DESCRIPTIVES VARIABLES=q05a q05b q05c q05d q05e q05f q05g q05h q05i q05j /STATISTICS=MEAN STDDEV.

Descriptives

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used Syntax User defined missing values are treated as missing. All non-missing data are used. DESCRIPTIVES VARIABLES=q05a q05b q05c q05d q05e q05f q05g q05h q05i q05j /STATISTICS=MEAN STDDEV. Resources Processor Time Elapsed Time 00 00:00:00.000 00 00:00:00.006 DataSet1 <none> <none> <none> 70 10-Feb-2012 23:31:54

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Descriptive Statistics N Fighting Cavities 70 Mean 6.1143 Std. Deviation 1.44004

Whitening Teeth Cleaning Stains/Tartar Good Taste Likeable Flavor Freshening Breadth High Prestige Brand American Dental Association Recommendation Attractive Packaging Innovative Feature/new ingredient Valid N (listwise)

70 70 70 70 70 70 70 70 70 70

5.6429 5.6714 5.3429 5.1714 6.3000 3.4714 4.4857 3.4286 4.0714

1.41458 1.34834 1.50252 1.52250 .76802 1.50093 1.88620 1.68171 1.36543

CLUSTER q05h q05i q05e q05d q05g q05a q05b /METHOD BAVERAGE /MEASURE=SEUCLID /ID=nickname /PRINT SCHEDULE /PLOT DENDROGRAM.

Cluster

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used User-defined missing values are treated as missing. Statistics are based on cases with no missing values for any variable used. DataSet1 <none> <none> <none> 70 10-Feb-2012 23:33:40

Syntax

CLUSTER q05h q05i q05e q05d q05g q05a q05b /METHOD BAVERAGE /MEASURE=SEUCLID /ID=nickname /PRINT SCHEDULE /PLOT DENDROGRAM.

Resources

Processor Time Elapsed Time

00 00:00:00.203 00 00:00:00.304

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Case Processing Summarya,b Cases Valid N 70 Percent 100.0 N 0 Missing Percent .0 N 70 Total Percent 100.0

a. Squared Euclidean Distance used b. Average Linkage (Between Groups)

Average Linkage (Between Groups)

Agglomeration Schedule Stage Cluster Combined Cluster 1 1 2 3 4 5 6 52 16 27 44 13 6 Cluster 2 57 36 52 56 22 18 1.000 1.000 1.500 2.000 2.000 2.000 Coefficients Stage Cluster First Appears Cluster 1 0 0 0 0 0 0 Cluster 2 0 0 1 0 0 0 3 23 7 13 27 10 Next Stage

7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49

27 15 19 6 24 32 3 27 5 3 26 33 43 34 6 27 4 7 42 17 13 19 29 49 41 28 6 7 10 41 3 6 32 11 3 7 5 13 14 4 3 6 1

65 68 53 51 50 46 44 31 15 21 66 62 55 45 12 39 16 27 54 37 20 60 70 63 59 47 17 69 42 43 25 48 61 35 24 23 26 64 19 49 58 7 6

2.667 3.000 3.000 4.000 4.000 4.000 4.000 4.000 4.500 4.667 5.000 5.000 5.000 5.000 5.333 5.400 5.500 5.833 6.000 6.000 6.000 6.500 7.000 7.000 7.000 7.000 7.500 8.857 9.000 9.500 9.500 9.667 10.000 10.000 10.200 10.750 10.833 11.000 11.333 11.500 13.143 13.429 14.000

3 0 0 6 0 0 0 7 0 13 0 0 0 0 10 14 0 0 0 0 5 9 0 0 0 0 21 24 0 31 16 33 12 0 37 34 15 27 0 23 41 38 0

0 0 0 0 0 0 4 0 8 0 0 0 0 0 0 0 2 22 0 0 0 0 0 0 0 0 26 0 25 19 0 0 0 0 11 0 17 0 28 30 0 42 48

14 15 28 21 41 39 16 22 43 37 43 50 36 57 33 24 46 34 35 33 44 45 61 46 36 54 38 42 56 58 41 48 62 60 47 48 52 51 51 52 50 49 55

50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69

3 13 4 4 28 1 10 9 30 1 4 29 1 2 1 2 1 1 1 1

33 14 5 40 67 13 28 34 41 3 11 30 32 8 4 10 9 29 2 38

15.250 15.375 16.120 16.900 17.500 18.331 19.000 20.500 22.500 22.804 23.273 26.100 28.648 30.000 33.045 34.500 37.882 42.894 49.334 74.812

47 44 46 52 32 49 35 0 0 55 53 29 59 0 62 63 64 66 67 68

18 45 43 0 0 51 54 20 36 50 40 58 39 0 60 56 57 61 65 0

59 55 53 60 56 59 65 66 61 62 64 67 64 65 66 68 67 68 69 0

QUICK CLUSTER q05h q05i q05d q05e q05b q05g q05a /MISSING=LISTWISE /CRITERIA=CLUSTER(3) MXITER(10) CONVERGE(0) /METHOD=KMEANS(NOUPDATE) /SAVE CLUSTER /PRINT ID(nickname) INITIAL CLUSTER DISTAN.

Quick Cluster

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used User-defined missing values are treated as missing. Statistics are based on cases with no missing values for any clustering variable used. Syntax QUICK CLUSTER q05h q05i q05d q05e q05b q05g q05a /MISSING=LISTWISE /CRITERIA=CLUSTER(3) MXITER(10) CONVERGE(0) /METHOD=KMEANS(NOUPDATE) /SAVE CLUSTER /PRINT ID(nickname) INITIAL CLUSTER DISTAN. DataSet1 <none> <none> <none> 70 10-Feb-2012 23:36:27

Resources

Processor Time Elapsed Time Workspace Required

00 00:00:00.015 00 00:00:00.031 1352 bytes Cluster Number of Case

Variables Created or Modified

QCL_1

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Initial Cluster Centers Cluster 1 American Dental Association Recommendation Attractive Packaging Good Taste Likeable Flavor Whitening Teeth High Prestige Brand Fighting Cavities 1.00 1.00 1.00 7.00 5.00 7.00 5.00 6.00 3.00 7.00 5.00 1.00 1.00 7.00 7.00 3.00 2.00 7.00 7.00 2 1.00 3 5.00

Iteration Historya Iteration Change in Cluster Centers 1 1 2 3 4 5 6 7 3.887 .327 .794 .486 .276 .277 .000 2 4.319 .992 .452 .355 .000 .000 .000 3 4.220 .397 .367 .261 .146 .151 .000

a. Convergence achieved due to no or small change in cluster centers. The maximum absolute coordinate change for any center is . 000. The current iteration is 7. The minimum distance between initial centers is 10.050.

Cluster Membership Case Number 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 Warden Eagle Eye Zach Attack AJ Refused Blue Joe Schmoe Daisy HiLo Refused Lynn cnow unive Suckza-Chump Bear Captain Fat Andy Youngin BigB Bird Boo 10 Nickname Refused Bud The Dude eeyore TeRRAPIN BUA Earl Floyd Hank onos Netto GUTTER MOUTH Santos L. Helpar Bandit 1234 3 1 1 3 3 2 2 3 3 1 3 3 1 3 2 1 1 3 3 3 3 3 1 3 1 2.710 2.386 2.577 2.719 1.980 3.194 2.626 3.645 2.476 3.001 2.476 3.521 1.030 2.146 3.438 3.180 5.267 2.833 4.749 4.196 4.603 3.997 3.302 2.071 6.321 3 2.497 Cluster 3 2 3 1 1 3 3 2 3 2 1 3 Distance 3.460 4.888 2.539 3.342 2.745 2.084 2.345 3.849 5.617 2.782 3.010 .778

39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70

Tito STILTRIPPIN Jessie Peanut 6323 Dog LLoyd Machada Hottie Pebbles Leonidas K.Money Refused THE DUKE 40 Smukfette Mizzou Romy Mern ARAE Eyeore abcd Joe Joe - Circus Monkey LAbeachbabe Boom Boom AXAS RAIN Sam Sancho Jewboy MONEY Salt

3 2 1 2 1 3 3 3 2 3 1 3 3 3 2 2 1 3 3 3 1 3 3 3 2 3 3 1 2 1 3 1

2.824 3.301 3.246 2.712 3.342 2.253 4.451 3.828 3.194 2.288 3.607 3.256 2.146 2.641 2.850 2.684 2.687 2.942 2.690 4.270 3.915 4.264 3.572 3.368 4.563 4.010 2.323 2.284 3.071 2.567 3.422 5.187

Final Cluster Centers Cluster 1 American Dental Association Recommendation Attractive Packaging Good Taste 2.63 3.53 3.46 6.00 3.82 6.03 4.63 2 2.08 3 5.24

Likeable Flavor Whitening Teeth High Prestige Brand Fighting Cavities

3.32 5.58 2.63 6.68

5.77 5.85 3.08 3.77

5.89 5.61 4.03 6.63

Distances between Final Cluster Centers Cluster 1 2 3 5.303 4.077 4.391 1 2 5.303 3 4.077 4.391

Number of Cases in each Cluster Cluster 1 2 3 Valid Missing 19.000 13.000 38.000 70.000 .000

CROSSTABS /TABLES=QCL_1 BY race /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Crosstabs

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset DataSet1 10-Feb-2012 23:40:27

Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used

<none> <none> <none> 70 User-defined missing values are treated as missing. Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.

Syntax

CROSSTABS /TABLES=QCL_1 BY race /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Resources

Processor Time Elapsed Time Dimensions Requested Cells Available

00 00:00:00.031 00 00:00:00.007 2 174762

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Case Processing Summary Cases Valid N Cluster Number of Case * Race/Ethicity 70 Percent 100.0% N 0 Missing Percent .0% N 70 Total Percent 100.0%

Cluster Number of Case * Race/Ethicity Crosstabulation Race/Ethicity White Cluster Number of Case Cavity Fighter Count 16 Others 3

% within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case Cluster Number of Case * Race/Ethicity Crosstabulation

84.2%

15.8%

9 69.2%

4 30.8%

30 78.9%

8 21.1%

55 78.6%

15 21.4%

Total Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case 70 100.0% 38 100.0% 13 100.0% 19 100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 1.036a 1.005 .097 70 df 2 2 1 sided) .596 .605 .755

a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 2.79.

CROSSTABS /TABLES=QCL_1 BY age /FORMAT=AVALUE TABLES /STATISTICS=CHISQ

/CELLS=COUNT ROW /COUNT ROUND CELL.

Crosstabs

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used User-defined missing values are treated as missing. Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. Syntax CROSSTABS /TABLES=QCL_1 BY age /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL. Resources Processor Time Elapsed Time Dimensions Requested Cells Available 00 00:00:00.000 00 00:00:00.010 2 174762 DataSet1 <none> <none> <none> 70 10-Feb-2012 23:42:21

[DataSet1] D:\3rd Trimester\Marketing

Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Case Processing Summary Cases Valid N Cluster Number of Case * Age 70 Percent 100.0% N 0 Missing Percent .0% N 70 Total Percent 100.0%

Cluster Number of Case * Age Crosstabulation Age 18-24 years Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case Cluster Number of Case * Age Crosstabulation Total Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count 70 38 100.0% 13 100.0% 19 100.0% 58 82.9% 12 17.1% 32 84.2% 6 15.8% 11 84.6% 2 15.4% 15 78.9% 25-29 years 4 21.1%

% within Cluster Number of Case

100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases .282
a

df 2 2 1

sided) .869 .873 .646

.273 .212 70

a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is 2.23.

CROSSTABS /TABLES=QCL_1 BY gender /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Crosstabs

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File DataSet1 <none> <none> <none> 70 10-Feb-2012 23:42:41

Missing Value Handling

Definition of Missing Cases Used

User-defined missing values are treated as missing. Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table.

Syntax

CROSSTABS /TABLES=QCL_1 BY gender /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Resources

Processor Time Elapsed Time Dimensions Requested Cells Available

00 00:00:00.015 00 00:00:00.013 2 174762

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Case Processing Summary Cases Valid N Cluster Number of Case * Gender 70 Percent 100.0% N 0 Missing Percent .0% N 70 Total Percent 100.0%

Cluster Number of Case * Gender Crosstabulation Gender Male Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case 7 53.8% 6 46.2% 10 52.6% Female 9 47.4%

Balanced Paste

Count % within Cluster Number of Case

18 47.4%

20 52.6%

Total

Count % within Cluster Number of Case Cluster Number of Case * Gender Crosstabulation Total

35 50.0%

35 50.0%

Cluster Number of Case

Cavity Fighter

Count % within Cluster Number of Case

19 100.0%

White Teeth

Count % within Cluster Number of Case

13 100.0%

Balanced Paste

Count % within Cluster Number of Case

38 100.0%

Total

Count % within Cluster Number of Case

70 100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases .235
a

df 2 2 1

sided) .889 .889 .679

.235 .171 70

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.50.

CROSSTABS /TABLES=QCL_1 BY income /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Crosstabs

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used User-defined missing values are treated as missing. Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. Syntax CROSSTABS /TABLES=QCL_1 BY income /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL. Resources Processor Time Elapsed Time Dimensions Requested Cells Available 00 00:00:00.000 00 00:00:00.008 2 174762 DataSet1 <none> <none> <none> 70 10-Feb-2012 23:42:58

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Case Processing Summary Cases Valid N Cluster Number of Case * Household Income 70 Percent 100.0% N 0 Missing Percent .0% N 70 Total Percent 100.0%

Cluster Number of Case * Household Income Crosstabulation Household Income Less than $30,000 Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case Cluster Number of Case * Household Income Crosstabulation Household Income $30,000 to $80,000 Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count 10 5 13.2% 1 7.7% 4 21.1% 35 50.0% 18 47.4% 7 53.8% 10 52.6%

% within Cluster Number of Case Cluster Number of Case * Household Income Crosstabulation

14.3%

Household Income $80,001 to $125,000 Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case Cluster Number of Case * Household Income Crosstabulation Household Income Above $125,000 Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case 14 20.0% 70 100.0% 9 23.7% 38 100.0% 3 23.1% 13 100.0% 2 10.5% 19 100.0% Total 11 15.7% 6 15.8% 2 15.4% 3 15.8%

Chi-Square Tests Asymp. Sig. (2Value df sided)

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

2.329a 2.494 .819 70

6 6 1

.887 .869 .365

a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is 1.86.

CROSSTABS /TABLES=QCL_1 BY current /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Crosstabs

Notes Output Created Comments Input Data D:\3rd Trimester\Marketing Research\Classroom\data_analysis_gu ide\data_analysis_guide\Data_Sets\clu ster.sav Active Dataset Filter Weight Split File N of Rows in Working Data File Missing Value Handling Definition of Missing Cases Used User-defined missing values are treated as missing. Statistics for each table are based on all the cases with valid data in the specified range(s) for all variables in each table. DataSet1 <none> <none> <none> 70 10-Feb-2012 23:44:00

Syntax

CROSSTABS /TABLES=QCL_1 BY current /FORMAT=AVALUE TABLES /STATISTICS=CHISQ /CELLS=COUNT ROW /COUNT ROUND CELL.

Resources

Processor Time Elapsed Time Dimensions Requested Cells Available

00 00:00:00.015 00 00:00:00.009 2 174762

[DataSet1] D:\3rd Trimester\Marketing Research\Classroom\data_analysis_guide\data_analysis_guide\Data_Sets\cluste r.sav

Case Processing Summary Cases Valid N Cluster Number of Case * Current Brand 70 Percent 100.0% N 0 Missing Percent .0% N 70 Total Percent 100.0%

Cluster Number of Case * Current Brand Crosstabulation Current Brand Aqua-Fresh Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case 10 14.3% 20 28.6% 5 13.2% 8 21.1% 1 7.7% 7 53.8% 4 21.1% Colgate 5 26.3%

Cluster Number of Case * Current Brand Crosstabulation Current Brand Crest Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case Cluster Number of Case * Current Brand Crosstabulation Current Brand Others Cluster Number of Case Cavity Fighter Count % within Cluster Number of Case White Teeth Count % within Cluster Number of Case Balanced Paste Count % within Cluster Number of Case Total Count % within Cluster Number of Case 15 21.4% 70 100.0% 8 21.1% 38 100.0% 3 23.1% 13 100.0% 4 21.1% 19 100.0% Total 25 35.7% 17 44.7% 2 15.4% 6 31.6%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 7.213
a

df 6 6 1

sided) .302 .317 .412

7.038 .674 70

a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is 1.86.