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Basic Level Categoriesfor
Knowledge Representation
Tom ReamyChief Knowledge Architect
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com
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Agenda
Introduction – Context– Category Theory – Cognitive Science– Enterprise Text Analytics
Basic Level Categories – Features and Issues
Basic Level Categories and Expertise– Experts prefer lower levels– Categorization of Expertise
Applications– Integration with Search and ECM– Platform for Information Applications
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KAPS Group: General
Knowledge Architecture Professional Services Virtual Company: Network of consultants – 8-10 Partners – SAS, SAP, Microsoft-FAST, Concept Searching, etc. Consulting, Strategy, Knowledge architecture audit Services:
– Taxonomy/Text Analytics development, consulting, customization– Technology Consulting – Search, CMS, Portals, etc.– Evaluation of Enterprise Search, Text Analytics– Metadata standards and implementation– Knowledge Management: Collaboration, Expertise, e-learning– Applied Theory – Faceted taxonomies, complexity theory, natural
categories
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Basic Level CategoriesContext Unstructured Content - Enterprise & External Preprocessing of documents and sets
– Includes categorization, information extraction Representation of Domain knowledge – taxonomy, ontology Presentation of results of search, text mining – and refinement Categorization
– Most basic to human cognition– Most difficult to do with software
No single correct categorization– Women, Fire, and Dangerous Things
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Basic Level CategoriesContext Borges – Celestial Emporium of Benevolent Knowledge
– Those that belong to the Emperor– Embalmed ones– Those that are trained– Suckling pigs– Mermaids– Fabulous ones– Stray dogs– Those that are included in this classification– Those that tremble as if they were mad– Innumerable ones– Other
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Basic Level Categories – software contextEnterprise Text Analytics (ETA) Enterprise Search – Faceted Navigation
– Categorization – Document Topics – Aboutness– Entity Extraction – noun phrases, feed facets, ontologies– Summarization – beyond snippets
Enterprise Content Management– Hybrid model of metadata– Categorization – suggestions– Entity, Noun phrase – facets need a lot of metadata
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Basic Level Categories – software contextEnterprise Text Analytics (ETA) Advanced Text Analytics
– Fact extraction – ontologies– Sentiment Analysis – good, bad, and ugly– Expertise Analysis
Enterprise Applications –Information Applications – Text mining – alone or in conjunction with data mining– Business & Customer intelligence
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Basic Level CategoriesIntroduction: What are Basic Level Categories? Mid-level in a taxonomy / hierarchy Short and easy words Maximum distinctness and expressiveness Similarly perceived shapes Most commonly used labels Easiest and fastest to indentify members First level named and understood by children Terms usually used in neutral contexts Level at which most of our knowledge is organized
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Basic Level CategoriesIntroduction: What are Basic Level Categories? Objects – most studied, most pronounced effects Levels: Superordinate – Basic – Subordinate
– Mammal – Dog – Golden Retriever– Furniture – chair – kitchen chair
Basic in 4 dimensions– Perception – overall perceived shape, single mental image, fast
identification– Function – general motor program– Communication – shortest, most commonly used, neutral, first
learned by children– Knowledge Organization – most attributes are stored at this level
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Basic Level CategoriesIntroduction: Basic Level Categories: Non-Object Basic level effects, but no widespread acceptance of categories and
category names Thus a basic level in a category hierarchy but not the category hierarchy
that people actually use in everyday life Not just IS-A relationship – messier – more like ontologies Examples:
– Scenes – indoors – school – elementary school– Events – travel – highway travel – truck travel– Emotions – positive emotion – joy – contentment– Programming – Algorithm – sort – binary
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Basic Level CategoriesIntroduction: Other levels Subordinate – more informative but less distinctive
– Basic shape and function with additional details• Ex – Chair – office chair, armchair
– Convention – people name objects by their basic category label, unless extra information in subordinate is useful
Superordinate – Less informative but more distinctive– All refer to varied collections – furniture– Often mass nouns, not count nouns– List abstract / functional properties– Very hard for children to learn
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Basic Level CategoriesIntroduction: How recognize Basic level Short words – noun phrase
– Selected list (extended stop words)
Kinds of attributes– Superordinate – functional (keeps you warm, sit on it)– Basic – Noun and adjectives – legs, belt loops, cloth– Subordinate – adjectives – blue, tall
Basic Level – similar movements, similar shapes More complex for non-object domains Issue – what is basic level is context dependent
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Basic Level CategoriesIntroduction: How recognize Basic level Cue Validity – probability that a particular object belongs to
some category given that it has a particular feature (cue)– X has wings – bird– Superordinates have lower – fewer common attributes– Subordinates have lower – share more attributes with other
members at same level
Category utility – frequency of a category + category validity + base rates of each of these features
Issue – how decide which features?– Cat – “can be picked up”, is bigger than a beetle
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Basic Level Categories and Expertise
Experts prefer lower, subordinate levels– In their domain, (almost) never used superordinate
Novice prefer higher, superordinate levels General Populace prefers basic level Not just individuals but whole societies / communities differ
in their preferred levels Issue – artificial languages – ex. Science discipline Issue – difference of child and adult learning – adults start
with high level
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Basic Level Categories and Expertise
Experts chunk series of actions, ideas, etc.– Novice – high level only– Intermediate – steps in the series– Expert – special language – based on deep connections
Expertise is a combination of knowledge and skill– Everything from riding a bike to merging two companies– No such thing as tacit knowledge - spectrum
Types of expert :– Technical – lower level terms only– Strategic – high level and lower level terms, special language
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Basic Level CategoriesAnalytical Techniques What is basic level is context(s) dependent Documents / Tags – analyze in terms of levels of words
– Taxonomy for high level– Length for basic – short– Length for subordinate – long, special vocabulary
Category Utility Hybrid – simple high level taxonomy (superordinate), short words –
basic, longer words – expert Plus Develop expertise rules – similar to categorization rules
– Use basic level for subject– Superordinate for general, subordinate for expert
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Basic Level CategoriesAnalytical Techniques Corpus context dependent
– Author748 – is general in scientific health care context, advanced in news health care context
Need to generate overall expertise level for a corpus Also contextual rules
– “Tests” is general, high level– “Predictive value of tests” is lower, more expert
Categorization rule – SENT, DIST– If same sentence, expert
Demo – Sample Documents, Rules
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Expert General
Research (context dependent) Kid
Statistical Pay
Program performance Classroom
Protocol Fail
Adolescent Attitudes Attendance
Key academic outcomes School year
Job training program Closing
American Educational Research Association Counselor
Graduate management education Discipline
Education Terms
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Expert General
Mouse Cancer
Dose Scientific
Toxicity Physical
Diagnostic Consumer
Mammography Cigarette
Sampling Smoking
Inhibitor Weight gain
Edema Correct
Neoplasms Empirical
Isotretinion Drinking
Ethylene Testing
Significantly Lesson
Population-base Knowledge
Pharmacokinetic Medicine
Metabolite Sociology
Polymorphism Theory
Subsyndromic Experience
Radionuclide Services
Etiology Hospital
Oxidase Social
Captopril Domestic
Pharmacological agents
Dermatotoxicity
Mammary cancer model
Biosynthesis
Healthcare Terms
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Basic Level CategoriesExpertise – application areas Taxonomy development /design – use basic level User contribution
– Card sorting – non-experts use superficial similarities– Survey for attributes instead of cart sorting, general structure
Develop expert and general versions/sections/synonyms– ID communities by their documents, tags
Info presentation – combine superordinate and basic– Similar to scientific – Genus – Species is official name
Info presentation – document maps – expose basic level
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Basic Level CategoriesExpertise – application areas Ontology development / design
– Need more focus on who is intended audience• Structure, nomenclature
– Defining classes & hierarchy – same as taxonomy– Defining properties - Expert dependent
• Wine for snobs (experts) very different than Joe Sixpack
– Two approaches• One ontology, classes and/or properties as expert
• Two ontologies – expert and novice
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Basic Level CategoriesExpertise – application areas Text Mining
– Preprocessing of documents– Expertise characterization of writer– Best results with existing taxonomy
• Can use a very general, high level taxonomy – superordinate and basic
• Can use existing large taxonomies – MeSH, etc.
eCommerce– Organization and Presentation of information – expert, novice– How determine?
• Search queries, profiles, buying patterns, specific products
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Basic Level CategoriesExpertise – application areas Search – enterprise and/or internet
– Query level
Relevance ranking– Adjust documents for novice and expert queries
Information presentation– Tag clouds – match novice and expert
Clustering– Incorporate into clustering algorithms– Presentation – expose basic level & provide up and down
browse
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Basic Level CategoriesExpertise – application areas Social Media - Community of Practice
– Characterize the level of expertise in the community– Evaluate other communities expertise level– Personalize information presentation by expertise
Expertise location– Generate automatic expertise characterization based on
authored documents
Expertise of people in a social network– Terrorists and bomb-making
Issue of Levels of expertise – how granular?
Basic Level CategoriesExpertise – application areas - CoP Basic Level Blog Software (Design) Web (Design) Linux Javascript Web2.0 Google Css Flash
Superordinate Music Photography News Education Business Technology Politics Science Culture
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Basic Level CategoriesExpertise – Related Tags - Delicious CSS Web Design Design Css3 Tutorial Webdev Javascript Web Development Html Jquery html5
Education Technology Resources Teaching Learning Science Web20 Games Interactive Research Tools reference
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Basic Level CategoriesExpertise – application areas Business & Customer intelligence
– General – characterize people’s expertise to add to evaluation of their comments
– Combine with sentiment analysis – finer evaluation – what are experts saying, what are novices saying
– Deeper research into communities, customers
Enterprise Content Management– At publish time, software automatically gives an expertise
level – present to author for validation– Combine with categorization – offer tags that are suitable
level of expertise
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Basic Level CategoriesConclusions Basic Level Categories are fundamental to thought What is basic level is context dependent Basic level effect is most obvious with objects, more work
for concepts Most domains need some taxonomy – need not be big
– Categorization-like rules
This is exciting, but not a revolution Beware Egalitarian stance – People are different Text Analytics needs Cognitive Science
– Not just library science or data modeling or ontology
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Resources
Books– Women, Fire, and Dangerous Things
• George Lakoff– Knowledge, Concepts, and Categories
• Koen Lamberts and David Shanks– The Stuff of Thought – Steven Pinker
Web Sites– Text Analytics News -
http://social.textanalyticsnews.com/index.php
– Text Analytics Wiki - http://textanalytics.wikidot.com/
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Resources
Blogs– SAS- Manya Mayes – Chief Strategist -
http://blogs.sas.com/text-mining/
Web Sites – Taxonomy Community of Practice:
http://finance.groups.yahoo.com/group/TaxoCoP/
– Whitepaper – CM and Text Analytics - http://www.textanalyticsnews.com/usa/contentmanagementmeetstextanalytics.pdf
– Whitepaper – Enterprise Content Categorization – coming soon
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Resources
Articles– Malt, B. C. 1995. Category coherence in cross-cultural
perspective. Cognitive Psychology 29, 85-148– Rifkin, A. 1985. Evidence for a basic level in event
taxonomies. Memory & Cognition 13, 538-56– Shaver, P., J. Schwarz, D. Kirson, D. O’Conner 1987.
Emotion Knowledge: further explorations of prototype approach. Journal of Personality and Social Psychology 52, 1061-1086
– Tanaka, J. W. & M. E. Taylor 1991. Object categories and expertise: is the basic level in the eye of the beholder? Cognitive Psychology 23, 457-82
Questions?
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com
