Search results for: Thai series

Authors: Wichai Onlaor, Siriluck Rotchanakitumnuai

Abstract:

The aim of this research is to develop the understanding of corporate social responsibility (CSR) from consumers- perspective toward Thai mobile service providers. Based on the survey from 400 mobile customers, the result shows that four dimensions of CSR of Thai mobile service providers consist of economic, legal, ethical and philanthropic responsibility. These four CSR factors have positive impacts on enhancing customer satisfaction except one item of economic responsibility - profitability to shareholders. Ethical dimension has the strongest impact on customer satisfaction. Economic, legal, ethical, philanthropic responsibility and customer satisfaction have major impact on loyalty, whilst philanthropic component mostly affects loyalty.

Keywords: Corporate Social Responsibility, PriceFairness, Service Quality, Privacy Concern, CustomerSatisfaction, Customer Loyalty

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Authors: Pibool Waijittragum

Abstract:

The purpose of this research is to analyze the marketing strategies of Thai Halal products which related to the way of life for Thai Muslims. The expected benefit is the marketing strategy for brand building process for Halal products in Thailand. 4 elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products; such as soap, shampoo and body lotion. The results will explain some suitable representation in the marketing strategies of Thai Halal products as are: 1) Benefit; the characteristics of the product with its benefit. Consumers will purchase this product with the reason of; it is beneficial nutrients product, there are no toxic or chemical residues. Fresh and clean materials 2) Attribute; the exterior images that attract to consumer. Consumers will purchase this product with the reason of; there is a standard proof mark, food and drug secure proof mark and Halal products mark. Packaging and its materials should be draw attention. Use an attractive graphic. Use outstanding images of product, material or ingredients. 3) Value; the value of products that affect to consumers perception; it is healthy products. Accumulate quality of life. It is a product of expertise, manufacturing of research result. Consumers are important. It’s sincere, honest and reliable to all. 4) Personality; reflection of consumers thought. The Personality feedback to them after they were consumes this product; they are health care persons. They are the rational person, moral person, justice person and thoughtful person like a progressive thinking.

Keywords: Marketing strategies, Product identity, Branding, Thai Halal products.

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Authors: C. Slim

Abstract:

Traditional techniques for analyzing time series are based on the notion of stationarity of phenomena under study, but in reality most economic and financial series do not verify this hypothesis, which implies the implementation of specific tools for the detection of such behavior. In this paper, we study nonstationary non-seasonal time series tests in a non-exhaustive manner. We formalize the problem of nonstationary processes with numerical simulations and take stock of their statistical characteristics. The theoretical aspects of some of the most common unit root tests will be discussed. We detail the specification of the tests, showing the advantages and disadvantages of each. The empirical study focuses on the application of these tests to the exchange rate (USD/TND) and the Consumer Price Index (CPI) in Tunisia, in order to compare the Power of these tests with the characteristics of the series.

Keywords: Stationarity, unit root tests, economic time series.

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Authors: Paiboon Chuwatthanakij

Abstract:

Each of the countries around the world has different ways of management and many of them depend on people to administrate their country. Thailand, for example, empowers the sovereignty of Thai people under constitution; however, our Thai voting system is not able to flow fast enough under the current Political management system. The sovereignty of Thai people is addressing this problem through representatives during current elections, in order to set a new policy for the countries ideology to change in the House and the Cabinet. This is particularly important in a democracy to be developed under our current political institution. The Organic Act on Political Parties 2007 is the establishment we have today that is causing confrontations within the establishment. There are many political parties that will soon be abolished. Many political parties have already been subsidized. This research study is to analyze the legal problems with the political party establishment under the Organic Act on Political Parties 2007. This will focus on the freedom of each political establishment compared to an effective political operation. Textbooks and academic papers will be referenced from studies home and abroad. The study revealed that Organic Act on Political Parties 2007 has strict provisions on the political structure over the number of members and the number of branches involved within political parties system. Such operations shall be completed within one year; but under the existing laws the small parties are not able to participate with the bigger parties. The cities are capable of fulfilling small political party requirements but fail to become coalesced because the current laws won't allow them to be united as one. It is important to allow all independent political parties to join our current political structure. Board members can’t help the smaller parties to become a large organization under the existing Thai laws. Creating a new establishment that functions efficiently throughout all branches would be one solution to these legal problems between all political parties. With this new operation, individual political parties can participate with the bigger parties during elections. Until current political institutions change their system to accommodate public opinion, these current Thai laws will continue to be a problem with all political parties in Thailand.

Keywords: Coalesced, Political Party, Sovereignty.

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Authors: K. Chalernpon, P. Aroonjarattham, K. Aroonjarattham

Abstract:

Total hip replacement had been one of the most successful operations in hip arthritis surgery. The purpose of this research had been to develop a dynamic hip contact of Thai femoral bone to analyze the stress distribution on the implant and the strain distribution on the bone model under daily activities and compared with the static load simulation. The results showed the different of maximum von Mises stress 0.14 percent under walking and 0.03 percent under climbing stair condition and the different of equivalent total strain 0.52 percent under walking and 0.05 percent under climbing stair condition. The muscular forces should be evaluated with dynamic condition to reduce the maximum von Mises stress and equivalent total strain.

Keywords: Dynamic loading, Static Load, Hip prosthesis, Thai femur, Femoral bone, Finite Element Analysis.

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Authors: Sandeep Kaur Chouhan, Jatinderdeep Kaur, S. S. Bhatia

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The existence of sine and cosine series as a Fourier series, their L1-convergence seems to be one of the difficult question in theory of convergence of trigonometric series in L1-metric norm. In the literature so far available, various authors have studied the L1-convergence of cosine and sine trigonometric series with special coefficients. In this paper, we present a modified cosine and sine sums and criterion for L1-convergence of these modified sums is obtained. Also, a necessary and sufficient condition for the L1-convergence of the cosine and sine series is deduced as corollaries.

Keywords: Conjugate Dirichlet kernel, Dirichlet kernel, L1-convergence, modified sums.

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Authors: Jatinderdeep Kaur

Abstract:

In this paper, the results of Kano from one dimensional cosine and sine series are extended to two dimensional cosine and sine series. To extend these results, some classes of coefficient sequences such as class of semi convexity and class R are extended from one dimension to two dimensions. Further, the function f(x, y) is two dimensional Fourier Cosine and Sine series or equivalently it represents an integrable function or not, has been studied. Moreover, some results are obtained which are generalization of Moricz’s results.

Keywords: Conjugate Dirichlet kernel, conjugate Fejer kernel, Fourier series, Semi-convexity.

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Authors: Wiem Gadri

Abstract:

This study delves into the intriguing properties of Pisot and Salem numbers within the framework of formal Laurent series over finite fields, a domain where these numbers’ spectral characteristics, Λm(β) and lm(β), have yet to be fully explored. Utilizing a methodological approach that combines algebraic number theory with the analysis of power series, we extend the foundational work of Erdos, Joo, and Komornik to this setting. Our research uncovers bounds for lm(β), revealing how these depend on the degree of the minimal polynomial of β and thus offering a characterization of Pisot and Salem formal power series. The findings significantly contribute to our understanding of these numbers, highlighting their distribution and properties in the context of formal power series. This investigation not only bridges number theory with formal power series analysis but also sets the stage for further interdisciplinary research in these areas.

Keywords: Pisot numbers, Salem numbers, Formal power series, Minimal polynomial degree.

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Authors: Farhad Asadi, Mohammad Javad Mollakazemi

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In this paper, Bayesian online inference in models of data series are constructed by change-points algorithm, which separated the observed time series into independent series and study the change and variation of the regime of the data with related statistical characteristics. variation of statistical characteristics of time series data often represent separated phenomena in the some dynamical system, like a change in state of brain dynamical reflected in EEG signal data measurement or a change in important regime of data in many dynamical system. In this paper, prediction algorithm for studying change point location in some time series data is simulated. It is verified that pattern of proposed distribution of data has important factor on simpler and smother fluctuation of hazard rate parameter and also for better identification of change point locations. Finally, the conditions of how the time series distribution effect on factors in this approach are explained and validated with different time series databases for some dynamical system.

Keywords: Time series, fluctuation in statistical characteristics, optimal learning.

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Authors: W. Molee, P. Puttaraksa, S. Khempaka

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The experiment was conducted to study the effect of rearing systems on fatty acid composition and cholesterol content of Thai indigenous chicken meat. Three hundred and sixty chicks were allocated to 2 different rearing systems: conventional, housing in an indoor pen (5 birds/m2); free-range, housing in an indoor pen (5 birds/m2) with access to a grass paddock (1 bird/m2) from 8 wk of age until slaughter. All birds were provided with the same diet during the experimental period. At 16 wk of age, 24 birds per group were slaughtered to evaluate the fatty acid composition and cholesterol content of breast and thigh meat. The results showed that the proportion of SFA, MUFA and PUFA in breast and thigh meat were not different among groups (P>0.05). However, the proportion of n-3 fatty acids was higher and the ratio of n-6 to n-3 fatty acids was lower in free-range system than in conventional system (P<0.05). There was no difference between groups in cholesterol content in breast and thigh meat (P>0.05). The data indicated that the free-range system could increase the proportion of n-3 fatty acids, but no effect on cholesterol content in Thai indigenous chicken meat.

Keywords: Cholesterol, fatty acid composition, free-range, Thai indigenous chicken

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Authors: Palang Wongtanasuporn

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Rural villagers in Thailand have unique skill for producing craft using local materials. However, the appearance and function of their products are not suited to the demand of international market. The Thai government policy on sustainable economy emphasises the necessity to incorporate a design strategy that will draw out the unique qualities and add value to the products, while raising the satisfaction of international consumer. As an industrial designer, the author sees opportunities that design can enhance sustainability of Thai local products through the potentials that available in village-based enterprises. This research attempts to address, how best use design to practically solve the problems in the development of Thais product in. The privilege solution is expressed through the design of design strategy that supports sustain economic development of microenterprise in Thailand in the way that aligns with product design development. This consideration integrates together with global business outlook in the development of products from rural communities.

Keywords: Community Development, Sufficiency Economy Philosophy, Product Design, Strategy Management.

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Authors: Kalayanee Koonmee

Abstract:

An incentive for performance, as one subsystem of a new performance management system, has been implemented in the Thai public sector since 2004. This research investigates the development of organizational justice in the incentive allocation by comparing the roles of distributive and procedural justice on national personnel-s attitudinal outcomes (incentive satisfaction and job performance) between 2 periods, i.e. 2006 and 2008. The data were collected via self-administered questionnaires completed by national government officers and employees. They were stratified using multistage sampling with 2,600 usable samples or 72.0% response rate in 2006, and 1,969 usable samples or 59.3% in 2008. The findings are: (1) There is no difference in means between the two periods relating to distributive justice, procedural justice, incentive satisfaction and job performance. (2) Distributive justice and procedural justice played more important roles in predicting incentive satisfaction and job performance in 2008 than in 2006.

Keywords: Distributive justice, incentive allocation, proceduraljustice, Thai public sector.

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Authors: N. Mantalay, N. Chakpitak, W. Janchai, P. Sureepong

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Work stress causes the organizational work-life imbalance of employees. Because of this imbalance, workers perform with lower effort to finish assignments and thus an organization will experience reduced productivity. In order to investigate the problem of an organizational work-life imbalance, this qualitative case study focuses on an organizational work-life imbalance among Thai software developers in a German-owned company in Chiang Mai, Thailand. In terms of knowledge management, fishbone diagram is useful analysis tool to investigate the root causes of an organizational work-life imbalance systematically in focus-group discussions. Furthermore, fishbone diagram shows the relationship between causes and effects clearly. It was found that an organizational worklife imbalance among Thai software developers is influenced by management team, work environment, and information tools used in the company over time.

Keywords: knowledge management, knowledge worker, worklife imbalance, fishbone diagram

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Authors: T. Niracharapa

Abstract:

The research studied and examined the competitiveness of the animation industry in Thailand. Data were collected based on articles, related reports and websites, news, research, and interviews of key persons from both public and private sectors. The diamond model was used to analyze the study. The major factor driving the Thai animation industry forward includes a quality workforce, their creativity and strong associations. However, discontinuity in government support, infrastructure, marketing, IP creation and financial constraints were factors keeping the Thai animation industry less competitive in the global market.

Keywords: Animation, competitiveness, digital content, Thailand.

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Authors: C. Sridawruang

Abstract:

Young people today has sexual activities differing from those of earlier generations, in that teenagers are likely to have multiple partners, and are frequently in short-term relationships or with partners that are not well known to them. The proportion of teenage mothers in Thailand has increased. Young people were not specifically addressed during the overall very successful HIV-prevention campaigns. Because of this missed opportunity, they are still unaware of the risk of unsafe sexual behavior. Aims: To describe the reproductive health care services in perspectives of rural Thai teenagers Methods: This survey was one part of a mixed method approach taken using survey and focus groups with 439 teenagers aged 12-18 years in 5 villages, Udon Thani, Thailand. The standard questionnaire survey had been used for collecting data. The numeric data was checked and analyzed by using descriptive statistics. Results: Most teenager respondents stated that they do not know where sexual reproductive health services provided for them. Most teenagers felt difficult to access and talk with health staff about sexual related issues. They stated that discussing, or consulting with health providers might not be safe. Teenagers might lose opportunities to access and get advice from health care services. The mean knowledge score of contraception and condom reproductive was 6.34 from a total score 11. Most teenagers especially girls expressed a need for counseling services and reported a need for telephone services. Conclusions: The need of appropriate information focusing on sexual relationships and contraception should be designed to help young people make wise decisions and there should be set health care services for Thai teenagers to make sure that teenagers could access easily. Health care providers need to be trained to improve their knowledge, attitudes and skills in reproductive health care practices for Thai teenagers.

Keywords: Youth friendly health services, rural, Thai, teenagers.

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Authors: Somdech Rungsrisawat

Abstract:

The purposes of this research are to investigate Thai teens’ attitude toward prostitution on the internet, to discover the causes of teenage prostitution and to study the relationship between teenage promiscuity and the causes of teenage prostitution. This study is a mixed research which utilized both qualitative and quantitative approach. The population of this study included teenagers and early adults between 14-21 years old who were studying in high schools, colleges, or universities. A total of 600 respondents was sampled for interviews using a questionnaire, and 48 samples were chosen for an in-depth interview.

The findings revealed that the majority of respondents recognized that teenage prostitution on line was real. The reasons for choosing the internet to contact with customers included easy, convenient, safe, and anonymous. Moreover, the internet allowed teen prostitutes to contact customers anywhere and anytime. The correlation showed that promiscuity was related to the trend of teen prostitution. Other factors that contributed to increasing widespread teen prostitution online included their need for quick money to buy luxurious products and to support their extravagant behavior.

Keywords: Internet, Prostitutes, Online, Thai teens.

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Authors: Monika Chuchro, Maciej Dwornik

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The extraction of meaningful information from image could be an alternative method for time series analysis. In this paper, we propose a graphical analysis of time series grouped into table with adjusted colour scale for numerical values. The advantages of this method are also discussed. The proposed method is easy to understand and is flexible to implement the standard methods of pattern recognition and verification, especially for noisy environmental data.

Keywords: graphical analysis, time series, seasonality, noisy environmental data

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Authors: Sittichai K., Anucha W., Phonsak L.

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Objective of this study was to study and compare the effectiveness of inspectors who had different workloads for feed forward and feedback training. The visual search task was simulated to search for specified alphabets called defects. These defects were included of four alphabets in Thai and English such as s ภ, ถ, X, and V with different background. These defects were combined in the specified alphabets and were given the different three backgrounds i.e., Thai, English, and mixed English and Thai alphabets. Sixty students were chosen as a sample in this study and test for final selection subject. Finally, five subjects were taken into testing process. They were asked to search for defects after they were provided basic information. Experiment design was used factorial design and subjects were trained for feed forward and the feedback training. The results show that both trainings were affected on mean search time. It was also found that the feedback training can increase the effectiveness of visual inspectors rather than the feed forward training significantly different at the level of .05

Keywords: visual search, feed forward, feedback training.

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Authors: M. H. Fattahi, H. Jahangiri

Abstract:

All the geophysical phenomena including river networks and flow time series are fractal events inherently and fractal patterns can be investigated through their behaviors. A non-linear system like a river basin can well be analyzed by a non-linear measure such as the fractal analysis. A bilateral study is held on the fractal properties of the river network and the river flow time series. A moving window technique is utilized to scan the fractal properties of them. Results depict both events follow the same strategy regarding to the fractal properties. Both the river network and the time series fractal dimension tend to saturate in a distinct value.

Keywords: river flow time series, fractal, river networks

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Authors: Taechit Cheuypoung

Abstract:

The research will focus on creating pattern designs that are inspired by the pagodas, Phra Maha Chedi of King Rama I-IV, that are located in the temple, Wat Phra Chetuphon Vimolmangklararm Rajwaramahaviharn. Different aspects of the temple were studied, including the history, architecture, significance of the temple, and techniques used to decorate the pagodas, Phra Maha Chedi of King Rama I-IV. Moreover, composition of arts and the form of pattern designs which all led to the outcome of four Thai application pattern.

The four patterns combine Thai traditional design with international scheme, however, maintaining the distinctiveness of the glaze mosaic tiles of each Phra Maha Chedi. The patterns consist of rounded and notched petal flowers, leaves and vine, and various square shapes, and original colors which are updated for modernity. These elements are then grouped and combined with new techniques, resulting in pattern designs with modern aspects and simultaneously reflecting the charm and the aesthetic of Thai craftsmanship which are eternally embedded in the designs.

Keywords: Chedi, Pagoda, Pattern, Wat

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Authors: Pongchan Na-Lampang

Abstract:

The effect of beak trimming on behavior of two strains of Thai native pullets kept in floor pens was studied. Six general activities (standing, crouching, moving, comforting, roosting, and nesting), 6 beak related activities (preening, feeding, drinking, pecking at inedible object, feather pecking, and litter pecking), and 4 agonistic activities (head pecking, threatening, avoiding, and fighting) were measured twice a for 15 consecutive days, started when the pullets were 19 wk old. It was found that beak trimmed pullets drank more frequent (P<.01) but fed less frequent (P<.05) and show lower number of avoiding acts (P<.01) than intact pullets. Beak trimmed pullets showed all kind of agonistic activities less (P<.05). Genetic effect was found significant (P<.01) for drinking, nesting, and agonistic activities. Genetic by beak trimming interaction was found only for avoiding behavior (P<.01).

Keywords: Agonistic Behavior, Beak Trimming, Behavior, Thai Native Pullet

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Authors: Apichaya Kaewuthai

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To study the meaning of Muslim name in order to analyze the underlining value and identity from first year to forth year Muslim students at Prince of Songkla University, Hatyai Campus. The questionnaires are employed as a main analytical tool to acquire the names from 80 Muslim students in four study years. The meanings of obtained names are subsequently analyzed and summarized base upon related documents to uncover the beneath value. The study reveals that name of male is derived from the name of prophet; Nabi Muhammad, merit, dignity, origins, leadership and the faith in Islam. For female, on the other hand, their names are related to virtue and beauty, cleanliness and peace, hope and flowers which comply with their characteristics. One of the reasons contribute to the principle of naming is the regulation of Ministry of Culture which states that the name should represent one’s nature and characters. The given name reflects value and identity of Muslim which can be classified into three categories including 1) Value related to belief in Islam 2) value related to relationship among families and relatives 3) value about relationship with nature and environment. All the above mentioned reflect Muslim value and identity vividly.    The name of Muslim students allows the researcher to perceive the perspective, belief and value in giving the name of Thai Muslim. Besides, it reveals social condition and their culture. It can also be the fundamental of studying the meaning of name in other races.

Keywords: The naming, Thai Muslim.

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Authors: P. Thongmuang

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The purposes of this research were 1) to survey the number of drugstores that unlawful dispense of asthma prescription drugs, in form of drug combinations in the Phaya Thai district of Bangkok, 2) to find the steroids contained in that drug combinations, 3) to find a means for informing general public about the dangers of drugs and for a campaign to stop dispensing them. Researcher collected drug combinations from 69 drugstores in Phaya Thai district from Feb 15, 2012 to Mar 15, 2012. The survey found 30.43%, 21, drug stores, sold asthma drug combinations to customers without a prescription. These collected samples were tested for steroid contamination by using Immunochromatography kits. Eleven samples, 52.38%, were found contaminated with steroids. In short, there should be control and inspection of drugstores in the distribution of steroid medications. To improve the knowledge of self health maintenance and drug usage among public, Thai Government and Department of Public Health should educate people about the side effects of using drug combinations and steroids.

Keywords: Dispensing, Drug Combinations, Steroids

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Authors: U. C. Amadi, N. A. Udoh

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One of the major challenges faced in solving initial and boundary problems is how to find approximate solutions with minimal deviation from the exact solution without so much rigor and complications. The Taylor series method provides a simple way of obtaining an infinite series which converges to the exact solution for initial value problems and this method of solution is somewhat limited for a two point boundary problem since the infinite series has to be truncated to include the boundary conditions. In this paper, the Ying Buzu Shu algorithm is used to solve a two point boundary nonlinear diffusion problem for the fourth and sixth order solution and compare their relative error and rate of convergence to the exact solution.

Keywords: Ying Buzu Shu, nonlinear boundary problem, Taylor series algorithm, infinite series.

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Authors: Javad Abdalkhani

Abstract:

Convergence of power series solutions for a class of non-linear Abel type equations, including an equation that arises in nonlinear cooling of semi-infinite rods, is very slow inside their small radius of convergence. Beyond that the corresponding power series are wildly divergent. Implementation of nonlinear sequence transformation allow effortless evaluation of these power series on very large intervals..

Keywords: Nonlinear transformation, Abel Volterra Equations, Mathematica

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Authors: Mohammad H. Fattahi

Abstract:

Chaotic analysis has been performed on the river flow time series before and after applying the wavelet based de-noising techniques in order to investigate the noise content effects on chaotic nature of flow series. In this study, 38 years of monthly runoff data of three gauging stations were used. Gauging stations were located in Ghar-e-Aghaj river basin, Fars province, Iran. Noise level of time series was estimated with the aid of Gaussian kernel algorithm. This step was found to be crucial in preventing removal of the vital data such as memory, correlation and trend from the time series in addition to the noise during de-noising process.

Keywords: Chaotic behavior, wavelet, noise reduction, river flow.

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Authors: W. Molee, P. Puttaraksa, S. Pitakwong, S. Khempaka

Abstract:

An experiment was conducted to determine the effect of the rearing system on growth performance, carcass yield, hematological parameters, and feather pecking damage of Thai indigenous chickens. Three hundred and sixty 1-d-old chicks were randomly assigned to 2 treatments: indoor treatment and outdoor access treatment. In the indoor treatment, the chickens were housed in floor pens (5 birds/m2). In the outdoor access treatment, the chickens were housed in a similar indoor house; in addition, they also had an outdoor grass paddock (1 bird/m2). All birds were provided with same diet and were raised for 16 wk of age. The results showed that growth performance and carcass yield were not different among treatment (P>0.05). Outdoor access had no effect on hematological parameters (P>0.05). However, the feather pecking damage of the chickens in the outdoor access treatment was lower than that of the chickens in the indoor treatment (P<0.05).

Keywords: Hematology, performance, rearing system, Thai indigenous chickens

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Authors: Pisit Potjanajaruwit

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The objectives of the study were to determine the marketing mix factors that influencing tourist’s destination decision making for cultural tourism in the Chonburi province. Both quantitative and qualitative data were applied in this study. The samples of 400 cases for quantitative analysis were tourists (both Thai and foreign) who were interested in cultural tourism in the Chonburi province, and traveled to cultural sites in Chonburi and 14 representatives from provincial tourism committee of Chonburi and local tourism experts. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. The study found that Thai and foreign tourists are influenced by different important marketing mix factors. The important factors for Thai respondents were physical evidence, price, people, and place at high importance level. For foreign respondents, physical evidence, price, people, and process were high importance level, whereas, product, place and promotion were moderate importance level.

Keywords: Chonburi Province, Decision Making for cultural tourism, Marketing Mixed.

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Authors: Chutikarn Sriwiboon

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The main purpose of this research paper was to study the requirements for human capital development in order to be ready for ASEAN Community. Thai education institutions are encountering a challenging course of change to be effective members of ASEAN Economic Community (AEC) in 2015. It was vital that everyone and every organization participate in the process of becoming part of the ASEAN community, a pluralistic society. Thai universities will be required to partake in the human capital development in a variety of fields. In order to assist the whole nation to enhance potential development, there was a need to collaborate with other ASEAN leading universities to do researches to ameliorate the qualifications and capabilities of university management, administers, professors, and staffs.

Keywords: ASEAN, Education, Human capital development.

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Authors: Sinee Sankrusme

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The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the company’s marketing strategies were brand building strategy and distribution strategy. Additionally, the company also conducted marketing mix strategy as follows. Product strategy: The company added more beer brands namely Amstel and Tiger to provide additional choice to consumers, product and marketing research, and product development. Price strategy: the company had taken the following into consideration: cost, competitor, market, economic situation and tax. Promotion strategy: the company conducted sales promotion and advertising. Distribution strategy: the company extended channels its channels of distribution into food shops, pubs and various entertainment places. This strategy benefited interested persons and people who were engaged in the beer business.

Keywords: Marketing Strategy, Beer, Thai Asia Pacific Brewery Company.

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