless and non deserving caring for, when they are approaching decease. Chinua Achebe s Refugee Mother and Child conveys to us the arrant devotedness a female parent feels for her kid whilst cognizing that her clip is limited, and is based on refugees in the Nigerian civil war in the 1960 s. In Christina Rossetti s Remember a adult female is first inquiring her spouse to neer bury her even though she is close to decease, but so changes her head and realizes that it is rational for him to bury her and populate his ain life. The first stanza starts with her stating Remember me when I am gone off, in this the adult female addresses her loved one, and even though she uses the imperative it does non experience commanding at all. In making this Rossetti has efficaciously established a sense of understanding towards the adult female. The following line Gone far off into the soundless land ; uses Gone far awayaˆÂ ¦ as a euphemism of decease and with the usage of the word far the euphemism becopmes more powerful due to the fact that distance is added. The other half of the sentence soundless land nowadayss us with a placid image of the hereafter whilst still giving the reader a sense of isolation through the usage of the word soundless . Rossetti uses initial rh yme in keep me by the manus, to clearly demo us what their relationship used to be and to show us with a physical connexion that has been lost because of her decease. The 2nd stanza is similar to the first in the sense that she is seeking to convert her spouse neer to bury her. The concluding stanza gives us a dramatic alteration to the remainder of the verse form. She now tells her spouse that it would be all right to bury me for a piece . This shows us that she is really a caring individual and merely wants what is best for her spouse, and instead have him travel on than linger in hurting for the remainder of his life. As we are now given an image of her lovingness love the verse form ends optimistically. As this is a sonnet it should follow either the Petrachan construction or the Shakespearian construction, Remember does neither, although it is rather similar to the Petrarchan construction. A Petrarchan construction would typically follow the rhyming form of A-B-B-A/A-B-B-A/C-D-E-C-D-E ( the cuts stand foring the alteration in stanza ) , whereas Rossetti s sonnet follows the rhyming construction of A-B-B-A/A-B-B-A/C-D-D-E-C-E. I found that Rossetti normally changes the rhyming form in her sonnets[ 1 ]. This is done deliberately as the significance signifier the eight has now been changed in the six. At first it was a supplication for her spouse non to bury her, and so it changed to her desiring her spouse to bury. This makes the poem really fluid because non merely does the context of the lines alteration, the rhyming form has besides adapted to this alteration in context. The iambic pentameter adds a really smooth beat to the verse form, doing it look as though the adult female is unagitated and non angered, even in decease. Crabbit Old Woman and Remember are likewise in the sense that they both have a voice showing an statement which pleads for recollection. In Crabbit Old Woman we are presented with an old lady whose end is to seek and convert the nurses to see past the typical stereotype of old people as hopeless and non deserving caring for, as she is approaching decease and does non desire to be remembered as such. The rubric of this verse form instantly evokes a sense of decease as old age is frequently associated with it. The first 22 lines are a series of inquiries which are directed towards the nurses, and are seeking to uncover the typical beliefs that the nurses have when caring for the old adult female. The turning point of this verse form occurs at line 23-24 Then open your eyes/ you re non looking at me. This line is the old lady demanding to be acknowledged by the nurses. The original negative onslaught upon the nurses has now changed to positive, happy memories as we are led through her life. In this life narrative the linguistic communication has wholly changed from a colloquial manner to a more poetic manner. This alteration is shown by line 34 with wings on her pess, which is a metaphor for the freedom she one time had, whereas now her freedom is restricted as she can non go forth the infirmary. The remembrances of her life are highly accurate and since we are traveling through her life as she ages it feels as if we are turning the pages of a book At 40 , At 50 . One interesting thing that McCormack has done is that she has kept this portion all in present tense. Making this is a manner of demoing the reader that these memories are kept fresh in her head, and it shows us that she can retrieve it with easiness. The following turning point of the verse form once more induces a temper alteration except this clip it is from positive to negative. The really first line ( line 57 ) of this temper alter entirely sets the tone for the remainder of the verse form. Dark yearss are upon me, this line shows us merely what her life is like now, fearful and cold. The personification of nature in line 67/68 Tis her joke to make/ old age expression like a sap. shows us her ideas and feelings ; that she feels like an imbecile and is at that place to be laughed at. This last portion contains imagery associated with death- crumbles , old carcase and beat-up bosom . This imagination makes the reader recognize what is go oning to the adult female in her old age, and that her decease is inevitable. The concluding thing worth adverting about this verse form is that although the adult female does non desire to decease she accepts that her decease is a blunt fact and asks the nurses one more clip to see past her physical organic structure and look inside and see who she truly is. Similarly, Refugee Mother and Child besides presents a series of blunt fact [ s ] to show the horrors of decease for the refugees in Nigeria. In Chinua Achebe s Refugee Mother and Child we are shown what day-to-day life is like for refugees in the Nigerian civil war ; they are filled with decease and sorrow. This verse form is based on the refugees who were in the civil war in Nigeria in the 1960 s[ 2 ], and although he bases this verse form on merely one of the refugee households, in kernel this was what was go oning to all the refugees. This civil war created 1000000s of refugees which had to fly to the south-east of Nigeria to avoid being killed2. One of the first things Achebe does in this verse form is arousing a sense of spiritual images of fear by mentioning to Madonna and Child . These images suggest the sheer devotedness the refugee female parent feels for her deceasing kid, and it besides attaches non merely a physical love but a religious love every bit good. This fi rst stanza is in complete contrast the 2nd 1 in which we are presented with negative and coarse linguistic communication, which portrays the state of affairs of the refugees. Achebe has efficaciously appealed to three of our senses: touch, odor and sight with combed the rust-colored hair , smell of diarrhea and blown unfastened abdomens respectfully. Achebe uses these vulgar images to seek and do us understand the cruel world of the universe, which is, many guiltless people enduring due to the effects of war. Physical descriptions of the refugees such as exhausted ribs and dried-up undersides are used to once more seek and do us understand the horrors that these people face every twenty-four hours. Stanza 2 starts off with a reasonably long gap sentence which has few verbs. This is deserving adverting because since there are less verbs it implies the deficiency of energy these people have. The female parent is associated with a shade twice in this verse form. This pick of enunciation gives us the feeling that she is close to decease and that even her ain decease is inevitable, non merely her kid s. Last Achebe reminds us of the female parent and kid s old lives, which were normal ( this would hold been before the civil war in Nigeria ) . In making this we are brought closer to them. The concluding simile of the verse form now she did it like seting bantam flowers on a grave brings us back to world and makes us recognize that the kid will decease. All three verse forms deal with the subject of decease frequently in direct and clear ways. Although each of the poet s talk about different facets of decease, they all still complement each other in footings of the concluding results for the characters portrayed in the verse form. Achebe s verse form shows the results of wars and political battles whereas Rossetti s and McCormack s verse forms both trade with decease in a more controlled environment where the cause of decease is non due to the states struggles. The chief difference between all three verse forms is the manner decease is presented. In Remember , although decease is a critical portion of the verse form it besides revolves around emotions of the characters alternatively of merely the coarseness of decease. This is a contrast to Refugee Mother and Child where the coarseness of decease is the chief facet of the verse form. Crabbit Old Woman besides differs to the other verse form as age is an of import feature of the p iece. Refugee Mother and Child and Crabbit Old Woman likewise use physical imagination which Remember does non. This usage of physical imagination makes understanding the poet s message finally easier. In decision these verse forms have given me a greater grasp for the complexness of decease and how it can differ so abundantly from individual to individual.

Some All Words and Expressions

Some All Words and Expressions Some All Words and Expressions Some All Words and Expressions By Maeve Maddox Youll hear some of these in conversation and see them on blog sites, but when it comes to formal writing, beware of these all words and expressions. all of I ate all of the cookies. The of is unnecessary. Better: I ate all the cookies. alright As my English teachers pounded into my brain, theres no such word as alright. There is the phrase all right. Is it all right if I search your house? already This word is an adverb. Too late! The cat has already eaten the canary. all ready This is a phrase. When you are all ready, Ill get the car. We were all ready to go to the movies. altogether This word is an adverb meaning entirely. Your idea is altogether wrong-headed. all together This is a phrase. All together, now, sing! The family was all together for Thanksgiving. alot This is the bane of English teachers and, I suppose, editors. The expression is a lot, two words. I like you a lot. My children read a lot. There is a word allot, a verb meaning to divide into lots. When I plan my day, I allot four hours to meals and a minimum of six hours to writing. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Expressions category, check our popular posts, or choose a related post below:Cost-Effective vs. Cost-EfficientWork of Art Titles10 Humorous, Derisive, or Slang Synonyms for â€Å"Leader† or â€Å"Official†

Discussion week 6 Assignment Example | Topics and Well Written Essays - 250 words - 1

Discussion week 6 - Assignment Example e working age population which is expected to increase to 37% by 2020, and the hospitals are gaining market share making a monopoly to increase prices they charge to customers. The demand and supply issues in the market create legal and standard issues, doctors malfunction on patients because of unavailability of required medicines. As a nurse the most critical reason is the new drugs and technologies that are being introduced in the market. There are too many innovations in medical industry and it becomes difficult to cope up with new information. Every day there is a new discovery; doctors are continuously making researches in the field. Although if looked at it otherwise, it is better for the patients who face with diseases that have no remedies. However, as a leader of the nursing community I will motivate my staff to learn the news ways in medicine to apply them on the patient. In the same amount of staff members I will conduct training sessions to ensure that they are well aware about the new treatment and have full knowledge of its implementation. This would reduce the cost of the hospitals and the same nursing staff would be updated with the new

Expected US GDP Growth Rate Going Forward Research Paper

Expected US GDP Growth Rate Going Forward - Research Paper Example The recession is officially said to have ended by the third quarter of 2009. However, household incomes kept falling for the two year period after September 2009 (Pear, 2012). The key measures of macroeconomic indicators for a product market and labor market include Gross Domestic product (GDP) which measures the real changes in growth and levels of real output and changes in average consumer prices. Changes in the labor market are measured or indicated by the rate of unemployment, total employment and total unemployment (Vroman & Brusentsev, 2005). Other indicators include the base interest rate which is determined based on inflation and inflation levels. These also in turn affect the consumer purchasing power and the level of economic activity in an economy. The United States is a free capitalistic economy where the forces of demand and supply and free enterprise dictate economic development. This paper evaluates the trends, performance and forecasts for the US economy by looking a t key economic indicators and concludes at the end of the paper. Literature review The US economy is the largest in the world and its performance affects not only the USA, but also other countries which are trading partners and usually affects the whole world too. The last two years, from 2010, have seen an increase in overall GDP growth although the rate of GDP growth fell from the third quarter of 2010 (Isidore, 2011). In the first quarter of 2010 GDP grew by 3.9 percent and 3.8 percent in the second quarter. The rate fell to 2.5 percent GDP growth in the third quarter and falling further to 2.3 percent in the fourth quarter. In 2011 the GDP grew by just 0.4 percent and improved in the second quarter by growing 1.3 percent in the second quarter. The third quarter of 2011 saw the GDP grow by 2.5 percent showing a steady improvement in GDP growth in 2011, after adjustment for inflation (Isidore, 2011). The observed growth rate especially in the third quarter though good is still con sidered weak as a growth rate of at least 3 percent to be considered as real growth. The economy is expected to just grow by 2.2 percent in the fourth quarter of 2011 and achieve a 2.3 percent growth rate throughout 2012, though economists predict a robust 3 percent growth in the fourth quarter (Isidore, 2011). The revised upward trend for fourth quarter GDP growth is due to contributions from computer sales adding 0.12 percent. Real personal consumption rose by 2.1 percent in the fourth quarter, which is higher than the 1.7 percent experienced in the third quarter of 2011. Real exports of commodities grew by 4.3 percent in the fourth quarter; all contributing to the expected GDP growth of 3 percent in 2011/2012 (â€Å"US GDP Growth rate† 2012). The US is expected to achieve a GDP growth of 2.1 percent in 2012 while 2013 will see a GDP growth of 2.2 percent (â€Å"The economist online†, 2012). While the US GDP is expected to grow, the growth is still minute compared to what a good GDP growth should be (3 percent). The trend and forecasts are summarized in the table below; 2009 2010 2011 2012 2013 -0.48 3.13 1.63 2.10 2.20 Source: Trading economics GDP which stands for Gross Domestic Product refers to the total value of all services and goods produced within an economy (or country) in a given year. It is a measure of how much income is generated from production activities within the country’s economy. The GDP incorporates only the finished commodities (goods and services) produced within the economy but does not incorporate capital goods or raw materials used to produce another

Tort Law Essay Example | Topics and Well Written Essays - 250 words

Tort Law - Essay Example The basis of this case was the fact that Shama LLC made new modification to the original equipment without informing him. However, the original owner claimed that he owed no duty to the plaintiff’s employer. The California court of appeal ruled out that Becker Bros. steel and Shama LLC are separate entities. In addition, all components of the machine were the property of the current employer. Shama LLC was therefore required to compensate Garcia for the injuries caused by the machine. Tort issues generally occur in daily life although people lack initiatives to take legal actions. Consumer protection is a major issue that arises in our daily lives. Wrongful advertisements or advertisements that do not reveal the side effects of a product are example of tort cases that occur in our daily lives. Junk foods are known to have long term negative effects on consumers particularly children. Advertisements on the media fail to include their side effects or negativities. Most of such advertisement use happy and healthy people making consumers to lack consideration for any possible consequences of such products. Junk food manufacturing companies needs to be prosecuted for the resultant problems that affect children who become addicted to their

Project as an Intern at a Design Film Essay Example | Topics and Well Written Essays - 2500 words

Project as an Intern at a Design Film - Essay Example This all depended on appropriate time scale, enough budget allocation and good client communication, since the work of a designer is turning a concept into reality. In the long run the design processes included experimental, routine and fashion designs. Another key is the assembly of the client team which gave an outline of factors to be considered when hiring personnel in the business, which resulted in overcoming the cultural and operational differences experienced. The last key is the briefing process, which defined the project objectives, specific business opportunities to be realized and the scope for creating opportunities for the firm. Shortlisting of qualified design consultants was paramount as their main function in the business was to provide professional design solutions so that the client needs are met. Appointed design consultants were to specifically give shape to responses made by the clients. They provided polished design criteria for projects which comprised of gene ral overview of the project, intellectual, functional, technical and accommodation design criteria’s. ... Introduction to Finance Every business is formed on a strong financial base for it to properly carry out its operations of making profits. Most of the spheres affected by the financial principles of the design firm were contract management, administration of contracts, resourcing, budget and cost planning. The module, introduction to finance introduced the basic corporate and personal finance concepts, the time value for money, financial markets, shares and bonds, financial risk and return, ways of raising money and elements of investment. In addition the major components of finance included institutions and markets under which there were banks and other financial institutions, and the Federal Reserve System fell (Melicher and Norton 115). Finally, financial management comprised of business organization, financial analysis and long term financial planning, managing working capital and capital budgeting analysis. These principles served as the foundation of finance relating to the des ign business during my internship. Through financial analysis: the differences between manager and stakeholders are identified, time value of money, and higher returns were realized by taking more risks as the diversification of interests reduced risks. The design business had a financial system where the financial capital flowed with the aid of markets, intermediaries and regulation from savings to investments in the economy (Melicher and Norton 328). Melicher and Norton (251) argue that money markets are where the debt securities maturing within one year or less are traded while the capital markets are debt securities that mature longer than one year are traded. The major types of financial

Critical Analysis Forms Essay Example | Topics and Well Written Essays - 1250 words

Critical Analysis Forms - Essay Example 7 State one argument made by the author. Since businesses need to maximize profits and paying lower wages maximizes the profit, more and more American jobs are being outsourced to other countries where wages are lower. 8 Identify the premises and conclusion of the argument. Premises: Businesses need to maximize profits. Paying lower wages maximizes the profit. Conclusion: More and more American jobs are being outsourced to other countries where wages are lower. 9 Is the author's argument valid or invalid, sound or unsound, strong or weak Explain how you determined this. The argument is weak. While it may be true that paying lower wages can help businesses maximize their profits, there are other factors involved, like the quality of work and the productivity of workers. 10 Does the author use moral reasoning If not, explain how you determined this. Yes. At the end of the article, he implicitly stated that the old days were better in that the government was small, taxes lower and families were more caring towards each other. Source 2 Title and Citation: Outsourcing Does Not Harm America Tim Kane, Brett D. Schaefer, and Alison Acosta Fraser. "Outsourcing Does Not Harm America." At Issue: Does Outsourcing Harm America. Ed. Katherine Read Dunbar. Detroit: Greenhaven Press, 2006. 1 Identify the principal issue presented by the source. Contrary to popular opinion, outsourcing doesn't harm, but benefits America. 2 Identify any examples of bias presented by the author. If none exist, explain how you determined this. None. Since each point/myth was presented clearly, it was easy to see the reason for each. The writers were able to support each idea with empirical data, not... False dilemma. The writer suggested that Americans have to be economically patriotic and that they should return to the old days when government was small, taxes low and families cared for themselves. This argument set aside the middle ground, failing to consider other factors that might prove helpful and merely using the extremes. The argument is weak. While it may be true that paying lower wages can help businesses maximize their profits, there are other factors involved, like the quality of work and the productivity of workers. None. Since each point/myth was presented clearly, it was easy to see the reason for each. The writers were able to support each idea with empirical data, not relying on people's views but letting the facts speak for themselves. When the writers said that there are 1.9 million more American workers today, they failed to consider or mention the population growth of the country as compared to this data. This could be considered "statistically incorrect." No. I scanned each point made. The writers concentrated on empirical data and veered away from people's opinions or views. There were no issues concerning morality. Most issues were technical in nature. "Landlords also sometimes turn victims of domestic violence out of thei

Case study#1 Julia Study Example | Topics and Well Written Essays - 1000 words

#1 Julia - Case Study Example She then receives negative comments the following year on issues of being unfriendly and absenteeism in some faculty meetings. She is even interrupted in her conversations or ignored completely (Szybinski & Jordan, 2010, p. 4-6 & L. 1-99). Julia’s situation has to do with her positive attitude towards her new job, something that is not tradition in the department. Most of the faculty members are not motivated to apply for grants or get involved in research with students but Julia wants to make a difference. This is in accordance with the academic duty of a professor. This makes her colleagues feel like she is trying too hard to make an impression. The senior faculty then decides to put her down by ignoring her and giving negative feedback during review. They see her as unfriendly because she doesn’t exchange pleasantries with colleagues. She looks like she is alienating herself from the rest of the faculty members by no attending some meetings. Her situation is made worse when she does not involve herself with office gossip. This makes the seniors feel like she is being intimidating and rebellious (Cariaga-Lo, et al, 2010, P.19-22 & L. 1-98). Julia’s colleagues refuse to vote for her tenure because as they stated, she does not relate well with her colleagues. This however is much deeper than that. Considering that she has the best skills in research and worked for the benefit of the department, the seniors did not take this positively. The faculty feels that they are being undermined by a junior staff. They alienate her and use it against her during evaluation. Julia makes the situation worse when she decides to take matters in her own hands. She ignores her colleagues completely by closing her office door and only opening it during office hours. She makes it even worse when she decides to discuss her colleagues with other faculty members from other departments instead of taking her concerns to the department chair. This is

Critical Analysis Forms Essay Example | Topics and Well Written Essays - 1250 words

Critical Analysis Forms - Essay Example 7 State one argument made by the author. Since businesses need to maximize profits and paying lower wages maximizes the profit, more and more American jobs are being outsourced to other countries where wages are lower. 8 Identify the premises and conclusion of the argument. Premises: Businesses need to maximize profits. Paying lower wages maximizes the profit. Conclusion: More and more American jobs are being outsourced to other countries where wages are lower. 9 Is the author's argument valid or invalid, sound or unsound, strong or weak Explain how you determined this. The argument is weak. While it may be true that paying lower wages can help businesses maximize their profits, there are other factors involved, like the quality of work and the productivity of workers. 10 Does the author use moral reasoning If not, explain how you determined this. Yes. At the end of the article, he implicitly stated that the old days were better in that the government was small, taxes lower and families were more caring towards each other. Source 2 Title and Citation: Outsourcing Does Not Harm America Tim Kane, Brett D. Schaefer, and Alison Acosta Fraser. "Outsourcing Does Not Harm America." At Issue: Does Outsourcing Harm America. Ed. Katherine Read Dunbar. Detroit: Greenhaven Press, 2006. 1 Identify the principal issue presented by the source. Contrary to popular opinion, outsourcing doesn't harm, but benefits America. 2 Identify any examples of bias presented by the author. If none exist, explain how you determined this. None. Since each point/myth was presented clearly, it was easy to see the reason for each. The writers were able to support each idea with empirical data, not... False dilemma. The writer suggested that Americans have to be economically patriotic and that they should return to the old days when government was small, taxes low and families cared for themselves. This argument set aside the middle ground, failing to consider other factors that might prove helpful and merely using the extremes. The argument is weak. While it may be true that paying lower wages can help businesses maximize their profits, there are other factors involved, like the quality of work and the productivity of workers. None. Since each point/myth was presented clearly, it was easy to see the reason for each. The writers were able to support each idea with empirical data, not relying on people's views but letting the facts speak for themselves. When the writers said that there are 1.9 million more American workers today, they failed to consider or mention the population growth of the country as compared to this data. This could be considered "statistically incorrect." No. I scanned each point made. The writers concentrated on empirical data and veered away from people's opinions or views. There were no issues concerning morality. Most issues were technical in nature. "Landlords also sometimes turn victims of domestic violence out of thei

Housing Issues and Solutions Essay Example | Topics and Well Written Essays - 4000 words

Housing Issues and Solutions - Essay Example The result of this practice has contributed to significant suffering amongst the residents of the Riverslake estate due to the housing issues facing the organization. The rent not collected in time has been becoming a major source of problem for Riverslake in keeping financial resources in place. There are complains that tenants are scared to go out at night because the resident kids have been seen to hang around often. A number of viable solutions to these issues can be established with a collaborative effort from both the management and the residents. Some of the solutions to these issues are discussed in the report. Among the solutions discussed, this report recommends that the participation of residents or tenants in the decision making process of the estate would be a major step in reaching the height of the solutions to all evident housing issues. Some key suggestions regarding the obligation of the housing professionals include the need for training as well as providing educat ion concerning the management of residents and income collection on regular basis. Through, well-structure mutual coordination and collaboration, the housing issues faced by the Riverslake Association can be resolved properly. The paper concludes with the best practices that the property owners have current adopted in the maintenance of maintaining the estate, disrepairs and for resolving the troubles of residents. Thus the best course of action is to have the housing management listen to the tenants regarding the problems they often face.

What Is the Role of Social Media in Crisis Communication Essay Example for Free

What Is the Role of Social Media in Crisis Communication Essay Abstract This paper discusses the role of social media on crisis communication. Social media is the shared interaction between human communications. Social media has had a profound effect over the past several years, and has greatly changed crisis communication. It has made crisis communication more efficient and made it on a wider scale. This paper discusses the role of social media on crisis communication. To understand the role social media plays in crisis communication, we must first understand what crisis communication, and social media are. Social media is the shared interaction and communication between organizations, communities, and individuals. There are three things that make social media useful: immediacy, ubiquity, and availability. Immediacy meaning social media results in instantaneous transformation of information. Social media is Ubiquitous: meaning that hundreds of millions of individuals use social media. It encourages globalization, interaction, and participation. Availability meaning social media is available to anyone with an internet connection. Social media has definitely changed communication and crisis response. It has been a pivotal role in people’s lives. With rise of social media communication has been democratized. Social media determines how news is communicated. Social media allows us to communicate our thoughts, connect with people across the globe by reaching millions around the world. Increase in technology social media has become an important way of reaching audience. Half of the general population participates in online communication like Face Book, Twitter, and emails. It provides opportunity to participate, contribute ideas, and share knowledge. Social media is an efficient way for crisis communication for companies to defend its reputation. If a company has a blog and negative remarks have been made, crisis communicator can respond by counter remarks. One big role that a social media has to make sure their team, are the ones who are actually the voice of the organization. With the right tools in place any social media can play an important role in crisis communication. The rapid growth of mobile `applications increase the potential for reaching a large audience in a very short period of time. Through mobile application quicker accurate information is delivered to a broad audience around the globe. While social media is changing the efficiency of crisis communication, it’s also changing the practices of crisis communication, and the rate at which it’s advancing. The three strengths of social media (immediacy, ubiquity, and availability) allow crisis managers and instigators to communicate and manage crisis with great speed. However at the same time crises can be created on social media itself, mainly those affecting businesses. Another way that social media affects crisis communication, is the fact that it has changed what used to be regional crises into global crises. As you can see social media is an important way of reaching audiences. In this case the audience must be informed of crises. In the end if it weren’t for social media, it would be difficult to handle crisis. Reference: http://www.boozallen.com/insights/insight-detail/4242069 http://www.danlandau.net/writing/sources/research/danlandau_thesis.pdf http://www.katebrodock.com/2011/11/the-role-of-a-social-media-communicator-during-a-crisis-a-conversation-with-chrisbrogan/

Pseudomonas Aeruginosa Gene Expression

Pseudomonas Aeruginosa Gene Expression Pseudomonas aeruginosa is the gram negative rod shaped bacteria is found in all natural and man made environments. the organism is so stubburn so that it can grow in any environment and also at high temperatures such as 420C. The unique ability of the organism is forming biofilm. The biofilms are formed by the organism with the association with a surface. The surface may be anything such as cloth, paper, glass etc and any artificial surface. It is the opportunistic pathogen which behaves neutral to the normal tissues but it infects once the defences of them are compromised. The development of the biofilm starts with the attachment of the freely moving planktonic cell to a surface. Generally the twitching motility of the P.aeruginosa helps to use its unipolar flagellum to adhere a surface. The bacterium develops colonies known as microcolonies and adhere to the surface strongly which are known as pili structures (Baron S et al.,1996). During the biofilm development several factors pla ys a key role mainly the exopolymeric matrix. The EPS matrix is not visualised directly, but it can be done by using some fluorescent dyes. The functioning of the EPS matrix in holding cells of Pseudomonas aeruginosa together and forming the mature biofilms. The biofilm develops with cell division and recruitment. The cells interacts via quorum sensing and these interactions are studied under scanning electron microscopy. The biofilm formation takes place in stages and many changes are observed in its size and shape during the development. The EPS matrix is made up of polysaccharides, proteins and nucleic acids. The exopolysaccharide matrix is the important component of the biofilm. The exopolysaccharide genes such as pilB, pslA, lecA, ureB and alginate genes are responsible for the formation of pseudomonas biofilms. The locus of the psl polysacchide genes encode the cells to adhere to a surface and thus maintaining the biofilm structure. In this research project we try to quantify the gene expression of the above genes pilB, pslA, lecA, ureB using rpoD as the house keeping gene. The biofilms are grow invitro on microcarriers. The microcarriers made up of dextrons in the range of 60-90 µm in size are used as a surface for Pseudomonas aeruginosa to form biofilms. The microcarriers are spherical in size where the bacteria can easily adhere on surface. In this present work we try to grow planktonic cultures and biofilms cultures on the microcarriers in a fermentor separately. The genes responsible for the biofilm formation are quantified by comparing the planktonic and biofilm samples. The planktonic cells grow very rapidly whereas the bacterial adhering takes some time to form biofilm in other case. The samples are collected at regular intervals and mRNA is extracted. The gene expression is quantified using real time PCR. The relative quantification method of qPCR or real time PCR method does not require any standard curve for the analysis where the samples are normalised by using an internal control. The threshold CT values obtained from the curve are used to calculate relative quantification by comparative à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  CT method. The results from the planktonic and biofilm gene expression results are compared. On the other hand we also assay the nutrients such as glucose, ammonia, phosphorus and protease during the fermentation. The concentration levels of the nutrients are also compared for both biofilm and planktonic fermentation. Review of literature: Pseudomonas aeruginosa is a member of gamma proteobacteria class of bacteria. The bacteria is gram negative, rod shaped and aerobic belongs to the bacterial family of pseudomonadanceae. The recent developments in the taxonomy based on the 16s ribosomal RNA or conserved macromolecules, the family members are divided into eight groups. Pseudomonas aeruginosa is a species present in this group sharing the with other twelve members. Pseudomonas aeruginosa is a free-living bacterium, commonly found in soil, water, skin flora and in all man made environments. The organism regularly occurs on the surfaces of the plants and animals. Pseudomonas aeruginosa is an occasional pathogen to plants. It is also an increasingly emerging pathogen of clinical relevance. The organism not thrives in the normal atmosphere but also in the places with little oxygen and thus forms the colonies in natural and artificial environments. Pseudomonas aeruginosa is an opportunistic pathogen for humans, which means that it exploits some break in the host defences to initiate an infection. The bacteria never infects the uncompromised tissues, but it can infect any if the tissue defences are comprised. It can cause infections such as urinary tract, respiratory system infection, soft tissue infection dermatitis, gastro intestinal infections. It causes a variety of systemic infections in patients particularly with severe burns and immune suppressed in cases of cancer, AIDS, cystic fibrosis in lungs. Characteristics Pseudomonas aeruginosa is rod shaped gram negative bacteria. The size of it ranges between 0.5 to 0.8  µm by 1.5 to 3.0  µm. almost all the strains of Pseudomonas are motile with a unipolar flagellum. It is ubiquitous in soil ,water and on the surfaces in contact with water or soil. It has respiratory metabolism and can grow in the absence of oxygen if NO3 is available as respiratory acceptor for electron. Generally the bacterium is found in nature in the form of biofilm attached to a surface or substrate, or in the planktonic form as a unicellular organism swimming actively with its unipolar flagellum. It is one of the most vigorous and fast swimming organism found in pond waters. It can grow at temperatures at 42OC or high, but the optimum temperature is 30 to 37OC. it is resistible to a wide variety of physical conditions such as temperature and can even resist the salts, dyes, antiseptics and most commonly used antibiotics. Pseudomonas aeruginosa produces different types of colonies from the source they have isolated. They appear like small and rough colonies. Moreover the samples collected from the clinical sources look like a fried egg like structure which is smooth, large with elevated appearance. The other type of colonies obtained from the respiratory and urinary tract secretions looks like mucoid.this mucoid appearance is attributes for the production of alginate slime. These smooth, mucous colonies presumably plays an important part in the colonization and virulence. Pseudomonas aeruginosa produces two types of soluble pigments. Pyocyanin which is a blue-green and a yellow-green and fluorescent pigment called as pyoverdin. Pyocyanin is produced abundantly in the media with low levels of iron and also functions for the iron metabolism of the organism. Many strains of Pseudomonas aeruginosa produces pyocyanin but not all the strains does it. Although the organism is classified as the aerobic, sometimes the organism is considered as facultative anaerobe where it can adapt and proliferate the conditions with less or total O2 depletion. The organism can grow in the absence of oxygen if NO3 is available as respiratory acceptor for electron. It can ferment arginine by substrate level phosphorylation where the layers of alginate present surrounding the mucoid cells of the bacteria controls the diffusion of oxygen(Collins FM, 1955), this is witnessed in the cystic fibrosis of the lung infection. Pseudomonas aeruginosa which is found in the biofilm form is responsible for a variety of activities involved which are natural and artificial. Resistance to antibiotics Pseudomonas aeruginosa is opportunistic pathogen, has a notorious resistance to antibiotics. The organism is very resistance towards many antibiotics due to the potential permeability barrier provided by the gram negative membrane. Pseudomonas aeruginosa in the biofilm form makes the cells impervious to the concentrations of the therapeutic antibiotic. The organism gets associated with others like actinomycytes, moulds and bacillus because of the natural environment they live. Moreover the organism have antibiotic resistance plasmids R factors and RTFs, the genes are able transferred by conjugation and transduction following the mechanism horizontal gene transfer(HGT) (Todar.K,2008). Biofilms Biofilms are defined as a matrix enclosed bacterial populations which are adherent to each surfaces or interfaces. Microbial aggregates and floccules and also adherent populations within the pore spaces of the media are spoken in the definition (Costerton J.W, et al 1995).bacterial biofilms came into existence and became significant from their first recognition in their ubiquity. The past researches show that profoundly the growth phase of the biofilms is distinct from the planktonic. In response to the surfaces proximity, bacterial cells alter their phenotypes (Costerton J.W, et al, 1995). The early stages of biofilm formation the bacteria is in stable juxta position with those of same and other species. The micro environmental conditions, cellular juxtapositions and the extra cellular polysaccharide matrix constitute to the development of the bacterial biofilm. Different bacteria responds to the specific environmental conditions with certain growth patterns, and a structurally comp lex and mature biofilm develops(Hamilton W.A et al, 1987). Physiological cooperation is the major criteria in shaping structure and juxta positions establishment to make biofilms adherent for the surfaces. It has been proposed that large suites of genes are expressed differentially regulated. Formation The formation of the biofilm initially starts with the attachment of the freely floating bacterial cells to a surface. The bacterial colonies adhere to the surface with weak vander wall forces. These colonies can lead themselves to more adhesion called as pili structures (Baron S et al.,1996). The organism adheres more to the available surface by binary fission, exopolymeric matrix is produced to develop mature biofilms. The matrix produced holds the biofilm together. Biofilm develops with cell division and recruitment, the cell in the biofilm communicate via quorum sensing. We can observe changes in shape and size in the final stages of biofilm formation. Distribution and ubiquity of biofilms The general phenotypic strategy of organism is to change in the mode of growth that to adopt to the altering growth conditions. The cells of Pseudomonas aeruginosa which is a ubiquitous bacterial species respond to all favourable nutrient conditions. The organism adheres to the available surface by binary fission, exopolymeric matrix is produced to develop mature biofilms. The rod shaped bacteria grows in matrix which is enclosed in a sessile growth mode. The cells are protected from the biological, antibacterial, chemical agents and adverse environmental conditions. The periodically shed planktonic cells from the biofilm provide and sacrifice the protection to the new fresh habitats can colonize with the biofilm. The adherent biofilm populations has a significant metabolic activities( Fletcher.M, 1986). The extent of biofilm formation is predicted in the particular system is based on the following principles: Metabolically active bacteria show tendency towards the surfaces for adhesion in all natural environments. In all environmental conditions the extent of biofilm formation is controlled by the available nutrient for cell respiration and exopolysaccharide production. The organic nutrients sometimes tend to associate with the surfaces, in such cases the local biofilm is difficult to trigger. This is more in extremely oligotrophical environments, but bacteria normally does not adhere to surfaces in nutrient less environments. Pseudomonas aeruginosa Biofilms The communities of microbial bacteria(Pseudomonas aeruginosa) forms a definite structures with the association with surfaces are abundantly available environment. These structures are often called as biofilms which are less susceptible to antimicrobial agents. These biofilms causes chronic infections and very difficult to remove. The extracellular polymeric matrix(EPS) are known to holds the biofilm structure and it performs as a matrix. The EPS matrix holds the biofilm cells together and protects them from shear forces in fludic environments. The extra cellular matrix for Pseudomonas aeruginosa forms the biofilm development in different stages. The matrix holds the cells together on the surface and forms a critical structural design resists to many environmental changes. Pseudomonas aeruginosa biofilm develops in a five stage multicellular cycles, the process is initiated by the attachment of planktonic (free) cells to a surface. This is followed by the formation of microcolonies. T he microcolonies are seeded and gets dispersed where the cells form the microcolonies comes out to occupy a new surface( Ma. L et al, 2009;Stoodley.P et al,2002). The EPS of Pseudomonas aeruginosa composed of polysaccharides, proteins and nucleic acids. It is the important component of the biofilms. The exo polysaccharide genes lec A , Pil B, Psl A, alginate are responsible for the formation of Pseudomonas biofilms. The locus of the Psl exopolysaccharide encodes bacterial cells to surface and thus maintaining the biofilm structure. The matrix which is anchored by the Psl is not visualised directly during the developmental stages of Pseudomonas aeruginosa biofilm. In addition to the present scenario of exopolysaccharides, extracellular DNA also plays an important part in . P.aeruginosa biofilm matrix (Allensen-Holm M et al, 2006). The extracellular DNA is derived from the chromosomes and it functions for signalling between the cells interconnecting the biofilm matrix. In the biofilm matrix, extracellular cellular DNA promotes cation gradients, release of genomic DNA and induces antibiotic resistance ( Mulcahy H, et al. 2008). Real time PCR Polmerase chain reaction or simply PCR is introduced by Kary mulis in 1980, which really a revolution in the molecular biology. PCR is the standard procedure to amplify small quantities of DNA molecule into large quantities. The method depends on thermal cycling which involves the continuous heating and cooling of reaction for DNA melting and enzymatic replication of DNA. PCR applications employ a general heat stable DNA polymerase such as Taq polymerase enzyme isolated from the bacterium Thermus aquaticus. PCR method is involves three major steps.1) Denaturation 2) Annealing 3) Elongation. In the first step DNA template is denaturated to single strand at high temperature of 940C. In the second step, single stranded DNA template annealed with primers, the temperature is 650C. At 720 C the DNA starts elongation which is third step. DNA polymerase synthesizes new complementary strand to the template DNA strand. Real time polymerase chain reaction or qualitative polymerase chain reaction is a laboratory technique which not only amplifies but also quantifies the target DNA molecule. it helps the user for detection and quantification(absolute and relative) of many specific genes in a present in a given DNA sample. The general principle of polymerase chain reaction (PCR) is also used in the RT PCR. Unlike PCR, RT PCR is a new technology product is detected at the end of the reaction. There are two common methods for the product detection in RT PCR 1) Non -specific fluorescent dyes which interacts with the double stranded DNA molecule 2) Sequence specific DNA probes consists of oligonucleotides that are fluorescently labelled with reporter. The product is detected after the hybridization of the probe and complementary strand. The RT PCR is used to amplify the reversly transcribed cDNA products from the mRNA, which is becoming the effective and powerful tool in the field of molecular biology to quantify and study the gene expression. The RT PCR method is very easy to apply provides the reliable, accuracy and rapid gene expression quantification. The accurate nucleic acid quantification requires mathematical application for data analysis(Michael W.P., 2001). The real time PCR provides the very accurate and reproducible quantification of gene copies (Heid C.A., 1996). Unlike other PCR methods, RT PCR does not require post process sample handling, prevents product contamination, provides faster and accurate assay results. Real time PCR is very accurate and less labour usage than the present gene quantification methods. Nucleic acid sequence quantification has an important role in the biological research. Measuring the gene expression have been extensively used in the biological responses to various external s timuli( Tan et al, 1994; Huang et al,1995). Gene and genome quatification also used for HIV demonstrates the change in the expression level of virus in the disease period( Conner et al. 1993); (piatak et al, 1993). There are two types of quantification methods used in real time PCR: Absolute quantification Relative quantification Absolute quantification determines the input copy number generally by relating the PCR signal to a standard curve. In this method equal input amounts of sample, each sample under analysis amplifies with identical efficiency up to the point of qualitative analysis( Heid et al,1996). We quantitate the unknowns based on a known standard quantity. The unknown samples are compared to the known by creating a standard curve. The input copy number of the PCR signal is related to standard curve in absolute quantification method. Sometimes it is not necessary to know the copy number but it is important to calculate the relative change gene expression (Livak.K.J et al, 2001). The second method is relative quantification, we analyse the changes in gene expression in a given sample relative to another reference sample(untreated control sample). Relative standard again consists of two types of methods they are relative standard curve and comparative Ct method. In the relative quantification the PCR signal is related to the targeted transcript of the samples in the group. The new applications of comparative Ct method is the 2-à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  Ct method which is efficiently useful for the analysis of qPCR data. The 2-à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  Ct method(Livak.K.J et al , 2001): Derivation of 2-à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  Ct method: The equation for the amplification of PCR can be written as: Xn=X0 (1+Ex)n(1) Where Xn is the number of target molecules at cycle n of the reaction. X0 is the initial number opf target molecules. Ex is the efficiency of the target amplicon. n is the number of cycles CT is the threshold cycle, indicates the fractional cycle at which the amount of amplified target reaches a fixed threshold. XT =X0 (1+Ex)CT.X=Kx(2) Where XT is the threshold number of target molecules. CTX is the threshold cycle for target molecule and Kx is constant. A similar reaction for the internal control gene is RT =R0 (1+ER)CTR=KR-(3) Where RT is the threshold number of reference molecules R0 is the initial number of reference molecules ER is the efficiency of the reference molecule. CT.R is the threshold cycle for reference amplicon. KR is a constant. Dividing XT and RT, we get , (XT/ RT )= (X0 (1+Ex)CT.X) / (R0 (1+ER)CT.R )= (Kx / KR ) = K-(4) For real time amplification using Taqman probes the exact values of the XT and RT depend upon the number of factors including the reporter dye and fluorescence properties of the probes, efficiency and purity of the probe, florescence threshold setting. Thus k cannot be equal to one. Assume the efficiencies of target and the reference as equal. ER = Ex=E (X0 / R0) (1+ E) CT.X- CT.R =K(5) XN (1+E)-à ¢Ã‹â€ Ã¢â‚¬  CT =K-(6) Where XN is equal to the normalised amount of target gene (X0 / R0) and à ¢Ã‹â€ Ã¢â‚¬  CT is the difference of the threshold cycles of target and reference (CT.X- CT.R ). The expression can be written as XN=K(1+E) -à ¢Ã‹â€ Ã¢â‚¬  CT -(7) If we divide the whole equation by XN for any sample q by XN as the calibrator(cb) XN.q /XN.cb ={[ K(1+E) -à ¢Ã‹â€ Ã¢â‚¬  CTq ]/[ K(1+E) -à ¢Ã‹â€ Ã¢â‚¬  CTcb ]} =(1+E) -à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  CT Here -à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  CT = -(à ¢Ã‹â€ Ã¢â‚¬  CTq -à ¢Ã‹â€ Ã¢â‚¬  CT.cb) For amplicons which are designed less than 150 bp, primer and magnesium concentration are optimised, the efficiency is nearly equal to 1. Therefore the amount of target gene, normalized to an endogenous reference which is relative to a calibrator, taken as Amount of target =2-à ¢Ã‹â€ Ã¢â‚¬  Ãƒ ¢Ã‹â€ Ã¢â‚¬  CT . When the threshold is set for n standard deviations in the plot , above the mean of the base line emission from cycles 0 to n. The standard deviations is calculated from the data attained from base line of the amplification plot. When the fluorescence exceeds the threshold limit, CT values are determined at that point. The CT values are ten times more than the standard deviation of base line. The point at which amplification plot crosses the threshold can be defined as CT (Heid et al, 1996). Materials and methods Identifying pseudomonas aeruginosa Gram straining: Prepare a small amount of smear on a clear glass slide. Heat fix the smear to slide. Add a drop of crystal violet on to smear allow for 60 seconds. Rinse the slide with water. Add a drop of grams iodine to the smear allow for 60 seconds. Rinse the slide with water. Add 95% absolute ethanol to destain the crystal violet. Rinse again with water. Add a drop of saffronin over the smear, allow for 60 seconds. Rinse with water. Blot dry the slide, do not rub. Observe the smear under microscope. 10. If the colour of the bacteria appears pink it is gram negative, it is gram positive if it appears purple. Rod shaped pink coloured bacteria is clearly observed for gram negative pseudomonas aeruginosa. Shake flask method Prepare media of nutrient broth about 13 grams per litre of distilled water. Mix well and pour 50 ml of media into a 250ml conical flask. Plug the conical flask and wrap the mouth with aluminium foil. The less volumes of media in the flask increases surface area and oxygen transfer rate(OTR). The flasks are autoclaved at 1210 C and 1.5 lbs pressure for 1 hour 15 minutes. Planktonic-contains 50 ml of nutrient broth Biofilm-contains 25ml of PBS with microcarriers plus 25 ml of nutrient broth. Inoculate a loopful of pseudomonas aeruginosa into 50 ml nutrient broth aseptically. Allow the bacteria to grow overnight. Take the optical density at 550nm using spectrophotometer.The amount of the inoculums to be added to the shake flasks for analysis is calculated using the formula below: Amount of sample to add into shake flask = [working concentration X volume(ml)] / stock(OD) obtained After inoculation the flasks are kept in the orbital shaker at 300C. The samples of 1 ml is collected for RNA extraction at particular time intervals at 0,1,2, 4,24 and 48 hours for planktonic. In respect the biofilm samples are collected at time 0,22,24,26,44,46 and 48 hours as their growth is slower than the freely suspended planktonic cells. Then 2 ml of RNA later solution is added to the collected samples for RNA stabilization. The optical density is regularly monitored to check the growth of pseudomonas aeruginosa . Fermentation The fermentation process we perform here is batch fermentation. The bioreactor used for the study is a small scale fermentor from APPLICON BIOTECHNOLOGIES. The process will take place in a 3L fermentor(consists the working volume of 2.5L) for about 24 hours. During the run the criteria of temperature is kept at 300C . The pH is run free, stirrer speed is set at 600rpm for planktonic culture. The fermentor is run free for 24 hours overnight to check the production of foam. The cold finger helps to control the temperature by feeding water from/to the reactor. The o ring is checked for any leakage. The sample port is a tube for sampling using back pressure and forces the liquid into a glass recipient. The inlets for acid, alkali and antifoam are linked to durham bottles, going through the pumps. The durham bottles are blank, because above parameters are not controlled in this process. Air is pumped through a filter. The condenser is connected to water that comes out of the fermentor. Wh en the water is warmer than outside, condensed water reaches the condenser. The gas goes from an outlet connected to the condenser. The dissolved oxygen probe is connected to dO2 cable from the machine. It measures the amount of dO2 in the media. This probe needs to be kept in the buffer, when not in use. The probe should be plugged for 10 to 12 hours before the inoculation inorder to polarize. The stirrer is placed on the top of fermentor. The vessel is heated with the help of heating pad and temperature is detected using temperature probe. The air inlet is set up through the pumps and its volume is controlled with a rotometer in front of the machine. In this case 2.5L of air/min is supplied to the fermentor. For the gas analysis of oxygen and carbon dioxide the gas is passed through a drying column and reaches the monitor which is already set up for calibration. we run two runs of fermentor for both planktonic and biofilm cultures. The parameters such as temperature, aeration for planktonic and biofilm cultures are almost same. The only parameter varies for both is stirring is maintained at 600rpm for planktoni c and 200rpm for biofilm fermentation. Procedure: The fermentor is sterilised and all the valves are sealed with foil before going into the autoclave. The fermentor is run for about 24 hours before adding the inoculum to check any formation of foam. About 20 ml of an overnight culture is added to the fermentor. Sampling :About 7ml of sample is collected for every 20min for planktonic and every 2 hours for biofilm until the exponential phase is reached. The sample collected is preserved in the freezer for different analysis. The sample is assayed for gene expression by adding 2 ml of RNA later solution for RNA stability. The samples are assayed for ammonia, phosphorus, glucose and protease. The fermentation conditions are listed below. RNA EXTRACTION (protocol provided by applied biosystems) Materials required: 2-mercapto ethanol,100% ethanol, 10% SDS(in RNase free water), 0.5  µl/sample. Lysozyme solution: 100  µl/ sample 10mM Tris HCl (PH 8.0)mM EDTA 10mg/ml lysozyme (in RNase free water) Lysis buffer: Before beginning the lysis and homogenization steps, prepare a fresh amount of lysis buffer containing 1% 2-mercapto ethanol for each purification procedure. Add 10 µl 2-mercaptoethanol for each 1ml lysis buffer. Use 350  µl of freshly prepared lysis buffer for 1109 bacterial cells. Lysis and homogenization: Harvest 1109 bacterial cells and transfer them to an appropriately sized microcentrifuge tubes. Centrifuge at 500xg for 5 minutes at 40C to pellet cells. Discard the supernatant. Add 100  µl of prepared lysozyme solution to the cell pellet and resuspend by vortexing. Add 0.5  µl 10% SDS solution vortex to mix well. Incubate the cells in the tube for 5 minutes at room temperature. Add 350  µl lysis buffer prepared with 2-mercaptoethanol. Vortex to mix well. Transfer the lysate to a homogenizer inserted in an RNase free tube and centrifuge at 12,000xg for 2 minutes at room temperature. Remove the homogenizer when done. Purifying the RNA from bacterial cells: These steps are followed to bind wash and elute the RNA from the P.aeruginosa cells sample. Add 250  µl 100% ethanol to each volume of bacterial cell homogenate. Mix thoroughly by vortexing to dispersing any visible precipitate that may form after adding ethanol. Transfer the sample(including any remaining precipitate) to a spin cartridge( with a collection tube. Centrifuge both the spin cartridge and collection tube at 12,000xg for 15 seconds at room temperature. Discard the flow through and re-insert the spin cartridge in the same collection tube. Add 700  µl of wash buffer I to the spin cartridge. Centrifuge at 12,000xg for 15 seconds at room temperature. Discard the flow through and the collection tube. Place the spin cartridge into a new collection tube. Add 500  µl wash buffer II with ethanol to the spin cartridge. Centrifuge at 12,000Xg for 15 seconds at room temperature. Discard the flow through and re insert the spin cartridge into the same collection tube. The steps are repeated once again. Centrifuge the spin cartridge and collection tube at 12,000Xg for 1 minute at room temperature to dry the membrane with attached RNA. Discard the collection tube and insert the spin cartridge into a recovery tube. Add 50  µl of RNase free water to the centre of spin cartridge. Incubate at room temperature for 1 minute. Centrifuge the spin cartridge and recovery tube for 2 minutes at 12,000Xg at room temperature. Store the purified RNA or proceeded for DNase treatment after RNA treatment. (store purified RNA at -800C for long term). Agarose gel electrophoresis: The RNA samples after extraction are checked for the RNA signal. To visualise the RNA 1% agarose gel electrophoresis. The materials required for agarose gel electrophoresis is TAE buffer and agarose. TAE buffer(50x Tris acetate) 242 g of Tris base 57.1 ml glaciel acetic acid 100 ml of EDTA 0.5M PH .8.0 700ml of dH2O . About 20 ml of above solution is mixed with 980ml of distilled water to make it 1X. 1 gram of agarose is added to 100 ml of TAE buffer. The solution is mixed well. The solution is heated until the agarose is completely dissolved and solution becomes colourless. About 2.5  µl of ethidium bromide is added to the solution to visualise the RNA bands. Special care is taken while adding the ethidium bromide because it is bio-hazardous. Then about 5  µl RNA sample is mixed with 1  µl of DNA loading dye. The RNA samples are RUN with the potential difference of 80V with DNA Hyper ladder II as a standard. DNase treatment (protocol and kit provided by applied biosystem) The DNase I treatment is performed to remove any traces of genomic DNA from the eluted RNA. Protocol: Add 10x DNase buffer and DNase I to the RNA sample in the following composition: Amount component 1/9 th volume 10x DNase buffer 4  µl DNase I The components are mixed with gentle pippeting. Then the mixture is incubated at 370C for 90 minutes. DNase inactivation reagent is added to the solution and mixed well, leave at room temperature for 2 minutes. The samples are centrifuged at maximum speed for 1 minute to pellet the DNase inactivation reagent, after that the RNA solution is transferred to a new RNase free tube. The samples are run on 1% agarose gel electrophoresis to check the DNA contamination. We fou