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Valid

Mis sing
Total

1
2
3
Total
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Frequency
77
88
55
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11
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Percent
33,3
38,1
23,8
95,2
4,8
100,0

Valid Percent
35,0
40,0
25,0
100,0

Cumulative
Percent
35,0
75,0
100,0

Ward Method

Valid

Mis sing
Total

1
2
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Frequency
77
143
220
11
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Percent
33,3
61,9
95,2
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35,0
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Group Statistics

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1
2
1
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1
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77
143
77

Mean
82,14
28,46
84,29

Std. Deviation
15,420
25,840
11,548

Std. Error
Mean
1,757
2,161
1,316

143

21,54

17,200

1,438

77
143
77
143
77
143
77
143
77
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31,43
57,31
64,29
43,85
55,00
39,23
73,57
63,85

21,328
24,023
16,521
22,834
16,676
28,598
18,443
27,542
17,375
26,489

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2,009
1,883
1,909
1,900
2,391
2,102
2,303
1,980
2,215

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Equalit y of Varianc es

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Equal variances
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Equal variances
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Equal variances
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41,522

9,602

Equal variances
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Equal variances
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Equal variances

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Equal variances
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Equal variances
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as sumed
Equal variances
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Equal variances

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Equal variances
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Equal variances

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Equal variances
not ass umed

1,689

35,894

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19,986

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15,005

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26,008

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t-test for E quality of Means

df

Sig. (2-tailed)

Mean
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St d. E rror
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95% Confidenc e
Int erval of t he
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Upper
Lower

16,689

218

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53,681

3,217

47,342

60,021

19,274

215,676

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53,681

2,785

48,192

59,171

28,702

218

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62,747

2,186

58,439

67,056

32,185

207,526

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62,747

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58,904

66,591

14,426

218

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47,143

3,268

40,702

53,584

14,950

172,276

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3,153

40,919

53,367

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218

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199,686

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2,682

-31,167

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5,763

218

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20,440

3,547

13,449

27,430

6,691

216,590

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20,440

3,055

14,419

26,460

4,507

218

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15,769

3,499

8,873

22,665

5,057

207,770

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15,769

3,118

9,622

21,916

2,902

218

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9,725

3,352

3,119

16,331

3,273

209,580

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2,971

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Cluster

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1
82,1
2
28,5
Total Mean 47,2

Size
84,3
21,5
43,5

Alcohol Reputation
77,1
30,0
46,5

31,4
57,3
48,3

Color
64,3
43,9
51,0

Aroma Taste
55,0
39,2
44,7

Clusters' Size

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63,9
67,3

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143
220

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Descriptives

1
2
3
Total
1
2
3
Total
1
2
3

77
88
55
220
77
88
55
220
77
88

Mean
82,14
33,13
21,00
47,25
84,29
28,13
11,00
43,50
77,14
35,63

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1
2
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1
2
3
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2
3
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95% Confidence Interval for

Mean
Lower Bound Upper Bound
78,64
85,64
27,54
38,71
14,70
27,30
42,70
51,80
81,66
86,91
24,44
31,81
8,22
13,78
39,02
47,98
72,30
81,98
29,59
41,66

Std. Deviation
15,420
26,363
23,321
34,264
11,548
17,408
10,292
33,733
21,328
28,495

Std. Error
1,757
2,810
3,145
2,310
1,316
1,856
1,388
2,274
2,431
3,038

Minimum
50
5
0
0
70
10
0
0
50
10

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100
75
65
100
100
60
30
100
100
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21,00

8,682

1,171

18,65

23,35

10

35

46,50

32,249

2,174

42,21

50,79

10

100

77
88
55

31,43
62,50
49,00

16,521
22,907
20,285

1,883
2,442
2,735

27,68
57,65
43,52

35,18
67,35
54,48

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35
30

50
100
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48,25

24,204

1,632

45,03

51,47

100

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55
220
77
88
55
220
77
88
55
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25,63
73,00
51,00
55,00
20,63
69,00
44,75
73,57
45,00
94,00
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16,676
17,317
16,147
26,875
18,443
14,098
14,414
25,821
17,375
13,772
5,885
24,111

1,900
1,846
2,177
1,812
2,102
1,503
1,944
1,741
1,980
1,468
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1,626

60,50
21,96
68,63
47,43
50,81
17,64
65,10
41,32
69,63
42,08
92,41
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68,07
29,29
77,37
54,57
59,19
23,61
72,90
48,18
77,51
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Options

. ANOVA ,
F- .

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SPSS .
,
.

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21

 SPSS

Final Cluster Centers

Cluster
2

1


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?


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?

21,00

82,14

33,13

11,00

84,29

28,13

21,00

77,14

35,63

49,00

31,43

62,50

73,00

64,29

25,63

69,00

55,00

20,63

94,00

73,57

45,00

ANOVA ,
. ,
-
, . -

.
ANOVA
Cluster
Mean Square


?


?


?


?

?


?


?

Error
Mean Square

df

df

Sig.

74602,098

497,268

217

150,024

,000

103491,830

194,568

217

531,905

,000

59236,473

503,604

217

117,625

,000

19844,196

408,354

217

48,596

,000

48436,830

282,518

217

171,447

,000

45825,313

250,510

217

182,928

,000

42999,196

190,382

217

225,858

,000

The F tests should be us ed only for descriptive purposes because the clusters have been chos en to maximize
the differences among cases in different clusters. The observed significance levels are not corrected for this
and thus cannot be interpreted as tes ts of the hypothes is that the cluster means are equal.

. ,

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22

 SPSS

Number of Cases in each Cluster

Cluster

1
2
3

55,000
77,000
88,000
220,000
11,000

Valid
Mis sing

-
,
.

Cluster
1
2
3
Total Mean

Cost
21,0
82,1
33,1
48,5

Size
11,0
84,3
28,1
44,6

Alcohol Reputation
21,0
77,1
35,6
47,1

49,0
31,4
62,5
45,3

Color Aroma Taste

73,0
64,3
25,6
57,7

69,0
55,0
20,6
51,3

Clusters' Size

94,0
73,6
45,0
73,6

55
77
88
220

, :
1
- .
-
, . ,


2
,

,
.
3
.

.
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23

 SPSS

3.
, SPSS
(Two-Step Clustering). TSC
,
.
. TSC :
(1)
( ,
);
(2) .
,
:
Analyze Classify TwoStep Cluster

. - , 2:

24

 SPSS

TwoStep Cluster Analysis,

,
(
).
.
, (
Log-likelihood).

. - , 2:

25

 SPSS

TSC - (
AIC BIC),
(
3,
, TSC).
,
Options

TwoStep Cluster
Analysis . SPSS ,
,
. SPSS 18
.. (silhouette coefficient),
,
.
SPSS , -
. SC0,25
; SC 0,26 0,50 (
),
; SC 0,51 0,70
, ; SC 0,71 1,00 .
, SPSS ,
- , .

. - , 2:

26

 SPSS

.. Model Viewer, -
,
.

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27

 SPSS

, - , SPSS 18
,
-
,
.
Descriptives

N
77

Mean
82.14

Minimum
50

Maximum
100

88

33.13

26.363

2.810

27.54

38.71

75

55

21.00

23.321

3.145

14.70

27.30

65

220

47.25

34.264

2.310

42.70

51.80

100

77

84.29

11.548

1.316

81.66

86.91

70

100

88

28.13

17.408

1.856

24.44

31.81

10

60

55

11.00

10.292

1.388

8.22

13.78

30

220

43.50

33.733

2.274

39.02

47.98

100

77

77.14

21.328

2.431

72.30

81.98

50

100

88

35.63

28.495

3.038

29.59

41.66

10

95

55

21.00

8.682

1.171

18.65

23.35

10

35

220

46.50

32.249

2.174

42.21

50.79

10

100

77

31.43

16.521

1.883

27.68

35.18

50

88

62.50

22.907

2.442

57.65

67.35

35

100

Total


?

Total



?

Total


?

Std.
Deviation Std. Error
15.420
1.757

95% Confidence
Interval for Mean
Lower
Upper
Bound
Bound
78.64
85.64

. - , 2:

28

 SPSS
3

55

49.00

20.285

2.735

43.52

54.48

30

80

220

48.25

24.204

1.632

45.03

51.47

100

77

64.29

16.676

1.900

60.50

68.07

40

90

88

25.63

17.317

1.846

21.96

29.29

50

55

73.00

16.147

2.177

68.63

77.37

50

95

220

51.00

26.875

1.812

47.43

54.57

95

77

55.00

18.443

2.102

50.81

59.19

20

75

88

20.63

14.098

1.503

17.64

23.61

40

55

69.00

14.414

1.944

65.10

72.90

50

90

220

44.75

25.821

1.741

41.32

48.18

90

77

73.57

17.375

1.980

69.63

77.51

50

100

88

45.00

13.772

1.468

42.08

47.92

25

65

55

94.00

5.885

.793

92.41

95.59

85

100

220

67.25

24.111

1.626

64.05

70.45

25

100

Total


?

Total


?

Total


?

Total

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1
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2
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3
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 SPSS

4.
:
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-
.
,
TSC, ,
:

.
,

.

, - ,

- .
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30

 SPSS

Direct Marketing Choose Techniques

Direct Marketing
Segment my contacts into clusters,
.

Continue Cluster
nalysis,
.

, (
),
,
. Settings.

. - , 2:

31

 SPSS

,
, .

. - , 2:

32

 SPSS

,
. -
,
( ),
(,
TSC).

. - , 2:

33