Conduct the following analysis on the Nike data given. Consider only the following variables: awareness, attitude, preference, purchase, and loyalty toward Nike.

1. 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? Use SPSS.

caseno usergr sex awarenes attitude preferen purchase loyalty Z 6 2 N 4 6 N 3 1 W b 7 6 W 4 2 6 3 5 NJ 4 W 6 N N NJ NJ 4 8 NJ W 2 2 W 6 LD 9 10 W 1 NJ 4 10 11 11 4 12 12 4 13 13 W 14 14 NJ 5 15 15 1 NJ 16 16 2 17 17 6 4 18 18 W NJ NU NW 19 19 20 20 21 21 6 6 7 22 22 2 NJ 4 NJ NN 23 N 23 24 24 6 25 25 1 2 3 2 2 1 1caseno usergr Sex awarenes attitude preferen purchase lovalty 26 26 2 2 5 3 4 4 5 27 27 2 6 5 7 28 28 NJ 6 4 6 29 29 2 30 30 2 2 5 9 4 6 31 31 NJ 2 9 2 32 32 NJ 6 9 33 33 2 LO 34 34 4 6 5 6 35 35 7 36 36 5 4 37 37 MJ 6 7 LA 4 38 38 NJ 6 4 39 39 3 2 7 7 6 4 40 40 4 4 6 5 41 41 2 4 5 6 42 42 4 43 43 6 44 44 4 6 45 45 1 4 5