Answer Happy

#Customer Gender Age Income Skin type Usage level Impression Price SPF Vitamin E Paraben Free Texture Absorption time Cruelty Free" Packaging - 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 2 5 5 6 5 5 4 6 4 Female 25 twice Positive 2 3 7 6 5 7 7 4 5 Male 52 never Positive 5 6 6 5 3 3 4 6 Male 19 600 dry 3200 dry 250 combination 550 dry 200 dry once 4 7 7 4 2 2 7 5 Hostile Positive 7 Female 24 once 6 5 4 6 7 6 4 3 8 Female 19 twice 4 7 3 6 5 7 4 5 Positive Positive 9 Male 23 400 combination once 3 6 5 5 1 3 4 3 10 female 18 200 oily never Negative 1 4 5 5 6 6 7 7

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