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Knowledge discovery in marketing: an approach through rough-set theory

Beynon, Malcolm James ORCID:, Curry, Bruce and Morgan, Peter Huw ORCID: 2001. Knowledge discovery in marketing: an approach through rough-set theory. European journal of marketing 35 (7/8) , pp. 915-935. 10.1108/EUM0000000005734

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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
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Uncontrolled Keywords: Classification ; Data collection ; Decision making ; Marketing
Publisher: Emerald
ISSN: 0309-0566
Last Modified: 17 Oct 2022 09:21

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