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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.
Autor
Prof. Dr. Ralf Wagner
 
ArtikelFachbereichFachrichtung
2006BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
Association Rule, Genetic Algorithm, Mining Association Rule, Rectangular Grid, Marketing Activity