Satellite Radio Customers. An analyst at a subscription-based satellite radio company has been given a sample of data from their customer database, with the goal of finding groups of customers who are associated with one another. The data consist of company data, together with purchased demographic data that are mapped to the company data (see Table 15 .10). The analyst decides to apply association rules to learn more about the associations between customers. Comment on this approach.

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TABLE 15.10 SAMPLE OF DATA ON SATELLITE RADIO CUSTOMERS Row ID zipconvert 2 zipconvert 3 zipconvert 4 zipconvert 5 homeowner NUMCHLD INCOME gender WEALTH dummy dummy 17 0 25 1 29 0 38 0 40 0 53 0 58 0 61 1 71 87 100 104 121 142 MOTOROL 0 1 0 1 0 1 HOOOoooooooo 1 0 0 0 0 0 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 HOOOO 1 0 0 1 0 TOLICOLOOOHOOO 0 1 1 5 1 9 0 1 1 1 0 7 1 0 2 5 1 8 1 1 3 0 4 0 1 1 4 0 8 0 1 4 1 8 1 4 1 8 0 0 7 0 0 5. 0 4 1 8 1 1 8 0 1 1 1 1 5 0 1 4 1 5 0 0 1 5 0 8