Search results for: User - requirements approach.

Authors: Onkar Bhat Kodical, Sridhar Srinivasan, N.K. Srinath

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Tool Tracker is a client-server based application. It is essentially a catalogue of various network monitoring and management tools that are available online. There is a database maintained on the server side that contains the information about various tools. Several clients can access this information simultaneously and utilize this information. The various categories of tools considered are packet sniffers, port mappers, port scanners, encryption tools, and vulnerability scanners etc for the development of this application. This application provides a front end through which the user can invoke any tool from a central repository for the purpose of packet sniffing, port scanning, network analysis etc. Apart from the tool, its description and the help files associated with it would also be stored in the central repository. This facility will enable the user to view the documentation pertaining to the tool without having to download and install the tool. The application would update the central repository with the latest versions of the tools. The application would inform the user about the availability of a newer version of the tool currently being used and give the choice of installing the newer version to the user. Thus ToolTracker provides any network administrator that much needed abstraction and ease-ofuse with respect to the tools that he can use to efficiently monitor a network.

Keywords: Network monitoring, single platform, client/server application, version management.

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Authors: Awad A. Younis, Elise Stronberg, Shifa Noor

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Users’ susceptibility to malware attacks have been noticed in the past few years. Investigating the factors that make a user vulnerable to those attacks is critical because they can be utilized to set up proactive strategies such as awareness and education to mitigate the impacts of those attacks. Demographic, behavioral, and cultural vulnerabilities are the main factors that make users susceptible to malware attacks. It is challenging, however, to draw more general conclusions based on those factors due to the varieties in the type of users and different types of malware. Therefore, we conducted a systematic literature review (SLR) of the existing research for user susceptibility factors to malware attacks. The results showed that all demographic factors are consistently associated with malware infection regardless of the users' type except for age and gender. Besides, the association of culture and personality factors with malware infection is consistent in most of the selected studies and for all types of users. Moreover, malware infection varies based on age, geographic location, and host types. We propose that future studies should carefully take into consideration the type of users because different users may be exposed to different threats or targeted based on their user domains’ characteristics. Additionally, as different types of malware use different tactics to trick users, taking the malware types into consideration is important.

Keywords: cybersecurity, malware, users, demographics, personality, culture, systematic literature review

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Authors: Sa’ed Abed, Mohammad H. Al Shayeji, Ovais Ahmed, Sahel Alouneh

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Session Initiation Protocol (SIP) is a signaling layer protocol for building, adjusting and ending sessions among participants including Internet conferences, telephone calls and multimedia distribution. SIP facilitates user movement by proxying and forwarding requests to the present location of the user. In this paper, we provide a formal Specification and Description Language (SDL) and Message Sequence Chart (MSC) to model and define the Internet Engineering Task Force (IETF) SIP protocol and its sample services resulted from informal SIP specification. We create an “Abstract User Interface” using case analysis so that can be applied to identify SIP services more explicitly. The issued sample SIP features are then used as case scenarios; they are revised in MSCs format and validated to their corresponding SDL models.

Keywords: Modeling, MSC, SDL, SIP, validating.

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Authors: Masahiro Taketa, Masaki Ito, Takao Kawamura, Kazunori Sugahara

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We develop a new interface for Bus-Net which is optimized for a smartphone. We are continuing to develop the shortest path planning system of public transportation called "Bus-Net" in Tottori prefecture as web application to improve the usability of public transportation. Recent trend of computing platform, however has shifted to an advanced mobile device called a smartphone such as iPhone and Android in Japan. A smartphone has different characters with existing feature phone in terms of OS, large touche panel, and several other features. We derive a guideline to design the new interface for a smartphone to full use of the functionality. The guideline is about simplicity of user-s operation, location awareness and usability. We developed the new interface for “Bus-Net" on iPhone referring to the guideline. Due to the evaluation, the application interface we developed is better than the existing web-based interface in terms of the usability.

Keywords: Path Planning, Public Transportation, Smartphone, User Interface

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Authors: H. Mhamdi, N. Hamrouni, A. Temimi, M. Bouhlel

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In this article, we expose our research work in Human-machine Interaction. The research consists in manipulating the workspace by eyes. We present some of our results, in particular the detection of eyes and the mouse actions recognition. Indeed, the handicaped user becomes able to interact with the machine in a more intuitive way in diverse applications and contexts. To test our application we have chooses to work in real time on videos captured by a camera placed in front of the user.

Keywords: Computer vision, Face and Eyes Detection, Mouse pointer recognition.

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Authors: Wei Wang, Dongming Peng, Honggang Wang, Hamid Sharif

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Multirate multimedia delivery applications in multihop Wireless Mesh Network (WMN) are data redundant and delay-sensitive, which brings a lot of challenges for designing efficient transmission systems. In this paper, we propose a new cross layer resource allocation scheme to minimize the receiver side distortion within the delay bound requirements, by exploring application layer Position and Value (P-V) diversity as well as the multihop Effective Capacity (EC). We specifically consider image transmission optimization here. First of all, the maximum supportable source traffic rate is identified by exploring the multihop Effective Capacity (EC) model. Furthermore, the optimal source coding rate is selected according to the P-V diversity of multirate media streaming, which significantly increases the decoded media quality. Simulation results show the proposed approach improved media quality significantly compared with traditional approaches under the same QoS requirements.

Keywords: Multirate Multimedia Streaming, Effective CapacityMultihop Wireless Mesh Network

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Authors: Mesnan Silalahi, Dana Indra Sensuse, Indra Budi

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Many studies have revealed the fact of the complexity of ontology building process. Therefore there is a need for a new approach which one of that addresses the socio-technical aspects in the collaboration to reach a consensus. Meta-design approach is considered applicable as a method in the methodological model of socio-technical ontology engineering. Principles in the meta-design framework are applied in the construction phases of the ontology. A web portal is developed to support the meta-design principles requirements. To validate the methodological model semantic web applications were developed and integrated in the portal and also used as a way to show the usefulness of the ontology. The knowledge based system will be filled with data of Indonesian medicinal plants. By showing the usefulness of the developed ontology in a semantic web application, we motivate all stakeholders to participate in the development of knowledge based system of medicinal plants in Indonesia.

Keywords: Socio-technical, meta-design, ontology engineering methodology, semantic web application.

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Authors: Mohammad Reza Ayatollahzadeh Shirazi, Pooya Jaferian, Golnaz Elahi, Hamid Baghi, Babak Sadeghian

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The world is moving rapidly toward the deployment of information and communication systems. Nowadays, computing systems with their fast growth are found everywhere and one of the main challenges for these systems is increasing attacks and security threats against them. Thus, capturing, analyzing and verifying security requirements becomes a very important activity in development process of computing systems, specially in developing systems such as banking, military and e-business systems. For developing every system, a process model which includes a process, methods and tools is chosen. The Rational Unified Process (RUP) is one of the most popular and complete process models which is used by developers in recent years. This process model should be extended to be used in developing secure software systems. In this paper, the Requirement Discipline of RUP is extended to improve RUP for developing secure software systems. These proposed extensions are adding and integrating a number of Activities, Roles, and Artifacts to RUP in order to capture, document and model threats and security requirements of system. These extensions introduce a group of clear and stepwise activities to developers. By following these activities, developers assure that security requirements are captured and modeled. These models are used in design, implementation and test activitie

Keywords:

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Authors: Efthymios Chondrogiannis, Vassiliki Andronikou, Efstathios Karanastasis, Theodora Varvarigou

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A large amount of data is typically stored in relational databases (DB). The latter can efficiently handle user queries which intend to elicit the appropriate information from data sources. However, direct access and use of this data requires the end users to have an adequate technical background, while they should also cope with the internal data structure and values presented. Consequently the information retrieval is a quite difficult process even for IT or DB experts, taking into account the limited contributions of relational databases from the conceptual point of view. Ontologies enable users to formally describe a domain of knowledge in terms of concepts and relations among them and hence they can be used for unambiguously specifying the information captured by the relational database. However, accessing information residing in a database using ontologies is feasible, provided that the users are keen on using semantic web technologies. For enabling users form different disciplines to retrieve the appropriate data, the design of a Graphical User Interface is necessary. In this work, we will present an interactive, ontology-based, semantically enable web tool that can be used for information retrieval purposes. The tool is totally based on the ontological representation of underlying database schema while it provides a user friendly environment through which the users can graphically form and execute their queries.

Keywords: Ontologies, Relational Databases, SPARQL, Web Interface.

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Authors: Raida El Mansouri, Elhillali Kerkouche, Allaoua Chaoui

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The Petri net tool INA is a well known tool by the Petri net community. However, it lacks a graphical environment to cerate and analyse INA models. Building a modelling tool for the design and analysis from scratch (for INA tool for example) is generally a prohibitive task. Meta-Modelling approach is useful to deal with such problems since it allows the modelling of the formalisms themselves. In this paper, we propose an approach based on the combined use of Meta-modelling and Graph Grammars to automatically generate a visual modelling tool for INA for analysis purposes. In our approach, the UML Class diagram formalism is used to define a meta-model of INA models. The meta-modelling tool ATOM3 is used to generate a visual modelling tool according to the proposed INA meta-model. We have also proposed a graph grammar to automatically generate INA description of the graphically specified Petri net models. This allows the user to avoid the errors when this description is done manually. Then the INA tool is used to perform the simulation and the analysis of the resulted INA description. Our environment is illustrated through an example.

Keywords: INA, Meta-modelling, Graph Grammars, AToM3, Automatic Code Generation.

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Authors: Katarzyna Mleczko

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Processes of production of innovative medical tools have interdisciplinary character. They consist of direct and indirect close cooperation of specialists of different scientific branches. The Knowledge they have seems to be important for undertaken design, construction and manufacturing processes. The Knowledge exchange between participants of these processes is therefore crucial for the final result, which are innovative medical products. The paper draws attention to the necessity of feedback from the end user to the designer / manufacturer of medical tools which will allow for more accurate understanding of user needs. The study describes prerequisites of production processes of innovative medical (surgical) tools including participants and category of knowledge resources occurring in these processes. They are the result of research in selected Polish organizations involved in the production of medical instruments and are the basis for further work on the development of knowledge sharing model in interdisciplinary teams geographically dispersed.

Keywords: Interdisciplinary production processes, knowledge exchange, knowledge sharing, medical tools, user-centered design.

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Authors: R. Khorshidi , T. Niknam, M. Nayeripour

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Recently, distributed generation technologies have received much attention for the potential energy savings and reliability assurances that might be achieved as a result of their widespread adoption. Fueling the attention have been the possibilities of international agreements to reduce greenhouse gas emissions, electricity sector restructuring, high power reliability requirements for certain activities, and concern about easing transmission and distribution capacity bottlenecks and congestion. So it is necessary that impact of these kinds of generators on distribution feeder reconfiguration would be investigated. This paper presents an approach for distribution reconfiguration considering Distributed Generators (DGs). The objective function is summation of electrical power losses A Tabu search optimization is used to solve the optimal operation problem. The approach is tested on a real distribution feeder.

Keywords: Distributed Generator, Daily Optimal Operation, Genetic Algorithm.

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Authors: M. Goerke, J. Gehrmann

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Caused by shorter product life cycles and higher product variety the importance of production ramp ups is increasing. Even though companies are aware of that fact, up to 40% of the ramp up projects still miss technical and economical requirements. The success of a ramp up depends on the planning of human factors, organizational aspects and technological solutions. Since only partly considered in scientific literature, this paper lays its focus on the human factor during production ramp up. There are only incoherent methods which address the problems in this area. A systematic and holistic method to improve the capabilities of the employees during ramp up is missing. The Harada Method is a relatively young approach for developing highly-skilled workers. It consists of different worksheets which help employees to set guidelines and reach overall objectives. This approach is going to be transferred into a tool for ramp up management.

Keywords: Employee Development, Harada, Production Ramp Up.

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Authors: R. Asokan, A. M. Natarajan

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Mobile adhoc network (MANET) is a collection of mobile devices which form a communication network with no preexisting wiring or infrastructure. Multiple routing protocols have been developed for MANETs. As MANETs gain popularity, their need to support real time applications is growing as well. Such applications have stringent quality of service (QoS) requirements such as throughput, end-to-end delay, and energy. Due to dynamic topology and bandwidth constraint supporting QoS is a challenging task. QoS aware routing is an important building block for QoS support. The primary goal of the QoS aware protocol is to determine the path from source to destination that satisfies the QoS requirements. This paper proposes a new energy and delay aware protocol called energy and delay aware TORA (EDTORA) based on extension of Temporally Ordered Routing Protocol (TORA).Energy and delay verifications of query packet have been done in each node. Simulation results show that the proposed protocol has a higher performance than TORA in terms of network lifetime, packet delivery ratio and end-to-end delay.

Keywords: EDTORA, Mobile Adhoc Networks, QoS, Routing, TORA

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Authors: Abdessamad Essaouabi, Ibnelhaj Elhassane

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Efficient storage, transmission and use of video information are key requirements in many multimedia applications currently being addressed by MPEG-4. To fulfill these requirements, a new approach for representing video information which relies on an object-based representation, has been adopted. Therefore, objectbased watermarking schemes are needed for copyright protection. This paper proposes a novel blind object watermarking scheme for images and video using the in place lifting shape adaptive-discrete wavelet transform (SA-DWT). In order to make the watermark robust and transparent, the watermark is embedded in the average of wavelet blocks using the visual model based on the human visual system. Wavelet coefficients n least significant bits (LSBs) are adjusted in concert with the average. Simulation results shows that the proposed watermarking scheme is perceptually invisible and robust against many attacks such as lossy image/video compression (e.g. JPEG, JPEG2000 and MPEG-4), scaling, adding noise, filtering, etc.

Keywords: Watermark, visual model, robustness, in place lifting shape adaptive-discrete wavelet transform.

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Authors: Shanshan Qi, Rob Law, Dimitrios Buhalis

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The fast technology and economic growth in China has attracted global attention in its tourism development. This study makes an effort on investigating China-s online tourism market and the Chinese online travelers- perceptions of hotel websites. The findings are expected to better understand Chinese customers- online preference and identified the differences among online travelers from different regions in the country. Empirical findings showed online reservation information is the most important factor to Chinese customers, and tourists from different regions of China have perception difference on user-friendly factor. The findings benefit hoteliers from understanding their websites development and formulating more appropriate online strategies to meet the requirements of Chinese travelers.

Keywords: Chinese online travelers, Hotel websites, Regions of China, Website usefulness

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Authors: Yanyan Xu, Lizhi Xiong, Zhengquan Xu, Li Jiang

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In order to protect data privacy, image with sensitive or private information needs to be encrypted before being outsourced to the cloud. However, this causes difficulties in image retrieval and data management. A secure image retrieval method based on orthogonal decomposition is proposed in the paper. The image is divided into two different components, for which encryption and feature extraction are executed separately. As a result, cloud server can extract features from an encrypted image directly and compare them with the features of the queried images, so that the user can thus obtain the image. Different from other methods, the proposed method has no special requirements to encryption algorithms. Experimental results prove that the proposed method can achieve better security and better retrieval precision.

Keywords: Secure image retrieval, secure search, orthogonal decomposition, secure cloud computing.

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Authors: So-Jeong Youn, Kyung-Whan Oh

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The human friendly interaction is the key function of a human-centered system. Over the years, it has received much attention to develop the convenient interaction through intention recognition. Intention recognition processes multimodal inputs including speech, face images, and body gestures. In this paper, we suggest a novel approach of intention recognition using a graph representation called Intention Graph. A concept of valid intention is proposed, as a target of intention recognition. Our approach has two phases: goal recognition phase and intention recognition phase. In the goal recognition phase, we generate an action graph based on the observed actions, and then the candidate goals and their plans are recognized. In the intention recognition phase, the intention is recognized with relevant goals and user profile. We show that the algorithm has polynomial time complexity. The intention graph is applied to a simple briefcase domain to test our model.

Keywords: Intention recognition, intention, graph, HCI.

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Authors: S. Minhas, C. Juzek, U. Berger

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The planning in manufacturing system is becoming complicated day by day due to the expanding networks and shortage of skilled people to manage change. Consequently, faster lead time and rising demands for eco-efficient evaluation of manufacturing products and processes need exploitation of new and intelligent knowledge management concepts for manufacturing planning. This paper highlights motivation for incorporation of new features in the manufacturing planning system. Furthermore, it elaborates requirements for the development of intelligent knowledge management concept to support planning related decisions. Afterwards, the derived concept is presented in this paper considering two case studies. The first case study is concerned with the automotive ramp-up planning. The second case study specifies requirements for knowledge management system to support decisions in eco-efficient evaluation of manufacturing products and processes

Keywords: Ramp-up, Environmental impact, Knowledge management.

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Authors: C. C. Huang, M. S. Amirrudin, N. A. Ahamad Noruddin, R. Othman

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Anti-money laundering is commonly recognized as a set of procedures, laws or regulations designed to reduce the practice of generating income through illegal actions. In Malaysia, the government and law enforcement agencies have stepped up their capacities and efforts to curb money laundering since 2001. One of these measures was the enactment of the Anti-Money Laundering Act (AMLA) in 2001. The implementation costs on anti-money laundering requirements (AMLR) can be burdensome to those who are involved in enforcing them. The objective of this paper is to explore the perceived effectiveness of AMLR from the enforcement agencies- perspective. This is a preliminary study whose findings will help to give direction for further AML research in Malaysia. In addition, the results of this study provide empirical evidences on the perceived effectiveness of AMLR prior to further investigations on barriers and improvements of the implementation of the anti-money laundering regime in Malaysia.

Keywords: Anti-money laundering, anti-money laundering requirements, perceived effectiveness, enforcement agencies.

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Authors: P. Vazan, P. Tanuska, M. Kebisek, S. Duchovicova

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The paper deals with communication standards for control and production system. The authors formulate the requirements for communication security protection. The paper is focused on application protocols of the industrial networks and their basic classification. The typical attacks are analysed and the safety protection, based on requirements for specific industrial network is suggested and defined in this paper.

Keywords: Application protocols, communication standards, industrial networks.

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Authors: Roslina Ibrahim, Azizah Jaafar

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Educational games (EG) seem to have lots of potential due to digital games popularity and preferences of our younger generations of learners. However, most studies focus on game design and its effectiveness while little has been known about the factors that can affect users to accept or to reject EG for their learning. User acceptance research try to understand the determinants of information systems (IS) adoption among users by investigating both systems factors and users factors. Upon the lack of knowledge on acceptance factors for educational games, we seek to understand the issue. This study proposed a model of acceptance factors based on Unified Theory of Acceptance and Use of Technology (UTAUT). We use original model (performance expectancy, effort expectancy and social influence) together with two new determinants (learning opportunities and enjoyment). We will also investigate the effect of gender and gaming experience that moderate the proposed factors.

Keywords: educational games, games acceptance, user acceptance model, UTAUT

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Authors: Mounir Zekkaoui, Abdelhadi Fennan

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The software evolution control requires a deep understanding of the changes and their impact on different system heterogeneous artifacts. And an understanding of descriptive knowledge of the developed software artifacts is a prerequisite condition for the success of the evolutionary process. The implementation of an evolutionary process is to make changes more or less important to many heterogeneous software artifacts such as source code, analysis and design models, unit testing, XML deployment descriptors, user guides, and others. These changes can be a source of degradation in functional, qualitative or behavioral terms of modified software. Hence the need for a unified approach for extraction and representation of different heterogeneous artifacts in order to ensure a unified and detailed description of heterogeneous software artifacts, exploitable by several software tools and allowing to responsible for the evolution of carry out the reasoning change concerned.

Keywords: Heterogeneous software artifacts, Software evolution control, Unified approach, Meta Model, Software Architecture.

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Authors: Roelien Goede

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Data warehousing success is not high enough. User dissatisfaction and failure to adhere to time frames and budgets are too common. Most traditional information systems practices are rooted in hard systems thinking. Today, the great systems thinkers are forgotten by information systems developers. A data warehouse is still a system and it is worth investigating whether systems thinkers such as Churchman can enhance our practices today. This paper investigates data warehouse development practices from a systems thinking perspective. An empirical investigation is done in order to understand the everyday practices of data warehousing professionals from a systems perspective. The paper presents a model for the application of Churchman-s systems approach in data warehouse development.

Keywords: Data warehouse development, Information systemsdevelopment, Interpretive case study, Systems thinking

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Authors: Hrabe Thomas, Beck Florian, Nickell Stephan

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Cryo-electron microscopy (CEM) in combination with single particle analysis (SPA) is a widely used technique for elucidating structural details of macromolecular assemblies at closeto- atomic resolutions. However, development of automated software for SPA processing is still vital since thousands to millions of individual particle images need to be processed. Here, we present our workflow for automated particle picking. Our approach integrates peak shape analysis to the classical correlation and an iterative approach to separate macromolecules and background by classification. This particle selection workflow furthermore provides a robust means for SPA with little user interaction. Processing simulated and experimental data assesses performance of the presented tools.

Keywords: Cryo-electron Microscopy, Single Particle Analysis, Image Processing.

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Authors: Pejman Hosseinioun, Hasan Shakeri, Ghasem Ghorbanirostam

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In recent years, we have seen an increasing importance of research and study on knowledge source, decision support systems, data mining and procedure of knowledge discovery in data bases and it is considered that each of these aspects affects the others. In this article, we have merged information source and knowledge source to suggest a knowledge based system within limits of management based on storing and restoring of knowledge to manage information and improve decision making and resources. In this article, we have used method of data mining and Apriori algorithm in procedure of knowledge discovery one of the problems of Apriori algorithm is that, a user should specify the minimum threshold for supporting the regularity. Imagine that a user wants to apply Apriori algorithm for a database with millions of transactions. Definitely, the user does not have necessary knowledge of all existing transactions in that database, and therefore cannot specify a suitable threshold. Our purpose in this article is to improve Apriori algorithm. To achieve our goal, we tried using fuzzy logic to put data in different clusters before applying the Apriori algorithm for existing data in the database and we also try to suggest the most suitable threshold to the user automatically.

Keywords: Decision support system, data mining, knowledge discovery, data discovery, fuzzy logic.

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Authors: Salam Saudagar, Ankit Kamboj, Niraj Mohan, Satgounda Patil, Nilesh Powar

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Task Assignment and Scheduling is a challenging Operations Research problem when there is a limited number of resources and comparatively higher number of tasks. The Cost Management team at Cummins needs to assign tasks based on a deadline and must prioritize some of the tasks as per business requirements. Moreover, there is a constraint on the resources that assignment of tasks should be done based on an individual skill level, that may vary for different tasks. Another constraint is for scheduling the tasks that should be evenly distributed in terms of number of working hours, which adds further complexity to this problem. The proposed greedy approach to solve assignment and scheduling problem first assigns the task based on management priority and then by the closest deadline. This is followed by an iterative selection of an available resource with the least allocated total working hours for a task, i.e. finding the local optimal choice for each task with the goal of determining the global optimum. The greedy approach task allocation is compared with a variant of Hungarian Algorithm, and it is observed that the proposed approach gives an equal allocation of working hours among the resources. The comparative study of the proposed approach is also done with manual task allocation and it is noted that the visibility of the task timeline has increased from 2 months to 6 months. An interactive dashboard app is created for the greedy assignment and scheduling approach and the tasks with more than 2 months horizon that were waiting in a queue without a delivery date initially are now analyzed effectively by the business with expected timelines for completion.

Keywords: Assignment, deadline, greedy approach, hungarian algorithm, operations research, scheduling.

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Authors: Haider A Ramadhan, Khalil Shihab

Abstract:

Clustering techniques have been used by many intelligent software agents to group similar access patterns of the Web users into high level themes which express users intentions and interests. However, such techniques have been mostly focusing on one salient feature of the Web document visited by the user, namely the extracted keywords. The major aim of these techniques is to come up with an optimal threshold for the number of keywords needed to produce more focused themes. In this paper we focus on both keyword and similarity thresholds to generate themes with concentrated themes, and hence build a more sound model of the user behavior. The purpose of this paper is two fold: use distance based clustering methods to recognize overall themes from the Proxy log file, and suggest an efficient cut off levels for the keyword and similarity thresholds which tend to produce more optimal clusters with better focus and efficient size.

Keywords: Data mining, knowledge discovery, clustering, dataanalysis, Web log analysis, theme based searching.

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Authors: Nantapanuwat Nattapol, Ractham Peter, Kaewkittipong Laddawan

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The efficient knowledge management system (KMS) is one of the important strategies to help firms to achieve sustainable competitive advantages, but little research has been conducted to understand what contributes to the KMS success. This study thus set to investigate the determinants of KMS success in the context of Thai banking industry. A questionnaire survey was conducted in four major Thai Banks to test the proposed KMS Success model. The result of this study shows that KMS use and user satisfaction relate significantly to the success of KMS, and knowledge quality, service quality and trust lead to system use, and knowledge quality, system quality and trust lead to user satisfaction. However, this research focuses only on system and user-related factors. Future research thus can extend to study factors such as management support and organization readiness.

Keywords: Knowledge, Knowledge Management, Knowledge Management system, Knowledge Management System Success, Banking Industry, Thailand

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Authors: Shu-Yin Yu

Abstract:

With the advancement of artificial intelligence technology, most companies are aware of the profound potential of artificial intelligence in commercial marketing. Man-machine dialogue has become the latest trend in marketing customer service. However, chatbots are often considered to be lack of intelligent or unfriendly conversion, which instead reduces the communication effect of chatbots. To ensure that chatbots represent the brand image and provide a good user experience, companies and users attach great importance. In this study, customer service chatbot was used as the research sample. The research variables are based on the theory of artificial intelligence emotions, integrating the technology acceptance model and innovation diffusion theory, and the three aspects of pleasure, arousal, and dominance of the human-machine PAD (Pleasure, Arousal and Dominance) dimension. The results show that most of the participants have a higher acceptance of innovative technologies and are high pleasure and arousal in the user experience. Participants still have traditional gender (female) service stereotypes about customer service chatbots. Users who have high trust in using chatbots can easily enhance brand acceptance and easily accept brand messages, extend the trust of chatbots to trust in the brand, and develop a positive attitude towards the brand.

Keywords: Brand attitude, chatbot, emotional interaction, user experience.

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