ASSOCIATION RULES ANALYSIS IN DATA MINING: AN APPLICATION IN TURKEY

摘要

Association Rules are one of the important techniques of data mining. Association rule mining finds interesting associations and/or correlation relationships among large set of data items. This powerful exploratory technique has a wide range of applications in many areas of business practice and also research, such as analysis of consumer preferences or human resource management. In this study, the data of the company which is one of the deep-seated fashion brands in Turkey is used and the shopping behaviors of the customers are analyzed by Association Rules. It is the rule of analyzes which items frequently occur together in the same transaction. Clementine program, which is the data mining model of SPSS, is used to analyze data.