Journal: Journal of Management

Link to the article:

http://jom.sagepub.com/content/early/2012/11/29/0149206312466147.full.pdf

Summary

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. The goal of MBA is to identify

relationships (i.e., association rules) between groups of products, items, or categories. This paper

describes the advantage of using MBA & how the adoption of MBA is likely to help bridge the micro–

macro and science–practice divides.

Analysis of the article

Type of research study represented in this paper: Explanatory research as the writer goes beyond

the descriptions & attempts to explain the reasons for the phenomenon that is MBA rather than just

describing just what the process actually is. The researcher has also tried to test this process & has

explained it thoroughly with a proper real time study.

Learnings from the article

1) What is Market Basket Analysis?

MBA allows researchers to uncover nonobvious and usually hidden and counterintuitive

associations between products, items, or categories. This methodological approach allows

researchers to identify those items that co-occur (i.e., appear together) on a frequent basis

and assess the extent to which they co-occur.

2) Applicability of Market Basket Analysis?

MBA can analyse archival & primary data both. MBA Does Not Rely on Often Untenable

Assumptions MBA is not bound by the strict, and often untenable, assumptions such as the

linearity, normality, and residual equal variance required by the other frequently used data

analytic methods in management research

3) Whether the study follows criteria for good research?

Characteristics of a good research How this article scores on this dimension

Purpose clearly defined The goal has been clearly defined in the introduction of the

article. The author mentions the purpose of the article &

the modus operandi used to achieve the same.

Research process detailed The research proposal has been covered in great detail as

the researcher mentions

Research design thoroughly planned Exploratory procedures are outlined with constructs clearly

defined. Sample data is clearly described with methodology.

The data collection procedures are not clearly selected &

described.

High ethical standards applied High ethical standards have been applied as the author

mentions his data sources wherever required & references

in detail. He has also given credit to various other papers

from where he has taken excerpts from while describing

MBA as a research method.

Limitations frankly revealed The author mentions the potential pitfalls but fails to

discuss about the limitations of MBA in management

research.

Adequate analysis for decision makers

needs

Sufficiently detailed findings are tied to collection

instruments as he has clearly explained the source of data

collection & methods employed to present the results.

Findings presented unambiguously The author presents his findings clearly and logically

organises them to facilitate decisions about the problem.

Also, executive summary of the conclusion is outlined.

Although a detailed table of contents is missing.

Conclusions justified The author concludes the article with his personal view

about the applicability of MBA in management research but

doesn’t provide substantial evidence to support his claims.

Researchers experience reflected The author has mentioned his credentials that relate him to

his university & journal but has not specified his

designation/post or experience in the same which doesn’t

allow us to judge the credibility of the article.