Respondents in a study were asked to indicate their activities (such as playing tennis, attending plays, attending

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Respondents in a study were asked to indicate their activities (such as playing tennis, attending plays, attending dinner parties, etc.) on a 7-point scale (from 1 never to 7 frequently). A correlation between respondents was obtained. Cluster-analyze these respondents.
1 2 3 4 7 8. 10 11 12 1. .32 -.10 -.10 -.30 .01 .50 -.12 -.40 .22 -.07 .32 2. .02 .02 -.45 .12 .82 .05 -.10 .32 -.15 .15 3. -.60 .16 .35 .50 .87 .01 -.15 .44 .20 4. 34 .71 .35 .42 -.10 .19 .49

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Marketing Research

ISBN: 9781119497639

13th Edition

Authors: V. Kumar, Robert P. Leone, David A. Aaker, George S. Day

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