Use the movie data set from the previous exercise and R to perform association rule analysis. Make sure to read the data file using the readtransactions function first.

a. Explore the data using an item frequency plot and a frequency table. Which genre of movie is the most frequently watched? 

b. Generate association rules with a minimum support of 0.1 and minimum confidence of 0.5. How many rules are generated? 

c. Sort the rules by lift ratio. What’s the lift ratio of the top rule? What does it mean?

Data from Exercises 52

An online movie streaming company conducts a consumer study to find out the movie genres that its customers watch. Eighty-eight households volunteered to participate in the study and allow the company to track the genres of movies they watch over a one-week period. A portion of the data is shown in the accompanying table. Record 1 shows that members of that household watched action, romance, and drama movies during the week, while the second household watched only action movies during the same week.

Record 1 Record 2 # Record 88 action, romance, drama action romance, drama