Conduct the following analysis on the Nike data given in Internet and Computer Exercises 1 of Chapter
Question:
a. Cluster the respondents based on the identified variables using hierarchical clustering. Use Ward's method and squared Euclidean distances. How many clusters do you recommend and why?
b. Cluster the respondents based on the identified variables using A'-means clustering and the number of clusters identified in a. Compare the results to those obtained in a.
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a An examination of the agglomeration schedule reveals that the value of the Coefficient suddenly ju...View the full answer
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Related Book For 
Marketing Research An Applied Orientation
ISBN: 978-0136085430
6th edition
Authors: Naresh K Malhotra
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