Ch12 Evans BA1e Case Solution

8/10/2019 Ch12 Evans BA1e Case Solution

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XLMiner : Hierarchical Clustering - Predicted clusters

Row Id. Cluster Id Sub Cluster IdDelivery

speed

Price levelPrice

flexibility

Manufacturin

g image

Overall

service1 1 1 4.1 0.6 6.9 4.7 2.4

11 1 11 2.4 1.6 8.8 4.8 2

51 1 1 3.7 0.7 8.2 6 2.1

77 1 1 3.8 0.8 8.3 6.1 2.2

85 1 11 2.6 3 8.5 6 2.8

87 1 11 2.4 2.9 8.4 5.9 2.7

95 1 1 4 0.5 6.7 4.5 2.2

100 1 11 2.5 1.8 9 5 2.2

2 2 2 1.8 3 6.3 6.6 2.5

23 2 19 3 4 9.1 7.1 3.5

32 2 19 2.8 3.8 8.9 6.9 3.3

56 2 19 2.9 2.6 7.7 7 2.8

83 2 2 1.6 2.8 6.1 6.4 2.391 2 19 3 2.8 7.8 7.1 3

3 3 3 3.4 5.2 5.7 6 4.3

10 3 10 4 3.5 6.5 6 3.7

30 3 10 4.1 3.7 5.9 5.5 3.9

31 3 10 3 3.2 6 5.3 3.1

34 3 10 3.4 3.7 6.4 5.7 3.5

37 3 10 3.6 4 5.8 5.8 3.7

48 3 10 3.4 3.9 5.6 5.6 3.6

53 3 10 4.5 4.1 6.3 5.9 4.3

57 3 27 4.9 4.4 7.4 6.9 4.6

71 3 3 3.6 5.4 5.9 6.2 4.5

4 4 4 2.7 1 7.1 5.9 1.8

24 4 20 2.4 1.5 6.7 4.8 1.927 4 20 2.4 1.5 6.6 4.8 1.9

39 4 22 0 2.1 6.9 5.4 1.1

40 4 20 2.4 2 6.4 4.5 2.1

54 4 26 2.8 2.4 6.7 4.9 2.5

65 4 29 1.1 2 7.2 4.7 1.6

75 4 4 3 2 6.6 6.6 2.4

79 4 29 1 1.9 7.1 4.5 1.5

89 4 4 2.9 1.2 7.3 6.1 2

94 4 26 1.9 2.7 5 4.9 2.2

96 4 22 0.6 1.6 6.4 5 0.7

98 4 26 2 2.8 5.2 5 2.4

99 4 4 3.1 2.2 6.7 6.8 2.6

5 5 5 6 0.9 9.6 7.8 3.4

7 5 7 4.6 2.4 9.5 6.6 3.5

14 5 7 3.7 1.5 8.6 5.7 2.7

19 5 7 5.3 1.4 9.7 6.1 3.3

28 5 7 5.2 1.3 9.7 6.1 3.2

42 5 5 5.9 0.9 9.6 7.8 3.4

67 5 7 4.2 2.5 9.2 6.2 3.3

90 5 7 4.3 2.5 9.3 6.3 3.4

6 6 6 1.9 3.3 7.9 4.8 2.6

8 6 8 1.3 4.2 6.2 5.1 2.8

Back to Navigator


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17 6 16 3.2 4.1 5.7 5.1 3.6

36 6 6 1.8 3.3 7.5 4.5 2.5

41 6 6 1.9 3.4 7.6 4.6 2.6

45 6 6 2 2.6 6.5 3.7 2.4

52 6 25 2.6 4.8 8.2 5 3.6

60 6 25 2.3 4.5 8 4.7 3.3

64 6 16 3 3.8 5.5 4.9 3.468 6 8 1.6 4.5 6.4 5.3 3

70 6 25 2.3 3.7 8.3 5.2 3

84 6 6 2.3 3.7 7.6 5 3

86 6 6 2.5 3.1 7 4.2 2.8

88 6 6 2.1 3.5 7.4 4.8 2.8

9 7 9 5.5 1.6 9.4 4.7 3.5

12 7 12 3.9 2.2 9.1 4.6 3

15 7 14 4.7 1.3 9.9 6.7 3

20 7 14 4.7 1.3 9.9 6.7 3

38 7 12 4 0.9 9.1 5.4 2.4

49 7 9 5.8 0.2 8.8 4.5 3

58 7 28 5.4 2.5 9.6 5.5 4

63 7 12 4.1 1.1 9.3 5.5 2.566 7 12 3.7 1.4 9 4.5 2.6

74 7 9 5.2 1.3 9.1 4.5 3.3

76 7 12 4.2 2.4 9.4 4.9 3.2

97 7 9 6.1 0.5 9.2 4.8 3.3

13 8 13 2.8 1.4 8.1 3.8 2.1

21 8 13 3.3 0.9 8.6 4 2.1

22 8 18 3.4 0.4 8.3 2.5 1.2

35 8 13 2.4 1 7.7 3.4 1.7

55 8 18 3.8 0.8 8.7 2.9 1.6

16 9 15 3.4 2 9.7 4.7 2.7

18 9 17 4.9 1.8 7.7 4.3 3.4

25 9 21 5.1 1.4 8.7 4.8 3.3

26 9 21 4.6 2.1 7.9 5.8 3.429 9 15 3.5 2.8 9.9 3.5 3.1

33 9 21 5.2 2 9.3 5.9 3.7

43 9 17 4.9 2.3 9.3 4.5 3.6

44 9 21 5 1.3 8.6 4.7 3.1

46 9 17 5 2.5 9.4 4.6 3.7

47 9 23 3.1 1.9 10 4.5 2.6

50 9 24 5.4 2.1 8 3 3.8

59 9 21 4.3 1.8 7.6 5.4 3.1

61 9 23 3.1 1.9 9.9 4.5 2.6

62 9 21 5.1 1.9 9.2 5.8 3.6

69 9 24 5.3 1.7 8.5 3.7 3.5

72 9 24 5.6 2.2 8.2 3.1 4

73 9 15 3.6 2.2 9.9 4.8 2.978 9 15 3.3 2.6 9.7 3.3 2.9

80 9 17 4.5 1.6 8.7 4.6 3.1

81 9 24 5.5 1.8 8.7 3.8 3.6

92 9 17 4.8 1.7 7.6 4.2 3.3

82 10 30 3.4 4.6 5.5 8.2 4

93 10 30 3.1 4.2 5.1 7.8 3.6

We can see that the customers with in each cluster have quite similar perceptions about the company.


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(Ver: 4.0.2P)

Salesforce

image

Product

quality2.3 5.2

2.8 5.8

2.5 5.2

2.6 5.3

2.8 6.8

2.7 6.7

2.1 5

3 6

4 8.4

3.4 8.4

3.2 8.2

3.6 7.7

3.8 8.23.8 7.9

2.7 8.2

3.2 8.7

3 8.4

3 8

3.4 8.4

2.5 9.3

2.3 9.1

3.4 8.8

4 9.6

2.9 8.4

2.3 7.8

2.5 7.22.5 7.2

2.6 8.9

2.2 8.8

2.6 9.2

3.2 10

2.7 8.2

3.1 9.9

2.5 8

2.5 8.2

2.1 8.4

2.7 8.4

2.9 8.4

4.6 4.5

4.5 7.6

3.7 6.7

3.9 6.8

3.9 6.7

4.6 4.5

3.9 7.3

4 7.4

1.9 9.7

2.2 6.9

Date: 27-Nov-2012 11:05:02


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2.9 6.2

2.4 7.6

2.5 7.7

1.7 8.5

2.5 9

2.2 8.7

2.6 62.5 7.1

2.3 9.1

2.5 7.4

2.2 9

2.3 7.2

3 7.6

2.5 8.3

2.6 6.8

2.6 6.8

2.6 7.3

2.4 6.7

3 7.7

2.7 7.42.3 6.8

2.7 7.3

2.7 8.5

2.8 7.1

1.4 6.6

1.8 6.3

1.7 5.2

1.1 6.2

2.1 5.6

1.7 4.8

1.5 5.9

2.6 3.8

2.8 4.71.7 5.4

2.4 4.6

1.3 6.2

2.5 3.7

1.4 6.3

3.2 3.8

1.4 5.2

2.5 4.4

3.1 3.8

2.3 4.5

1.9 4.8

1.6 5.3

1.9 4.91.5 5.2

2.1 6.8

2.1 4.9

1.4 5.8

4.4 6.3

4 5.9


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Cause-and-Effect: Correlation Matrix

Delivery speed Price level Price flexibility Manufacturing image

Delivery speed 1Price level -0.349225145 1Price flexibility 0.509295189 -0.487212589 1Manufacturing image 0.050414202 0.272186759 -0.116104083 1

Overall service 0.611900685 0.512980822 0.066617282 0.29867737Salesforce image 0.077115217 0.186243254 -0.034316102 0.788224544Product quality -0.482630936 0.469745783 -0.448112014 0.19998111Satisfaction Level 0.65063233 0.028394666 0.524814151 0.475933831

The correlations between Satisfaction Level and; Delivery speed, Price flexibility, Manufacturing imagerelatively strong, with the highest correlations between Satisfaction Level and; delivery speed, and oveThis suggests that if Elizabeth Burke wants to improve Satisfaction Level of Purchasers, she needs to

Correlation between Satisfaction Level and Usage Level

Satisfaction Level Usage LevelSatisfaction Level 1Usage Level 0.710697543 1

The above correlation matrix shows that the Satisfaction level and the Usage level are highly correlateHence, Usage level of PLE products could be increased by improving Satisfaction Level of Purchasers


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Overall service Salesforce image Product quality Satisfaction Level

10.240808181 1-0.055161302 0.177293922 10.631232902 0.340909303 -0.283339803 1

, and Overall service areall service.concentrate on Delivery speed, Price Flexibility, and Overall service of PLE products.

..


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XLMiner : Hierarchical Clustering

Inputs Dendrogram

Elapsed Time

Inputs

Delivery speed Price level Price flexibility Manufacturing

image

Clustering Stages

Stage Cluster 1 Cluster 2 Distance

1 15 20 0

2 24 27 0.072487

3 5 42 0.076097

4 47 61 0.149175

5 19 28 0.186476

6 67 90 0.240524

7 36 41 0.254789

8 51 77 0.254789

9 18 92 0.254789

10 33 62 0.254789

11 85 87 0.286862

12 43 46 0.293452

13 65 79 0.29764

14 38 63 0.31918215 25 44 0.344397

16 69 81 0.386069

17 37 48 0.429861

18 94 98 0.444328

19 50 72 0.450268

20 56 91 0.450401

21 1 95 0.470213

22 16 73 0.473221

Input data .

'

Output Navigator

Clustering Stages

Predicted Clusters

Data

Draw dendrogram Yes

# Records in the input data 100

Input variables normalized Yes

Data Type Raw data

Variables

# Selected Variables 7

Selected variables

Parameters/Options

Selected clustering method Average group linkage

Show cluster membership Yes

# Clusters 10

Selected Similarity measure Euclidean distance


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78 13 22 1.544997

79 12 15 1.580603

80 16 47 1.675084

81 4 24 1.68671

82 3 57 1.761401

83 2 23 1.784202

84 9 12 1.84507285 6 8 1.85579

86 18 25 1.868055

87 5 7 1.905657

88 1 11 1.985994

89 4 39 2.091224

90 16 18 2.16332

91 3 82 2.216284

92 1 9 2.330076

93 2 6 2.425093

94 13 16 2.525258

95 1 5 2.661223

96 2 4 2.665683

97 1 13 2.957626

98 2 3 2.9912

99 1 2 3.561873

Elapsed Time

2.00Overall (secs)


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(Ver: 4.0.2P)

Overall

service

Salesforce

image

Product

quality

Date: 27-Nov-2012 11:05:02


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XLMiner : Hierarchical Clustering - Dendrogram

Sub-Cluster Id

1

Sub-Cluster Id-

2

Sub-Cluster Id-

3

Sub-Cluster Id

4

Sub-Cluster Id-

5

Sub-Cluster Id

6

Sub-Cluster Id-

7

1 2 3 4 5 6 7

95 83 71 89 42 36 67

51 75 41 90

77 99 88 19

84 28

86 14

45

Back to Navigator

Cluster Legend (Numbers show the record sequence in the original data)

1 11 9 28 12 14 5 7 13 18 15 23 17 24 21 2 19 6 25 80

0.5

1

1.5

2

2.5

3

3.5

4

Distance

Dendrogram(Average group linka


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Sub-Cluster Id-

8

Sub-Cluster Id

9

Sub-Cluster Id-

10

Sub-Cluster Id-

11

Sub-Cluster Id

12

Sub-Cluster Id-

13

Sub-Cluster Id

14

Sub-Cluster Id-

15

8 9 10 11 12 13 15 16

68 74 34 100 76 21 20 73

49 30 85 38 35 29

97 53 87 63 78

31 66

37

48

Date: 27-Nov-2012 11:05:02

16 4 20 26 22 29 3 10 27 30

ge)


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(Ver: 4.0.2P)

Sub-Cluster Id-

16

Sub-Cluster Id

17

Sub-Cluster Id

18

Sub-Cluster Id-

19

Sub-Cluster Id

20

Sub-Cluster Id

21

Sub-Cluster Id-

22

Sub-Cluster Id

23

17 18 22 23 24 25 39 47

64 92 55 32 27 44 96 61

80 56 40 33

43 91 62

46 26

59


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Sub-Cluster Id-

24

Sub-Cluster Id

25

Sub-Cluster Id

26

Sub-Cluster Id-

27

Sub-Cluster Id

28

Sub-Cluster Id

29

Sub-Cluster Id-

30

50 52 54 57 58 65 82

72 60 94 79 93

69 70 98

81


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Purchasing Survey

Delivery speed Price level Price flexibility Manufacturing image Overall service

4.1 0.6 6.9 4.7 2.41.8 3 6.3 6.6 2.53.4 5.2 5.7 6 4.3

2.7 1 7.1 5.9 1.86 0.9 9.6 7.8 3.4

1.9 3.3 7.9 4.8 2.64.6 2.4 9.5 6.6 3.51.3 4.2 6.2 5.1 2.85.5 1.6 9.4 4.7 3.5

4 3.5 6.5 6 3.72.4 1.6 8.8 4.8 23.9 2.2 9.1 4.6 32.8 1.4 8.1 3.8 2.13.7 1.5 8.6 5.7 2.7

4.7 1.3 9.9 6.7 3

3.4 2 9.7 4.7 2.73.2 4.1 5.7 5.1 3.64.9 1.8 7.7 4.3 3.45.3 1.4 9.7 6.1 3.34.7 1.3 9.9 6.7 33.3 0.9 8.6 4 2.13.4 0.4 8.3 2.5 1.2

3 4 9.1 7.1 3.52.4 1.5 6.7 4.8 1.95.1 1.4 8.7 4.8 3.3

4.6 2.1 7.9 5.8 3.42.4 1.5 6.6 4.8 1.95.2 1.3 9.7 6.1 3.23.5 2.8 9.9 3.5 3.14.1 3.7 5.9 5.5 3.9

3 3.2 6 5.3 3.12.8 3.8 8.9 6.9 3.35.2 2 9.3 5.9 3.73.4 3.7 6.4 5.7 3.52.4 1 7.7 3.4 1.71.8 3.3 7.5 4.5 2.5

3.6 4 5.8 5.8 3.74 0.9 9.1 5.4 2.40 2.1 6.9 5.4 1.1

2.4 2 6.4 4.5 2.1

1.9 3.4 7.6 4.6 2.65.9 0.9 9.6 7.8 3.44.9 2.3 9.3 4.5 3.6

5 1.3 8.6 4.7 3.12 2.6 6.5 3.7 2.4

5 2.5 9.4 4.6 3.73.1 1.9 10 4.5 2.63.4 3.9 5.6 5.6 3.65.8 0.2 8.8 4.5 3


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5.4 2.1 8 3 3.83.7 0.7 8.2 6 2.12.6 4.8 8.2 5 3.6

4.5 4.1 6.3 5.9 4.32.8 2.4 6.7 4.9 2.53.8 0.8 8.7 2.9 1.6

2.9 2.6 7.7 7 2.84.9 4.4 7.4 6.9 4.65.4 2.5 9.6 5.5 44.3 1.8 7.6 5.4 3.12.3 4.5 8 4.7 3.33.1 1.9 9.9 4.5 2.65.1 1.9 9.2 5.8 3.64.1 1.1 9.3 5.5 2.5

3 3.8 5.5 4.9 3.41.1 2 7.2 4.7 1.63.7 1.4 9 4.5 2.64.2 2.5 9.2 6.2 3.3

1.6 4.5 6.4 5.3 35.3 1.7 8.5 3.7 3.52.3 3.7 8.3 5.2 33.6 5.4 5.9 6.2 4.55.6 2.2 8.2 3.1 43.6 2.2 9.9 4.8 2.9

5.2 1.3 9.1 4.5 3.33 2 6.6 6.6 2.4

4.2 2.4 9.4 4.9 3.23.8 0.8 8.3 6.1 2.23.3 2.6 9.7 3.3 2.9

1 1.9 7.1 4.5 1.54.5 1.6 8.7 4.6 3.1

5.5 1.8 8.7 3.8 3.63.4 4.6 5.5 8.2 41.6 2.8 6.1 6.4 2.32.3 3.7 7.6 5 3

2.6 3 8.5 6 2.82.5 3.1 7 4.2 2.82.4 2.9 8.4 5.9 2.72.1 3.5 7.4 4.8 2.82.9 1.2 7.3 6.1 24.3 2.5 9.3 6.3 3.4

3 2.8 7.8 7.1 34.8 1.7 7.6 4.2 3.3

3.1 4.2 5.1 7.8 3.61.9 2.7 5 4.9 2.2

4 0.5 6.7 4.5 2.20.6 1.6 6.4 5 0.76.1 0.5 9.2 4.8 3.3

2 2.8 5.2 5 2.43.1 2.2 6.7 6.8 2.62.5 1.8 9 5 2.2


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Salesforce image Product quality tisfaction Le Usage Level Size of firm

2.3 5.2 4.2 32 04 8.4 4.3 43 1

2.7 8.2 5.2 48 1

2.3 7.8 3.9 32 14.6 4.5 6.8 58 0

1.9 9.7 4.4 45 14.5 7.6 5.8 46 02.2 6.9 4.3 44 1

3 7.6 5.4 63 03.2 8.7 5.4 54 12.8 5.8 4.3 32 02.5 8.3 5 47 01.4 6.6 4.4 39 13.7 6.7 5 38 0

2.6 6.8 5.9 54 0

1.7 4.8 4.7 49 02.9 6.2 4.4 38 01.5 5.9 5.6 40 03.9 6.8 5.9 54 02.6 6.8 6 55 01.8 6.3 4.5 41 01.7 5.2 3.3 35 03.4 8.4 5.2 55 02.5 7.2 3.7 36 12.6 3.8 4.9 49 0

2.8 4.7 5.9 49 02.5 7.2 3.7 36 13.9 6.7 5.8 54 01.7 5.4 5.4 49 0

3 8.4 5.1 46 13 8 3.3 43 1

3.2 8.2 5 53 02.4 4.6 6.1 60 03.4 8.4 3.8 47 11.1 6.2 4.1 35 12.4 7.6 3.6 39 1

2.5 9.3 4.8 44 12.6 7.3 5.1 46 02.6 8.9 3.9 29 12.2 8.8 3.3 28 1

2.5 7.7 3.7 40 14.6 4.5 6.7 58 01.3 6.2 5.9 53 02.5 3.7 4.8 48 01.7 8.5 3.2 38 1

1.4 6.3 6 54 03.2 3.8 4.9 55 02.3 9.1 4.7 43 12.4 6.7 4.9 57 0


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1.4 5.2 3.8 53 02.5 5.2 5 41 02.5 9 5.2 53 1

3.4 8.8 5.5 50 12.6 9.2 3.7 32 12.1 5.6 3.7 39 0

3.6 7.7 4.2 47 04 9.6 6.2 62 13 7.7 6 65 0

2.5 4.4 5.6 46 02.2 8.7 5 50 13.1 3.8 4.8 54 02.3 4.5 6.1 60 02.7 7.4 5.3 47 0

2.6 6 4.2 36 03.2 10 3.4 40 12.3 6.8 4.9 45 03.9 7.3 6 59 0

2.5 7.1 4.5 46 11.9 4.8 4.3 58 02.3 9.1 4.8 49 12.9 8.4 5.4 50 11.6 5.3 3.9 55 01.9 4.9 4.9 51 0

2.7 7.3 5.1 60 02.7 8.2 4.1 41 12.7 8.5 5.2 49 02.6 5.3 5.1 42 01.5 5.2 5.1 47 03.1 9.9 3.3 39 12.1 6.8 5.1 56 0

2.1 4.9 4.5 59 04.4 6.3 5.6 47 03.8 8.2 4.1 41 12.5 7.4 4.4 37 0

2.8 6.8 5.6 53 12.2 9 3.7 43 12.7 6.7 5.5 51 12.3 7.2 4.3 36 02.5 8 4 34 1

4 7.4 6.1 60 03.8 7.9 4.4 49 01.4 5.8 5.5 39 0

4 5.9 5.2 43 02.5 8.2 3.6 36 12.1 5 4 31 02.1 8.4 3.4 25 12.8 7.1 5.2 60 02.7 8.4 3.7 38 12.9 8.4 4.3 42 1

3 6 4.4 33 0


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0 1 30 0 21 1 2

1 0 21 1 10 0 1

1 1 21 0 20 0 30 1 31 1 20 1 30 0 30 1 3

1 1 21 1 10 0 20 0 3

1 0 20 0 31 1 21 1 20 1 30 0 3

0 1 31 0 10 1 20 0 20 1 31 1 10 0 3

0 0 31 1 21 0 11 0 1

1 0 21 1 11 0 21 0 11 1 10 0 31 1 20 0 2

1 1 21 0 10 1 11 1 10 1 3

Ch12 Evans BA1e Case Solution

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