Search results for: weighted dissimilarity measure

Authors: A. Abdullah Saleh, A. H. Mohammed, M. N. Abdullah

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Recently, universities are increasingly consuming energy to support various activities. A large population of staff and students in Malaysian universities has led to excessive energy consumption which directly gives an impact to the environment. The key question then ascended “How well is an energy management (EM) been practiced in universities without taking the Critical Success Factors (CSFs) into consideration to ensure the management of university achieves the goals in reducing energy consumption. Review on past literature is carried out to establish CSFs for EM best practices. Thus, this paper highlighted the CSFs which have to be focused on by management of university to successfully measure the EM implementation and its performance. At the end of this paper, a theoretical framework is developed for EM success factors towards sustainable university.

Keywords: Critical success factors, energy management, sustainability, Malaysian universities.

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Authors: Gouri Prakash

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One of the common problems encountered in software engineering is addressing and responding to the changing nature of requirements. While several approaches have been devised to address this issue, ranging from instilling resistance to changing requirements in order to mitigate impact to project schedules, to developing an agile mindset towards requirements, the approach discussed in this paper is one of conceptualizing the delta in requirement and modeling it, in order to plan a response to it. To provide some context here, change is first formally identified and categorized as either formal change or informal change. While agile methodology facilitates informal change, the approach discussed in this paper seeks to develop the idea of facilitating formal change. To collect, document meta-requirements that represent the phenomena of change would be a pro-active measure towards building a realistic cognition of the requirements entity that can further be harnessed in the software engineering process.

Keywords: Change Management, Agile methodology, Metarequirements

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Authors: Rattanathip Rattanachai, Piyachai Petchyen, Kunyanuth Kularbphettong

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This paper describes the development of a Weight- Balancing Control System based on the Android Operating System and it provides recommendations on ways of balancing of user’s weight based on daily metabolism process and need so that user can make informed decisions on his or her weight controls. The system also depicts more information on nutrition details. Furthermore, it was designed to suggest to users what kinds of foods they should eat and how to exercise in the right ways. We describe the design methods and functional components of this prototype. To evaluate the system performance, questionnaires for system usability and Black Box Testing were used to measure expert and user satisfaction. The results were satisfactory as followed: Means for experts and users were 3.94 and 4.07 respectively.

Keywords: Weight-Balancing Control, Android Operating System, daily metabolism, Black Box Testing.

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Authors: Young-Seok Choi

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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: Do Phuc, Nguyen Thi Kim Phung

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In this paper, we represent protein structure by using graph. A protein structure database will become a graph database. Each graph is represented by a spectral vector. We use Jacobi rotation algorithm to calculate the eigenvalues of the normalized Laplacian representation of adjacency matrix of graph. To measure the similarity between two graphs, we calculate the Euclidean distance between two graph spectral vectors. To cluster the graphs, we use M-tree with the Euclidean distance to cluster spectral vectors. Besides, M-tree can be used for graph searching in graph database. Our proposal method was tested with graph database of 100 graphs representing 100 protein structures downloaded from Protein Data Bank (PDB) and we compare the result with the SCOP hierarchical structure.

Keywords: Eigenvalues, m-tree, graph database, protein structure, spectra graph theory.

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Authors: Neelima Gupta, Seema Aggarwal

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Most of the biclustering/projected clustering algorithms are based either on the Euclidean distance or correlation coefficient which capture only linear relationships. However, in many applications, like gene expression data and word-document data, non linear relationships may exist between the objects. Mutual Information between two variables provides a more general criterion to investigate dependencies amongst variables. In this paper, we improve upon our previous algorithm that uses mutual information for biclustering in terms of computation time and also the type of clusters identified. The algorithm is able to find biclusters with mixed relationships and is faster than the previous one. To the best of our knowledge, none of the other existing algorithms for biclustering have used mutual information as a similarity measure. We present the experimental results on synthetic data as well as on the yeast expression data. Biclusters on the yeast data were found to be biologically and statistically significant using GO Tool Box and FuncAssociate.

Keywords: Biclustering, mutual information.

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Authors: Jaroslav Polec, Petra Heribanová, Tomáš Hirner

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In this paper we proposed a method for finding video frames representing one sign in the finger alphabet. The method is based on determining hands location, segmentation and the use of standard video quality evaluation metrics. Metric calculation is performed only in regions of interest. Sliding mechanism for finding local extrema and adaptive threshold based on local averaging is used for key frames selection. The success rate is evaluated by recall, precision and F1 measure. The method effectiveness is compared with metrics applied to all frames. Proposed method is fast, effective and relatively easy to realize by simple input video preprocessing and subsequent use of tools designed for video quality measuring.

Keywords: Key frame, video, quality, metric, MSE, MSAD, SSIM, VQM, sign language, finger alphabet.

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Authors: Padmanabhan Balasubramanian, C. Hari Narayanan

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This paper discusses a new, systematic approach to the synthesis of a NP-hard class of non-regenerative Boolean networks, described by FON[FOFF]={mi}[{Mi}], where for every mj[Mj]∈{mi}[{Mi}], there exists another mk[Mk]∈{mi}[{Mi}], such that their Hamming distance HD(mj, mk)=HD(Mj, Mk)=O(n), (where 'n' represents the number of distinct primary inputs). The method automatically ensures exact minimization for certain important selfdual functions with 2n-1 points in its one-set. The elements meant for grouping are determined from a newly proposed weighted incidence matrix. Then the binary value corresponding to the candidate pair is correlated with the proposed binary value matrix to enable direct synthesis. We recommend algebraic factorization operations as a post processing step to enable reduction in literal count. The algorithm can be implemented in any high level language and achieves best cost optimization for the problem dealt with, irrespective of the number of inputs. For other cases, the method is iterated to subsequently reduce it to a problem of O(n-1), O(n-2),.... and then solved. In addition, it leads to optimal results for problems exhibiting higher degree of adjacency, with a different interpretation of the heuristic, and the results are comparable with other methods. In terms of literal cost, at the technology independent stage, the circuits synthesized using our algorithm enabled net savings over AOI (AND-OR-Invert) logic, AND-EXOR logic (EXOR Sum-of- Products or ESOP forms) and AND-OR-EXOR logic by 45.57%, 41.78% and 41.78% respectively for the various problems. Circuit level simulations were performed for a wide variety of case studies at 3.3V and 2.5V supply to validate the performance of the proposed method and the quality of the resulting synthesized circuits at two different voltage corners. Power estimation was carried out for a 0.35micron TSMC CMOS process technology. In comparison with AOI logic, the proposed method enabled mean savings in power by 42.46%. With respect to AND-EXOR logic, the proposed method yielded power savings to the tune of 31.88%, while in comparison with AND-OR-EXOR level networks; average power savings of 33.23% was obtained.

Keywords: AOI logic, ESOP, AND-OR-EXOR, Incidencematrix, Hamming distance.

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Authors: Masoud Saeedi, Shirin Rahimi Kazerooni, Vahid Parvaresh

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Validity is an overriding consideration in language testing. If a test score is intended for a particular purpose, this must be supported through empirical evidence. This article addresses the validity of a multiple-choice achievement test (MCT). The test is administered at the end of each semester to decide about students' mastery of a course in general English. To provide empirical evidence pertaining to the validity of this test, two criterion measures were used. In so doing, a Cloze test and a C-test which are reported to gauge general English proficiency were utilized. The results of analyses show that there is a statistically significant correlation among participants' scores on the MCT, Cloze, and Ctest. Drawing on the findings of the study, it can be cautiously deduced that these tests measure the same underlying trait. However, allowing for the limitations of using criterion measures to validate tests, we cannot make any absolute claim as to the validity of this MCT test.

Keywords: C-test, cloze test, multiple-choice test, validity argument.

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Authors: Tarik H. Badi, Amer A. Boushaala

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The purpose of this study was to measure the maximal isometric strength and to investigate the effects of different handleheights and elbow angles with respect to Mid. sagittal plane on the pushing and pulling strength in vertical direction. Eight male subjects performed a series of static strength measurement for each subject. The highest isometric strength was found in pulling at shoulder height (S.H.) (Mean = 60.29 lb., SD = 16.78 lb.) and the lowest isometric strength was found also in pulling at elbow height (E.H.) (Mean = 33.06 lb., SD = 6.56 lb.). Although the isometric strengths were higher at S.H than at E.H. for both activities, the maximal isometric strengths were compared statistically. ANOVA was performed. The results of the experiment revealed that there was a significant different between handle heights. However, there were no significant different between angles and activities, also no correlation between grip strength and activities.

Keywords: Pushing and pulling, one arm, vertical direction, isometric strength.

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Authors: V. Ramnarain-Seetohul, J. Abdool Karim, A. Amir

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Almost all universities include some form of assignment in their courses. The assignments are either carried out in either in groups or individually. To effectively manage these submitted assignments, a well-designed assignment submission system is needed, hence the need for an online assignment submission system to facilitate the distribution, and collection of assignments on due dates. The objective of such system is to facilitate interaction of lecturers and students for assessment and grading purposes. The aim of this study was to create a web based online assignment submission system for University of Mauritius. The system was created to eliminate the traditional process of giving an assignment and collecting the answers for the assignment. Lecturers can also create automated assessment to assess the students online. Moreover, the online submission system consists of an automatic mailing system which acts as a reminder for students about the deadlines of the posted assignments. System was tested to measure its acceptance rate among both student and lecturers.

Keywords: Assignment, assessment, online, submission

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Authors: Kahil Amar, Boukais Said, Kezmane Ali, Hamizi Mohand, Hannachi Naceur Eddine

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The principle of the seismic performance evaluation methods is to provide a measure of capability for a building or set of buildings to be damaged by an earthquake. The common objective of many of these methods is to supply classification criteria. The purpose of this study is to present a method for assessing the seismic performance of structures, based on Pushover method; we are particularly interested in reinforced concrete frame structures, which represent a significant percentage of damaged structures after a seismic event. The work is based on the characterization of seismic movement of the various earthquake zones in terms of PGA and PGD that is obtained by means of SIMQK_GR and PRISM software and the correlation between the points of performance and the scalar characterizing the earthquakes will developed.

Keywords: Seismic performance, Pushover method, characterization of seismic motion, harmfulness of the seismic signal

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Authors: MK Lee, JS Hong, SM Sin, HU Oh

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Heat pipes are used to control the thermal problem for electronic cooling. It is especially difficult to dissipate heat to a heat sink in an environment in space compared to earth. For solving this problem, in this study, the Poiseuille (Po) number, which is the main measure of the performance of a heat pipe, is studied by CFD; then, the heat pipe performance is verified with experimental results. A heat pipe is then fabricated for a spatial environment, and an in-house code is developed. Further, a heat pipe subsystem, which consists of a heat pipe, MLI (Multi Layer Insulator), SSM (Second Surface Mirror), and radiator, is tested and correlated with the TMM (Thermal Mathematical Model) through a commercial code. The correlation results satisfy the 3K requirement, and the generated thermal model is verified for application to a spatial environment.

Keywords: CFD, Heat pipe, Radiator, Space.

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Authors: King Kuok Kuok, Po Chan Chiu

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Floods are natural phenomena, which may turn into disasters causing widespread damage, health problems and even deaths. Nowadays, floods had become more serious and more frequent due to climatic changes. During flooding, discharge measurement still can be taken by standing on the bridge across the river using portable measurement instrument. However, it is too dangerous to get near to the river especially during high flood. Therefore, this study employs Particle Image Velocimetry (PIV) as a tool to measure the surface flow velocity. PIV is a image processing technique to track the movement of water from one point to another. The PIV codes are developed using Matlab. In this study, 18 ping pong balls were scattered over the surface of the drain and images were taken with a digital SLR camera. The images obtained were analyzed using the PIV code. Results show that PIV is able to produce the flow velocity through analyzing the series of images captured.

Keywords: Particle Image Velocimetry, flow velocity, surface flow.

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Authors: Xiao Chen, Xiaoying Kong, Min Xu

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This paper presents a road vehicle detection approach for the intelligent transportation system. This approach mainly uses low-cost magnetic sensor and associated data collection system to collect magnetic signals. This system can measure the magnetic field changing, and it also can detect and count vehicles. We extend Mel Frequency Cepstral Coefficients to analyze vehicle magnetic signals. Vehicle type features are extracted using representation of cepstrum, frame energy, and gap cepstrum of magnetic signals. We design a 2-dimensional map algorithm using Vector Quantization to classify vehicle magnetic features to four typical types of vehicles in Australian suburbs: sedan, VAN, truck, and bus. Experiments results show that our approach achieves a high level of accuracy for vehicle detection and classification.

Keywords: Vehicle classification, signal processing, road traffic model, magnetic sensing.

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Authors: M. Kalamani, S. Valarmathy, M. Krishnamoorthi

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In this paper, Fuzzy C-Means clustering with Expectation Maximization-Gaussian Mixture Model based hybrid modeling algorithm is proposed for Continuous Tamil Speech Recognition. The speech sentences from various speakers are used for training and testing phase and objective measures are between the proposed and existing Continuous Speech Recognition algorithms. From the simulated results, it is observed that the proposed algorithm improves the recognition accuracy and F-measure up to 3% as compared to that of the existing algorithms for the speech signal from various speakers. In addition, it reduces the Word Error Rate, Error Rate and Error up to 4% as compared to that of the existing algorithms. In all aspects, the proposed hybrid modeling for Tamil speech recognition provides the significant improvements for speechto- text conversion in various applications.

Keywords: Speech Segmentation, Feature Extraction, Clustering, HMM, EM-GMM, CSR.

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Authors: Mohammad Ali Molaei

Abstract:

New Growth Theory helps us make sense of the ongoing shift from a resource-based economy to a knowledge-based economy. It underscores the point that the economic processes which create and diffuse new knowledge are critical to shaping the growth of nations, communities and individual firms. In all too many contributions to New (Endogenous) Growth Theory – though not in all – central reference is made to 'a stock of knowledge', a 'stock of ideas', etc., this variable featuring centre-stage in the analysis. Yet it is immediately apparent that this is far from being a crystal clear concept. The difficulty and uncertainty of being able to capture the value associated with knowledge is a real problem. The intent of this paper is introducing new thinking and theorizing about the knowledge and its measurability in new growth theory. Moreover the study aims to synthesize various strain of the literature with a practical bearing on knowledge concept. By contribution of institution framework which is found within NGT, we can indirectly measure the knowledge concept. Institutions matter because they shape the environment for production and employment of new knowledge

Keywords: Institution Framework, Knowledge, New GrowthTheory (NGT)

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Authors: J. Lonska, V. Boronenko

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The result of process of territory-s development is the territory-s state of development (TSoD), which is pointed towards the provision and improvement of people-s life conditions. The authors offer to measure the TSoD according to their own developed model. Using the available statistical data regarding the values of model-s elements, the authors empirically show which element mainly determines the TSoD. The findings of the research showed that the key elements of the TSoD are the “Material welfare of people" and “People-s health". Performing a deeper statistical analysis of correlation between these elements, it turned out that it is not so necessary for a country to be bent on trying to increase the material growth of a territory, because a relatively high index of life expectancy at birth could be ensured also by much more modest material resources. On the other hand, the economical feedback of longer lifespan within countries with lower material performance is also relatively low.

Keywords: Development indices, health, territory's state of development, wealth.

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Authors: Hamed Vahdat Nejad, Hameed Reza Pourreza, Hasan Ebrahimi

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A new fuzzy filter is presented for noise reduction of images corrupted with additive noise. The filter consists of two stages. In the first stage, all the pixels of image are processed for determining noisy pixels. For this, a fuzzy rule based system associates a degree to each pixel. The degree of a pixel is a real number in the range [0,1], which denotes a probability that the pixel is not considered as a noisy pixel. In the second stage, another fuzzy rule based system is employed. It uses the output of the previous fuzzy system to perform fuzzy smoothing by weighting the contributions of neighboring pixel values. Experimental results are obtained to show the feasibility of the proposed filter. These results are also compared to other filters by numerical measure and visual inspection.

Keywords: Additive noise, Fuzzy logic, Image processing, Noise reduction.

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Authors: Arun Sharma, Rajesh Kumar, P. S. Grover

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The last decade has shown that object-oriented concept by itself is not that powerful to cope with the rapidly changing requirements of ongoing applications. Component-based systems achieve flexibility by clearly separating the stable parts of systems (i.e. the components) from the specification of their composition. In order to realize the reuse of components effectively in CBSD, it is required to measure the reusability of components. However, due to the black-box nature of components where the source code of these components are not available, it is difficult to use conventional metrics in Component-based Development as these metrics require analysis of source codes. In this paper, we survey few existing component-based reusability metrics. These metrics give a border view of component-s understandability, adaptability, and portability. It also describes the analysis, in terms of quality factors related to reusability, contained in an approach that aids significantly in assessing existing components for reusability.

Keywords: Components, Customizability, Reusability, and Observability.

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Authors: A.A.Sharizli, N.A.Abu Osman, A.A.Saifizul

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An Automated Rapid Maxillary Expander (ARME) is a specially designed microcontroller-based orthodontic appliance to overcome the shortcomings imposed by the traditional maxillary expansion appliances. This new device is operates by automatically widening the maxilla (upper jaw) by expanding the midpalatal suture [1]. The ARME appliance that has been developed is a combination of modified butterfly expander appliance, micro gear, micro motor, and microcontroller to automatically produce light and continuous pressure to expand the maxilla. For this study, the functionality of the system is verified through laboratory tests by measure the forced applied to the teeth each time the maxilla expands. The laboratory test results show that the developed appliance meets the desired performance specifications consistently.

Keywords: Maxillary Expansion, Microcontroller, Automated, Orthodontist, Force Analysis.

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Authors: Yu J. Chiu, Chia H. Yeh

Abstract:

Innovation is more important in any companies. However, it is not easy to measure the innovation performance correctly. Patent is one of measuring index nowadays. This paper wants to purpose an approach for valuing patents based on market reaction to patent infringement litigations. The interesting phenomenon is found from collection of patent infringement litigation events. That is if any patent litigation event occurs the stock value will follow changing. The plaintiffs- stock value raises some percentage. According to this interesting phenomenon, the relationship between patent litigation and stock value is tested and verified. And then, the stock value variation is used to deduce the infringed patents- value. The purpose of this study is providing another concept model to evaluate the infringed patents. This study can provide a decision assist system to help drafting patent litigation strategy and determine the technology value

Keywords: Patent valuation, infringement litigations, stock value, artificial neural networks.

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Authors: C. Pislaru, A. Shebani

Abstract:

This paper uses the radial basis function neural network (RBFNN) for system identification of nonlinear systems. Five nonlinear systems are used to examine the activity of RBFNN in system modeling of nonlinear systems; the five nonlinear systems are dual tank system, single tank system, DC motor system, and two academic models. The feed forward method is considered in this work for modelling the non-linear dynamic models, where the KMeans clustering algorithm used in this paper to select the centers of radial basis function network, because it is reliable, offers fast convergence and can handle large data sets. The least mean square method is used to adjust the weights to the output layer, and Euclidean distance method used to measure the width of the Gaussian function.

Keywords: System identification, Nonlinear system, Neural networks, RBF neural network.

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Authors: Nasim Shatarat, Adel Assaf

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This paper presents the results of an analytical study on the seismic response of a Multi-Span-Simply-Supported precast bridge in Washington State. The bridge was built in the early 1960's along Interstate 5 and was widened the first time in 1979 and the second time in 2001. The primary objective of this research project is to determine the seismic vulnerability of the bridge in order to develop the required retrofit measure. The seismic vulnerability of the bridge is evaluated using two seismic evaluation methods presented in the FHWA Seismic Retrofitting Manual for Highway Bridges, Method C and Method D2. The results of the seismic analyses demonstrate that Method C and Method D2 vary markedly in terms of the information they provide to the bridge designer regarding the vulnerability of the bridge columns.

Keywords: Bridges, Capacity, Demand, Seismic, Static pushover, Retrofit.

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Authors: Yasser k. Ali, Hesham N. Elmahdy, Sanaa El Olla Hanfy Ahmed

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Mobile agents are a powerful approach to develop distributed systems since they migrate to hosts on which they have the resources to execute individual tasks. In a dynamic environment like a peer-to-peer network, Agents have to be generated frequently and dispatched to the network. Thus they will certainly consume a certain amount of bandwidth of each link in the network if there are too many agents migration through one or several links at the same time, they will introduce too much transferring overhead to the links eventually, these links will be busy and indirectly block the network traffic, therefore, there is a need of developing routing algorithms that consider about traffic load. In this paper we seek to create cooperation between a probabilistic manner according to the quality measure of the network traffic situation and the agent's migration decision making to the next hop based on decision tree learning algorithms.

Keywords: Agent Migration, Decision Tree learning, ID3 algorithm, Naive Bayes Classifier

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Authors: T. Niracharapa, W. Angkana

Abstract:

Since information and communication technology (ICT) plays a critical role in enhancing national competitiveness, it is a driving force for social and economic growth and prosperity. The ASEAN Economic Community (AEC) will integrate this into ASEAN countries as a new mechanism and a measure that will improve economic performance as a global economy. Government policies may support or impede such harmonization. This study was to investigate, analyze the status of Thai IT entrepreneurs and define key strategies to enhance their competitive advantage. Data were collected based on in-depth interviews, questionnaires, focus groups, seminars and fieldwork on information technology excluding communication. SWOT was used as a tool to analyze the study. The results of this study can be used to enable the government to guide policy, measures and strategies for creating a competitive advantage for Thailand’s IT entrepreneurs in the global market.

Keywords: AEC, ASEAN, competitive advantage, IT entrepreneurs.

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Authors: Lenka Ševelová, Aleš Florian

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To improve the efficiency of parametric studies or tests planning the method is proposed, that takes into account all input parameters, but only a few simulation runs are performed to assess the relative importance of each input parameter. For K input parameters with N input values the total number of possible combinations of input values equals NK. To limit the number of runs, only some (totally N) of possible combinations are taken into account. The sampling procedure Updated Latin Hypercube Sampling is used to choose the optimal combinations. To measure the relative importance of each input parameter, the Spearman rank correlation coefficient is proposed. The sensitivity and the influence of all parameters are analyzed within one procedure and the key parameters with the largest influence are immediately identified.

Keywords: Concrete, pavement, simulation, reliability, Latin Hypercube Sampling, parametric studies.

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Authors: Phoenix Lawhon Isler, John Merson, David Roser

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Urban water management in Australia faces increasing pressure to deal with the challenges of droughts, growing population and the climate change uncertainty. Addressing these challenges is an opportunity to incorporate the parallel goals of sustainable water management and climate change adaptation through holistic, non-technical means. This paper presents case studies from Perth and Sydney which show how despite robust adaptation plans and experience, recent efforts to 'drought proof' cities have focused on supply-side measures (i.e. desalination), rather than rethinking how water is used and managing demand. The trend towards desalination as a climate adaptation measure raises questions about the sustainability of urban water futures in Australia.

Keywords: Climate change adaptation, desalination, drought management, sustainable urban water management.

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Authors: Gee-Cheol Kim, Sang-Hoon Lee, Joo-Won Kang

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In the stadium structure, the significant dynamic responses such as resonance or similar behavior can be occurred by spectator rhythmical activities. Thus, accurate analysis and precise investigation of stadium structure that is subjected to dynamic loads are required for practical design and serviceability check of stadium structures. Moreover, it is desirable to measure and analyze the dynamic loads of spectator activities because these dynamic loads can not be easily expressed in numerical formula. In this study, various dynamic loads induced by spectator movements are measured and analyzed. These dynamic loads induced by spectators movement of stadium structure can be classified into the impact load and the periodic load. These dynamic loads can be expressed as Fourier harmonic load. And, these dynamic loads could be applied for the accurate vibration analysis of a stadium structure.

Keywords: stadium structure, spectator rhythmical activities, vibration analysis.

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Authors: Panprae Bunyapukkna

Abstract:

The aim of this study is to: (1) measure the overall attitudes of Thai mobile phone users toward SMS advertisements, and (2) identify demographic factors that affect the overall attitudes toward SMS advertisements of Thai mobile phone users. The sample in this study consists of 100 individuals who possess at least one mobile phone and who either live, work or study in Bangkok. Thirty-three respondents are male, while the other 67 respondents are female. The respondents are aged between 21 years and 45 years old. Convenient sampling technique was used in this study. The results of this study indicate that Thai mobile phone users in general hold negative attitudes toward SMS advertisements, and that negative attitudes prevailed in nearly all different demographic groups. The results also suggest that Thai mobile phone users find SMS advertisements irritating, but are indifferent as to whether SMS ads are informative, credible and entertaining as well.

Keywords: Credibility, consumer attitudes, SMS advertising, Thai mobile phone users.

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