Sustavi preporuke kao alati efikasnijeg donošenja odluka : primjer aplikacija za odabir smjera na Ekonomskom fakultetu u Zagrebu

master's thesis

• Title (english): Recommendation engines as tools for efficient decision making : example application for specialization selection at the Faculty of Economics and Business Zagreb
• Author: Borna Nikolić
• Mentor: Mario Spremić (mentor); MBZ: 233591
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2022-02-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Donošenje odluka je jedno od najzanimljivijih područja znanstvenih istraživanja u društvenim znanostima. Bihevioralna ekonomija nam je pokazala da suprotno prethodno uvaženom mišljenju, pojedinci nisu u potpunosti racionalni agenti te padaju pod utjecaj kognitivnih pristranosti koje rezultiraju ne optimalnim odlukama i ishodima. Opisani problemi se ne javljaju samo u tradicionalnim situacijama poput kupovine, već i u svim bitnim životnim odlukama poput onih koje studenti moraju donosit za vrijeme svojeg obrazovanja. Kako je iznimno teško donositi odluke čije nas posljedice prate čitav život, osobe razmatraju čitav niz faktora pri ovakvom odlučivanju. Nadalje pokazalo se da su studenti određenih akademskih grana više skloni gledati eksterne faktore od drugih. To ih stavlja u opasnost da padnu pod utjecaj mentaliteta krda, odnosno da prate odluke većine makar one ne predstavljale najbolje odluke za njih same. Istraživanja su pokazala da se takav efekt može izbjeći ukoliko studenti ne prate većinu, već pojedince koji su najsličniji njima samima. Sa tom niti vodiljom autor je izradio posebnu aplikaciju sa sustavom za preporuku koja se temelji na pronalasku najsličnijih alumnija samom studentu (kroz dimenzije osobnosti, karijernih interesa i preferencija na studiju) te koristi njihova iskustva da bi dao studentu preporuku koji bi mu smjerovi mogli najbolje ležati. Ovaj rad predstavlja teorijsku pozadinu problema odabira smjera unutar konteksta obrazovanja, pokazuje trenutnu situaciju kako studenti Ekonomskog Fakulteta u Zagrebu biraju smjer te opisuje izradu i predstavlja gotovu aplikaciju EFZG smjer – koja ukomponira predloženi sustav za preporuku.

Abstract (english)

Decision making is one of the most interesting areas of scientific research in social sciences. Behavioral economics has shown us that, contrary to previously held opinion, individuals are not entirely rational agents and fall under the influence of cognitive biases that result in non-optimal decisions and outcomes. The problems described occur not only in traditional situations such as shopping, but also in all important life decisions such as those that students have to make during their education. As it is extremely difficult to make decisions whose consequences last a lifetime, people consider a number of factors in such decisions. Furthermore, it has been shown that students of certain academic branches are more inclined to look at external factors than others. This puts them in danger of falling under the influence of the herd mentality, that is, of following the decisions of the majority, even if they are not the best decisions for themselves. Research has shown that such an effect can be avoided if students do not follow the majority, but individuals who are most similar to themselves. With this idea in mind, the author developed a special application with a recommendation engine based on finding the most similar alumni to the student (through personality, career interests and study preferences) and using their experiences to recommend to the student which specialties might be best for him. This paper presents the theoretical background of the problem of choosing a field within the context of education, shows the current situation in which students of the Faculty of Economics and Business in Zagreb choose a field, describes the development and presents the finished EFZG smjer web app - which incorporates the proposed recommendation system.

• Keywords: donošenje odluka u obrazovanju; predrasude i utjecaj okoline; sustavi za preporuku; web aplikacija za preporuku smjera
• Keywords (english): decision making in education; prejudices and peer pressure; recommendation engines; web application for college specialty selection
• Language: croatian
• URN:NBN: urn:nbn:hr:148:690803
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-02-09 13:28:57