Abstract The objects of data processing in this research are adjectives such as innovative, bright, elegant or cheerfixl expressed by people who are just selecting goods to purchase. The subjective data obtained by a product rating usually has a big variance reflecting vagueness, non-linearity or non-additivity of the feelings of people. Such data should be considered as fuzzy data as well as statistical data. In this paper, a method of constructing a fuzzy factor space is suggested. One of the problems here is how to define the second moment of fuzzy data. After defining a fuzzy metric space, a covering problem is formulated to detect representative adjectives that are used with relatively small differences between people. Finally, the problem of identifying a relation between selected adjectives and pre-selected designs is considered by using a multi-channel adaptive bidirectional associative memory.
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