1. Run Principal component analysis (Factor analysis) using R, and show (1) your choice of how many components (factors, or dimensions, if you will) you decide to use, (2) perceptual maps, and (3) the factor loadings and factor scores (1 pts).

2. Evaluate the current positioning map. Be thorough and complete (3 pts)

3. If you have to reposition it, which direction would you target and how would you re-position it? (1 pts)

1. Questionnaire development: Based on the case and data set, you should be able to reproduce the original questionnaire that you think was used to generate this data set. In terms of format, each student can use any type and format (i.e., an unique format), but the contents would be pretty much same, because all the questions will be based on the case itself. You can use this questionnaire later whenever you want to work on segmentation analysis. In a sense, this questionnaire will be a template for future use. Be professional and complete as much as possible, in terms of contents (1 pt) and format (1 pt).