A Novel Method for Formulating the Business Objectives ◾ 65
We posit that in the context of DM projects, fundamental objectives are the
business objectives of the DM project. e DM objectives (the technical objectives)
are the methods for accomplishing the business objectives or the ends. Consider the
following commonly used DM objective as an example: predict which customers
are most likely to respond to a promotional oer. Is this objective, a fundamental or
means objective? In the absence of any approach, dierent individuals may catego-
rize it dierently.
Following the WITI test recommended by Keeney (1994), if the decision maker
answers that a particular objective is essential to a decision context, then that objec-
tive is a fundamental ...