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Patterns of Associations in Finite Sets of Items |
Mining association rules is well established in quantitative business
research literature and makes up an up-and-coming topic in marketing practice.
However, reducing the analysis to the assessment and interpretation of a few selected rules does not provide a complete picture of the data structure revealed by
the rules.
This paper introduces a new approach of visualizing relations between items
by assigning them to a rectangular grid with respect to their mutual association.
The visualization task leads to a quadratic assignment problem and is tackled by
means of a genetic algorithm. The methodology is demonstrated by evaluating a
set of rules describing marketing practices in Russia. |
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Autor |
Prof. Dr. Ralf Wagner |
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Artikel | | Fachbereich | | Fachrichtung | 2006 | | Betriebswirtschaftslehre | | Marketing/Absatz |
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Schlagwörter |
Association Rule, Genetic Algorithm, Mining Association Rule, Rectangular Grid, Marketing Activity |