Search results for: Digital investigation
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 2576

Search results for: Digital investigation

1856 Empowering Communications Challenged users using Development Kits

Authors: Winsy P.S. Dissanayake, Chandana P. W. Prasad, Ashutosh K. Singh

Abstract:

The rapid pace of technological advancement and its consequential widening digital divide has resulted in the marginalization of the disabled especially the communication challenged. The dearth of suitable technologies for the development of assistive technologies has served to further marginalize the communications challenged user population and widen this chasm even further. Given the varying levels of disability there and its associated requirement for customized solution based. This paper explains the use of a Software Development Kits (SDK) for the bridging of this communications divide through the use of industry poplar communications SDKs towards identification of requirements for communications challenged users as well as identification of appropriate frameworks for future development initiatives.

Keywords: Assistive Technology, Communication, Disability, Marginalization, Software Development Kit, Waveform and Wideband

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1855 A Problem in Microstretch Thermoelastic Diffusive Medium

Authors: Devinder Singh, Arbind Kumar, Rajneesh Kumar

Abstract:

The general solution of the equations for a homogeneous isotropic microstretch thermo elastic medium with mass diffusion for two dimensional problems is obtained due to normal and tangential forces. The Integral transform technique is used to obtain the components of displacements, microrotation, stress and mass concentration, temperature change and mass concentration. A particular case of interest is deduced from the present investigation.

Keywords: Normal and tangential force, Microstretch, thermoelastic, The Integral transform technique.

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1854 Digital filters for Hot-Mix Asphalt Complex Modulus Test Data Using Genetic Algorithm Strategies

Authors: Madhav V. Chitturi, Anshu Manik, Kasthurirangan Gopalakrishnan

Abstract:

The dynamic or complex modulus test is considered to be a mechanistically based laboratory test to reliably characterize the strength and load-resistance of Hot-Mix Asphalt (HMA) mixes used in the construction of roads. The most common observation is that the data collected from these tests are often noisy and somewhat non-sinusoidal. This hampers accurate analysis of the data to obtain engineering insight. The goal of the work presented in this paper is to develop and compare automated evolutionary computational techniques to filter test noise in the collection of data for the HMA complex modulus test. The results showed that the Covariance Matrix Adaptation-Evolutionary Strategy (CMA-ES) approach is computationally efficient for filtering data obtained from the HMA complex modulus test.

Keywords: HMA, dynamic modulus, GA, evolutionarycomputation.

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1853 A Quantum Algorithm of Constructing Image Histogram

Authors: Yi Zhang, Kai Lu, Ying-hui Gao, Mo Wang

Abstract:

Histogram plays an important statistical role in digital image processing. However, the existing quantum image models are deficient to do this kind of image statistical processing because different gray scales are not distinguishable. In this paper, a novel quantum image representation model is proposed firstly in which the pixels with different gray scales can be distinguished and operated simultaneously. Based on the new model, a fast quantum algorithm of constructing histogram for quantum image is designed. Performance comparison reveals that the new quantum algorithm could achieve an approximately quadratic speedup than the classical counterpart. The proposed quantum model and algorithm have significant meanings for the future researches of quantum image processing.

Keywords: Quantum Image Representation, Quantum Algorithm, Image Histogram.

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1852 Space-Time Variation in Rainfall and Runoff: Upper Betwa Catchment

Authors: Ritu Ahlawat

Abstract:

Among all geo-hydrological relationships, rainfallrunoff relationship is of utmost importance in any hydrological investigation and water resource planning. Spatial variation, lag time involved in obtaining areal estimates for the basin as a whole can affect the parameterization in design stage as well as in planning stage. In conventional hydrological processing of data, spatial aspect is either ignored or interpolated at sub-basin level. Temporal variation when analysed for different stages can provide clues for its spatial effectiveness. The interplay of space-time variation at pixel level can provide better understanding of basin parameters. Sustenance of design structures for different return periods and their spatial auto-correlations should be studied at different geographical scales for better management and planning of water resources. In order to understand the relative effect of spatio-temporal variation in hydrological data network, a detailed geo-hydrological analysis of Betwa river catchment falling in Lower Yamuna Basin is presented in this paper. Moreover, the exact estimates about the availability of water in the Betwa river catchment, especially in the wake of recent Betwa-Ken linkage project, need thorough scientific investigation for better planning. Therefore, an attempt in this direction is made here to analyse the existing hydrological and meteorological data with the help of SPSS, GIS and MS-EXCEL software. A comparison of spatial and temporal correlations at subcatchment level in case of upper Betwa reaches has been made to demonstrate the representativeness of rain gauges. First, flows at different locations are used to derive correlation and regression coefficients. Then, long-term normal water yield estimates based on pixel-wise regression coefficients of rainfall-runoff relationship have been mapped. The areal values obtained from these maps can definitely improve upon estimates based on point-based extrapolations or areal interpolations.

Keywords: Catchment's runoff estimates, influence area regional regression coefficients, runoff yield series,

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1851 Performance Evaluation of Content Based Image Retrieval Using Indexed Views

Authors: Tahir Iqbal, Mumtaz Ali, Syed Wajahat Kareem, Muhammad Harris

Abstract:

Digital information is expanding in exponential order in our life. Information that is residing online and offline are stored in huge repositories relating to every aspect of our lives. Getting the required information is a task of retrieval systems. Content based image retrieval (CBIR) is a retrieval system that retrieves the required information from repositories on the basis of the contents of the image. Time is a critical factor in retrieval system and using indexed views with CBIR system improves the time efficiency of retrieved results.

Keywords: Content based image retrieval (CBIR), Indexed view, Color, Image retrieval, Cross correlation.

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1850 An Improved Integer Frequency Offset Estimator using the P1 Symbol for OFDM System

Authors: Yong-An Jung, Young-Hwan You

Abstract:

This paper suggests an improved integer frequency offset (IFO) estimation scheme using P1 symbol for orthogonal frequency division multiplexing (OFDM) based the second generation terrestrial digital video broadcasting (DVB-T2) system. Proposed IFO estimator is designed by a low-complexity blind IFO estimation scheme, which is implemented with complex additions. Also, we propose active carriers (ACs) selection scheme in order to prevent performance degradation in blind IFO estimation. The simulation results show that under the AWGN and TU6 channels, the proposed method has low complexity than conventional method and almost similar performance in comparison with the conventional method.

Keywords: OFDM, DVB-T2, P1 symbol, ACs, IFO.

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1849 The Functional Magnetic Resonance Imaging and the Consumer Behaviour: Reviewing Recent Research

Authors: Mikel Alonso López

Abstract:

In the first decade of the twenty-first century, advanced imaging techniques began to be applied for neuroscience research. The Functional Magnetic Resonance Imaging (fMRI) is one of the most important and most used research techniques for the investigation of emotions, because of its ease to observe the brain areas that oxygenate when performing certain tasks. In this research, we make a review about the main research carried out on the influence of the emotions in the decision-making process that is exposed by using the fMRI.

Keywords: Decision making, emotions, fMRI.

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1848 The Role of Acoustical Design within Architectural Design in the Early Design Phase

Authors: O. Wright, N. Perkins, M. Donn, M. Halstead

Abstract:

This research responded to anecdotal evidence that suggested inefficiencies within the Architect and Acoustician relationship may lead to ineffective acoustic design decisions.  The acoustician spoken to believed that he was approached too late in the design phase. The approached architect valued acoustical qualities, yet, struggled to interpret common measurement parameters. The preliminary investigation of these opinions indicated a gap in the current New Zealand Architectural discourse and currently informs the creation of a 2016 Master of Architecture (Prof) thesis research. Little meaningful information about acoustic intervention in the early design phase could be found from past literature. In the information that was sourced, authors focus on software as an incorporation tool without investigating why the flaws in the relationship originally exist. To further explore this relationship, a survey was designed. It underwent three phases to ensure its consistency, and was delivered to a group of 51 acousticians from one international Acoustics company. The results were then separated between New Zealand and off-shore to identify trends. The survey results suggest that 75% of acousticians meet the architect less than 5 times per project. Instead of regular contact, a mediated method is adopted though a mix of telecommunication and written reports. Acousticians tend to be introduced later into New Zealand building project than the corresponding off-shore building. This delay corresponds to an increase in remedial action for each of the building types in the survey except Auditoria and Office Buildings. 31 participants have had their specifications challenged by an architect. Furthermore, 71% of the acousticians believe that architects do not have the knowledge to understand why the acoustic specifications are in place. The issues raised in this investigation align to the colloquial evidence expressed by the two consultants. It identifies a larger gap in the industry were acoustics is remedially treated rather than identified as a possible design driver. Further research through design is suggested to understand the role of acoustics within architectural design and potential tools for its inclusion during, not after, the design process.

Keywords: Architectural acoustics, early-design, interdisciplinary communication, remedial response.

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1847 Web Based Remote Access Microcontroller Laboratory

Authors: H. Çimen, İ. Yabanova, M. Nartkaya, S. M. Çinar

Abstract:

This paper presents a web based remote access microcontroller laboratory. Because of accelerated development in electronics and computer technologies, microcontroller-based devices and appliances are found in all aspects of our daily life. Before the implementation of remote access microcontroller laboratory an experiment set is developed by teaching staff for training microcontrollers. Requirement of technical teaching and industrial applications are considered when experiment set is designed. Students can make the experiments by connecting to the experiment set which is connected to the computer that set as the web server. The students can program the microcontroller, can control digital and analog inputs and can observe experiment. Laboratory experiment web page can be accessed via www.elab.aku.edu.tr address.

Keywords: Embedded systems education, distance learning, internet-based control, remote microcontroller laboratory.

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1846 OSEME: A Smart Learning Environment for Music Education

Authors: Konstantinos Sofianos, Michael Stefanidakis

Abstract:

Nowadays, advances in information and communication technologies offer a range of opportunities for new approaches, methods, and tools in education and training. Teacher-centered learning has changed to student-centered learning. E-learning has now matured and enables the design and construction of intelligent learning systems. A smart learning system fully adapts to a student's needs and provides them with an education based on their preferences, learning styles, and learning backgrounds. It is a wise friend and available at anytime, anywhere, and with any digital device. In this paper, we propose an intelligent learning system, which includes an ontology with all elements of the learning process (learning objects, learning activities) and a massive open online course (MOOC) system. This intelligent learning system can be used in music education.

Keywords: Intelligent learning systems, e-learning, music education, ontology, semantic web.

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1845 The Evaluation and Application of FMEA in Sepahan Oil Co

Authors: Hekmatpanah M., Fadavinia, A.

Abstract:

Failure modes and effects analysis (FMEA) is an effective technique for preventing potential problems and actions needed to error cause removal. On the other hand, the oil producing companies paly a critical role in the oil industry of Iran as a developing country out of which, Sepahan Oil Co. has a considerable contribution. The aim of this research is to show how FMEA could be applied and improve the quality of products at Sepahan Oil Co. For this purpose, the four liter production line of the company has been selected for investigation. The findings imply that the application of FMEA has reduced the scraps from 50000 ppm to 5000 ppm and has resulted in a 0.92 percent decrease of the oil waste.

Keywords: FMEA, Iran, Sepahan Oil Co., Canning, Waste, Scrap

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1844 Review of a Real-Time Infectious Waste Management System Using QR Code

Authors: Hiraku Nunomiya, Takuo Ichiju, Yoshiyuki Higuchi

Abstract:

In the management of industrial waste, conversion from the use of paper invoices to electronic forms is currently under way in developed countries. Difficulties in such computerization include the lack of synchronization between the actual goods and the corresponding data managed by the server. Consequently, a system which utilizes the incorporation of a QR code in connection with the waste material has been developed. The code is read at each stage, from discharge until disposal, and progress at each stage can be easily reported. This system can be linked with Japanese public digital authentication service of waste, taking advantage of its good points, and can be used to submit reports to the regulatory authorities. Its usefulness was confirmed by a verification test, and put into actual practice.

Keywords: Infectious Waste, Electronic Manifest, Real Time Management, QR code.

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1843 Reversible Medical Image Watermarking For Tamper Detection And Recovery With Run Length Encoding Compression

Authors: Siau-Chuin Liew, Siau-Way Liew, Jasni Mohd Zain

Abstract:

Digital watermarking in medical images can ensure the authenticity and integrity of the image. This design paper reviews some existing watermarking schemes and proposes a reversible tamper detection and recovery watermarking scheme. Watermark data from ROI (Region Of Interest) are stored in RONI (Region Of Non Interest). The embedded watermark allows tampering detection and tampered image recovery. The watermark is also reversible and data compression technique was used to allow higher embedding capacity.

Keywords: data compression, medical image, reversible, tamperdetection and recovery, watermark.

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1842 A Numerical Study on Rear-spoiler of Passenger Vehicle

Authors: Xu-xia Hu, Eric T. T. Wong

Abstract:

The simulation of external aerodynamics is one of the most challenging and important automotive CFD applications. With the rapid developments of digital computers, CFD is used as a practical tool in modern fluid dynamics research. It integrates fluid mechanics disciplines, mathematics and computer science. In this study, two different types of simulations were made, one for the flow around a simplified high speed passenger car with a rear-spoiler and the other for the flow without a rear-spoiler. The standard k-ε model is selected to numerically simulate the external flow field of the simplified Camry model with or without a rear-spoiler. Through an analysis of the simulation results, a new rear spoiler is designed and it shows a mild reduction of the vehicle aerodynamics drag. This leads to less vehicle fuel consumption on the road.

Keywords: CFD, vehicle rear-spoiler design.

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1841 Techniques with Statistics for Web Page Watermarking

Authors: Mohamed Lahcen BenSaad, Sun XingMing

Abstract:

Information hiding, especially watermarking is a promising technique for the protection of intellectual property rights. This technology is mainly advanced for multimedia but the same has not been done for text. Web pages, like other documents, need a protection against piracy. In this paper, some techniques are proposed to show how to hide information in web pages using some features of the markup language used to describe these pages. Most of the techniques proposed here use the white space to hide information or some varieties of the language in representing elements. Experiments on a very small page and analysis of five thousands web pages show that these techniques have a wide bandwidth available for information hiding, and they might form a solid base to develop a robust algorithm for web page watermarking.

Keywords: Digital Watermarking, Information Hiding, Markup Language, Text watermarking, Software Watermarking.

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1840 Investigation of Wave Atom Sub-Bands via Breast Cancer Classification

Authors: Nebi Gedik, Ayten Atasoy

Abstract:

This paper investigates successful sub-bands of wave atom transform via classification of mammograms, when the coefficients of sub-bands are used as features. A computer-aided diagnosis system is constructed by using wave atom transform, support vector machine and k-nearest neighbor classifiers. Two-class classification is studied in detail using two data sets, separately. The successful sub-bands are determined according to the accuracy rates, coefficient numbers, and sensitivity rates.

Keywords: Breast cancer, wave atom transform, SVM, k-NN.

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1839 Object Recognition in Color Images by the Self Configuring System MEMORI

Authors: Michela Lecca

Abstract:

System MEMORI automatically detects and recognizes rotated and/or rescaled versions of the objects of a database within digital color images with cluttered background. This task is accomplished by means of a region grouping algorithm guided by heuristic rules, whose parameters concern some geometrical properties and the recognition score of the database objects. This paper focuses on the strategies implemented in MEMORI for the estimation of the heuristic rule parameters. This estimation, being automatic, makes the system a self configuring and highly user-friendly tool.

Keywords: Automatic Object Recognition, Clustering, Contentbased Image Retrieval System, Image Segmentation, Region Adjacency Graph, Region Grouping.

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1838 Media Facades Utilization for Sustainable Tourism Promotion in Historic Places: Case Study of the Walled City of Famagusta, North Cyprus

Authors: Nikou Javadi, Uğur Dağlı

Abstract:

The importance of culture and tourism in the attractiveness and competitiveness of the countries is central, and many regions are evidencing their cultural assets, tangible and intangible, as a means to create comparative advantages in tourism and produce a distinctive place in response to the pressures of globalization. Culture and tourism are interlinked because of their obvious combination and growth potential. Cultural tourism is a crucial global tourism market with fast growing. Regions can develop significant relations between culture and tourism to increase their attractiveness as places to visit, live and invest, increasing their competitiveness. Accordingly, having new and creative approach to historical areas as cultural value-based destinations can improve their conditions to promote tourism. Furthermore, in 21st century, media become the most important factor affecting the development of urban cities, including public places. As a result of the digital revolution, re-imaging and re-linkage public places by media are essential to create more interactions between public spaces and users, interaction media display, and urban screens, one of the most important defined media. This interaction can transform the urban space from being neglected to be more interactive space with users, especially the pedestrians. The paper focuses on The Walled City of Famagusta. As many other historic quarters elsewhere in the world, is in a process, of decay and deterioration, and its functionally distinctive areas are severely threatened by physical, functional, locational, and image obsolescence at varying degrees. So the focus on the future development of this area through tourism promotion can be an appropriate decision for the monument enhancement of the spatial quality in Walled City of Famagusta. In this paper, it is aimed to identify the effects of these new digital factors to transform public spaces especially in historic urban areas to promote creative tourism. Accordingly, two different analysis methods are used as well as a theoretical review. The first is case study on site and the second is Close ended questionnaire, test many concepts raised in this paper. The physical analysis on site carried out in order to evaluate the walled city restoration for touristic purpose. Besides, theoretical review is done in order to provide background to the subject and cleared Factors to attract tourists.

Keywords: Historical areas, Media Facade, Sustainable tourism, Walled city of Famagusta.

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1837 Wireless Healthcare Monitoring System for Home

Authors: T. Hui Teo, Wee Tiong Tan, Pradeep K. Gopalakrishnan, Victor K. H. Phay, Ma Su M. M. Shwe

Abstract:

A healthcare monitoring system is presented in this paper. This system is based on ultra-low power sensor nodes and a personal server, which is based on hardware and software extensions to a Personal Digital Assistant (PDA)/Smartphone. The sensor node collects data from the body of a patient and sends it to the personal server where the data is processed, displayed and made ready to be sent to a healthcare network, if necessary. The personal server consists of a compact low power receiver module and equipped with a Smartphone software. The receiver module takes less than 30 × 30 mm board size and consumes approximately 25 mA in active mode.

Keywords: healthcare monitoring, sensor node, personal server, wireless.

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1836 Study on the Heat Transfer Performance of the Annular Fin under Condensing Conditions

Authors: Abdenour Bourabaa, Malika Fekih, Mohamed Saighi

Abstract:

A numerical investigation of the fin efficiency and temperature distribution of an annular fin under dehumidification has been presented in this paper. The non-homogeneous second order differential equation that describes the temperature distribution from the fin base to the fin tip has been solved using the central finite difference method. The effects of variations in parameters including relative humidity, air temperature, air face velocity on temperature distribution and fin efficiency are investigated and compared with those under fully dry fin conditions. Also, the effect of fin pitch on the dimensionless temperature has been studied.

Keywords: Annular fin, Dehumidification, Fin efficiency, Heat and mass transfer, Wet fin.

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1835 Investigation of Self-Similarity Solution for Wake Flow of a Cylinder

Authors: A. B. Khoshnevis, F. Zeydabadi, F. Sokhanvar

Abstract:

The data measurement of mean velocity has been taken for the wake of single circular cylinder with three different diameters for two different velocities. The effects of change in diameter and in velocity are studied in self-similar coordinate system. The spatial variations of velocity defect and that of the half-width have been investigated. The results are compared with those published by H.Schlichting. In the normalized coordinates, it is also observed that all cases except for the first station are self-similar. By attention to self-similarity profiles of mean velocity, it is observed for all the cases at the each station curves tend to zero at a same point.

Keywords: Self-similarity, wake of single circular cylinder

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1834 Carbon Nanotubes with Magnetic Particles

Authors: Svitlana Kopyl, Vladimir Bystrov, Mikhail Maiorov, Manuel Valente, Igor Bdikin, Antonio C.M. Sousa

Abstract:

Magnetic carbon nanotubes composites were obtained by filling carbon nanotubes with paramagnetic iron oxide particles. Detailed investigation of magnetic behaviour of resulting composites was done at different temperatures. Measurements indicate that these functionalized nanotubes are superparamagnetic at room temperature; however, no superparamagnetism was observed at 125 K and 80 K. The blocking temperature TB was estimated at 145 K. These magnetic carbon nanotubes have the potential of being used in a wide range of applications, in particular, the production of nanofluids, which can be controlled and steered by appropriate magnetic fields.

Keywords: carbon nanotubes, magnetic nanoparticles, magnetization, nanofluids

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1833 A New Predictor of Coding Regions in Genomic Sequences using a Combination of Different Approaches

Authors: Aníbal Rodríguez Fuentes, Juan V. Lorenzo Ginori, Ricardo Grau Ábalo

Abstract:

Identifying protein coding regions in DNA sequences is a basic step in the location of genes. Several approaches based on signal processing tools have been applied to solve this problem, trying to achieve more accurate predictions. This paper presents a new predictor that improves the efficacy of three techniques that use the Fourier Transform to predict coding regions, and that could be computed using an algorithm that reduces the computation load. Some ideas about the combination of the predictor with other methods are discussed. ROC curves are used to demonstrate the efficacy of the proposed predictor, based on the computation of 25 DNA sequences from three different organisms.

Keywords: Bioinformatics, Coding region prediction, Computational load reduction, Digital Signal Processing, Fourier Transform.

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1832 Effective Features for Disambiguation of Turkish Verbs

Authors: Zeynep Orhan, Zeynep Altan

Abstract:

This paper summarizes the results of some experiments for finding the effective features for disambiguation of Turkish verbs. Word sense disambiguation is a current area of investigation in which verbs have the dominant role. Generally verbs have more senses than the other types of words in the average and detecting these features for verbs may lead to some improvements for other word types. In this paper we have considered only the syntactical features that can be obtained from the corpus and tested by using some famous machine learning algorithms.

Keywords: Word sense disambiguation, feature selection.

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1831 Low Power Low Voltage Current Mode Pipelined A/D Converters

Authors: Krzysztof Wawryn, Robert Suszyński, Bogdan Strzeszewski

Abstract:

This paper presents two prototypes of low power low voltage current mode 9 bit pipelined a/d converters. The first and the second converters are configured of 1.5 bit and 2.5 bit stages, respectively. The a/d converter structures are composed of current mode building blocks and final comparator block which converts the analog current signal into digital voltage signal. All building blocks have been designed in CMOS AMS 0.35μm technology, then simulated to verify proposed concept. The performances of both converters are compared to performances of known current mode and voltage mode switched capacitance converter structures. Low power consumption and small chip area are advantages of the proposed converters.

Keywords: Pipelined converter, a/d converter, low power, lowvoltage, current mode.

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1830 On the Use of Image Processing Techniques for the Estimation of the Porosity of Textile Fabrics

Authors: Ahmet Çay, Savvas Vassiliadis, Maria Rangoussi, Işık Tarakçıoğlu

Abstract:

This paper presents a novel approach to assessing textile porosity by the application of the image analysis techniques. The images of different types of sample fabrics, taken through a microscope when the fabric is placed over a constant light source,transfer the problem into the image analysis domain. Indeed, porosity can thus be expressed in terms of a brightness percentage index calculated on the digital microscope image. Furthermore, it is meaningful to compare the brightness percentage index with the air permeability and the tightness indices of each fabric type. We have experimentally shown that there exists an approximately linear relation between brightness percentage and air permeability indices.

Keywords: Textile fabrics, porosity, air permeability, image analysis, light transmission.

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1829 Standardization of Ayurvedic Formulation (Marichyadi Vati) Using HPLC and HPTLC Methods

Authors: Pathan Imran Khan, Bhandari Anil, Kumar Amit

Abstract:

The present investigation was aimed to develop methodology for the standardization of Marichyadi Vati and its raw materials. Standardization was carried using systematic Pharmacognostical and physicochemical parameters as per WHO guidelines. The detailed standardization of Marichyadi Vati, it is concluded that there are no major differences prevailed in the quality of marketed products and laboratory samples of Marichyadi Vati. However, market samples showed slightly better amount of Piperine than the laboratory sample by both methods. This is the first attempt to generate complete set of standards required for the Marichyadi Vati.

Keywords: Marichyadi Vati, Standardization, Piperine.

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1828 A Study on Evaluation of E-Government Service Quality

Authors: Nguyen Manh Hien

Abstract:

Service quality is the highest requirement by users,  especially for the service in electronic government. During the past  decades, it has become a major area of academic investigation.  Considering this issue, there are a lot of researches that evaluated the  dimensions and e-service contexts. This study also identified the  dimensions of service quality, but focuses on a new concept and  provides a new methodology in developing measurement scales of  e-service quality such as information quality, service quality and  organization quality. Finally, this study will suggest a key factor to  evaluate e-government service quality better.

 

Keywords: E-government, e-service, e-service quality, dimensionality.

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1827 Brand Personality and Mobile Marketing: An Empirical Investigation

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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