Conduct the following analysis on the Nike data given in Internet and Computer Exercises 1 of Chapter 15. Consider only the following variables: awareness, attitude, preference, intention, and loyalty toward Nike.
a. Cluster the respondents based on the identified variables using hierarchical clustering. Use Ward's method and squared Euclidean distances. How many clusters do you recommend and why?
b. Cluster the respondents based on the identified variables using A'-means clustering and the number of clusters identified in a. Compare the results to those obtained in a.