Conduct the following analysis on the outdoor lifestyle data given in Internet and Computer Exercises 2 of
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 the following hierarchical methods: (a) single linkage (nearest neighbor), (b) complete linkage (farthest neighbor), and (c) method of centroid.
c. 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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Related Book For
Marketing Research An Applied Orientation
ISBN: 978-0136085430
6th edition
Authors: Naresh K Malhotra
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