1. Discuss the goal of factor analysis and give an example of a marketing situation that would call for factor analysis.
2. Discuss how cluster analysis differs from factor analysis and give an example of how cluster analysis is used in marketing research.
3. Discuss the objectives and the format of a research report.
4. Discuss the primary objectives of a marketing research report and the problems associated with preparing a marketing research report.
5. What is regression analysis? Briefly explain the correlation coefficient, collinearity, and multicollinearity? Breifly explain when and why should multiple regression be used? What level of statistical significance and R2 would justify use of multiple regression? How do you use regression coefficients? Chapter 4
6. Lets look at the HBAT or HATCO example in our textbook. Briefly discuss stages 1, 2, and 3 for HBAT. Discuss the findings of their research. What is the level of predicative accuracy of their regression models? Identify the 3 major influences on customer satisfaction.