1.Using Kirin Case (Segmentation-Targeting, Conjoint).pdf and corresponding data file (Excel csv format), answer the following:
a.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).
b.Run all the necessary modules of segmentation analysis. Include the R results and Identify the number of distinct segments present in this market (2 pts), using R. You SHOULD provide your rationale for the selection of the number of segments based on the results and case itself.
c.Identify and profile the clusters that you select. If you can, also provide names for clusters. Be complete (2 pts) Given the attributes, which clusters would you target for your marketing campaign and why? (1 pts)
Must use r stat. Post awnsers in word document with R-stat screenshots. Should not take more than an hour with knowledge of R-stats. Files required are posted below.
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