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One of the case studies in the online appendix is Appendix A, the Zaponia customer survey (www.pearsoned.co.uk/schmidt). Before proceeding, read this carefully – particularly the comments on missing values – and download the appropriate files. This study has a battery of variables that are suitable for conducting factor analysis and cluster analysis (c1–c41). First, carry out a factor analysis, name the factors and establish a list of the most important criteria concerning purchase and maintenance of a copier. The list should be usable as input for an advertising agency’s consultant (a person without any knowledge about statistics). Second, if you compare the variables list with the (Varimax-rotated) output from the factor analysis, is there something that looks strange? Third, conduct a cluster analysis and profile the clusters (note that a few background criteria are available in the file). Your solution should be the best possible considering the data. Zaponia wants to improve targeting of its promotional messages and its service strategy. Do you think that segmenting its customers (and current non-customers) – based on your suggestions – could facilitate this strategy? Say why

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