Cog Therapy & Gay & Lesbian Counseling Essay Example | Topics and Well Written Essays - 3750 words

Cog Therapy & Gay & Lesbian Counseling - Essay Example This leads to development of feeling of worthlessness and hence, depression. This feeling of worthlessness and rejection is being faced by the gays and the lesbian population, as the society is yet to accept homosexuality as normal thing (Bringaze, Tammy and White 162). This has led to many homosexual people suffer from psychological disorders. Their psychological disorder is a result of both, the social attitude and their own negative perception of the self image. Hence, cognitive therapy, which aims to resolve the problem from roots, is one of the best therapy to use while counseling gays and lesbians. According to Beck and Weishaar (1986), â€Å" Cognitive therapy is a system of psychotherapy based on theory which maintains that how an individual structures his or her experiences largely determines how he or she feels and behaves† (Freeman and Dattilio 3).Cognitive therapy is mostly based on the quality of the interaction between the therapist and the patient. According to Beck and Weishaar (1986), â€Å"it is a collaborative process of empirical investigation, reality testing, and problem solving between the therapist and patient.† Cognitive therapy has proved to be extremely effective in treating problems related to mind as it not only tries to fix the problem on surface but works on the root cause of the problem by dealing with emotional and behavioral disorders (Freeman and Dattilio 3). Cognitive therapy works effectively because it believes that the behavior pattern of a person depends on how he perceives the self and his relationship and adjustment with people and society around him. According to Horney (1950) and Adler (1936), the behavior pattern of a person

Describing an organization or unit of an organization utilizing a Essay

Describing an organization or unit of an organization utilizing a metaphor - Essay Example Also, regular medical check-ups help maintain the physical fitness of workers and guarantee that work flow will not be derailed due to health reasons. The Joint Commission is â€Å"an independent, not-for-profit organization that accredits and certifies more than 15,000 health care organizations and programs in the United States. Joint Commission accreditation and certification is recognized nationwide as a symbol of quality that reflects an organization’s commitment to meeting certain performance standards. â€Å" (from Joint Commission website). Its mission is to â€Å"continuously improve the safety and quality of care provided to the public through the provision of health care accreditation and related services that support performance improvement in health care organizations. â€Å" (Joint Commission website). The Joint Commission provides the premium standards that health care institutions must comply with to ensure that patients are provided the utmost quality of care they deserve. Upon successfully passing the accreditation requirements, the health care organization earns the symbol of quality that reflects the organization’s commitment to excellence – the Joint Commission’s Gold Seal of Approval. To maintain it, the organization should undergo on-site surveys conducted by a Joint Commission survey team at least every three years. The Joint Commission is a renowned organization that has grown to include wide individual and corporate memberships. It is governed by a 29-member Board of Commissioners including physicians, administrators, nurses, employers, a labor representative, health plan leaders, quality experts, ethicists, a consumer advocate and educators. The wide diversity of experiences of the commissioners enriches health care with their professional backgrounds. The corporate membership likewise enjoys an esteemed group of organizations such as the American College of Physicians, the American College of Surgeons, the American Dental

Foreign Direct Investment (FDI) in India

Foreign Direct Investment (FDI) in India Alok Tyagi QUESTION Discuss the significance of foreign direct investment for a developing country like India? Why India has failed to attract more FDI despite being a democratic country? WHAT IS FOREIGN DIRECT INVESTMENT? MEANING: These three letters stand for direct investment. The simplest explanation of FDI would be a direct investment by a corporation in a commercial venture in another country. A key to escaping this action from investment in other ventures in a foreign country is that the business enterprise operates completely outside the economy of the corporation’s home country. The investing corporation must control 10 percent or more of the voting power of the new venture. According to history the United States was the leader in the FDI activity dating back as far as the end of World War II. Businesses from other nations have taken up the flag of FDI, including many who were not in a financial position to do so just a few years ago. The practise has grown significantly in the last couple of decades, to the point that FDI has generated quite a bit of opposition from groups such as labor unions. These organizations have expressed concern that investing at such a level in another country eliminates jobs. Legislation was introduced in the early 1970s that would have put an end to the tax incentives of FDI. But members of the Nixon administration, Congress and business interests rallied to make sure that this attack on their expansion plans was not successful. One key to introducing FDI is to get a mental picture of the global scale of corporations able to make such investment. A carefully planned FDI can provide a huge new market for the company, perhaps introducing products and services to an area where they have never been available. Not only that, but such an investment may also be more profitable if construction costs and labor costs are less in the host country. The definition of FDI originally meant that the investing corporation gained a significant number of shares (10 percent or more) of the new venture. In recent years, however, companies have been able to make a foreign direct investment that is actually long-term management control as opposed to direct investment in buildings and equipment. Foreign Direct Investment (FDI) is a measure of foreign ownership of productive assets, such as factories, mines and land. Increasing foreign investment can be used as one measure of growing economic globalization. The largest flows of foreign investment occur between the industrialized countries (North America, Western Europe and Japan). But flows to non-industrialized countries are increasing sharply. Foreign direct investment (FDI) refers to long-term participation by country A into country B. It usually involves participation in management, joint-venture, transfer of technology and expertise. There are two types of FDI: inward foreign direct investment and outward foreign direct investment, resulting in a net FDI inflow(positive or negative). Foreign direct investment reflects the objective of obtaining a lasting interest by a resident entity in one country (‘direct investor’) in an entity resident in an economy other than that of the investor (‘direct investment enterprise’). Foreign Direct Investment – when a firm invests directly in production or other facilities, over which it has effective control, in a foreign country. Manufacturing FDI requires the establishment of production facilities. Service FDI requires building service facilities or an investment foothold via capital contributions or building office facilities. Foreign subsidiaries – overseas units or entities Host country – the country in which a foreign subsidiary operates. Flow of FDI – the amount of FDI undertaken over a given time. Stock of FDI – total accumulated value of foreign-owned assets Differs from FDI, which is the investment in physical assets. DEFINITION Foreign direct investment is that investment, which is made to serve the business interests of the investor in a company, which is in a different nation distinct from the investor’s country of origin. A parent business enterprise and its foreign affiliate are the two sides of the FDI relationship. Together they comprise an MNC. The parent enterprise through its foreign direct investment effort seeks to exercise substantial control over the foreign affiliate company. ‘Control’ as defined by the UN, is ownership of greater than or equal to 10% o ordinary shares or access to voting rights in an incorporated firm. For an unincorporated firm one needs to consider an equivalent criterion. Ownership share amounting to less than that stated above is termed as portfolio investment and is not categorized as FDI. FDI stands for FOREIGN DIRECT INVESTMENT, a component of a country’s national financial accounts. Foreign direct investment is investment of foreign assets into domestic structures, equipment, and organizations. It does not include foreign investment into the stock markets. Foreign direct investment is thought to be more useful to a country than investments in the equity of its companies because equity investments are potentially ‘hot money’ which can leave at first sign of trouble, whereas FDI is durable and generally useful whether things go well or badly. FDI or Foreign Direct Investmentis any form of investment that earns interest in enterprises which function outside of the domestic territory of the investor. FDIs require a business relationship between a parent company and its foreign subsidiary. Foreign direct business relationships give rise to multinational corporations. For an investment to be regarded as FDI, the parent firm needs to have at least 10% of the ordinary shares of its foreign affiliates. FOREIGN DIRECT INVESTOR A foreign direct investor is an individual, an incorporated or unincorporated public or private enterprise, a government, a group of related incorporated and unincorporated enterprise – that is, a subsidiary, associate or branch – operating in a country other than the country or countries of residence of the foreign direct investor or investors. TYPES OF FOREIGN DIRECT INVESTMENT FDIs can be broadly classified into two types: Outward FDIs Inward FDIs This classification is based on the types of restrictions imposed, and the various pre-requisites required for these investments. Outward FDI: An outward-bound FDI is backed by the government against all types of associated risks. This form of FDI is subject to tax incentives as well as disincentives of various forms. Risk coverage provided to the domestic industries and subsidies granted to local firms stand in the way of outward FDIs, which are also known as ‘direct investments abroad’. Inward FDI: Different economic factors encourage inward FDIs. These include interest loans, tax breaks, grants, subsidies, and the removal of restrictions and limitations. Factors detrimental to the growth of FDIs include necessities of differential performance and limitations related with ownership patterns. Other categorizations of FDI Other categorizations of FDI exist as well. Vertical Foreign Direct Investment takes place when a multinational corporation owns some shares of a foreign enterprise, which supplies input for it or uses the output produced by the MNC. Horizontal foreign direct investments happen when a multinational company carries out a similar business operation in different nations. Horizontal FDI – the MNE enters a foreign country to produce the same products at home. Conglomerate FDI – the MNE produces products not manufactured at home. Vertical FDI – the MNE produces intermediate goods either forward or backward in the supply stream. Liability of foreignness – the costs of doing business abroad resulting in a competitive disadvantage. METHODS OF FOREIGN DIRECT INVESTMENTS The foreign direct investor may acquire 10% or more of the voting power of an enterprise in an economy through any of the following methods: By incorporating a wholly owned subsidiary or company By acquiring shares in an associated enterprise Through a merger or an acquisition of an unrelated enterprise Participating in an equity joint venture with another investor or enterprise Foreign direct investment incentives may take the following forms: Low corporate tax and income tax rates Tax holidays Other types of tax concessions Preferential tariffs Special economic zones Soft loan or loan guarantees Free land or land subsidies Relocation expatriation subsidies RD support Infrastructure subsidies WHY IS FDI IMPORTANT FOR ANY CONSIDERATION OF GOING GLOBAL? The simple answer is that making a direct foreign investment allows companies to accomplish several tasks: Avoiding foreign government pressure for local production. Circumventing trade barriers, hidden and otherwise. Making the move from domestic export sales to a locally-based national sales office. Capability to increase total production capacity. Opportunities for co-production, joint venture with local partners, joint Marketing arrangements, licensing, etc. A more complete response might address the issue of global business partnering in very general terms. While it is nice that many business writers like the expression, ‘think globally, act locally’, this often used clichà © does not really mean very much to the average business executive in a small and medium sized company. The phrase does have significant connotations for multinational corporations. But for executives in SME’s, it is still just another buzzword. The simple explanation for tis is the difference in perspective between executives of multinational corporations and small and medium sized companies. Multinational corporations are almost always concerned with worldwide manufacturing capacity and proximity to major markets. Small and medium sized companies tend to be more concerned with selling their products in overseas markets. The advent of the internet has ushered in a new and very different mindset that tends to focus more on access issues. SME†™s in particular are now focusing on access to markets, access to expertise and most of all access to technology. THE STRATEGIC LOGIC BEHIND FDI Resources seeking – looking for resources at a lower real cost. Market seeking – secure market share and sales growth in target foreign market. Efficiency seeking – seeks to establish efficient structure through useful factors, culture, policies or markets. ENHANCING EFFICIENCY FROM LOCATION ADVANTAGES Location advantages – defined as the benefits arising from a host country’s comparative advantages. Lower real cost from operating in a host country Labour cost differentials Transportation costs, tariff and non-tariff barriers Governmental policies IMPROVING PERFORMANCE FROM STRUCTURAL DISCREPANCIES Structural discrepancies are the differences in industry structure attributes between home and host countries. Examples include areas where: Competition is less intense Products are in different stages of their life cycle Market demand is unsaturated There are differences in market sophistication INCREASING RETURN FROM OWNERSHIP ADVANTAGES Ownership advantages come from the application of proprietary tangible and intangible assets in the host country. Reputation, brand image, distribution channels Technological expertise, organizational skills, experience Core competence – skills within the firm that competitors cannot easily imitate or match. ENSURING GROWTH FROM ORGANIZATIONAL LEARNING MNEs exposed to multiple stimuli, developing: Diversity capabilities Broader learning opportunities Exposed to: New markets New practices New ideas New cultures New competition FDI INDIAN ECONOMY The economy of India is the third largest in the world as measured by purchasing power parity, with a gross domestic product (GDP) of US $3.611 trillion. When measured in USD exchange-rate terms, it is the tenth largest in the world, with a GDP of US $800.8 billion. The economy is diverse and encompasses agriculture, handicrafts, textile, manufacturing and a multitude of services. Although two-thirds of the Indian workforce still earn their livelihood directly or indirectly through agriculture, services are growing sector and are playing an increasingly important role of India’s economy. The advent of the digital age, and the large number of young and educated populace fluent in English, is gradually transforming India as an important ‘back office’ destination for global companies or the outsourcing of their customer services and technical support. India is a major exporter of highly-skilled workers in software and financial services, and software engineering. India followed a socialist-inspired approach for most of its independent history, with strict government control over private sector participation, foreign trade, and foreign direct investment. FDI up to 100% is allowed under the automatic route in all activities/sectors except the following which will require approval of the government activities that require an Industrial License. INVESTMENT RISKS IN INDIA Sovereign Risk Political Risk Commercial risk Risk due to terrorism FDI POLICY IN INDIA Foreign Direct Investment policy FDI policy is reviewed on an outgoing basis and measures for its further liberalisation are taken. Change in sectoral policy/sectoral equity cap is notified from time to time through press notes. FDI policy permits FDI up to 100% from foreign investor without prior approval in most of the sectors including the services sector under automatic route. FDI in sectors under automatic route does not require any prior approval either by the government or the RBI. The foreign direct investment scheme and strategy depends on the respective FDI norms and policies in India. The FDI policy of India has imposed certain foreign direct investmentregulations as per the FDI theory of the government of India. These include FDI limits in India for example: Foreign direct investment in India in infrastructure development projects excluding arms and ammunitions, atomic energy sector, railway system, extraction of coal and lignite and mining industry is allowed upto 100% equity participation with the capping amount as Rs. 1500 crores. FDI limit of maximum 49% in telecom industry especially in the GSM services. FDI figures in equity contribution I the finance sector cannot exceed more than 40% in banking services including credit card operations. Foreign direct investment: Indian scenario FDI is permitted as under the following forms of investments – Through financial collaborations Through joint ventures and technical collaborations Through capital markets via Euro issues Through private placements or preferential allotments CONCLUSION A large number of changes that were introduced in the country’s regulatory economic policies heralded the liberalization era of the FDI policy regime in India and brought about a structural breakthrough in the volume of FDI inflows into the economy maintained a fluctuating and unsteady trend during the study period. It might be of interest to note that more than 50% of the total FDI inflows received by India, came from Singapore and the USA. According to findings and results, we have concluded that FII did have significant impact on Sensex but there is less co-relation with Bank and IT. One of the reasons for high degree of any linear relation can also be due to the simple data. There are other major factors that influence the bourses in the stock market.

Dialects in American Literature Essay -- essays research papers

Dialects in American Literature In the late 19th and early 20th centuries dialect was not common in American Literature. Writers who attempted to accurately capture American dialect and slang often failed to make it believable. In my essay, â€Å"Dialects in American Literature,† I will compare and contrast three writers who used dialect in their writings and explain the difference between effective and ineffective use of dialect. The writers I will be discussing are Mark Twain, Bret Harte, and William Dean Howells. The use of dialect in American literature comes from using a combination of realism and regionalism. According to dictionary.com â€Å"realism is an inclination toward literal truth and pragmatism and regionalism is the use of regional characteristics, as of locale, custom, or speech, in literature or art.† Regionalism includes local language, which is often expressed by using dialect. Three examples of accurately capturing regionalism are: Bret Harte’s â€Å"The Outcasts of Poker Flat† (1869), Mark Twain’s â€Å"Adventures of Huckleberry Finn† (1884-1885), and William Dean Howells â€Å"A Hazard of New Fortunes† (1890). The Biography of Bret Harte states that he was born in Albany New York on August 25, 1839. In 1854, his mother, a widow, moved him to California. In California Harte worked as a miner, school teacher, express messenger, printer, and journalist. While Harte was in San Francisco writing for â€Å"The Californian† he worked with Mark Twain, Charles Warren Stoddard, Prentice Mulford and the editor, Henry Webb. He contributed many poems and prose pieces to the paper. Bret Harte was appointed Secretary of the United States Branch Mint at San Francisco in 1864. He held that office until 1870. Harte then became the first editor of the â€Å"Overland Monthly.† "The Luck of Roaring Camp" published in the â€Å"Overland Monthly† brought him instant and wide fame. He was thereafter requested to contribute poems and articles to a number of publications. His stories of the American West were much in demand in the eastern United States. In 1871 he moved to New Yo rk. He later moved to Boston. â€Å"The Outcasts of Poker Flat† was first published in an issue of the Overland Monthly magazine in January, 1869. Bret Harte was also the editor of Overland Monthly ... ... â€Å"Harte’s influence on the writings of Mark Twain,† Twentieth-Century Literary Criticism 25 (1964): 209. Harte Bret. â€Å"Outcasts of Poker flat.† Page by Page books 25 Nov 2004 Lewis Andrew G. â€Å"Biography of Samuel Clemens alias Mark Twain.† Biography of Mark Twain 22 Nov. 2004 McMurray William. A Hazard of New fortunes,† Twentieth-Century Literary Criticism 7 (1967): 390. McMichael George, Leonard James S, Lyne Bill, Mallon Anne-Marie, Mitchell Verner D. Anthology of American Literature. Volume II ed 8. New Jersey: Person Education, 2004 O’Brien Edward J. â€Å"The Advance of the American Short Story.† Short Story Criticism 8 (1923): 230-231. Reuben Paul P. "Biography of Francis Bret Harte.† The History of San Francisco. 24 Nov. 2004 Wall Rachel G. â€Å"Dialect and Subtle Characterization in William Dean Howells A Hazard of New Fortunes,† Issues in Languages and Linguistics 24 Nov. 2004 Dialects in American Literature Essay -- essays research papers Dialects in American Literature In the late 19th and early 20th centuries dialect was not common in American Literature. Writers who attempted to accurately capture American dialect and slang often failed to make it believable. In my essay, â€Å"Dialects in American Literature,† I will compare and contrast three writers who used dialect in their writings and explain the difference between effective and ineffective use of dialect. The writers I will be discussing are Mark Twain, Bret Harte, and William Dean Howells. The use of dialect in American literature comes from using a combination of realism and regionalism. According to dictionary.com â€Å"realism is an inclination toward literal truth and pragmatism and regionalism is the use of regional characteristics, as of locale, custom, or speech, in literature or art.† Regionalism includes local language, which is often expressed by using dialect. Three examples of accurately capturing regionalism are: Bret Harte’s â€Å"The Outcasts of Poker Flat† (1869), Mark Twain’s â€Å"Adventures of Huckleberry Finn† (1884-1885), and William Dean Howells â€Å"A Hazard of New Fortunes† (1890). The Biography of Bret Harte states that he was born in Albany New York on August 25, 1839. In 1854, his mother, a widow, moved him to California. In California Harte worked as a miner, school teacher, express messenger, printer, and journalist. While Harte was in San Francisco writing for â€Å"The Californian† he worked with Mark Twain, Charles Warren Stoddard, Prentice Mulford and the editor, Henry Webb. He contributed many poems and prose pieces to the paper. Bret Harte was appointed Secretary of the United States Branch Mint at San Francisco in 1864. He held that office until 1870. Harte then became the first editor of the â€Å"Overland Monthly.† "The Luck of Roaring Camp" published in the â€Å"Overland Monthly† brought him instant and wide fame. He was thereafter requested to contribute poems and articles to a number of publications. His stories of the American West were much in demand in the eastern United States. In 1871 he moved to New Yo rk. He later moved to Boston. â€Å"The Outcasts of Poker Flat† was first published in an issue of the Overland Monthly magazine in January, 1869. Bret Harte was also the editor of Overland Monthly ... ... â€Å"Harte’s influence on the writings of Mark Twain,† Twentieth-Century Literary Criticism 25 (1964): 209. Harte Bret. â€Å"Outcasts of Poker flat.† Page by Page books 25 Nov 2004 Lewis Andrew G. â€Å"Biography of Samuel Clemens alias Mark Twain.† Biography of Mark Twain 22 Nov. 2004 McMurray William. A Hazard of New fortunes,† Twentieth-Century Literary Criticism 7 (1967): 390. McMichael George, Leonard James S, Lyne Bill, Mallon Anne-Marie, Mitchell Verner D. Anthology of American Literature. Volume II ed 8. New Jersey: Person Education, 2004 O’Brien Edward J. â€Å"The Advance of the American Short Story.† Short Story Criticism 8 (1923): 230-231. Reuben Paul P. "Biography of Francis Bret Harte.† The History of San Francisco. 24 Nov. 2004 Wall Rachel G. â€Å"Dialect and Subtle Characterization in William Dean Howells A Hazard of New Fortunes,† Issues in Languages and Linguistics 24 Nov. 2004

Mang Inasal Marketing Profile Essay

Liqueur- is an alcoholic beverage that has been flavored with fruit, herbs, nuts, spices, flowers, or cream and bottled with added sugar. Liqueurs are typically quite sweet; they are usually not aged for long but may have resting periods during their production to allow flavors to marry. Salad- is a wide variety of dihses they may include mixture of cold and hot. Often raw vegetable. Also pasta, legumes, eggs, meat, poultry, seafood, and fuit. cooking oil- any of numerous vegetable oils used in cooking vegetable oil, oil- any of a group of liquid edible fats that are obtained from plants hotel- a commercially run establishment providing lodging and usually meals for guests, and often containing a public bar banquet- a lavish and sumptuous meal; feasta ceremonial meal for many people, often followed by speeches catering- To provide food or entertainment. Baking- To cook (food) with dry heat, especially in an oven. Cocktail- Any of various mixed alcoholic drinks consisting usually of brandy, whiskey, vodka, or gin combined with fruit juices or other liquors and often served chilled. Mocktail- A cocktail containing no alcohol. Tourism- the activitiy of traveliring for pleasure, to see sights, for recreation etc. hospitality- An instance of cordial and generous treatment of guests. Entertainment- Something that amuses, pleases, or diverts, especially a performance or show. Barista- is a person, usually a coffee-house employee, who prepares and serves espresso-based coffee drinks. Manager- a manager is a person who helps others others get more done. A manager helps others get more done by: motivating them providing directions making sure they are working together toward a common goal removing roadblocks and providing feedback. Supevisor- A supervisor is the lowest, or most-junior, management position. It is usually a step above lead (Accounting Supervisor is senior to Lead Accounting Specialist), but below Manager. Culinary Arts-Members of the kitchen brigade are culinary artisans. They have gone through rigorous training in accredited culinary arts programs, and have learned the theories and techniques they need in order to be successful. Simply put, practicing culinary arts means you’re elevating the act of eating from one of mere necessity to one of pleasure. Cake- Cake is a form of bread or bread-like food. In its modern forms, it is typically a sweet and enriched baked dessert. In its oldest forms, cakes were normally fried breads or cheesecakes, and normally had a disk shape. Determining whether a given food should be classified as bread, cake, or pastry can be difficult. Herbs- is â€Å"any plant with leaves, seeds, or flowers used for flavoring, food, medicine, or perfume† or â€Å"a part of such a plant as used in cooking†. Spices- is a dried seed, fruit, root, bark, or vegetative substance used in nutritionally insignificant quantities as a food additive for flavor, color, or as a preservative that kills harmful bacteria or prevents their growth. Bread- is a staple food prepared by cooking a dough of flour and water and often additional ingredients.

Applications of Data Mining in the areas of Marketing Communications Essay

Introduction In the information age, technological advancements have facilitated the collection of large amounts of information on various fields to include military intelligence, scientific and business data amongst several others. Computers are able to sort out this data with the aid of database management systems. Data can be classified according to predefined criteria. Data mining involves the extraction of implicit and useful information from databases. Use of relational databases is more helpful in the sense that it allows linkage with the structured query language (SQL) that allows for predicting, comparison and the determination of variations (Che, Han & Yu, 1996). In websites, this technology is used by businesses in crawling through web pages and collect information that enables the organization to enhance business, analyze the market trends and utilize the information obtained to their best interest (Web Data Mining, 2013). Applications of Data Mining In the Areas of Marketing Communications, Public Relations and Corporate Communications With the development of business intelligence, corporate management through the use of data marts and reporting software can obtain data from any region or field of interest in computer readable form in a relatively short time. It uses this data to forecast on future market expectation and consumer trends. Through its models and tools, managers are able to predict future events (Web Data Mining, 2013). It allows the analysis of past records and marketing to tailor and narrow target audience. It also helps in the determination of marketing methods; in the end, it increases revenue on sales with fewer campaigns. Data mining can predict consumer behavior, the psychology of the consumer, behavior while shopping, influence of business environment on consumers and consumer motivation depending on the importance of the product.   The products sold to consumers provide data on items how they are positioned. Data mining analyzes consumption patterns, for instance, during festive seasons to find out which products sell more and the association between one product and another. It is common to associate the purchase of bread with butter (Raorane & Kulkarni, 2011).Association is utilized in making decisions in cross marketing. Through web crawling information on consumer preferences are collected, their purchase records are used in making inventory decisions and analysis of fraudulent payments (Web Data Mining, 2013). Data mining can be categorized according to the data that is collected, in businesses the identification of high profit and low risk customers is an important task for business owners, customers can be segmented with associated characteristics as loyalty and other traits. This is useful in marketing and customer relationship management (Rajagopal, 2011). Accuracy is how often models get their predictions right while reliability is a measure of consistency of the model. Validation is done to determine how models perform against real data; quality and characteristics of a data mining model must be evaluated before deployment. However, data mining models are considered reliable if they generate the same type of predictions and return the same pattern of findings regardless of the test data. Reliability in data mining is also dependent on the skill, knowledge and the ingenuity of the analyst. Meaningful relations between variables can be extracted from databases in complex formats that are unachievable through manual systems. However, reliability is no longer assured in data mining due to its complex heterogeneous and dynamic nature. It is necessary to incorporate preventive measures to safeguard data validity and integrity (Kavulya, Gandhi, & Narasimhan, 2008). Conclusion Data mining is an effective tool in fields as medicine, marketing and crime prevention amongst many others. The use of computers has seen this lessen the time required for researches. The tools and models it utilizes are very helpful in business in determining and predicting consumer trends and consumption patterns that were unknown in the past. This seeks to promote revenues with little campaigns. Additionally, the use of web data mining allows businessmen to monitor consumer patterns, clusters and associations for inventory purposes. However, this technique may not be completely reliable, this depends on the skills of the user and preventive measures installed checking on reliability. Through legislation and technological interventions these issues can be alleviated. References Kavulya, S., Gandhi, R. & Narasimhan, P. (2008). Gumshoe: Perspective. IEEE Trans. Knowledge and Data Engineering, 8 (1), pp. 866-883. Rajagopal, S. (2011). Customer data clustering using data mining technique. International journal of Database Management Systems, 3(4), pp. 1-9. Raorane, A & Kulkarni, R.V. (2001). Data mining techniques: a source for consumer behavior analysis. Retrieved November 13, 2014 from: http://arxiv.org/pdf/1109.1202.pdf Web data mining. (2013). Predictive analytics and data mining. Retrieved November 13, 2014 from: http://www.web-datamining.net/analytics/