Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 64

Search results for: Antonio Espingardeiro

64 Social Assistive Robots, Reframing the Human Robotics Interaction Benchmark of Social Success

Authors: Antonio Espingardeiro

Abstract:

It is likely that robots will cross the boundaries of industry into households over the next decades. With demographic challenges worldwide, the future ageing populations will require the introduction of assistive technologies capable of providing, care, human dignity and quality of life through the aging process. Robotics technology has a high potential for being used in the areas of social and healthcare by promoting a wide range of activities such as entertainment, companionship, supervision or cognitive and physical assistance. However such close Human Robotics Interaction (HRI) encompass a rich set of ethical scenarios that need to be addressed before Socially Assistive Robots (SARs) reach the global markets. Such interactions with robots may seem a worthy goal for many technical/financial reasons but inevitably require close attention to the ethical dimensions of such interactions. This article investigates the current HRI benchmark of social success. It revises it according to the ethical principles of beneficence, non-maleficence and justice aligned with social care ethos. An extension of such benchmark is proposed based on an empirical study of HRIs conducted with elderly groups.

Keywords: HRI, SARs, Social Success, Benchmark, Elderly care.

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63 Mix Goat and Sheep Yogurt: Development and Product Characterization

Authors: Susana Matos, António Pinto, Conceição Castilho, Paula Reis Correia, António Cardoso Monteiro

Abstract:

Yogurts are prepared by fermenting milk with bacterial cultures consisting of a mixture of Streptococcus ssp. thermophilus and Lactobacillus delbrueckii ssp. bulgaricus. The main aim of this investigation was to develop a majority goat yogurt, with the addition of sheep milk in order to have a final product with good physicochemical quality properties and sensorial attributes. Four types of yogurts were prepared presenting the following proportion of goat and sheep milk respectively: C100 – 100%; C80 – 80%/20%; C60 – 60%/40%; C50 – 50%/50%. The goat milk was from the Serrana Jarmelista breed and the sheep milk from the Serra da Estrela breed. The inclusion of sheep milk improved attractiveness to consumers, and it also improved the nutritional value of the product, mainly the fatty acid and mineral contents. The C50 yogurt was preferred by 28% of the panellists, followed by the C100 with 16%  and the commercial cow yogurt was 40% of preferences.

Keywords: Goat, sheep, yogurt.

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62 Exploring the Importance of Knowledge Management for CRM Success

Authors: Aurora Garrido-Moreno, Antonio Padilla-Meléndez, Ana Rosa Del Águila-Obra

Abstract:

After reporting a literature review on Customer Relationship Management (CRM) and knowledge management, some important issued arise, in particular related to the lack of success of CRM strategies implementation. The paper contributes to this proposing an integrated model of CRM success taking into account complementary factors such as organizational factors, technology, knowledge management and customer orientation.

Keywords: knowledge management, CRM, CRM success, organizational factors.

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61 Carbon Nanotubes with Magnetic Particles

Authors: Svitlana Kopyl, Vladimir Bystrov, Mikhail Maiorov, Manuel Valente, Igor Bdikin, Antonio C.M. Sousa

Abstract:

Magnetic carbon nanotubes composites were obtained by filling carbon nanotubes with paramagnetic iron oxide particles. Detailed investigation of magnetic behaviour of resulting composites was done at different temperatures. Measurements indicate that these functionalized nanotubes are superparamagnetic at room temperature; however, no superparamagnetism was observed at 125 K and 80 K. The blocking temperature TB was estimated at 145 K. These magnetic carbon nanotubes have the potential of being used in a wide range of applications, in particular, the production of nanofluids, which can be controlled and steered by appropriate magnetic fields.

Keywords: carbon nanotubes, magnetic nanoparticles, magnetization, nanofluids

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60 Recent Advances on Computational Proteomics

Authors: Sérgio F. Sousa, Nuno M. F. S. A. Cerqueira, Marta A. S. Perez, Irina S. Moreira, António J. M.Ribeiro, Ana R. A. P. Neves, Maria J. Ramos, Pedro A. Fernandes

Abstract:

In this work we report the recent progresses that have been achieved by our group in the last half decade on the field of computational proteomics. Specifically, we discuss the application of Molecular Dynamics Simulations and Electronic Structure Calculations in drug design, in the clarification of the structural and dynamic properties of proteins and enzymes and in the understanding of the catalytic and inhibition mechanism of cancer-related enzymes. A set of examples illustrate the concepts and help to introduce the reader into this important and fast moving field.

Keywords: Enzyme, Molecular Dynamics, Protein, Quantum Mechanics.

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59 Analysis and Prototyping of Biological Systems: the Abstract Biological Process Model

Authors: Antonio Di Leva, Roberto Berchi, Gianpiero Pescarmona, Michele Sonnessa

Abstract:

The aim of a biological model is to understand the integrated structure and behavior of complex biological systems as a function of the underlying molecular networks to achieve simulation and forecast of their operation. Although several approaches have been introduced to take into account structural and environment related features, relatively little attention has been given to represent the behavior of biological systems. The Abstract Biological Process (ABP) model illustrated in this paper is an object-oriented model based on UML (the standard object-oriented language). Its main objective is to bring into focus the functional aspects of the biological system under analysis.

Keywords: Biological processes, system dynamics, systemmodeling, UML.

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58 Gypsum Composites with CDW as Raw Material

Authors: R. Santos Jiménez, A. San-Antonio-González, M. Del Río Merino, M. González Cortina, C. Viñas Arrebola

Abstract:

In this study, the feasibility of incorporating ceramic waste from bricks (perforated brick and double hollow brick) and extruded polystyrene (XPS) waste, is analysed. Results show that it is possible to incorporate up to 25% of ceramic waste and 4% of XPS waste over the weight of gypsum in a gypsum matrix. Furthermore, with the addition of ceramic waste an 8% of surface hardness increase and a 25% of capillary water absorption reduction can be obtained. On the other hand, with the addition of XPS, a 26% reduction of density and a 37% improvement of thermal conductivity can be obtained. The obtained results are favorable to use these materials in order to produce prefabricated gypsum and also as material for interior cladding walls.

Keywords: CDW, waste materials, ceramic waste, XPS, construction materials, gypsum.

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57 Algorithmic Method for Efficient Cruise Program

Authors: Pelaez Verdet, Antonio, Loscertales Sanchez, Pilar

Abstract:

One of the mayor problems of programming a cruise circuit is to decide which destinations to include and which don-t. Thus a decision problem emerges, that might be solved using a linear and goal programming approach. The problem becomes more complex if several boats in the fleet must be programmed in a limited schedule, trying their capacity matches best a seasonal demand and also attempting to minimize the operation costs. Moreover, the programmer of the company should consider the time of the passenger as a limited asset, and would like to maximize its usage. The aim of this work is to design a method in which, using linear and goal programming techniques, a model to design circuits for the cruise company decision maker can achieve an optimal solution within the fleet schedule.

Keywords: Itinerary design, cruise programming, goalprogramming, linear programming

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56 Bowen Ratio in Western São Paulo State, Brazil

Authors: Elaine C. Barboza, Antonio J. Machado

Abstract:

This paper discusses micrometeorological aspects of the urban climate in three cities in Western São Paulo State: Presidente Prudente, Assis and Iepê. Particular attention is paid to the method used to estimate the components of the energy balance at the surface. Estimates of convective fluxes showed that the Bowen ratio was an indicator of the local climate and that its magnitude varied between 0.3 and 0.7. Maximum values for the Bowen ratio occurred earlier in Iepê (11:00 am) than in Presidente Prudente (4:00 pm). The results indicate that the Bowen ratio is modulated by the radiation balance at the surface and by different clusters of vegetation.

Keywords: Bowen ratio, medium-sized cities, surface energy balance, urban climate.

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55 The Uses of Conspiracy Theories for the Construction of a Political Religion in Venezuela

Authors: Hugo Antonio Pérez Hernáiz

Abstract:

This article analyses conspiracy theories as part of the wider discourses of missionary politics. It presents a case study of Venezuela and describes how its leaders use conspiracy theories as political tools. Through quotes taken form Venezuelan president Chavez-s public speeches and other sources, and through a short analysis of the ideological basis of his discourses, it shows how conspiracy theories are constructed and how they affect the local political praxis. The article also describes how conspiracy theories have been consistently used as an important part of the construction of a political religion for the New Man of the Bolivarian Revolution. It concludes that the use of conspiracy theories by political leaders produces a sense of loss of political agency.

Keywords: Conspiracy Theories, Venezuela, Institutions, Agency, Revolutions, Political Religion, New Man.

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54 Podemos Party Origin: From Social Protest to Spanish Parliament

Authors: Víctor Manuel Muñoz-Sánchez, Antonio Manuel Pérez-Flores

Abstract:

This paper analyzes the institutionalization of social protest in Spain. In the current crisis Podemos party seems to represent the political positions of the most affected citizens by the economic situation. It studies using quantitative techniques (statistical bivariate analysis), focusing on the exploitation of several bases of statistics data from the Center for Sociological and Research of Spanish Government, 15M movement characterization to its institutionalization in the Podemos party. Making a comparison between the participant's profile by the 15M and the social bases of Podemos votes. Data on the transformation of the socio-demographic profile of the fans, connoisseurs and 15M participants and voters are given.

Keywords: Collective action, emerging parties, political parties, social protest.

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53 Project Management and Software Development Processes: Integrating PMBOK and OPEN

Authors: Maurício Covolan Rosito, Daniel Antonio Callegari, Ricardo Melo Bastos

Abstract:

Software organizations are constantly looking for better solutions when designing and using well-defined software processes for the development of their products and services. However, while the technical aspects are virtually easier to arrange, many software development processes lack more support on project management issues. When adopting such processes, an organization needs to apply good project management skills along with technical views provided by those models. This research proposes the definition of a new model that integrates the concepts of PMBOK and those available on the OPEN metamodel, helping not only process integration but also building the steps towards a more comprehensive and automatable model.

Keywords: OPEN metamodel, PMBOK metamodel, Project Management, Software Process

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52 Piezoelectric Micro-generator Characterization for Energy Harvesting Application

Authors: José E. Q. Souza, Marcio Fontana, Antonio C. C. Lima

Abstract:

This paper presents analysis and characterization of a piezoelectric micro-generator for energy harvesting application. A low-cost experimental prototype was designed to operate as piezoelectric micro-generator in the laboratory. An input acceleration of 9.8m/s2 using a sine signal (peak-to-peak voltage: 1V, offset voltage: 0V) at frequencies ranging from 10Hz to 160Hz generated a maximum average power of 432.4μW (linear mass position = 25mm) and an average power of 543.3μW (angular mass position = 35°). These promising results show that the prototype can be considered for low consumption load application as an energy harvesting micro-generator.

Keywords: Piezoelectric, microgenerator, energy harvesting, cantilever beam.

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51 The Problem of Using the Calculation of the Critical Path to Solver Instances of the Job Shop Scheduling Problem

Authors: Marco Antonio Cruz-Chávez, Juan Frausto-Solís, Fernando Ramos-Quintana

Abstract:

A procedure commonly used in Job Shop Scheduling Problem (JSSP) to evaluate the neighborhoods functions that use the non-deterministic algorithms is the calculation of the critical path in a digraph. This paper presents an experimental study of the cost of computation that exists when the calculation of the critical path in the solution for instances in which a JSSP of large size is involved. The results indicate that if the critical path is use in order to generate neighborhoods in the meta-heuristics that are used in JSSP, an elevated cost of computation exists in spite of the fact that the calculation of the critical path in any digraph is of polynomial complexity.

Keywords: Job Shop, CPM, critical path, neighborhood, meta-heuristic.

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50 The PARADIGMA Approach for Cooperative Work in the Medical Domain

Authors: Antonio Di Leva, Carla Reyneri, Michele Sonnessa

Abstract:

PARADIGMA (PARticipative Approach to DIsease Global Management) is a pilot project which aims to develop and demonstrate an Internet based reference framework to share scientific resources and findings in the treatment of major diseases. PARADIGMA defines and disseminates a common methodology and optimised protocols (Clinical Pathways) to support service functions directed to patients and individuals on matters like prevention, posthospitalisation support and awareness. PARADIGMA will provide a platform of information services - user oriented and optimised against social, cultural and technological constraints - supporting the Health Care Global System of the Euro-Mediterranean Community in a continuous improvement process.

Keywords: Decision Support Systems, Ontology, Healt Care, Clinical Pathway

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49 Soil-Cement Floor Produced with Alum Water Treatment Residues

Authors: Flavio Araujo, Paulo Scalize, Julio Lima, Natalia Vieira, Antonio Albuquerque, Isabela Santos

Abstract:

From a concern regarding the environmental impacts caused by the disposal of residues generated in Water Treatment Plants (WTP's), alternatives ways have been studied to use these residues as raw material for manufacture of building materials, avoiding their discharge on water streams, disposal on sanitary landfills or incineration. This paper aims to present the results of a research work, which is using WTR for replacing the soil content in the manufacturing of soil-cement floor with proportions of 0, 5, 10 and 15%. The samples tests showed a reduction mechanical strength in so far as has increased the amount of waste. The water absorption was below the maximum of 6% required by the standard. The application of WTR contributes to the reduction of the environmental damage in the water treatment industry.

Keywords: Residue, soil-cement floor, sustainable, WTP.

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48 Evaluation of PTFE Composites with Mineral Tailing Considering Friction, Wear and Cost

Authors: Antônio P. de Araújo Neto, Ruy D. A. da Silva Neto, Juliana R. de Souza, Salete K. P. de Medeiros, João T. N. de Medeiros

Abstract:

The tribological test with Pin-On-Disc configuration measures friction and wear properties in dry or lubricated sliding surfaces of a variety of materials and coatings. Polymeric matrix composites loaded with mineral filler were used, 1%, 3%, 10%, 30%, and 50% mass percentage of filler, to reduce the material cost by using mineral tailings. Using a pin-on-disc tribometer to quantify coefficient of friction and wear resistance of the specimens. The parameters known to performing the test were 300 rpm rotation, normal load of 16N and duration of 33.5 minutes. The composite with 10% mineral filler performed better, considering that the wear resistance was good when compared to the other compositions and an average low coefficient of friction, in the order of μ ≤ 0.15.

Keywords: Microcomposites, microparticles tailings of scheelite, PTFE, tribology.

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47 Linear-Operator Formalism in the Analysis of Omega Planar Layered Waveguides

Authors: António L. Topa

Abstract:

A complete spectral representation for the electromagnetic field of planar multilayered waveguides inhomogeneously filled with omega media is presented. The problem of guided electromagnetic propagation is reduced to an eigenvalue equation related to a 2 ´ 2 matrix differential operator. Using the concept of adjoint waveguide, general bi-orthogonality relations for the hybrid modes (either from the discrete or from the continuous spectrum) are derived. For the special case of homogeneous layers the linear operator formalism is reduced to a simple 2 ´ 2 coupling matrix eigenvalue problem. Finally, as an example of application, the surface and the radiation modes of a grounded omega slab waveguide are analyzed.

Keywords: Metamaterials, linear operators, omega media, layered waveguide, orthogonality relations

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46 Embedded Systems Energy Consumption Analysis Through Co-modelling and Simulation

Authors: José Antonio Esparza Isasa, Finn Overgaard Hansen, Peter Gorm Larsen

Abstract:

This paper presents a new methodology to study power and energy consumption in mechatronic systems early in the development process. This new approach makes use of two modeling languages to represent and simulate embedded control software and electromechanical subsystems in the discrete event and continuous time domain respectively within a single co-model. This co-model enables an accurate representation of power and energy consumption and facilitates the analysis and development of both software and electro-mechanical subsystems in parallel. This makes the engineers aware of energy-wise implications of different design alternatives and enables early trade-off analysis from the beginning of the analysis and design activities.

Keywords: Energy consumption, embedded systems, modeldriven engineering, power awareness.

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45 Influence of Ammonium Concentration on the Performance of an Inorganic Biofilter Treating Methane

Authors: Marc Veillette, Antonio Avalos Ramirez, Michèle Heitz

Abstract:

Among the technologies available to reduce methane emitted from the pig industry, biofiltration seems to be an effective and inexpensive solution. In methane (CH4) biofiltration, nitrogen is an important macronutrient for the microorganisms growth. The objective of this research project was to study the effect of ammonium (NH4 +) on the performance, the biomass production and the nitrogen conversion of a biofilter treating methane. For NH4 + concentrations ranging from 0.05 to 0.5 gN-NH4 +/L, the CH4 removal efficiency and the dioxide carbon production rate decreased linearly from 68 to 11.8 % and from 7.1 to 0.5 g/(m3-h), respectively. The dry biomass content varied from 4.1 to 5.8 kg/(m3 filter bed). For the same range of concentrations, the ammonium conversion decreased while the specific nitrate production rate increased. The specific nitrate production rate presented negative values indicating denitrification in the biofilter.

Keywords: Methane, biofiltration, pig, ammonium, nitrification, denitrification.

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44 Adaptive Filtering in Subbands for Supervised Source Separation

Authors: Bruna Luisa Ramos Prado Vasques, Mariane Rembold Petraglia, Antonio Petraglia

Abstract:

This paper investigates MIMO (Multiple-Input Multiple-Output) adaptive filtering techniques for the application of supervised source separation in the context of convolutive mixtures. From the observation that there is correlation among the signals of the different mixtures, an improvement in the NSAF (Normalized Subband Adaptive Filter) algorithm is proposed in order to accelerate its convergence rate. Simulation results with mixtures of speech signals in reverberant environments show the superior performance of the proposed algorithm with respect to the performances of the NLMS (Normalized Least-Mean-Square) and conventional NSAF, considering both the convergence speed and SIR (Signal-to-Interference Ratio) after convergence.

Keywords: Adaptive filtering, multirate processing, normalized subband adaptive filter, source separation.

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43 Project Portfolio Management Phases: A Technique for Strategy Alignment

Authors: Amaral, António, Araújo, Madalena

Abstract:

This paper seeks to give a general idea of the universe of project portfolio management, from its multidisciplinary nature, to the many challenges it raises, passing through the different techniques, models and tools used to solve the multiple problems known. It is intended to contribute to the clarification, with great depth, of the impacts and relationships involved in managing the projects- portfolio. It aims at proposing a technique for the project alignment with the organisational strategy, in order to select projects that later on will be considered in the analysis and selection of the portfolio. We consider the development of a methodology for assessing the project alignment index very relevant in the global market scenario. It can help organisations to gain a greater awareness of market dynamics, speed up the decision process and increase its consistency, thus enabling the strategic alignment and the improvement of the organisational performance.

Keywords: Project Portfolio Management Cycle, Project Portfolio Selection, Resource Assignment, Strategy Alignment technique

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42 Evaluating Spectral Relationships between Signals by Removing the Contribution of a Common, Periodic Source A Partial Coherence-based Approach

Authors: Antonio Mauricio F. L. Miranda de Sá

Abstract:

Partial coherence between two signals removing the contribution of a periodic, deterministic signal is proposed for evaluating the interrelationship in multivariate systems. The estimator expression was derived and shown to be independent of such periodic signal. Simulations were used for obtaining its critical value, which were found to be the same as those for Gaussian signals, as well as for evaluating the technique. An Illustration with eletroencephalografic (EEG) signals during photic stimulation is also provided. The application of the proposed technique in both simulation and real EEG data indicate that it seems to be very specific in removing the contribution of periodic sources. The estimate independence of the periodic signal may widen partial coherence application to signal analysis, since it could be used together with simple coherence to test for contamination in signals by a common, periodic noise source.

Keywords: Partial coherence, periodic input, spectral analysis, statistical signal processing.

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41 Structural Performance of a Timber-Concrete Bridge Prototype

Authors: Pedro Gutemberg de Alcântara Segundinho, José Antonio Matthiesen, Marcelo Rodrigo Carreira

Abstract:

Timber-concrete structures were recently introduced in Brazil as a viable option for bridge construction on side roads. Binding between timber and concrete is fundamentally important to assure the rigidity and performance of this structural system. The objective of this study was to assess the structural performance of a timber-concrete bridge prototype with width of 170cm and span of 400cm, whose binding among timber beams and concrete slabs was made with metal pins, obtained from CA 50 construction steel bars of 12.5mm diameter. It was possible to conclude, from the results obtained experimentally in laboratory, that the timber-concrete bridge prototype showed a good structural performance. This structural system provides an economical, rapid implementation solution, which may be used on side roads, favoring regional integration and agricultural production flow.

Keywords: Binding, bridge prototype, timber and concrete

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40 Models of State Organization and Influence over Collective Identity and Nationalism in Spain

Authors: Muñoz-Sanchez, Victor Manuel, Perez-Flores, Antonio Manuel

Abstract:

The main objective of this paper is to establish the relationship between models of state organization and the various types of collective identity expressed by the Spanish. The question of nationalism and identity ascription in Spain has always been a topic of special importance due to the presence in that country of territories where the population emits very different opinions of nationalist sentiment than the rest of Spain. The current situation of sovereignty challenge of Catalonia to the central government exemplifies the importance of the subject matter. In order to analyze this process of interrelation, we use a secondary data mining by applying the multiple correspondence analysis technique (MCA). As a main result a typology of four types of expression of collective identity based on models of State organization are shown, which are connected with the party position on this issue.

Keywords: Models of organization of the state, nationalism, collective identity, Spain, political parties.

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39 Collective Oscillations in a Magnetized Plasma Subjected to a Radiation Field

Authors: Daniel Santos, Bruno Ribeiro, Marco Amato, Antonio Fonseca

Abstract:

In this paper we discuss the behaviour of the longitudinal modes of a magnetized non collisional plasma subjected to an external electromagnetic field. We apply a semiclassical formalism, with the electrons being studied in a quantum mechanical viewpoint whereas the electromagnetic field in the classical context. We calculate the dielectric function in order to obtains the modes and found that, unlike the Bernstein modes, the presence of radiation induces oscillations around the cyclotron harmonics, which are smoothed as the energy stored in the radiation field becomes small compared to the thermal energy of the electrons. We analyze the influence of the number of photon involved in the electronic transitions between the Landau levels and how the parameters such as the external fields strength, plasma density and temperature affect the dispersion relation

Keywords: Collective oscillations, External fields, Dispersion relation.

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38 Multi-Criteria Spatial Analysis for the Localization of Production Structures. Analytic Hierarchy Process and Geographical Information Systems in the Case of Expanding an Industrial Area

Authors: Gianluigi De Mare, Pierluigi Morano, Antonio Nesticò

Abstract:

Among the numerous economic evaluation techniques currently available, Multi-criteria Spatial Analysis lends itself to solving localization problems of property complexes and, in particular, production plants. The methodology involves the use of Geographical Information Systems (GIS) and the mapping overlay technique, which overlaps the different information layers of a territory in order to obtain an overview of the parameters that characterize it. This first phase is used to detect possible settlement surfaces of a new agglomeration, subsequently selected through Analytic Hierarchy Process (AHP), so as to choose the best alternative. The result ensures the synthesis of a multidimensional profile that expresses both the quantitative and qualitative effects. Each criterion can be given a different weight.

Keywords: Multi-criteria Spatial Analysis, Analytic Hierarchy Process, Geographical Information Systems, localization of industrial areas.

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37 A Novel Dosimetry System for Computed Tomography using Phototransistor

Authors: C. M. M. Paschoal, M. L. Sobrinho, D. do N. Souza, J. Antônio Filho, L. A. P. Santos

Abstract:

Computed tomography (CT) dosimetry normally uses an ionization chamber 100 mm long to estimate the computed tomography dose index (CTDI), however some reports have already indicated that small devices could replace the long ion chamber to improve quality assurance procedures in CT dosimetry. This paper presents a novel dosimetry system based in a commercial phototransistor evaluated for CT dosimetry. Three detector configurations were developed for this system: with a single, two and four devices. Dose profile measurements were obtained with them and their angular response were evaluated. The results showed that the novel dosimetry system with the phototransistor could be an alternative for CT dosimetry. It allows to obtain the CT dose profile in details and also to estimate the CTDI in longer length than the 100 mm pencil chamber. The angular response showed that the one device detector configuration is the most adequate among the three configurations analyzed in this study.

Keywords: Computed tomography, dosimetry, photo-transistor

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36 Patient-Specific Modeling Algorithm for Medical Data Based on AUC

Authors: Guilherme Ribeiro, Alexandre Oliveira, Antonio Ferreira, Shyam Visweswaran, Gregory Cooper

Abstract:

Patient-specific models are instance-based learning algorithms that take advantage of the particular features of the patient case at hand to predict an outcome. We introduce two patient-specific algorithms based on decision tree paradigm that use AUC as a metric to select an attribute. We apply the patient specific algorithms to predict outcomes in several datasets, including medical datasets. Compared to the patient-specific decision path (PSDP) entropy-based and CART methods, the AUC-based patient-specific decision path models performed equivalently on area under the ROC curve (AUC). Our results provide support for patient-specific methods being a promising approach for making clinical predictions.

Keywords: Approach instance-based, area Under the ROC Curve, Patient-specific Decision Path, clinical predictions.

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35 Neuromarketing: Discovering the Somathyc Marker in the Consumer´s Brain

Authors: Mikel Alonso López, María Francisca Blasco López, Víctor Molero Ayala

Abstract:

The present study explains the somatic marker theory of Antonio Damasio, which indicates that when making a decision, the stored or possible future scenarios (future memory) images allow people to feel for a moment what would happen when they make a choice, and how this is emotionally marked. This process can be conscious or unconscious. The development of new Neuromarketing techniques such as functional magnetic resonance imaging (fMRI), carries a greater understanding of how the brain functions and consumer behavior. In the results observed in different studies using fMRI, the evidence suggests that the somatic marker and future memories influence the decision-making process, adding a positive or negative emotional component to the options. This would mean that all decisions would involve a present emotional component, with a rational cost-benefit analysis that can be performed later.

Keywords: Emotions, decision making, somatic marker, consumer´s brain.

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