Knowledge discovery in marketing: An approach through Rough Set Theory
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.
Keywords
Citation
Beynon, M., Curry, B. and Morgan, P. (2001), "Knowledge discovery in marketing: An approach through Rough Set Theory", European Journal of Marketing, Vol. 35 No. 7/8, pp. 915-937. https://doi.org/10.1108/EUM0000000005734
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited