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 Lift A & C Confidence 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 0.54 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 (a) Explain why the top rule "If customer buys a Bottura cooking book, then they buy a cooking book," is not helpful even though it has the largest lift and 100% confidence. A high value of confidence can be misleading, Any rule with cooking as the consequent will have high confidence because the confidence is 1.00 or 100%. This can be misleading because it provides no information and they could be interested in other types of cooking books.(b) Explain how the confidence of 54% and lift ratio of 1.10 was computed for the rule "If a customer buys a cooking book and a biography book, then they buy an art book." (Round your answers to the three decimal places.) 0.204 confidence = 0.54 0.54 lift ratio = 1.10 Interpret these what a confidence of 54% means. A confidence of 54% means that a transaction in which a cooking book and biography are purchased is 54% more likely to also include the purchase of an art book than a randomly selected transaction. O A confidence of 54% means that for 54% of the transactions when an art book is purchased, a cooking book and biography are also purchased. O A confidence of 54% means that for 54% of the transactions when a cooking book and biography are purchased, an art book is also purchased. O A confidence of 54% means that a transaction in which an art book is purchased is 54% more likely to also include the purchase of a cooking book and biography than a randomly selected transaction. Interpret these what a lift ratio of 1.10 means. A lift ratio of 1.10 means that a transaction in which an art book is purchased is 10% more likely to also include the purchase of a cooking book and biography than a randomly selected transaction. A lift ratio of 1.10 means that a transaction in which a cooking book and biography is purchased is 10% more likely to also include the purchase of an art book than a randomly selected transaction. O A lift ratio of 1.10 means that for 10% of the transactions when an art book is purchased, a cooking book and biography are also purchased. O A lift ratio of 1.10 means that for 10% of the transactions when a cooking book and biography are purchased, an art book is also purchased. (c) Based on these top 10 rules, what general insight can Leggere gain on the purchase habits of these customers? 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. 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. O 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. 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. 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