Exam 10: Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Use the following table from a cluster analysis to answer the following questions. Agglomeration Schedule for Centroid Hierarchical Cluster Analysis -If the researcher were to stop after the centroid distance of 0.683,how many clusters would be left with a single brand in it?

In hierarchical cluster analysis,once a group of objects is clustered together,they are together for life,i.e.the program never separates them during the analysis.

Cluster analysis clarifies the underlying structure of multivariate data in a way that makes it the best complement to regression analysis.

In terms of deciding whether to keep or discard a factor based on its eigenvalue,the typical cutoff value is around

In cluster analysis,if the range of the variables is drastically different,then the

In factor analysis,the _______________ looks for the single best factor to explain all of the variables in the data set,then it constructs a second factor that explains as much as what is left over as possible,and then a third,and so on.

Unlike regression analysis,cluster analysis does not have any independent variables.

After making a decision on how many factors to use in a factor analysis,a varimax rotation is used because it will reorient the original factors so their loadings are near

Although discriminant analysis works well for discriminating among known groups of a dependent variable,it cannot be used reliably for predicting into which of the pre-established groups a new set of items will fall when the group membership of those items is not already known.

A scree plot gives a simple,but fairly crude,visual representation of

Use the following table from a cluster analysis to answer the following questions. Agglomeration Schedule for Centroid Hierarchical Cluster Analysis -At the point where 7 clusters remain and the centroid distance is 0.617,the Schlitz beer joins which cluster of beers?

In hierarchical cluster analysis,the _______________ tells researchers what order various clusters join with one another.It begins by assuming each object is in its own cluster and then lets the various objects join up.

Factor analysis tells us which variables are similar to one another and how they should be grouped.

A discriminant function

If the eigenvalue of the first factor on a factor analysis is 5.3,this could be interpreted that this first factor is doing the work of about 5.3 of the original variables.