PART 1:
1. What are the objectives of discriminant analysis?
2. American Airlines has hired you as a marketing research analyst. Your boss, the marketing manager, is wondering what statistical analysis should be conducted to determine the differences between the frequent fliers and occasional fliers in terms of five statements measuring attitude toward American Airlines on a rating scale. Explain to your boss (a student in your class) the analysis that you would conduct.
PART 2:
1. Discuss the similarity and difference between cluster analysis and logistic regression and discriminant analysis.
2. You have been hired as a marketing research analyst by P&G. Your boss, the marketing manager, is wondering whether the market for toothpaste can be segmented based on the bene-fits consumers seek when buying toothpaste. Explain to your boss (a student in your class) the analysis that you would conduct.
