Search results for: random effects model
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 10037

Search results for: random effects model

3107 Judges System for Classifiers Specialization

Authors: Abdel Rodríguez, Isis Bonet, Ricardo Grau, María M. García

Abstract:

In this paper we designed and implemented a new ensemble of classifiers based on a sequence of classifiers which were specialized in regions of the training dataset where errors of its trained homologous are concentrated. In order to separate this regions, and to determine the aptitude of each classifier to properly respond to a new case, it was used another set of classifiers built hierarchically. We explored a selection based variant to combine the base classifiers. We validated this model with different base classifiers using 37 training datasets. It was carried out a statistical comparison of these models with the well known Bagging and Boosting, obtaining significantly superior results with the hierarchical ensemble using Multilayer Perceptron as base classifier. Therefore, we demonstrated the efficacy of the proposed ensemble, as well as its applicability to general problems.

Keywords: classifiers, delegation, ensemble

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3106 Dynamic Modeling and Simulation of Threephase Small Power Induction Motor

Authors: Nyein Nyein Soe, Thet Thet Han Yee, Soe Sandar Aung

Abstract:

This paper is proposed the dynamic simulation of small power induction motor based on Mathematical modeling. The dynamic simulation is one of the key steps in the validation of the design process of the motor drive systems and it is needed for eliminating inadvertent design mistakes and the resulting error in the prototype construction and testing. This paper demonstrates the simulation of steady-state performance of induction motor by MATLAB Program Three phase 3 hp induction motor is modeled and simulated with SIMULINK model.

Keywords: Squirrel cage induction motor, modeling andsimulation, MATLAB software, torque, speed.

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3105 Changes in Fine PM Pollution Levels with Tightening of Regulations on Vehicle Emissions

Authors: Akihiro Iijima, Kimiyo Kumagai

Abstract:

A long-term campaign for monitoring the concentration of atmospheric Particulate Matter (PM) was conducted at multiple sites located in the center and suburbs of the Tokyo Metropolitan Area in Japan. The concentration of fine PM has shown a declining trend over the last two decades. A positive matrix factorization model elucidated that the contribution of combustion sources was drastically reduced. In Japan, the regulations on vehicle exhaust emissions were phased in and gradually tightened over the last two decades, which has triggered a notable reduction in PM emissions from automobiles and has contributed to the mitigation of the problem of fine PM pollution.

Keywords: Air pollution, Diesel-powered vehicle, Positive matrix factorization, Receptor modeling.

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3104 Numerical Simulation of Interfacial Flow with Volume-Of-Fluid Method

Authors: Afshin Ahmadi Nadooshan

Abstract:

In this article, various models of surface tension force (CSF, CSS and PCIL) for interfacial flows have been applied to dynamic case and the results were compared. We studied the Kelvin- Helmholtz instabilities, which are produced by shear at the interface between two fluids with different physical properties. The velocity inlet is defined as a sinusoidal perturbation. When gravity and surface tension are taking into account, we observe the development of the Instability for a critic value of the difference of velocity of the both fluids. The VOF Model enables to simulate Kelvin-Helmholtz Instability as dynamic case.

Keywords: Interfacial flow, Incompressible flow, surface tension, Volume-Of-Fluid, Kelvin-Helmholtz.

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3103 The Contribution of Diet and Lifestyle Factors in the Prevalence of Irritable Bowel Syndrome

Authors: Alexander Dao, Oscar Wambuguh

Abstract:

Irritable Bowel Syndrome (IBS) is a heterogeneous functional bowel disease that is characterized by chronic visceral abdominal pain and abnormal bowel function and habits. Its multifactorial pathophysiology and mechanisms are still largely a mystery to the contemporary biomedical community, although there are many hypotheses to try to explain IBS’s presumed physiological, psychosocial, genetic, and environmental etiologies. IBS’s symptomatic presentation is varied and divided into four major subtypes: IBS-C, IBS-D, IBS-M, and IBS-U. Given its diverse presentation and unclear mechanisms, diagnosis is done through a combination of positive identification utilizing the “Rome IV Irritable Bowel Syndrome Criteria'' (Rome IV) diagnostic criteria while also excluding other potential conditions with similar symptoms. Treatment of IBS is focused on the management of symptoms using an assortment of pharmaceuticals, lifestyle changes, and dietary changes, with future potential in microbial treatment and psychotherapy as other therapy methods. Its chronic, heterogeneous nature and disruptive gastrointestinal (GI) symptoms are negatively impactful on patients’ daily lives, health systems, and society. However, with a better understanding of the gaps in knowledge and technological advances in IBS’s pathophysiology, management, and treatment options, there is optimism for the millions of people worldwide who are suffering from the debilitating effects of IBS.

Keywords: Irritable bowel syndrome, lifestyle, diet, functional gastrointestinal disorder.

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3102 Simulation Studies of Solid-Particle and Liquid-Drop Erosion of NiAl Alloy

Authors: Rong Liu, Kuiying Chen, Ju Chen, Jingrong Zhao, Ming Liang

Abstract:

This article presents modeling studies of NiAl alloy under solid-particle erosion and liquid-drop erosion. In the solid-particle erosion simulation, attention is paid to the oxide scale thickness variation on the alloy in high-temperature erosion environments. The erosion damage is assumed to be deformation wear and cutting wear mechanisms, incorporating the influence of the oxide scale on the eroded surface; thus the instantaneous oxide thickness is the result of synergetic effect of erosion and oxidation. For liquid-drop erosion, special interest is in investigating the effects of drop velocity and drop size on the damage of the target surface. The models of impact stress wave, mean depth of penetration, and maximum depth of erosion rate (Max DER) are employed to develop various maps for NiAl alloy, including target thickness vs. drop size (diameter), rate of mean depth of penetration (MDRP) vs. drop impact velocity, and damage threshold velocity (DTV) vs. drop size.

Keywords: Liquid-drop erosion, NiAl alloy, oxide scale thickness, solid-particle erosion.

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3101 A Design of Supply Chain Management System with Flexible Planning Capability

Authors: Chia-Hui Huang, Han-Ying Kao

Abstract:

In production planning (PP) periods with excess capacity and growing demand, the manufacturers have two options to use the excess capacity. First, it could do more changeovers and thus reduce lot sizes, inventories, and inventory costs. Second, it could produce in excess of demand in the period and build additional inventory that can be used to satisfy future demand increments, thus delaying the purchase of the next machine that is required to meet the growth in demand. In this study we propose an enhanced supply chain planning model with flexible planning capability. In addition, a 3D supply chain planning system is illustrated.

Keywords: Supply chain, capacity expansion, inventory management, planning system.

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3100 Advanced Convolutional Neural Network Paradigms-Comparison of VGG16 with Resnet50 in Crime Detection

Authors: Taiwo. M. Akinmuyisitan, John Cosmas

Abstract:

This paper practically demonstrates the theories and concepts of an Advanced Convolutional Neural Network in the design and development of a scalable artificial intelligence model for the detection of criminal masterminds. The technique uses machine vision algorithms to compute the facial characteristics of suspects and classify actors as criminal or non-criminal faces. The paper proceeds further to compare the results of the error accuracy of two popular custom convolutional pre-trained networks, VGG16 and Resnet50. The result shows that VGG16 is probably more efficient than ResNet50 for the dataset we used.

Keywords: Artificial intelligence, convolutional neural networks, Resnet50, VGG16.

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3099 Optimizing Data Evaluation Metrics for Fraud Detection Using Machine Learning

Authors: Jennifer Leach, Umashanger Thayasivam

Abstract:

The use of technology has benefited society in more ways than one ever thought possible. Unfortunately, as society’s knowledge of technology has advanced, so has its knowledge of ways to use technology to manipulate others. This has led to a simultaneous advancement in the world of fraud. Machine learning techniques can offer a possible solution to help decrease these advancements. This research explores how the use of various machine learning techniques can aid in detecting fraudulent activity across two different types of fraudulent datasets, and the accuracy, precision, recall, and F1 were recorded for each method. Each machine learning model was also tested across five different training and testing splits in order to discover which split and technique would lead to the most optimal results.

Keywords: Data science, fraud detection, machine learning, supervised learning.

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3098 Load Forecasting Using Neural Network Integrated with Economic Dispatch Problem

Authors: Mariyam Arif, Ye Liu, Israr Ul Haq, Ahsan Ashfaq

Abstract:

High cost of fossil fuels and intensifying installations of alternate energy generation sources are intimidating main challenges in power systems. Making accurate load forecasting an important and challenging task for optimal energy planning and management at both distribution and generation side. There are many techniques to forecast load but each technique comes with its own limitation and requires data to accurately predict the forecast load. Artificial Neural Network (ANN) is one such technique to efficiently forecast the load. Comparison between two different ranges of input datasets has been applied to dynamic ANN technique using MATLAB Neural Network Toolbox. It has been observed that selection of input data on training of a network has significant effects on forecasted results. Day-wise input data forecasted the load accurately as compared to year-wise input data. The forecasted load is then distributed among the six generators by using the linear programming to get the optimal point of generation. The algorithm is then verified by comparing the results of each generator with their respective generation limits.

Keywords: Artificial neural networks, demand-side management, economic dispatch, linear programming, power generation dispatch.

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3097 Accurate Optical Flow Based on Spatiotemporal Gradient Constancy Assumption

Authors: Adam Rabcewicz

Abstract:

Variational methods for optical flow estimation are known for their excellent performance. The method proposed by Brox et al. [5] exemplifies the strength of that framework. It combines several concepts into single energy functional that is then minimized according to clear numerical procedure. In this paper we propose a modification of that algorithm starting from the spatiotemporal gradient constancy assumption. The numerical scheme allows to establish the connection between our model and the CLG(H) method introduced in [18]. Experimental evaluation carried out on synthetic sequences shows the significant superiority of the spatial variant of the proposed method. The comparison between methods for the realworld sequence is also enclosed.

Keywords: optical flow, variational methods, gradient constancy assumption.

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3096 Pruning Method of Belief Decision Trees

Authors: Salsabil Trabelsi, Zied Elouedi, Khaled Mellouli

Abstract:

The belief decision tree (BDT) approach is a decision tree in an uncertain environment where the uncertainty is represented through the Transferable Belief Model (TBM), one interpretation of the belief function theory. The uncertainty can appear either in the actual class of training objects or attribute values of objects to classify. In this paper, we develop a post-pruning method of belief decision trees in order to reduce size and improve classification accuracy on unseen cases. The pruning of decision tree has a considerable intention in the areas of machine learning.

Keywords: machine learning, uncertainty, belief function theory, belief decision tree, pruning.

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3095 Mathematical Modeling of Uncompetitive Inhibition of Bi-Substrate Enzymatic Reactions

Authors: Rafayel A. Azizyan, Aram E. Gevorgyan, Valeri B. Arakelyan, Emil S. Gevorgyan

Abstract:

Currently, mathematical and computer modeling are widely used in different biological studies to predict or assess behavior of such a complex systems as a biological are. This study deals with mathematical and computer modeling of bi-substrate enzymatic reactions, which play an important role in different biochemical pathways. The main objective of this study is to represent the results from in silico investigation of bi-substrate enzymatic reactions in the presence of uncompetitive inhibitors, as well as to describe in details the inhibition effects. Four models of uncompetitive inhibition were designed using different software packages. Particularly, uncompetitive inhibitor to the first [ES1] and the second ([ES1S2]; [FS2]) enzyme-substrate complexes have been studied. The simulation, using the same kinetic parameters for all models allowed investigating the behavior of reactions as well as determined some interesting aspects concerning influence of different cases of uncompetitive inhibition. Besides, it has been shown that uncompetitive inhibitors exhibit specific selectivity depending on mechanism of bi-substrate enzymatic reaction. 

Keywords: Mathematical modeling, bi-substrate enzymatic reactions, sequential mechanism, ping-pong mechanism, uncompetitive inhibition.

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3094 The Study of Ultimate Response Guideline of Kuosheng BWR/6 Nuclear Power Plant Using TRACE and SNAP

Authors: J. R. Wang, J. H. Yang, Y. Chiang, H. C. Chen, C. Shih, S. W. Chen, S. C. Chiang, T. Y. Yu

Abstract:

In this study of ultimate response guideline (URG), Kuosheng BWR/6 nuclear power plant (NPP) TRACE model was established. The reactor depressurization, low pressure water injection, and containment venting are the main actions of URG. This research focuses to evaluate the efficiency of URG under Fukushima-like conditions. Additionally, the sensitivity study of URG was also performed in this research. The analysis results of TRACE present that URG can keep the peak cladding temperature (PCT) below 1088.7 K (the failure criteria) under Fukushima-like conditions. It implied that Kuosheng NPP was at the safe situation.

Keywords: BWR, TRACE, safety analysis, URG.

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3093 Optimization of the Process of Osmo – Convective Drying of Edible Button Mushrooms using Response Surface Methodology (RSM)

Authors: Behrouz Mosayebi Dehkordi

Abstract:

Simultaneous effects of temperature, immersion time, salt concentration, sucrose concentration, pressure and convective dryer temperature on the combined osmotic dehydration - convective drying of edible button mushrooms were investigated. Experiments were designed according to Central Composite Design with six factors each at five different levels. Response Surface Methodology (RSM) was used to determine the optimum processing conditions that yield maximum water loss and rehydration ratio and minimum solid gain and shrinkage in osmotic-convective drying of edible button mushrooms. Applying surfaces profiler and contour plots optimum operation conditions were found to be temperature of 39 °C, immersion time of 164 min, salt concentration of 14%, sucrose concentration of 53%, pressure of 600 mbar and drying temperature of 40 °C. At these optimum conditions, water loss, solid gain, rehydration ratio and shrinkage were found to be 63.38 (g/100 g initial sample), 3.17 (g/100 g initial sample), 2.26 and 7.15%, respectively.

Keywords: Dehydration, Mushroom, Optimization, Osmotic, Response Surface Methodology

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3092 Optimization the Process of Osmo – Convective Drying of Edible Button Mushrooms using Response Surface Methodology (RSM)

Authors: Behrouz Mosayebi Dehkordi

Abstract:

Simultaneous effects of temperature, immersion time, salt concentration, sucrose concentration, pressure and convective dryer temperature on the combined osmotic dehydration - convective drying of edible button mushrooms were investigated. Experiments were designed according to Central Composite Design with six factors each at five different levels. Response Surface Methodology (RSM) was used to determine the optimum processing conditions that yield maximum water loss and rehydration ratio and minimum solid gain and shrinkage in osmotic-convective drying of edible button mushrooms. Applying surfaces profiler and contour plots optimum operation conditions were found to be temperature of 39 °C, immersion time of 164 min, salt concentration of 14%, sucrose concentration of 53%, pressure of 600 mbar and drying temperature of 40 °C. At these optimum conditions, water loss, solid gain, rehydration ratio and shrinkage were found to be 63.38 (g/100 g initial sample), 3.17 (g/100 g initial sample), 2.26 and 7.15%, respectively.

Keywords: Dehydration, mushroom, optimization, osmotic, response surface methodology.

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3091 Temperature Variation Effects on I-V Characteristics of Cu-Phthalocyanine based OFET

Authors: Q. Zafar, R. Akram, Kh.S. Karimov, T.A. Khan, M. Farooq, M.M. Tahir

Abstract:

In this study we present the effect of elevated temperatures from 300K to 400K on the electrical properties of copper Phthalocyanine (CuPc) based organic field effect transistors (OFET). Thin films of organic semiconductor CuPc (40nm) and semitransparent Al (20nm) were deposited in sequence, by vacuum evaporation on a glass substrate with previously deposited Ag source and drain electrodes with a gap of 40 μm. Under resistive mode of operation, where gate was suspended it was observed that drain current of this organic field effect transistor (OFET) show an increase with temperature. While in grounded gate condition metal (aluminum) – semiconductor (Copper Phthalocyanine) Schottky junction dominated the output characteristics and device showed switching effect from low to high conduction states like Zener diode at higher bias voltages. This threshold voltage for switching effect has been found to be inversely proportional to temperature and shows an abrupt decrease after knee temperature of 360K. Change in dynamic resistance (Rd = dV/dI) with respect to temperature was observed to be -1%/K.

Keywords: Copper Phthalocyanine, Metal-Semiconductor Schottky Junction, Organic Field Effect Transistor, Switching effect, Temperature Sensor

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3090 Fuzzy Boundary Layer Solution to Nonlinear Hydraulic Position Control Problem

Authors: Mustafa Resa Becan

Abstract:

Sliding mode control with a fuzzy boundary layer is presented to hydraulic position control problem in this paper. A nonlinear hydraulic servomechanism which has an asymmetric cylinder is modeled and simulated first, then the proposed control scheme is applied to this model versus the conventional sliding mode control. Simulation results proved that the chattering free position control is achieved by tuning the fuzzy scaling factors properly.

Keywords: Hydraulic servomechanism, position control, sliding mode control, chattering, fuzzy boundary layer.

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3089 The Influence of Consumer and Brand-Oriented Capabilities on Business Performance in Young Firms: A Quantitative Causal Model Analysis

Authors: Katharina Buttenberg

Abstract:

Customer and brand-oriented capabilities have been identified as key influencing capabilities for business performance. Especially in the early years of the firm, it is crucial to develop and consciously manage these capabilities. In this paper, the results of a quantitative analysis, investigating the causal relationship between customer- and brand-oriented (marketing) capabilities and business performance will be presented. The research displays the dependencies between the constructs and will provide practical implications for young firms in the acquisition and management of these capabilities.

Keywords: Brand-oriented capabilities, customer-oriented capabilities, entrepreneurship, resource-based theory, young firms.

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3088 Design and Development of Architectural Model Darul Ridzuan Museum

Authors: Jafreezal Jaafar, Hasiah Mohamed, Hazida Razali

Abstract:

This paper focuses on the 3D reconstruction of the architectural design of Darul Ridzuan Museum. It has concentrated on designing exterior part of the building according to colored digital photo of the real museum. Besides viewing the architecture, walkthroughs are generated for the user to control it in an easier way. User can travel through the museum to get the feel of the environment and to explore the design of the museum as a whole; both exterior and interior. The result has shown positive result in terms of realism, navigation, collision detection, suitability, usability and user-s acceptance. In brief, the 3D virtual museum has provided an alternative to present a real museum.

Keywords: Virtual Heritage, 3D Modelling, Virtual Museum, Usability Evaluation

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3087 Development of Sleep Quality Index Using Heart Rate

Authors: Dongjoo Kim, Chang-Sik Son, Won-Seok Kang

Abstract:

Adequate sleep affects various parts of one’s overall physical and mental life. As one of the methods in determining the appropriate amount of sleep, this research presents a heart rate based sleep quality index. In order to evaluate sleep quality using the heart rate, sleep data from 280 subjects taken over one month are used. Their sleep data are categorized by a three-part heart rate range. After categorizing, some features are extracted, and the statistical significances are verified for these features. The results show that some features of this sleep quality index model have statistical significance. Thus, this heart rate based sleep quality index may be a useful discriminator of sleep.

Keywords: Sleep, sleep quality, heart rate, statistical analysis.

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3086 Magnetohydrodynamic Free Convection in a Square Cavity Heated from Below and Cooled from Other Walls

Authors: S. Jani, M. Mahmoodi, M. Amini

Abstract:

Magnetohydrodynamic free convection fluid flow and heat transfer in a square cavity filled with an electric conductive fluid with Prandtl number of 0.7 has been investigated numerically. The horizontal bottom wall of the cavity was kept at Th while the side and the top walls of the cavity were maintained at a constant temperature Tc with Th>Tc. The governing equations written in terms of the primitive variables were solved numerically using the finite volume method while the SIMPLER algorithm was used to couple the velocity and pressure fields. Using the developed code, a parametric study was performed, and the effects of the Rayleigh number and the Hartman number on the fluid flow and heat transfer inside the cavity were investigated. The obtained results showed that temperature distribution and flow pattern inside the cavity depended on both strength of the magnetic field and Rayleigh number. For all cases two counter rotating eddies were formed inside the cavity. The magnetic field decreased the intensity of free convection and flow velocity. Also it was found that for higher Rayleigh numbers a relatively stronger magnetic field was needed to decrease the heat transfer through free convection.

Keywords: Free Convection, Magnetic Field, Square Cavity, Numerical Simulation.

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3085 Real-time Detection of Space Manipulator Self-collision

Authors: Zhang Xiaodong, Tang Zixin, Liu Xin

Abstract:

In order to avoid self-collision of space manipulators during operation process, a real-time detection method is proposed in this paper. The manipulator is fitted into a cylinder-enveloping surface, and then, a kind of detection algorithm of collision between cylinders is analyzed. The collision model of space manipulator self-links can be detected by using this algorithm in real-time detection during the operation process. To ensure security of the operation, a safety threshold is designed. The simulation and experiment results verify the effectiveness of the proposed algorithm for a 7-DOF space manipulator.

Keywords: Space manipulator, Collision detection, Self-collision, the real-time collision detection.

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3084 Meshed Antenna for Ku-band Wireless Communication

Authors: Chokri Baccouch, Chayma Bahhar, Hedi Sakli, Nizar Sakli

Abstract:

In this article, we present the combination of an antenna patch structure with a photovoltaic cell in one device for telecommunication applications in isolated environments. The radiating patch element of a patch antenna was replaced by a solar cell. DC current generation is the original feature of the solar cell, but now it was additionally able to receive and transmit electromagnetic waves. A mathematical model which serves in the minimization of power losses of the cell and therefore the improvement in conversion performance was studied. Simulation results of this antenna show a resonance at a frequency of 16.55 GHz in Ku-band with a gain of 4.24 dBi.

Keywords: Electric power collected, optical and electrical losses, optimization of the grid of collection, patch antenna, photovoltaic cell.

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3083 An Interval-Based Multi-Attribute Decision Making Approach for Electric Utility Resource Planning

Authors: M. Sedighizadeh, A. Rezazadeh

Abstract:

This paper presents an interval-based multi-attribute decision making (MADM) approach in support of the decision process with imprecise information. The proposed decision methodology is based on the model of linear additive utility function but extends the problem formulation with the measure of composite utility variance. A sample study concerning with the evaluation of electric generation expansion strategies is provided showing how the imprecise data may affect the choice toward the best solution and how a set of alternatives, acceptable to the decision maker (DM), may be identified with certain confidence.

Keywords: Decision Making, Power Generation, ElectricUtilities, Resource Planning.

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3082 Predicting Protein Function using Decision Tree

Authors: Manpreet Singh, Parminder Kaur Wadhwa, Surinder Kaur

Abstract:

The drug discovery process starts with protein identification because proteins are responsible for many functions required for maintenance of life. Protein identification further needs determination of protein function. Proposed method develops a classifier for human protein function prediction. The model uses decision tree for classification process. The protein function is predicted on the basis of matched sequence derived features per each protein function. The research work includes the development of a tool which determines sequence derived features by analyzing different parameters. The other sequence derived features are determined using various web based tools.

Keywords: Sequence Derived Features, decision tree.

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3081 A Novel Method for Behavior Modeling in Uncertain Information Systems

Authors: Ali Haroonabadi, Mohammad Teshnehlab

Abstract:

None of the processing models in the software development has explained the software systems performance evaluation and modeling; likewise, there exist uncertainty in the information systems because of the natural essence of requirements, and this may cause other challenges in the processing of software development. By definition an extended version of UML (Fuzzy- UML), the functional requirements of the software defined uncertainly would be supported. In this study, the behavioral description of uncertain information systems by the aid of fuzzy-state diagram is crucial; moreover, the introduction of behavioral diagrams role in F-UML is investigated in software performance modeling process. To get the aim, a fuzzy sub-profile is used.

Keywords: Fuzzy System, Software Development Model, Software Performance Evaluation, UML

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3080 An Extended Eclectic Paradigm of Dunning: Impact of New International Business Processes

Authors: D. de Matías Batalla

Abstract:

This paper develops and extended eclectic paradigm to fit the firm internationalization process with the real international business world. The approach is based on Dunning´s, introducing new concepts like mode of entry, international joint venture o international mergers and acquisitions. At the same time is presented a model to describe the Spanish international mergers and acquisitions in order to determinate the most important factor that influence in this type of foreign direct investment.

Keywords: Dunning, eclectic paradigm, foreign direct investment, IJV, international business, international management, multinational firms, firm internationalization process, M&A.

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3079 Local Mechanical Analysis of Arch Foot of Space Y-Beam Arch Bridge

Authors: Cao Ziyuan, Luo Xuan

Abstract:

To study the local force characteristics of a spatial Y-arch bridge, a medium-bearing spatial Y-arch bridge is used as the object of study, and the finite element software FEA is used to establish a spatial finite element model and analyze the force conditions of the arch legs under different most unfavorable loading conditions. It is found that the forces on the arch foot under different conditions are mainly in the longitudinal direction and transverse direction, which should be considered for strengthening. The research results can provide reference for the design and construction of the same type of bridge.

Keywords: Bridge engineering, special-shaped arch bridge, mechanical properties, local analysis.

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3078 Viewers of Advertisements in Television and Cinema in the Shadow of Visuality

Authors: Mete Kazaz

Abstract:

Despite the internet, which is one of the mass media that has become quite common in recent years, the relationship of Advertisement with Television and Cinema, which have always drawn attention of researchers as basic media and where visual use is in the foreground, have also become the subject of various studies. Based on the assumption that the known fundamental effects of advertisements on consumers are closely related to the creative process of advertisements as well as the nature and characteristics of the medium where they are used, these basic mass media (Television and Cinema) and the consumer motivations of the advertisements they broadcast have become a focus of study. Given that the viewers of the mass media in question have shifted from a passive position to a more active one especially in recent years and approach contents of advertisements, as they do all contents, in a more critical and “pitiless" manner, it is possible to say that individuals make more use of advertisements than in the past and combine their individual goals with the goals of the advertisements. This study, which aims at finding out what the goals of these new individual advertisement use are, how they are shaped by the distinct characteristics of Television and Cinema, where visuality takes precedence as basic mass media, and what kind of places they occupy in the minds of consumers, has determined consumers- motivations as: “Entertainment", “Escapism", “Play", “Monitoring/Discovery", “Opposite Sex" and “Aspirations and Role Models". This study intends to reveal the differences or similarities among the needs and hence the gratifications of viewers who consume advertisements on Television or at the Cinema, which are two basic media where visuality is prioritized.

Keywords: Cinema, Television, Viewers of Advertisements.

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