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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/91986


    Title: A rough set-based association rule approach implemented on exploring beverages product spectrum
    Authors: Liao, Shu-hsien;Chen, Yin-Ju
    Contributors: 淡江大學管理科學學系
    Keywords: Data mining;Rough set;Association rule;Rough set association rule;Ordinal scale data;processing;Product spectrum
    Date: 2014-04-01
    Issue Date: 2013-08-12 13:49:02 (UTC+8)
    Publisher: Springer New York LLC
    Abstract: When items are classified according to whether they have more or less of a characteristic, the scale used is referred to as an ordinal scale. The main characteristic of the ordinal scale is that the categories have a logical or ordered relationship to each other. Thus, the ordinal scale data processing is very common in marketing, satisfaction and attitudinal research. This study proposes a new data mining method, using a rough set-based association rule, to analyze ordinal scale data, which has the ability to handle uncertainty in the data classification/sorting process. The induction of rough-set rules is presented as method of dealing with data uncertainty, while creating predictive if—then rules that generalize data values, for the beverage market in Taiwan. Empirical evaluation reveals that the proposed Rough Set Associational Rule (RSAR), combined with rough set theory, is superior to existing methods of data classification and can more effectively address the problems associated with ordinal scale data, for exploration of a beverage product spectrum.
    Relation: Applied Intelligence 40(3), pp.464-478
    DOI: 10.1007/s10489-013-0465-1
    Appears in Collections:[Department of Management Sciences] Journal Article

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