Using the Data Given, Apply Hierarchical Clustering with 5 Clusters

question 25

Essay

Using the data given, apply hierarchical clustering with 5 clusters using Wait Time (min), Purchase Amount ($),
Customer Age, and Customer Satisfaction Rating as variables. Be sure to Normalize input data in Step 2 of the
XLMiner Hierarchical Clustering procedure. Use Ward's method as the clustering method.
a. Use a PivotTable on the data in the HC_Clusters1 worksheet to compute the cluster centers for the five clusters
in the hierarchical clustering.
b. Identify the cluster with the largest average waiting time. Using all the variables, how would you characterize
this cluster?
c. Identify the smallest cluster.
d. By examining the dendrogram on the HC_Dendrogram worksheet (as well as the sequence of clustering stages
in HC_Output1), what number of clusters seems to be the most natural fit based on the distance?

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Definitions:

Acronym

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Mnemonic

A technique or strategy used to improve memory, often by making information easier to remember.

Roy G.Biv

An acronym for the sequence of hues in a rainbow or the visible spectrum: Red, Orange, Yellow, Green, Blue, Indigo, Violet.

Chunking

Chunking is a cognitive strategy that involves breaking down information into smaller, manageable units or chunks, facilitating easier processing and recall of information.