To run the cluster analysis, from
the menus choose:
Analyze > Classify > K-Means Cluster...
Figure 1. K-Means
Cluster Analysis dialog box
If the variable list does not
display variable labels in file order, right-click anywhere in the
variable list and from the context menu choose Display Variable Labels and Sort by File Order.
Select Standardized log-long distance through
Standardized log-wireless and Standardized multiple lines through Standardized electronic
billing as analysis variables.
Type 3 as the number
of clusters.
Click Iterate.
Figure 2. Iterate
dialog box
Type 20 as the maximum iterations.
Click Continue.
Click Options in the K-Means Cluster Analysis dialog box.
Figure 3. Options dialog box
Select ANOVA
table and Cluster information
for each group in the Statistics group.
Select Exclude cases
pairwise in the Missing Values group. There are
many missing values due to the fact that most customers do not subscribe
to all services, so excluding cases pairwise maximizes the information you can obtain from
the data... at the cost of possibly biasing the results.
Click Continue, then click OK in the
K-Means Cluster Analysis dialog box.
