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Question 3: a. Given an example of one business scenario amenable to cluster analysis, and one amenable to association analysis. Use this to discuss the similarities and differences between the two approaches. (30 marks) PTO Page 3 of 4 BMAN60422 RESIT b. What considerations may inform the choice of clustering algorithm in a given business scenario? List four and explain their relevance. (20 marks) c. How can a dendrogram be used to determine the number of clusters in cluster analysis? Use a sketch to illustrate your answer. (15 marks) d. Provide the mathematical definitions of support, lift and confidence and explain their relevance in association analysis. (35 marks)