The XLMiner output of an association rule analysis of the DVD renters data using a specified support percentage of 40 percent and a specified confidence percentage of 70 percent is shown below.

a. Summarize the recommendations based on a lift ratio greater than 1.
b. Consider the recommendation of DVD B based on having rented C & E. (1) Identify and interpret the support for C & E. Do the same for the support for C & E & B. (2) Show how the Confidence% of 80 has been calculated. (3) Show how the Lift Ratio of 1.1429 (rounded) has been calculated.

Rule: If all Antecedent items are purchased, then with Confidence percentage Consequent items will also be purchased.

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Confidence%Antecedent (x) Support for x Support for y Support for x & y Lift Ratio 0.952380952 1.111111111 1.19047619 1.111111111 5 Row ID Consequent (y) 85.71428571 A 100 B 83.33333333 A & C 4 100 A & B 83.33333333E B 5 0.925925926 6. 9. LO LO