Question: In the Excel solution file accompanying this chapter, a data set on hairdresser customers is included (sheet named P- 12- 11- Data). The data contain

In the Excel solution file accompanying this chapter, a data set on hairdresser customers is included (sheet named ‘P- 12- 11- Data’). The data contain information about various characteristics of existing customers and whether they responded positively to a previously given offer (Yes/ No). These data are identical to those used in the previous problem. However, now the hairdresser wants you to segment the customers into three segments. Use the technique examined in this chapter and evaluate and discuss the results. Does the number of clusters seem appropriate?

Why/ why not?

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