ASSignment .5 Question 1: Multivariate Analysis (10 points) Part I Use the data Brand_valuation.jmp. 1) Subset the data to Cars 2) Conduct a PCA on 48 'perceptual' attributes. How many components/factors should you retain? (eigenvalue > 1)?: How much of total variance (information) is retained by keeping XX Components (your answer to the previous question)? 3) Conduct a Factor Analysis using \"Principle Component" method and retaining the number of factors you chose. 4) Interpret the Factors. Put your chosen names for the rst 3 Factors: Factor 1: Factor 2: Factor 3: Also rename these in your data. 5) Save the "rotated components\" to data. Part II 6) Conduct a Hierarchical Cluster Analysis of Brands using a. Rotated Components from Step 5 + Total User + Total Preference variables (in folder \"Outcome\") b. Save 5 Clusters to Data 7) Create a Constellation Map Similar to below