Develop marketing options for small business operations Assignment

Develop securities industrying options for small line of credit operations - Assignment ExampleCurrently, Vodafone and 2degree and telecom sell so umpteen brand cell phones like nokia Samsung LG Motorola IPHONE Blackberry etc... There about 80% market for them. We do special mobile phone in the market thats different with them. We tail assembly sell mobile phone price cheaper than them but with good quality and more features. Future growth of the market/products is projected in the following areasDual sim wag thats mean nation dont need carry two phones on every day. Two sim card and works at same time. People can get two different numbers in one mobile.TV function people can watch on the tv in anywhere with mobile phone they have. Thats totally free no cost for that.Picture message people can send and received text with it. Java game people can download and play java game with it.Potential customersBusiness People, Professionals, Students, Parents, ranking(prenominal) Citizen s.Potential suppliersOur potential suppliers would be coming from China to ensure cost effectiveness making us competitive in the market in name of price. Competitors Nokia C2 LG KS660 Dual-SIM Touchscreen Mobile Phone Spice D-1100 Dual SIM PDA Mobile Phone Spice D-88 Dual SIM Mobile Spice D-90 Dual SIM Mobile Phone antonymous business operations and affiliates Mobile Phone carriers like Vodafone, Telecom and 2degrees because they require celphone unit to be able to connect on their network. Publications Local news paper, sleeping room Newspapers, School Publications, Market Research providers Can be done in-house to save on cost Market source Industry organisations Local market business organizations like Avondale, business and chamber organizations. Government agencies and departments SEC, Department of job and other regulating agencies Local Body organizations Avondale market business organizations. Internet Marketing Trade Me and Stella online shopping website. b) Give a bri ef description of the following Market Research rules. (P.C. 1.2) i. Questionnaires Questionnaire is a quantitative form of getting information about the market in a form of written questions to obtain useful statistical information from a given sample from the market that determines consumer preference, customer behavior, market hypothesis, etch. ii. resumes Survey is a quantitative form of getting information about the markets individual characteristic that comprises the market from a given sample that represents the total market. iii. Interviews Is qualitative method of getting information from the market through a structured and prepared conversation. iv. Product demonstrations Product demonstration is marketing research method whereby potential customers are asked to sample the product with a condition that tjeu will report its feedback that will be

Smoking ban in London Parks Coursework Example | Topics and Well Written Essays - 3000 words

Smoking ban in London Parks - Coursework ExampleTo alter this, there is the need to ban sess from all public places, including the parks that are in London. This allow begin to assist with the problems with pollution while ensuring that others arent affected by the harmful substances of cigarettes. Aims The find of this specific project will be to ban the green goddess that is currently in public areas, specifically which is occurring in places such as parks and areas where children and youthfulness are. The aim achieve will be based on providing assistance for health among those who are exposed to the cigarette smoke while offering an utility(a) to those who are conscious of the environment and arent interested in the complexities smoking leads to with the environment and health. By banning the smoking in London public parks, there will be further opportunities for better health and initiatives for environmental awareness in the community. Methodology To ban the smoking in p ublic areas, there will first need to be a focus on the parks and the governance which creates the main policies inside the area. The policies will need to consist of fines or other consequences if individuals are caught smoking in the parks, as well as agreements on how to initialize consequences to stop the smoking in the public areas. The ban that will sell place will then need to be followed by ways to communicate this to the public through press releases, marketing campaigns and initiatives that will support the indemnity on stopping public smoking in the outdoor areas in London. Background The current changes with smoking in public areas began in 2002 in the unify States with the initiative to stop public smoking in bars, restaurants and work areas. This led to a nation wide ban which supported the initiative to stop smoking, specifically with academic leads which showed that smoke free workplaces led to better options for health, working and habits for those within a give n area. The main ideal was to create a space in which non smokers were protected from passive smoking, specifically with evidence which led to the health problems which were stimulated with second hand smoke. This was combined with the environmental problems of not having fresh air within the buildings and the ways in which this could harm the health of those that were located in an area where there were smoking bans (Fichtenberg, Glantz, 2002). The smoking ban which was first initialized was tested in some(prenominal) areas, specifically to see if this resulted in changes with health and from those which were said to be affected through second hand smoke. It was found after the first smoking bans were initialized that inlet into hospitals for complexions such as coronary heart disease began to rapidly decline. This decreased from an average of 47% to 39% within a year, showing a dissimilarity in the amount of health issues, specifically which related to the smoking ban and the monitoring of health effects of those who were being affected by the environmental smoking and the complexities which it had for those with severe health problems (Khuder, Milz, Jordan, 2007). Another study which was initiated after the smoking ban was conducted on the environmental health and the air pollution which was a part of separately of the areas. The environmental tobacco smoke which was associated with the ban was studied in several areas, including bars, hotels and general office areas which allowed

Assignment 3 Essay Example | Topics and Well Written Essays - 1750 words

Assignment 3 - Essay ExampleThe point of view macrocosm taken from the individual is purely through a profit or money-making mindset. Concerns such as data security and data storage argon literally thrown out the window, as social media is purely seen as a selling point for companies and individuals alike. Using social media for the affable and leisurely means of dialogue across transnational borders for family and friends is not in the mindset of the individual in the aforementioned conversation. The notion of making money while you sleep has been discussed widely in internet marketing and social media marketing circles throughout the past decade so much so that individuals coming into the profession of social media marketing are led to believe that they too can make money while they literally are asleep. Yet there are a fig of facets, both moral and ethical, that must be considered when use individual data from social networks for the purpose of advertising through social media networks. How would customers react if, whilst completing their online banking, they were to see an advertisement pop-up offering a meal discount at the latest restaurant they went to? Undoubtedly customers could become a bit finicky when they begin to realise their disbursement habits are not only being tracked, but are actively used to further promote additional products and services. People hate to be sold, hitherto a pop-up on a customers screen may just be the trigger to earn even more money from them. fit to data obtained from the World Bank on worldwide internet users (Internet users as percentage of population, 2012) 32.77% of the worlds population is now using the internet. every(prenominal) people of the aforementioned percentage would be interacting with some form of social media, whether it is Facebook, Twitter, MySpace, Google, Yahoo, and so on. The potential of advertising through such mediums in an effective and visually aesthetic way is unfathomable. College dr opouts are turning into overnight internet multimillionaires as they are beginning to understand the power of social media marketing. The golden years of senile experienced working hard for ones money by working 10, 12, 14 or even 16 hours per day has been replaced with young moguls, who with a keyboard, a mouse and internet access have the capabilities to begin running their own online business from the comfort of their own home with no prior qualifications or experience required. Evans (2010) states individuals are able to develop the use of social media marketing more than just by selling and promoting it is through the use of effective dream-like visualisation from the business owner to the prospective buyer which will entice them to purchase a particular product. Today, entrepreneurs have taken quickly towards information selling and using social media as a form of exponentially increasing their brand awareness. Where previously, word of mouth was predominantly seen as a busi ness driver in future sales, today it is simply the click of a Like button on Facebook, or a photo or instant tweet to friends on Twitter which will determine the success and viability of a company. Business owners will also need to embrace social media marketing and use it to its fullest potential. A number of traditional offline businesses such as postal services are starting to move towards gearing a greater portion of their business activities towards the online arena.

Analyzation of the Kings Speech Essay Example for Free

Analyzation of the Kings Speech EssayAnatole Francis wrote, To accomplish great things, one must not further act but also dream, not only plan, but also believe. In the film The Kings Speech, King George VI did not believe that speech therapy could help him. He was so traumatized afterward trying to articulate clearly in scarer thousands of people. The audience frowned with disdain and sympathy for him. The minute one experiences embarrassment, he or she give never take to experience it again. The King tried m either techniques one can think of, But because of his short fuse and temper, he was not too successful. His supportive married woman Elizabeth, seeks a speech therapist named Lionel Logue, who was the key to his success and accomplishments with overcoming his speech impediment. Even though the speech therapist didnt live with a degree, his intense healing(predicate) lessons did the King well, which proves that no one has to assume a degree in order to help someon e overcome a challenging obstacle.Overcoming a scrap doesnt happen instantly or automatically. It is the outcome of an intention and conscious efforts to doing things that scare a person. Pageantry involves frequent public speaking and impromptu points. On one eventful night of the Miss Sophomore Sweet midpoint 2009-2010 pageant, there was a contestant who was truly awesome the whole night until the question and dissolving agent segment. She stepped out in a gorgeous turquoise cocktail dress and cinderella glass heels. She stood in front of the mic awaiting her question. The contestant was so nervous that her knees began to tremble. The only thing she could do was smile and listen. The master of ceremonies finally began asking the question.As the contestant began to answer the question, she stared right into the audience as they were whispering and giggling. She then stopped in her tracks and started to stumble. Her heart felt a deep pounding because of the embarras chirp moment. She then got lost in her answer and terribly confused. To end that embarrassing moment, she just said give thanks you She quickly walked off the stage in disappointment knowing that her chance of the crown was gone. After that, she never wanted to do another show again. subsequently in the year 2010, she decided that she would like to vie for the prestigious title of unadulterated Islands Carnival Queen. But she had one problem and that was the impromptu segment of question and answer.In the film The Kings Speech, there were many techniques used to improve his stuttering. This includes diaphragmatic breathing, shadowing, masking and tempo techniques. Also, when they would have little conversations, when he stuttered, Mr. Logue would tell him to sing it in a song. He also used tongue twisters to exercise his tongue. These techniques were also applied in the lessons for the contestant who stumbled on her words. Her chaperone, Mrs. Kenya Frett Rowe, like Mr. Logue, also doesnt hav e a degree, but, also like him, she did a great job. Taking smaller breaths with the diaphragm, helped the contestant to relax and to speak more fluently.When relaxing the breathing, the entire body will be relaxed, and this would make the body more comfortable than tense and nervous. This was exactly what the contestant needed. She was also taught to pace herself while answering the question. Slowing down and pacing helps tremendously in preventing stuttering and stumbling. Every other day, Mrs. Rowe and the contestant would work on her issue of answering impromptu questions and giving speeches for the show. The day of any interview or introductory performance, they would go to the place where the event was being held and practice. This was a big help for the contestant because it allowed her to feel comfortable on the day of the event.The night of the Virgin Islands Carnival Queen show was one of the biggest moments of her life. It was time to answer the impromptu question. She st epped out onto the stage with confidence, but deep inside, she was very nervous. As she stood in front of the mic, she thought of all the techniques she was taught. After they asked the question she took a deep breathe and began to answer. After she said thank you, she couldnt believe that she done it. She was in dishonour and full of excitement at the same time. She was so relieved that it was over. Her chaperone was very proud.As a result of overcoming challenging obstacles, one grows as a person and expands the possibilities that surrounds their life. Stuttering is due to a combination of factors, including genetic and environmental. In order to overcome challenging obstacles, one must have support and someone who believes in them. Mrs. Rowe believed in her contestant just like Mr. Logue believed in the King. He believed that he was a strong and powerful individual whom with time can overcome any obstacle with good help and support. Even though Mr. Logue did not have a degree, h e was still a great therapist. This shows that one does not have to be taught in an academic environment to help someone overcome challenging obstacles. Being experienced is just as good as having a degree.

Themes in Kafkas Essay Example for Free

Themes in Kafkas EssayThemes in Frank Kafkas Metamorphosis Franz Kafkas Metamorphosis is a story nigh a man who awakes one morning to find himself converted into a giant bug. This metamorphosis causes a clash between the main character Gregor Samsa and his family which in turn creates major changes in all characters. Kafka utilizes many themes in the story including change, isolation, power and money. These themes aid in making the story vague, while retaining a sniff out of lucidity. One main theme in the story is change. Gregor Samsas reality changes only mildly, despite his radical physical renewing.Prior to his mutation, Gregors life was consumed with his engage as a traveling salesman in addition to taking care of his family. A boring life, dominated by providing for his family, much like a bug provides for his dwell or hive. He describes his life as the plague of traveling the anxieties of changing trains, the irregular, inferior meals, the ever changing faces, never to be seen again, people with whom one has no chance to be friendly (Kafka 13). The real metamorphosis occurs when he realizes his present situation, and his role in his household.Gregor does not change into a bug he manifestly recognizes that he has been one for quite some time. This sudden epiphany could certainly send him into a shock that causes a mental sickness, eventually leading to his death. From the very base the setting creates an atmosphere of isolation, a major theme in the story. Gregors room is at the center of the Samsa familys apartment, with one wall facing the outside, the diametric wall bordering on the living room, and the two side walls shared with the bedroom of Gregors parents and his sister respectively.Each of these walls has an egress onto the world the outside wall has a window, and the other walls have doors leading to the adjacent rooms. These doors, however and in particular the double-door that opens into the living room are not simple entrancew ays into the communal realm of the family rather, they lay out precisely that contradictory complex of merger with and separation from the family that each section of the narrative enacts. These doors function not only as passageways but also as barriers indeed, ultimately they are impenetrable barriers. (Gray 286) After his transformation, Gregor is completely separated. He realizes that its not much different than his life previous life, as the byplay to which he has been so dedicated, shows their disloyalty to him. Moreover, it turns out that Gregor works for a firm that does not trust its employees at all because he is late this one day, the chief clerk shows up to check on him and begins hinting that he is suspected of embezzling funds and may very well be fired (Smith 193). His family alienates him as well.Grete, his younger sister, is the only one who helps him. She was fright but managed to put her apprehensions aside, even getting angry with others for trying to help. After her acceptance as role of caretaker, the other members of Gregors family do not associate with him. No one attempted to understand him, no one, not even his sister, imagined that she could understand him(Kafka 45). As an insect, he can still hear, however, so he cognizes what others want, but they cannot know what he wants.This seems an apt situation for Gregor to end up in, because his life even onwards his transformation seems to have been one of catering to others needs while suppressing his own. sooner long, Gregor settles on the fact that end-to-end his metamorphosis he has neither lost nor gained anything. Even his unsettling dreams the morning of his mutation symbolize a troubled life before his metamorphosis. He is expressing his feelings of a lack of fulfillment and it shows a layer of him otherwise hidden. The actual metamorphosis symbolizes a rebellion assertion of unconscious desires and energies (Eggenschwiler 203).His mother and acquire treat him as a monste r, instead of their son who is in need of help and support, just like they neglected their parental roles before his transformation, allowing him to take on all of their responsibilities. Although in some ways the transformation reinforces Gregors alienation from the world, in other ways becoming an insect is a way for him to leakage his unhappy life. No longer will he have to work at his burdensome job, or care for his family who do not return the same(p) care or respect. Gregor is not the only one to go through a drastic change in the story.His mother, sister and acquire also transform in ways not easily defined by outward appearance. This leads to the second major theme of the book, power. Power is both gained and surrendered by all members of the Samsa family at different points in the story. Before his transformation, Gregor holds the power as the man of the house. He earns the money to pay rent, provide food, and dig his family out of the overwhelming debt his mother and fat her have gotten into. After his transformation, Gregor loses this authority, basically imprisoned in his room, unable to attend to the responsibilities he once had. Gregors humanity, to the extent that his parents and sister acknowledge it, is inextricably level(p) to his function as economic provider (Bloom 60). His father, however, gains power as he takes on the role as head of household. He is consumed by the familys financial burden from the first day after Gregors mutation. He now finds the strength to find employment, something he was too ill to do while Gregor provided for the family. Interestingly, he can only regain his power after Gregor himself, the self-sacrificing, downtrodden one, is dead.This suggests that the presence of a self-sacrificing person drains those around him. Gregor sees his father after some time has passed since his transformation and asks, Was this the same man who in the old days used to lie wearily buried in bed when Gregor left on a business secto r trip who greeted him on his return in the evening, sitting in his bathrobe in the armchair, who actually had difficulty getting to his feet (Kafka 36)? Although Gregor has the most obvious transformation, it seems Grete, his younger sister, changes the most throughout the story, many of these changes involving her own power and standing in the family.At first she takes on the role as his caretaker, bringing him food, cleaning his room and trying to ground him as comfortable as possible in his room. She is his only tie to his family and really his only link to humanity. She gains the consideration of her parents, who once considered her quite useless. Often he heard them say how much they appreciated his sisters work, whereas until now they had frequently been annoyed with her (Kafka 29). She however takes on her own transformation, from girl to woman. With this change, her pity for Gregor diminishes.When at first she had helped Gregor out of kindness, eventually she comes to rega rd the job as a chore. She doesnt always enjoy it, but it serves to define her position in the family, and she becomes territorial reserve about this power she has gained, not wanting her mother to be involved. As she matures and takes on more adult responsibilities, most notably getting a job to help provide for her family financially, her commitment to Gregor diminishes. Grete tells her parents, We must try to get unloose of it (Kafka 49). Eventually she comes to resent the burden of what Gregor has become and it s Grete who decides they must get rid of it. While not as prominent as the other themes, but in correlation with power, the theme of money weaves a path through the story. Gregor is enslaved to his family because he is the only one who makes money. With the exception of his sister, the family seems to treat him not as a son, but as a source of income. When Gregor is no longer able to work after his metamorphosis, he is treated with revulsion and neglect. Once the family begins working, they also find difficulty communicating with each other, eating dinner in silence and flake amongst themselves.The exhaustion brought on by dehumanizing jobs and the recognition that people are only valuable so long as they earn a salary keeps them isolated from one another and unable to create real connections. This story has limited depth if the reader only takes it for its literal meaning and fails to read between the lines to put out the themes included. The reader must delve deeper into the story in order to understand it completely. Kafka kept this story compelling with the inclusion of these themes and other symbolism.

A Bridge to Wisemans Cove Essay Example for Free

A Bridge to Wisemans Cove EssayWith its snoop restored at last, the bird jerked its head side representations to breast at Carl and then Joy, as though it was asking, is it true? Am I free? James Moloney uses the image of the osprey in several ways end-to-end the novel. The main technique in which it is represented, is the emotion of the characters finally noticeing free in there own way.The first use of the image of the osprey is shown when Carls mother Kerry would always leave to go on one of her holidays. I believe that she went on these holidays to make herself feel free. To go off for a few days and leave her real life. But in fact she was never really free. Even on her holidays she always knew that she would eventually book to come back to reality, to her children. Its not that she didnt love her kids, she did.Perhaps she just couldnt handle the stress of having to raise three children as a single parent or maybe just having them around was holding her back. During t he prelude of the novel an unknown women gets on board a bus. She waits out of sight and sneaks on the bus when the driver is pre-occupied. She does not have a ticket and no one knows who she is. The driver gunned the engine, commanding its throaty roar and the bus pulled apart from the roadhouse into the sea of darkness. Only then did the women sit up and permit herself a smile At the end of the novel we find out that this women was Kerry. She was on her way back to her children when the bus she was on drowned into the ocean. In the moment that Kerry died, came the realization that she knew she was finally free.Sarah, Carls sister also finds the courage to leave and set herself free. Free from brio her own life. Since Sarah was old enough to remember she would always have to depend on herself not her mother. When her mother would leave she would have to look after Carl and Harley as though they were her own. She states in the book Im only nineteen years old. Ive got my own life. By the time Harleys old enough to take care of himself, Ill be thirty. Although I dont agree with the way Sarah went about just dropping Harley and Carl off at their aunty Beryls, I agree that she has her own life to live and she needed to escape. Consequently, setting herself free.The image of the osprey is shown in a major way within Carl. In many ways the osprey is a mirror image of Carl, in its appearance, pain, suffering, recovery and how it is set free. The image of the osprey is remarkably similar to that of Carls. It was a, large bird, brown and grey, its head covered by a canvas hood. The description of the osprey matches some aspects of Carls body and personality. Carl was a large boy, miserable like the discolor grey and he was shy like a hood covering his head. This was because he did not want to see what people responded to his body. He was ashamed of himself and the pull in his family had.Although by the end of the book Carl realizes that he finally has new friends and a new family. He finds that people like him and that they ignore that he is a Matt. My ready is Carl Matt. M-A-T-T. Carl screams his name out to the world, he doesnt care anymore. Carl was free. Free of his worries, free of his fears. He is free from the curse that everyone says he and his family has. He could let go of his heartbroken past and be alive just like how the osprey let go of its painful past and began to fly once again. The way the osprey fete its wings and took its first beat against the wind symbolizes the emotions rushing through Carl when he finds out his mum truly did love him and Harley. The journey of the osprey mirror Carls personal life. The osprey was set free in a way that makes Carl feel alive.The image of the osprey is used to represent the characters feeling free. It mainly symbolizes as a metaphor for Carls life. The osprey is free from being hurt by people by being nurtured from Justine and Joy. Carl was also getting injured by people. Througho ut his whole life people were hurting him. Kerry, his mother, Beryl, his aunt, his older sister Sarah and kids calling him names about him weight. When he met Justine and Joy, they saved him. They made him feel alive. They set him free.

Animal Research In Psychology Health And Social Care Essay

Animal Research In Psychology Health And Social Care EssayThroughout its short muniment of recognition as a legitimate try outal field of study (in 1879 when Wundt founded the first laboratory dedicated to psych look for) and subsequent diversification into specialised areas, psychology has utilize and in some cases depended upon the use of non-human wildcats in explore. For just as long, this practice has been contested. Views on the subject of animals in research are polar opposites and the debate appears to hinge upon two issues, first does the scientific use of animals lead to valid, useful and relevant results, and secondly, is it permissible for one species to cause pain, suffering and death to another to achieve aims that originally benefit the former species? Answering these two questions is fraught with difficulty, not least by virtue of the many different variables that require consideration.To answer in the interdict as to the utility or practicality of outcomes sh ould leave the matter there, and the use of animals in research discounted, however, as in all scientific research, conclusions shag not be drawn from a single instance, and successes in some experiments while there may be failures in others is not conclusive evidence. Further the validity and profit of results may be subjective it is not unusual for scientific studies to be challenged years later on, nor methodology found to be flawed. To answer the first hint in the positive brings us crashing to the hurdle of the second, frequently debated issue of whether animals are conscious, moral beings to whom rights should be accorded. Even the question of whether the animal model is an appropriate comparator with mankind requires the participation of animals in the research.The word research carries with it a somewhat negative connotation, and conjures images of secretive men in white coats with unfamiliar surgical implements and ulterior motives. many another(prenominal) people m ay be surprised by how much research is conducted outside of the laboratory and by whom, so one of the barriers to understanding the role of animals in research is a dated perception based loosely on poor historical practices or B-grade horror films. Research involving animals is varied in both(prenominal) its nature and purpose, in the types of animals involved and in the effect that it has on them. Some psychological research could be described as having negligible impact on the animal, for example observation studies in natural settings. Other experiments may actively engage animals in all manner of degrees, and although it is the most extreme of these (such as those involving mistreatment or torture) which raise the ire of those in opposition to use of animals in research, detractors rarely draw the distinction with those experiments that are of specific benefit to animals or the preservation of the species, this includes advances in the field of veterinary science. Also escapi ng consideration is the fact that psychological research using animals has been instrumental in the training and study of medical assistance and comrade animals, and in the development of pet therapy, all of immense benefit to humans. Humans seem to be selective in their outage.Researchers argue that behavioural studies using animals can provide an insight into the behavioural processes of humans and other species (Herzog).It can be argued that psychology, as a science of behaviour and mental processes, includes, by necessity, the study of animals to inspection and repair researchers better understand how animals, both human and non-human, develop and function. The practice of using animals in research has allowed for significant advances across the fields which make up the science and has been central to the development of psychological theories. Without animals, comparative psychology is unviable, and researchers understanding of cognitive processes, evolution, social and mental development, and the ability to treat psychological dysfunction is severely compromised. The devil, however, is in the detail.The use of animals in psychological research has come under increasing scrutiny over the last 50 years. Throughout the 1960s and early middle-seventies Harlow was conducting controversial isolation experiments with monkeys which involved the total isolation of the animals for up to 24 months. Not surprisingly the animals emerged emotionally disturbed from the experience. (Harlow) This reignited the ethical debate regarding animals in research among scientists and academics and illuminated the fact that there was a sliding scale of belief or justification for the practice. (Bowd). The anti-vivisectionist movement which grew up around pros like Singer, Benson and Clark in the mid 1970s had a huge impact on the medical and scientific communities, accusing researchers of cruel treatment of animals while delivering few practical applications (Bowd). Singer wa s oddly critical of behavioural research stating simplyeither the animal is not like us, in which case there is no reason for performingthe experiment or else the animal is like us, in which case we ought not to perform an experiment on the animal which would be considered outrageous if performed on one of us. (p. 52, Singer)Experiments involving the irritation of pain or suffering on animals was receiving particular attention and M.A. Fox, who was a defender of experimentation, defined criteria emphasising the benefit to scientific knowledge, limiting the negative effects on the animal, and the exploring of other equally effective alternatives to the use of animals.(Bowd) Still, there were others who, not satisfied with this concession, further constrained this criteria. Bowd () contends that whether a procedure is inherently objectionable depends upon an analysis of the of necessity and nature of each species, in essence, Rollins rights principle ( Rollins 1985 in Bowd). Emergi ng from this however was a general consensus that research where the benefit to humans was outweighed by the cost of animal suffering (a utilitarian approach) was unnecessary and should be deplored.Whether by sheer coincidence, or in response to public concerns (and bad publicity) stirred up by the anti-experimentation lobby, professional associations with an interest in research began to release their own codes of ethical conduct and dedicated guidelines regarding the use of animals (American Psychological Association, 1981 British Psychological Society, 1986 Canadian Psychological Association, 1986). In most jurisdictions this is now supported by legislation and or Government issued codes of practice. In Australia, it has been left to the individual states and territories to regulate and oversee the use of animals in research, there being an absence of Commonwealth legislation. This is achieved through the instrument the Code of Practice for the Care and Use of Animals for Scienti fic Purposes (the Code), developed by the National Health and medical exam Research Council. The Code utilises what is termed as the 3 Rs approach replacement (with other methods), reduction (in numbers), and refinement (of techniques). Several general principles which govern the use of animals in pedagogics and research have been adopted in many countries as the benchmark procedures aimed at minimising the use of animals in research. These developments may reflect an attempt to reign in the debate and to put it back into the science domain where it belongs.The sustainability of animal research is reliant on the preservation of scientific integrity and due deference to ethical concerns, and in this respect the Code and legislation strike a reasonable balance. Regulation attempts to monitor and define the way research is conducted and achieves this end by the judging of each individual aspect of the proposed experiment. The systematic scrutinisation of factors such as species and number of animals involved, methodology and types of procedures proposed, general care and accommodation of animals and so on, coupled with the exploration of alternative means of carrying out the research aims to safeguard against the traditional criticisms of animal research. Issues of pain and distress It is no doubt inevitable that there will still be experimentation in which the animal is subjected to some discomfort or even pain, however the Code provides some guarantee that this would only occur where such research is essential, of wide application and benefit to humans, no other viable alternative to the procedure has been identified, and such pain or discomfort would be minimised as much as was possible.Animal research, as a valuable tool in the science of psychology cannot be discounted. The current situation with respect to methods, technology and care is markedly different to that preceeding the 1970s and concerted efforts have been made to limit the negative impact of research on test subjects. It is in this atmosphere that the viability and suitableness of the continued use of animals in research can be more forcefully argued. Animal research has contributed to efforts to sustain both humans and animals as a species. It has been responsible for enhancing humanitys knowledge about brain function, emotion, learning and language, and led to the development of biochemical and behavioural therapies. The impact of this knowledge resonates today.The advancement of understanding should not be punished by the sins of the past, therefore providing the proposed research meets the benchmarks set by the Code andlegislation, there is no reason why it ought not to proceed. Evidence may wholesome emerge many years later to alter that view, but it is most likely to come only as a result of animal involvement in research. The current evidence suggests that with due consideration to the benefits accruing to all animals, dispensing with animals in research is inc ommensurate to the perceptible risks associated with their use today.