問28
頻出度★★★
顧客の購買行動を分析するバスケット分析の事例として, 適切なものはどれか。
平成26年度 秋期 ITパスポート試験 問28
ストラテジ系企業活動 › 業務分析・データ利活用
This question's explanation and your answers so far.
解説
問 28
Incorrectア
This is an analysis of the relationship between sales promotion cost and sales amount, measuring how much sales respond to the money spent (the cost-effectiveness of the promotion). Its focus is the link between cost and result for a single product, and it does not deal with combinations of products within one transaction, so it is not basket analysis.
- イ
正解 The correct answer is イ. Basket analysis (market basket analysis) is a representative data mining technique that looks at transaction records such as POS data and finds combinations of products that were put into the same shopping basket at the same time. It extracts patterns of products bought together (association rules) such as “people who buy this product also buy that product,” and uses them for sales promotion: arranging related products together, selling them as sets, and showing recommendations. Choice イ, “analyzing the products that customers visiting a convenience store buy together,” looks exactly at combinations of products within one transaction, so it is an appropriate example of basket analysis.
Incorrectウ
This is an analysis of the profit rate of each product category, which evaluates profitability and the product lineup — that is, which category earns money (an idea close to ABC analysis). It does not look at which products are bought together, so it does not count as basket analysis.
Incorrectエ
This analyzes attributes on the customer side, such as visit frequency and purchase amount, and corresponds to RFM analysis, which classifies customers by recency, frequency, and monetary value of their purchases. It is a technique for ranking customers, so its purpose differs from basket analysis, which looks at combinations of products in the basket.
ここがポイント
- Basket analysis = a data mining technique that finds combinations of products purchased together in one transaction (one shopping basket), used for related-item displays, set sales, and recommendations.
- Telling similar analyses apart: classifying customers by recency, frequency, and monetary value is RFM analysis; managing items by priority in descending order of their share of sales is ABC analysis; looking at the relationship between promotion cost and sales is cost-effectiveness analysis.
用語