Abstract: Digital technologies offer many opportunities in the
design and implementation of brand communication and advertising.
Augmented reality (AR) is an innovative technology in marketing
communication that focuses on the fact that virtual interaction with a
product ad offers additional value to consumers. AR enables
consumers to obtain (almost) real product experiences by the way of
virtual information even before the purchase of a certain product.
Aim of AR applications in relation with advertising is in-depth
examination of product characteristics to enhance product knowledge
as well as brand knowledge. Interactive design of advertising
provides observers with an intense examination of a specific
advertising message and therefore leads to better brand knowledge.
The elaboration likelihood model and the central route to persuasion
strongly support this argumentation. Nevertheless, AR in brand
communication is still in an initial stage and therefore scientific
findings about the impact of AR on information processing and brand
attitude are rare. The aim of this paper is to empirically investigate
the potential of AR applications in combination with traditional print
advertising. To that effect an experimental design with different
levels of interactivity is built to measure the impact of interactivity of
an ad on different variables o advertising effectiveness.
Abstract: The most crucial aspect that is closely related to vocabulary and the one that needs to be emphasized and investigated more than it has been up until now, is the ability to combine words that co-occur frequently in the language. Pedagogically, collocation is one of the error-provoking aspects in foreign language learning. This is indicative of the dire need to provide L2 learners with tools to help them improve their collocational knowledge. This paper pinpoints the role that collocations play in the English language. Furthermore, it presents pedagogical implications for ESL/EFL learners.
Abstract: The statistical study has become indispensable for various fields of knowledge. Not any different, in Geotechnics the study of probabilistic and statistical methods has gained power considering its use in characterizing the uncertainties inherent in soil properties. One of the situations where engineers are constantly faced is the definition of a probability distribution that represents significantly the sampled data. To be able to discard bad distributions, goodness-of-fit tests are necessary. In this paper, three non-parametric goodness-of-fit tests are applied to a data set computationally generated to test the goodness-of-fit of them to a series of known distributions. It is shown that the use of normal distribution does not always provide satisfactory results regarding physical and behavioral representation of the modeled parameters.
Abstract: Lightweight and efficient structures have the aim to
enhance the efficiency of the components in various industries.
Toward this end, composites are one of the most widely used
materials because of durability, high strength and modulus, and low
weight. One type of the advanced composites is grid-stiffened
composite (GSC) structures, which have been extensively considered
in aerospace, automotive, and aircraft industries. They are one of the
top candidates for replacing some of the traditional components,
which are used here. Although there are a good number of published
surveys on the design aspects and fabrication of GSC structures, little
systematic work has been reported on their material modification to
improve their properties, to our knowledge. Matrix modification
using nanoparticles is an effective method to enhance the flexural
properties of the fibrous composites. In the present study, a silanecoupling
agent (3-glycidoxypropyltrimethoxysilane/3-GPTS) was
introduced onto the silica (SiO2) nanoparticle surface and its effects
on the three-point flexural response of isogrid E-glass/epoxy
composites were assessed. Based on the Fourier Transform Infrared
Spectrometer (FTIR) spectra, it was inferred that the 3-GPTS
coupling agent was successfully grafted onto the surface of SiO2
nanoparticles after modification. Flexural test revealed an
improvement of 16%, 14%, and 36% in stiffness, maximum load and
energy absorption of the isogrid specimen filled with 3 wt.% 3-
GPTS/SiO2 compared to the neat one. It would be worth mentioning
that in these structures, considerable energy absorption was observed
after the primary failure related to the load peak. In addition, 3-
GPTMS functionalization had a positive effect on the flexural
behavior of the multiscale isogrid composites. In conclusion, this
study suggests that the addition of modified silica nanoparticles is a
promising method to improve the flexural properties of the gridstiffened
fibrous composite structures.
Abstract: Electrical Muscle Stimulation (EMS) has been
introduced and globally gained increasing attention on its usefulness.
Continuous application of EMS may lead to the increment of muscle
mass and indirectly will increase the strength. This study can be used
as an alternative to help people especially those living a sedentary
lifestyle to improve their muscle activity without having to go
through a heavy workout session. Therefore, this study intended to
investigate the effectiveness of EMS training program in 5 weeks
interventions towards male body composition. It was a quasiexperimental
design, held at the Impulse Studio Bangsar, which
examined the effects of EMS training towards skeletal muscle mass
among the subjects. Fifteen subjects (n = 15) were selected to assist
in this study. The demographic data showed that, the average age of
the subjects was 43.07 years old ± 9.90, height (173.4 cm ± 9.09) and
weight was (85.79 kg ± 18.07). Results showed that there was a
significant difference on the skeletal muscle mass (p = 0.01 < 0.05),
upper body (p = 0.01 < 0.05) and lower body (p = 0.00 < 0.05).
Therefore, the null hypothesis has been rejected in this study. As a
conclusion, the application of EMS towards body composition can
increase the muscle size and strength. This method has been proven
to be able to improve athlete strength and thus, may be implemented
in the sports science area of knowledge.
Abstract: A growing demand is felt today for realistic 3D
models enabling the cognition and popularization of historical-artistic
heritage. Evaluation and preservation of Cultural Heritage is
inextricably connected with the innovative processes of gaining,
managing, and using knowledge. The development and perfecting of
techniques for acquiring and elaborating photorealistic 3D models,
made them pivotal elements for popularizing information of objects
on the scale of architectonic structures.
Abstract: Research has shown that techno-entrepreneurship is
economically significant. Therefore, it is suggested that teaching
techno-entrepreneurship may be important because such programmes
would prepare current and future generations of learners to recognise
and act on high-technology opportunities. Education in technoentrepreneurship
may increase the knowledge of how to start one’s
own enterprise and recognise the technological opportunities for
commercialisation to improve decision-making about starting a new
venture; also it influence decisions about capturing the business
opportunities and turning them into successful ventures. Universities
can play a main role in connecting and networking technoentrepreneurship
students towards a cooperative attitude with real
business practice and industry knowledge. To investigate and answer
whether education for techno-entrepreneurs really helps, this paper
choses a comparison of literature reviews as its method of research.
After reviewing literature related to the impact of technoentrepreneurship
education on self-employment 6 studies which had
similar aim and objective to this paper were. These particular papers
were selected based on a keywords search and as their aim,
objectives, and gaps were close to the current research. In addition,
they were all based on the influence of techno-entrepreneurship
education in self-employment and intention of students to start new
ventures. The findings showed that teaching techno-entrepreneurship
education may have an influence on students’ intention and their
future self-employment, but which courses should be covered and the
duration of programmes, needs further investigation.
Abstract: Healthcare safety has been perceived important. It is
essential to prevent troubles in healthcare processes for healthcare
safety. Trouble prevention is based on trouble prediction using
accumulated knowledge on processes, troubles, and countermeasures.
However, information on troubles has not been accumulated in
hospitals in the appropriate structure, and it has not been utilized
effectively to prevent troubles. In the previous study, however a
detailed knowledge acquisition process for trouble prediction was
proposed, the knowledgebase for countermeasures was not involved.
In this paper, we aim to propose the structure of the knowledgebase for
countermeasures, in the knowledge acquisition process for trouble
prediction in healthcare process. We first design the structure of
countermeasures and propose the knowledge representation form on
countermeasures. Then, we evaluate the validity of the proposal, by
applying it into an actual hospital.
Abstract: The literature on language teaching and second
language acquisition has been largely driven by monolingual
ideology with a common assumption that a second language (L2) is
best taught and learned in the L2 only. The current study challenges
this assumption by reporting learners' positive perceptions of tertiary
level teachers' code switching practices in Vietnam. The findings of
this study contribute to our understanding of code switching practices
in language classrooms from a learners' perspective.
Data were collected from student participants who were working
towards a Bachelor degree in English within the English for Business
Communication stream through the use of focus group interviews.
The literature has documented that this method of interviewing has a
number of distinct advantages over individual student interviews. For
instance, group interactions generated by focus groups create a more
natural environment than that of an individual interview because they
include a range of communicative processes in which each individual
may influence or be influenced by others - as they are in their real
life. The process of interaction provides the opportunity to obtain the
meanings and answers to a problem that are "socially constructed
rather than individually created" leading to the capture of real-life
data. The distinct feature of group interaction offered by this
technique makes it a powerful means of obtaining deeper and richer
data than those from individual interviews. The data generated
through this study were analysed using a constant comparative
approach. Overall, the students expressed positive views of this
practice indicating that it is a useful teaching strategy. Teacher code
switching was seen as a learning resource and a source supporting
language output. This practice was perceived to promote student
comprehension and to aid the learning of content and target language
knowledge. This practice was also believed to scaffold the students'
language production in different contexts. However, the students
indicated their preference for teacher code switching to be
constrained, as extensive use was believed to negatively impact on
their L2 learning and trigger cognitive reliance on the L1 for L2
learning. The students also perceived that when the L1 was used to a
great extent, their ability to develop as autonomous learners was
negatively impacted.
This study found that teacher code switching was supported in
certain contexts by learners, thus suggesting that there is a need for
the widespread assumption about the monolingual teaching approach
to be re-considered.
Abstract: Model transformation, as a pivotal aspect of Modeldriven
engineering, attracts more and more attentions both from
researchers and practitioners. Many domains (enterprise engineering,
software engineering, knowledge engineering, etc.) use model
transformation principles and practices to serve to their domain
specific problems; furthermore, model transformation could also be
used to fulfill the gap between different domains: by sharing and
exchanging knowledge. Since model transformation has been widely
used, there comes new requirement on it: effectively and efficiently
define the transformation process and reduce manual effort that
involved in. This paper presents an automatic model transformation
methodology based on semantic and syntactic comparisons, and
focuses particularly on granularity issue that existed in transformation
process. Comparing to the traditional model transformation
methodologies, this methodology serves to a general purpose: crossdomain
methodology. Semantic and syntactic checking
measurements are combined into a refined transformation process,
which solves the granularity issue. Moreover, semantic and syntactic
comparisons are supported by software tool; manual effort is replaced
in this way.
Abstract: Any variation in environmental characteristics of
geomorphosites would lead to destabilisation of their geotouristic
values all around the planet. The Urmia lake, with an area of
approximately 5,500 km2 and a catchment area of 51,876 km2, and to
which various reasons over time, especially in the last fifty years
have seen a sharp decline and have decreased by about 93 % in two
recent decades. These variations are not only driving significant
changes in the morphology and ecology of the present lake
landscape, but at the same time are shaping newly formed
morphologies, which vanished some valuable geomorphosites or
develop into smaller geomorphosites with significant value from a
scientific and cultural point of view. This paper analyses and
discusses features and evolution in several representative coastal and
island geomorphosites. For this purpose, a total of 23 geomorphosites
were studied in two data series (1963 and 2015) and the respective
data were compared and analysed. The results showed, the total loss
in geomorphosites area in a half century amounted to a loss of more
than 90% of the valuable geomorphosites. Moreover, the comparison
between the mean yearly value of coastal area lost over the entire
period and the yearly average calculated for the shorter period (1998-
2014) clearly indicates a pattern of acceleration. This acceleration in
the rate of reduction in lake area was seen in most of the southern
half of the lake. In the region as well, the general water-level falling
is not only causing the loss of a significant water resource, which is
followed by major impact on regional ecosystems, but is also driving
the most marked recent (last century) changes in the geotouristic
landscapes. In fact, the disappearance of geomorphosites means the
loss of tourism phenomenon. In this context attention must be paid to
the question of conservation. The action needed to safeguard
geomorphosites includes: 1) Preventive action, 2) Corrective action,
and 3) Sharing knowledge.
Abstract: Availability of different genetic tests after completion
of Human Genome Project increases the physicians’ responsibility to
keep themselves update on the potential implementation of these
genetic tests in their daily practice. However, due to numbers of
barriers, still many of physicians are not either aware of these tests or
are not willing to offer or refer their patients for genetic tests. This
study was conducted an anonymous, cross-sectional, mailed-based
survey to develop a primary data of Malaysian physicians’ level of
knowledge and perception of gene profiling. Questionnaire had 29
questions. Total scores on selected questions were used to assess the
level of knowledge. The highest possible score was 11. Descriptive
statistics, one way ANOVA and chi-squared test was used for
statistical analysis. Sixty three completed questionnaires were
returned by 27 general practitioners (GPs) and 36 medical specialists.
Responders’ age ranges from 24 to 55 years old (mean 30.2 ± 6.4).
About 40% of the participants rated themselves as having poor level
of knowledge in genetics in general whilst 60% believed that they
have fair level of knowledge; however, almost half (46%) of the
respondents felt that they were not knowledgeable about available
genetic tests. A majority (94%) of the responders were not aware of
any lab or company which is offering gene profiling services in
Malaysia. Only 4% of participants were aware of using gene profiling
for detection of dosage of some drugs. Respondents perceived greater
utility of gene profiling for breast cancer (38%) compared to the
colorectal familial cancer (3%). The score of knowledge ranged from
2 to 8 (mean 4.38 ± 1.67). Non- significant differences between score
of knowledge of GPs and specialists were observed, with score of
4.19 and 4.58 respectively. There was no significant association
between any demographic factors and level of knowledge. However,
those who graduated between years 2001 to 2005 had higher level of
knowledge. Overall, 83% of participants showed relatively high level
of perception on value of gene profiling to detect patient’s risk of
disease. However, low perception was observed for both statements
of using gene profiling for general population in order to alter their
lifestyle (25%) as well as having the full sequence of a patient
genome for the purpose of determining a patient’s best match for
treatment (18%). The lack of clinical guidelines, limited provider
knowledge and awareness, lack of time and resources to educate
patients, lack of evidence-based clinical information and cost of tests
were the most barriers of ordering gene profiling mentioned by
physicians. In conclusion Malaysian physicians who participate in
this study had mediocre level of knowledge and awareness in gene
profiling. The low exposure to the genetic questions and problems
might be a key predictor of lack of awareness and knowledge on
available genetic tests. Educational and training workshop might be useful in helping Malaysian physicians incorporate genetic profiling
into practice for eligible patients.
Abstract: We present a framework of researcher knowledge
development in conducting a study in mathematics education. The
key components of the framework are: knowledge germane to
conducting a particular study, processes of knowledge accumulation,
and catalyzing filters that influence a researcher decision making.
The components of the framework originated from a confluence
between constructs and theories in Mathematics Education, Higher
Education and Sociology. Drawing on a self-reflective interview with
a leading researcher in mathematics education, Professor Michèle
Artigue, we illustrate how the framework can be utilized in data
analysis. Criteria for framework evaluation are discussed.
Abstract: In this paper, we used data mining to extract
biomedical knowledge. In general, complex biomedical data
collected in studies of populations are treated by statistical methods,
although they are robust, they are not sufficient in themselves to
harness the potential wealth of data. For that you used in step two
learning algorithms: the Decision Trees and Support Vector Machine
(SVM). These supervised classification methods are used to make the
diagnosis of thyroid disease. In this context, we propose to promote
the study and use of symbolic data mining techniques.
Abstract: The legends about “user-friendly” and “easy-to-use”
birotical tools (computer-related office tools) have been spreading
and misleading end-users. This approach has led us to the extremely
high number of incorrect documents, causing serious financial losses
in the creating, modifying, and retrieving processes. Our research
proved that there are at least two sources of this underachievement:
(1) The lack of the definition of the correctly edited, formatted
documents. Consequently, end-users do not know whether their
methods and results are correct or not. They are not aware of their
ignorance. They are so ignorant that their ignorance does not allow
them to realize their lack of knowledge. (2) The end-users’ problem
solving methods. We have found that in non-traditional programming
environments end-users apply, almost exclusively, surface approach
metacognitive methods to carry out their computer related activities,
which are proved less effective than deep approach methods.
Based on these findings we have developed deep approach
methods which are based on and adapted from traditional
programming languages. In this study, we focus on the most popular
type of birotical documents, the text based documents. We have
provided the definition of the correctly edited text, and based on this
definition, adapted the debugging method known in programming.
According to the method, before the realization of text editing, a
thorough debugging of already existing texts and the categorization
of errors are carried out. With this method in advance to real text
editing users learn the requirements of text based documents and also
of the correctly formatted text.
The method has been proved much more effective than the
previously applied surface approach methods. The advantages of the
method are that the real text handling requires much less human and
computer sources than clicking aimlessly in the GUI (Graphical User
Interface), and the data retrieval is much more effective than from
error-prone documents.
Abstract: Knowledge management is considered as an important
factor in improving health care services. KM facilitates the transfer of
existing knowledge and the development of new knowledge in
hospitals. This paper reviews practices adopted by doctors in Kuwait
for capturing, sharing, and generating knowledge. It also discusses
the perceived impact of KM practices on performance of hospitals.
Based on a survey of 277 doctors, the study found that KM practices
among doctors in the sampled hospitals were not very effective. Little
attention was paid to the main activities that support the transfer of
expertise among doctors in hospitals. However, as predicted by
previous studies, good km practices were perceived by doctors to
have a positive impact on performance of hospitals. It was concluded
that through effective KM practices hospitals could improve the
services they provide. Documentation of best practices and capturing
of lessons learnt for re-use of knowledge could help transform the
hospitals into learning organizations.
Abstract: As enterprise computing becomes more and more
complex, the costs and technical challenges of IT system maintenance
and support are increasing rapidly. One popular approach to managing
IT system maintenance is to prepare and use a FAQ (Frequently Asked
Questions) system to manage and reuse systems knowledge. Such a
FAQ system can help reduce the resolution time for each service
incident ticket. However, there is a major problem where over time the
knowledge in such FAQs tends to become outdated. Much of the
knowledge captured in the FAQ requires periodic updates in response
to new insights or new trends in the problems addressed in order to
maintain its usefulness for problem resolution. These updates require a
systematic approach to define the exact portion of the FAQ and its
content. Therefore, we are working on a novel method to
hierarchically structure the FAQ and automate the updates of its
structure and content. We use structured information and the
unstructured text information with the timelines of the information in
the service incident tickets. We cluster the tickets by structured
category information, by keywords, and by keyword modifiers for the
unstructured text information. We also calculate an urgency score
based on trends, resolution times, and priorities. We carefully studied
the tickets of one of our projects over a 2.5-year time period. After the
first 6 months we started to create FAQs and confirmed they improved
the resolution times. We continued observing over the next 2 years to
assess the ongoing effectiveness of our method for the automatic FAQ
updates. We improved the ratio of tickets covered by the FAQ from
32.3% to 68.9% during this time. Also, the average time reduction of
ticket resolution was between 31.6% and 43.9%. Subjective analysis
showed more than 75% reported that the FAQ system was useful in
reducing ticket resolution times.
Abstract: Recently, an increasing number of researchers have
been focusing on working out realistic solutions to sustainability
problems. As sustainability issues gain higher importance for
organisations, the management of such decisions becomes critical.
Knowledge representation is a fundamental issue of complex
knowledge based systems. Many types of sustainability problems
would benefit from models based on experts’ knowledge. Cognitive
maps have been used for analyzing and aiding decision making. A
cognitive map can be made of almost any system or problem. A
fuzzy cognitive map (FCM) can successfully represent knowledge
and human experience, introducing concepts to represent the essential
elements and the cause and effect relationships among the concepts to
model the behaviour of any system. Integrated waste management
systems (IWMS) are complex systems that can be decomposed to
non-related and related subsystems and elements, where many factors
have to be taken into consideration that may be complementary,
contradictory, and competitive; these factors influence each other and
determine the overall decision process of the system. The goal of the
present paper is to construct an efficient IWMS which considers
various factors. The authors’ intention is to propose an expert based
system design approach for implementing expert decision support in
the area of IWMSs and introduces an appropriate methodology for
the development and analysis of group FCM. A framework for such a
methodology consisting of the development and application phases is
presented.
Abstract: One of the major goals of Spoken Dialog Systems
(SDS) is to understand what the user utters.
In the SDS domain, the Spoken Language Understanding (SLU)
Module classifies user utterances by means of a pre-definite
conceptual knowledge. The SLU module is able to recognize only the
meaning previously included in its knowledge base. Due the vastity
of that knowledge, the information storing is a very expensive
process.
Updating and managing the knowledge base are time-consuming
and error-prone processes because of the rapidly growing number of
entities like proper nouns and domain-specific nouns. This paper
proposes a solution to the problem of Name Entity Recognition
(NER) applied to a SDS domain. The proposed solution attempts to
automatically recognize the meaning associated with an utterance by
using the PANKOW (Pattern based Annotation through Knowledge
On the Web) method at runtime.
The method being proposed extracts information from the Web to
increase the SLU knowledge module and reduces the development
effort. In particular, the Google Search Engine is used to extract
information from the Facebook social network.
Abstract: This article deals with the perceived quality of regional products in the Moravian-Silesian region in the Czech Republic. Research was focused on finding out what do consumers perceive as a quality product and what characteristics make a quality product. The data were obtained by questionnaire survey andanalysed by IBM SPSS. From the thousands of respondents the representative sample of 719 for MS region was created based on demographic factors of gender, age, education and income. The research analysis disclosed that consumers in MS region are still price oriented and that the preference of quality over price does not depend on regional brand knowledge.