Complete a market-basket analysis for sales data of cheese and related items, for a sales volume of 400 transactions. Complete the tables below and answer the following questions. Note that some values are placed in each table to help you get started. INSTRUCTIONS 1. Complete the Base Market Basket Analysis Table - The values in each cell represent the number of orders that contain two items in the same order. For example, the value 30 - found in the cell designated by the 2nd row (Marcona Almonds) and 1st column (Honey) indicates that there are 30 orders which contain both Marcona Almonds and Honey. Cells on the diagonal (shaded) represent all orders that have a specific item. For example, the value 200 - found in the cell designated by the 1st row and 1st column (Honey) - indicates that 200 of the 400 total orders contain Honey. BASE Honey Dried Apricots Marcona Almonds Bleu Cheese Wheat Crackers 200 10 Honey Dried Apricots Marcona Almonds 10 170 20 50 240 30 250 10 Bleu Cheese 150 350 Wheat Crackers 25 250 275 2. Complete the Support Table - The values in this table represent support, which is the percentage of orders that include the items designated at the cross-section. For example, the value 60% -- found in the cell designated by the 4th row (Bleu Cheese) and 3rd column (Marcona Almonds) - indicates that 60% of the orders include both bleu cheese and marcona almonds. SUPPORT Honey Dried Apricots Marcona Almonds Bleu Cheese Wheat Crackers 50.00% 2.50% Honey Dried Apricots Marcona Almonds 2.50% 42.50% 5.00% 62.50% 60.00% 87.50% Bleu Cheese 60.00% Wheat Crackers 62.50% 68.75% 3. Complete the Confidence Table The values in this table represent confidence, which is the probability that a customer will buy a product, given that s/he has purchased another product. For example, the value 71.43% -- found in the cell designated by the 5th row (Wheat Crackers) and 4th column (Bleu Cheese) - indicates that if a customer orders Bleu Cheese, s/he is 71.43% likely to purchase Wheat Crackers. CONFIDENCE Honey Dried Apricots Marcona Almonds Bleu Cheese Wheat Crackers 100.00% 5.88% 5.00% 100.00% Honey Dried Apricots Marcona Almonds Bleu Cheese 100.00% 3.64% 100.00% 90.91% Wheat Crackers 4.00% 71.43% 100.00% 4. Complete the Lift Table - The values in this table represent lift, which quantifies how much the probability of a customer buying a product increases or decreases when s/he purchases another product. For example, the value 109.71% -- found in the cell designated by the 4th row (Bleu Cheese) and 3rd column (Marcona Almonds) - indicates that if a customer buys Marcona Almonds, the probability that s/he will purchase Bleu Cheese increases by 1.0971 times. LIFT Honey Dried Apricots Marcona Almonds Bleu Cheese Wheat Crackers NA 11.8% Honey Dried Apricots Marcona Almonds 11.8% NA 21.39% 18.82% NA 109.71% NA Bleu Cheese Wheat Crackers 103.90% NA 21.39% 5. What is the numeric value of SUPPORT (Wheat Crackers, Dried Apricots)? What does it mean? 6. Which table tells you the overall probability that a consumer will purchase a product given that s/he has already purchased a specific product? 7. Using the data from the table identified in Question 6 above, what is the probability that a consumer will purchase Honey if they have already bought Bleu Cheese? 8. What does the LIFT value of a product pair -- LIFT (product A, product B) mean? 9. Which product, if purchased, will minimize the probability that a consumer will purchase Wheat Crackers
