Question $1.$ Finance Engine Ltd$.$ Currently has a vision of becoming the largest e$-$training and

certification organization in the banking and financial service industry. It offers financial courses and $15$

certifications. The courses offered by Finance Engine Ltd$.$ are e$-$learning training courses tied to each

certification. The courses and certifications are intended for those professionals who want to enter

banking and financial service industry. The business school segment has strategic importance for

Finance Engine Ltd$.,$ considering the growing proportion of MBA students who are opting to specialize in

financial and pursue jobs in the banking and financial service industry each year. In order to better

understand MBA students, the company collected survey data from $50$ MBA students. The survey and

the data can be found in the excel file.

$(1)$ Take a close look at the survey, data, and note.

$(2)$ Select at least four variables that you feel are appropriate for clustering the MBA students.

$(3)$ Determine the number of clusters.

$(4)$ Label and interpret the clusters and draft the technical write$-$up$.$

$(5)$ Use four variables, in addition to the variables you used for segmentation to further profile each

cluster. Finally, add the profiling information to the technical write$-$up$.$

Submissions should include all SPSS outputs and the technical write$-$up$.$

Question $2.$ A frozen food company conducted a study to examine how consumers evaluate different

breakfast choices. Consumers evaluated the extent to which different breakfast options are similar or

dissimilar to each other. The "Breakfast Choices Data" worksheet contains the similarity data with

smaller numbers indicating higher similarity. Use the multidimensional scaling function in SPSS to

illustrate these breakfast choices on a perceptual map.

Question $3.$ When Infinite first launched its G$20$ line, they conducted a market research to evaluate their

best positioning strategy. The "Infiniti G$20$ Positioning" worksheet contains information about how

consumers evaluate the key features of Infinite G$20$ and its competing brands. Use factor analysis and

scatter plot to make a perceptual map that shows the positioning of these car brands. Paste the map

below. And answer: How do consumers perceive Infinite G$20$ on the attribute of roomy, easy service,

and attractive? Which brands are Infinite G$20$s closest competitors?