This problem does not require the use of data mining software and focuses on knowledge of concepts and basic calculations.

Leggere, an Internet book retailer, is interested in better understanding the purchase decisions of its customers. For a set of 2,000 customer transactions, it has categorized the individual book purchases comprising those transactions into one or more of the following categories: Novels, Willa Bean series, Cooking Books, Bob Villa Do-It-Yourself, Youth Fantasy, Art Books, Biography, Cooking Books by Mossimo Bottura, Harry Potter series, Florence Art Books, and Titian Art Books. Leggere has conducted association rules analysis on this data set and would like to analyze the output. Based on a minimum support of 20% of transactions and a minimum confidence of 50%, the table below shows the top 10 rules with respect to lift ratio.

Antecedent	Consequent	Support for A & C	Confidence	Lift Ratio
BotturaCooking	Cooking	0.227	1.00	1.16
Cooking, BobVilla	Art	0.205	0.54	1.12
Cooking, Art	Biography	0.204	0.61	1.10
Cooking, Biography	Art	0.204	0.56	1.10
Youth Fantasy	Novels, Cooking	0.245	0.55	1.075
Cooking, Art	BobVilla	0.205	0.61	1.055
Cooking, BobVilla	Biography	0.218	0.58	1.04
Biography	Novels, Cooking	0.293	0.53	1.035
Novels, Cooking	Biography	0.293	0.57	1.035
Art	Novels, Cooking	0.249	0.52	1.01

Interpret these what a confidence of 56% means: Select one of the choices below

A) A confidence of 56% means that a transaction in which an art book is purchased is 56% more likely to also include the purchase of a cooking book and biography than a randomly selected transaction.

B) A confidence of 56% means that for 56% of the transactions when an art book is purchased, a cooking book and biography are also purchased.

C) A confidence of 56% means that for 56% of the transactions when a cooking book and biography are purchased, an art book is also purchased.

D) A confidence of 56% means that a transaction in which a cooking book and biography are purchased is 56% more likely to also include the purchase of an art book than a randomly selected transaction.

Based on these top 10 rules, what general insight can Leggere gain on the purchase habits of these customers?

A) Leggere may be well served to investigate promotions involving the item sets {youth fantasy, novels, cooking}, {art, novels, cooking}, and {cooking, Bob Villa, biography} since there are two rules involving each of the respective item sets.

B) Leggere may be well served to investigate promotions involving the item sets {cooking, Bob Villa, art}, {biography, novels, cooking}, and {cooking, art, biography} since there are two rules involving each of the respective item sets.

C) Leggere may be well served to investigate promotions involving the item sets {art, novels, cooking}, {biography, novels, cooking}, and {cooking, art, biography} since there are two rules involving each of the respective item sets.

D) Leggere may be well served to investigate promotions involving the item sets {cooking, Bob Villa, art}, {biography, novels, cooking}, and {art, novels, cooking} since there are two rules involving each of the respective item sets.

E) Leggere may be well served to investigate promotions involving the item sets {cooking, Bob Villa, art}, {art, novels, cooking}, and {cooking, art, biography} since there are two rules involving each of the respective item sets.