Using Market Basket Analysis in Management Research

Market basket analysis (MBA), also known as association rule mining or affinity analysis, is a data-mining technique that originated in the field of marketing and more recently has been used effectively in other fields, such as bioinformatics, nuclear science, pharmacoepidemiology, immunology, and geophysics. The goal of MBA is to identify relationships (i.e., association rules) between groups of products, items, or categories. We describe MBA...