ITM422 - Administering IT Infrastructure - Mod 3 Case Assignment Essay

ITM422 - Administering IT Infrastructure - Mod 3 Case Assignment - Essay Example Companies are said to have overwhelming data if they begin to collect and store from external sources. Many organizations acquire huge data when they purchase information technology solutions and applications from external vendors. Researchers advise companies to have a database which is simple and user friendly (Lucker, 2005). It must also be properly organized and prepared which would allow the employees to access the information. It is necessary that the organization of the data be smooth which would assist the users in obtaining significance out of it. The smooth and simple organization of data from small projects can assist organizations in taking more complex projects. This will not lead to an abundance of data but it allows it to be organized in a simple, practical, and logical way. The data needs to be classified and categorized in a way which allows for the running of numerous applications (Lucker, 2005). It is also essential that database designers implement systems with fe atures that are beneficial for the organization. Many organizations are utilizing the technological innovations to manage data in a simple, organized and consistent way. The logging of data is performed to ensure that IT administrators can use it if there has been a security breach or event. Companies are increasingly using firewalls, UNIX, Windows servers, and other hardware to perform logging of data. Calpine is a company which deals with power and energy products (Higgins, 2005). The company not only logs its data but has also properly designed and evaluated it. Firewall analysis applications are being used as a smart way to find specific events (Higgins, 2005). The conventional method of finding specific events inside logs is very cumbersome and time consuming. Many vendors like Cisco offer technological solutions that are assisting companies in designing smart and simplified organizational data management processes. The increase in customers and automation of

Consumer Behaviour Essay Example | Topics and Well Written Essays - 750 words - 1

Consumer Behaviour - Essay Example In this respect, it is especially important in determining its characteristics. In addition, there is also insight it provides with regards to the consumer behavior and likely actions, which allow for the identification of problems and opportunities in marketing the product afterwards. There are at least five stages/steps by which the consumer makes his or her purchases: 1) need recognition; 2) information search; 3) evaluation of alternatives; 4) purchase; and, 5) postpurchase behavior (Lamb, Hair and McDaniel 2008, 140). Some experts add some stages in the process, such as with the model developed by Engle, Kollat and Blackswell, which divided the consumption stage into two - consumption and post-consumption - and adding a unique element in the form of divestment (Verma 2007, 178). All in all, the stages are pretty straightforward and speak for themselves. For instance, need recognition pertains to the actual desire, want or need of a consumer. This is usually the first stage in th e process, but the rest of the stages do not strictly follow the order by which they were outlined here in this paper. The stages as outlined by this paper highlight the fact that consumer purchase decisions are influenced by several factors - both external and internal influences. Personal desires, wants and needs as well as the available information and influencers are just some of these variables. They have to be understood in order to make sense of the complexity of the process. Finally, there is also the fact that consumer decision-making process does not end with the purchase of the product. For product developers, it may as well be an endless cycle that is why understanding the process is crucial in order to identify some semblance of pattern and coherence and make use of it in product development and in marketing. Theory 2: Family Roles influence on decision Making   Certainly, the motivating factors behind each consumer's purchase behavior are unique and different. Howeve r, the role of the family as a single most important variable in the decision-making process for all consumers is the same for most consumers in most purchase decisions. This powerful influence, according to Blythe (2006) is due to three reasons: 1. the parental influence in the case of the children is deeply embedded because it started the earliest and therefore impact the children's perception of everything that follows; 2. the parental desire to do what is best for the children and the family; and, 3. the influence of siblings as role models, particularly when the sibling is older or in some cases the carer or the adviser (138). The above reasons were just the fundamental ones especially when considering the fact that in some families, membership is not confined to the parents and their offspring. Rather, there are also the extended family such as aunts, uncles, cousins and grandparents. Finally, it must be underscored that within the family or within household, a relationship ex ists, wherein each member has a role and participates in every decision-making process. This relationship, role and participation are underpinned by other issues such as gender and other variables that characterize the interpersonal relations within. Collectively, they can define who

Physics Assignment Example | Topics and Well Written Essays - 1000 words

Physics - Assignment Example Consequently, by dividing the weight of the pet turtle with the gravitational constant, then the value found is approximately one kilogram; that in this case is the mass of the turtle. Force acting on a given object is directly proportional to its mass. Similarly, the constant of proportionality in this case, is the acceleration. In an instance that may see, the increase in the force acting on the object, while decreasing its mass, will in this case lead to increase in its acceleration. Every idea in the field of science has some principles that lead to the explanation of its originality. For this reason, that is why there are always other options of verifying the validity of the facts so that it fit within the demands of the present. Such tests on the facts also make it possible for correction of errors that theory came with from its original inventors The mistake here is failure to have the knowledge of expressing very huge numbers into standard figures. For this case, expression of 4,000 in standard form would be 4.0*103 which is the correct answer for justifying the figure to have three significant

Discuss how the American criminal justice system has impacted the Essay

Discuss how the American criminal justice system has impacted the Black community, 1880-2011 - Essay Example One can find extensive research material on African American criminal justice system. There is a great inequality visible in the criminal justice system of America. It has been pointed out by Pastore and Maguire (2000) that African Americans comprise of only 12 percent of U.S total population but they make 29.7 of all arrests. Since beginning of the court system in America, black people have been given fewer privileges and rights. Dred Scott decision considered the black slaves as property of their masters who purchased and brought them to America. According to one report of Justice Department, quoted by Free (2003), illustrates that number of African American youth is six times more than that of white people found in jails. These black criminals often get harsher punishments than White criminals. These disparities are crystal clear when comparison is made between non-Hispanic African American females and non-Hispanic White criminal females arrested by authorities (Beck & Karberg, 20 01). With passage of time, the condition of these detained African American criminals has worsened . It has been found that when cases of these people are brought into courts they mostly take more time than the cases related to white criminals.

Macroeconomic Position of Iceland as of 2006 Essay

Macroeconomic Position of Iceland as of 2006 - Essay Example This essay provides a thorough economic analysis of the economic developments in the Icelandic economy in the year of 2006. Ii is shown in the essay, that the national economy depended heavily on the fishing industry, which provided more than 60% of total export earnings and employs 12% of the work force. Iceland’s economy had been diversifying into manufacturing and service industries in the last decade and new developments in software production, biotechnology, and financial services were taking place. The tourism sector was also expanding, with trends in eco-tourism such as whale watching, hiking, and nature tours growing steadily. As Iceland had focused on leveling its financial landscape and opening its markets, it had created an imbalance in the economy. The resulting volatility threatened a return to the previous days of economic overheating. The employment numbers were good, but any disruption of current output woull change that immediately. Inflation, driven by overheating real estate and investment markets, was growing. These issues had to be resolved immediately. Through prudent monetary policy, inflation could be tamed. By implementing wise fiscal policy, expenses and debt could be reduced. In terms of fiscal policy, Iceland needed to adjust its approach so that the monetary policy could be adequately supported without resorting to continued and severe hikes in the interest rate. Simply, this meant tightening its budget maintenance, reducing its debt, and enhancing the environment for investment

Book Review Why We Dont Listen Essay Example for Free

Book Review Why We Dont Listen Essay James C. Peterson, author of Why Dont We Listen Better? Communicating Connecting in Relationships, through trial and error learned the value of communication balancing in which he found that the counselor must listen awhile, talk until the other person stops hearing and then listen until the person calms enough to hear again. (Peterson, 2007 Pg. 5) This concept is enlarged into a process in which Peterson calls the flat-brain syndrome. The purpose of the writing of this book according to Peterson was to assist couples in gaining the communication skills needed to improve their relationship. In this book Peterson says to make personal connection with people communication skills need to involve the stomach, which puts our feelings into words, the heart which makes clear that we are putting our own feelings into words and the head which puts our thoughts into words. (Peterson, 2007 Pg. 16) Peterson says that he uses the flat-brain syndrome to understand the problem of failed communication. Peterson explains â€Å"communication is the lubrication designed to keep our functions of stomach, heart, and head working separately and together† (Peterson 2007, Pg. 6). The gifted Peterson also takes the concept of the flat brain syndrome a step further by relating to the reader what happens when our systems (stomach, heart and head) get out of whack. (Peterson 2007, Pg. 23) In this scenario Peterson uses these parts to show what happens to communication, for example stomach overloads, hearts might turn bricklike, brains can go flat, and hearing is altered. These things of course alter the way we hear and feel. These things then set us up to fall into the flat-brain syndrome. Peterson 2007 35-48) In part two Peterson explains the â€Å"talker-listener† process or what he refers to as TLC which exhibits his feelings about the whole counseling process. Part three explains the techniques Peterson uses in listening and the traps one can fall into in the process. The process used by Peterson in this book relates things that he has tested and that work for the counselor. In closing Peterson makes clear that to â€Å"put wheels on your technique,† the counselor must exhibit warmth, genuineness and empathy. Why Dont We Listen Better?  Communicating Connecting in Relationships is a book written from the human counselor perspective. Peterson uses examples of everyday objects to relate positive plans for the counselor to put into action to achieve really positive results. Where many writers fail at connecting with their readers, Peterson brings a high level of understanding and process explanation simply by being down to earth in his communication. The whole goal of the book seemed to be to make a progressive and positive change in the process the non-professional counselor could use to aid and assist his counselee. From reading the title of the book one might think that listening is the key to the whole process but Peterson adds to the process by incorporating the qualities that pastor counselors should strive to achieve. Those qualities are caring for the counselee, genuine concern for them and the desire to point them at the real counselor. Reflection In reflecting upon the teachings of Dr. Peterson in Why Dont We Listen Better? Communicating Connecting in Relationships, I am reminded of a conversation I had with my middle son and his wife just recently. In particular this book has taught me that I need to listen better and that my boys and their wives are not children anymore. I serve as a missionary to the Navajo in Thoreau, NM. The area is desolate, dry, high and poor. My wife and I had provided a house for our son and daughter-in-law on the property of the church but the time came when they decided they needed to be in a big town where they could both work and do the things young people do. For my wife and I it was a terrible time. We love our kids and we have always been very close. My son tried to explain to me that he needed to find a good job and there were none in Thoreau and that they wanted to be independent. As I look back I realize how bad I was at listening to people that I love. I said it will cost you more than here and I am not going to support you so you can live in Albuquerque. As I think back I realize that I should have listened much better. All the things I told him came true and they came to me for help over and over. Some would say â€Å"well then why do you think that the listening thing was so important? The answer is a beautiful one†¦just the other day I offered to help him work on his car and he said to me â€Å"That’s O. K. dad I have saved up the money to get a mechanic. † Small thing to others I would say but to me he was showing me that he really had grown up. Investigation I must say that I enjoyed reading Why Dont We Listen Better? Communicating Connecting in Relationships. The book helped me to look at several realities about my life as well as my feelings compared to my reactions. I learned that the best way to have a positive relationship is to communicate. For many years the most important thing I feel that I have learned is the art of communication. Peterson has written theories that are effective and have been proven over time. Peterson has given himself to the problem of effective communication, to assisting others and to repairing and building relationships. The book was so easy to understand that I felt like I knew a lot about what Peterson was saying but I learned lots of new things as well. The talker-listener card strategy and the flat-brain theory are things that I will use in the future. It has been hard for me to listen attentively when the communication involves my kids especially when emotions are high but according to the flat-brain theory this is an area that I can work to improve upon. Peterson gives an excellent explanation about how the talker-listener card can work for me and my sons when issues like the one described above come about. Peterson has developed his processes from experiences he has had as a pastoral counselor. Why Dont We Listen Better? Communicating Connecting in Relationships has taught me to be a better listener and how to speak only when the counselee is actively listening to me. This is really a great book for those that want to learn to communicate with others better and to connect with the other party. Application As mentioned before I found this book to be very useful not only in my relationships with my family but also in dealing with the Navajo people in general. One of the things peculiar to many of the Navajo people is that they have specific ways of saying things that to the novice might not mean a whole lot but the talker-listener card methodology will help me in reaching out for their inner feelings, thoughts and desires. After reading this book I find many things that I can do to improve myself. When combined with the 7 Spiritual Gifts with 4 (DISC) Personality Types I have discovered some important information that will help me in my ministry. For example the spiritual gifts and behavioral blends specific to me are that my Primary Spiritual Gifts are Encouraging/Exhorting (58/60), Mercy (58/60) and Serving/Ministry/Helps (57/60). My behavioral blends say that what is expected of me is S/D but I am really C/S. My primary spiritual gifts were found to be: Encouraging / Exhorting, Mercy and Serving / Ministry / Helps. I plan to take the profile to heart mainly because some of the people that know me best have said that the profile was me exactly and I agree. I plan to use the suggested scripture to help me work on my weaknesses and to improve on my strengths. I have made a promise to myself and will ask God to help me to listen to what others have to say. I will incorporate a check system to improve my listening technique. I will actively try to listen to the problems of those seeking my advice. I will also attempt to share my thoughts and feelings without labeling, accusing or judging.

Eli Lillys Perspectives Of Utilitarianism

Eli Lillys Perspectives Of Utilitarianism Ever since the mid-1970s, the Federal Drug Administration (FDA) issued stricter rules on informed consent, high compensation has been necessary to attract research subjects for pharmaceutical tests. This generally means that the lowest income people in the U.S. are the ones who participate, since few people with comfortable financial circumstances volunteer to be guinea pigs for the drug companies. Before approving the sale of newly discovered drug, the U.S. Food and Drug Administration requires that the drug is put through 3 phrases of tests after being tested on animals. In phase 1, the drug is taken by healthy human individuals to determine whether it has any side effects. In phase 2, the drug is given to small group of sick patients to determine the dosage levels. In phase 3, the drug is given to large number of sick patients by doctors and hospitals to determine its efficacy. Seriously, participation in drug and medical studies is a dangerous mission. No one knows the long term side effects of the drugs that volunteers take. Although the drug is tested by the animals, it still has a certain percentage of risk to the test subject. The Wall Street journal published an article that reported Eli Lilly, maker of Prozac, uses homeless people to test drugs for FDA approval. The Eli Lilly program, which pays $85 per day, is reportedly to recruit the people through soup kitchens, prisons, and shelters. This journal has aroused a thrill of discussion and comments from the society. Some critics comment on the Eli Lilly Companys decision is unethical by recruiting those homeless alcoholics which may harm their life. However, there are some people who support the decision made by Eli Lilly Company. In fact, the decision is hardly to be described either ethical or unethical. Thus, we must analyze the outcome whether it is positive or negative. In the theory of utilitar ianism, torturing a person who knows the position of a bomb which will kill a number of people is a good act. It is because this act could prevent the pain or death of the innocent people who are exploded by the bomb. Do you think Eli Lillys practice is the right action from the perspective of utilitarianism? 1.0 Answer: In the perspective of utilitarianism, Eli Lilly Company practices a right action. Based on the theory of utilitarianism, it is hedonistic which focuses on the pursuit of pleasure. An action is good if it brings about the most amount of pleasure or happiness for the most people and the least amount of pain. 1.1 A chance of cure the disease From the passage, we know that Eli Lilly Company discovered a new drug for sale. The intention of the company is positive which used for curing the specific disease. If the new drug is applicable, it can save a lot of peoples life in the world. When Eli Lilly began using homeless alcoholics for Phase I testing, they met the requirements set forth both by Congress and by the FDA. These subjects came forward, regardless of their personal motivation, to perform a service that would benefit the greater good. This act exemplifies utilitarianism. 1.2 Providing an employment opportunity The test subject is homeless alcoholics who abide by the Congressional requirements of providing informed consent and making a truly voluntary and un-coerced decision. The target subject from soup kitchen, shelters, jails, and homeless alcoholics who selected by the company is a right decision. It is because these people who are leading a vagrant and poverty life. Moreover, they may not have their family members. Thus, this selection could eliminate their worries on their family members. Besides, Eli Lily Company can employ them as their temporary worker to earn some pocket money. Homeless alcoholics are usually poor and lazy which could not afford to own a house themselves. Thus, with a new employment, they could earn money and spend it whatever they wish. This act exemplifies utilitarianism in providing employment opportunities for those unemployed and homeless people. 1.3 Improvement standard of living Eli Lily Company provides a set of benefits to the participants who take part in the drug testing. They can earn $85 per day while receiving a warm bed, food and medical care. Besides, the tests runs for months, participants can make money up to $4500 which is abundant in the point of their views. Thus, they can enjoy a better living compared to a vagrant life. 1.4 Exclude the people who have their family From the decision of Eli Lilly made, the target subject is homeless alcoholics. The reason is the company knows a healthy person will not take an untested substance that is not intended to cure them of anything. Besides, it may have side effects which could lead to unimaginable consequences. Therefore, the company decided to choose those people who do not have a family to have a drug testing. In this case, it can minimize the risk and responsibility that a person has to bear. Besides, the participant will have less worries and burden in taking in a drug test. This act has proved the utilitarianism by minimize the pain in the society. 1.5 Reducing a countrys crime rate Homeless alcoholics are the person who usually unemployed and do not own a house. They might not have enough money to purchase the alcohol beverages and will think out many negative approaches in order to get it. As a result, crime cases like break-in, rob, snatch handbags, and stealing often exist within a country. In Eli Lily Company decision, it utilizes the homeless alcoholics as test subject is mutual beneficial. Homeless alcoholics can the benefit as they sign an informed-consent form to participate in drug testing. The participants can earn $85 per day while receiving a warm bed, food and medical care. Meanwhile, the company could achieve its objective in launching the drug testing in phase 1. As a result, this act exemplifies utilitarianism in term of reducing the probabilities of potential crime rate within a country. Question 2 The concept of a right plays a critical part in many of the moral arguments and moral claims invoked in business discussion. How do you apply the concept of a right in this case study? 2.0 Answer: 2.1 The concept of Right The Concept of Rights is defending an alternative to both of the traditional views and the justified-constraint theory of rights. On this view of concept, a person has a right if a feature of that person is a sound justification for others to have a particular sort of normative constraint. The justified-constraint theory is avoiding the problems which have bedeviled the interest, benefit theories and the choice of will theories. It also will solve the puzzle of the relational nature of rights. On the justified-constraint view, an obligation correlative to a right is the right-holder when it is a feature of the right-holder that justifies the obligation. The analysis also shows that, as far as the concept of rights is concerned, any sort of individual or group can have rights. The limits on what sorts of things have rights are substantive, not conceptual. After that, the justified-constraint solves the problem of the rights of past and future generations. It is a theory which applies, without modification, to past, present and future beings. In this study case, the peoples had signed the informed consent and make a truly voluntary and uncoercived decision agreement with the company. They should know about the test may have some effects to their body but they still sign. According to the justified-constraint theory, those peoples had the responsibility to complete the test. Although the test might have some negative effects, the people must know the test clearly before they had to sign any agreement for the company. The Categorical Imperative is a rule for testing rules of a conduct. It will exclude as immoral any rule of conduct that implies that one person may do something but another, in the similar situation, he will not do the same thing. In other words, it is demands consistency. Contractual right is a part of the concept of right. Contractual rights are deriving from the practice of promise-keeping. They apply to particular individuals to whom contractual promises have been made. Contractual rights arise from specific acts of contract making. They normally come into being when the contract is made, and they reflect the contractual duty that another party has acquired at the same time. Once when they are sign the agreement and get the benefits from the company, they had the contractual duty and provide the service for the company. The test may affect the rest of their life but they still had to do it. So, all the peoples had to understand their reason of choice. Is it a valuable and worthy for them to make this kind of choice. After they make the agreement, they cant break it and must have to complete it. Question 3 What is in your opinion the application of deontological approach to justify Eli Lillys action? 3.0 Answer: The approach used by Eli Lillys action not appropriate. This is because, Eli Lillys company has been trying to keep the product to be really tested before it is sold to the public. The company is using the drunken and mostly suffering from health issues. As the requirement required by the FDA, the U.S Food and Drug Administration law, the product has to be tested by healthy consumers and approved itself by the FDA rules. Therefore the procedure and application of testing by the Eli Lillys action is not fair to all consumers later. The tested drug can be giving a false data as positive. The research for the product to be testified as useable for all consumer later after the product is commercialized will not be accurate. Therefore, it is not applicable. The Eli Lily Company should hire healthy subjects as a tester towards the product. Eli Lily Company maybe cheating and doing the crime, which providing the false data to FDA to seek approval. Eli Lily should run a proper and correct test so that, the FDA will further approve the product in order to be sold later. Other than that, the Eli Lily has been forcing the testers to try the drug, because one of the homeless alcoholic do not even know what type of product he has tested. Therefore already, signing the letter of informed-consent. Informed consent is a type of agreement between two parties which agrees toward the action one tries to take toward another. This is unethical, as it is perceive as the testers are force to do so. However, the Eli Lilys is also encouraging the homeless alcoholic drinker to continue drinking and be homeless. This is because of the rewards given to them is hefty and huge to the homeless. After all the testing rewards is given only for one month. Eli Lily Company should seek true volunteers rather than choosing the drunken homeless. This is because the true volunteers can give a more accurate data, if they are potential product users. Even though Eli Lily is providing good rewards to the homeless, but not drunken homeless are the potential product user later, when the product is commercialized. Eli Lily Company should not try to cheat the government rules and law, by seeking approval using this way. The accurate data from potential users of the product should be submitted instead of the homeless drunken. However to testify the product as use able, should not only be conduct using human testing. Eli Lily should use the technology and bio-technological experts to testify the product. Question 4 In your judgment, is the policy of using homeless alcoholics for test subjects morally appropriate? 4.0 Answer: No. It is morally inappropriate. 4.1 Discrimination This is a form of discrimination toward the potential costumers and homeless alcoholics. This is because the company is making the homeless alcoholic more addicted to the drinking habits when they have the huge reward. The company do not care if the product is going to cause any side effect such as paralysis, organ damage, and other chronicle damage to the potential costumers. The company is taking advantage of the homeless alcoholic weaknesses to test their product by rewarding them. The homeless people are already suffering from their personal problems. But with the reward given, will make it worst. After that, all the reward only last for a month during the testing period. The company could care less about the rest of the potential consumer later, for have not doing the proper testing on the product. For example, company should use the bio or chemical-technology expertise to testify the product. The company is not concern about the side effects of the drugs intent to be sale, but trying to make a business in the environment. 4.2 Against the law and regulation of FDA As stated that the newly discovered drug, it will only be approved for sale by the FDA when the test is on healthy humans only. Therefore, Eli Lilys is doing an unlawful business. The business may result many of public consumers to be suffering from the drug side effect. This is because the company is relying on the drunken homeless alcoholics feedback on their product as a positive feedback in order to get approval from the FDA. The company may be submitting a fraud legal document to the government to be given approval. Therefore many users later, may suffer from the side effect of drugs. The health condition of the homeless drinker maybe different, data cannot be adequate for a positive feedback for use ability for all consumers. The homeless drunk is not appropriate feedback representing to all potential consumers. The product tested by tester should have clue and information about what the product intend to be sold. Therefore, using true volunteer is required. 4.3 Attempt to deceive the participants In general, drunken people are usually posses an unsound mind. It is because they are poisoned by the alcohol and their thinking might be ambiguous. As a result, they may make a wrong decision in participating in the drug testing. In addition, homeless alcoholics may short of money and desperate to gain money as much as possible. They may not think twice before an act. Therefore, truly and uncoercived decision in signing an informed consent is not existed. Besides, the company only pay for the participant $85 a day which is believed as the lowest among its peers. However, because of desperate money in the homeless alcoholics mind have no choice to agree and accept the offer given by the company. 4.4 Absence of a compensation plan Eli Lilly Company did provide the participants in term of money, warm bed, food, and medical care. However, all these things are provided in short term view. The company did not provide them in long term purposes and treat the participants as guinea pigs. Eli Lilly Company did not mention and provided the appropriate compensation plan to the participant in case of death or any side effects. Indeed, they just fulfil the desire of homeless alcoholics and achieve their objective in accomplishing the phase 1 test. The company does not bother a participants safety and danger issues by issuing an appropriate compensation to the injured participant. 4.5 Insufficient of explanation In Eli Lilly Company decision, it did mention the new drug may have dangerous side effect during the testing. Besides, the company also met the requirements set forth both by Congress and by the FDA to launch a drug testing. The FDA requires that participants in such medical test must give their informed consent and make a truly voluntary and uncoercived decision. Unfortunately, the informed consent seems to be failed among the participants. When asking one of the homeless alcoholics, he said he is recruited but he has no idea what kind of drug to be tested on him even though he had signed an informed-consent form. Thus, it has proved that the company did not deliver the adequate information to the intended participant. Conclusion Ethics of an organization is important. This is because the ethics will result towards how the company will be successful. The case of Eli Lilys Company, is a complex situation. The company is at both of moral and ethical clash with law and personal company benefits. Even though the company insist to provide the shelter and financial help to the homeless, but it is still a very selfish act from the company. The FDA, U.S Food and Drugs Administration should consider furthermore of the Eli Lilys company and brand of product. This is because the drug that Eli Lilys produce may not be suitable for the real potential consumers because the tester are not true volunteers to critic and giving positive feedback for the company to develop and testify the product before sale.