ID X1 X2 X3 X4 X5 X6 X7 X8 X9 X10

1 4.1 0.6 6.9 4.7 2.4 2.3 5.2 0 32 4.2

2 1.8 3 6.3 6.6 2.5 4 8.4 1 43 4.3
3 3.4 5.2 5.7 6 4.3 2.7 8.2 1 48 5.2
4 2.7 1 7.1 5.9 1.8 2.3 7.8 1 32 3.9
5 6 0.9 9.6 7.8 3.4 4.6 4.5 0 58 6.8
6 1.9 3.3 7.9 4.8 2.6 1.9 9.7 1 45 4.4
7 4.6 2.4 9.5 6.6 3.5 4.5 7.6 0 46 5.8
8 1.3 4.2 6.2 5.1 2.8 2.2 6.9 1 44 4.3
9 5.5 1.6 9.4 4.7 3.5 3 7.6 0 63 5.4
10 4 3.5 6.5 6 3.7 3.2 8.7 1 54 5.4
11 2.4 1.6 8.8 4.8 2 2.8 5.8 0 32 4.3
12 3.9 2.2 9.1 4.6 3 2.5 8.3 0 47 5
13 2.8 1.4 8.1 3.8 2.1 1.4 6.6 1 39 4.4
14 3.7 1.5 8.6 5.7 2.7 3.7 6.7 0 38 5
15 4.7 1.3 9.9 6.7 3 2.6 6.8 0 54 5.9
16 3.4 2 9.7 4.7 2.7 1.7 4.8 0 49 4.7
17 3.2 4.1 5.7 5.1 3.6 2.9 6.2 0 38 4.4
18 4.9 1.8 7.7 4.3 3.4 1.5 5.9 0 40 5.6
19 5.3 1.4 9.7 6.1 3.3 3.9 6.8 0 54 5.9
20 4.7 1.3 9.9 6.7 3 2.6 6.8 0 55 6
21 3.3 0.9 8.6 4 2.1 1.8 6.3 0 41 4.5
22 3.4 0.4 8.3 2.5 1.2 1.7 5.2 0 35 3.3
23 3 4 9.1 7.1 3.5 3.4 8.4 0 55 5.2
24 2.4 1.5 6.7 4.8 1.9 2.5 7.2 1 36 3.7
25 5.1 1.4 8.7 4.8 3.3 2.6 3.8 0 49 4.9
26 4.6 2.1 7.9 5.8 3.4 2.8 4.7 0 49 5.9
27 2.4 1.5 6.6 4.8 1.9 2.5 7.2 1 36 3.7
28 5.2 1.3 9.7 6.1 3.2 3.9 6.7 0 54 5.8
29 3.5 2.8 9.9 3.5 3.1 1.7 5.4 0 49 5.4
30 4.1 3.7 5.9 5.5 3.9 3 8.4 1 46 5.1
31 3 3.2 6 5.3 3.1 3 8 1 43 3.3
32 2.8 3.8 8.9 6.9 3.3 3.2 8.2 0 53 5
33 5.2 2 9.3 5.9 3.7 2.4 4.6 0 60 6.1
34 3.4 3.7 6.4 5.7 3.5 3.4 8.4 1 47 3.8
35 2.4 1 7.7 3.4 1.7 1.1 6.2 1 35 4.1
36 1.8 3.3 7.5 4.5 2.5 2.4 7.6 1 39 3.6
37 3.6 4 5.8 5.8 3.7 2.5 9.3 1 44 4.8
38 4 0.9 9.1 5.4 2.4 2.6 7.3 0 46 5.1
39 0 2.1 6.9 5.4 1.1 2.6 8.9 1 29 3.9
40 2.4 2 6.4 4.5 2.1 2.2 8.8 1 28 3.3
41 1.9 3.4 7.6 4.6 2.6 2.5 7.7 1 40 3.7
42 5.9 0.9 9.6 7.8 3.4 4.6 4.5 0 58 6.7
43 4.9 2.3 9.3 4.5 3.6 1.3 6.2 0 53 5.9
44 5 1.3 8.6 4.7 3.1 2.5 3.7 0 48 4.8
45 2 2.6 6.5 3.7 2.4 1.7 8.5 1 38 3.2
46 5 2.5 9.4 4.6 3.7 1.4 6.3 0 54 6
47 3.1 1.9 10 4.5 2.6 3.2 3.8 0 55 4.9
48 3.4 3.9 5.6 5.6 3.6 2.3 9.1 1 43 4.7
49 5.8 0.2 8.8 4.5 3 2.4 6.7 0 57 4.9
50 5.4 2.1 8 3 3.8 1.4 5.2 0 53 3.8
51 3.7 0.7 8.2 6 2.1 2.5 5.2 0 41 5
52 2.6 4.8 8.2 5 3.6 2.5 9 1 53 5.2
53 4.5 4.1 6.3 5.9 4.3 3.4 8.8 1 50 5.5
54 2.8 2.4 6.7 4.9 2.5 2.6 9.2 1 32 3.7
55 3.8 0.8 8.7 2.9 1.6 2.1 5.6 0 39 3.7
56 2.9 2.6 7.7 7 2.8 3.6 7.7 0 47 4.2
57 4.9 4.4 7.4 6.9 4.6 4 9.6 1 62 6.2
58 5.4 2.5 9.6 5.5 4 3 7.7 0 65 6
59 4.3 1.8 7.6 5.4 3.1 2.5 4.4 0 46 5.6
60 2.3 4.5 8 4.7 3.3 2.2 8.7 1 50 5
61 3.1 1.9 9.9 4.5 2.6 3.1 3.8 0 54 4.8
62 5.1 1.9 9.2 5.8 3.6 2.3 4.5 0 60 6.1
63 4.1 1.1 9.3 5.5 2.5 2.7 7.4 0 47 5.3
64 3 3.8 5.5 4.9 3.4 2.6 6 0 36 4.2
65 1.1 2 7.2 4.7 1.6 3.2 10 1 40 3.4
66 3.7 1.4 9 4.5 2.6 2.3 6.8 0 45 4.9
67 4.2 2.5 9.2 6.2 3.3 3.9 7.3 0 59 6
68 1.6 4.5 6.4 5.3 3 2.5 7.1 1 46 4.5
69 5.3 1.7 8.5 3.7 3.5 1.9 4.8 0 58 4.3
70 2.3 3.7 8.3 5.2 3 2.3 9.1 1 49 4.8
71 3.6 5.4 5.9 6.2 4.5 2.9 8.4 1 50 5.4
72 5.6 2.2 8.2 3.1 4 1.6 5.3 0 55 3.9
73 3.6 2.2 9.9 4.8 2.9 1.9 4.9 0 51 4.9
74 5.2 1.3 9.1 4.5 3.3 2.7 7.3 0 60 5.1
75 3 2 6.6 6.6 2.4 2.7 8.2 1 41 4.1
76 4.2 2.4 9.4 4.9 3.2 2.7 8.5 0 49 5.2
77 3.8 0.8 8.3 6.1 2.2 2.6 5.3 0 42 5.1
78 3.3 2.6 9.7 3.3 2.9 1.5 5.2 0 47 5.1
79 1 1.9 7.1 4.5 1.5 3.1 9.9 1 39 3.3
80 4.5 1.6 8.7 4.6 3.1 2.1 6.8 0 56 5.1
81 5.5 1.8 8.7 3.8 3.6 2.1 4.9 0 59 4.5
82 3.4 4.6 5.5 8.2 4 4.4 6.3 0 47 5.6
83 1.6 2.8 6.1 6.4 2.3 3.8 8.2 1 41 4.1
84 2.3 3.7 7.6 5 3 2.5 7.4 0 37 4.4
85 2.6 3 8.5 6 2.8 2.8 6.8 1 53 5.6
86 2.5 3.1 7 4.2 2.8 2.2 9 1 43 3.7
87 2.4 2.9 8.4 5.9 2.7 2.7 6.7 1 51 5.5
88 2.1 3.5 7.4 4.8 2.8 2.3 7.2 0 36 4.3
89 2.9 1.2 7.3 6.1 2 2.5 8 1 34 4
90 4.3 2.5 9.3 6.3 3.4 4 7.4 0 60 6.1
91 3 2.8 7.8 7.1 3 3.8 7.9 0 49 4.4
92 4.8 1.7 7.6 4.2 3.3 1.4 5.8 0 39 5.5
93 3.1 4.2 5.1 7.8 3.6 4 5.9 0 43 5.2
94 1.9 2.7 5 4.9 2.2 2.5 8.2 1 36 3.6
95 4 0.5 6.7 4.5 2.2 2.1 5 0 31 4
96 0.6 1.6 6.4 5 0.7 2.1 8.4 1 25 3.4
97 6.1 0.5 9.2 4.8 3.3 2.8 7.1 0 60 5.2
98 2 2.8 5.2 5 2.4 2.7 8.4 1 38 3.7
99 3.1 2.2 6.7 6.8 2.6 2.9 8.4 1 42 4.3
100 2.5 1.8 9 5 2.2 3 6 0 33 4.4
X11 X12 X13 X14
1 0 1 1
0 1 0 1
0 1 1 2
0 1 1 1
1 0 1 3
0 1 1 2
1 0 1 1
0 1 0 2
1 0 1 3
0 1 0 2
1 0 0 1
1 0 1 2
0 1 0 1
1 0 1 1
1 0 0 3
1 0 0 3
1 1 1 2
1 0 0 2
1 0 1 3
1 0 0 3
1 0 0 2
1 0 0 1
1 1 0 3
0 1 0 1
1 0 0 2
1 0 1 3
0 1 0 1
1 0 1 3
1 0 1 3
0 1 0 2
0 1 0 1
1 1 0 3
1 0 0 3
0 1 0 1
0 1 0 1
0 1 1 1
0 1 1 2
1 0 1 3
0 1 1 1
0 1 1 1
0 1 1 1
1 0 1 3
1 0 0 3
1 0 0 2
0 1 1 1
1 0 0 3
1 0 1 3
0 1 1 2
1 0 1 3
1 0 1 3
1 0 0 2
0 1 1 2
0 1 0 2
0 1 1 1
1 0 0 1
1 1 1 2
0 1 0 2
1 0 0 3
1 0 1 3
0 1 1 2
1 0 1 3
1 0 0 3
1 0 1 3
1 1 1 2
0 1 1 1
1 0 0 2
1 0 0 3
0 1 0 2
1 0 0 3
0 1 1 2
0 1 1 2
1 0 1 3
1 0 0 3
1 0 1 3
0 1 0 1
1 0 1 2
1 0 0 2
1 0 1 3
0 1 1 1
1 0 0 3
1 0 0 3
1 1 1 2
0 1 0 1
1 1 0 1
0 1 0 2
0 1 1 1
0 1 0 2
1 1 0 1
0 1 1 1
1 0 0 3
1 1 1 2
1 0 0 2
1 1 1 2
0 1 0 1
1 0 1 1
0 1 1 1
1 0 1 3
0 1 0 1
0 1 0 1
1 0 0 1
HATCO Data set from Multivariate Data Analysis text (Prentice Hall) by Hair, Black, Babin & Anderson
Each of these variables was measured on a graphic rating scale, where a ten centimeter line was drawn between the
endpoints, labeled "Poor" and "Excellent". Respondents indicated their perceptions by making a mark anywhere on the lin
The mark was then measured and the distance from zero (in centimeters) was recorded. The result was a scale ranging fro
zero to ten, rounded to a single decimal place.
The seven HATCO attributes rated by each respondent are as follows:
X1 Delivery speed---amount of time it takes to deliver the product once an order has been confirmed
X2 Price level---perceived level of price charged by product suppliers
X3 Price flexibility---perceived willingness of HATCO representatives to negotiate price on all types of purchases
X4 Manufacturer's image---overall image of the manufacturer/supplier
X5 Service---overall level of service necessary for maintaining a satisfactory relationship between supplier and purchaser
X6 Salesforce's image---overall image of the manufacturer's sales force
X7 Product quality---perceived level of quality of a particular product

Purchase Outcomes
Two specific measures were obtained that reflected the outcomes of the respondent’s purchase relationships with HATCO.
These measures include:
X9 Usage level---how much of the firm's total product is purchased from HATCO, measured on a 100-point percentage scale
ranging from 0 to 100 percent
X10 Satisfaction level---how satisfied the purchaser is with past purchases from HATCO, measured on the same graphic rati
scale as the perceptions X1 to X7

Purchaser Characteristics
The five characteristics of the responding firms used in the study, some metric and some nonmetric, are as follows:
X8 Size of firm---size of the firm relative to others in this market. This variable has two categories: 1=large, and 0=small
X11 Specification buying---extent to which a particular purchaser evaluates each purchase separately (total value analysis)
versus the use of specification buying, which details precisely the product characteristics desired. This variable has two
categories: 1=employs total value analysis approach, evaluating each purchase separately, and 0=use of specification buyin
X12 Structure of procurement---method of procuring/purchasing products within a particular company. This variable has tw
categories: 1=centralized procurement, and 0=decentralized procurement
X13 Type of industry---industry classification in which a product purchaser belongs. This variable has two categories:
1=industry A classification, and 0=other industries
X14 Type of buying situation---type of situation facing the purchaser. This variable has three categories: 1=new task,
2=modified rebuy, and 3=straight rebuy
 Anderson
e was drawn between the
king a mark anywhere on the line.
he result was a scale ranging from

confirmed

ll types of purchases

tween supplier and purchaser

hase relationships with HATCO.

on a 100-point percentage scale,

asured on the same graphic rating

onmetric, are as follows:

gories: 1=large, and 0=small
separately (total value analysis)
esired. This variable has two
and 0=use of specification buying
ar company. This variable has two

riable has two categories:

e categories: 1=new task,