548 Publications

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Comparison of Heavy Metals Levels in Wholefish Samples of Mud Fishes. *researcher, Vol. 3 (10): 7-12 (issn: 1553-9865)

Author(s): ERHABOR, C. U.; OBASOHAN, E. E. AND EGUAVOEN, I. O. (2011)
Two mud fishes common in the stream are Clarias gariepinus and Parachanna obscura. The concentration of Lead (Pb) Zinc (Zn), Nickel (Ni), Iron (Fe) Manganese (Mn) and Copper (Cu) in the whole fish samples of the two mud fishes - Clarias gerapinus and Parachanna obscura from Ibiekuma Stream Ekpoma, Nigeria were studied. The fish samples were collected from the three stations on the stream using variety of fishing gear. The samples were stored, identified, digested and analyzed by atomic absorption spectrometry 969 solar unicam. The whole fish mean concentration in mg/kg for Clarias gariepinus ranged from 228.75 ± 0.1 - 268.00 ± 0.20 (Fe), 5.18 ± 0.02 - 8.40 (Cu), 15.13 ± 0.04 - 19.03 ± 0.03 (Mn) and 18.15 ±0.03 - 21. 68 ± 0.04 (Fe), 6.10 ± 0.10 - 11.64 ± 0.04 (Cr), 26.80 ± 0.08 - 38.40 ± 0.03 (Mn) and 34.40 ± 0.05 - 39.40 ± 0.02 (Zn) . the results showed that both fishes bioaccumulated higher heavy metals (except Ni and Pb) to varying levels. Results also showed that Parachanna obscura bioaccumulated higher heavy metals more than Clarias gariepinus. The different mean concentrations might be as a result of different ecological needs, metabolic, feeding pattern and different sizes of fishes. Metal concentration also varied from station to station. Some heavy metal concentrations in both fishes in the stream exceeded WHO recommended levels in food fish. Therefore, consumption of fishes from Ibiekuma Stream could induce metal health hazard in man.
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Comparison of Two Expected Cost Functions in the Management of Fixed Lifetime Inventory Model.

Author(s): AGBADUDU, A. B. AND ENAGBONMA. O (2009)
Published at :“Abacus the Journal of Mathematical Association Of Nigeria Vol.36, No.2 147-156”
This paper presents a proposed cost function for the inventory system with fixed lifetime. We derived the necessary conditions for a minimum. A comparison of our proposed model for the fixed lifetime inventory system and the single period inventory model is made. The results revealed that the total costs of our proposed model are less than the expected cost in the single period inventory model. A computer program has also been developed to facilitate the computations.
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Composition of Cohune (attalea Cohune) Kernel Oil.

Author(s): F.O.J. OBOH & R.A. ODERINDE (1988)
Published at :La Rivista Ital Delle Sostanze Grasse
Composition of cohune (Attalea cohune) kernel and kernel oil Abstract The kernel composition, fatty acid composition, and fatty acid distribution on triglycerides of kernel oil from Attalea cohune palms grown in Nigeria have been studied. Lauric was the major fatty acid in whole oil and was also the dominant fatty acid in the triglycerides and in the 2-monoglycerides derived from them by pancreatic lipase hydrolysis. All the fatty acids present exhibited a preferential esterification at the 1,3- positions of triglycerides except for lauric which showed a preference for the 2-position, and myristic which exhibited a near random distribution. Proximate analysis of Attalea cohune kernel gave moisture 2.8%, crude protein 1.5%, oil 65.8%, crude fibre 3.3%, ash 1.5% and nitrogen free extract 25.1%.
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Computer and Internet Usage Among Medical (clinical) Students in the University of Benin

Author(s): KONYEHA S. AND KONYEHA C. C. (2008)
Published at :Nigerian Institute for Biomedical Engineering (NIBE)
Computers and the Internet are very relevant in our modern day society. They are an important source of up to date information in the medical field. this paper assesses the knowledge of computers and Internet among medical students of the University of Benin (UNIBEN) and the extent of their use of computers and the internet with emphasis on ability and desires of their students. Three hundred and fifty (350) clinical students of the School of Medicine, University of Benin (UNIBEN) completed a nineteen (19) item questionnaire during a random survey to assess the extent of use of computer and Internet among medical students of the University of Benin. The OpenStat software (Open source statistical package) was used for data analysis. The mean age of the medical students was 26 years. A majority (77.2%) of the students are computer literate. Almost all (96.0%)of them had used the Internet, 4% had not. E-mail (47.9%) was as popular in use as Web browsing (52.1%) among the internet services used by the students and cyber café (90.5%) was the common place where students had accesses these services. Overall, results of analysis revealed the following student’s scores on a three point successive interval scale of their perceived self efficacy in performing five (5) Internet related tasks. The tasks and results are: confidence in downloading free medical books from the Internet (1.57 points); confidence in searching the Internet for classification of diseases (1.98 points); confidence in searching the Internet for health sciences libraries in Africa is 1.64 points; students’ confidence in accessing information on CD-ROM (1.48) points; students confidence in retrieving and downloading full-text articles from online journal (1.58). From the results, medical (clinical) students in the University of Benin have not fully utilized the opportunity that computer and Internet offer for medical education.
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Confectionery Fats from Tucum (astrocaryum Vulgare Mart.) and Pindo (arecastrun Romanozoffianum) Kernel Fats

Author(s): OBOH, F.O.J. & ODERINDE, R. A. (1988)
Published at :Pakistan Journal of Scientific and Industrial Research
Abstract Analytical characteristics, fatty acid composition and cooling characteristics of tucum fat, its fractions from acetone crystallization, and pindó fat have been determined. These characteristics have been compared with those of the palm kernel and coconut stearins. Fractionation of tucum fat (slip point 32.0 deg. C) gave two fractionation; a higher melting fraction (yield 36.7%, slip point 34.0 deg. C). Tucum fat and its fractions had slip points, saponification values and iodine values similar to those of palm kernel stearins, while pindó fat had a lower slip point and saponification value. Tucum fat fractions had faster solidification than whole tucum fat, pindó fat, palm kernel stearin and coconut stearin. Cooling characteristics of tucum kernel fat, its fractions, and pindó fat were similar to those of palm kernel stearin. Tucum fat and pindó fat had fatty acid composition similar to that of palm stearin. Relative to the whole fat, tucum fractions had less lauric acid; the first fraction contained more myristic, while the unsaturated fatty acids oleic and linoleic acids were enhanced in the second fraction. Key words: Astrocaryum vulgare, Arecastrum romanozoffianum fat. Pakistan J. Sci. Ind. Res. 31: 811 – 814.
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Consociational Leadership for Effective Politicking: Sustaining the Nascent Democracy Using Cognitive Restructuring.

Author(s): ODUH, W.A. & UGOJI, F.N. (2000)
Published at :The Counsellor
This study investigated the need for adult society, especially those occupying leadership positions to embrace consociational approach as a way out of political logjam. The approach provides for effective politicking, which will result in enduring democracy. It emphasizes placing national political interest above individual and ethnic chauvinism. The study was conducted using one homogeneous and one heterogeneous work settings to ascertain the perception of Nigerians to ethnic and national politics. The researchers utilized the “Consociational Leadership Inventory” for data collection and these were analysed using descriptive statistics. Some findings were made and counselling implications proffered.
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Construction and Validation of Achievement Test in Senior Secondary School Economics

Abstract An Economics achievement test was constructed and validated in this paper. A total of 80 multiple choice objectives items were constructed from senior secondary 11 Economics syllabus using table of specification. The items were validated by Economics teachers and experts in education measurement and evaluation. The reliability was estimated using Kuder Richardson formula 21 and the measurement of internal consistency gave an index of 0.72. The instrument was administered to 119 senior secondary 11 Economics students and item analysis carried out. Items with difficulty indices of 0.30 to 0.70 and those with discrimination indices of greater than 0.30 were accepted as good items. However, items with appropriate difficulty but with discrimination index lower than 0.20 were not accepted. Also items with appropriate discrimination index but have difficulty index below 0.20 and above 0.80 were not accepted. Forty three items were found to be good. Key Words: School-based evaluator, student evaluation, instrumentation, achievement test, validation of test.
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Contributions of Nigeria’s Three Main Religions to the Concept of Religious Tolerance in Contemporary Nigeria” in Epha

The author reviews the religious situation in Nigeria, blessed by African Traditional Religion, Christianity and Islam which migrated from the Middle East and blames the religious intolerance in Nigeria on the two foreign religions. He argues that these religions are inherently intolerant because they are monotheistic and prophetic religions whose God is jealous and whose prophets demand obedience. He proposes that the tolerant attitude of polytheistic religions, as evident in African traditional religion, which tend to accommodate should be emulated by the adherents of the monotheistic religions.
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Convergence and Stability Analysis of a Class of General Linear Methods for Solving Semi-linear Problems.

Author(s): BAZUAYE, F.E.; AND ATAHA, J. (2010)
Published at : Jou Institute of Mathematics and Computer Science, (Computer Science Series) 21(2), 265-273 India.
In this paper, we investigate the convergence and stability of various classes of Extended Exponential General Linear Methods. Our investigations reveal that the methods are zero stable with parasitic roots lie in the unit disc. Numerical experiment reveals the sharpness of the convergence of the method class.
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Corporate Time Utilization Among Nigerian Workers: Some Empirical Evidence

Published at :ASCON Journal of Management, 4(2), 12-19
The problem of time utilization among Nigerian Workers has been the subject of theoretical discussions for some time now. In this study a number of emerging hypotheses concerning the utilization of corporate time were tested using eighty junior employees selected from twelve large public and private sector organizations located in Benin City, Ibadan and Lagos. Participant observation and questionnaires were used as data gathering instruments. The results showed that the amount of time worked by employees was significantly less than that paid for by management and that workers in the private sector actually worked more hours. The workers wasted an average 50.6 percent of each work day. However, the marital status, age, and sex of the workers did not affect their time utilization.
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Corruption, Anti Corruption and the Judiciary in Nigeria

Author(s): OBOKHAI L. OBADAN (2014)
Published at :Igbinedion University Journal of Jurisprudence & International Law, Vol. 1
Despite the National and International Condemnation of Corruption as a social vice in most societies and its seeming embedding in Nigeria’s business cultures, most Nigerians like passing the gauntlet left from politicians to administrators, business men and some professionals. This paper centrally 'seeks to demystify the myth of incurability ascribed to this phenomenon. The Paper begins by exploring the meaning of constitutions in relations governance and within the circumference of democratic States. We further consider various conceptual and theoretical meaning of corruption. The paper place tremendously analyses on Anti-corruption methodology and the Legal system approach to curbing corruption it thereafter scrutinizes the Legal framework for combating Corruption and the Judiciary: This work finally poses and resolves the all-important question whether the judiciary that is a product of this society deserve the derogatory accolade of a cross bearer of corruption? We conclude that institutional Corruption is a hydra headed phenomenon and cannot be eradicated with a singular approach. With the initiatives put in place to complement the existing laws, one should have thought our fight against corruption will be easy. What seems indispensable is the lack of political will to deal with corruption. Most of the handicap suffered by the judiciary in the full utilization of the anti¬corruption laws stem from the fact that the Executive arm of government controls the judiciary via the Attorney-General and indirectly the judiciary does not often want one of its own to be exposed.
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Counselling Techniques for Managing Adolescents with Personality Disorders.

Author(s): ODUH, W. A. (2013)
Published at :Edo Journal of Counselling
This article attempted to analyse the various personality disorders discernible among adolescents in the Nigerian school system. The school system is a community of individuals, both adults and adolescents, who are expected to interact and maintain good interpersonal relationship. If not properly managed, the presence of clients with personality disorders could disrupt the harmony expected in the school environment. Personality disorders are conceptualised as enduring patterns of maladaptive behaviour exhibited at different social milieu by individuals. Such behaviour could interfere or inhibit the functional capabilities of the sufferer or cause distress to others. Etiologically, the emergence of these personality disorders could be traced to childhood and subsist throughout adulthood. The study also observed that personality disorders are not genetically located. Rather, they are environmentally induced abnormalities and could permeate all dimensions of human development. The work highlighted different counselling strategies, skills and approaches that could be applied in assisting clients with such disorders to adjust to the school environment.
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Creating Employment for Youth: Employing the Option of Effective Career Guidance and Entrepreneurship Education.

Author(s): AGBOOLA, JAMES. O. & ABIKWI M. I. (2014)
Published at : EDO JOURNAL OF COUNSELLING 2014. An Official Publication of Edo State Chapter of Counselling Association of Nigeria
Abstract Youth unemployment has become a great cankerworm that has eaten deep into the fabrics of our society. It has led so many youths into involving themselves in so many anti-socio vices like kidnapping, rape, robbery, internet and local frauds, militancy and other social delinquent behaviours. Youth unemployment is divesting to the individual psychologically and to the society economically. This paper therefore examined creation of employment for youths using effective career guidance and entrepreneurship education as potential interventions. Five recommendations are made and these include: making Career guidance services compulsory and available for students at all levels of education to help them make realistic career choices; Government should ensure that financial institutions grant soft loans to potential and prospective youth entrepreneurs in order to encourage small scale businesses; Incorporation of entrepreneurship education into the curricula from middle basic education classes through secondary schools and tertiary institutions; Government should concentrate on those activities where youths are known to have comparative advantage and Programmes that are meant for skills acquisition for youths should be properly carried out with wide publicity and serious supervision to ensure that those who the programmes are meant for benefit from it.
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Crude Palm Oil: Some Aspects of Quality

Author(s): F.O.J. OBOH (2004)
Published at :Benin Science Digest
Abstract Palm oil samples collected from various markets and mills in Edo and Delta states of Nigeria were subjected to chemical analysis. Some of these values were in excess and are indicative of poor oil quality. Inadequate harvesting schedules, over ripening and long storage periods are contributory factors in the poor quality of palm oil. Iodine values ranged from 54.2-57.1, saponification values from 200.8- 205.0 and free fatty acids from3.8-17.3%. Peroxide values ranged from 0.8-4.8 meq/kg, while carbonyls measured from 0-0.68 mg/g. Monoacylglycerols, ?-carotene and total tocopherols were found in the following concentrations: 0.33-0.86%, 110.0-210.0mg% and 1.0-1.7mg/g respectively. Copper ranged from 0.13 -0.88 ppm, while iron measured from 5.0 – 40.0 ppm. The fatty acids found were typical of palm oil samples and included lauric (0.3-3.4%), myristic (0.5-1.4%), palmitic (41.1-52.0%), stearic (3.9 5.1%), oleic (32.6-43.8%) and linoleic (6.7-9.4%). Key words: Palm oil, free fatty acids, Cu, Fe, peroxides, carbonyls.
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Current Status of Mycorrhizal Spore Numbers and Root Colonization of Hevea Seedlings As Affected by Seasonal Variations in Plantations or Rubber Research Institute of Nigeria, Iyanomo.

Published at :Researcher 4 (1): 37 - 41
Monoclonal Hevea seedlings, RRIM 60, Tjirl, and GT1, at 17months old, were evaluated for varying levels of mycorrhizal spore soil content and root colonization at three months interval for one year in 2001, under influence of season from March to December. Results showed that significant differences in spore numbers existed and were evidently higher in the dry season from December to March, but were reduced during the rainy season compared to lack of marked differences in the root colonization occurring through out the year and ranged from 40 - 64% among the test clones. Tjir1 exhibited greater degree of root colonization than RRIM 60 and GT1. Seedlings harvested in June had large crop of fresh internal roots with numerous ultimate rootlets. The present study was aimed at elucidating factors implicated in the results presented. Keywords: Hevea clones, mycorrhizal spores, root colonization, seasonal variation.
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Cybercrime and Its Impact on the Youth

Author(s): OSAGIE, S. U. M. AND OBAHIANGBON K.O. (2014)
Abstract The internet offers numerous advantages in today’s changing world. Most glaring is the transactions (Local or International) embarked on by people on a daily basis. Knowing that internet is a collection of segmented (local) networks linked together by a common purpose for sharing resources or information and being a borderless society crime easily spreads from one country to another leaving the end users at risk. Most cumbersome is the lack of legal standard to combat this illicit act due to diversity in traditions, culture and religious beliefs of end users. It is therefore paramount to have idea of what happens online during such transactions, especially with respect to insecurity (Cybercrime) and the impact on the Youth. This research is aimed at looking into the impact of cybercrime on the youth and the measures employed in avoiding crime when surfing. A survey was conducted in Benin City, Nigeria, using a questionnaire to obtain a valid result on its awareness and 97.1% of the sampling data revealed that there were no legal actions taken in combating and restoring hope to the youth who have their data invaded by intruders/crackers.
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Data Resource Management: the Challenges and Solutions of Storage Management

Published at :Journal of Scientific and Industrial Studies
Managing overflowing company data resources is a major challenge in today’s e-business environment. As demand for storage for e-business application at many companies doubles or grow even more each year. IT managers find it easier to add more storage than better manage the amount they already have. However, ineffective management means they buy more storage than they need, driving up administrative costs and increasing storage problem. In this paper, we present the challenges that face storage management in organizations, the possible solution and a brief review of how company’s storage management strategies can support its use of IT for competitive advantage, by applying the management maturity level. Some of the challenges include technological complexity and the vast amounts of business data that need to be managed, costs and security issues. Keywords: storage management, data resource, maturity level, competitive advantage
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Decentralization of Education in Nigeria: a Panacea for Functional Education and National Development

This paper examined the decentralization of education in Nigeria as a panacea for functional education and national development. Concentration of power at the federal level as currently existed is not the best to achieve much needed rapid functional education for values, knowledge, skills and national development. Decentralization of power from the federal government to state and local governments is the way to go, especially in the management of our education system. Education can be best delivered at the state and local government levels. Decentralization of educational management in Nigeria will encourage creativity and innovation in our primary and secondary schools, and universities. It will enhance the availability, adequacy and functionality of schools physical facilities, and promote efficient method of managing schools and spur rapid national development. It was concluded that decentralization of school management is a panacea for functional education and national development. The paper recommended that education in Nigeria should be pursued at the state and local government levels to enhance standard and reduces official corruption in school management.
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Deploying Banking Principle of Money Had and Received to Fighting Corruption in Nigeria

Author(s): OBOKHAI L. OBADAN (2012)
Published at :Igbinedion University Journal of Jurisprudence & Public Law Vol. 2
The issue of corruption in the world has assumed a proportion that has attracted global frontal attack and condemnation, Presidents of Countries and highly placed individuals in the developed world have been known to be prosecuted and severe sanctions given. In the developing nations like Nigeria, efforts are also been made to fight corruption which has been the bane of leaders and have slowed down developments. Various institutions and laws have been put in place but none seem to be working as corrupt officials get away with their loot by such novel issues as plea bargaining. But none of our laws seem to be questioning the source of wealth not genuinely worked for but earned and make proper restitution to the nation except the National Drug Law Enforcement Act1 that makes culprit forfeit their loot, hence this paper’s call for the deployment of this subject matter to arrest the high level of corruption unearthed in Nigerian’s Oil and Gas sector and high cost of governance in the wake of the Oil subsidy crises.
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Determinants of Adoption Decisions of Rural Youths in the Niger Delta Region of Nigeria

Author(s): E. A. ONEMOLEASE AND S. O. ALAKPA (2009)
Published at :Journal of Social Sciences. www.krepublishers.com
The study assessed rural youth response to improved farming practices and determined those variables affecting their adoption decisions in the Niger Delta region of Nigeria. Data were obtained from 332 young farmers sampled from 4 states in the region and analyzed using frequency tables and logistic regression. Results show an above average response to fishery (66.7%) and livestock (60%) technologies by the youths while response to crop innovations was below average (40%). Contact with extension agents (odd ratio = 2.39), income (2.22) and gender (1.46) were important determinants of young farmers adoption of crop-related technologies. Income (odd ratio=1.43), stock size (1.23) and gender (0.78) had a significant influence on the utilization of livestock–related technologies while extension contact (1.24), stock size (3.96), income (3.13) and gender (1.77) played important roles in their adoption of fishery technologies. The study encourages the expansion of extension services and credit facilities to young farmers in the region.
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Determination of Post-dredging Concentrations of Selected Trace Metals in Water, Sediment and the Freshwater Mudfish (clarias Gariepinus) from Ikpoba River, in Benin City, Nigeria. *african Journal of Biotechnology, Vol. 6 (4): 470-474

Author(s): OBASOHAN, E. E. AND ORONSAYE, J. A. O. AND EGUAVOEN , O. I. (2007)
This investigation monitored the post-dredging concentrations of Cu, Mn, Zn, Cr Ni and Pb in the water, sediment and the freshwater mudfish; Clarias gariepinus from Ikpoba River in Benin City, Nigeria, over a six-month (February -July, 2005) period. The results showed that the levels of Mn, Ni and Pb in water and Cu, Mn, Cr and Pb in fish were higher than the recommended levels in drinking water anf food fish and could pose health hazards. The result also showed that the post-dredging metal contamination levels in water and sediment of the river were lower than available pre-dredging levels, but in fish the differences between the post-dredging and pre-dredging levels were not significant and suggested that the dredging could reduce metal contamination levels in the river. Consequently, continued dredging of the river is recommended as it has the potential to substantially improve the quality of the water and reduce hazards posed by heavy metals to the livestock and human population that depend on the river for drinking and other uses.
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Determination of Selected Heavy Metals in a Freshwater Fish (erpetoichthys Calabaricus) from Ogba River, Benin City, Nigeria. Tech Journal, Vol. 1:170-178

Author(s): OBASOHAN, E. E.; O. I. EGUAVOEN AND J. A. O. ORONSAYE (2005)
A study to assess and monitor the concentrations of copper, zinc, cadmium, nickel and lead in water of Ogba River was carried out from November 2003 to October 2004. The same metals were also determined in wholefish samples of fish (Erpetoichthys calabaricus) from the river. The results showed higher concentrations of all metals in fish than in water and indicated bioaccumulation in fish. The distribution of the metals (except Zn) in both fish and water in the river followed the same pattern. Cu and Zn were the most bioaccumulated metals, while Cd and Ni were the least bioaccumulated. The concentrations of the metals in water were below WHO and FEPA allowable limits and suggested that the water of the river is suitable for drinking, but the concentrations of Cu and Ni in fish exceeded the maximum allowable limits in food fish. Consequently, close monitoring of metal pollution in OGBA River is strongly recommended in order to adequately advise on the consumption of the fish of the river.
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Development of a Semi-automated Electoral System Case Study: Nigeria Electoral System

Published at :electronic Journal of Computer Science and Information Technology (eJCSIT), Vol. 4, No. 1, 2012
In developing democracies of the world, the electoral process is often enmeshed in distrust, fraud, unprecedented level of rigging and in most cases ends up in courts of law where millions of hard earned funds (public and private) are wasted. Nigeria, despite her democratic experience, has remained ‘exemplary’ in such profligacy. The reason has always been the absence of a reliable electoral process capable of ensuring a fraud-free general election with the use of the available technology. In this paper, a Semi-Automated Electoral System (SAES) that uses biometric technology is proposed to enhance the electoral system and minimize fraud often associated with the process. The system is based on research into the past electoral processes in the years 2003, 2007 and 2011 in Nigeria and the attempted but unsuccessful introduction of said technology. Biometric technology is the most patronized identity enhancement technique used today in the ICT industry and has been successfully implemented where the identity of a user, customer, citizen, traveler, student etc. is of prime importance. For the development of the proposed system, the fingerprint biometric technology was used because of its reliability, correctness and accessibility. In the proposed system, the electoral process is categorized into three sub-processes viz; the constitution, validation of the voter register and the elections proper. sed because of its reliability, correctness and accessibility. In the proposed system, the electoral process is categorized into three sub-processes viz; the constitution, validation of the voter register and the elections proper
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Development of Tucum Pulp Oil Fractions for Possible Edible and Industrial Use

Author(s): OBOH, F.O.J. & ODERINDE, R. A. (1988)
Published at :La Rivista Italiana Delle Sostanze Grasse
Development of tucum pulp oil fractions for possible edible and industrial use. Abstract Tucum (Astrocaryum vulgare Mart) pulp oil has been fractionated by an acetone crystallization procedure to yield a solid fat (stearin) and a free flowing oil (olein). Yield of solid fat was 14.3% and that of oil was 85.7%. As in whole tucum oil, the major fatty acids in fractions were palmitic and oleic, with smaller amounts of stearic linoleic and arachidic acids. Fractionation led to a randomization of palmitic acid and oleic acid in olein and stearin triglycerides. Relative to whole tucum oil, there was an enhancement of the high melting triglycerides S3 and S2O and a lowering of SO2 in the stearin fraction, while in the olein there was a lowering of S3 and S2O and an enhancement of SO2. Riv Ital. Sostanze Grasse, 65: 209 -211. (1988)
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Direct Marketing Communications and Its Variants in a Digital Age: Challenges, Strategies and Prospects

Author(s): ADEDOYIN S. A. AND ENOBAKHAREJ. O. (2012)
Published at :Journal of the Department of Communication Arts
This paper pontificates on direct marketing communications in the face of changes and new innovations in the marketing communications landscape. The direct marketing communication variants were identified and the potential challenges inimical to harnessing the gains of direct marketing communications highlighted. From the review of relevant literature and empirical studies it is our firm conviction and submission that marketers, organisations and advertising practitioners can successfully communicate with their target audiences and create competitive advantage by leveraging the vast possibilities through direct marketing communications platforms coupled with the increasing ICT breakthroughs. At the macro level public policy makers have a huge responsibility of ensuring that relevant legislations and appropriate monitoring and control are in place to ensure that marketers excesses and all other unethical practices are nipped in the bud. The National Communications Commission (NCC), The Advertising Practitioner’s Council of Nigeria (APCON), The Consumer Rights Protection Council and other regulatory agencies all have their varied roles to play as strong institutions and appropriate policy interventions of government are indispensable.
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