Search results for: cognitive and decision-making modeling

Authors: Mohd Asrul Affendi Bi Abdullah, Nyi Nyi Naing

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The purpose of this study was to identify comparable manner between negative binomial death rate (NBDR) and zero inflated negative binomial death rate (ZINBDR) with died patients with (HIV + T B+) and (HIV + T B−). HIV and TB is a serious world wide problem in the developing country. Data were analyzed with applying NBDR and ZINBDR to make comparison which a favorable model is better to used. The ZINBDR model is able to account for the disproportionately large number of zero within the data and is shown to be a consistently better fit than the NBDR model. Hence, as a results ZINBDR model is a superior fit to the data than the NBDR model and provides additional information regarding the died mechanisms HIV+TB. The ZINBDR model is shown to be a use tool for analysis death rate according age categorical.

Keywords: zero inflated negative binomial death rate, HIV and TB, AIC and BIC, death rate

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Authors: S. Houcine Habib, B. Elkhalil Hachi, Mohamed Guesmi, Mohamed Haboussi

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In this paper, dynamic fracture behaviors of cracked orthotropic structure are modeled using extended finite element method (X-FEM). In this approach, the finite element method model is first created and then enriched by special orthotropic crack tip enrichments and Heaviside functions in the framework of partition of unity. The mixed mode stress intensity factor (SIF) is computed using the interaction integral technique based on J-integral in order to predict cracking behavior of the structure. The developments of these procedures are programmed and introduced in a self-software platform code. To assess the accuracy of the developed code, results obtained by the proposed method are compared with those of literature.

Keywords: X-FEM, composites, stress intensity factor, crack, dynamic orthotropic behavior

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Authors: Roli Saini, Pradeep Kumar

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A coagulation/flocculation process was adopted for the reduction of carbamate insecticide (carbofuran) from aqueous solution. Ferric chloride (FeCl₃) was used as a coagulant to treat the carbofuran. To exploit the reduction efficiency of pesticide concentration and COD, the jar-test experiments were carried out and process was optimized through response surface methodology (RSM). The effects of two independent factors; i.e., FeCl₃ dosage and pH on the reduction efficiency were estimated by using central composite design (CCD). The initial COD of the 30 mg/L concentrated solution was found to be 510 mg/L. Results exposed that the maximum reduction occurred at an optimal condition of FeCl₃ = 80 mg/L, and pH = 5.0, from which the reduction of concentration and COD 75.13% and 65.34%, respectively. The present study also predicted that the obtained regression equations could be helpful as the theoretical basis for the coagulation process of pesticide wastewater.

Keywords: carbofuran, coagulation, optimization, response surface methodology

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Authors: K. Djellabi, M. E. H. Latreche

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Induction heating computer simulation is a powerful tool for process design and optimization, induction coil design, equipment selection, as well as education and business presentations. The authors share their vast experience in the practical use of computer simulation for different induction heating and heat treating processes. In this paper deals with mathematical modeling and numerical simulation of induction heating furnaces with axisymmetric geometries. For the numerical solution, we propose finite element methods combined with boundary (FEM) for the electromagnetic model using COMSOL® Multiphysics Software. Some numerical results for an industrial furnace are shown with high frequency.

Keywords: numerical methods, induction furnaces, induction heating, finite element method, Comsol multiphysics software

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Authors: Pedram Khazaie, Sajjad Moein

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In the conventional hot forging of Tongue, which is a fitting for polymer insulator, the material wasted to flash accounts for 20-30% of workpiece. In order to reduce the cost of forged products, this waste material must be minimized. In this study, a flashless forging die is designed and simulated using the finite element method (FEM). A solution to avoid overloading the die with a simple preform is also presented. Moreover, since in flashless forging, burr is formed on the edge of workpiece, a controlled flash forging method is proposed to solve this problem. The simulation results have been validated by experiments; achieving close agreement between simulated and experimental data. It was shown that numerical modeling is helpful in reducing cost and time in the manufacturing process.

Keywords: burr formation, die design, finite element method, flashless forging

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Authors: Kunal Tongaria, Abhishek Mangal, S. Mandal, Devendra Mohan

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The carbonation of concrete is a phenomenon which is a function of various interdependent parameters. Therefore, in spite of numerous literature and database, the useful generalization is not an easy task. These interdependent parameters can be grouped under the category of internal and external factors. This paper focuses on the internal parameters which govern and increase the probability of the ingress of deleterious substances into concrete. The mechanism of effects of internal parameters such as microstructure for with and without supplementary cementing materials (SCM), water/binder ratio, the age of concrete etc. has been discussed. This is followed by the comparison of various proposed mathematical models for the deterioration of concrete. Based on existing laboratory experiments as well as field results, this paper concludes the present understanding of mechanism, modeling and future research needs in this field.

Keywords: carbonation, diffusion coefficient, microstructure of concrete, reinforced concrete

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Authors: Carla Van De Sande, Jana Vandenberg

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Just like physical skills, cognitive skills grow rusty over time unless they are regularly used and practiced, so academic breaks can have negative consequences on student learning and success. The Keeping in School Shape (KiSS) program is an engaging, accessible, and cost-effective intervention that harnesses the benefits of retrieval practice by using technology to help students maintain proficiency over breaks from school by delivering a daily review problem via text message or email. A growth mindset is promoted through feedback messages encouraging students to try again if they get a problem wrong and to take on a challenging problem if they get a problem correct. This paper reports on the relationship between confidence, accuracy, and decision-making during the implementation of the KiSS Program at a large university during winter break for students enrolled in an engineering introductory Calculus course sequence.

Keywords: growth mindset, learning loss, on-the-go learning, retrieval practice

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Authors: Wang Mimi, Jiang Changjun, Liu Guanjun, Fang Xianwen

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Loop structure often appears in the business process modeling, analyzing the consistency of corresponding workflow net models containing loop structure is a problem, the existing behavior consistency methods cannot analyze effectively the process models with the loop structure. In the paper, by analyzing five kinds of behavior relations of transitions, a three-dimensional figure and two-dimensional behavior relation matrix are proposed. Based on this, analysis method of behavior consistency of business process based on Petri net branching processes is proposed. Finally, an example is given out, which shows the method is effective.

Keywords: workflow net, behavior consistency measures, loop, branching process

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Authors: Hyeon-Kyo Lim, Sang-Hun Byun

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Risk assessment is carried out in most industrial plants for accident prevention, but there exists insufficient data for statistical decision making. It is commonly said that risk can be expressed as a product of consequence and likelihood of a corresponding hazard factor. Eventually, therefore, risk assessment involves human decision making which cannot be objective per se. This study was carried out to comprehend perceptive characteristics of human beings in industrial plants. Subjects were shown a set of illustrations describing scenes of industrial plants, and were asked to assess the risk of each scene with not only linguistic variables but also numeric scores in the aspect of consequence and likelihood. After that, their responses were formulated as fuzzy membership functions, and compared with those of university students who had no experience of industrial works. The results showed that risk level of industrial workers were lower than those of any other groups, which implied that the workers might generally have a tendency to neglect more hazard factors in their work fields.

Keywords: fuzzy, hazard, linguistic variable, risk assessment

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Authors: Ersan Aktas, Eren Turanoğuz

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In this study, the quad-electrical rotor driven unmanned aerial vehicle system is designed and modeled using fundamental dynamic equations. After that, mechanical, electronical and control system of the air vehicle are designed and implemented. Brushless motor speeds are altered via electronic speed controllers in order to achieve desired controllability. The vehicle's fundamental Euler angles (i.e., roll angle, pitch angle, and yaw angle) are obtained via AHRS sensor. These angles are provided as an input to the control algorithm that run on soft the processor on the electronic card. The vehicle control algorithm is implemented in the electronic card. Controller is designed and improved for each Euler angles. Finally, flight tests have been performed to observe and improve the flight characteristics.

Keywords: quadrotor, UAS applications, control architectures, PID

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Authors: Man N. M. Cheung

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In judging the attractiveness of female body shape, visual sense is one of the important means. The ratio and proportion of body shape influence the perception of female physical attractiveness. This study aims to examine visual perception of digital textile prints on a virtual 3D model in judging the attractiveness of the body shape. Also, investigate the influences when using different shape parameters and their relationships. Participants were asked to conduct a set of questionnaires with images to rank the attractiveness of the female body shape. Results showed that morphing the fabric prints with a certain ratio and combination of shape parameters - waist and hip, can enhance the attractiveness of the female body shape.

Keywords: digital printing, 3D body modeling, fashion print design, body shape attractiveness

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Authors: Ridha Zgolli, Hatem Kanfoudi

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Cavitating flows inside a diesel injection nozzle hole were simulated using a mixture model. A 2D numerical model is proposed in this paper to simulate steady cavitating flows. The Reynolds-averaged Navier-Stokes equations are solved for the liquid and vapor mixture, which is considered as a single fluid with variable density which is expressed as function of the vapor volume fraction. The closure of this variable is provided by the transport equation with a source term TEM. The processes of evaporation and condensation are governed by changes in pressure within the flow. The source term is implanted in the CFD code ANSYS CFX. The influence of numerical and physical parameters is presented in details. The numerical simulations are in good agreement with the experimental data for steady flow.

Keywords: cavitation, injection nozzle, numerical simulation, k–ω

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Authors: Zina Benouaret, Djamil Aissani

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In this work, we introduce the qualitative and quantitative concept of the strong stability method in the risk process modeling two lines of business of the same insurance company or an insurance and re-insurance companies that divide between them both claims and premiums with a certain proportion. The approach proposed is based on the identification of the ruin probability associate to the model considered, with a stationary distribution of a Markov random process called a reversed process. Our objective, after clarifying the condition and the perturbation domain of parameters, is to obtain the stability inequality of the ruin probability which is applied to estimate the approximation error of a model with disturbance parameters by the considered model. In the stability bound obtained, all constants are explicitly written.

Keywords: Markov chain, risk models, ruin probabilities, strong stability analysis

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Authors: Sadaf Nawaz, Adnan Ahmed Khan, Asad Mahmood, Chaudhary Farrukh Javed

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Classically, an energy detector is implemented in time domain (TD). However, frequency domain (FD) based energy detector has demonstrated an improved performance. This paper presents a comparison between the two approaches as to analyze their pros and cons. A detailed performance analysis of the classical TD energy-detector and the periodogram based detector is performed. Exact and approximate mathematical expressions for probability of false alarm (Pf) and probability of detection (Pd) are derived for both approaches. The derived expressions naturally lead to an analytical as well as intuitive reasoning for the improved performance of (Pf) and (Pd) in different scenarios. Our analysis suggests the dependence improvement on buffer sizes. Pf is improved in FD, whereas Pd is enhanced in TD based energy detectors. Finally, Monte Carlo simulations results demonstrate the analysis reached by the derived expressions.

Keywords: cognitive radio, energy detector, periodogram, spectrum sensing

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Authors: Rifat Sezer, Abdulhamid Aryan

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The purpose of this study is to research both the ductility of the reinforced concrete beams without fiber and the ductility of the reinforced concrete beams with fiber. For this purpose, the analytical load - displacement curves of the beams were formed and the areas under these curves were compared. According to the results of this comparison, it is concluded that the reinforced concrete beams with polypropylene fiber are more ductile. The dimension of the used beam-samples for analytical model in this study is 20x30 cm, their length is 200 cm and their scale is ½. The reinforced concrete reference-beams are produced as one item and the reinforced concrete beams with P-0.60 kg/m3 polypropylene fiber are produced as one item. The modeling of reinforced concrete beams was utilized with Abaqus software.

Keywords: polypropylene, fiber-reinforced beams, strengthening of the beams, abaqus program

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Authors: Tao Qu, Chandra Prakash, Vikas Tomar

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The interfaces between organic and inorganic phases in natural materials have been shown to be a key factor contributing to their high performance. This work analyzes crack propagation in a 2-ply laminate subjected to uniaxial tensile mode-I crack propagation loading that has laminate properties derived based on biological material constituents (marine exoskeleton- chitin and calcite). Interfaces in such laminates are explicitly modeled based on earlier molecular simulations performed by authors. Extended finite element method and cohesive zone modeling based simulations coupled with theoretical analysis are used to analyze crack propagation. Analyses explicitly quantify the effect that interface mechanical property variation has on the delamination as well as the transverse crack propagation in examined 2-ply laminates.

Keywords: chitin, composites, interfaces, fracture

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Authors: Raymond C. Hawkins II, Catherine A. Hawkins

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The System Contextual Integrated Model (SCIM), developed as a trans-theoretical framework for selecting measures for psychotherapy process and outcome, is reformulated for behavioral health applications. The SCIM “healing cycle” is an allostatic hedonic affective-cognitive right-hemisphere–left-hemisphere coordinated process involving positive alliesthesia that mitigates traumatic pain and generates psychological flexibility. The SCIM “trauma cycle” is an allostatic overload alliesthesia opponent process with long-lasting pathology sequelae. The social ecological context moderates the “healing cycle” and the “trauma cycle.” Repeated evocation of the “healing cycle” in a therapeutic relationship can gradually relieve trauma sequelae. The SCIM is applied to pain, obese binge eating, and substance use disorders.

Keywords: allostasis, alliesthesia, opponent process, behavioral health, assessment

Procedia PDF Downloads 136

Authors: Christopher Spiewak, M. R. Islam, Mohammad Arifur Rahaman, Mohammad H. Rahman, Roger Smith, Maarouf Saad

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For those who have lost the ability to move their hand, going through repetitious motions with the assistance of a therapist is the main method of recovery. We have been developed a robotic assistive device to rehabilitate the hand motions in place of the traditional therapy. The developed assistive device (RAD-HR) is comprised of four degrees of freedom enabling basic movements, hand function, and assists in supporting the hand during rehabilitation. We used a nonlinear computed torque control technique to control the RAD-HR. The accuracy of the controller was evaluated in simulations (MATLAB/Simulink environment). To see the robustness of the controller external disturbance as modelling uncertainty (±10% of joint torques) were added in each joints.

Keywords: biorobotics, rehabilitation, robotic assistive device, exoskeleton, nonlinear control

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Authors: M-M. Mohamed Ahmed, Nacer K. M’Sirdi, Aziz Naamane

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In this paper, a longitudinal and lateral control approach based on a nonlinear observer is proposed for a convoy of autonomous vehicles to follow a desired trajectory. To authors best knowledge, this topic has not yet been sufficiently addressed in the literature for the control of multi vehicles. The modeling of the convoy of the vehicles is revisited using a robotic method for simulation purposes and control design. With these models, a sliding mode observer is proposed to estimate the states of each vehicle in the convoy from the available sensors, then a sliding mode control based on this observer is used to control the longitudinal and lateral movement. The validation and performance evaluation are done using the well-known driving simulator Scanner-Studio. The results are presented for different maneuvers of 5 vehicles.

Keywords: autonomous vehicles, convoy, non-linear control, non-linear observer, sliding mode

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Authors: A. Jameel, G. A. Harmain, Y. Anand, J. H. Masoodi, F. A. Najar

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The present study investigates the effect of inclusions on the shape and size of crack tip plastic zones in engineering materials subjected to static loads by employing the element free Galerkin method (EFGM). The modeling of the discontinuities produced by cracks and inclusions becomes independent of the grid chosen for analysis. The standard displacement approximation is modified by adding additional enrichment functions, which introduce the effects of different discontinuities into the formulation. The level set method has been used to represent different discontinuities present in the domain. The effect of inclusions on the extent of crack tip plastic zones is investigated by solving some numerical problems by the EFGM.

Keywords: EFGM, stress intensity factors, crack tip plastic zones, inclusions

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Authors: Eman AbuKhousa, Marwan Z. Bataineh

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The 21^st century higher education and globalization challenge new faculty members to build effective professional networks and partnership with industry in order to accelerate their growth and success. This creates the need for community of practice (CoP)-oriented development approaches that focus on cognitive apprenticeship while considering individual predisposition and future career needs. This work adopts data mining, clustering analysis, and social networking technologies to present the CoP-Network as a virtual space that connects together similar career-aspiration individuals who are socially influenced to join and engage in a process for domain-related knowledge and practice acquisitions. The CoP-Network model can be integrated into higher education to extend traditional graduate and professional development programs.

Keywords: clustering analysis, community of practice, data mining, higher education, new faculty challenges, social network, social influence, professional development

Procedia PDF Downloads 175

Authors: Hamdy M. Youssef, Eman A. Al-Lehaibi

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This paper presents an iteration method for the numerical solutions of a one-dimensional problem of generalized thermoelasticity with one relaxation time under given initial and boundary conditions. The thermoelastic material with variable properties as a power functional graded has been considered. Adomian’s decomposition techniques have been applied to the governing equations. The numerical results have been calculated by using the iterations method with a certain algorithm. The numerical results have been represented in figures, and the figures affirm that Adomian’s decomposition method is a successful method for modeling thermoelastic problems. Moreover, the empirical parameter of the functional graded, and the lattice design parameter have significant effects on the temperature increment, the strain, the stress, the displacement.

Keywords: Adomian, decomposition method, generalized thermoelasticity, algorithm

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Authors: Ning Chang, Zelong Yuan, Yunpeng Wang, Jianchun Wang

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The utilization of Large Eddy Simulation (LES) has been extensive in turbulence research. LES concentrates on resolving the significant grid-scale motions while representing smaller scales through subfilter-scale (SFS) models. The deconvolution model, among the available SFS models, has proven successful in LES of engineering and geophysical flows. Nevertheless, the thorough investigation of how sub-filter scale dynamics and filter anisotropy affect SFS modeling accuracy remains lacking. The outcomes of LES are significantly influenced by filter selection and grid anisotropy, factors that have not been adequately addressed in earlier studies. This study examines two crucial aspects of LES: Firstly, the accuracy of direct deconvolution models (DDM) is evaluated concerning sub-filter scale (SFS) dynamics across varying filter-to-grid ratios (FGR) in isotropic turbulence. Various invertible filters are employed, including Gaussian, Helmholtz I and II, Butterworth, Chebyshev I and II, Cauchy, Pao, and rapidly decaying filters. The importance of FGR becomes evident as it plays a critical role in controlling errors for precise SFS stress prediction. When FGR is set to 1, the DDM models struggle to faithfully reconstruct SFS stress due to inadequate resolution of SFS dynamics. Notably, prediction accuracy improves when FGR is set to 2, leading to accurate reconstruction of SFS stress, except for cases involving Helmholtz I and II filters. Remarkably high precision, nearly 100%, is achieved at an FGR of 4 for all DDM models. Furthermore, the study extends to filter anisotropy and its impact on SFS dynamics and LES accuracy. By utilizing the dynamic Smagorinsky model (DSM), dynamic mixed model (DMM), and direct deconvolution model (DDM) with anisotropic filters, aspect ratios (AR) ranging from 1 to 16 are examined in LES filters. The results emphasize the DDM’s proficiency in accurately predicting SFS stresses under highly anisotropic filtering conditions. Notably high correlation coefficients exceeding 90% are observed in the a priori study for the DDM’s reconstructed SFS stresses, surpassing those of the DSM and DMM models. However, these correlations tend to decrease as filter anisotropy increases. In the a posteriori analysis, the DDM model consistently outperforms the DSM and DMM models across various turbulence statistics, including velocity spectra, probability density functions related to vorticity, SFS energy flux, velocity increments, strainrate tensors, and SFS stress. It is evident that as filter anisotropy intensifies, the results of DSM and DMM deteriorate, while the DDM consistently delivers satisfactory outcomes across all filter-anisotropy scenarios. These findings underscore the potential of the DDM framework as a valuable tool for advancing the development of sophisticated SFS models for LES in turbulence research.

Keywords: deconvolution model, large eddy simulation, subfilter scale modeling, turbulence

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Authors: N. K. Mohd Affendi, T. A. R. Tuan Abdullah, S. A. Syed Mustaffa

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In power industry transformer is an important component and most of us familiar by the functioning principle of a transformer electrically. There are many losses occur during the operation of a transformer that causes heat generation. This heat, if not dissipated properly will reduce the lifetime and effectiveness of the transformer. Transformer cooling helps in maintaining the temperature rise of various paths. This paper proposed to minimize the ambient temperature of the transformer room in order to lower down the temperature of the transformer. A simulation has been made using finite element methods programs called FEMM (Finite Elements Method Magnetics) to create a virtual model based on actual measurement of a transformer. The generalization of the two-dimensional (2D) FEMM results proves that by minimizing the ambient temperature, the heat of the transformer is decreased. The modeling process and of the transformer heat flow has been presented.

Keywords: heat generation, temperature rise, ambient temperature, FEMM

Procedia PDF Downloads 390

Authors: G. A. Florides, E. Theofanous, I. Iosif-Stylianou, P. Christodoulides, S. Kalogirou, V. Messarites, Z. Zomeni, E. Tsiolakis, P. D. Pouloupatis, G. P. Panayiotou

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Ground Coupled Heat Pumps (GCHPs) exploit effectively the heat capacity of the ground, with the use of Ground Heat Exchangers (GHE). Depending on the mode of operation of the GCHPs, GHEs dissipate or absorb heat from the ground. For sizing the GHE the thermal properties of the ground need to be known. This paper gives information about the density, thermal conductivity, specific heat and thermal diffusivity of various lithologies encountered in Cyprus with various relations between these properties being examined through comparison and modeling. The results show that the most important correlation is the one encountered between thermal conductivity and thermal diffusivity with both properties showing similar response to the inlet and outlet flow temperature of vertical and horizontal heat exchangers.

Keywords: ground heat exchangers, ground thermal conductivity, ground thermal diffusivity, ground thermal properties

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Authors: Hassina Gheribi, Salim Boukebbab

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The measurement of the parts manufactured on CMM (coordinate measuring machine) is based on the association of a surface of perfect geometry to the group of dots palpated via a mathematical calculation of the distances between the palpated points and itself surfaces. Surfaces not being never perfect, they are measured by a number of points higher than the minimal number necessary to define them mathematically. However, the central problems of three-dimensional metrology are the estimate of, the orientation parameters, location and intrinsic of this surface. Including the numerical uncertainties attached to these parameters help the metrologist to make decisions to be able to declare the conformity of the part to specifications fixed on the design drawing. During this paper, we will present a data-processing model in Visual Basic-6 which makes it possible automatically to determine the whole of these parameters, and their uncertainties.

Keywords: coordinate measuring machines (CMM), associated surface, uncertainties of measurement, acquisition and modeling

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Authors: Shahin A. Abdel-Naby, Asad T. Hassan, Stuart Loch, Michael Fogle, Negil R. Badnell, Michael S. Pindzola

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Accurate and reliable laboratory astrophysical data for electron-ion recombination are needed for plasma modeling. Dielectronic recombination (DR) rate coefficients are calculated for boron-like nitrogen and oxygen ions using state-of-the-art multi-configuration Breit-Pauli atomic structure AUTOSTRUCTURE collisional package within the generalized collisional-radiative framework. The calculations are performed in intermediate coupling scheme associated with n = 0 (2  2) and n = 1 (2  3) core-excitations. Good agreements are found between the theoretically convoluted rate coefficients and the experimental measurements performed at CRYRING heavy-ion storage ring for both ions. Fitting coefficients for the rate coefficients are produced for these ions in the temperature range q2(102-107) K, where q is the ion charge before recombination.

Keywords: Atomic data, atomic processes, electron-ion collision, plasma

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Authors: Sadegh Abebi

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There are problems with estimating time of product process of products, especially when there is variable serving time, like control stage. These problems will cause overestimation of process time. Layout constraints, reworking constraints and inflexible product schedule in multi product lines, needs a precise planning to reduce volume in particular situation of line stock. In this article, by analyzing real queue systems with layout constraints and by using concepts and principles of Markov chain in queue theory, a hybrid model has been presented. This model can be a base to assess queue systems with probable parameters of service. Here by presenting a case study, the proposed model will be described. so, production lines of a home application manufacturer will be analyzed.

Keywords: Queuing theory, Markov Chain, layout, line balance

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Authors: Hossein Shokouhmand, Majid Hasanpour

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A new modification to the Strelow method of chevron-type plate heat exchangers (PHX) modeling is proposed. The effects of maldistribution are accounted in the resulting equation. The results of calculations are validated by reported experiences. The good accuracy of heat transfer performance prediction is shown. The results indicate that considering flow maldistribution improve the accuracy of predicting the flow and thermal behavior of the plate exchanger. Additionally, a wide range of the parametric study has been presented which brings out the effects of chevron angle of PHE on its thermal efficiency with considering maldistribution effect. In addition, the thermally optimal corrugation discussed for the chevron-type PHEs.

Keywords: chevron angle, plate heat exchangers, maldistribution, strelow method

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Authors: Chin Tangtarntana

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The main purpose of this study was to investigate the effects of animation in offensive product advertising. Experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The study was conducted by distributing questionnaires to the target respondents. According to statistics from Innovative Internet Research Center, Thailand, majority of internet users are 18 – 44 years old. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. The findings support that information processing model is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers that are suitable for offensive products.

Keywords: animation, banner ad design, consumer responses, offensive product advertising, stock exchange of Thailand

Procedia PDF Downloads 260