Using the OLDSKOOL data, use cluster analysis to identify groups of respondents varying in their opinions on issues related to athletes in college sports today. Use the 17 items above to start.

a. How many clusters would you suggest and why?

b. Perform a K-means cluster analysis using that number of clusters and +/- one cluster. Prepare a summary table showing the results from each analysis.

c. Choose the best of the cluster solutions. Are the groups actionable? Are the groups distinct?

d. Using any available demographic information in the data set, profile the groups by using cross-classification or by comparing means across groups, whatever is most appropriate. Does the profile suggest a pattern in the results?

e. Prepare an executive summary of the results as if it were to be presented to a University Athletic Director.