This relates to the data sets used in Seminar 1 and available on Moodle. The use of graphs, tables, exhibits and academic references is expected.
a) Describe any behavioural features you can detect in Person A’s
product data file. 400 Words.
b) The ‘Sample data multiple’ file is representative of behaviour
patterns in a market of 1 million consumers. Describe how brand choice varies from customer to customer within this data set. How could these differences be used to segment the market? 600 words.
1000 words in all for Part 1.
[Lectures 1, 2, 3, 6, 8 & 9 are particularly relevant to this – Seminar 1 is essential



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