Part-II (15 marks)

Association Rule ____________ (15 marks)

Association rules, also known as market basket analysis or affinity analysis is a technique which correlates products with each other. This technique helps to identify relations between purchases of different products. For the purpose of this exercise, lets examine the customers orders, listed in table 1, at a restaurant.

Order #	Ordered Item 1	Ordered Item 2	Ordered Item 3
1	Burger	Fries
2	Burger	Salads	Fries
3	Salads	Coffee
4	Burger	Fries	Salads
5	Salads	Coffee
6	Burger	Fries	Coffee
7	Burger	Fries
8	Fries	Coffee
9	Fries	Burger	Salads

Table-1

Part-II-Question 1. What are the relevant items?

Part-II-Question 2. Generate the co-occurrence matrix.

Part-II-Question 3. Calculate the support, confidence, and lift for the following three rules:

R1: IF (Burger) THEN (Fries)

R2: IF (Salad and Burger) THEN (Fries)

R3: IF (Burger) THEN (Fries and Coffee)

Order #	Rule	Occurrence (from Q3)	Support	Confidence %	Lift Ratio

Table-2

Part-II-Question 4. Consider the results of the market basket analysis shown in the Figure below. Examine the first row and answer the following questions.

1. How is the Confidence % output is calculated. Explain the output.

2. How the Lift Ratio is calculated. Explain the output.

Figure-1

Row ID Confidence % Antecedent (A) Consequent (C) 50 80.52 Brushes & Concealer Nail Polish & Bronzer 51 60.19 Nail Polish & Bronzer Brushes & Concealer 46 81.58 Nail Polish & Concealer & Bronzer Brushes 54 56.36 Brushes Nail Polish & Concealer & Bronzer 29 76.36 Brushes Nail Polish & Bronzer 27 81.55 Nail Polish & Bronzer Brushes 49 73.81 Brushes & Bronzer Nail Polish & Concealer 52 56.88 Nail Polish & Concealer Brushes & Bronzer 15 70.64 Nail Polish & Concealer Brushes 17 70.00 Brushes Nail Polish & Concealer 67.07 Blush & Nail Polish Brushes 7 50.00 Brushes Blush & Nail Polish Support for A Support for Support for A&C Lift Ratio 77 103 62 3.908712647 103 77 62 3.908712647 76 110 62 3.708133971 110 76 62 3.708133971 110 103 84 3.706972639 103 110 84 3.706972639 84 109 62 3.385757973 109 84 62 3.385757973 109 110 77 3.211009174 110 109 77 3.211009174 82 110 55 3.048780488 110 82 55 3.048780488 6 Row ID Confidence % Antecedent (A) Consequent (C) 50 80.52 Brushes & Concealer Nail Polish & Bronzer 51 60.19 Nail Polish & Bronzer Brushes & Concealer 46 81.58 Nail Polish & Concealer & Bronzer Brushes 54 56.36 Brushes Nail Polish & Concealer & Bronzer 29 76.36 Brushes Nail Polish & Bronzer 27 81.55 Nail Polish & Bronzer Brushes 49 73.81 Brushes & Bronzer Nail Polish & Concealer 52 56.88 Nail Polish & Concealer Brushes & Bronzer 15 70.64 Nail Polish & Concealer Brushes 17 70.00 Brushes Nail Polish & Concealer 67.07 Blush & Nail Polish Brushes 7 50.00 Brushes Blush & Nail Polish Support for A Support for Support for A&C Lift Ratio 77 103 62 3.908712647 103 77 62 3.908712647 76 110 62 3.708133971 110 76 62 3.708133971 110 103 84 3.706972639 103 110 84 3.706972639 84 109 62 3.385757973 109 84 62 3.385757973 109 110 77 3.211009174 110 109 77 3.211009174 82 110 55 3.048780488 110 82 55 3.048780488 6