QUESTIONS:

$(15$ points$)$ Q$1.$ Table $1$ examines the questionnaire conducted to collect data. Also, examine the data file, which shows the segmentation and discrimination variables used to run the analyses. Do you have any concerns about any of the questions or the scales used to collect data; highlight any potential issues with the construction of the questions and the scales used to collect the responses. What would your team change $($list $2$ or $3$ suggestions$)$ in this questionnaire; for instance, what other segmentation and discriminant questions would you ask for a better segmentation and targeting strategy?

$(10$ points$)$ Q$2.$ Run the $$Segmentation$$ model. What is the optimal number of segments? Why? $($Think about how we analyze a dendrogram$)$

$(15$ points$)$ Q$3.$ What are the key segments? Label each segment to define best the consumers who belong to that segment. Explain the profile of each segment according to the segmentation variables used in the analysis. What are some of the statistically significant differences between segments?

$(15$ points$)$ Q$4.$ Does it make sense for the company to target specific segments? If yes, specify the segments that should be targeted. Why did you select these segment$($s$)?$ How do you assess the attractiveness of these segments? Review the Segment Attractiveness criteria in the slide deck. If not, explain why not.

$(15$ points$)$ Q$5.$ According to the discriminant analysis, describe each segment and the characteristics of the segment$($s$)$ that are found. How do the targeted segment$($s$)($according to Q$4)$ descriptor data differ from the other segments? Are there statistical differences?

$(10$ points$)$ Q$6.$ According to the Confusion Matrix in the discriminant analysis, comment on how successful the chosen descriptor variables are in predicting the actual segment memberships. Give some examples of respondents predicted inaccurately according to the discriminant analysis.

$(10$ points$)$ Q$7.$ Based on the segment and discriminant spaces, what can you learn about segmentation and descriptor variables? Which ones are positively and which ones are negatively correlated?

$(10$ points$)$ Q$8.$ What are the next steps for Intel? Based on the segmentation and targeting analysis you conducted, what are the managerial implications for the company?