With cluster analysis, you try to find specific groups of cases, based on the similarity of the input variables. These groups, or clusters, help you understand your cases, for example your customers, or your employees.

Market basket analysis tries to find the relationships between products. Can a sale of one product raise or lower the probability for selling another product? You analyze the products that are sold together, in a single transaction, in a single market basket. You try to express the relationships between products with association rules.