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The Questionnaire
Desired Facilities & Services Reasons for Using Health Clubs Attitudes Toward Self, Exercise, Nutrition Problems Encountered in Health Clubs Facility Usage Patterns Frequency & Duration of Exercising Demographics
Availability of professional trainers Full range of free weights Full range of nautilus type exercise machines Indoor track Racquet ball facilities Day care facilities available during all hours of operation Wet area including sauna, steam rooms, whirlpool Tanning faciliites Low Price Full range of aerobic equipment, including treadmills, stairstepping machines, bicycles, etc. Cleanliness of facilities Exercise classes such as aerobics, dance, etc.
Very Important 1 1 1 1 1 1 1 1 1 1 1
2 2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5
6 6 6 6 6 6 6 6 6 6 6
Un7 Important 7 7 7 7 7 7 7 7 7 7
1 1
2 2
3 3
4 4
5 5
6 6
7 7
Swimming pool Special sponsored events, such as 10K runs, league softball Organized children's events Separate men's & womens' wet area facilities Separate men's & womens' exercise facilities Health, nutrition counceling & programs available Extended operating hours, I.e. past 10:pm at night, prior to 6:00am Dress code for men & women identifying minimum standards for clothing in exercise aeas Staff personnel available on workout floor at all times for assistance. Structured workout programs with regular staff review of progress Tiered pricing scheme that provides discounts for family memberships Convenient location
Very Important 1 1 1 1 1 1 1 1 1
2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5
6 6 6 6 6 6 6 6 6
Un7 Important 7 7 7 7 7 7 7 7
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
6 6 6 6
7 7 7 7
The Idea.
Importance of Indoor Track
0 0 1 2 3 4 5 6 7 8
Select K Means cluster analysis -- the most popular tool for this application!
Tell SPSS to save cluster membership for later use in profilinga must!
Select ANOVA to get a summary of univariate Fs for determining statistical significance of each clustering variable...
575.0
Analysis of Variance. Variable TRAINERS WEIGHTS MACHINES TRACK RBALL DAYCARE WETAREA TANNING_ PRICE AEROBIC CLEAN CLASSES POOL EVENTS CHILD SEPWET SEPEX COUNCEL HOURS DRESS STAFF PROGRAMS TIERPRIC LOCATION
Limitations...
Must tell program how many clusters to
generate How initial cluster centers are selected may bias final assignment of individual to clusters Limitations overcome by
Starting with hierarchical clustering
Determine how many clusters probably exist Determining initial cluster centers
Stick with the default values on method unless you are very experienced with this type of analysis...
The dendrogram...
C A S E Label Num Case Case Case Case Case Case Case Case Case Case Case Case Case Case Case 11 50 81 4 67 84 89 99 90 135 110 117 72 131 51 11 50 81 4 67 84 89 99 90 135 110 117 72 131 51
Rescaled Dist
0 5 10 +---------+---------+
Additional cases are added to existing clusters based on how close they are Casesthat to are clustered based are clusterclusters on proximity to clusters combined measure that combinesway. in the same all identified clustering variables. These cases combined first..
Once dendrogram is analyzed and number of clusters is determined, can rerun the analysis specifying the number of clusters. Program will then save cluster membership information in data file.
Variable with cluster membership added to data file. Use this variable to compute cluster means on each clustering variable for seeding K Means analysis...
Data file containing seed for K Means cluster runThese seeds are the means for each clustering variable in each cluster group from the Hierarchical cluster analysis...
Clustering Variables
Clusters Defined by KMEANS Cluster Variables Psuedo Body Social Builders Exercisers Fitness Purists Middleaged Must Do's
Group Total
TRAINERS Mean StdDev Count WEIGHTS Mean StdDev Count MACHINES Mean StdDev Count TRACK Mean StdDev Count RBALL Mean StdDev Count DAYCARE Mean
2.76 .80 75
5.73 .56 75
How the segments differ on the 4.11 3.59 1.17 1.25 variables used to 75 575 create the clusters4.05 5.53
.61 75 1.33 575
2.67 .86 75
5.64
4.73
5.60
2.47
4.90
Demographic profiling...
Count Row Pct Pseudo B Social E Fitness Middle-A ody Buil xerciser Fanatics ges Must Row 1 2 3 4 Total SEX 1 Male 2 Female Column Total 138 56.8 18 5.4 156 27.1 11 4.5 190 57.2 201 35.0 94 38.7 49 14.8 143 24.9 75 22.6 75 13.0 243 42.3 332 57.7 575 100.0
Demographic profiling...
Row Pct Pseudo B Social E Fitness Middle-A ody Buil xerciser Fanatics ges Must Row 1 2 3 4 Total MARRIED 1 Currently marrie 2 Never married 3 Divorced Column Total 22 13.8 122 42.8 12 9.2 156 27.1 19 11.9 115 40.4 67 51.1 201 35.0 71 44.7 42 14.7 30 22.9 143 24.9 47 29.6 6 2.1 22 16.8 75 13.0 159 27.7 285 49.6 131 22.8 575 100.0
Count Row Pct Pseudo B Social E Fitness Middle-A ody Buil xerciser Fanatics ges Must Row 1 2 3 4 Total INCOME 1 6 54.5 2 1.6 49 24.1 38 46.9 26 51.0 27 45.0 11 26.2 3 60.0 156 27.1 201 35.0 73 59.8 99 48.8 22 27.2 1 2.0 2 18.2 21 17.2 19 9.4 11 13.6 24 47.1 33 55.0 31 73.8 2 40.0 143 24.9 75 13.0 3 27.3 26 21.3 36 17.7 10 12.3 11 1.9 122 21.2 203 35.3 81 14.1 51 8.9 60 10.4 42 7.3 5 .9 575 100.0
Income by segment
0-10,000 2 10,000-20,000 3 20,000-30,000 4 30,000-40,000 5 40,000-50,000 6 50,000-60,000 7 60,000-70,000 8 >70,000 Column Total
KMEANS Segments Pseudo Body Social Builders Exercisers Count OVEREAT Mean StdDev Count 156 201 Fitness Fanatics 143 Middle-Ages Must Do's 75
2.32 .57 75
Intersting Mean StdDev Count BYSELF Mean StdDev Count WEIGHT Mean StdDev Count FAT Mean StdDev Count EATRITE Mean StdDev
4.07 1.28 75
5.11 .81 75
2.77 .83 75
2.36 .59 75
3.93 1.27
3.99 1.18
3.32 1.41
3.03 .69
Action Step Entered Removed 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 TANNING_ WEIGHTS SEPEX PROGRAMS DAYCARE WETAREA SEPWET CLASSES DRESS HOURS TRACK STAFF CLEAN COUNCEL RBALL TIERPRIC AEROBIC TRAINERS CHILD
Vars in 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Wilks' Lambda .28300 .10332 .05584 .03266 .02352 .01802 .01427 .01152 .00980 .00839 .00745 .00694 .00651 .00614 .00579 .00550 .00527 .00507 .00494
Sig. .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000
Labe
Tann
Tier
---------------- Variables not in the Analysis after Step 19 Minimum Tolerance .7346654 .7348780 .7379141 .7420389 .7418773
These variables are not very important for predicting segment membership. Either not important to any group (e.g. events), or equally important (e.g. machines).
Territorial Map * indicates a group centroid (Assuming all functions but the first two are zero) Canonical Discriminant Function 1 -4.0 .0 4.0 8.0 21 21 21 21 21 21 21 21 21 21 21 21 21 21 * 21 221 2 223331 4222222 2233 31 444444222222 2233 31 * 444444222222 233 * 31 44444422222223 31 4444433 31 443 31 43 31 43 31 43 31 * 433 31 443 31 43 31 43 31 43 31 433 31 443 31 43 31 4331 431 431 -8.0 -4.0 .0 4.0 8.0 12.0
-12.0 C a n o n i c a l D i s c r i m i n a n t F u n c t i o n 2 12.0
-8.0
12.0
8.0
A territorial map showing the relative locations of segment centers as predicted from the important variable set.
4.0
.0
-4.0
-8.0
-12.0
-12.0
Group
201
Group
143
Group
75
Using demographics.
No. of Cases -----156 Predicted Group Membership 1 2 3 ---------------------121 77.6% 11 5.5% 12 8.4% 0 .0% 15 9.6% 189 94.0% 26 18.2% 0 .0% 20 12.8% 1 .5% 105 73.4% 0 .0%
Group
201
Group
143
Group
75
Importance of demographics...
Action Step Entered Removed 1 2 3 4 5 6 7 8 AGE INCOME EDUCATIO SEX RESTYPE MARRIED OCCUPATI FAMSIZE Vars in 1 2 3 4 5 6 7 8 Wilks' Lambda .40727 .10853 .06476 .03816 .03635 .03511 .03412 .03338 Sig. .0000 .0000 .0000 .0000 .0000 .0000 .0000 .0000 Label Age of respondent Income Category Educational Attainment Gender Residence Type Marital Status Occupation Household Size
Attitudinal variables.
Actual Group -------------------Group 1 No. of Cases -----156 Predicted Group Membership 1 2 3 ---------------------148 94.9% 0 .0% 4 2.8% 0 .0% 0 .0% 200 99.5% 0 .0% 0 .0% 97.74% 8 5.1% 1 .5% 139 97.2% 0 .0% 4 -------0 .0% 0 .0% 0 .0% 75 100.0%
Group
201
Group
143
Group
75
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