Beynon, Malcolm James, Curry, Bruce and Morgan, Peter Huw 2001. Knowledge discovery in marketing: an approach through rough-set theory. European journal of marketing 35 (7/8) , pp. 915-935. 10.1108/EUM0000000005734 |
Official URL: http://www.emeraldinsight.com/Insight/viewContentI...
Abstract
Rough set theory (RST) involves techniques for knowledge discovery or data mining. RST is typically applied within decision tables and offers an alternative to more conventional techniques for classification and rule induction. It is based on describing decisions or categories by means of certain approximations. Offers an overview of the basic principle through the use of a small example. Concludes with a marketing case study, dealing with the characteristics of different brands of cereal.
Item Type: | Article |
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Date Type: | Publication |
Status: | Published |
Schools: | Business (Including Economics) |
Uncontrolled Keywords: | Classification ; Data collection ; Decision making ; Marketing |
Publisher: | Emerald |
ISSN: | 0309-0566 |
Last Modified: | 04 Jun 2017 01:48 |
URI: | http://orca.cf.ac.uk/id/eprint/2832 |
Citation Data
Cited 35 times in Google Scholar. View in Google Scholar
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