TOPIC: MARKETING ANALYTICS

CASE: You are the General Manager of XYZ company that is going to launch a new TV brand in the Bangladesh Market. Your firm has recognized three key rivals brands in the national market, and your top executive is anxious whether a new brand by your firm will attract potential customers as well as your sales force can attract more customers or not. Hence, the Head of Marketing Department gives you a task to realize training programs importance for sales personnel to boost sales. Your role is to identify a suitable target customer, identify their preferences for a Smart TV, prepare the new brand accordingly and promotional campaign. Your HoD gives you following dataset for supporting the investigation.

I already run the dataset in SPSS, and got this . so i have attached these files for your convenience

Questions: 8+7=15 marks

1. Load the data in SPSS and do the dendrogram and say how many clusters you have generated through the dendrogram for the given dataset on smart TV users preference on 4 variables. Which is the smallest cluster and what can you say about the cluster type? ---- 8 Marks

2.Use the same dataset do find k-means clustering? Explain how each cluster people differ in preferences? Which cluster is the biggest one among all and how would you prepare your report about the product and about the promotional massage to convince them to buy the product? ---- 7 marks

File Edit View Data Transform Analyze Direct Marketing Graphs Utilities Add-ons Window Help H BE BEBEE AL ARC EH SEL FE 1 Visible: 4 of 4 Variables : 4 var var var var var var var var var var var var var var picture sound internet recordi quality uality access ngoptio n 3 5 5 6 1 2 2 3 1 4 3 4 7 3 6 7 4 6 4 2 6 5 4 4 5 6 3 2 2 1 6 7 4 6 3 3 8 5 3 6 9 7 3 7 4 10 2 4 3 3 3 11 6 6 5 3 3 1 1 5 2 12 13 3 4 5 4 14 2 2 1 5 4 6 4 6 15 16 17 18 19 1 Data View Variable View File Edit View Data Transform Analyze Direct Marketing Graphs Utilities Add-ons Window Help PE AR Columns 4 1 BB! 14 Label I like to see picture quality I like sound quality I like to have internet access to use facebook, google, netflix and youtube I like to have recording option so I dont miss my favourate programs Name Type Width Decimals picturequality Numeric 8 0 sound quality Numeric 8 0 internetaccess Numeric 8 0 recordingoption Numeric 8 0 2 Values None None None None Missing None None None None 4 Align Right Right Right Right Measure Scale Scale Scale Scale Role Input Input Input Input 3 4 4 4 5 6 7 8 9 10 11 12 13 14 1 Data View Variable View IBM SPSS Statistics Processor is ready File Edit View Data Transform Analyze Direct Marketing Graphs Utilities Add-ons Window Help H BE BEBEE AL ARC EH SEL FE 1 Visible: 4 of 4 Variables : 4 var var var var var var var var var var var var var var picture sound internet recordi quality uality access ngoptio n 3 5 5 6 1 2 2 3 1 4 3 4 7 3 6 7 4 6 4 2 6 5 4 4 5 6 3 2 2 1 6 7 4 6 3 3 8 5 3 6 9 7 3 7 4 10 2 4 3 3 3 11 6 6 5 3 3 1 1 5 2 12 13 3 4 5 4 14 2 2 1 5 4 6 4 6 15 16 17 18 19 1 Data View Variable View File Edit View Data Transform Analyze Direct Marketing Graphs Utilities Add-ons Window Help PE AR Columns 4 1 BB! 14 Label I like to see picture quality I like sound quality I like to have internet access to use facebook, google, netflix and youtube I like to have recording option so I dont miss my favourate programs Name Type Width Decimals picturequality Numeric 8 0 sound quality Numeric 8 0 internetaccess Numeric 8 0 recordingoption Numeric 8 0 2 Values None None None None Missing None None None None 4 Align Right Right Right Right Measure Scale Scale Scale Scale Role Input Input Input Input 3 4 4 4 5 6 7 8 9 10 11 12 13 14 1 Data View Variable View IBM SPSS Statistics Processor is ready