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Proposition of negatively pure association rule threshold  

Park, Hee-Chang (Department of Statistics, Changwon National University)
Publication Information
Journal of the Korean Data and Information Science Society / v.22, no.2, 2011 , pp. 179-188 More about this Journal
Abstract
Association rule represents the relationship between items in a massive database by quantifying their relationship, and is used most frequently in data mining techniques. In general, association rule technique generates the rule, 'If A, then B.', whereas negative association rule technique generates the rule, 'If A, then not B.', or 'If not A, then B.'. We can determine whether we promote other products in addition to promote its products only if we add negative association rules to existing association rules. In this paper, we proposed the negatively pure association rules by negatively pure support, negatively pure confidence, and negatively pure lift to overcome the problems faced by negative association rule technique. In checking the usefulness of this technique through numerical examples, we could find the direction of association by the sign of the negatively pure association rule measure.
Keywords
Interestingness measure; negatively pure association rule; negatively pure confidence; negatively pure lift; negatively pure support;
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Times Cited By KSCI : 5  (Citation Analysis)
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