1. Complete the Base Market Basket Analysis Table The values in each cell represent the number of orders that contain two items in the same order. For example, the value 10 found in the cell designated by the 2^nd row (Fig Jam) and 1^st column (Honey) indicates that there are 10 orders which contain both Fig Jam and Honey. Cells on the diagonal (shaded) represent all orders that have a specific single item. For example, the value 190 found in the cell designated by the 1^st row and 1^st column (Honey) indicates that 190 of the 500 total orders contain Honey.

2. Complete the Support Table The values in this table represent support, which is the percentage of orders that include the items designated at the cross-section. For example, the value 46% -- found in the cell designated by the 4^th row (Bleu Cheese) and 3^rd column (Marcona Almonds) indicates that 46% of the orders include both Bleu Cheese and Marcona Almonds.

3. Complete the Confidence Table The values in this table represent confidence, which is the probability that a customer will buy a product, given that s/he has purchased another product. For example, the value 69.44% -- found in the cell designated by the 5^th row (Wheat Crackers) and 4^th column (Bleu Cheese) indicates that if a customer purchases Bleu Cheese, they are 69.44% likely to purchase Wheat Crackers.

4. Complete the Lift Table The values in this table represent lift, which quantifies how much the probability of a customer buying a product increases or decreases when s/he purchases another product. For example, the value 133.10% -- found in the cell designated by the 4^th row (Bleu Cheese) and 3^rd column (Marcona Almonds) indicates that if a customer buys Marcona Almonds, the probability that s/he will purchase Bleu Cheese increases by 1.331 times.

5. What is the numeric value of SUPPORT (Wheat Crackers, Fig Jam)? What does it mean?

6. Which table tells you the overall probability that a consumer will purchase a product given that they already purchased a specific product?

7. Using the data from the table identified in Question 6 above, what is the probability that a consumer will purchase Honey if they have already bought Bleu Cheese? Describe how this value was calculated (identify the specific values from the correct tables).

8. What does the LIFT value of a product pair -- LIFT (product A, product B) mean (what is the definition)?

9. Which product, if purchased, will minimize the probability that a consumer will purchase Marcona Almonds? By how much will the probability be reduced. Explain your answer.