Search results for: Scientific Attitude

Authors: Mehmet Bekmezci, Ismail Celik, Ismail Sahin, Ahmet Kiray, A. Oguz Akturk

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In this research, students’ scientific attitude, computer anxiety, educational use of the Internet, academic achievement, and problematic use of the Internet are analyzed based on different variables (gender, parents’ educational level and daily access to the Internet). The research group involves 361 students from two middle schools which are located in the center of Konya. The “general survey method” is adopted in the research. In accordance with the purpose of the study, percentage, mean, standard deviation, independent samples t--‐test, ANOVA (variance) are employed in the study. A total of four scales are implemented. These four scales include a total of 13 sub-dimensions. The scores from these scales and their subscales are studied in terms of various variables. In the research, students’ scientific attitude, computer anxiety, educational use of the Internet, the problematic Internet use and academic achievement (gender, parent educational level, and daily access to the Internet) are investigated based on various variables and some significant relations are found.

Keywords: Scientific Attitude, Educational use of the Internet, Computer Anxiety, Problematic use of the Internet, Academic Achievement.

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Authors: Kew-Cheol Shim, Sung-Hwan Moon, Ji-Hyon Kil, Kyoungho Kim

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The purpose of this paper was to examine views of secondary school science teachers about purposes to use practical works in school science. The instrument to survey consisted eighteen items, which were categorized into four components as follows: ‘Scientific inquiry’, ‘Scientific knowledge’, ‘Science-related attitude’, and ‘STS (science-technology-society)’. Subjects were 152 secondary school science teachers (male 70 and female 82; middle school 50 and high school 102), who are teaching in 42 schools of 8 provinces. On the survey, science teachers were asked to answer on 5-point Lickert scale (from 1 to 5) how they thought of using practical works on purposes with domains of science objectives in school. They had positive views about using practical works for improving scientific inquiry process skills, science-related attitudes, and perceptions about STS literacy, and acquiring scientific knowledge. They would have the most willingness of using practical works for ‘Scientific Inquiry’ among domains of science objectives in school.

Keywords: Secondary school, science teacher, practical work, scientific inquiry, scientific knowledge, science-related attitude, STS.

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Authors: Anton V. Doroshin

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This article contains a description of main ideas for the attitude reorientation of spacecraft (small dual-spin spacecraft, nanosatellites) using properties of its chaotic attitude motion under the action of internal perturbations. The considering method based on intentional initiations of chaotic modes of the attitude motion with big amplitudes of the nutation oscillations, and also on the redistributions of the angular momentum between coaxial bodies of the dual-spin spacecraft (DSSC), which perform in the purpose of system’s phase space changing.

Keywords: Spacecraft, Attitude Dynamics and Control, Chaos.

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Authors: A. Elakkary, A. Echchatbi, N. Elalami

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In this paper, we are interested in attitude control of a satellite, which using wheels of reaction, by state feedback. First, we develop a method allowing us to put the control and its integral in the state-feedback form. Then, by using the theorem of Gronwall- Bellman, we put the sufficient conditions so that the nonlinear system modeling the satellite is stabilisable and observed by state feedback.

Keywords: Satellite, attitude control, state feedback, attitude stabilization.

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Authors: Mihai Lungu

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The paper presents the design of a mini-UAV attitude controller using the backstepping method. Starting from the nonlinear dynamic equations of the mini-UAV, by using the backstepping method, the author of this paper obtained the expressions of the elevator, rudder and aileron deflections, which stabilize the UAV, at each moment, to the desired values of the attitude angles. The attitude controller controls the attitude angles, the angular rates, the angular accelerations and other variables that describe the UAV longitudinal and lateral motions. To design the nonlinear controller, by using the backstepping technique, the nonlinear equations and the Lyapunov analysis have been directly used. The designed controller has been implemented in Matlab/Simulink environment and its effectiveness has been tested with a campaign of numerical simulations using data from the UAV flight tests. The obtained results are very good and they are better than the ones found in previous works.

Keywords: Attitude angles, Backstepping, Controller, UAV.

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Authors: Lv Meibo, Naqvi Najam Abbas, Li YanJun

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Attitude Determination (AD) of a spacecraft using the phase measurements of the Global Navigation Satellite System (GNSS) is an active area of research. Various attitude determination algorithms have been developed in yester years for spacecrafts using different sensors but the last two decades have witnessed a phenomenal increase in research related with GPS receivers as a stand-alone sensor for determining the attitude of satellite using the phase measurements of the signals from GNSS. The GNSS-based Attitude determination algorithms have been experimented in many real missions. The problem of AD algorithms using GNSS phase measurements has two important parts; the ambiguity resolution and the determining of attitude. Ambiguity resolution is the widely addressed topic in literature for implementing the AD algorithm using GNSS phase measurements for achieving the accuracy of millimeter level. This paper broadly overviews the different techniques for resolving the integer ambiguities encountered in AD using GNSS phase measurements.

Keywords: Attitude Determination, Ambiguity Resolution, GNSS, LAMBDA Method, Satellite.

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Authors: Balamuralithara Balakrishnan

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This paper reports the findings of the perception and attitude towards Sustainable Development among Malaysian undergraduates. The study was carried out involving 86 engineering undergraduates from three universities in Malaysia. This research was conducted based on a survey whereby the respondents were given a questionnaire to gauge their attitude towards sustainable development. The output of the analyses showed that the respondents have an appropriate attitude towards the sustainability issues expect for economic and social equality aspects. These findings suggest that the engineering educators involved in sustainable development education need to educate undergraduate students on this important issue. This investigation serves as a cornerstone to which the current paradigm of sustainable development education can be examined for further improvement by related stakeholders.

Keywords: Sustainable development, engineering education, Malaysia, attitude.

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Authors: Somruay Apichatibutarapong

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The purpose of this study was to address and comparison of the attitudes towards the statistics course for undergraduate students. Data were collected from 120 students in Faculty of Sciences and Technology, Suan Sunandha Rajabhat University who enrolled in the statistics course. The quantitative approach was used to investigate the assessment and comparison of attitudes towards statistics course. It was revealed that the overall attitudes somewhat agree both in pre-test and post-test. In addition, the comparison of students’ attitudes towards the statistic course (Form A) has no difference in the overall attitudes. However, there is statistical significance in all dimensions and overall attitudes towards the statistics course (Form B).

Keywords: Statistics attitude, Student’s attitude, Statistics, Attitude test.

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Authors: Cheng-Yu Tsai, Chiung-En Huang, Ming-Tsang Wu

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The purpose of this study was to investigate the relationships among leisure motivation, leisure attitude, and health promotion lifestyle. The participants were recruited from a convenience sampling that subjects were at least 55 years of age in Tainan City, Taiwan. Three hundred survey instruments were distributed, and 227 effective instruments were returned, for an effective rate of 75.7%. The collected data were analyzed statistically. The findings of this research were as follows: 1.There is significantly correlated between leisure motivation and leisure attitude. 2. There is significantly correlated between leisure attitude and health promotion lifestyle. 3. There is significantly correlated between leisure motivation and health promotion lifestyle.

Keywords: Leisure motivation, leisure attitude, health promotion lifestyle.

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Authors: Thiago M. R Dias, Gray F. Moita

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The analysis of scientific collaboration networks has contributed significantly to improving the understanding of how does the process of collaboration between researchers and also to understand how the evolution of scientific production of researchers or research groups occurs. However, the identification of collaborations in large scientific databases is not a trivial task given the high computational cost of the methods commonly used. This paper proposes a method for identifying collaboration in large data base of curriculum researchers. The proposed method has low computational cost with satisfactory results, proving to be an interesting alternative for the modeling and characterization of large scientific collaboration networks.

Keywords: Extraction and data integration, Information Retrieval, Scientific Collaboration.

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Authors: A. Bellar, M.K. Fellah, A.M. Si Mohammed, M. Bensaada, L. Boukhris

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This paper presents the use of the predictive fuzzy logic controller (PFLC) applied to attitude control system for agile micro-satellite. In order to reduce the effect of unpredictable time delays and large uncertainties, the algorithm employs predictive control to predict the attitude of the satellite. Comparison of the PFLC and conventional fuzzy logic controller (FLC) is presented to evaluate the performance of the control system during attitude maneuver. The two proposed models have been analyzed with the same level of noise and external disturbances. Simulation results demonstrated the feasibility and advantages of the PFLC on the attitude determination and control system (ADCS) of agile satellite.

Keywords: Agile micro-satellite, Attitude control, fuzzy logic, predictive control

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Authors: Z. Dedovets, M. Rodionov

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The goal of the modern education system is to prepare students to be able to adapt to ever-changing life situations. They must be able to acquire required knowledge independently; apply such knowledge in practice to solve various problems by using modern technologies; think critically and creatively; competently use information; be communicative, work in a team; and develop their own moral values, intellect and cultural awareness. As a result, the status of education significantly increases; new requirements to its quality have been formed. In recent years the competency-based approach in education has become of significant interest. This approach is a strengthening of applied and practical characteristics of a school education and leads to the forming of the key students’ competencies which define their success in future life. In this article, the authors’ attention focuses on a range of key competencies, educational, informational and communicative and on the possibility to develop such competencies via STEM education. This research shows the change in students’ attitude towards scientific disciplines such as mathematics, general science, technology and engineering as a result of STEM education. Two staged analyzed questionnaires completed by students of forms II to IV in the republic of Trinidad and Tobago allowed the authors to categorize students between two levels that represent students’ attitude to various disciplines. The significance of differences between selected levels was confirmed with the use of Pearson’s chi-squared test. In summary, the analysis of obtained data makes it possible to conclude that STEM education has a great potential for development of core students’ competencies and encourage the development of positive student attitude towards the above mentioned above scientific disciplines.

Keywords: STEM-science, technology, engineering, mathematics, students’ competency, Pearson's chi-squared test.

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Authors: Mete Kazaz, Birol Gülnar

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Television news has gained a new dimension in terms of ideological approaches as a result of such factors as globalization, cross monopolization, presence of international companies etc. and certain strategies have been developed at the production, presentation and distribution stages of news. In this study, television news about a process called “settlement process” was investigated. In this framework, news about the settlement process on TV channels of TRT 1, ATV, FOX TV, NTV, HABERTÜRK, TRT HABER and STV was investigated using the content analysis method in terms of the strategies the ideology construction, attitude towards the party in power, attitude towards parties in opposition and attitude towards BDP (Peace and Democracy Part) and Imrali (the island where Abdullah Ocalan, head of PKK, is kept). First, the aforementioned TV channels were selected randomly from 3 groups in order to be able to reveal the representational capacity of commercial, news and public channels. The study covers 557 news items broadcast in the main news bulletins between the dates of 15 March 2013 and 15 March 2013. While there was a positive attitude towards the government in a sizable portion of the news about the settlement process (63.6%), the attitude of 25.3% of the news was impartial towards the government and 11.3% had a negative attitude. On the other hand, there was a negative attitude towards the Opposition in a considerable portion of the news about the settlement process (56.1%). The attitude of 35.9% of the news towards the Opposition was impartial whereas 8.0% had a positive attitude. While 34.9% of the news about the settlement process used the legitimization strategy from among the ideology construction strategies, 22.8% used the unification strategy, 15.7% the reification strategy, 15.6% fractional and 11% concealment/mystification strategy.

Keywords: Attitude, Ideological Framing, Television News.

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Authors: Novita Verayanti Manalu, Alvin Salim, Esti Yunitasari

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Background: Palliative care is caring holistically for patients and families to improve their quality of life. The approach by a multidisciplinary team requires integrated collaboration based on sufficient knowledge of the principles of palliative care as a whole, especially for nurses. Therefore, this study wants to find out the level of knowledge about palliative care of the nurses along the relationship with attitude and performance. Method: This study applies cross-sectional survey design and allows the respondents to fill two questionnaires to determine the level of knowledge and attitude toward palliative care, while one questionnaire is filled by the head nurse to evaluate nurses’ performance. The relationship was analyzed by Spearman rho’s correlation in alpha < 0.05 by SPSS. Results: The majority of respondents were females, age above 25 years old, and married. Most of the nurses are staff nurses and the ratio of education level is not significantly different. The knowledge level is poor, while the attitude and performance are in adequate level. Knowledge may affect attitude, but it does not happen toward performance. Conclusion: There is a need for increased knowledge about palliative care to improve attitude and work performance. Future researchers might use this finding as reference to conduct further study in improving knowledge of palliative care.

Keywords: Knowledge, attitude, work performance, palliative care.

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Authors: Chia-Ching Tsai

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This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2×2=4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning or not and pre-exposure or not have significant interaction. No matter the celebrity is pre-exposure or not, the brand attitude is higher under conditioning process.

Keywords: Celebrity, Multiple endorsements, Pre-exposure, Classical condition, Second-order conditioning

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Authors: Tingting Lu, Yonghai Wang, Haiyong Wang, Jiaqi Liu

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To satisfy the need of outfield tests of star sensors, a method is put forward to construct the reference attitude benchmark. Firstly, its basic principle is introduced; Then, all the separate conversion matrixes are deduced, which include: the conversion matrix responsible for the transformation from the Earth Centered Inertial frame i to the Earth-centered Earth-fixed frame w according to the time of an atomic clock, the conversion matrix from frame w to the geographic frame t, and the matrix from frame t to the platform frame p, so the attitude matrix of the benchmark platform relative to the frame i can be obtained using all the three matrixes as the multiplicative factors; Next, the attitude matrix of the star sensor relative to frame i is got when the mounting matrix from frame p to the star sensor frame s is calibrated, and the reference attitude angles for star sensor outfield tests can be calculated from the transformation from frame i to frame s; Finally, the computer program is finished to solve the reference attitudes, and the error curves are drawn about the three axis attitude angles whose absolute maximum error is just 0.25ÔÇ│. The analysis on each loop and the final simulating results manifest that the method by precise timing to acquire the absolute reference attitude is feasible for star sensor outfield tests.

Keywords: Atomic time, attitude determination, coordinate conversion, inertial coordinate system, star sensor.

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Authors: Ye. Shapovalov, V. Shapovalov, O. Stryzhak, A. Salyuk

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Over the past decades, amount of scientific information has been growing exponentially. It became more complicated to process and systemize this amount of data. The approach to systematization of scientific information on the production of biogas based on the ontological IT platform “T.O.D.O.S.” has been developed. It has been proposed to select semantic characteristics of each work for their further introduction into the IT platform “T.O.D.O.S.”. An ontological graph with a ranking function for previous scientific research and for a system of selection of microorganisms has been worked out. These systems provide high performance of information management of scientific information.

Keywords: Ontology-based analysis, analysis of scientific data, methanogenesys, microorganism hierarchy, T.O.D.O.S.

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Authors: Sadaoui Djaouida

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In the paper, the predictive control method is proposed to control the synchronization of two perturbed satellites attitude motion. Based on delayed feedback control of continuous-time systems combines with the prediction-based method of discrete-time systems, this approach only needs a single controller to realize synchronization, which has considerable significance in reducing the cost and complexity for controller implementation.

Keywords: Predictive control, Synchronization, Satellite attitude.

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Authors: Min-Chuan Huang, I-Ping Chen, Shu-Ying Chung

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Taking the medical staff in an emergency ward of a medical center in Central Taiwan as the research object, the questionnaire data were collected by anonymous and voluntary reporting methods with structured questionnaires to explore organ donation’s actual situation, willingness, and attitude. Only 80 valid questionnaires were gathered. Of the 8 questions, the correct mean rate was 5.9 and the correct rate was 73.13%. According to the statistics of organ donation survey, only 8.7% have signed the consent for organ donation, 21.3% are willing but have not yet signed the consent for organ donation, 62.5% have not yet decided, and 7.5% are unwilling. The average total score (standard deviation) of attitude towards organ donation was 36.2. There is no significant difference between the demographic variables and the awareness and willingness of organ donation, but there is a significant correlation between marital status and the attitude toward organ donation.

Keywords: clinical psychology, organ donation, factors affecting psychological disorders, commitment

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Authors: Elena A. Railean

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Although scientific methods have been the subject of a large number of papers, the term ‘scientific methods in educational management’ is still not well defined. In this paper, it is adopted the metasystems perspective to define the mentioned term and distinguish them from methods used in time of the scientific management and knowledge management paradigms. In our opinion, scientific methods in educational management rely on global phenomena, events, and processes and their influence on the educational organization. Currently, scientific methods in educational management are integrated with the phenomenon of globalization, cognitivisation, and openness, etc. of educational systems and with global events like the COVID-19 pandemic. Concrete scientific methods are nested in a hierarchy of more and more abstract models of educational management, which form the context of the global impact on education, in general, and learning outcomes, in particular. However, scientific methods can be assigned to a specific mission, strategy, or tactics of educational management of the concrete organization, either by the global management, local development of school organization, or/and development of the life-long successful learner. By accepting this assignment, the scientific method becomes a personal goal of each individual with the educational organization or the option to develop the educational organization at the global standards. In our opinion, in educational management, the scientific methods need to confine the scope to the deep analysis of concrete tasks of the educational system (i.e., teaching, learning, assessment, development), which result in concrete strategies of organizational development. More important are seeking the ways for dynamic equilibrium between the strategy and tactic of the planetary tasks in the field of global education, which result in a need for ecological methods of learning and communication. In sum, distinction between local and global scientific methods is dependent on the subjective conception of the task assignment, measurement, and appraisal. Finally, we conclude that scientific methods are not holistic scientific methods, but the strategy and tactics implemented in the global context by an effective educational/academic manager.

Keywords: Educational management, scientific management, educational leadership, scientific method in educational management.

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Authors: Hector D. Cortes, Jesus A. del Rio, Esther O. Garcia, Miguel Robles

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Recently the use of data mining to scientific bibliographic data bases has been implemented to analyze the pathways of the knowledge or the core scientific relevances of a laureated novel or a country. This specific case of data mining has been named citation mining, and it is the integration of citation bibliometrics and text mining. In this paper we present an improved WEB implementation of statistical physics algorithms to perform the text mining component of citation mining. In particular we use an entropic like distance between the compression of text as an indicator of the similarity between them. Finally, we have included the recently proposed index h to characterize the scientific production. We have used this web implementation to identify users, applications and impact of the Mexican scientific institutions located in the State of Morelos.

Keywords: Citation Mining, Text Mining, Science Impact

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Authors: Shahryar Shaghaghi G., Mojtaba H. Ghoshouni, Bahareh S. Ghabel

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The issue of scientific – technological parks has been proposed in several countries of the world especially in western countries since a few decades ago and its efficiency is under examination. In our county Iran, some scientific – technological parks have been established or are being established. This design would evaluate the urban role and method of architecture of these parks in order to criticize its efficiency and offer some suggestions, as much as possible to improve its building methods in Iran. The main problem of this design is that how much these parks in Iran do meet the international measurements. So for this reason, one scientific park in Iran and one from western countries would be studied and compared with each other.

Keywords: Applicability, Architectural pattern, Scientific _technological park , Urban role

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Authors: Ashkan Ebadi, Andrea Schiffauerova

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Every year, a considerable amount of money is being invested on research, mainly in the form of funding allocated to universities and research institutes. To better distribute the available funds and to set the most proper R&D investment strategies for the future, evaluation of the productivity of the funded researchers and the impact of such funding is crucial. In this paper, using the data on 15 years of journal publications of the NSERC (Natural Sciences and Engineering research Council of Canada) funded researchers and by means of bibliometric analysis, the scientific development of the funded researchers and their scientific collaboration patterns will be investigated in the period of 1996-2010. According to the results it seems that there is a positive relation between the average level of funding and quantity and quality of the scientific output. In addition, whenever funding allocated to the researchers has increased, the number of co-authors per paper has also augmented. Hence, the increase in the level of funding may enable researchers to get involved in larger projects and/or scientific teams and increase their scientific output respectively.

Keywords: Bibliometrics, Collaboration, Funding, Productivity.

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Authors: Martha C. Orazulume, Jibril D. Jiya

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Flexible satellites are equipped with various appendages which vibrate under the influence of any excitation and make the attitude of the satellite to be unstable. Therefore, the system must be able to adjust to balance the effect of these appendages in order to point accurately and satisfactorily which is one of the most important problems in satellite design. Proportional Integral Derivative (PID) Controller is simple to design and computationally efficient to implement which is used to stabilize the effect of these flexible appendages. However, manual turning of the PID is time consuming, waste energy and money. Particle Swarm Optimization (PSO) is used to tune the parameters of PID Controller. Simulation results obtained show that PSO tuned PID Controller is able to re-orient the spacecraft attitude as well as dampen the effect of mechanical resonance and yields better performance when compared with manually tuned PID Controller.

Keywords: Attitude control, flexible satellite, particle swarm optimization, PID controller.

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Authors: Seung hee Kang, Jee-Hong Kim, Ji Seong Jang,

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The purpose of this study was to investigate relationships between satisfaction with major and career decision efficacy and career attitude maturity of engineering college students by performing correlation analysis. Gender differences in between satisfaction with major and career decision efficacy and career attitude maturity were also examined by T-test. The results T-test revealed gender differences in only career decision efficacy. Male Students scored significantly higher than did female students on career decision efficacy and satisfaction with major. The results of correlation analysis showed a) satisfaction with major were significantly associated with career decision efficacy, b) satisfaction with major were significantly associated with career attitude maturity, and c) career decision efficacy were significantly associated with career attitude maturity. As a result,we found the importance of satisfaction in engineering college students- major studies when deciding their career.

Keywords: Satisfaction with major, career decision efficacy, career attitude maturity, engineering college student.

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Authors: Siti Waringin Oon, Rashidah Shuib, Siti Hawa Ali, Nik Hazlina Nik Hussain, Juwita Shaaban, Harmy Mohd Yusoff

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This paper explores the knowledge and attitude of women and men in decision making on pap smear screening. This qualitative study recruited 52 respondents with 44 women and 8 men, using the purposive sampling with snowballing technique through indepth interviews. This study demonstrates several key findings: Female respondents have better knowledge compared to male. Most of the women perceived that pap smear screening is beneficial and important, but to proceed with the test is still doubtful. Male respondents were supportive in terms of sending their spouses to the health facilities or give more freedom to their wives to choose and making decision on their own health due to prominent reason that women know best on their own health. It is expected that the results from this study will provide useful guideline for healthcare providers to prepare any action/intervention to provide an extensive education to improve people-s knowledge and attitude towards pap smear.

Keywords: Attitude, decision making, knowledge, pap smearscreening..

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Authors: Norazah Mohd Suki, T Ramayah

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e-Government structures permits the government to operate in a more transparent and accountable manner of which it increases the power of the individual in relation to that of the government. This paper identifies the factors that determine customer-s attitude towards e-Government services using a theoretical model based on the Technology Acceptance Model. Data relating to the constructs were collected from 200 respondents. The research model was tested using Structural Equation Modeling (SEM) techniques via the Analysis of Moment Structure (AMOS 16) computer software. SEM is a comprehensive approach to testing hypotheses about relations among observed and latent variables. The proposed model fits the data well. The results demonstrated that e- Government services acceptance can be explained in terms of compatibility and attitude towards e-Government services. The setup of the e-Government services will be compatible with the way users work and are more likely to adopt e-Government services owing to their familiarity with the Internet for various official, personal, and recreational uses. In addition, managerial implications for government policy makers, government agencies, and system developers are also discussed.

Keywords: E-government, structural equation modelling, attitude, service.

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Authors: A. A. Jafari, A. M. Khoshnood, J. Roshanian

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Attitude control of aerospace system with liquid containers may face to a problem associate with fuel sloshing. The sloshing phenomena can degrade the stability of control system and in the worst case, interaction between the attitude control system and fuel vibration leading to resonance. In this paper, a full process of nonlinear dynamic modeling of an aerospace launch vehicle with fuel sloshing is given. Then, a new control system based on model reference adaptive filter is proposed and its algorithm is extracted. This controller implemented on the main attitude control system. Finally, numerical simulation of nonlinear model and control system is carried out to examine the performance of the new controller. Results of simulations show that the inconvenient effects of the fuel sloshing by augmenting this control system are reduced and attitude control system performs, satisfactorily.

Keywords: nonlinear dynamic modeling, fuel sloshing, vibration control, model reference, adaptive filter

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Authors: Rosina C. Chia, Elmer Poe, Karl L. Wuensch

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A virtual collaborative classroom was created at East Carolina University, using videoconference technology via regular internet to bring students from 18 different countries, 2 at a time, to the ECU classroom in real time to learn about each other-s culture. Students from two countries are partnered one on one, they meet for 4-5 weeks, and submit a joint paper. Then the same process is repeated for two other countries. Lectures and student discussions are managed with pre-determined topics and questions. Classes are conducted in English and reading assignments are placed on the website. Administratively all partners are independent, students pay fees and get credits at their home institution. Familiarity with technology, knowledge in cultural understanding and attitude change were assessed, only attitude changes are reported in this paper. After taking this course, all students stated their comfort level in working with, and their desire to interact with, culturally different others grew stronger and their xenophobia and isolationist attitudes decreased.

Keywords: Attitude change, interactive cultural learning, multicultural education, real time virtual learning.

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Authors: Kristina Maiksteniene

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Various formal and informal brand alliances are being formed in professional service firms. Professional service corporate brand is heavily dependent on brands of professional employees who comprise them, and professional employee brands are in turn dependent on the corporate brand. Prior work provides limited scientific evidence of brand alliance effects in professional service area – i.e., how professional service corporate-employee brand allies are affected by an alliance, what are brand attitude effects after alliance formation and how these effects vary with different strengths of an ally. Scientific literature analysis and theoretical modeling are the main methods of the current study. As a result, a theoretical model is constructed for estimating spillover effects of professional service corporate-employee brand alliances and for comparison among different professional service firm expertise practice models – from “brains" to “procedure" model. The resulting theoretical model lays basis for future experimental studies.

Keywords: Brand alliances, professional services, corporatebrand, employee brand.

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