Survey on Car Consumers
Autor: Haiou Tan • November 16, 2015 • Essay • 944 Words (4 Pages) • 918 Views
Assignment 1
Due on 9th Nov 2015
Q1. The following are the responses of five consumers in a survey on the benefits expected of a car (1= not at all important and 7=important).
Consumer Gas Mileage Power Safety
A 2 5 6
B 4 5 5
C 6 6 7
D 4 6 6
E 3 5 6
- Derive a dissimilarity matrix for this data
Mean of Gas Mileage: 3,8
SD of Gas Mileage: 1.33
Mean of Power: 5.4
SD of Power: 0.49
Mean of Safety: 6
SD of Safety: 0.63
Standardized Data
Consumer | Gas Mileage | Power | Safety |
A | -1.35 | -0.82 | 0 |
B | 0.15 | -0.82 | -1.59 |
C | 1.66 | 1.22 | 1.59 |
D | 0.15 | 1.22 | 0 |
E | -0.6 | -0.82 | 0 |
Dissimilarity Matrix
A | B | C | D | E | |
A | - | ||||
B | 2.18 | - | |||
C | 3.97 | 4.05 | - | ||
D | 2.54 | 2.58 | 2.18 | - | |
E | 0.75 | 1.75 | 3.43 | 2.18 | - |
Euclidian Distance: [pic 1]
- Identify the segments in the market on the basis of a similarity cut-off of 1.5
Based on the cut-off of 1.5, the segments formed will be:
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