Search results for: Analysis of Variance (ANOVA)

Authors: Z. Ishak, S. Jamaluddin, F.P Chew

Abstract:

This paper examines the students’ self-concept among 16- and 17- year- old adolescents in Malaysian secondary schools. Previous studies have shown that positive self-concept played an important role in student adjustment and academic performance during schooling. This study attempts to investigate the factors influencing students’ perceptions toward their own self-concept. A total of 1168 students participated in the survey. This study utilized the CoPs (UM) instrument to measure self-concept. Principal Component Analysis (PCA) revealed three factors: academic selfconcept, physical self-concept and social self-concept. This study confirmed that students perceived certain internal context factors, and revealed that external context factor also have an impact on their self-concept.

Keywords: Academic self-concept, physical self-concept, Principal Component Analysis (PCA), social self-concept.

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Authors: Bo Wun Huang, Pu Ping Yu, Jao-Hwa Kuang

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For smaller mechatronic device, especially for micro Electronic system, a micro machining is a must. However, most investigations on vibration of a mill have been limited to the traditional type mill. In this article, vibration and dynamic characteristics of a micro mill were investigated in this study. The trend towards higher precision manufacturing technology requires producing miniaturized components. To improve micro-milled product quality, obtain a higher production rate and avoid milling breakage, the dynamic characteristics of micro milling must be studied. A stepped pre-twisted mill is used to simulate the micro mill. The finite element analysis is employed in this work. The flute length and diameter effects of the micro mill are considered. It is clear that the effects of micro mill shape parameters on vibration in a micro mill are significant.

Keywords: micro system, micro mill, vibration.

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Authors: Shigeaki Sakurai, Ryohei Orihara

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This paper proposes a new method for analyzing textual data. The method deals with items of textual data, where each item is described based on various viewpoints. The method acquires 2- class classification models of the viewpoints by applying an inductive learning method to items with multiple viewpoints. The method infers whether the viewpoints are assigned to the new items or not by using the models. The method extracts expressions from the new items classified into the viewpoints and extracts characteristic expressions corresponding to the viewpoints by comparing the frequency of expressions among the viewpoints. This paper also applies the method to questionnaire data given by guests at a hotel and verifies its effect through numerical experiments.

Keywords: Text mining, Multiple viewpoints, Differential analysis, Questionnaire data

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Authors: Dyi-Cheng Chen, Wen-Hsuan Ku, Ming-Ren Chen

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The current of professional bicycle pedal-s manufacturing model mostly used casting, forging, die-casting processing methods, so the paper used 7075 aluminum alloy which is to produce the bicycle parts most commonly, and employs the rigid-plastic finite element (FE) DEFORMTM 3D software to simulate and to analyze the professional bicycle pedal design. First we use Solid works 2010 3D graphics software to design the professional bicycle pedal of the mold and appearance, then import finite element (FE) DEFORMTM 3D software for analysis. The paper used rigid-plastic model analytical methods, and assuming mode to be rigid body. A series of simulation analyses in which the variables depend on different temperature of forging billet, friction factors, forging speed, mold temperature are reveal to effective stress, effective strain, damage and die radial load distribution for forging bicycle pedal. The analysis results hope to provide professional bicycle pedal forming mold references to identified whether suit with the finite element results for high-strength design suitability of aluminum alloy.

Keywords: Bicycle pedal, finite element analysis, 7075 aluminum alloy, Taguchi method

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Authors: Nor Fadzillah Mohd Mokhtar, Norihan Md Arifin, Roslinda Nazar, Fudziah Ismail, MohamedSuleiman

Abstract:

The stability analysis of Marangoni convection in porous media with a deformable upper free surface is investigated. The linear stability theory and the normal mode analysis are applied and the resulting eigenvalue problem is solved exactly. The Darcy law and the Brinkman model are used to describe the flow in the porous medium heated from below. The effect of the Crispation number, Bond number and the Biot number are analyzed for the stability of the system. It is found that a decrease in the Crispation number and an increase in the Bond number delay the onset of convection in porous media. In addition, the system becomes more stable when the Biot number is increases and the Daeff number is decreases.

Keywords: Deformable, Marangoni, Porous, Stability.

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Authors: Kanyarat Bussaban, Kunyanuth Kularbphettong

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This research aims to create a model for analysis of student behavior using Library resources based on data mining technique in case of Suan Sunandha Rajabhat University. The model was created under association rules, Apriori algorithm. The results were found 14 rules and the rules were tested with testing data set and it showed that the ability of classify data was 79.24percent and the MSE was 22.91. The results showed that the user’s behavior model by using association rule technique can use to manage the library resources.

Keywords: Behavior, data mining technique, Apriori algorithm.

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Authors: M. Ayazi, R. Karami, B. Kamkari

Abstract:

Solid oxide fuel cells have been considered in the last years as one of the most promising technologies for very highefficiency electric energy generation from hydrogen or other hydrocarbons, both with simple fuel cell plants and with integrated gas turbine-fuel cell systems. In the present study, a detailed thermodynamic analysis has been carried out. Mass and exergy balances are performed not only for the whole plant but also for each component in order to evaluate the thermal efficiency of combined cycle. Moreover, different sources of irreversibilities within the SOFC stack have been discussed and a parametric study conducted to evaluate the effect of temperature as well as pressure on SOFC irreversibilities and its performance. In this investigation methane and hydrogen have been used for fueling the SOFC stack and combustion chamber.

Keywords: SOFC, Energy, Power turbine, Irreversibility.

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Authors: Kyoung Hoon Kim

Abstract:

The absorption power generation cycle based on the ammonia-water mixture has attracted much attention for efficient recovery of low-grade energy sources. In this paper a thermodynamic performance analysis is carried out for a Kalina cycle using ammonia-water mixture as a working fluid for efficient conversion of low-temperature heat source in the form of sensible energy. The effects of the source temperature on the system performance are extensively investigated by using the thermodynamic models. The results show that the source temperature as well as the ammonia mass fraction affects greatly on the thermodynamic performance of the cycle.

Keywords: Ammonia-water mixture, Kalina cycle, low-grade heat source, source temperature.

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Authors: Abdul H, Jamil A, Imran U

Abstract:

Conflicts identification among non-functional requirements is often identified intuitively which impairs conflict analysis practices. This paper proposes a new model to identify conflicts among non-functional requirements. The proposed model uses the matrix mechanism to identify the quality based conflicts among non-functional requirements. The potential conflicts are identified through the mapping of low level conflicting quality attributes to low level functionalities using the matrices. The proposed model achieves the identification of conflicts among product and process requirements, identifies false conflicts, decreases the documentation overhead, and maintains transparency of identified conflicts. The attributes are not concomitantly taken into account by current models in practice.

Keywords: Conflict Identification, Matrix Maps, Non-functional Requirements, Requirements Analysis, Software Engineering

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Authors: Jamshaid ur Rehman, Shahida Wizarat

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The principal focus of this study is on the measurement and analysis of labor learnings in Pakistan. The study at the aggregate economy level focus on the labor productivity movements and at large-scale manufacturing level focus on the cost structure, with isolating the contribution of the learning curve. The analysis of S-shaped curve suggests that learnings are only below one half of aggregate learning curve and other half shows the retardation in learning, hence retardation in productivity movements. The study implies the existence of learning economies in term of cost reduction that is input cost per unit produced decreases by 0.51 percent every time the cumulative production output doubles.

Keywords: Cost, Inflection Point, Learning Curve, Minima, Maxima, and Productivity

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Authors: Surat Srinoy, Werasak Kurutach, Witcha Chimphlee, Siriporn Chimphlee

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One main drawback of intrusion detection system is the inability of detecting new attacks which do not have known signatures. In this paper we discuss an intrusion detection method that proposes independent component analysis (ICA) based feature selection heuristics and using rough fuzzy for clustering data. ICA is to separate these independent components (ICs) from the monitored variables. Rough set has to decrease the amount of data and get rid of redundancy and Fuzzy methods allow objects to belong to several clusters simultaneously, with different degrees of membership. Our approach allows us to recognize not only known attacks but also to detect activity that may be the result of a new, unknown attack. The experimental results on Knowledge Discovery and Data Mining- (KDDCup 1999) dataset.

Keywords: Network security, intrusion detection, rough set, ICA, anomaly detection, independent component analysis, rough fuzzy .

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Authors: Fatma N. Talkhan, H. H. Abo-Assy, K. A. Soliman, Marwa M. Azzam, A. Z. E. Abdelsalam, A. S. Abdel-Razek

Abstract:

The Egyptian Bacillus thuringiensis isolate (M5) produce crystal proteins that is toxic against insects was irradiated with UV light to induce mutants. Upon testing 10 of the resulting mutants for their toxicity against cotton leafworm larvae, the three mutants 62, 64 and 85 proved to be the most toxic ones. Upon testing these mutants along with their parental isolate by SDS-PAGE analysis of spores-crystals proteins as well as vegetative cells proteins, new induced bands appeared in the three mutants by UV radiation and also they showed disappearance of some other bands as compared with the wild type isolate. Multiplex PCR technique, with five sets of specific primers, was used to detect the three types of cryI genes cryIAa, cryIAb and cryIAc. Results showed that these three genes exist, as distinctive bands, in the wild type isolate (M5) as well as in mutants 62 and 85, while the mutant 64 had two distinctive bands of cryIAb and cryIAc genes, and a faint band of cryI Aa gene. Finally, these results revealed that mutant 62 is considered as the promising mutant since it is UV resistant, highly toxic against Spodoptera littoralis and active against a wide range of Lepidopteran insects.

Keywords: Bacillus thuringiensis, biological control, cry1 genes, multiplex PC, SDS- PAGE analysis.

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Authors: N. Mungkung, S. Wongcharoen., Tanes Tanitteerapan, C. Saejao, D. Arunyasot

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The condition of lightning surge causes the traveling waves and the temporary increase in voltage in the transmission line system. Lightning is the most harmful for destroying the transmission line and setting devices so it is necessary to study and analyze the temporary increase in voltage for designing and setting the surge arrester. This analysis describes the figure of the lightning wave in transmission line with 115 kV voltage level in Thailand by using ATP/EMTP program to create the model of the transmission line and lightning surge. Because of the limit of this program, it must be calculated for the geometry of the transmission line and surge parameter and calculation in the manual book for the closest value of the parameter. On the other hand, for the effects on surge protector when the lightning comes, the surge arrester model must be right and standardized as metropolitan electrical authority's standard. The candidate compared the real information to the result from calculation, also. The results of the analysis show that the temporary increase in voltage value will be rise to 326.59 kV at the line which is done by lightning when the surge arrester is not set in the system. On the other hand, the temporary increase in voltage value will be 182.83 kV at the line which is done by lightning when the surge arrester is set in the system and the period of the traveling wave is reduced, also. The distance for setting the surge arrester must be as near to the transformer as possible. Moreover, it is necessary to know the right distance for setting the surge arrester and the size of the surge arrester for preventing the temporary increase in voltage, effectively.

Keywords: Lightning surge, surge arrester, electrical power system, ATP/EMTP program.

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Authors: E. Moroydor Derun, Z. Eslek, S. Piskin

Abstract:

Hypericum perforatum L. is a member of the Hypericaceae (Guttiferae) family and commonly known as St. John’s wort. There is a growing interest in this medicinal plant because of the constituents of this genus. A number of species have been shown to possess various biological activities such as antiviral, wound healing, analgesic, hepatoprotective, antimicrobial and antioxidant activities and also have therapeutic effects on burns, bruises, swelling, anxiety and mild to moderate depression. In this study, the aerial parts of Hypericum perforatum L. are extracted and the main and effective constituents are determined. The analysis of the extracts was performed by GC-MS and LC-MS. As a next step, it is aimed to investigate the usage of the main constituents of the medicinal plant.

Keywords: Hypericaceae, Hypericum perforatum L., GC-MS, Guttiferae, LC-MS, Medicinal plant, St. John’s wort.

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Authors: Ji-il Park, Donghan Koo, Hyungtae Seo, Jihyuk Park, Heewon Park, Sukyung Park, Kyung-Soo Kim, and Soohyun Kim

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In the paper, the energetic features of the loaded gait are newly analyzed depending on the trunk flexion change. To investigate the loaded gait, walking experiments are performed for five subjects and, the ground reaction forces and kinematic data are measured. Based on these information, we compute the impulse, momentum and mechanical works done on the center of body mass, through the trunk flexion change. As a result, it is shown that the trunk flexion change does not affect the impulses and momentums during the step-to-step transition as well. However, the direction of the pre-collision momentum does change depending on the trunk flexion change, which is degenerated just after (or during) the collision period.

Keywords: Loaded gait, collision, impulse, gravity, heel strike, push-off, gait analysis.

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Authors: Parveen K. Saini, Tarun Agarwal

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An investigation into the effect of countersunk depth, plate thickness, countersunk angle and plate width on the stress concentration around countersunk hole is carried out with the help of finite element analysis. The variation of stress concentration with respect to these parameters is studied for three types of loading viz. uniformly distributed load, uniformly varying load and functionally distributed load. The results of the finite element analysis are interpreted and some conclusions are drawn. The distribution of stress concentration around countersunk hole in isotropic plates simply supported at all the edges is found similar and is independent of loading. The maximum stress concentration also occurs at a particular point irrespective of the loading conditions.

Keywords: Stress Concentration Factor, Countersunk hole, Finite element, ANSYS.

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Authors: Kyoung Hoon Kim

Abstract:

A thermodynamic analysis of a partial evaporating Rankine cycle with regeneration using zeotropic ammonia-water mixture as a working fluid is presented in this paper. The thermodynamic laws were applied to evaluate the system performance. Based on the thermodynamic model, the effects of the vapor quality and the ammonia mass fraction on the system performance were extensively investigated. The results showed that thermal efficiency has a peak value with respect to the vapor quality as well as the ammonia mass fraction. The partial evaporating ammonia based Rankine cycle has a potential to improve recovery of low-grade finite heat source.

Keywords: Ammonia-water, Rankine cycle, partial evaporating, thermodynamic performance.

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Authors: Vladislav A. Nazukin, Valery G. Avgustinovich, Vakhtang V. Tsatiashvili

Abstract:

The most important part of modern lean low NOx combustors is a premixer where swirlers are often used for intensification of mixing processes and further formation of required flow pattern in combustor liner. Swirling flow leads to formation of complex eddy structures causing flow perturbations. It is able to cause combustion instability. Therefore, at design phase, it is necessary to pay great attention to aerodynamics of premixers. Analysis based on unsteady CFD modeling of swirling flow in production combustor swirler showed presence of large number of different eddy structures that can be conditionally divided into three types relative to its location of origin and a propagation path. Further, features of each eddy type were subsequently defined. Comparison of calculated and experimental pressure fluctuations spectrums verified correctness of computations.

Keywords: DES simulation, swirler, vortical structures.

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Authors: Trevor N. Haas, Thomas van der Kolf

Abstract:

South Africa has some regions which are susceptible to moderate seismic activity. A peak ground acceleration of between 0.1g and 0.15g can be expected in the southern parts of the Western Cape. Unreinforced Masonry (URM) is commonly used as a construction material for 2 to 5 storey buildings in underprivileged areas in and around Cape Town. URM is typically regarded as the material most vulnerable to damage when subjected to earthquake excitation. In this study, a three-storey URM building was analysed by applying seven earthquake time-histories, which can be expected to occur in South Africa using a finite element approach. Experimental data was used to calibrate the in- and out-of-plane stiffness of the URM. The results indicated that tensile cracking of the in-plane piers was the dominant failure mode. It is concluded that URM buildings of this type are at risk of failure especially if sufficient ductility is not provided. The results also showed that connection failure must be investigated further.

Keywords: URM, Seismic Analysis, FEM.

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Authors: Bharti Negi, Gargi Dey

Abstract:

This is the first report from India on a beverage resulting from alcoholic fermentation of the juice of sea buckthorn (Hippophae rhamnoides L) using lab isolated yeast strain. The health promoting potential of the product was evaluated based on its total phenolic content. The most important finding was that under the present fermentation condition, the total phenolic content of the wine product was 689 mg GAE/L. Investigation of influence of bottle ageing on the sea buckthorn wine showed a slight decrease in the phenolic content (534 m mg GAE/L). This study also includes the comparative analysis of the phenolic content of wines from other selected fruit juices like grape, apple and black currant. KeywordsAlcoholic fermentation, Hippophae, Total phenolic content, Wine

Keywords: Alcoholic fermentation, Hippophae, Total phenolic content, Wine

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Authors: T. Cholastova, D. Knotova

Abstract:

Utilization of diverse germplasm is needed to enhance the genetic diversity of cultivars. The objective of this study was to evaluate the genetic relationships of 98 alfalfa germplasm accessions using morphological traits and SSR markers. From the 98 tested populations, 81 were locals originating in Europe, 17 were introduced from USA, Australia, New Zealand and Canada. Three primers generated 67 polymorphic bands. The average polymorphic information content (PIC) was very high (> 0.90) over all three used primer combinations. Cluster analysis using Unweighted Pair Group Method with Arithmetic Means (UPGMA) and Jaccard´s coefficient grouped the accessions into 2 major clusters with 4 sub-clusters with no correlation between genetic and morphological diversity. The SSR analysis clearly indicated that even with three polymorphic primers, reliable estimation of genetic diversity could be obtained.

Keywords: genetic diversity, Medicago sativa L., morphological traits, SSR markers

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Authors: Nikunj Agarwal, M. P. Sebastian

Abstract:

Cloud computing can reduce the start-up expenses of implementing EHR (Electronic Health Records). However, many of the healthcare institutions are yet to implement cloud computing due to the associated privacy and security issues. In this paper, we analyze the challenges and opportunities of implementing cloud computing in healthcare. We also analyze data of over 5000 US hospitals that use Telemedicine applications. This analysis helps to understand the importance of smart phones over the desktop systems in different departments of the healthcare institutions. The wide usage of smartphones and cloud computing allows ubiquitous and affordable access to the health data by authorized persons, including patients and doctors. Cloud computing will prove to be beneficial to a majority of the departments in healthcare. Through this analysis, we attempt to understand the different healthcare departments that may benefit significantly from the implementation of cloud computing.

Keywords: Cloud computing, smart devices, healthcare, telemedicine.

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Authors: Rachid Ait daoud, Abdellah Amine, Belaid Bouikhalene, Rachid Lbibb

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Given the increase in the number of e-commerce sites, the number of competitors has become very important. This means that companies have to take appropriate decisions in order to meet the expectations of their customers and satisfy their needs. In this paper, we present a case study of applying LRFM (length, recency, frequency and monetary) model and clustering techniques in the sector of electronic commerce with a view to evaluating customers’ values of the Moroccan e-commerce websites and then developing effective marketing strategies. To achieve these objectives, we adopt LRFM model by applying a two-stage clustering method. In the first stage, the self-organizing maps method is used to determine the best number of clusters and the initial centroid. In the second stage, kmeans method is applied to segment 730 customers into nine clusters according to their L, R, F and M values. The results show that the cluster 6 is the most important cluster because the average values of L, R, F and M are higher than the overall average value. In addition, this study has considered another variable that describes the mode of payment used by customers to improve and strengthen clusters’ analysis. The clusters’ analysis demonstrates that the payment method is one of the key indicators of a new index which allows to assess the level of customers’ confidence in the company's Website.

Keywords: Customer value, LRFM model, Cluster analysis, Self-Organizing Maps method (SOM), K-means algorithm, loyalty.

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Authors: Li Zhu, Binghua Wang, Yong Sun

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China is experiencing the rural development process, with the agritourism complex becoming one of the significant modes. Therefore, it is imperative to understand the energy performance of agritourism complex. This study focuses on a typical case of the agritourism complex and simulates the energy consumption performance on condition of the regular energy system. It was found that HVAC took 90% of the whole energy demand range. In order to optimize the energy supply structure, the hierarchical analysis was carried out on the level of architecture with three main factors such as construction situation, building types and energy demand types. Finally, the energy planning suggestion of the agritourism complex was put forward and the relevant results were obtained.

Keywords: Agritourism complex, energy planning, energy demand simulation, hierarchical structure model.

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Authors: Jin-Hong Kim

Abstract:

Hydraulic analysis on microhabitat of Benthic Macro- invertebrates was performed at riparian riffles of Hongcheon River and Gapyeong Stream. As for the representative species, Ecdyonurus kibunensis, Paraleptophlebia cocorata, Chironomidae sp. and Psilotreta kisoensis iwata were chosen. They showed hydraulically different habitat types by flow velocity and particle diameters of streambed materials. Habitat conditions of the swimmers were determined mainly by the flow velocity rather than by flow depth or by riverbed materials. Burrowers prefer sand and silt, and inhabited at the riverbed. Sprawlers prefer cobble or boulder and inhabited for velocity of 0.05-0.15 m/s. Clingers prefer pebble or cobble and inhabited for velocity of 0.06-0.15 m/s. They were found to be determined mainly by the flow velocity.

Keywords: Benthic macroinvertebrates, riffles, clinger, swimmer, burrower, sprawler.

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Authors: S. Bouharati, I. Bouharati, C. Benzidane, F. Alleg, M. Belmahdi

Abstract:

Sensors possess several properties of physical measures. Whether devices that convert a sensed signal into an electrical signal, chemical sensors and biosensors, thus all these sensors can be considered as an interface between the physical and electrical equipment. The problem is the analysis of the multitudes of saved settings as input variables. However, they do not all have the same level of influence on the outputs. In order to identify the most sensitive parameters, those that can guide users in gathering information on the ground and in the process of model calibration and sensitivity analysis for the effect of each change made. Mathematical models used for processing become very complex. In this paper a fuzzy rule-based system is proposed as a solution for this problem. The system collects the available signals information from sensors. Moreover, the system allows the study of the influence of the various factors that take part in the decision system. Since its inception fuzzy set theory has been regarded as a formalism suitable to deal with the imprecision intrinsic to many problems. At the same time, fuzzy sets allow to use symbolic models. In this study an example was applied for resolving variety of physiological parameters that define human health state. The application system was done for medical diagnosis help. The inputs are the signals expressed the cardiovascular system parameters, blood pressure, Respiratory system paramsystem was done, it will be able to predict the state of patient according any input values.

Keywords: Sensors, Sensivity, fuzzy logic, analysis, physiological parameters, medical diagnosis.

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Authors: Seyeon Park, Mi Jang

Abstract:

Tumor cells have an invasive and metastatic phenotype that is the main cause of death for cancer patients. Tumor establishment and penetration consists of a series of complex processes involving multiple changes in gene expression. In this study, intraperitoneal administration of a high concentration of ascorbic acid inhibited tumor establishment and decreased tumor mass in BALB/C mice implanted with S-180 sarcoma cancer cells. To identify proteins involved in the ascorbic acid-mediated inhibition of tumor progression, changes in the tumor proteome associated with ascorbic acid treatment of BALB/C mice implanted with S-180 were investigated using two-dimensional gel electrophoresis and mass spectrometry. Twenty protein spots were identified whose expression was different between control and ascorbic acid treatment groups.

Keywords: Ascorbic acid, Proteomic analysis, S-180 implantedBALB/C mouse

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Authors: Nasim Fallahi, Erasmo Carrera, Alfonso Pagani

Abstract:

Variable angle tow describes the fibres which are curvilinearly steered in a composite lamina. Significantly, stiffness tailoring freedom of VAT composite laminate can be enlarged and enabled. Composite structures with curvilinear fibres have been shown to improve the buckling load carrying capability in contrast with the straight laminate composites. However, the optimal design and analysis of VAT are faced with high computational efforts due to the increasing number of variables. In this article, an efficient optimum solution has been used in combination with 1D Carrera’s Unified Formulation (CUF) to investigate the optimum fibre orientation angles for buckling analysis. The particular emphasis is on the LE-based CUF models, which provide a Lagrange Expansions to address a layerwise description of the problem unknowns. The first critical buckling load has been considered under simply supported boundary conditions. Special attention is lead to the sensitivity of buckling load corresponding to the fibre orientation angle in comparison with the results which obtain through the Genetic Algorithm (GA) optimization frame and then Artificial Neural Network (ANN) is applied to investigate the accuracy of the optimized model. As a result, numerical CUF approach with an optimal solution demonstrates the robustness and computational efficiency of proposed optimum methodology.

Keywords: Beam structures, layerwise, optimization, variable angle tow, neural network

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Authors: Hsian Ming Goo

Abstract:

The paper concerns a special approximate algorithm of the square root of the specific positive integer, which is built by the use of the property of positive integer solution of the Pell’s equation, together with using some elementary theorems of matrices, and then takes it to compare with general used the Newton’s method and give a practical numerical example and error analysis; it is unexpected to find its special property: the significant figure of the approximation value of the square root of positive integer will increase one digit by one. It is well useful in some occasions.

Keywords: Special approximate algorithm, square root, Pell’s equation, Newton’s method, error analysis.

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Authors: Laimona Sliburyte

Abstract:

The goal of this study was to disclose the core of the advertising research based on the psychological aspects by acquainting with the nature of advertising research and revealing the importance of psychological aspects of advertising during the advertising research. The growing interest in consumer response to advertisement served as an encouragement to make the analysis of psychological aspects of the advertising research, because the information obtained during the advertising research helps to answer the question how advertising really works. In the research analysis focuses on the nature of advertising research. The place of advertising research in advertisement planning process and the advertising research process are unfolded. Moreover, the importance of psychological aspects in the advertising research is being examined. The certain psychological aspects like the particularities of advertising communication process, psychological process that are active at advertising acceptance and awareness process as well as the advertising effects are analysed in more detail.

Keywords: Advertising, communication process, advertising message, advertising psychology.

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