Search results for: Traditional/Waterfall methodology
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 2625

Search results for: Traditional/Waterfall methodology

1665 Balanced Scorecard in SMEs – A Proposal for Small Gas Stations in Portugal

Authors: Ana Paula Monte, Christiane Fontenete

Abstract:

As current business environment is demanding a constant adaptation of companies, the planning and strategic management should be an ongoing and natural process in all kind of organizations. The use of management and monitoring strategic performance tools such as the Balanced Scorecard (BSC) have been popular; even to Small and Medium-sized Enterprises. This paper aims to investigate whether the BSC is being used in monitoring the performance of small businesses, particularly in small fuel retailers companies, which are competing in co-branding; and if not, it aims to identify its strategic orientation in order to recommend a possible strategy map for those managers that are willing to adopt this model as an alternative to traditional ones for organizational performance evaluation, which often focus only on evaluation of the organizational financial performance.

Keywords: Balanced Scorecard, Performance Management and Evaluation, SMEs, Strategy Maps

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1664 The Application of Data Mining Technology in Building Energy Consumption Data Analysis

Authors: Liang Zhao, Jili Zhang, Chongquan Zhong

Abstract:

Energy consumption data, in particular those involving public buildings, are impacted by many factors: the building structure, climate/environmental parameters, construction, system operating condition, and user behavior patterns. Traditional methods for data analysis are insufficient. This paper delves into the data mining technology to determine its application in the analysis of building energy consumption data including energy consumption prediction, fault diagnosis, and optimal operation. Recent literature are reviewed and summarized, the problems faced by data mining technology in the area of energy consumption data analysis are enumerated, and research points for future studies are given.

Keywords: Data mining, data analysis, prediction, optimization, building operational performance.

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1663 Ontology-based Query System for UNITEN Postgraduate Students

Authors: Zaihisma C. Cob, Alicia Y.C. Tang, Sharifah J. Syed Aziz

Abstract:

This paper proposes a new model to support user queries on postgraduate research information at Universiti Tenaga Nasional. The ontology to be developed will contribute towards shareable and reusable domain knowledge that makes knowledge assets intelligently accessible to both people and software. This work adapts a methodology for ontology development based on the framework proposed by Uschold and King. The concepts and relations in this domain are represented in a class diagram using the Protégé software. The ontology will be used to support a menudriven query system for assisting students in searching for information related to postgraduate research at the university.

Keywords: Ontology, Protégé, postgraduate program, query system.

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1662 Sensitizing Rules for Fuzzy Control Charts

Authors: N. Pekin Alakoç, A. Apaydın

Abstract:

Quality control charts indicate out of control conditions if any nonrandom pattern of the points is observed or any point is plotted beyond the control limits. Nonrandom patterns of Shewhart control charts are tested with sensitizing rules. When the processes are defined with fuzzy set theory, traditional sensitizing rules are insufficient for defining all out of control conditions. This is due to the fact that fuzzy numbers increase the number of out of control conditions. The purpose of the study is to develop a set of fuzzy sensitizing rules, which increase the flexibility and sensitivity of fuzzy control charts. Fuzzy sensitizing rules simplify the identification of out of control situations that results in a decrease in the calculation time and number of evaluations in fuzzy control chart approach.

Keywords: Fuzzy set theory, Quality control charts, Run Rules, Unnatural patterns.

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1661 E-Learning Methodology Development using Modeling

Authors: Sarma Cakula, Maija Sedleniece

Abstract:

Simulation and modeling computer programs are concerned with construction of models for analyzing different perspectives and possibilities in changing conditions environment. The paper presents theoretical justification and evaluation of qualitative e-learning development model in perspective of advancing modern technologies. There have been analyzed principles of qualitative e-learning in higher education, productivity of studying process using modern technologies, different kind of methods and future perspectives of e-learning in formal education. Theoretically grounded and practically tested model of developing e-learning methods using different technologies for different type of classroom, which can be used in professor-s decision making process to choose the most effective e-learning methods has been worked out.

Keywords: E-learning, modeling, E-learning methods development, personal knowledge management

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1660 Issue Reorganization Using the Measure of Relevance

Authors: William Wong Xiu Shun, Yoonjin Hyun, Mingyu Kim, Seongi Choi, Namgyu Kim

Abstract:

The need to extract R&D keywords from issues and use them to retrieve R&D information is increasing rapidly. However, it is difficult to identify related issues or distinguish them. Although the similarity between issues cannot be identified, with an R&D lexicon, issues that always share the same R&D keywords can be determined. In detail, the R&D keywords that are associated with a particular issue imply the key technology elements that are needed to solve a particular issue. Furthermore, the relationship among issues that share the same R&D keywords can be shown in a more systematic way by clustering them according to keywords. Thus, sharing R&D results and reusing R&D technology can be facilitated. Indirectly, redundant investment in R&D can be reduced as the relevant R&D information can be shared among corresponding issues and the reusability of related R&D can be improved. Therefore, a methodology to cluster issues from the perspective of common R&D keywords is proposed to satisfy these demands.

Keywords: Clustering, Social Network Analysis, Text Mining, Topic Analysis.

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1659 Color Constancy using Superpixel

Authors: Xingsheng Yuan, Zhengzhi Wang

Abstract:

Color constancy algorithms are generally based on the simplified assumption about the spectral distribution or the reflection attributes of the scene surface. However, in reality, these assumptions are too restrictive. The methodology is proposed to extend existing algorithm to applying color constancy locally to image patches rather than globally to the entire images. In this paper, a method based on low-level image features using superpixels is proposed. Superpixel segmentation partition an image into regions that are approximately uniform in size and shape. Instead of using entire pixel set for estimating the illuminant, only superpixels with the most valuable information are used. Based on large scale experiments on real-world scenes, it can be derived that the estimation is more accurate using superpixels than when using the entire image.

Keywords: color constancy, illuminant estimation, superpixel

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1658 Decision Support System Based on Data Warehouse

Authors: Yang Bao, LuJing Zhang

Abstract:

Typical Intelligent Decision Support System is 4-based, its design composes of Data Warehouse, Online Analytical Processing, Data Mining and Decision Supporting based on models, which is called Decision Support System Based on Data Warehouse (DSSBDW). This way takes ETL,OLAP and DM as its implementing means, and integrates traditional model-driving DSS and data-driving DSS into a whole. For this kind of problem, this paper analyzes the DSSBDW architecture and DW model, and discusses the following key issues: ETL designing and Realization; metadata managing technology using XML; SQL implementing, optimizing performance, data mapping in OLAP; lastly, it illustrates the designing principle and method of DW in DSSBDW.

Keywords: Decision Support System, Data Warehouse, Data Mining.

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1657 Nonstationarity Modeling of Economic and Financial Time Series

Authors: C. Slim

Abstract:

Traditional techniques for analyzing time series are based on the notion of stationarity of phenomena under study, but in reality most economic and financial series do not verify this hypothesis, which implies the implementation of specific tools for the detection of such behavior. In this paper, we study nonstationary non-seasonal time series tests in a non-exhaustive manner. We formalize the problem of nonstationary processes with numerical simulations and take stock of their statistical characteristics. The theoretical aspects of some of the most common unit root tests will be discussed. We detail the specification of the tests, showing the advantages and disadvantages of each. The empirical study focuses on the application of these tests to the exchange rate (USD/TND) and the Consumer Price Index (CPI) in Tunisia, in order to compare the Power of these tests with the characteristics of the series.

Keywords: Stationarity, unit root tests, economic time series.

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1656 Frequency Response of Complex Systems with Localized Nonlinearities

Authors: E. Menga, S. Hernandez

Abstract:

Finite Element Models (FEMs) are widely used in order to study and predict the dynamic properties of structures and usually, the prediction can be obtained with much more accuracy in the case of a single component than in the case of assemblies. Especially for structural dynamics studies, in the low and middle frequency range, most complex FEMs can be seen as assemblies made by linear components joined together at interfaces. From a modelling and computational point of view, these types of joints can be seen as localized sources of stiffness and damping and can be modelled as lumped spring/damper elements, most of time, characterized by nonlinear constitutive laws. On the other side, most of FE programs are able to run nonlinear analysis in time-domain. They treat the whole structure as nonlinear, even if there is one nonlinear degree of freedom (DOF) out of thousands of linear ones, making the analysis unnecessarily expensive from a computational point of view. In this work, a methodology in order to obtain the nonlinear frequency response of structures, whose nonlinearities can be considered as localized sources, is presented. The work extends the well-known Structural Dynamic Modification Method (SDMM) to a nonlinear set of modifications, and allows getting the Nonlinear Frequency Response Functions (NLFRFs), through an ‘updating’ process of the Linear Frequency Response Functions (LFRFs). A brief summary of the analytical concepts is given, starting from the linear formulation and understanding what the implications of the nonlinear one, are. The response of the system is formulated in both: time and frequency domain. First the Modal Database is extracted and the linear response is calculated. Secondly the nonlinear response is obtained thru the NL SDMM, by updating the underlying linear behavior of the system. The methodology, implemented in MATLAB, has been successfully applied to estimate the nonlinear frequency response of two systems. The first one is a two DOFs spring-mass-damper system, and the second example takes into account a full aircraft FE Model. In spite of the different levels of complexity, both examples show the reliability and effectiveness of the method. The results highlight a feasible and robust procedure, which allows a quick estimation of the effect of localized nonlinearities on the dynamic behavior. The method is particularly powerful when most of the FE Model can be considered as acting linearly and the nonlinear behavior is restricted to few degrees of freedom. The procedure is very attractive from a computational point of view because the FEM needs to be run just once, which allows faster nonlinear sensitivity analysis and easier implementation of optimization procedures for the calibration of nonlinear models.

Keywords: Frequency response, nonlinear dynamics, structural dynamic modification, softening effect, rubber.

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1655 Applying Wavelet Entropy Principle in Fault Classification

Authors: S. El Safty, A. El-Zonkoly

Abstract:

The ability to detect and classify the type of fault plays a great role in the protection of power system. This procedure is required to be precise with no time consumption. In this paper detection of fault type has been implemented using wavelet analysis together with wavelet entropy principle. The simulation of power system is carried out using PSCAD/EMTDC. Different types of faults were studied obtaining various current waveforms. These current waveforms were decomposed using wavelet analysis into different approximation and details. The wavelet entropy of such decompositions is analyzed reaching a successful methodology for fault classification. The suggested approach is tested using different fault types and proven successful identification for the type of fault.

Keywords: Fault classification, wavelet transform, waveletentropy.

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1654 Analyzing the Effects of Resource Relatedness on Strategic Alliances Performance

Authors: G. Chung, B. Choi

Abstract:

Very few studies have examined performance implications of strategic alliance announcements in the information technologies industry from a resource-based view. Furthermore, none of these studies have investigated resource congruence and alliance motive as potential sources of abnormal firm performance. This paper extends upon current resource-based literature to discover and explore linkages between these concepts and the practical performance of strategic alliances. This study finds that strategic alliance announcements have provided overall abnormal positive returns, and that marketing alliances with marketing resource incongruence have also contributed to significant firm performance.

Keywords: Event study methodology, resource-based theory, resource relatedness, strategic alliance.

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1653 User Experience Evolution Lifecycle Framework

Authors: Maissom Qanber Abbasi, Philip Lew, Irfan Rafique, Zhang Li

Abstract:

Perceptions of quality from both designers and users perspective have now stretched beyond the traditional usability, incorporating abstract and subjective concepts. This has led to a shift in human computer interaction research communities- focus; a shift that focuses on achieving user experience (UX) by not only fulfilling conventional usability needs but also those that go beyond them. The term UX, although widely spread and given significant importance, lacks consensus in its unified definition. In this paper, we survey various UX definitions and modeling frameworks and examine them as the foundation for proposing a UX evolution lifecycle framework for understanding UX in detail. In the proposed framework we identify the building blocks of UX and discuss how UX evolves in various phases. The framework can be used as a tool to understand experience requirements and evaluate them, resulting in better UX design and hence improved user satisfaction.

Keywords: Usability, user experience lifecycle, user satisfaction

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1652 A DEA Model for Performance Evaluation in The Presence of Time Lag Effect

Authors: Yanshuang Zhang, Byungho Jeong

Abstract:

Data Envelopment Analysis (DEA) is a methodology that computes efficiency values for decision making units (DMU) in a given period by comparing the outputs with the inputs. In many cases, there are some time lag between the consumption of inputs and the production of outputs. For a long-term research project, it is hard to avoid the production lead time phenomenon. This time lag effect should be considered in evaluating the performance of organizations. This paper suggests a model to calculate efficiency values for the performance evaluation problem with time lag. In the experimental part, the proposed methods are compared with the CCR and an existing time lag model using the data set of the 21st century frontier R&D program which is a long-term national R&D program of Korea.

Keywords: DEA, Efficiency, Time Lag

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1651 The Use of Social Networking Sites in eLearning

Authors: Clifford De Raffaele, Luana Bugeja, Serengul Smith

Abstract:

The adaptation of social networking sites within higher education has garnered significant interest in the recent years with numerous researches considering it as a possible shift from the traditional classroom based learning paradigm. Notwithstanding this increase in research and conducted studies however, the adaption of SNS based modules have failed to proliferate within Universities. This paper commences its contribution by analyzing the various models and theories proposed in literature and amalgamate together various effective aspects for the inclusion of social technology within e-Learning. A three phased framework is further proposed which details the necessary considerations for the successful adaptation of SNS in enhancing the students learning experience. This proposal outlines the theoretical foundations which will be analyzed in practical implementation across international university campuses.

Keywords: eLearning, higher education, social network sites, student learning.

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1650 Social Business Models: When Profits and Impacts Are Not at Odds

Authors: Elisa Pautasso, Matteo Castagno, Michele Osella

Abstract:

In the last decade the emergence of new social needs as an effect of the economic crisis has stimulated the flourishing of business endeavours characterised by explicit social goals. Social start-ups, social enterprises or Corporate Social Responsibility operations carried out by traditional companies are quintessential examples in this regard. This paper analyses these kinds of initiatives in order to discover the main characteristics of social business models and to provide insights to social entrepreneurs for developing or improving their strategies. The research is conducted through the integration of literature review and case study analysis and, thanks to the recognition of the importance of both profits and social impacts as the key success factors for a social business model, proposes a framework for identifying indicators suitable for measuring the social impacts generated.

Keywords: Business model, case study, impacts, social business.

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1649 Currency Exchange Rate Forecasts Using Quantile Regression

Authors: Yuzhi Cai

Abstract:

In this paper, we discuss a Bayesian approach to quantile autoregressive (QAR) time series model estimation and forecasting. Together with a combining forecasts technique, we then predict USD to GBP currency exchange rates. Combined forecasts contain all the information captured by the fitted QAR models at different quantile levels and are therefore better than those obtained from individual models. Our results show that an unequally weighted combining method performs better than other forecasting methodology. We found that a median AR model can perform well in point forecasting when the predictive density functions are symmetric. However, in practice, using the median AR model alone may involve the loss of information about the data captured by other QAR models. We recommend that combined forecasts should be used whenever possible.

Keywords: Exchange rate, quantile regression, combining forecasts.

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1648 Determining a Suitable Maintenance Measure for Gentelligent Components Using Case-Based Reasoning

Authors: M. Winkens, P. Nyhuis

Abstract:

Components with sensory properties such as gentelligent components developed at the Collaborative Research Centre 653 offer a new angle in terms of the full utilization of the remaining service life as well as preventive maintenance. The developed methodology of component status driven maintenance analyzes the stress data obtained during the component's useful life and on the basis of this knowledge assesses the type of maintenance required in this case. The procedure is derived from the case-based reasoning method and will be explained in detail. The method's functionality is demonstrated with real-life data obtained during test runs of a racing car prototype.

Keywords: Gentelligent Components, Preventive Maintenance, Case based Reasoning.

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1647 Modeling Methodologies for Optimization and Decision Support on Coastal Transport Information System (Co.Tr.I.S.)

Authors: Vassilios Moussas, Dimos N. Pantazis, Panagiotis Stratakis

Abstract:

The aim of this paper is to present the optimization methodology developed in the frame of a Coastal Transport Information System. The system will be used for the effective design of coastal transportation lines and incorporates subsystems that implement models, tools and techniques that may support the design of improved networks. The role of the optimization and decision subsystem is to provide the user with better and optimal scenarios that will best fulfill any constrains, goals or requirements posed. The complexity of the problem and the large number of parameters and objectives involved led to the adoption of an evolutionary method (Genetic Algorithms). The problem model and the subsystem structure are presented in detail, and, its support for simulation is also discussed.

Keywords: Coastal transport, modeling, optimization.

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1646 Atmospheric Plasma Innovative Roll-to-Roll Machine for Continuous Materials

Authors: I. Kulyk, M. Stefan

Abstract:

Atmospheric plasma is emerging as a promising technology for many industrial sectors, because of its ecological and economic advantages respect to the traditional production processes. For textile industry, atmospheric plasma is becoming a valid alternative to the conventional wet processes, but the plasma machines realized so far do not allow the treatment of fibrous mechanically weak material. Novel atmospheric plasma machine for industrial applications, developed by VenetoNanotech SCpA in collaboration with Italian producer of corona equipment ME.RO SpA is presented. The main feature of this pre-industrial scale machine is the possibility of the inline plasma treatment of delicate fibrous substrates such as fibre sleeves, for example wool tops, cotton fibres, polymeric tows, mineral fibers and so on, avoiding burnings and disruption of the faint materials.

Keywords: Atmospheric plasma, industrial machine, fibrous materials.

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1645 Modeling of Heat and Mass Transfer in Soil Plant-Atmosphere. Influence of the Spatial Variability of Soil Hydrodynamic

Authors: Aouattou Nabila, Saighi Mohamed, Fekih Malika

Abstract:

The modeling of water transfer in the unsaturated zone uses techniques and methods of the soil physics to solve the Richards-s equation. However, there is a disaccord between the size of the measurements provided by the soil physics and the size of the fields of hydrological modeling problem, to which is added the strong spatial variability of soil hydraulic properties. The objective of this work was to develop a methodology to estimate the hydrodynamic parameters for modeling water transfers at different hydrological scales in the soil-plant atmosphere systems.

Keywords: Hydraulic properties, Modeling, Unsaturated zone, Transfer, Water

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1644 Comparison of Finite-Element and IEC Methods for Cable Thermal Analysis under Various Operating Environments

Authors: M. S. Baazzim, M. S. Al-Saud, M. A. El-Kady

Abstract:

In this paper, steady-state ampacity (current carrying capacity) evaluation of underground power cable system by using analytical and numerical methods for different conditions (depth of cable, spacing between phases, soil thermal resistivity, ambient temperature, wind speed), for two system voltage level were used 132 and 380 kV. The analytical method or traditional method that was used is based on the thermal analysis method developed by Neher-McGrath and further enhanced by International Electrotechnical Commission (IEC) and published in standard IEC 60287. The numerical method that was used is finite element method and it was recourse commercial software based on finite element method. 

Keywords: Cable ampacity, Finite element method, underground cable, thermal rating.

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1643 Does the Polysemic Nature of Energy Security Make it a 'Wicked' Problem?

Authors: Lynne Chester

Abstract:

Governments around the world are expending considerable time and resources framing strategies and policies to deliver energy security. The term 'energy security' has quietly slipped into the energy lexicon without any meaningful discourse about its meaning or assumptions. An examination of explicit and inferred definitions finds that the concept is inherently slippery because it is polysemic in nature having multiple dimensions and taking on different specificities depending on the country (or continent), timeframe or energy source to which it is applied. But what does this mean for policymakers? Can traditional policy approaches be used to address the problem of energy security or does its- polysemic qualities mean that it should be treated as a 'wicked' problem? To answer this question, the paper assesses energy security against nine commonly cited characteristics of wicked policy problems and finds strong evidence of 'wickedness'.

Keywords: Energy security, policy making, wicked problems.

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1642 Bioclimatic Principles and Urban Open Spaces: The Case of Xanthi

Authors: Maria Giannopoulou

Abstract:

Open urban public spaces comprise an important element for the development of social, cultural and economic activities of the population in the modern cities. These spaces are also considered regulators of the region-s climate conditions, providing better thermal, visual and auditory conditions which can be optimized by the application of appropriate strategies of bioclimatic design. The paper focuses on the analysis and evaluation of the recent unification of the open spaces in the centre of Xanthi, a medium – size city in northern Greece, from a bioclimatic perspective, as well as in the creation of suitable methodology. It is based both on qualitative observation of the interventions by fieldwork research and assessment and on quantitative analysis and modeling of the research area.

Keywords: Bioclimatic principles, Quantitative analysis, Sustainability, TownScope III, Urban open spaces

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1641 A Competitive Replica Placement Methodology for Ad Hoc Networks

Authors: Samee Ullah Khan, C. Ardil

Abstract:

In this paper, a mathematical model for data object replication in ad hoc networks is formulated. The derived model is general, flexible and adaptable to cater for various applications in ad hoc networks. We propose a game theoretical technique in which players (mobile hosts) continuously compete in a non-cooperative environment to improve data accessibility by replicating data objects. The technique incorporates the access frequency from mobile hosts to each data object, the status of the network connectivity, and communication costs. The proposed technique is extensively evaluated against four well-known ad hoc network replica allocation methods. The experimental results reveal that the proposed approach outperforms the four techniques in both the execution time and solution quality

Keywords: Data replication, auctions, static allocation.

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1640 Automatic Image Alignment and Stitching of Medical Images with Seam Blending

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

Abstract:

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

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

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1639 Optimization of Cutting Parameters during Machining of Fine Grained Cemented Carbides

Authors: Josef Brychta, Jiri Kratochvil, Marek Pagac

Abstract:

The group of progressive cutting materials can include non-traditional, emerging and less-used materials that can be an efficient use of cutting their lead to a quantum leap in the field of machining. This is essentially a “superhard” materials (STM) based on polycrystalline diamond (PCD) and polycrystalline cubic boron nitride (PCBN) cutting performance ceramics and development is constantly "perfecting" fine coated cemented carbides. The latter cutting materials are broken down by two parameters, toughness and hardness. A variation of alloying elements is always possible to improve only one of each parameter. Reducing the size of the core on the other hand doing achieves "contradictory" properties, namely to increase both hardness and toughness.

Keywords: Grained cutting materials difficult to machine materials, optimum utilization.

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1638 Anomaly Detection and Characterization to Classify Traffic Anomalies Case Study: TOT Public Company Limited Network

Authors: O. Siriporn, S. Benjawan

Abstract:

This paper represents four unsupervised clustering algorithms namely sIB, RandomFlatClustering, FarthestFirst, and FilteredClusterer that previously works have not been used for network traffic classification. The methodology, the result, the products of the cluster and evaluation of these algorithms with efficiency of each algorithm from accuracy are shown. Otherwise, the efficiency of these algorithms considering form the time that it use to generate the cluster quickly and correctly. Our work study and test the best algorithm by using classify traffic anomaly in network traffic with different attribute that have not been used before. We analyses the algorithm that have the best efficiency or the best learning and compare it to the previously used (K-Means). Our research will be use to develop anomaly detection system to more efficiency and more require in the future.

Keywords: Unsupervised, clustering, anomaly, machine learning.

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1637 A Novel Web Metric for the Evaluation of Internet Trends

Authors: Radek Malinský, Ivan Jelínek

Abstract:

Web 2.0 (social networking, blogging and online forums) can serve as a data source for social science research because it contains vast amount of information from many different users. The volume of that information has been growing at a very high rate and becoming a network of heterogeneous data; this makes things difficult to find and is therefore not almost useful. We have proposed a novel theoretical model for gathering and processing data from Web 2.0, which would reflect semantic content of web pages in better way. This article deals with the analysis part of the model and its usage for content analysis of blogs. The introductory part of the article describes methodology for the gathering and processing data from blogs. The next part of the article is focused on the evaluation and content analysis of blogs, which write about specific trend.

Keywords: Blog, Sentiment Analysis, Web 2.0, Webometrics

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1636 Use of Indian Food Mascot Design as an Advertising Tool in Maintaining and Growing the Brand Name

Authors: Preeti Yadav, Dandeswar Bisoyi, Debkumar Chakrabarti

Abstract:

Mascots provide memories to viewers, and numerous promotional campaigns with different appearances, continue to trigger viewers and capture their interest. This study investigates the effect of Indian food mascot designs and influence on enhancing communication; thereby, building long-term brand recognition by the consumers. This paper presents a descriptive approach to Indian food mascot design as an advertising tool, and its research adopts a quantitative methodology. The study confirms that mascots have an ability to communicate a message in an effective manner; all though they are simple in terms of design and fashion trend, they have the capability to build positive reactions.

Keywords: Food mascot, brand recognitions, advertising, humour.

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