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.

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