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3. Discovering Groups > Clusters of Preferences

Clusters of Preferences

One of the best things about the growing interest in social networking sites is that big sets of data are becoming available, all contributed voluntarily by people. One such site is called Zebo (http://www.zebo.com), which encourages people to create accounts and make lists of things that they own and things that they would like to own. From an advertiser’s or social critic’s perspective, this is very interesting information, as it can allow them to determine the way that expressed preferences naturally group together.

Getting and Preparing the Data

This section will go through the process of creating a dataset from the Zebo web site. It involves downloading many pages from the site and parsing them to extract what each user says they want. If you would like to skip this section, you can download a precreated dataset from http://kiwitobes.com/clusters/zebo.txt.


  

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