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S 10 Case CA DR Plavini
S 10 Case CA DR Plavini
Case 1: TV
1= Strongly agree
2= Moderately agree
4= Moderately disagree
5= Strongly disagree
A part of the questionnaire and a data extract are provided for your Analysis. (15
statements & 20 respondents)
Questions:
Q.1. Identify the number of clusters/ segments from the data provided.
Q.2. Determine which respondent belongs to which segment.
Q.3. Identify the variables that distinguish the segments at 90% confidence level.
Q.4. Create segment profiles for each cluster based on their scores on the
distinguishing variables.
Q.5. Label/Name each segment based on their dominant distinguishing
characteristics.
Provide reasons for your answers.
Case 2: Fastfood
AdIndia Inc. is a large and renowned advertising agency located in Mumbai. The
marketing research manager wants to identify the market segments for one of the
agencys clients, a manufacturer of pizza, burger etc., so that an effective
advertising campaign can be developed. The manufacturer wants to know about
customers attitudes and perceptions towards fast foods in India. The ad agency
asked its market research wing to conduct a research in India. It decides to segment
the market and using probability sampling collected data from 400 respondents.
Respondents were asked to provide their responses to a set of questions on a 5
point likert scale (1=strongly agree; 5=strongly disagree). They want to know-who
are the real customers of the manufacturer. The market research wing wants to
differentiate between its potential customers and the uninterested. The
questionnaire contained these items:
A data extract of this research are provided for your analysis (20 respondents). Look
at the excel file given to you. Apply the appropriate method and answer the
following questions.
Questions:
Q.1. Identify the number of clusters/ segments from the data provided.
Q.3. Identify the variables that distinguish the segments at 99.9% confidence Level.
Q.4. Create segment profiles for each cluster based on their scores on the
distinguishing variables.
*The cases are developed for class room discussion only. The data used in the case
are fictional.