Search results for: real time data analysis

Authors: Ilma Robo, Saimir Heta, Edona Hasanaj, Vera Ostreni

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The hybrid layer (HL), the way it is created and how it is protected against degradation over time, is the key to the clinical success of a composite restoration. The composite supports the dentinal structure exactly with the realized surface of micro-retention. Thus, this surface is in direct proportion to its size versus the duration of clinical use of composite dental restoration. Micro-retention occurs between dentin or acidified enamel and adhesive resin extensions versus pre-prepared spaces, such as hollow dentinal tubules. The way the adhesive resin binds to the acidified dentinal structure depends on the physical or chemical factors of this interrelationship between two structures with very different characteristics. During the acidification process, a precursor to the placement of the adhesive resin layer, activation of metalloproteinases of dental origin occurs, enzymes which are responsible for the degradation of the HL. These enzymes have expressed activity depending on the presence of Zn2+ or Ca2+ ions. There are several ways to inhibit these enzymes, and consequently, there are several ways to inhibit the degradation process of the HL. The study aim is to evaluate chlorhexidine (CHX) as a solution element, inhibitor of dentin activated metalloproteinases, as a result of the application of acidification. This study aims to look at this solution in advantage or contraindication theories, already published in the literature.

Keywords: Hybrid layer, chlorhexidine, degradation, smear layer.

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Authors: Smita S. D. Goorah, Dilish Jokhoo

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A personal estimate of a health risk may not correspond to a scientific assessment of the health risk. Hence, there is a need to investigate perceived health risks in the public. In this study, a young, educated and healthy group of people from a tertiary institute were questioned about their health concerns. Ethics clearance was obtained and data was collected by means of a questionnaire. 362 students participated in the study. Tobacco use, heavy alcohol drinking, illicit drugs, unsafe sex and potential carcinogens were perceived to be the five greatest threats to health in this cohort. On the other hand natural health products, unemployment, unmet contraceptive needs, family violence and homelessness were felt to be the least perceived health risks. Nutrition-related health risks as well as health risks due to physical inactivity and obesity were not perceived as major health threats. Such a study of health perceptions may guide health promotion campaigns.

Keywords: Health promotion, perceptions of health risks, university students.

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Authors: I. Restrepo, S. Solorzano

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This work was focused in to study the compatibility, dispersion and exfoliation of modified nanoclays in biodegradable polymers and evaluate its effect on the physical, mechanical and thermal properties on the biodegradable matrix used. The formulations have been developed with polylactic acid (PLA) and organically modified montmorillonite-type commercial nanoclays (Cloisite 15, Cloisite 20, and Cloisite 30B) in the presence of a plasticizer agent, specifically Polyethylene Glycol of low molecular weight. Different compositions were evaluated, in order to identify the influence of each nanoclayin the polymeric matrix. The mixtures were characterized by thermogravimetric analysis (TGA), differential scanning calorimetry (DSC), X-ray diffraction (DRX), transmission electron microscopy (TEM) and Tensile Test. These tests have allowed understanding the behavior of each of the mixtures developed.

Keywords: Biopolymers, Nanoclays, polylacticacid (PLA), polymer blends.

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Authors: Ahmed Shuhaiber, Hans Lehmann

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Mobile payments have been deployed by businesses for more than a decade. Customers use mobile payments if they trust in this relatively new payment method, have a belief and confidence in, as well as reliance on its services and applications. Despite its potential, the current literature shows that there is lack of customer trust in B2C mobile payments, and a lack of studies that determine the factors that influence their trust in these payments; which make these factors yet to be understood, especially in the Middle East region. Thus, this study aims to explore the factors that influence customer trust in mobile payments. The empirical data for this explorative study was collected by establishing four focus group sessions in the UAE. The results indicate that the explored significant factors can be classified into five main groups: customer characteristics, environmental (social and cultural) influences, provider characteristics, mobile-device characteristics, and perceived risks.

Keywords: B2C mobile payments, Mobile commerce, Mobile payment services and application, Trust in mobile payments.

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Authors: Hajar Sadeghi, Payman Moallem, S. Amirhassn Monadjemi

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This paper presents a new feature based dense stereo matching algorithm to obtain the dense disparity map via dynamic programming. After extraction of some proper features, we use some matching constraints such as epipolar line, disparity limit, ordering and limit of directional derivative of disparity as well. Also, a coarseto- fine multiresolution strategy is used to decrease the search space and therefore increase the accuracy and processing speed. The proposed method links the detected feature points into the chains and compares some of the feature points from different chains, to increase the matching speed. We also employ color stereo matching to increase the accuracy of the algorithm. Then after feature matching, we use the dynamic programming to obtain the dense disparity map. It differs from the classical DP methods in the stereo vision, since it employs sparse disparity map obtained from the feature based matching stage. The DP is also performed further on a scan line, between any matched two feature points on that scan line. Thus our algorithm is truly an optimization method. Our algorithm offers a good trade off in terms of accuracy and computational efficiency. Regarding the results of our experiments, the proposed algorithm increases the accuracy from 20 to 70%, and reduces the running time of the algorithm almost 70%.

Keywords: Chain Correspondence, Color Stereo Matching, Dynamic Programming, Epipolar Line, Stereo Vision.

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Authors: Sangsuree Vasupongayya

Abstract:

To provide a better understanding of fair share policies supported by current production schedulers and their impact on scheduling performance, A relative fair share policy supported in four well-known production job schedulers is evaluated in this study. The experimental results show that fair share indeed reduces heavy-demand users from dominating the system resources. However, the detailed per-user performance analysis show that some types of users may suffer unfairness under fair share, possibly due to priority mechanisms used by the current production schedulers. These users typically are not heavy-demands users but they have mixture of jobs that do not spread out.

Keywords: Fair share, Parallel job scheduler, Backfill, Measures

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Authors: Xiao Chen, Xiaoying Kong, Min Xu

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This paper presents a road vehicle detection approach for the intelligent transportation system. This approach mainly uses low-cost magnetic sensor and associated data collection system to collect magnetic signals. This system can measure the magnetic field changing, and it also can detect and count vehicles. We extend Mel Frequency Cepstral Coefficients to analyze vehicle magnetic signals. Vehicle type features are extracted using representation of cepstrum, frame energy, and gap cepstrum of magnetic signals. We design a 2-dimensional map algorithm using Vector Quantization to classify vehicle magnetic features to four typical types of vehicles in Australian suburbs: sedan, VAN, truck, and bus. Experiments results show that our approach achieves a high level of accuracy for vehicle detection and classification.

Keywords: Vehicle classification, signal processing, road traffic model, magnetic sensing.

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Authors: Liliana Feleagă, Niculae Feleagă, Vasile Răileanu

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Although agriculture is an important part of the world economy, accounting in agriculture still has many shortcomings. The adoption of IAS 41 “Agriculture” has tried to improve this situation and increase the comparability of financial statements of entities in the agricultural sector. Although controversial, IAS 41 is the first step of a consistent transition to fair value assessment in the agricultural sector. The objective of our work is the analysis of IAS 41 and current accounting agricultural situation in Romania. Accounting regulations in Romania are in accordance with European directives and, in many respects, converged with IFRS referential. Provisions of IAS 41, however, are not reflected directly in Romanian regulations. With the increase of forest land transactions, it is expected that recognition and measurement of biological assets under IAS 41 to become a necessity.

Keywords: Accounting Agricultural, Biological Assets, Fair value, IAS 41

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Authors: John Kabuba

Abstract:

The study investigated the implementation of the Neural Network (NN) techniques for prediction of the loading of Cu ions onto clinoptilolite. The experimental design using analysis of variance (ANOVA) was chosen for testing the adequacy of the Neural Network and for optimizing of the effective input parameters (pH, temperature and initial concentration). Feed forward, multi-layer perceptron (MLP) NN successfully tracked the non-linear behavior of the adsorption process versus the input parameters with mean squared error (MSE), correlation coefficient (R) and minimum squared error (MSRE) of 0.102, 0.998 and 0.004 respectively. The results showed that NN modeling techniques could effectively predict and simulate the highly complex system and non-linear process such as ionexchange.

Keywords: Clinoptilolite, loading, modeling, Neural network.

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Authors: Bahloul Amel

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This study is an attempt to raise the awareness of the stakeholders and the authorities on the sensitivity of Algerian secondary school teachers of English as a Foreign Language about the students’ loss of English language skills learned during formal schooling with effort and at expense and the supposed measures to arrest that loss. Data was collected from secondary school teachers of EFL and analyzed quantitatively using a questionnaire containing open-ended and close-ended questions. The results advocate a consensus about the need for actions to be adopted to make assessment techniques outcome-oriented. Most of the participants were in favor of including curricular activities involving contextualized learning, problem-solving learning critical selfawareness, self and peer-assisted learning, use of computers and internet so as to make learners autonomous.

Keywords: Contextualized learning, EFL, Lifelong learning.

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Authors: H. Aoudia, Y. Touati, E. H. Teguig, A. Ali Cherif

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Conceiving and developing routing protocols for wireless sensor networks requires considerations on constraints such as network lifetime and energy consumption. In this paper, we propose a hybrid hierarchical routing protocol named HHRP combining both clustering mechanism and multipath optimization taking into account residual energy and RSSI measures. HHRP consists of classifying dynamically nodes into clusters where coordinators nodes with extra privileges are able to manipulate messages, aggregate data and ensure transmission between nodes according to TDMA and CDMA schedules. The reconfiguration of the network is carried out dynamically based on a threshold value which is associated with the number of nodes belonging to the smallest cluster. To show the effectiveness of the proposed approach HHRP, a comparative study with LEACH protocol is illustrated in simulations.

Keywords: Routing protocols, energy optimization, clustering.

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Authors: S. N. Vijayan, S. Sendhil Kumar

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Recent years have an upward trend in the research of renewable energy sector, due to the low availability of resources and huge consumption of conventional energies. Considerable renewable energy can be achieved from the available solar power with the utilization of collecting systems. Parabolic trough concentrating collector systems are mostly used to utilize maximum availability of solar power. This paper reviews the contributing factors for the overall performance of parabolic trough collectors. Its performance depends on the operating parameters such as the type of receiver and the collector material, medium of heat transfer, type of application and various climatic conditions.

Keywords: Solar radiation, parabolic trough collector, thermal analysis, efficiency.

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Authors: Chizoba Chinweze, Gwen Abiola-Oloke, Chike Jideani

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There is an urgent need to conserve the biological diversity of the Nigerian Environment for the future and present generation in the face of current energy resources development. This paper gives an in-depth analysis of the impact of oil and gas activities on the biological diversity of the Nigerian Niger Delta area and its consequences on the sustainable development of the host communities as it relates to their social, economic and environmental issues, particularly on the womenfolk who are the key managers of environmental resources. Also reviewed is the frustration of these communities that is reflected in unending conflicts.

Keywords: Biodiversity, energy resources, sustainable development, and women issues.

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Authors: G. Robles, A. Stifi, José L. Ponz-Tienda, S. Gentes

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This research paper aims to identify, analyze and rank factors affecting labor productivity in Spain with respect to their relative importance. Using a selected set of 35 factors, a structured questionnaire survey was utilized as the method to collect data from companies. Target population is comprised by a random representative sample of practitioners related with the Spanish construction industry. Findings reveal the top five ranked factors are as follows: (1) shortage or late supply of materials; (2) clarity of the drawings and project documents; (3) clear and daily task assignment; (4) tools or equipment shortages; (5) level of skill and experience of laborers. Additionally, this research also pretends to provide simple and comprehensive recommendations so that they could be implemented by construction managers for an effective management of construction labor forces.

Keywords: Construction management, Factors, Improvement, Labor productivity, Lean construction.

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Authors: Nidhi Sharma, V. K. Banga

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Nowadays, driving support systems, such as car navigation systems, are getting common, and they support drivers in several aspects. It is important for driving support systems to detect status of driver's consciousness. Particularly, detecting driver's drowsiness could prevent drivers from collisions caused by drowsy driving. In this paper, we discuss the various artificial detection methods for detecting driver's drowsiness processing technique. This system is based on facial images analysis for warning the driver of drowsiness or in attention to prevent traffic accidents.

Keywords: Neuro-Fuzzy Model, Halstead Model, Walston-FelixModel, Bailey-Basili Model, Doty Model, GA Based Model, GeneticAlgorithm.

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Authors: Amin Kamal Akhnoukh, Lois Zaki Kamel, Magued Mourad Barsoum

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The objective of this research is to mitigate and prevent the alkali silica reactivity (ASR) in highway construction projects. ASR is a deleterious reaction initiated when the silica content of the aggregate reacts with alkali hydroxides in cement in the presence of relatively high moisture content. The ASR results in the formation of an expansive white colored gel-like material which forms the destructive tensile stresses inside hardened concrete. In this research, different types of local aggregates available in the State of Arkansas were mixed and mortar bars were poured according to the ASTM specifications. Mortar bars expansion was measured versus time and aggregates with potential ASR problems were detected. Different types of supplementary cementitious materials (SCMs) were used in remixing mortar bars with highly reactive aggregates. Length changes for remixed bars proved that different types of SCMs can be successfully used in reducing the expansive effect of ASR. SCMs percentage by weight is highly dependent on the SCM type. The result of this study will help avoiding future losses due to ASR cracking in construction project and reduce the maintenance, repair, and replacement budgets required for highways network.

Keywords: Alkali Silica Reaction, Aggregates, Moisture, Cracks, Mortar Bar Test supplementary cementitious materials.

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Authors: Vahid Rostami, Omid sojodishijani , Saeed Ebrahimijam, Ali MohsenizanjaniNejad

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This paper is described one of the intelligent control method in Autonomous systems, which is called fuzzy control to correct the three wheel omnidirectional robot movement while it make mistake to catch the target. Fuzzy logic is especially advantageous for problems that can not be easily represented by mathematical modeling because data is either unavailable, incomplete or the process is too complex. Such systems can be easily up grated by adding new rules to improve performance or add new features. In many cases , fuzzy control can be used to improve existing traditional controller systems by adding an extra layer of intelligence to the current control method. The fuzzy controller designed here is more accurate and flexible than the traditional controllers. The project is done at MRL middle size soccer robot team.

Keywords: Robocup , omnidirectional , fuzzy control, soccer robot , intelligent control.

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Authors: K. Horáková, K. Fraňa, V. Honzejk

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This part of study deals with description of unsteady isothermal melt flow in the container with cuboid shape. This melt flow is driven by rotating magnetic field. Input data (instantaneous velocities, grid coordinates and Lorentz forces) were obtained from in-house CFD code (called NS-FEM3D) which uses DDES method of computing. Description of the flow was performed by contours of Lorentz forces and caused velocity field. Taylor magnetic numbers of the flow were used 1.10^6, 5.10^6 and 1.10^7, flow was in 3D turbulent flow regime.

Keywords: In-house computing code, Lorentz forces, magnetohydrodynamics, rotating magnetic field.

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Authors: Young-Seok Choi

Abstract:

This work assesses the cortical and the sub-cortical neural activity recorded from rodents using entropy and mutual information based approaches to study how hypothermia affects neural activity. By applying the multi-scale entropy and Shannon entropy, we quantify the degree of the regularity embedded in the cortical and sub-cortical neurons and characterize the dependency of entropy of these regions on temperature. We study also the degree of the mutual information on thalamocortical pathway depending on temperature. The latter is most likely an indicator of coupling between these highly connected structures in response to temperature manipulation leading to arousal after global cerebral ischemia.

Keywords: Spiking activity, entropy, mutual information, temperature modulation.

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Authors: Fotios N. Vlachos, Anastasios D. Garetsos, Nikolaos K. Uzunoglu, Efstathios D. Gotsis

Abstract:

A four element prototype phased array surface probe has been designed and constructed to improve clinical human prostate spectroscopic data. The probe consists of two pairs of adjacent rectangular coils with an optimum overlap to reduce the mutual inductance. The two pairs are positioned on the anterior and the posterior pelvic region and two couples of varactors at the input of each coil undertake the procedures of tuning and matching. The probe switches off and on automatically during the consecutive phases of the MR experiment with the use of an analog switch that is triggered by a microcontroller. Experimental tests that were carried out resulted in high levels of tuning accuracy. Also, the switching mechanism functions properly for various applied loads and pulse sequence characteristics, producing only 10 μs of latency.

Keywords: Automatic tuning, prostate imaging, phased array, spectroscopy.

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Authors: Wen-Pai Wang, Mei-Ching Tang

Abstract:

The service sector continues to grow and the percentage of GDP accounted for by service industries keeps increasing. The growth and importance of service to an economy is not just a phenomenon of advanced economies, service is now a majority of the world gross domestic products. However, the performance evaluation process of new service development problems generally involves uncertain and imprecise data. This paper presents a 2-tuple fuzzy linguistic computing approach to dealing with heterogeneous information and information loss problems while the processes of subjective evaluation integration. The proposed method based on group decision-making scenario to assist business managers in measuring performance of new service development manipulates the heterogeneity integration processes and avoids the information loss effectively.

Keywords: Heterogeneity, Multigranular linguistic computing, New service development, Performance evaluation.

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Authors: Sun K. Yoo, Ki-Chang Nam, Hyun-Young Shin, Ho-Seong Moon, Hee Cheol Kang

Abstract:

Automated intelligent, clinical decision support systems generally promote to help or to assist physicians and patients regarding to prevention of diseases or treatment of illnesses using computer represented knowledge and information. In this paper, assessment factors affecting the proper design of clinical decision support system were investigated. The required procedure steps for gathering the data from clinical trial and extracting the information from large volume of healthcare repositories were listed, which are necessary for validation and verification of evidence-based implementation of clinical decision support system. The goal of this paper is to extract useful evaluation factors affecting the quality of the clinical decision support system in the design, development, and implementation of a computer-based decision support system.

Keywords: Evaluation, Clinical Decision Support System.

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Authors: M. Olmedilla, M. R. Martinez-Torres, S. L. Toral

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Electronic Word-Of-Mouth (eWOM) communities represent today an important source of information in which more and more customers base their purchasing decisions. They include thousands of reviews concerning very different products and services posted by many individuals geographically distributed all over the world. Due to their massive audience, eWOM communities can help users to find the product they are looking for even if they are less popular or rare. This is known as the long tail effect, which leads to a larger number of lower-selling niche products. This paper analyzes the long tail effect in a well-known eWOM community and defines a tool for finding niche products unavailable through conventional channels.

Keywords: eWOM, Online user reviews, Long tail theory, Product categorization, Social Network Analysis.

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Authors: Jian Wang, Lu Yang, Jiong Peng

Abstract:

Internal circulation two-platen clamping system for injection molding machine (IMM) has many potential advantages on energy-saving. In order to estimate its properties, experiments were carried out in this paper. Displacement and pressure of the components were measured. In comparison, the model of hydraulic clamping system was established by using AMESim. The related parameters as well as the energy consumption could be calculated. According to the analysis, the hydraulic system was optimized in order to reduce the energy consumption.

Keywords: AMESim, energy-saving, injection molding machine, internal circulation.

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Authors: P. Chambe, B. Canova, A. Balabanian, M. Pele, N. Coeur

Abstract:

To avoid battery assisted tags with limited lifetime batteries, it is proposed here to replace them by energy harvesting systems, able to feed from local environment. This would allow total independence to RFID systems, very interesting for applications where tag removal from its location is not possible. Example is here described for luggage safety in airports, and is easily  extendable to similar situation in terms of operation constraints. The idea is to fix RFID tag with energy harvesting system not only to identify luggage but also to supply an embedded microcontroller with a sensor delivering luggage weight making it impossible to add or to remove anything from the luggage during transit phases. The aim is to optimize the harvested energy for such RFID applications, and to study in which limits these applications are theoretically possible. Proposed energy harvester is based on two energy sources: piezoelectricity and electromagnetic waves, so that when the luggage is moving on ground transportation to airline counters, the piezo module supplies the tag and its microcontroller, while the RF module operates during luggage transit thanks to readers located along the way. Tag location on the luggage is analyzed to get best vibrations, as well as harvester better choice for optimizing the energy supply depending on applications and the amount of energy harvested during a period of time. Effects of system parameters (RFID UHF frequencies, limit distance between the tag and the antenna necessary to harvest energy, produced voltage and voltage threshold) are discussed and working conditions for such system are delimited.

Keywords: EM waves, Energy Harvesting, Piezoelectric, RFID Tag.

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Authors: P. Vaattovaara, H. B. Swan, G. B. Jones, E. Deschaseaux, B. Miljevic, A. Laaksonen, Z. D. Ristovski

Abstract:

In order to investigate the properties of coral reef origin secondary aerosol and especially the contribution of secondary organic aerosol, ethanol affinity to atmospheric nucleation mode particles (diameter<15nm) was measured at the Heron reef marine environment in the South Pacific Ocean during the first coral reef aerosol characterization experiment in May-June 2011 using an ultrafine organic tandem differential mobility analyzer.

Our campaign study at Heron reef showed that the nucleation mode size particles (diameter =10nm) composition contain internally mixed sulfate and oxidized organic components in approximately equal proportion in sunny and still conditions around low tide time, indicating local biogenic sources. The produced secondary compounds and aerosols have potential to contribute to cloud condensation nuclei formation and properties that may affect local low-level cloud formation over the GBR. Additionally, primary marine sea-salt and organic material during windy conditions and anthropogenic/biogenic sources during continental air masses can affect the properties of these particles.

Keywords: Coral reef, DMS, particle composition, secondary organics.

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Authors: Narendra Singh Yadav, R.P.Yadav

Abstract:

Mobile ad hoc network is a collection of mobile nodes communicating through wireless channels without any existing network infrastructure or centralized administration. Because of the limited transmission range of wireless network interfaces, multiple "hops" may be needed to exchange data across the network. Consequently, many routing algorithms have come into existence to satisfy the needs of communications in such networks. Researchers have conducted many simulations comparing the performance of these routing protocols under various conditions and constraints. One question that arises is whether speed of nodes affects the relative performance of routing protocols being studied. This paper addresses the question by simulating two routing protocols AODV and DSDV. Protocols were simulated using the ns-2 and were compared in terms of packet delivery fraction, normalized routing load and average delay, while varying number of nodes, and speed.

Keywords: AODV, DSDV, MANET, relative performance

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Authors: F. O. Faithpraise, J. Idung, C. R. Chatwin, R. C. D. Young, P. Birch

Abstract:

A continuous time model of the interaction between crop insect pests and naturally beneficial pest enemies is created using a set of simultaneous, non-linear, ordinary differential equations incorporating natural death rates based on the Weibull distribution. The crop pest is present in all its life-cycle stages of: egg, larva, pupa and adult. The beneficial insects, parasitoid wasps, may be present in either or all parasitized: eggs, larva and pupa. Population modelling is used to estimate the quantity of the natural pest enemies that should be introduced into the pest infested environment to suppress the pest population density to an economically acceptable level within a prescribed number of days. The results obtained illustrate the effect of different combinations of parasitoid wasps, using the Pascal distribution to estimate their success in parasitizing different pest developmental stages, to deliver pest control to a sustainable level. Effective control, within a prescribed number of days, is established by the deployment of two or all three species of wasps, which partially destroy pest: egg, larvae and pupae stages. The selected scenarios demonstrate effective sustainable control of the pest in less than thirty days.

Keywords: Biological control, Diamondback moth, Parasitoid wasps, Population modeling.

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Authors: S. da Costa, D. Páez, E. Martínez, A. Torres, M. Beramendi, D. Hermosilla, M. Muratori

Abstract:

This study examined the association between creative performance, organizational climate and leadership, affectivity, shared flow, and group decision making. The sample consisted of 315 cadets of a military academic unit of South America. Satisfaction with the decision-making process during a creative task was associated with the usefulness and effectiveness of the ideas generated by the teams with a weighted average correlation of r = .18. Organizational emotional climate, positive and innovation leadership were associated with this group decision-making process r = .25, with shared flow, r = .29 and with positive affect felt during the performance of the creative task, r = .12. In a sequential mediational analysis positive organizational leadership styles were significantly associated with decision-making process and trough cohesion with utility and efficacy of the solution of a creative task. Satisfactory decision-making was related to shared flow during the creative task at collective or group level, and positive affect with flow at individual level.This study examined the association between creative performance, organizational climate and leadership, affectivity, shared flow, and group decision making. The sample consisted of 315 cadets of a military academic unit of South America. Satisfaction with the decision-making process during a creative task was associated with the usefulness and effectiveness of the ideas generated by the teams with a weighted average correlation of r = .18. Organizational emotional climate, positive and innovation leadership were associated with this group decision-making process r = .25, with shared flow, r = .29 and with positive affect felt during the performance of the creative task, r = .12. In a sequential mediational analysis positive organizational leadership styles were significantly associated with decision-making process and trough cohesion with utility and efficacy of the solution of a creative task. Satisfactory decision-making was related to shared flow during the creative task at collective or group level, and positive affect with flow at individual level.

Keywords: Creativity, innovation, military, organization, teams.

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Authors: Göksel Şimşek

Abstract:

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

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

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

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

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