Search results for: perspective analysis.

Authors: A. Papalou, K. Vozikis

Abstract:

The aim of this paper is the analysis and preservation of lime kilns, focusing on the structure, construction, and functionality of vertical shaft lime kilns of the Cap Corse in Corsica. Plans and sections of two lime kilns are presented in detail, providing an overall picture of this specific industrial heritage. The potential damage areas are identified performing structural analysis of a lime kiln using the finite element method. A restoration and strengthening technique that satisfies the directions of the Charter of Venice is presented using post-tensioning tendons. Recommendations are given to preserve and promote these important historical structures integrating them into the custom footpath.

Keywords: industrial heritage, lime kilns, post-tensioning, preservation

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Authors: M. Mahdi, N. Shariatmadari

Abstract:

An important aspect of planning for shallow tunneling under urban areas is the determination of likely surface movements and interaction with existing structures. Back analysis of built tunnels that their settlements magnitude is available, could aid the designers to have a more accuracy in future projects.

In this paper, one single Tehran Metro Tunnel (at west of Hor square, Jang University Street) was selected. At first, surface settlements of this tunnel were measured in situ. Then this tunnel was modeled using the commercial finite deference software FLAC-3D. Finally, Results of modeling and in situ measurements compared for verification.

Keywords: Shallow Tunnel, Back Analysis, Surface Movement, Numerical Modeling.

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Authors: Panagiotis Kosmas, Panayiotis Zaphiris

Abstract:

Embodied Cognition (EC) as a learning paradigm is based on the idea of an inseparable link between body, mind, and environment. In recent years, the advent of theoretical learning approaches around EC theory has resulted in a number of empirical studies exploring the implementation of the theory in education. This systematic literature overview identifies the mainstream of EC research and emphasizes on the implementation of the theory across learning environments. Based on a corpus of 43 manuscripts, published between 2013 and 2017, it sets out to describe the range of topics covered under the umbrella of EC and provides a holistic view of the field. The aim of the present review is to investigate the main issues in EC research related to the various learning contexts. Particularly, the study addresses the research methods and technologies that are utilized, and it also explores the integration of body into the learning context. An important finding from the overview is the potential of the theory in different educational environments and disciplines. However, there is a lack of an explicit pedagogical framework from an educational perspective for a successful implementation in various learning contexts.

Keywords: Embodied cognition, embodied learning, education, technology, schools.

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Authors: Artem Nuriev, Olga Zaitseva

Abstract:

This paper is devoted to the study of a viscous incompressible flow around a circular cylinder performing harmonic oscillations, especially the steady streaming phenomenon. The research methodology is based on the asymptotic explanation method combined with the computational bifurcation analysis. The research approach develops Schlichting and Wang decomposition method. Present studies allow to identify several regimes of the secondary streaming with different flow structures. The results of the research are in good agreement with experimental and numerical simulation data.

Keywords: Oscillating cylinder, Secondary Streaming, Flow Regimes, Asymptotic and Bifurcation Analysis.

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Authors: Lobna Hafez, Eman Elakkad

Abstract:

Sustainability is no longer a choice for firms. To achieve sustainable supply chain, all three dimensions of sustainability should be considered. Unlike the economic and environmental aspects, social sustainability has been rarely given attention. The problem surrounding social sustainability and employees’ welfare in Egypt is complex and remains unsolved. The aim of this study is to qualitatively assess the current level of application of social sustainability in the retailing sector in Egypt through using the social sustainability indicators identified in the literature. The purpose of this investigation is to gain knowledge about the complexity of the system involved. A case study is conducted on one of the largest retailers in Egypt. Data were collected through semi-structured interviews with managers and employees to determine the level of application and identify the major obstacles affecting the social sustainability in the retailing context. The work developed gives insights about the details and complexities of the application of social sustainability in developing countries, from the retailing perspective. The outcomes of this study will help managers to understand the enablers of social sustainability and will direct them to methods of sound implementation.

Keywords: Egypt, retailing sector, social sustainability, sustainability.

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Authors: Liping Li, Changchun Liu, Ke Li, Chengyu Liu

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Non-stationary trend in R-R interval series is considered as a main factor that could highly influence the evaluation of spectral analysis. It is suggested to remove trends in order to obtain reliable results. In this study, three detrending methods, the smoothness prior approach, the wavelet and the empirical mode decomposition, were compared on artificial R-R interval series with four types of simulated trends. The Lomb-Scargle periodogram was used for spectral analysis of R-R interval series. Results indicated that the wavelet method showed a better overall performance than the other two methods, and more time-saving, too. Therefore it was selected for spectral analysis of real R-R interval series of thirty-seven healthy subjects. Significant decreases (19.94±5.87% in the low frequency band and 18.97±5.78% in the ratio (p<0.001)) were found. Thus the wavelet method is recommended as an optimal choice for use.

Keywords: empirical mode decomposition, heart rate variability, signal detrending, smoothness priors, wavelet

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Authors: R. Mahjoub, K. Maghsoudi Mehraban

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Since the heart of the hybrid system is the fuel cell and it has vital impact on efficiency and performance of cycle, in this study, the major modeling of electrochemical reaction within the fuel cell is analyzed. Also, solid oxide fuel cell is integrated with the gas turbine and thermodynamic analysis on different elements of hybrid system is applied. Next, in predefined operational points of hybrid cycle, the simulation results are obtained. Then, different source of irreversibility in fuel cell is modeled and influence of different major parameters on different irreversibility is computed and applied. Then, the effect of important parameters such as thickness and surface of electrolyte fuel cell are simulated in fuel cell and its dependency to these parameters is explained. At the end of the paper, different impact of parameters on fuel cell with a gas turbine and current density and voltage of fuel cell are simulated.

Keywords: Electrochemical analysis, Gas turbine, Hybrid system, Irreversibility analysis.

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Authors: Nadim Zgheib, Sivaramakrishnan Balachandar

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We present results on the initial formation of ripples from an initially flattened erodible bed. We use direct numerical simulations (DNS) of turbulent open channel flow over a fixed sinusoidal bed coupled with hydrodynamic stability analysis. We use the direct forcing immersed boundary method to account for the presence of the sediment bed. The resolved flow provides the bed shear stress and consequently the sediment transport rate, which is needed in the stability analysis of the Exner equation. The approach is different from traditional linear stability analysis in the sense that the phase lag between the bed topology, and the sediment flux is obtained from the DNS. We ran 11 simulations at a fixed shear Reynolds number of 180, but for different sediment bed wavelengths. The analysis allows us to sweep a large range of physical and modelling parameters to predict their effects on linear growth. The Froude number appears to be the critical controlling parameter in the early linear development of ripples, in contrast with the dominant role of particle Reynolds number during the equilibrium stage.

Keywords: Direct numerical simulation, immersed boundary method, sediment-bed interactions, turbulent multiphase flow, linear stability analysis.

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Authors: Javid Iqbal, Zhu Shifan

Abstract:

The development in the construction of unconventional ships and the implementation of lightweight materials have shown a large impulse towards finite element (FE) method, making it a general tool for ship design. This paper briefly presents the modeling and analysis techniques of ship structures using FE method for complex boundary conditions which are difficult to analyze by existing Ship Classification Societies rules. During operation, all ships experience complex loading conditions. These loads are general categories into thermal loads, linear static, dynamic and non-linear loads. General strength of the ship structure is analyzed using static FE analysis. FE method is also suitable to consider the local loads generated by ballast tanks and cargo in addition to hydrostatic and hydrodynamic loads. Vibration analysis of a ship structure and its components can be performed using FE method which helps in obtaining the dynamic stability of the ship. FE method has developed better techniques for calculation of natural frequencies and different mode shapes of ship structure to avoid resonance both globally and locally. There is a lot of development towards the ideal design in ship industry over the past few years for solving complex engineering problems by employing the data stored in the FE model. This paper provides an overview of ship modeling methodology for FE analysis and its general application. Historical background, the basic concept of FE, advantages, and disadvantages of FE analysis are also reported along with examples related to hull strength and structural components.

Keywords: Dynamic analysis, finite element methods, ship structure, vibration analysis.

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Authors: Toshiaki Yanada, Kazumi Ishikawa

Abstract:

The present paper deals with the analysis and development of noise-reduction transformer that has a filter function for conductive noise transmission. Two types of prototype noise-reduction transformers with two different output voltages are proposed. To determine an optimum design for the noise-reduction transformer, noise attenuation characteristics are discussed based on the experiments and the equivalent circuit analysis. The analysis gives a relation between the circuit parameters and the noise attenuation. High performance step-down noise-reduction transformer for direct power supply to electronics equipment is developed. The input voltage of the transformer is 100 V and the output voltage is 5 V. Frequency characteristics of noise attenuation are discussed, and prevention of pulse noise transmission is demonstrated. Normal mode noise attenuation of this transformer is –80 dB, and common mode exceeds –90 dB. The step-down noise-reduction transformer eliminates pulse noise efficiently.

Keywords: conductive noise, EMC, EMI, noise attenuation, transformer.

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Authors: M. A. Ghorbani, M. Pasbani Khiavi, F. Rezaie Moghaddam

Abstract:

In the analysis of structures, the nonlinear effects due to large displacement, large rotation and materially-nonlinear are very important and must be considered for the reliable analysis. The non-linear fmite element analysis has potential as usable and reliable means for analyzing of civil structures with the availability of computer technology. In this research the large displacements and materially nonlinear behavior of shear wall is presented with developing of fmite element code using the standard Galerkin weighted residual formulation. Two-dimensional plane stress model was carried out to present the shear wall response. Total Lagangian formulation, which is computationally more effective, is used in the formulation of stiffness matrices and the Newton-Raphson method is applied for the solution of nonlinear transient equations. The details of the program formulation are highlighted and the results of the analyses are presented, along with a comparison of the response of the structure with Ansys software results. The presented model in this paper can be developed for nonlinear analysis of civil engineering structures with different material behavior and complicated geometry.

Keywords: Finite element, large displacements, materially nonlinear, shear wall.

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Authors: Jana Teplá

Abstract:

This text focuses on the visual construction of youth in press photographs in socialist Czechoslovakia. It deals with photographs in a magazine for young readers, Mladý svět, published by the Socialist Union of Youth of Czechoslovakia. The aim of this study was to develop a methodological tool for uncovering the values and the ideological messages in the strategies used in the visual construction of reality in the socialist press. Two methods of visual analysis were applied to the photographs, a quantitative content analysis and a social semiotic analysis. The social semiotic analysis focused on images representing youth in their free time. The study shows that the meaning of a socialist press photograph is a result of a struggle for ideological power between formal and informal ideologies. This struggle takes place within the process of production of the photograph and also within the process of interpretation of the photograph.

Keywords: Ideology, press photography, socialist regime, social semiotics, youth.

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Authors: Hiroshi Hirano, Joji Kadota, Toshiyuki Yamashita, Yasuyuki Agari

Abstract:

It is well known that enhancing interfacial adhesion between inorganic filler and matrix resin in a composite lead to favorable properties such as excellent mechanical properties, high thermal resistance, prominent electric insulation, low expansion coefficient, and so on. But it should be avoided that much excess of coupling agent is reacted due to a negative impact of their final composite-s properties. There is no report to achieve classification of the bonding state excepting investigation of coating layer thickness. Therefore, the analysis of the bonding state of the coupling agent reacted with the filler surface such as BN particles with less functional group and silica particles having much functional group was performed by thermal gravimetric analysis and pyrolysis GC/MS. The reacted number of functional groups on the silane-coupling agent was classified as a result of the analysis. Thus, we succeeded in classifying the reacted number of the functional groups as a result of this study.

Keywords: Inorganic filler, boron nitride, surface treatment, coupling agent, analysis of bonding state

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Authors: M. A. Sanda, B. Johansson, J. Johansson

Abstract:

The purpose of this paper is to conceptualize a futureoriented human work environment and organizational activity in deep mines that entails a vision of good and safe workplace. Futureoriented technological challenges and mental images required for modern work organization design were appraised. It is argued that an intelligent-deep-mine covering the entire value chain, including environmental issues and with work organization that supports good working and social conditions towards increased human productivity could be designed. With such intelligent system and work organization in place, the mining industry could be seen as a place where cooperation, skills development and gender equality are key components. By this perspective, both the youth and women might view mining activity as an attractive job and the work environment as a safe, and this could go a long way in breaking the unequal gender balance that exists in most mines today.

Keywords: Mining activity; deep mining; human operators; intelligent deep mine; work environment; organizational activity.

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Authors: Y. Hu, X. Zhao, T. Yamaguchi, M. Sasajima, Y. Koike

Abstract:

To focus on the vibration mode of a cone loudspeaker, which acts as an electroacoustic transducer, excitation experiments were performed using two types of loudspeaker units: one employing an impulse hammer and the other a sweep signal. The on-axis sound pressure frequency properties of the loudspeaker were evaluated, and the characteristic properties of the loudspeakers were successfully determined in both excitation experiments. Moreover, under conditions identical to the experiment conditions, a coupled analysis of the vibration-acoustics of the cone loudspeaker was performed using an acoustic analysis software program that considers the impact of damping caused by air viscosity. The result of sound pressure frequency properties with the numerical analysis are the most closely match that measured in the excitation experiments over a wide range of frequency bands.

Keywords: Anechoic room, finite element method, impulse hammer, loudspeaker, reverberation room, sweep signal.

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Authors: T. Pavic Kramaric, M. Kitic

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The purpose of this article is to analyze the market structure as well as the degree of concentration in insurance markets in new EU member states. The analysis was conducted using several most commonly used concentration indicators such as concentration ratio, Herfindahl-Hirschman index and entropy index. These indicators were calculated for the 2000-2010 period on the basis of total gross written premium as the most relevant indicator of market power in insurance markets. The results of the analysis showed that in all observed countries the level of concentration decreased, though with significantly different intensity. Yet, in some countries, the level of concentration remains very high.

Keywords: insurance market, concentration, new EU member states

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Authors: M. Raciti Castelli, S. De Betta, E. Benini

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The optimal grid spacing and turbulence model for the 2D numerical analysis of a vertical-axis water turbine (VAWaterT) operating in a 2 m/s freestream current has been investigated. The results of five different spatial domain discretizations and two turbulence models (k-ω SST and k-ε RNG) have been compared, in order to gain the optimal y+ parameter distribution along the blade walls during a full rotor revolution. The resulting optimal mesh has appeared to be quite similar to that obtained for the numerical analysis of a vertical-axis wind turbine.

Keywords: CFD, vertical axis water turbine, NACA 0025, blade y+.

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Authors: Mohammed Mohsin Ali H., Mohamed Haneef

Abstract:

The connecting rod transmits the piston load to the crank causing the latter to turn, thus converting the reciprocating motion of the piston into a rotary motion of the crankshaft. Connecting rods are subjected to forces generated by mass and fuel combustion. This study investigates and compares the fatigue behavior of forged steel, powder forged and ASTM a 514 steel cold quenched connecting rods. The objective is to suggest for a new material with reduced weight and cost with the increased fatigue life. This has entailed performing a detailed load analysis. Therefore, this study has dealt with two subjects: first, dynamic load and stress analysis of the connecting rod, and second, optimization for material, weight and cost. In the first part of the study, the loads acting on the connecting rod as a function of time were obtained. Based on the observations of the dynamic FEA, static FEA, and the load analysis results, the load for the optimization study was selected. It is the conclusion of this study that the connecting rod can be designed and optimized under a load range comprising tensile load and compressive load. Tensile load corresponds to 360^o crank angle at the maximum engine speed. The compressive load is corresponding to the peak gas pressure. Furthermore, the existing connecting rod can be replaced with a new connecting rod made of ASTM a 514 steel cold quenched that is 12% lighter and 28% cheaper.

Keywords: Connecting rod, ASTM a514 cold quenched steel, static analysis, fatigue analysis, stress life approach.

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Authors: Christer Ahlstrom, Katja Höglund, Peter Hult, Jens Häggström, Clarence Kvart, Per Ask

Abstract:

It is sometimes difficult to differentiate between innocent murmurs and pathological murmurs during auscultation. In these difficult cases, an intelligent stethoscope with decision support abilities would be of great value. In this study, using a dog model, phonocardiographic recordings were obtained from 27 boxer dogs with various degrees of aortic stenosis (AS) severity. As a reference for severity assessment, continuous wave Doppler was used. The data were analyzed with recurrence quantification analysis (RQA) with the aim to find features able to distinguish innocent murmurs from murmurs caused by AS. Four out of eight investigated RQA features showed significant differences between innocent murmurs and pathological murmurs. Using a plain linear discriminant analysis classifier, the best pair of features (recurrence rate and entropy) resulted in a sensitivity of 90% and a specificity of 88%. In conclusion, RQA provide valid features which can be used for differentiation between innocent murmurs and murmurs caused by AS.

Keywords: Bioacoustics, murmur, phonocardiographic signal, recurrence quantification analysis.

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Authors: M. S. Ahmed, F. A. Mohammad

Abstract:

The aim of this paper is to perform experimental modal analysis (EMA) of reinforced concrete (RC) square slabs. EMA is the process of determining the modal parameters (Natural Frequencies, damping factors, modal vectors) of a structure from a set of frequency response functions FRFs (curve fitting). Although, experimental modal analysis (or modal testing) has grown steadily in popularity since the advent of the digital FFT spectrum analyzer in the early 1970’s, studying all types of members and materials using such method have not yet been well documented. Therefore, in this work, experimental tests were conducted on RC square slab specimens of dimensions 600mm x 600mmx 40mm. Experimental analysis was based on freely supported boundary condition. Moreover, impact testing as a fast and economical means of finding the modes of vibration of a structure was used during the experiments. In addition, Pico Scope 6 device and MATLAB software were used to acquire data, analyze and plot Frequency Response Function (FRF). The experimental natural frequencies which were extracted from measurements exhibit good agreement with analytical predictions. It is showed that EMA method can be usefully employed to investigate the dynamic behavior of RC slabs.

Keywords: Natural frequencies, Mode shapes, Modal analysis, RC slabs.

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Authors: P. Puustinen, A. Kanto

Abstract:

This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.

Keywords: Means-end chain analysis, Laddering, Hierarchical Value Map.

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Authors: Amer Al Mahmoud Alsheikh, Jan Žídek, František Krčma

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Using ab initio theoretical calculations, we present analysis of fragmentation process. The analysis is performed in two steps. The first step is calculation of fragmentation energies by ab initio calculations. The second step is application of the energies to kinetic description of process. The energies of fragments are presented in this paper. The kinetics of fragmentation process can be described by numerical models. The method for kinetic analysis is described in this paper. The result - composition of fragmentation products - will be calculated in future. The results from model can be compared to the concentrations of fragments from mass spectrum.

Keywords: Ab initio, Density functional theory, Fragmentation energy, Geometry optimization.

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Authors: Jiri Barta, Albert Srnik

Abstract:

The paper deals with the perspectives and possibilities of "smart solutions" to critical infrastructure protection. It means that common computer aided technologies are used from the perspective of new, better protection of selected infrastructure objects. The paper is focused on the co-product of the Czech Defence Research Project - ADAPTIV. This project is carrying out by the University of Defence, Faculty of Economics and Management at the Department of Civil Protection. The project creates system and technology for adaptive cybernetic camouflage of armed forces objects, armaments, vehicles and troops and of mobilization infrastructure. These adaptive camouflage system and technology will be useful for army tactic activities protection and for decoys generation also. The fourth chapter of the paper concerns the possibilities of using the introduced technology to the protection of selected civil (economically important), critical infrastructure objects. The aim of this section is to introduce the scientific capabilities and potential of the University of Defence research results and solutions for the practice.

Keywords: ADAPTIV, Adaptive camouflage technology, CAMouflage, Cybernetic Active Camouflage

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Authors: M. Kutila, J. Viitanen

Abstract:

This paper presents image compression with wavelet based method. The wavelet transformation divides image to low- and high pass filtered parts. The traditional JPEG compression technique requires lower computation power with feasible losses, when only compression is needed. However, there is obvious need for wavelet based methods in certain circumstances. The methods are intended to the applications in which the image analyzing is done parallel with compression. Furthermore, high frequency bands can be used to detect changes or edges. Wavelets enable hierarchical analysis for low pass filtered sub-images. The first analysis can be done for a small image, and only if any interesting is found, the whole image is processed or reconstructed.

Keywords: image compression, jpeg, wavelet, vlc

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Authors: Álvaro Machado Dias, Eduardo Oda, Henrique Teruo Akiba, Leo Arruda, Luiz Felipe Bruder

Abstract:

Cognitive Dissonance can be conceived both as a concept related to the tendency to avoid internal contradictions in certain situations, and as a higher order theory about information processing in the human mind. In the last decades, this last sense has been strongly surpassed by the former, as nearly all experiment on the matter discuss cognitive dissonance as an output of motivational contradictions. In that sense, the question remains: is cognitive dissonance a process intrinsically associated with the way that the mind processes information, or is it caused by such specific contradictions? Objective: To evaluate the effects of cognitive dissonance in the absence of rewards or any mechanisms to manipulate motivation. Method: To solve this question, we introduce a new task, the hypothetical social arrays paradigm, which was applied to 50 undergraduate students. Results: Our findings support the perspective that the human mind shows a tendency to avoid internal dissonance even when there are no rewards or punishment involved. Moreover, our findings also suggest that this principle works outside the conscious level.

Keywords: Cognitive Dissonance, Cognitive Psychology, Information Processing.

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Authors: Dr.K.Sri Rama Krishna, J.Lakshmi Narayana, Dr.L.Pratap Reddy

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Microstrip lines, widely used for good reason, are broadband in frequency and provide circuits that are compact and light in weight. They are generally economical to produce since they are readily adaptable to hybrid and monolithic integrated circuit (IC) fabrication technologies at RF and microwave frequencies. Although, the existing EM simulation models used for the synthesis and analysis of microstrip lines are reasonably accurate, they are computationally intensive and time consuming. Neural networks recently gained attention as fast and flexible vehicles to microwave modeling, simulation and optimization. After learning and abstracting from microwave data, through a process called training, neural network models are used during microwave design to provide instant answers to the task learned.This paper presents simple and accurate ANN models for the synthesis and analysis of Microstrip lines to more accurately compute the characteristic parameters and the physical dimensions respectively for the required design specifications.

Keywords: Neural Models, Algorithms, Microstrip Lines, Analysis, Synthesis

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Authors: Shinpei Ogata, Yoshitaka Aoki, Hirotaka Okuda, Saeko Matsuura

Abstract:

A key to success of high quality software development is to define valid and feasible requirements specification. We have proposed a method of model-driven requirements analysis using Unified Modeling Language (UML). The main feature of our method is to automatically generate a Web user interface mock-up from UML requirements analysis model so that we can confirm validity of input/output data for each page and page transition on the system by directly operating the mock-up. This paper proposes a support method to check the validity of a data life cycle by using a model checking tool “UPPAAL" focusing on CRUD (Create, Read, Update and Delete). Exhaustive checking improves the quality of requirements analysis model which are validated by the customers through automatically generated mock-up. The effectiveness of our method is discussed by a case study of requirements modeling of two small projects which are a library management system and a supportive sales system for text books in a university.

Keywords: CRUD, Model Checking, Model Driven Development, Requirements Analysis, Unified Modeling Language, UPPAAL.

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Authors: Malik Ghulam Behlol, Alison Fox, Faiza Masood, Sabiha Arshad

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This paper explores the barriers to the application of learning-supportive assessment at teaching practicum while investigating the role of university teachers (UT), cooperative teachers (CT), prospective teachers (PT) and heads of the practicum schools (HPS) in the selected universities of Pakistan and the UK. It is a qualitative case study and data were collected through the lesson observation of UT in the pre-service teacher education setting and PT in practicum schools. Interviews with UT, HPS, and Focus Group Discussions with PT were conducted too. The study has concluded that as compared to the UK counterpart, PTs in Pakistan face significant barriers in applying learning-supportive assessment in the school practicum settings because of large class sizes, lack of institutionalised collaboration between universities and schools, poor modelling of the lesson, ineffective feedback practices, lower order thinking assignments, and limited opportunities to use technology in school settings.

Keywords: Learning supportive assessment, pre-service teacher education, theory-practice gap, teacher education.

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Authors: James Moir

Abstract:

The emergence of person-centred discourse based around notions of 'personal development planning- and 'work'life balance' has taken hold in education and the workplace in recent years. This paper examines this discourse with regard to recent developments in higher education as well as the inter-related issue of work-life balance in occupational careers. In both cases there have been national and trans-national policy initiatives directed towards improving both personal opportunities and competitive advantage in a global knowledge-based economy. However, despite an increasing concern with looking outward at this globalised educational and employment marketplace, there is something of a paradox in encouraging people to look inward at themselves in order to become more self-determined. This apparent paradox is considered from a discourse analytic perspective in terms of the ideological effects of an increasing concern with the personal world. Specifically, it is argued that there are tensions that emerge from a concern with an innerdirected process of self-reflection that dissolve any engagement with wider political issues that impact upon educational and career development.

Keywords: Personal development planning, higher education, work-life balance, career.

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

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The paper deals with finding and describing of the effective marketing communication forms relating to the segment 50+ in the financial market in the Czech Republic. The segment 50+ can be seen as a great marketing potential in the future but unfortunately the Czech financial institutions haven´t still reacted enough to this fact and they haven´t prepared appropriate marketing programs for this customers´ segment. Demographic aging is a fundamental characteristic of the current European population evolution but the perspective of further population aging is more noticeable in the Czech Republic. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of marketing communication in the financial market, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing communication approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: Population aging in the Czech Republic, segment 50+, financial services, marketing communication, marketing research, marketing communication approach.

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