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Query UnderstandingProf. Dr. Dirk LewandowskiHochschule für Angewandte Wissenschaften Hamburg, Department Informationdirk....
Kurzvorstellung •  Prof. Dr. Dirk Lewandowski •  Professor für    Information Research & Information Retrieval    an der H...
Worum soll‘s heute gehen? 1.  Wie kann man aus den Suchanfragen der Nutzer ihre Wünsche/Ziele     herauslesen? 2.  Mit wel...
Hätten Sie‘s verstanden? •     vatikan •     stockbrot •     bmw •     fußball •     drehscheibe •     frauentausch •     ...
•     x4 | Dirk Lewandowski
•     x5 | Dirk Lewandowski
•     x6 | Dirk Lewandowski
•     x7 | Dirk Lewandowski
Die Suchintention kann sich verändern8 | Dirk Lewandowski
Die Suchintention kann sich verändern9 | Dirk Lewandowski
Was kann man aus einer Suchanfrage herauslesen? •     Genre (Bsp. Nachrichten) •     Thema (grob) •     Intention (informa...
Was kann man aus einer Suchanfrage herauslesen? •     Genre (Bsp. Nachrichten) •     Thema (grob) •     Intention (informa...
Top1000 Suchanfragen 12 |
Top10000 Suchanfragen (logarithmisch)    13 |
Position des Treffers                         (Granka et al. 2004)14 |
Ebenen der Analyse: Daten15 | Dirk Lewandowski
Suchanfragen im Kontext16 |
Konkreter vs. problemorientierter Informationsbedarf Frants, Shapiro und Voiskunskii 1997, Übersetzung Stock       CIN    ...
Drei Anfragetypen Anfragetypen nach Broder (2002) •  Informational (informationsorientiert)       –  Nutzer möchte sich zu...
Anwendungsfälle: Konkreter vs. problemorientierter Informationsbedarf  Anwendungsfall       Konkret                       ...
Anteile der Anfragetypen                            (Lewandowski 2007, p. 267)20 |
Navigationsorientierte Suchanfragen anhand von Klicks bestimmen21 |
Transaktionsorientierte Suchanfragen anhand der Klicks bestimmen22 |
Einsatzmöglichkeiten von Query Understanding •     Anfrageerweiterung •     Generierung von Suchvorschlägen •     Steuerun...
Anzeigen        Nachrichten           Bilder x         Videos       Blogbeiträge24 |
Vielen Dank für IhreAufmerksamkeit.www.bui.haw-hamburg.de/lewandowski.htmlAktuelles Buch:Handbuch Internet-Suchmaschinen 2...
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Query Understanding

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Query Understanding

  1. 1. Query UnderstandingProf. Dr. Dirk LewandowskiHochschule für Angewandte Wissenschaften Hamburg, Department Informationdirk.lewandowski@haw-hamburg.de
  2. 2. Kurzvorstellung •  Prof. Dr. Dirk Lewandowski •  Professor für Information Research & Information Retrieval an der Hochschule für Angewandte Wissenschaften Hamburg •  Forschung vor allem zur Qualität von Suchmaschinen, Nutzerverhalten, Query Understanding1 |
  3. 3. Worum soll‘s heute gehen? 1.  Wie kann man aus den Suchanfragen der Nutzer ihre Wünsche/Ziele herauslesen? 2.  Mit welchen Hilfsmitteln kann man hier arbeiten? 3.  Was nützt es, die Suchanfragen besser zu verstehen?2 | Dirk Lewandowski
  4. 4. Hätten Sie‘s verstanden? •  vatikan •  stockbrot •  bmw •  fußball •  drehscheibe •  frauentausch •  seelenfarben •  berliner bank •  osterei •  wow3 | Dirk Lewandowski
  5. 5. •  x4 | Dirk Lewandowski
  6. 6. •  x5 | Dirk Lewandowski
  7. 7. •  x6 | Dirk Lewandowski
  8. 8. •  x7 | Dirk Lewandowski
  9. 9. Die Suchintention kann sich verändern8 | Dirk Lewandowski
  10. 10. Die Suchintention kann sich verändern9 | Dirk Lewandowski
  11. 11. Was kann man aus einer Suchanfrage herauslesen? •  Genre (Bsp. Nachrichten) •  Thema (grob) •  Intention (informationsorientiert, navigationsorientiert, transaktionsorientiert) •  Ziel (Aktion oder Ressource) •  Spezifität (Bsp. „Mindestlohn“) •  Bandbreite/Mehrdeutigkeit (Ergebnisse ausdifferenzieren) •  Autoritätsbezug •  Ortsbezug •  Zeitbezug (explizit; implizit; aus dem Suchanfrage-Volumen)10 | Dirk Lewandowski (nach Calderon-Benavides et al. 2010)
  12. 12. Was kann man aus einer Suchanfrage herauslesen? •  Genre (Bsp. Nachrichten) •  Thema (grob) •  Intention (informationsorientiert, navigationsorientiert, transaktionsorientiert) •  Ziel (Aktion oder Ressource) •  Spezifität (Bsp. „Mindestlohn“) •  Bandbreite/Mehrdeutigkeit (Ergebnisse ausdifferenzieren) •  Autoritätsbezug •  Ortsbezug •  Zeitbezug (explizit; implizit; aus dem Suchanfrage-Volumen)11 | Dirk Lewandowski (nach Calderon-Benavides et al. 2010)
  13. 13. Top1000 Suchanfragen 12 |
  14. 14. Top10000 Suchanfragen (logarithmisch) 13 |
  15. 15. Position des Treffers (Granka et al. 2004)14 |
  16. 16. Ebenen der Analyse: Daten15 | Dirk Lewandowski
  17. 17. Suchanfragen im Kontext16 |
  18. 18. Konkreter vs. problemorientierter Informationsbedarf Frants, Shapiro und Voiskunskii 1997, Übersetzung Stock CIN POIN Thematische Grenzen sind klar abgesteckt. Thematische Grenzen sind nicht exakt bestimmbar. Die Suchfrageformulierung ist durch exakte Die Suchfrageformulierung lässt mehrere Terme ausdrückbar. terminologische Varianten zu. Eine Fakteninformation reicht i.d.R. aus, um In der Regel müssen diverse Dokumente den Bedarf zu decken. beschafft werden. Ob der Informationsbedarf damit abschließend gedeckt ist, bleibt offen. Mit der Übermittlung der Fakteninformation Mit der Übermittlung der ist das Informationsproblem erledigt. Literaturinformationen wird ggf. das Informationsproblem modifiziert oder ein neuer Bedarf geweckt.17 |
  19. 19. Drei Anfragetypen Anfragetypen nach Broder (2002) •  Informational (informationsorientiert) –  Nutzer möchte sich zu einem Thema informieren. –  Ziel sind mehrere Dokumente. •  Navigational (navigationsorientiert) –  Ziel ist es, eine bestimmte Seite (wieder) zu finden. –  Typisch: Suche nach Homepage („Daimler Chrysler“). –  Ziel ist i.d.R. ein Dokument. •  Transactional (transaktionsorientiert) –  Ziel ist das Auffinden einer Website, auf der dann eine Transaktion stattfinden soll. –  Beispiele für Transaktionen: Kauf eines Produkts, Download einer Datei.18 |
  20. 20. Anwendungsfälle: Konkreter vs. problemorientierter Informationsbedarf Anwendungsfall Konkret Problemorientiert Websuche Ebay-Homepage Informationen über die neue Sherlock-Holmes- Serie der BBC Bibliothekskatalog Ist das Buch „Information Welche Bücher gibt es zum Retrieval“ von Stock in der Thema kollaborative HAW-Bibliothek Suche? vorhanden? Online-Dating Welche Hobbies hat Wer passt zu mir? Natalia73? Produktsuche Was kostet der Roomba Welcher Staubsaugroboter 581? ist der beste?19 |
  21. 21. Anteile der Anfragetypen (Lewandowski 2007, p. 267)20 |
  22. 22. Navigationsorientierte Suchanfragen anhand von Klicks bestimmen21 |
  23. 23. Transaktionsorientierte Suchanfragen anhand der Klicks bestimmen22 |
  24. 24. Einsatzmöglichkeiten von Query Understanding •  Anfrageerweiterung •  Generierung von Suchvorschlägen •  Steuerung der organischen Ergebnisse •  Steuerung der Werbung •  Steuerung der Universal Search23 | Dirk Lewandowski
  25. 25. Anzeigen Nachrichten Bilder x Videos Blogbeiträge24 |
  26. 26. Vielen Dank für IhreAufmerksamkeit.www.bui.haw-hamburg.de/lewandowski.htmlAktuelles Buch:Handbuch Internet-Suchmaschinen 2E-Mail:dirk.lewandowski@haw-hamburg.de

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