Search results for: Product design

Authors: Proud Arunrangsiwed

Abstract:

This research is a collaborative narrative research, which is mixed with issues of selected papers and researcher's experience as an anonymous user on social networking sites. The objective of this research is to understand the reasons of the regular users who reject to contact with anonymous users, and to study the communication traditions used in the selected studies. Anonymous users are rejected by regular users, because of the fear of cyber bully, the fear of unpleasant behaviors, and unwillingness of changing communication norm. The suggestion for future research design is to use longitudinal design or quantitative design; and the theory in rhetorical tradition should be able to help develop a strong trust message.

Keywords: Anonymous, anonymity, online identity, trust message, reliability.

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Authors: Anshu Manik, William G. Buttlar, Kasthurirangan Gopalakrishnan

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Over the years, there is a growing trend towards quality-based specifications in highway construction. In many Quality Control/Quality Assurance (QC/QA) specifications, the contractor is primarily responsible for quality control of the process, whereas the highway agency is responsible for testing the acceptance of the product. A cooperative investigation was conducted in Illinois over several years to develop a prototype End-Result Specification (ERS) for asphalt pavement construction. The final characteristics of the product are stipulated in the ERS and the contractor is given considerable freedom in achieving those characteristics. The risk for the contractor or agency depends on how the acceptance limits and processes are specified. Stochastic simulation models are very useful in estimating and analyzing payment risk in ERS systems and these form an integral part of the Illinois-s prototype ERS system. This paper describes the development of an innovative methodology to estimate the variability components in in-situ density, air voids and asphalt content data from ERS projects. The information gained from this would be crucial in simulating these ERS projects for estimation and analysis of payment risks associated with asphalt pavement construction. However, these methods require at least two parties to conduct tests on all the split samples obtained according to the sampling scheme prescribed in present ERS implemented in Illinois.

Keywords: Asphalt Pavement, Risk Analysis, StochasticSimulation, QC/QA.

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Authors: Dmitry Yu. Korulkin, Raissa A. Muzychkina

Abstract:

In review the generalized data about different methods of synthesis of biological activity acylatedhydrohyanthraquinones is presented. The basic regularity of a synthesis is analyzed. Action of temperature, pH, solubility, catalysts and other factors on a reaction product yield is revealed.

Keywords: Aminoacidic acylation, hydroxyanthraquinones, nucleophilic exchange, physiologically active substances.

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Authors: Dmitriy Yu. Korulkin, Raissa A. Muzychkina

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In review the generalized data about different methods of synthesis of biological activity halogenated di-, tri- and tetrahydroxyanthraquinones is presented. The basic regularity of a synthesis is analyzed. Action of temperature, pH, solubility, catalysts and other factors on a reaction product yield is revealed.

Keywords: Electrophilic substitution, halogenation, hydroxyanthraquinones, physiologically active substances.

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Authors: M. Hossain, A. H. Khan, M. A. R. Sarkar

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Primary containment structure is one of the five safety layers of a nuclear facility which is needed to be designed in such a manner that it can withstand the pressure and excessive radioactivity during accidental situations. It is also necessary to ensure minimization of cost with maximum possible safety in order to make the design economically feasible and attractive. This paper attempts to identify the optimum design conditions for primary containment structure considering both mechanical and radiation safety keeping the economic aspects in mind. This work takes advantage of commercial simulation software to identify the suitable conditions without the requirement of costly experiments. Generated data may be helpful for further studies.

Keywords: PWR, concrete containment, finite element approach, neutron attenuation, Von Mises Stress.

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Authors: Avishai Sintov, Roland Menassa, Amir Shapiro

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Industrial robotic arms utilize multiple end-effectors, each for a specific part and for a specific task. We propose a novel algorithm which will define a single end-effector’s configuration able to grasp a given set of objects with different geometries. The algorithm will have great benefit in production lines allowing a single robot to grasp various parts. Hence, reducing the number of endeffectors needed. Moreover, the algorithm will reduce end-effector design and manufacturing time and final product cost. The algorithm searches for a common grasp over the set of objects. The search algorithm maps all possible grasps for each object which satisfy a quality criterion and takes into account possible external wrenches (forces and torques) applied to the object. The mapped grasps are- represented by high-dimensional feature vectors which describes the shape of the gripper. We generate a database of all possible grasps for each object in the feature space. Then we use a search and classification algorithm for intersecting all possible grasps over all parts and finding a single common grasp suitable for all objects. We present simulations of planar and spatial objects to validate the feasibility of the approach.

Keywords: Common Grasping, Search Algorithm, Robotic End-Effector.

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Authors: Suhas K, Sripadaraja K

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This paper details few mechanical modeling and design issues of RF MEMS switches. We concentrate on an electrostatically actuated broad side series switch; surface micromachined with a crab leg membrane. The same results are extended to any complex structure. With available experimental data and fabrication results, we present the variation in dynamic performance and compliance of the switch with reference to few design issues, which we find are critical in deciding the dynamic behavior of the switch, without compromise on the RF characteristics. The optimization of pull in voltage, transient time and resonant frequency with regard to these critical design parameters are also presented.

Keywords: Microelectromechanical Systems (MEMS), RadioFrequency MEMS, Modeling, Actuators

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Authors: Kalyan Kumar Mandal, Damodar Maity

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The degradation of concrete due to various hygrochemo- mechanical actions is inevitable for the structures particularly built to store water. Therefore, it is essential to determine the material properties of dam-like structures due to ageing to predict the behavior of such structures after a certain age. The degraded material properties are calculated by introducing isotropic degradation index. The predicted material properties are used to study the behavior of aged dam at different ages. The dam is modeled by finite elements and displacement and is considered as an unknown variable. The parametric study reveals that the displacement is quite larger for comparatively lower design life of the structure because the degradation of elastic properties depends on the design life of the dam. The stresses in dam cam be unexpectedly large at any age with in the design life. The outcomes of the present study indicate the importance of the consideration ageing effect of concrete exposed to water for the safe design of dam throughout its life time.

Keywords: Hygro-chemo-mechanical, isotropic degradation, finite element method, Koyna earthquake.

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Authors: Sushovan Sarkar, Debabrata Mazumder

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Hybrid bioreactor having both suspended-growth and attached-growth bacteria is found a novel and excellent bioreactor system for treating the municipal wastewater containing inhibitory substrates too. In this reactor a fraction of substrate is used by suspended biomass and the remaining by attached biomass resulting in the competition between the two growths for the substrate. The combination of suspended and attached growth provides the system with enhanced biomass concentration and sludge age more than those in ASP. Similar to attached growth system, the hybrid bioreactor ensures considerable efficiency for treating toxic and refractory substances in wastewater. For the process design of hybrid bioreactor a suitable mathematical model is required. Although various mathematical models were developed on hybrid bioreactor in due course of time in earlier research works, none of them was found having a specific simplified solution of the corresponding models and without having any drawback. To overcome this drawback authors already developed a simplified mathematical model for process design of a hybrid bioreactor. The present paper briefly highlights on the various aspects of process design of an aerobic hybrid bioreactor for the treatment of municipal wastewater.

Keywords: Hybrid bioreactor, mathematical model, process design, application, municipal wastewater.

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Authors: Fidel Lòpez Saca, Carlos Avilés-Cruz, Miguel Magos-Rivera, José Antonio Lara-Chávez

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Automated object recognition and identification systems are widely used throughout the world, particularly in assembly lines, where they perform quality control and automatic part selection tasks. This article presents the design and implementation of an object recognition system in an assembly line. The proposed shapes-color recognition system is based on deep learning theory in a specially designed convolutional network architecture. The used methodology involve stages such as: image capturing, color filtering, location of object mass centers, horizontal and vertical object boundaries, and object clipping. Once the objects are cut out, they are sent to a convolutional neural network, which automatically identifies the type of figure. The identification system works in real-time. The implementation was done on a Raspberry Pi 3 system and on a Jetson-Nano device. The proposal is used in an assembly course of bachelor’s degree in industrial engineering. The results presented include studying the efficiency of the recognition and processing time.

Keywords: Deep-learning, image classification, image identification, industrial engineering.

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Authors: Oscar Fernandez-Flores, Tony Speer, Rodney Day

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This paper identifies five key design characteristics of production scheduling software systems in printed circuit board (PCB) manufacturing. The authors consider that, in addition to an effective scheduling engine, a scheduling system should be able to process a preventative maintenance calendar, to give the user the flexibility to handle data using a variety of electronic sources, to run simulations to support decision-making, and to have simple and customisable graphical user interfaces. These design considerations were the result of a review of academic literature, the evaluation of commercial applications and a compilation of requirements of a PCB manufacturer. It was found that, from those systems that were evaluated, those that effectively addressed all five characteristics outlined in this paper were the most robust of all and could be used in PCB manufacturing.

Keywords: Decision-making, ERP, PCB, scheduling.

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Authors: Max Ti-Kuang Hou, Hui-Mei Shen, Chiang-Ni Lu, I-Jen Hsu

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We present design, fabrication, and characterization of a small (12 mm × 12 mm × 8 mm) movable railway vehicle for sensor carrying. The miniature railway vehicle (MRV) was mainly composed of a vibrational structure and three legs. A railway was designed and fabricated to power and guide the MRV. It also transmits the sensed data from the MRV to the signal processing unit. The MRV with legs on the railway was moving due to its high-frequency vibration. A model was derived to describe the motion. Besides, FEM simulations were performed to design the legs. Then, the MRV and the railway were fabricated by precision machining. Finally, an infrared sensor was carried and tested. The result shows that the MRV without loading was moving along the railway and its maximum speed was 12.2 mm/s. Moreover, the testing signal was sensed by the MRV.

Keywords: Locomotion, Micro-Robot, Miniature Railway Vehicle, Stick-Slip.

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Authors: Zhichao Jiao, Craig Farnham, Jihui Yuan, Kazuo Emura

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It is common to use the outdoor design weather data to select the air-conditioning capacity in the building design stage. The meteorological elements of outdoor design weather data are usually selected based on their excess frequency separately while the dependency between the elements is not well considered. It means that the simultaneous occurrence probability of these elements is smaller than the original excess frequency which may cause an overestimation of selecting air-conditioning capacity. Therefore, the copula approach which can capture the dependency between multivariate data was used to model the joint distributions of the meteorological elements, like air temperature and global solar radiation. We suggest a method based on the specific simultaneous occurrence probability of these two elements of selecting more credible outdoor design conditions. The hourly weather data at 12 noon from 2001 to 2010 in Tokyo, Japan are used to analyze the dependency structure and joint distribution, the Gaussian copula represents the dependence of data best. According to calculating the air temperature and global solar radiation in specific simultaneous occurrence probability and the common exceeding, the results show that both the air temperature and global solar radiation based on simultaneous occurrence probability are lower than these based on the conventional method in the same probability.

Keywords: Copula approach, Design weather database, energy conservation, HVAC.

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Authors: Aydin Azizi, Poorya Ghafoorpoor Yazdi

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This paper presents the review of the studies on the ergonomics, virtual reality, and work measurement (time study) at the industrial workstations because each of these three individual techniques can be used to improve the design of workstations and task position. The objective of this paper is to give an overall literature review that if there is any relation between these three different techniques. Therefore, it is so important to review the scientific studies to find a better and effective way for improving design of workstations. On the other hand, manufacturers found that instead of using one of the approaches, utilizing the combination of these individual techniques are more effective to reduce the cost and production time.

Keywords: Ergonomics, time study, virtual reality, workplace.

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Authors: Nadya Hajar, Zainal, S., Atikah, O., Tengku Elida, T. Z. M.

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Ethanol has been known for a long time, being perhaps the oldest product obtained through traditional biotechnology fermentation. Agriculture waste as substrate in fermentation is vastly discussed as alternative to replace edible food and utilization of organic material. Pineapple peel, highly potential source as substrate is a by-product of the pineapple processing industry. Bio-ethanol from pineapple (Ananas comosus) peel extract was carried out by controlling fermentation without any treatment. Saccharomyces ellipsoides was used as inoculum in this fermentation process as it is naturally found at the pineapple skin. In this study, the capability of Response Surface Methodology (RSM) for optimization of ethanol production from pineapple peel extract using Saccharomyces ellipsoideus in batch fermentation process was investigated. Effect of five test variables in a defined range of inoculum concentration 6- 14% (v/v), pH (4.0-6.0), sugar concentration (14-22°Brix), temperature (24-32°C) and time of incubation (30-54 hrs) on the ethanol production were evaluated. Data obtained from experiment were analyzed with RSM of MINITAB Software (Version 15) whereby optimum ethanol concentration of 8.637% (v/v) was determined. The optimum condition of 14% (v/v) inoculum concentration, pH 6, 22°Brix, 26°C and 30hours of incubation. The significant regression equation or model at the 5% level with correlation value of 99.96% was also obtained.

Keywords: Bio-ethanol, pineapple peel extract, Response Surface Methodology (RSM), Saccharomyces ellipsoideus.

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Authors: I. Zahraoui, J. Terhzaz, A. Errkik, El. H. Abdelmounim, A. Tajmouati, L. Abdellaoui, N. Ababssi, M. Latrach

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This paper presents a novel design of a microstrip fractal antenna based on the use of Sierpinski triangle shape, it’s designed and simulated by using FR4 substrate in the operating frequency bands (GPS, WiMAX), the design is a fractal antenna with a modified ground structure. The proposed antenna is simulated and validated by using CST Microwave Studio Software, the simulated results presents good performances in term of radiation pattern and matching input impedance.

Keywords: Dual-band antenna, Fractal antenna, GPS band, Modified ground structure, Sierpinski triangle, WiMAX band.

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Authors: T. Lantharthong, N. Rugthaicharoencheep, A. Phayomhom

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This paper presents the electrical effect of two neighboring distribution substation during the construction phase. The size of auxiliary grounding grid have an effect on entire grounding system. The bigger the size of auxiliary grounding grid, the lower the GPR and maximum touch voltage, with the exception that when the two grids are unconnected, i.e. the bigger the size of auxiliary grounding grid, the higher the maximum step voltage. The results in this paper could be served as design guideline of grounding system, and perhaps remedy of some troublesome grounding grids in power distribution’s system. Modeling and simulation is carried out on the Current Distribution Electromagnetic interference Grounding and Soil structure (CDEGS) program. The simulation results exhibit the design and analysis of power system grounding and perhaps could be set as a standard in grounding system design and modification in distribution substations.

Keywords: Grounding System, Touch Voltage, Step Voltage, Safety Criteria.

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Authors: Irena Markovska, Dimitar Rusev, Nikolai Zaicev, Bogdan Bogdanov, Dimitar Georgiev, Yancho Hristov

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A prototype model of an emulsion separator was designed and manufactured. Generally, it is a cylinder filled with different fractal modules. The emulsion was fed into the reactor by a peristaltic pump through an inlet placed at the boundary between the two phases. For hydrodynamic design and sizing of the reactor the assumptions of the theory of filtration were used and methods to describe the separation process were developed. Based on this methodology and using numerical methods and software of Autodesk the process is simulated in different operating modes. The basic hydrodynamic characteristics - speed and performance for different types of fractal systems and decisions to optimize the design of the reactor were also defined.

Keywords: fractal systems, reactor, separation, emulsions

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Authors: M. Iommi, G. Losco

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Current building sector is focused on reduction of energy requirements, on renewable energy generation and on regeneration of existing urban areas. These targets need to be solved with a systemic approach, considering several aspects simultaneously such as climate conditions, lighting conditions, solar radiation, PV potential, etc. The solar access analysis is an already known method to analyze the solar potentials, but in current years, simulation tools have provided more effective opportunities to perform this type of analysis, in particular in the early design stage. Nowadays, the study of the solar access is related to the easiness of the use of simulation tools, in rapid and easy way, during the design process. This study presents a comparison of three simulation tools, from the point of view of the user, with the aim to highlight differences in the easy-to-use of these tools. Using a real urban context as case study, three tools; Ecotect, Townscope and Heliodon, are tested, performing models and simulations and examining the capabilities and output results of solar access analysis. The evaluation of the ease-to-use of these tools is based on some detected parameters and features, such as the types of simulation, requirements of input data, types of results, etc. As a result, a framework is provided in which features and capabilities of each tool are shown. This framework shows the differences among these tools about functions, features and capabilities. The aim of this study is to support users and to improve the integration of simulation tools for solar access with the design process.

Keywords: Solar access analysis, energy building design tools, urban planning, solar potential.

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Authors: Dmitry Yu. Korulkin, Raissa A. Muzychkina

Abstract:

In review the generalized data about different methods of synthesis of biological activity aminated hydroxyanthraquinones is presented. The basic regularity of a synthesis is analyzed. Action of temperature, pH, solubility, catalysts and other factors on a reaction product yield is revealed.

Keywords: Amination, hydroxyanthraquinones, nucleophilic exchange, physiologically active substances.

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Authors: Sangeeta Mandal, Rajib Kar, Durbadal Mandal, Sakti Prasad Ghoshal

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In this paper, an optimal design of linear phase digital high pass finite impulse response (FIR) filter using Particle Swarm Optimization with Constriction Factor and Inertia Weight Approach (PSO-CFIWA) has been presented. In the design process, the filter length, pass band and stop band frequencies, feasible pass band and stop band ripple sizes are specified. FIR filter design is a multi-modal optimization problem. The conventional gradient based optimization techniques are not efficient for digital filter design. Given the filter specifications to be realized, the PSO-CFIWA algorithm generates a set of optimal filter coefficients and tries to meet the ideal frequency response characteristic. In this paper, for the given problem, the designs of the optimal FIR high pass filters of different orders have been performed. The simulation results have been compared to those obtained by the well accepted algorithms such as Parks and McClellan algorithm (PM), genetic algorithm (GA). The results justify that the proposed optimal filter design approach using PSOCFIWA outperforms PM and GA, not only in the accuracy of the designed filter but also in the convergence speed and solution quality.

Keywords: FIR Filter; PSO-CFIWA; PSO; Parks and McClellanAlgorithm, Evolutionary Optimization Technique; MagnitudeResponse; Convergence; High Pass Filter

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Authors: Lukasz Peronski, Roy Bratley, Derek B. Ingham, Lin Ma, Mohamed Pourkashanian, StephenTaylor

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The aim of the study was to investigate the possible use of commercial Computational Fluid Dynamics (CFD) software in the design process of a domestic gas boiler. Because of the limited computational resources some simplifications had to be made in order to contribute to the design in a reasonable timescale. The porous media model was used in order to simulate the influence of the pressure drop characteristic of particular elements of a heat transfer system on the water-flow distribution in the system. Further, a combination of CFD analyses and spread sheet calculations was used in order to solve the flow distribution problem.

Keywords: CFD, domestic gas boilers, flow distribution, heatexchanger, porous media

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Authors: Gülnar Bayramoğlu Barman

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Since the industrial revolution, technological developments and increased population have caused environmental damages. To protect the nature and architectural environment, firstly, green architecture, ecological architecture and then sustainability occurred. This term has been proposed not to be a new term but a response to environmental disturbances caused by human activities and it is re-conceptualization of architecture. Sustainable architecture or sustainability is lot more extensive than ecological and green architecture. It contains the imbalance between environmental problems that is natural environment and consumption that occurred all around the world. An important part of sustainability debate focused on urban planning and design for more sustainable forms and patterns. In particular, it is discussed that planning and design of urban areas have a major effect on transport and therefore can help reduce car usage, emissions, global warming and climate change. There are many planning and design approaches and movement that introduce certain criteria and strategies to prevent car dependency and encourage people to use public transportation and walking. However, when review the literature, it is seen that planning movements, such as New Urbanism and Transit Oriented Development originated and were implemented mostly in West European and North American Cities. The purpose of this study is to find out whether all those criteria, principles and strategies are also relevant planning approaches for more non-western cities like Baku, which has a very different planning background and therefore possibly different urban form and transport issues. In order to answer the abovementioned question, planning and design approaches in the literature and these recent planning movements were studied and a check list was formed which indicate planning and design approaches that can help attain a more sustainable transport outcome. The checklist was then applied to the case of Baku.

Keywords: Sustainability, Transport, Urban Design.

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Authors: Ángel de J. López-Pérez, Sonia E. Ruiz, Vanessa A. Segovia

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Buildings vulnerability due to seismic activity has been highly studied since the middle of last century. As a solution to the structural and non-structural damage caused by intense ground motions, several seismic energy dissipating devices, such as buckling-restrained braces (BRB), have been proposed. BRB have shown to be effective in concentrating a large portion of the energy transmitted to the structure by the seismic ground motion. A design approach for buildings with BRB elements, which is based on a seismic Displacement-Based formulation, has recently been proposed by the coauthors in this paper. It is a practical and easy design method which simplifies the work of structural engineers. The method is used here for the design of the structure-BRB damper system. The objective of the present study is to extend and apply a methodology to find the best combination of design parameters on multiple-degree-of-freedom (MDOF) structural frame – BRB systems, taking into account simultaneously: 1) initial costs and 2) an adequate engineering demand parameter. The design parameters considered here are: the stiffness ratio (α = K_frame/K_total), and the strength ratio (γ = V_damper/V_total); where K represents structural stiffness and V structural strength; and the subscripts "frame", "damper" and "total" represent: the structure without dampers, the BRB dampers and the total frame-damper system, respectively. The selection of the best combination of design parameters α and γ is based on an initial costs analysis and on the structural dynamic response of the structural frame-damper system. The methodology is applied to a 12-story 5-bay steel building with BRB, which is located on the intermediate soil of Mexico City. It is found the best combination of design parameters α and γ for the building with BRB under study.

Keywords: Best combination of design parameters, BRB, buildings with energy dissipating devices, buckling-restrained braces, initial costs.

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Authors: R .H. Talwekar, S. S Limaye

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The designing of charge pump with high gain Op- Amp is a challenging task for getting faithful response .Design of high performance phase locked loop require ,a design of high performance charge pump .We have designed a operational amplifier for reducing the error caused by high speed glitch in a transistor and mismatch currents . A separate Op-Amp has designed in 180 nm CMOS technology by CADENCE VIRTUOSO tool. This paper describes the design of high performance charge pump for GHz CMOS PLL targeting orthogonal frequency division multiplexing (OFDM) application. A high speed low power consumption Op-Amp with more than 500 MHz bandwidth has designed for increasing the speed of charge pump in Phase locked loop.

Keywords: Charge pump (CP) Orthogonal frequency divisionmultiplexing (OFDM), Phase locked loop (PLL), Phase frequencydetector (PFD), Voltage controlled oscillator (VCO),

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Authors: K. Parandhama Gowd

Abstract:

Space technologies have changed the way we live in the present day society and manage many aspects of our daily affairs through Remote sensing, Navigation & Communications. Further, defense and military usage of spacecraft has increased tremendously along with civilian purposes. The number of satellites deployed in space in Low Earth Orbit (LEO), Medium Earth Orbit (MEO), and the Geostationary Orbit (GEO) has gone up. The dependency on remote sensing and operational capabilities are most invariably to be exploited more and more in future. Every country is acquiring spacecraft in one way or other for their daily needs, and spacecraft numbers are likely to increase significantly and create spacecraft traffic problems. The aim of this research paper is to propose innovative design concepts for adaptive spacecraft. The main idea here is to improve existing design methods of spacecraft design and development to further improve upon design considerations for futuristic adaptive spacecraft with inbuilt features for automatic adaptability and self-protection. In other words, the innovative design considerations proposed here are to have future spacecraft with self-organizing capabilities for orbital control and protection from anti-satellite weapons (ASAT). Here, an attempt is made to propose design and develop futuristic spacecraft for 2030 and beyond due to tremendous advancements in VVLSI, miniaturization, and nano antenna array technologies, including nano technologies are expected.

Keywords: Satellites, low earth orbit, medium earth orbit, geostationary earth orbit, self-organizing control system, anti-satellite weapons, orbital control, radar warning receiver, missile warning receiver, laser warning receiver, attitude and orbit control systems, command and data handling.

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Authors: Steven R. Hawks

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The Master-s of Public Health (MPH) degree is growing in popularity among a number of higher education institutions throughout the world as a distance education graduate program. This paper offers an overview of program design and development strategies that promote successful distance delivery of MPH programs. Design and development challenges are discussed in terms of type of distance delivery, accreditation, student demand, faculty development, user needs, course content, and marketing strategies. The ongoing development of a distance education MPH program at Utah State University will be used to highlight and consider various aspects of this important but challenging process.

Keywords: Public health, course content, distance education, higher education, graduate students.

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Authors: Masayuki Higashino, Toshiya Kawato, Takao Kawamura

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A monolithic service is based on the N-tier architecture in many cases. In order to divide a monolithic service into microservices, it is necessary to redefine a model as a new microservice by extracting and merging existing models across layers. Refactoring a monolithic service into microservices requires advanced technical capabilities, and it is a difficult way. This paper proposes a design and concept to ease the migration of a monolithic service to microservices using the mobile agent technology. Our proposed approach, mobile agents-based design and concept, enables to ease dividing and merging services.

Keywords: Mobile agent, microservice, web service, distributed system.

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Authors: Göksel Şimşek

Abstract:

Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create.

This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match.

In  order  to  achieve  this  purpose, a  quantitative research  was conducted  as a case  study concerning  Mavi Jeans  (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.

Keywords: Celebrity endorsement, product-celebrity match, advertising.

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Authors: Julia Moehrmann, Gunter Heidemann, Oliver Siemoneit, Christoph Hubig, Uwe-Philipp Kaeppeler, Paul Levi

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Image data holds a large amount of different context information. However, as of today, these resources remain largely untouched. It is thus the aim of this paper to present a basic technical framework which allows for a quick and easy exploitation of context information from image data especially by non-expert users. Furthermore, the proposed framework is discussed in detail concerning important social and ethical issues which demand special requirements in system design. Finally, a first sensor prototype is presented which meets the identified requirements. Additionally, necessary implications for the software and hardware design of the system are discussed, rendering a sensor system which could be regarded as a good, acceptable and justifiable technical and thereby enabling the extraction of context information from image data.

Keywords: Context-aware computing, ethical and social issues, image recognition, requirements in system design.

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