Search results for: online advertising measurement

Authors: Mohd Yusri Ibrahim

Abstract:

Although it is known that interpersonal skills are essential for personal development, the debate however continues as to how to measure those skills, especially in youths. This study was conducted to develop a measurement model of interpersonal skills by suggesting three construct namely personal, skills and relationship; six function namely self, perception, listening, conversation, emotion and conflict management; and 30 behaviours as indicators. This cross-sectional survey by questionnaires was applied in east side of peninsula of Malaysia for 150 respondents, and analyzed by structural equation modelling (SEM) by AMOS. The suggested constructs, functions and indicators were consider accepted as measurement elements by observing on regression weight for standard loading, average variance extracted (AVE) for convergent validity, square root of AVE for discriminant validity, composite reliability (CR), and at least three fit indexes for model fitness. Finally, a measurement model of interpersonal skill for youth was successfully developed.

Keywords: Interpersonal communication, interpersonal skill, youth.

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Authors: Panprae Bunyapukkna

Abstract:

The aim of this study is to: (1) measure the overall attitudes of Thai mobile phone users toward SMS advertisements, and (2) identify demographic factors that affect the overall attitudes toward SMS advertisements of Thai mobile phone users. The sample in this study consists of 100 individuals who possess at least one mobile phone and who either live, work or study in Bangkok. Thirty-three respondents are male, while the other 67 respondents are female. The respondents are aged between 21 years and 45 years old. Convenient sampling technique was used in this study. The results of this study indicate that Thai mobile phone users in general hold negative attitudes toward SMS advertisements, and that negative attitudes prevailed in nearly all different demographic groups. The results also suggest that Thai mobile phone users find SMS advertisements irritating, but are indifferent as to whether SMS ads are informative, credible and entertaining as well.

Keywords: Credibility, consumer attitudes, SMS advertising, Thai mobile phone users.

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Authors: Arijit Roy, Sharmistha Roy, Dibyendu Chatterjee

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This article describes an interesting and inexpensive laboratory experiment for undergraduate students of electronics, geography and related disciplines. The objective of the proposed experiment is to improve the students’ exposure on the basic principles of instrumentation and to demonstrate an electronic measurement system. A simple electronic curvy length measurement system is presented here. Such a system can be used to measure curvy lengths e.g. length of a river, road or railway line etc. from topographical map. The proposed system is composed of simple functional blocks which are usually demonstrated in laboratory or in theory course of electronics at the undergraduate level. The experiment is assigned to a group of students and it is found that the experiment can fulfill its objectives with high degree of satisfaction.

Keywords: Curvy length measurement, Education, Electronics, Laboratory experiment, Topographical map.

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Authors: Sukhbaatar Dorj, Erdenebaatar Altangerel

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As alternative to existing e-government measuring models, here proposed a new customer centric, service oriented, simple approach for measuring countries e-Governments. If successfully implemented, built infrastructure will provide a single egovernment index number for countries. Main schema is as follows. Country CIO or equal position government official, at the beginning of each year will provide to United Nations dedicated web site 4 numbers on behalf of own country: 1) Ratio of available online public services, to total number of public services, 2) Ratio of interagency inter ministry online public services to total number of available online public services, 3) Ratio of total number of citizen and business entities served online annually to total number of citizen and business entities served annually online and physically on those services, 4) Simple index for geographical spread of online served citizen and business entities. 4 numbers then combined into one index number by mathematical Average function. In addition to 4 numbers 5th number can be introduced as service quality indicator of online public services. If in ordering of countries index number is equal, 5th criteria will be used. Notice: This approach is for country’s current e-government achievement assessment, not for e-government readiness assessment.

Keywords: Countries e-government index, e-government, infrastructure for measuring e-government, measuring e-government.

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Authors: M. M. Hlakola, E. Golovins, D. V. Nicolae

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The field of instrumentation electronics is undergoing an explosive growth, due to its wide range of applications. The proliferation of electrical devices in a close working proximity can negatively influence each other’s performance. The degradation in the performance is due to electromagnetic interference (EMI). This paper investigates the negative effects of electromagnetic interference originating in the General Purpose Interface Bus (GPIB) control-network of the AC-DC transfer measurement system. Remedial measures of reducing measurement errors and failure of range of industrial devices due to EMI have been explored. The ACDC transfer measurement system was analysed for the commonmode (CM) EMI effects. Further investigation of coupling path as well as much accurate identification of noise propagation mechanism has been outlined. To prevent the occurrence of common-mode (ground loops) which was identified between the GPIB system control circuit and the measurement circuit, a microcontroller-driven GPIB switching isolator device was designed, prototyped, programmed and validated. This mitigation technique has been explored to reduce EMI effectively.

Keywords: CM, EMI, GPIB, ground loops.

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Authors: Bojan Korizma, Zeljko Panian

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Online auctions are not very popular in Croatia. The main reason for this is a very limited number of services which can be used by Croatian users. Until recent times, even selling through the most popular online auction site eBay wasn't possible because PayPal services could not make payment to bank or debit card accounts in Croatia. Furthermore, many foreign sellers do not offer delivery of their products to Croatia which means that large quantities of goods initially offered on such sites are not available. With that in mind, it is necessary to analyze the buying and selling habits of Croatian users and existing online auction sites, both Croatian and foreign, and create a model for new domestic site. This site will have to exploit every positive aspect of existing models and neutralize every negative perception indicated by users in the survey so that, hopefully, it would attract new users.

Keywords: online auction, eBay, safe payment, product delivery

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Authors: Glenda A. Gunter

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Current research has explored the impact of instructional immediacy, defined as those behaviors that help build close relationships or feelings of closeness, both on cognition and motivation in the traditional classroom and online classroom; however, online courses continue to suffer from higher dropout rates. Based on Albert Bandura-s Social Cognitive Theory, four primary relationships or interactions in an online course will be explored in light of how they can provide immediacy thereby reducing student attrition and improving cognitive learning. The four relationships are teacher-student, student-student, and student-content, and studentcomputer. Results of a study conducted with inservice teachers completing a 14-week online professional development technology course will be examined to demonstrate immediacy strategies that improve cognitive learning and reduce student attrition. Results of the study reveal that students can be motivated through various interactions and instructional immediacy behaviors which lead to higher completion rates, improved self-efficacy, and cognitive learning.

Keywords: Distance Learning, Self-Efficacy, Instructional immediacy, Student achievement.

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Authors: Hamed.Vezvaei, Sepideh.Ordibeheshti, Mehdi.Ardjmand

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Gasoline Octane Number is the standard measure of the anti-knock properties of a motor in platforming processes, that is one of the important unit operations for oil refineries and can be determined with online measurement or use CFR (Cooperative Fuel Research) engines. Online measurements of the Octane number can be done using direct octane number analyzers, that it is too expensive, so we have to find feasible analyzer, like ANFIS estimators. ANFIS is the systems that neural network incorporated in fuzzy systems, using data automatically by learning algorithms of NNs. ANFIS constructs an input-output mapping based both on human knowledge and on generated input-output data pairs. In this research, 31 industrial data sets are used (21 data for training and the rest of the data used for generalization). Results show that, according to this simulation, hybrid method training algorithm in ANFIS has good agreements between industrial data and simulated results.

Keywords: Adaptive Neuro-Fuzzy Inference Systems, GasolineOctane Number, Soft-sensor, Catalytic Naphtha Reforming

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Authors: Saowaluck Ukrisdawithid

Abstract:

The thermal conductivity of thermal insulation materials are measured by Heat Flow Meter (HFM) apparatus. The components of uncertainty are complex and difficult on routine measurement by modelling approach. In this study, uncertainty of thermal conductivity measurement was estimated by single laboratory validation approach. The within-laboratory reproducibility was 1.1%. The standard uncertainty of method and laboratory bias by using SRM1453 expanded polystyrene board was dominant at 1.4%. However, it was assessed that there was no significant bias. For sample measurement, the sources of uncertainty were repeatability, density of sample and thermal conductivity resolution of HFM. From this approach to sample measurements, the combined uncertainty was calculated. In summary, the thermal conductivity of sample, polystyrene foam, was reported as 0.03367 W/m·K ± 3.5% (k = 2) at mean temperature 23.5 °C. The single laboratory validation approach is simple key of routine testing laboratory for estimation uncertainty of thermal conductivity measurement by using HFM, according to ISO/IEC 17025-2017 requirements. These are meaningful for laboratory competent improvement, quality control on products, and conformity assessment.

Keywords: Single laboratory validation approach, within-laboratory reproducibility, method and laboratory bias, certified reference material.

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Authors: Muhibul Haque Bhuyan

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Diabetes disease that arises from the higher glucose level due to insulin shortage or insulin opposition in the human body has become a common disease in the world. No medicine can cure it completely. However, by taking medicine, maintaining diets, and having exercises regularly, a diabetes patient can keep his glucose level within the specified limits and in this way, he/she can lead a normal life like a healthy person. But to control glucose levels, a patient needs to monitor them regularly. Various techniques are being used over the last four decades. This modern review article aims to provide a comparative study report on various blood glucose monitoring techniques in a very concise and organized manner. The review mainly emphasizes working principles, cost, technology, sensors, measurement types, measurement accuracy, advantages, and disadvantages, etc. of various techniques and then compares among each other. Besides, the use of algorithms and simulators for the growth of this technology is also presented. Finally, current research trends of this measurement technology have also been discussed.

Keywords: blood glucose measurement, sensors, measurement devices, invasive and non-invasive techniques

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Authors: Ibrahim S AlNomay, Alaa Jaber, Ghada AlNasser

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A learning management system (commonly abbreviated as LMS) is a software application for the administration, documentation, tracking, and reporting of training programs, classroom and online events, e-learning programs, and training content (Ellis 2009). (Hall 2003) defines an LMS as \"software that automates the administration of training events. All Learning Management Systems manage the log-in of registered users, manage course catalogs, record data from learners, and provide reports to management\". Evidence of the worldwide spread of e-learning in recent years is easy to obtain. In April 2003, no fewer than 66,000 fully online courses and 1,200 complete online programs were listed on the TeleCampus portal from TeleEducation (Paulsen 2003). In the report \" The US market in the Self-paced eLearning Products and Services:2010-2015 Forecast and Analysis\" The number of student taken classes exclusively online will be nearly equal (1% less) to the number taken classes exclusively in physical campuses. Number of student taken online course will increase from 1.37 million in 2010 to 3.86 million in 2015 in USA. In another report by The Sloan Consortium three-quarters of institutions report that the economic downturn has increased demand for online courses and programs.

Keywords: LMS, Interactive Materials, Exam Centers, Learning Outcomes

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Authors: M. N. Huda, S. Yamada, N. Sonehara

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Probability-based identity disclosure risk measurement may give the same overall risk for different anonymization strategy of the same dataset. Some entities in the anonymous dataset may have higher identification risks than the others. Individuals are more concerned about higher risks than the average and are more interested to know if they have a possibility of being under higher risk. A notation of overall risk in the above measurement method doesn-t indicate whether some of the involved entities have higher identity disclosure risk than the others. In this paper, we have introduced an identity disclosure risk measurement method that not only implies overall risk, but also indicates whether some of the members have higher risk than the others. The proposed method quantifies the overall risk based on the individual risk values, the percentage of the records that have a risk value higher than the average and how larger the higher risk values are compared to the average. We have analyzed the disclosure risks for different disclosure control techniques applied to original microdata and present the results.

Keywords: Anonymization, microdata, disclosure risk, privacy.

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Authors: Zeineb Deymi-Gheriani

Abstract:

In the last two decades, one can clearly observe a boom of interest for e-learning and web-supported programs. However, one can also notice that many of these programs focus on the accumulation and delivery of content generally as a business industry with no much concern for theoretical underpinnings. The existing research, at least in online English language teaching (ELT), has demonstrated a lack of an effective online teaching pedagogy anchored in a well-defined theoretical framework. Hence, this paper comes as an attempt to present constructivism as one of the theoretical bases for the design of an effective online language teaching pedagogy which is at the same time technologically intelligent and theoretically informed to help envision how education can best take advantage of the information and communication technology (ICT) tools. The present paper discusses the key principles underlying constructivism, its implications for online language teaching design, as well as its limitations that should be avoided in the e-learning instructional design. Although the paper is theoretical in nature, essentially based on an extensive literature survey on constructivism, it does have practical illustrations from an action research conducted by the author both as an e-tutor of English using Moodle online educational platform at the Virtual University of Tunis (VUT) from 2007 up to 2010 and as a face-to-face (F2F) English teaching practitioner in the Professional Certificate of English Language Teaching Training (PCELT) at AMIDEAST, Tunisia (April-May, 2013).

Keywords: Active learning, constructivism, experiential learning, Piaget, Vygotsky.

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Authors: Dean J. Callaghan, Mark M. McGrath

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Sensorized instruments that accurately measure the interaction forces (between biological tissue and instrument endeffector) during surgical procedures offer surgeons a greater sense of immersion during minimally invasive robotic surgery. Although there is ongoing research into force measurement involving surgical graspers little corresponding effort has been carried out on the measurement of forces between scissor blades and tissue. This paper presents the design and development of a force measurement test apparatus, which will serve as a sensor characterization and evaluation platform. The primary aim of the experiments is to ascertain whether the system can differentiate between tissue samples with differing mechanical properties in a reliable, repeatable manner. Force-angular displacement curves highlight trends in the cutting process as well the forces generated along the blade during a cutting procedure. Future applications of the test equipment will involve the assessment of new direct force sensing technologies for telerobotic surgery.

Keywords: Force measurement, minimally invasive surgery, scissor blades, tissue cutting.

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Authors: Venkatesh Bagaria, Nagesh AS, Varun AV

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In the domain of machine vision, the measurement of length is done using cameras where the accuracy is directly proportional to the resolution of the camera and inversely to the size of the object. Since most of the pixels are wasted imaging the entire body as opposed to just imaging the edges in a conventional system, a double aperture system is constructed to focus on the edges to measure at higher resolution. The paper discusses the complexities and how they are mitigated to realize a practical machine vision system.

Keywords: Machine Vision, double aperture camera, accurate length measurement

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Authors: R. AlGhamdi, S. Drew, S. Alkhalaf

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This paper explores the issues that influence online retailing in Saudi Arabia. Retailers in Saudi Arabia have been reserved in their adoption of electronically delivered aspects of their business. Despite the fact that Saudi Arabia has the largest and fastest growth of ICT marketplaces in the Arab region, e-commerce activities are not progressing at the same speed. Only very few Saudi companies, mostly medium and large companies from the manufacturing sector, are involved in e-commerce implementation. Based on qualitative data collected by conducting interviews with 16 retailers and 16 potential customers in Saudi Arabia, several factors influencing online retailing diffusion in Saudi Arabia are identified. However, government support comes the highest and most influencing factor for online retailing growth as identified by both parties; retailers and potential customers in Saudi Arabia.

Keywords: government support, key factor, online retailing growth, Saudi Arabia

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Authors: Byung-Soo Shin, Nam-Seok Kim, Sang-Kyu Lee, O-Hyun Keum

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This analysis investigates the distortion of flow measurement and the increase of cavitation along orifice flowmeter. The analysis using the numerical method (CFD) validated the distortion of flow measurement through the inlet velocity profile considering the convergence and grid dependency. Realizable k-e model was selected and y+ was about 50 in this numerical analysis. This analysis also estimated the vulnerability of cavitation effect due to inlet velocity profile. The investigation concludes that inclined inlet velocity profile could vary the pressure which was measured at pressure tab near pipe wall and it led to distort the pressure values ranged from -3.8% to 5.3% near the orifice plate and to make the increase of cavitation. The investigation recommends that the fully developed inlet velocity flow is beneficial to accurate flow measurement in orifice flowmeter.

Keywords: Orifice, k-e model, CFD

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Authors: Kati Kõrbe Kaare, Kristjan Kuhi, Ott Koppel

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Transportation authorities need to provide the services and facilities that are critical to every country-s well-being and development. Management of the road network is becoming increasingly challenging as demands increase and resources are limited. Public sector institutions are integrating performance information into budgeting, managing and reporting via implementing performance measurement systems. In the face of growing challenges, performance measurement of road networks is attracting growing interest in many countries. The large scale of public investments makes the maintenance and development of road networks an area where such systems are an important assessment tool. Transportation agencies have been using performance measurement and modeling as part of pavement and bridge management systems. Recently the focus has been on extending the process to applications in road construction and maintenance systems, operations and safety programs, and administrative structures and procedures. To eliminate failure and dysfunctional consequences the importance of obtaining objective data and implementing evaluation instrument where necessary is presented in this paper

Keywords: Key performance indicators, performance measurement system, evaluation, system architecture.

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Authors: Jaemyoung Lee

Abstract:

We propose a new fiber lens structure for large distance measurement in which a polymer layer is added to a conventional fiber lens. The proposed fiber lens can adjust the working distance by properly choosing the refractive index and thickness of the polymer layer. In our numerical analysis for the fiber lens radius of 120 μm, the working distance of the proposed fiber lens is about 10 mm which is about 30 times larger than conventional fiber lens.

Keywords: fiber lens, distance measurement, collimation.

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Authors: Sumachaya Harnsukworapanich, Tetsuo Ichimori

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The apportionment method is used by many countries, to calculate the distribution of seats in political bodies. For example, this method is used in the United States (U.S.) to distribute house seats proportionally based on the population of the electoral district. Famous apportionment methods include the divisor methods called the Adams Method, Dean Method, Hill Method, Jefferson Method and Webster Method. Sometimes the results from the implementation of these divisor methods are unfair and include errors. Therefore, it is important to examine the optimization of this method by using a bias measurement to figure out precise and fair results. In this research we investigate the bias of divisor methods in the U.S. Houses of Representatives toward large and small states by applying the Stolarsky Mean Method. We compare the bias of the apportionment method by using two famous bias measurements: the Balinski and Young measurement and the Ernst measurement. Both measurements have a formula for large and small states. The Third measurement however, which was created by the researchers, did not factor in the element of large and small states into the formula. All three measurements are compared and the results show that our measurement produces similar results to the other two famous measurements.

Keywords: Apportionment, Bias, Divisor, Fair, Simulation

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Authors: Mariayee Doraisamy, Suhaimi Bin Ibrahim, Mohd Naz’ri Mahrin

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There are several methods to monitor software projects and the objective for monitoring is to ensure that the software projects are developed and delivered successfully. A performance measurement is a method that is closely associated with monitoring and it can be scrutinized by looking at two important attributes which are efficiency and effectiveness both of which are factors that are important for the success of a software project. Consequently, a successful steering is achieved by monitoring and controlling a software project via the performance measurement criteria and metrics. Hence, this paper is aimed at identifying the performance measurement criteria and the metrics for monitoring the performance of a software project by using the Goal Question Metrics (GQM) approach. The GQM approach is utilized to ensure that the identified metrics are reliable and useful. These identified metrics are useful guidelines for project managers to monitor the performance of their software projects.

Keywords: Software project performance, Goal Question Metrics, Performance Measurement Criteria, Metrics.

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Authors: Nor Fazlina Iryani Abdul Hamid, Mohamad Khatim Hasan

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Numbers of software quality measurement system have been implemented over the past few years, but none of them focuses on telecommunication industry. Software quality measurement system for telecommunication industry was a system that could calculate the quality value of the measured software that totally focused in telecommunication industry. Before designing a system, quality factors, quality attributes and quality metrics were identified based on literature review and survey. Then, using the identified quality factors, quality attributes and quality metrics, quality model for telecommunication industry was constructed. Each identified quality metrics had its own formula. Quality value for the system was measured based on the quality metrics and aggregated by referring to the quality model. It would classify the quality level of the software based on Net Satisfaction Index (NSI). The system was designed using object-oriented approach in web-based environment. Thus, existing of software quality measurement system was important to both developers and users in order to produce high quality software product for telecommunication industry.

Keywords: Software Quality, Quality Measurement, Object-oriented Approach, Net satisfaction Index.

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Authors: Anita Kéri

Abstract:

Higher education marketing has been a widely researched field in recent years. Due to the increasing competition among higher education institutions worldwide, it has become crucial to target foreign students with effective marketing tools. Online marketing tools became central to attracting, retaining, and satisfying the needs of foreign students. Therefore, the aim of the current study is to reveal how the online marketing tools of a Hungarian university are perceived visually by its first-year foreign students, with special emphasis on the university webpage content. Eye-camera tracking and retrospective think aloud interviews were used to measure visual perceptions. Results show that freshmen students remember those online marketing content more that have familiar content on them. Pictures of real-life students and their experiences attract students’ attention more, and they also remember information on these webpage elements more, compared to designs with stock photos. This research uses eye camera tracking in the field of higher education marketing, thereby providing insight into the perception of online higher education marketing for foreign students.

Keywords: Higher education, marketing, eye-camera, visual perception.

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Authors: Yue-Der Lin, Ya-Hsueh Chien, Yen-Ting Lin, Shih-Fan Wang, Cheng-Lun Tsai, Ching-Che Tsai

Abstract:

Capacitive electrocardiogram (ECG) measurement is an attractive approach for long-term health monitoring. However, there is little literature available on its implementation, especially for multichannel system in standard ECG leads. This paper begins from the design criteria for capacitive ECG measurement and presents a multichannel limb-lead capacitive ECG system with conductive fabric tapes pasted on a double layer PCB as the capacitive sensors. The proposed prototype system incorporates a capacitive driven-body (CDB) circuit to reduce the common-mode power-line interference (PLI). The presented prototype system has been verified to be stable by theoretic analysis and practical long-term experiments. The signal quality is competitive to that acquired by commercial ECG machines. The feasible size and distance of capacitive sensor have also been evaluated by a series of tests. From the test results, it is suggested to be greater than 60 cm2 in sensor size and be smaller than 1.5 mm in distance for capacitive ECG measurement.

Keywords: capacitive driven-body (CDB) circuit, capacitive electrocardiogram (ECG) measurement, capacitive sensor, conductive fabric tape, power-line interference (PLI).

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Authors: Mohammad Javad Mollakazemi, Farhad Asadi, Aref Ghafouri

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In this paper, we considered and applied parametric modeling for some experimental data of dynamical system. In this study, we investigated the different distribution of output measurement from some dynamical systems. Also, with variance processing in experimental data we obtained the region of nonlinearity in experimental data and then identification of output section is applied in different situation and data distribution. Finally, the effect of the spanning the measurement such as variance to identification and limitation of this approach is explained.

Keywords: Gaussian process, Nonlinearity distribution, Particle filter.

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Authors: Nazleeni S. Haron, Mohd K. Zaime , Izzatdin A. Aziz, Mohd H. Hasan

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Text-based game is supposed to be a low resource consumption application that delivers good performances when compared to graphical-intensive type of games. But, nowadays, some of the online text-based games are not offering performances that are acceptable to the users. Therefore, an online text-based game called Star_Quest has been developed in order to analyze its behavior under different performance measurements. Performance metrics such as throughput, scalability, response time and page loading time are captured to yield the performance of the game. The techniques in performing the load testing are also disclosed to exhibit the viability of our work. The comparative assessment between the results obtained and the accepted level of performances are conducted as to determine the performance level of the game. The study reveals that the developed game managed to meet all the performance objectives set forth.

Keywords: Online text-based games, performance evaluation

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Authors: Jin-Tsann Yeh, Chyong-Ling Lin

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Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.

Keywords: Humor mechanisms, Female role depiction, Product types.

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Authors: Aiman Elragig, Hanan Dreiwi, Dung Ly, Idriss Elmabrook

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This paper highlights a new approach to look at online principle components analysis (OPCA). Given a data matrix X ∈ R,^m x n we characterise the online updates of its covariance as a matrix perturbation problem. Up to the principle components, it turns out that online updates of the batch PCA can be captured by symmetric matrix perturbation of the batch covariance matrix. We have shown that as n→ n0 >> 1, the batch covariance and its update become almost similar. Finally, utilize our new setup of online updates to find a bound on the angle distance of the principle components of X and its update.

Keywords: Online data updates, covariance matrix, online principle component analysis (OPCA), matrix perturbation.

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Authors: Melissa C. LaDuke

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The overarching purpose of this study was to determine the relationship between the current format of online delivery for Defense Acquisition University (DAU) courses and Air Force Acquisition (AFA) personnel participation. AFA personnel (hereafter named “student”) were particularly of interest, as they have been mandated to take anywhere from 3 to 30 online courses to earn various DAU specialization certifications. Participants in this qualitative case study were AFA personnel who pursued DAU certifications in science and technology management, program/contract management, and other related fields. Air Force personnel were interviewed about their experiences with online courses. The data gathered were analyzed and grouped into 12 major themes. The themes tied into the theoretical framework and addressed either teacher-centered or student-centered educational practices within DAU. Based on the results of the data analysis, various factors contributed to student perceptions of DAU courses to include the online course construct and relevance to their job. The analysis also found students want to learn the information presented but would like to be able to apply the information learned in meaningful ways.

Keywords: Educational theory, computer-based training, interview, student perceptions, online course design, teacher positionality.

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Authors: Jasmine Yeap Ai Leen, T. Ramayah, Azizah Omar

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E-tailing websites are often perceived to be static, impersonal and distant. However, with the movement of the World Wide Web to Web 2.0 in recent years, these online websites have been found to display personalities akin to 'humanistic' qualities and project impressions much like its retailing counterpart i.e. salespeople. This paper examines the personality of e-tailing websites and their impact on consumers- initial trust towards the sites. A total of 239 Internet users participated in this field experiment study which utilized 6 online book retailers- websites that the participants had not previously visited before. Analysis revealed that out of four website personalities (sincerity, competence, excitement and sophistication) only sincerity and competence are able to exert an influence in building consumers- trust upon their first visit to the website. The implications of the findings are further elaborated in this paper.

Keywords: E-commerce, e-tailing, initial trust, online trust, partial least squares, website personality.

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