Search results for: measurement theory.

Authors: Xiwei Huang, Hyouk-Kyu Cha, Dongning Zhao, Bin Guo, Minkyu Je, Hao Yu

Abstract:

This paper presents the design and implementation of a fully integrated transimpedance amplifier (TIA) as the analog frontend receiver for Capacitive Micromachined Ultrasound Transducers (CMUTs) for ultrasound biomicroscope imaging application. The amplifier is designed to amplify the received signals from 17.5MHz to 52.5MHz with a center frequency of 35MHz. The TIA was fabricated in GF 0.18μm 1P6M 30V high voltage process. The measurement results show that the designed amplifier can reach a transimpedance gain of 61.08dBΩ and operating frequency from 17.5MHz to 100MHz with 1VP-P output voltage under 6V power supply.

Keywords: 3D ultrasound biomicroscope, analog front-end, transimpedance amplifier, CMUT

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Authors: Z. Veselý, M. Honner

Abstract:

High power laser – total emissivity method (HPL-TE method) for determination of coatings relative total emissivity dependent on the temperature is introduced. Method principle, experimental and evaluation parts of the method are described. Computer model of HPL-TE method is employed to perform the sensitivity analysis of the effect of method parameters on the sample surface temperature in the positions where the surface temperature and radiation heat flux are measured.

Keywords: High temperature laser testing, measurement ofthermal properties, emissivity, coatings.

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Authors: Boon Yih Mah

Abstract:

Web-based Cognitive Writing Instruction (WeCWI) is a hybrid e-framework for the development of a web-based instruction (WBI), which contributes towards instructional design and language development. WeCWI divides its contribution in instructional design into macro and micro perspectives. In macro perspective, being a 21st century educator by disseminating knowledge and sharing ideas with the in-class and global learners is initiated. By leveraging the virtue of technology, WeCWI aims to transform an educator into an aggregator, curator, publisher, social networker and ultimately, a web-based instructor. Since the most notable contribution of integrating technology is being a tool of teaching as well as a stimulus for learning, WeCWI focuses on the use of contemporary web tools based on the multiple roles played by the 21st century educator. The micro perspective in instructional design draws attention to the pedagogical approaches focusing on three main aspects: reading, discussion, and writing. With the effective use of pedagogical approaches through free reading and enterprises, technology adds new dimensions and expands the boundaries of learning capacity. Lastly, WeCWI also imparts the fundamental theories and models for web-based instructors’ awareness such as interactionist theory, cognitive information processing (CIP) theory, computer-mediated communication (CMC), e-learning interactionalbased model, inquiry models, sensory mind model, and leaning styles model.

Keywords: WeCWI, instructional discovery, technological discovery, pedagogical discovery, theoretical discovery.

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Authors: Smita Jauhari, Bhupendra Mistry

Abstract:

Schiff base (E)-2-methyl-N-(tetrazolo[1,5-a]quinolin-4-ylmethylene)aniline (QMA) was synthesized, and its inhibitive effect for mild steel in 1N HCl solution was investigated by weight loss measurement and electrochemical tests. From the weight loss measurements and electrochemical tests, it was observed that the inhibition efficiency increases with the increase in the Schiff base concentration and reaches a maximum at the optimum concentration. This is further confirmed by the decrease in corrosion rate. It is found that the system follows Langmuir adsorption isotherm.

Keywords: Schiff base, acid corrosion, electrochemical impedance spectroscopy, polarization.

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Authors: R. Bourziza, A. Hammani, M. Kuper, A. Bouaziz

Abstract:

In oases, the surface water resources are becoming increasingly scarce and groundwater resources, which generally have a poor quality due to the high levels of salinity, are often overexploited. Water saving have therefore become imperative for better oases sustainability. If drip irrigation is currently recommended in Morocco for saving water and valuing, its use in the sub-desert areas does not keep water safe from high evaporation rates. An alternative to this system would be the use of subsurface drip irrigation. This technique is defined as an application of water under the soil surface through drippers, which deliver water at rates generally similar to surface drip irrigation. As subsurface drip irrigation is a recently introduced in Morocco, a better understanding of the infiltration process around a buried source, in local conditions, and its impact on plant growth is necessarily required. This study aims to contribute to improving the water use efficiency by testing the performance of subsurface irrigation system, especially in areas where water is a limited source. The objectives of this research are performance evaluation in arid conditions of the subsurface drip irrigation system for young date palms compared to the surface drip. In this context, an experimental test is installed at a farmer’s field in the area of Erfoud (Errachidia Province, southeastern Morocco), using the subsurface drip irrigation system in comparison with the classic drip system for young date palms. Flow measurement to calculate the uniformity of the application of water was done through two methods: a flow measurement of drippers above the surface and another one underground. The latter method has also helped us to estimate losses through evaporation for both irrigation techniques. In order to compare the effect of two irrigation modes, plants were identified for each type of irrigation to monitor certain agronomic parameters (cumulative numbers of palms and roots development). Experimentation referred to a distribution uniformity of about 88%; considered acceptable for subsurface drip irrigation while it is around 80% for the surface drip irrigation. The results also show an increase in root development and in the number of palm, as well as a substantial water savings due to lower evaporation losses compared to the classic drip irrigation. The results of this study showed that subsurface drip irrigation is an efficient technique, which allows sustainable irrigation in arid areas.

Keywords: Subsurface drip irrigation, Water conservation, Arid areas, Young date palms.

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Authors: S. Limpattayanate, M. Hunsom

Abstract:

A comparison of activity and stability of the as-formed Pt/C, Pt-Co and Pt-Pd/C electrocatalysts, prepared by a combined approach of impregnation and seeding, was performed. According to the activity test in a single Proton Exchange Membrane (PEM) fuel cell, the Oxygen Reduction Reaction (ORR) activity of the Pt-M/C electrocatalyst was slightly lower than that of Pt/C. The j0.9 V and E10 mA/cm2 of the as-prepared electrocatalysts increased in the order of Pt/C > Pt-Co/C > Pt-Pd/C. However, in the medium-to-high current density region, Pt-Pd/C exhibited the best performance. With regard to their stability in a 0.5 M H2SO4 electrolyte solution, the electrochemical surface area decreased as the number of rounds of repetitive potential cycling increased due to the dissolution of the metals within the catalyst structure. For long-term measurement, Pt- Pd/C was the most stable than the other three electrocatalysts.

Keywords: ORR activity, Stability, Pt-based electrocatalysts, PEM fuel cell.

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Authors: J. Leige Lopes, L. Aparecida Bastos, R. Monteiro da Silva

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The objective of this paper is to study the work of children and adolescents and the vicious circle of poverty from the perspective of Guinar Myrdal’s Theory of Circular Cumulative Causation. The objective is to show that if a person starts working in the juvenile phase of life they will be classified as poor or extremely poor when they are adult, which can to be observed in the case of Brazil, more specifically in the north and northeast. To do this, the methodology used was statistical and econometric analysis by applying a probit model. The main results show that: if people reside in the northeastern region of Brazil, and if they have a low educational level and if they start their professional life before the age 18, they will increase the likelihood that they will be poor or extremely poor. There is a consensus in the literature that one of the causes of the intergenerational transmission of poverty is related to child labor, this because when one starts their professional life while still in the toddler or adolescence stages of life, they end up sacrificing their studies. Because of their low level of education, children or adolescents are forced to perform low-paid functions and abandon school, becoming in the future, people who will be classified as poor or extremely poor. As a result of poverty, parents may be forced to send their children out to work when they are young, so that in the future they will also become poor adults, a process that is characterized as the "vicious circle of poverty."

Keywords: Children, adolescents, Gunnar Myrdal, poverty, vicious circle.

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Authors: M. Sadighi, H. Pouriayevali, M. Saadati

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This paper deals with analysis of flexural stiffness, indentation and their energies in three point loading of sandwich beams with composite faces from Eglass/epoxy and cores from Polyurethane or PVC. Energy is consumed in three stages of indentation in laminated beam, indentation of sandwich beam and bending of sandwich beam. Theory of elasticity is chosen to present equations for indentation of laminated beam, then these equations have been corrected to offer better results. An analytical model has been used assuming an elastic-perfectly plastic compressive behavior of the foam core. Classical theory of beam is used to describe three point bending. Finite element (FE) analysis of static indentation sandwich beams is performed using the FE code ABAQUS. The foam core is modeled using the crushable foam material model and response of the foam core is experimentally characterized in uniaxial compression. Three point bending and indentation have been done experimentally in two cases of low velocity and higher velocity (quasi-impact) of loading. Results can describe response of beam in terms of core and faces thicknesses, core material, indentor diameter, energy absorbed, and length of plastic area in the testing. The experimental results are in good agreement with the analytical and FE analyses. These results can be used as an introduction for impact loading and energy absorbing of sandwich structures.

Keywords: Three point Bending, Indentation, Foams, Composite laminated beam, Sandwich beams, Finite element

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Authors: A. Manallah, C. Meier

Abstract:

Confocal spectral interferometry (CSI) is an innovative optical method for determining microtopography of surfaces and thickness of transparent layers, based on the combination of two optical principles: confocal imaging, and spectral interferometry. Confocal optical system images at each instant a single point of the sample. The whole surface is reconstructed by plan scanning. The interference signal generated by mixing two white-light beams is analyzed using a spectrometer. In this work, five ‘rugotests’ of known standard roughnesses are investigated. The topography is then measured and illustrated, and the equivalent roughness is determined and compared with the standard values.

Keywords: Confocal spectral interferometry, Nondestructive testing, Optical metrology, Surface topography, Roughness.

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Authors: Minghui Wang, Shanrui Hu

Abstract:

An inverse problem of doubly center matrices is discussed. By translating the constrained problem into unconstrained problem, two iterative methods are proposed. A numerical example illustrate our algorithms.

Keywords: doubly center matrix, electric network theory, iterative methods, least-square problem.

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Authors: Tossaporn Kachanubal, Somkait Udomhunsakul

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In this paper, we proposed a method to classify each type of natural rock texture. Our goal is to classify 26 classes of rock textures. First, we extract five features of each class by using principle component analysis combining with the use of applied spatial frequency measurement. Next, the effective node number of neural network was tested. We used the most effective neural network in classification process. The results from this system yield quite high in recognition rate. It is shown that high recognition rate can be achieved in separation of 26 stone classes.

Keywords: Texture classification, SFM, neural network, rock texture classification.

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Authors: Petr Teply

Abstract:

Liquidity risk management ranks to key concepts applied in finance. Liquidity is defined as a capacity to obtain funding when needed, while liquidity risk means as a threat to this capacity to generate cash at fair costs. In the paper we present challenges of liquidity risk management resulting from the 2007- 2009 global financial upheaval. We see five main regulatory liquidity risk management issues requiring revision in coming years: liquidity measurement, intra-day and intra-group liquidity management, contingency planning and liquidity buffers, liquidity systems, controls and governance, and finally models testing the viability of business liquidity models.

Keywords: liquidity, risk management, regulation, global crisis

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Authors: Sylvia Tumelo Nthutang, Nehemiah Mavetera

Abstract:

Educational institutions are under pressure from their competitors. Regulators and community groups need educational institutions to adopt appropriate business and organizational practices. Globally, educational institutions are now using e-learning as the best teaching and learning approach. E-learning is becoming the center of attention to the learning institutions, educational systems and software inventors. North-West University (NWU) is currently using eFundi, a Learning Management System (LMS). LMS are all information systems and procedures that adds value to students learning and support the learning material in text or any multimedia files. With various e-learning tools, students would be able to access all the materials related to the course in electronic copies. The study was tasked with identifying the e-learning components at the NWU, Mafikeng campus. Quantitative research methodology was considered in data collection and descriptive statistics for data analysis. The Activity Theory (AT) was used as a theory to guide the study. AT outlines the limitations amongst e-learning at the macro-organizational level (plan, guiding principle, campus-wide solutions) and micro-organization (daily functioning practice, collaborative transformation, specific adaptation). On a technological environment, AT gives people an opportunity to change from concentrating on computers as an area of concern but also understand that technology is part of human activities. The findings have identified the university’s current IT tools and knowledge on e-learning elements. It was recommended that university should consider buying computer resources that consumes less power and practice e-learning effectively.

Keywords: E-learning, information and communication technology, teaching, and virtual learning environment.

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Authors: Richard Molyneux, Christopher Parrott, Kirill Horoshenkov

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This paper aims to demonstrate how various algorithms can be implemented within swarms of autonomous robots to provide continuous inspection within underground pipeline networks. Current methods of fault detection within pipes are costly, time consuming and inefficient. As such, solutions tend toward a more reactive approach, repairing faults, as opposed to proactively seeking leaks and blockages. The paper presents an efficient inspection method, showing that autonomous swarm robotics is a viable way of monitoring underground infrastructure. Tailored adaptations of various Vehicle Routing Problems (VRP) and path-planning algorithms provide a customised inspection procedure for complicated networks of underground pipes. The performance of multiple algorithms is compared to determine their effectiveness and feasibility. Notable inspirations come from ant colonies and stigmergy, graph theory, the k-Chinese Postman Problem ( -CPP) and traffic theory. Unlike most swarm behaviours which rely on fast communication between agents, underground pipe networks are a highly challenging communication environment with extremely limited communication ranges. This is due to the extreme variability in the pipe conditions and relatively high attenuation of acoustic and radio waves with which robots would usually communicate. This paper illustrates how to optimise the inspection process and how to increase the frequency with which the robots pass each other, without compromising the routes they are able to take to cover the whole network.

Keywords: Autonomous inspection, buried pipes, stigmergy, swarm intelligence, vehicle routing problem.

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Authors: R. Hashemi, M.H.Kargarnovin

Abstract:

This paper presents the identification of the impact force acting on a simply supported beam. The force identification is an inverse problem in which the measured response of the structure is used to determine the applied force. The identification problem is formulated as an optimization problem and the genetic algorithm is utilized to solve the optimization problem. The objective function is calculated on the difference between analytical and measured responses and the decision variables are the location and magnitude of the applied force. The results from simulation show the effectiveness of the approach and its robustness vs. the measurement noise and sensor location.

Keywords: Genetic Algorithm, Inverse problem, Optimization, Vibration.

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Authors: Seyed Ali Sedigh Zyabari, A. Zarifkar

Abstract:

Single photon detectors have been fabricated NbN nano wire. These detectors are fabricated from high quality, ultra high vacuum sputtered NbN thin films on a sapphire substrate. In this work a typical schematic of the nanowire Single Photon Detector structure and then driving and measurement electronic circuit are shown. The response of superconducting nanowire single photon detectors during a photo detection event, is modeled by a special electrical circuits (two circuit). Finally, current through the wire is calculated by solving equations of models.

Keywords: NbN, nanowire meander, superconducting single photon detector, kinetic inductance.

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Authors: Zoltán Szabó, Blanka Štorková

Abstract:

We analyze hand dexterity in Parkinson-s disease patients (PD) and control subjects using a natural manual transport task (moving an object from one place to another). Eight PD patients and ten control subjects performed the task repeatedly at maximum speed both in OFF and ON medicated status. The movement parameters and the grip and load forces were recorded by a single optoelectronic camera and force transducers built in the especially designed object. Using the force and velocity signals, ten subsequent phases of the transport movement were defined and their durations were measured. The outline of 3D optical measurement is presented to obtain more precise movement trajectory.

Keywords: Manual transport, movement phases, Parkinson's disease.

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Authors: Takashi Sakai, Yuri Shimomura

Abstract:

The crystal orientation is a factor that affects the microscopic material properties. Crystal orientation determines the anisotropy of the polycrystalline material. And it is closely related to the mechanical properties of the material. In this paper, for pure copper polycrystalline material, two different methods; X-Ray Diffraction (XRD) and Electron Backscatter Diffraction (EBSD); and the crystal orientation were analyzed. In the latter method, it is possible that the X-ray beam diameter is thicker as compared to the former, to measure the crystal orientation macroscopically relatively. By measurement of the above, we investigated the change in crystal orientation and internal tissues of pure copper.

Keywords: Bending, electron backscatter diffraction, X-ray diffraction, microstructure, IPF map, orientation distribution function.

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Authors: Ahmed Soltan, Ahmed G. Radwan, Ahmed M. Soliman

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This work aims to generalize the integer order Sallen-Key filters into the fractional-order domain. The analysis in the case of two different fractional-order elements introduced where the general transfer function becomes four terms which is unusual in the conventional case. In addition, the effect of the transfer function parameters on the filter poles and hence the stability is introduced and closed forms for the filter critical frequencies are driven. Finally, different examples for the fractional order Sallen-Key filter design are presented with circuit simulations using ADS where a great matching between the numerical and simulation results is obtained.

Keywords: Analog Filter, Low-Pass Filter, Fractance, Sallen-Key, Stability.

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Authors: F. Halek, A. Kavousi, F. Hassani

Abstract:

A simultaneous study on indoor and outdoor particulate matter concentrations was done in five elementary schools in central parts of Tehran, Iran. Three sizes of particles including PM10, PM2.5 and PM1.0 were measured in 13 classrooms within this schools during winter (January, February and March) 2009. A laserbased portable aerosol spectrometer Model Grimm-1.108, was used for the continuous measurement of particles. The average indoor concentration of PM10, PM2.5 and PM1.0 in studied schools were 274 μg/m3, 42 μg/m3 and 19 μg/m3 respectively; and average outdoor concentrations of PM10, PM2.5 and PM1.0 were evaluated to be 22 μg/m3, 38 μg/m3 and 140 μg/m3 respectively.

Keywords: Elementary school, Indoor pollution, particulate matter, PM10, PM2.5, PM1.0, outdoor pollution, Tehran air pollution.

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Authors: Gulshan Taj M. N. A., Anupam Chakrabarti, Vipul Prakash

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In the present investigation, free vibration of functionally graded material (FGM) skew plates under thermal environment is studied. Kinematics equations are based on the Reddy’s higher order shear deformation theory and a nine noded isoparametric Lagrangian element is adopted to mesh the plate geometry. The issue of C₁ continuity requirement related to the assumed displacement field has been circumvented effectively to develop C₀ finite element formulation. Effective mechanical properties of the constituents of the plate are considered to be as position and temperature dependent and assumed to vary in the thickness direction according to a simple power law distribution. The displacement components of a rectangular plate are mapped into skew plate geometry by means of suitable transformation rule. One dimensional Fourier heat conduction equation is used to ascertain the temperature profile of the plate along thickness direction. Influence of different parameters such as volume fraction index, boundary condition, aspect ratio, thickness ratio and temperature field on frequency parameter of the FGM skew plate is demonstrated by performing various examples and the related findings are discussed briefly. New results are generated for vibration of the FGM skew plate under thermal environment, for the first time, which may be implemented in the future research involving similar kind of problems.

Keywords: Functionally graded material, finite element method, higher order shear deformation theory, skew plate, thermal vibration.

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Authors: Cathal Merz, Gareth O’Donnell

Abstract:

Coil reinforced thin-walled (CRTW) tubes are used in medicine to treat problems affecting blood vessels within the body through minimally invasive procedures. The CRTW tube considered in this research makes up part of such a device and is inserted into the patient via their femoral or brachial arteries and manually navigated to the site in need of treatment. This procedure replaces the requirement to perform open surgery but is limited by reduction of blood vessel lumen diameter and increase in tortuosity of blood vessels deep in the brain. In order to maximize the capability of these procedures, CRTW tube devices are being manufactured with decreasing wall thicknesses in order to deliver treatment deeper into the body and to allow passage of other devices through its inner diameter. This introduces significant stresses to the device materials which have resulted in an observed increase in the breaking of the proximal segment of the device into two separate pieces after it has failed by buckling. As there is currently no international standard for measuring the mechanical properties of these CRTW tube devices, it is difficult to accurately analyze this problem. The aim of the current work is to address this discrepancy in the biomedical device industry by developing a measurement system that can be used to quantify the effect of process and design changes on CRTW tube performance, aiding in the development of better performing, next generation devices. Using materials testing frames, micro-computed tomography (micro-CT) imaging, experiment planning, analysis of variance (ANOVA), T-tests and regression analysis, test methods have been developed for assessing the impact of process and design changes on the device. The major findings of this study have been an insight into the suitability of buckle and three-point bend tests for the measurement of the effect of varying processing factors on the device’s performance, and guidelines for interpreting the output data from the test methods. The findings of this study are of significant interest with respect to verifying and validating key process and design changes associated with the device structure and material condition. Test method integrity evaluation is explored throughout.

Keywords: Buckling, coil reinforced thin-walled tubes, fracture, test method.

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Authors: Petr Šifta, Václav Bittner, Martin Kysela, Matěj Kolář

Abstract:

The purpose of the research described in this work is to answer how to measure the rheologic (viscoelastic) properties tendo–deformational characteristics of soft tissue. The method would also resemble muscle palpation examination as it is known in clinical practice. For this purpose, an instrument with the working name “myotonometer” has been used. At present, there is lack of objective methods for assessing the muscle tone by viscous and elastic properties of soft tissue. That is why we decided to focus on creating or finding quantitative and qualitative methodology capable to specify muscle tone.

Keywords: Rheologicproperties, tendo–deformational characteristics, viscosity, elasticity, hypertonus, spasticity.

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Authors: Norshamsuri Ali, Hafizulfika, Salim Ali Al-Kathiri, Abdulla Al-Attas, Suhairi Saharudin, Mohamed Ridza Wahiddin

Abstract:

We demonstrate single-photon interference over 10 km using a plug and play system for quantum key distribution. The quality of the interferometer is measured by using the interferometer visibility. The coding of the signal is based on the phase coding and the value of visibility is based on the interference effect, which result a number of count. The setup gives full control of polarization inside the interferometer. The quality measurement of the interferometer is based on number of count per second and the system produces 94 % visibility in one of the detectors.

Keywords: single photon, interferometer, quantum key distribution.

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Authors: R. Pääkkönen, L. Korpinen, F. Gobba

Abstract:

The objective of our study is to investigate UV exposure in Finland through sample measurements as a typical case study in summer and winter. We measured UV-BC weighted radiation and calculated a daily dose, which is about 100–150 times the Finnish exposure limit value in summer and 1–6 times in winter. The measured ultraviolet indices varied from 0 to 7 (scale 0–18), which is less than the values obtained in countries that are located farther south from Tampere latitude of 61 degrees. In wintertime, the UV exposure was modest compared to summertime, 50–150 mW/m² and about 1–5 mW/m² in summer and winter, respectively. However, technical means to manage UV exposure in Scandinavia are also needed in summer- and springtime.

Keywords: Ultraviolet radiation, measurement, winter, summer.

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Authors: A. Basiri, S. Rahmany, D. Khatibi

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The aim of this paper is to review some of standard fact on Miura curves. We give some easy theorem in number theory to define Miura curves, then we present a new implementation of Arita algorithm for Miura curves.

Keywords: Miura curve, discrete logarithm problem, algebraic curve cryptography, Jacobian group.

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Authors: B. Ghasemi, A. A. Najafzadeh Khoee

Abstract:

In this study, the effect of mechanical activation on the synthesis of Fe3Al/Al2O3 nanocomposite has been investigated by using mechanochemical method. For this purpose, Aluminum powder and hematite as precursors, with stoichiometric ratio, have been utilized and other effective parameters in milling process were kept constant. Phase formation analysis, crystallite size measurement and lattice strain were studied by X-ray diffraction (XRD) by using Williamson-Hall method as well as microstructure and morphology were explored by Scanning electron microscopy (SEM). Also, Energy-dispersive X-ray spectroscopy (EDX) analysis was used in order to probe the particle distribution. The results showed that after 30-hour milling, the reaction was started, combustibly done and completed.

Keywords: hematite, mechanochemical, milling, nanocomposite

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Authors: A. Aydarous, M. El Ghazaly

Abstract:

The purpose of this study was to investigate the response of the newly released Gafchromic HD-V2 film for alpha particle of 5.5 MeV. Gafchromic HD-V2 was exposed to alpha particles of energy 5 MeV from 241Am for different durations. Then the films were scanned with a flatbed scanner. The dose response curve up to 2200 Gy has been achieved. The film’s reproducibility and sensitivity were evaluated. The results obtained show that the net optical density increases almost exponentially with the increase in the exposure time, and it becomes saturated after prolonged exposure times. The red channel shows the highest sensitivity, with a value of 4 x 10-3 Gy-1 at netOD of 0.4. The inter-film reproducibility was measured and the relative uncertainty found was 1.7 %, 2.1 % and 2.3 % for grey, red and green channels, respectively.

Keywords: Alpha dosimetry, 241Am, Gafchromic film.

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Authors: Larisa N. Pop, Irina M. Ban

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This paper aims to present the main instruments used in the economic literature for measuring the price risk, pointing out on the advantages brought by the conditional variance in this respect. The theoretical approach will be exemplified by elaborating an EGARCH model for the price returns of wheat, both on Romanian and on international market. To our knowledge, no previous empirical research, either on price risk measurement for the Romanian markets or studies that use the ARIMA-EGARCH methodology, have been conducted. After estimating the corresponding models, the paper will compare the estimated conditional variance on the two markets.

Keywords: conditional variance, GARCH models, price risk, volatility

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Authors: Tang Mui Joo, Chan Eang Teng

Abstract:

The use of social media has become more defined. It has been widely used for the purpose of business. More marketers are now using social media as tools to enhance their businesses. Whereas on the other hand, there are more and more people spending their time through mobile apps to be engaged in the social media sites like YouTube, Facebook, Twitter and others. Social media has even become common in Public Relations (PR). It has become number one platform for creating and sharing content. In view to this, social media has changed the rules in PR where it brings new challenges and opportunities to the profession. Although corporate websites, chat-rooms, email customer response facilities and electronic news release distribution are now viewed as standard aspects of PR practice, many PR practitioners are still struggling with the impact of new media though the implementation of social media is potentially reducing the cost of communication. It is to the point that PR practitioners are not fully embracing new media, they are ill-equipped to do so and they have a fear of the technology. Somehow that social media has become a new style of communication that is characterized by conversation and community. It has become a platform that allows individuals to interact with one another and build relationship among each other. Therefore, in the use of business world, consumers are able to interact with those companies that have joined any social media. Based on their experiences with social networking site interactions, they are also exposed to personal interaction while communicating. This paper is to study the impact of social media to PR. This paper discovers the potential changes of PR practices in a developing country like Malaysia. Eventually the study reflects on how PR practitioners are actually using social media in the country. This paper is based on two theories in its development of this research foundation. Media Ecology Theory is to support the impact and changes to PR. Social Penetration Theory is to reflect on how the use of social media is among PRs. This research is using survey with PR practitioners in its data collection. The results have shown that PR professionals value social media more than they actually use it and the way of organizations communicate had been changed due to the transformation of social media.

Keywords: New media, social media, PR.

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