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Business Intelligence by Jerzy Surma

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4.4. Association Rules

Mining association rules consist of searching groups of objects that appear together in certain contexts. This task is performed by means of association rules analysis.18 Market basket analysis, in which you want to find out which products are most frequently sold together in one basket, is as a classic example.19 Let us consider a simple example of association rules analysis by looking at the following example of four market baskets. Each line in Table 4.3 represents a market basket registered on the receipts in a cash register.20 You can use these receipts to analyze the frequency of certain pairs of products. In Table 4.4, the frequency of the simultaneous presence of two products for all possible pairs is shown. Table ...

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