Search results for: Empirical techniques.

Authors: A. A. Penin

Abstract:

An empirical linearly-hyperbolic approximation of the I - V characteristic of a solar cell is presented. This approximation is based on hyperbolic dependence of a current of p-n junctions on voltage for large currents. Such empirical approximation is compared with the early proposed formal linearly-hyperbolic approximation of a solar cell. The expressions defining laws of change of parameters of formal approximation at change of a photo current of family of characteristics are received. It allows simplifying a finding of parameters of approximation on actual curves, to specify their values. Analytical calculation of load regime for linearly - hyperbolic model leads to quadratic equation. Also, this model allows to define soundly a deviation from the maximum power regime and to compare efficiency of regimes of solar cells with different parameters.

Keywords: a solar cell generator, I − V characteristic, p − n junction, approximation

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Authors: Samppa Suoniemi, Harri Terho, Rami Olkkonen

Abstract:

In recent methodological articles related to structural equation modeling (SEM), the question of how to measure endogenous formative variables has been raised as an urgent, unresolved issue. This research presents an empirical application from the CRM system development context to test a recently developed technique, which makes it possible to measure endogenous formative constructs in structural models. PLS path modeling is used to demonstrate the feasibility of measuring antecedent relationships at the formative indicator level, not the formative construct level. Empirical results show that this technique is a promising approach to measure antecedent relationships of formative constructs in SEM.

Keywords: CRM system development, formative measures, PLS path modeling, research methodology.

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Authors: F. Isada, Y. Isada

Abstract:

In this research, the diffusion of innovation regarding smartphone usage is analysed through a consumer behaviour theory. This research aims to determine whether a pattern surrounding the diffusion of innovation exists. As a methodology, an empirical study of the switch from a conventional cell phone to a smartphone was performed. Specifically, a questionnaire survey was completed by general consumers, and the situational and behavioural characteristics of switching from a cell phone to a smartphone were analysed. In conclusion, we found that the speed of the diffusion of innovation, the consumer behaviour characteristics, and the utilities of the product vary according to the stage of the product life cycle.

Keywords: Diffusion of innovation, consumer behaviour, product life cycle, smartphone, empirical study, questionnaire survey.

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Authors: Young-Seok Choi

Abstract:

We present a refined multiscale Shannon entropy for analyzing electroencephalogram (EEG), which reflects the underlying dynamics of EEG over multiple scales. The rationale behind this method is that neurological signals such as EEG possess distinct dynamics over different spectral modes. To deal with the nonlinear and nonstationary nature of EEG, the recently developed empirical mode decomposition (EMD) is incorporated, allowing a decomposition of EEG into its inherent spectral components, referred to as intrinsic mode functions (IMFs). By calculating the Shannon entropy of IMFs in a time-dependent manner and summing them over adaptive multiple scales, it results in an adaptive subscale entropy measure of EEG. Simulation and experimental results show that the proposed entropy properly reveals the dynamical changes over multiple scales.

Keywords: EEG, subscale entropy, Empirical mode decomposition, Intrinsic mode function.

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Authors: Fathi Taibi

Abstract:

Measuring the reusability of Object-Oriented (OO) program code is important to ensure a successful and timely adaptation and integration of the reused code in new software projects. It has become even more relevant with the availability of huge amounts of open-source projects. Reuse saves cost, increases the speed of development and improves software reliability. Measuring this reusability is not s straight forward process due to the variety of metrics and qualities linked to software reuse and the lack of comprehensive empirical studies to support the proposed metrics or models. In this paper, a conceptual model is proposed to measure the reusability of OO program code. A comprehensive set of metrics is used to compute the most significant factors of reusability and an empirical investigation is conducted to measure the reusability of the classes of randomly selected open-source Java projects. Additionally, the impact of using inner and anonymous classes on the reusability of their enclosing classes is assessed. The results obtained are thoroughly analyzed to identify the factors behind lack of reusability in open-source OO program code and the impact of nesting on it.

Keywords: Code reuse, Low Complexity, Empirical Analysis, Modularity, Software Metrics, Understandability.

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Authors: Young Hoon Lee, Bong Jin Kang, Won Ho Kang

Abstract:

Antiseismic property of telecommunication equipment is very important for the grasp of the damage and the restoration after earthquake. Telecommunication business operators are regulating seismic standard for their equipments. These standards are organized to simulate the real seismic situations and usually define the minimum value of first natural frequency of the equipments or the allowable maximum displacement of top of the equipments relative to bottom. Using the finite element analysis, natural frequency can be obtained with high accuracy but the relative displacement of top of the equipments is difficult to predict accurately using the analysis. Furthermore, in the case of simulating the equipments with access floor, predicting the relative displacement of top of the equipments become more difficult. In this study, using enormous experimental datum, an empirical formula is suggested to forecast the relative displacement of top of the equipments. Also it can be known that which physical quantities are related with the relative displacement.

Keywords: Empirical formula, First natural frequency, Seismic test, Telecommunication equipments.

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Authors: Shashank Gautam

Abstract:

This paper proposes techniques like MT CMOS, POWER GATING, DUAL STACK, GALEOR and LECTOR to reduce the leakage power. A Full Adder has been designed using these techniques and power dissipation is calculated and is compared with general CMOS logic of Full Adder. Simulation results show the validity of the proposed techniques is effective to save power dissipation and to increase the speed of operation of the circuits to a large extent.

Keywords: Low Power, MT CMOS, Galeor, Lector, Power Gating, Dual Stack, Full Adder.

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Authors: Pradeep Kumar, Abdul Wahid

Abstract:

Accurate software reliability prediction not only enables developers to improve the quality of software but also provides useful information to help them for planning valuable resources. This paper examines the performance of three well-known data mining techniques (CART, TreeNet and Random Forest) for predicting software reliability. We evaluate and compare the performance of proposed models with Cascade Correlation Neural Network (CCNN) using sixteen empirical databases from the Data and Analysis Center for Software. The goal of our study is to help project managers to concentrate their testing efforts to minimize the software failures in order to improve the reliability of the software systems. Two performance measures, Normalized Root Mean Squared Error (NRMSE) and Mean Absolute Errors (MAE), illustrate that CART model is accurate than the models predicted using Random Forest, TreeNet and CCNN in all datasets used in our study. Finally, we conclude that such methods can help in reliability prediction using real-life failure datasets.

Keywords: Classification, Cascade Correlation Neural Network, Random Forest, Software reliability, TreeNet.

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Authors: C. G. Jinimole, A. Harsha

Abstract:

One of the key problems facing in the analysis of Computed Tomography (CT) images is the poor contrast of the images. Image enhancement can be used to improve the visual clarity and quality of the images or to provide a better transformation representation for further processing. Contrast enhancement of images is one of the acceptable methods used for image enhancement in various applications in the medical field. This will be helpful to visualize and extract details of brain infarctions, tumors, and cancers from the CT image. This paper presents a comparison study of five contrast enhancement techniques suitable for the contrast enhancement of CT images. The types of techniques include Power Law Transformation, Logarithmic Transformation, Histogram Equalization, Contrast Stretching, and Laplacian Transformation. All these techniques are compared with each other to find out which enhancement provides better contrast of CT image. For the comparison of the techniques, the parameters Peak Signal to Noise Ratio (PSNR) and Mean Square Error (MSE) are used. Logarithmic Transformation provided the clearer and best quality image compared to all other techniques studied and has got the highest value of PSNR. Comparison concludes with better approach for its future research especially for mapping abnormalities from CT images resulting from Brain Injuries.

Keywords: Computed tomography, enhancement techniques, increasing contrast, PSNR and MSE.

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Authors: César Camisón-Zornoza, Beatriz Forés-Julián, Alba Puig-Denia

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The literature has argued that firms based in industrial districts enjoy advantages for creating internal knowledge and absorbing external knowledge as a consequence of to the knowledge flows and spillovers that exist in the district. However, empirical evidence to show how belonging to an industrial district affects the business processes of creation and absorption of knowledge is scarce and, moreover, empirical research has not taken into account the influence of variations in the flows of knowledge circulating in each cluster. This study aims to extend empirical evidence on the effect that the stock of shared competencies in industrial districts has on the business processes of creation and absorption of knowledge, through data from an initial study on 952 firms and 35 industrial districts in Spain.

Keywords: Absorptive capacity, industrial district, knowledge creation, organisational learning

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Authors: Sudipta Majumdar, Amarendra Kumar Mishra

Abstract:

This paper proposes empirical mode decomposition (EMD) together with wavelet transform (WT) based analytic signal for power quality (PQ) events assessment. EMD decomposes the complex signals into several intrinsic mode functions (IMF). As the PQ events are non stationary, instantaneous parameters have been calculated from these IMFs using analytic signal obtained form WT. We obtained three parameters from IMFs and then used KNN classifier for classification of PQ disturbance. We compared the classification of proposed method for PQ events by obtaining the features using Hilbert transform (HT) method. The classification efficiency using WT based analytic method is 97.5% and using HT based analytic signal is 95.5%.

Keywords: Empirical mode decomposition, Hilbert transform, wavelet transform.

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Authors: Milena Gojny-Zbierowska

Abstract:

In the last decades, psychological tests have been gaining in popularity as a method used for evaluating personnel, and they bring consulting companies solid profits rising by up to 10% each year. The market is offering a growing range of tools for the assessment of personality. Tests are used in organizations mainly in the recruitment and selection of staff. This paper is an attempt to initially diagnose the state of the use of psychological tests in Polish companies on the basis of empirical research.

Keywords: Psychological tests, personality, content analysis, NEO FFI, big five personality model.

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Authors: Bahaa Khalil, Taha B. M. J. Ouarda, André St-Hilaire

Abstract:

The world economic crises and budget constraints have caused authorities, especially those in developing countries, to rationalize water quality monitoring activities. Rationalization consists of reducing the number of monitoring sites, the number of samples, and/or the number of water quality variables measured. The reduction in water quality variables is usually based on correlation. If two variables exhibit high correlation, it is an indication that some of the information produced may be redundant. Consequently, one variable can be discontinued, and the other continues to be measured. Later, the ordinary least squares (OLS) regression technique is employed to reconstitute information about discontinued variable by using the continuously measured one as an explanatory variable. In this paper, two record extension techniques are employed to reconstitute information about discontinued water quality variables, the OLS and the Line of Organic Correlation (LOC). An empirical experiment is conducted using water quality records from the Nile Delta water quality monitoring network in Egypt. The record extension techniques are compared for their ability to predict different statistical parameters of the discontinued variables. Results show that the OLS is better at estimating individual water quality records. However, results indicate an underestimation of the variance in the extended records. The LOC technique is superior in preserving characteristics of the entire distribution and avoids underestimation of the variance. It is concluded from this study that the OLS can be used for the substitution of missing values, while LOC is preferable for inferring statements about the probability distribution.

Keywords: Record extension, record augmentation, monitoringnetworks, water quality indicators.

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Authors: Stefano Frassinelli, Alessandro Niccolai, Riccardo E. Zich

Abstract:

Sport performance analysis is a technique that is becoming every year more important for athletes of every level. Many techniques have been developed to measure and analyse efficiently the performance of athletes in some sports, but in combat sports these techniques found in many times their limits, due to the high interaction between the two opponents during the competition. In this paper the problem will be framed. Moreover the physical performance measurement problem will be analysed and three different techniques to manage it will be presented. All the techniques have been used to analyse the performance of 22 high level Judo athletes.

Keywords: Sport performance, physical performance, judo, performance coefficients.

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Authors: Su Cheng Haw, G. S. V. Radha Krishna Rao

Abstract:

Over the past few years, XML (eXtensible Mark-up Language) has emerged as the standard for information representation and data exchange over the Internet. This paper provides a kick-start for new researches venturing in XML databases field. We survey the storage representation for XML document, review the XML query processing and optimization techniques with respect to the particular storage instance. Various optimization technologies have been developed to solve the query retrieval and updating problems. Towards the later year, most researchers proposed hybrid optimization techniques. Hybrid system opens the possibility of covering each technology-s weakness by its strengths. This paper reviews the advantages and limitations of optimization techniques.

Keywords: indexing, labeling scheme, query optimization, XML storage.

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Authors: Christopher Reichstein, Ralf-Christian Härting, Martina Häußler

Abstract:

With a continuously increasing speed of information exchange on the World Wide Web, retailers in the E-Commerce sector are faced with immense possibilities regarding different online purchase processes like dynamic price settings. By use of Dynamic Pricing, retailers are able to set short time price changes in order to optimize producer surplus. The empirical research illustrates the basics of Dynamic Pricing and identifies six influencing factors of Dynamic Pricing. The results of a structural equation modeling approach show five main drivers increasing the potential of dynamic price settings in the E-Commerce. Influencing factors are the knowledge of customers’ individual willingness to pay, rising sales, the possibility of customization, the data volume and the information about competitors’ pricing strategy.

Keywords: E-commerce, empirical research, experts, Dynamic Pricing (DP), influencing factors, potentials.

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Authors: Kunyanuth Kularbphettong, Cholticha Tongsiri

Abstract:

The purpose of this research aims to discover the knowledge for analysis student motivation behavior on e-Learning based on Data Mining Techniques, in case of the Information Technology for Communication and Learning Course at Suan Sunandha Rajabhat University. The data mining techniques was applied in this research including association rules, classification techniques. The results showed that using data mining technique can indicate the important variables that influence the student motivation behavior on e-Learning.

Keywords: association rule mining, classification techniques, e- Learning, Moodle log Motivation Behavior

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Authors: Chin Wen Cheong

Abstract:

This study employs a bivariate asymmetric GARCH model to reveal the hidden dynamics price changes and volatility among the emerging markets of Thailand and Malaysian after the Asian financial crisis from January 2001 to December 2008. Our results indicated that the equity markets are sharing the common information (shock) that transmitted among each others. These empirical findings are used to demonstrate the importance of shock and volatility dynamic transmissions in the cross-market hedging and market risk.

Keywords: multivariate ARCH, structural change, value at risk.

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Authors: M. Ahmadi, M. Kafil, H. Ebrahimi

Abstract:

Nowadays, induction motors have a significant role in industries. Condition monitoring (CM) of this equipment has gained a remarkable importance during recent years due to huge production losses, substantial imposed costs and increases in vulnerability, risk, and uncertainty levels. Motor current signature analysis (MCSA) is one of the most important techniques in CM. This method can be used for rotor broken bars detection. Signal processing methods such as Fast Fourier transformation (FFT), Wavelet transformation and Empirical Mode Decomposition (EMD) are used for analyzing MCSA output data. In this study, these signal processing methods are used for broken bar problem detection of Mobarakeh steel company induction motors. Based on wavelet transformation method, an index for fault detection, CF, is introduced which is the variation of maximum to the mean of wavelet transformation coefficients. We find that, in the broken bar condition, the amount of CF factor is greater than the healthy condition. Based on EMD method, the energy of intrinsic mode functions (IMF) is calculated and finds that when motor bars become broken the energy of IMFs increases.

Keywords: Broken bar, condition monitoring, diagnostics, empirical mode decomposition, Fourier transform, wavelet transform.

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Authors: Jeries J. Abou-Hanna

Abstract:

Several techniques exist for determining stress-intensity factors in linear elastic fracture mechanics analysis. These techniques are based on analytical, numerical, and empirical approaches that have been well documented in literature and engineering handbooks. However, not all techniques share the same merit. In addition to overly-conservative results, the numerical methods that require extensive computational effort, and those requiring copious user parameters hinder practicing engineers from efficiently evaluating stress-intensity factors. This paper investigates the prospects of reducing the complexity and required variables to determine stress-intensity factors through the utilization of the stress gradient and a weighting function. The heart of this work resides in the understanding that fracture emanating from stress concentration locations cannot be explained by a single maximum stress value approach, but requires use of a critical volume in which the crack exists. In order to understand the effectiveness of this technique, this study investigated components of different notch geometry and varying levels of stress gradients. Two forms of weighting functions were employed to determine stress-intensity factors and results were compared to analytical exact methods. The results indicated that the “exponential” weighting function was superior to the “absolute” weighting function. An error band +/- 10% was met for cases ranging from a steep stress gradient in a sharp v-notch to the less severe stress transitions of a large circular notch. The incorporation of the proposed method has shown to be a worthwhile consideration.

Keywords: Fracture mechanics, finite element method, stress intensity factor, stress gradient.

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Authors: Srinivasan Latha, M. R. Christhu Raj, Rajeev Sukumaran

Abstract:

Active learning strategies have completely rewritten the concept of teaching and learning. Academicians have clocked back to Socratic approaches of questioning. Educators have started implementing active learning strategies for effective learning with the help of tools and technology. As Generation-Y learners are mostly visual, engaging them using visualization techniques play a vital role in their learning process. The facilitator has an important role in intrinsically motivating the learners using different approaches to create self-learning interests. Different visualization techniques were used along with lectures to help students understand and appreciate the concepts. Anonymous feedback was collected from learners. The consolidated report shows that majority of learners accepted the usage of visualization techniques was helpful in understanding concepts as well as create interest in learning the course. This study helps to understand, how the use of visualization techniques help the facilitator to engage learners effectively as well create and intrinsic motivation for their learning.

Keywords: Visualization techniques, concept maps, mind maps, argument maps, flowchart, tree diagram, problem solving.

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Authors: J. Chelladurai, G. Saravana Ilango, C. Nagamani, S. Senthil Kumar

Abstract:

Pulse width modulation (PWM) techniques have been the subject of intensive research for different industrial and power sector applications. A large variety of methods, different in concept and performance, have been newly developed and described. This paper analyzes the comparative merits of Sinusoidal Pulse Width Modulation (SPWM) and Space Vector Pulse Width Modulation (SVPWM) techniques and the suitability of these techniques in a Shunt Active Filter (SAF). The objective is to select the scheme that offers effective utilization of DC bus voltage and also harmonic reduction at the input side. The effectiveness of the PWM techniques is tested in the SAF configuration with a non linear load. The performance of the SAF with the SPWM and (SVPWM) techniques are compared with respect to the THD in source current. The study reveals that in the context of closed loop SAF control with the SVPWM technique there is only a minor improvement in THD. The utilization of the DC bus with SVPWM is also not significant compared to that with SPWM because of the non sinusoidal modulating signal from the controller in SAF configuration.

Keywords: Voltage source inverter, Shunt active filter, SPWM, SVPWM, Matlab/SIMULINK.

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Authors: Ahmad H. Abdelgwad

Abstract:

Microstrip patch antennas are widely used in many wireless communication applications because of their various advantages such as light weight, compact size, inexpensive, ease of fabrication and high reliability. However, narrow bandwidth and low gain are the major drawbacks of microstrip antennas. The radiation properties of microstrip antenna is affected by many designing factors like feeding techniques, manufacturing substrate, patch and ground structure. This manuscript presents a review of the most popular gain and bandwidth enhancement methods of microstrip antenna and reports a brief description of its feeding techniques.

Keywords: Gain and bandwidth enhancement, slotted patch, parasitic patch, electromagnetic band gap, defected ground, feeding techniques.

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Authors: B. Ferdousi

Abstract:

This study examines the adoption of digital technology in academic assessment or e-assessment in higher education. The main focus of this research is to determine the impact of advanced digital technology on different assessment techniques such as formative assessment and summative assessment. The goal of this study is to critically evaluate the selection of different assessment methods using digital technology to enhance assessment for more effective learning. Given the increasing use of digital technology in the assessment of students' achievement in the learning process, this research is significant. Based on a literature review of different assessment techniques using technology, this study focuses on the formative and summative techniques of e-assessment. The paper offers an in-depth analysis of the innovative and creative use of digital technology in assessment. The findings of this research will enhance knowledge and in-depth understanding of using technology in assessment, especially in active learning environments, in higher academic institutions.

Keywords: E-assessment techniques, assessment for learning, assessment of learning, digital technology.

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Authors: Talal Alshammari, Nasser Alshammari, Mohamed Sedky, Chris Howard

Abstract:

With the widespread adoption of the Internet-connected devices, and with the prevalence of the Internet of Things (IoT) applications, there is an increased interest in machine learning techniques that can provide useful and interesting services in the smart home domain. The areas that machine learning techniques can help advance are varied and ever-evolving. Classifying smart home inhabitants’ Activities of Daily Living (ADLs), is one prominent example. The ability of machine learning technique to find meaningful spatio-temporal relations of high-dimensional data is an important requirement as well. This paper presents a comparative evaluation of state-of-the-art machine learning techniques to classify ADLs in the smart home domain. Forty-two synthetic datasets and two real-world datasets with multiple inhabitants are used to evaluate and compare the performance of the identified machine learning techniques. Our results show significant performance differences between the evaluated techniques. Such as AdaBoost, Cortical Learning Algorithm (CLA), Decision Trees, Hidden Markov Model (HMM), Multi-layer Perceptron (MLP), Structured Perceptron and Support Vector Machines (SVM). Overall, neural network based techniques have shown superiority over the other tested techniques.

Keywords: Activities of daily living, classification, internet of things, machine learning, smart home.

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Authors: Vijay Pal Singh, Yogesh Chandra Kotiyal

Abstract:

Structures are a combination of various load carrying members which transfer the loads to the foundation from the superstructure safely. At the design stage, the loading of the structure is defined and appropriate material choices are made based upon their properties, mainly related to strength. The strength of materials kept on reducing with time because of many factors like environmental exposure and deformation caused by unpredictable external loads. Hence, to predict the strength of materials used in structures, various techniques are used. Among these techniques, Non-destructive techniques (NDT) are the one that can be used to predict the strength without damaging the structure. In the present study, the compressive strength of concrete has been predicted using Artificial Neural Network (ANN). The predicted strength was compared with the experimentally obtained actual compressive strength of concrete and equations were developed for different models. A good co-relation has been obtained between the predicted strength by these models and experimental values. Further, the co-relation has been developed using two NDT techniques for prediction of strength by regression analysis. It was found that the percentage error has been reduced between the predicted strength by using combined techniques in place of single techniques.

Keywords: Rebound, ultra-sonic pulse, penetration, ANN, NDT, regression.

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Authors: Muhammad Jamaluddin Thaheem, Alberto De Marco

Abstract:

The area of Project Risk Management (PRM) has been extensively researched, and the utilization of various tools and techniques for managing risk in several industries has been sufficiently reported. Formal and systematic PRM practices have been made available for the construction industry. Based on such body of knowledge, this paper tries to find out the global picture of PRM practices and approaches with the help of a survey to look into the usage of PRM techniques and diffusion of software tools, their level of maturity, and their usefulness in the construction sector. Results show that, despite existing techniques and tools, their usage is limited: software tools are used only by a minority of respondents and their cost is one of the largest hurdles in adoption. Finally, the paper provides some important guidelines for future research regarding quantitative risk analysis techniques and suggestions for PRM software tools development and improvement.

Keywords: Construction industry, Project risk management, Software tools, Survey study.

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Authors: Masoud Nasri, Sadat Feiznia, Mohammad Jafari, Hasan Ahmadi

Abstract:

Today, incorrect use of lands and land use changes, excessive grazing, no suitable using of agricultural farms, plowing on steep slopes, road construct, building construct, mine excavation etc have been caused increasing of soil erosion and sediment yield. For erosion and sediment estimation one can use statistical and empirical methods. This needs to identify land unit map and the map of effective factors. However, these empirical methods are usually time consuming and do not give accurate estimation of erosion. In this study, we applied GIS techniques to estimate erosion and sediment of Menderjan watershed at upstream Zayandehrud river in center of Iran. Erosion faces at each land unit were defined on the basis of land use, geology and land unit map using GIS. The UTM coordinates of each erosion type that showed more erosion amounts such as rills and gullies were inserted in GIS using GPS data. The frequency of erosion indicators at each land unit, land use and their sediment yield of these indices were calculated. Also using tendency analysis of sediment yield changes in watershed outlet (Menderjan hydrometric gauge station), was calculated related parameters and estimation errors. The results of this study according to implemented watershed management projects can be used for more rapid and more accurate estimation of erosion than traditional methods. These results can also be used for regional erosion assessment and can be used for remote sensing image processing.

Keywords: Erosion and sedimentation, Gully, Rill, GIS, GPS, Menderjan Watershed

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Authors: Hanaa E.Sayed, Hossam A. Gabbar, Shigeji Miyazaki

Abstract:

This paper presents Faults Forecasting System (FFS) that utilizes statistical forecasting techniques in analyzing process variables data in order to forecast faults occurrences. FFS is proposing new idea in detecting faults. Current techniques used in faults detection are based on analyzing the current status of the system variables in order to check if the current status is fault or not. FFS is using forecasting techniques to predict future timing for faults before it happens. Proposed model is applying subset modeling strategy and Bayesian approach in order to decrease dimensionality of the process variables and improve faults forecasting accuracy. A practical experiment, designed and implemented in Okayama University, Japan, is implemented, and the comparison shows that our proposed model is showing high forecasting accuracy and BEFORE-TIME.

Keywords: Bayesian Techniques, Faults Detection, Forecasting techniques, Multivariate Analysis.

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Authors: O. Bouhlel, N. Mzoughi, D. Hadiji, I. Ben Slimane

Abstract:

This research assesses the value of the brand personality and its influence on consumer-s decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it.

Keywords: Attachment, Brand personality, Commitment, Involvement, Mobile marketing, Purchase intention, Sensitivity, Trust.

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