Search results for: Harleen%20Kaur

Authors: Harleen Kaur, Deepika Jindal Singla

Abstract:

Buying decision making is a complicated process, in which consumer’s decision is under the impact of others. The buying decision making is directed in a way that they have to act as customers in the society. Media and family are key socialising agents for adolescents’. Moreover, changes in the socio-cultural environment in India necessitate that adolescents’ influence in family’s buying decision-making should be investigated. In comparison to Western society, Indian is quite different, when compared in terms of family composition and structure, behaviour, values and norms which effect adolescents’ buying decision-making.

Keywords: Adolescents’, buying behaviour, Indian urban families, consumer socialization.

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Authors: Harleen Kaur

Abstract:

Knowledge Discovery in Databases (KDD) is the process of extracting previously unknown, hidden and interesting patterns from a huge amount of data stored in databases. Data mining is a stage of the KDD process that aims at selecting and applying a particular data mining algorithm to extract an interesting and useful knowledge. It is highly expected that data mining methods will find interesting patterns according to some measures, from databases. It is of vital importance to define good measures of interestingness that would allow the system to discover only the useful patterns. Measures of interestingness are divided into objective and subjective measures. Objective measures are those that depend only on the structure of a pattern and which can be quantified by using statistical methods. While, subjective measures depend only on the subjectivity and understandability of the user who examine the patterns. These subjective measures are further divided into actionable, unexpected and novel. The key issues that faces data mining community is how to make actions on the basis of discovered knowledge. For a pattern to be actionable, the user subjectivity is captured by providing his/her background knowledge about domain. Here, we consider the actionability of the discovered knowledge as a measure of interestingness and raise important issues which need to be addressed to discover actionable knowledge.

Keywords: Data Mining Community, Knowledge Discovery inDatabases (KDD), Interestingness, Subjective Measures, Actionability.

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