26) ________ shows how much the base probability increases or decreases when other products are purchased.
A) Lift
B) Support
C) Confidence
D) Cohesion
27) A market-basket analysis shows the products that customers tend to buy together.
28) A market-basket analysis is used to explore cross-selling opportunities.
29) The more frequently two items occur in the same transaction, the higher the probability of them being purchased together.
30) A cross-selling opportunity is created when a consumer purchases only a single product.
31) The ratio of confidence to the base probability of buying an item is called support.
32) What is a market-basket analysis?
33) Define the three market-basket terminologies: support, confidence, and lift.
34) Which of the following techniques uses a hierarchical arrangement of criteria to predict a classification or value?
A) market-basket analysis
B) RFM technique
C) Cooke method
D) decision tree
35) Which of the following is the basic idea of the decision tree technique?
A) to perform an RMF analysis and rank consumers according to their purchasing patterns
B) to select attributes that are most useful for classifying entities on some criterion
C) to produce computer programs for information systems
D) to use the minimum difference among groups created by the decision tree algorithm