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Search User Interfaces by Marti A. Hearst

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9 Personalization in Search

Currently most Web search engines produce the same results independently of who the user is; search engines are in fact designed to do well at meeting the average goals of the group over the specific goals of the individual (Teevan et al. 2005a). Nonetheless, researchers, marketers, and search pundits alike often state that search results should reflect the fact that people differ in their needs, goals, and preferences (Pitkow et al. 2002). As a typical example, an avionics expert should see a different results ranking for a query on jets than a football fan from New York.

Tailoring search results to an individual’s interests is just one form of information personalization. The term is currently applied to a diverse ...

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