Problem
Using hierarchical clustering on all seven variables, experiment with using complete linkage and group average linkage as the clustering method. Normalize the values of the input variables. Recommend a set of customer profiles (clusters). Describe these clusters according to their "average" characteristics. Why might hierarchical clustering not be a good method to use for these seven variables?
The response should include a reference list. Using double-space, Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.