Though the study was initiated by Ramirez, it was conducted by a Market Research firm, which submitted only a summary report to Ramirez. However, to convince Costa, Ramirez has to establish two facts. First, that there are underlying dimensions of product convergence in the consumers' minds. Second, the market could be segmented based on the consumer perceptions on convergence. But to do that, he has to understand the outputs which the Market Research firm had provided to him. He also has to know the technical terms and justify the presence of three clusters of consumers. Assignment Questions: 1. What was the sample size for the Factor and the Cluster Analysis? Was the sample size adequate? 2. What is a rotated component matrix? How does it help in identifying factors? Was the percentage of variance explained by the factor solution adequate? What other methods of factor analysis could the MR firm have tried? How could Ramirez name the factors? 3. How did the MR firm come to the conclusion that there were three clusters? Is there a way to validate the clusters if the raw data set is given? How would one go ahead with profiling the clusters? Though the study was initiated by Ramirez, it was conducted by a Market Research firm, which submitted only a summary report to Ramirez. However, to convince Costa, Ramirez has to establish two facts. First, that there are underlying dimensions of product convergence in the consumers' minds. Second, the market could be segmented based on the consumer perceptions on convergence. But to do that, he has to understand the outputs which the Market Research firm had provided to him. He also has to know the technical terms and justify the presence of three clusters of consumers. Assignment Questions: 1. What was the sample size for the Factor and the Cluster Analysis? Was the sample size adequate? 2. What is a rotated component matrix? How does it help in identifying factors? Was the percentage of variance explained by the factor solution adequate? What other methods of factor analysis could the MR firm have tried? How could Ramirez name the factors? 3. How did the MR firm come to the conclusion that there were three clusters? Is there a way to validate the clusters if the raw data set is given? How would one go ahead with profiling the clusters