Which statement about market basket analysis is correct?

Market basket analysis is primarily concerned with understanding consumer purchasing behavior by examining the combinations of goods that frequently co-occur in transactions. In this context, the correct assertion centers on the fact that market basket analysis is conducted on transaction data and requires appropriate data roles for effective analysis.

When working with market basket analysis, the dataset utilizes an ID role to identify individual transactions and a Target role to specify the items being analyzed—a critical element in understanding which products are being bought together. This dual role framework allows for effective association rule mining.

Each product's presence within a transaction is important for determining patterns and relationships among items, contributing to insights that can enhance marketing strategies, promotions, and inventory decisions. Thus, the roles assigned to the data directly support the fundamental objective of market basket analysis: to identify strong associations or patterns in purchasing behavior within transactional datasets.

In contrast, while others may mention sequence or specific metrics like the CCC plot, these aspects do not directly align with the fundamental requirements of executing market basket analysis effectively.