Case Study-National Company

National Company is a books publishing company. Each data set is assumed to be

based on surveys of National customers completed by personal interview. The
primary database, consisting of 120 observations on 20 questions, is based on a
market segmentation study of National customers. National sells books to two
market segments: the education institutions and the book sellers. The information
was perceptions of National’s performance on 15 attributes. Respondents of
education institutions and the book sellers buying from National, and they rated
National on each of the 15 questions using a 0-10 scale, with 10 being ‘Excellent’
and 0 being ‘Poor’.

Q.1 National Company uses online services.

Q.2 This Company provides e-material to the teachers.
Q.3 Paper quality of the book is good.
Q.4 Complaint resolved timely by company.
Q.5 National Company uses advertising campaigns in all types of media.
Q.6 Company publishes Engineering, Medical and Management books.
Q.7 Sales force image of the National Company is good.
Q.8 National Company offers competitive price.
Q.9 Company promises to warrantee of the books.
Q.10 Ordering and billing is handled efficiently and correctly.
Q.11 To deliver the books once an order has been confirmed.
Q.12 Sales Executives to negotiate price on purchases of books.
Q.13 National Company develops and sells new books.
Q.14 Company uses sales promotion to its customers.
Q.15 I am satisfied with National Company.

Categorical Questions

Q.16 Type of customers that purchases National Company’s books

0 = Education institutions
1 = Book sellers

Q.17 Which countries do you belong?

0 = Developing countries
1 = Developed countries

Q.18 Pricing strategies

0 = Low price edition
1= High price edition

Q.19 Which books do you buy?

0 = Engineering
1 = Medical
2 = Management

Q.20 What is your payment mode?

0 = Cash
1 = Online

Source: Inspired by Hair & Anderson “Multivariate Data Analysis”