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Association Rules in Cosmetic Purchases

The document outlines an assignment for MBA 739 focused on analyzing association rules from a dataset of cosmetic purchases. It includes questions regarding the interpretation of confidence, support, and lift from the association rules output, as well as tasks to apply these concepts using RStudio. The assignment aims to enhance understanding of cross-sales strategies in retail through data analysis.

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Sai Sharan Burugu
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60 views2 pages

Association Rules in Cosmetic Purchases

The document outlines an assignment for MBA 739 focused on analyzing association rules from a dataset of cosmetic purchases. It includes questions regarding the interpretation of confidence, support, and lift from the association rules output, as well as tasks to apply these concepts using RStudio. The assignment aims to enhance understanding of cross-sales strategies in retail through data analysis.

Uploaded by

Sai Sharan Burugu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

MBA 739 – Advanced Analytics

Week 3 – Association Rules Assignment

The data shown in Table 1 below and the output in Table 2 are based on a subset of a dataset on
cosmetic purchases ([Link]) at a large chain drugstore. The store wants to analyze associations
among purchases of these items for purposes of point-of-sale display, guidance to sales personnel in
promoting cross-sales, and guidance for piloting an eventual time-of-purchase electronic
recommender system to boost cross-sales. Consider first only the data shown in Table 1, given in
binary matrix form.
Table 1: Excerpt from data on cosmetics purchases in binary matrix form
Trans. Bag Blush Nail Brushes Concealer Eyebrow Bronzer
# Polish Pencils
1 0 1 1 1 1 0 1
2 0 0 1 0 1 0 1
3 0 1 0 0 1 1 1
4 0 0 1 1 1 0 1
5 0 1 0 0 1 0 1
6 0 0 0 0 1 0 0
7 0 1 1 1 1 0 1
8 0 0 1 1 0 0 1
9 0 0 0 0 1 0 0
10 1 1 1 1 0 0 0
11 0 0 1 0 0 0 1
12 0 0 1 1 1 0 1

1
MBA 739 – Advanced Analytics

Table 2: Association rules for cosmetics purchases data

Questions

a. Consider the results of the association rules analysis shown in Table 2


i. For the first row, explain the “confidence” output and how it is calculated.
ii. For the first row, explain the “support” output and how it is calculated.
iii. For the first row, explain the “lift” and how it is calculated.
iv. For the first row, explain the rule that is represented there in words.
b. Now, use the complete dataset on the cosmetics purchases (in the file [Link]). Using
the file in RStudio cloud, apply association rules to these data (use the default parameters).
i. Generate an Item Frequency Plot. What three cosmetics appear most frequently.
ii. Generate the corpus of rules for the cosmetics dataset where support is greater than
0.12. Sort the list by lift. How many rules are created? What are the antecedents,
consequents, support, confidence, and lift of the first five rows?
iii. If a rule you generated in this dataset had a lift of 6.87, is that a good rule?

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