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Appendix A
carpet_prefs.sav. This data file is based on the same example as described for carpet.sav,butit
contains the actual rankings collected from each of the 10 consumers. The consumers were
asked to rank the 22 product profiles from the most to the least preferred. The variables
PREF1 through PREF22 contain the identifiers of the associated profiles, as defined in
carpet_plan.sav.
catalog.sav. This data file contains hypothetical monthly sales figures for three products sold
by a catalog company. Data for five possible predictor variables are also included.
catalog_seasfac.sav. This data file is the same as catalog.sav except for the addition of a set
of seasonal factors calculated from the Seasonal Decomposition procedure along with the
accompanying date variables.
cellular.sav. This is a hypothetical data file that concerns a cellular phone company’s efforts
to reduce churn. Churn propensity scores are applied to accounts, ranging from 0 to 100.
Accounts scoring 50 or above may be looking to change providers.
ceramics.sav. This is a hypothetical data file that concerns a manufacturer’s efforts to
determine whether a new premium alloy has a greater heat resistance than a standard alloy.
Each case represents a separate test of one of the alloys; the heat at which the bearing failed is
recorded.
cereal.sav. This is a hypothetical data file that concerns a poll of 880 people about their
breakfast preferences, also noting their age, gender, marital status, and whether or not they
have an active lifestyle (based on whether they exercise at least twice a week). Each case
represents a separate respondent.
clothing_defects.sav. This is a hypothetical data file that concerns the quality control process
at a clothing factory. From each lot produced at the factory, the inspectors take a sample of
clothes and count the number of clothes that are unacceptable.
coffee.sav. This data file pertains to perceived images of six iced-coffee brands (Kennedy,
Riquier, and Sharp, 1996) . For each of 23 iced-coffee image attributes, people selected all
brands that were described by the attribute. The six brands are denoted AA, BB, CC, DD, EE,
and FF to preserve confidentiality.
contacts.sav. This is a hypothetical data file that concerns the contact lists for a group of
corporate computer sales representatives. Each contact is categorized by the department of
the company in which they work and their company ranks. Also recorded are the amount of
the last sale made, the time since the last sale, and the size of the contact’s company.
creditpromo.sav. This is a hypothetical data file that concerns a department store’s efforts to
evaluate the effectiveness of a recent credit card promotion. To this end, 500 cardholders were
randomly selected. Half received an ad promoting a reduced interest rate on purchases made
over the next three months. Half received a standard seasonal ad.
customer_dbase.sav. This is a hypothetical data file that concerns a company’s efforts to use
the information in its data warehouse to make special offers to customers who are most
likely to reply. A subset of the customer base was selected at random and given the special
offers, and their responses were recorded.
customer_information.sav. A hypothetical data file containing customer mailing information,
such as name and address.
customer_subset.sav. A subset of 80 cases from customer_dbase.sav.