Consider a retail store that sells five kinds of Apple Products (AirPod, Apple Watch, Mac, iPhone,...

 

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Consider a retail store that sells five kinds of Apple Products (AirPod, Apple Watch, Mac, iPhone, and iPad). You are given a customer transaction data set shown in the following table. Customer ID 1 2 3 4 5 6 Gender Age Male 43 Female 22 Male 44 Female 25 Male 19 Male 47 Male 19 Male 33 Female 29 Female 62 Male Male Female 33 Female 7 8 9 10 11 12 13 {AirPod, Apple Watch, Mac} 14 {AirPod, Mac, iPhone} 15 {Apple Watch, iPhone} 16 {AirPod, Apple Watch, iPhone, iPad} {Apple Watch, iPhone} 17 18 {AirPod, Apple Watch, iPhone, iPad} 19 {AirPod, Mac, iPhone, iPad} 20 {Apple Watch, iPhone, iPad} a) Compute the support, confidence, and lift of the association rules below. Please interpret the results and draw out the marketing implications. Rule 1) If Mac then Apple Watch. Rule 2) If iPad and iPhone then Mac. Male Male Male Male 4239 Male 47 19 58 Female 22 42429 43 25 Items Bought {AirPod, Apple Watch, iPhone, iPad} {Apple Watch, Mac, iPhone} {AirPod, Apple Watch, iPhone, iPad} {AirPod, Mac, iPhone, iPad} {Apple Watch, Mac, iPhone, iPad} {Apple Watch, iPhone, iPad} {Mac, iPhone} 19 {AirPod, Apple Watch, Mac} {AirPod, Mac, iPhone} {Apple Watch, iPhone} {Apple Watch, iPhone, iPad} {Mac, iPhone} b) Run a logistic regression with the purchase of Mac as the dependent variable and customers' age and gender as the independent variables. Interpret the results. Consider a retail store that sells five kinds of Apple Products (AirPod, Apple Watch, Mac, iPhone, and iPad). You are given a customer transaction data set shown in the following table. Customer ID 1 2 3 4 5 6 Gender Age Male 43 Female 22 Male 44 Female 25 Male 19 Male 47 Male 19 Male 33 Female 29 Female 62 Male Male Female 33 Female 7 8 9 10 11 12 13 {AirPod, Apple Watch, Mac} 14 {AirPod, Mac, iPhone} 15 {Apple Watch, iPhone} 16 {AirPod, Apple Watch, iPhone, iPad} {Apple Watch, iPhone} 17 18 {AirPod, Apple Watch, iPhone, iPad} 19 {AirPod, Mac, iPhone, iPad} 20 {Apple Watch, iPhone, iPad} a) Compute the support, confidence, and lift of the association rules below. Please interpret the results and draw out the marketing implications. Rule 1) If Mac then Apple Watch. Rule 2) If iPad and iPhone then Mac. Male Male Male Male 4239 Male 47 19 58 Female 22 42429 43 25 Items Bought {AirPod, Apple Watch, iPhone, iPad} {Apple Watch, Mac, iPhone} {AirPod, Apple Watch, iPhone, iPad} {AirPod, Mac, iPhone, iPad} {Apple Watch, Mac, iPhone, iPad} {Apple Watch, iPhone, iPad} {Mac, iPhone} 19 {AirPod, Apple Watch, Mac} {AirPod, Mac, iPhone} {Apple Watch, iPhone} {Apple Watch, iPhone, iPad} {Mac, iPhone} b) Run a logistic regression with the purchase of Mac as the dependent variable and customers' age and gender as the independent variables. Interpret the results.

Answer rating: 100% (QA)

a The support for Rule 1 is 820 or 40 This means that 40 of customers who bought a ... View the full answer