Search results for: parametric study

Authors: Kavitha Thamadharan, Nurazean Maarop

Abstract:

The implementation of e-assessment as tool to support the process of teaching and learning in university has become a popular technological means in universities. E-Assessment provides many advantages to the users especially the flexibility in teaching and learning. The e-assessment system has the capability to improve its quality of delivering education. However, there still exists a drawback in terms of security which limits the user acceptance of the online learning system. Even though there are studies providing solutions for identified security threats in e-learning usage, there is no particular model which addresses the factors that influences the acceptance of e-assessment system by lecturers from security perspective. The aim of this study is to explore security aspects of eassessment in regard to the acceptance of the technology. As a result a conceptual model of secure acceptance of e-assessment is proposed. Both human and security factors are considered in formulation of this conceptual model. In order to increase understanding of critical issues related to the subject of this study, interpretive approach involving convergent mixed method research method is proposed to be used to execute the research. This study will be useful in providing more insightful understanding regarding the factors that influence the user acceptance of e-assessment system from security perspective.

Keywords: Secure Technology Acceptance, E-Assessment Security, E-Assessment, Education Technology.

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Authors: Jiraporn Adchariyaprasit

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Thai language is difficult in all four language skills, especially reading. The first year students may have different abilities in reading, so a teacher is required to find out a student’s reading level so that the teacher can help and support them till they can develop and resolve each problem themselves. This research is aimed to study the prosody problem among Thai students and will be focused on first year Thai students in the second semester. A total of 58 students were involved in this study. Four obstacles were found: 1. Interpretation from what they read and write 2. Incorrectness Pronunciation of Prosody 3. Incorrectness in Rhythm of the Poem 4. Incorrectness of the Thai Poem Pronunciation

Keywords: Interpretation, Pronunciation, Prosody, Reading.

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Authors: Juha Kettunen

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This study analyzes collaborative and networked academic authorship in higher education. The literature review shows evidence that single authorship has made a gradual paradigm shift to joint authorship. The empirical evidence from the Turku University of Applied Sciences indicates that collaborative authorship has notably increased in the last few years. Co-authorship has extended outside the institution to other domestic and international academic organizations. Co-authorship not only increase the merits of academic scholars but builds and maintains networks of research and development. The results of this study help the authors, editors and partners of research and development projects to have a more concrete understanding of how co-authorship has developed and spread beyond higher education institutions.

Keywords: Co-authorship, social networking, higher education, research and development.

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Authors: Ayşe Nihan Avcı, İpek Memikoğlu

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Lighting systems in interior architecture need to be designed according to the function of the space, the type of task within the space, user comfort and needs. Desired and comfortable lighting levels increase task efficiency. When natural lighting is inadequate in a space, artificial lighting is additionally used to support the level of light. With the technological developments, the characteristics of light are being researched comprehensively and several business segments have focused on its qualitative and quantitative characteristics. These studies have increased awareness and usage of artificial lighting systems and researchers have investigated the effects of lighting on physical and psychological aspects of human in various ways. The aim of this study is to research the effects of illuminance levels of LED lighting on user visual comfort. Eighty participants from the Department of Interior Architecture of Çankaya University participated in three lighting scenarios consisting of 200 lux, 500 lux and 800 lux that are created with LED lighting. Each lighting scenario is evaluated according to six visual comfort criteria in which a reading task is performed. The results of the study indicated that LED lighting with three different illuminance levels affect visual comfort in different ways. The results are limited to the participants and questions that are attended and used in this study.

Keywords: Illuminance levels, LED lighting, reading task, visual comfort criteria.

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Authors: Y. Heyrani Birak, R. Hizaji, J. Shahkarami

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Reinforced Concrete (RC) deep beams are special structural elements because of their geometry and behavior under loads. For example, assumption of strain- stress distribution is not linear in the cross section. These types of beams may have simple supports or fixed supports. A lot of research works have been conducted on simply supported deep beams, but little study has been done in the fixed-end RC deep beams behavior. Recently, using of fixed-ended deep beams has been widely increased in structures. In this study, the behavior of fixed-ended deep beams is investigated, and the important parameters in capacity of this type of beams are mentioned.

Keywords: Deep beam, capacity, reinforced concrete, fixed-ended.

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Authors: Somkid Amornsamankul, Benchawan Wiwatanapataphee, Yong Hong Wu, Yongwimon Lenbury

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In this paper, we study the pulsatile flow of blood through stenotic arteries. The inner layer of arterial walls is modeled as a porous medium and human blood is assumed as an incompressible fluid. A numerical algorithm based on the finite element method is developed to simulate the blood flow through both the lumen region and the porous wall. The algorithm is then applied to study the flow behaviour and to investigate the significance of the non-Newtonian effect.

Keywords: Stenotic artery, finite element, porous arterial wall, non-Newtonian model.

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Authors: Comfort Mokgothu

Abstract:

This study investigated the relation between processing information and fitness level of active (fit) and sedentary (unfit) children drawn from rural and urban areas in Botswana. It was hypothesized that fit children would display faster simple reaction time (SRT), choice reaction times (CRT) and movement times (SMT). 60, third grade children (7.0 – 9.0 years) were initially selected and based upon fitness testing, 45 participated in the study (15 each of fit urban, unfit urban, fit rural). All children completed anthropometric measures, skinfold testing and submaximal cycle ergometer testing. The cognitive testing included SRT, CRT, SMT and Choice Movement Time (CMT) and memory sequence length. Results indicated that the rural fit group exhibited faster SMT than the urban fit and unfit groups. For CRT, both fit groups were faster than the unfit group. Collectively, the study shows that the relationship that exists between physical fitness and cognitive function amongst the elderly can tentatively be extended to the pediatric population. Physical fitness could be a factor in the speed at which we process information, including decision making, even in children.

Keywords: Decision making, fitness, information processing, reaction time, cognition movement time.

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Authors: Hao-Hsi Tseng, Hsin-Yun Lee, Yu-Cheng Kuo

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In order to understand whether there is a better than the learning function of learning methods and improve the CAD Courses for enterprise’s design human resource development, this research is applied in learning practical learning computer graphics software. In this study, Revit building information model for learning content, design of two different modes of learning curriculum to learning, learning functions, respectively, and project learning. Via a post-test, questionnaires and student interviews, etc., to study the effectiveness of a comparative analysis of two different modes of learning. Students participate in a period of three weeks after a total of nine-hour course, and finally written and hands-on test. In addition, fill in the questionnaire response by the student learning, a total of fifteen questionnaire title, problem type into the base operating software, application software and software-based concept features three directions. In addition to the questionnaire, and participants were invited to two different learning methods to conduct interviews to learn more about learning students the idea of two different modes. The study found that the ad hoc short-term courses in learning, better learning outcomes. On the other hand, functional style for the whole course students are more satisfied, and the ad hoc style student is difficult to accept the ad hoc style of learning.

Keywords: Development, education, human resource, learning.

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Authors: Kefaya Qaddoum

Abstract:

The aim of this study is to predict breast cancer and to construct a supportive model that will stimulate a more reliable prediction as a factor that is fundamental for public health. In this study, we utilize general regression neural networks (GRNN) to replace the normal predictions with prediction periods to achieve a reasonable percentage of confidence. The mechanism employed here utilises a machine learning system called conformal prediction (CP), in order to assign consistent confidence measures to predictions, which are combined with GRNN. We apply the resulting algorithm to the problem of breast cancer diagnosis. The results show that the prediction constructed by this method is reasonable and could be useful in practice.

Keywords: Neural network, conformal prediction, cancer classification, regression.

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Authors: Duygu Aydın, Aşina Gülerarslan, Süleyman Karaçor, Tarık Doğan

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Sharing motivations of viral advertisements by consumers and the impacts of these advertisements on the perceptions for brand will be questioned in this study. Three fundamental questions are answered in the study. These are advertisement watching and sharing motivations of individuals, criteria of liking viral advertisement and the impact of individual attitudes for viral advertisement on brand perception respectively. This study will be carried out via a viral advertisement which was practiced in Turkey. The data will be collected by survey method and the sample of the study consists of individuals who experienced the practice of sample advertisement. Data will be collected by online survey method and will be analyzed by using SPSS statistical package program. Recently traditional advertisement mind have been changing. New advertising approaches which have significant impacts on consumers have been argued. Viral advertising is a modernist advertisement mind which offers significant advantages to brands apart from traditional advertising channels such as television, radio and magazines. Viral advertising also known as Electronic Word-of- Mouth (eWOM) consists of free spread of convincing messages sent by brands among interpersonal communication. When compared to the traditional advertising, a more provocative thematic approach is argued. The foundation of this approach is to create advertisements that are worth sharing with others by consumers. When that fact is taken into consideration, in a manner of speaking it can also be stated that viral advertising is media engineering. The content worth sharing makes people being a volunteer spokesman of a brand and strengthens the emotional bonds among brand and consumer. Especially for some sectors in countries which are having traditional advertising channel limitations, viral advertising creates vital advantages.

Keywords: Viral advertising, marketing, consumers, brands.

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Authors: Zhen Wu, David Lupien St-Pierre, Georges Abdul-Nour

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In decision making under strict uncertainty, decision makers have to choose a decision without any information about the states of nature. The classic criteria of Laplace, Wald, Savage, Hurwicz and Starr are introduced and compared in a case study of sewer network planning. Furthermore, results from different criteria are discussed and analyzed. Moreover, this paper discusses the idea that decision making under strict uncertainty (DMUSU) can be viewed as a two-player game and thus be solved by a solution concept in game theory: Nash equilibrium.

Keywords: Decision criteria, decision making, sewer network planning, strict uncertainty.

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Authors: Prateep Wajeetongratana

Abstract:

This study is a descriptive-normative research. It attempted to investigate the restaurants’ firm performance in terms of the customers and restaurant personnel’s degree of satisfaction. A total of 12 restaurants in Bangkok, Thailand that offer Thai cuisine were included in this study. It involved 24 stockholders/managers, 120 subordinates and 360 customers. General Managers and restaurants’ stockholders, 10 staffs, and 30 costumers for each restaurant were chosen for random sampling. This study found that respondents are slightly satisfied with their work environment but are generally satisfied with the accessibility to transportation, to malls, convenience, safety, recreation, noise-free, and attraction; customers find the Quality of Food in most Thai Cuisines like services, prices of food, sales promotion, and capital and length of service satisfactory. Therefore, both stockholder-related and personnel-related factors which are influenced by restaurant, personnel, and customer-related factors are partially accepted whereas; customer-related factors which are influenced by restaurant, personnel and customer-related factors are rejected.

Keywords: Firm performance, Thai Cuisine, Tourism industry.

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Authors: Shaharin A. Sulaiman, Haizatul H. Hussain, Nik Siti H. Nik Leh, Mohd S. I. Razali

Abstract:

Accumulation of dust from the outdoor environment on the panels of solar photovoltaic (PV) system is natural. There were studies that showed that the accumulated dust can reduce the performance of solar panels, but the results were not clearly quantified. The objective of this research was to study the effects of dust accumulation on the performance of solar PV panels. Experiments were conducted using dust particles on solar panels with a constant-power light source, to determine the resulting electrical power generated and efficiency. It was found from the study that the accumulated dust on the surface of photovoltaic solar panel can reduce the system-s efficiency by up to 50%.

Keywords: Dust, Photovoltaic, Solar Energy.

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Authors: Zhang Linan, Jihwan Song, Dongchoul Kim

Abstract:

In this study, a three-dimensional haptotaxis model to simulate the migration of a population of cancer cells has been proposed. The invasion of cancer cells is related with the hapto-attractant and the effect of the interface energies between the cells and the ECM. The diffuse interface model, which incorporates the haptotaxis mechanism and interface energies, is employed. The semi-implicit Fourier spectral scheme is adopted for efficient evaluation of the simulation. The simulation results thoroughly reveal the dynamics of cancer-cell migration.

Keywords: Haptotaxis, Cancer Cells, Cell Migration, Interface Energy, Diffuse Interface Model

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Authors: K. Pongiannan

Abstract:

Advertising is one of the important marketing strategies and the choice of media is an important aspect of effectiveness of advertising media. The two most popular advertising media, TV and web media are highly effective in creating successful advertisements as they influence the purchase decision of the viewers. Although TV and web are electronic media, they are unique in their features and traits of advertising. Hence, the present study attempts to analyze the influence of these two media towards buying behavior of the viewers. The two media are analyzed separately to determine its level of influence towards buying behavior and finally a comparative analysis of these media is attempted to find the difference in their level of influence.

Keywords: Buying Behavior, TV, web, media for advertisements.

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Authors: M. Khoshab, M. J. Sedigh

Abstract:

Dynamic systems, which in mathematical point of view are those governed by differential equations, are much more difficult to study and to predict their behavior in comparison with static systems which are governed by algebraic equations. Economical systems such as market are among complicated dynamic systems. This paper tries to adopt a very simple mathematical model for market and to study effect of supply and demand function on behavior of the market while the supply side experiences a lag due to production restrictions.

Keywords: Dynamic System, Lag on Supply Demand, Market Stability, Supply Demand Model.

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Authors: Oktay Emir

Abstract:

The objective of this study is to determine how entrepreneurs perceive the economic, social and physical impacts of tourism. The study was conducted in the city of Afyonkarahisar, Turkey, which is rich in thermal tourism resources and investments. A survey was used as the data collection method, and the questionnaire was applied to 472 entrepreneurs. A simple random sampling method was used to identify the sample. Independent sampling t-tests and ANOVA tests were used to analyse the data obtained. Additionally, some statistically significant differences (p<0.05) were found based on the participants’ demographic characteristics regarding their opinions about the social, economic and physical impacts of tourism activities.

Keywords: Tourism, perception, entrepreneurship, entrepreneurs, structural equation modelling.

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Authors: P. I. Adzongo, O. A. Aloga

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The purpose of the study was to examine lifelong education for teachers as a tool for achieving effective teaching and learning. Lifelong education enhances social inclusion, personal development, citizenship, employability, teaching and learning, community and the nation. It is imperative that the teacher needs to update his knowledge regularly to be able to perform optimally, since he has a major position in the inculcation of desirable elements in students, and the challenges of lifelong education were also discussed. Descriptive survey design was adopted for the study. A simple random sampling technique was used to select 80 teachers as sample from a population of 105 senior secondary school teachers in Makurdi Local Government Area of Benue State. A 20-item self designed questionnaire subjected to expert validation and reliability was used to collect data. The reliability Alpha coefficient of 0.87 was established using Cronbach’s Alpha technique, mean scores and standard deviation were used to answer the 2 research questions while chi-square was used to analyse data for the 2 null hypotheses, which states that lifelong education for teachers is not a significant tool for achieving effective teaching and lifelong education for teachers does not significantly impact on effective learning. The findings of the study revealed that, lifelong education for teachers can be used as a tool for achieving effective teaching and learning, and the study recommended among others that government, organizations and individuals should in collaboration put lifelong education programmes for teachers on the priority list. The paper concluded that the strategic position of lifelong education for teachers towards enhanced teaching, learning and the production of quality manpower in the society makes it imperative for all hands to be on “deck” to support the programme financially and otherwise.

Keywords: Lifelong Education, Tool, Effective Teaching and Learning.

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Authors: Qurban A Memon, Shakeel A. Khoja

Abstract:

Generally, administrative systems in an academic environment are disjoint and support independent queries. The objective in this work is to semantically connect these independent systems to provide support to queries run on the integrated platform. The proposed framework, by enriching educational material in the legacy systems, provides a value-added semantics layer where activities such as annotation, query and reasoning can be carried out to support management requirements. We discuss the development of this ontology framework with a case study of UAE University program administration to show how semantic web technologies can be used by administration to develop student profiles for better academic program management.

Keywords: Academic Program Administration, Semantic Web, Web Technology

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Authors: M. Kalbac, T. Verhagen, K. Drogowska, J. Vejpravova

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One- and two-dimensional carbon nanostructures with sp2 hybridization of carbon atoms (single walled carbon nanotubes and graphene) are promising materials in future electronic and spintronics devices due to specific character of their electronic structure. In this paper we present a comparative study of graphene and single-wall carbon nanotubes by Raman spectro-microscopy in strong magnetic field. This unique method allows to study changes in electronic band structure of the two types of carbon nanostructures induced by a strong magnetic field.

Keywords: Carbon nanostructures, magnetic field, Raman spectroscopy.

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Authors: Khaled M. EL-Naggar, Khaled A. AL-Rumaih

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This paper presents performance comparison of three estimation techniques used for peak load forecasting in power systems. The three optimum estimation techniques are, genetic algorithms (GA), least error squares (LS) and, least absolute value filtering (LAVF). The problem is formulated as an estimation problem. Different forecasting models are considered. Actual recorded data is used to perform the study. The performance of the above three optimal estimation techniques is examined. Advantages of each algorithms are reported and discussed.

Keywords: Forecasting, Least error squares, Least absolute Value, Genetic algorithms

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Authors: N. Tsvetkova, R. Harizanov A. Ivanova, I. Rainova, N. Yancheva-Petrova, D. Strashimirov, R. Enikova, M. Videnova, E. Kaneva, I. Kaftandjiev, V. Levterova, I. Simeonovski, N. Yanev, G. Hinkov

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The Pneumocystis jirovecii (P. jirovecii) and protozoan of the genera Acanthamoeba, Cryptosporidium, and Toxoplasma gondii are opportunistic pathogens that can cause life-threatening infections in immunocompromised patients. Aim of the study was to evaluate the coinfection rate with opportunistic protozoal agents among Bulgarian patients diagnosed with P. jirovecii pneumonia. 38 pulmonary samples were collected from 38 patients (28 HIV-infected) with P. jirovecii infection. P. jirovecii DNA was detected by real-time PCR targeting the large mitochondrial subunit ribosomal RNA gene. Acanthamoeba was determined by genus-specific conventional PCR assay. Real-time PCR for the detection of a Toxoplasma gondii and Cryptosporidium DNA fragment was used. Pneumocystis DNA was detected in all 38 specimens; 28 (73.7%) were from HIV-infected patients. Three (10,7%) of them were coinfected with T. gondii and 1 (3.6%) with Cryptosporidium. In the group of non-HIV-infected (n = 10), Cryptosporidium DNA was detected in an infant (10%). Acanthamoeba DNA was not found in the tested samples. The current study showed a relatively low rate of coinfections of Cryptosporidium spp./T. gondii and P. jirovecii in the Bulgarian patients studied.

Keywords: Coinfection, opportunistic protozoal agents, Pneumocystis jirovecii, pulmonary infections.

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Authors: Danladi Ali, Onah Festus Iloabuchi

Abstract:

In this paper, GSM signal strength was measured in order to detect the type of the signal fading phenomenon using onedimensional multilevel wavelet residual method and neural network clustering to determine the average GSM signal strength received in the study area. The wavelet residual method predicted that the GSM signal experienced slow fading and attenuated with MSE of 3.875dB. The neural network clustering revealed that mostly -75dB, -85dB and -95dB were received. This means that the signal strength received in the study is a weak signal.

Keywords: One-dimensional multilevel wavelets, path loss, GSM signal strength, propagation and urban environment.

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Authors: Münevver Başman, Ezel Tavşancıl

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Making the right decisions about students depends on teachers’ use of the assessment and evaluation techniques effectively. In order to do that, teachers should have positive attitudes and adequate self-efficacy perception towards assessment and evaluation. The purpose of this study is to investigate relationship between self-efficacy perception and the attitudes of prospective teachers towards assessment and evaluation and what kind of differences these issues have in terms of a variety of demographic variables. The study group consisted of 277 prospective teachers who have been studying in different departments of Marmara University, Faculty of Education. In this study, ‘Personal Information Form’, ‘A Perceptual Scale for Measurement and Evaluation of Prospective Teachers Self-Efficacy in Education’ and ‘Attitudes toward Educational Measurement Inventory’ are applied. As a result, positive correlation was found between self-efficacy perceptions and the attitudes of prospective teachers towards assessment and evaluation. Considering different departments, there is a significant difference between the mean score of attitudes of prospective teachers and between the mean score of self-efficacy perceptions of them. However, considering variables of attending statistics class and the class types at the graduated high school, there is no significant difference between the mean score of attitudes of prospective teachers and between the mean score of self-efficacy perceptions of them.

Keywords: Attitude, perception, prospective teacher, self-efficacy.

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Authors: H. H. Goh, K. C. Goh, T. W. Seow, N. S. Said, S. E. P. Ang

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Malaysia is rich with historic buildings, particularly in Penang and Malacca states. Restoration activities are increasingly important as these states are recognized under UNESCO World Heritage Sites. Restoration activities help to maintain the uniqueness and value of a heritage building. However, increasing in restoration activities has resulted in large quantities of waste. To cope with this problem, the 3R concept (reduce, reuse and recycle) is introduced. The 3R concept is one of the waste management hierarchies. This concept is still yet to apply in the building restoration industry compared to the construction industry. Therefore, this study aims to promote the 3R concept in the heritage building restoration industry. This study aims to examine the importance of 3R concept and to identify challenges in applying the 3R concept in the heritage building restoration industry. This study focused on contractors and consultants who are involved in heritage restoration projects in Penang. Literature review and interviews helps to reach the research objective. Data that obtained is analyzed by using content analysis. For the research, application of 3R concept is important to conserve natural resources and reduce pollution problems. However, limited space to organise waste is the obstruction during the implementation of this concept. In conclusion, the 3R concept plays an important role in promoting environmental conservation and helping in reducing the construction waste.

Keywords: 3R Concept, Heritage building, Restoration activities.

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Authors: V. Anbarasi, David V Rajan, K. Adalarasu

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Musculoskeletal problems are common in high performance dance population. This study attempts to identify lower extremity muscle flexibility parameters prevailing among bharatanatyam dancers and analyze if there is any significant difference exist between normal and injured dancers in flexibility parameters. Four hundred and one female dancers and 17 male dancers were participated in this study. Flexibility parameters (hamstring tightness, hip internal and external rotation and tendoachilles in supine and sitting posture) were measured using goniometer. Results of our study it is evident that injured female bharathnatyam dancers had significantly (p < 0.05) high hamstring tightness on left side lower extremity compared to normal female dancers. The range of motion for left tendoachilles was significantly (p < 0.05) high for the normal female group when compared to injured dancers during supine lying posture. Majority of the injured dancers had high hamstring tightness that could be a possible reason for pain and MSDs.

Keywords: External rotation (ER), Internal rotation (IR), Musculoskeletal disorder (MSD), Range of motion (ROM)

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Authors: U. Yavas, M. Gokasan

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Control of diesel engine’s air path has drawn a lot of attention due to its multi input-multi output, closed coupled, non-linear relation. Today, precise control of amount of air to be combusted is a must in order to meet with tight emission limits and performance targets. In this study, passenger car size diesel engine is modeled by AVL Boost RT, and then simulated with standard, industry level PID controllers. Finally, linear model predictive control is designed and simulated. This study shows the importance of modeling and control of diesel engines with flexible algorithm development in computer based systems.

Keywords: Predictive control, engine control, engine modeling, PID control, feedforward compensation.

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Authors: J. Kala, J. Melcher, M. Škaloud, Z. Kala

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In the paper, the results of sensitivity analysis of the influence of initial imperfections on the web stress state of a thinwalled girder are presented. The results of the study corroborate a very good and effective agreement of experiments with theory. Most input random quantities were found experimentally. The change of sensitivity coefficients in dependence on working load value is analysed. The stress was analysed by means of a geometrically and materially non-linear solution by applying the program ANSYS. This research study offers important background for theoretical studies of stability problems, post-critical effects and limit states of thin-walled steel structures.

Keywords: Buckling, Fatigue, Imperfection, Steel, Sensitivity analysis.

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Authors: Oluyemi O. Awolusi, Abimbola M. Enitan, Sheena Kumari, Faizal Bux

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Nitrification is essential to biological processes designed to remove ammonia and/or total nitrogen. It removes excess nitrogenous compound in wastewater which could be very toxic to the aquatic fauna or cause serious imbalance of such aquatic ecosystem. Efficient nitrification is linked to an in-depth knowledge of the structure and dynamics of the nitrifying community structure within the wastewater treatment systems. In this study, molecular technique was employed for characterizing the microbial structure of activated sludge [ammonia oxidizing bacteria (AOB) and nitrite oxidizing bacteria (NOB)] in a municipal wastewater treatment with intention of linking it to the plant efficiency. PCR based phylogenetic analysis was also carried out. The average operating and environmental parameters as well as specific nitrification rate of plant was investigated during the study. During the investigation the average temperature was 23±1.5oC. Other operational parameters such as mixed liquor suspended solids and chemical oxygen demand inversely correlated with ammonia removal. The dissolved oxygen level in the plant was constantly lower than the optimum (between 0.24 and 1.267 mg/l) during this study. The plant was treating wastewater with influent ammonia concentration of 31.69 and 24.47 mg/L. The influent flow rates (ML/Day) was 96.81 during period. The dominant nitrifiers include: Nitrosomonas spp. Nitrobacter spp. and Nitrospira spp. The AOB had correlation with nitrification efficiency and temperature. This study shows that the specific ammonia oxidizing rate and the specific nitrate formation rates can serve as good indicator of the plant overall nitrification performance.

Keywords: Ammonia monooxygenase α-subunit (amoA) gene, ammonia-oxidizing bacteria (AOB), nitrite-oxidizing bacteria (NOB), specific nitrification rate, PCR.

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Authors: Emari Hossien

Abstract:

This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand loyalty and brand image are important components of brand equity in this industry. Moreover, the role of brand loyalty and brand image as mediating factors in the intention of brand equity are supported. The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumer based brand equity, supporting Aaker´s and Keller´s conceptualization of brand equity. The present research also enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel.

Keywords: brand equity, brand personality, structural equationmodeling, Iran.

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