Question

name factors and explain reasoning

13. Name factors and explain your reasoning. 14. How many Cluster are shown in the above dendogram? 15. Is respondent #1 more similar to respondent #7 or to respondent # 20? Perceptual Map of Beer Market (Perceptual and Preference Maps Combined) Heavy Popular with Men Full Bedied Heany Budweiser Od Milwaukce Beck's . Heincken Special Meister Brau MallOccasions Dining Out Premium Blue Colla Good Value Premium e Michelob Stroh's Budget CoonPopular Miller with Light Pale Color On a Old Light Light Less Filling Budget Mなaukoe Lighn 16. Which attribute is considered least important by consumers? 17. Which dimension, X or Y is considered more important by consumers? 18. Which two brands are most similar to each other?

Answer 1

Answer:

14).

By visualizing the dendrogram, there are 3 clusters.

Cluster1 =(16,17,13,10,19,18)

Cluster 2=(9,15,11,14,12,20)

Cluster 3=(2,5,3,4,6,1,8,7).

( there is no unique answer to this.)

15).

#1 is more similar to 7 than #20 because #1 and #7 are in the same cluster.

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