association rules and clustering

This assignment contains two tasks. Task 1

Use the data set Associations.xlsPerform association rules analysis on these

data. You can find this data set from Canvas. Please answer following

questions:

1. What is the rule with the highest confidence? Most lift?

2. Please comment on the usefulness of above identified rule?

The deliverables for task 1 include the rules generated from SPSS Modeler

and answers to above questions.

Task 2

CRISA is an Asian market research agency that specializes in tracking

consumer purchase behavior in consumer goods. CRISA has two categories

of clients: (1) advertising agencies that subscribe to the database services,

obtain updated data every month, and use the data to advise their clients on

advertising and promotion strategies: (2) and consumer goods manufacturers,

which monitor their market share using the CRISA database.

CRISA has traditionally segment markets on the basis of purchaser

demographics. It would now like to segment the market based on two key sets

of variables more directly related to the purchase process and brand loyalty:

1. Purchase behavior (No. of Brands, Brand Runs, Total Volume, No.

of Trans, Value, Trans / Brand Runs, Vol/Tran, Avg. Price Pur, Vol

No Promo - %, Pur Vol Promo 6 %, Pur Vol Other Promo %)

2. Basis of purchase (Pr Cat 1, Pr Cat 2, Pr Cat 3, Pr Cat 4).

Doing so would allow CRISA to gain more information about what

demographical attributes are associated with different purchase behaviors

and degrees of brand loyaly, and thus deploy promotion budgets more

effectively.

You can find the dataset BathSoap.xls

1. On the characteristics of the clusters.

2. Which cluster method gives you better result and why?

The deliverables of this task include the sccreen shots of the cluster profiles

generated from SPSS Modeler and answers to above questions.