QUESTION #2 (6 points)

Market basket analysis (association rules mining) is described in Chapter 5 of the textbook. Please review the following sales data from a small grocery store. The data in the diagram below shows 8 shopping carts (baskets) containing different products (A, B, C, etc.) that customers checked out.

Cart 1(A,CE,F). CART 2(A,F,E), CART 3(D,G), CART4(A,B,C), CART 5(C,E,F). CART 6(G) CART 7(C,F) CART 8(A,B).

The store manager conducted market basket analysis using the above data and is now considering one of the following two rules to help the store cross-sell products and increase sales. That is, when a customer buys a product, the store would like to recommend to the customer another product that she/he would be most likely to buy as well.

Rule 1: F -> E Rule 2: E -> F

On the basis of given data, which of the above two rules would be a better predictor of cross-sale than the other? Please support your answer with these two metrics: support and confidence, which are typically used to determine how good a rule is.