Search results for: thinking and research lesson.

Authors: Sema Kurtuluş, Kemal Kurtuluş

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The objective of this paper is to review and assess the methodological issues and problems in marketing research, data and knowledge mining in Turkey. As a summary, academic marketing research publications in Turkey have significant problems. The most vital problem seems to be related with modeling. Most of the publications had major weaknesses in modeling. There were also, serious problems regarding measurement and scaling, sampling and analyses. Analyses myopia seems to be the most important problem for young academia in Turkey. Another very important finding is the lack of publications on data and knowledge mining in the academic world.

Keywords: Marketing research, data mining, knowledge mining, research modeling, analyses.

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Authors: Sri Kusumawati Md Daud, Fauzan Mustaffa, Hanafizan Hussain, Md Najib Osman

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Does open ended creative technology give positive impact in learning design? Although there are many researchers had examined on the impact of technology on design education but there are very few conclusive researches done on the impact of open ended used of software to learning design. This paper sought to investigate a group of student-s experience on relatively wider range of software application within the context of design project. A typography design project was used to create a learning environment with the aim of inculcate design skills into the learners and increase their creative problem-solving and critical thinking skills. The methods used in this study were questionnaire survey and personal observation which will be focus on the individual and group response during the completion of the task.

Keywords: Learning Tool, Creative Technology, Software, Software Skills, Typography Design.

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Authors: Christina Van Wingerden

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The aim of this paper is to propose pedagogical design for learning management systems (LMS) that offers greater inclusion for students based on a number of theoretical perspectives and delineated through an example. Considering the impact of COVID-19, including on student mental health, the research suggesting the importance of student sense of belonging on retention, success, and student well-being, the author describes intentional LMS design incorporating theoretically based practices informed by critical theory, feminist theory, indigenous theory and practices, and new materiality. This article considers important aspects of these theories and practices which attend to inclusion, identities, and socially just learning environments. Additionally, increasing student sense of belonging and mental health through LMS design influenced by adult learning theory and the community of inquiry model are described.  The process of thinking through LMS pedagogical design with inclusion intentionally in mind affords the opportunity to allow LMS to go beyond course use as a repository of documents, to an intentional community of practice that facilitates belonging and connection, something much needed in our times. In virtual learning environments it has been harder to discern how students are doing, especially in feeling connected to their courses, their faculty, and their student peers. Increasingly at the forefront of public universities is addressing the needs of students with multiple and intersecting identities and the multiplicity of needs and accommodations. Education in 2020, and moving forward, calls for embedding critical theories and inclusive ideals and pedagogies to the ways instructors design and teach in online platforms. Through utilization of critical theoretical frameworks and instructional practices, students may experience the LMS as a welcoming place with intentional plans for welcoming diversity in identities.

Keywords: Belonging, critical pedagogy, instructional design, Learning Management System, LMS.

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Authors: Javadi Alimohammad, Javadi Maryam, Feizi Fereidoon

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A review of the literature found that Domestic violence and child maltreatment co-occur in many families, the purpose of this study attempts to emphasize the factors relating to intra-family relationships (order point of view) on violence against the children, For this purpose a survey technique on the sample size amounted 200 students of governmental guidance schools of city of Gilanegharb in country of Iran were considered. For measurement of violence against the children (VAC) the CTS scaled has been used .The results showed that children have experienced the violence more than once during the last year. degree of order in family is high. Explanation result indicated that the order variables in family including collective thinking, empathy, communal co-circumstance have significant effects on VAC.

Keywords: Violence, domestic violence, violence against children, order, guidance school, family, children.

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Authors: Mona Masood, Zakiah Zain

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This study was conducted in Malaysia to discover how meaning and appreciation were construed among 35 Form Five students. Panofsky-s theory was employed to discover the levels of reasoning among students when various types of posters were displayed. The independent variables used were posters that carried explicit and implicit meanings; the moderating variable was students- visual literacy levels while the dependent variable was the implicit interpretation level. One-way ANOVA was applied for the data analysis. The data showed that before students were exposed to Panofsky-s theory, there were differences in thinking between boys, who did not think abstractly or implicit in comparison to girls. The study showed that students- visual literacy in posters depended on the use of visual texts and illustration. This paper discuss further on posters with text only have a tendency to be too abstract as opposed to posters with visuals plus text.

Keywords: explicit visual, implicit visual, visual interpretation, visual literacy

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Authors: Dongfang Qiu, Yilin Lu

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The measurement of enterprise-university-research cooperative efficiency has important meanings in improving the cooperative efficiency, strengthening the effective integration of regional resource, enhancing the ability of regional innovation and promoting the development of regional economy. The paper constructs the DEA method and DEA-Malmquist productivity index method to research the cooperation efficiency of Hubei by making comparisons with other provinces in China. The study found out the index of technology efficiency is 0.52 and the enterprise-universityresearch cooperative efficiency is Non-DEA efficient. To realize the DEA efficiency of Hubei province, the amount of 1652.596 R&D employees and 638.368 R&D employees’ full time equivalence should be reduced or 137.89 billion yuan of new products’ sales income be increased. Finally, it puts forward policy recommendations on existing problems to strengthen the standings of the cooperation, realize the effective application of the research results, and improve the level of management of enterprise-university-research cooperation efficiency.

Keywords: Cooperation Ability, DEA Method, Enterprise-university-research Cooperation, Malmquist Efficiency Index.

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Authors: Omid Noroozi

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Digital dialogue games have opened up opportunities for learning skills by engaging students in complex problem solving that mimic real world situations, without importing unwanted constraints and risks of the real world. Digital dialogue games can be motivating and engaging to students for fun, creative thinking, and learning. This study explored how undergraduate students engage with argumentative discourse activities which have been designed to intensify debate. A pre-test, post-test design was used with students who were assigned to groups of four and asked to debate a controversial topic with the aim of exploring various 'pros and cons' on the 'Genetically Modified Organisms (GMOs)'. Findings reveal that the Digital dialogue game can facilitate argumentation-based learning. The digital Dialogue game was also evaluated positively in terms of students’ satisfaction and learning experiences.

Keywords: Argumentation, dialogue, digital game, learning, motivation.

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Authors: Melvin Ballera, Mosbah Mohamed Elssaedi, Ahmed Khalil Zohdy

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Collaborative problem solving in e-learning can take in the form of discussion among learner, creating a highly social learning environment and characterized by participation and interactivity. This paper, designed a collaborative learning environment where agent act as co-learner, can play different roles during interaction. Since different roles have been assigned to the agent, learner will assume that multiple co-learner exists to help and guide him all throughout the collaborative problem solving process, but in fact, alone during the learning process. Specifically, it answers the questions what roles of the agent should be incorporated to contribute better learning outcomes, how agent will facilitate the communication process to provide social learning and interactivity and what are the specific instructional strategies that facilitate learner participation, increased skill acquisition and develop critical thinking.

Keywords: Collaborative e-learning, collaborative problem solving, , imaginary co-learner, social learning.

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Authors: Reiko Yamamoto

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This paper reports on how synchrony occurs between children and their teacher, and what prevents or facilitates synchrony. The aim of the experiment conducted in this study was to precisely analyze their movements and synchrony and reveal the process of synchrony in a real-world classroom. Specifically, the experiment was conducted for around 20 minutes during an English as a foreign language (EFL) lesson. The participants were 11 fourth-grade school children and their classroom teacher in a public elementary school in Japan. Previous researchers assert that synchrony causes the state of flow in a class. For checking the level of flow, Short Flow State Scale (SFSS) was adopted. The experimental procedure had four steps: 1) The teacher read aloud the first half of an English storybook to the children. Both the teacher and the children were at their own desks. 2) The children were subjected to an SFSS check. 3) The teacher read aloud the remaining half of the storybook to the children. She made the children remove their desks before reading. 4) The children were again subjected to an SFSS check. The movements of all participants were recorded with a video camera. From the movement analysis, it was found that the children synchronized better with the teacher in Step 3 than in Step 1, and that the teacher’s movement became free and outstanding without a desk. This implies that the desk acted as a barrier between the children and the teacher. Removal of this barrier resulted in the children’s reactions becoming synchronized with those of the teacher. The SFSS results proved that the children experienced more flow without a barrier than with a barrier. Apparently, synchrony is what caused flow or social emotions in the classroom. The main conclusion is that synchrony leads to cognitive outcomes such as children’s academic performance in EFL learning.

Keywords: Movement synchrony, teacher–child relationships, English as a foreign language, EFL learning.

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Authors: Christine K. Fulmer

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Social work education is competency based in nature. There is an expectation that graduates of social work programs throughout the world are to be prepared to practice at a level of competence, which is beneficial to both the well-being of individuals and community. Experiential learning is one way to prepare students for competent practice. The use of Problem-Based Learning (PBL) is a form experiential education that has been successful in a number of disciplines to bridge the gap between the theoretical concepts in the classroom to the real world. PBL aligns with the constructivist theoretical approach to learning, which emphasizes the integration of new knowledge with the beliefs students already hold. In addition, the basic tenants of PBL correspond well with the practice behaviors associated with social work practice including multi-disciplinary collaboration and critical thinking. This paper makes an argument for utilizing PBL in social work education.

Keywords: Constructivist theoretical approach, experiential learning, pedagogy, problem-based learning, social work education.

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Authors: R. Goede, E. Taylor

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This paper demonstrates how the soft systems methodology can be used to improve the delivery of a module in data warehousing for fourth year information technology students. Graduates in information technology needs to have academic skills but also needs to have good practical skills to meet the skills requirements of the information technology industry. In developing and improving current data warehousing education modules one has to find a balance in meeting the expectations of various role players such as the students themselves, industry and academia. The soft systems methodology, developed by Peter Checkland, provides a methodology for facilitating problem understanding from different world views. In this paper it is demonstrated how the soft systems methodology can be used to plan the improvement of data warehousing education for fourth year information technology students.

Keywords: Data warehousing, education, soft systems methodology, stakeholders, systems thinking.

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Authors: E. Olmos-Raya, A. Cascales Martínez, N. Minto de Sousa, M. Alcañiz Raya

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The late detection and subjectivity of the assessment of Autism Spectrum Disorder (ASD) imposed a difficulty for the children’s clinical and familiar environment. The results showed in this paper, are part of a research project about the assessment and training of social skills in children with ASD, whose overall goal is the use of virtual environments together with physiological measures in order to find a new model of objective ASD assessment based on implicit brain processes measures. In particular, this work tries to contribute by studying the differences and changes in the Skin Conductance Response (SCR) and Eye Tracking (ET) between a typical development group (TD group) and an ASD group (ASD group) after several combined stimuli using a low cost Immersive Virtual Environment (IVE). Subjects were exposed to a virtual environment that showed natural scenes that stimulated visual, auditory and olfactory perceptual system. By exposing them to the IVE, subjects showed natural behaviors while measuring SCR and ET. This study compared measures of subjects diagnosed with ASD (N = 18) with a control group of subjects with typical development (N=10) when exposed to three different conditions: only visual (V), visual and auditory (VA) and visual, auditory and olfactory (VAO) stimulation. Correlations between SCR and ET measures were also correlated with the Autism Diagnostic Observation Schedule (ADOS) test. SCR measures showed significant differences among the experimental condition between groups. The ASD group presented higher level of SCR while we did not find significant differences between groups regarding DF. We found high significant correlations among all the experimental conditions in SCR measures and the subscale of ADOS test of imagination and symbolic thinking. Regarding the correlation between ET measures and ADOS test, the results showed significant relationship between VA condition and communication scores.

Keywords: Autism, electrodermal activity, eye tracking, immersive virtual environment, virtual reality.

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Authors: H. Maita

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This paper addresses the issue of the speaking challenges that the Algerian PhD students experience during their studies abroad, particularly in UK territory; more specifically, this study describes how these students may deal with such challenges and whether the cultural differences is one core reason in such dilemma or not. To this end, an understanding and interpretation of what actually encompasses both linguistic interference and cultural differences are required. Throughout the paper there is an attempt to explain the theoretical basis of the interpretive research and to theoretically discuss the pivotal use of the interview, as a data collection tool, in interpretive research. Thus, the central issue of this study is to frame the theoretical perspective of the interpretive research through the discussion of PhD Algerian’s communication and interaction challenges in the EFL context. This study is a corner stone for other research studies to further investigate the issue related to communication challenges because no specific findings will be pointed out in this research.

Keywords: EFL, communication, interaction, interpretive research.

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Authors: Maia Seturi

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One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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Authors: Krisada Sungkhamanee

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The objectives of this research are to search the management pattern of Nakhon Pathom lodging entrepreneurs for sufficient economy ways, to know the threat that affects this sector and design fit arrangement model to sustain their business with Nakhon Pathom style. What will happen if they do not use this approach? Will they have a financial crisis? The data and information are collected by informal discussions with 12 managers and 400 questionnaires. A mixed method of both qualitative research and quantitative research are used. Bent Flyvbjerg’s phronesis is utilized for this analysis. Our research will prove that sufficient economy can help small business firms to solve their problems. We think that the results of our research will be a financial model to solve many problems of the entrepreneurs and this way will can be a model for other provinces of Thailand.

Keywords: Nakhon Pathom Province, Lodging Business, Sufficient Economy.

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Authors: Cory A. Bennett

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Teaching and learning through the use of discourse support students’ conceptual understanding by attending to key concepts and relationships. One discourse structure used in primary classrooms is number talks wherein students mentally calculate, discuss, and reason about the appropriateness and efficiency of their strategies. In the secondary mathematics classroom, the mathematics understudy does not often lend itself to mental calculations yet learning to reason, and articulate reasoning, is central to learning mathematics. This qualitative case study discusses how one secondary school in the Middle East adapted the number talk protocol for secondary mathematics classrooms. Several challenges in implementing ‘reasoning talks’ became apparent including shifting current discourse protocols and practices to a more student-centric model, accurately recording and probing student thinking, and specifically attending to reasoning rather than computations.

Keywords: Discourse, reasoning, secondary mathematics, teacher development.

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Authors: Tarek Aboueldahab

Abstract:

In this paper, we propose a new hybrid learning model for stock market indices prediction by adding a passive congregation term to the standard hybrid model comprising Particle Swarm Optimization (PSO) with Genetic Algorithm (GA) operators in training Neural Networks (NN). This new passive congregation term is based on the cooperation between different particles in determining new positions rather than depending on the particles selfish thinking without considering other particles positions, thus it enables PSO to perform both the local and global search instead of only doing the local search. Experiment study carried out on the most famous European stock market indices in both long term and short term prediction shows significantly the influence of the passive congregation term in improving the prediction accuracy compared to standard hybrid model.

Keywords: Global Search, Hybrid Model, Passive Congregation, Stock Market Prediction.

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Authors: M. Chojak

Abstract:

Recently, more and more scientific disciplines refer to research in the field of neurobiology. Interdisciplinary research procedures are created using modern methods of brain imaging. Neither did the pedagogues start looking for neuronal conditions for various processes. The publications began to show concepts such as ‘neuropedagogy’, ‘neuroeducation’, ‘neurodidactics’, ‘brain-friendly education’. They were and are still used interchangeably. In the offer of training for teachers, the topics of multiple intelligences or educational kinesiology began to be more and more popular. These and other ideas have been actively introduced into the curricula. To our best knowledge, the literature on the subject lacks articles organizing the new nomenclature and indicating the methodological framework for research that would confirm the effectiveness of the above-mentioned innovations. The author of this article tries to find the place for neuropedagogy in the system of sciences, define its subject of research, methodological framework and basic concepts. This is necessary to plan studies that will verify the so-called neuromyths.

Keywords: Brain, education, neuropedagogy, research.

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Authors: Peter Hardi, Bala Mulloth

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To be considered a socially entrepreneurial organization today requires achieving what can be termed a “hybrid middle ground” equilibrium, comprising of economic as well as social sustainability. This middle ground requires some blend of both business and social commitments. In this paper, we use the case of Hungary's second ranked mobile operator, Telenor Hungary to illustrate an example of a company that is moving to the hybrid middle ground by transitioning from a for-profit company to a socially responsible business using the concept of strategic CSR. In this line of thinking, the organization explicitly supports programs and initiatives that have a direct link to the core business and bring operational and/or financial advantages for the company, while creating a positive social and/or environmental impact. The important lessons learned from the company transition are also discussed. 

Keywords: Hybrid middle ground, social entrepreneurship, strategic corporate social responsibility.

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Authors: Krisada Sungkhamanee

Abstract:

The objectives of this research are to know the management form of Samut Songkram lodging entrepreneurs with sufficient economy framework, to know the threat that affect this business and drawing the fit model for this province in order to sustain their business with Samut Songkram style. What will happen if they do not use this philosophy? Will they have a cash short fall? The data and information are collected by informal discussion with 8 managers and 400 questionnaires. We will use a mix of methods both qualitative research and quantitative research for our study. Bent Flyvbjerg’s phronesis is utilized for this analysis. Our research will prove that sufficient economy can help small and medium business firms solve their problems. We think that the results of our research will be a financial model to solve many problems of the entrepreneurs and this way will use to practice in other areas of our country. 

Keywords: Samut Songkram, Hospitality Business, Sufficient Economy Philosophy.

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Authors: Serdar Öge, Pınar Erdogan

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The main objective of this research is to describe the relationship between organizational climate and organizational citizenship behavior. In order to examine this relationship, a research is intended to be carried out in relevant institutions and organizations operating in the health sector in Turkey. It will be researched that whether there is a statistically significant relationship between organizational climate and organizational citizenship behavior through elated scientific research methods and statistical analysis. In addition, relationships between the dimensions of organizational climate and organizational citizenship behavior subscales will be questioned statistically.

Keywords: Organizational climate, organizational citizenship, organizational citizenship behavior, climate.

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Authors: Ahed Abugabah, Louis Sanzogni

Abstract:

ERP systems are the largest software applications adopted by universities, along with quite significant investments in their implementation. However, unlike other applications little research has been conducted regarding these systems in a university environment. This paper aims at providing a critical review of previous research in ERP system in higher education with a special focus on higher education in Australia. The research not only forms the basis of an evaluation of previous research and research needs, it also makes inroads in identifying the payoff of ERPs in the sector from different perspectives with particular reference to the user. The paper is divided into two parts, the first part focuses on ERP literature in higher education at large, while the second focuses on ERP literature in higher education in Australia.

Keywords: Enterprise resource planning system, higher education, implementation, user level.

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Authors: Hairuzila Idrus, Zullina Hussain Shaari, Razol Mahari Mohd Ali

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Peer review is an activity where students review their classmates- writing and then evaluate the content, development, unity and organization. Studies have shown that peer review activities benefit both the reviewer and the writer in developing their reading and writing skills. Furthermore, peer review activities may also enhance students- soft skills. This study was conducted to find out the benefits of peer review activity in a technical writing class based on engineering students- perceptions. The study also highlights how these benefits could improve the students- soft skills. A set of questionnaire was given to 200 undergraduate students of a technical writing course. The results of the study indicate that the activity could help improve their critical thinking skills, written and oral communication skills, as well as team work. This paper further discusses how the implications of these benefits could help enhance students- soft skills.

Keywords: Peer review, soft skills, technical writing.

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Authors: Silva, Fátima, Fernandes, Paula Odete

Abstract:

The future of Higher Education Institutions (HEI) depend on their ability to attract and retain students, increase recognition and prestige. In order to respond to the 'customers' increasingly demanding, HEI need to identify the key factors that influence the satisfaction of a 'customers', thereby creating competitive advantages. These determinants of satisfaction are important elements that guide the strategy of an institution and allow the successful achievement of strategic plans, both teaching and administrative, to offer their ‘costumers’ services and products with higher quality. Following this way of thinking, the purpose of this study was to evaluate the satisfaction with the service quality of the School of Technology and Management of Bragança (ESTiG), of the Polytechnic Institute of Bragança, identifying, thus, the dimensions related to the quality of services that might influence students' satisfaction. The results showed that, in general, the students are satisfied with the performance of ESTiG.

Keywords: Customer Satisfaction, Higher Education Institutions, Importance-Satisfaction Model.

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Authors: A. Harmse, R. Goede

Abstract:

Students with high level skills are in demand, especially in scare skill environments. If universities wish to be successful and competitive, its students need to be adequately equipped with the necessary tools. Work Integrated Learning (WIL) is an essential component of the education of a student. The relevance of higher education should be assessed in terms of how it meets the needs of society and the world of work in a global economy. This paper demonstrates how to use Habermas's theory of communicative action to reflect on students- perceptions on their integration in the work environment to achieve social integration and financial justification. Interpretive questionnaires are used to determine the students- view of how they are integrated into society, and contributing to the economy. This paper explores the use of Habermas-s theory of communicative action to give theoretical and methodological guidance for the practice of social findings obtained in this inquiry.

Keywords: Discourse, Habermas, Information Systems Education, Theory of Communicative Action, Work Integrated Learning.

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Authors: Javadi Alimohammad, Javadi Maryam

Abstract:

The purpose of this study attempts to emphasize the factors relating to intra-family relationships (order point of view) on violence against the women, For this purpose a survey technique on the sample size amounted 100 women of married of city of Ilam in country of Iran were considered. For measurement of violence against the women , the CTS scaled has been used .violence against the women be measured in four dimension ( emotional violence, psycho violence, physical violence, neglect violence). highest violence was related to emotional violence and after are as follow respectively : physical violence and neglect violence. The results showed that women have experienced the violence more than once during the last year, degree of order in family is high. Explanation result indicated that the order variables in family including collective thinking, empathy and communal co-circumstance have significant effects on violence against the women. Via multiple regression analysis variables of empathy, religious tenet and education of husband had significant effect on violence against women. In other words relationships among family effect on violence in family.

Keywords: violence, domestic violence, violence against women, family.

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Authors: T. M. Al Muhareb, J. Graham-Jones

Abstract:

The service quality is a significant element in aviation industry especially in the international airports. Through this paper, the researchers built a model based on Lean six sigma methodologies and applied it in the departure area at KKIA (King Khalid International Airport) in order to assess it. This model characterized with many special features that can become over the cultural differences in aviation industry since it is considered the most critical circumstance in this field. Applying the model of this study is depending on following the DMAIC procedure systemized in lean thinking aspects. This model of Lean-six-sigma as a managerial procedure is mostly focused on the change management culture that requires high level of planning, organizing, modifying, and controlling in order to benefit from strengths as well as revoke weaknesses.

Keywords: Lean-six-sigma, Service quality, Aviation industry, KKIA (King Khalid International Airport), SERVQUAL.

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Authors: Armen Yezekyan

Abstract:

The main purpose of this research is to comprehensively explore and identify the problems of attestation of the public servants and to propose solutions for these issues through deeply analyzing laws and the legal theoretical literature. For the detailed analysis of the above-mentioned problems we will use some research methods, the implementation of which has a goal to ensure the objectivity and clarity of scientific research and its results.

Keywords: Attestation, attestation commission, competition commission, public servant, public service, testing.

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Authors: Mohamed Chabi, Mohammad Shahid Jamil, Mahmoud I Syam

Abstract:

The purpose of this study is to determine whether paper assessment especially in the subject mathematics will ever be completely replaced by online assessment using Learning Management System and Content Management System such as blackboard. Testing students has moved from the traditional scribbling and sketching on paper towards working online on a screen and keyboard. It is found that online assessment by using selective types of questions like multiple choices, true or false and final answer questions don’t reflect the actual understanding of students in solving the problems and teachers can’t determine the weakness points of students. In addition, it is showed that OBMCQs are a very good tool for self-assessment and when teachers are testing for knowledge and facts. But when it comes to the skills, OBMCQs are poor tools for measuring the ability to apply knowledge to complex math problem. 

Keywords: Paper assessment, online assessment, learning management system, content management system.

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Authors: J. Maksimainen

Abstract:

The values of managers and employees in organizations are phenomena that have captured the interest of researchers at large. Despite this attention, there continues to be a lack of agreement on what values are and how they influence individuals, or how they are constituted in individuals- mind. In this article content-based approach is presented as alternative reference frame for exploring values. In content-based approach human thinking in different contexts is set at the focal point. Differences in valuations can be explained through the information contents of mental representations. In addition to the information contents, attention is devoted to those cognitive processes through which mental representations of values are constructed. Such informational contents are in decisive role for understanding human behavior. By applying content-based analysis to an examination of values as mental representations, it is possible to reach a deeper to the motivational foundation of behaviors, such as decision making in organizational procedures, through understanding the structure and meanings of specific values at play.

Keywords: Content-based Approach, Mental Content, Mental Representations, Organizational values, Values

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