HW16

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University of South Carolina *

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MKTG716

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Marketing

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Feb 20, 2024

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docx

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MKTG 3350: Marketing Research and Analytics Homework 16 Name _________________________ Please show ALL of your work by copy-and-pasting your R code and the output. For full credit all work MUST be shown clearly. Problem 1 The Cabletv.csv dataset in provides demographic data about 300 consumers and whether they subscribe to cable television. gender = 1 if the respondent is male ownHome = 1 if the respondent owns a home subscribe = 1 if the respondent subscribes to cable television kids = number of children living at home 1) Run a cluster analysis of the cabletv.csv dataset for 2 through 6 clusters and print the cluster centers for each. The following R code may be helpful: clusters[[i]] = kmeans(Cabletv, nclusters[i], nstart=10) 2) Plot within cluster sum of squares vs number of clusters. 3) Choose reasonable number of clusters, justify your choice, and print a table of cluster centers 4) Describe each cluster by common characteristics.
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