3)A market research was performed on face-moisturizing products for the purpose of segmenting the customers into different categories a survey was conducted in order to get a better understanding of the consumers' needs. Given data in the below table: #Customer Gender Age Skin type Income Usage level Cruelty Impression Price Vitamin E SPF Paraben Free Absorption time Texture Packaging Free 1 female 20 250 oily once Enthusiastic 5 5 7 7 7 6 5 5 2 Female 35 800 dry once Positive 5 7 7 4 5 6 4 6 3 Male 27 300 oily never Hostile 7 5 5 6 5 5 4 6 4 Female 25 600 dry twice Positive 2 3 7 6 5 7 7 4 5 Male 52 3200 dry never Positive 5 6 6 5 4 3 3 4 6 Male 19 250 combination once Hostile 4 7 7 4 2 2 7 5 7 Female 24 550 dry once Positive 6 5 4 6 7 6 4 3 8 Female 19 200 dry twice Positive 4 7 3 6 5 7 4 5 9 Male 23 400 combination once Positive 3 6 5 5 1 3 4 3 10 female 18 200 oily never Negative 1 4 5 5 6 6 7 7 11 female 30 1000 dry twice Enthusiastic 7 3 7 6 5 7 7 4 12 female 20 150 Acne prone once Positive 5 6 7 3 6 7 4 5 13 Male 37 2000 combination once Negative 5 7 7 6 5 4 7 7 14 Male 45 2800 dry never Negative 1 5 5 5 1 3 4 4 15 female 39 1500 oily once Positive 3 4 7 4 3 4 7 5 16 female 20 200 dry twice Enthusiastic 6 1 4 4 5 6 5 3 17 Male 22 200 combination twice Negative 5 5 3 7 4 6 4 5 18 female 25 450 Acne prone never Enthusiastic 2 3 4 5 7 7 6 7 19 Male 29 600 Acne prone never Positive 6 7 6 5 2 3 6 5 20 Male 47 2500 dry twice Positive 5 4 6 6 5 4 7 5 21 female 55 2500 dry never Positive 2 6 5 6 4 5 4 7 22 Male 21 150 oily once Negative 3 7 5 7 5 7 4 5 23 female 40 1000 dry twice Enthusiastic 6 4 4 5 4 6 5 7 24 Male 25 200 combination twice Enthusiastic 7 3 3 3 3 4 4 5 25 Male 35 750 oily once Positive 7 6 1 7 2 3 5 4 26 female 28 500 dry twice Negative 5 4 7 7 5 7 6 7 27 female 30 550 oily never Negative 2 7 7 5 3 3 5 5 28 Male 19 100 combination never Positive 5 7 5 6 5 7 5 5 29 Male 23 650 Acne prone once Negative 5 5 4 5 5 6 6 7 30 Female 38 1700 combination twice Positive 7 6 3 4 4 1 5 3 31 female 30 2300 dry twive Enthusiastic 1 6 4 4 5 5 6 7 32 female 22 650 oily once Negative 5 4 6 6 6 4 7 6 33 Male 39 4500 combination once Positive 7 7 4 5 3 4 6 7 34 female 44 1500 dry twice Enthusiastic 7 7 4 4 6 6 5 6 35 Male 53 3700 dry never Negative 2 5 7 7 6 7 6 4 36 Male 22 250 Acne prone never Positive 5 5 5 3 7 7 5 5 37 female 23 200 combination twice Positive 7 7 7 5 4 5 5 4 38 Male 44 1800 combination once Negative 6 7 7 5 6 4 4 3 39 female 19 100 Acne prone once Enthusiastic 4 5 5 4 3 2 5 7 40 Male 22 300 dry once Positive 2 3 5 7 5 7 6 6 41 female 18 150 Acne prone never Positive 1 6 6 7 5 7 7 5 42 Male 25 once Negative 7 2 5 4 7 5 5 7 350 oily 650 oily 43 female 37 never Positive 3 7 7 5 5 6 7 7 44 female 28 450 dry never Negative 6 4 2 6 7 5 5 6 45 Male 29 500 combination twice Negative 7 7 7 5 2 2 7 7 46 Male 19 250 oily once Negative 6 5 5 4 4 7 5 6 47 female 20 200 dry twice Positive 4 4 7 6 2 1 6 7 48 female 27 450 Acne prone never Enthusiastic 3 4 3 7 7 6 6 6 49 female 36 1000 oily never Positive 1 7 4 7 6 5 7 4 50 Male 33 1000 dry twice Positive 5 7 4 4 5 4 5 5 ** Paraben-free: No harmful chemicals used in the product formula Cruelty-free: The product never been tested on animals ** 1. Identify Basis variables 2. Identify Descriptors 3. Copy/paste data into MINITAB and perform the following clustering analysis: Use Single linkage, Complete linkage, average linkage, and Ward's method to create dendograms. For each method show: 3 segments 5 segments Discuss use of linkage method. Discuss size of obtained segments 4. For the 3-segments' results above; use MINITAB to identify cluster membership and perform Discriminant analysis. Identify discriminant functions Discuss in general use of discriminant function in the STP approach. . For the 3-segments' results above; use MINITAB to identify cluster membership and 5. Given three new customers with the following Income and Age, use discriminant functions to calculate probability of being member of each of the obtained segments Customer Income A 250 B 800 1000 Age 25 30 45 Properly discuss all your results. 3)A market research was performed on face-moisturizing products for the purpose of segmenting the customers into different categories a survey was conducted in order to get a better understanding of the consumers' needs. Given data in the below table: #Customer Gender Age Skin type Income Usage level Cruelty Impression Price Vitamin E SPF Paraben Free Absorption time Texture Packaging Free 1 female 20 250 oily once Enthusiastic 5 5 7 7 7 6 5 5 2 Female 35 800 dry once Positive 5 7 7 4 5 6 4 6 3 Male 27 300 oily never Hostile 7 5 5 6 5 5 4 6 4 Female 25 600 dry twice Positive 2 3 7 6 5 7 7 4 5 Male 52 3200 dry never Positive 5 6 6 5 4 3 3 4 6 Male 19 250 combination once Hostile 4 7 7 4 2 2 7 5 7 Female 24 550 dry once Positive 6 5 4 6 7 6 4 3 8 Female 19 200 dry twice Positive 4 7 3 6 5 7 4 5 9 Male 23 400 combination once Positive 3 6 5 5 1 3 4 3 10 female 18 200 oily never Negative 1 4 5 5 6 6 7 7 11 female 30 1000 dry twice Enthusiastic 7 3 7 6 5 7 7 4 12 female 20 150 Acne prone once Positive 5 6 7 3 6 7 4 5 13 Male 37 2000 combination once Negative 5 7 7 6 5 4 7 7 14 Male 45 2800 dry never Negative 1 5 5 5 1 3 4 4 15 female 39 1500 oily once Positive 3 4 7 4 3 4 7 5 16 female 20 200 dry twice Enthusiastic 6 1 4 4 5 6 5 3 17 Male 22 200 combination twice Negative 5 5 3 7 4 6 4 5 18 female 25 450 Acne prone never Enthusiastic 2 3 4 5 7 7 6 7 19 Male 29 600 Acne prone never Positive 6 7 6 5 2 3 6 5 20 Male 47 2500 dry twice Positive 5 4 6 6 5 4 7 5 21 female 55 2500 dry never Positive 2 6 5 6 4 5 4 7 22 Male 21 150 oily once Negative 3 7 5 7 5 7 4 5 23 female 40 1000 dry twice Enthusiastic 6 4 4 5 4 6 5 7 24 Male 25 200 combination twice Enthusiastic 7 3 3 3 3 4 4 5 25 Male 35 750 oily once Positive 7 6 1 7 2 3 5 4 26 female 28 500 dry twice Negative 5 4 7 7 5 7 6 7 27 female 30 550 oily never Negative 2 7 7 5 3 3 5 5 28 Male 19 100 combination never Positive 5 7 5 6 5 7 5 5 29 Male 23 650 Acne prone once Negative 5 5 4 5 5 6 6 7 30 Female 38 1700 combination twice Positive 7 6 3 4 4 1 5 3 31 female 30 2300 dry twive Enthusiastic 1 6 4 4 5 5 6 7 32 female 22 650 oily once Negative 5 4 6 6 6 4 7 6 33 Male 39 4500 combination once Positive 7 7 4 5 3 4 6 7 34 female 44 1500 dry twice Enthusiastic 7 7 4 4 6 6 5 6 35 Male 53 3700 dry never Negative 2 5 7 7 6 7 6 4 36 Male 22 250 Acne prone never Positive 5 5 5 3 7 7 5 5 37 female 23 200 combination twice Positive 7 7 7 5 4 5 5 4 38 Male 44 1800 combination once Negative 6 7 7 5 6 4 4 3 39 female 19 100 Acne prone once Enthusiastic 4 5 5 4 3 2 5 7 40 Male 22 300 dry once Positive 2 3 5 7 5 7 6 6 41 female 18 150 Acne prone never Positive 1 6 6 7 5 7 7 5 42 Male 25 once Negative 7 2 5 4 7 5 5 7 350 oily 650 oily 43 female 37 never Positive 3 7 7 5 5 6 7 7 44 female 28 450 dry never Negative 6 4 2 6 7 5 5 6 45 Male 29 500 combination twice Negative 7 7 7 5 2 2 7 7 46 Male 19 250 oily once Negative 6 5 5 4 4 7 5 6 47 female 20 200 dry twice Positive 4 4 7 6 2 1 6 7 48 female 27 450 Acne prone never Enthusiastic 3 4 3 7 7 6 6 6 49 female 36 1000 oily never Positive 1 7 4 7 6 5 7 4 50 Male 33 1000 dry twice Positive 5 7 4 4 5 4 5 5 ** Paraben-free: No harmful chemicals used in the product formula Cruelty-free: The product never been tested on animals ** 1. Identify Basis variables 2. Identify Descriptors 3. Copy/paste data into MINITAB and perform the following clustering analysis: Use Single linkage, Complete linkage, average linkage, and Ward's method to create dendograms. For each method show: 3 segments 5 segments Discuss use of linkage method. Discuss size of obtained segments 4. For the 3-segments' results above; use MINITAB to identify cluster membership and perform Discriminant analysis. Identify discriminant functions Discuss in general use of discriminant function in the STP approach. . For the 3-segments' results above; use MINITAB to identify cluster membership and 5. Given three new customers with the following Income and Age, use discriminant functions to calculate probability of being member of each of the obtained segments Customer Income A 250 B 800 1000 Age 25 30 45 Properly discuss all your results