Comments On The Financial Performance Of Rap Ltd Essay

Efficient management strategy reflects in the gross profit sales which increased in the year 2008 with 23% as compared with the year 2009. In the year 2009, RAP Ltd. hasn’t focuses on reduces the cost of goods sold which gives a slightly negative reflection on the gross profit. Slight decrease in the year 2009 gross profit because of economic recession in the economy reflects on the gross profit of RAP Ltd. Moreover, RAP Ltd. high ratio of COGS in the shape of FOH, Purchases etc and also due to internal restructuring. On the whole the gross profit margin is fair enough and one should hope that the percentage of gross profit margin will increase in years to come Meigs (1999). NET PROFIT MARGIN The profit margin on sales ratio tells us the ability of the firm to convert its sales into profits. A low profit margin on sales indicates high expenses which consume most of the revenue earned by the firm. In such a case, the firm needs to analyze and point out areas which are producing more expenses than usual. The higher the ratio, the better it is for the company. From the perspective of RAP Ltd. there is a slightly negative moment is reviewed in the year 2009. RAP Ltd. net profit margin in the year 2009 is 12% because of margins in selling, administration expenses and Distribution costs. In that case RAP Ltd. still has a room for improvement in the net profit margin Garrison (2004). Moreover in the year 2009, because of rough economic and business condition, RAP Ltd. efficient business running strategy hit badly in terms of net profit margin. It is viewed that Net Profit margin rate will increase in years to come. The management strategy has helped generate more revenue but there has been significant impact made on the net profit Myers, Brealey and Marcus (2001). LIQUIDITY CURRENT RATIO The current ratio tells us about the liquidity of the company. It is the ratio which tells us the company’s ability to pay off its liabilities using the current assets in case the company is liquidated. Higher the current ratio, the better it is. RAP Ltd. current ratio is slightly on the lower side in the year 2009 in comparison with the year 2008. This ratio indicates a higher margin of safety with respect to meeting current obligations. RAP Ltd. current ratio will not allow them to take more debt as compared to previous years practices. RAP Ltd. current ratio haven’t strong current ratio and its gives a not a strong and positive signal to the creditors that company’s business operation is running on a right path. The current ratio of RAP Ltd. suggests that company have not sufficient and ample reserve cash or liquid asset and RAP Ltd. can’t utilize the excess or reserve cash on their ongoing business. QUICK RATIO RAP Ltd. quick ratio is not better in all the two years period. Although, RAP Ltd. has a higher inventory but improper maintenance of working capital management strategy has also a hurdle in order to produce a healthy quick ratio. In addition, RAP Ltd. quick ratio gives a negative signal to the market, indicating that there is a liquidity problem for RAP Ltd. Besley, Brigham, Scott, Eugene F. (2001). EFFICIENCY STOCK TURNOVER PERIOD RAP Ltd. is able to convert its inventory into cash every 59th day in the year 2009 and 55th day in the year 2008, which is not good going for the company in comparison with the previous years. This shows that RAP Ltd. is better at managing its inventory especially in the years 2008. RAP Ltd. inventory management strategies make a strong reflection on this ratio and it is evident that company’s operating cycle is slightly high in comparison with the previous years which are fair practice as far as company’s perspective is concerned. RECEIVABLE (DEBTORS) DAYS Receivable debtors’ days tells us the average number of days it will take to recover the accounts receivables balance. This allows the investors and the management of the company to analyze the effectiveness of the current credit policy and its implementation. Slow collection period increases the probability of bad debts and this important factor make a reflection on the RAP Ltd. average collection period. RAP Ltd. has employed an effective credit policy for its customers and adopted an aggressive credit policy to collect their receivables. CAPITAL STRUCTURE DEBT TO EQUITY Dependency on debt financing is not a bad habit but it has consequences if you rely on more. RAP Ltd. debt to equity ratio is on the lower side in the year 2009 in comparison with the year 2008 due to the factors of business volume, increment in sales, fulfilment to pay the suppliers and acquisitions of fixed asset. Due to the expansion in business, RAP Ltd. has plenty of financial obligations, most of which has been acquired through equity. DEBT TO ASSET RAP Ltd. D/A ratio, is around 12% in the year 2009. In the year 2008, the debt to total assets is around 14% which is good as far as the performance is concerned. The year 2009 is worst for RAP Ltd. , the main reason behind is the improper utilization of debt in order to capitalize assets. Moreover, it also reveals the fact that the management of the company can’t generate more assets in response with the debt. A higher D/A ratio would place the company under increased amount of risk, especially if the interest rates are rising. Hence, a lower D/A ratio would be more desirable Besley, Brigham, Scott, Eugene F. (2001). INTEREST COVERAGE RATIO This ratio helps the analysts analyze the ability of the firm to pay interest on the debt. This ratio is especially of concern to the creditors of the firm or the banks who are interested in providing debt financing to the firm. If the company is able to pay its interest expense, only then it is able to obtain financing. The TIE ratio of RAP Ltd. is satisfactory since it is showing a high earning before income and tax. TIE ratio is concerned it looks healthy as far as company’s future operations are concerned and it also gives an indication that debt holders are not concerned about the company’s performance because RAP Ltd. has reported an excellent TIE ratio through out two years. It is a good signal for the company’s perspective (Besley, Brigham, 2001). RECOMMENDATIONS My recommendations are stated below: †¢ Design the Internal control system that really helps in the company’s financial policies. †¢ Formulating and implementing the corporate strategy which determines the company’s mission and objectives and also oversight the risk associated with. †¢ High cost of sales make a negative impact on the gross profit and also the raising variable and fixed cost cut down the profit so the company take all necessary step to continue the same practice. †¢ Company also making the strategy to utilize all the assets at its optimum level and not should eyeing on the fact that no asset remains idle. Moreover, company focuses more on capital expenditure. †¢ High leverage and dependency on debt financing create an alarming situation for XYZ Inc because in this current scenario current ratio is slightly weaker and it not gives the right signal to the debt holder. Current Asset can’t generate the income in away that reflects in the current ratio. All in all, not out of the woods but small improvements in sales and margins and return to basics could translate into more upside. CONCLUSION RAP Ltd. portrays a very strong and positive position in the markets place and without doubt this company has an ability to challenge its rivals to have a girds to become the market leader. There are certain areas where RAP Ltd. should pay attention to like in the area of working capital, net profit margin, reduction in revenue expenditures on consistent basis and assist in increase its investor’s confidence towards the organization. C. The limitations are stated below: †¢ The implementation of different accounting policies might distract the reported figures. Like frequently made changes in depreciation methods, in inventory valuation technique etc (Besley, Brigham, Scott, Eugene F. 2001, p. 98). †¢ If the reported figures on financial statement are out of date then the ratio can’t portrait the true picture of the company. †¢ The ratio are also not debated on the risk associated the figures. †¢ If the employees or the management of the company manipulated with the figures or uses the big bath accounting technique or uses window dressing techniques then the ratios are also not clearly projected the company’s performance. (Besley, Brigham, Scott, Eugene F. 2001, p. 98) †¢ Ratios are also not clearly drawn the valid projection of the company’s capital structure or the size of the company’s business (Besley, Brigham, Scott, Eugene F. 2001, p. 98). †¢ It is the reality that inflation distorts the reported amount. Ratio are not provides any appropriate judgment over the issue related with inflation. †¢ The factor of risk is beyond the control of ratios and the ratios are provides any proper evaluation related with risk. REFERENCES Besley, Brigham, Scott, Eugene F. (2001). Principles of Finance. Florida: Harcourt College Publishers. Brealey, Richard A. , Stewart C. Myers, Alan J. Marcus (2001). Fundamentals of Corporate Finance. 4th ed. New York: McGraw-Hill. Garrison, Ray H, Eric Noreen, Peter C. Brewer (2004). Managerial Accounting. Meigs, Robert F. , Mary A. Meigs, Mark Bettner, Ray Whittington. Accounting: the basis for Business Decisions. 11th ed. New York: McGraw Hill

Technology and Communication

We know that communication is important in every part of our lives and technology is forever changing the different ways we are able to communicate. Because technology is continuously being advanced the way people communicate in the criminal justice system must evolve to keep up with the current trends. It is important that we keep up with the changing technology in regards to communication because effective communication is the direct result of a successful investigation. The communication capabilities of specialized data bases within the criminal justice system have been affected in a huge way by technology. Some of the current technologies used in the criminal justice system today are mobile data terminals, automated fingerprint identification system (AFIS), live scan, facial recognition, and iris scan. The two modern technologies that will be discussed are the automated fingerprint identification system and facial recognition. The positive and negative effects of AFIS and facial recognition will also be discussed. Fingerprints and facial characteristics have been used by the criminal justice system to indentify criminals for several years. The patterns found on a person’s fingers and unique features found on their face have several distinguishing characteristics that separate them from the rest of society. These two systems, though effective have been known to take hours or even days to come up with results. Because time is so valuable to the criminal justice system these comparisons need to be done expeditiously because in many cases the time it has taken to match a set of fingerprints to a single person has been the difference between life and death for the accused. Modern technology has helped in a huge way to speed up this comparison process and has resulted in the setting free of wrongly accused persons and the locking away of the guilty party. Let’s break these two systems down starting with AFIS. AFIS is basically a database where mass amounts of fingerprint images have been stored after being collected from several different sources. There are two different types of sources, known and unknown. Known sources are fingerprints that have been collected from law offenders, military personnel, police officers, banks, and more. These fingerprints are normally collected when a person is hired by a company or agency that requires a background check as a part of the hiring process. The most common unknown source is those prints collected at a crime scene to be compared with known samples, also known as latent prints. Each set of fingerprints have their own distinct patterns which are determined by a technician that enters them into the database. â€Å"Each fingerprint image is ‘filed’ based on its pattern type. † (Ridges and Furrows. 2004. Par. ) By doing this it speeds up the process because it helps to eliminate all the prints that do not have a similar pattern type in comparison to the sample. Once the matches are made using the database they are reviewed one more time doing it manually and if a match is made those prints are used to identify individuals. It is very important that the matches found by the computer database are manually reviewed to ensure an exact match. Facial recognitio n is also a very important aspect of communication in the criminal justice system. Facial recognition is known as â€Å"the automatic recognition of a person using distinguishing traits. † (Woodward et al. 2003. P. 1) Criminal justice professionals load photographs into computers and use these photographs to compare facial characteristics in an effort to make potential matches. There are also those who have acquired the talent of creating sketches of suspects from a description given by a witness. These sketches are then used in place of a photograph to obtain a positive match. The first step in this process is to capture the image either by camera or sketches. The second and third steps are to identify the face seen in the image and extract several features to create a template that can be used to make a match. The fourth step is to take the templates and make comparisons that will eventually lead to potential matches. There are several features found on and or around the face that make it possible to make a positive match. Some of these features are likely to change and others are not. Those features that are not likely to change are scars, moles, burns, and bone structure. There are also those features that could possibly change, one of which is tattoos. The only real similarity between the use of facial recognition and finger prints is that they must be manually compared to obtain the highest percentage of accuracy. Using both the database and the naked eye will eliminate all chances of misreading the results in most cases. As beneficial as these new technologies are there are always positive and negative effects to everything in life. The biggest positive effect that AFIS and Facial Recognition have on the criminal justice system is that they save large amounts of time during an investigation. Technicians are able to save large amounts of information to these databases so that when they process a search for comparison the computer does most of the work by eliminating all of the samples that are far from being the correct match and leaving only those samples that could possibly be the correct one. These databases also reduce the amount of human error that can occur when trying to make a match. The job of operating these databases can be extremely stressful and technicians tend to get rushed as a result of this stress and overlook things that may have lead to the result they were looking for to begin with. Now let’s go into the negative effects of these technologies. We know that as humans we are imperfect and anything created by humans has the potential to fail at any given time. It is also widely known that computers and servers use large amounts of electricity and have the potential to heat up very fast. If these data bases exceed the allowed temperature at any given time they will go down and this will result in the slowing down of any investigation that may be going on at the time. Another negative is the fact that these databases do not come with all of the information already installed. Uploading all of the samples takes a substantial amount of time and use of funds that could be used for the completion of other very important tasks. One last negative is the fact that these systems not only cost money to buy and operate, but people must be trained and paid to keep these databases up and running at all times so that progress does not stop in any form. Having well trained technicians is the most efficient way avoids having to deal with any of these negative effects. If the decision had to be made as to which one of these two databases contained the most reliability it would have to be the automated fingerprint identification system. I say this because we know that there are other technologies out in the world that can be used to make those technologies used by criminal justice professionals less effective. The technology that is being referred to is plastic surgery. It is possible for a person to have their facial features altered in such a way that they cannot be identified as who they truly are through the use of facial recognition databases. As for fingerprints, the only way that they can be altered is if a person were cut or burned so badly that scaring resulted. There have been several attempts by people over the years to erase their fingerprints, but these attempts have been unsuccessful. Fingerprinting has also been around a lot longer than facial recognition and has been proven to be more accurate than facial recognition. As we know technology is always changing as technicians find new ways to improve the systems that these databases run on. As technology improves the accuracy of AFIS, Facial Recognition, live scan, iris scan, and mobile data terminals will also improve. One thing to remember is that information must be manually uploaded into these databases so that they can be saved for current or future use. Another thing to remember is that when a potential match is made by using any of the before mentioned databases they must also be manually checked for accuracy. The reason for this is that the odds of two people having identical features is very low which means that results are not guaranteed to be perfect. The best way for agencies to ensure that these databases are used to their full potential is to continually train their technicians on the latest technology and keep the databases current. References Ridges and Furrows. (2004, April 15). Ridges and Furrows – AFIS Page. Retrieved April 5, 2010, from http://ridgesandfurrows.homestead.com/afispage.html Woodward, J., Horn, C., Gatune, J., & Thomas, A. (2003). Biometrics: A Look at Facial Recognition. Retrieved April 5, 2010, from www.rand.org/pubs/documented_briefings/DB396/DB396.pdf Hayeslip, D. (2008, February 1). Evaluability Assessment of Mobile Automated Fingerprint Identification System (AFIS). Retrieved April 5, 2010, from www.ncjrs.gov/pdffiles1/nij/afis.pdf Lennard, C. J.  ().  The Thin Blue LIne.  Retrieved from http://www.policensw.com/info/fingerprints/finger15.html

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Patient Workplace Nursing Human Resource Issue Essay

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Information Technology Essay Example | Topics and Well Written Essays - 2750 words - 2

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A critical evaluation of contemporary leadership skills required for a Essay

A critical evaluation of contemporary leadership skills required for a large multi-department organisation. 2,000 words - Essay Example ddition, this assignment determines several leadership skills that are implemented by contemporary leaders to overcome different contemporary issues in this world. Moreover, this essay recommends some effective leadership skills that are required for leaders in order to overcome several contemporary issues in this current business environment. Finally, the study concludes by summarizing the major discussions that are discussed in this essay. Several leading organizations in this world are trying to capitalize on potential business opportunities in order to enhance their business growth rates. It is true that human resource department can be considered as an important department in multi-department organizations (Parris and Peachey, 2012). Global business environment is becoming highly competitive as several leading organizations within a particular industry are trying to develop and implement unique strategies in the business operation process in order to gain potential competitive advantages (Hirschhorn and Gilmore, 1992). First, it is important for a leader to consider the environmental context in the business environment in order to be a successful (House and Aditya, 2009). Intense market competition and market saturation are influencing some organizations to adopt and implement several unique strategies in their business operation processes in order to overcome contemporary business issues (Avolio, Walumba and Weber, 2009). An effective leader needs to consider the business as well as workplace environment in order to meet the company’s goals and objectives. It is difficult for a leader in a multi-department organization to control such a large team (Kelley, 1998). Therefore, it is important for the leaders must develop effective relationships with the employees and top level management of the organization (Meindin, 1995). In addition to this, leaders should enhance effective communication between the employees of several different departments in order to

An Evening Walk by the Sea Shore Essay Example for Free

An Evening Walk by the Sea Shore Essay After a hard day’s work, nothing is more refreshing than a quiet walk along the shore of the sea. While the exercise is good for our bodies, the presence of the ocean seems to have a pe ­culiarly tranquillizing influence upon our minds. Every sight and sound inspires a spirit of rest and peacefulness; and the effect is enhanced by the absence of the sights and sounds to which we have been exposed throughout the day. It is a delightful change, after escaping from the noisy bustle of our daily work, to hear the ceaseless music of the waves, and to breathe the fresh sea-breezes instead of the vitiated atmosphere of office or class-room. During our walk along the margin of the sea we enjoy the view of the broad expanse of waters spread out before our eyes, an unfailing source of delight to any one capable of appreciating the beauties of nature. For the ocean in all its changeful moods never ceases to be beautiful, and is especially beautiful at the hour of sunset. The spectacle presented by the setting sun, as it sinks beneath the ocean wave, is one of the greatest charms of an evening walk by the seashore. In India, for the greater part of the year, the clouds, whose fantastic shapes and brilliant hues add so much to the beauty of an English sunset, are wanting. But even in a cloudless sky when â€Å"the broad sun is sinking down, in his tranquility† and â€Å"the gentleness of heavens on the sea,† the spectacle presented to the eye is full of claim beauty. For some time after the sun has set, the sky is suffused with delicate tints of colour, until the first stars begin to appear on its darkening surface, and day finally gives place to night. In the beginning and the end of the monsoon we have splendid specimens of cloudy sunset, such as surpass the most vivid description given by En ­glish poets, and would, if faithfully depicted on canvas, be con ­demned as exaggerated representations of nature. At this time of year, while the evening sky is still of an intense blue, the clouds are tinged with gold, and purple, and all the colors of the rainbow, and the sea beneath repeats the brilliant coloring of the sky and the clouds above. From such a revelation of the beauties of nature the poor man derives as much pleasure as the choicest collection of paint ­ings and sculptures and other works of art affords to the million ­aire. Indeed, when we look with reverent awe upon the sea and sky at the hour of sunset, it does not seem  strange to us that the great powers of nature were once worshipped as gods; and the tranquillizing effect that the sea, especially in the evening, has upon the spectator, enables us to understand how the ancients found it natural to go to the shore and pour out their sorrows to the sea, when the hearts were overburdened with care and no mortal being seemed capable of giving consolation. Wordsworth, the great English poet, felt and beautifully expressed this in his sonnet beginning. â€Å"The world is too much with us,† in which he mourned the fact that most people had lost the power of appre ­ciating the beauty of nature, by giving themselves up to business and worldly pleasure â€Å"late and soon, Getting and spending we lay waste our powers.† He ends with this passionate outburst of desire for the old Greek love and reverence for nature. â€Å"Great God! I’d rather be A Pagan suckled in a creed outworn, so might I, standing on this pleasant lea, Have glimpses that would make me less forlorn; Have sight of Proteus rising from the sea; Or hear old Triton blow his wreathed horn.†

COPD with Cognitive Status in an Elderly Sample

COPD with Cognitive Status in an Elderly Sample COPD with Cognitive Status in an Elderly Sample using the Third National Health and Nutrition Examination Survey Dean Sherzai, MD MAS PhD(c), Rachel Schade, Sonia Vega, Ayesha Z. Sherzai, MD Author’s Affiliations: 1Department of Neurology and Neurological Sciences, Cedar Sinai Health System, Los Angeles, CA, USA; 2Keck Science Department, Pitzer College, Claremont, CA, USA; 3Department of Epidemiology and Biostatistics, Loma Linda School of Public Health, Loma Linda, USA; Department of Neurology, The Neurological Institute of New York, Columbia University Medical Center, New York, New York, USA. Keywords: COPD, cognitive status, dementia, aging Abstract Purpose: Chronic Obstructive Pulmonary Disease (COPD) has been associated with dementia and cognitive impairment. We attempted to assess the relationship between COPD and cognitive impairment in a nationwide database, the National Health and Nutrition Examination Survey (NHANES III). Methods: Data was analyzed from the NHANES III database, a nationally representative cross sectional observational study among older adults. The diagnosis of COPD was based on calculation of FEV1/FVC ratio, with a cutoff of 0.7. The odds of having poor cognitive status was assessed using logistic regression models between COPD and three cognitive tests (immediate recall, delayed recall, and serial subtraction tests), adjusted for demographic variables and medical comorbidities. Results: We identified 17,181,182 individuals with a diagnosis of COPD. The mean age of was 71.5  ± 0.19 years. In the crude model, there was a strong relationship between those with COPD and poor cognitive test scores. This relationship was strengthened in the multivariate model adjusted for demographic variables and vascular comorbidities, such that those with COPD had a higher odds of having impaired immediate recall (OR 2.56, 95% CI 1.44- 4.53), delayed recall (OR 3.10, 95% CI 1.73- 5.52), and serial subtraction tests scores (OR 2.74, 95% CI 1.17- 6.40). Conclusions: Individuals with COPD have a higher odds of having cognitive impairment in this large nationally representative database. Introduction Approximately 35.6 million currently suffer from dementia worldwide, and this number is expected to double by 2030 and triple by 2050 [1]. In the last few years we have become more cognizant of the importance of identifying cognitive decline at the earlier stages when it is more amenable to treatment. We have also become more knowledgeable about possible comorbidities that may propagate the process of cognitive decline and ultimate dementia. Causes of cognitive decline, and possible progression to dementia, are believed to be multifactorial. Chronic Obstructive Pulmonary Disease (COPD) is a progressive disease that affects more than 13.5 million people in the United States and has been associated with cognitive decline [2]. To date, there are no definitive treatments for dementia; therefore, much emphasis had been placed on the prevention of dementia, and identification of modifiable risk factors early in the disease process. Multiple studies have reported the association between COPD and either global cognitive deficits with the most severe deficiencies in specific cognitive domains such as perception, motor function or memory [3]. Despite the current body of evidence, the majority of studies are based on a single region, and there are a few studies that used a nationally representative data (Health and Retirement Study). Given that society is facing an increase in the rate of chronic diseases of aging [4], and the lack of large scale investigation on the relationship between COPD and diminished cognitive status, we analyzed this nationwide database, the National Health and Nutrition Examination Survey (NHANES III), to better elucidate this relationship. Materials and Methods NHANES III is a cross sectional health survey conducted by the National Center for Health Statistics (NCHS), performed from 1988 to 1994 in persons aged two months and older in the United States. NHANES has a multistage, probability sampling design used to select participants representative of the civilian, non-institutionalized US population. Our study population consisted of 39,488,973 adults 60 to 89 years. Of these, participants were included if they had measurements for spirometry and the cognitive tests. Based on The Global Initiative for Chronic Obstructive Pulmonary Disease (GOLD) standards, cases of COPD were defined based on the patient’s ratio of forced expiratory volume (FEV1) to the forced vital capacity (FVC). Patients with a ratio of less than 0.7 were classified with COPD. Our control group, patients without COPD, was classified by a ratio greater than 0.7. For the older population, NHANES-III measures cognitive status with three cognitive tests: an immediate a nd delayed logical verbal memory test from the East Boston Memory Test, a three word registration/memory task (â€Å"apple,† â€Å"table† and â€Å"penny†) and five serial subtractions by intervals of three. A point was awarded for every correct answer from the three word memory task and the logical verbal memory test. For immediate memory, using a summary score of logical memory (0-6 points) plus three word task (0-3 points), we considered less than 5 out of 9 points to be impaired (low), such that individuals with 0-4 were score ‘low’, and those scoring 5-9 were scored ‘high’. For delayed memory, a summary score of less than 4 out of 9 points was considered impaired (low). Both summary scores are consistent with previous NHANES-III reports. For the test of serial subtractions, any miscalculation during the five trials was considered impaired, and only a perfect score was considered ‘high’. The reported race and ethnicity includes non-Hispanic Whites, non-Hispanic Blacks, Mexican-Americans and ‘other’. Smoking was defined by a â€Å"yes† response to the following two questions: â€Å"Have you smoked at least 100 cigarettes during your entire life† and â€Å"Do you smoke cigarettes now†. These questions can be found on the NHANES III household adult questionnaire. Education was stratified in three categories: 12 (some college and beyond). We performed an X2 and t-test analysis to compare demographic characteristics between patients with COPD and patients without COPD. To assess the association between COPD and a low cognitive test score (with high score as reference) crude and adjusted logistic regression analysis were performed. Adjusted potential confounders were age, race-ethnicity, sex, BMI, education status and smoking. Appropriate NHANES-III weighted sampling was applied during this analysis. All data analyses were conducted using SAS (v 9.3; SAS Institute Inc., Cary, NC). Results Table 1 presents the demographics of the population. There were 17,181,182 individuals with COPD; 50.1% were females, 49.9% males and 85.9% were non-Hispanic White. The mean age for patients with COPD was 71.5 ±0.19. In both groups, patients had less than a high school education, were non-smokers and had both hospital and medical coverage. Majority of individuals with COPD scored low on each cognitive test as compared to those without COPD (Table 1). Coronary artery disease was the most prevalent comorbidity in patients with COPD (31.9%) and in patients without COPD (30.4%). In the unadjusted model, participants with COPD had increased odds of impaired scores on each of the three cognitive tests: the immediate recall (OR 2.18, 95% CI 1.81- 2.62), delayed recall (OR 2.25, 95% CI 1.87- 2.70) and serial subtraction test (OR 1.44, 95% CI 1.10-1.90). We then examined the association between COPD and the cognitive tests, initially adjusted by age and race, which diminished the relationship slightly for all three tests, but the relationship was rendered insignificant for the serial subtraction test (OR 1.29, 95% CI 0.95-1.69) (Table 2). Then, we adjusted for age, sex, height, body mass index and education, which did not change the relationship significantly. In the third model, further adjustment for race, poverty income ratio, and medical coverage did not appreciably change the relationship. In the last model, we additionally adjusted for vascular risk factors such as smoking, stroke, hypertension, CHF, diabetes and coronary artery disease. This increased the odds for poor scores for all three tests; immediate recall (OR 2.56, 95% CI 1.44- 4.53), delayed recall test (OR 3.10, 95% CI 1.73- 5.52), and serial subtraction (OR 2.74, 95% CI 1.17- 6.40). Discussion We were able to identify a strong association between COPD and diminished cognitive status across three common cognitive tests. Individuals with COPD had significantly greater odds of impaired verbal memory, and this relationship remained robust after adjusting for potential sociodemographic and vascular risk factors. The relationship between COPD and the serial subtraction test scores was rendered significant after it was adjusted for vascular risk factors. Despite evidence in the extant literature showing an association between race with cognitive status [10], race was not a factor in the relationship between COPD and cognitive status. Our results are consistent with a growing body of evidence that has revealed a strong association between COPD and poor cognitive function. In one of the largest epidemiological studies, The Health and Retirement Study (n=4,150), patients with severe and non-severe COPD had significantly lower cognitive test scores compared to healthy controls. In adjusted models, only patients with severe COPD had the lower scores on the cognitive tests [5]. Furthermore, a dose-response relationship between COPD severity and cognitive dysfunction was previously established, with more severe COPD cases performing worse on the cognitive tests [6]. Notably, a 2013 study demonstrated significantly reduced memory tests scores on the Mini Mental State Exam (MMSE) among patients with COPD but without hypoxemia [7]. Further evidentiary support for global cognitive impairment in patients with COPD was also shown in a study that observed significant differences in executive functioning, working memory, episod ic memory, processing speed, and visuospatial ability [8]. Recently, several COPD studies have combined cognitive testing with neuroimaging, which have revealed significant white matter pathology in this population, with varying degrees of cognitive impairment [8,9,10,11]. The mechanism by which COPD causes cognitive decline is not very clear. COPD results in hypoxemia and hypercapnia, which has been implicated in diminished cognitive status [3,5]. Recent imaging studies have pointed to possible microvascular damage [3], and other studies have implicated chronic inflammatory process causing cognitive decline [12]. Yet others believe that the hypoxic process may cause direct neuronal damage, glial activation and the generation of free radicals which could affect cognitive functioning [13]. Given the prevalence of both COPD and cognitive decline in the elderly population and a probable causal relationship, it is important to further investigate the mechanism underlying the relationship. Limitations As all studies, this one has many limitations that need to be visited. One of the limitations unique to our study was that majority of the individuals in our elderly NHANES population had less than high school education. Given that educations has repeatedly been found to be strongly correlated with resilient cognitive function as well as less susceptible to neurodegeneration, our results could have been confounded by the lower mean education level in our population[14-18]. Another limitation lies with the cognitive testing used by NHANES. Only three cognitive tests were utilized, which does not provide a comprehensive assessment of cognitive function. In addition, the cognitive tests used most likely overlap in the cognitive function they measure, not allowing for specificity. However, the cognitive variables have been validated as a good tool for testing memory [19]. Furthermore, the cross-sectional nature of this paper does not allow us to make a causal link. In addition, the restr icted scope of lifelong socioeconomic status is a limitation, which is strongly associated with both cognitive impairment and COPD. However, it has been demonstrated that individuals with poor socioeconomic status may have a higher risk of developing COPD and lower cognitive reserve [20,21]. The strengths of this study are its large, diverse representative sample, that provided extensive medical history and allowed for control of confounding variables, as well as the objective measure of cognitive impairment and COPD. Also, the spirometry data from NHANES III allowed for more accurate diagnosis of COPD. Conclusion We were able to demonstrate a strong relationship between COPD and diminished cognitive status. We were not able to demonstrate any effect of gender, race, as well as sociodemographic or vascular risk factors on this relationship between COPD and cognitive status. The independent relationship between COPD and cognitive status may provide us an important clue into the pathophysiology of dementia, which needs to be further explored. Declaration of Interest References Prince M, Bryce R, Albanese E, et al. The global prevalence of dementia: a systematic review and meta-analysis. Alzheimers Dementia 2013;9(1):63-75. Ford ES, Croft JB, Mannino DM, et al. COPD Surveillance- United States, 1999-2011 COPD Surveillance. Chest 2013;144(1):284-305. Dodd JW, Getov SV, Jones PW. Cognitive function in COPD. Eur Resp J 2010;35(4):913-922. Dall TM, Gallo PD, Chakrabarti R, et al. An Aging Population And Growing Disease Burden Will Require A Large And Specialized Health Care Workforce By 2025. Health Aff 2013;32(11):2013-2020. Rusanen M, Ngandu T, Laatikainen T, et al. Chronic obstructive pulmonary disease and asthma and the risk of mild cognitive impairment and dementia: a population based CAIDE study. Curr Alzheimer Res 2013;10(5):549-555. Li J, Huang Y, Fei GH. The evaluation of cognitive impairment and relevant factors in patients with chronic obstructive pulmonary disease. Respiration; International Review of Thoracic Diseases 2013;85(2):98-105. Gupta PP, Sood S, Atreja A, Agarwal D. A comparison of cognitive functions in non-hypoxemic chronic obstructive pulmonary disease (COPD) patients and age-matched healthy volunteers using mini-mental state examination questionnaire and event-related potential, P300 analysis. Lung India: official organ of Indian Chest Society 2013;30(1):5-11. Dodd J, Van Den Broek M, Jones P, Charlton R. S92 cognitive function cerebral white matter tract microstructure in COPD. Thorax 2011;66(Suppl 4):A43-A44. Charlton RA, Dodd JW, van den Broek M, et al. Can brain MRI explain cognitive decline in COPD? A pilot study. Eur Resp J 2010;38(Suppl 55):29-36. Chung A, van den Broek MD, Charlton RA, et al. Cognitive Function And Cerebral Functional Connectivity In COPD: A Resting State Functional Magnetic Resonance Imaging Study. Age 2012:65(68):20-27. Dodd JW, Chung AW, van den Broek MD, et al. Brain structure and function in chronic obstructive pulmonary disease: a multimodal cranial magnetic resonance imaging study. Am J Respir Crit Care Med 2012;186(3):240-245. Borson S, Scanlan J, Friedman S, et al. Modeling the impact of COPD on the brain. Int J Chron Obstruct Pulmon Dis 2008;3(3):429-434. Singh B, Mielke MM, Parsaik AK, et al. A Prospective Study of Chronic Obstructive Pulmonary Disease and the Risk for Mild Cognitive Impairment. JAMA Neurol 2014;71(5):581-588. Schmand B, Smit J, Lindeboom J, et al. Low education is a genuine risk factor for accelerated memory decline and dementia. J Clin Epidemiol 1997;50(9):1025-1033. Stern, Y. Cognitive reserve and Alzheimer disease. Alzheimer Dis Assoc Disord 2006;20(2),112-117. Ngandu T, von Strauss E, Helkala EL, et al. Education and dementia What lies behind the association? Neurology 2007;69(14):1442-1450. Scarmeas, N, Stern, Y. Cognitive reserve and lifestyle. J Clin Exp Neuropsychol 2003;25(5):625-633. McDowell I, Xi G, Lindsay J, et al. Mapping the connections between education and dementia. Journal of Clinical and Experimental Neuropsychology 2007;29(2):127-141. Albert M, Smith LA, Scherr PA, et al. Use of brief cognitive tests to identify individuals in the community with clinically diagnosed Alzheimers disease. Int J Neurosci. 1991;57:167-178. Eisner, MD, Blanc, PD, Omachi, TA, et al. Socioeconomic status, race and COPD health outcomes. J Epidemiol Community Health 2011;65(1):26-34. Stern, Y, Tang, M X, Denaro, J, et al. Increased risk of mortality in Alzheimers disease patients with more advanced educational and occupational attainment. Ann Neurol 1995;37(5):590-595. Table 1. Baseline characteristics by COPD status in the NHANES III population * p values derived from t test comparison of means of COPD by population characteristics SD = Standard deviation Table 2: Crude and adjusted odds ratio for COPD and cognitive tests among 17,134,886 individuals in the NHANES III population OR = odds ratio, CI = confidence interval, ref = reference Model 1: adjusted for age and race Model 2: adjusted for age, sex, height, BMI and education Model 3: Model 2 additionally controlled for poverty income ratio, race, and medical coverage Model 4: Model 3 additionally adjusted for stroke, coronary heart disease, hypertension, congestive heart failure, diabetes. 1

Edgar Allan Poe Essay -- essays research papers

Edgar Allan Poe Ralph Waldo Emerson called him the jingle man, Mark Twain said that his prose was unreadable, and Henry James felt that a taste for his work was the mark of a second-rate sensibility. According to T. S. Eliot, "the forms which his lively curiosity takes are those in which a preadolescent mentality delights." After notices like those, most reputations would be sunk without a trace, and yet Edgar Allan Poe shows no sign whatsoever of loosening his extraordinary hold on our imaginations. In 1959, Richard Wilbur, an elegant poet and a critic of refined taste, inaugurated the Dell Laurel Poetry Series (mass-market paperback selections from classic British and American poets) with an edition of Poe's complete poems, for which he provided a long and thoughtful introduction. In 1973, Daniel Hoffman, also a distinguished poet and critic, published a highly regarded study of Poe's writings. In 1984, two massive volumes of Poe's collected works, together comprising some three tho usand pages, were published in the Library of America. In the 1990s, Poe has been the subject of a children's book and a substantial new biography, and a Halloween episode of the Baltimore-based television series Homicide: Life on the Street made very effective use of his legend and his writings, especially the poem "Dream-Land" and the stories "The Tell-Tale Heart" and "The Cask of Amontillado." A century and a half after his death, he is the one American author whose name is known to virtually everyone. Edgar Poe was born in Boston, Massachusetts, on January 19, 1809, the second of the three children of David Poe and Elizabeth (Arnold) Poe, both of whom were professional actors and members of a touring theatrical company. Eclipsed by his more famous wife, his own promising career ruined by alcoholism, Poe's father deserted the family when Edgar was still an infant; nothing conclusive is known of his life thereafter. While appearing professionally in Richmond, Virginia, Poe's mother became ill and died on December 8, 1811, at the age of twenty-four. Her three children, who would maintain contact with one another throughout their lives, were sent to live with different foster families. Edgar became the ward of John Allan, a successful tobacco merchant in Richmond, and his wife ... ... eye as the cause of unexplainable illnesses and misfortunes of any kind. To protect oneself from the power of the eye, certain measures can be taken. In Muslim areas, the color blue is painted on the shutters of the houses, and found on beads worn by both children and animals. There is also a specific hand gesture named the "Hand of Fatima," named after the daughter of Mohammed. This name is also given to an amulet in the shape of hand that is worn around the neck for protection. In some locations, certain phrases, such as " as God will" or "God bless it" are uttered to protect the individual from harm. In extreme cases, the eye, whether voluntarily or not, must be destroyed. One Slavic folktale relates the story of the father who blinded himself for fear of harming his own children with his evil eye. Would Poe have had knowledge of this rather strange belief? It is altogether possible that he would have, which creates another interesting twist to this story. Maybe the narrator who tries to convince us that madness is not really the issue, is telling the truth. Maybe this vile act is necessary in order to destroy the power of the old man's evil eye!

Japanese: The Law Of Inverse Returns :: essays research papers

Japanese: The Law of Inverse Returns Scott Barlow December 6, 1996 Shoji Azuma Japan 355 - 1 The law of inverse returns states that the better the foreign learner's Japanese is, the worse the reaction of the Japanese native population will be to the learner's use of Japanese. In this paper, I argue that the better the learner's Japanese is, the better the treatment to the learner of Japanese from native Japanese. I will argue this point by making three statements and then provide opinions and reactions of others whom I have interviewed over the Internet. The better the Japanese language that one has, the more the freedom he feels. I felt this feeling while I was in Japan and I could finally go to the bank and make a deposit or withdraw without fumbling and literally making up my own Japanese vocabulary. Until further Japanese study, did I find out that the word to "withdraw" money from the bank was the same as "taking something down," like from a shelf. These are the same words, but in Japanese it is the context that they are used is what is important. Not only does better Japanese save you the embarrassment of making a mistake, but having better in Japanese also helps natives feel less of a burden on them, than if you didn't speak good Japanese. In Japan as a missionary, I had the opportunity to visit a retirement home once a week. During our visit with the elderly, we also cleaned up. doing the normal housekeeping that was necessary for them to live in a cleaner, better environment. I am very glad that I had Japanese that I was able to understand the retirees, especially when the needed someone to talk to and when I was able to understand and help them clean where they asked me to. Through the understanding that I had then as a missionary in the Japanese language, I feel that the full-time workers there were less worried about us performing duties for them because we had better Japanese. This resulted in the better treatment I received as I was in Japan because of the position I was in able to serve. The second argument I would like to make on a related topic of being less burdensome to the Japanese. Everyone doesn't like a lazy person, although a lot of people in America like being the lazy person. In Japan if you aren't busy doing something, it is like being counter-productive and demeaning the existence of society. The better the learner's Japanese is, the more likely he is to be

Civic Virtue: The Right Thing for Our Society Essay -- society

Introduction Perhaps, the American society is the most divergent, the most accommodating and the most culturally diverse among all societies across the globe. Interestingly, most Americans reflect similar elements of behavior in many respects which are distinct to our American society. There are a number conscious and unconscious core values which are expected to guide every American character. Most of the American culture has to some extent embedded western civilization: A civilization that accommodates different cultures, merges multiple ideas, and values the freedom of choice. Still, a number of challenges in the direction of promoting our general wellbeing have been arising; thus, leading to questions on the direction that our society should direct for our common wellbeing. Here, I will be discussing approaches that can be designed in addressing the issues of wealth distribution, and the relationship between politics and community beliefs so as to have an even happier society. Inequality, Cohesiveness and Civic Virtue One among the challenges that face our society today is the widening rift between the rich and the poor. Although our politics has evaded the reality of a widening society, several philosophers have given their opinions on the challenge of wealth distribution. Our politics has become so distant from the challenge of widening social gaps that president Obama’s proposal to review tax laws in the direction of burdening the wealthy with more taxes has received heavy criticism from the republican political quarter. Apart from philosophical ideologies on the topic of wealth distribution, there is a more important challenge which requires the attention of our political leaders: Civic Virtue. Getting a picture of ... ...place in our schools and other institutions. Instead of focusing on the teaching of various religious and moral beliefs, students should be allowed to openly present their opinions on various religious matters. Such a direction must be done under an environment that respects the right of people to choose various religious and moral beliefs which are available in our society. Conclusion As I have discussed, I agree with Sandel’s opinions on the two issues (the distribution of wealth, and an open engagement between religion and politics) that I have discussed above. Wealth distribution is especially useful in guarding our democracy, promoting, cohesiveness, and improving the welfare of the poor. On the other hand, an engagement between politics and religion will be useful in promoting unity, tolerance and knowledge within our society.

Independent Reading Reflection

Over the summer I read five books for a total of 1308 pages. I read three fiction novels and two realistic fiction novels. For me one of my favorite books was the Dear John by Nicholas Sparks, which I had been wanting to read and finally got around to it. Right from the start of the book, you could tell it would be a summer love story, but what I didn’t realize was how much you could feel just by how Nicholas Sparks described their feelings. As John went off to Germany for war, I could feel Savannah’s sadness and fear as she thought this could be the last time she could see him alive. Not to mention how hurt John was to come home to find Savannah happily married and moved on with a new life. Overall, I loved how descriptive Dear John was and how you could feel like you were falling in love, just like them. Even though his books are usually stereotypical, The Choice also by Nicholas Sparks was a great book I read this summer. Instead of summer romance, this time it was forbidden love. When neighbors Travis and Gabby start off with a heated argument, Gabby soon finds herself with a strange attraction to the fun-loving, wild Travis. One problem, she has a boyfriend, Kevin, whom she now has to choose between him and Travis as her love for him grows more and more. I loved this book because like Dear John, it had a love story but instead, it started out with hatred and disapproval of each other but slowly grew to their love. Also in The Choice, Nicholas Sparks used great description of feelings and sights. For example, parasailing high above the sound he described exactly what they saw and felt and I felt like I were right there with them a hundred feet above the water too. I can’t leave out that first night they met; Gabby was fuming at Travis when she thought his dog got her perfect, purebred collie pregnant. Not to mention the night Travis first kissed her and she suddenly thought what life could be like with Travis, instead of Kevin. I chose Dear John and The Choice as my favorite books from this summer because they both had great description and plot lines, even if you could somewhat predict the ending . I love when I can picture everything that is going on in a book and remember almost every detail, and these both did that for me.

The Buying Decisions of ‘Consumers’ on the Use of Microsoft

â€Å"The Buying Decisions of ‘Consumers’ On the Use of Microsoft or Apple Products† Submitted By: SANUSI SANI BUHARI Student No: 200922R7018 The Dissertation has been submitted to the Skyline University College In partial Fulfillment of the Degree: Bachelor of Business Administration (International Business) December-2012 Acknowledgement The writing of this dissertation has been one of the most significant academic challenges I have ever had to face. Without the support, patience and guidance of the following people, this study would not have been completed.It is to them that I owe my deepest gratitude. * Dr. Rashad Mohammed Al Saed, who undertook to act as my supervisor despite his many other academic and professional commitments. His wisdom, knowledge and commitment to the highest standards inspired and motivated me. * My friends and whoever directly or indirectly helped me to during the course of the dissertation. * The authors of the various books and web sit es as well as the facilities and university library that helped me gain various information for this dissertation. AbstractThis research paper describes the buying decisions of ‘consumers’, as to whether they prefer Microsoft or Apple products. People have different choice according to needs. Business organizations and telecommunication sectors judge product on usability. Data analysis suggests many important elements impact the buying decision of an individual or any specific company. Data analysis also suggests Microsoft and Apple continue to push the envelope when it comes to developing software and hardware. The main objective of this research is- which product do people prefer?To find answers to the research questions of this research, data analysis and descriptive study has been used, because it involves observing and describing the behavior of a subject without influencing it in any way. This method is used to obtain a general overview of the subject, and answers who, what, and why of the study. The two giants pride themselves for producing cutting edge consumer and business products, and are leading the developments in software and hardware. But what about their websites how do they both compare, and more important, which one is better and more usable?This study will help reader to find all this answer. Chapter No. | Particulars| Pg No. | 1| Introduction * Aims of Independent Study * Objectives| 6-7| 2| Literature Review| 8-29| 3| Research Methodology| 30-32| | * Research Design| 31| | * Research Approach| 31| | * Research Instrument| 32| | * Sampling Design| 32| 4| Data Analysis| 33-37| 5| Conclusion| 38-40| | Bibliography | 41-42| | Appendixes | 43-46| Aims of the Study Technology has slowly started to rule our lives. No matter where we are, we have access to some sort of technological appliance such as cell phones, computers or televisions.Anything one could think of that might, in even the slightest way, make our lives easier is now av ailable. So many different types of devices have been conceived and developed that is has become a complicated and confusing decision when trying to choose the right product. Computers and other forms of technology impact our lives daily. We encounter computers in stores, restaurants, and other retail establishments. We use computers and the Internet regularly to obtain information, experience online entertainment, buy product and services as well as communicating with others.Most of us carry a computer or a mobile phone with us at all times so we can remain in touch with others on a continual basis and can access internet information by the touch of a button. Businesses use computers to keep track of bank transactions, inventories, sales, credit card purchases and also provide business executives up to date information to make important decisions. Government’s use computers to support our nation’s defense system, for space exploration, for storing and organizing vital information of citizens, and other important tasks. Computers are used everywhere, and is a vital tool in one’s life.When you turn to your computer, it’s nice to think you’re in control. There’s the trusty computer mouse, which you can move anywhere on the screen, summoning up your music library or the internet browser by one click. Although it’s easy to feel like the director in front of your own desktop or laptop, there’s a lot going on inside, and the real man behind all these operations is the ‘Operating System’. The purpose of an operating system is to organize and control hardware and software so that the device it lives in behaves in a flexible but predictable way.Most desktop or laptop PCs come pre-loaded with Microsoft Windows. Macintosh computers come pre-loaded with Mac OS X. The operating system (OS) is the first thing loaded onto the computer. Without the operating system, a computer is useless. When it comes to co mputer technology, the two biggest giants are ‘Microsoft’ and ‘Apple’. Microsoft and Apple are by and large the biggest producers in cutting edge consumer and business products. Between the two companies, they continue to push the envelope when it comes to developing software and hardware.Question is, which do people prefer? Prior to this, I’ve decided to base my study on ‘†¦ The buying decisions of consumers’, as to whether they prefer Microsoft or Apple products†¦ ’ Research Objectives Research Objectives ascertains specific points that may aid in gathering information related to the main objective. The purpose of this research will be: * To know the factors that affect the buying decisions of customers * To determine the products and services provided to customers Literature ReviewAs stated by (Allan 2001), Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions. While jointly developing a new Operating System (OS), working alongside IBM, Microsoft released Microsoft Windows. On February 26th 1986, moved its headquarters to Redmond, and decided to make the company go public.Microsoft worked closely with Apple during the development of Apple's Macintosh computer, which was introduced in 1984. Revolutionary in its design, the Mac featured a graphical user interface based on icons rather than the typed commands used by the IBM PC, making its programs simple to use and easy to learn, even by computer novices. ( Iceboat, Daniel, and Susan L. Knepper 1991 p. 304) Apple INC was established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977; the company was previously named Apple Computer, Inc. for its first 30 years, but removed the word â€Å"Computer† on January 9, 2007, to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers. (Price 1987) On August 15, 1998, Apple introduced a new all-in-one computer important of the Macintosh 128K: the iMac. The iMac design team was led by Jonathan Ive, who would later design the iPod and the iPhone. The iMac featured modern technology and a unique design. It sold close to 800,000 units in its first five months.Through this period, Apple purchased several companies to create a portfolio of professional and consumer-oriented digital production software. On May 19, 2001, Apple opened the first official Apple Retail Stores in Virginia and California. Later on July 9 they bought Spruce Technologies, a DVD authoring company. The same year, Apple introduced the iPod portable digital audio player. The product was phenomenally successful  Ã¢â‚¬â€ over 100 million units were sold within six years. In 2003, Apple's iTunes Store was introduced, offering online music downloads for $0. 99 a song and combination with the iPod.The service quickly became the market leader in online music services, with over 5 billion downloads by June 19, 2008. It can understandably be said that when it comes to computer technology, the two biggest names are ‘Microsoft’ and ‘Apple’. (Suhail 2009) It success has become so immense that a customer’s choice can either be one of the two. Other competitors are too far off, but what do these two giants give in return to society? To most people, Microsoft represents computing. Those with a dynamic interest in technology usually believe that Microsoft Windows is the computer.This kind of brand association you won’t see in other companies, which makes it a very powerful source in the world of technology. Apple computers have grown very popular in the last few years, and its simplicity and user-friendly attributes is what keeps customers capti vated. Historically, Microsoft began the personal computer revolution with their Windows Operating System, which offered people a different platform for their computer needs. Apple also introduced, with their own line of Macintosh computers and devices, though it did have it ups and downs.Microsoft followed a general policy by marketing their computers with non-expensive hardware and software parts which allowed every house to have a PC (personal computer). People can afford their computers with no restrictions on the type of hardware. Apple had a different mind frame whereby they went for exclusivity and decided to sell their products at a much higher price than Microsoft PC’s. Its elite hardware and software is what makes it more expensive. (Admin 2010) Although where Apple has the upper hand over Microsoft is related to security. Apple Mac computers are generally more secure because of its OSX operating system. Suhail 2009) It has more protection built in against malware a nd viruses. Customers want to feel comfortable and safe, knowing that the product they are purchasing is protected against threat at all times. Windows (operating system of Microsoft) is more prone to malware and viruses, and requires expensive protection software to make the PC more secure. Another advantage of Apple computers is they are more efficient when it comes to graphics acceleration and games. Microsoft has problems with that. If one would buy a Microsoft based PC, they would need to spend an additional amount to handle graphics of that scale.On the other hand, Microsoft is committed in making its products and services easier for everyone to use. The Windows operating system has many in-built accessibility features that are useful for individuals who have difficulty in typing, using the mouse, seeing or hearing difficulties. Microsoft also produces other computer hardware’s such as Xbox, Zune, Xbox 360 and MSN TV. (MSJ 1986) Apple also offers a wide variety of produ cts such as the iPhone, iPod, Apple TV and the newly introduced iPad. Factors affecting buying decision HomepageThe homepage is one of the most important pages of the whole site because it’s the first, and in many cases the only chance you get to impress the visitor enough to keep them browsing. You’ve got a few seconds to convince them that the site has enough value for them to keep using it, because if it doesn’t, the visitors will leave. Apple’s approach to the homepage has been consistent throughout all the years that the site has been running. They use this page as a kind of advertising board that always shows a big ad of their latest product, followed by 3 other ads to another 3 products or news that is important at the moment.If you’re not interested in any of the 4 suggested items, you can use the large navigation bar at the top, which is split into their core businesses: Mac, iPod and iPhone, followed by a couple of other important links, such as the online store and support pages. The navigation bar also incorporates a search field. (Dmitry Fadeyev) One other thing to note is the lack of content. You’re not distracted by sidebars, notices or extra navigation items — there are only a few items on the page, focusing your attention and making the decision of where to go next easier. Microsoft has a different approach to their homepage.Firstly, they feature a similar style of ad at the top, designed to be attention grabbing. These are large images, but only one out of 3 ads is shown at a time — you have to hover over the other two to expand them. This focuses attention, but may potentially weaken the effectiveness of the two hidden ads since the visitor has to work to see them right at the top of the page is the navigation, together with search. Flow All of the content of Microsoft is extremely monotonous, especially the â€Å"Learn More† box with a list of 8 links. The dry presentation gives the user less incentive to click around.Some Microsoft sites use better layout to direct the flow of attention, but they generally all suffer from the same illness: too much content. When you present the user with too many choices, you make them work — they have to think about what they want and they have to process more information. By reducing choice, Apple directs the users through a more carefully designed funnel, which generally delivers a better experience. (Dmitry Fadeyev) Navigation Apple’s website has a large navigation bar at the top, which remains there consistently whichever section of the site you go to.The options available show the main sections split by its lines of business as well as a couple of essentials, such as support and the store. The bar also integrates search and branding as the home button displays the Apple logo instead of a label. Any extra sub-navigation is located on individual site pages and is placed within the context of that page, w hether on a sidebar, or as a horizontal bar at the top. Microsoft has a similar navigation bar on the homepage, but that navigation bar is not consistent across the site. Actually, all of the sub-pages tend to use their own navigation bar, in style and in content.The homepage navigation thus acts as a site map to the rest of the Microsoft website sections. In a lot of the navigation bars, including the one on the homepage, Microsoft uses drop-down menus — unlike Apple. They don’t just use drop-down menus — they use huge drop-down menus. In some cases, the menu even has a scrollbar (in Firefox): Is this good or bad? In a recent Alertbox entry, Jakob Nielsen, a well known usability guru, has written that mega drop-down menus can work. They work because they present a lot of choices in groups, so they allow for easier scanning as you can jump to the group that you want and scan the items inside them.You have to get certain things right though, like the order of the groups and only mentioning each element once, for them to work well. In this case, it makes sense for Microsoft to go the route of the drop-down menus, but feel that they may have gone a little too far. For example, some options point to the same thing, like the ‘Office’ drop down and ‘Office’ option in the ‘All Products’ drop down. The drop-down also blocks the content below, so if you accidentally moused over the menu, you have to mouse off from it again to get to the content below — all the while being careful not to hover over other items.There are also a lot of options under each group — sometimes showing about 13 items, which makes processing the options much more difficult. Also, the inconsistency of navigation across the different sections makes it much harder to jump from one area of the site to another, e. g from the Office site to the Xbox site. (Dmitry Fadeyev) Readability Because most of the content on the sites is t ext, it’s vital to ensure that everything is readable and legible. Here are the main things to consider when working on readability of your site’s content: * Make the text large enough so that it’s easy to see and read. Ensure that there is enough contrast between the text and background. * Provide enough white space around the text to keep other content and graphics from distracting the reader. * Provide plenty of headings or highlighted/bold text to allow users to quickly scan the content for key information. * Add images and icons to make it easier to focus on individual sections of the text, i. e. product or feature descriptions. * Keep the text short and to the point. Apple does a great job of keeping everything easy to read.The text is generally small, but never too small so as to be a problem. Headings are set in heavier type and stand out, allowing you to quickly get the gist of each section. Apple also makes heavy use of white space to separate everythi ng apart and adds images to make each text blurb more interesting. It follows the general usability guidelines by breaking things down into small bite size pieces of text that are easy to digest. It looks a lot busier than the Apple site because there is more content on one page and there are many different treatments for headings and highlighted words. Dmitry Fadeyev) Too much variety causes visual chaos on the page, with each different colored or bold item competing for your attention. In this case, the page really needs to be simplified to make it easier for the viewer to process. Search Apple’s search is integrated into the navigation bar. When you type something in the search box you actually get live search results with AJAX, by way of a little box which pops up, showing you the results as you type. It’s very well done — there is no lag when typing, the results are grouped in categories and are fetched very quickly, usually before you finish typing your fu ll query.If you want to see more results you can just hit Enter when you’ve finished typing and you’ll be taken to the standard search results page. It’s very clean and organized by categories. You can drill the results further down by category, selectable from the menu on the right. It’s functional and clean, and works well when you’re trying to find any products that they sell. Aesthetics Apple’s website aesthetics closely mirrors that of its product line. The navigation bar looks like it’s crafted out of aluminium and features gentle gradients and indented text. There are also plenty of reflections and minimalist design elements.Apple has always worked on unifying the look and feel of its interface across its entire product line, from the hardware to software, and their website is no exception. Do aesthetics have anything to do with usability? Actually, they do. Research shows that people perceive better looking interfaces as more usable. The site follows a faint Windows theme with the light blue clouds, but there is little else to say that this is a page for Internet Explorer or Windows. The look and feel is very generic and doesn’t do enough to differentiate itself or build a coherent brand.The designs are overall pretty good, but pretty good just isn’t enough. There are plenty of inconsistencies and a lack of polish, which puts Apple ahead in this area. Consistency Consistency is important because it allows you to develop usage patterns. This basically means that if your site has a consistent interface throughout, your visitors will quickly learn how it works and will be able to use this knowledge in any of the new pages that they visit, since they’ll all be using the same, or very similar, interface. Apple does a great job of keeping the interface consistent.All of the product pages feature very similar aesthetics and are structured in the same way. The whole site looks and feels the same throughout and the global navigation bar at the top is always there, on every page. This means that the entire experience is very unified and coherent — you know you’re on the same website wherever you go. Could you tell that this is a Microsoft page if you took away their logo? Custom graphics, styles and colour palettes across all the Microsoft sections help little to maintain a coherent brand image on the web. Microsoft really struggles here.There are many different sections across Microsoft. com and they all feature their own look and feel, including their own navigation. So once you go to a section on their site, be it the Microsoft store, the Office site, or the Security pages, they will all look and feel like separate websites. What’s worse, the global navigation bar is also gone, meaning that you have to go back to the homepage, or the site map, to see an overview of all of their sites. It’s really an ecosystem of websites hosted under the sa me domain and therefore it doesn’t get the benefit of consistency that Apple has.The brand image is also terribly fragmented making it impossible to define what a Microsoft site looks like. (Dmitry Fadeyev) Marketing Nobody will argue that Apple is the kind of viral marketing. You might find some PC ads/commercials on local magazines and newspapers, but you will not find great â€Å"Mac vs PC† / â€Å"Get a Mac† / â€Å"Buy a Mac† / â€Å"Hello, I am a Mac, and I am a PC† commercials like Apple produces. Security When it comes to Mac vs. PC security concerns, many experts think that Windows has caught up with Apple.Before Microsoft Windows 7, we have all heard that Windows operating system is a targeted platform for malicious attacks. Of course it is true, but the question is. Does the operating system has the right tools to defend itself? With Mac computers, you won't need to worry about viruses as you do in Windows operating system. The real prob lem is not only about viruses, but about security breaches that allow hackers to penetrate into your computer, and steal your valuable art works, photographs and important (and sometimes secret) media assets.It was proven that both Windows 7 and Mac OS X Snow Leopard have their own glitches. DailyTech. com posted an article, saying that one prominent Mac hacker has pointed out that Mac OS X Snow Leopard is less secured than Microsoft Windows 7 OS. Well, if a Celeb hacker says so, we should probably take it pretty seriously. So it seems, at least when making a business decision, that you shouldn't pick a Macintosh over a PC, just because people are telling you that Macintosh doesn't have viruses, or they are more secure. Apple OS X Snow Leopard is based on the UNIX core.That fact alone doesn't make it more secure than Windows 7 as you can see. We just couldn't ignore the fact that viruses are real pain in the axe. As a power PC user, with all those pop-out windows saying â€Å"You h ave been infected with a Virus†¦ † I would probably be very happy knowing that I can work quietly, without worrying about viruses and all that crux horrors that the Internet brings with it. You just can't blame Windows operating system for being more popular. Financial Analysis It's important to step back and examine just how close each of these companies really are in terms of revenue and earnings.Analysts polled by Thomson Reuters expect Apple to report approximately $2. 85 billion in net income ($3. 07 in EPS) on about $14. 62 billion in revenue when it releases its results. Yet, it's well known that Apple regularly beats consensus estimates by quite a large margin and that actual results will come in well above the consensus. Just last quarter, Apple not only beat revenue estimates by over $1 billion, but it annihilated EPS estimates by reporting $0. 88 above the $2. 45 consensus – a 36% beat.In fact, Apple has regularly beaten consensus estimates by well over 35% each quarter over the past year. (Andy M. Zaky) Financial Alchemist's Turley Muller, who is currently the most accurate analyst on Apple, offers a more realistic view of the company. Muller believes that Apple will report about $3. 1 billion in net income on ($3. 35 in EPS) on $15. 15 billion in revenue. And while I think Muller has left some room for upside surprise, it's clearly best to use his numbers rather than the consensus as a measure of comparison. Microsoft, on the other hand, is expected to earn $4. billion in net income ($0. 46 in EPS) on $15. 26 billion in revenue when it releases its results – just a hair above Muller's revenue estimates for Apple. And while Microsoft regularly reports upside surprises itself, the gap between consensus estimates and Microsoft's actual results is nowhere near as wide as it is with Apple's results. Thus, if Apple reports at the higher end of Muller's estimates, and if Microsoft reports closer to the consensus, it's quite possi ble that Apple might have a shot to beat Microsoft in revenue for the first time in its history this quarter.The chart (Appendix 2(A) details a quarterly revenue comparison of Apple and Microsoft over the past few years. As one can see from the chart, Apple is within striking distance of surpassing Microsoft's quarterly revenue. Since Microsoft and Apple are on a different fiscal year, the chart realigns their results based on the calendar year. (Andy M. Zaky) So the big story in tech earnings is whether history will be made in the decades-long battle between Apple and Microsoft, or whether Microsoft will postpone the inevitable and maintain its dominance over Apple for at least one more quarter.Even if Apple doesn't beat Microsoft in sales this quarter, it will almost certainly do so next quarter and by quite a large margin. For the September quarter, analysts expect Apple to generate approximately $16. 81 billion in revenue compared to a projected $15. 16 billion in revenue for Mi crosoft. So even conservative estimates, which have yet to be adjusted to account for iPad sales, already put Apple ahead of Microsoft by nearly $1. 2 billion next quarter. My estimates put Apple ahead by $3. 2 billion as I expect Apple to record nearly $18. 9 billion in revenue.What's even more surprising is that Apple will likely far surpass Microsoft in revenue for the entire 2012 fiscal year (Appendix 2(B). I'm looking for Apple to record $81. 6 billion in revenue, well above the $70 billion I'm expecting out of Microsoft for the year. You can view my track record on Apple at Philip Elmer-DeWitt's column Apple 2. 0. Even the analyst consensus puts Apple well ahead of Microsoft next year, with revenue estimates of $72. 6 billion (AAPL) versus $67 billion (MSFT). The chart below compares Apple and Microsoft's annual fiscal revenue for the past several years.While quarterly data must be compared on the calendar year to show a side by side comparison over a particular 3-month period , yearly data can be analyzed on the fiscal year. And, what about other metrics? Net income growth, total net income, total net cash, cash flow, book value, total assets and the economic sensitivity of each company's primary operations are just a few of the other key factors to consider when comparing the two companies. While Apple will surpass Microsoft in revenue in the near future, that doesn't necessarily mean that Apple automatically deserves a larger market capitalization.But it does appear that Apple will not only record more revenue than Microsoft, it will also eventually (within the next few years) earn more in net income, generate a larger amount of cash, and outpace Microsoft in terms of growth in net income and revenue. The earnings beat won't come easy for Apple. Due to Microsoft's extraordinarily high operating margin, the only way Apple will beat Microsoft in earnings is by simply outpacing it in sales. Since Microsoft pushes more of its revenue to the bottom line, Ap ple will have to significantly outpace Microsoft in revenue to win on the net income front.The chart below compares Apple and Microsoft's net income for the last several fiscal years (Appendix 2(C). Though these two companies no longer really operate in the same space as they once did with Apple turning its focus on the consumer and Microsoft on enterprise spending, both companies are dominating their respective industries. Update 7/20: As expected, Apple has once again crushed the consensus estimates on the top line, beating analyst revenue expectations by over well $1 billion when it reported $15. 7 billion in revenue Tuesday afternoon. In fact, Apple even surpassed my lofty expectations of $15. billion by $100 million in sales. Unless Microsoft far surpasses analyst expectations of $15. 24 billion in revenue, it appears that Apple has already won the race. Microsoft primarily makes its profits from business to business, which mainly consists of selling licenses to its operating s ystem to computer manufacturers and office suites for enterprises. That’s not to say that they don’t sell to consumers — they do, and they have consumer only product lines as well, such as the Xbox gaming console, and of course home users also buy Windows and Office.This means that their business targets pretty much everyone, from home computer owners to developers and enterprises; which in turn stretches the purpose of their website to try and serve everyone. On the other hand, Apple is primarily a consumer company, and makes most of its profit selling hardware, like its iPod music players and Mac computers. This makes the target of Apple’s site much clearer — marketing, selling and providing support for its products to consumers.They don’t have to worry about selling licenses to manufacturers because they’re the only manufacturer, so the key purpose of the website would be to advertise and promote their multiple product lines, as we ll as selling them through their online store. (Andy M. Zaky) Cost Analysis Other factor that affects buying decision is cost. People have been arguing online about how much more expensive Macs are than PCs — or not — for more than a decade (and in print for years before that). These discussions usually involve some hard facts but also some persistent myths. As a longtime Windows guy who has recently migrated to the Mac, I think I'm in a retty good position to try and sort out reality from fiction. Let's take a look at what you can really get for your money these days. Hardware For those of you who are left, what I have found in my research is that neither side has a lock on good value. If you start with Apple's relatively short list of SKUs (three or four model variations for each of its lines, such as MacBook Pro, MacBook, and iMac) and then look for comparable Windows machines, you'll find that Apple bests the competition in some ways and not in others, but the pric ing, overall, is surprisingly on par.Only a few years ago, it seemed like a no-brainer that Windows hardware was much cheaper. But if you're talking name-brand hardware, that's just no longer the case. On the other hand, if you search the Windows side first, you'll quickly discover machines that — in features and price — fit in between the Mac SKUs. And in those niches, they represent very good values. So there's one answer to the question of whether Macs or Windows represent a better value: If one of those â€Å"in between† PCs suits your needs best, you'd be paying an unnecessary premium to get a Mac instead.Let's look at some hard numbers. I started my research with top-of-the-line notebooks — I spent an hour on Dell's site trying to find the cheapest notebook that offered everything Apple's $2,799 MacBook Pro 17 provides. That includes: * Glossy 17-in. screen with 1,680-by-1,050-pixel resolution (optional 1,920-by-1,200 resolution for $100 more) * 2. 4-GHz Core 2 Duo processor * 2GB of RAM (upgradeable to 4GB) * 256MB Nvidia GeForce 8600M GT video * 160GB 5,400-rpm SATA hard drive * 8x SuperDrive (DVD+R DL/DVD ±RW/CD-RW) Gigabit Ethernet port * 54Mbps a/b/g/Draft n Wi-Fi * Bluetooth 2. 0+EDR, Express Card/34 card slot * Three USB ports * One FireWire 800 port * One FireWire 400 port * DVI port * Built-in insight video camera * One-year warranty (upgradeable to three years) I continued my comparisons with a visit to Circuit City last weekend to take a look at high-end 17-in. notebook PCs. Like Dell, Sony has one with every conceivable bell and whistle selling for more than $3,000 — the Vaio VGN-AR390E, which goes for $3,150.Like all the other Windows models available at Circuit City, the processor is a 2GHz Core 2 Duo, slower than the one in the MacBook Pro. On the other hand, the Vaio comes through with 1,920-by-1,200-pixel screen resolution, a 5,400 rpm 240GB hard drive, and a whopping 527MB of video memory. Like the D ell, though, at 8. 4 lb. , the Vaio makes the 6. 8 lb. MacBook Pro look like a lightweight. Moving downscale a little, both Hewlett-Packard and Toshiba have models in the $2,000 range that approximate the MacBook Pro's equipment.The HP Pavilion DV9260US comes with the Intel Core 2 Duo 2-GHz processor, a 240GB 5,400 rpm drive, Windows Vista Ultimate, and a 17-in. screen whose maximum resolution is only 1,440 by 900 pixels (a major drawback). Circuit City's price is $2,000. Bottom line: Assuming that you want a high-end notebook PC designed to work, play, and be your everyday machine with style, the MacBook Pro is a surprisingly good value. The models that I compared it with, the Sony and the Dell, had some extras here and there, but they were also more expensive.The key to the perception that Macs are more expensive is that Apple offers very few in-between models. A graph showing the market capitalization between ‘Apple’ and ‘Microsoft’ conducted by (T3 2009 ) shows that in the year 2000, Microsoft had a huge upper hand over Apple, and did so for a long period. It wasn’t until March 2005 that Apple started to rise and actually started to have a competing chance. Research Methodology Research Design The research paper design conducted is a descriptive one because it involves observing and describing the behavior of a subject without influencing it in any way.This method is used to obtain a general overview of the subject, and answers who, what, and why of the study. It is also useful where it is not possible to test and measure the large number of samples needed for more quantitative types of experimentation. They are often used by market researchers to judge the habits of customers, or by companies wishing to judge the morale of staff. The results from a descriptive research can in no way be used as a definite answer or to disapprove a hypothesis but, if the limitations are understood, they can still be a useful tool in many area s of scientific research. JA Maxwell – 2005) Research Approach As the research design is descriptive, the research approach would be a ‘qualitative’ one. Qualitative research is a method of inquiry appropriated in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. (Creswell 2003) A qualitative study indicates that no statistical tools will be applied within the research. Methods such as surveys, questionnaires and interviews can be done when dealing with a qualitative research approach. Research InstrumentResearchers have decided to carry out ‘interviews’ to obtain the responses they need for study. (See Appendix 1 for interview questions) A set of questions will be asked to the interviewee, and their answers will be dealt accordingly. The interview questions will be structured; as there are specific questions the researchers will ask the respondents. Qualitative nature of stud y contains independent variables along with various assumptions. Sampling Design A ‘non-probability’ sampling technique will be used in this study. This method of sampling is non-random and subjective.Each respondent does not have a known nonzero chance of being included. A ‘convenience’ sampling method will be applied. The researchers will choose freely those respondents who are the most convenient. The researchers will interview people from I. T departments in areas of Telecommunication Centers (mainly concentrating on consumers). Data Analysis Being a qualitative study, descriptive statistics would be used to produce data and evaluate results. The data that is generated, from the interview (See Appendix 1 for interview questions) technique will be analyzed qualitatively.This would be followed by physically reading the miscellaneous number of responses and then concluding to which company people prefer. A little less than a year ago, Wall Street reached a Microsoft vs. Apple milestone: for the first time, Apple’s corporate value surpassed Microsoft’s. And Apple’s market cap (the total value of all of its shares) topped Microsoft’s even though the latter company had more revenue and double the profit margins. Clearly, Wall Street was looking at growth potential, not current income statements and balance sheets, in anointing Apple the more compelling buy.What has happened since? With Apple due to report its latest quarterly earnings  Ã¢â‚¬â€œ Microsoft reports its numbers next week – we look at some recent numbers, as well as data over time. Market cap While total values for Microsoft and Apple were close last spring, that’s no longer the case. Since May 26, 2011, when Apple first inched ahead of Microsoft, Apple’s market capitalization has risen from US$223 billion to more than US$306 billion (as of April 14). Microsoft’s, meanwhile, has slipped from US$219 billion to US$212 b illion. Sharon Machlis) Bottom line: Wall Street currently thinks more highly of Apple’s growth potential and overall prospects than it does of Microsoft’s. Investors were right last year, but only time can tell whether that outlook is still justified, given the company’s high stock price. Market share Beyond Wall Street, how do the companies stack up in the battle for tech users? Microsoft maintained an overwhelming lead in the desktop operating system business, keeping a roughly 92 percent share of the market from 2005 to 2009 (the last figures available from IDC).Mac OS X’s share has varied between just 3. 5 percent and 4. 0 percent. Apple took a significant lead in the Smartphone race, capturing 15. 7 percent of the worldwide market last year, compared with just 4. 2 percent for Microsoft. However, both Gartner and IDC predict Microsoft’s Windows Phone will beat out Apple’s iOS for mobile market share by 2015, with Gartner expecting a 19 . 5 percent share for Microsoft and 17. 2 percent for Apple. In addition, Apple had a commanding 87. 4 percent share of the worldwide tablet market last year, according to IDC.Gartner predicts Apple will keep a 69 percent share this year and will still have 47 percent by 2015. Windows doesn’t show up in that forecast. Bottom line: In one high-growth area, smartphones, several influential analysts believe Microsoft will eventually come out on top. In another, tablets, it’s getting crushed. However, Microsoft has maintained its enormous lead on the desktop. Investment value over time If you invested US$1,000 in each company’s stock on Jan. 3, 2000, what would you have ended up with in April 2011?Accounting for stock splits and, in Microsoft’s case, dividends, but excluding taxes and broker’s fees, you would have US$2,072 from Microsoft stock and US$13,294 from Apple stock. And if you had invested US$1,000 in each company on May 26 last year, your App le stock would have been worth US$1,427 in mid-April, compared with US$1,033 for your Microsoft stock. Bottom line: Apple has been by far the superior investment over the past decade. Revenue Microsoft’s fiscal year 2006 revenue was more than double Apple’s FY ’06 revenue: US$44. 3 billion to US$19. 3 billion. What has happened since?Apple’s revenues have more than tripled, while Microsoft’s have grown by less than 50 percent. Bottom line: Apple’s fiscal year 2010 revenue edged Microsoft’s, US$65. 2 billion to US$62. 5 billion. (Note: Microsoft’s fiscal year is July through June, and Apple’s is October through September. ) Profits Microsoft’s profits were six times larger than Apple’s in their respective 2006 fiscal years. Apple’s net income has subsequently grown sevenfold, while Microsoft’s has increased roughly 50 percent. (Sharon Machlis) Bottom line: While Microsoft still generates more p rofits than Apple, the gap has narrowed significantly.If current trends continued – a big if – Apple would likely top Microsoft’s profits in a couple of years. Number of employees Microsoft still employs substantially more people than Apple does, although the size of Microsoft’s workforce has dropped a bit, from 93,000 in 2009 to 89,000 in 2010. Apple’s reported headcount has been rising, with a significant jump from 34,300 in 2009 to 46,600 in 2010. Bottom line: Apple’s revenue per employee at the end of its 2010 fiscal year was substantially higher than Microsoft’s: US$1. 4 million versus US$702,000.Likewise, Apple’s profits per employee were US$300,429, compared with US$211,236 for Microsoft. So how do they stack up overall? Opinions aside, Apple has impressed investors much more than Microsoft has, despite the latter’s considerably larger size and continued dominance on the desktop. Apple’s recent ability to c reate category-changing (or category-creating) devices such as the iPhone and the iPad –as it did with the iPod several years earlier – appears to carry much more weight than Microsoft’s assured, steady income stream from a maturing market.However, experts do expect Microsoft to overtake Apple in the Smartphone market. Bottom line: Those of us who thought a year ago that Apple might be overvalued have been proven wrong †¦ so far. Conclusion Which Company do people prefer? After all the analysis it can be understood from this study that a lot of reason and authentic facts impact on specific company and buyer’s decision. There is always a continuous rivalry between the two companies, but the most important thing to consider before buying a computer is the purpose it will serve.Microsoft primarily makes its profits from business to business, which mainly consists of selling licenses to its operating system to computer manufacturers and office suites for enterprises. On the other hand, Apple is primarily a consumer company, and makes most of its profit selling hardware, like its iPod music players and Mac computers. This makes the target of Apple’s site much clearer — marketing, selling and providing support for its products to consumers. (Andy M. Zaky) If you’re looking at usability alone, Apple comes out ahead.They have a better designed homepage that offers less choice, which means the user needs to think less. They have consistent navigation across all of their pages. They use a lot of white space and sub-headings to make everything more readable, yet they keep things simple by not overusing too many different text treatments. The Apple site is generally more user friendly and offers a much better experience to consumers who use it to check out Apple’s latest products. Having said this, the Apple website is much smaller in scale than Microsoft’s site.Unlike Apple, Microsoft hosts many differen t sites and sections under the Microsoft. com brand, creating a whole ecosystem of sub-sites. Each site is packed with information and the live powered search that Microsoft offers tends to yield good results. The biggest problem for Microsoft is consistency. (Dmitry Fadeyev). In a nutshell, both companies need some area to improve to fit for customer wants, to give customers master product and to provide consistency in telecommunication originations. BIBLIOGRAPHY WEBSITES Suhail M (2009)-Apple vs Pc: What is better?Available: http://ezinearticles. com/? Apple-Vs-PC—What-is-Better? &id=4337642 visited: 25th September 2011 Admin (2010)-Why Do People Like Apple Computers So Much? Available: http://www. asiaosc. org/why-do-people-like-apple-computers-so-much. html visited: 3rd october 2012 Dmitry Fadeyev (2009)-Apple vs. Microsoft: A website usability study. Available: http://www. webdesignerdepot. com/2009/05/apple-vs-microsoft-a-website-usability-study/ visited: 28th October 2 012 Andy M. Zaky (2010)- Apple closes in on Microsoft revenue race. Available: http://tech. fortune. cnn. om/2010/07/19/apple-closes-in-on-microsoft-in-revenue-race/ visited: 28th October 2012 Sharon Machils (2011)- Analysis: Apple versus Microsoft – by the numbers. 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APPENDIX-1 Interview Questions The following questions will be asked by the interviewer to the respondent, which will aid study in finding out which of two companies’ most people prefer. Which company do you prefer, Microsoft or Apple? * Why do you prefer the company you have chosen? * What are the advantages and disadvantages of the company you have selected? * In your opinion, which company has a greater market share? * Which product do you widely use in your environment? * Have you ever faced major barriers in your company? Explain. * Who are your major competitors? * What advice would you give to weaker companies? How can they improve in order to attract customers, regain lost customers and retain present customers? APPENDIX 2(A) APPENDIX 2(B) APPENDIX 2(C)