Search results for: Hanan Alenezi

Authors: Hanan Alenezi

Abstract:

Membrane performance depends on the kind of solvent used in preparation. A membrane made by Polyetherimide (PEI) was evaluated for gas separation using X-Ray Diffraction (XRD), Scanning electron microscope (SEM), and Energy Dispersive X-Ray Spectroscopy (EDS). The purity and the thickness are detected to evaluate the membrane in order to optimize PEI membrane preparation.

Keywords: Energy Dispersive X-Ray Spectroscopy (EDS), Membrane, Polyetherimide PEI, Scanning electron microscope (SEM), Solvent, X-Ray Diffraction (XRD)

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Authors: M. A. Fiidow, Ahmad M. Alenezi

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In this work, we study the inner derivations of diassociative algebras in dimension two and three, an algorithmic approach is adopted for the computation of inner derivation, using some results from the derivation of finite dimensional diassociative algebras. Some basic properties of inner derivation of finite dimensional diassociative algebras are also provided.

Keywords: diassociative algebras, inner derivations, derivations, left and right operator

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Authors: A. H. Alenezi

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Cooling by impingement jet is known to have a significant high local and average heat transfer coefficient which make it widely used in industrial cooling systems. The heat transfer characteristics of an impinging jet on rib-roughened flat plate has been investigated numerically. This paper was set out to investigate the effect of rib height on the heat transfer rate. Since the flow needs to have enough spacing after passing the rib to allow reattachment especially for high Reynolds numbers, this study focuses on finding the optimum rib height which would be the best to maximize the heat transfer rate downstream the plate. This investigation employs a round nozzle with hydraulic diameter (Dh) of 13.5 mm, Jet-to-target distance of (H/D) of 4, rib location=1.5D and and finally jet angels of 45˚ and 90˚ under the influence of Re =10,000.

Keywords: jet impingement, CFD, turbulence model, heat transfer

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Authors: Hanan A. Anwar

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This paper introduces green building construction in Egypt with different concepts and practices. The following study includes green building applied definition, guidelines, regulations and Standards. Evaluation of cost/benefit of green construction methods and green construction rating systems are presented. Relevant case studies will be reviewed. Four sites will be included.

Keywords: green construction, ecofreindly, self-sufficient town, carbon neutral atmosphere

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Authors: M. H. Alhajeri, Hamad M. Alhajeri, A. H. Alenezi

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This paper reports a Computational Fluid Dynamics (CFD) investigation for a high-temperature high-pressure filtration (ceramic candle filter). However, parallel flow to the filter is considered in this study. Different face (filtration) velocities are examined using the CFD code, FLUENT. Different sizes of particles are tracked through the domain to find the height at which the particles will impinge on the filter surface. Furthermore, particle distribution around the filter (or filter cake) is studied to design efficient cleaning mechanisms. Gravity effect to the particles with various inlet velocities and pressure drop are both considered. In the CFD study, it is found that the gravity influence should not be ignored if the particle sizes exceed 1 micron.

Keywords: fluid flow, CFD, filtration, HTHP

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Authors: Khaled Igbaria

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While Ba'albakī ceased writing or publishing since 1964, it is considerable and significant to investigate Ba'albakī's influence on others. This paper examines her influence on three Lebanese women writers: Emily Nasrallah, Muná Jabbūr, and Hanan al-Shaykh. However, the aim is not simply to examine the influence of the writer on these three authors, but rather to note similarities and differences in the challenges they faced and the agendas they followed in their fiction writing. For each of these writers, this article will describe elements of their literature, and then sketch out the influence which Ba'albakī has had on them. This paper relies on material from Sidawi because it includes interviews with the female writers discussed that are relevant to the current discussion. Sidawi asked them about Ba'albakī and her influence on them, the challenges they faced, and how they coped with them. This paper points out their comments using their own words. To be clear, examining these writers' notes and works is beyond the scope of this paper. To sum up, there are significant parallels between the life and work of Ba'albakī, and other Lebanese women writers such as Nasrallah, Jabbūr and al-Shaykh. Like Ba'albakī, Nasrallah and al-Shaykh also suffered in their struggle against their families. Nasrallah and al-Shaykh, like Ba'albakī, suffered because their society did not trust in their abilities and creativity. Ba'albakī opted for isolation because of her conflict with patriarchal society including the Lebanese women’s groups, while Nasrallah's isolation was because she preferred individualism and autonomy, and Jabbūr, as could be speculated, was not able to cope with the suffering caused by her role as a woman writer within Lebanese society. Whereas Ba'albakī isolated herself from the Lebanese women’s groups, focusing instead on her feminist writing and joining the Shi'r group, Al-Shaykh and the Lebanese women’s groups are able to cooperate in harmony. Furthermore, while Nasrallah and Al-Shaykh continued to publish fiction, Ba'albakī stopped publishing fiction in 1964. All of the above confirms not only that it is worthy to investigate deeply and academically both the biography and the works of Ba'albakī, but also that she deserves to include her throughout the top great Arab female writers, at the time, like Al-Shaykh and Nawal El Saadawi.

Keywords: feminist writing, Hanan Al-Shaykh, Laylá Ba'albakī, Lebanese women writers, Muná Jabbūr

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Authors: M. H. Alhajeri, Hamad M. Alhajeri, A. H. Alenezi, Abdulrahman Almutairi, Ayedh Alajmi

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A computational investigation has been undertaken to study fluid flow through roughened tube with turbulators. Such flows are of particular interest in cooling internally high pressure turbine blades. Turbulators are fixed in each side of the passage (tube) to promote turbulence and enhance heat transfer. The tube had an aspect ratio of 1 and the position of the ribs closest to the bend are at 0.45d from the entrance and exit of the bend. The aim of this study is to examine the tube roughened by turbulator by studying some flow parameters upstream and downstream of the turbulator. It is cleared that the eddies sizes are decreased downstream in the first two turbulators and increased after the turbulators increases the turbulence in the tube and enhanced the heat transfer in the blade.

Keywords: fluid flow, turbulator, computation, blade

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Authors: M. A. Alhubail, A. I. Alateyah, D. Alenezi, B. Aldousiri

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In this study conformal cooling channel (CCC) was employed to dissipate heat of, Polypropylene (PP) parts injected into the Stereolithography (SLA) insert to form tensile and flexural test specimens. The direct metal laser sintering (DMLS) process was used to fabricate a mould with optimised CCC, while optimum parameters of injection moulding were obtained using Optimal-D. The obtained results show that optimisation of the cooling channel layout using a DMLS mould has significantly shortened cycle time without sacrificing the part’s mechanical properties. By applying conformal cooling channels, the cooling time phase was reduced by 20 seconds, and also defected parts were eliminated.

Keywords: optimum parameters, injection moulding, conformal cooling channels, cycle time

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Authors: Hamad Alhajeri, Abdulrahman Almutairi, A. H. Alenezi, M. H. Alhajeri, Ayedh Alajmi

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The flow around three porous cylinders in inline arrangement is investigated in this paper computationally using the commercial code FLUENT. The arrangement generally operates with the dirty gases passing through the porous cylinders, the particulate material being deposited on the outside of the cylinders. However, in a combined cycle power plant, filtration is required to allow the hot exhaust gases to be fed to a turbine without causing any physical damage to the turbine blades. Three cylinder elements are placed in a two-dimensional rectangle duct with fixed face velocity and varying the velocity ratio between the approach and face velocity. Particle trajectories are obtained for a number of particle diameters and different inlet (approach) velocity to face filtration velocity ratios to investigate the behavior of particles around the cylinder.

Keywords: porous cylinders, CFD, fluid flow, filtration

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Authors: M. H. Alhajeri, Hamad M. Alhajeri, A. H. Alenezi

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Computational fluid dynamics (CFD) investigation of heat transfer in U-duct with turbulators is presented in this paper. The duct passages used to cool internally the blades in gas turbine. The study is focused in the flow behavior and the Nusselt number (Nu) distributions. The model of the u-duct contains two square legs that are connected by 180* turn. Four turbulators are located in each surface of the leg and distributed in a staggered arrangement. The turbulator height and width are equal to 0.1 of the duct width, and the turbulator height is 0.1 of the distance between the turbulators. The Reynolds number (Re) used in this study is 95000 and the inlet velocity is 10 m/s. It was noticed that, after the flow resettles from the interruptions generated by the first turbulator or the turn, the flow construct two eddies, one large and the other is small after and before the turbulator, respectively. The maximum values of the Nu are found at a distance of approximately one turbulator width w before of the flow reattachment point.

Keywords: computational fluid dynamics, CFD, rib, heat transfer, blade

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Authors: Hanan Mohamed Abd Elmoneim, Rawan Saleh AlJawi, Razan Saleh AlJawi, Aseel Abdullah AlMasoudi , Zyad Adnan Turkistani, Anas Abdulkarim Alkhoutani , Ohood Musaed AlJuhani , Hanan Attiyah AlZahrani

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Background Esophageal cancer is the eighth most common cancer worldwide. More than 90% of esophageal cancers are either squamous cell carcinoma or adenocarcinoma. Squamous dysplasia is a precancerous lesion for squamous cell carcinoma and Barrett's esophagus is the precancerous lesion for adenocarcinoma. Gastro-esophageal reflux disease (GERD) is the initiation factor for Barrett's esophagus. Cyclooxygenase-2 (COX-2) is a key enzyme in arachidonic metabolism. It appears to play an important role in gastrointestinal carcinogenesis. COX-2 activity may be a potential target for the prevention of cancer progression by selective COX-2 inhibitors, which decrease proliferation and increase apoptosis. Objectives To assess COX-2 expression in premalignant and malignant esophageal epitheliums changes and detect its roles in progression of these lesions. Materials and Methods We analyzed the expression of COX-2 immunohistochemically in 40 esophageal biopsies utilizing the streptavidin-biotin-peroxidase complex method on archival formalin fixed-paraffin embedded blocks. Histopathologically, 17 (42.5%) of cases were non-malignant cases which included GERD, Barrett's esophagus and squamous dysplasia. The malignant cases were 23 (57.5%) squamous cell carcinoma, adenocarcinoma and undifferentiated carcinoma. Results In non-malignant cases 7 (41.2%) out of 17 cases had high COX-2 expression. In squamous cell carcinoma 10 (83.3%) out of 12 cases had high COX-2 expression. The expression of COX-2 was high in all 9 (100%) cases of adenocarcinoma. COX-2 expression is significantly increased (P=0.005 and P=0.0001) in squamous cell carcinoma and adenocarcinoma respectively. There was a significant difference in COX-2 immunoreactivity between malignant and non-malignant lesions (P=0.0003). Conclusion COX-2 is responsible for the progression of esophageal diseases from benign to malignant. We recommend that COX-2 immunohistochemistry should be done routinely for premalignant and malignant esophageal lesions as selective COX-2 inhibitors will be helpful in the treatment. Further studies on molecular and genetic basis of COX-2 expression are needed to unmask its role and relation to progression of esophageal lesions.

Keywords: Cox-2, Esophageal adinocarcinoma, Esophageal squamous cell carcinoma, Immunohistochemistry.

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Authors: Hanan Al-Khalifa

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There has been an interest in raising poultry in environmentally controlled cages rather than on floor, because poultry raised on floor are more susceptible to environmental stress including pathogens and heat stress. A study was conducted to investigate the effect of managerial environmental conditions on body weight gain of Cobb 500 broiler breed. Broilers were raised in cages and on floor in two separate rooms. Body weight at different ages of the broilers was monitored. It was found that body weight at slaughter age (5weeks) for boilers raised in batteries were significantly higher than those raised on the floor.

Keywords: broilers, cages, floor, poultry

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Authors: Abdullah M. Almeshal, Mohammad R. Alenezi, Muhammad Moaz

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In this paper, we discuss the performance of applying hybrid spiral dynamic bacterial chemotaxis (HSDBC) optimisation algorithm on an intelligent controller for a differential drive robot. A unicycle class of differential drive robot is utilised to serve as a basis application to evaluate the performance of the HSDBC algorithm. A hybrid fuzzy logic controller is developed and implemented for the unicycle robot to follow a predefined trajectory. Trajectories of various frictional profiles and levels were simulated to evaluate the performance of the robot at different operating conditions. Controller gains and scaling factors were optimised using HSDBC and the performance is evaluated in comparison to previously adopted optimisation algorithms. The HSDBC has proven its feasibility in achieving a faster convergence toward the optimal gains and resulted in a superior performance.

Keywords: differential drive robot, hybrid fuzzy controller, optimization, path tracking, unicycle robot

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Authors: Abdulrahman Alenezi, B. Stefan

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Abstract— The investigation of fluids containing particles or filaments includes a category of complex fluids and is vital in both theory and application. The forecast of particle behaviors plays a significant role in the existing technology as well as future technology. This paper focuses on the prediction of the particle behavior through the investigation of the particle disentrainment from a pipe on a horizontal air stream. This allows for examining the influence of the particle physical properties on its behavior when falling on horizontal air stream. This investigation was conducted on a device located at the University of Greenwich's Medway Campus. Two materials were selected to carry out this study: Salt and Glass Beads particles. The shape of the Slat particles is cubic where the shape of the Glass Beads is almost spherical. The outcome from the experimental work were presented in terms of distance travelled by the particles according to their diameters as After that, the particles sizes were measured using Laser Diffraction device and used to determine the drag coefficient and the settling velocity.

Keywords: flow experiment, drag coefficient, Particle Settling, Flow Chamber

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Authors: Mahmoud E. Mohamed, Ahmed F. Shalash, Hanan A. Kamal

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In communication systems, frequency jump is a serious problem caused by the oscillators used. Kalman filters are used to detect that jump, Despite the tradeoff between the noise level and the speed of the detection. In this paper, An improvement is introduced in the Kalman filter, Through a nonlinear change in the bandwidth of the filter. Simulation results show a considerable improvement in the filter speed with a very low noise level. Additionally, The effect on the response to false alarms is also presented and false alarm rate show improvement.

Keywords: Kalman filter, innovation, false detection, improvement

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Authors: Liang Qin, Hanan M. D. Habbi

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A robust sensorless speed for permanent magnet synchronous motor (PMSM) has been presented for estimation of stator flux components and rotor speed based on The Extended Kalman Filter (EKF). The model of PMSM and its EKF models are modeled in Matlab /Sirnulink environment. The proposed EKF speed estimation method is also proved insensitive to the PMSM parameter variations. Simulation results demonstrate a good performance and robustness.

Keywords: DTC, Extended Kalman Filter (EKF), PMSM, sensorless control, anti-windup PI

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Authors: Elragig Aiman, Dreiwi Hanan, Townley Stuart, Elmabrook Idriss

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In this paper, we reconsider the analysis of the Oregonator model. We highlight an error in this analysis which leads to an incorrect depiction of the parameter region in which diffusion driven instability is possible. We believe that the cause of the oversight is the complexity of stability analyses based on eigenvalues and the dependence on parameters of matrix minors appearing in stability calculations. We regenerate the parameter space where Turing patterns can be seen, and we use the common Lyapunov function (CLF) approach, which is numerically reliable, to further confirm the dependence of the results on diffusion coefficients intensities.

Keywords: diffusion driven instability, common Lyapunov function (CLF), turing pattern, positive-definite matrix

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Authors: Abdullah M. Almeshal, Mohammad R. Alenezi, Talal H. Alzanki

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This paper presents a hybrid fuzzy logic control strategy for a unicycle trajectory following robot on irregular terrains. In literature, researchers have presented the design of path tracking controllers of mobile robots on non-frictional surface. In this work, the robot is simulated to drive on irregular terrains with contrasting frictional profiles of peat and rough gravel. A hybrid fuzzy logic controller is utilised to stabilise and drive the robot precisely with the predefined trajectory and overcome the frictional impact. The controller gains and scaling factors were optimised using spiral dynamics optimisation algorithm to minimise the mean square error of the linear and angular velocities of the unicycle robot. The robot was simulated on various frictional surfaces and terrains and the controller was able to stabilise the robot with a superior performance that is shown via simulation results.

Keywords: fuzzy logic control, mobile robot, trajectory tracking, spiral dynamic algorithm

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Authors: Abdulrahman Alenezi

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This research paper investigates the surface heat transfer characteristics using computational fluid dynamics for orthogonal and inclined impinging jet. A jet Reynolds number (Rₑ) of 10,000, jet-to- plate spacing (H/D) of two and eight and two angles of impingement (α) of 45° and 90° (orthogonal) were employed in this study. An unconfined jet impinges steadily a constant temperature flat surface using air as working fluid. The numerical investigation is validated with an experimental study. This numerical study employs grid dependency investigation and four different types of turbulence models including the transition SSD to accurately predict the second local maximum in Nusselt number. A full analysis of the effect of both turbulence models and mesh size is reported. Numerical values showed excellent agreement with the experimental data for the case of orthogonal impingement. For the case of H/D =6 and α=45° a maximum percentage error of approximately 8.8% occurs of local Nusselt number at stagnation point. Experimental and numerical correlations are presented for four different cases

Keywords: turbulence model, inclined jet impingement, single jet impingement, heat transfer, stagnation point

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Authors: Mohammad Alenezi

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Hierarchical nanostructures with higher dimensionality, consisting of nanostructure building blocks such as nanowires, nanotubes, or nanosheets are very attractive. They hold great properties like the high surface-to-volume ratio and well-ordered porous structures, which can be very challenging to attain for other mono-morphological nanostructures. Well-ordered hierarchical nanostructures with high surface-to-volume ratios facilitate gas diffusion into their surfaces as well as scattering of light. Therefore, hierarchical nanostructures are expected to perform highly as gas sensors. A multistage controlled hydrothermal synthesis method to fabricate high-performance single ZnO brushlike hierarchical nanostructure gas sensor from initial nanowires is reported. The performance of the sensor based on brush-like hierarchical nanostructure is analyzed and compared to that of a nanowire gas sensor. The hierarchical gas sensor demonstrated high sensitivity toward low concentration of acetone at high speed of response. The enhancement in the hierarchical sensor performance is attributed to the increased surface to volume ratio, reduction in dimensionality of the nanowire building blocks, formation of junctions between the initial nanowire and the secondary nanowires, and enhanced gas diffusion into the surfaces of the hierarchical nanostructures.

Keywords: metal oxide, nanostructure, hydrothermal, sensor

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Authors: Hanan Anwar

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All systems recycle. The construction industry has not only become a major consumer of natural materials along with a source of pollution. Environmental integrated production, reusing and recycling is of great importance in Egypt nowadays. Governments should ensure that the technical, environmental and economic feasibility of alternative systems is considered and is taken into account before construction starts. Hereby this paper focuses on the recycle of building materials as a way for environment protection and sustainable development. Environmental management integrates the requirements of sustainable development. There are many methods used to reduce waste and increase profits through salvage, reuse, and the recycling of construction waste. Sustainable development as a tool to continual improvement cycle processes innovations to save money.

Keywords: environment, management, reuse, recycling, sustainable development

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Authors: Hanan Alshaher, Jinsheng Xu

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Large amounts of data on the web can provide valuable information. For example, product reviews help business owners measure customer satisfaction. Sentiment analysis classifies texts into two polarities: positive and negative. This paper examines movie reviews and tweets using a new term weighting scheme, called one-over-sigma (1/sigma), on benchmark datasets for sentiment classification. The proposed method aims to improve the performance of sentiment classification. The results show that 1/sigma is more accurate than the popular term weighting schemes. In order to verify if the entropy reflects the discriminating power of terms, we report a comparison of entropy values for different term weighting schemes.

Keywords: 1/sigma, natural language processing, sentiment analysis, term weighting scheme, text classification

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Authors: Talal Alhajri, Mahmood M. Tahir, Khaled Alenezi, Mohamad Ragaee

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This work presents the experimental tests carried out to evaluate the behaviour of different types of shear connectors proposed for cold formed steel (CFS) section integrated with ferrocement slab as potential used for composite beam. Ten push-out test specimens of cold-formed steel lipped channel sections connected with ferrocement slab were tested. Three types of shear connectors were studied comprised of bolts, self-drilling-screw and bar angle. The connection behavior is analysed in terms of its load-slip relationship and the failure mode. The parametric studies were performed to investigate the effect on the shear connector’s capacity by varying the number of layers of wire mesh used in ferrocement slab and types of shear connector used. An analytical analysis using ANSYS program and theoretical analysis (Eurocode 4) were carried out to verify the experiment results. The results show that the experimental, theoretical, and numerical values proved to have good agreement with each other.

Keywords: cold-formed steel, composite beam, ferrocement, finite element method, push-out test, shear connector

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Authors: Hanan Mikhael Dawood, Haider Salim, Jafar Al-Wash

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This paper presents Proportional-Integral (PI) controller to improve the system performance which gives better torque and flux response. In addition, it reduces the undesirable torque ripple. The conventional DTC controller approach for induction machines, based on an improved torque and stator flux estimator, is implemented using Xilinx System Generator (XSG) for MATLAB/Simulink environment through Xilinx blocksets. The design was achieved in VHDL which is based on a MATLAB/Simulink simulation model. The hardware in the loop results are obtained considering the implementation of the proposed model on the Xilinx NEXYS2 Spartan 3E1200 FG320 Kit.

Keywords: induction motor, Direct Torque Control (DTC), Xilinx FPGA, motor drive

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Authors: Hanan A. Algamdi, Huda Y. Alyami

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Learning object repositories contribute to developing educational process through its advantages; as they employ technology effectively, and use it to create new resources for effective learning, as well as they provide opportunities for collaboration in content through providing the ability for editing, modifying and developing it. This supports the relationships between communities that benefit from these repositories, and reflects positively on the content quality. Therefore, this study aims at exploring the most prominent learning topics in the 21st century, which should be included in learning object repositories, and identifying the necessary set of learning skills that the repositories should develop among today students. For conducting this study, the analytical descriptive method will be employed, and study sample will include a group of leaders, experts, and specialists in curricula and e-learning at ministry of education in Kingdom of Saudi Arabia.

Keywords: learning object, repositories, 21st century, quality

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Authors: Naser Alenezi, Ibrahim Alsakkaf, Osama Eid

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The main objective of this study is to develop an independent reliability based code for reinforced concrete (R/C) structural components and elements solely for the State of Kuwait and its neighboring countries. The proposed code will take into account the harsh Kuwait’s harsh environment, loading conditions and material strengths. The method for developing such a code is based on structural reliability theory that takes into accounts the specific geographical and the various prescribed societal environment of the Kuwait region. These methods were developed according to the following four components: (1) loads, (2) structural strength, (3) reliability analysis, and (4) achieving target reliability levels (reliability index ’s ). The final product from this study will be a design code for R/C structural elements that include beams and columns, and some other structural members. This reliability-based LRFD design code will provide appropriate, easy, fast, and economical approach for designing R/C structural elements such as, beams and columns, for both houses and bridges, and other concrete structures. In addition, this reliability-based codified design of R/C beams, columns, and, possibly, concrete slabs will improve the design and serviceability of R/C bridge and building systems in Kuwait and neighboring GCC countries. Also, it has the potential to reduce the cost of new concrete structures, as fewer materials are used with more design efficiency.

Keywords: live laod, design, evaluation, structural building

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Authors: Hanan Hayat, Russell Lock

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The importance of usability in ensuring software quality has been well established in literature and widely accepted by software development practitioners. Consequently, numerous usability evaluation methods have been developed. However, the availability of large variety of evaluation methods alongside insufficient studies that critically analyse them resulted in an ambiguous process of selection amongst non-usability-expert practitioners. This study investigates the factors affecting the selection of usability evaluation methods within a project by interviewing a software development team. The results of the data gathered are then analysed and integrated in developing a framework. The framework developed poses a solution to the selection processes of usability evaluation methods by adjusting to individual projects resources and goals. It has the potential to be further evaluated to verify its applicability and usability within the domain of this study.

Keywords: usability evaluation, evaluating usability in non-user entered designs, usability evaluation methods (UEM), usability evaluation in projects

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Authors: Nema M. Salem, Hanan A. Altukhaifi, Amal Mukhtar, Reemaz K. Hetaimish

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Recently, BCI field of research has gained a lot of interest. Apart from motor neuroprosthetics, many studies showed the possibility of controlling a virtual environment of a videogame using the acquired electroencephalogram signals (EEG) from the gamer. In addition, another study had successfully moved a farm tractor using the human’s EEG signals. This article utilizes the use of EEG signals, as a source of technology, in controlling a Parallax Boe-Bot robot. The commercial Emotive Epoc headset has been used in acquiring the EEG signals from rested subjects. Because the human's visual cortex can successfully differentiate between different colors, the red and green colors are used as visual stimuli for generating EEG signals using the Epoc. Arduino and Labview are used to translate the virtually pressed keys into instructions controlling the motion and rotation of the robot. Optimistic results have been achieved except for minor delay and accuracy in the robot’s response.

Keywords: BCI, Emotiv Epoc headset, EEG, Labview, Arduino applications, robot

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Authors: Bassant Eyada, Hanan Atef Kamal Eldin

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Advertising has witnessed a diffusion and development in technology to promote products and services, increasingly relying on the interactivity between the consumer and the advertisement. Consumers seek, self-select, process, use and respond to the information provided, hence, providing the potential to increase consumers’ efficiency, involvement, trustworthiness, response, and satisfaction towards the advertised product or service. The power of interactive personalized messages shifts the focus of traditional advertising to more concentrated consumers, sending out tailored messages with more specific individual needs and preferences, defining the importance and relevance that consumers attach to the advertisement, therefore, enhancing the ability to persuade, and the quality of decision making. In this paper, the researchers seek to discuss and explore innovative interactive advertising, its’ effectiveness on consumers and the benefits the advertisements provide, through designing an interactive ad to be placed at the international airports promoting tourism in Egypt.

Keywords: advertising, effectiveness, interactivity, Egypt

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Authors: Bassant Eyada, Hanan Atef Kamal Eldin

Abstract:

Advertising has witnessed a diffusion and development in technology to promote products and services, increasingly relying on the interactivity between the consumer and the advertisement. Consumers seek, self-select, process, use and respond to the information provided, hence, providing the potential to increase consumers’ efficiency, involvement, trustworthiness, response and satisfaction towards the advertised product or service. The power of interactive personalized messages shifts the focus of traditional advertising to more concentrated consumers, sending out tailored messages with more specific individual needs and preferences, defining the importance and relevance that consumers attach to the advertisement, therefore, enhancing the ability to persuade, and the quality of decision making. In this paper, the researchers seek to discuss and explore innovative interactive advertising, its’ effectiveness on consumers and the benefits the advertisements provide, through designing an interactive ad to be placed at the international airports promoting tourism in Egypt.

Keywords: advertising, effectiveness, interactivity, Egypt

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