Search results for: target concept selection

Authors: Yanli Qi, Ning Lv, Jing Li

Abstract:

Sub-Nyquist sampling jamming method (SNSJ) is a well known deception jamming method for inverse synthetic aperture radar (ISAR). However, the anti-decoy of the SNSJ method performs easier since the amplitude of the false-target images are weaker than the real-target image; the false-target images always lag behind the real-target image, and all targets are located in the same cross-range. In order to overcome the drawbacks mentioned above, a simple modulation based on SNSJ (M-SNSJ) is presented in this paper. The method first uses amplitude modulation factor to make the amplitude of the false-target images consistent with the real-target image, then uses the down-range modulation factor and cross-range modulation factor to make the false-target images move freely in down-range and cross-range, respectively, thus the capacity of deception is improved. Finally, the simulation results on the six available combinations of three modulation factors are given to illustrate our conclusion.

Keywords: Inverse synthetic aperture radar, ISAR, deceptive jamming, Sub-Nyquist sampling jamming method, SNSJ, modulation based on Sub-Nyquist sampling jamming method, M-SNSJ.

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Authors: Serkawt Khola

Abstract:

A feature weighting and selection method is proposed which uses the structure of a weightless neuron and exploits the principles that govern the operation of Genetic Algorithms and Evolution. Features are coded onto chromosomes in a novel way which allows weighting information regarding the features to be directly inferred from the gene values. The proposed method is significant in that it addresses several problems concerned with algorithms for feature selection and weighting as well as providing significant advantages such as speed, simplicity and suitability for real-time systems.

Keywords: Feature weighting, genetic algorithm, pattern recognition, weightless neuron.

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Authors: C. Ardil

Abstract:

The selection of an Unmanned Aerial Vehicle (UAV) involves complex decision-making due to the evaluation of numerous alternatives and criteria simultaneously. This process necessitates the consideration of various factors such as payload capacity, maximum speed, endurance, altitude, avionics systems, price, economic life, and maximum range. This study aims to determine the most suitable UAV by taking these criteria into account. To achieve this, the standard fuzzy set methodology is employed, enabling decision-makers to define linguistic terms as references. A practical numerical example is provided to demonstrate the applicability of the proposed approach. Through a successful application, a comparison of different UAVs is conducted, culminating in the selection of the most appropriate vehicle during the final stage.

Keywords: Standard fuzzy sets (SFSs), Unmanned Aerial Vehicle (UAV) selection, multiple criteria decision making, MCDM

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Authors: Stephen Karungaru, Minoru Fukumi, Norio Akamatsu

Abstract:

In this paper, we propose a morphing method by which face color images can be freely transformed. The main focus of this work is the transformation of one face image to another. This method is fully automatic in that it can morph two face images by automatically detecting all the control points necessary to perform the morph. A face detection neural network, edge detection and medium filters are employed to detect the face position and features. Five control points, for both the source and target images, are then extracted based on the facial features. Triangulation method is then used to match and warp the source image to the target image using the control points. Finally color interpolation is done using a color Gaussian model that calculates the color for each particular frame depending on the number of frames used. A real coded Genetic algorithm is used in both the image warping and color blending steps to assist in step size decisions and speed up the morphing. This method results in ''very smooth'' morphs and is fast to process.

Keywords: color transition, genetic algorithms morphing, warping

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Authors: Hamed Rafiei, Masoud Rabbani

Abstract:

This paper deals with the project selection problem. Project selection problem is one of the problems arose firstly in the field of operations research following some production concepts from primary product mix problem. Afterward, introduction of managerial considerations into the project selection problem have emerged qualitative factors and criteria to be regarded as well as quantitative ones. To overcome both kinds of criteria, an analytic network process is developed in this paper enhanced with fuzzy sets theory to tackle the vagueness of experts- comments to evaluate the alternatives. Additionally, a modified version of Least-Square method through a non-linear programming model is augmented to the developed group decision making structure in order to elicit the final weights from comparison matrices. Finally, a case study is considered by which developed structure in this paper is validated. Moreover, a sensitivity analysis is performed to validate the response of the model with respect to the condition alteration.

Keywords: Analytic network process, Fuzzy sets theory, Nonlinear programming, Project selection.

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Authors: S. Suwannasri, R. Sirovetnukul

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The effective machine-job assignment of injection molding machines is very important for industry because it is not only directly affects the quality of the product but also the performance and lifetime of the machine as well. The phase of machine selection was mostly done by professionals or experienced planners, so the possibility of matching a job with an inappropriate machine might occur when it was conducted by an inexperienced person. It could lead to an uneconomical plan and defects. This research aimed to develop a machine selection system for plastic injection machines as a tool to help in decision making of the user. This proposed system could be used both in normal times and in times of emergency. Fuzzy logic principle is applied to deal with uncertainty and mechanical factors in the selection of both quantity and quality criteria. The six criteria were obtained from a plastic manufacturer's case study to construct a system based on fuzzy logic theory using MATLAB. The results showed that the system was able to reduce the defects of Short Shot and Sink Mark to 24.0% and 8.0% and the total defects was reduced around 8.7% per month.

Keywords: Injection molding machine, machine selection, fuzzy logic, defects in injection molding, matlab.

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Authors: N.Poolsawad, C.Kambhampati, J. G. F. Cleland

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In this paper, we investigated the characteristic of a clinical dataseton the feature selection and classification measurements which deal with missing values problem.And also posed the appropriated techniques to achieve the aim of the activity; in this research aims to find features that have high effect to mortality and mortality time frame. We quantify the complexity of a clinical dataset. According to the complexity of the dataset, we proposed the data mining processto cope their complexity; missing values, high dimensionality, and the prediction problem by using the methods of missing value replacement, feature selection, and classification.The experimental results will extend to develop the prediction model for cardiology.

Keywords: feature selection, missing values, classification, clinical dataset, heart failure.

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Authors: Iman Ali Ahmed Al-Rashed

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This paper directs attention to the limitations of the teacher-centered strategy in teaching. The aim of this study is to draw more educational attention to learner-centered strategy in order to shift the emphasis from the traditional concept of teaching to a new concept in teaching. To begin bridging the traditional concept of teaching and the new concept, the study will explore the new concept of teaching to support teaching in Arab World generally and in Iraq specifically. A qualitative case study orientation was used to collect data in the form of classroom observations, interviews and field notes. The teaching practices used by three university instructors are investigated and according to the findings, some explanations and recommendations are made.

Keywords: Case study, learner-centered strategy, qualitative study, teacher-centered strategy, traditional teaching.

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Authors: Sahil, Rajeev Saha, Sanjeev Kumar

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Material selection is one of the key issues for the production of reliable and quality products in industries. A number of materials are available for a single product due to which material selection become a difficult task. The aim of this paper is to select appropriate material for gear used in fuel pump by using Graph Theory and Matrix Approach (GTMA). GTMA is a logical and systematic approach that can be used to model and analyze various engineering systems. In present work, four alternative material and their seven attributes are used to identify the best material for given product.

Keywords: Material, GTMA, MADM, digraph, decision making.

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Authors: C. Ardil

Abstract:

This paper presents a multiple criteria decision making analysis technique for selecting fighter aircraft for the national air force. The selection of military aircraft is a process consisting of contradictory goals and objectives. When a modern air force needs to choose fighter aircraft to upgrade existing fleets, a multiple criteria decision making analysis and scenario planning for defense acquisition has been put forward. The selection of fighter aircraft for the air defense force is a strategic decision making process, since the purchase or lease of fighter jets, maintenance and operating costs and having a fleet is the biggest cost for the air force. Multiple criteria decision making analysis methods are effectively applied to facilitate decision making from various available options. The selection criteria were determined using the literature on the problem of fighter aircraft selection. The selection of fighter aircraft to be purchased for the air defense forces is handled using a multiple criteria decision making analysis technique that also determines a suitable methodological approach for the defense procurement and fleet upgrade planning process. The aim of this study is to originate an approach to evaluate fighter aircraft alternatives, Su-35, F-35, and TF-X (MMU), based on technique for order preference by similarity to ideal solution (TOPSIS).

Keywords: Fighter Aircraft, Fighter Aircraft Selection, Technique for Order Preference by Similarity to Ideal Solution, TOPSIS, Multiple Criteria Decision Making, Multiple Criteria Decision Making Analysis, MCDMA, Su-35, F-35, TF-X (MMU)

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Authors: C. Ardil

Abstract:

Fuzzy set and intuitionistic fuzzy set are dealing with the imprecision and uncertainty inherent in a complex decision problem. However, sometimes these theories are not sufficient to model indeterminate and inconsistent information encountered in real-life problems. To overcome this insufficiency, the neutrosophic set, which is useful in practical applications, is proposed, triangular neutrosophic numbers and trapezoidal neutrosophic numbers are examined, their definitions and applications are discussed. In this study, a decision making algorithm is developed using neutrosophic set processes and an application is given in fighter aircraft selection as an example of a decision making problem. The estimation of the fighter aircraft selection with the neutrosophic multiple criteria decision analysis method is examined.  

Keywords: neutrosophic set, multiple criteria decision making analysis, fighter aircraft selection, MCDMA, neutrosophic numbers

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Authors: Bhekisipho Twala, Mantepu Masetshaba, Ramapulana Nkoana

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Multiple classifier systems combine several individual classifiers to deliver a final classification decision. However, an increasingly controversial question is whether such systems can outperform the single best classifier, and if so, what form of multiple classifiers system yields the most significant benefit. Also, multi-target tracking detection using multiple sensors is an important research field in mobile techniques and military applications. In this paper, several multiple classifiers systems are evaluated in terms of their ability to predict a system’s failure or success for multi-sensor target tracking tasks. The Bristol Eden project dataset is utilised for this task. Experimental and simulation results show that the human activity identification system can fulfil requirements of target tracking due to improved sensors classification performances with multiple classifier systems constructed using boosting achieving higher accuracy rates.

Keywords: Single classifier, machine learning, ensemble learning, multi-sensor target tracking.

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Authors: Richa Grover, Rahul Grover, V. Balaji Rao, Kavish Kejriwal

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Selection of suppliers is a crucial problem in the supply chain management. On top of that, sustainable supplier selection is the biggest challenge for the organizations. Environment protection and social problems have been of concern to society in recent years, and the traditional supplier selection does not consider about this factor; therefore, this research work focuses on introducing sustainable criteria into the structure of supplier selection criteria. Sustainable Supply Chain Management (SSCM) is the management and administration of material, information, and money flows, as well as coordination among business along the supply chain. All three dimensions - economic, environmental, and social - of sustainable development needs to be taken care of. Purpose of this research is to maximize supply chain profitability, maximize social wellbeing of supply chain and minimize environmental impacts. Problem statement is selection of suppliers in a sustainable supply chain network by ranking the suppliers against sustainable criteria identified. The aim of this research is twofold: To find out what are the sustainable parameters that can be applied to the supply chain, and to determine how these parameters can effectively be used in supplier selection. Multicriteria decision making tools will be used to rank both criteria and suppliers. AHP Analysis will be used to find out ratings for the criteria identified. It is a technique used for efficient decision making. TOPSIS will be used to find out rating for suppliers and then ranking them. TOPSIS is a MCDM problem solving method which is based on the principle that the chosen option should have the maximum distance from the negative ideal solution (NIS) and the minimum distance from the ideal solution.

Keywords: Sustainable supply chain management, supplier selection, MCDM tools, AHP analysis, TOPSIS method.

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Authors: Nilubon Kurubanjerdjit, Nattakarn Iam-On, Ka-Lok Ng

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MicroRNAs are small non-coding RNA found in many different species. They play crucial roles in cancer such as biological processes of apoptosis and proliferation. The identification of microRNA-target genes can be an essential first step towards to reveal the role of microRNA in various cancer types. In this paper, we predict miRNA-target genes for lung cancer by integrating prediction scores from miRanda and PITA algorithms used as a feature vector of miRNA-target interaction. Then, machine-learning algorithms were implemented for making a final prediction. The approach developed in this study should be of value for future studies into understanding the role of miRNAs in molecular mechanisms enabling lung cancer formation.

Keywords: MicroRNA, miRNAs, lung cancer, machine learning, Naïve Bayes, SVM.

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Authors: Alireza Azimi Sani , Mahdi Allahverdizadeh

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increased competition and increased costs of designing made it important for the firms to identify the right products and the right methods for manufacturing the products. Firms should focus on customers and identify customer demands directly to design the right products. Several management methods and techniques that are currently available improve one or more functions or processes in an industry and do not take the complete product life cycle into consideration. On the other hand target costing is a method / philosophy that takes financial, manufacturing and customer aspects into consideration during designing phase and helps firms in making product design decisions to increase the profit / value of the company. It uses various techniques to identify customer demands, to decrease costs of manufacturing and finally to achieve strategic goals. Target Costing forms an integral part of total product design / redesign based on strategic plans.

Keywords: Target Costing, Target Cost Management, Cost Management, Activity Based Costing, New product design

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Authors: Helyane Bronoski Borges, Júlio Cesar Nievola

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The most important subtype of non-Hodgkin-s lymphoma is the Diffuse Large B-Cell Lymphoma. Approximately 40% of the patients suffering from it respond well to therapy, whereas the remainder needs a more aggressive treatment, in order to better their chances of survival. Data Mining techniques have helped to identify the class of the lymphoma in an efficient manner. Despite that, thousands of genes should be processed to obtain the results. This paper presents a comparison of the use of various attribute selection methods aiming to reduce the number of genes to be searched, looking for a more effective procedure as a whole.

Keywords: Attribute selection, data mining.

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Authors: S. Rokhsari, M. Delavar, A. Sadeghi-Niaraki, A. Abed-Elmdoust, B. Moshiri

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Traffic incident has bad effect on all parts of society so controlling road networks with enough traffic devices could help to decrease number of accidents, so using the best method for optimum site selection of these devices could help to implement good monitoring system. This paper has considered here important criteria for optimum site selection of traffic camera based on aggregation methods such as Bagging and Dempster-Shafer concepts. In the first step, important criteria such as annual traffic flow, distance from critical places such as parks that need more traffic controlling were identified for selection of important road links for traffic camera installation, Then classification methods such as Artificial neural network and Decision tree algorithms were employed for classification of road links based on their importance for camera installation. Then for improving the result of classifiers aggregation methods such as Bagging and Dempster-Shafer theories were used.

Keywords: Aggregation, Bagging theory, Dempster-Shafer theory, Site selection

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Authors: Jihan Abdulazeez Ahmed, Adnan Mohsin Abdulazeez Brifcani

Abstract:

This paper suggests a new internal architecture of holon based on feature selection model using the combination of Bees Algorithm (BA) and Artificial Neural Network (ANN). BA is used to generate features while ANN is used as a classifier to evaluate the produced features. Proposed system is applied on the Wine dataset, the statistical result proves that the proposed system is effective and has the ability to choose informative features with high accuracy.

Keywords: Artificial Neural Networks, Holonic Approach, Feature Selection, Bee Algorithm.

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Authors: Zulkeflee Kusin, Mohamad Shanudin Zakaria

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Hierarchical Mobile IPv6 (HMIPv6) was designed to support IP micro-mobility management in the Next Generation Networks (NGN) framework. The main design behind this protocol is the usage of Mobility Anchor Point (MAP) located at any level router of network to support hierarchical mobility management. However, the distance MAP selection in HMIPv6 causes MAP overloaded and increase frequent binding update as the network grows. Therefore, to address the issue in designing MAP selection scheme, we propose a dynamic load control mechanism integrates with a speed detection mechanism (DMS-DLC). From the experimental results we obtain that the proposed scheme gives better distribution in MAP load and increase handover speed.

Keywords: Dynamic load control, HMIPv6, Mobility AnchorPoint, MAP selection scheme

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Authors: N. Valliammal, S.N. Geethalakshmi

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This paper describes an optimal approach for feature subset selection to classify the leaves based on Genetic Algorithm (GA) and Kernel Based Principle Component Analysis (KPCA). Due to high complexity in the selection of the optimal features, the classification has become a critical task to analyse the leaf image data. Initially the shape, texture and colour features are extracted from the leaf images. These extracted features are optimized through the separate functioning of GA and KPCA. This approach performs an intersection operation over the subsets obtained from the optimization process. Finally, the most common matching subset is forwarded to train the Support Vector Machine (SVM). Our experimental results successfully prove that the application of GA and KPCA for feature subset selection using SVM as a classifier is computationally effective and improves the accuracy of the classifier.

Keywords: Optimization, Feature extraction, Feature subset, Classification, GA, KPCA, SVM and Computation

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Authors: Jaehoon Ha, Byungmo Kang, Kilho Hong, Jungsoo Park

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Electro-optical (EO) stabilized platforms have been widely used for surveillance and reconnaissance on various types of vehicles, from surface ships to unmanned air vehicles (UAVs). EO stabilized platforms usually consist of an assembly of structure, bearings, and motors called gimbals in which a gyroscope is installed. EO elements such as a CCD camera and IR camera, are mounted to a gimbal, which has a range of motion in elevation and azimuth and can designate and track a target. In addition, a laser range finder (LRF) can be added to the gimbal in order to acquire the precise slant range from the platform to the target. Recently, a versatile functionality of target localization is needed in order to cooperate with the weapon systems that are mounted on the same platform. The target information, such as its location or velocity, needed to be more accurate. The accuracy of the target information depends on diverse component errors and alignment errors of each component. Specially, the type of moving platform can affect the accuracy of the target information. In the case of flying platforms, or UAVs, the target location error can be increased with altitude so it is important to measure altitude as precisely as possible. In the case of surface ships, target location error can be increased with obliqueness of the elevation angle of the gimbal since the altitude of the EO stabilized platform is supposed to be relatively low. The farther the slant ranges from the surface ship to the target, the more extreme the obliqueness of the elevation angle. This can hamper the precise acquisition of the target information. So far, there have been many studies on EO stabilized platforms of flying vehicles. However, few researchers have focused on ship-borne EO stabilized platforms of the surface ship. In this paper, we deal with a target localization method when an EO stabilized platform is located on the mast of a surface ship. Especially, we need to overcome the limitation caused by the obliqueness of the elevation angle of the gimbal. We introduce a well-known approach for target localization using Unscented Kalman Filter (UKF) and present the problem definition showing the above-mentioned limitation. Finally, we want to show the effectiveness of the approach that will be demonstrated through computer simulations.

Keywords: Target localization, ship-borne electro-optical stabilized platform, unscented Kalman filter.

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Authors: Zainab S. Mahmood, Aisha H. Abdalla, Wan Haslina Hassan, Farhat Anwar

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The wide use of the Internet-based applications bring many challenges to the researchers to guarantee the continuity of the connections needed by the mobile hosts and provide reliable Internet access for them. One of proposed solutions by Internet Engineering Task Force (IETF) is to connect the local, multi-hop, and infrastructure-less Mobile Ad hoc Network (MANET) with Internet structure. This connection is done through multi-interface devices known as Internet Gateways. Many issues are related to this connection like gateway discovery, handoff, address auto-configuration and selecting the optimum gateway when multiple gateways exist. Many studies were done proposing gateway selection schemes with a single selection criterion or weighted multiple criteria. In this research, a review of some of these schemes is done showing the differences, the features, the challenges and the drawbacks of each of them.

Keywords: Internet Gateway, MANET, Mobility, Selection criteria.

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Authors: Kostyantyn Yermashov, Karsten Wolke, Karl Hayo Siemsen

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Domain-specific languages describe specific solutions to problems in the application domain. Traditionally they form a solution composing black-box abstractions together. This, usually, involves non-deep transformations over the target model. In this paper we argue that it is potentially powerful to operate with grey-box abstractions to build a domain-specific software system. We present parametric code templates as grey-box abstractions and conceptual tools to encapsulate and manipulate these templates. Manipulations introduce template-s merging routines and can be defined in a generic way. This involves reasoning mechanisms at the code templates level. We introduce the concept of Neurath Modelling Language (NML) that operates with parametric code templates and specifies a visualisation mapping mechanism for target models. Finally we provide an example of calculating a domain-specific software system with predefined NML elements.

Keywords: software design, code templates, domain-specific languages, modelling languages, generic tools

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Authors: Mohsen Pirdashti, Arezou Ghadi, Mehrdad Mohammadi, Gholamreza Shojatalab

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Chemical industry project management involves complex decision making situations that require discerning abilities and methods to make sound decisions. Project managers are faced with decision environments and problems in projects that are complex. In this work, case study is Research and Development (R&D) project selection. R&D is an ongoing process for forward thinking technology-based chemical industries. R&D project selection is an important task for organizations with R&D project management. It is a multi-criteria problem which includes both tangible and intangible factors. The ability to make sound decisions is very important to success of R&D projects. Multiple-criteria decision making (MCDM) approaches are major parts of decision theory and analysis. This paper presents all of MCDM approaches for use in R&D project selection. It is hoped that this work will provide a ready reference on MCDM and this will encourage the application of the MCDM by chemical engineering management.

Keywords: Chemical Engineering, R&D Project, MCDM, Selection.

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Authors: T. S. Chou, K. K. Yen, J. Luo

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The network traffic data provided for the design of intrusion detection always are large with ineffective information and enclose limited and ambiguous information about users- activities. We study the problems and propose a two phases approach in our intrusion detection design. In the first phase, we develop a correlation-based feature selection algorithm to remove the worthless information from the original high dimensional database. Next, we design an intrusion detection method to solve the problems of uncertainty caused by limited and ambiguous information. In the experiments, we choose six UCI databases and DARPA KDD99 intrusion detection data set as our evaluation tools. Empirical studies indicate that our feature selection algorithm is capable of reducing the size of data set. Our intrusion detection method achieves a better performance than those of participating intrusion detectors.

Keywords: Intrusion detection, feature selection, k-nearest neighbors, fuzzy clustering, Dempster-Shafer theory

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Authors: Eylem Koç, Hasan Arda Burhan

Abstract:

Location selection presents a crucial decision problem in today’s business world where strategic decision making processes have critical importance. Thus, location selection has strategic importance for companies in boosting their strength regarding competition, increasing corporate performances and efficiency in addition to lowering production and transportation costs. A right choice in location selection has a direct impact on companies’ commercial success. In this study, a store location selection problem of Carglass Turkey which operates in vehicle glass branch is handled. As this problem includes both tangible and intangible criteria, Analytic Network Process (ANP) was accepted as the main methodology. The model consists of control hierarchy and BOCR subnetworks which include clusters of actors, alternatives and criteria. In accordance with the management’s choices, five different locations were selected. In addition to the literature review, a strict cooperation with the actor group was ensured and maintained while determining the criteria and during whole process. Obtained results were presented to the management as a report and its feasibility was confirmed accordingly.

Keywords: Analytic Network Process, BOCR, location selection, multi-actor decision making, multi-criteria decision making, real life problem.

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Authors: Fatemeh Amiri, Caro Lucas, Nasser Yazdani

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As the network based technologies become omnipresent, demands to secure networks/systems against threat increase. One of the effective ways to achieve higher security is through the use of intrusion detection systems (IDS), which are a software tool to detect anomalous in the computer or network. In this paper, an IDS has been developed using an improved machine learning based algorithm, Locally Linear Neuro Fuzzy Model (LLNF) for classification whereas this model is originally used for system identification. A key technical challenge in IDS and LLNF learning is the curse of high dimensionality. Therefore a feature selection phase is proposed which is applicable to any IDS. While investigating the use of three feature selection algorithms, in this model, it is shown that adding feature selection phase reduces computational complexity of our model. Feature selection algorithms require the use of a feature goodness measure. The use of both a linear and a non-linear measure - linear correlation coefficient and mutual information- is investigated respectively

Keywords: anomaly Detection, feature selection, Locally Linear Neuro Fuzzy (LLNF), Mutual Information (MI), liner correlation coefficient.

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Authors: Ramazan Hasanzadeh, Leyla Vatandoust

Abstract:

This study examined the efficacy of motivation management training for students’ academic achievement and self-concept. The pretest–posttest quasi-experimental study used a cluster random sampling method to select subjects for the experimental (20 subjects) and control (20 subjects) groups. posttest was conducted with both groups to determine the effect of the training. An academic achievement and academic self-concept questionnaire (grade point average requirement) was used for the pretest and posttest. The results showed that the motivation management training increased academic self-concept and academic achievement.

Keywords: Motivation management, academic self-concept, academic achievement, students.

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Authors: Jaime R. S. Fonseca

Abstract:

Nevertheless the widespread application of finite mixture models in segmentation, finite mixture model selection is still an important issue. In fact, the selection of an adequate number of segments is a key issue in deriving latent segments structures and it is desirable that the selection criteria used for this end are effective. In order to select among several information criteria, which may support the selection of the correct number of segments we conduct a simulation study. In particular, this study is intended to determine which information criteria are more appropriate for mixture model selection when considering data sets with only categorical segmentation base variables. The generation of mixtures of multinomial data supports the proposed analysis. As a result, we establish a relationship between the level of measurement of segmentation variables and some (eleven) information criteria-s performance. The criterion AIC3 shows better performance (it indicates the correct number of the simulated segments- structure more often) when referring to mixtures of multinomial segmentation base variables.

Keywords: Quantitative Methods, Multivariate Data Analysis, Clustering, Finite Mixture Models, Information Theoretical Criteria, Simulation experiments.

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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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