Search results for: dynamic loads response

Authors: Albert K. Chong, Jasim Ahmed Ali Al-Baghdadi, Peter B. Milburn

Abstract:

Precise capture of plantar 3D surface of the foot at the loading gait phases on rigid substrates was found to be valuable for the assessment of the physiology, health and problems of the feet. Photogrammetry, a precision 3D spatial data capture technique is suitable for this type of dynamic application. In this research, the technique is utilised to study the plantar deformation as a result of having a strip of kinesiology tape on the plantar surface during the loading phase of gait. For this pilot study, one healthy adult male subject was recruited under the University’s human research ethics guidelines for this preliminary study. The 3D plantar deformation data with and without applying the tape were analysed. The results and analyses are presented together with detailed findings.

Keywords: Gait, human plantar, loading, Kinesiology Tape.

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Authors: Noemy Witt Ferreira, Flávio de São Paulo Filho

Abstract:

Innovation, technology and knowledge are the trilogy of impact to support the challenges arising from uncertainty. Evidence showed an opportunity to ask how to manage in this environment under constant innovation. In an attempt to get a response from the field of Management Sciences, based in the Contingency Theory, a research was conducted, with phenomenological and descriptive approaches, using the Case Study Method and the usual procedures for this task involving a focus group composed of managers and employees working in the pharmaceutical field. The problem situation was raised; the state of the art was interpreted and dissected the facts. In this tasks were involved four establishments. The result indicates that these focused ventures have been managed by its founder empirically and is experimenting agility described in this work. The expectation of this study is to improve concepts for stakeholders on creativity in business.

Keywords: Administration. Innovation. Knowledge, Management Technology

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Authors: Al-Amin Bhuiyan, Chang Hong Liu

Abstract:

Gabor-based face representation has achieved enormous success in face recognition. This paper addresses a novel algorithm for face recognition using neural networks trained by Gabor features. The system is commenced on convolving a face image with a series of Gabor filter coefficients at different scales and orientations. Two novel contributions of this paper are: scaling of rms contrast and introduction of fuzzily skewed filter. The neural network employed for face recognition is based on the multilayer perceptron (MLP) architecture with backpropagation algorithm and incorporates the convolution filter response of Gabor jet. The effectiveness of the algorithm has been justified over a face database with images captured at different illumination conditions.

Keywords: Fuzzily skewed filter, Gabor filter, rms contrast, neural network.

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Authors: M. D. Nayeri, M. M. Mashhadi, K. Mohajeri

Abstract:

Defining strategic position of the organizations within the industry environment is one of the basic and most important phases of strategic planning to which extent that one of the fundamental schools of strategic planning is the strategic positioning school. In today-s knowledge-based economy and dynamic environment, it is essential for universities as the centers of education, knowledge creation and knowledge worker evolvement. Till now, variant models with different approaches to strategic positioning are deployed in defining the strategic position within the various industries. Balanced Scorecard as one of the powerful models for strategic positioning, analyzes all aspects of the organization evenly. In this paper with the consideration of BSC strength in strategic evaluation, it is used for analyzing the environmental position of the best-s Iranian Business Schools. The results could be used in developing strategic plans for these schools as well as other Iranian Management and Business Schools.

Keywords: Strategic planning, Strategic position, Balancedscorecard, Higher education institutions.

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Authors: V. Uma Rani, K. Soma Sundaram

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The major challenge faced by wireless sensor networks is security. Because of dynamic and collaborative nature of sensor networks the connected sensor devices makes the network unusable. To solve this issue, a trust model is required to find malicious, selfish and compromised insiders by evaluating trust worthiness sensors from the network. It supports the decision making processes in wireless sensor networks such as pre key-distribution, cluster head selection, data aggregation, routing and self reconfiguration of sensor nodes. This paper discussed the kinds of trust model, trust metrics used to address attacks by monitoring certain behavior of network. It describes the major design issues and their countermeasures of building trust model. It also discusses existing trust models used in various decision making process of wireless sensor networks.

Keywords: Attacks, Security, Trust, Trust model, Wireless sensor network.

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Authors: Ali Al-Zughaibi, Huw Davies

Abstract:

The purpose of this paper is to present a modeling and control of a quarter-car active suspension system with unknown mass, unknown time-delay and road disturbance. The objective of designing the controller is to derive a control law to achieve stability of the system and convergence that can considerably improve ride comfort and road disturbance handling. This is accomplished by using Routh-Hurwitz criterion based on defined parameters. Mathematical proof is given to show the ability of the designed controller to ensure the target of design, implementation with the active suspension system and enhancement dispersion oscillation of the system despite these problems. Simulations were also performed to control quarter car suspension, where the results obtained from these simulations verify the validity of the proposed design.

Keywords: Active suspension system, disturbance rejection, dynamic uncertainty, time-delay.

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Authors: Toyoyuki Honjo, Takeshi Hayashi, Akinori Nagano, Zhi-Wei Luo

Abstract:

For stable bipedal gait generation on the level floor, efficient restoring of mechanical energy lost by heel collision at the ground is necessary. Parametric excitation principle is one of the solutions. We dealt with the robot-s total center of mass as an inverted pendulum to consider the total dynamics of the robot. Parametrically excited walking requires the use of continuous target trajectory that is close to discontinuous optimal trajectory. In this paper, we proposed the new target trajectory based on a position in the walking direction. We surveyed relations between walking performance and the parameters that form the target trajectory via numerical simulations. As a result, it was found that our target trajectory has the similar characteristics of a parametrically excited inverted pendulum.

Keywords: Dynamic Bipedal Walking, Parametric Excitation, Target Trajectory Design.

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Authors: S. Habte, K. Ouazzane, P. Patel, S. Patel

Abstract:

The dynamic and highly competitive nature of the consumer electronics retail industry means that businesses in this industry are experiencing different decision making challenges in relation to pricing, inventory control, consumer satisfaction and product offerings. To overcome the challenges facing retailers and create opportunities, we propose a generic data warehousing solution which can be applied to a wide range of consumer electronics retailers with a minimum configuration. The solution includes a dimensional data model, a template SQL script, a high level architectural descriptions, ETL tool developed using C#, a set of APIs, and data access tools. It has been successfully applied by ASK Outlets Ltd UK resulting in improved productivity and enhanced sales growth.

Keywords: Consumer electronics retail, dimensional data model, data analysis, generic data warehousing, reporting.

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Authors: Sharifullah Ahmed, Sarwar Jahan Md. Yasin

Abstract:

Shallow foundations on unimproved soft natural soils can undergo a high consolidation and secondary settlement. For low and medium rise building projects on such soil condition, pile foundation may not be cost effective. In such cases an alternative to pile foundations may be shallow strip footings placed on a double layered improved soil system soil. The upper layer of this system is untreated or cement treated compacted sand and underlying layer is natural soft clay. This system will reduce the settlement to an allowable limit. The current research has been conducted with the settlement of a rigid plane-strain strip footing of 2.5 m width placed on the surface of a soil consisting of an untreated or cement treated sand layer overlying a bed of homogeneous soft clay. The settlement of the mentioned shallow foundation has been studied considering both cases with the thicknesses of the sand layer are 0.3 to 0.9 times the width of footing. The response of the clay layer is assumed as undrained for plastic loading stages and drained during consolidation stages. The response of the sand layer is drained during all loading stages. FEM analysis was done using PLAXIS 2D Version 8.0. A natural clay deposit of 15 m thickness and 18 m width has been modeled using Hardening Soil Model, Soft Soil Model, Soft Soil Creep Model, and upper improvement layer has been modeled using only Hardening Soil Model. The groundwater level is at the top level of the clay deposit that made the system fully saturated. Parametric study has been conducted to determine the effect of thickness, density, cementation of the sand mat and density, shear strength of the soft clay layer on the settlement of strip foundation under the uniformly distributed vertical load of varying value. A set of the chart has been established for designing shallow strip footing on the sand mat over thick, soft clay deposit through obtaining the particular thickness of sand mat for particular subsoil parameter to ensure no punching shear failure and no settlement beyond allowable level. Design guideline in the form of non-dimensional charts has been developed for footing pressure equivalent to medium-rise residential or commercial building foundation with strip footing on soft inorganic Normally Consolidated (NC) soil of Bangladesh having void ratio from 1.0 to 1.45.

Keywords: Design charts, ground improvement, PLAXIS 2D, primary and secondary settlement, sand Mat, soft clay.

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Authors: Morteza Raki, Abolghasem Zabihollah, Omid Askari

Abstract:

Cantilever beam is a simplified sample of a lot of mechanical components used in a wide range of applications, including many industries such as gas turbine blade. Due to the nature of the operating conditions, beams are subject to variety of damages especially crack propagates. Crack propagation may lead to catastrophic failure during operation. Therefore, online detection of crack presence and its propagation is very important and may reduce possible significant cost of the whole system failure. This paper aims to investigate the effect of cracks presence and crack propagation on one end fixed beam`s vibration. A finite element model will be developed for the blade in which the modal response of the structure with and without crack will be studied. 

Keywords: Blade, crack propagation, health monitoring, modal analysis.

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Authors: Youssef Khmou, Said Safi

Abstract:

In this paper, a fifth order propagator operators are proposed for estimating the Angles Of Arrival (AOA) of narrowband electromagnetic waves impinging on antenna array when its number of sensors is larger than the number of radiating sources.

The array response matrix is partitioned into five linearly dependent phases to construct the noise projector using five different propagators from non diagonal blocks of the spectral matrice of the received data; hence, five different estimators are proposed to estimate the angles of the sources. The simulation results proved the performance of the proposed estimators in the presence of white noise comparatively to high resolution eigen based spectra.

Keywords: DOA, narrowband, antenna, propagator, high resolution. Array, operator, angular, spectrum, goniometry.

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Authors: Su-Lien Liao

Abstract:

Most of college students in Taiwan do not have sufficient English proficiency to express themselves in written English. Teachers spent a lot of time correcting the errors in students’ English writing, but the results are not satisfactory. This study aims to use blogs as a teaching and learning tool in written English. Before applying peer assessment, students should be trained to be good reviewers.  The teacher starts the course by posting the error analysis of students’ first English composition on blogs as the comment models for students. Then the students will go through the process of drafting, composing, peer response and last revision on blogs. Evaluation questionnaires and interviews will be conducted at the end of the course to see the impact and also students’ perception for the course.

Keywords: Blog, Peer assessment, English writing, Error analysis.

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Authors: Jonas Engqvist, Per Hard af Segerstad, Birger Bring, Mathias Wallin

Abstract:

A macroscopic constitutive equation is developed for a high-density cellulose insulation material with emphasis on the outof- plane stress relaxation behavior. A hypothesis is proposed where the total stress is additively composed by an out-of-plane visco-elastic isotropic contribution and an in-plane elastic orthotropic response. The theory is validated against out-of-plane stress relaxation, compressive experiments and in-plane tensile hysteresis, respectively. For large scale finite element simulations, the presented model provides a balance between simplicity and capturing the materials constitutive behaviour.

Keywords: Cellulose insulation materials, constitutive modelling, material characterisation, pressboard.

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Authors: K. S. Sivakumaran, T. Thanga, B. Halabieh

Abstract:

The end panels of a large rectangular industrial duct, which experience significant internal pressures, also experience considerable transverse shear due to transfer of gravity loads to the supports. The current design practice of such thin plate panels for shear load is based on methods used for the design of plate girder webs. The structural arrangements, the loadings and the resulting behavior associated with the industrial duct end panels are, however, significantly different from those of the web of a plate girder. The large aspect ratio of the end panels gives rise to multiple bands of tension fields, whereas the plate girder web design is based on one tension field. In addition to shear, the industrial end panels are subjected to internal pressure which in turn produces significant membrane action. This paper reports a study which was undertaken to review the current industrial analysis and design methods and to propose a comprehensive method of designing industrial duct end panels for shear resistance. In this investigation, a nonlinear finite element model was developed to simulate the behavior of industrial duct end panel, along with the associated edge stiffeners, subjected to transverse shear and internal pressures. The model considered the geometric imperfections and constitutive relations for steels. Six scale independent dimensionless parameters that govern the behavior of such end panel were identified and were then used in a parametric study. It was concluded that the plate slenderness dominates the shear strength of stockier end panels, and whereas, both the plate slenderness and the aspect ratio influence the shear strength of slender end panels. Based on these studies, this paper proposes design aids for estimating the shear strength of rectangular duct end panels.

Keywords: Thin plate, transverse shear, tension field, finite element analysis, parametric study, design.

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Authors: Kuhelee Chandel, Julia Åhlén, Stefan Seipel

Abstract:

This study evaluates the accuracy of Microsoft HoloLens (Version 1) for small-scale industrial activities, comparing its measurements to ground truth data from a Kuka Robotics arm. Two experiments were conducted to assess its position-tracking capabilities, revealing that the HoloLens device is effective for measuring the position of dynamic objects with small dimensions. However, its precision is affected by the velocity of the trajectory and its position within the device's field of view. While the HoloLens device may be suitable for small-scale tasks, its limitations for more complex and demanding applications requiring high precision and accuracy must be considered. The findings can guide the use of HoloLens devices in industrial applications and contribute to the development of more effective and reliable position-tracking systems.

Keywords: Augmented Reality, AR, Microsoft HoloLens, object tracking, industrial processes.

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Authors: Xu Zhang, Qi Jiang, Liwei Li, Weiwei Cui, Jijun Cui, Yang Cao, Hairong Zhao

Abstract:

A kind of crash energy absorption structure adopted by vehicle simulator crash testing equipment based on mechanical energy storage was studied. Dynamic explicit finite element simulation was achieved for thin-walled tube structure under different conditions of section shape, thickness and inducement groove style. Crash energy absorption property of the structure was obtained. After optimization, a reasonable structure was given which can meet current vehicle crash regulation. And the optimized structure can be adopted in vehicle simulator, which can increase the practicability of the testing equipment.

Keywords: thin-walled tube structure, crash energy absorption, deceleration, finite element simulation

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Authors: S.M. Al-Salem, P. Lettieri

Abstract:

Thermo-chemical treatment (TCT) such as pyrolysis is getting recognized as a valid route for (i) materials and valuable products and petrochemicals recovery; (ii) waste recycling; and (iii) elemental characterization. Pyrolysis is also receiving renewed attention for its operational, economical and environmental advantages. In this study, samples of polyethylene terephthalate (PET) and polystyrene (PS) were pyrolysed in a microthermobalance reactor (using a thermogravimetric-TGA setup). Both polymers were prepared and conditioned prior to experimentation. The main objective was to determine the kinetic parameters of the depolymerization reactions that occur within the thermal degradation process. Overall kinetic rate constants (ko) and activation energies (Eo) were determined using the general kinetics theory (GKT) method previously used by a number of authors. Fitted correlations were found and validated using the GKT, errors were within ± 5%. This study represents a fundamental step to pave the way towards the development of scaling relationship for the investigation of larger scale reactors relevant to industry.

Keywords: Kinetics, PET, PS, Pyrolysis, Recycling, Petrochemicals.

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Authors: C. Pislaru, A. Shebani

Abstract:

This paper uses the radial basis function neural network (RBFNN) for system identification of nonlinear systems. Five nonlinear systems are used to examine the activity of RBFNN in system modeling of nonlinear systems; the five nonlinear systems are dual tank system, single tank system, DC motor system, and two academic models. The feed forward method is considered in this work for modelling the non-linear dynamic models, where the KMeans clustering algorithm used in this paper to select the centers of radial basis function network, because it is reliable, offers fast convergence and can handle large data sets. The least mean square method is used to adjust the weights to the output layer, and Euclidean distance method used to measure the width of the Gaussian function.

Keywords: System identification, Nonlinear system, Neural networks, RBF neural network.

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Authors: Mohammad Hosseini

Abstract:

Ultrafast transistor laser investigated here has the graded index separate confinement heterostructure (GRIN-SCH) in its base region. Resonance-free optical frequency response with -3 dB bandwidth of more than 26 GHz has been achieved for a single quantum well transistor laser by using graded index layers of AlξGa1-ξAs (ξ: 0.1→0) in the left side of quantum well and AlξGa1-ξAs (ξ: 0.05→0) in the right side of quantum well. All required parameters, including quantum well and base transit time, optical confinement factor and spontaneous recombination lifetime, have been calculated using a self-consistent charge control model.

Keywords: Transistor laser, ultrafast, GRIN-SCH, -3db optical bandwidth, AlξGa1-ξAs.

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Authors: Jianfeng Li, Feng Jin, Xiaoyu Yang

Abstract:

This paper applies fuzzy clustering algorithm in classifying real estate companies in China according to some general financial indexes, such as income per share, share accumulation fund, net profit margins, weighted net assets yield and shareholders' equity. By constructing and normalizing initial partition matrix, getting fuzzy similar matrix with Minkowski metric and gaining the transitive closure, the dynamic fuzzy clustering analysis for real estate companies is shown clearly that different clustered result change gradually with the threshold reducing, and then, it-s shown there is the similar relationship with the prices of those companies in stock market. In this way, it-s great valuable in contrasting the real estate companies- financial condition in order to grasp some good chances of investment, and so on.

Keywords: Fuzzy clustering algorithm, data mining, real estate company, financial analysis.

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Authors: Young-Seok Choi

Abstract:

This paper presents a subband adaptive filter (SAF) for a system identification where an impulse response is sparse and disturbed with an impulsive noise. Benefiting from the uses of l1-norm optimization and l0-norm penalty of the weight vector in the cost function, the proposed l0-norm sign SAF (l0-SSAF) achieves both robustness against impulsive noise and much improved convergence behavior than the classical adaptive filters. Simulation results in the system identification scenario confirm that the proposed l0-norm SSAF is not only more robust but also faster and more accurate than its counterparts in the sparse system identification in the presence of impulsive noise.

Keywords: Subband adaptive filter, l0-norm, sparse system, robustness, impulsive interference.

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Authors: K. Geetha, P. Thangaraj

Abstract:

Mobile Ad Hoc Networks (MANETs) is a collection of mobile devices forming a communication network without infrastructure. MANET is vulnerable to security threats due to network’s limited security, dynamic topology, scalability and the lack of central management. The Quality of Service (QoS) routing in such networks is limited by network breakage caused by node mobility or nodes energy depletions. The impact of node mobility on trust establishment is considered and its use to propagate trust through a network is investigated in this paper. This work proposes an enhanced Associativity Based Routing (ABR) with Fuzzy based Trust (Fuzzy- ABR) routing protocol for MANET to improve QoS and to mitigate network attacks.

Keywords: Mobile Ad hoc Networks (MANET), Associativity Based Routing (ABR), Fuzzy based Computed Trust.

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Authors: Ali Al-Ataby , Fawzi Al-Naima

Abstract:

Symbolic Circuit Analysis (SCA) is a technique used to generate the symbolic expression of a network. It has become a well-established technique in circuit analysis and design. The symbolic expression of networks offers excellent way to perform frequency response analysis, sensitivity computation, stability measurements, performance optimization, and fault diagnosis. Many approaches have been proposed in the area of SCA offering different features and capabilities. Numerical Interpolation methods are very common in this context, especially by using the Fast Fourier Transform (FFT). The aim of this paper is to present a method for SCA that depends on the use of Wavelet Transform (WT) as a mathematical tool to generate the symbolic expression for large circuits with minimizing the analysis time by reducing the number of computations.

Keywords: Numerical Interpolation, Sparse Matrices, SymbolicAnalysis, Wavelet Transform.

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Authors: Palak J. Shukla, Atul K. Desai, Chentankumar D. Modhera

Abstract:

For any country in the world, it has become a priority to protect the critical infrastructure from looming risks of terrorism. In any infrastructure system, the structural elements like lower floors, exterior columns, walls etc. are key elements which are the most susceptible to damage due to blast load. The present study revisits the state of art review of the design and analysis of reinforced concrete panels subjected to blast loading. Various aspects in association with blast loading on structure, i.e. estimation of blast load, experimental works carried out previously, the numerical simulation tools, various material models, etc. are considered for exploring the current practices adopted worldwide. Discussion on various parametric studies to investigate the effect of reinforcement ratios, thickness of slab, different charge weight and standoff distance is also made. It was observed that for the simulation of blast load, CONWEP blast function or equivalent numerical equations were successfully employed by many researchers. The study of literature indicates that the researches were carried out using experimental works and numerical simulation using well known generalized finite element methods, i.e. LS-DYNA, ABAQUS, AUTODYN. Many researchers recommended to use concrete damage model to represent concrete and plastic kinematic material model to represent steel under action of blast loads for most of the numerical simulations. Most of the studies reveal that the increase reinforcement ratio, thickness of slab, standoff distance was resulted in better blast resistance performance of reinforced concrete panel. The study summarizes the various research results and appends the present state of knowledge for the structures exposed to blast loading.

Keywords: Blast phenomenon, experimental methods, material models, numerical methods.

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Authors: Satoru Fukuta, Masaki Ito, Takao Kawamura, Kazunori Sugahara

Abstract:

Recently, many web services to provide information for public transport are developed and released. They are optimized for mobile devices such a smartphone. We are also developing better path planning system for route buses and trains called “Bus-Net"[1]. However these systems only provide paths and related information before the user start moving. So we propose a context aware navigation to change the way to support public transport users. If we go to somewhere using many kinds of public transport, we have to know how to use them. In addition, public transport is dynamic system, and these have different characteristic by type. So we need information at real-time. Therefore we suggest the system that can support on user-s state. It has a variety of ways to help public transport users by each state, like turn-by-turn navigation. Context aware navigation will be able to reduce anxiety for using public transport.

Keywords: Navigation, Public Transport, Smartphone, User Experience.

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Authors: Yannan Wu, An Chen, Yan Zhao

Abstract:

Termination Mechanism is an indispensible part of the emergency management mechanism. Despite of its importance in both theory and practice, it is almost a brand new field for researching. The concept of termination mechanism is proposed firstly in this paper, and the design and implementation which are helpful to guarantee the effect and integrity of emergency management are discussed secondly. Starting with introduction of the problems caused by absent termination and incorrect termination, the essence of termination mechanism is analyzed, a model based on Optimal Stopping Theory is constructed and the termination index is given. The model could be applied to find the best termination time point.. Termination decision should not only be concerned in termination stage, but also in the whole emergency management process, which makes it a dynamic decision making process. Besides, the main subjects and the procedure of termination are illustrated after the termination time point is given. Some future works are discussed lastly.

Keywords: Emergency management, Termination Mechanism, Optimal Termination Model, Decision Making, Optimal StoppingTheory.

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Authors: Sudhakar Tripathi, R. B. Mishra

Abstract:

In this paper, the cable model of dendrites have been considered. The dendrites are cylindrical cables of various segments having variable length and reducing radius from start point at synapse and end points. For a particular event signal being received by a neuron in response only some dendrite are active at a particular instance. Initial current signals with different current flows in dendrite are assumed. Due to overlapping and coupling of active dendrite, they induce currents in the dendrite segments of each other at a particular instance. But how these currents are induced in the various segments of active dendrites due to coupling between these dendrites, It is not presented in the literature. Here the paper presents a model for induced currents in active dendrite segments due to mutual coupling at the starting instance of an activity in dendrite. The model is as discussed further.

Keywords: Currents, dendrites, induction, simulation.

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Authors: Yasser k. Ali, Hesham N. Elmahdy, Sanaa El Olla Hanfy Ahmed

Abstract:

Mobile agents are a powerful approach to develop distributed systems since they migrate to hosts on which they have the resources to execute individual tasks. In a dynamic environment like a peer-to-peer network, Agents have to be generated frequently and dispatched to the network. Thus they will certainly consume a certain amount of bandwidth of each link in the network if there are too many agents migration through one or several links at the same time, they will introduce too much transferring overhead to the links eventually, these links will be busy and indirectly block the network traffic, therefore, there is a need of developing routing algorithms that consider about traffic load. In this paper we seek to create cooperation between a probabilistic manner according to the quality measure of the network traffic situation and the agent's migration decision making to the next hop based on decision tree learning algorithms.

Keywords: Agent Migration, Decision Tree learning, ID3 algorithm, Naive Bayes Classifier

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Authors: Rongguo Yan, Guozheng Yan, Banghua Yang

Abstract:

The colonic tissue is a complicated dynamic system and the colonic activities it generates are composed of irregular segmental waves, which are referred to as erratic fluctuations or spikes. They are also highly irregular with subunit fractal structure. The traditional time-frequency domain statistics like the averaged amplitude, the motility index and the power spectrum, etc. are insufficient to describe such fluctuations. Thus the fractal box-counting dimension is proposed and the fractal scaling behaviors of the human colonic pressure activities under the physiological conditions are studied. It is shown that the dimension of the resting activity is smaller than that of the normal one, whereas the clipped version, which corresponds to the activity of the constipation patient, shows with higher fractal dimension. It may indicate a practical application to assess the colonic motility, which is often indicated by the colonic pressure activity.

Keywords: Colonic pressure activity, erratic fluctuations, fractal dimension and spikes.

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Authors: Prateek Maheshwari, Nitin Seth, Anoop Kumar Gupta

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In today’s highly competitive, dynamic and technology driven business circumstances, marketers are under steady pressure to deliver the best. Organizations are continuously improving and upgrading themselves to meet customer expectations and demands. Technology has not only changed the way in which business is done in modern times but has also transformed the way to reach out to target audience. Marketers have identified most recent media options to communicate and convince potential customers. Numerous scholars have studied the research domain of advertising and have tried to recognize different measures of advertisement effectiveness in context of various media. The objective of this paper is to critically review accessible literature on advertisement effectiveness in context of varied advertising media, recognize major gaps in the literature and identify future research prospects on the basis of critical analysis of literature.

Keywords: Advertising, Advertising Media, Competition, Effectiveness Measurement.

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