Market Data Analysis Using JMP

Exercises

Research Concepts

1. Discuss the role of segmentation in marketing. What is its role relative to the marketing mix?
2. Discuss two types of heterogeneity.
3. Compare and contrast the a priori and post hoc approaches to segmentation.
4. Distinguish between supervised and unsupervised learning. What is “learning” in this framework?
5. Discuss a data issue associated with using continuous data for clustering.
6. Discuss, in general terms, how agglomerative clustering is done.
7. Discuss, in general terms, how k-means clustering is done.
8. What is LCA?
9. What’s a “fuzzy” solution in LCA?
10. What is a decision tree?

JMP Concepts

Hierarchical Clustering

1. How do you access the following platforms: hierarchical ...