Finally, we would like the association to be in some sense “surprising.” There are many notions of surprisingness that have been pursued in data mining, but unfortunately most of them involve matching the discovered knowledge to our prior background knowledge, intuition, and common sense. In other words, an association is surprising if it contradicts something we already knew or believed. Researchers study how to address this difficult-to-codify knowledge, but dealing with it automatically is not common in practice. Instead, data scientists and business users pore over long lists of
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