Marketing Plan for a New Cardiac Center

Introduction The target market for the proposed cardiac center is Dammam city in Saudi Arabia. This is given the fact that there is lack of a cardiac center in the region. The proposed cardiac center will offer services addressing cardiac problems and complications, advice to patients and simple surgical procedures to people of all ages. Even if the new cardiac center will be located at Dammam city, it is noted that it may attract patients and professionals from other parts of the country.Advertising We will write a custom report sample on Marketing Plan for a New Cardiac Center specifically for you for only $16.05 $11/page Learn More This report is going to address issues surrounding the establishment of the proposed cardiac center in the city. The report will cover several aspects of this new venture. Dammam is a small city in Saudi Arabia. It is the capital city of Eastern Province in this country. According to Armstrong et al. (2009), the town is the economic hub of the world’s most oil-rich region. As far as size is concerned, Dammam is third after Riyadh and Jeddah. Historians are of the view that the city was initially inhabited by an Al Dossary clan as far back as the early 1920s. The inhabitants were immigrants from neighboring Bahrain. The developments in this region are attributed to the huge oil deposits that were discovered there in the 1940s and 1950s. The oil deposits account for about 25 percent of the total oil deposits in the world. There is no specialized cardiac center in Dammam city. People are forced to travel for long distances to find such services. The purpose of this marketing plan is to address issues revolving around the setting up of a new cardiac center in Dammam city. It is noted that it is not fair to have patients travel very far in search of healthcare. This is the idea behind this proposal. It is aimed at addressing or alleviating the problems that people in this and surrounding regions fac e trying to access quality health care. The proposed cardiac center is named Tabibu Hospital. Tabibu hospital is a small hospital located at the center of Dammam city. Although it is a small facility, it is noted that Tabibu Cardiac Center will have the facilities that are needed to cater for the health needs of the population in the city and surrounding areas. The hospital will have 50 beds which even though not sufficient for the large population of the city, will help in providing the much needed treatment for cardiac conditions. The hospital is expected to serve the whole of Dammam city as far as cardiac cases are concerned. So far, the premises are ready. This means that the investors already have the physical facilities needed to establish the hospital. The organization has received funding from two donors who are willing to support the establishment of the facility. Additionally, the government has agreed to provide a loan through the Saudi Arabian National Bank.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Mission Statement The mission statement of this cardiac center is: Provide quality and affordable services to the residents of Dammam and surrounding areas with the aim of reducing the number of cardiac complications and mortality rates. Services Offered The cardiac center intends to offer a myriad of services both to the patient and to the community in Dammam and Saudi Arabia as a whole. Tabibu hospital intends to offer services touching on cardiac consultations and advice, Electro- Cardio Graph examination (ECG), diagnosis of cardiac problems, cardiac catheterization, pacemaker insertion and other basic surgery services. It is noted that consultation and offering advice to the patients and to the members of the community as a whole are the major services that will be provided by expert cardiologists. The cardiac center has five of them already engaged (Hiam, 2009). Advice will be given by the doctors and the nurses during patient visits. Diagnosis will only be done by a cardiologist after thorough examination. The thorough examination will include an ECG and consultations with other doctors. The organization already has an ECG machine which is operated by an expert in this field. This means that operating the machine is not a problem. It is however noted that there is a pressing need for a sophisticated and ultra- modern machine for the hospital. There is need for another person or another specialist to assist the current machine operator. Catheterization, insertion of pacemakers and other minor surgeries will be done by the team of cardiologists, anesthetists and surgical nurses. It is noted that the cancer center can use specialists from other hospitals. Anesthetists from other hospitals will be used in case the three employed by the organization are occupied or unavailable. There is also the need to have a day bed facility in the cardiac center. The center will have a day bed for the less serious patients who need supervision for a day or a few hours. However, there will also be facilities for those patients needing closer attention for a prolonged period of time. The 50 beds will be used for patients who need supervision for a longer period of time. The cardiac center will also work together with other hospitals in dealing with very serious cases. The very serious cases will be referred to larger hospitals with better facilities. There is need to transfer patients from this hospital to another and to bring the patient to the hospital in case of medical emergencies. For the purposes of emergency and transfer of critical patients, the cardiac center is planning to buy an ambulance soon after opening. Plans are also underway to acquire land where the cardiac center can construct a bigger hospital.Advertising We will write a custom report sample on Marketing Plan for a New Cardiac Center specifically for you for only $16.05 $11/page Learn More The number of beds will need to be increased to about 100 in 3 months. Another service that will be offered by the proposed Tabibu cardiac center will be open heart surgery. This is another service that the center would like to offer at least a year after obtaining land. The services are to be charged as follows: Consultation and advice – $90 ECG – $100 Cardiac catheterization – $200 Pacemaker insertion – $300 Basic surgery – between $ 900- $ 2000Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More These charges are inclusive of bed where applicable. The drug charges will be determined separately after prescription. The prices are however subject to review after more research is carried out after Tabibu begins offering services. This means that the prices can be reviewed either upwards or downwards depending on the findings of the assessments carried out. The charges may vary depending on the prevailing market conditions that will determine the cost of inputs such as drugs used during operation. Market According to recent census records, 30% of Dammam population is composed of two major groups. The first group is the very old who are aged 70 years and above and the second group is the very young aged 10 years and below. 5% of the population is made up of obese people and most men are smokers. All these are factors that predispose the population to a myriad of cardiac problems (Gilligan Wilson, 2009). All of these people are vulnerable to cardiac conditions such as heart failu re as a result of their age and their lifestyle. There is evidently the need for a cardiac center to cater for the populations’ cardiac needs. This is through the provision of advice, treatment and early diagnosis of cardiac conditions so that prompt treatment can be provided. The most vulnerable members of the population need periodic screening to ensure that cardiac conditions are detected early enough. This is the only way that the conditions can be dealt with effectively. Since most of the inhabitants of Dammam city are middle working class, it is noted that they will be able to pay for the services offered by the cardiac center. This is keeping in mind the fact that the cardiac center will save them the trouble and inconveniences of traveling to other places to search for medical care. However, just like any other society, Dammam city has a number of people who are poor. For the minority poor population, the cardiac center has liaised with various government agencies so that they can be offered quality services at subsidized prices. This collaboration with government agencies and other stakeholders will also go a long way in offering emergency services due to the close location of our services to the consumer. For instance, if a person falls sick at night, it will be easier to bring them to the hospital which is closer than flying them all the way to other facilities across or outside town. In terms of quality of service, the hospital has qualified members of staff in all the fields. There are also a few positions open for the people in Dammam city as a token of appreciation after they accepted to host the cardiac center. Currently there are no direct competitors in this city apart from a small training center which occasionally offers such services. Advertisement will be done to sensitize the people on the availability of services. This is especially so considering that many people are unaware of the availability of services in the hospitals. This is despite of the critical role that the cardiac center will play in their lives. Factors that usually affect the market of other services will not apply in the case of this hospital. For example, factors like seasons will not affect the market as it does not determine in any way when and where people get sick. There is no correlation between falling sick and season. This is unlike other services such as tourism which are dependent on weather patterns in European and American nations. However, the poor people and those in the rural areas may find it difficult to reach the hospital. To address this problem and avail the services conveniently, the hospital plans to offer mobile clinics where basic services like advice and consultations can be provided. With time the hospital will seek for funding from some of the stakeholders so as to open branches in nearby towns. The management has also consulted one of the hospitals in the region which offers mobile clinics. This is to enable Tabi bu cardiac center to join them on their excursions. This will definitely help in reaching the market (Kotler et al., 2008). Competition As mentioned earlier in this report, there is no cardiac center in Dammam and thus competition will be from other cardiac centers located far from Dammam city. Location is thus an advantage on the part of the cardiac center. It is noted that in cases of emergencies, the first choice for the residents will be Tabibu Hospital. From the local authorities, the management got information that people are not happy with the services offered by the hospital near this city. As a result, the people are forced to travel very far in search of medical services. The opening of a cardiac center near them will be welcomed. It is also noted that culture or the people’s way of life can be a source of competition. However in this case, culture as indirect competition will not be there. But several legal requirements are yet to be met (Godin, 2009). That is bein g taken care of by the insurance company. The Environmental Impact Assessment that has been done in the area showed that expansion will be problematic. The report does not provide for the expansion of the hospital as it will increase the amount of waste emitted into the environment. As a result, the cardiac center plans to use the local council in finding a bio- digester so the waste problem can be addressed once and for all. The hospital could face socio- economic competition from a small percentage of the population and the significance of this is possible decline of profits (Gilligan Wilson, 2009). As already indicated in the paper, there is a training college within the area that should be taken into consideration when analyzing competition. The training college in the area may be an indirect source of competition. The college trains cardiologists and sometimes holds mobile clinics where they look at some of the cardiac cases before transferring them to their main hospital in a nearby city. The training college offers transport to the patient but they do not pay for the treatment. This is the major weakness that Tabibu hospital will capitalize on probably through subsidized fees. After carrying out independent research, Tabibu hospital has realized that most cardiac cases are serious. To this end, the hospital has a location advantage over the competitors (Hiam, 2009). The new cardiac center project is likely to succeed because its strengths surpass its weaknesses. It involves the introduction of services that are not currently available and hence acceptable to the community. The project brings with it accessible services. The hospital has a strong and positive relationship with the relevant authorities that deals with the poor members of the society. This will help in off- setting the medical bills of such patients. The hospital also offers high quality services with the help of highly qualified personnel. The hospital has technologically advanced equipm ents (Kotler et al., 2008). The management however foresees a few difficulties in some areas. This is for example difficulties in reaching people in the rural areas, access to capital, pricing and space. The latter is to allow for the expansion of the facility. The hospital has about 30% of the current budget and needs a lot of money to be able to offer good services. The rest of the budget (70 percent) is yet to be financed. Pricing Price is influenced by both internal and external factors. Internal pricing variables are expenses involving capital, research, labor, distribution, utilities and all other costs (Armstrong et al., 2009). According to Godin (2009), capital is the amount of money invested in the business and all assets that the hospital owns. This is for example all the machines that the hospital will buy. Labor in this case will include the total amount of time that staff members spend in the hospital including overtime. Kotler et al. (2008) says that distribution is th e ways through which the services will reach the consumer. This is for instance hiring people to disseminate information about the services offered through word of mouth, media advertising among others. Utilities in this case are bills that are incurred through mandatory expenses like water, electricity, transport, advertising for business promotion, purchase of daily supplies like syringes, bandages and telephone bills among others (Phillip, 2009). External variables to be considered during pricing include prices of the competitors in the market. With time, prices are bound to be revised depending on the market’s growth rate. However, customer needs will be put in mind so that the hospital does not push customers away due to overpriced services (Godin, 2009). The hospital is not intending to incur losses. There are deliberate efforts to price services in a way that will make the consumers comfortable while at the same time making it possible to smoothly run the hospital and offer quality services. It is for this reason that the hospital has proposed strategies to price products (Kotler et al., 2008). In the process, it will be able to know whether it is making a profit or incurring losses and take necessary actions. This is a process that will take some time and needs a lot of research and careful planning which will be done by qualified marketers. For the sake of simplicity, the management could trust the leader and price products in the same way. In such a case, it will find out how much the best and most popular hospital charges for similar services and use the same criteria. They probably followed the same procedure during pricing of their products. Tabibu could also price the products higher than the competitors in order to understand how much the customers are willing and able to pay. It should however be noted that pricing services higher or lower than the competitors will be for a short period as a way of testing the market. There will be revie w of prices after we have properly assessed the market. Basically, the above are just pricing processes but after sometime, the prices will be calculated by multiplying total cost with the mark- up percentage to get the retail price (Armstrong et al., 2008). Distribution This is the way through which the available services reach the consumer or the market (Kotler et al., 2008). In our case, we intend to use various methods ranging from advertising to creating a good image. Advertising will be done by our public relations’ officer through the local media channels, the internet and the local newspaper. Since our services are to be provided to a wide range of customers, media advertising will be done through television and radio. We are to publish a website containing all the information like the services offered and how to contact us (Gilligan Wilson, 2009). The prices will however not be stated in the website to avoid being taken advantage of by our customers. The very first thing that attracts anyone to a product is the image (Hiam, 2009). We are aiming at creating a beautiful logo that will attract our customers especially when doing internet marketing. The same logo will appear on the business cards. The most effective method in our case is to hire marketers who will then spread information about the services offered by word of mouth. For the purposes of saving on expenses, we will buy supplies in bulk (Godin, 2009). We have located a nearby warehouse where we can store supplies of non-perishables goods like disinfectants, soaps, brooms, bandages and syringes among others. This will help in saving space in the already crammed hospital. The warehouse is in a clean, secure and accessible location. Promotion Mix We intend to use local television networks, local newspapers, leaflets, radio and internet to market our products. Having a healthy nation is the mission of our hospital. The hospital will be located in a quiet suburb in Dammam city. A hotline w ill be provided so that our staff can go and provide the necessary services or give advice on what to do through the hotline. We need about $ 100,000 for the first year for advertisement. There will be production of leaflets with information about our services, contacts and location. The leaflets’ and posters’ production will cost about $10,000, newspaper adverts will cost $50000 and the rest will cost approximately $39000 for a whole year. There will be an opening party for the hospital where we will invite the businessmen and offer free cardiac services during the day including the use of public address. Sales Forecasting Our market covers the people in the middle and higher classes. About 90% of the population is literate and thus able to understand what we will be offering. We aim at providing quality services at reasonable rates. For the small percentage that is poor, we have a special way of dealing with their payments through the social worker at the hospital. W e have spoken to the relevant government authorities and they are willing to help foot the hospital bill of the people who need the service but are unable to pay for it. It difficult to forecast sales in this case (Hiam, 2009) but it is important so as to know how many employees are required and when. It is also important to determine the combination of promotional mix to be used and supplies to buy. Kotler et al. (2008) suggests micro and macro forecasting as the suitable methods for doing this. Macro- forecasting involves making deductions on what will happen in the market depending on total market price. Micro- forecasting is done on specific services offered. The above however depends on the availability of information, timing, position of service at the life cycle and accuracy. The more accurate the forecast is the higher the costs. It is hard to make a forecast when a product is on its introductory phase than when it is in its maturity phase (Gilligan Wilson, 2009). Precise f orecasts can be made when the business has being operating for a long time. A more precise method would be to conduct this at least a year after the commencement of services in order to improve accuracy. We have also planned to make this a requirement at the end of every year to know how far we have gone. Action Plan According to Armstrong et al. (2009), there are various marketing strategies. In this case, market dominance is the most appropriate considering our target market of Dammam city population. We can use the 3Cs model developed by Kenich Ohmae (Gilligan Wilson, 2009) where we focus on the corporation, customer and competitors. For the corporation (hospital in this case), we strategize with an aim of maximizing our strengths against our competitors. This should be done is such a way that we also consider the cost effectiveness of what our suppliers offer and the customer paying a minimal fee for the services offered. The next C is for customer who is a very important perso n to the business. We thus have the responsibility of ensuring that the customer is satisfied in all ways and has a reason to use our services again. The prices of our services will be minimal and the quality of the services high. We will continue to ensure this happens through occasional in- service training of our staff especially those who come into contact with the customers. We will also keep advertising and employ extra members of staff who are skilled. The next C is for competitors who are the greatest threat to any business. We have done a thorough research on what our competitors offer, how they do it, their strengths and weaknesses. With this knowledge, we can avoid making the same mistakes and capitalize on their weaknesses. One of the advantages we have over them is that we have concentrated on cardiac services making us able to provide better services. Location is another advantage we have over our competitors. Being in a position to offer services to a customer when ne eded will go a long way as a market strategy. After implementing the 3P’s we will then use the 4C’s proposed by Jerome McCarthy in our marketing strategy (Kotler et al., 2008). The first P is for product or in this case, our services. Apparently, products go through a cycle of growth and every marketer should be aware of this. In our case, I would say after intensive treatment and information, cases of cardiac conditions may reduce and we may have to do a service mix to cater for the income. The next P is for pricing which should be adapted to cater for all areas of the business. Promotion is what is denoted by the next P and this involves advertising, personal selling and other ways of promoting the business. The means of doing promotions should be appropriate depending on the market. The last P is for place meaning that services should be provided when required and where required. The ambulance and hospital van will be used for this purpose. Either one of the two str ategies will be used but the first one is more preferable. Production Fluctuations are bound to occur due to the nature of our services. From the research carried out, we have concluded that demand is almost impossible to predict. Production will be leveled by volume. This is where we make a record based on which days are busiest and how many patients we expect to serve. On such a day, we make sure that we have enough staff and perishable and non- perishable supplies. This will ensure smooth operation and provision of services and also reduce wastage in terms of man power and perishable supplies. We plan to use demand leveling. Here, we can manipulate demand. In some cases, treatment is not an emergency. For instance, a customer who needs the insertion of a pacemaker can take some time. We can ask the patients with certain conditions to be seeing the doctors on certain days. This way, we save on salaries paid to part time staff members hired only on demand. As discussed above, we wi ll at times use local people in the hospital. Using local labor is cheaper than imported labor. This is given that no costs are incurred in importing it. Table 1: Simple Budget for Tabibu Hospital for the Year 2011 Income Expenses Grants $100000 Loans $97000 Donations $45000 Suppliers- $198000 Equipment- $200000 Doctors’ salary- $195000 Nurses’ salaries- $82500 Other personnel- $95000 Utilities- $90000 Totals $242 000 $860500 References Armstrong, G., Harker, M., Kotler, P., Brennan, R. (2009). Marketing: An introduction. New York: Prentice Hall. Gilligan, C., Wilson, R. M. (2009). Strategic marketing planning. Massachusetts: Butterworth-Heineman Publishers. Godin, S. (2009). All marketers are liars: The power of telling authentic stories in a low trust world. Chicago: Prentice Hall. Hiam, A. (2009). Marketing for dummies. New York: John Wiley and Sons Publishers. Kotler, P., Armstrong, G., Wong, V., Saunders, A. J. (2008). Principles of marketi ng. New York: Pearson Education. Phillip, K. (2009). Marketing insights from A to Z: 80 concepts every manager needs to know. New York: John Wiley and Sons. 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Isolation in Bartleby, The Scrivener and The Zoo Story Essay Example

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In the light of the global financial crisis, discuss how the Essay

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NULL HYPOTHESIS There is no significant difference between the score for visual and auditory memory test. EXPERIMENTAL HYPOTHESIS The score in visual memory test is higher compared to auditory memory test. RESEARCH AND RATIONALE The purpose of this experiment was to compare the effectiveness of both visual learning and auditory learning on short-term memory. Memory is defined as the power or process of reproducing or recalling what has been learned and retained especially through associative mechanisms, which include encoding, storing and retrieving. According to Atkinson-Shiffrin Model (1968), human memory can be divided into three major groups, namely sensory memory (SM), short-term memory (STM) and long-term memory (LTM). [4] Figure 1: Atkinson-Shiffrin Model (http://www.audiologyonline.com/articles/article_detail.asp?article_id=1403) (251 words) Sensory memory is a buffer that captures, for just a moment, all that you can see, hear and feel. In general, sensory memory is the ability of sense organs such as eyes, ears and skin to retain sensory information for a very brief period (less than a second). It can be divided into iconic memory (vision) and echoic memory (hearing). When we focus attention on sensory memory, this moves sensory information into conscious memory which is known as short-term memory. Short-term memory can hold a limited amount of information for about 30 seconds, but it stays longer under continual rehearsal and will eventually converted into long-term memory. [1,5] Short-term memory is the temporary memory store used to store and manage information needed to perform complex cognitive tasks. It is formed by brief changes in the synaptic transmissions. It involves the firing of neurons which depletes the Readily Releasable Pool (RRP) of neurotransmitter vesicles at presynaptic terminals. After the firing slows down, endocytosis causes the short-term memory to decay. The memory will disappear if it is not re-activated. Thus, periodically repeated information is needed so that information can retain for a longer period. [8] Figure 2: Baddeleys model of working memory (http://www.thefullwiki.org/Baddeley%27s_model_of_working_memory) (448 words) Alan Baddeley proposed a more complex working memory model for short-term store. It is an active three-part memory system that temporarily holds information which consists of an executive control central that coordinates the phonological loop (storage for language sound), visuo-spatial sketchpad (storage for visual and spatial information), and the episodic buffer. Working memory is very significant in helping us to solve problems that require reasoning and multitasking. [2,6] Long-term memory is the storehouse of the brain where its capacity is enormous and virtually permanent. It can be divided into declarative memory (consciously available) and procedural memory (unconsciously available). However, long-term memory distorts the facts and tends to become less reliable as we age. [1,7] Figure 3: The activation of specific sensory cortices during memory retrieval (http://www.pnas.org/content/97/20/11125.full) A study by Randy L. Buckner aimed to study whether the retrieval of sensory-specific information will reactivate the regions of sensory cortex. The outcome revealed from functional MRI showed that secondary areas in auditory and visual cortex were reactivated when sound and image memories were recalled respectively. Since different regions were activated during information retrieval, visual memory should be different from auditory memory. Figure 3 shows the activation maps during perception of visual objects (ac) and sound (e) as well as the recall of visual memory (bd) and auditory memory (f). [9] (660 words) A study by Michael A. Cohen examined the inferiority of auditory to visual memory using recognition measure. The experiment was done by testing the ability of subjects to recall the stimuli, for instance sound clips, verbal description, picture or combination of both. Comparison of data showed that recall for picture is better compare to other stimuli. [10] Besides, Cohen also compared auditory and visual memory in musicians who have far better auditory recognition memory. However, the results showed that the memory for auditory stimuli was still inferior to visual object. Thus, it is clear from these results that auditory recognition memory performance cannot be on par with the levels of visual recognition memory. [11] The outcomes of this experiment could be significant in education, working place and business strategy. Educators should focus on visual teaching by preparing more visual stimulus such as diagrams, slideshows or mind maps to make the lessons more effective and enhance the student memory. Managers should provide a copy of information rather than giving instruction verbally to prevent employee from making error. Moreover, companies should provide visual effect when advertising through television or poster rather than via radio so that consumers can remember better of that company. (859 words) VARIABLES Manipulated variable : Type of stimulus (visual or auditory) Responding Variable : Score in memory test (degree of memory) Constant Variables : Age and education level of the subjects, period of the test PLANNING As stated above, assumption was made that both visual and auditory learning have the same effect on short-term memory, thus all these trials were conducted using only one type of stimulus which is visual stimulus. Trial 1: Length of the passage This trial was conducted to find out the most appropriate length of passage for the memory tests. Four subjects were given a passage of 234 words while another four were given a passage of 843 words to read. After that, the subjects were required to answer a set of ten questions related to the passage. Length of the passage Memory test score 1st 2nd 3rd 4th 234 words 10 10 10 9 843 words 5 4 4 5 Table 1: Results of first trial experiment From Table 1, subjects performance is almost perfect in the memory test when dealing with the short passage of 234 words. On the other hand, subjects who deal with the long passage of 843 words answered less than half of the question correctly. Therefore, I decided to use a moderately long passage of around 500 words to obtain an ideal result in the real experiment. (1086 words) Trial 2: The necessity of filler task This trial was done to find out whether a filler task is necessary and its duration before proceeding to the memory quiz. First two subjects ware not required to do any filler task (Sudoku puzzle) while the remaining subjects were asked to do the filler task within 2, 3 and 4 minutes respectively. Duration of Filler Task (minutes) Score 1st 2nd Without 8 8 2 7 8 3 6 7 4 5 5 Table 2: Results of second trial experiment From Table 2, subjects who answered the question without distraction task was slightly higher than those who had done the Sudoku puzzle. Besides, it was noted that the last few questions where the answers were found on the last part of the passage were answered correctly for those without filler task. Thus, a distraction task is necessary to distract the subjects from rehearsing the information they had just received and answering the question directly without having the information converted into short-term memory. Besides, the duration of filler task was fixed at 3 minutes as it seemed long enough to prevent subjects from rehearsing the newly received information but not too long to cause memory decay. (1293 words) Trial 3: Suitable Timeframe This trial was conducted to investigate the perfect timeframe for the subjects to complete the memory test. Six subjects took part in this trial, with two in a group. They were given a passage that later used in the actual experiment to read and answer ten questions within time limits. The three groups required to answer within 1, 2 and 3 minutes respectively. Time limit (min) Score 1st 2nd 1 3 4 2 5 6 3 8 7 Table 3: Results of third trial experiment From Table 3, the longer the time limit, the higher the score each subjects obtained. The subjects were debriefed after the memory test regarding the time limit given. Those who underwent time limit of 1 and 2 minutes claimed that the time given was too short for them to complete all the questions. Subjects who did the test within 3 minutes claimed that they only manage to complete the questions on time. They felt stressed during the experiment and this might limit the subjects performance. Hence, I decided to leave out the time limit so that subjects can answer the question in a stress-free condition. The visual stimulus administered was a one-page printed passage that I get from the reference book Cambridge Practice Test for IELTS 2, Test Four, Section 2. On the other hand, the auditory stimulus used was a three-minute recording of the same passage taken from the CD-ROM. A passage was used instead of simple words, number or image recall to mimic real-life situation in work place or in classroom where people were bound to lots of information which they have to remember. This passage consisting of 551 words was chosen as it was designed by an experienced author who written for IELTS reference book and IELTS is a recognised international English testing system. The passage was clear, concise and contained a lot of information and there were questions provided. Besides, the person who produces the tape script has high proficiency in English, thus there will be no complain about the clarity of the tape script. (1645 words) METHOD Random sample of 80 subjects were selected from the Advanced Level students in Intec Education College. The subjects were divided into two groups that carried out visual and auditory test respectively. For visual test, each subject was given three sheets of paper beforehand. (A passage, a memory test of ten questions and a Sudoku puzzle) For auditory test, each subject was given two sheets of paper beforehand. (A memory test of ten questions and a Sudoku puzzle) The subjects were instructed to read the passage and listen carefully to the recording played by a radio inside the classroom once only and try to memorize as much information as they can. Immediately after the presentation of stimuli, the subjects were asked to complete the Sudoku puzzle as a filler task in 3 minutes to reduce rehearsal. After that, the subjects were required to do the memory test without a time limit and hand in the answer sheet after they had done. The scores of each subject from each group were calculated and recorded in a table. A box-plot and a bar chart were drawn to represent the data. Z-test was used to compare the mean of visual and auditory memory test at 5% significant level. RISK ASSESSMENT All subjects personal details were kept anonymous for confidentiality purpose. They were instructed not to disclose any information regarding the quiz to anyone who had not taken the test. Besides, subjects were told that this experiment was not done on testing the individuals intelligence or memory power to avoid any unnecessary stress which could affect the subjects performance. The volume of the recording played over the radio was set at an acceptable volume so that everyone could hear clearly and did not cause any impairment on hearing. Otherwise, this was a low-risk procedure. (1942 words) RESULTS Number of people, f Memory test scores, X Visual, X1 0 0 1 0 2 0 3 0 4 2 5 4 6 8 7 11 8 10 9 5 10 0 Mean xÃÅ'„1 = 6.95 Table 4: Results for memory test of visual and auditory learning (2005 words) Graph 1: Box plot for memory quiz score of visual and auditory learning (2018 words) STATISTICAL ANALYSIS X1: Visual memory test Memory quiz scores, x Visual, f fx x2 fx2 0 0 0 0 0 1 0 0 1 0 2 0 0 4 0 3 0 0 9 0 4 2 8 16 32 5 4 20 25 100 6 8 48 36 288 7 11 77 49 539 8 10 80 64 640 9 5 45 81 405 10 0 0 100 0 n = 40 à ¢Ã‹â€ Ã¢â‚¬Ëœ fx = 278 à ¢Ã‹â€ Ã¢â‚¬Ëœ fx2 = 2004 Table 5: Statistics for visual memory test Mean, xÃÅ'„1 = = = 6.95 Variance, à Ã†â€™Ã‚ ² = xÃÅ'„12 = 6.952 = 1.7975 Standard Deviation, à Ã†â€™1 = = = 1.34070877 (2138 words) X2: Auditory memory test Memory quiz scores, x Auditory, f fx x2 fx2 0 0 0 0 0 1 1 1 1 1 2 3 6 4 12 3 5 15 9 45 4 8 32 16 128 5 10 50 25 250 6 7 42 36 252 7 4 28 49 196 8 2 16 64 128 9 0 0 81 0 10 0 0 100 0 n = 40 à ¢Ã‹â€ Ã¢â‚¬Ëœ fx = 190 à ¢Ã‹â€ Ã¢â‚¬Ëœ fx2 = 1012 Table 6: Statistics for auditory memory test Mean, xÃÅ'„2 = = = 4.75 Variance, à Ã†â€™Ã‚ ² = xÃÅ'„12 = 4.752 = 2.7375 Standard Deviation, à Ã†â€™2 = = = 1.65453921 (2258 words) Z-test is a statistical test extended from t-test. It follows a normal distribution where the data have the same mean, median and mode. It is used to handle large samples when n à ¢Ã¢â‚¬ °Ã‚ ¥ 30 and standard deviation is given. In this experiment, there was one variable (type of stimulus), two samples (visual and auditory memory tests) and 40 observations for each sample. The data was unmatched as each subject sat for the test once only. The difference between variances in the two samples is small (0.94). Thus, a z-test was applied. [3] Number of samples, n Mean, xÃÅ'„ Standard Deviation, à Ã†â€™ Visual, xÃÅ'„1 40 6.95 1.34070877 Auditory, xÃÅ'„2 40 4.75 1.65453921 Table 7: Basic statistics for both memory test scores Hypothesis Test for Two Population Means H0: ÃŽÂ ¼1 = ÃŽÂ ¼2 (The mean scores in both visual and auditory memory test are equal) H1: ÃŽÂ ¼1 > ÃŽÂ ¼2 (The mean score in visual memory test is greater than that in auditory memory test) Given the null hypothesis and à Ã†â€™1 = 1.34070877, n1 = 40, à Ã†â€™2 = 1.65453921, n2 = 40 xÃÅ'„1 xÃÅ'„2 ~ N (0, + ) By Central Limit Theorem, the test statistics is: Z = Since under H0, ÃŽÂ ¼1 = ÃŽÂ ¼2 then in this case ÃŽÂ ¼ visual = ÃŽÂ ¼ auditory and thus Z = = 6.53615718 à ¢Ã¢â‚¬ °Ã‹â€  6.5362 (2483 words) According to the Table for Critical values for two-tailed z test, the critical value for a two-tailed test when p = 0.01 will be the critical values for p=0.05 for a one-tailed test. Thus, the critical value for Z is z = 1.647. From the result above, the value of z at 5% probability level is 6.5362 which are higher than the critical value of 1.6449. Therefore, the null hypothesis, H0 is rejected. There is sufficient evidence that the mean score in memory quiz for visual memory is greater than that for auditory memory. This agrees with the experimental hypothesis and matches with the two studies stated earlier which were done by Michael A. Cohen proving that auditory memory is inferior to visual memory, yielding better short-term memory recall. Since Z calculated is a lot higher than Z critical, there is much less than 5% chance that the results occurred by chance, and more than 95% chance that the mean for visual memory test is higher even if the experiment is repeated on the similar population. (2659 words) Graph 2: Bar chart for memory quiz score of visual and auditory learning (2672 words) DATA ANALYSIS Graph 2 shows that the score range of visual test is within 4 to 9 whereas the score range for auditory test is within 1 to 8. The modes for visual and auditory memory test are 5 and 7 respectively. It is a huge contrast as most of the subjects scored less than half of the total marks for auditory test while most of the subjects scored more than half of the total marks for visual test. Thus, it is obvious that subjects tend to forget the information more quickly when it is presented by oral compared to visual. There were anomalies in this investigation, especially in the auditory test group. One subject gets only one answer correct in the memory test and it had been reconfirmed that there was no marking error. This might be due to the particular subject was tired and lack of sleep the night before. This explanation was supported by the research of Polzella and Donald J. that stated sleep deprivation increases the occurrence of lapses, periods of lowered reactive capacity, which prevent the encoding of items in short-term memory. [12] Likewise, two of the subjects get eight questions right in the memory test. This might be due to both subjects are Grade 8 pianist who have a better listening ability and are good auditory learner that can remember the auditory information outstandingly. This was stated in Michael A. Cohens research that musicians have far better auditory recognition memory. [11] However, I found out that some subjects with high scores in the memory test did not even complete half of the Sudoku puzzle. This may be due to the fact that they kept recalling what they had read during the distraction test but not concentrating on the Sudoku puzzle. During the real test, they were just rehearsing the information they read a few minutes earlier. (2980 words) The superiority of visual memory can be explained according to the way the information is perceived and stored as memory. Auditory verbal information enters automatically into the phonological store whereas visually presented words are transformed into phonological code by silent articulation first and subsequently into the phonological store. Thus, the visual information stored twice as visual code rather than auditory code. [6] From the study by Buckner, we know that visual and auditory memory retrieval involves the activation of different brain region. The sensory-specific regions are activated most robustly during recall of visual memory whereas auditory memory represents a distinct subset of those activated during perception. The reason behind may be the capacity for visual memory is larger than auditory memory, thus complex visual memory can be converted into memory more rapidly and easily. [9] The properties of auditory and visual information are different. In terms of physics or psychophysics, auditory information is said to be less memorable than their visual counterparts. It could be that the remarkable ability to rapidly encode and remember meaningful stimuli is a feature of visual processing. [12] Eberman and McKelvie proposed that a person was more prone to form vivid images, particularly if the original source was visual than if it was auditory. [13] Visual stimuli are seen and heard through rehearsal maintenance in the brain while auditory stimuli are only heard, making it more difficult to perform. When the brain is processing a visual image, the cognitive functioning requires the discovery of a mental image, but when the cognitive functioning is the process of an auditory stimulus, the brain needs to hear the word and then create a mental image in order for a correct recall to take place. Thus, auditory learning seems slower compare to visual learning. [14] (3271 words) EVALUATION There might be variation in memory capacity between individuals, thus a large sample of eighty subjects was used in the experiment to ensure sufficient replicates were produced to support the conclusion. Besides, random choosing and grouping of subjects and consistency of gender will help improve the reliability of the results because there will be no bias in terms of subjects selected to participate in which test. The age of the subjects was kept constant (20) because capability to memorise varies with age. For example, older people were more prone to develop dementia and were less effective in memorising information, thus giving an unreliable result. Moreover, subjects must have the same level of education as people who weak in English and understanding might not be able to answer the questions properly, be it in visual or auditory form. Subjects must not have any problem related to their eyes (reading) and ears (listening) to ensure the experiment done smoothly. In addition, the period of the test conducted must be fixed as the effectiveness of learning varies throughout the day. Subjects might feel hungry at the noon and tired around the evening after whole day of academic session. Thus, the entire test was conducted in the morning as it is the golden period for the subjects to learn and memorising information effectively. Participant who were physically sick or mentally tired were excluded from this investigation as their condition might deteriorate their memory performance. In conclusion, the results can be considered to be valid and reliable as the whole experiment was conducted with minimal errors and a large sample size. (3537 words) LIMITATIONS AND MODIFICATIONS In this experiment, since the same subject cannot sit for both test due to same passage used, it has been assumed that the individual variations amongst the subjects do not affect the results of the study. However, different people might have different memorising power, thus one modification that could be made is by having the same subjects doing both visual and auditory memory test but on different passage which are closely similar in terms of length, information and standard of English. Although the subjects involved in this experiment are selected randomly, it is only representing the population in International Education College but not whole general college-aged students. Therefore, the experiment can be modified by having a larger sample size from other colleges to obtain a more conclusive, representative and reliable results. However, it was difficult for a person to memorise all the information in the long passage. They may miss out some points which will affect the outcomes of the investigation. Thus, the passage can be replaced by 30 phrases so that they know exactly what to remember. FURTHER INVESTIGATION Further research can be done by investigating the efficiency of visual and auditory learning method in varying age cohorts. Besides, other types of memory measures such as recognition of image and words can be carried out for further study. Lastly, a comparison between genders in terms of both types of memory can be conducted as the memorising power between males and females could be different. (3780 words) SOURCE EVALUATION Source 1 is an e-book that written by psychology experts while source 2 and 3 are published books so the information in it should be facts. They are all credible sources as their content would have been reviewed by other experts prior to publication. Source 4 is a website from Indiana University while source 5 is a website supported by Bryn Mawr College and Howard Hughes Medical Institute, thus the information are reliable. Source 6 and 7 is from Wikipedia where most of the data and information obtained are cited and linked to many literatures and academic research. Sources 8, 9, 10, 11, 12, 13 and 14 are scientific journals that written by experts from renowned universities. Their research papers consist of experiments similar to my scientific investigation topic. The results obtained are widely recognised and have been peer-reviewed by other scientists before being published, thus they are trustable. CONCLUSION It is clear that visual learning is more effective than auditory learning on short-term memory. It is proven by the mean score in visual test which is 6.95, which is greater than the auditory test which is 4.75. The z-value, 6.5362 is higher than the critical value at 5% significance level. Experimental hypothesis is accepted. (4984 words) APPENDIX TEXT PASSAGE Great. Well, hi, everyone! My names Jody and Im one of the four recreation officers here at Rainforest Lodge. My job is to make sure that you all have a great stay here with us and go away feeling relaxed and refreshed. As you can see, were literally in the middle of nowhere at the Lodge. There are no newspapers or TVs and theres only one phone and thats in the office. The Lodge is a complete get away from it all experience: a place to unwind and appreciate the world without a lot of interruptions and distractions. From your cabin balcony youll find that you cant see anyone else and the only noise you should hear is the birds. When the luggage comes, one of the guys will take it across to your cabin for you and make sure you know the way back here to the main centre for dinner in the restaurant. Dinner will be served in about an hour or so. All the times of each days activities are printed on the blue sheet you should have got in the information guides that were handed out on the coach. Each Explorer trip has a different focus, so it doesnt matter how many you do or on what day, because theres always something new to discover in the rainforest. Tomorrow I think weve still got places on the Orchid and Fungi Tour. This is on foot and takes you to different parts of the rainforest. Or, if youd prefer, theres the Four- Wheel-Drive tour to the waterfalls, or the fishing trip where I promise you well catch some lunch, and last but not least, the famous Crocodile Cruise that leaves at 11 am each day. (Just in time for the crocodiles lunch!) Plenty to choose from here at Rainforest Lodge or just sit on your balcony relax and unwind and enjoy the views. In the evenings there is the Spotlight Tour, one of my favourites. The Spotlight Tour leaves at sundown and lets you catch a glimpse of some more of the rainforests wildlife as it comes out at dusk to feed. Thats a great trip and if you can, Id really try to make sure you do it during your stay. (4359 words) Youve chosen to visit the rainforest in March, which is just at the end of the wet season, so youll soon notice how well the waterfalls are running and also how damp the ground is. Things can tend to get a bit slippery, too, so if you didnt bring any walking boots Id advise you to hire some from the office. Youll also be much better off in long trousers rather than shorts because they will give your legs more protection and socks are a good idea too. Theres no need to be nervous of the rainforest provided that you treat it with respect and common sense. Most of the animals and wildlife are gentle and harmless. There are some venomous snakes to beware of, but really theyre much more frightened of you than you are of them. The other thing is that certain plants can cause irritation if you touch them with bare skin. Well, thats about all for the time being. The guys are here to take you and your luggage to the cabins . . . (4538 words) QUESTIONS At Rainforest Lodge there arent any telephones or TVs. newspapers or TVs. telephones or newspapers. The guests are told to carry their luggage to the cabin. go straight to the restaurant. wait an hour for dinner. TOUR NAME DETAILS Orchid and Fungi walking tour Four-Wheel-Drive tour to the 3)_____________ Fishing to catch lunch Crocodile Cruise departs at 4)_____________ daily 5)_____________ departs at sundown What THREE items of clothing does the speaker recommend for the rainforest? 6) ______________________________ 7) ______________________________ 8) ______________________________ Which TWO things in the rainforest does the speaker give a warning about? 9) ______________________________ 10) ______________________________ (4636 words) DISTRACTION TASK 8 2 8 7 6 4 3 1 9 5 8 4 9 6 1 8 1 3 5 4 7 2 7 4 7 6 4 3 5 6 CRITICAL VALUES FOR A TWO-TAILED Z TEST Probability value Z 0.10 1.647 0.05 1.960 0.01 2.576 0.02 2.326 0.002 3.10

1. How, Specifically Is the Process of Attribution Illustrated in This Case?

Case Module 5 1. How, specifically is the process of attribution illustrated in this case? Ans. The process of attribution regarding the case referred, flags relatively regarding the behavior of the customer’s eye contact wrong implication. The case study stated that a in certain supermarket dozen females claimed the issue of drawing the unwanted attention for maintaining eye contact. There was no clear information as how many female employees were employed there. This may raise several questions of the internal causes and external causes of behavior.The nature of the twelve women was unknown regarding other issues outside their work place. The case study does not apparently satisfy the â€Å"consistency† of the attribution. This implies the behavior of the female employees and the customers they face behave in the same manner in other situations for knowing the distinctiveness of their claims. If the case study had satisfied the arguments then this would have helped in better understanding of the concept of attribution. 2. What do you suppose is being done to help train people to be friendlier toward customers?In other words, what would you imagine goes on in Safeway’s †smile school†? Ans. There is an underlying concept of positive reinforcement that satisfies the organizations in treating people for the desired returns in the form of sales or goodwill. In the Safeway supermarket they send their employees for the friendliness school called â€Å"Smile school†. They make their employees to follow certain trivial manners that greatly affect the positivity in people like smiling face towards customers, maintaining eye contact for three seconds, calling the people by their name when they pay by check or credit card.Respective to the case study the smile school seems enforcing its policies irrespective of the employees’ consignment. 3. Describe what you believe might be the progressive discipline steps outlined in the warning letter sent to unfriendly Safeway clerks? Ans. The concept of the progressive discipline elevates the steps form letting know the curtness of the respective unfriendly employee individually, and then increasingly enforce the degree of the punishment like officially state the undesirable behavior of the employee, then warning the employee in form of a letter with all negative evaluations.Considering the case study the letter must state all the previous warnings to the unfriendly employee, and then warn the employee that continual curtness leads to suspension without pay and may lead to dismissal for unchanged unfriendliness. 4. What perceptual errors did the customers make? Ans. In accordance to the case study the questions gives ideas regarding the issue of the false judgment. As stated in the case the male customers anticipated the positive reinforcements from the supermarket employees as acts of flirtation.This relates the concept of the Halo effect where the appearance of the employees and their positive behavior triggered the false judgment. The basic idea formation of the first impression is totally based on the internal causes of individual behavior. In another instance stated in that case, one shopper followed a female employee to the car in a false disposition. This may lead to the negative reinforcements form the employees and can effect the other customers. 5. What forms of operant conditioning did Safeway use? Ans.The case study relating to the operant conditions inclines to the policies of the supermarket, one such is â€Å"superior service† policy. The concept states that the reaction provided initially, gets back. It is also called Law of effect. The principle of any customer service is providing best customer service. In the case study the Safeway supermarket also provides it employees a positive reinforcements strategies like maintaining the eye contact for three seconds, smile at customers, anticipating the customers needs. It a lso maintains undercover shoppers to ensure the employees are working properly.There is a â€Å"Smiling school† that helps the employees in understanding the operant conditioning and outcome from it. This can be drawn from its spokesperson that their concentration is not on discipline but on treating customers the best way. 6. What characteristics would a Safeway clerk need in order to be successful in complying with Safeway's policy? Ans. Abiding to the policies of the Safeway supermarket, that employees should maintain smiling face and should have at least three seconds of eye contact. There should be certain point in the causalities of the individual behavior where one can personally realize awkwardness beyond that.Maintaining three seconds of eye contact may be offensive for some of the customers and smiling for that long may trigger false impulses in some of them. These external issues of the behaviors of the shoppers are not in the hands of the employee. As stated first in the case study, smiling and eye contact are basic manners in any customer care services. It is individual realization that smiling and maintaining eye should be at a level that does not cause any false perceptions on the shoppers. In that way an employee may successfully sustain in customer services field with out encountering a surly experiences.

Literary Essay of Robert Frosts “Out, Out”

Literary Essay of â€Å"Out, Out –â€Å" A Poem by Robert Frost Katrina Good South University Online Literary Essay of â€Å"Out, Out –â€Å"a Poem by Robert Frost The poem, â€Å"Out, Out –â€Å" by Robert Frost (1916) uses many narrative elements, a few of them being the setting and characters along with climax and resolution to tell this sad story. Frost references William Shakespeare’s â€Å"Macbeth† (5. 5. 23-28) as the title of this poem as a way to portray to the reader that there is a feeling of sadness or even death approaching in the words to follow. This analysis will convey how the narrative elements express the poems main theme of a young boy’s life being extinguished while doing the work of a man. As one reads â€Å"Five mountain ranges one behind the other Under the sunset far into Vermont† (Frost, 1916, para. 5), the sense of being out in the wilderness becomes placed within one’s mind. The reader can visualize how far from civilization the characters seem to be. Knowing how far the characters would have to travel in case of an emergency seems to become planted in the back of the readers mind. Equally as important are the characters of Frosts’ poem. The first character playing a main â€Å"role† is the buzz saw. Frost uses words to describe the saw like â€Å"snarled†, â€Å"rattled† and â€Å"leapt† to give life to the inanimate object, thus making it one of the main characters of the poem. Identically important would be the role of the boy. By writing, â€Å"Call it a day, I wish they might have said To please the boy by giving him the half hour That a boys counts so much when saved from work† (Frost, 1916, para. 5), Frost shows the age or at least the mindset of the boy. He [the boy] would like to be off work half an hour early to enjoy being his self, a boy. Instead he is denied his early release from his work and continues sawing, eventually falling victim to the buzz saw. Additionally there is the character of the boys’ sister. Frost seems to imply that the sister, telling the workers that it was time for supper, seeme d to cause the boy to lose control of his buzz saw; hence causing the accident (Frost, 1916, para. 0). Despite the implied cause, Frost then has the boy begging his sister, â€Å"Don’t let him cut my hand off – – The doctor, when he comes. Don’t let him, sister! † (Frost, 1916, para. 25). The boy seemingly not knowing, probably due to shock, that his hand has already been severed. With this in mind, the climax and resolution are stated quite clearly. Frost portrays the climax as, â€Å"He must have given the hand. However it was, Neither refused the meeting. But the hand! † (Frost, 1916, para. 5), meaning that the boy had severed his hand. In turn this leads to, â€Å"And then – – the watcher at his pulse took fright. No one believed. They listened at his heart. Little – – less – – nothing – – and that ended it† (Frost, 1916, para. 30). Frost stated the resolution as equally clea r as the climax; the boy had succumbed to his wounds. In summary, Frost uses the narrative elements to tell the sad story of the untimely death of a young boy from doing the work of a grown man. His writing is so clear and vivid that the reader is drawn into the vast countryside in Vermont to witness such a sad tale of loss. The reader can almost see the events as they are unfolding. References Frost, R, â€Å"Out, Out – -â€Å" (1916), Nadell, Judith, Langan, John, Comodromos, and Eliza A. (). Longman Writer, The: Rhetoric, Reader, Research Guide, and Handbook for Education Management Corporation [8] (VitalSource Bookshelf), Retrieved from http://digitalbookshelf. southuniversity. edu/books/9780558950774/id/ch21box4

Introduction to Human Development Essay Example

Introduction to Human Development Essay Example Introduction to Human Development Essay Introduction to Human Development Essay INTRODUCTION â€Å"The human being†¦ the most sophisticated, amazing and wondrous creation in this earth. If one would take a peek at what’s inside his human body, he’ll be amazed to see hundreds of bones, miles of blood vessels and trillions of cells, all working together so he could be healthy and in perfect shape. Each organ, each body part, each a miracle†¦ Each a piece of evidence of God’s mighty providence. † This lesson familiarizes you with the principles and stages of human growth, maturation and development. It discusses how humans grow, develop, change and adapt to their environment throughout their life span. Warm-Up Did you know that there are 26 billion cells in a new born baby and about 50 trillion cells in an adult? Cells are responsible for supplying you with the energy you need, transporting oxygen around your body and moving your body parts. Indeed, every single cell in your body helps you maintain vitality and life. BASIC CONCEPTS 1. Human Development refers to the biological and psychological development of the human being throughout the lifespan. It consists of the development from infancy, childhood, and adolescence, adulthood to old age. . Development refers to the qualitative, progressive series of changes in an orderly and coherent fashion leading to maturation 3. Growth refers to quantitative changes in an individual as he progresses in chronological age. 4. Maturation is the process by which heredity exerts its influence long after birth. 5. Genetics is the science of heredity. It originated with the discovery by Gregor Mendel that hereditary characters are determined by f actors transmitted without change and in predictable fashion from one generation to the next. 6. Heredity is the passing on of physical or mental characteristics from parents to offspring through the genes. 7. Gene is a unit of heredity; a segment of the DNA which contains the instructions for the development of a particular inherited characteristic. There are about 30,000 genes that contain chemical instructions. The chemical instructions in the genes program the development of millions of individual parts into a complex body and brain. 8. DNA or deoxyribonucleic acid is a nucleic acid which occurs in combination with protein in the chromosomes, which contains the genetic instructions. It consists of four nitrogenous bases (adenine, guanine, thymine, cytosine), a sugar (2-deoxy-D- ribose), and phosphoric acid, arranged in a regular structure- (two chains twisted round each other in the form of a double helix). 9. Nucleic acids are large molecules produced by living cells which store genetic information, and composed of a chain of nucleotides. Two forms are: deoxyribonucleic acid (DNA) which is found primarily in the nucleus and ribonucleic acid (RNA), found in the nucleus and cytoplasm. 10. Chromosomes are threads within the nucleus of a cell which are the carriers of genetic material, consisting of DNA and various types of protein (histones). They occur in pairs a normal human body cell has 46 chromosomes: 22 pairs of autosomes together with one matching pair of X chromosomes in females (the 23rd pair- XX) and one mismatching pair, the X and Y sex chromosomes in males (the 23rd pair-XY) 11. Sex chromosome is the 23rd pair of chromosomes represented differently in the sexes, and responsible for the genetic determination of the sex of an individual. There are 1,000 genes in each chromosome. 12. Gamete is a specialized reproductive cell that fuses with another gamete of the opposite sex during fertilization, to form a zygote. Gametes are usually differentiated into male (sperm) and female (egg, ovum). 13. Sexual Reproduction is the act or process of producing offspring through sexual intercourse or artificial insemination. The Stages of Reproduction: 1. During ovulation period, females release and deposit sex chromosomes in the uterus. In the reproduction process, the male releases sperm cells that contain either X or Y chromosomes. The first male chromosome that meets and unites with the egg determines the gender of the offspring. If Y chromosome from the male first unites with the egg (which is an X chromosome), the offspring is male (XY). But if an X chromosome coming from the male first unites (XX), the gender of the offspring is female. 2. The successful sperm cell penetrates inside the ovum. The tail of the sperm separates to the head during this process. The nucleus of the sperm cell will then unite with the nucleus of the ovum and undergo a process called fertilization. The 23 chromosomes from the sperm cell will pair with the 23 chromosomes from the egg cell and the resulting zygote starts life with 46 chromosomes. . When the zygote is about to divide, chromosome replication and cell division arise wherein chromosomes and genes are doubled. All cells except the reproductive cells receive identical inheritance. The process of cell division continues with the chromosomes being always replicated as described. 4. Sometimes, instead of remaining together as parts of a single organism, the cells separate. Th ey develop to form identical twins. Siamese twins come from an incomplete separation of the two identical cells. 5. However, if two egg cells are fertilized separately, they develop to form fraternal twins. Chromosomal Abnormalities: 1. Turner’s syndrome- is a rare case wherein females may be born with only 1 X chromosome (45 chromosomes instead of 46). They fail to develop sexually at puberty. They show normal intelligence but with cognitive defects like poor performance in math and spatial organization. 2. Down’s Syndrome- a defect which usually stems from a failure of one chromosome of a germ cell to split in the normal way to form a healthy ovum with 23 chromosomes; an ovum with 24 chromosomes is produced, and if this ovum is fertilized, the developing embryo possesses an extra chromosome (47). The condition is named after English physician J L H Down (1828-96), and is sometimes referred to as mongolism. 3. Klinefelter’s Syndrome- a rare case wherein the 23rd chromosome fails to divide properly giving off extra X or Y chromosome (47). An individual with an xxy 23rd chromosome is physically a male but with feminine characteristics like large breasts but with small testes incapable of producing sperms. Male with XYY chromosomes are taller and unusually aggressive than the normal XY. Sex-Linked Genes 1. Sex-Linked Genes bare genes carried on the X and Y chromosomes, and the characteristics they control. In mammals females have two X chromosomes and males an X and a Y chromosome. Women transmit one X chromosome to either sons or daughters, while men pass their X chromosome only to their daughters. a. A characteristic feature of sex-linked inheritance is thus the absence of male-to-male transmission. Most sex-linked diseases in humans are inherited as recessives; with the males the affected sex (e. g. colorblindness, baldness, hemophilia, Duchenne muscular dystrophy). 2. Hemophilia is an inherited disorder of blood coagulation, resulting from a deficiency in one of the proteins responsible for normal blood clotting. STAGES OF HUMAN DEVELOPMENT STAGESAGEHIGHLIGHTS 1. Prenatal Conception to birth Rapid physical development of body and nervous system 2. Infancy Birth to 2 years Motor development. Attachment to primary caregiver. 3. Childhood 2 to 12 years Increasing ability to think logically and reason abstractly. Refinement of motor skills. Peer socialization. 4. Adolescence 13 to 20 years Thinking and reasoning are more mature like. Identity crisis. Socializations to opposite sex. STAGESAGEHIGHLIGHTS 5. Adulthood 21 to 60 years Love, marriage, career and stability. . Old Age 61 to retirement Reflection of accomplishments. Physical and mental health deteriorates. A. Prenatal Stage 1. Prenatal Period- the period from conception to birth, usually encompassing nine months of pregnancy. 2. Pregnancy is a physiological process in which females nurture their developing young within the uterus; also known as gestation. It begins when the fertilized ovum embeds itself in the uterine wall (implantation), and ends with the birth of the offspring (parturition). It lasts on average 38 weeks (9 ? onths or 266 days) from the first day of the last menstrual period, menstruation is absent (in response to circulating hormones), the uterus enlarges, the breasts increase in size in preparation for lactation, and there are other major physiological changes. 3. Fertilization is the union of two gametes to form a zygote, as occurs during sexual reproduction. 4. Zygote a one-celled organism formed by the union of a sperm and egg cell. The zygote undergoes rapid mitotic divisions with no significant growth (a process known as cleavage) and cellular differentiation, leading to development of an embryo. . Cleavage is the process by which a fertilized egg cell (zygote) divides to give rise to all the cells of an organism. The prenatal stages 1. Germinal stage the first prenatal stage that occurs from first to second week of conception. 2. Embryonic stage the second prenatal stage that occurs fr om third to eighth week of conception. 3. Fetal stage the third and final prenatal stage that occurs from ninth week of conception to birth. STAGE AGE (week) SIZE CHARACTERISTICS GERMINAL STAGE or period of zygote (1 to 2 weeks) 1 week 150 cells Zygote attaches to the uterine lining. weeksSeveral thousand cellsPlacental circulation established EMBRYONIC STAGE or period of embryo (3 to 8 weeks)3 weeks1/10 inchMajor systems, organs, and structures of the body develop. 6 weeks? inchArms and legs develop. Jaws form around mouth. 8 weeks1 inch, 1/30 ounceBones begin to develop in limbs. Sex organs begin to form. FETAL STAGE or period of fetus (9 weeks to birth)9 (2. 5 mos. )1 ? inchFormation of brain; Gender can be distinguished. 12 (3 mos. )3 inches, 1 ounceCan smile and frown; Circulatory system working. 16 (4 mos. )6. 5 inches, 4 ounceHeartbeat is strong; Mother feels movement. 0 (5 mos. )10 inches, 5 ounceHiccups begin; hair form 24 (6 mos. )12 inches, 1. 5 lbsVisual and auditory se nses functional; eyes open. 28 (7 mos. )15 inches, 2. 5 lbsBody fat is added; brain specialization. 32 (8 mos. )17 inches, 2. 5 lbsPeriods of sleep and wakefulness. 36 (9 mos. )19 inches, 6 lbsRapid increase in weight; Gains immunity from mother. 38 (9 1/5)21 inches, 8 lbsBirth- 266 days from conception. B. INFANCY. 1. Infancy is the period of human development from birth to two years. 2. Neonate is a newborn child. 3. Capacities of a newborn: a. Newborns have poor vision and cannot see as well as an adult until about age 2. b. Newborns pay attention to sounds particularly to human speech. c. Infants can discriminate different tastes and prefer sweets like breast milk. d. Neonate can identify odors especially that of the mother. e. Infants can learn from the moment they are born and show good memories by 3 months of age. 4. Motor Development refers to the progression of muscular coordination required for physical activities. Stages of Motor Development In Infancy AGE (months)ACTIVITIESAGE (months)ACTIVITIES Lifts head up 11 Stands alone 2. 5 Rolls over 12 Walks alone 3 Sits propped up 14 (1 yr, 2 mos) Walks backward 6 Sits without support 17 (1 yr, 5 mos) Walks up steps 6. 5 Stands holding on 20 (1 yr, 8 mos) Kicks ball forward 9 Walks holding on 10 Stands momentarily 5. Critical Periods are the crucial time periods in a person’s life during which specific events occur if development is to proceed normally. In fetus, t he 6 to 7 weeks is critical for normal development of the sex organs- like deficiency in hormones. Visual corrections are critical up to 7 years old. . Sensitive Periods are periods that are optimal for a particular kind of development. First year of life is a sensitive period for interpersonal attachment. 7. Temperament refers to such mood-related personality characteristics. a. Easy Temperament is a term used to describe a child who is playful, regular in his sleeping and eating patterns, and adapts readily to new situations. b. Difficult Temperament is a term used to describe a child who is irritable, has irregular sleeping and eating patterns, and responds intensely and negatively to new situations. c. Slow to warm up temperament is a term used to describe a child who is relatively inactive, tends to withdraw from new situations in a mild way, and requires more time than easy infants to new situations. 8. Attachment is used to describe an infant’s tendency to seek closeness to particular people (especially the mother) and to feel more secure in their presence. 9. Separation anxiety is a distress among infants when a caretaker is not nearby. 10. Sensitive Responsiveness is a characteristic of a caretaker who responds promptly when the baby cries and behaves affectionately when they pick up the baby. The caretaker also tailors their response to the baby’s needs. C. ADOLESCENCE 1. Adolescence refers to the period of transition from childhood to adulthood covering 13 to 20 years old. It is characterize by a rapid physical growth known as the adolescent growth spurt. 2. Puberty is a period of sexual maturation that transforms a child into a biologically mature adult capable of sexual reproduction, which takes place over a period of 3 or 4 years. a. It starts when a female has a menarche between the ages of 11 to 17 (average is 12) and when a male begin to ejaculate semen between the ages of 12 to 16 (average is 14 1/2). . Secondary sex characteristics like bodily hair patterns, pitch of voice and muscle development are evident for both males and females. c. Changes in the intellectual abilities, body proportions, and sexual urges (together with changing relationships with parents and peers) create enormous challenges. d. Psychological effects of puberty such as moodiness, inn er turmoil, and rebellion are linked directly to the hormonal changes of puberty. D. ADULTHOOD 1. Adulthood is a stage of human development from ages 21 to 60 that is marked by both maturity and change. . It involves transition in the family relationships, including adjusting to marriage parenthood and empty nest. 2. Age-related physical transitions include: changes in appearance; sensory losses (especially vision and hearing), and hormonal changes. Mental speed declines. a. Menopause is the cessation of menstruation that usually occurs between 45 and 50 years. It is often accompanied by physical (sweating, hot flushes, vaginitis) and psychogenic (depression, insomnia, fatigue) disturbances, which generally respond to estrogen therapy. . Mid-life Crisis is a difficult, turbulent period of doubts and reappraisal of one’s life. E. OLD AGE 1. Old age a stage of human development which covers those 65 years old and above. 2. Ageism is discrimination on the basis of age, often res ulting in the denial of rights and services in the elderly. a. Dementia- is a brain disorder that involves losses of cognitive abilities and mental functioning. b. Alzheimer’s disease is a degenerative disorder whose progression cannot be stopped; it is irreversible and ultimately ends in death.

Definition of Order Number 1

Definition of Order Number 1 In the days of the Russian Revolution of 1917, an order went out to the countrys military which almost destroyed its ability to fight, and made a takeover by socialist extremists more likely. This was Order Number One, and it had only good intentions. The February Revolution Russia had experienced strikes and protests many times before 1917. They had once, in 1905, experienced an attempted revolution too. But in those days the military had stood with the government and crushed the rebels; in 1917, as a series of strikes convulsed the political orders and showed how a Tsarist government that was dated, autocratic and would rather fail than reform had lost support, the Russian military came out in favour of the rebellion. The soldiers whose mutiny helped turn strikes in Petrograd into Russia’s February Revolution in 1917 initially came onto the streets, where they drank, fraternized and sometimes held key defensive points. The soldiers began to swell the newly appearing councils - the soviets - and allowed the situation to become so bad for the Tsar that he agreed to abdicate. A new government would take over. The Problem of the Military The Provisional Government, made up of old Duma members, wanted the troops to return to their barracks and regain some form of order, because having thousands of armed people wandering around out of control was deeply worrying to a group of liberals who feared a socialist takeover. However, the troops were afraid they’d be punished if they resumed their old duties. They wanted a guarantee of their safety and, doubting the integrity of the Provisional Government, turned to the other major government force which was now nominally in charge of Russia: the Petrograd Soviet. This body, led by socialist intellectuals and comprised of a large body of soldiers, was the dominant power on the street. Russia might have had a Provisional Government, but it actually had a dual government, and the Petrograd Soviet was the other half. Order Number One Sympathetic to the soldiers, the Soviet produced Order Number 1 to protect them. This listed soldier’s demands, gave the conditions for their return to barracks, and set out a new military regime: soldiers were responsible to their own democratic committees, not appointed officers; the military was to follow the orders of the Soviet, and only follow the Provisional Government as long as the Soviet agreed; soldiers had equal rights with citizens when off duty and didn’t even have to salute. These measures were hugely popular with the soldiers and were widely taken up. Chaos Soldiers flocked to carry out Order Number One. Some tried to decide strategy by committee, murdered unpopular officers, and threatened the command. Military discipline broke down and destroyed the ability of huge numbers in the military to operate. This might not have been a major problem were it not for two things: the Russian military was attempting to fight World War One, and their soldiers owed more allegiance to the socialists, and increasingly the extreme socialists, than the liberals. The result was an army which could not be called upon when the Bolsheviks gained power later in the year.

Tourism Management in Egypt Essay Example | Topics and Well Written Essays - 1500 words

Tourism Management in Egypt - Essay Example While France is ranked as the 1st with over 81 million tourists visiting the country every year, and Mexico is ranked as 10th attracting 22 million tourists a year, Egypt is attracting only 8 million tourists. These statistics reflect the fact that Egypt is not successful in manipulating all the factors that may enable the country to be one of the top tourism destinations in the world. The attitude of low class Egyptians towards tourists, the destruction of the environment, and the lack of effective publicity campaigns are the main problems, which hider the development of the tourism sector in Egypt, requiring extensive efforts to be done from the government in order to revive this sector. The first problem that the tourism sector in Egypt faces is the attitude of the low class citizens towards tourists. This sort of problem can be observed in almost any place where tourists exist in Egypt. Harassment is the clearest annoyance directed towards tourists by many Egyptians. For example, tourists are always victims of over pricing by many shop owners and vendors in tourist places. Also, beggars harass tourists wherever they go in a manner that annoys those tourists severely. Accordingly, those harassed tourists may develop a negative feeling towards Egypt, making it hard to convince them to revisit Egypt. Actually, there are many researches, which show that the impression a tourist develops about a certain place affects his decision for visiting this same place in the future. In a research that was conducted in the small village of Bighodi in Uganda about the reason behind the increase in the number of tourists visiting this village, it was discovered that the residents of this village have a positive attitude towards tourists (Lepp). This attitude results from their awareness that tourism increases the income of the village, improves agricultural markets, and helps in community development. This research shows the strong effect of the residents' attitude in increa sing or decreasing the number of tourists visiting a specific place. Although Bighodi is a small village in a poor country that lacks sources and services that are essential for any touristic country to have, yet the welcoming attitude of the citizens of Bighodi succeeds in attracting tourists from different places in the world. Thus, the case of the Bighodi village gives a clear indication about the effect of people’s behavior towards tourists on the revival of the tourism sector in a given place. Consequently, it is hard to revive the tourism sector in Egypt without changing the bad behavior of some Egyptians towards tourists. The main solution for this problem of the bad attitude towards tourists in Egypt is to develop awareness among Egyptians about the importance of tourism for the economy of the country. Again, the Egyptian government may take guidance in the experience of the village of Bighodi. The residents of Bighodi were not taught how to treat tourists and how to be welcoming to them, but their good attitude comes out of their awareness of the importance of tourism to their village. For example, the Egyptian government should make it clear for the people that the tourism industry in the country forms almost 15% of the national

Organisational Change and Development Essay Example | Topics and Well Written Essays - 1000 words - 1

Organisational Change and Development - Essay Example Change management in organizations is conducted differently depending on the management structure in charge of the organization. The different approaches used in change management have led to the development of theories and functions associated with different organizational change perspectives. Change management techniques continue to change depending on technology and new approaches developed in managing organizations. The first perspective in organizational change was the structural and functional approach. This approach focused on an organization as a ‘functional mechanical’ unit and as such its focus was on the arrangement of tasks or procedures of each organizational part. The structural-functional approach looked into reorganizational of each organizational part as a contribution to the whole. Another change perspective that was adopted is the multiple constituencies’ approach that centered on people as the driver of change in an organization. This perceptio n main strategy was to focus on resource needs of people and how people contribute to change in an organization. The organizational development perspective was another approach used in organizational management. This approach embraces the combination of the two earlier perspectives with the focus on systems, stakeholders and governance. The multiple constituencies approach relies heavily on governance with a focus on changing organization through methodologies. The last perspective in the organizational change management is that of creativity and volition which reveals the challenges or assumptions of critical theory. This perspective outlines that people are the most important factor in bringing about change in the organization. This last perspective departs from other perspectives by focusing on rational change while ignoring emergent processes which create problems for the organization.