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Effects of Data Mining Processes on Decision Making Style

Petersson, Wilma LU ; Linnhag, Ronja LU and Bogeva, Elena LU (2026) FEKH38 20252
Department of Business Administration
Abstract
The thesis aims to understand if the use of a structured data mining process has an impact on rationality or intuition in decision making. To operationalize this purpose, a questionnaire was sent to 655 data analysts and data scientists working in diverse organizations through the professional social network LinkedIn. The questionnaire was based on the theoretical background, consisting of decision making theories Dual Process Theory and Cognitive Continuum Theory as well as the data mining processes CRISP-DM, SEMMA, and KDD. Respondents were sent a survey, containing 15 questions, which was filled out by 76 data professionals. The data was analysed using correlations and linear regressions, where the main objective was finding... (More)
The thesis aims to understand if the use of a structured data mining process has an impact on rationality or intuition in decision making. To operationalize this purpose, a questionnaire was sent to 655 data analysts and data scientists working in diverse organizations through the professional social network LinkedIn. The questionnaire was based on the theoretical background, consisting of decision making theories Dual Process Theory and Cognitive Continuum Theory as well as the data mining processes CRISP-DM, SEMMA, and KDD. Respondents were sent a survey, containing 15 questions, which was filled out by 76 data professionals. The data was analysed using correlations and linear regressions, where the main objective was finding statistically significant relationships. The variable rationality was
consistently rated high and was not impacted by the entire data mining process, however a positive correlation to the variable business understanding was observed. The variable intuition was found to be positively impacted by a structured data mining process. The positive correlation was shown to be higher during the latter phases of a data mining process; modeling, evaluation, and deployment. Based on the results the main implications of the findings is that organizations can benefit from implementing structured data mining processes since different parts of the process foster rational and intuitive decision making. These results were different than hypothesized, which in turn indicates a complex relationship between the two decision making styles. Further analysis underlines that rationality and intuition can coexist in one decision making process. (Less)
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author
Petersson, Wilma LU ; Linnhag, Ronja LU and Bogeva, Elena LU
supervisor
organization
course
FEKH38 20252
year
type
M2 - Bachelor Degree
subject
keywords
Data Mining Processes, Intuitive decision making, Rational decision making, Dual Process Theory, Cognitive Continuum Theory
language
English
id
9221589
date added to LUP
2026-02-02 10:39:15
date last changed
2026-02-02 10:39:15
@misc{9221589,
  abstract     = {{The thesis aims to understand if the use of a structured data mining process has an impact on rationality or intuition in decision making. To operationalize this purpose, a questionnaire was sent to 655 data analysts and data scientists working in diverse organizations through the professional social network LinkedIn. The questionnaire was based on the theoretical background, consisting of decision making theories Dual Process Theory and Cognitive Continuum Theory as well as the data mining processes CRISP-DM, SEMMA, and KDD. Respondents were sent a survey, containing 15 questions, which was filled out by 76 data professionals. The data was analysed using correlations and linear regressions, where the main objective was finding statistically significant relationships. The variable rationality was
consistently rated high and was not impacted by the entire data mining process, however a positive correlation to the variable business understanding was observed. The variable intuition was found to be positively impacted by a structured data mining process. The positive correlation was shown to be higher during the latter phases of a data mining process; modeling, evaluation, and deployment. Based on the results the main implications of the findings is that organizations can benefit from implementing structured data mining processes since different parts of the process foster rational and intuitive decision making. These results were different than hypothesized, which in turn indicates a complex relationship between the two decision making styles. Further analysis underlines that rationality and intuition can coexist in one decision making process.}},
  author       = {{Petersson, Wilma and Linnhag, Ronja and Bogeva, Elena}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Effects of Data Mining Processes on Decision Making Style}},
  year         = {{2026}},
}