Search results for: functional independence measure (FIM)

Authors: Abhinav Kumar, Raja Sekhar Bandaru, B Madhusudan Rao, Saket Kulkarni, Nilesh Ghatpande

Abstract:

This paper proposes an algorithm which automatically aligns and stitches the component medical images (fluoroscopic) with varying degrees of overlap into a single composite image. The alignment method is based on similarity measure between the component images. As applied here the technique is intensity based rather than feature based. It works well in domains where feature based methods have difficulty, yet more robust than traditional correlation. Component images are stitched together using the new triangular averaging based blending algorithm. The quality of the resultant image is tested for photometric inconsistencies and geometric misalignments. This method cannot correct rotational, scale and perspective artifacts.

Keywords: Histogram Matching, Image Alignment, ImageStitching, Medical Imaging.

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Authors: Ana Bobirca, Paul-Gabriel Miclaus

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The purpose of the article is to illustrate the main characteristics of the corporate governance challenge facing the countries of South-Eastern Europe (SEE) and to subsequently determine and assess the extensiveness and effectiveness of corporate governance regulations in these countries. Therefore, we start with an overview on the subject of the key problems of corporate governance in transition. We then address the issue of corporate governance measurement for SEE countries. To this end, we include a review of the methodological framework for determining both the extensiveness and the effectiveness of corporate governance legislation. We then focus on the actual analysis of the quality of corporate governance codes, as well as of legal institutions effectiveness and provide a measure of corporate governance in Romania and other SEE emerging markets. The paper concludes by emphasizing the corporate governance enforcement gap and by identifying research issues that require further study.

Keywords: corporate governance, effectiveness, extensiveness, South-Eastern Europe

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Authors: T. Makkasap, T. Satapanajaru

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The objective of this study was to evaluate the distribution patterns of Cd, Zn and Hg in groundwater by geospatial interpolation. The study was performed at Rayong province in the eastern part of Thailand, with high agricultural and industrial activities. Groundwater samples were collected twice a year from 31 tubewells around this area. Inductively Coupled Plasma-Atomic Emission Spectrometer (ICP-AES) was used to measure the concentrations of Cd, Zn, and Hg in groundwater samples. The results demonstrated that concentrations of Cd, Zn and Hg range from 0.000-0.297 mg/L (x = 0.021±0.033 mg/L), 0.022-33.236 mg/L (x = 4.214±4.766 mg/L) and 0.000-0.289 mg/L (x = 0.023±0.034 mg/L), respectively. Most of the heavy metals concentrations were exceeded groundwater quality standards as specified in the Ministry of Natural Resources and Environment, Thailand. The trend distribution of heavy metals were high concentrations at the southeastern part of the area that especially vulnerable to heavy metals and other contaminants.

Keywords: Groundwater, Heavy metals, Kriging, Rayong, Spatial distribution.

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Authors: D. D. Wang, J.C. Lam, Z. H. Mai

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Controlled modification of appropriate sharpness for nanotips is of paramount importance to develop novel materials and functional devices at a nanometer resolution. Herein, we present a reliable and unique strategy of laser irradiation enhanced physicochemical etching to manufacture super sharp tungsten tips with reproducible shape and dimension as well as high yields (~80%). The corresponding morphology structure evolution of tungsten tips and laser-tip interaction mechanisms were systematically investigated and discussed using field emission scanning electron microscope (SEM) and physical optics statistics method with different fluences under 532 nm laser irradiation. This work paves the way for exploring more accessible metallic tips applications with tunable apex diameter and aspect ratio, and, furthermore, facilitates the potential sharpening enhancement technique for other materials used in a variety of nanoscale devices.

Keywords: Tungsten tip sharpening, Laser irradiation, Physicochemical etching, Light-matter interaction.

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Authors: Shyam S.N. Perera

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An optimal control problem for a mathematical model of efficiency of antiviral therapy in hepatitis B virus infections is considered. The aim of the study is to control the new viral production, block the new infection cells and maintain the number of uninfected cells in the given range. The optimal controls represent the efficiency of antiviral therapy in inhibiting viral production and preventing new infections. Defining the cost functional, the optimal control problem is converted into the constrained optimization problem and the first order optimality system is derived. For the numerical simulation, we propose the steepest descent algorithm based on the adjoint variable method. A computer program in MATLAB is developed for the numerical simulations.

Keywords: Virus infection model, Optimal control, Adjoint system, Steepest descent

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Authors: K. Kamalanand, P. Mannar Jawahar

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Methods of contemporary mathematical physics such as chaos theory are useful for analyzing and understanding the behavior of complex biological and physiological systems. The three dimensional model of HIV/AIDS is the basis of active research since it provides a complete characterization of disease dynamics and the interaction of HIV-1 with the immune system. In this work, the behavior of the HIV system is analyzed using the three dimensional HIV model and a chaotic measure known as the Hurst exponent. Results demonstrate that Hurst exponents of CD4, CD8 cells and viral load vary nonlinearly with respect to variations in system parameters. Further, it was observed that the three dimensional HIV model can accommodate both persistent (H>0.5) and anti-persistent (H<0.5) dynamics of HIV states. In this paper, the objectives of the study, methodology and significant observations are presented in detail.

Keywords: HIV/AIDS, mathematical model, chaos theory, Hurst exponent

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Authors: Michael A. Folcik, Bijan Karimi

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A robot simulator was developed to measure and investigate the performance of a robot navigation system based on the relative position of the robot with respect to random obstacles in any two dimensional environment. The presented simulator focuses on investigating the ability of a fuzzy-neural system for object avoidance. A navigation algorithm is proposed and used to allow random navigation of a robot among obstacles when the robot faces an obstacle in the environment. The main features of this simulator can be used for evaluating the performance of any system that can provide the position of the robot with respect to obstacles in the environment. This allows a robot developer to investigate and analyze the performance of a robot without implementing the physical robot.

Keywords: Applications of Fuzzy Logic and Neural Networksin Robotics, Artificial Intelligence, Embedded Systems, MobileRobots, Robot Navigation, Robotics.

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Authors: C. Rogerson, E. Scott

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The purpose of this paper is to consider the introduction of online courses to replace the current classroom-based staff training. The current training is practical, and must be completed before access to the financial computer system is authorized. The long term objective is to measure the efficacy, effectiveness and efficiency of the training, and to establish whether a transfer of knowledge back to the workplace has occurred. This paper begins with an overview explaining the importance of staff training in an evolving, competitive business environment and defines the problem facing this particular organization. A summary of the literature review is followed by a brief discussion of the research methodology and objective. The implementation of the alpha version of the online course is then described. This paper may be of interest to those seeking insights into, or new theory regarding, practical interventions of online learning in the real world.

Keywords: Computer-based courses, e-learning, online training, workplace training.

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Authors: Cherdvong Saengsupavanich

Abstract:

Dredging activities inevitably cause sediment dispersion. In certain locations, where there are important ecological areas such as mangroves or coral reefs, carefully planning the dredging can significantly reduce negative impacts. This article utilizes the dredging at Phuket port, Thailand, as a case study to demonstrate how computer simulations can be helpful to protect existing coral reefs. A software package named MIKE21 was applied. Necessary information required by the simulations was gathered. After calibrating and verifying the model, various dredging scenario were simulated to predict spoil movement. The simulation results were used as guidance to setting up an environmental measure. Finally, the recommendation to dredge during flood tide with silt curtains installed was made.

Keywords: Coastal simulation, Dredging, Environmentalprotection, Port. Coastal engineering, Thailand

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Authors: R. Abdulrahman, A. Eardley, A. Soliman

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The proliferation in the development of mobile learning (m-learning) has played a vital role in the rapidly growing electronic learning market. This relatively new technology can help to encourage the development of in learning and to aid knowledge transfer a number of areas, by familiarizing students with innovative information and communications technologies (ICT). M-learning plays a substantial role in the deployment of learning methods for nursing students by using the Internet and portable devices to access learning resources ‘anytime and anywhere’. However, acceptance of m-learning by students is critical to the successful use of m-learning systems. Thus, there is a need to study the factors that influence student’s intention to use m-learning. This paper addresses this issue. It outlines the outcomes of a study that evaluates the unified theory of acceptance and use of technology (UTAUT) model as applied to the subject of user acceptance in relation to m-learning activity in nurse education. The model integrates the significant components across eight prominent user acceptance models. Therefore, a standard measure is introduced with core determinants of user behavioural intention. The research model extends the UTAUT in the context of m-learning acceptance by modifying and adding individual innovativeness (II) and quality of service (QoS) to the original structure of UTAUT. The paper goes on to add the factors of previous experience (of using mobile devices in similar applications) and the nursing students’ readiness (to use the technology) to influence their behavioural intentions to use m-learning. This study uses a technique called ‘convenience sampling’ which involves student volunteers as participants in order to collect numerical data. A quantitative method of data collection was selected and involves an online survey using a questionnaire form. This form contains 33 questions to measure the six constructs, using a 5-point Likert scale. A total of 42 respondents participated, all from the Nursing Institute at the Armed Forces Hospital in Saudi Arabia. The gathered data were then tested using a research model that employs the structural equation modelling (SEM), including confirmatory factor analysis (CFA). The results of the CFA show that the UTAUT model has the ability to predict student behavioural intention and to adapt m-learning activity to the specific learning activities. It also demonstrates satisfactory, dependable and valid scales of the model constructs. This suggests further analysis to confirm the model as a valuable instrument in order to evaluate the user acceptance of m-learning activity.

Keywords: Mobile learning, nursing institute, unified theory of acceptance and use of technology model.

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Authors: Eiad Yafi, M. A. Alam, Ranjit Biswas

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Knowledge Discovery of Databases (KDD) is the process of extracting previously unknown but useful and significant information from large massive volume of databases. Data Mining is a stage in the entire process of KDD which applies an algorithm to extract interesting patterns. Usually, such algorithms generate huge volume of patterns. These patterns have to be evaluated by using interestingness measures to reflect the user requirements. Interestingness is defined in different ways, (i) Objective measures (ii) Subjective measures. Objective measures such as support and confidence extract meaningful patterns based on the structure of the patterns, while subjective measures such as unexpectedness and novelty reflect the user perspective. In this report, we try to brief the more widely spread and successful subjective measures and propose a new subjective measure of interestingness, i.e. shocking.

Keywords: Shocking rules (SHR).

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Authors: Afonso, S. C., Fernandes, P. O., Monte, A. P.

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Modern times call organizations to have an active role in the social arena, through Corporate Social Responsibility (CSR). The objective of this research was to test the hypothesis that there is a positive relation between social performance and economic performance, and if there is a positive correlation between social performance and financial-economic performance. To test these theories a measure of social performance, based on the Green Book of Commission of the European Community, was used in a group of nineteen Portuguese top companies, listed on the PSI 20 index, through a period of five years, since 2005 to 2009. A clusters analysis was applied to group companies by their social performance and to compare and correlate their economic performance. Results indicate that companies that had a better social performance are not the ones who had a better economic performance, and suggest that the middle path might provide a good relation CSR-Economic performance, as a basis to a sustainable development.

Keywords: Corporate Social Responsibility, Economic Performance, Win-Win relationship

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Authors: Tudor Barbu

Abstract:

An automatic moment-based texture segmentation approach is proposed in this paper. First, we describe the related work in this computer vision domain. Our texture feature extraction, the first part of the texture recognition process, produces a set of moment-based feature vectors. For each image pixel, a texture feature vector is computed as a sequence of area moments. Then, an automatic pixel classification approach is proposed. The feature vectors are clustered using an unsupervised classification algorithm, the optimal number of clusters being determined using a measure based on validation indexes. From the resulted pixel classes one determines easily the desired texture regions of the image.

Keywords: Image segmentation, moment-based texture analysis, automatic classification, validity indexes.

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Authors: Y. K. Chen, K. C. Chiou, C. Y. Chen

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The cumulative conformance count (CCC) charts are widespread in process monitoring of high-yield manufacturing. Recently, it is found the use of variable sampling interval (VSI) scheme could further enhance the efficiency of the standard CCC charts. The average time to signal (ATS) a shift in defect rate has become traditional measure of efficiency of a chart with the VSI scheme. Determining the ATS is frequently a difficult and tedious task. A simple method based on a finite Markov Chain approach for modeling the ATS is developed. In addition, numerical results are given.

Keywords: Cumulative conformance count, variable sampling interval, Markov Chain, average time to signal, control chart.

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Authors: V. Kabeer, N.K.Narayanan

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This paper reports a new pattern recognition approach for face recognition. The biological model of light receptors - cones and rods in human eyes and the way they are associated with pattern vision in human vision forms the basis of this approach. The functional model is simulated using CWD and WPD. The paper also discusses the experiments performed for face recognition using the features extracted from images in the AT & T face database. Artificial Neural Network and k- Nearest Neighbour classifier algorithms are employed for the recognition purpose. A feature vector is formed for each of the face images in the database and recognition accuracies are computed and compared using the classifiers. Simulation results show that the proposed method outperforms traditional way of feature extraction methods prevailing for pattern recognition in terms of recognition accuracy for face images with pose and illumination variations.

Keywords: Face recognition, Image analysis, Wavelet feature extraction, Pattern recognition, Classifier algorithms

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Authors: A. Ersan, A. S. Kipcak, M. Yildirim, A. M. Erayvaz, E. M. Derun, N. Tugrul, S. Piskin

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Zinc borates are used as a multi-functional flame retardant additive for its high dehydration temperature. In this study, the method of ultrasonic mixing was used in the synthesis of zinc borates. The reactants of zinc oxide (ZnO) and boric acid (H3BO3) were used at the constant reaction parameters of 90°C reaction temperature and 55 min of reaction time. Several molar ratios of ZnO:H3BO3 (1:1, 1:2, 1:3, 1:4 and 1:5) were conducted for the determination of the optimum reaction ratio. Prior to synthesis the characterization of the synthesized zinc borates were made by X-Ray Diffraction (XRD) and Fourier Transform Infrared Spectroscopy (FT-IR). From the results Zinc Oxide Borate Hydrate [Zn3B6O12.3.5H2O], were synthesized optimum at the molar ratio of 1:3, with a reaction efficiency of 95.2%.

Keywords: Zinc borates, ultrasonic mixing, XRD, FT-IR, reaction efficiency.

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Authors: Md. Sharif Imam Ibne Amir, M. Shah Alam Khan, Mohammad Masud Kamal Khan, Mohammad Golam Rasul, Fatema Akram

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The problems of severe drainage congestion and water logging in the southwestern Bangladesh have been solved by an innovative concept, Tidal River Management (TRM). TRM involves the uniform raising of the land inside a tidal basin (beel) while simultaneously maintaining the proper drainage capacity in the river. The present practice of TRM is to link the river with the selected beel by constructing a link canal at the entrance of which most of the sedimentation takes place. This localized sedimentation also creates drainage congestion and water logging making it unattractive to landowners who participate in the program. In this paper a functional sediment management plan is presented to get rid of this problem

Keywords: Beel, embankment, MIKE 21 Flow Model FM, Tidal River Management.

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Authors: E. Barkanov, E. Skukis, M. Wesolowski, A. Chate

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New nondestructive technique, namely an inverse technique based on vibration tests, to characterize nonlinear mechanical properties of adhesive layers in sandwich composites is developed. An adhesive layer is described as a viscoelastic isotropic material with storage and loss moduli which are both frequency dependent values in wide frequency range. An optimization based on the planning of experiments and response surface technique to minimize the error functional is applied to decrease considerably the computational expenses. The developed identification technique has been tested on aluminum panels and successfully applied to characterize viscoelastic material properties of 3M damping polymer ISD-112 used as a core material in sandwich panels.

Keywords: Adhesive layer, finite element method, inverse technique, sandwich panel, vibration test, viscoelastic material properties.

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Authors: Kyoung Kun Lee, Soongyu Kwon, Jong Tae Kim

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An embedded system for SEU(single event upset) test needs to be designed to prevent system failure by high-energy particles during measuring SEU. SEU is a phenomenon in which the data is changed temporary in semiconductor device caused by high-energy particles. In this paper, we present an embedded system for SRAM(static random access memory) SEU test. SRAMs are on the DUT(device under test) and it is separated from control board which manages the DUT and measures the occurrence of SEU. It needs to have considerations for preventing system failure while managing the DUT and making an accurate measurement of SEUs. We measure the occurrence of SEUs from five different SRAMs at three different cyclotron beam energies 30, 35, and 40MeV. The number of SEUs of SRAMs ranges from 3.75 to 261.00 in average.

Keywords: embedded system, single event upset, SRAM

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Authors: N. Tugrul, A. S. Kipcak, N. Baran Acarali, E. Moroydor Derun, S. Piskin

Abstract:

Magnesium borate(MB) istechnical ceramic for high heat-resisting, corrosion-resisting, super mechanical strength, superinsulation, light weight, high strength, and high coefficient of elasticity. Zinc borate (ZB) can be used as multi-functional synergistic additives with flame retardant additives in polymers. The most important properties are low solubility in water and high dehydration temperature. ZB dehydrates above 290°C and anhydrous ZB has thermal resistance about 400°C. In this study, the raw materials of ZnO, MgO and H₃BO₃ were used with mole ratio of 1:1:9. With the starting materials hydrothermal method was applied at a temperature of 100^oC. The reaction time was determined as 30, 60, 90 and 120 minutes after some preliminary experiments. After the synthesis, the crystal structure and the morphology of the products were examined by X-Ray Diffraction (XRD) and Fourier Transform Infrared Spectroscopy (FT-IR). As a result, the forms of Zinc Oxide Borate Hydrate [Zn₃B₆O₁₂.3.5H₂O], Admontite [MgO(B₂O₃)₃.7(H₂O)] and Mcallisterite [Mg₂(B₆O₇(OH)₆)₂.9(H₂O)] were synthesized.

Keywords: Magnesium borate, zinc borate, XRD, FT-IR.

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Authors: Costin Pribeanu

Abstract:

The model-based approach to user interface design relies on developing separate models that are capturing various aspects about users, tasks, application domain, presentation and dialog representations. This paper presents a task modeling approach for user interface design and aims at exploring the mappings between task, domain and presentation models. The basic idea of our approach is to identify typical configurations in task and domain models and to investigate how they relate each other. A special emphasis is put on application-specific functions and mappings between domain objects and operational task structures. In this respect, we will distinguish between three layers in the task decomposition: a functional layer, a planning layer, and an operational layer.

Keywords: task modeling, user interface design, unit tasks, basic tasks, operational task model

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Authors: Yasuhiro Sato, Kodai Noma, Kenta Sawada, Kazumasa Adachi, Yoshinori Matruura, Saori Iwanaga

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RFID system is used to identify objects such as passenger identification in public transportation, instead of linear or 2-dimensional barcodes. Key advantages of RFID system are to identify objects without physical contact, and to write arbitrary information into RFID tag. These advantages may help to improve maritime safety and efficiency of activity on the sea. However, utilization of RFID system for maritime scenes has not been considered. In this paper, we evaluate the availability of a generic RFID system operating on the sea. We measure RSSI between RFID tag floating on the sea and RFID antenna, and check whether a RFID reader can access a tag or not, while the distance between a floating buoy and the ship, and the angle are changed. Finally, we discuss the feasibility and the applicability of RFID system on the sea through the results of our preliminary experiment.

Keywords: RFID, Experimental Evaluation, RSSI, Maritime use.

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Authors: Subir Das, Tuhin Subhra Sarkar, Badal Chakraborty

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Differing from the structure of traditional parallel plate capacitive sensor a semi cylindrical capacitive sensor has been introduced in this present work to measure the soil moisture conveniently. Here, the numerical analysis method to evaluate the capacitance from the semi-cylindrical capacitive sensor is analyzed and discussed. The changes of capacitance with the variation of soil moisture obtained linear in the nano farad range (nF) and which converted into voltage variation by using proper signal conditioning circuit. Experimental results depict the satisfactory performance of the sensor for measurement of soil moisture in the range of 0 to 70%. We investigated the linearity of 4% of FSO and sensitivity of 70 mV/unit percentage changes in soil moisture level (DB).

Keywords: Semi cylindrical Capacitive Sensor, Capacitance to Voltage converter Circuit, Soil Moisture.

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Authors: Joffroy Beauquier, Yongjie Hu

Abstract:

The intrusion detection problem has been frequently studied, but intrusion detection methods are often based on a single point of view, which always limits the results. In this paper, we introduce a new intrusion detection model based on the combination of different current methods. First we use a notion of distance to unify the different methods. Second we combine these methods using the Pearson correlation coefficients, which measure the relationship between two methods, and we obtain a combined distance. If the combined distance is greater than a predetermined threshold, an intrusion is detected. We have implemented and tested the combination model with two different public data sets: the data set of masquerade detection collected by Schonlau & al., and the data set of program behaviors from the University of New Mexico. The results of the experiments prove that the combination model has better performances.

Keywords: Intrusion detection, combination, distance, Pearson correlation coefficients.

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Authors: Leszek Chybowski, Artur Bejger, Katarzyna Gawdzińska

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Subversion analysis is a tool used in the TRIZ (Theory of Inventive Problem Solving) methodology. This article introduces the history and describes the process of subversion analysis, as well as function analysis and analysis of the resources, used at the design stage when generating possible undesirable situations. The article charts the course of subversion analysis when applied to a fuel injection nozzle of a marine engine. The work describes the fuel injector nozzle as a technological system and presents principles of analysis for the causes of a cracked tip of the nozzle body. The system is modelled with functional analysis. A search for potential causes of the damage is undertaken and a cause-and-effect analysis for various hypotheses concerning the damage is drawn up. The importance of particular hypotheses is evaluated and the most likely causes of damage identified.

Keywords: Complex technical system, fuel injector, function analysis, importance analysis, resource analysis, sabotage analysis, subversion analysis, TRIZ.

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Authors: Danping Lin, C.K.M. Lee

Abstract:

Re-entrant scheduling is an important search problem with many constraints in the flow shop. In the literature, a number of approaches have been investigated from exact methods to meta-heuristics. This paper presents a genetic algorithm that encodes the problem as multi-level chromosomes to reflect the dependent relationship of the re-entrant possibility and resource consumption. The novel encoding way conserves the intact information of the data and fastens the convergence to the near optimal solutions. To test the effectiveness of the method, it has been applied to the resource-constrained re-entrant flow shop scheduling problem. Computational results show that the proposed GA performs better than the simulated annealing algorithm in the measure of the makespan

Keywords: Resource-constrained, re-entrant, genetic algorithm (GA), multi-level encoding

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Authors: Hassan Azarkish, Said Farahat, S.Masoud H. Sarvari

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In the present work, the performance of the particle swarm optimization and the genetic algorithm compared as a typical geometry design problem. The design maximizes the heat transfer rate from a given fin volume. The analysis presumes that a linear temperature distribution along the fin. The fin profile generated using the B-spline curves and controlled by the change of control point coordinates. An inverse method applied to find the appropriate fin geometry yield the linear temperature distribution along the fin corresponds to optimum design. The numbers of the populations, the count of iterations and time to convergence measure efficiency. Results show that the particle swarm optimization is most efficient for geometry optimization.

Keywords: Genetic Algorithm, Geometry Optimization, longitudinal Fin, Particle Swarm Optimization

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Authors: H. Noun, C. Urban-Seelmann, M. Abdelfattah, G. Zeller, G. Rajesh, I. Mozgova, R. Lachmayer

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Several modules in automotive are usually modified and adapted for various project-specific applications. Due to a standardized safety concept a high reusability is accessible. A safety element out of context (SEooC) according to ISO 26262 can be a suitable approach. Based on the same safety concept and analysis, common modules can reach high reusability. For developing according to a module out of context, an appropriate and detailed development approach is required. This paper shows how to deduce this development processes for platform modules. Therefore, the detailed approach of the SEooC is derived. The aim is to create a detailed workflow for all phases of the development and integration of any kind of system modules. As an application example, an automotive project for an actuator control module is considered.

Keywords: Functional Safety, Safety Element out of Context, System Engineering, Hardware Engineering.

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Authors: Z. Ishak, S. Jamaluddin, F.P Chew

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This paper examines the students’ self-concept among 16- and 17- year- old adolescents in Malaysian secondary schools. Previous studies have shown that positive self-concept played an important role in student adjustment and academic performance during schooling. This study attempts to investigate the factors influencing students’ perceptions toward their own self-concept. A total of 1168 students participated in the survey. This study utilized the CoPs (UM) instrument to measure self-concept. Principal Component Analysis (PCA) revealed three factors: academic selfconcept, physical self-concept and social self-concept. This study confirmed that students perceived certain internal context factors, and revealed that external context factor also have an impact on their self-concept.

Keywords: Academic self-concept, physical self-concept, Principal Component Analysis (PCA), social self-concept.

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Authors: Prateek Maheshwari, Nitin Seth, Anoop Kumar Gupta

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The objective of present research paper is to highlight the importance of measuring advertisement effectiveness in print media and to develop a conceptual model for advertisement effectiveness. The developed model is based on dimensions on which advertisement effectiveness depends and on the dimensions which are used to measure the effectiveness. An in-depth and extensive literature review is carried out to understand the concept of advertisement effectiveness and its various determinants in context of print media. Based on the insights gained, a conceptual framework for advertisement effectiveness is presented. The model is an attempt to uncover the relatively less explored area of advertisement effectiveness in Indian advertising scenario. It is believed that present work will encourage scholars and academicians to further explore the area and will offer conceptual assistance and a fresh direction in the domain of advertisement effectiveness.

Keywords: Advertisement Effectiveness, Conceptual Model, Effectiveness Dimensions, Print Media.

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