Search results for: research productivity.

Authors: M. Khakbazan, S. L. Scott, H. C. Block, C. D. Robins, W. P. McCaughey

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A ten-year grazing study was conducted at the Agriculture and Agri-Food Canada Brandon Research Centre in Manitoba to study the effect of alfalfa inclusion and fertilizer (N, P, K, and S) addition on economics and efficiency of non-renewable energy use in meadow brome grass-based pasture systems for beef production. Fertilizing grass-only or alfalfa-grass pastures to full soil test recommendations improved pasture productivity, but did not improve profitability compared to unfertilized pastures. Fertilizing grass-only pastures resulted in the highest net loss of any pasture management strategy in this study. Adding alfalfa at the time of seeding, with no added fertilizer, was economically the best pasture improvement strategy in this study. Because of moisture limitations, adding commercial fertilizer to full soil test recommendations is probably not economically justifiable in most years, especially with the rising cost of fertilizer. Improving grass-only pastures by adding fertilizer and/or alfalfa required additional non-renewable energy inputs; however, the additional energy required for unfertilized alfalfa-grass pastures was minimal compared to the fertilized pastures. Of the four pasture management strategies, adding alfalfa to grass pastures without adding fertilizer had the highest efficiency of energy use. Based on energy use and economic performance, the unfertilized alfalfa-grass pasture was the most efficient and sustainable pasture system.

Keywords: Alfalfa, grass, fertilizer, pasture systems, economics, energy.

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Authors: Hanmin Jung, Mikyoung Lee, Won-kyung Sung

Abstract:

Academic research information service is a must for surveying previous studies in research and development process. OntoFrame is an academic research information service under Semantic Web framework different from simple keyword-based services such as CiteSeer and Google Scholar. The first purpose of this study is for revealing user behavior in their surveys, the objects of using academic research information services, and their needs. The second is for applying lessons learned from the results to OntoFrame.

Keywords: User Behavior, Usability Evaluation, OntoFrame, CiteSeer, Google Scholar, Academic Research Information Service.

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Authors: Loreta Losane

Abstract:

Changes in global economy require changes in firms. They need to adapt to speed producing faster and creating new products, structures and processes. The purpose of the paper is to explore literature about organizational culture and its impact on innovation.

In the paper the method of literature review is used to examine influence of organizational culture on innovation and performance of enterprise.

Organizational culture is crucial for innovation. Literature reveals that research of organizational culture mostly confirm already existing conceptions and models, but those help to make profile of innovation culture.

Research summarize previous research of organizational culture as culture which foster innovation and provide profile of innovation culture, which may be used by managers to improve cultural environment to increase performance of their companies. Research also leads to hypothesis for further research.

Keywords: Innovation, Innovation Culture, Organizational Culture.

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Authors: Roelien Goede

Abstract:

Information systems practitioners are frequently required to master new technology, often without the aid of formal training. They require the skill to manage their own learning and, when this skill is developed in their formal training, their adaptability to new technology may be improved. Self- directed learning is the ability of the learner to manage his or her own learning experience with some guidance from a facilitator. Self-directed learning skills are best improved when practiced. This paper reflects on a critical social research project to improve the self-directed learning skills of fourth year Information Systems students. Critical social research differs from other research paradigms in that the researcher is viewed as the agent of change to achieve the desired outcome in the problem situation.

Keywords: Action Research, Critical Social Research, Information Systems Education, Self-directed Learning.

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Authors: Asim N., M. Mazhar Manzoor, Shariq A.

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Knowledge is renowned as a significant component for sustaining competitive advantage and gives leading edge in business. This study emphasizes towards proper and effectuate utilization of internal and external (both either explicit or tacit) knowledge comes from stakeholders, highly supportive to combat with the challenges and enhance organizational productivity. Furthermore, it proposed a model under context of IRSA framework which facilitates the organization including flow of knowledge and experience sharing among employees. In discussion section an innovative model which indulges all functionality as mentioned in analysis section.

Keywords: Effective Decision-Making, Internal & ExternalKnowledge, Knowledge Management, Tacit & Explicit Knowledge.

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Authors: Zhaoan Wang

Abstract:

Research in predictive maintenance modeling has improved in the recent years to predict failures and needed maintenance with high accuracy, saving cost and improving manufacturing efficiency. However, classic prediction models provide little valuable insight towards the most important features contributing to the failure. By analyzing and quantifying feature importance in predictive maintenance models, cost saving can be optimized based on business goals. First, multiple classifiers are evaluated with cross-validation to predict the multi-class of failures. Second, predictive performance with features provided by different feature selection algorithms are further analyzed. Third, features selected by different algorithms are ranked and combined based on their predictive power. Finally, linear explainer SHAP (SHapley Additive exPlanations) is applied to interpret classifier behavior and provide further insight towards the specific roles of features in both local predictions and global model behavior. The results of the experiments suggest that certain features play dominant roles in predictive models while others have significantly less impact on the overall performance. Moreover, for multi-class prediction of machine failures, the most important features vary with type of machine failures. The results may lead to improved productivity and cost saving by prioritizing sensor deployment, data collection, and data processing of more important features over less importance features.

Keywords: Automated supply chain, intelligent manufacturing, predictive maintenance machine learning, feature engineering, model interpretation.

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Authors: Dimitrios J. Dimitriou

Abstract:

Airport’s serving a tourist destination are an essential counterpart of the tourist demand supply chain, and their productivity is related to the region’s attractiveness and is enhanced by the air transport business. In this paper, the evaluation framework of the scheduled flights between two tourist airports is taken into consideration. By adopting a systemic approach, the arrivals from an airport that its connectivity heavily depended on the departures of another major airport are reviewed. The methodology framework, based on inventory control theory and the numerical example, promotes the use of the modelling formulation. The results would be essential for comparison and exercising to other similar cases.

Keywords: Airport connectivity, inventory control, optimization, optimum allocation.

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Authors: I. Bolgzda, E. Olehnovica

Abstract:

Qualification of doctoral students- and the candidates for a scientific degree is evaluated by the ability to solve scientific ideas in an innovative way, consequently, being a potential of research and science they play a significant role in the sustainability context of the society. The article deals with the analysis of the results of the pilot project, the aim of which has been to study the structure of doctoral students- research competences in the sustainability context. With the existance of variety of theories on research competence development, their analysis focuses on the attained aim approach. Three competence groups have been identified in this study: informative, communicative and instrumental. Within the study the doctoral students and candidates for a scientific degree (N=64) made their self-assessment of research competences. The study results depict their present research competence development level and its dynamics according to the aim to attain.

Keywords: competence structure, doctoral students, researchactivity, sustainability.

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Authors: Aare Kuusik, E. Loigu, O. Sokk, Argo Kuusik

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This paper describes technological possibilities to enhance methane productionin the anaerobic stabilization of wastewater treatment plant excess sludge. This objective can be achieved by the addition of waste residues: crude glycerol from biodiesel production and residues from fishery. The addition ofglycerol in an amount by weight of 2 – 5% causes enhancement of methane production of about 250 – 400%. At the same time the percentage increase of total solids concentration in the outgoing sludge is ten or more times less. The containment of methane in biogas is higher in case of admixed substrate.

Keywords: Enhancement of methane production, fishery residues, waste glycerol

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Authors: Hilary J. Watsilla, Narasimha R. Vajjhala

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Information and Communication Technology (ICT) has made information access easier and affordable. Academic research has also benefited from this, with online journals and academic resource readily available by the click of a button. However, there are limited ways of assessing and controlling the quality of the academic research mostly in public institution. Nigeria is the most populous country in Africa with a significant number of universities and young population. The quality of knowledge created by academic researchers, however, needs to be evaluated due to the high number of predatory journals published by academia. The purpose of this qualitative study is to look at the knowledge creation, acquisition, and assimilation process by academic researchers in public universities in Nigeria. Qualitative research will be carried out using in-depth interviews and observations. Academic researchers will be interviewed and absorptive capacity theory will be used as the theoretical framework to guide the research. The findings from this study should help understand the impact of ICT on the knowledge creation process in academic research and to understand how ICT can affect the quality of knowledge produced by researchers. The findings from this study should help add value to the existing body of knowledge on the quality of academic research, especially in Africa where there is limited availability of quality academic research. As this study is limited to Nigerian universities, the outcome may not be generalized to other developing countries.

Keywords: Knowledge creation, academic research, knowledge management, information and communication technology, research, university.

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Authors: Ishraq A. Al-Fataftah, Ayman A. Issa

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Requirement engineering has been the subject of large volume of researches due to the significant role it plays in the software development life cycle. However, dynamicity of software industry is much faster than advances in requirements engineering approaches. Therefore, this paper aims to systematically review and evaluate the current research in requirement engineering and identify new research trends and direction in this field. In addition, various research methods associated with the Evaluation-based techniques and empirical study are highlighted for the requirements engineering field. Finally, challenges and recommendations on future directions research are presented based on the research team observations during this study.

Keywords: Current trends, Future trends, Requirement Engineering

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Authors: Yusri Yusof

Abstract:

The paper provides a literature review of the STEPNC compliant research around the world. The first part of this paper focuses on projects based on STEP compliance followed by research and development in this area based on machining operations. Review the literature relating to relevant STEP standards and application in the area of turning centers. This research will review the various research work, carried out from the evolution of STEP-NC of the CNC manufacturing activities. The paper concludes with discussion of the applications in this particular area.

Keywords: STEP-NC, CNC, Machining and Turning.

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Authors: A. Pancharya

Abstract:

The globalization of the Indian economy has thrown a great challenge to the Indian industries in respect of productivity, quality, cost, delivery etc. Achieving success• the global market has required fundamental shift in the way business is conducted and has dramatically affected virtually every aspect of process industry. The internal manufacturing process and supporting infrastructure should be such that it can compete successfully in global markets with better flexibility and delivery. The paper deals with a case study of a reputed process industry, some changes in the process has been suggested, which leads to reduction in labor cost and production cost.

Keywords: Indian cement industry, material handling, plant layout.

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Authors: Tanzeel bin Abdul Rauf Patker, Saba Mateen

Abstract:

This research investigates the impact of Brand Loyalty on the product performance and the factors those are considered more important in brand reputation. Variables selected for this research are Brand quality, Brand Equity, Brand Reputation to explore the impact of these variables on Product performance. For this purpose, primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at the shopping malls. For this research study, a sample size of 250 respondents has been taken into consideration. Customers from the shopping malls and university students constitute the sample for this research study using random sampling (non-probabilistic) used as a sampling technique for conducting the research survey. According to the results obtained from the collected data, it is interpreted that product performance shares a direct relationship with brand quality, brand quality, and brand reputation. Result also showed that brand quality and brand equity has a significant effect on product performance, whereas brand reputation has an insignificant effect on product performance.

Keywords: Product performance, brand quality, brand equity and brand reputation.

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Authors: Kwok Tak Kit

Abstract:

With the increase of demand and popularity of ecotourism development to address the concern of carbon emission, the acceleration of development of the concept of net zero carbon ecotourism can increase international competitiveness, sustainability and productivity. This paper aims to outline the major key components and considerations in ecotourism development with integration of net zero strategy and provide recommendation and reference to government agents, Architecture, Engineering and Construction (AEC) industry and stakeholders to contribute to the target of net zero and environmentally friendly ecotourism development project. This paper explores the alternative to the reliance on local regulation and ecotourism certification programs as a base tool to achieve the higher standard of the reduction of the use of energy and natural resources in ecotourism development and to enhance their sustainability.

Keywords: Net zero ecotourism, sustainability, embodied carbon, Paris Agreement.

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Authors: Yuanyuan Zhang, Guang Sun, Li Su, Depeng Jin, Lieguang Zeng

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Since Network-on-Chip (NoC) uses network interfaces (NIs) to improve the design productivity, by now, there have been a few papers addressing the design and implementation of a NI module. However, none of them considered the difference of address encoding methods between NoC and the traditional bus-shared architecture. On the basis of this difference, in the paper, we introduce a transmit mechanism to solve such a problem for global asynchronous locally synchronous (GALS) NoC. Furthermore, we give the concrete implementation of the NI module in this transmit mechanism. Finally, we evaluate its performance and area overhead by a VHDL-based cycle-accurate RTL model and simulation results confirm the validity of this address-oriented transmit mechanism.

Keywords: Network-on-Chip, Network Interface, Open CoreProtocol, Address.

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Authors: Michael Zenker, Henrik Prinzhorn, Christian Böning, Tom Strating

Abstract:

Large-scale products are often assembled according to the job-site principle, meaning that during the assembly the product is located at a fixed position, while the area requirements are constantly changing. On one hand, the product itself is growing with each assembly step, whereas varying areas for storage, machines or working areas are temporarily required. This is an important factor when arranging products to be assembled within the factory. Currently, it is common to reserve a fixed area for each product to avoid overlaps or collisions with the other assemblies. Intending to be large enough to include the product and all adjacent areas, this reserved area corresponds to the superposition of the maximum extents of all required areas of the product. In this procedure, the reserved area is usually poorly utilized over the course of the entire assembly process; instead a large part of it remains unused. If the available area is a limited resource, a systematic arrangement of the products, which complies with the dynamic area requirements, will lead to an increased area utilization and productivity. This paper presents the results of a study on the arrangement of assembly objects assuming dynamic, competing area requirements. First, the problem situation is extensively explained, and existing research on associated topics is described and evaluated on the possibility of an adaptation. Then, a newly developed mathematical optimization model is introduced. This model allows an optimal arrangement of dynamic areas, considering logical and practical constraints. Finally, in order to quantify the potential of the developed method, some test series results are presented, showing the possible increase in area utilization.

Keywords: Dynamic area requirements, facility layout problem, optimization model, product assembly.

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Authors: Mun Yee Chan, Sin Ming Goh, Lisa Gaik Ai Ong

Abstract:

Approximately 10,000 different types of dyes and pigments are being used in various industrial applications yearly, which include the textile and printing industries. However, these dyes are difficult to degrade naturally once they enter the aquatic system. Their high persistency in natural environment poses a potential health hazard to all form of life. Hence, there is a need for alternative dye removal strategy in the environment via bioremediation. In this study, fungi laccase is investigated via commercial agar dyes plates and submerged fermentation to explore the application of fungi laccase in textile dye wastewater treatment. Two locally isolated basidiomycetes were screened for laccase activity using media added with commercial dyes such as 2, 2-azino-bis (3-ethylbenzothiazoline-6-sulfonic acid (ABTS), guaiacol and Remazol Brillant Blue R (RBBR). Isolate TBB3 (1.70±0.06) and EL2 (1.78±0.08) gave the highest results for ABTS plates with the appearance of greenish halo on around the isolates. Submerged fermentation performed on Isolate TBB3 with the productivity 3.9067 U/ml/day, whereas the laccase activity for Isolate EL2 was much lower (0.2097 U/ml/day). As isolate TBB3 showed higher laccase production, it was subjected to molecular characterization by DNA isolation, PCR amplification and sequencing of ITS region of nuclear ribosomal DNA. After being compared with other sequences in National Center for Biotechnology Information (NCBI database), isolate TBB3 is probably from species Trametes hirsutei. Further research work can be performed on this isolate by upscale the production of laccase in order to meet the demands of the requirement for higher enzyme titer for the bioremediation of textile dyes.

Keywords: Bioremediation, dyes, fermentation, laccase.

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Authors: Pimporn Thongmuang

Abstract:

The purpose of this research is to study sport and exercise behavior of students in Suan Sunandha Rajabhat University in September of 2012. The sample group used in this research was a group of regular students in undergraduate school enrolled in faculty of science and technology. This sample group consisted of 1,858 students. The research tool used to collect result was the checklist. The data was calculated by statistical percentage. From the research, it was discovered that most students did exercise in previous month. 71.6% of students exercised by running. 61.1% of students exercised in their neighborhood. 60.4% of students exercised in order to keep fit. 60.2% of students agreed that the result from this research can be educational and inspirational for students in campus in terms of living healthily by exercise.

Keywords: Exercise behavior, sport behavior, students.

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Authors: Pedram Behyar, Maryam Heidari, Zahra Bayat

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the purpose of this research is to identify and clarify factors which have positive effect among user satisfaction and their social networking through websites. The examined factors in this research are; innovation, ease of use, trustworthy and customer support which are defined as satisfaction factors. To obtain reliable research approaches and to have better result in this research four hypothesizes used to test. This hypothesis testing has been done by correlation, regression and test of normality by using “SPSS16" also the data which was analyzed by this software. this data was gathered from prepaid questionnaire.

Keywords: Customer Satisfaction, Social Network Website

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Authors: Babakina Alexandra, Yong Soo Kim

Abstract:

In this study, we analyzed the factors that affect research funds using linear regression analysis to increase the effectiveness of investments in national research projects. We collected 7,916 items of data on research projects that were in the process of being finished or were completed between 2010 and 2011. Data pre-processing and visualization were performed to derive statistically significant results. We identified factors that affected funding using analysis of fit distributions and estimated increasing or decreasing tendencies based on these factors.

Keywords: R&D funding, Cost estimation, Linear regression, Preliminary feasibility study.

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Authors: Shah Rizam M. S. B., Farah Yasmin A.R., Ahmad Ihsan M. Y., Shazana K.

Abstract:

Agriculture products are being more demanding in market today. To increase its productivity, automation to produce these products will be very helpful. The purpose of this work is to measure and determine the ripeness and quality of watermelon. The textures on watermelon skin will be captured using digital camera. These images will be filtered using image processing technique. All these information gathered will be trained using ANN to determine the watermelon ripeness accuracy. Initial results showed that the best model has produced percentage accuracy of 86.51%, when measured at 32 hidden units with a balanced percentage rate of training dataset.

Keywords: Artificial Neural Network (ANN), Digital ImageProcessing, YCbCr Colour Space, Watermelon Ripeness.

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Authors: V. Viliene, A. Raceviciute-Stupeliene, V. Sasyte, V. Slausgalvis, R. Gruzauskas, J. Al-Saifi

Abstract:

Animal nutritionists and scientists have searched for alternative measures to improve the production. One of such alternative is use of organic acids as feed additive in animal nutrition. The study was conducted to investigate the impact of butyric acids, calcium formate, organic acids, and its salts (BCOS) additives on rabbit’s productive performance, carcass traits and meat quality. The study was conducted with 14 Californian breed rabbits. The rabbits were assigned to two treatment groups (seven rabbits per each treatment group). The dietary treatments were 1) control diet, 2) diet supplemented with a mixture BCOS - 2 kg/t of feed. Growth performance characteristics (body weight, daily weight gain, daily feed intake, feed conversion ratio, mortality) were evaluated. Rabbits were slaughtered; carcass characteristics and meat quality were evaluated. Samples loin and hind leg meat were analysed to determine carcass characteristics, pH and colour measurements, cholesterol, and malonyldialdehyde (MDA) content in loin and hind leg meat. Differences between treatments were significant for body weight (1.30 vs. 1.36 kg; P<0.05), daily weight gain (16.60 vs. 17.85 g; P<0.05), and daily feed intake (78.25 vs. 80.58 g; P<0.05) for control and experimental group respectively for the entire experimental period (from 28–77 days old). No significant differences were found in feed conversion ratio and mortality. The feed additives insertion in the diets did not significantly influence the carcass yield or the proportions of the various carcass parts and organs. Differences between treatments were significant for pH value after 48h in loin (5.86 vs. 5.74; P<0.05), hind leg meat (6.62 vs. 6.65; P<0.05), more intense colour b* of loin (5.57 vs. 6.06; P<0.05), less intense colour a* (14.99 vs. 13.15; P<0.05) in hind leg meat. Cholesterol content in hind leg meat decreased by 17.67 mg/100g compared to control group (P<0.05). After storage for three months, MDA concentration decreased in loin and hind leg meat by 0.3 μmol/kg and 0.26 μmol/kg respectively compared to that of the control group (P<0.05). The results of this study suggest that BCOS could potentially be used in rabbit nutrition with consequent benefits on the rabbits’ productivity and nutritional quality of rabbit meat for consumers.

Keywords: Butyric acids, calcium formate, meat quality, organic acids salts, rabbits, productivity.

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Authors: Sema Kurtuluş, Kemal Kurtuluş

Abstract:

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

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

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Authors: Dimitrie Marinceu

Abstract:

The newest Canadian Used Fuel Container (UFC)- (called also “Mark II”) modifies the design approach for its Assembly Robotic Cell (ARC) in the Canadian Used (Nuclear) Fuel Packing Plant (UFPP). Some of the robotic design solutions are presented in this paper. The design indicates that robots and manipulators are expected to be used in the Canadian UFPP. As normally, the UFPP design will incorporate redundancy of all equipment to allow expedient recovery from any postulated upset conditions. Overall, this paper suggests that robot usage will have a significant positive impact on nuclear safety, quality, productivity, and reliability.

Keywords: Used fuel packing plant, robotic assembly cell, used fuel container, deep geological repository.

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Authors: Yaowaluck Ruampol, Suthakorn Wasupokin

Abstract:

The research on the development of speaking using folk tales based on performance activities aimed to (1) study the development of speaking skill for early- childhood students, and (2) evaluate the development of speaking skill before and after speaking activities. Ten students of Kindergarten level 2, who have enrolled in the subject of the research for speaking development of semester 2 in 2013 were purposively selected as the research cohort. The research tools were lesson plans for speaking activities and pre-post test for speaking development that were approved as content validity and reliability (IOC=.66-1.00,α=0.967). The research found that the development of speaking skill of the research samples before using performance activities on folk tales in developing speaking skill was in the normal high level. Additionally, the results appeared that the preschoolers after applying speaking skill on performance activities also imaginatively created their speaking skill.

Keywords: Speaking development, folk tales, performance activities, early-childhood students.

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Authors: Sarma Cakula, Maija Sedleniece

Abstract:

Simulation and modeling computer programs are concerned with construction of models for analyzing different perspectives and possibilities in changing conditions environment. The paper presents theoretical justification and evaluation of qualitative e-learning development model in perspective of advancing modern technologies. There have been analyzed principles of qualitative e-learning in higher education, productivity of studying process using modern technologies, different kind of methods and future perspectives of e-learning in formal education. Theoretically grounded and practically tested model of developing e-learning methods using different technologies for different type of classroom, which can be used in professor-s decision making process to choose the most effective e-learning methods has been worked out.

Keywords: E-learning, modeling, E-learning methods development, personal knowledge management

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Authors: Raghad Alhusari, Farag Omar, Moustafa Fadel

Abstract:

A traditional greenhouse is a metal frame agricultural building used for cultivation plants in a controlled environment isolated from external climatic changes. Using greenhouses in agriculture is an efficient way to reduce the water consumption, where agriculture field is considered the biggest water consumer world widely. Controlling greenhouse environment yields better productivity of plants but demands an increase of electric power. Although various control approaches have been used towards greenhouse automation, most of them are applied to traditional greenhouses with ventilation fans and/or evaporation cooling system. Such approaches are still demanding high energy and water consumption. The aim of this research is to develop a fuzzy control system that minimizes water and energy consumption by utilizing outside weather conditions and underground heat exchanger to maintain the optimum climate of the greenhouse. The proposed control system is implemented on an experimental model of thermally isolated greenhouse structure with dimensions of 6x5x2.8 meters. It uses fans for extracting heat from the ground heat exchanger system, motors for automatic open/close of the greenhouse windows and LED as lighting system. The controller is integrated also with environmental condition sensors. It was found that using the air-to-air horizontal ground heat exchanger with 90 mm diameter and 2 mm thickness placed 2.5 m below the ground surface results in decreasing the greenhouse temperature of 3.28 ˚C which saves around 3 kW of consumed energy. It also eliminated the water consumption needed in evaporation cooling systems which are traditionally used for cooling the greenhouse environment.

Keywords: Automation, earth-to-air heat exchangers, fuzzy control, greenhouse, sustainable buildings.

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Authors: H. Maita

Abstract:

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

Keywords: EFL, communication, interaction, interpretive research.

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Authors: Maia Seturi

Abstract:

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

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

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