Search results for: routine seeking

Authors: Hae-Yeoun Lee

Abstract:

Quantification of cardiac function is performed by calculating blood volume and ejection fraction in routine clinical practice. However, these works have been performed by manual contouring, which requires computational costs and varies on the observer. In this paper, an automatic left ventricle segmentation algorithm on cardiac magnetic resonance images (MRI) is presented. Using knowledge on cardiac MRI, a K-mean clustering technique is applied to segment blood region on a coil-sensitivity corrected image. Then, a graph searching technique is used to correct segmentation errors from coil distortion and noises. Finally, blood volume and ejection fraction are calculated. Using cardiac MRI from 15 subjects, the presented algorithm is tested and compared with manual contouring by experts to show outstanding performance.

Keywords: Cardiac MRI, Graph searching, Left ventricle segmentation, K-means clustering.

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Authors: Siriporn Poolsuwan

Abstract:

This research aims to explore the information needs, information usages, and problems of information usage of the older people club’s members in Dusit district, Bangkok. There are 12 clubs and 746 club’s members in this district. The research results use for older person service in this district. Data is gathered from 252 club’s members by using questionnaires. The quantitative approach uses in research by percentage, means and standard deviation. The results are as follows (1) The older people need Information for entertainment, occupation and academic in the field of short story, computer work, and religion and morality. (2) The participants use Information from various sources. (3) The Problem of information usage is their language skills because of the older people’s literacy problem.

Keywords: Information Behavior, Older Person, Information Seeking.

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Authors: Jim Meng, Mammo Yewondwossen

Abstract:

As a part of routine oesophageal HDR Brachytherapy procedure, treatment planning takes about 45 minutes while patients are under light sedation. Some patients may suffer gagging and/or spasms before the 90-minute brachytherapy procedure complete, and the treatment may need to be aborted. A pre-prepared plan generated before patient’s sedation may reduce the brachytherapy procedure time by 40 minutes. This paper reports rationality and evidence of pre-prepared treatment plans. A retrospective study of 28 patients confirms that pre-prepared plans would be acceptable for all reviewed patients. The rationality is further confirmed by a systemic study with a wide range of applicator curvature and treatment volume. Detailed comparison between CT based treatment plans and pre-prepared plans are discussed. The argument holds for endobronchial HDR brachytherapy too. With the above evidence, pre-prepared plans have been used for all oesophageal and endobronchial HDR brachytherapy cases in our clinic.

Keywords: HDR brachytherapy, treatment planning, oesophageal carcinoma.

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Authors: Mohammad Taghi Darvishi, Maliheh Najafi, Mohammad Najafi

Abstract:

In this paper, using (G/G )-expansion method and modified F-expansion method, we give some explicit formulas of exact traveling wave solutions for the (3+1)-dimensional breaking soliton equation. A modified F-expansion method is proposed by taking full advantages of F-expansion method and Riccati equation in seeking exact solutions of the equation.

Keywords: Exact solution, The (3+1)-dimensional breaking soliton equation, ( G G )-expansion method, Riccati equation, Modified Fexpansion method.

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Authors: R. Maier, S. Thalmann, A. Sandow

Abstract:

Organizations face challenges supporting knowledge workers due to their particular requirements for an environment supportive of their self-guided learning activities which are important to increase their productivity and to develop creative solutions to non-routine problems. Face-to-face knowledge sharing remains crucial in spite of a large number of knowledge management instruments that aim at supporting a more impersonal transfer of knowledge. This paper first describes the main criteria for a conceptual and technical solution targeted at flexible management of office space that aims at assigning those knowledge workers to the same room that are most likely to thrive when being brought together thus enhancing their knowledge work productivity. The paper reflects on lessons learned from the implementation and operation of such a solution in a project-focused organization and derives several implications for future extensions that target to foster problem solving, informal learning and personal development.

Keywords: informal learning, knowledge work, officemanagement.

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Authors: Rana M. Zeina, Laila AL-Ayadhi, Shahid Bashir

Abstract:

Cognitive symptoms and behavioral symptoms may, in fact, overlap and be related to the level of the general cognitive function. We have measured the behavioral aspects of autism and its correlation to the cognitive ability in 30 children with ASD. We used a neuropsychological Battery CANTAB eclipse to evaluate the ASD children's cognitive ability. Individuals with ASD and challenging behaviors showed significant correlation between some cognitive abilities and Motor aspects. Based on these findings, we can conclude that the motor behavioral problems in autism affect specific cognitive abilities in ASDs such as comprehension, learning, reversal, acquisition, attention set shifting, and speed of reaction to one stimulus. Future researches should also focus on the relationship between motor stereotypes and other subtypes of repetitive behaviors, such as verbal stereotypes, ritual routine adherence, and the use of different types of CANTAB tests.

Keywords: Autism, Cognitive ability, Motor Behavior, and Neuropsychological battery.

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Authors: B. J. C. Horsten, L. L. M. Veldhuis

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Because support interference corrections are not properly understood, engineers mostly rely on expensive dummy measurements or CFD calculations. This paper presents a method based on uncorrected wind tunnel measurements and fast calculation techniques (it is a hybrid method) to calculate wall interference, support interference and residual interference (when e.g. a support member closely approaches the wind tunnel walls) for any type of wind tunnel and support configuration. The method provides with a simple formula for the calculation of the interference gradient. This gradient is based on the uncorrected measurements and a successive calculation of the slopes of the interference-free aerodynamic coefficients. For the latter purpose a new vortex-lattice routine is developed that corrects the slopes for viscous effects. A test case of a measurement on a wing proves the value of this hybrid method as trends and orders of magnitudes of the interference are correctly determined.

Keywords: Hybrid method, support interference, wall interference, wind tunnel corrections.

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Authors: S. Chatterji, S. L. Shimi

Abstract:

As wind, solar and other clean and green energy sources gain popularity worldwide, engineers are seeking ways to make renewable energy systems more affordable and to integrate them with existing ac power grids. In the present paper an attempt has been made for integrating the PV arrays to the smart nano grid using an artificial intelligent (AI) based solar powered cascade multilevel inverter. The AI based controller switching scheme has been used for improving the power quality by reducing the Total Harmonic Distortion (THD) of the multi-level inverter output voltage.

Keywords: Artificial Intelligent (AI), Solar Powered Multi-level Inverter, Smart nano grid, Total Harmonic Distortion (THD).

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Authors: Yen-Chieh Wen, Ching-Hui Lin

Abstract:

The main purpose of this study is to analyze climbers involved in motivation and risk perception and analysis of the predictive ability of the risk perception "mountaineering" involved in motivation. This study used questionnaires, to have to climb the 3000m high mountain in Taiwan climbers object to carry out an investigation in order to non-random sampling, a total of 231 valid questionnaires were. After statistical analysis, the study found that: 1. Climbers the highest climbers involved in motivation "to enjoy the natural beauty of the fun. 2 climbers for climbers "risk perception" the highest: the natural environment of risk. 3. Climbers “seeking adventure stimulate", “competence achievement" motivation highly predictive of risk perception. Based on these findings, this study not only practices the recommendations of the outdoor leisure industry, and also related research proposals for future researchers.

Keywords: Mountaineering, motivation, risk perception, decision-making.

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Authors: William Anderson, Kyle Kobold, Oleg Yakimenko

Abstract:

Green microgrids using mostly renewable energy (RE) for generation, are complex systems with inherent nonlinear dynamics. Among a variety of different optimization tools there are only a few ones that adequately consider this complexity. This paper evaluates applicability of two somewhat similar optimization tools tailored for standalone RE microgrids and also assesses a machine learning tool for performance prediction that can enhance the reliability of any chosen optimization tool. It shows that one of these microgrid optimization tools has certain advantages over another and presents a detailed routine of preparing input data to simulate RE microgrid behavior. The paper also shows how neural-network-based predictive modeling can be used to validate and forecast solar power generation based on weather time series data, which improves the overall quality of standalone RE microgrid analysis.

Keywords: Microgrid, renewable energy, complex systems, optimization, predictive modeling, neural networks.

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Authors: Ng Yee Luon, Mohd Zamri Yusoff, Norshah Hafeez Shuaib

Abstract:

Meshing is the process of discretizing problem domain into many sub domains before the numerical calculation can be performed. One of the most popular meshes among many types of meshes is tetrahedral mesh, due to their flexibility to fit into almost any domain shape. In both 2D and 3D domains, triangular and tetrahedral meshes can be generated by using Delaunay triangulation. The quality of mesh is an important factor in performing any Computational Fluid Dynamics (CFD) simulations as the results is highly affected by the mesh quality. Many efforts had been done in order to improve the quality of the mesh. The paper describes a mesh generation routine which has been developed capable of generating high quality tetrahedral cells in arbitrary complex geometry. A few test cases in CFD problems are used for testing the mesh generator. The result of the mesh is compared with the one generated by a commercial software. The results show that no sliver exists for the meshes generated, and the overall quality is acceptable since the percentage of the bad tetrahedral is relatively small. The boundary recovery was also successfully done where all the missing faces are rebuilt.

Keywords: Mesh generation, tetrahedral, CFD, Delaunay.

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Authors: J. Sliseris, K. Rocens

Abstract:

The new optimization method for fiber orientation angle optimization of symmetrical multilayer plates like plywood is proposed. Optimization method consists of seeking for minimal compliance by choosing appropriate fiber orientation angle in outer layers of flexural plate. The discrete values of fiber orientation angles are used in method. Optimization results of simply supported plate and multispan plate with uniformly distributed load are provided. Results show that stiffness could be increased up to 20% by changing wood fiber orientation angle in one or two outer layers.

Keywords: Minimal compliance, flexural plate, plywood, discrete fiber angle optimization.

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Authors: Ramya Rathan, Miral N. F. Salama

Abstract:

The variations in the arteries have been drawing attention of anatomists for a long time because of their clinical significance. The brachial artery is the principal artery of the arm which is the continuation of the axillary artery from the lower border of the Teres Major. It terminates into the radial and ulnar arteries below the elbow joint at the neck radius. The present study aims at exploring the clinical significance of the high termination of the brachial artery. During the routine cadaveric dissection of the arm, for the undergraduate students of medicine at our university, we observed a high bifurcation of the radial and the ulnar artery at the midshaft of the humerus. The median nerve was seen passing between these two junctions. Further, the course and the relations of this artery were studied. The accurate knowledge regarding these kinds of variation in the blood vessels is mandatory for planning of designing. General physicians, surgeons and radiologists should keep in mind the variations in the branching pattern of the arteries in their daily medical, diagnostic and therapeutic procedures to avoid complications in diagnostic and surgical procedures.

Keywords: Brachial artery, high termination, radial artery, ulnar artery.

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Authors: Haji Ali Haji, Hussein Suleman, Ulrike Rivett

Abstract:

This paper presents the design, development and evaluation of an application prototype developed to support tuberculosis (TB) patients’ treatment adherence. The system makes use of graphics and voice reminders as opposed to text messaging to encourage patients to follow their medication routine. To evaluate the effect of the prototype applications, participants were given mobile phones on which the reminder system was installed. Thirty-eight people, including TB health workers and patients from Zanzibar, Tanzania, participated in the evaluation exercises. The results indicate that the participants found the mobile image-based application is useful to support TB treatment. All participants understood and interpreted the intended meaning of every image correctly. The study findings revealed that the use of a mobile visualbased application may have potential benefit to support TB patients (both literate and illiterate) in their treatment processes.

Keywords: ICT4D, mobile technology, tuberculosis, visualbased reminder.

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Authors: H. Zainuddin, M. S. Yahaya, J. M. Lazi, M. F. M. Basar, Z. Ibrahim

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This paper describes the design and development of pico-hydro generation system using consuming water distributed to houses. Water flow in the domestic pipes has kinetic energy that potential to generate electricity for energy storage purposes in addition to the routine activities such as laundry, cook and bathe. The inherent water pressure and flow inside the pipe from utility-s main tank that used for those usual activities is also used to rotate small scale hydro turbine to drive a generator for electrical power generation. Hence, this project is conducted to develop a small scale hydro generation system using consuming water distributed to houses as an alternative electrical energy source for residential use.

Keywords: Alternative Energy, Energy storage, Permanent Magnet DC Generator, Pico-Hydro Generation System.

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Authors: Byron Malaela Sotiata Seiuli

Abstract:

Sexual violation is any form of sexual violence, including rape, child molestation, incest, and similar forms of non-consensual sexual contact. Much of these acts of violation are perpetuated, but not entirely, by men against women and children. Moetolo is a Samoan term that is used to describe a person who sexually violates another while they or their family are asleep. This paper presents and discusses sexual abuse from a Samoan viewpoint. Insights are drawn from the authors’ counseling engagement with a Samoan sex offender as part of his probation review process. Relevant literature is also engaged to inform and provide interpretation to the therapeutic work carried out. This article seeks to contribute new understanding to patterned responses of some Samoan people to sexual abuse behaviors, and steps to remedy arising concerns with perpetrators seeking reintegration back into their communities.

Keywords: Fa’asamoa, Samoan cultural identity, sexual abuse and recovery, Uputāua therapeutic approach.

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Authors: A. Benarous, D. Karmed, R. Haoui, A. Liazid

Abstract:

The process for predicting the ballistic properties of a liquid rocket engine is based on the quantitative estimation of idealized performance deviations. In this aim, an equilibrium chemistry procedure is firstly developed and implemented in a Fortran routine. The thermodynamic formulation allows for the calculation of the theoretical performances of a rocket thrust chamber. In a second step, a computational fluid dynamic analysis of the turbulent reactive flow within the chamber is performed using a finite volume approach. The obtained values for the “quasi-real" performances account for both turbulent mixing and chemistryturbulence coupling. In the present work, emphasis is made on the combustion efficiency performance for which deviation is mainly due to radial gradients of static temperature and mixture ratio. Numerical values of the characteristic velocity are successfully compared with results from an industry-used code. The results are also confronted with the experimental data of a laboratory-scale rocket engine.

Keywords: JANAF methodology, Liquid rocket engine, Mascotte test-rig, Theoretical performances.

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Authors: K.Mala, V.Sadasivam, S.Alagappan

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Advances in clinical medical imaging have brought about the routine production of vast numbers of medical images that need to be analyzed. As a result an enormous amount of computer vision research effort has been targeted at achieving automated medical image analysis. Computed Tomography (CT) is highly accurate for diagnosing liver tumors. This study aimed to evaluate the potential role of the wavelet and the neural network in the differential diagnosis of liver tumors in CT images. The tumors considered in this study are hepatocellular carcinoma, cholangio carcinoma, hemangeoma and hepatoadenoma. Each suspicious tumor region was automatically extracted from the CT abdominal images and the textural information obtained was used to train the Probabilistic Neural Network (PNN) to classify the tumors. Results obtained were evaluated with the help of radiologists. The system differentiates the tumor with relatively high accuracy and is therefore clinically useful.

Keywords: Fuzzy c means clustering, texture analysis, probabilistic neural network, LVQ neural network.

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Authors: Naser Zourikalatehsamad, Seyed Abdorreza Payambarpour, Ibrahim Alwashali, Zahra Abdolkarimi

Abstract:

The paper aims to evaluate the effect of online advertising on consumer purchase behavior in Malaysian organizations. The paper has potential to extend and refine theory. A survey was distributed among Students of UTM university during the winter 2014 and 160 responses were collected. Regression analysis was used to test the hypothesized relationships of the model. Result shows that the predictors (cost saving factor, convenience factor and customized product or services) have positive impact on intention to continue seeking online advertising.

Keywords: Consumer purchase, convenience, customized product, cost saving, customization, flow theory, mass communication, online advertising ads, online advertising measurement, online advertising mechanism, online intelligence system, self-confidence, willingness to purchase.

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Authors: A. Natsir, M. Nadir, S. Syahrir, A. Mujnisa, N. Purnomo, A. R. Egan, B. J. Leury

Abstract:

Rumen degradation characteristic of feedstuff is one of the prominent factors affecting microbial population in rumen of animal. High rumen degradation rate of faba bean protein may lead to inconstant rumen conditions that could have a prominent impact on rumen microbial diversity. Amplified Ribosomal DNA Restriction Analysis (ARDRA) is utilized to monitor diversity of rumen microbes on sheep fed low quality forage supplemented by faba beans. Four mature merino sheep with existing rumen cannula were used in this study according to 4 x 4 Latin square design. The results of study indicated that there were 37 different ARDRA types identified out of 136 clones examined. Among those clones, five main clone types existed across the treatments with different percentages. In conclusion, the ARDRA method is potential to be used as a routine tool to assess the temporary changes in the rumen community as a result of different feeding strategies.

Keywords: ARDRA method, clones, microbial diversity, ribotypes, ruminants.

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Authors: Farzin Salmasi

Abstract:

The design of a gravity dam is performed through an interactive process involving a preliminary layout of the structure followed by a stability and stress analysis. This study presents a method to define the optimal top width of gravity dam with genetic algorithm. To solve the optimization task (minimize the cost of the dam), an optimization routine based on genetic algorithms (GAs) was implemented into an Excel spreadsheet. It was found to perform well and GA parameters were optimized in a parametric study. Using the parameters found in the parametric study, the top width of gravity dam optimization was performed and compared to a gradient-based optimization method (classic method). The accuracy of the results was within close proximity. In optimum dam cross section, the ratio of is dam base to dam height is almost equal to 0.85, and ratio of dam top width to dam height is almost equal to 0.13. The computerized methodology may provide the help for computation of the optimal top width for a wide range of height of a gravity dam.

Keywords: Chromosomes, dam, genetic algorithm, globaloptimum, preliminary layout, stress analysis, theoretical profile.

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Authors: Veronica Diaz Quezada

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In this article, the performance and errors are featured and analysed in the limit problems solving of a real-valued function, in correspondence to competency-based education in engineering careers, in the south of Chile. The methodological component is contextualised in a qualitative research, with a descriptive and explorative design, with elaboration, content validation and application of quantitative instruments, consisting of two parallel forms of open answer tests, based on limit application problems. The mathematical competences and errors made by students from five engineering careers from a public University are identified and characterized. Results show better performance only to solve routine-context problem-solving competence, thus they are oriented towards a rational solution or they use a suitable problem-solving method, achieving the correct solution. Regarding errors, most of them are related to techniques and the incorrect use of theorems and definitions of real-valued function limits of real variable.

Keywords: Engineering education, errors, limits, mathematics competences, problem solving.

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Authors: Wilfred Fritz

Abstract:

The accreditation process of engineering degree programmes is based on various reports evaluated by the relevant governing bodies of the institution of higher education. One of the aforementioned reports for the accreditation process is a self-assessment report which is to be completed by the applying institution. This paper seeks to emphasise the importance of analysis of internal quality management systems and self-examination processes in the engineering accreditation processes. A description of how the programme fulfils the criteria should be given. Relevant stakeholders all need to contribute in the writing and structuring of the self-assessment report. The last step is to gather evidence in the form of supporting documentation. In conclusion, the paper also identifies learning outcomes in a case study in seeking accreditation from an international relevant professional body.

Keywords: Accreditation, governing bodies, self-assessment report, quality management.

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Authors: Wei-Wen Liu, Feng-Chuan Pan, Pei-Chi Wen, Sen-Ji Chen, Su-Hui Lin

Abstract:

Nurses in an Armed Force Hospital (AFH) expose to stronger stress than those in a civil hospital, especially in an emergency department (ED). Ironically, stresses of these nurses received few if any attention in academic research in the past. This study collects 227 samples from the emergency departments of four armed force hospitals in central and southern Taiwan. The research indicates that the top five stressors are a massive casualty event, delayed physician support, overloads of routine work, overloads of assignments, and annoying paper work. Excessive work loading was found to be the primary source of stress. Nurses who were perceived to have greater stress levels were more inclined to deploy emotion-oriented approaches and more likely to seek job rotations. Professional stressors and problem-oriented approaches were positively correlated. Unlike other local studies, this study concludes that the excessive work-loading is more stressful in an AFH.

Keywords: Emergency nurse, Job stressor, Coping behavior, Armed force hospital.

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Authors: Vilani Sachitra, Udari Bandara

Abstract:

Self-efficacy beliefs provide the foundation for human motivation, well-being, and personal accomplishment. This study measured the levels of academic self-efficacy of undergraduates and also examined whether there any differences in academic self-efficacy with respect to gender and academic year. A structured questionnaire was employed to collect data from undergraduates who enrolled the Bachelor of Commerce degree programme at the University of Sri Jayewardenepura. The outcome of the study revealed that undergraduates lacked the confidence to ask and answer questions, seek help from lecturers, have a study plan and engage in academic discussion and note-taking. However, the findings also demonstrated that undergraduates were not hesitant about seeking help from friends, had confidence on meeting the deadlines and completing the degree within four years. Interestingly, females displayed higher academic self-efficacy than males. Specifically, the data were supported to conclude that there were significant differences in academic self-efficacy with respect to academic years.

Keywords: Academic year, bachelor of commerce undergraduates, gender, self-efficacy.

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Authors: Broderick Crawford, Ricardo Soto, Natalia Berrios, Eduardo Olguin

Abstract:

In this paper, we present a binary cat swarm optimization for solving the Set covering problem. The set covering problem is a well-known NP-hard problem with many practical applications, including those involving scheduling, production planning and location problems. Binary cat swarm optimization is a recent swarm metaheuristic technique based on the behavior of discrete cats. Domestic cats show the ability to hunt and are curious about moving objects. The cats have two modes of behavior: seeking mode and tracing mode. We illustrate this approach with 65 instances of the problem from the OR-Library. Moreover, we solve this problem with 40 new binarization techniques and we select the technical with the best results obtained. Finally, we make a comparison between results obtained in previous studies and the new binarization technique, that is, with roulette wheel as transfer function and V3 as discretization technique.

Keywords: Binary cat swarm optimization, set covering problem, metaheuristic, binarization methods.

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Authors: Torsti Rantapuska, Sariseelia Sore

Abstract:

Acquiring commercial off-the-shelf (COTS) software applications is becoming routine in organizations. However, eliciting user requirements, finding the candidate COTS products and making the decision is a complex task, especially for SMEs who do not have the time and knowledge needed to do the task properly. The existing models intended to help the decision makers are originally designed for professional use. SMEs are obligated to rely on the software vendor’s ability to solve the problem with the systems provided.  In this paper, we develop a model for SMEs for the acquisition of Commercial Off-The-Shelf (COTS) software products. A leading idea of the model is that the ICT investment is basically a change initiative and therefore it should also be taken as a process of organizational learning. The model is designed bearing three objectives in mind: 1) business orientation, 2) agility, and 3) Learning and knowledge management orientation. The model can be applied to ICT investments in SMEs which have a professional team leader with basic business and IT knowledge. 

 

Keywords: COTS acquisition, ICT investment, organizational learning, ICT adoption.

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Authors: Adamu Mudi, Fawole Wahab Ibrahim, Abubakar Abba Kolo

Abstract:

In this paper, we present a microcontroller-based liquid level controller which identifies the various levels of a liquid, carries out certain actions and is capable of communicating with the human being and other devices through the GSM network. This project is useful in ensuring that a liquid is not wasted. It also contributes to the internet of things paradigm, which is the future of the internet. The method used in this work includes designing the circuit and simulating it. The circuit is then implemented on a solderless breadboard after which it is implemented on a strip board. A C++ computer program is developed and uploaded into the microcontroller. This program instructs the microcontroller on how to carry out its actions. In other to determine levels of the liquid, an ultrasonic wave is sent to the surface of the liquid similar to radar or the method for detecting the level of sea bed. Message is sent to the phone of the user similar to the way computers send messages to phones of GSM users. It is concluded that the routine of observing the levels of a liquid in a tank, refilling the tank when the liquid level is too low can be entirely handled by a programmable device without wastage of the liquid or bothering a human being with such tasks.

Keywords: Arduino Uno, HC-SR04 ultrasonic sensor, Internet of Things, IoT, SIM900 GSM Module.

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Authors: B. A. Lawal, B. R. Singh, G. A. Babaji, P. A. Tsado

Abstract:

The two widely used methods base on the sedimentation principle (Bouyoucos hydrometer and International pipette) for particle-size analysis were comparatively evaluated on soils collected from various locations in Sudan savanna of Nigeria particularly from Sokoto and Zamfara States. The hydrometer method under-estimated the silt and over-estimated the clay content. Also, the hydrometer reading proved difficult and tended to submerge when floated for clay reading in the suspension of very sandy soils (900g kg-1 sand). Furthermore, the results from the two methods were validated by subjecting the data to USDA soil textural triangle to determine their textural class names. The outcome was that 91.67 % of the experimental soils retained the same textural class names irrespective of the method. Thus, Bouyoucos hydrometer method may conveniently find a place in routine work in view of its simplicity, rapidity, and strong correlation with the pipette method.

Keywords: Hydrometer and pipette methods, particle-size analysis, sedimentation.

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Authors: Abigail Qian Zhou

Abstract:

In today's China, the well-educated middle class, with stable jobs and above-average income, are the driving force behind its Internet society. Through the analysis of data from the 2015 Chinese General Social Survey and 50 interviewees, this study investigates the current situation of this group’s specific internet usage. The findings of this study demonstrate that daily life among the members of this socioeconomic group is closely tied to the Internet. For Chinese middle class, the Internet is used to socialize and entertain self and others. It is also used to search for and share information as well as to build their identities. The empirical results of this study will provide a reference, supported by factual data, for enterprises seeking to target the Chinese middle class through online marketing efforts.

Keywords: China, internet use, middle class, network behavior, online marketing.

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