Hi,

Can anyone help me to answer this exercise?

Question 4 a) Factor analysis and cluster analysis are two most common interdependence multivariate statistical techniques applied in marketing research. State how the two techniques differ in segmenting the marketing research variables. Give appropriate examples for each technique. b) Diagram 1 illustrates the results of clustering the behavior of vacation for twelve individuals of different backgrounds. The vacation behavior is represented in two dimensions: the number of vacation days and the amount spent for vacation on a given year. Number of vacation days G Amount of money spent for vacation Diagram 1: Vacation behavior of 12 individuals Name the clustering procedure that could have been used in this study. Briefly describe the procedure. c) Interpret the vacation behavior of the twelve individuals based on the two dimensions as illustrated by Diagram 1