Search results for: types of benchmarking
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 1695

Search results for: types of benchmarking

1575 Migration of the Relational Data Base (RDB) to the Object Relational Data Base (ORDB)

Authors: Alae El Alami, Mohamed Bahaj

Abstract:

This paper proposes an approach for translating an existing relational database (RDB) schema into ORDB. The transition is done with methods that can extract various functions from a RDB which is based on aggregations, associations between the various tables, and the reflexive relationships. These methods can extract even the inheritance knowing that no process of reverse engineering can know that it is an Inheritance; therefore, our approach exceeded all of the previous studies made for ​​the transition from RDB to ORDB. In summation, the creation of the New Data Model (NDM) that stocks the RDB in a form of a structured table, and from the NDM we create our navigational model in order to simplify the implementation object from which we develop our different types. Through these types we precede to the last step, the creation of tables.

The step mentioned above does not require any human interference. All this is done automatically, and a prototype has already been created which proves the effectiveness of this approach.

Keywords: Relational databases, Object-relational databases, Semantic enrichment.

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1574 Effects of Competitive Strategies on Building Production Innovation in Construction Companies

Authors: Tugce Ercan

Abstract:

This research study aims to identify the impact of two factors –growth and competitive strategies- on a set of building production innovation strategies. It was conducted a questionery survey to collect data from construction professionals and it was asked them the importance level of predicted innovation strategies for corporate strategies. Multiple analysis of variance (MANOVA) was employed to see the main and interaction effects of corporate strategies on building innovation strategies. The results indicate that growth strategies such as entering in a new a market or new project types has a greater effect on innovation strategies rather than competitive strategies such as cost leadership or differentiation strategies. However the interaction effect of competitive strategies and growth strategies on innovation strategies is much bigger than the only effect of competitive strategies. It was also analyzed the descriptive statistics of innovation strategies for different competitive and growth strategy types.

Keywords: competitive strategy, growth strategy, innovation, construction company, MANOVA

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1573 Investigation of Some Methodologies in Providing Erosion Maps of Surface, Rill and Gully and Erosion Features

Authors: A. Mohammadi Torkashvand, N. Haghighat

Abstract:

Some methodologies were compared in providing erosion maps of surface, rill and gully and erosion features, in research which took place in the Varamin sub-basin, north-east Tehran, Iran. A photomorphic unit map was produced from processed satellite images, and four other maps were prepared by the integration of different data layers, including slope, plant cover, geology, land use, rocks erodibility and land units. Comparison of ground truth maps of erosion types and working unit maps indicated that the integration of land use, land units and rocks erodibility layers with satellite image photomorphic units maps provide the best methods in producing erosion types maps.

Keywords: Erosion Features, Geographic Information System, Remote Sensing.

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1572 Analysis of Thermoelectric Coolers as Energy Harvesters for Low Power Embedded Applications

Authors: Yannick Verbelen, Sam De Winne, Niek Blondeel, Ann Peeters, An Braeken, Abdellah Touhafi

Abstract:

The growing popularity of solid state thermoelectric devices in cooling applications has sparked an increasing diversity of thermoelectric coolers (TECs) on the market, commonly known as “Peltier modules”. They can also be used as generators, converting a temperature difference into electric power, and opportunities are plentiful to make use of these devices as thermoelectric generators (TEGs) to supply energy to low power, autonomous embedded electronic applications. Their adoption as energy harvesters in this new domain of usage is obstructed by the complex thermoelectric models commonly associated with TEGs. Low cost TECs for the consumer market lack the required parameters to use the models because they are not intended for this mode of operation, thereby urging an alternative method to obtain electric power estimations in specific operating conditions. The design of the test setup implemented in this paper is specifically targeted at benchmarking commercial, off-the-shelf TECs for use as energy harvesters in domestic environments: applications with limited temperature differences and space available. The usefulness is demonstrated by testing and comparing single and multi stage TECs with different sizes. The effect of a boost converter stage on the thermoelectric end-to-end efficiency is also discussed.

Keywords: Thermoelectric cooler, TEC, complementary balanced energy harvesting, step-up converter, DC/DC converter, embedded systems, energy harvesting, thermal harvesting.

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1571 Pushover Analysis of Reinforced Concrete Buildings Using Full Jacket Technics: A Case Study on an Existing Old Building in Madinah

Authors: Tarek M. Alguhane, Ayman H. Khalil, M. N. Fayed, Ayman M. Ismail

Abstract:

The retrofitting of existing buildings to resist the seismic loads is very important to avoid losing lives or financial disasters. The aim at retrofitting processes is increasing total structure strength by increasing stiffness or ductility ratio. In addition, the response modification factors (R) have to satisfy the code requirements for suggested retrofitting types. In this study, two types of jackets are used, i.e. full reinforced concrete jackets and surrounding steel plate jackets. The study is carried out on an existing building in Madinah by performing static pushover analysis before and after retrofitting the columns. The selected model building represents nearly all-typical structure lacks structure built before 30 years ago in Madina City, KSA. The comparison of the results indicates a good enhancement of the structure respect to the applied seismic forces. Also, the response modification factor of the RC building is evaluated for the studied cases before and after retrofitting. The design of all vertical elements (columns) is given. The results show that the design of retrofitted columns satisfied the code's design stress requirements. However, for some retrofitting types, the ductility requirements represented by response modification factor do not satisfy KSA design code (SBC- 301).

Keywords: Concrete jackets, steel jackets, RC buildings pushover analysis, non-linear analysis.

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1570 The Influence of the Types of Smoke Powder and Storage Duration on Sensory Quality of Balinese Beef and Buffalo Meatballs

Authors: E. Abustam, M. I. Said, M. Yusuf, H. M. Ali

Abstract:

This study aims to examine the sensory quality of meatballs made from Balinese beef and buffalo meat after the addition of smoke powder prior to storage at the temperatures of 2- 5°C for 7 days. This study used meat from Longissimus dorsi muscle of male Balinese cattle aged 3 years and of male buffalo aged 5 years as the main raw materials, and smoke powder as a binder and preservative in making meatballs. The study was based on completely randomized design (CRD) of factorial pattern of 2 x 3 x 2 where factors 1, 2 and 3 included the types of meat (cattle and buffalo), types of smoke powder (oven dried, freeze dried and spray dried) with a level of 2% of the weight of the meat (w/w), and storage duration (0 and 7 days) with three replications, respectively. The parameters measured were the meatball sensory quality (scores of tenderness, firmness, chewing residue, and intensity of flavor). The results of this study show that each type of meat has produced different sensory characteristics. The meatballs made from buffalo meat have higher tenderness and elasticity scores than the Balinese beef. Meanwhile, the buffalo meatballs have a lower residue mastication score than the Balinese beef. Each type of smoke powders has produced a relatively similar sensory quality of meatballs. It can be concluded that the smoke powder of 2% of the weight of the meat (w/w) could maintain the sensory quality of the meatballs for 7 days of storage.

Keywords: Balinese beef meatballs, buffalo meatballs, sensory quality, smoke powder.

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1569 Models of State Organization and Influence over Collective Identity and Nationalism in Spain

Authors: Muñoz-Sanchez, Victor Manuel, Perez-Flores, Antonio Manuel

Abstract:

The main objective of this paper is to establish the relationship between models of state organization and the various types of collective identity expressed by the Spanish. The question of nationalism and identity ascription in Spain has always been a topic of special importance due to the presence in that country of territories where the population emits very different opinions of nationalist sentiment than the rest of Spain. The current situation of sovereignty challenge of Catalonia to the central government exemplifies the importance of the subject matter. In order to analyze this process of interrelation, we use a secondary data mining by applying the multiple correspondence analysis technique (MCA). As a main result a typology of four types of expression of collective identity based on models of State organization are shown, which are connected with the party position on this issue.

Keywords: Models of organization of the state, nationalism, collective identity, Spain, political parties.

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1568 Intuitionistic Fuzzy Dual Positive Implicative Hyper K- Ideals

Authors: M.M. Zahedi, L. Torkzadeh

Abstract:

In this note first we define the notions of intuitionistic fuzzy dual positive implicative hyper K-ideals of types 1,2,3,4 and intuitionistic fuzzy dual hyper K-ideals. Then we give some classifications about these notions according to the level subsets. Also by given some examples we show that these notions are not equivalent, however we prove some theorems which show that there are some relationships between these notions. Finally we define the notions of product and antiproduct of two fuzzy subsets and then give some theorems about the relationships between the intuitionistic fuzzy dual positive implicative hyper K-ideal of types 1,2,3,4 and their (anti-)products, in particular we give a main decomposition theorem.

Keywords: hyper K-algebra, intuitionistic fuzzy dual positive implicative hyper K-ideal.

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1567 Expected Present Value of Losses in the Computation of Optimum Seismic Design Parameters

Authors: J. García-Pérez

Abstract:

An approach to compute optimum seismic design parameters is presented. It is based on the optimization of the expected present value of the total cost, which includes the initial cost of structures as well as the cost due to earthquakes. Different types of seismicity models are considered, including one for characteristic earthquakes. Uncertainties are included in some variables to observe the influence on optimum values. Optimum seismic design coefficients are computed for three different structural types representing high, medium and low rise buildings, located near and far from the seismic sources. Ordinary and important structures are considered in the analysis. The results of optimum values show an important influence of seismicity models as well as of uncertainties on the variables.

Keywords: Importance factors, optimum parameters, seismic losses, seismic risk, total cost.

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1566 Decision Support for Modularization: Engineering Construction Case Studies

Authors: R. Monib, C. I. Goodier, A. Gibb

Abstract:

This paper aims to investigate decision support strategies in the EC sector to determine the most appropriate degree of modularization. This is achieved through three oil and gas (O&G) and two power plant case studies via semi-structured interviews (n = 59 and n = 27, respectively), analysis of project documents, and case study-specific semi-structured validation interviews (n = 12 and n = 8). Terminology to distinguish degrees of modularization is proposed, along with a decision-making support checklist and a diagrammatic decision-making support figure. Results indicate that the EC sub-sectors were substantially more satisfied with the application of component, structural, or traditional modularization compared with system modularization for some types of modules. Key drivers for decisions on the degree of modularization vary across module types. This paper can help the EC sector determine the most suitable degree of modularization via a decision-making support strategy.

Keywords: Modularization, engineering construction, case study, decision support.

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1565 A Review of Coverage and Routing for Wireless Sensor Networks

Authors: Hamid Barati, Ali Movaghar, Ali Barati, Arash Azizi Mazreah

Abstract:

The special constraints of sensor networks impose a number of technical challenges for employing them. In this review, we study the issues and existing protocols in three areas: coverage and routing. We present two types of coverage problems: to determine the minimum number of sensor nodes that need to perform active sensing in order to monitor a certain area; and to decide the quality of service that can be provided by a given sensor network. While most routing protocols in sensor networks are data-centric, there are other types of routing protocols as well, such as hierarchical, location-based, and QoS-aware. We describe and compare several protocols in each group. We present several multipath routing protocols and single-path with local repair routing protocols, which are proposed for recovering from sensor node crashes. We also discuss some transport layer schemes for reliable data transmission in lossy wireless channels.

Keywords: Sensor networks, Coverage, Routing, Robustness.

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1564 Dynamic Soil Structure Interaction in Buildings

Authors: Shreya Thusoo, Karan Modi, Ankit Kumar Jha, Rajesh Kumar

Abstract:

Since the evolution of computational tools and simulation software, there has been considerable increase in research on Soil Structure Interaction (SSI) to decrease the computational time and increase accuracy in the results. To aid the designer with a proper understanding of the response of structure in different soil types, the presented paper compares the deformation, shear stress, acceleration and other parameters of multi-storey building for a specific input ground motion using Response-spectrum Analysis (RSA) method. The response of all the models of different heights have been compared in different soil types. Finite Element Simulation software, ANSYS, has been used for all the computational purposes. Overall, higher response is observed with SSI, while it increases with decreasing stiffness of soil.

Keywords: Soil-structure interaction, response-spectrum analysis, finite element method, multi-storey buildings.

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1563 Site-Specific Approach for Seismic Design Spectra in Iran, Based On Recent Major Strong Ground Motions

Authors: Danesh Nourzadeh, Majid Ebad-Sichani, Shiro Takada

Abstract:

Widespread use of response spectra in seismic design and evaluation of different types of structures makes them one of the most important seismic inputs. This importance urges the local design codes to adapt precise data based on updated information about the recent major earthquakes happened and also localized geotechnical data. In this regard, this paper derives the response spectra with a geotechnical approach for various scenarios coming from the recent major earthquakes happened in Iran for different types of hard soils, and compares the results to the corresponding spectra from the current seismic code. This comparison implies the need for adapting new design spectra for seismic design, because of major differences in the frequency domains and amplifications.

Keywords: Earthquake engineering, response spectra, seismic design, site response.

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1562 An Evolutionary Algorithm for Optimal Fuel-Type Configurations in Car Lines

Authors: Charalampos Saridakis, Stelios Tsafarakis

Abstract:

Although environmental concern is on the rise across Europe, current market data indicate that adoption rates of environmentally friendly vehicles remain extremely low. Against this background, the aim of this paper is to a) assess preferences of European consumers for clean-fuel cars and their characteristics and b) design car lines that optimize the combination of fuel types among models in the line-up. In this direction, the authors introduce a new evolutionary mechanism and implement it to stated-preference data derived from a large-scale choice-based conjoint experiment that measures consumer preferences for various factors affecting clean-fuel vehicle (CFV) adoption. The proposed two-step methodology provides interesting insights into how new and existing fuel-types can be combined in a car line that maximizes customer satisfaction.

Keywords: Clean-fuel vehicles, product line design, conjoint analysis, choice experiment, differential evolution.

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1561 Study on Carbonation Process of Several Types of Advanced Lime-Based Plasters

Authors: Z. Pavlík, H. Benešová, P. Matiašovský, M. Pavlíková

Abstract:

In this paper, study on carbonation process of several types of advanced plasters on lime basis is presented. The movement of carbonation head was measured by colorimetric method using phenolphtalein. The rate of carbonation was accessed also by gravimetric method. Samples of studied materials were placed into the climatic chamber for simulation of environment with high concentration of CO2. The particular samples were on all lateral sides and on the bottom side provided by epoxy resin in order to arrange 1-D transport of CO2 into the studied samples. The carbonation rates of particular materials pointed to the time dependence of diffusion process of CO2 for all the studied plasters. From the quantitative point of view, the carbonation of advanced modified plasters was much faster than for the reference lime plaster, what is beneficial for the practical application of the tested newly developed materials.

Keywords: Carbonation, colorimetric method, gravimetric method, lime-based plasters, pozzolana admixtures.

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1560 A Brain Inspired Approach for Multi-View Patterns Identification

Authors: Yee Ling Boo, Damminda Alahakoon

Abstract:

Biologically human brain processes information in both unimodal and multimodal approaches. In fact, information is progressively abstracted and seamlessly fused. Subsequently, the fusion of multimodal inputs allows a holistic understanding of a problem. The proliferation of technology has exponentially produced various sources of data, which could be likened to being the state of multimodality in human brain. Therefore, this is an inspiration to develop a methodology for exploring multimodal data and further identifying multi-view patterns. Specifically, we propose a brain inspired conceptual model that allows exploration and identification of patterns at different levels of granularity, different types of hierarchies and different types of modalities. A structurally adaptive neural network is deployed to implement the proposed model. Furthermore, the acquisition of multi-view patterns with the proposed model is demonstrated and discussed with some experimental results.

Keywords: Multimodal, Granularity, Hierarchical Clustering, Growing Self Organising Maps, Data Mining

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1559 Four Phase Methodology for Developing Secure Software

Authors: Carlos Gonzalez-Flores, Ernesto Liñan-García

Abstract:

A simple and robust approach for developing secure software. A Four Phase methodology consists in developing the non-secure software in phase one, and for the next three phases, one phase for each of the secure developing types (i.e. self-protected software, secure code transformation, and the secure shield). Our methodology requires first the determination and understanding of the type of security level needed for the software. The methodology proposes the use of several teams to accomplish this task. One Software Engineering Developing Team, a Compiler Team, a Specification and Requirements Testing Team, and for each of the secure software developing types: three teams of Secure Software Developing, three teams of Code Breakers, and three teams of Intrusion Analysis. These teams will interact among each other and make decisions to provide a secure software code protected against a required level of intruder.

Keywords: Secure Software, Four Phase Methodology, Software Engineering, Code Breakers, Intrusion Analysis.

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1558 Myth in Political Discourse as a Form of Linguistic Consciousness

Authors: Kuralay Kenzhekanova, Akmaral Dalelbekkyzy

Abstract:

The article is devoted to the problem of political discourse and its reflection on mass cognition. This article is dedicated to describe the myth as one of the main features of political discourse. The dominance of an expressional and emotional component in the myth is shown. Precedent phenomenon plays an important role in distinguishing the myth from the linguistic point of view. Precedent phenomena show the linguistic cognition, which is characterized by their fame and recognition. Four types of myths such as master myths, a foundation myth, sustaining myth, eschatological myths are observed. The myths about the national idea are characterized by national specificity. The main aim of the political discourse with the help of myths is to influence on the mass consciousness in order to motivate the addressee to certain actions so that the target purpose is reached owing to unity of forces.

Keywords: Cognition, myth, linguistic consciousness, types of myths, political discourse, political myth, precedent phenomena.

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1557 Computational Initial Value Method for Vibration Analysis of Symmetrically Laminated Composite Plate

Authors: Ahmed M. Farag, Wael F. Mohamed, Atef A. Ata, Burhamy M. Burhamy

Abstract:

In the present paper, an improved initial value numerical technique is presented to analyze the free vibration of symmetrically laminated rectangular plate. A combination of the initial value method (IV) and the finite differences (FD) devices is utilized to develop the present (IVFD) technique. The achieved technique is applied to the equation of motion of vibrating laminated rectangular plate under various types of boundary conditions. Three common types of laminated symmetrically cross-ply, orthotropic and isotropic plates are analyzed here. The convergence and accuracy of the presented Initial Value-Finite Differences (IVFD) technique have been examined. Also, the merits and validity of improved technique are satisfied via comparing the obtained results with those available in literature indicating good agreements.

Keywords: Free Vibrations, Initial Value, Finite Differences, Laminated plates.

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1556 Efficient and Timely Mutual Authentication Scheme for RFID Systems

Authors: Hesham A. El Zouka, Mustafa M. Hosni

Abstract:

The Radio Frequency Identification (RFID) technology has a diverse base of applications, but it is also prone to security threats. There are different types of security attacks which limit the range of the RFID applications. For example, deploying the RFID networks in insecure environments could make the RFID system vulnerable to many types of attacks such as spoofing attack, location traceability attack, physical attack and many more. Therefore, security is often an important requirement for RFID systems. In this paper, RFID mutual authentication protocol is implemented based on mobile agent technology and timestamp, which are used to provide strong authentication and integrity assurances to both the RFID readers and their corresponding RFID tags. The integration of mobile agent technology and timestamp provides promising results towards achieving this goal and towards reducing the security threats in RFID systems.

Keywords: RFID, security, authentication protocols, privacy, agent-based architecture, time-stamp, digital signature.

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1555 Code-Switching in Facebook Chatting Among Maldivian Teenagers

Authors: Aaidha Hammad

Abstract:

This study examines the phenomenon of code switching among teenagers in the Maldives while they carry out conversations through Facebook in the form of “Facebook Chatting”. The current study aims at evaluating the frequency of code-switching and it investigates between what languages code-switching occurs. Besides the study identifies the types of words that are often codeswitched and the triggers for code switching. The methodology used in this study is mixed method of qualitative and quantitative approach. In this regard, the chat log of a group conversation between 10 teenagers was collected and analyzed. A questionnaire was also administered through online to 24 different teenagers from different corners of the Maldives. The age of teenagers ranged between 16 and 19 years. The findings of the current study revealed that while Maldivian teenagers chat in Facebook they very often code switch and these switches are most commonly between Dhivehi and English, but some other languages are also used to some extent. It also identified the different types of words that are being often code switched among the teenagers. Most importantly it explored different reasons behind code switching among the Maldivian teenagers in Facebook chatting.

Keywords: Code-switching, Facebook, Facebook chatting Maldivian teenagers.

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1554 Analysis of Electromagnetic Field Effects Using FEM for Transmission Lines Transposition

Authors: S. Tupsie, A. Isaramongkolrak, P. Pao-la-or

Abstract:

This paper presents the mathematical model of electric field and magnetic field in transmission system, which performs in second-order partial differential equation. This research has conducted analyzing the electromagnetic field radiating to atmosphere around the transmission line, when there is the transmission line transposition in case of long distance distribution. The six types of 500 kV transposed HV transmission line with double circuit will be considered. The computer simulation is applied finite element method that is developed by MATLAB program. The problem is considered to two dimensions, which is time harmonic system with the graphical performance of electric field and magnetic field. The impact from simulation of six types long distance distributing transposition will not effect changing of electric field and magnetic field which surround the transmission line.

Keywords: Transposition, Electromagnetic Field, Finite Element Method (FEM), Transmission Line, Computer Simulation

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1553 On the Efficiency of a Double-Cone Gravitational Motor and Generator

Authors: Barenten Suciu, Akio Miyamura

Abstract:

In this paper, following the study-case of an inclined plane gravitational machine, efficiency of a double-cone gravitational motor and generator is evaluated. Two types of efficiency ratios, called translational efficiency and rotational efficiency, are defined relative to the intended duty of the gravitational machine, which can be either the production of translational kinetic energy, or rotational kinetic energy. One proved that, for pure rolling movement of the double- cone, in the absence of rolling friction, the total mechanical energy is conserved. In such circumstances, as the motion of the double-cone progresses along rails, the translational efficiency decreases and the rotational efficiency increases, in such way that sum of the rotational and translational efficiencies remains unchanged and equal to 1. Results obtained allow a comparison of the gravitational machine with other types of motor-generators, in terms of the achievable efficiency.

Keywords: Truncated double-cone, friction, rolling and sliding, efficiency, gravitational motor and generator.

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1552 Extinct Ponds: Potential for Increasing Landscape Retention Capacity?

Authors: Vaclav David, Tereza Davidova

Abstract:

The restoration of extinct ponds is considered as one of ways to gain new retention capacities for water which is getting much more important issue with respect to expected impacts of a climate change. However, there are also other pressures on the landscape which must be all taken into consideration when making a decision on the possible restoration of extinct ponds. The research presented here focuses besides others on the restoration of former ponds which could be important for both the flood protection and drought impacts prevention. The first step of the methodology development for the assessment of such areas is the assessment of their present state. In this paper, the results of land use types assessment for 22 localities are presented. These results confirm the assumption that the most present land use type in such areas is the permanent grassland. However, the spectra of land use types present in extinct pond areas is very diverse and include besides others also airport areas and industry.

Keywords: Extinct pond, land use change, sustainable water resources management, pond restoration.

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1551 Comparative Study of Indoor Environment in Residential Buildings in Hot Humid Climate of Malaysia

Authors: M. I. Mohd Hafizal, Y. Hiroshi, T. Goto

Abstract:

There-s a lack in understanding the indoor climate of Malaysian residential. The assumption of traditional house could provide the best indoor environment is too good to be true. This research is to understand indoor environment in three types of Malaysian residential and thermo recorder TR72Ui were placed in indoor spaces for measurement. There are huge differences of indoor environment between housing types, and building material helps to control indoor climate. Traditional house indoor climate was similar to the outdoor. Temperature in the bedroom of terrace and town houses were slightly higher than the living room. Indoor temperature was 2oC lower in the rainy season than the hot season. It was hard to control indoor humidity level in traditional house compared with terrace and town house. As for conclusion, town house provides the best thermal environment to the building occupants and can be improved with good roof insulation.

Keywords: Indoor environment, residential, temperature.

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1550 User Acceptance of Location-based Services

Authors: Neven Vrček, Goran Bubaš, Neven Bosilj

Abstract:

Location-based services (LBS) exploit the known location of a user to provide services dependent on their geographic context and personalized needs [1]. The development and arrival of broadband mobile data networks supported with mobile terminals equipped with new location technologies like GPS have finally created opportunities for implementation of LBS applications. But, from the other side, collecting location information data in general raises privacy concerns. This paper presents results from two surveys of LBS acceptance in Croatia. The first survey was administered on 181 students, and the second extended survey involved pattern of 180 Croatian citizens. We developed questionnaire which consists of descriptions of 15 different applications with scale which measures perceptions and attitudes of users towards these applications. We report the results to identify potential commercial applications for LBS in B2C segment. Our findings suggest that some types of applications like emergency&safety services and navigation have significantly higher rate of acceptance than other types.

Keywords: Acceptance, location-based services, m-application.

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1549 Humor Roles of Females in a Product Color Matrix

Authors: Jin-Tsann Yeh, Chyong-Ling Lin

Abstract:

Healthcare providers sometimes use the power of humor as a treatment and therapy for buffering mental health or easing mental disorders because humor can provide relief from distress and conflict. Humor is also very suitable for advertising because of similar benefits. This study carefully examines humor's widespread use in advertising and identifies relationships among humor mechanisms, female depictions, and product types. The purpose is to conceptualize how humor theories can be used not only to successfully define a product as fitting within one of four color categories of the product color matrix, but also to identify compelling contemporary female depictions through humor in ads. The results can offer an idealization for marketing managers and consumers to help them understand how female role depictions can be effectively used with humor in ads. The four propositions developed herein are derived from related literature, through the identification of marketing strategy formulations that achieve product memory enhancement by adopting humor mechanisms properly matched with female role depictions.

Keywords: Humor mechanisms, Female role depiction, Product types.

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1548 The Influences of Marketplace Knowledge, General Product Class Knowledge, and Knowledge in Meat Product with Traceability on Trust in Meat Traceability

Authors: Kawpong Polyorat

Abstract:

Since the outbreak of mad cow disease and bird flu, consumers have become more concerned with meat quality and safety. As a result, meat traceability is adopted as one approach to handle consumers’ concern in this issue. Nevertheless, in Thailand, meat traceability is rarely used as a marketing tool to persuade consumers. As a consequence, the present study attempts to understand consumer trust in the meat traceability system by conducting a study in this country to examine the impact of three types of consumer knowledge on this trust. The study results reveal that out of three types of consumer knowledge, marketplace knowledge was the sole predictor of consumer trust in meat traceability and it has a positive influence. General product class knowledge and knowledge in meat products with traceability, however, did not significantly influence consumer trust. The research results provide several implications and directions for future study.

Keywords: Consumer knowledge, marketing, product knowledge, traceability.

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1547 Identification of Critical Success Factors in Non-Formal Service Sector Using Delphi Technique

Authors: Amol A. Talankar, Prakash Verma, Nitin Seth

Abstract:

The purpose of this study is to identify the critical success factors (CSFs) for the effective implementation of Six Sigma in non-formal service Sectors.

Based on the survey of literature, the critical success factors (CSFs) for Six Sigma have been identified and are assessed for their importance in Non-formal service sector using Delphi Technique. These selected CSFs were put forth to the panel of expert to cluster them and prepare cognitive map to establish their relationship.

All the critical success factors examined and obtained from the review of literature have been assessed for their importance with respect to their contribution to Six Sigma effectiveness in non formal service sector.

The study is limited to the non-formal service sectors involved in the organization of religious festival only. However, the similar exercise can be conducted for broader sample of other non-formal service sectors like temple/ashram management, religious tours management etc.

The research suggests an approach to identify CSFs of Six Sigma for Non-formal service sector. All the CSFs of the formal service sector will not be applicable to Non-formal services, hence opinion of experts was sought to add or delete the CSFs. In the first round of Delphi, the panel of experts has suggested, two new CSFs-“competitive benchmarking (F19) and resident’s involvement (F28)”, which were added for assessment in the next round of Delphi.  One of the CSFs-“fulltime six sigma personnel (F15)” has been omitted in proposed clusters of CSFs for non-formal organization, as it is practically impossible to deploy full time trained Six Sigma recruits.

Keywords: Critical success factors (CSFs), Quality assurance, non-formal service sectors, Six Sigma.

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1546 Finite Element Dynamic Analysis of Composite Structure Cracks

Authors: Omid A. Zargar

Abstract:

Material damages dynamic analysis is difficult to deal with different material geometry and mechanism. In addition, it is difficult to measure the dynamic behavior of cracks, debond and delamination inside the material. Different simulation methods are developed in recent years for different physical features of mechanical systems like vibration and acoustic. Nonlinear fractures are analyzed and identified for different locations in this paper. The main idea of this work is to perform dynamic analysis on different types of materials (from normal homogeneous material to complex composite laminates). Technical factors like cracks, voids, interfaces and the damages’ locations are evaluated. In this project the modal analysis is performed on different types of materials. The results could be helpful in finding modal frequencies, natural frequencies, Time domain and fast Fourier transform (FFT) in industrial applications.

Keywords: Finite element method, dynamic analysis, vibration and acoustic, composite, crack, delamination.

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