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In the past few decades, information technology and the World Wide Web (WWW) have created stacks of innovations in the area of marketing style of companies. More businesses and companies are collecting highly informative and valuable data in a large scale. The huge amount of data can be a gold mine for business management and marketing. It is therefore increasingly important to analyze the data. However, timely and accurately processing tremendous volume of data with traditional methods (Michie et al., 1994) is a difficult task. For example, using multi-layer perceptron (MLP) in data mining is not likely produce any useful results (Edelstein, 1996), because it does not have a clean interpretation of the model and its longer training time can make frustration. The ability to analyze and utilize massive data lags far behind the capability of gathering and storing it. This gives rise to new challenges for businesses and researchers in the extraction of useful information.
Data mining-a core step of knowledge discovery in databases (Piatetsky-shapiro et al., 1996; Han & Kamber, 2001), is defined as a process of employing one or more computer learning techniques to automatically analyze and extract knowledge from vast amount of data contained within a database. The purpose of data mining is to identify trends and patterns in data. Classification (Duda et al., 2001) is one of the widely used techniques of data mining. In addition to classification, there are many important tasks such as association rule mining (Agrawal, 1993), clustering (Jains & Dubes, 1988), regression analysis (Chen, 2011), summarization, etc. in the area of data mining. However, classification is a fundamental activity in pattern recognition (Theodoridis & Koutroumbas, 2006; Bishop, 2006), data mining and so forth. Given predetermined disjoint target classes {C1, C2,...,Cn}, a set of input features {F1, F2, .., Fm} and a set of training data T with each instance taking the form <a1, a2, ..., am>, where ai <i=1,2,..., m> is in the domain of attribute Fi, i=1,2,…,m and associated with a unique target class label the task is to build a model that can be used to predict the target category for new unseen data given its input attribute values.
There are many classifiers like naïve Bayes (Robert, 2001; Winkler, 2003; Gelman, et al., 1995), linear discriminant (McLachlan, 2004), k-nearest neighbour (Dasarathy, 1990; Herbrich, 2001), MLP (Bishop, 1995) and its variant, decision tree (Breiman et al., 1984; Quinlan, 1992), and many more are commonly available in the specialized literatures. We can use the existing techniques of pattern recognition for classification in the context of data mining but these algorithms were designed only for small dataset. Therefore, either we can prefer to design a new algorithm or we can reengineer the existing classification algorithms of pattern recognition such that a gamut of data can handle efficiently. Data mining does not compete with traditional methods. However, it offers better solutions in certain classes problems than traditional methods. Data mining methods and algorithms extract useful regularities from large data archives, either directly in the form of knowledge or indirectly as functions that allow predicting, classifying or representing regularities in the distribution of the data.