Basic Level Categories for Knowledge Representation

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Basic Level CategoriesforKnowledge
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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Education Terms
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
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Healthcare Terms
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
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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/synon
  yms
• 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?

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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 peoples 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.textanalyticsn
  ews.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/contentmanage
  mentmeetstextanalytics.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. OConner
  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

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Questions?

• Tom Reamytomr_at_kapsgroup.com
• KAPS Group
• Knowledge Architecture Professional Services
• http//www.kapsgroup.com