1. Which segmentation bases would you use for segmentation and targeting new customers who are early-adopters and why? Your answer should be based on the lecture material using two dimensions (remember a 2 x 2 table for segmentation bases) (0.5 pt)

For data analysis, the first thing you need to do is to load the data into RStudio. You may have to change/modify the data themselves in terms of format. For example, the first three rows of Kirin Data (segmentation).xls should be deleted (For your convenience, I have done that and saved as a csv file: Kirin.csv). However, you may have to take a look at Discrimination Data sheet as well for naming purpose, in Kirin Data (Segmentation).xls.

For Positioning, make sure the rows and columns match the format I used for Blackberry case. Otherwise, you will make a big error.