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:

Absorption Custarrer Gender Income Skin type Usage level Impression Price SPF Vitamin Paraben E Free Texture Cruelty Free** Packaging time 1 lerriale: 20 250 cily Eric! Enthusiastic 5 5 5 7 7 7 7 6 6 5 5 Z Female 35 800 dry once Positive 5 7 7 7 1 1 5 6 4 1 6 a Male 27 300 nily river Hostile 7 7 5 5 G 5 4 6 1 4 Female 25 600 dry twice Positive 2 3 7 6 S 2 7 4 5 5 Male 52 3200 dry never Positive 5 6 6 6 5 4 3 3 4 6 Male 19 250 combination once Hostile 1 7 7 7 4 Z 2 7 5 7 Female 24 550 dry once Positive 6 6 5 4 6 6 7 6 4 3 8 Female 19 200 dry twice Positive 4 7 3 6 5 7 4 4 5 9 23 400 combination ance Positive 3 6 5 5 1 3 3 4 3 Male female 10 18 200 cily ricer Negative 1 4 5 5 6 6 7 7 11 female 30 1000 dry twice Enthusiastic 7 3 7 6 5 7 7 7 7 4 12 female 20 Positive 5 6 7 3 6 7 4 4 5 150 Acne prone orice 2000 combination once 13 Male 37 Negative 5 7 7 7 6 5 4 7 7 14 Males 45 2800 dry riever Negative 1 5 5 5 5 1 3 4 4 4 15 female 39 1500 oily once Positive 3 4 7 1 4 3 4 7 7 5 16 20 200 dry twicx Enthusiastic G 1 4 4 5 6 5 3 female Male 17 22 200 combination twice Negative 5 5 3 7 4 6 4 5 18 female 25 450 Acne prone riever Enthusiastic 2 3 4 5 7 7 6 7 7 19 Male 29 600 Acne prone never Positive 6 7 6 5 Z 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 5 6 4 5 4 4 7 22 Male 21 150 oily ance Negative 3 7 5 7 5 7 7 4 5 23 female 40 1000 dry twice Enthusiastic G 4 4 5 4 5 7 6 6 4 4 24 Male 25 200 combination twice Enthusiastic 7 7 3 3 3 3 3 4 4 5 25 Male 35 750 oily onice Positive 7 6 1 1 7 2 3 3 5 4 26 female 28 500 dry twice Negative 5 4 7 7 5 7 6 7 27 lerrialet 30 5.50 cily ricover Negative 2 7 7 7 5 3 3 5 5 28 Male 19 100 combination never Positive 5 5 7 5 6 5 7 5 5 29 Male 23 650 Acne prone once 5 5 4 5 5 6 6 6 7 Negative Positive 30 Female 38 1700 combination twice > 6 4 4 1 5 3 3 4 31 lerriale: 30 2.300 dry Lvive Enthusiastic 1 6 4 4 5 5 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 7 4 5 3 4 6 7 34 female 44 1500 dry twice Enthusiastic 7 7 4 4 6 6 5 6 6 35 Male 53 3700 dry never Negative 2 5 7 7 7 6 7 6 1 36 Male 22 250 Positive 5 5 5 3 7 2 5 5 Acne prone never combination twice 37 female 23 200 Positive 7 7 7 7 5 4 5 5 4 38 Male 44 1800 combination once Negative 6 6 7 7 5 5 6 4 4 3 39 female 19 100 Acne prone once Enthusiastic 4 5 5 4 3 2 5 7 40 Males 22 300 dry caric: Positive! 2 3 5 7 5 7 6 6 41 female 18 150 Acne prone never Positive 1 6 6 7 5 7 7 7 5 42 Male 25 350 oily orice Negative 7 2 5 4 7 7 5 5 5 7 43 female 37 650 oily never Positive 3 7 7 5 5 5 6 7 44 lerriale 28 450 dry river Negative 6 6 4 2 6 7 5 5 5 6 -15 Male 29 500 combination twice Negative 7 7 7 5 Z Z 7 7 7 45 Male 19 250 once Negative 6 6 5 5 4 4 4 7 5 6 olly dry 47 female 20 200 twice Positive 4 4 4 7 6 2 1 6 7 42 female 27 450 Acne prone never Enthusiastic 3 4 3 7 7 6 | 6 6 49 Female 36 1000 oily riever Positive 1 7 4 7 6 5 7 7 4 50 Male 33 1000 dry twice Positive 5 7 4 4 5 4 4 5 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 A Income 250 800 1000 Age 25 30 45 B * Properly discuss all your results. Absorption Custarrer Gender Income Skin type Usage level Impression Price SPF Vitamin Paraben E Free Texture Cruelty Free** Packaging time 1 lerriale: 20 250 cily Eric! Enthusiastic 5 5 5 7 7 7 7 6 6 5 5 Z Female 35 800 dry once Positive 5 7 7 7 1 1 5 6 4 1 6 a Male 27 300 nily river Hostile 7 7 5 5 G 5 4 6 1 4 Female 25 600 dry twice Positive 2 3 7 6 S 2 7 4 5 5 Male 52 3200 dry never Positive 5 6 6 6 5 4 3 3 4 6 Male 19 250 combination once Hostile 1 7 7 7 4 Z 2 7 5 7 Female 24 550 dry once Positive 6 6 5 4 6 6 7 6 4 3 8 Female 19 200 dry twice Positive 4 7 3 6 5 7 4 4 5 9 23 400 combination ance Positive 3 6 5 5 1 3 3 4 3 Male female 10 18 200 cily ricer Negative 1 4 5 5 6 6 7 7 11 female 30 1000 dry twice Enthusiastic 7 3 7 6 5 7 7 7 7 4 12 female 20 Positive 5 6 7 3 6 7 4 4 5 150 Acne prone orice 2000 combination once 13 Male 37 Negative 5 7 7 7 6 5 4 7 7 14 Males 45 2800 dry riever Negative 1 5 5 5 5 1 3 4 4 4 15 female 39 1500 oily once Positive 3 4 7 1 4 3 4 7 7 5 16 20 200 dry twicx Enthusiastic G 1 4 4 5 6 5 3 female Male 17 22 200 combination twice Negative 5 5 3 7 4 6 4 5 18 female 25 450 Acne prone riever Enthusiastic 2 3 4 5 7 7 6 7 7 19 Male 29 600 Acne prone never Positive 6 7 6 5 Z 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 5 6 4 5 4 4 7 22 Male 21 150 oily ance Negative 3 7 5 7 5 7 7 4 5 23 female 40 1000 dry twice Enthusiastic G 4 4 5 4 5 7 6 6 4 4 24 Male 25 200 combination twice Enthusiastic 7 7 3 3 3 3 3 4 4 5 25 Male 35 750 oily onice Positive 7 6 1 1 7 2 3 3 5 4 26 female 28 500 dry twice Negative 5 4 7 7 5 7 6 7 27 lerrialet 30 5.50 cily ricover Negative 2 7 7 7 5 3 3 5 5 28 Male 19 100 combination never Positive 5 5 7 5 6 5 7 5 5 29 Male 23 650 Acne prone once 5 5 4 5 5 6 6 6 7 Negative Positive 30 Female 38 1700 combination twice > 6 4 4 1 5 3 3 4 31 lerriale: 30 2.300 dry Lvive Enthusiastic 1 6 4 4 5 5 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 7 4 5 3 4 6 7 34 female 44 1500 dry twice Enthusiastic 7 7 4 4 6 6 5 6 6 35 Male 53 3700 dry never Negative 2 5 7 7 7 6 7 6 1 36 Male 22 250 Positive 5 5 5 3 7 2 5 5 Acne prone never combination twice 37 female 23 200 Positive 7 7 7 7 5 4 5 5 4 38 Male 44 1800 combination once Negative 6 6 7 7 5 5 6 4 4 3 39 female 19 100 Acne prone once Enthusiastic 4 5 5 4 3 2 5 7 40 Males 22 300 dry caric: Positive! 2 3 5 7 5 7 6 6 41 female 18 150 Acne prone never Positive 1 6 6 7 5 7 7 7 5 42 Male 25 350 oily orice Negative 7 2 5 4 7 7 5 5 5 7 43 female 37 650 oily never Positive 3 7 7 5 5 5 6 7 44 lerriale 28 450 dry river Negative 6 6 4 2 6 7 5 5 5 6 -15 Male 29 500 combination twice Negative 7 7 7 5 Z Z 7 7 7 45 Male 19 250 once Negative 6 6 5 5 4 4 4 7 5 6 olly dry 47 female 20 200 twice Positive 4 4 4 7 6 2 1 6 7 42 female 27 450 Acne prone never Enthusiastic 3 4 3 7 7 6 | 6 6 49 Female 36 1000 oily riever Positive 1 7 4 7 6 5 7 7 4 50 Male 33 1000 dry twice Positive 5 7 4 4 5 4 4 5 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 A Income 250 800 1000 Age 25 30 45 B * Properly discuss all your results