Description

Multivariate Techniques
December 2023 Examination
Q1: Carry out Multiple linear Regressions for the following case. (10 Marks)
Sawari Rajdan operates a candle production company situated in Gulalwadi, Mumbai.
She is actively promoting her products through social media platforms, crafting
engaging reels featuring a variety of candles accompanied by trendy music. In her
pursuit to enhance her business strategy, she is in search of a model that can forecast
her product sales based on the quantity of likes and comments garnered by her
Instagram reels. She has also extended her content to YouTube Shorts, believing that
the number of likes and comments on these videos might influence sales as well. To aid
in this endeavor, Sawari has carefully compiled data specific to each reel, with each reel
showcasing a different type of candle. The scale of likes and comments mentioned
below.
REEL
Number
Sales (in
000′
INR)
Likes on
Instagram
REELs
Comments
on Instagram
REELs
Likes on
YouTube
Shorts
Comments
on YouTube
Shorts
REEL_1 10 298 108 266 111
REEL_2 10 112 108 113 125
REEL_3 11 234 117 117 133
REEL_4 12 137 103 143 120
REEL_5 17 165 136 274 119
REEL_6 17 300 116 114 118
REEL_7 17 121 104 181 108
REEL_8 18 208 105 296 144
REEL_9 19 281 108 171 101
REEL_10 21 244 108 119 121
REEL_11 21 417 343 506 225
REEL_12 24 766 350 936 178
REEL_13 27 687 287 660 231
REEL_14 27 783 332 825 294
REEL_15 29 514 266 932 237
REEL_16 29 554 308 649 271
REEL_17 30 472 342 791 168
REEL_18 30 632 209 505 151
REEL_19 38 948 290 525 310
REEL_20 40 710 198 799 175
REEL_21 40 895 208 697 181
REEL_22 40 982 349 497 227
 Write the regression model.
 Interpret the Regression statistics Table
 Interpret the ANOVA Table
Discuss the bo and b1, b2,b3,and b4 (discuss significant one only
Ans:
The regression model for Sawari Rajdan’s candle income is based on the likes and comments
garnered via her Instagram and YouTube Shorts videos. We can use multiple linear
regression. This model will have four independent variables: Likes on Instagram Reels,
comments on Instagram Reels, Likes on YouTube Shorts, and comments on YouTube Shorts.
The dependent variable is sales (in 000’s INR). The regression equation can be written as:
Sales = b0 + b1(Likes on Instagram Reels) + b2(Comments on Instagram Reels) +
b3(Likes on YouTube Shorts) + b4(Comments on YouTube Shorts)
Where:
Sales: The predicted sales (dependent variable).
b0: The intercept (constant) term.
b1, b2, b3, and b4: The coefficients related to the independent variables.
Likes on Instagram Reels: The number of likes on Instagram reels.
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Q2: Run the Discriminant Analysis in the following case. (10 Marks)
Sharmila Kaul, an entrepreneur based in Mumbai, heads a company named “Bhartiya
Khanna.” She has developed a line of nutritious meal products consisting of ten
different options for both morning and evening consumption. These products are
focused solely on their nutritional value. Sharmila has incorporated a variety of
healthful ingredients, including millets, into the product formulations.
Over the past year, she received numerous comments about her products not aligning
well with traditional Indian cuisine in terms of taste. In response, she made the decision
to carry out a brief survey within her workplace’s vicinity. Following product
demonstrations and trials, she gathered input from random individuals in the
neighbourhood.
The respondents sampled and comprehended the products before providing their
feedback. The feedback required customers to indicate their preferences and concerns
on a scale of 1 to 9, where higher numbers reflected a stronger liking. The resulting data
is presented below. Can this information be used to distinguish potential purchasing
intent? (Set the prior probabilities are equal for each group)
Craving Nutrition/
micronutrition
Fat Protein
intake
Will buy the product 9 6 7 8
Will buy the product 9 9 8 8
Will buy the product 7 7 6 7
Will buy the product 6 8 9 7
Will buy the product 9 6 6 7
Won’t Buy the Product 4 2 1 2
Won’t Buy the Product 1 4 2 2
Won’t Buy the Product 2 2 3 4
Won’t Buy the Product 2 1 2 2
Won’t Buy the Product 3 1 2 2
Won’t Buy the Product 1 2 1 1
Won’t Buy the Product 4 4 3 4
Wilks Lambda table and its interpretation
Centroid table and its interpretation
Conclusion about model with justification (include group wise mean and classification
matrix in your writing)
Ans:
Introduction to Discriminate Analysis
A discriminate analysis is a statistical technique categorizing observations or individuals into
predefined classes based on their traits or capabilities. It is typically utilized in device
learning and statistics to determine which attributes or variables contribute the most to group
separation. The goal is to locate the high-quality discriminating features that distinguish
different groups.
In the case of Sharmila Kaul, an entrepreneur strolling “Bhartiya Khanna” in Mumbai,
Discriminant analysis can offer treasured insights into client preferences and ability
Q3: Cluster Analysis Case
Ruchika Taploo, an entrepreneur is looking for some insights for her beauty product
that can fit to dry skincare routine; she has formulated a whole product with some
herbal ingredients. The product designed with some ecofriendly packaging material.
After spending a whole economic year with the same product into market, now she is
looking from consumers by keeping the focus on product features. She is thinking for
redesigning her products aligned with customer’s need. She has gathered the few
attributes related to her product as well as tried to capture customers’ liking on a scale
of 1 to 9 (1=strong dislike…9=strong like).
Fragrance Price Packaging Texture Long
lasting
effect
Rahila Kaul 2 5 3 5 2
Rashmi
Taploo
5 2 1 1 5
Sima Kikoo 4 5 4 4 5
Rima
Razdan
1 3 2 5 4
Sarika
Saproo
5 3 1 5 1
Rima Kikkoo 9 5 9 4 7
Keshav Butt 5 8 6 8 7
Kruna
Saproo
4 9 6 4 5
Sameer 8 7 5 4 6
Bhatt
Part A: Discuss how many clusters are advisable to form using the results of
Hierarchical cluster analysis
Ans:
Enhancing Beauty Product Design through Consumer-Centric Clustering Analysis
Introduction:
In the dynamic realm of the beauty industry, understanding consumer preferences is a critical
factor that drives product innovation and success. Entrepreneurs like Ruchika Taploo
recognize the pivotal function of aligning their beauty products with their target market’s
beauty needs and goals. In this case, Ruchika Taploo, an entrepreneur in the beauty product
industry, seeks to decorate her existing beauty product tailored for dry skincare exercises.
Part B: Discuss the K-means Clusters significance with ANOVA considering suggestion
form part A, also wrote memberships and labels of clusters. (5 Marks) –
Ans:
Introduction
In this situation study, we study the scenario of Ruchika Taploo, an entrepreneur in the
beauty product enterprise. Ruchika has evolved a splendor product crafted with herbal
ingredients, aiming to cater to people with dry skin. Furthermore, she has emphasized using
eco-friendly packaging for her product, aligning with sustainable practices.
After a year of having her product in the market, Ruchika is keen to gain insights into
customer options regarding the product functions. Knowing the importance of customer
remarks and evolving market demands, she is considering a product redesign to better align