Search results for: Gupta Amit
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 178

Search results for: Gupta Amit

118 Similarity Based Retrieval in Case Based Reasoning for Analysis of Medical Images

Authors: M. Das Gupta, S. Banerjee

Abstract:

Content Based Image Retrieval (CBIR) coupled with Case Based Reasoning (CBR) is a paradigm that is becoming increasingly popular in the diagnosis and therapy planning of medical ailments utilizing the digital content of medical images. This paper presents a survey of some of the promising approaches used in the detection of abnormalities in retina images as well in mammographic screening and detection of regions of interest in MRI scans of the brain. We also describe our proposed algorithm to detect hard exudates in fundus images of the retina of Diabetic Retinopathy patients.

Keywords: Case based reasoning, Exudates, Retina image, Similarity based retrieval.

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117 Noise Analysis of Single-Ended Input Differential Amplifier using Stochastic Differential Equation

Authors: Tarun Kumar Rawat, Abhirup Lahiri, Ashish Gupta

Abstract:

In this paper, we analyze the effect of noise in a single- ended input differential amplifier working at high frequencies. Both extrinsic and intrinsic noise are analyzed using time domain method employing techniques from stochastic calculus. Stochastic differential equations are used to obtain autocorrelation functions of the output noise voltage and other solution statistics like mean and variance. The analysis leads to important design implications and suggests changes in the device parameters for improved noise characteristics of the differential amplifier.

Keywords: Single-ended input differential amplifier, Noise, stochastic differential equation, mean and variance.

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116 A Cognitive Robot Collaborative Reinforcement Learning Algorithm

Authors: Amit Gil, Helman Stern, Yael Edan

Abstract:

A cognitive collaborative reinforcement learning algorithm (CCRL) that incorporates an advisor into the learning process is developed to improve supervised learning. An autonomous learner is enabled with a self awareness cognitive skill to decide when to solicit instructions from the advisor. The learner can also assess the value of advice, and accept or reject it. The method is evaluated for robotic motion planning using simulation. Tests are conducted for advisors with skill levels from expert to novice. The CCRL algorithm and a combined method integrating its logic with Clouse-s Introspection Approach, outperformed a base-line fully autonomous learner, and demonstrated robust performance when dealing with various advisor skill levels, learning to accept advice received from an expert, while rejecting that of less skilled collaborators. Although the CCRL algorithm is based on RL, it fits other machine learning methods, since advisor-s actions are only added to the outer layer.

Keywords: Robot learning, human-robot collaboration, motion planning, reinforcement learning.

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115 Fault Zone Detection on Advanced Series Compensated Transmission Line using Discrete Wavelet Transform and SVM

Authors: Renju Gangadharan, G. N. Pillai, Indra Gupta

Abstract:

In this paper a novel method for finding the fault zone on a Thyristor Controlled Series Capacitor (TCSC) incorporated transmission line is presented. The method makes use of the Support Vector Machine (SVM), used in the classification mode to distinguish between the zones, before or after the TCSC. The use of Discrete Wavelet Transform is made to prepare the features which would be given as the input to the SVM. This method was tested on a 400 kV, 50 Hz, 300 Km transmission line and the results were highly accurate.

Keywords: Flexible ac transmission system (FACTS), thyristorcontrolled series-capacitor (TCSC), discrete wavelet transforms(DWT), support vector machine (SVM).

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114 On Quantum BCH Codes and Its Duals

Authors: J. S. Bhullar, Manish Gupta

Abstract:

Classical Bose-Chaudhuri-Hocquenghem (BCH) codes C that contain their dual codes can be used to construct quantum stabilizer codes this chapter studies the properties of such codes. It had been shown that a BCH code of length n which contains its dual code satisfies the bound on weight of any non-zero codeword in C and converse is also true. One impressive difficulty in quantum communication and computation is to protect informationcarrying quantum states against undesired interactions with the environment. To address this difficulty, many good quantum errorcorrecting codes have been derived as binary stabilizer codes. We were able to shed more light on the structure of dual containing BCH codes. These results make it possible to determine the parameters of quantum BCH codes in terms of weight of non-zero dual codeword.

Keywords: Quantum Codes, BCH Codes, Dual BCH Codes, Designed Distance.

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113 Compact Slotted Broadband Antenna for Wireless Applications

Authors: M. M. Sharma, Swati Gupta, Deepak Bhatnagar, R. P. Yadav

Abstract:

This paper presents the theoretical investigation of a slotted patch antenna. The main objective of proposed work is to obtain a large bandwidth antenna with reduced size. The antenna has a compact size of 21.1mm x 20.25mm x 8.5mm. Two designs with minor variation are studied which provide wide impedance bandwidths of 24.056% and 25.63% respectively with the use of parasitic elements when excited by a probe feed. The advantages of this configuration are its compact size and the wide range of frequencies covered. A parametric study is also conducted to investigate the characteristics of the antenna under different conditions. The measured return loss and radiation pattern indicate the suitability of this design for WLAN applications, namely, Wi- Max, 802.11a/b/g and ISM bands.

Keywords: Inset feed, microstrip antenna, parasitic patch, shorting wall, slot, wi-max.

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112 Traveling Wave Solutions for the Sawada-Kotera-Kadomtsev-Petviashivili Equation and the Bogoyavlensky-Konoplechenko Equation by (G'/G)- Expansion Method

Authors: Nisha Goyal, R.K. Gupta

Abstract:

This paper presents a new function expansion method for finding traveling wave solutions of a nonlinear equations and calls it the G G -expansion method, given by Wang et al recently. As an application of this new method, we study the well-known Sawada-Kotera-Kadomtsev-Petviashivili equation and Bogoyavlensky-Konoplechenko equation. With two new expansions, general types of soliton solutions and periodic solutions for these two equations are obtained.

Keywords: Sawada-Kotera-Kadomtsev-Petviashivili equation, Bogoyavlensky-Konoplechenko equation,

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111 Influence of After Body Shape on the Performance of Blunt Shaped Bodies as Vortex Shedders

Authors: Lavish Ordia, A. Venugopal, Amit Agrawal, S. V. Prabhu

Abstract:

The present study explores flow visualization experiments with various blunt shaped bluff bodies placed inside a circular pipe. The bodies mainly comprise of modifications of trapezoidal cylinder, most widely used in practical applications, such as vortex flowmeters. The present configuration possesses the feature of both internal and external flows with low aspect ratio. The vortex dynamics of bluff bodies in such configuration is seldom reported in the literature. Dye injection technique is employed to visualize the complex vortex formation mechanism behind the bluff bodies. The influence of orientation, slit and after body shape is studied in an attempt to obtain better understanding of the vortex formation mechanism. Various wake parameters like Strouhal number, vortex formation length and wake width are documented for these shapes. Vortex formation both with and without shear layer interaction is observed for most of the shapes.

Keywords: Flow visualization, Reynolds number, Strouhal number, vortex, vortex formation length, wake width.

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110 Crude Oil Price Prediction Using LSTM Networks

Authors: Varun Gupta, Ankit Pandey

Abstract:

Crude oil market is an immensely complex and dynamic environment and thus the task of predicting changes in such an environment becomes challenging with regards to its accuracy. A number of approaches have been adopted to take on that challenge and machine learning has been at the core in many of them. There are plenty of examples of algorithms based on machine learning yielding satisfactory results for such type of prediction. In this paper, we have tried to predict crude oil prices using Long Short-Term Memory (LSTM) based recurrent neural networks. We have tried to experiment with different types of models using different epochs, lookbacks and other tuning methods. The results obtained are promising and presented a reasonably accurate prediction for the price of crude oil in near future.

Keywords: Crude oil price prediction, deep learning, LSTM, recurrent neural networks.

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109 Statistical Analysis of Different Configurations of Hybrid Doped Fiber Amplifiers

Authors: Inderpreet Kaur, Neena Gupta

Abstract:

Wavelength multiplexing (WDM) technology along with optical amplifiers is used for optical communication systems in S-band, C-band and L-band. To improve the overall system performance Hybrid amplifiers consisting of cascaded TDFA and EDFA with different gain bandwidths are preferred for long haul wavelength multiplexed optical communication systems. This paper deals with statistical analysis of different configuration of hybrid amplifier i.e. analysis of TDFA-EDFA configuration and EDFA – TDFA configuration. In this paper One-Way ANOVA method is used for statistical analysis.

Keywords: WDM, EDFA, TDFA, hybrid amplifier, One-wayANOVA.

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108 Chemical Characterization of Submicron Aerosol in Kanpur Region: a Source Apportionment Study

Authors: A. Chakraborty, T. Gupta

Abstract:

Several studies have shown the association between ambient particulate matter (PM) and adverse health effects and climate change, thus highlighting the need to limit the anthropogenic sources of PM. PM Exposure is commonly monitored as mass concentration of PM10 (particle aerodynamic diameter < 10μm) or PM2.5 (particle aerodynamic diameter < 2.5μm), although increasing toxicity with decreasing aerodynamic diameter has been reported due to increased surface area and enhanced chemical reactivity with other species. Additionally, the light scattering properties of PM increases with decreasing size. Hence, it is important to study the chemical characterization of finer fraction of the particulate matter and to identify their sources so that they can be controlled appropriately to a large extent at the sources before reaching to the receptors.

Keywords: PM1, PCA, source apportionment.

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107 On Symmetry Analysis and Exact Wave Solutions of New Modified Novikov Equation

Authors: Anupma Bansal, R. K. Gupta

Abstract:

In this paper, we study a new modified Novikov equation for its classical and nonclassical symmetries and use the symmetries to reduce it to a nonlinear ordinary differential equation (ODE). With the aid of solutions of the nonlinear ODE by using the modified (G/G)-expansion method proposed recently, multiple exact traveling wave solutions are obtained and the traveling wave solutions are expressed by the hyperbolic functions, trigonometric functions and rational functions.

Keywords: New Modified Novikov Equation, Lie Classical Method, Nonclassical Method, Modified (G'/G)-Expansion Method, Traveling Wave Solutions.

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106 Metabolic Analysis of Fibroblast Conditioned Media and Comparison with Theoretical Modeling

Authors: Priyanka Gupta, Paul Verma, Kerry Hourigan, Jayesh Bellare, Sameer Jadhav

Abstract:

Understanding the consumption and production of various metabolites of fibroblast conditioned media is needed for its proper and optimized use in expansion of pluripotent stem cells. For this purpose, we have used the HPLC method to analyse the consumption of glucose and the production of lactate over time by mouse embryonic fibroblasts. The experimental data have also been compared with mathematical model fits. 0.025 moles of lactate was produced after 72 hrs while the glucose concentration decreased from 0.017 moles to 0.011 moles. The mathematical model was able to predict the trends of glucose consumption and lactate production.

Keywords: Conditioned media, HPLC, metabolite analysis, mouse embryonic fibroblast.

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105 Cost Effective Real-Time Image Processing Based Optical Mark Reader

Authors: Amit Kumar, Himanshu Singal, Arnav Bhavsar

Abstract:

In this modern era of automation, most of the academic exams and competitive exams are Multiple Choice Questions (MCQ). The responses of these MCQ based exams are recorded in the Optical Mark Reader (OMR) sheet. Evaluation of the OMR sheet requires separate specialized machines for scanning and marking. The sheets used by these machines are special and costs more than a normal sheet. Available process is non-economical and dependent on paper thickness, scanning quality, paper orientation, special hardware and customized software. This study tries to tackle the problem of evaluating the OMR sheet without any special hardware and making the whole process economical. We propose an image processing based algorithm which can be used to read and evaluate the scanned OMR sheets with no special hardware required. It will eliminate the use of special OMR sheet. Responses recorded in normal sheet is enough for evaluation. The proposed system takes care of color, brightness, rotation, little imperfections in the OMR sheet images.

Keywords: OMR, image processing, hough circle transform, interpolation, detection, Binary Thresholding.

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104 Low Voltage Squarer Using Floating Gate MOSFETs

Authors: Rishikesh Pandey, Maneesha Gupta

Abstract:

A new low-voltage floating gate MOSFET (FGMOS) based squarer using square law characteristic of the FGMOS is proposed in this paper. The major advantages of the squarer are simplicity, rail-to-rail input dynamic range, low total harmonic distortion, and low power consumption. The proposed circuit is biased without body effect. The circuit is designed and simulated using SPICE in 0.25μm CMOS technology. The squarer is operated at the supply voltages of ±0.75V . The total harmonic distortion (THD) for the input signal 0.75Vpp at 25 KHz, and maximum power consumption were found to be less than 1% and 319μW respectively.

Keywords: Analog signal processing, floating gate MOSFETs, low-voltage, Spice, squarer.

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103 Comparison of BER Performances for Conventional and Non-Conventional Mapping Schemes Used in OFDM

Authors: Riddhi Parmar, Shilpi Gupta, Upena Dalal

Abstract:

Orthogonal Frequency Division Multiplexing (OFDM) is one of the techniques for high speed data rate communication with main consideration for 4G and 5G systems. In OFDM, there are several mapping schemes which provide a way of parallel transmission. In this paper, comparisons of mapping schemes used by some standards have been made and also has been discussed about the performance of the non-conventional modulation technique. The Comparisons of Bit Error Rate (BER) performances for conventional and non-conventional modulation schemes have been done using MATLAB software. Mentioned schemes used in OFDM system can be selected on the basis of the requirement of power or spectrum efficiency and BER analysis.

Keywords: BER, π/4 differential quadrature phase shift keying (Pi/4 DQPSK), OFDM, phase shift keying, quadrature phase shift keying.

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102 Noise Performance of Magnetic Field Tunable Avalanche Transit Time Source

Authors: Partha Banerjee, Aritra Acharyya, Arindam Biswas, A. K. Bhattacharjee, Amit Banerjee, Hiroshi Inokawa

Abstract:

The effect of magnetic field on the noise performance of the magnetic field tunable avalanche transit time (MAGTATT) device based on Si, designed to operate at W-band (75 – 110 GHz), has been studied in this paper. A comprehensive two-dimensional (2D) model has been developed. The simulation results show that due to the presence of applied external transverse magnetic field, both the noise spectral density and noise measure of the MAGTATT device increase significantly. The noise performance of the device has been found to be further deteriorated if the magnetic field strength is further increased. Hence, in order to achieve the magnetic field tuning of the radio frequency (RF) properties of impact avalanche transit time (IMPATT) source, the noise performance of it has to be sacrificed in fair extent. Moreover, it clearly indicates that an IMPATT source must be covered with appropriate magnetic shielding material to avoid undesirable shift in operating frequency and output power and objectionable amount of deterioration in noise performance due to the presence of external magnetic field.

Keywords: 2-D model, IMPATT, MAGTATT, mm-wave, noise performance.

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101 The Minimum PAPR Code for OFDM Systems

Authors: Inderjeet Kaur, M. Kulkarni, Daya Gupta, Kamal Thakur, Janki Arora

Abstract:

In this paper, a block code to minimize the peak-toaverage power ratio (PAPR) of orthogonal frequency division multiplexing (OFDM) signals is proposed. It is shown that cyclic shift and codeword inversion cause not change to peak envelope power. The encoding rule for the proposed code comprises of searching for a seed codeword, shifting the register elements, and determining codeword inversion, eliminating the look-up table for one-to-one correspondence between the source and the coded data. Simulation results show that OFDM systems with the proposed code always have the minimum PAPR.

Keywords: Wireless communications, OFDM, peak-to averagepower ratio, peak envelope power, block codes.

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100 Low Power and Less Area Architecture for Integer Motion Estimation

Authors: C Hisham, K Komal, Amit K Mishra

Abstract:

Full search block matching algorithm is widely used for hardware implementation of motion estimators in video compression algorithms. In this paper we are proposing a new architecture, which consists of a 2D parallel processing unit and a 1D unit both working in parallel. The proposed architecture reduces both data access power and computational power which are the main causes of power consumption in integer motion estimation. It also completes the operations with nearly the same number of clock cycles as compared to a 2D systolic array architecture. In this work sum of absolute difference (SAD)-the most repeated operation in block matching, is calculated in two steps. The first step is to calculate the SAD for alternate rows by a 2D parallel unit. If the SAD calculated by the parallel unit is less than the stored minimum SAD, the SAD of the remaining rows is calculated by the 1D unit. Early termination, which stops avoidable computations has been achieved with the help of alternate rows method proposed in this paper and by finding a low initial SAD value based on motion vector prediction. Data reuse has been applied to the reference blocks in the same search area which significantly reduced the memory access.

Keywords: Sum of absolute difference, high speed DSP.

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99 Biogas Potentiality of Agro-wastes Jatropha Fruit Coat

Authors: M.S. Dhanya, N. Gupta, H.C. Joshi, Lata

Abstract:

The present investigation was undertaken to explore the biogas potentiality of Jatropha (Jatropha curcas, Euphorbiaceae) Fruit Coat (JFC) alone and in combination with cattle dung (CD) in various proportions at 15 per cent total solids by batch phase anaerobic digestion for a period of ten weeks HRT (Hydraulic Retention Time) under a temperature of 35°C+1°C. The maximum biogas production was noticed in Cattle dung and Jatropha Fruit Coat in 2:1 ratio with 403.84 L/kg dry matter followed by 3:1,1:2, 1:1 and 1:3 having 329.66, 219.77, 217.79, 203.64 L /kg dm respectively as compared to 178.49 L/kg dm in CD alone. The JFC alone found to produce 91 per cent of total biogas that obtained from Cattle dung. The per cent methane content of the biogas in all the treatments was found on par with Cattle dung.

Keywords: Jatropha Fruit Coat, Cattle dung, Hydraulic Retention Time, Dry matter

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98 On Symmetries and Exact Solutions of Einstein Vacuum Equations for Axially Symmetric Gravitational Fields

Authors: Nisha Goyal, R.K. Gupta

Abstract:

Einstein vacuum equations, that is a system of nonlinear partial differential equations (PDEs) are derived from Weyl metric by using relation between Einstein tensor and metric tensor. The symmetries of Einstein vacuum equations for static axisymmetric gravitational fields are obtained using the Lie classical method. We have examined the optimal system of vector fields which is further used to reduce nonlinear PDE to nonlinear ordinary differential equation (ODE). Some exact solutions of Einstein vacuum equations in general relativity are also obtained.

Keywords: Gravitational fields, Lie Classical method, Exact solutions.

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97 High Volume Fly Ash Concrete for Paver Blocks

Authors: Som Nath Sachdeva, Vanita Aggarwal, S. M. Gupta

Abstract:

Use of concrete paver blocks is becoming increasingly popular. They are used for paving of approaches, paths and parking areas including their application in pre-engineered buildings and pavements. This paper discusses the results of an experimental study conducted on Fly Ash Concrete with the aim to report its suitability for concrete paver blocks. In this study, the effect of varying proportions of fly ash, 20% to 40%, on compressive strength and flexural strength of concrete has been evaluated. The mix designs studied are M-30, M-35, M-40 and M-50. It is observed that all the fly ash based mixes are able to achieve the required compressive and flexural strengths. In comparison to control mixes, the compressive and flexural strengths of the fly ash based mixes are found to be slightly less at 7-days and 28 days and a little more at 90 days.

Keywords: Compressive strength, flexural strength, high volume fly ash concrete, paver blocks.

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96 Design of Genetic-Algorithm Based Robust Power System Stabilizer

Authors: Manisha Dubey, Pankaj Gupta

Abstract:

This paper presents a systematic approach for the design of power system stabilizer using genetic algorithm and investigates the robustness of the GA based PSS. The proposed approach employs GA search for optimal setting of PSS parameters. The performance of the proposed GPSS under small and large disturbances, loading conditions and system parameters is tested. The eigenvalue analysis and nonlinear simulation results show the effectiveness of the GPSS to damp out the system oscillations. It is found tat the dynamic performance with the GPSS shows improved results, over conventionally tuned PSS over a wide range of operating conditions.

Keywords: Genetic Algorithm, Genetic power system stabilizer, Power system stabilizer, Small signal stability

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95 Web Application Security, Attacks and Mitigation

Authors: Ayush Chugh, Gaurav Gupta

Abstract:

Today’s technology is heavily dependent on web applications. Web applications are being accepted by users at a very rapid pace. These have made our work efficient. These include webmail, online retail sale, online gaming, wikis, departure and arrival of trains and flights and list is very long. These are developed in different languages like PHP, Python, C#, ASP.NET and many more by using scripts such as HTML and JavaScript. Attackers develop tools and techniques to exploit web applications and legitimate websites. This has led to rise of web application security; which can be broadly classified into Declarative Security and Program Security. The most common attacks on the applications are by SQL Injection and XSS which give access to unauthorized users who totally damage or destroy the system. This paper presents a detailed literature description and analysis on Web Application Security, examples of attacks and steps to mitigate the vulnerabilities.

Keywords: Attacks, Injection, JavaScript, SQL, Vulnerability, XSS.

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94 Urban Roads of Bhopal City

Authors: Anshu Gupta

Abstract:

Quality evaluation of urban environment is an integral part of efficient urban environment planning and management. The development of fuzzy set theory (FST) and the introduction of FST to the urban study field attempts to incorporate the gradual variation and avoid loss of information. Urban environmental quality assessment pertain to interpretation and forecast of the urban environmental quality according to the national regulation about the permitted content of contamination for the sake of protecting human health and subsistence environment . A strategic motor vehicle control strategy has to be proposed to mitigate the air pollution in the city. There is no well defined guideline for the assessment of urban air pollution and no systematic study has been reported so far for Indian cities. The methodology adopted may be useful in similar cities of India. Remote sensing & GIS can play significant role in mapping air pollution.

Keywords: GIS, Pollution, Remote Sensing, Urban.

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93 Consolidation of Al-2024 Powder by Conventional P/M Route and ECAP – A Comparative Study

Authors: Nishtha Gupta , S.Ramesh Kumar , B.Ravisankar, S.Kumaran

Abstract:

In this study, mechanically alloyed Al 2024 powder is densified by conventional sintering and by equal channel angular pressing (ECAP) with and without back pressure. The powder was encapsulated in an aluminium can for consolidation through ECAP. The properties obtained in the compacts by conventional sintering route and by ECAP are compared. The effect of conventional sintering and ECAP on consolidation behaviour of powder, microstructure, density and hardness is discussed. Room temperature back pressure aided ECAP results in nearly full denser (97% of its theoretical density) compact at room temperature. NanoIndentation technique was used to determine the modulus of the consolidated compacts.

Keywords: Al-2024, Back Pressure, ECAP, Nanoindentation

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92 Effect of Polyvinyl Pyrrolidone and Ethyl Cellulose Concentration on Release Profile and Kinetics of Glibenclamide Extended Release Dosage Form System

Authors: Amit Kumar, Peeyush Sharma, Anil Bhandari

Abstract:

The aim of present work was to optimize the effect of Ethyl Cellulose (EC) and Polyvinyl Pyrrolidone (PVP) concentration in extended release solid dispersion of Glibenclamide using combination of hydrophilic and hydrophobic polymers such as Polyvinyl Pyrrolidone and Ethyl cellulose. The advantage of solid dispersion technique provides a unique approach to particle size reduction and increased rates of dissolution. The compatibility studies of the drug and polymers were studied by TLC and results suggested no interaction between drug and polymers. Solid dispersions of Glibenclamide were prepared by common solvent evaporation method using Polyvinyl Pyrrolidone and Ethyl cellulose. The results indicated that homogeneous or heterogeneous conditions during the preparation methods employed governed the internal structures of the polymer matrices while retaining the drug in an amorphous form. F2 formulation prepared by solid dispersion method, displayed extended drug release followed by Higuchi matrix model indicating diffusion release of GLB from polymer matrices.

Keywords: Ethyl Cellulose, Glibenclamide, Polyvinyl Pyrrolidone, Solid Dispersion.

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91 Spatial Disparity in Education and Medical Facilities: A Case Study of Barddhaman District, West Bengal, India

Authors: Amit Bhattacharyya

Abstract:

The economic scenario of any region does not show the real picture for the measurement of overall development. Therefore, economic development must be accompanied by social development to be able to make an assessment to measure the level of development. The spatial variation with respect to social development has been discussed taking into account the quality of functioning of a social system in a specific area. In this paper, an attempt has been made to study the spatial distribution of social infrastructural facilities and analyze the magnitude of regional disparities at inter- block level in Barddhman district. It starts with the detailed account of the selection process of social infrastructure indicators and describes the methodology employed in the empirical analysis. Analyzing the block level data, this paper tries to identify the disparity among the blocks in the levels of social development. The results have been subsequently explained using both statistical analysis and geo spatial technique. The paper reveals that the social development is not going on at the same rate in every part of the district. Health facilities and educational facilities are concentrated at some selected point. So overall development activities come to be concentrated in a few centres and the disparity is seen over the blocks.

Keywords: Disparity, inter-block, social development, spatial variation.

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90 Advertisement Effectiveness for Print Media: A Conceptual Model

Authors: Prateek Maheshwari, Nitin Seth, Anoop Kumar Gupta

Abstract:

The objective of present research paper is to highlight the importance of measuring advertisement effectiveness in print media and to develop a conceptual model for advertisement effectiveness. The developed model is based on dimensions on which advertisement effectiveness depends and on the dimensions which are used to measure the effectiveness. An in-depth and extensive literature review is carried out to understand the concept of advertisement effectiveness and its various determinants in context of print media. Based on the insights gained, a conceptual framework for advertisement effectiveness is presented. The model is an attempt to uncover the relatively less explored area of advertisement effectiveness in Indian advertising scenario. It is believed that present work will encourage scholars and academicians to further explore the area and will offer conceptual assistance and a fresh direction in the domain of advertisement effectiveness.

Keywords: Advertisement Effectiveness, Conceptual Model, Effectiveness Dimensions, Print Media.

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89 Momentum and Heat Transfer in the Flow of a Viscoelastic Fluid Past a Porous Flat Plate Subject to Suction or Blowing

Authors: Motahar Reza, Anadi Sankar Gupta

Abstract:

An analysis is made of the flow of an incompressible viscoelastic fluid (of small memory) over a porous plate subject to suction or blowing. It is found that velocity at a point increases with increase in the elasticity in the fluid. It is also shown that wall shear stress depends only on suction and is also independent of the material of fluids. No steady solution for velocity distribution exists when there is blowing at the plate. Temperature distribution in the boundary layer is determined and it is found that temperature at a point decreases with increase in the elasticity in the fluid.

Keywords: Viscoelastic fluid, Flow past a porous plate, Heat transfer

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