Search results for: Hanan Farag

Authors: Tarek Aboueldahab, Hanan Farag

Abstract:

Cost minimization of Multiple Vehicle Routing Problem becomes a critical issue in the field of transportation because it is NP-hard optimization problem and the search space is complex. Many researches use the hybridization of artificial intelligence (AI) models to solve this problem; however, it can not guarantee to reach the best solution due to the difficulty of searching the whole search space. To overcome this problem, we introduce the hybrid model of Discrete Particle Swarm Optimization (DPSO) with a passive congregation which enable searching the whole search space to compromise between both local and global search. The practical experiment shows that our model obviously outperforms other hybrid models in cost minimization.

Keywords: cost minimization, multi-vehicle routing problem, passive congregation, discrete swarm, passive congregation

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Authors: Tarek Aboueldahab, Hanan Farag

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Parallel Job Shop Scheduling Problem (JSP) is a multi-objective and multi constrains NP- optimization problem. Traditional Artificial Intelligence techniques have been widely used; however, they could be trapped into the local minimum without reaching the optimum solution, so we propose a hybrid Artificial Intelligence model (AI) with Discrete Breeding Swarm (DBS) added to traditional Artificial Intelligence to avoid this trapping. This model is applied in the cost minimization of the Car Sequencing and Operator Allocation (CSOA) problem. The practical experiment shows that our model outperforms other techniques in cost minimization.

Keywords: parallel job shop scheduling problem, artificial intelligence, discrete breeding swarm, car sequencing and operator allocation, cost minimization

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Authors: S. Farag, A. Kuperman

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In this paper, design of solid-state battery/super capacitor emulator based on dc-dc boost converter is described. The emulator mimics charging behavior of any storage device based on a predefined behavior set by the user. The device is operated by a two-level control structure: high-level emulating controller and low-level input voltage controller. Simulation and experimental results are shown to demonstrate the emulator operation.

Keywords: battery, charger, energy, storage, super capacitor

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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: Massoud Farag Abouklaish

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The main aim of the present study is to investigate and classify the particle size distribution of sandy soils in Libya. More than fifty soil samples collected from many regions in North, West and South of Libya. Laboratory sieve analysis tests performed on disturbed soil samples to determine grain size distribution. As well as to provide an indicator of general engineering behavior and good understanding, test results are presented and analysed. In addition, conclusions, recommendations are made.

Keywords: Libya, grain size, sandy soils, sieve analysis tests

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Authors: Ahmed A. Farag, M. A. Hgazy

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The influence of three Schiff bases (SB-I, SB-II, and SB-III) on the corrosion of carbon steel in 0.5 M H2SO4 solution was studied by potentiodynamic polarization and electrochemical impedance spectroscopy (EIS) techniques. The inhibition efficiency increases with the concentration of the Schiff bases and follow the trend: SB-III > SB-II > SB-I. Tafel polarization measurements revealed that the three tested inhibitors function as anodic inhibitors. The thermodynamic parameters Kads and ΔGºads are calculated and discussed. The Langmuir isotherm equation was found to provide an accurate description of the adsorption behaviour of the investigated Schiff bases. Depending on the results, the inhibitive mechanism was proposed.

Keywords: Schiff bases, corrosion inhibitors, EIS, adsorption

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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: A. Elgendi, H. Farag, M. E. Ossman, M. Abd-Elfatah

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This paper explores the using of waste cooking oil (WCO) as an attractive option to reduce the raw material cost for the biodiesel production. This can be achieved through two steps; esterification using g-C3N4photocatalyst and then alkali transesterification. Several parameters have been studied to determine the yield of the biodiesel produced such as: Reaction time (2-6 hrs), catalyst concentration (0.3-1.5 wt.%), number of UV lamps (1or 3 lamps) and methanol: oil ratio (6:1-12:1). From the obtained results, the highest percentage yield was obtained using methanol: Oil molar ratio of 12:1, catalyst dosage 0.3%, time of 4 hrs and using 1 lamp. From the results it was clear that the produced biodiesel from waste cooking oil can be used as fuel.

Keywords: biodiesel, heterogeneous catalyst, photocatalytic esterification, waste cooking oil

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Authors: Hanan Alenezi

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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: 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: Romany Wagih Farag Zaky

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The relationship between development and human rights has long been the subject of academic debate. To understand the dynamics between these two concepts, various principles are adopted, from the right to development to development-based human rights. Despite the initiatives taken, the relationship between development and human rights remains unclear. However, the overlap between these two views and the idea that efforts should be made in the field of human rights have increased in recent years. It is then evaluated whether the right to sustainable development is acceptable or not. The article concludes that the principles of sustainable development are directly or indirectly recognized in various human rights instruments, which is a good answer to the question posed above. This book therefore cites regional and international human rights agreements such as , as well as the jurisprudence and interpretative guidelines of human rights institutions, to prove this hypothesis.

Keywords: sustainable development, human rights, the right to development, the human rights-based approach to development, environmental rights, economic development, social sustainability human rights protection, human rights violations, workers’ rights, justice, security

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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: Mohammed Farag, Mina Attari, S. Andrew Gadsden, Saeid R. Habibi

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Battery state of charge (SOC) estimation is an important parameter as it measures the total amount of electrical energy stored at a current time. The SOC percentage acts as a fuel gauge if it is compared with a conventional vehicle. Estimating the SOC is, therefore, essential for monitoring the amount of useful life remaining in the battery system. This paper looks at the implementation of three nonlinear estimation strategies for Li-Ion battery SOC estimation. One of the most common behavioral battery models is the one state hysteresis (OSH) model. The extended Kalman filter (EKF), the smooth variable structure filter (SVSF), and the time-varying smoothing boundary layer SVSF are applied on this model, and the results are compared.

Keywords: state of charge estimation, battery modeling, one-state hysteresis, filtering and estimation

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Authors: Shimaa M. Elsaeed, Reem K. Farag, Ibrahim M. Nassar

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Hydrogel conductive polymer nanocomposite fabricated via in-situ polymerization of polyaniline (PANI) inside thermosensitive hydrogels based on hydroxy ethyl meth acrylate (HEMA) copolymer with 2-acrylamido-2-methyl propane sulfonic acid (AMPS). SEM micrographs show the nanometric size of the conductive material (polyaniline, PANI) dispersed in the hydrogel matrix. The swelling parameters of hydrogel are measured. The incorporation of PANI improves the mechanical properties and swelling up to 30,000% without breaking. X-ray diffraction shows that typical polyaniline crystallization is formed in composite, which is advantageous to increase the electrical conductivity of the composite hydrogel. Open-circuit voltage (I-V) curve fill factor of the highest photo-conversion efficiency and enhanced to use in solar cell.

Keywords: hydrogel, solar cell, conductive polymer, nanocomposite

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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: Amani A. Saad, Ahmed A. El-Farag, El-Sayed A. Helali

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Cloud computing is an important and promising field in the recent decade. Cloud computing allows sharing resources, services and information among the people of the whole world. Although the advantages of using clouds are great, but there are many risks in a cloud. The data security is the most important and critical problem of cloud computing. In this research a new security model for cloud computing is proposed for ensuring secure communication system, hiding information from other users and saving the user's times. In this proposed model Blowfish encryption algorithm is used for exchanging information or data, and SHA-2 cryptographic hash algorithm is used for data integrity. For user authentication process a user-name and password is used, the password uses SHA-2 for one way encryption. The proposed system shows an improvement of the processing time of uploading and downloading files on the cloud in secure form.

Keywords: cloud Ccomputing, data security, SAAS, PAAS, IAAS, Blowfish

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Authors: Amani A. Saad, Ahmed A. El-Farag, El-Sayed A. Helali

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Cloud computing is an important and promising field in the recent decade. Cloud computing allows sharing resources, services and information among the people of the whole world. Although the advantages of using clouds are great, but there are many risks in a cloud. The data security is the most important and critical problem of cloud computing. In this research a new security model for cloud computing is proposed for ensuring secure communication system, hiding information from other users and saving the user's times. In this proposed model Blowfish encryption algorithm is used for exchanging information or data, and SHA-2 cryptographic hash algorithm is used for data integrity. For user authentication process a simple user-name and password is used, the password uses SHA-2 for one way encryption. The proposed system shows an improvement of the processing time of uploading and downloading files on the cloud in secure form.

Keywords: cloud computing, data security, SAAS, PAAS, IAAS, Blowfish

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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: 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: Tharwat Girgis Farag Girgis

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The link between development and human rights has long been the subject of scholarly debate. As a result, a number of principles have been adopted, from the right to development to the human rights-based development approach, to understand the dynamics between the two concepts. Despite the initiatives taken, the exact relationship between development and human rights remains unclear. However, the rapprochement between the two concepts and the need for development efforts regarding human rights have increased in recent years. On the other hand, the emergence of sustainable development as an acceptable method in development goals and policies makes this consensus even more unstable. The place of sustainable development in the legal debate on human rights and its role in promoting sustainable development programs require further research. Therefore, this article attempts to map the relationship between development and human rights, with particular emphasis on the place given to sustainable development principles in international human rights law. It will continue to investigate whether it recognizes sustainable development rights. The article will therefore give a positive answer to question mentioned here. The jurisprudence and interpretive guidelines of human rights institutions travel to confirm this hypothesis.

Keywords: sustainable development, human rights, the right to development, the human rights-based approach to development, environmental rights, economic development, social sustainability human rights protection, human rights violations, workers’ rights, justice, security

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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: Farag Ahwide, Souhel Bousheha

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A technical assessment has been made of electricity generation, considering wind turbines ranging between Vestas (V80-2.0 MW and V112-3.0 MW) and the air density is equal to 1.225 Kg/m3, at different towns in Libya. Wind speed might have been measured each 3 hours during 10 m stature at a time for 10 quite sometime between 2000 Furthermore 2009, these towns which are spotted on the bank from claiming Mediterranean ocean also how in the desert, which need aid Derna 1, Derna 2, Shahat, Benghazi, Ajdabya, Sirte, Misurata, Tripoli-Airport, Al-Zawya, Al-Kofra, Sabha, Nalut. The work presented long term "wind data analysis in terms of annual, seasonal, monthly and diurnal variations at these sites. Wind power density with different heights has been studied. Excel sheet program was used to calculate the values of wind power density and the values of wind speed frequency for the stations; their seasonally values have been estimated. Limit variable with rated wind pace to 10 different wind turbines need to be been estimated, which is used to focus those required yearly vitality yield of a wind vitality change framework (WECS), acknowledging wind turbines extending between 600 kW and 3000 kW).

Keywords: energy yield, wind turbines, wind speed, wind power density

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Authors: Yasser Elhenaw, A. Farag, Mohamed El-Ghandour, M. Shatat, G. H. Moustafa

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This study investigates the performance of two spiral-wound Air Gap Membrane Distillation (AGMD) units. These units are connected in two different configurations in order to be tested and compared experimentally. In AGMD, the coolant water is used to condensate water vapor leaving membrane via condensing plate. The rejected cooling water has a relativity high temperature which can be used, depending on operation parameters, to increase the thermal efficiency and water productivity. In the first configuration, the seawater feed flows parallel and equally through both units then rejected. The coolant water is divided into the two units, and the heat source is divided into the two heat exchangers. In the second one, only the feed of the first unit is heated while the cooling rejected from the unit is used in heating the feed to the second. The performance of the system, estimated by the water productivity as well as the Gain Output Ratio (GOR), is measured for the two configurations at different feed flow rates, temperatures and salinities. The results show that at steady state condition, the heat recovery configurations lead to an increase in water productivity by 25%.

Keywords: membrane distillation, heat transfer, heat recovery, desalination

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Authors: Nady Farag Faragalla Hanna

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In the car dealership industry in Japan, the sales specialist is a key factor in the success of the company. I hypothesize that when a company understands the characteristics of sales professionals in its industry, it is easier to recruit and train salespeople effectively. Lean human resources management ensures the economic success and performance of companies, especially small and medium-sized companies.The purpose of the article is to determine the characteristics of sales specialists for small and medium-sized car dealerships using the chi-square test and the proximate variable model. Accordingly, the results show that career change experience, learning ability and product knowledge are important, while university education, career building through internal transfer, leadership experience and people development are not important for becoming a sales professional. I also show that the characteristics of sales specialists are perseverance, humility, improvisation and passion for business.

Keywords: electronics engineering, marketing, sales, E-commerce digitalization, interactive systems, sales process ARIMA models, sales demand forecasting, time series, R codetraits of sales professionals, variable precision rough sets theory, sales professional, sales professionals

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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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