Reference no: EM132362521 , Length: 3
Assignment
After reading the weekly written lecture, viewing the PowerPoint, and reviewing the chapter in Shmueli, use the data from Table 14.11 and the output in Figure 14.4, both from Shmueli, and taken from your Cosmetics.xls dataset, which shows cosmetic purchases at a chain drugstore. We want to analyze associations between purchases for point of sale display, cross sale promotion by personnel, and an electronic recommendation system.
a. Look at the data in Table 14.11 in binary matrix form. Select several values in the matrix and explain their meaning.
b. Consider the results of the association rules analysis in Figure 14.4:
i. For the first row, explain the "Conf.%" output and how it is calculated.
ii. For the first row, explain the "Support for A," "Support for C," and "Support for A & C" output and how it is calculated.
iii. For the first row, explain the "Lift Ratio" and how it is calculated.
iv. For the first row, explain the rule that is represented there in words. Now use the complete dataset on the cosmetics purchases, Cosmetics.xls, and apply association rules to the data using the default parameters.
v. Interpret the first three rules in the output in words.
vi. Review the first 24 rules and comment on their redundancy and how you would assess their utility.
References
Shmueli, G., Bruce, P., Patel, N., (2016). Data Mining for Business Analytics, Concepts, Techniques, and Applications with XLMiner. Hoboken, NJ: John Wiley & Sons, Inc.
Attachment:- Cosmetics.rar
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