Search results for: Combustion characteristics

Authors: A. Alamäki, T. Kaski

Abstract:

The value co-creation has gained much attention in sales research, but less is known about how salespeople and customers interact in the authentic business to business (B2B) sales meetings. The study presented in this paper empirically contributes to existing research by presenting authentic B2B sales meetings that were video recorded and analyzed using observation and qualitative content analysis methods. This paper aims to study key elements of successful sales interactions between salespeople and customers/ buyers. This study points out that salespeople are selling value rather than the products or services themselves, which are only enablers in realizing business benefits. Therefore, our findings suggest that promoting and easing open discourse is an essential part of a successful sales encounter. A better understanding of how salespeople and customers successfully interact would help salespeople to develop their interpersonal sales skills.

Keywords: Personal selling, Relationship, Sales Management, Value Co-Creation.

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Authors: M. Adamski, J. Cwiklak

Abstract:

The contemporary battlefield creates a demand for more costly and highly advanced munitions. Training personnel responsible for operations as well as immediate execution of combat tasks which engage real asset is unrealistic and economically not feasible. Owing to a wide array of exploited simulators and various types of imitators, it is possible to reduce the costs. One of the effective elements of training, which can be applied in the training of all service branches, is imitator of aerial targets. This research serves as an introduction to the commencement of design analysis over a real aerial target imitator. Within the project, the basic aerodynamic calculations were made, which enabled to determine its geometry, design layout, performance as well as mass balance of individual components. The conducted calculations of the parameters of flight characteristics come closer to the real performance of such Unmanned Aerial Vehicles.

Keywords: Aerial target, aerodynamics, imitator, performance.

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Authors: M.Sushanth Babu, P.Krishna, U.Venu, M.Ranjith

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In this paper, we evaluate the choice of suitable quantization characteristics for both the decoder messages and the received samples in Low Density Parity Check (LDPC) coded systems using M-QAM (Quadrature Amplitude Modulation) schemes. The analysis involves the demapper block that provides initial likelihood values for the decoder, by relating its quantization strategy of the decoder. A mapping strategy refers to the grouping of bits within a codeword, where each m-bit group is used to select a 2m-ary signal in accordance with the signal labels. Further we evaluate the system with mapping strategies like Consecutive-Bit (CB) and Bit-Reliability (BR). A new demapper version, based on approximate expressions, is also presented to yield a low complexity hardware implementation.

Keywords: Low Density parity Check, Mapping, Demapping, Quantization, Quadrature Amplitude Modulation

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Authors: M. Soryani, N. Rafat

Abstract:

Dealing with hundreds of features in character recognition systems is not unusual. This large number of features leads to the increase of computational workload of recognition process. There have been many methods which try to remove unnecessary or redundant features and reduce feature dimensionality. Besides because of the characteristics of Farsi scripts, it-s not possible to apply other languages algorithms to Farsi directly. In this paper some methods for feature subset selection using genetic algorithms are applied on a Farsi optical character recognition (OCR) system. Experimental results show that application of genetic algorithms (GA) to feature subset selection in a Farsi OCR results in lower computational complexity and enhanced recognition rate.

Keywords: Feature Subset Selection, Genetic Algorithms, Optical Character Recognition.

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Authors: Sumanta Daw, Gopal Chandra Saha

Abstract:

The present study was conducted to explore the basic pulmonary functions which may generally vary according to the bio-physical characteristics including age, height, body weight, and environment etc. of the sports performers. Regular and specific training exercises also change the characteristics of an athlete’s prowess and produce a positive effect on the physiological functioning, mostly upon cardio-pulmonary efficiency and thereby improving the body mechanism. The objective of the present study was to compare the differences in cardio-respiratory functions between aquatics and track and field performers. As cardio-respiratory functions are influenced by pulse rate and blood pressure (systolic and diastolic), so both of the factors were also taken into consideration. The component selected under cardio-respiratory functions for the present study were i) FEVI/FVC ratio (forced expiratory volume divided by forced vital capacity ratio, i.e. the number represents the percentage of lung capacity to exhale in one second) ii) FVC1 (this is the amount of air which can force out of lungs in one second) and iii) FVC (forced vital capacity is the greatest total amount of air forcefully breathe out after breathing in as deeply as possible). All the three selected components of the cardio-respiratory efficiency were measured by spirometry method. Pulse rate was determined manually. The radial artery which is located on the thumb side of our wrist was used to assess the pulse rate. Blood pressure was assessed by sphygmomanometer. All the data were taken in the resting condition. 36subjects were selected for the present study out of which 18were water polo players and rest were sprinters. The age group of the subjects was considered between 18 to 23 years. In this study the obtained data inform of digital score were treated statistically to get result and draw conclusions. The Mean and Standard Deviation (SD) were used as descriptive statistics and the significant difference between the two subject groups was assessed with the help of statistical ‘t’-test. It was found from the study that all the three components i.e. FEVI/FVC ratio (p-value 0.0148 < 0.01), FVC1 (p-value 0.0010 < 0.01) and FVC (p-value 0.0067 < 0.01) differ significantly as water polo players proved to be better in terms of cardio-respiratory functions than sprinters. Thus study clearly suggests that the exercise training as well as the medium of practice arena associated with water polo players has played an important role to determine better cardio respiratory efficiency than track and field athletes. The outcome of the present study revealed that the lung function in land-based activities may not provide much impact than that of in water activities.

Keywords: Cardio-respiratory efficiency, spirometry, water polo players, sprinters.

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Authors: Firouz Parvizian Ganje, Emad Hezbkhah, Behbood Maashkar

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Climate change could lead to changes in cultural environments and landscapes as we know them.Climate change presents an immediate and significant threat to our natural and built environments and to the ways of life which co-exist with these environments. In most traditional buildings, the harmony of texture with nature and environment has been ever considered; so houses and cities have been mixed with their natural environment so astonishingly and the selection and usage of materials have been in such a way that they have provided the utmost conformity with the environment, as the result the created areas have a unique beauty and attraction.The extent to which climate change contributes to destruction procedure on Iran-s historic buildings.is a subject of current discussion. Cities, towns and built-up areas also have their own characteristics that might make them particularly vulnerable to climate change.

Keywords: Climate Change, historic buildings, Iran

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Authors: Dawit Mengistu, Lars Lundberg, Paul Davidsson

Abstract:

A major requirement for Grid application developers is ensuring performance and scalability of their applications. Predicting the performance of an application demands understanding its specific features. This paper discusses performance modeling and prediction of multi-agent based simulation (MABS) applications on the Grid. An experiment conducted using a synthetic MABS workload explains the key features to be included in the performance model. The results obtained from the experiment show that the prediction model developed for the synthetic workload can be used as a guideline to understand to estimate the performance characteristics of real world simulation applications.

Keywords: Grid computing, Performance modeling, Performance prediction, Multi-agent simulation.

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Authors: Samira Berenji Ardestani, Hamid Reza Akhavan

Abstract:

Gamma irradiation greatly reduces the potential microbiological risk of fresh fruits, resulting in improved microbial safety as well as extending their shelf life. The effects of 0.5-2 kGy gamma doses on some physicochemical, microbial and sensory properties of fresh barberry fruits (Berberis vulgaris) during refrigerated storage for 40 days were evaluated. The total anthocyanin and total phenolic contents of barberry fruits decreased in a dose-dependent manner immediately after irradiation and after subsequent storage. In general, it is recommended that, according to the effect of gamma radiation on physicochemical, microbial and sensorial characteristics, doses of 1.25-2 kGy could be used.

Keywords: Antioxidant property, barberry fruit, chemical properties, gamma irradiation.

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Authors: Jenica Ileana Corcau, Liviu Dinca

Abstract:

The electrical power systems of aircrafts have made serious progress in recent years because the aircrafts depend more and more on the electricity. There is a trend in the aircraft industry to replace hydraulic and pneumatic systems with electrical systems, achieving more comfort and monitoring features and enlarging the energetic efficiency. Thus, was born the concept More Electric Aircraft. In this paper is analyzed the integration of a fuel cell into the existing electrical generation and distribution systems of an aircraft. The dynamic characteristics of fuel cell systems necessitate an adaptation of the electrical power system. The architecture studied in this paper consists of a 50kW fuel cell, a dc to dc converter and several loads. The dc to dc converter is used to step down the fuel cell voltage from about 625Vdc to 28Vdc.

Keywords: Electrical power system, More Electric Aircraft, Fuel Cell, dc to dc converter

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Authors: Fahmi Kammoun, Mohamed Salim Bouhlel

Abstract:

In the framework of the image compression by Wavelet Transforms, we propose a perceptual method by incorporating Human Visual System (HVS) characteristics in the quantization stage. Indeed, human eyes haven-t an equal sensitivity across the frequency bandwidth. Therefore, the clarity of the reconstructed images can be improved by weighting the quantization according to the Contrast Sensitivity Function (CSF). The visual artifact at low bit rate is minimized. To evaluate our method, we use the Peak Signal to Noise Ratio (PSNR) and a new evaluating criteria witch takes into account visual criteria. The experimental results illustrate that our technique shows improvement on image quality at the same compression ratio.

Keywords: Contrast Sensitivity Function, Human Visual System, Image compression, Wavelet transforms.

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Authors: Negar Khezri, Golnaz Yaghoubnezhadzanganeh, Amirreza Attarzadeh

Abstract:

Type 2 Diabetes (T2DM) and Alzheimer's disease (AD) are two main health problems influencing millions of people in the world. Neuron loss and synaptic impairment that interfere with cognition and memory cause for the behavioral indications of AD. While it is now accepted that insulin has central neuromodulatory purpose, it was contemplated for many years that brain is insusceptible to insulin, involving its function in memory and learning, which are impaired in AD. The common characteristics of both AD and T2D are impaired insulin signaling, oxidative stress, the excitation of inflammatory pathways and unqualified glucose metabolism. This review summarizes how the recognition of these mechanisms may lead to the development of alternative therapeutic approaches. Here we summarize how the recognition of these mechanisms may lead to the development of alternative therapeutic approaches.

Keywords: Alzheimer’s disease, diabetes, insulin resistance, neurodegenerative.

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Authors: Jan Stodt, Christoph Reich

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The usage of machine learning models for prediction is growing rapidly and proof that the intended requirements are met is essential. Audits are a proven method to determine whether requirements or guidelines are met. However, machine learning models have intrinsic characteristics, such as the quality of training data, that make it difficult to demonstrate the required behavior and make audits more challenging. This paper describes an ML audit framework that evaluates and reviews the risks of machine learning applications, the quality of the training data, and the machine learning model. We evaluate and demonstrate the functionality of the proposed framework by auditing an steel plate fault prediction model.

Keywords: Audit, machine learning, assessment, metrics.

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Authors: N. Ojaroudi Parchin, H. Jahanbakhsh Basherlou, Y. Al-Yasir, A. M. Abdulkhaleq, R. A. Abd-Alhameed, P. S. Excell

Abstract:

A compact design of multi-sector patch antenna array for 60 GHz applications is presented and discussed in details. The proposed design combines five 1x8 linear patch antenna arrays, referred to as sectors, in a multi-sector configuration. The coaxial-fed radiation elements of the multi-sector array are designed on 0.2 mm Rogers RT5880 dielectrics. The array operates in the frequency range of 58-62 GHz and provides switchable directional/omnidirectional radiation beams with high gain and high directivity characteristics. The designed multi-sector array exhibits good performances and could be used in the fifth generation (5G) cellular networks.

Keywords: MM-wave communications, multi-sector array, patch antenna, small cell networks.

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Authors: Mathinee Khongsatid, Phusit Phukamchanoad, Sakapas Sangchai

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This research aims to study the democratic political socialization of the 5th and 6th Graders under the Authority of Dusit District Office, Bangkok by using stratified sampling for probability sampling and using purposive sampling for non-probability sampling to collect data toward the distribution of questionnaires to 300 respondents. This covers all of the schools under the authority of Dusit District Office. The researcher analyzed the data by using descriptive statistics which include arithmetic mean and standard deviation. The result shows that 5th and 6th graders under the authority of Dusit District Office, Bangkok, have displayed some characteristics following democratic political socialization both inside and outside classroom as well as outside school. However, the democratic political socialization in classroom through grouping and class participation is much more emphasized.

Keywords: Democratic, Political Socialization

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Authors: A. Bey, T. Bensebaa, H. Benselem

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This paper attempts to explore a new method to improve the teaching of algorithmic for beginners. It is well known that algorithmic is a difficult field to teach for teacher and complex to assimilate for learner. These difficulties are due to intrinsic characteristics of this field and to the manner that teachers (the majority) apprehend its bases. However, in a Technology Enhanced Learning environment (TEL), assessment, which is important and indispensable, is the most delicate phase to implement, for all problems that generate (noise...). Our objective registers in the confluence of these two axes. For this purpose, EASEL focused essentially to elaborate an assessment approach of algorithmic competences in a TEL environment. This approach consists in modeling an algorithmic solution according to basic and elementary operations which let learner draw his/her own step with all autonomy and independently to any programming language. This approach assures a trilateral assessment: summative, formative and diagnostic assessment.

Keywords: Algorithmic, assessment of competences, Technology Enhanced Learning (TEL).

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Authors: G. S. Ryu, K. T. Koh, H. Y. Kim, G. H. An, D. W. Seo

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Geopolymer mortar is produced by alkaline activation of pozzolanic materials such as fly ground granulated blast-furnace slag (GGBFS) and fly ash (FA). Its unique reaction pathway facilitates rapid strength development in comparison with hydration of ordinary Portland cement (OPC). Geopolymer can be fabricated using various types and dosages of alkali-activator, which effectively gives a wider control over the performance of the final product. The present study investigates the effect of types of precursors and curing conditions on the fresh state and strength development characteristics of geopolymers, thereby comparatively exploring the effect of precursors from various sources of origin. The obtained result showed that the setting time and strength development of the specimens with the identical mix proportion but different precursors displayed significant variations.

Keywords: Alkali-activated material, blast furnace slag, fly ash, Flowability, strength development.

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Authors: Sezen Yildirim, Tahir Çetin Akinci, Serhat Seker, Nazmi Ekren

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Ferroresonance is an electrical phenomenon in nonlinear character, which frequently occurs in power system due to transmission line faults and single or more-phase switching on the lines as well as usage of the saturable transformers. In this study, the ferroresonance phenomena are investigated under the modeling of the West Anatolian Electric Power Network of 380 kV in Turkey. The ferroresonance event is observed as a result of removing the loads at the end of the lines. In this sense, two different cases are considered. At first, the switching is applied at 2nd second and the ferroresonance affects are observed between 2nd and 4th seconds in the voltage variations of the phase-R. Hence the ferroresonance and nonferroresonance parts of the overall data are compared with each others using the Fourier transform techniques to show the ferroresonance affects.

Keywords: Ferroresonance, West Anatolian Electric Power System, Power System Modeling, Switching, Spectral Analysis.

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Authors: Nikoleta Kallajxhiu, Gëzim Kapidani, Peçi Naqellari, Blerina Pupuleku

Abstract:

This study shows palynomorphological description of pollen grains of Lamium garganicum, species of the family Labiatae. Fresh material of this plant is taken in Mount Llogara, in Albania. By comparison made between palinomorphological characteristics of pollen grains of Lamium garganicum with those of Lamium maculatum and Lamium purpureum, showed that granules have similarities in the number of furrows. The pollen grains of Lamium garganicum were larger in length and width than those of Lamium maculatum and almost equal with those of Lamium purpureum. Furrows are longer than those of pollen grains in Lamium maculatum and shorter than those of Lamium purpureum. The layer of exine of Lamium garganicum was thinner than that of two others. The sculpture of exine was fine reticulate, where reticulas were uniform whereas in Lamium purpureum was verrucate, with small verrucae; in Lamium maculatum was reticulate.

Keywords: Lamium garganicum, pollen grains, Llogara, Albania.

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Authors: Narbada Prasad Gupta, Mithilesh Kumar

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A compact Ultra Wide Band (UWB) antenna with coplanar waveguide feed has been designed and results are verified in this paper. The antenna has been designed on FR4 substrate with dielectric constant (εr) of 4.4 and dimensions of 32mm x 26mm x 0.8mm. The presented antenna shows return loss characteristics in the band of 3.1 to 10.6 GHz as prescribed by FCC, USA. Parametric studies have been done and results thus obtained have been presented. Simulated results have been verified on Rohde & Swartz VNA. The measured results are in good agreement with simulated results which make the presented antenna suitable to be used for wearable applications. Performance analysis of antenna has also been shown in the presence of three layered Human Arm model. Results obtained in presence of Human Arm model has been compared with that in free space.

Keywords: CPW feed, Human Arm model, UWB, wearable antenna.

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Authors: Maria Grazia Albanesi, Riccardo Amadeo

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This study presents a new model of the human image quality assessment process: the aim is to highlightthe foundations of the image quality metrics proposed in literature, by identifyingthe cognitive/physiological or mathematical principles of their development and the relation with the actual human quality assessment process. The model allows to createa novel categorization of objective and subjective image quality metrics. Our work includes an overview of the most used or effectiveobjective metrics in literature, and, for each of them, we underline its main characteristics, with reference to the rationale of the proposed model and categorization. From the results of this operation, we underline a problem that affects all the presented metrics: the fact that many aspects of human biasesare not taken in account at all. We then propose a possible methodology to address this issue.

Keywords: Eye-Tracking, image quality assessment metric, MOS, quality of user experience, visual perception.

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Authors: Hadi Adibi-Asl, Alireza Doosthosseini, Amir Taghavipour

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This paper studies the design of an adaptive control strategy to tune an active steering system for better drivability and maneuverability. In the first step, adaptive control strategy is applied to estimate the uncertain parameters on-line (e.g. cornering stiffness), then the estimated parameters are fed into the pole placement controller to generate corrective feedback gain to improve the steering system dynamic’s characteristics. The simulations are evaluated for three types of road conditions (dry, wet, and icy), and the performance of the adaptive pole placement control (APPC) are compared with pole placement control (PPC) and a passive system. The results show that the APPC strategy significantly improves the yaw rate and side slip angle of a bicycle plant model.

Keywords: Adaptive control, active steering, pole placement, vehicle dynamics.

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Authors: Wang Zijuan, Ding Wenjing, Liu Ran

Abstract:

If an unsteady heat transfer or heat impulse happens in part of the cryogenic pipeline system of large space environment simulation equipment while running in vacuum environment, it will lead to abnormal flow of the cryogenic fluid in the pipeline. When the situation gets worse, the cryogenic fluid in the pipeline will have phase change and a gas block which results in the malfunction of the cryogenic pipeline system. Referring to the structural parameter of a typical cryogenic pipeline system and the basic equation, an analytical model and a calculation model for cryogenic pipeline system can be built. The various factors which influence the thermal resistance of a cryogenic pipeline system can be analyzed and calculated by using the qualitative analysis relation deduced for thermal resistance of pipeline. The research conclusion could provide theoretical support for the design and operation of a cryogenic pipeline system

Keywords: pipeline, vacuum, vapor quality

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Authors: F.B. Georgise, K. D. Thoben, M. Seifert

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This paper presents a research agenda on the SCOR model adaptation. SCOR model is designated to measure supply chain performance and logistics impact across the boundaries of individual organizations. It is at its growing stage of its life cycle and is enjoying the leverage of becoming the industry standard. The SCOR model has been developed and used widely in developed countries context. This research focuses on the SCOR model adaptation for the manufacturing industry in developing countries. With a necessary understanding of the characteristics, difficulties and problems of the manufacturing industry in developing countries- supply chain; consequently, we will try to designs an adapted model with its building blocks: business process model, performance measures and best practices.

Keywords: developing countries, manufacturing industry, SCOR model adaptation

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Authors: Nicolas Zufferey

Abstract:

Ant algorithms are well-known metaheuristics which have been widely used since two decades. In most of the literature, an ant is a constructive heuristic able to build a solution from scratch. However, other types of ant algorithms have recently emerged: the discussion is thus not limited by the common framework of the constructive ant algorithms. Generally, at each generation of an ant algorithm, each ant builds a solution step by step by adding an element to it. Each choice is based on the greedy force (also called the visibility, the short term profit or the heuristic information) and the trail system (central memory which collects historical information of the search process). Usually, all the ants of the population have the same characteristics and behaviors. In contrast in this paper, a new type of ant metaheuristic is proposed, namely SMART (for Solution Methods with Ants Running by Types). It relies on the use of different population of ants, where each population has its own personality.

Keywords: Optimization, Metaheuristics, Ant Algorithms, Evolutionary Procedures, Population-Based Methods.

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Authors: Kai-Ti Hsu, Hui-Ling Huang, Chun-Wei Tung, Yi-Hsiung Chen, Shinn-Ying Ho

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Bioinformatics methods for predicting the T cell coreceptor usage from the array of membrane protein of HIV-1 are investigated. In this study, we aim to propose an effective prediction method for dealing with the three-class classification problem of CXCR4 (X4), CCR5 (R5) and CCR5/CXCR4 (R5X4). We made efforts in investigating the coreceptor prediction problem as follows: 1) proposing a feature set of informative physicochemical properties which is cooperated with SVM to achieve high prediction test accuracy of 81.48%, compared with the existing method with accuracy of 70.00%; 2) establishing a large up-to-date data set by increasing the size from 159 to 1225 sequences to verify the proposed prediction method where the mean test accuracy is 88.59%, and 3) analyzing the set of 14 informative physicochemical properties to further understand the characteristics of HIV-1coreceptors.

Keywords: Coreceptor, genetic algorithm, HIV-1, SVM, physicochemical properties, prediction.

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Authors: Ruilian Zhao, Ling Lin

Abstract:

MM-Path, an acronym for Method/Message Path, describes the dynamic interactions between methods in object-oriented systems. This paper discusses the classifications of MM-Path, based on the characteristics of object-oriented software. We categorize it according to the generation reasons, the effect scope and the composition of MM-Path. A formalized representation of MM-Path is also proposed, which has considered the influence of state on response method sequences of messages. .Moreover, an automatic MM-Path generation approach based on UML Statechart diagram has been presented, and the difficulties in identifying and generating MM-Path can be solved. . As a result, it provides a solid foundation for further research on test cases generation based on MM-Path.

Keywords: MM-Path, Message Sequence, Object-Oriented Integration Testing, Response Method Sequence, UML Statechart Diagram.

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Authors: Nabli L., Dhouibi H., Collart Dutilleul S., Craye E.

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The indistinctness of the manufacturing processes makes that a parts cannot be realized in an absolutely exact way towards the specifications on the dimensions. It is thus necessary to assume that the effectively realized product has to belong in a very strict way to compatible intervals with a correct functioning of the parts. In this paper we present an approach based on mixing tow different characteristics theories, the fuzzy system and Petri net system. This tool has been proposed to model and control the quality in an assembly system. A robust command of a mechanical assembly process is presented as an application. This command will then have to maintain the specifications interval of parts in front of the variations. It also illustrates how the technique reacts when the product quality is high, medium, or low.

Keywords: Petri nets, production rate, performance evaluation, tolerant system, fuzzy sets.

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Authors: Thorben Kuprat, Julian Becker, Jonas Mayer, Peter Nyhuis

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For years now, it has been recognized that logistic performance capability contributes enormously to a production enterprise’s competitiveness and as such is a critical control lever. In doing so, the orientation on customer wishes (e.g. delivery dates) represents a key parameter not only in the value-adding production but also in product regeneration. Since production and regeneration processes have different characteristics, production planning and control measures cannot be directly transferred to regeneration processes. As part of a special research project, the Institute of Production Systems and Logistics Hannover is focused on increasing the logistic performance capability of regeneration processes for complex capital goods. The aim is to ensure logistic targets are met by implementing a model specifically designed to align the capacities and load in regeneration processes.

Keywords: Capacity planning, complex capital goods, logistic performance, regeneration process.

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Authors: S. Dey, P. Sibanda, S. Gupta, A. Chakraborty

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The occurrence of high nocturnal surface ozone over a tropical urban area (23̊ 32′16.99″ N and 87̊ 17′ 38.95″ E) is analyzed in this paper. Five incidences of nocturnal ozone maxima are recorded during the observational span of two years (June, 2013 to May, 2015). The maximum and minimum values of the surface ozone during these five occasions are 337.630 μg/m³ and 13.034 μg/m³ respectively. HYSPLIT backward trajectory analyses and wind rose diagrams support the horizontal transport of ozone from distant polluted places. Planetary boundary layer characteristics, concentration of precursor (NO₂) and meteorology are found to play important role in the horizontal and vertical transport of surface ozone during nighttime.

Keywords: Nocturnal ozone, planetary boundary layer, horizontal transport, meteorology, urban area.

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Authors: D. Wrzecionkowska

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Mass media campaigns against obesity are often designed to impact large audiences. This usually means that their audience is defined based on general demographic characteristics like age, gender, occupation etc., not taking into account psychographics like behavior, motivations, wants, etc. Using psychographics, as the base for the audience segmentation, is a common practice in case of successful campaigns, as it allows developing more relevant messages. It also serves a purpose of identifying key segments, those that generate the best return on investment. For a health campaign, that would be segments that have the best chance of being converted into healthy lifestyle at the lowest cost. This paper presents the limitations of the demographic targeting, based on the findings from the reception study of IMSS (Mexican Social Security Institute) antiobesity TV commercials and proposes mothers as the first level of segmentation, in the process of identifying the key segment for these campaigns.

Keywords: Anti-obesity campaigns, mothers, segmentation, targeting.

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