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Survey on Car Consumers

Autor:   •  November 16, 2015  •  Essay  •  944 Words (4 Pages)  •  816 Views

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Assignment 1

Due on 9th Nov 2015

Q1. The following are the responses of five consumers in a survey on the benefits expected of a car (1= not at all important and 7=important).

       Consumer        Gas Mileage                Power                 Safety                  

A                        2                     5                    6

B                        4                     5                    5

C                        6                     6                    7

D                         4                     6                    6

E                        3                     5                    6

  1. Derive a dissimilarity matrix for this data

Mean of Gas Mileage: 3,8

SD of Gas Mileage: 1.33

Mean of Power: 5.4

SD of Power: 0.49

      Mean of Safety: 6

      SD of Safety: 0.63

     

Standardized Data

Consumer

Gas Mileage

Power

Safety

A

-1.35

-0.82

0

B

0.15

-0.82

-1.59

C

1.66

1.22

1.59

D

0.15

1.22

0

E

-0.6

-0.82

0

     

         

         Dissimilarity Matrix

A

B

C

D

E

A

-

B

2.18

-

C

3.97

4.05

-

D

2.54

2.58

2.18

-

E

0.75

1.75

3.43

2.18

-

     

       Euclidian Distance: [pic 1]

  1. Identify the segments in the market on the basis of a similarity cut-off of 1.5

Based on the cut-off of 1.5, the segments formed will be:

...

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