Holly Farms

Holly farms strategy Introduction In order to revive profits and save themselves from bearing heavy losses, Fred and Gillian Giles had opened a two purposed farm for the general public in 1993. Their ambitious goals had let them to put in all their savings to establish facilities on the farm which would entertain the tourists. This side of the business was apart from the usual farming being carried out which included the distribution of ice cream which was manufactured behind the farm in a small factory, a milking parlor to see the latest technology being used to milk the cows and an additional guided tour of the farm.Even though the business is currently running reasonably well, the owners are facing some serious issues related capacity constraints and competition. Answers Answer 1: There is a no. of issues which Gillian Gales is facing in her side of the business. These issues include the fact that in order to grow the Holly Farm's business, it is not possible for the owners to add additional capital. They have already invested a lot of money and any additional capital available to them will be in terms of a loan.However, the interest rate on the loan is expected to be above ten percent which would not make it feasible since the owners are not expecting to earn that high a return on their investment in order to pay the interest and the principal amount. Other issues which Gillian needs to take notice of include the fact that the ice-cream factory is not operating at full capacity, the freezer which has a capacity to hold 10,000 units is operated at 7000 units' storage to allow for stick rotation.The lack of preservatives used in the ice-cream would also be a factor in this regard where the inventory needs to move out of the factory within 6-12 weeks. This factor would be driving down retail sales to shops and hotels which might be interested in stockpiling the ice-cream for their peak periods (since Gillian is not in a position to increase production for them at that time). Gillian also needs to decide whether to promote coach firms or market to families and schools for trips to their farm.Gillian mentions that on average one out of two coach customers' buys one liter box of ice-cream while a four occupant car buys the same amount. This data, though a good starting point, would not allow for proper decision making since data on how many a coach normally holds. Also the use of averaged data is not advisable when making decisions as to who the target market would be for the coming year.There is also a need for extra staff by the farm, currently the ice-cream manufacturing employs farm workers' wives (three) and a maximum of four flavor can be produced given the time constraints and the set up time (to change flavors). Since capital investment is not possible at this time, Gillian would need to hire more staff for ice-cream manufacturing if she plans to increase the number of flavors to ten, analysis and accurate forecasting of what quanti ties of flavors to produce would also be required if the number of flavors is to be increased.Market researches as to which flavors are being demanded by the customers would also be required and could help eliminate the need to expand to ten flavors outright, but this is currently not being undertaken by Gillian. The lack of promotional activities by Gillian has seen the number of arrivals to the farm cap at 15000 a year; this situation is being ignored as Gillian is concentrating more on expanding the manufacturing side, now she needs to take a more active approach to increasing the traffic at the farm.The issue of farm timings not being conducive to picnics and factory visits (20% of the customers leave before the milking process) and this very fact that many visitors are unable to see the milking process is also one which would be driving lower ice-cream sales and needs to be looked into by Gillian. Answer 2: To increase the number of farm visitors by 50% in a single year is a al most unachievable goal that Gillian has set for herself. Although it is possible that the number be increased, but going from 15000 visitors to 22500 visitors is not a small task which can be achieved in the duration of a single year.This is due to a number of factors which, for Gillian, would be constraints in achieving this growth target. These factors include: 1. The fact that the farm is open to visitors for 7 months in a year, during the remaining months the animals are kept inside and the rides etc available to customers are not safe due to the weather situation. This is a limit which Gillian would be unable to surmount in a single years time without capital investment into building sheds and indoor facilities etc at the Holly Farm. 2.Another time constraint is the fact that Gillian and Fred found that keeping the farm open for more than the four days it is already open (Friday to Monday) is not feasible due to the low traffic during the remaining days. Also the farm workers w ould not be free during the three days of the week (they would be involved in the â€Å"real† farm work), so the only way to keep the farm open the entire week is through hiring extra staff which could only be justified and feasible if Gillian were able to confirm attendance/traffic at the farm during these days via school trips etc.The weekend is the peak period for Holly Farm and it is unlikely that working individuals would be willing to take farm trips during work days. The sales forecast for 1999 shows that Gillian has prepared is highly presumptuous given that she has yet to decide how she would be increasing the number of customers on the farm. Whether she wishes to bring in more customers through coach firms or target the family and recreational travelers (who come by car).With coach firms Gillian would most likely have to offer discounts on the farm visits to the coaching firms to plan trips or revert to her old marketing tactics of giving lectures at schools and ins titutes and market her farm herself. The decision on whether or not to engage with coaching firms is not possible at this time because the number of passengers on each coach has not been identified, thus one cannot calculate the profits to be had from the sales of ice-cream and other produce along with the admission fees (with or without the discounts).Even if the averaged figure of one-liter ice-cream sale per two coach passengers is taken to be reliably accurate without the number of potential customers coming through the coach trips, and via cars for that matter (one liter per four passengers), choice between the options would be more moot point than proper decision making on the part of Gillian. If we were to assume that half the customers come by car and half come via coach trips than promoting coach trips would yield more benefits in terms of ice-cream sales as * 7400 coach trips/2 = 3700 liters of sales & * 7400 car travelers/4 = 1850 liters of salesGiven that 13500 liters we re sold through the retail shop ($27000/$2(selling price)) this would mean that close to 41% of the sales comes through the customers on the farm. A 50% increase in the number of customers on the farm would lead to sales of $40,000 only if the number of customers at the farm window also increased by 50% which is a market not being targeted by Gillian, thus the following calculation leading to a figure of $40,000 would be incorrect as the sales would be lower (higher from the customers on the farm but when including the trend based sales through the farm window the total sales would be lower). 148001. 5=22200 customers * 11100 coach trips/2$2=$11100 * 11100 car travelers/4$2= $5550 * $16650/0. 41 = $40,610 in sales. School parties and trips could be a good tactic on the part of Gillian as they would ensure higher number of visitors and a larger sale of ice-cream and other products which could be made on the farm. Charging a lower admission fees for parties and retaining the catering of the party would be a good source of income for the farm and has the potential of increasing the traffic at the farm by opening a whole new target market for Holly Farms i. e. party venue.Gillian should invest some time and effort into undertaking market research into how many schools would be willing to have parties or field trips on the farm (before offering party packages), also information on the customer tolerance for queuing (to watch the milking process) would be beneficial to Gillian in analyzing how to increase the number of customers on the farm because if the customers are not able to watch the milking process and view this as a deal breaker, they might seek out other sources of recreation and by increasing customers in the short run, Gillian might lose customers in the long run.Information on the actual number of car visitors vs. those coming through coach trips should be sought before Gillian decides on a course of action. Answer 3: Before undertaking a decision to in crease the number of ice-cream flavors from 4 to 10 Gillian should weight the advantages and the disadvantages of this venture. The first factor which Gillian needs to consider is whether a market exists for ten flavors of ice-cream or not, and whether it is feasible for the farm to be producing ten flavors.The fact that capital investment is not possible for Holly Farms means that the additional production would be through an increase in the labor force but the overall quantity of the ice-cream produced would still be limited to an inventory level of 7000 liters (which can be held by the freezer). This would mean that the new flavors would be introduced at the expense of the old flavors. This can be an advantage if the customers of Holly Farm are seeking one or two flavors other than those eing offered (market research would be required to confirm this) and that the quantity demanded would allow for greater turnover through either farm or retail sales. Alternatively this venture co uld lead to unsatisfied customers in cases where the farm could experience stock outs of certain flavors due to the fact that many flavors would be under production. A move to directly offering ten flavors would also create logistical problems as the machines available for production and storing are limited.The fact that more staff would have to be hired would also increase the cost of production of all ice-creams and that would affect the profits of the ice-cream venture and Gillian would be forced to make another key decision on whether to pass on the increased cost to the customers in the form of higher prices, and risk losing some business, or decrease the profit margins of the same.Since an increase in volume is only possible if the inventory turnover is greatly enhanced by the introduction of new flavors (which is not certain) the profits for the farm would be on a downward trend if all other factors remain constant and flavors are added to the product offerings.Since there is no research to suggest that there would be a greater uptake of ice-cream (at retail or farm level) with more flavors, a jump to 10 flavors would be rash and create more problems for Gillian in terms of resource management, forecasting the demand for individual products and overlooking the manufacturing of the same, rather than the advantages Gillian seeks.Undertaking some degree of market research and exploring one or two additional flavors (based on research findings) whilst maintaining the same level of staff could be more beneficial for Holly Farms and they could expand their flavor offerings over the long run when they have the capacity to increase production or maintain higher levels of inventory. ConclusionThe case under review explores the capacity and resource constraints being faced by a small business which was able to attract customers and diversify into other forms of complementary businesses i. e. tours and ice-cream retailing. What we find in this case is that Gillian , the partner in charge of the complementary businesses is facing two critical decisions (a) how to increase the number of customers visiting the farm and (b) how to increase the retail sales of the ice-cream.Since capital investment is not a viable option for the business the means of increasing customer traffic are limited to promotional activities and attracting the right customers for both tours and ice-cream sales. We find that such decisions are not possible with the data available to Gillian at the present time and that the option to increase the number of ice-cream flavors to ten (from four) is also not viable given the manufacturing and storage constraints.Gillian should therefore seek additional data on the target audience for promotional activities and if she plans to increase the number of ice-cream flavors she should start on a smaller scale after conducting proper market demand research. References [Author of Book] (1999), â€Å"Case Study: Holly Farms†, [Name o f Book], Pp 244-248 Read more:  http://www. ukessays. com/essays/business-strategy/holly-farms-strategy. php#ixzz2DakGnUSm

Limb Loss A Major Event Health And Social Care Essay

Amputation could be described as the remotion of a organic structure appendage or portion by surgery or injury. If taken as a surgical step, it is used to command hurting or disease procedure in the affected portion or limb. A individual with an amputation may experience mutilated, empty and vulnerable. Traumatic amputation is a ruinous hurt and frequently a major cause of disablement ( Wald 2004 ) . Furthermore, reduced self-pride, societal isolation, organic structure image jobs, and sense of stigmatisation have besides been associated with limb loss ( William et al. 2004 ) . In some state of affairss, amputation are ineluctable. Irrespective of the cause, amputation is a mutilating surgery and it decidedly affects the lives of these patients ( De Godoy et Al. 2002 ) . Amputation of limb is a common thing in this present society. The loss of a limb distorts the persons organic structure image taking to the idea of non being a complete human being. The loss of the maps performed with that limb renders him helpless for sometime.Apart from loss of physical maps, the amputee besides loses hopes and aspirations for the hereafter ; his programs and aspirations get shattered. Therefore, he loses non merely a limb but besides a portion of his universe and hereafter. A considerable figure of them remain disquieted and dying about their interpersonal relationship in the societal, vocational, familial and matrimonial surroundings. Those few who have an open mental dislocation will necessitate active psychiatric intervention. In others in whom the mental symptoms are non so obvious, a careful psychiatric interview is necessary to convey to the bow the interior convulsion whichmay need aid of a head-shrinker. Limb loss is a major event that can badly impact the psychological wellness of the person concerned. Surveies show that 20-60 % of the amputees go toing follow up clinics are assessed to be clinically depressed. Persons with traumatic amputation irrespective of the age are likely to endure subsequent troubles with respect to their organic structure image, but these are bit more dramatic in the younger age groups. The psychological reactions to amputation are clearly diverse runing from terrible disablement at one extreme ; and a finding to efficaciously restart a full and active life at other terminal. In grownups the age at which an person receives the amputation is an of import factor. Surveies by Bradway JK et Al 1984 [ 15 ] , Kohl SJ Et Al 1984 [ 30 ] , Livneh H 1999 [ 9 ] , on the psycho-social version to amputation has led to a overplus of clinical and empirical findings. Kingdon D et Al 1982 equated amputation with loss of one ‘s perceptual experience of wholenessA while Parkes CM 1976 [ 10 ] with loss of partner andA Block WE et al 1963 [ 16 ] , Goldberg RT et Al 1984 with symbolic emasculation & A ; even death.A The person ‘s response to a traumatic event is influenced by personality traits, pre-morbid psychological province, gender, peri-traumatic dissociation, drawn-out disablement of traumatic events, deficiency of societal support and unequal header schemes. The old researches on amputation has focused chiefly on demographic variables, get bying mechanisms, and outcome steps ; with there being a scarceness of literature on prevalence of assorted specific psychiatric upsets in the post-amputation period. Most patients with a limb loss irrespective of whether due to traumatic or surgical processs go through a series of complex psychological responses ( Cansever et al 2003 [ 6 ] ) . Most people try to get by with it, those who do n't win develop psychiatric symptoms ( Frank et al 1984 [ 7,8 ] ) .A Shukla et Al ( 1982 ) [ 4 ] A andA Frierson and Lippmann ( 1987 ) A note that psychological intercession in some signifier is needed in approximately 50 % of all amputees, andA Shulka and co-workers ( 1982 ) [ 4 ] A study depression to be the most common psychological reaction following amputation. The three major jobs faced by many amputees are anxiousness, depression and physical disablement ( Green 2007 ) Horgan & A ; MacLachlan ( 2004 ) found Anxiety to be associated with depression, low ego regard, poorer sensed quality of life and higher degree of general anxiousness. With increasing age both anxiousness and depressive symptoms are associated with greater physical disablement ( Brenes et al. 2008 ) . Body image may be defined as the combination of an person ‘s psychosocial accommodation, experiences, feelings and attitudes that relate to the signifier, map, visual aspects and desirableness of one ‘s ain organic structure which is influenced by single and environmental factors ( Horgan & A ; MacLachlan 2004 ) . Each individual holds an idealised image of the organic structure, which he uses to mensurate the percepts and constructs of his or her ain organic structure ( Fishman, 1959 ) . From another position, Flannery & A ; Faria ( 1999 ) see body image in a individual as a dynamic changing phenomenon, it is formed by feelings and perceptual experiences about a individual ‘s organic structure that are invariably altering. Harmonizing to Newell ( 1991 ) , attractive people post amputation will probably have less support from others ensuing in a lessening in self-esteem and a lessening in positive self-image. Jacobsen et Al ( 1997 ) survey supports this stating that amputation consequences in disfiguration which may take to a negative organic structure image and possible loss of societal credence. The relationship between disablement experience and stigma are interwoven and inter-dependent. The ground for the amputees subjective perceptual experience of being unfit for the society is likely that organic structure image non merely provides a sense of †self ‘ ‘but besides affects how we think, act and relate to others ( Wald 2004 ) . Harmonizing to Kolb ( 1975 ) , an change in an person ‘s organic structure image sets up a series of emotional, perceptual and psychological reactions. Fishman ( 1959 ) states a individual â€Å" must larn to populate with his perceptual experiences of his disablement † instead than â€Å" with his disablement. † Successful accommodation for the amputee appears to be in the incorporation of the prosthetic device into his or her organic structure image and his or her focal point on the hereafter and non on the portion lost ( Malone JM, Moore, WS, Goldston J, A et Al, 1979 and, Bradway JK [ 15 ] , Malone JM, Racy J, A et al 1984 ) . The psychiatric facets of amputation has received light involvement in our state, inspite of inadvertent hurts being common ( Shukla et al. , 1982 [ 4 ] ) . The commonest psychiatric upset seen in amputees is major depression. Randall et Al. ( 1945 ) have reported an incidence of 61 % in non-battle casualties, while Shukla et Al. ( 1982 ) [ 4 ] found depressive neuroticism ( 40 % ) and psychiatric depression ( 22 % ) as taking psychiatric upsets in amputees ; merely 35 % of the entire sample in the later survey had nil psychiatric upsets. The dearth of literature in this field has prompted us to analyze of amputation and its carbon monoxide morbid psychiatric conditions so that we may be after care & amp ; direction for these patients. The present survey was undertaken with the purpose of analyzing the psychiatric jobs particularly anxiety, depression and organic structure dysmorphic syndrome which may be associated with disablement or changed life fortunes in the immediate post-ampu tation period. A comparing was made with Stroke patients as these patients excessively frequently experience similar physical and societal disabilities to amputees. Depression is the most common temper upset to follow shot ( Starkstein & A ; Robinson, 1989 ) , with major depression impacting around one one-fourth to one tierce of patients ( Beekman et al. , 1998 ; Ebrahim, Barer, & A ; Nouri, 1987 ; Hackett, Yapa, Parag, & A ; Anderson, 2005 ; Pohjasvaara et al. , 1998 ) . Depression has an inauspicious consequence on cognitive map, functional recovery, and endurance. Diagnostic and statistical manual ( DSM ) IV categorizes station shot depression as â€Å" temper upset due to general medical status ( i.e. shot ) † with the specific depressive characteristics, major depressive-like episodes, frenzied characteristics or assorted features.Two types of depressive upset associated with intellectual ischaemias have been described from surveies done with patient informations from acute infirmary admittance, community studies, or out patient clinics. Major depression occurs in up to 25 % of patients ; and minor depression occurs in 30 % of patient. Prevalence clearly varies over clip with an evident extremum 3months after the shot and later worsen in prevalence at 1 twelvemonth. Robinson and co-workers surveies showed a self-generated remittal in the natural class of major depression happening station shot in the first to 2nd twelvemonth following shot . However in few instances depression may go chronic and persist for a longer period. While some propose that station shot depression is due to stroke impacting the nervous circuits concerned with temper ordinance therby back uping a primary biological mechanism, others in the scientific community claim it to be due to the resulting societal and psychological stressors happening as a consequence of shot. Though an incorporate bio- psycho- societal theoretical account is warranted, most surveies clearly suggest the biological mechanism to hold the upper manus in the ulterior station stroke period than in the immediate stage. In the same manner Anxiety was about every bit common as depression and extra patients became dying at each clip point. Around 20 per cent of people will develop an anxiousness upset, most normally in the first three to four months after the shot. While the literature on PSA remains in its babyhood, the literature has begun to analyze its relationship to similar demographic, hurt, cognitive, and physical features as those examined for PSD. In footings of hurt features, PSA correlates significantly with right hemisphere lesions, while co-morbid PSA and PSD are linked to go forth hemisphere lesions ( Astrom,1996 ) .A Castillo etal. ( 1993 ) A foundA anxietyA more prevailing in association with posterior right hemisphere lesions, whereas worry withoutA anxietydisorderA was associated with anterior lesions. ThoseA studiesA that have found relationships between PSA and age and gender study that adult females ( Morrison, Johnston, & A ; Walter, 2000 ; A Schultz, Castillo, Kosier, & A ; Robinson, 1997 ) and younger patients ( & lt ; 59 old ages ) are more susceptible to PSA ( Schultz et al. , 1997 ) , while others report no important relationship ( Dennis et al. , 2000 ) .Review literature:Amputation: Sociodemographic factors: Several surveies revealed that major depressive upsets and greater depressive symptomatology were more prevailing at lower degrees of socioeconomic position [ Bruce L et Al 1994, Stansfeld et al 1992 ] . However, income degrees of people with an amputa-tion were non related to depressive symptoms [ Behel J M et Al 2004 ] . Dunn used a 10-page questionnaire to determine a assortment of personal features such as matrimonial position, faith, instruction, and etiology, etc. about each of 138 topics recruited from the Eastern Amputee Golf Association.13 With a scope of points, the survey focused on those â€Å" related to the effects of positive significance, optimism, and perceived control on depression and self-pride. â€Å" 13 Depression was measured utilizing the CES-D while self-pride was assessed by the Rosenberg Self-Esteem Scale ( RSE ) . Sing physical factors, Dunn found that younger amputees were significantly more at hazard to develop depression than older amputees ( P & lt ; .05 ) . Mentioning Williamson and Schulz every bit good as Frank [ 7,8 ] et Al, the writer suggests that both activity restriction-perhaps more usual, accepted by older persons than young-and visual aspect anxiousness may account for the determination. Wald et al supported Dunn ‘s findings with a mention to Fisher & A ; Hanspal and Livneh ‘s articles that suggests immature individuals, with amputations secondary to trauma, are more likely to develop depression than older individuals with amputations secondary to disease.3 Wald et Al besides cites Cheung et al as demoing that individuals with upper appendage amputations had higher rates of depression than lower appendage amputees. Darnall et Al ‘s telephone cross-sectional study revealed some interesting physical hazard factors for depression. The survey found that comorbidities were a important hazard factor ( for one comorbidity, p=.007 ; for two comorbidities, pa†°Ã‚ ¤.001 ) . Anyone with terrible apparition hurting was 2.92 times more likely to develop depression than those without annoying pain.8 Other types of hurting such as residuary limb or back hurting were besides found to increase the opportunity of developing depressive symptoms. Hanley et al took 70 topics, 1 month post-amputation of the lower appendage, and asked inquiries about map, apparition limb hurting, header, etc. The patients were assessed once more at 12 and 24 months after the amputation.14 Phantom limb hurting was measured utilizing points adapted from the Graded Chronic Pain Scale ( GCPS ) and pain intervention was measured by portion of the Brief Pain Inventory ( BPI ) . Later, multiple arrested development analyses were used to find what factors at the initial appraisal may hold predicted the development of depression. Ultimately, the survey found the most certain physical factor to increase the hazard of depression was the presence along with the badness of apparition limb hurting. Using HADS with 105 topics at an amputation rehabilitation ward, Singh et al found none of the following to be risk factors for depression or anxiousness: age, gender, clip since amputation, degree or prosthetic bringing events.10 There was, nevertheless, a important correlativity between the presence of comorbidities and depression ( p & lt ; .01 ) every bit good as between life in isolation and anxiousness ( p & lt ; .05 ) . The writers offer small account for their findings. Dunn found ab initio that none of the following appeared to be risk factors for depression: gender, degree of amputation, matrimonial position, race, income degree, instruction, employment, or spiritual affiliation.13 Ultimately, nevertheless, the survey did find-as Wald et Al subsequently reported-that beyond young person as a physical hazard factor for depression, there were several emotional/psychological hazard factors.3 Subjects who were less optimistic-not needfully pessimistic-about their state of affairs were more likely to develop depression, as were those who could non happen significance in their amputation experience and anyone who felt they had small control over their intervention and position. It was the participants who reported missing a positive mentality, who could believe merely of the negative effects, and who felt out of control or unimportant that tended to show down symptoms as clip progressed. Wald et al went farther to mention Breakey and Rybarczyk et Al with findings proposing that missing a societal support system, holding issues with visual aspect, and uncomfortableness in society due to personal perceptual experiences about societal interactions all increased the likeliness of developing depression.3 This construct of hurt and depression issue from the amputee keeping certain beliefs about visual aspect and being sensitive to public uneasiness was echoed in the findings of Atherton et al.11 That survey explained the findings by proposing that individuals with high public uneasiness were by and large the type of individual to care a batch about societal contact and what is considered â€Å" normal † ; these individuals would be acutely cognizant of how they might now be perceived to be â€Å" different † and accordingly experience hard-pressed. Lack of societal support after an amputation was found to be a hazard factor in several of the reviewed surveies, including Darnall et al.8 The survey discovered that those topics who were, at the clip of or shortly after the amputation, either divorced or separated from a important other were more likely to develop depressive symptoms. Besides likely to increase depression rates was populating near the poorness degree ; depression, nevertheless, was buffered by the topic holding a higher instruction. Populating near the poorness degree and holding a higher instruction, although both are imaginable particularly sing the emphasis poorness topographic points upon individuals with medical conditions, was non confirmed in any of the other literature reviewed here. Previous depressive episodes and abnormal psychology was found to be a hazard factor for later depression in both Meyer and Ehde et al.5,9 Meyer ‘s survey suggested that pre-injury personality disfunction had the greatest influence on the prevalence of depression after an amputation, in this instance of the manus. Ehde et al discovered old depressive episodes-since the amputation but earlier in the survey of 24 months-to be more declarative, instead than pre-injury mental province. The survey besides suggests gender and societal support to be of import factors in the development of depression. Interestingly, Ehde et Al claims that pain catastrophizing by the topic while in the infirmary puting leads to modern-day and later increased rates of depression.9 Commenting on its contradiction to common cognition and other literature on this point, Hanley et al studies happening that hurting catastrophizing in patients decreased the prevalence of depression in survey subjects.14 The writers speculate that patient hurting catastrophizing, peculiarly in the ague attention puting, garnered more attending from wellness attention staff and household, with it possibly more of the psychological or physical attention they needed to retrieve. This suggests that, by being more demanding, the patients received support that other less-vocal patients did non. Last, beyond hapless hurting tolerance, both Seidel et Al and Desmond found that topics who avoided discussing or screening and were in denial about their amputation were more likely to develop depression both ab initio and long-term.6,7 Subjects who preferred to avoid admiting their new position as amputees besides tended to hold hapless credence of their prosthetic device. This became evident at the clip of prosthetic adjustments when topics frequently became progressively distressed, by and large going depressed.Depression and anxiousness:Most surveies agree that between 20 and 30 % of amputees qualify for MDD after amputation This depression is frequently associated with anxiousness and may or may non be attributable to posttraumatic emphasis upset. All surveies describing on the prevalence of depression in the amputee population found rates higher than those in the general population, peculiarly in the months and old ages instantly following the amputation. Grunert et al. , as cited in Wald et Al, found that, at the initial appraisal after manus hurt, 62.4 % of topics claimed depressive symptoms. Another reappraisal, Horgan et Al, cites Caplan et al as happening 58 % of topics to measure up for MDD at 18-months station amputation while mentioning Bodenheimer et Al ‘s findings of a 30 % depression rate. Meyer determined that the bulk of surveies on depression in amputees, on norm, found a prevalence of about 30 % , between three and six times higher than the world-wide rate. Seidel et Al found a similar rate of depression among individuals after the amputation of a lower appendage as opposed to the more socially noticeable upper appendage and custodies. In a three-part cross-sectional study administered to 75 patients seen at the Klinik und Poliklinik fur Technische Orthopade des Universitatsklinikums Munster, topics were asked inquiries and assessed harmonizing to the Hospital Anxiety and Depression Scale ( HADS ) , In this survey, 27 % and 25 % of the topics with a lower appendage amputation demonstrated increased depression or anxiousness, severally ; 18.3 % had both higher depression and anxiousness. Desmond determined that 28.3 % of the topics had tonss to bespeak possible MDD and 35.5 % qualified for clinical anxiousness. Darnall et al completed a cross-sectional study via telephone with 914 capable amputees.8 The topics were selected from a database of people who contacted the Amputee Coalition of America between 1998 and 2000 ; the sample was categorized per the topics ‘ etiologies but both upper and lower appendage amputations were included. Through informations analysis the survey found a depression prevalence of 28.7 % which the writers concluded was comparable to rates antecedently reported in surveies of depression in the amputee population. Singh et Al performed a cohort survey on 105 individuals with lower appendage amputation secondary to a assortment of etiologies who were admitted to an amputee rehabilitation ward.10 Upon admittance and discharge, each topic completed the HADS ; during the class of their stay, certain factors about each patient-such as gender, societal inside informations and found at admittance, 26.7 % of the topics were classified as down and 24.8 % as dying. Through a cross-sectional study of 67 new ( within the past five old ages ) adult lower appendage amputees who wear prosthetic devices, Atherton et al investigated the topics ‘ longer term psychological accommodation to amputation and found 13.4 % of the topics to be depressed and 29.9 % to be dying. Ziad M Hawamdeh et Al, have shown the prevalence of depressive and anxiousness symptoms to be 20 % and 37 % severally, which is consistent with several old surveies that confirmed high rates of anxiousness and depressive symptoms after amputation with prevalence up to 41 % ( Kashani et al 1983 ; Schubert et Al 1992 ; Hill et al 1995 ; Cansever et Al 2003 [ 6 ] ; Atherton and Robertson 2006 ; Seidel et Al 2006 ) . Most surveies have found no important relationship between the clip resulting amputation and psychological perturbations ( Rybarczyk et al 1992 ; Thompson et Al 1984 ) , ( Horgan and Maclachlan 2004 ) . Horgan and Maclachlan ( 2004 ) in their publication on amputations psychological accommodation concluded that depression and anxiousness seemingly are higher in the first 2 old ages post amputation and thenceforth worsen to degrees prevalent in the general population. Singh and Hunter 2007 in their recent survey concluded depression neodymium anxiousness symptoms to decide after in patient rehab for a short continuance. Gender is one of the sociodemographic factor that could be associated with result following amputation. In footings of psychological wellbeing following amputation, most surveies have found no difference in psychosocial result between work forces and adult females ( Bradway et al 1984 [ 15 ] ; Williamson 1995 ; Williamson and Walters 1996 ) . But surveies performed by Kashani and col-leagues ( 1983 ) , O'Toole and co-workers ( 1984 ) , and Pezzin and co-workers ( 2000 ) , have reported adult females to be more likely to see depression, and to execute more ill on a step that includes an appraisal of emotional adaptability. Fisher and Hanspal ( 1998 ) , Livneh and co-workers ( 1999 ) [ 9 ] suggested immature grownups with traumatic amputation to be at higher hazard of major depression in comparing to persons with surgical amputations. Other surveies analyzing the relationship between cause of amputation and psychosocial result have found no consequence of amputation on psychiatric symptoms ( Shukla et al 1982 [ 4 ] ) , anxiousness ( Weinstein 1985 ) , and depressive symptoms ( Kashani et al 1983 ; Rybarczyk et Al 1992 ; Williamson and Walters 1996 ) . Engstorm et Al ( 2001 ) , showed that the amputee ‘s current household reactions to hold a important consequence on accommodation. Williamson et Al ( 1984 ) , Thompson and Haran ( 1984 ) , Rybarczyk et Al ( 1992, 1995 ) , found depression to be more prevailing in those who are socially stray and with low sensed degrees of societal support. Harmonizing to Weinstein ( 1985 ) , although above articulatio genus amputations are associated with poorer rehabilitation results and higher activity limitation degrees, AK amputations were non found to be associated with increased degrees of anxiousness, societal uncomfortableness, general psychiatric symptoms ( Shukla et al 1982 [ 4 ] ) , depression ( Behel et al 2002 ) , or accommodation to amputation ( Tyc 1992 ) . O'Toole et Al ( 1984 ) found that persons with BK amputation to be more likely down than those with AK amputations because BK is less badly disenabling than AK in footings of operation.Body image perturbation:Few surveies have been reported in the literature in the country of research on organic structure image and the amputee. Fishman ( 1959 ) determined the amputee ‘s perceptual experience of his or her physical disablement has a greater influence on successful rehabilitation than the extent of the disablement. He states, â€Å" A figure of really specific psychological, societal and physiological homo demands are thwarted when one becomes physically handicapped as a consequence of amputation†¦ . The method of seting psychologically to an amputation is chiefly a map of the preamputation personality and psychosocial background of the individual. Each individual holds an idealised image of the organic structure, which he uses to mensurate the percepts and constructs of his or her ain organic structure ( Fishman, 1959 ) . From another position, Flannery & A ; Faria ( 1999 ) see body image in a individual as a dynamic changing phenomenon, it is formed by feelings and perceptual experiences about a individual ‘s organic structure that are invariably altering. Harmonizing to Kohl ( 1984 ) [ 30 ] , a individual who has lost a limb must see him- or herself every bit merely that ( a individual who has lost a limb ) and non burthen him- or herself with labels such as â€Å" amputee. † Kohl [ 30 ] suggests this attitude is the key to a positive accommodation to a new organic structure image after an amputation. Shontz ( 1974 ) suggests an person who is losing a limb has three organic structure images: the preamputation integral organic structure, the organic structure with limb loss and the organic structure image when have oning a prosthetic device. The weiss et Al ( 1971 ) studied 56 transfemoral amputees and 44 transtibial amputees utilizing a comprehensive battery of trials and a 50-item Amputee Behavior Rating Scale. The evaluation graduated table assessed the existent behavior of the amputees as observed by the members of the amputee clinic squad. This signifier was completed by the squad members: the doctor, healer, prosthetics and rehabilitation counselor. On about all measures the transtibial amputees obtained better tonss than the transfemoral amputees. The research workers wises et Al ( 1971 ) found â€Å" the degree of amputation was significantly related to legion facets of psychophysiological and personality working while aetiology was non. † They concluded that since transtibial amputees are less handicapped as a group, they by and large function better than transfemoral amputees. In add-on, they suggest the less-positive self-image of the transfemoral amputees besides can be attributed to a less-appealing p ace, frequently with a noticeable hitch ( wises et al 1971 ) .Post shot:Sociodemographic profile:The possible influences of socioeconomic position ( SES ) , age and gender on the development of depression following shot have all been examined, with inconsistent consequences ( Ouimet et al. 2001 ) . Although one could foretell intuitively that lower SES and increasing age are associated with the hazard for PSD, this is non needfully the instance. Andersen et Al. ( 1995 ) reported that SES had no influence on the hazard for post-stroke depression and recent surveies suggest that younger instead than older age is associated with increased hazard ( Eriksson et al. 2004 ; Carota et Al. 2005 ) . Given the well higher prevalence of depression among adult females when compared to work forces in the general population ( Wilhelm & A ; Parker 1994 ; Ouimet et Al. 2001 ; Salokangas et Al. 2002 ) , a higher prevalence of PSD among adult females might be expected. While the consequences from some surveies support the association between female sex and PSD ( Desmond et al. 2003 ; Paradiso & A ; Robinson 1998 ; Ouimet et Al. 2001, Eriksson et al. , 2004, Paolucci et Al. 2005 ) , others do non ( Ouimet et al. 2001 ; Berg et Al. 2003 ; Whyte et Al. 2004, Spalletta et Al. 2005 ) . However, there may be existent differences between work forces and adult females in footings of the comparative importance of hazard factors for PSD. Among work forces, physical damage may be a more influential hazard factor ( Paradiso & A ; Robinson 1998 ; Berg et Al. 2003 ) , while among adult females, old history of psychiatric upset may be more of import ( Paradiso & A ; Robinson 1998 ) .Depression and anxi ousness:Three possible accounts for the association between physical unwellness and depression have been sought. First, and least likely is a coinciding relationship. The 2nd is a negative temper reaction to the physical effects of the shot. The impact of the physical unwellness may exert its consequence through the losingss it causes to the person as a major negative life event ( losingss to selfesteem, independency, employment, etc. ) . The 3rd possible account is a neurotransmitter instability as a consequence of intellectual harm caused by the shot. Depression is a well-documented sequela of shot. Based on pooled informations from published prevalence surveies ( Robinson 2003 ) , the average prevalence of depression among in-patients in ague or rehabilitation scenes was 19.3 % and 18.5 % for major and minor depression severally while, among persons in community scenes, average prevalence for major and minor depression was reported to be 14.1 % and 9.1 % . Among patients included in outpatient surveies, mean reported prevalence was 23.3 % for major depression and 15 % for minor depression ( Robinson 2003 ) . Overall average prevalence ranged from 31.8 % in the community surveies to 35.5 % in the ague and rehabilitation infirmary surveies. A recent systematic reappraisal of prospective, experimental surveies of post-stroke depression ( Hackett et al. 2005 ) reported that 33 % of shot subsisters exhibit depressive symptoms at some clip following shot ( acute, medium-term or long-run followup ) . Estimates of prevalence may be affected by the clip from shot onset until appraisal. In fact, the highest rates of incident depression have been reported in the first month following shot ( Andersen et al. 1995, Aben et Al. 2003, Bhogal et Al. 2004, Morrison et Al. 2005, Aben et Al. 2006 ) . Paolucci et Al. ( 2005 ) reported that, of 1064 patients included in the DESTRO survey, 36 % developed depression of whch 80 per centum of them developed depression within the first three station stroke months ( Paolucci et al. 2005 ) . The incidence of major depression may diminish over the first 2 old ages following shot ( Astrom et al. 1993, Verdelho et Al. 2004 ) but minor depression tends to prevail or instead addition over the above mentioned clip period ( Burvill et al. 1995 ; Berg et Al. 2003, Verdelho et Al. 2004 ) . Berg et Al. ( 2003 ) reported about one-half of the persons sing depression during the acute stage station shot, to see it in the resulting one and half twelvemonth ; nevertheless, more adult females than work forces have been identified in the acute stage while there is a male predomination in the latter half period ( Berg et al. 2003 ) . The survey of temper upsets after shot has focused mostly on depression. Reported prevalence of PSD varies widely, though most surveies place prevalence between 20 and 50 % , and indicate that depression persists 3-6 months poststroke ( Fedoroff, Starkstein, Parikh, Price, & A ; Robinson, 1991 ; Hosking, Marsh, & A ; Friedman et al, 2000 ; Lyketsos, Treisman, Lipsey, Morris, & A ; Robinson, 1998 ; Parikh, Lipsey, Robinson, & A ; Price, 1988 ; Schubert, et al 1992 ; Schwartz et al. , 1993 ; Starkstein, Bryer, Berthier, & A ; Cohen, 1991 ; Starkstein & A ; Robinson, 1991a, 1991b ) . PSD has a negative impact on instance human death and rehabilitation ( Whyte & A ; Mulsant, 2002 ) , and functional results ( Herrmann, Black, Lawrence, Szekely, & A ; Szalai, 1998 ) . In contrast, PSA has merely late begun to be investigated ( Castillo, Schultz, & A ; Robinson, 1995 ; Castillo, Starkstein, Fedoroff, & A ; Price, 1993 ; Chemerinski & A ; Robinson, 2000 ; Dennis, O'Rourke, Lewis, Sharpe, & A ; Warlow, 2000 ; Robinson, 1997, 1998 ; Shimoda & A ; Robinson, 1998 ) with prevalence studies runing from 4 to 28 % ( Astrom, 1996 ; House et al. , 1991 ) . As with PSD, the class of PSA has been found to stay reasonably changeless up to 3 old ages post stroke ( Astrom, 1996 ; Robinson, 1998 ) . Co-morbidity of PSA and PSD is high, with every bit many as 85 % of people with generalized anxiousness holding co-morbid depression during the 3 old ages post stroke ( Castillo et al. , 1993, 1995 ) . Previously depression was found to be frequent in immature patients ( Neau et al. 1998 ) , while in some surveies ( Sharpe et al. 1994, kotila et Al. 1998 ) it has been related to old age. Lack or societal support and both functional and cognitive damage may increase the hazard of depressive upset in the elsderly ( Sharpe et al. 1994 ) . Robinson et Al in 1984 studied patients of shot in 2 groups in relation to onset of of depression, group of patients with acute oncoming of depression, within few hebdomads after shot and 2nd group with delayed oncoming of depression over 24 months and found no difference in clinical characteristics or class of depression in the two groups. In 1986 Lapse et al compared a group of patients with PSD with 43 platinums with functional depression that the two groups did non differ in the symptom profile of depression is the important determination in their survey. Although post-stroke depression ( PSD ) is a common effect of shot, hazard factors for the development of PSD have non been clearly delineated. In a recent systematic reappraisal, Hackett and Anderson ( 2005 ) included informations from a sum of 21 surveies ( Table 18.2 ) . Of the many different variables assessed, physical disablement, stroke badness and cognitive damage were most systematically associated with depression. In an earlier reappraisal of 9 prospective surveies analyzing post-stroke depression, the hazard factors identified most systematically as increasing an person ‘s hazard for post-stroke depression included a past history of psychiatric morbidity, societal isolation, functional damage, populating entirely and dysphasia ( Ouimet et al. 2001 ) . Since the clip of the Hackett et Al. ( 2005 ) and Ouimet et Al. ( 2001 ) reviews, more recent surveies have confirmed the importance of badness of initial neurological shortage and physical disablement as forecasters of the development of depression after shot ( Carota et al. 2005, Christensen et Al. 2009 ) . In add-on, Storor and Byrne ( 2006 ) examined post-stroke depression in the acute stage ( within14 yearss of shot oncoming ) and identified important associations between prestrike neurosis ( OR = 3.69, 95 % CI 1.25 – 10.92 ) and a past history of mental upsets ( OR = 10.26, 95 % CI 3.02 – 34.86 ) and the presence of dep ressive symptoms.Stroke Location and Depression:There have been 2 meta-analyses analyzing this relationship ( Singh et al. 1998, Carson et Al. 2000 ) . Singh et Al. ( 1998 ) conducted a critical assessment on the importance of lesion location in post-stroke depression. The writers consistently selected 26 original articles that examined lesion location and post-stroke depression. Thirteen of the 26 articles satisfied inclusion standard ( Table 18.3 ) . Six of those surveies found no important difference in depression between right and left hemisphere lesions. Two surveies found that right-sided lesions were more likely to be associated with depression and 4 surveies found that left-sided lesions were more likely to be associated with post-stroke depression. Merely one survey matched patients with and without depression for lesion location and size to place non-lesion hazard factors. Consequently, Singh et Al. ( 1998 ) were unable to do any unequivocal decisions refering shot lesion location and the hazard for depression. Carson et Al. ( 2000 ) undertook a systematic reappraisal to see the association between post-stroke depression and lesion location. All studies on the association of poststroke depression with location of encephalon lesions were included in the reappraisal. In entire 48 studies were included for reappraisal ( Table 18.4 ) . The writers of the reappraisal identified 38 studies that found no important difference in hazard of depression between lesion sites ; 2 reported an increased hazard of poststroke depression with left-sided lesions ; 7 reported increased hazard with right-sided lesions ; and one study demonstrated an association between depression and lesions in the right parietal part or the left frontal part. Robinson & A ; Szetela ( 1981USA ) : 18 patients with left hemispheric shot were compared to 11 patients with traumatic encephalon hurt for frequence and badness of depression, More than 60 % of the shot patients had clinically important depression compared with approximately 20 % of the injury patients. Hermann et Al. ( 1995 Germany ) : 47 patients with individual demarcated one-sided lesions were selected for survey. Clinical scrutiny, CT scan scrutiny and psychiatric appraisal were performed within a 2-month period after the acute shot. No important differences in depression tonss noted between patients with left and right hemisphere lesions. Major depression was exhibited in 9 patients with left hemispheric shots all affecting the basal ganglia. None of the patients with right hemispheric shots exhibited a major depression. Morris et Al. ( 1996a Australia ) : 44 first-ever shot patients with individual lesions on CT were examined for the presence of post-stroke depression, badness of depression and its relationship to lesion location. Patients with left hemisphere prefrontal or basal ganglia constructions had a significantly higher frequence of depressive upset than other left hemispheric lesions or those with right hemispheric lesions. Based on the consequences of a meta-analysis conducted by Bhogal et Al. ( 2004 ) , there appears to be some grounds that depression following shot may be related to the anatomical site of encephalon harm, although the nature of this anatomic relationship is non wholly clear ( Bhogal et al. 2004 ; Figure 18.1 ) . The John Hopkins Group ( Lipsey et al. 1983, Robinson & A ; Szetela 1981, Robinson & A ; Price 1982, Robinson et Al. 1982, 1983, 1984, 1986, 1987 ) carried out a series of surveies researching the relationship of post-stroke depression to the location of the lesion within the encephalon itself. They found that in a selected group of shot patients, similar to those admitted to a shot rehabilitation unit, depression appeared to be more frequent in patients with left hemispheric lesions ( Robinson & A ; Szetela 1981, Robinson & A ; Price 1982, Robinson 1986, Robinson et al 1987 ) . Among these patients, the badness of depression correlated reciprocally withthe distance of the lesion from the frontal poles ( Robinson & A ; Szetela 1981, Robinson & A ; Price 1982, Robinson et Al. 1982,1983, 1984, 1986, 1987, Starkstein et al. 1987 ) . Patients with subcortical, cerebellar or brainstem lesions had much shorter-lasting depressions than patients with cortical lesions ( Starkstein et Al. 1987,1988 ) . The correlativity of major depression to the propinquity of the lesion to the frontal pole has been confirmed by Sinyor et Al. ( 1986 ) and Eastwood ( 1989 ) . Right hemispheric lesions failed to show a similar relationship with depression. Interestingly, in one survey, patients who had both an anxiousness upset and a major depression showed a significantly higher frequence of cortical lesions, while patients with major depression merely had a significantly higher frequence of subcortical ( radical ganglia ) shot ( Starkstein et al. 1987 ) . Finally, the two big systematic reappraisals by Singh et Al. ( 1998 ) and Carson et Al. ( 2000 ) referred to antecedently, failed to happen a relationship between the shot lesion site and depression. Recent studies have suggested that psychosocial hazard factors including age, sex and functional damage or old history of psychiatric perturbation are greater subscribers to the development of PSD than lesion location ( Singh et al. 2000, Berg et Al. 2003, Carota et Al. 2004, Aben et Al. 2006 ) . While the literature on PSA remains in its babyhood, the literature has begun to analyze its relationship to similar demographic, hurt, cognitive, and physical features as those examined for PSD. In footings of hurt features, PSA correlates signii ¬?cantly with right hemisphere lesions, while co-morbid PSA and PSD are linked to go forth hemisphere lesions ( Astrom, 1996 ) . Castillo et Al. ( 1993 ) found anxiousness more prevalent in association with posterior right hemisphere lesions, whereas worry without anxiousness upset was associated with anterior lesions. Those surveies that have found relationships between PSA and age and gender study that adult females ( Morrison, Johnston, & A ; Walter, 2000 ; Schultz, Castillo, Kosier, & A ; Robinson, 1997 ) and younger patients ( & lt ; 59 old ages ) are more susceptible to PSA ( Schultz et al. , 1997 ) , while others report no signii ¬?cant relationship ( Dennis et al. , 2000 ) . Most surveies that have examined cognitive map and PSA have besides assessed physical damage. Castillo et Al. ( 1993, 1995 ) study that PSA is non signii ¬?cantly correlated with physical operation, cognitive operation, or societal operation. While some writers likewise report no signii ¬?cant correlativity ( Starkstein et al. , 1990 ) , others report that anxiousness is linked to greater damage in activities of day-to-day populating both acutely and up to 3 old ages post stroke ( Schultz et al. , 1997 ) . To day of the month, few surveies have examined both depression and anxiousness station shot, or their differential relationships to these factors. Suzanne L. Barker-Collo ( 2007 ) found in his survey Prevalence rates for moderate to severe depression and anxiousness in the present sample were 22.8 and 21.1 % , severally. That left hemisphere lesion was related to increased likeliness of depression and anxiousness is consistent with the literature if one considers 3 months to be within the acute stage of recovery ( Astrom, 1996 ; Astrom et al. , 1993 ; Bhogal et al. , 2004 ) . There is a dearth of literature about Body Dysmorphic Disorder ( BDD ) in station shot person.Aim and aims:To depict psychiatric profile of the patient with amputation and comparison with station shot patient.Materials and methods:Study was carried out in outpatient and inpatient section of orthopedicss, plastic surgery, general medical specialty at Govt. Stanley Medical College.Time period of survey:From may 2012 to October 2012 ( 6months )Design of survey:Case -control surveyChoice of sample:A sum of 30 patient consecutively chosen, organize the sample for instances and back-to-back sample of 30 patient with shot constitute the control group. Patient were assessed within the period of two to six hebdomads after amputation and shot.Inclusion and Exclusion standards:Cases ( Patients with amputation )INCLUSION CRITERIA:Patients who underwent elected every bit good as exigency amputation. Age between 18 old ages to 60 old ages.Exclusion Standards:Patients with age less than 18 old ages and with age more than 60 old ages Previous history of psychiatric unwellness Patients with history of psychiatric unwellness before the amputation Patients with other medical unwellnessControlsINCLUSION CRITERIA:Patients with shot Age between 18 old ages to 60 old ages.Exclusion Standards:Patients with age less than 18 old ages and with age more than 60 old ages Previous history of psychiatric unwellness Patients with history of psychiatric unwellness before the oncoming of shot Patients with other medical unwellnessTools used:A structured interview agenda to analyze the demographics, clinical characteristics and other relevant factors in history. General Health Questionnair ( GHQ-28 ) Hospital Anxiety and Depression Scale ( HADS ) Hamilton Depression evaluation Scale ( HDRS/HAM-D ) Brief Psychiatric Rating Scale ( BPRS ) Yale Brown Obsessive Compulsive Scale for Body Dysmorphic Disorder. ( YBOCS-BDD )General Health Questionnaire ( GHQ 28 )The GHQ 28 was developed by Goldberg in 1978, Developed as a shouting tool to observe those likely to hold or to crush hazard of developing psychiatric upset. GHQ 28 is a 28 point steps of emotional depression medical scenes, through factor analysis GHQ 28 has been divided into 4 subscales. They are: Bodily symptoms ( 1-7 ) Anxiety/insomnia ( 8-14 ) Social disfunction ( 15-21 ) Severe depression ( 22-28 ) Each point is occupied by 4 possible responses non at all, no more than usual, instead more than usual and much more than usual. There are different methods to hit GHQ 28. It can be scored from 0-3 for each response with a entire possible mark on the runing from 0-84. Using this method, a entire mark of 23/24 is the threshold for the presence of hurt. Alternatively to GHQ 28 can be scored with a binary method where non at all and no more than usual mark 0, and instead more than usual and much more than usual mark 1, utilizing this method any mark above 4 indicates the presence of hurt. Numerous surveies have investigated dependability and cogency of the GHQ 28 in assorted clinical populations. Test-Retest dependability has been reported to be high ( 0.78+00.09 ) ( Robinson and monetary value ( 1982 ) and intra rater and inter rater dependability have both been shown to be first-class ( crnballi ‘s 20.9-0.95 ) . High internal consistences have besides been reported. ( Failde and Ramos 2000 ) . GHQ 28 correlatives good with the infirmary depression and anxiousness graduated table ( HADS ) ( Sakakibara 2009 ) and other steps of depression ( Robinson and monetary value 1982 ) .Hospital anxiousness and depression graduated table ( HADS )HADS was originally developed by Zigmond and snaitn ( 1983 ) , it is normally used to find the degrees of anxiousness and depression. Sum of 14 points in that 7 points for anxiousness and 7 for depression. Each point on the questionnaire is scored from 0-3 and this means that individual can hit between 0 and 21 for either anxiousne ss or depression. ( Scale used is a likes mark and the bow informations returned from the HADS is ordinal informations ) and subdivided into mild 8-10, moderate 11-15 and terrible greater or equal to 16. Internal consistence has been found to be first-class for the anxiousness ( 2-85 ) and adequate for the depression graduated table and besides has equal cogency for anxiousness HADS gave a specificity of 0.78 sensitiveness of 0.9. For depression this gave specificity of 0.78 and sensitiveness of 0.83.Hamilton Rating Scale for DepressionThe Hamilton evaluation graduated table for depression ( HAMD ) , developed by M.Hamilton is the most widely used evaluation graduated table to measure the symptoms of depression. The HAMD is a observer rated scale consisting of 17 to 21 points ( separately 2 portion points, weight and denary fluctuation ) . Rating is based on clinical interview, plus any extra variable information such as household members study. The points are rated on either 0-4 spectrum or a 0-2 spectrum. The HAM-D relies rather to a great extent on the clinical interviewing teguments and experience of rater in measuring persons with depressive unwellness. As most patients score zero on rare points in depression ( Depersonalization and compulsion and paranoiac symptoms ) , the entire mark on HAMD by and large consists of merely amount of first 17 points. The strength of the HAMD is first-class proof research base and easiness of disposal. Its usage is limited in person who have psychiatric upset other than primary depressionScoring0-7 aNormal 8-13 aMild depression 14-18 aModerate depression 19-22 asevere depression Greater than 23 aVery terrible depressionsBrief psychiatric evaluation accomplishment ( BPRS )Developed by JE overall and Dr.Gorhav in 1962 it is widely used comparatively brief graduated table that measures major psychotic and non psychotic symptoms in single with major psychiatric upset, peculiarly Scurophressia. The 18 points BPRS is possibly the most researched instrument in psychopathology. 18 points rated on 1-7. Items are divided into observed and reported points.Observed ItemsReported ItemsEmotional backdown Bodily concern Conceptual disorganisation Anxiety Tension Guilt feeling Idiosyncrasy and Posturing Depressive temper Motor deceleration Hostility Uncooperativeness Suspicion Blunted affect Hallucinatory behaviour Exhilaration Unusual tuocyn content Disorientation Strengths of the graduated table includes is brevity, easiness of disposal, broad usage and good rescanned position.Yale Brown Obsessive compulsive Scale for BDDYBOCS is a test/scale to rate the badness of OCD symptoms. Scale was designed by Dr.Wayne Goodman and his co-workers, is used extensively in research and clinical pattern. Modified YBOCS graduated table is used to mensurate to badness of symptoms of compulsion and irresistible impulse in a patient holding pre business with sensed defect in visual aspect ( BDD ) . It is a 12 point instrument consisting 5 inquiries on preoccupation and 5 inquiries on compulsive behavior, one on penetration and one on turning away. More specifically it assesses clip occupied by preoccupation with the sensed defect in visual aspect, intervention in operation, hurt, opposition and control. Similar buildings are assessed for compulsive behavior. Similar to the YBOCS for OCD, each points on the YBOCS-BDD measured on the 5 point likert graduated table with higher mark denoting progressively psycho-pathology. Mark on this 12 points ranges from 0-48 the YBOCS-BDD has been shown to hold good inter rated dependability, trial retest dependability and internal consistence. It has besides shown to be sensitive to alter. It was developed as mensurating badness of BDD symptoms instead than as a diagnostic tool. It should be noted that, scale first 3 points reflect the DSM IV diagnostic standards for BDD. The advantage or BDD-YBOCS is that it assists in comparing clients across surveies. It is based on the YBOCS and is hence curicitically bound to a theoretical account of an obsessional compulsive ghosts disorder. An of import different between YBOCS BDD and YBOCS for OCD is that the ideas about the organic structure defect combine the evaluation for both the stimulation and knowledge response. In OCD Rumination would be rated under the irresistible impulse.ProcedureA sum of 30 patients amputation consecutively chosen signifier to try for instances and a at the same time sample 30 patient with shot constitute to command group who free make full the exclusion and inclusion standards were taken for survey. A written informed concern was obtained. HAMD, BPRS, HADS, GHQ-28, YBOCS-BDD graduated tables were administered after clinically measuring as per 1CD-10 diagnostic standards.Ethical commission blessingThe survey was submitted for ethical commission blessing on at Govt. Stanley infirma ry and blessing was obtained.Statistical methodThe information collected will be entered in excel marker sheet and analysis utilizing SPSS for this different in frequence distribution and other evaluations on different steps appropriate statistical trial seen as t trial, cui square trial are employed. The socio demographical profile and HAMD, YBOCS BDD, HADS, BPRS GHQ-28 graduated tables were given in frequences with their percentage.HAMD, HADS, BPRS, GHQ-28, YBOCS BDD scores difference between instances and controls were analyzed utilizing chi- square trial. The place of the topic in instances and control were analyzed utilizing cui-square trial. The Association between socio demographic, psychiatric upset was analyzed utilizing cui-square trial. Incidence of psychiatric morbidity off amputees was given in per centum 95 % assurance interval.

Targeted Advertisement

Targeted advertisement through data mining and privacy issue. Introduction A computer user sits in front of a screen and starts browsing their favourite website while their child similarly does the same. While this peaceful pastime activity is being enjoyed, however, they are unaware of the hidden pathways through which every detail about them is being disclosed. Because of these pathways, there are people that can get hold of the users’ names, phone numbers, IP addresses of the computers and their households.They have access to information about any users’ income, medical history, gender and age, not to mention what they searched on search-engines and which websites the users visited. They can even learn which online shopping purchases were performed by the users on any recent website. They, who know every detail of users, are not the Big Brothers of â€Å"1984† nor are they hackers; they are online advertisers who deliver advertisement on the Internet. The comp uter user is vulnerable to online advertising companies that value that specific personal data.The focus of this paper is to convince advertising companies that they should enforce regulation by providing an opt-out mechanism and practice permission based data mining in order to protect consumer’s privacy. Moreover, notifying and protecting users before distributing and taking advantage of their personal information is significant to company’s accountability and furthermore allow establishing a long term relationship with customers. I will explore the issue from consumer and also an advertiser’s perspective. As a design student who has been designed companies’ logos, it is significant to gain valuable insight from this topic.By gaining the necessary information in this issue, I can navigate the internet in a more safe and secure manner as a consumer. Background of Data Mining Online advertising is a growing industry that is based upon the traffic from onl ine views. â€Å"Fifty-six of the top hundred websites based on page views in February 2008 presented advertising† (Evan, 2009, p37). For every activity a consumer performs on the internet such as making a purchase, visiting a website or searching on search engines is collected (Charters, 2002).This information is processed and stored automatically through data mining practices and becomes a significant source of revenue for online advertisers without the granted permission or any notification to the customer. Data mining is an â€Å"overall process of preparing data, discovering patterns in data, and analyzing that data into useful knowledge† (Tavani, 1999, p137). According to Murphy, â€Å"the right to privacy involves the ability of individuals to decide for themselves, how much they are willing to share about their lives, thoughts, and feelings† (Murphy et al. , 2009).As personal and behavioural data are collected, stored and sold for more effective advertis ement, â€Å"loss of control† and â€Å"loss of identity† become issues (Drumwright et al. , 2009). Moreover, all the information we expect to be remained confidential, such as health insurance numbers and medical records, also become commodities for sale. Internet users have been paying for the â€Å"free† online services with their private and personal information (Goldfarb et al. , 2011). Effects of Data Mining Firstly, data mining is based on the Internet and affects the uninformed users by the loss of control over their personal information and right to privacy.Individuals are unaware that the data about them are collected and that they â€Å"have no say in how the information about them is used† (Tavani, 1999, p141). For example, search-engine providers summarize and store the entire search history categorically that â€Å"enables them to identify the individual IP address† (Evans, 2008, p55). While there is no warning to the consumers prior to collection and storage of their data, users are unaware of the fact that data mining is being conducted every time they click something on the websites.Although, Google has reduced the storing data period from two years to nine months (BBC News, 2008), the sale of data collection to online advertisers is still in progress. The transaction of information causes the loss of control over their right to privacy. Moreover, advertisers have an access to the â€Å"cookies†, which track the websites visited and every activity an individual does on the internet. Again, this becomes a privacy issue as advertising companies’ access this information without any granted permission. The privacy issue associates with the unawareness of this invisible phenomenon of data mining.Granting more control over their personal information to the users is critical. Thus, the usage of data mining without the consent of the user is an invasion of privacy. The user needs to have more authority over their information and prevent unwanted usage of their personal information. Secondly, data mining is more than just a personal and behavioural analysis. Every time the Internet client provides private information, such as medical records, all the information is being collected and saved (Buchholz & Rosenthal, 2002).The information we expect to remain confidential and anonymous becomes a source of profit to advertisers. There is a difference of scale between revealing one’s favourite color and revealing one’s social insurance number to the advertisers. For example, Google Gmail, which provides 7GB of free space, scans and records the content of emails while displaying targeted advertisements on the side that result from Google’s ability to examine the content of the emails (Evans, 2008). The vast amount of the provided space was not really â€Å"free† and users been paying it with their private information.Revealing personally identifiable data or pri vate information such as social insurance number through these services has potential risk of misuse. Consumers may concern more if they know â€Å"search engine provider is selling the data to another vendor that has figured out a way to associate the user’s IP with other personal information including name, address, and telephone number† (Evans, 2008, p57). Google’s company’s goal is to â€Å"organize the world’s information and make it universally accessible and useful†(Google, 2011).Yet, our information also counts toward world’s information. We should be concerned if these companies with these types of mission statements can protect the users’ privacy; users should not be blindsided to the potential risks of misuse of our private information. Targeted Advertising and Consumer Relationships Regardless of the privacy concern associated with data mining and targeted advertisement, the reason why online advertising is still on the rise and is central to the e-commerce economy is because of its effectiveness on consumers (U.S. Department of Commerce, 2008). Detailed individual data can create more efficient advertisements, compared to traditional newspaper advertisements or old banners on the websites. For example, European Union practices privacy regulation on advertisers. The responses of â€Å"3. 3 million survey takers who had been randomly exposed to 9,596 online display banner advertising campaigns,† reveal that this government restriction reduces the effectiveness of advertising by 65% on average (Figure 1. ) in terms of changing stated purchasing intent (Goldfarb et al. , 2011), Therefore, regulation means a â€Å"trade-off between the benefits of consumer privacy and the benefits to consumers of a potentially broader, less obtrusive advertising-supported Internet† (Goldfarb et al. , 2011, p50). In addition, advertisers argue that â€Å"unauthorized secondary use of data† is f ound to be insignificant and consumers are used to this way of business in terms of traditional forms of advertising (Brown & Muchira, 2004).Although targeted advertising is an effective way to advertise to consumers, reflecting too much knowledge about consumers in their advertisements may offend the users (Evan, 2009). Often, the users may use internet to search or purchase what they do not wish to share or talk about with others. Online advertisements may do what is opposite of this wish. For instance, purchasing a self-help book online to treat depression does not mean you wish to sign up for an advertisement that shows lists of other books about depression.Moreover, since computers are shared online with other users, this purchase may be unintentionally revealed to the public. Advertisers should be advised of the precautions of data mining, which tracks every piece of information about consumers for effective and smart advertisement, could drive potential consumers away instead . Targeted advertisements are only effective if they respect the consumer’s privacy and use their information only when users are aware of the situation and give their permission. The foundation of strong relationships with consumers requires trust of both the website and usage of personal information.Lack of trust leads to privacy concerns and the users unaware what websites are legitimate. Resolving such privacy dilemma is, therefore, crucial to â€Å"creating stable and ultimately profitable customer relationships† (Brown & Muchira, 2004). The major factor that can weaken the relationship is â€Å"invasion† of the privacy (Attaran, 2000). It involves â€Å"contacting consumers who have not requested such contact and is often done repeatedly† (Brown & Muchira, 2004). Also, receiving unwanted junk mail and promotions from advertisers could irritate consumers (Korgaonkar & Wolin, 1999).The result of a survey that Brown and Muchira conducted indicates that consumers who have experienced online invasion of privacy are less likely to purchase products via the Internet. In other words, the ability to handle personal information is significant to advertisers to maintain a strong relationship with consumers. Advertisers should view the protecting privacy as an opportunity to establish long term relationships with consumers. Conclusion Government regulation is practiced in some European countries to resolve the privacy issues in online advertising.Nevertheless, government regulations that may be proposed to protect right to privacy, may end up violating â€Å"the principle of respect for individual† and create another invasion of privacy (Charters, 2002). Instead of government intervention to deal with privacy issue, online advertising companies should enforce regulation by providing opt-out mechanisms, and practice permission based data mining in order to protect consumer’s privacy. Advertising businesses need to store and s ell consumer’s private information with their permission of consent and a notification.Consumers may agree with giving their information about them if they can trust whom they are providing it to. That way, advertisers do not lose the opportunity to provide targeted advertisement to consumers, which is much more effective than providing non-targeted ones. Consumers also will benefit from receiving relevant advertisements against the cost of losing privacy. The balance between advertisers and consumers can be achieved through permission based practice. The computer user sits in front of a computer and starts browsing again.This time, the website asks for permission to collect the user’s information for online marketing and advertising business. The user has the ability to opt-out, and considers that this website is indeed secure. This website creates a transparency between by the Advertising contacts and the consumers. The user is informed, given options, and protected. Figure 1. 1 – Before and after the regulation by EU References Attaran, M. (2000), â€Å"Managing Legal Liability of the Net: a Ten Step Guide for IT Managers†, Information Management and Computer Security, 8(2)2.Brown, M. & Muchira, R. (2004). Investigating the Relationship between Internet Privacy Concerns and Online Purchase Behavior. Journal of Electronic Commerce Research 5(1),62- 71 Buchholz A. , and Rosenthal B. S. (2002), Internet Privacy: Individual Rights and the Common Good. SAM Advanced Management Journal, 67 (Winter), 34–40. Charters, D. (2002). Electronic Monitoring and Privacy Issues in Business-Marketing: The Ethics of the DoubleClick Experience. Journal of Business Ethics, 35 (February), 243– 254. Drumwright, E. M. , Murphy, P. E. , (2009).The current state of advertising ethics: industry and academic perspectives. Journal of Advertising. 38(1), 83-108 Evans, S. D. (2009). The Online Advertising Industry: Economics, Evolution, and Privac y. Journal of Economic Perspectives, 23(3), 37-60. Goldfarb, A. & Tucker C. E. (2011). Privacy regulation and online advertising. Management Science, 57(1). Korgaonkar, P & Wolin, L. (1999), â€Å"A Multivariate Analysis of Web Usage†, Journal of Advertising Research, 39(2), 53-70. Tavani, H. T. (1999) Informational privacy, data mining, and the Internet. Ethics and Information Technology. 1: 137–145.

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Should people ban testing on animals based upon people unethical research of animal - Essay Example Since decades, animals are used for the purpose of testing in order to accomplish the objectives of experiments. Scientifically, animal testing is termed to be beneficial for many inventions, but it is also not without certain ethical issues related with animal rights. The practice of animal testing has its long story, which can be found rooted since when the ancient Greek people used animal for their experiments and in many rituals to gain beauty and good health. While then the human society had limited concern about the living rights of animals, modern day philosophers and activists have been into debates as to whether animal testing should be banned with due consideration to its positive contributions towards the development of the society (PRISM, â€Å"The Connection between Animal Testing, the Environment, and Human Health†). Emphasizing this context, the objective of the paper is to argue regarding the negatives and positives associated with animal testing in order to take a stand in opposition of banning animal testing. Hence, the thesis of the paper will aim to support animal testing for innovation and for the development of medical research emphasizing its positive effects and critically assessing the negatives associated with the same. Arguments in contradiction to animal testing have long been encouraged by activists and philosophists in the society. However, it cannot be ignored that there are some fields where the experiments upon animal are mandatory in nature for the overall enhancement of the society and also for new inventions. Illustratively, the biomedical field is such an example wherein animal testing is mandatory for the research to be a success. It is evident, that scientists in the present day, with the help of advance technology, are inventing new options in the area of medical research to support the human life system. For instance, researchers, through animal

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Marketing Creates Customer Needs Essay Example for Free

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