Search results for: Aydin Azizi

Authors: Aydin Azizi, Ahmed Al. Azizi

Abstract:

Mechanical seals are essential components in centrifugal pumps since they help in controlling leaking out of the liquid that is pumped under pressure. Unlike the common types of packaging, mechanical seals are highly efficient and they reduce leakage by a great extent. However, all multiphase mechanical seals leak and they are subject to failure. Some of the factors that have been recognized to their failure include excessive heating, open seal faces, as well as environment related factors that trigger failure of the materials used to manufacture seals. The proposed research study will explore the failure of multiphase mechanical seal in centrifugal pumps. The objective of the study includes how to reduce the failure in multiphase mechanical seals and to make them more efficient.

Keywords: mechanical seals, centrifugal pumps, multi phase failure, excessive heating

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Authors: Aydin Azizi, Abdurrahman Tanira

Abstract:

With the onset of climate change and limited fuel resources, improving fuel efficiency has become an important part of the motor industry. To maximize fuel efficiency, development of technologies must come hand-in-hand with awareness of efficient driving strategies. This study aims to explore the various driving habits that can impact fuel efficiency by reviewing available literature. Such habits include sudden and unnecessary acceleration or deceleration, improper hardware maintenance, driving above or below optimum speed and idling. By studying such habits and ultimately applying it to driving techniques, in combination with improved mechanics of the car, will optimize the use of fuel.

Keywords: fuel efficiency, driving techniques, optimum speed, optimizing fuel consumption

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Authors: Aydin Azizi, Poorya Ghafoorpoor Yazdi

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This paper presents the review of the studies on the ergonomics, virtual reality, and work measurement (time study) at the industrial workstations because each of these three individual techniques can be used to improve the design of workstations and task position. The objective of this paper is to give an overall literature review that if there is any relation between these three different techniques. Therefore, it is so important to review the scientific studies to find a better and effective way for improving design of workstations. On the other hand, manufacturers found that instead of using one of the approaches, utilizing the combination of these individual techniques are more effective to reduce the cost and production time.

Keywords: ergonomics, time study, virtual reality, workplace

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Authors: Aydin Azizi, Aburrahman Tanira

Abstract:

The main source of energy used in this modern age is fossil fuels. There is a myriad of problems that come with the use of fossil fuels, out of which the issues with the greatest impact are its scarcity and the cost it imposes on the planet. Fossil fuels are the only plausible option for many vital functions and processes; the most important of these is transportation. Thus, using this source of energy wisely and as efficiently as possible is a must. The aim of this work was to explore utilising mathematical modelling and artificial intelligence techniques to enhance fuel consumption in passenger cars by focusing on the speed at which cars are driven. An artificial neural network with an error less than 0.05 was developed to be applied practically as to predict the rate of fuel consumption in vehicles.

Keywords: mathematical modeling, neural networks, fuel consumption, fossil fuel

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Authors: Tugba Yilmaz Aydin, Ergun Guntekin, Murat Aydin

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Effects of heat treatment on the elastic constants of cedar wood (Cedrus libani) were investigated. Specimens were exposed to heat under atmospheric pressure at four different temperatures (120, 150, 180, 210 °C) and three different time levels (2, 5, 8 hours). Three Young’s modulus (EL, ER, ET) and six Poisson ratios (μLR, μLT, μRL, μRT, μTL, μTR) were determined from compression test using bi-axial extensometer at constant moisture content (12 %). Three shear modulus were determined using ultrasound. Six shear wave velocities propagating along the principal axes of anisotropy were measured using EPOCH 650 ultrasonic flaw detector with 1 MHz transverse transducers. The properties of the samples tested were significantly affected by heat treatment by different degree. As a result, softer treatments yielded some amount of increase in Young modulus and shear modulus values, but increase of time and temperature resulted in significant decrease for both values. Poisson ratios seemed insensitive to heat treatment.

Keywords: cedar wood, elastic constants, heat treatment, ultrasound

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Authors: M. Toygar, I. Aydin, M. Agilli, F. N. Aydin, M. Oztosun, H. Gul, E. Macit, Y. Karslioglu, T. Topal, B. Uysal, M. Honca

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Paraquat (PQ) is a well-known quaternary nitrogen herbicide. The major target organ in PQ poisoning is the lung. Reactive oxygen species (ROS) and inflammation play a crucial role in the development of PQ-induced pulmonary injury. Neopterin is synthesized in macrophage by interferon g and other cytokines. We aimed to evaluate the utility of neopterin as a diagnostic marker in PQ-induced lung toxicity. Sprague Dawley rats were randomly divided into two groups (sham and PQ), administered intraperitoneally 1 mL saline and PQ (15 mg/kg/mL) respectively. Blood samples and lungs were collected for analyses. Lung injury and fibrosis were seen in the PQ group. Serum total antioxidant capacity, lactate dehydrogenase (LDH), and lung transforming growth factor-1 (TGF-1) levels were significantly higher than the sham group (in all, p< 0.001). In addition, in the PQ group, serum neopterin and lung malondialdehyde (MDA) levels were also significantly higher than the sham group (in all, p 1/4 0.001). Serum neopterin levels were correlated with LDH activities, lung MDA, lung TGF-1 levels, and the degree of lung injury. These findings demonstrated that oxidative stress, reduction of antioxidant capacity, and inflammation play a crucial role in the PQ-induced lung injury. Elevated serum neopterin levels may be a prognostic parameter to determine extends of PQ-induced lung toxicity. Further studies may be performed to clarify the role of neopterin by different doses of PQ.

Keywords: paraquat, inflammation, oxidative stress, neopterin, lung toxicity

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Authors: Mohammad Umar Azizi, Tetsuya Ando

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This study investigates the transformation of the traditional landscape of Kabul Old City through an examination of five case study areas. Based on physical observation, three types of houses are found: traditional, mixed and modern. Firstly, characteristics of the houses are described according to construction materials and the number of stories. Secondly, internal and external factors are considered in order to implement a conservation plan. Finally, an adaptive conservation plan is suggested to protect the traditional landscape of Kabul Old City.

Keywords: conservation, district 1, Kabul Old City, landscape, transformation, traditional houses

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Authors: Azizi Cherifa, O. Benzaoui

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The thermal aspects in the design of power circuits often deserve as much attention as pure electric components aspects as the operating temperature has a direct influence on their static and dynamic characteristics. MOSFET is fundamental in the circuits, it is the most widely used device in the current production of semiconductor components using their honorable performance. The aim of this contribution is devoted to the effect of the temperature on the properties of MOSFETs. The study enables us to calculate the drain current as function of bias in both linear and saturated modes. The effect of temperature is evaluated using a numerical simulation, using the laws of mobility and saturation velocity of carriers as a function of temperature.

Keywords: temperature, MOSFET, mobility, transistor

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Authors: Oktay Nusratov, Ramin Rzaev, Aydin Goyushov

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Fuzzy inference method based approach to the forming of modular intellectual system of assessment the quality of communication services is proposed. Developed under this approach the basic fuzzy estimation model takes into account the recommendations of the International Telecommunication Union in respect of the operation of packet switching networks based on IP-protocol. To implement the main features and functions of the fuzzy control system of quality telecommunication services it is used multilayer feedforward neural network.

Keywords: quality of communication, IP-telephony, fuzzy set, fuzzy implication, neural network

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Authors: Juzar Vohra, Ravish Malhotra, Tim Pasang, Mana Azizi, Yuan Tao, Masami Mizutani

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In this paper, dissimilar welding of titanium to stainless steels is reported. Laser Beam Welding (LBW) and Gas Tungsten Arc Welding (GTAW) were employed to join CPTi to SS304. The welds were examined using scanning electron microscopy (SEM) and energy dispersive X-ray spectroscopy (EDS). FeTi, Ti2Cr and Fe2Ti dendrites are formed along with beta phase titanium matrix. The hardness values of these phases are high which makes them brittle and leading to cracking along the weld pool. However, it is believed that cracking, hence, fracturing of this weld joint is largely due to the difference in thermal properties of the two alloys.

Keywords: dissimilar metals, fusion welding, intermetallics, brittle

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Authors: Esra Ipekci, Murad Aydin Sanda

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The flora of Bozdağ (Konya) and its surroundings were investigated between 2003 and 2005 years; 700 herbarium specimens belonging to 482 taxa, 257 genera and 62 families were collected and identified from the area. The families which have the most taxa in research area are Asteraceae 67 (14.0%), Fabaceae 60 (12.6%), Lamiaceae 57 (11.9%), Brassicaceae 34 (7.1%), Poaceae 30 (6.3%), Rosaceae 24 (5.0%), Caryophyllaceae 23 (4.8%), Liliaceae 19 (4.0%), Boraginaceae 17 (3.6%), Apiaceae 13 (2.7%). The research area is in the district of Konya and is in the B4 square according to the Grid System. The phytogeographic elements are represented in the study area as follows; Mediterranean 72 (14.9%), Irano-Turanian 91 (18.9%), Euro-Siberian 21 (4.3%). The phytogeographic regions of 273 (56.6%) taxa are either multi regional or unknown. The number of endemic taxa is 79 (16.3%).

Keywords: Sizma, Bozdağ, Flora, Konya, Turkey

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Authors: A. Azizi, M. Toubane, L. Chetibi

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Differential scanning calorimetry (DSC) is a widely used technique for the study of phase transformations, particularly in the study of precipitation. The kinetic of the precipitation and dissolution is always related to the concept of activation energy Ea. The determination of the activation energy gives important information about the kinetic of the precipitation reaction. In this work, we were interested in the study of the isothermal and non-isothermal treatments on the decomposition of the supersaturated solid solution in the alloy AZ91 (Mg-9 Al-Zn 1-0.2 Mn. mass fraction %), using Differential Calorimetric method. Through this method, the samples were heat treated up to 425° C, using different rates. To calculate the apparent activation energies associated with the formation of precipitated phases, we used different isoconversional methods. This study was supported by other analysis: X-ray diffraction and microhardness measurements.

Keywords: calorimetric, activation energy, AZ91 alloys, microstructural evolution

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Authors: Murad Aydin Şanda, Mustafa Küçüködük

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The flora and it’s plants ethnobotanical features of Oyukludag were investigated between 2003 and 2006 years; 780 herbarium specimens belonging to 448 taxa, 292 genera and 62 families were collected and identified from the area. The families which have the most taxa in research area are Compositae (Asteraceae) 78 (17%), Leguminosae (Fabaceae) 58 (13%), Cruciferae (Brassicaceae) 34 (8%), Labiatae (Lamiaceae) 33 (7%), Gramineae (Poaceae) 29 (6%), Caryophyllaceae 19 (4%), Umbelliferae (Apiaceae) 18 (4%), Boraginaceae 17 (4%), Liliaceae 16 (4%). The number of cultivated plants are 17. The research area is in the district of Konya and is in the C4 square according to the Grid System. The phytogeographic elements are represented in the study area as follows; Iranian-Turanian (18%), Mediterranean (17%) and Euro-Siberian (2%). The phytogeographic regions of 268 (60%) taxa are either multi-regional or unknown. The number of endemic taxa is 56 (12%).

Keywords: flora, Oyukludag, Yellibel, Karaman, Turkey

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Authors: S. Belhour, A. K. Ferouani, C. Azizi

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In recent years, a considerable effort (experience, numerical simulation, and theoretical prediction models) has characterised by high efficiency and low cost. Then an improved physics analytical model for simulating is proposed. The performance of GaAs MESFETs has been developed for use in device design for high frequency. This model is based on mathematical analysis, and a new approach for the standard model is proposed, this approach allowed to conceive applicable model for MESFET’s operating in the turn-one or pinch-off region and valid for the short-channel and the long channel MESFET’s in which the two dimensional potential distribution contributed by the depletion layer under the gate is obtained by conventional approximation. More ever, comparisons between the analytical models with different values of mobility are proposed, and a good agreement is obtained.

Keywords: analytical, gallium arsenide, MESFET, mobility, models

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Authors: A. Bentabet, A. Aydin, N. Fenineche

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In this work, we try to determine the best analytical approximation of differential cross sections, used generally in Monte Carlo simulation, to study the electron/positron slowing down in solid targets in the energy range up to 10 keV. Actually, our comparative study was carried out on the angular distribution of the scattering angle, the elastic total and the first transport cross sections which are the essential quantities used generally in the electron/positron transport study by using both stochastic and deterministic methods. Indeed, the obtained results using the relativistic partial wave expansion method and the backscattering coefficient experimental data are used as criteria to evaluate the used model.

Keywords: differential cross-section, backscattering coefficient, Rutherford cross-section, Vicanek and Urbassek theory

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Authors: Murad Aydin Şanda, Hasan Hüseyin Doğan, Öyküm Öztürk

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Element contents were analysed in some wild Boletus taxa [Boletus fechtnerii, Boletus edulis, Boletus dupainii, Boletus calopus, Boletus pulverulentus, Boletus rhodoxanthus] from Marmara region of Turkey by ICP-AES equipment. The element uptake levels were observed at different amounts in each Boletus species. The highest Fe, Ca, Ni, Cd, and Cr concentrations were determined as 4927, 1927, 3.56, 2.69 and 2.63 mg.kg-1 in B. fechtnerii respectively. B. dupainii has highest K, Mg, Mn, and Zn concentrations as 41910, 2757, 476, and 125 mg.kg-1 respectively, whereas B. calopus has highest P, Cu, and B concentrations as 4982, 48.6, and 28.3 mg.kg-1 respectively. B. edulis has highest Na and S contents as 1666 and 5544 mg.kg-1 respectively. Although B. pulverulentus has only the highest Al content as 871 mg.kg-1, on the other hand B. rhodoxanthus has highest Mo concentrations as 0.86 mg.kg-1.

Keywords: Boletus, element, macrofungi, Turkey

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Authors: M. Nghizaderokni, A. Janalizadechobbasty, M. Azizi, M. Naghizaderokni

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The liquefaction resistance of soils can be evaluated using laboratory tests such as cyclic simple shear, cyclic triaxial, cyclic tensional shear, and field methods such as Standard Penetration Test (SPT), Cone Penetration Test (CPT), and Shear Wave Velocity (Vs). This paper outlines a great correlation between shear wave velocity and standard penetration resistance of granular soils was obtained. Using Seeds standard penetration test (SPT) based soil liquefaction charts, new charts of soil liquefaction evaluation based on shear wave velocity data were developed for various magnitude earthquakes.

Keywords: soil, liquefaction, shear wave velocity, standard penetration resistance

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Authors: A. Aydin, E. Akyol, N. Soyatik

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This study has been presented which is a detailed work of seismic microzonation of the city center. For seismic microzonation area of 225 km2 has been selected as the study area. MASW (Multichannel analysis of surface wave) and seismic refraction methods have been used to generate one-dimensional shear wave velocity profile at 250 locations and two-dimensional profile at 60 locations. These shear wave velocities are used to estimate equivalent shear wave velocity in the study area at every 2 and 5 m intervals up to a depth of 60 m. Levels of equivalent shear wave velocity of soil are used the classified of the study area. After the results of the study, it must be considered as components of urban planning and building design of Denizli and the application and use of these results should be required and enforced by municipal authorities.

Keywords: seismic microzonation, liquefaction, land use management, seismic refraction

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Authors: Aydin Teymourifar, Gurkan Ozturk

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In this paper, a new hybrid Hopfield neural network is proposed for the dynamic, flexible job shop scheduling problem. A new heuristic based and easy to implement energy function is designed for the Hopfield neural network, which penalizes the constraints violation and decreases makespan. Moreover, for enhancing the performance, several heuristics are integrated to it that achieve active, and non-delay schedules also, prevent early convergence of the neural network. The suggested algorithm that is designed as a generalization of the previous studies for the flexible and dynamic scheduling problems can be used for solving real scheduling problems. Comparison of the presented hybrid method results with the previous studies results proves its efficiency.

Keywords: dynamic flexible job shop scheduling, neural network, heuristics, constrained optimization

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Authors: M. Akoz, O. B. Citil, I. Aydin

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Colostrum secreted by the mammary glands after birth in the early days, a high proportion of fat, protein and ash containing a secretion containing low amounts of casein and lactose. Especially immunoglobulins contain high proportions. Maternal immunoglobulins own immune system to protect the newborn against neonatal disease until development are very important matter. However, colostrum is transferred to the offspring due to placental barrier in ruminants. Immunoglobulins are absorbed through the intestinal epithelium but absorption can vary under the influence of some factors. These factors are among the priority ones taking colostrum first time, amount, concentration, the metabolic status of the newborn. intestinal absorption of immunoglobulins occurs over the first 24 h high. Absorption from the gut after nine hours, 50% after 24 hours was only 11%. On the other hand pup's digestive system degrade the enzymes after 24 hours immunoglobulins. Bovine colostrum in the composition while basic immune IgG, IgA and IgM are also available. Total IgG in colostrum of ruminants, while in other species is a greater amount in blood serum.

Keywords: immunoglobulin, ruminants, colostrum, immune system

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Authors: Yaprak Aydin

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The rural is no longer a space of only agricultural activities that gave into the global market demands; or an idyll to return after retirement; or only a reservoir of cultural values, but rather a vision to redefine the future in terms of production and consumption relations. Gulpınar in Turkey and Ashtarak in Armenia are two towns where a new ground of dialogue between two communities has been initiated: ‘energy democracy’, which is a significant driving force in a sense of gathering people of two historically conflicted communities around common future concerns; and in a sense of transforming the accepted knowledge on the rurality and all the social structures it represents. This paper seeks to provoke a discussion of to what extent such a rurality is attainable by contextualizing – through visits and meetings in person – two towns and two communities within a renewable energy project called 'Under the Same Sun' carried out by two local civil society organizations together at two public spaces.

Keywords: civil society, energy democracy, prosumer communities, renewable energy, transnational rurality

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Authors: Murad Aydin Şanda, Hasan Hüseyi̇n Doğan

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Twenty-two element contents were analyzed in five wild Agaricus and Agrocybe taxa [Agaricus bresadolanus Bohus, Agaricus essettei Bon, Agaricus xanthoderma Genev. Agrocybe paludosa (J.E. Lange) Kühner & Romagn. Ex Bon and Agrocybe praecox (Pers.) Fayod] from Marmara region of Turkey by ICP-AES equipment. The element uptake levels were observed at different amounts in each Agaricus and Agrocybe species. The highest Pb and P concentrations were determined as 16.74 and 1.501 mg.kg-1 in A. essettei and A.bresadolanus respectively. Ag, P, and Hg concentrations were determined as 30685, 1,501, and 5978 mg.kg-1 in A. bresadolanus respectively. A. essettei has highest Ni, Cu, and Mn concentrations as 37.1, 43.63 and 1476 mg.kg-1 respectively, whereas A. praecox has highest Mo, Ni and P as 0.54, 10.20 and 27.9 mg.kg-1 respectively. A. paludosa has highest Zn, Cd, and Ba concentration as 336.8, 2.26 and 571.5 mg.kg-1 respectively. The highest K concentration was found in A. xanthoderma with 5.31 mg.kg-1. According to Who and FAO critters, identified metals in Agaricus and Agrocybe genera are not harmful to People if they would be consumed.

Keywords: agaricus, element, macrofungi, Turkey

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Authors: Aydin Teymourifar, Gurkan Ozturk

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In this paper, a hybrid Tabu Search (TS) algorithm is suggested for the multi-objective job shop scheduling problems (MO-JSSPs). The algorithm integrates several shifting bottleneck based neighborhood structures with the Giffler & Thompson algorithm, which improve efficiency of the search. Diversification and intensification are provided with local and global left shift algorithms application and also new semi-active, active, and non-delay schedules creation. The suggested algorithm is tested in the MO-JSSPs benchmarks from the literature based on the Pareto optimality concept. Different performances criteria are used for the multi-objective algorithm evaluation. The proposed algorithm is able to find the Pareto solutions of the test problems in shorter time than other algorithm of the literature.

Keywords: tabu search, heuristics, job shop scheduling, multi-objective optimization, Pareto optimality

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Authors: Zaiton Osman, Phang Ing, Azaze Azizi Abd Adis, Izyanti Awg Razli, Mohd Rizwan Abd Majid, Rosle Mohidin

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This study is conducted to investigate the level of financial literacy among students taking Financial Management and Banking in Universiti Malaysia Sabah, Malaysia. Students are asked to answer basic financial literacy questions in their first class before study commence and the similar questions were given in their final week of study (after 14 weeks of study duration). The comparison on their level of financial literacy will be examined. This study is expected to yields the following findings; firstly, comparison of the level of financial literacy 'before and after' courses in finance being introduced can be revealed. Secondly, it will provide suggestion on improving the standard of teaching and learning in financial management and banking courses and lastly it will help in identifying financial courses that are important in improving the level of financial literacy among students in Malaysia.

Keywords: financial literacy, university students, personal financial planning, business and management engineering

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Authors: Aydin Teymourifar, Gurkan Ozturk

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In this paper, a hybrid distributed algorithm has been suggested for the multi-objective job shop scheduling problem. Many new approaches are used at design steps of the distributed algorithm. Co-evolutionary structure of the algorithm and competition between different communicated hybrid algorithms, which are executed simultaneously, causes to efficient search. Using several machines for distributing the algorithms, at the iteration and solution levels, increases computational speed. The proposed algorithm is able to find the Pareto solutions of the big problems in shorter time than other algorithm in the literature. Apache Spark and Hadoop platforms have been used for the distribution of the algorithm. The suggested algorithm and implementations have been compared with results of the successful algorithms in the literature. Results prove the efficiency and high speed of the algorithm.

Keywords: distributed algorithms, Apache Spark, Hadoop, job shop scheduling, multi-objective optimization

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Authors: Aydin Teymourifar, Gurkan Ozturk

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In this paper, a distributed hybrid algorithm is proposed for solving the job shop scheduling problem. The suggested method executes different artificial neural networks, heuristics and meta-heuristics simultaneously on more than one machine. The neural networks are used to control the constraints of the problem while the meta-heuristics search the global space and the heuristics are used to prevent the premature convergence. To attain an efficient distributed intelligent method for solving big and distributed job shop scheduling problems, Apache Spark and Hadoop frameworks are used. In the algorithm implementation and design steps, new approaches are applied. Comparison between the proposed algorithm and other efficient algorithms from the literature shows its efficiency, which is able to solve large size problems in short time.

Keywords: distributed algorithms, Apache Spark, Hadoop, job shop scheduling, neural network

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Authors: Seyda Donmez, Oya Aydin Urucu, Ece Kok Yetimoglu

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Solidified floating organic drop microextraction was used for a preconcentration method of trace amount of lead. The analyte was complexed with 1-(2-pyridylazo)-2-naphtol and 1-undecanol, acetonitrile was added as an extraction and dispersive solvent respectively. The influences of some analytical parameters pH, volumes of extraction and disperser solvent, concentration of chelating agent, and concentration of salt were optimized. Under the optimum conditions the detection limits of Pb (II) was determined. The procedure was validated for the analysis of NCS DC 73347a hair standard reference material with satisfactory result. The developed procedure was successfully applied to food and water samples for detection of Pb (II) ions.

Keywords: analytical methods, graphite furnace atomic absorption spectrometry, heavy metals, solidified floating organic drop microextraction

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Authors: Aydin Teymourifar, Gurkan Ozturk

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In this paper, a hybrid distributed algorithm has been suggested for multi-objective dynamic flexible job shop scheduling problem. The proposed algorithm is high level, in which several algorithms search the space on different machines simultaneously also it is a hybrid algorithm that takes advantages of the artificial intelligence, evolutionary and optimization methods. Distribution is done at different levels and new approaches are used for design of the algorithm. Apache spark and Hadoop frameworks have been used for the distribution of the algorithm. The Pareto optimality approach is used for solving the multi-objective benchmarks. The suggested algorithm that is able to solve large-size problems in short times has been compared with the successful algorithms of the literature. The results prove high speed and efficiency of the algorithm.

Keywords: distributed algorithms, apache-spark, Hadoop, flexible dynamic job shop scheduling, multi-objective optimization

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Authors: Nasibeh Azizi Khereshki

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Olive leaf (OL) extract as a green reductant agent was utilized for the biogenic synthesis of silver nanoparticles (Ag NPs) for the first time in this study, and then its performance was evaluated for colorimetric detection of Fe3+ in different media. Some analytical methods were used to characterize the nanosensor. The effective sensing parameters were optimized by central composite design (CCD) combined with response surface methodology (RSM) application. Then, the prepared material's applicability in antibacterial and optical chemical sensing for naked-eye detection of Fe3+ ions in aqueous solutions were evaluated. Furthermore, OL-Ag NPs-loaded paper strips were successfully applied to the colorimetric visualization of Fe3+. The colorimetric probe based on OL-AgNPs illustrated excellent selectivity and sensitivity towards Fe3+ ions, with LOD and LOQ of 0.81 μM and 2.7 μM, respectively. In addition, the developed method was applied to detect Fe3+ ions in real water samples and validated with a 95% confidence level against a reference spectroscopic method.

Keywords: Ag NPs, colorimetric detection, Fe(III) ions, green synthesis, olive leaves

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Authors: Azaze-Azizi Abdul Adis, Hyung Jun Kim, Mohamad Rizwan Abdul Majid, Zaiton Osman, Izyanti Awang Razli

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The increase of online advertising, specifically advergame has become a popular method of strengthening consumer brand recognition by inserting attractive characters and enhancing entertainment value. There have been several remarkable studies on spokes-characters in advertising effectiveness. However, few studies have examined the link between character presence and consumers' brand recall and attitude in advergame. Moreover, how the entertainment value of an advergame influences brand recall and brand attitude and the mediating role of brand recall in influencing character presence and entertainment on brand attitude are still lacking in the advergaming literature. An online survey was conducted with 366 Malaysian gamers. Using structural equation modeling, the results showed that character presence had no influence but entertainment value had a positive influence on brand recall and brand attitude. This study confirmed the role of brand recall as a mediator of the effect of between entertainment and brand attitude in advergame.

Keywords: character presence, entertainment, brand recall, brand attitude, advergame

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