Dr Elena Fitkov-Norris

Contact

Email: e.fitkov-norris@kingston.ac.uk
Location: Kingston Hill
Faculty: Faculty of Business and Social Sciences
School: Kingston Business School
Department: Department of Accounting, Finance and Informatics
ORCID

About

I am an Associate Professor in Data Science and AI at the Department of Accounting, Finance and Informatics at Kingston Business School. My research work focuses on the use of AI in data driven decision making and the practices and advanced techniques (e.g., causal reasoning, machine learning) that can be used to predict and evaluate the impact from interventions. On these themes I have worked on a number of projects, further enhancing my data analytics skills in trying to model and predict customer behaviour (in the context of repeat movie going) and assessed the impact of context on students' learning preferences.

I am currently looking into causal AI and its potential to minimise confounding bias in observational data as well as a tool for enhancing corporate foresight and innovation.

Academic responsibilities

Associate Professor in Data Science and AI

Qualifications

BSc in Mathematics and Management, King's College London
MSc in Information Technology, University College London
PhD in Electronic and Electrical Engineering, University College London
Postgraduate Certificate in Higher Education, Kingston University, London
Senior Fellow of the Higher Education Academy (SFHEA)

Teaching and learning

Postgraduate courses taught

Research

Currently, I am looking into the potential of causal AI as a tool for removing observational data bias and boosting the accuracy of machine learning as a support tool for more effective human decision making and corporate foresight.

Areas of specialism

causal AI
machine learning
decisions making
corporate foresight

Scholarly affiliations

Member of the Institute of Engineering and Technology
Member of the Operational Research Society

Publications

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Number of items: 30.

Article

Fitkov-Norris, Elena and Yeghiazarian, Ara (2021) Are learning preferences really a myth? Exploring the mapping between study approaches and mode of learning preferences. ACTA IMEKO, 10(2), pp. 185-190. ISSN (online) 2221-870X

Fitkov-Norris, Elena and Yeghiazarian, Ara (2019) Is context the hidden spanner in the works of educational measurement : exploring the impact of context on mode of learning preferences. Journal of Physics : Conference Series, 1379(1), 012007. ISSN (print) 1742-6588

Fitkov-Norris, Elena and Yeghiazarian, Ara (2016) Use of measurement theory for operationalization and quantification of psychological constructs in systems dynamics modelling. Journal of Physics: Conference Series, 772(1), 012023. ISSN (print) 1742-6588

Fitkov-Norris, E and Yeghiazarian, A (2016) Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire. Journal of Physics : Conference Series, 772(1), 012013. ISSN (print) 1742-6588

Fitkov-Norris, E D and Yeghiazarian, A (2015) Validation of VARK learning modalities questionnaire using Rasch analysis. Journal of Physics: Conference Series, 588(1), 012048. ISSN (print) 1742-6588

Fitkov-Norris, E D and Yeghiazarian, A (2013) Measuring study habits in Higher Education : the way forward? Journal of Physics : Conference Series, 459(1), 012022. ISSN (print) 1742-6588

Book Section

Fitkov-Norris, Elena and Lees, Becky (2015) Online formative assessment: does it add up to better performance in quantitative modules? In: Mendy, John and Geringer, Susan D., (eds.) Leading issues in business research methods. Reading, U.K. : Academic Conferences and Publishing International Limited. pp. 101-114. 2 ISBN 9781910810378

Fitkov-Norris, Elena and Yeghiazarian, Ara (2014) Measuring the relationship between study habits and preferred learning style in higher education. In: UNSPECIFIED, (ed.) 2014 Frontiers in Education Conference Proceedings. IEEE. pp. 1323-1326. ISBN 9781479939213

Fitkov-Norris, Elena and Folorunso, Sakinat Oluwabukonla (2013) Impact of sampling on neural network classification performance in the context of repeat movie viewing. In: Iliadis, Lazaros , Papadopoulos, Harris and Jayne, Chrisina, (eds.) Engineering Applications of Neural Networks: 14th International Conference, EANN 2013, Halkidiki, Greece, September 13-16, 2013 Proceedings, Part I. Springer-Verlag Berlin Heidelberg. pp. 213-222. (Communications in Computer and Information Science, 383) ISBN 9783642410123

Fitkov-Norris, Elena and Yeghiazarian, Ara (2013) Assessing the learning style preferences postgraduate general business management students using VARK. In: Mesquita, Anabela and Ramos, Isabel, (eds.) Proceedings of the 12th European Conference on Research Methodology for Business and Management Studies. Reading, U.K. : Academic Conferences and Publishing International Ltd. pp. 144-152. ISSN (print) 2049-0968 ISBN 9781909507302

Fitkov-Norris, Elena, Vahid, Samireh and Hand, Chris (2012) Evaluating the impact of categorical data encoding and scaling on neural network classification performance: the case of repeat consumption of identical cultural goods. In: Jayne, Chrisina , Yue, Shigang and Iliadis, Lazaros S., (eds.) Engineering Applications of Neural Networks: 13th International Conference, EANN 2012, London, UK, September 2012, Proceedings. London, U.K. : Springer. pp. 343-352. (Communications in Computer and Information Science, (311)) ISBN 9783642329081

Fitkov-Norris, Elena and Lees, Bekcy (2012) Online formative assessment: does it add up to better performance in quantitative modules? In: McClean, Rachel, (ed.) Proceedings of the 11th European Conference on Research Methods. Reading, U.K. : Academic Publishing International Limited. pp. 115-121. ISBN 9781908272461

Fitkov-Norris, Elena (2004) Control theory approach for implementation of dynamic pricing in mobile cellular networks. In: IEE Communication Networks and Services Professional Network, (ed.) Telecommunications Quality of Services: The Business of Success. Stevenage, U.K. : IEE Communication Networks and Services Professional Network. pp. 160-164. ISSN (print) 0537-9989 ISBN 0863413935

Fitkov-Norris, E.D. and Khanifar, A. (2001) Dynamic pricing in cellular networks, a mobility model with a provider-oriented approach. In: Institution of Electrical Engineers, (ed.) Second International Conference on 3G Mobile Communication Technologies. London, U.K. : Institution of Electrical Engineers. pp. 63-67. (IEE Conference Publication, (477)) ISSN (print) 0537-9989 ISBN 0852967314

Fitkov-Norris, E.D. and Khanifar, A. (2000) Dynamic pricing in mobile communication systems. In: Institution of Electric Engineers, (ed.) First International Conference on 3G Mobile Communication Technologies. London, U.K. : Institution of Electric Engineers. pp. 416-420. (IEE Conference Publication, (471)) ISSN (print) 0537-9989 ISBN 0852967268

Conference or Workshop Item

Fitkov-Norris, Elena and Kocheva, Nataliya (2023) Are we there yet? Thematic analysis, NLP, and machine learning for research. In: 22nd European Conference on Research Methodology for Business and Management Studies (ECRM 2023); 6 Sep 2023, Lisboa, Portugal.

Fitkov-Norris, Elena and Kocheva, Nataliya (2023) Causal AI as a tool for enhancing strategic foresight. In: Scenario Planning and Foresight 2023 : Advancing Theory and Improving Practice; 10-11 Jul 2023, Coventry, U.K.. (Unpublished)

Fitkov-Norris, E and Yeghiazarian, A (2016) Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire. In: Joint IMEKO (International Measurement Confederation) TC1-TC7-TC13 Symposium: Metrology across the sciences : wishful thinking?; 03 - 05 Aug 2016, Berkeley, U.S.. ISSN (print) 1742-6588

Fitkov-Norris, Elena and Yeghiazarian, Ara (2015) Evaluating a tool for mapping study approaches and preferred learning preferences: a pilot study. In: IMEKO XXI World Congress: Measurement in Research and Industry; 30 Aug - 04 Sep 2015, Prague, Czech Republic. (Unpublished)

Yeghiazarian, Ara and Fitkov-Norris, Elena (2015) How can we teach our digital native students? In: Festival of Learning 2015; 12-16 Jan 2015, Kingston Upon Thames, U.K.. (Unpublished)

Fitkov-Norris, Elena and Yeghiazarian, Ara (2015) Validation of VARK learning modalities questionnaire using Rasch analysis. In: 2014 Joint IMEKO (International Measurement Confederation) TC1-TC7-TC13 Symposium: Measurement Science Behind Safety and Security; 03 - 05 Sep 2014, Madeira, Portugal. ISSN (print) 1742-6588

Fitkov-Norris, Elena and Yeghiazarian, Ara (2013) Measuring study habits in higher education : the way forward? In: 2013 Joint IMEKO (International Measurement Confederation) TC1-TC7-TC13 Symposium: Measurement Across Physical and Behavioural Sciences; 4-6 Sep 2013, Genoa, Italy. ISSN (print) 1742-6588

Fitkov-Norris, Elena (2012) Don’t forget your tablets: iPads, tears, and short attention spans. The future of higher education. In: Electrical & Information Engineering Department (EIE) 2nd International Conference on Computing, Energy, Networking, Robotics And Telecommunications (eieCon2012); 21-23 Nov 2012, Ota, Nigeria. (Unpublished)

Fitkov-Norris, Elena and Lees, Rebecca (2011) Online formative assessment and study habits: does it add up to better performance in quantitative modules? In: Society for Research into Higher Education (SRHE) Annual Research Conference 2011: Positive Futures for higher education; connections, communities and criticality; 7-9 Dec 2011, Newport, U.K..

Fitkov-Norris, Elena and Lees, Becky (2011) Online formative assessment and study habits: does it add up to better performance in quantitative modules? In: Higher Education Academy (HEA) Annual Conference 2011: Changing Practice - Changing Times; 5-6 Jul 2011, Nottingham, U.K.. (Unpublished)

Fitkov-Norris, Elena, Alfes, Kerstin, Shantz, Amanda, Lees, Becky and Morgan, Stephanie (2011) Student engagement – or not... Initial findings. In: The 2nd Annual Faculty of Business and Law Conference: Emerging Issues in Business and Law; 10 May 2011, Kingston upon Thames, U.K.. (Unpublished)

Cobo, Denisa, Fitkov-Norris, Elena and Yeghiazarian, Ara (2010) Baby boomers’ and seniors’ perceptions of assistive living. In: Emerging Issues in Business and Law; 22 Jun 2010, Kingston upon Thames, U.K.. (Unpublished)

Fitkov-Norris, Elena and Lees, Becky (2010) Habit and engagement: does it add up to better performance in quantitative modules? In: Emerging Issues in Business and Law; 22 Jun 2010, Kingston upon Thames, U.K.. (Unpublished)

Simsek, Eylem, Fitkov-Norris, Elena and Yeghiazarian, Ara (2010) European perception of a multi-centre Master’s in London-Berlin-Paris in Management Studies. In: Emerging Issues in Business and Law; 22 Jun 2010, Kingston upon Thames, U.K.. (Unpublished)

Monograph

Fitkov-Norris, Elena (2010) Literature overview of approaches for enterprise-wide modelling, simulation and optimisation. (Working Paper) Kingston upon Thames, U.K. : Kingston Business School, Kingston University. 20 p. (Kingston Business School Working Paper, no. 2012/1) ISBN 9791872058849

This list was generated on Wed Sep 13 07:11:24 2023 BST.

Leadership and management

I am currently on a Town House Fellow implementing a postgraduate cross disciplinary programme in business and cyber.