The worksheet Purchasing Survey in the Performance Usage level-how much of the firm's total product Lawn Care Database provides data related to predicting is purchased from PLE, measured on a 100 -point scale, the level of business (Usage Level) obtained from a third- ranging from 0% to 100% party survey of purchasing managers of firms that are cus- Satisfaction level-how satisfied the purchaser is tomers of Performance Lawn Equipment.' The seven PLE with past purchases from PLE, mealions 1 through 7 attributes rated by each respondent are the following: graphic rating scale as perceptions l through 7 also include four characteristics of the manufacturer Overall service-the overall level of service neces- [1= retail (resale such as Home Depot), 0= private sary for maintaining a satisfactory relationship between (nonresale, such as a landscaper)] PLE and the purchaser Buying type-a variable that has three categories Sales force image-the overall image of PLE's sales (1= new purchase, 2= modified rebuy, 3= straight forceProductquality-perceivedlevelofqualityElizabethBurkewouldliketounderstandwhatsherebuy) Responses to these seven variables were obtained learned from these data. using a graphic rating scale, where a 10-centimeter line was drawn between endpoints labeled "poor" and "exeel- a. What types of data-mining techniques might provide lent." Respondents indicated their perceptions using a useful information? Explain. mark on the line, which was measured from the left end- b. Develop a cause-ind-effect model that can provide point. The result was a scale from 0 to 10 , rounded to one insights about the drivers of satisfaction and usage decimal place. Two measures were obtained that reflected the outlevel. comes of the respondent's purchase relationships with PLE: Summarize your results in a report to Ms. Burke