Deck 9: Market Basket Analysis

Question 1

In market basket analysis, the measure of confidence is represented as ________.

A) Confidence = Support/Expected support.
B) Confidence = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only.
C) Confidence = Support of transactions that includes consequent/Total number of transactions.
D) Confidence = Number of transactions that includes both antecedent and consequent/Total number of transactions.

Answer 1

Confidence = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only.

Question 2

Association rules in market basket analysis are based on the concept that an antecedent and consequent share a co-occurrent relationship.

Answer 2

True

Question 3

The goal of collaborative filtering is to recommend repeat purchases of services and products to a customer.

Answer 3

False

Question 4

Collaborative filtering is based on data such as what a user has purchased in the past, which items a user liked, and what other similar customers have viewed and bought.

Question 5

The support measure in market basket analysis indicates the percentage of times the association rule is correct.

Question 6

End-of-aisle displays in a supermarket can increase product sales a by a maximum of 50 percent during the time that products are placed there.

Question 7

Explain how Amazon employed collaborative filtering to customize product recommendations to shoppers.

Question 8

Identify and describe the limitations of collaborative filtering.

Question 9

In market basket analysis, the measure of ________ indicates the percentage of times the association rule is correct.

A) lift
B) confidence
C) positivity
D) support

Question 10

The market basket analysis measure of lift ________.

A) evaluates the strength of an association.
B) indicates the percentage of times the association rule is correct.
C) determines the benchmark score of expected confidence
D) shows the frequency of the specific association rule.

Question 11

Based on the concept of market basket analysis, a customer who purchases bread should have immediate and easy access to ________.

A) deodorant
B) cake mix
C) butter
D) chewing gum

Question 12

Describe how the measure of lift is computed in market basket analysis.

Question 13

A supermarket is trying to mimic the "Target Effect" to boost its sales. It creates a special, fast checkout line for shoppers with toddlers and babies. Which of the following products should this checkout line display prominently?

A) soap and shampoo
B) lettuce and spinach
C) caps and gloves
D) formula and diapers

Question 14

Describe how the measure of support is computed in market basket analysis.

Question 15

To explore patterns between two or more products, market basket analysis uses association rules that employ ________.

A) if-then statements
B) except statements
C) if not-then yes statements
D) but-if statements

Question 16

An estimated 95 percent of supermarket product purchases are based on impulse decisions while in the store.

Question 17

In market basket analysis, ________ measures the frequency of the specific association rule divided by the total number of transactions.

A) positivity
B) support
C) confidence
D) lift

Question 18

Summarize practitioner Rob Taylor's views on the uses and benefits of market basket analysis.

Question 19

In market basket analysis, the measure of support is represented as ________.

A) Support = Confidence/Expected confidence
B) Support = Number of transactions that includes both antecedent and consequent/Total number of transactions
C) Support = Support of transactions that includes consequent/Total number of transactions
D) Support = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only

Question 20

Ben, age 65, is shopping for groceries online and adds a pack of pancake mix to his cart. Based on this information, identify an example of a promotional message that uses item to item collaborative filtering.

A) "Male customers in your age group also bought strawberries."
B) "Customers who bought pancake mix also bought maple syrup."
C) "Customers who bought pancake mix also bought toothpaste."
D) "Male customers in your age group also bought a can of tuna."

Question 21

A lift value of ________ indicates a negative relationship in which two or more products in an itemset are unlikely to be purchased together.

A) more than 1
B) 100
C) 50
D) less than 1

Question 22

Describe how the measure of confidence is computed in market basket analysis.

Question 23

In market basket analysis, ________ measures the number of transactions that include the items of interest divided by the total number of transactions.

A) confidence
B) support
C) lift
D) apex

Question 24

The market basket analysis measure of lift is represented as ________.

A) Lift = Confidence/Expected confidence.
B) Lift = Support/Expected support.
C) Lift = Number of transactions that includes both antecedent and consequent/Total number of transactions.
D) Lift = Support of transactions that includes both antecedent and consequent/Support of transactions that includes antecedent only.

Question 25

Marsha, a 30-year-old woman, is shopping online for clothes and adds a blouse to her cart. Based on this information, identify an example of a promotional message that uses item to item collaborative filtering.

A) "Male customers in your age group also bought a jacket."
B) "Customers who bought a shirt also bought a scarf."
C) "Female customers in your age group also bought lipstick."
D) "Customers who are similar to you also liked a shirt ."

Question 26

Explain with an example how market basket analysis can be used by supermarkets to boost sales.

Question 27

Based on the concept of market basket analysis, a customer who buys laundry detergent should have immediate and easy access to ________.

A) fabric softener
B) pasta sauce
C) soda
D) craft supplies

Question 28

According to market basket analysis, which of the following products should be placed next to each other?

A) the newspaper, moisturizer, and bananas
B) popcorn, magazines, and hand gloves
C) candy, socks, and yogurt
D) bread, beer, and salty snacks

Question 29

Differential market basket analysis is the use of market basket analysis techniques across stores, locations, seasons, days of the week, and so forth.

Question 30

Rupert, age 16, is shopping online for a baseball cap. Using this information, identify an example of a promotional message that employs user to item collaborative filtering.

A) "Customers who live in tropical weather also bought ice cream."
B) "Customers who bought a baseball cap also bought ice cream."
C) "Customers who bought a baseball cap also bought a baseball bat."
D) "Customers who share your interest also bought a baseball bat."

Question 31

According to practitioner Rob Taylor, what are the challenges that online channels face while employing market basket analysis?

Question 32

Which of the following statements is most likely to be true of a grocery store transaction?

A) IF [bread] THEN [tomatoes]
B) IF [beer] THEN [butter]
C) IF [milk] THEN [grapes]
D) IF [soda] THEN [milk]

Question 33

Briefly describe association rules in market basket analysis.

Question 34

Write a paragraph or two describing the apriori algorithm in market basket analysis.

Question 35

Krysta, a 19-year-old university student, is shopping online and adds a geography textbook to her cart. Using this information, identify an example of a promotional message that employs user to item collaborative filtering.

A) "Customers who bought books also bought pens."
B) "Customers who bought books also bought scissors."
C) "Students also bought an atlas."
D) "Students also bought cookie dough."

Question 36

The confidence in a market basket analysis measures the frequency of the specific association rule.