1. Data Analysis September 14, 2010

6. Looking for Structures STORES Statement A B C D E Mean Friendly staff 87 84 90 93 91 89 Knowledgeable staff 82 81 88 89 86 85 Helpful staff 78 74 77 83 84 79 Variety of Items 82 78 85 85 83 83 Satisfied Customers 87 80 89 92 94 88 Meets cust Expec 76 71 77 83 81 78 Deli v on promises 80 76 82 90 87 83 Meets needs 81 75 83 88 88 83 Low credit int 72 65 66 75 79 71 Everyday Shopng 90 86 90 91 93 90 Specialty Prod 75 73 74 79 81 76 Convnt hrs 94 81 81 90 95 88 Conv Location 85 85 90 82 84 85 No wait Chkout 76 63 57 83 85 73 Attractive store 82 77 86 85 85 83 Mean 82 77 81 86 86 82

8. Removing Attribute Effect [Column (Store) effect] STORES Statement A B C D E Mean Friendly staff 5 7 9 7 5 7 Knowledgeable staff 0 4 7 3 0 3 Helpful staff -4 -3 -4 -3 -2 -3 Variety of Items 0 1 4 -1 -3 1 Satisfies Cust 5 3 8 6 8 6 Meets cust Expec -6 -6 -4 -3 -5 -4 Deli v on promises -2 -1 1 4 1 1 Meets needs -1 -2 2 2 2 1 Low credit int -10 -12 -15 -11 -7 -11 Everyday Shopng 8 9 9 5 7 8 Specialty Prod -7 -4 -7 -7 -5 -6 Convnt hrs 12 4 0 4 9 6 Conv Location 3 8 9 -4 -2 3 No wait Chkout -6 -14 -24 -3 -1 9 Attractive store 0 0 5 -1 -1 1 Mean 0 0 0 0 0 0

9. Row Attribute and Column (Store) effect Removed STORES Statement A B C D E Mean Friendly staff -2 0 2 0 -2 0 Knowledgeable staff -3 1 4 0 -3 0 Helpful staff -1 0 -1 0 1 0 Variety of Items -1 0 3 -2 -4 0 Satisfies Cust -1 -3 2 0 2 0 Meets cust Expec -2 -2 0 1 -1 0 Deli v on promises -3 -2 0 3 0 0 Meets needs -2 -3 1 1 1 0 Low credit int 1 -1 -4 0 4 0 Everyday Shopng 0 1 1 -3 -1 0 Specialty Prod -1 2 -1 -1 1 0 Convnt hrs 6 -2 -6 -2 3 0 Conv Location 0 5 6 -7 -5 0 No wait Chkout 3 -5 -15 6 8 0 Attractive store -1 -1 4 -2 -2 0 Mean 0 0 0 0 0 0

10. Store, Attribute and Random Noise effect Removed STORES Statement A B C D E Mean Friendly staff - - - - - 0 Knowledgeable staff - - 4 - - 0 Helpful staff - - - - - 0 Variety of Items - - - - -4 0 Satisfies Cust - - - - - 0 Meets cust Expec - - - - - 0 Deli v on promises - - - - - 0 Meets needs - - - - - 0 Low credit int - - -4 - 4 0 Everyday Shopng - - - - - 0 Specialty Prod - - - - - 0 Convnt hrs 6 - -6 - - 0 Conv Location - 5 6 -7 -5 0 No wait Chkout - -5 -15 6 8 0 Attractive store - - 4 - - 0 Mean 0 0 0 0 0 0

12. Patterns not obvious initially STORES Statement A B C D E Mean Friendly staff 87 84 90 93 91 89 Knowledgeable staff 82 81 88 89 86 85 Helpful staff 78 74 77 83 84 79 Variety of Items 82 78 85 85 83 83 Satisfied Customers 87 80 89 92 94 88 Meets cust Expec 76 71 77 83 81 78 Deli v on promises 80 76 82 90 87 83 Meets needs 81 75 83 88 88 83 Low credit int 72 65 66 75 79 71 Everyday Shopng 90 86 90 91 93 90 Specialty Prod 75 73 74 79 81 76 Convnt hrs 94 81 81 90 95 88 Conv Location 85 85 90 82 84 85 No wait Chkout 76 63 57 83 85 73 Attractive store 82 77 86 85 85 83 Mean 82 77 81 86 86 82

18. Commonly used Multivariate Techniques Structural Techniques Functional Techniques Factor Analysis Regression Analysis Cluster Analysis Covariance Analysis Perceptual mapping Discriminant Analysis Correspondence analysis Classification tree analysis

20. Techniques for Bivariate Analysis Independent Variable Dependant Variable Variable Nominal Interval/Ratio Nominal Chi Sq Discriminant Interval/Ratio ANOVA Reg/Cor