3. The data in “Cluster Analysis_Mobile phone survey.xls” contains several demographic variables as well as seven variables measuring attitudes towards mobile phones, where respondents were asked to give their degree of agreement/disagreement with the following statements:

• Technology is fascinating

• I am often surprised by the size of bills

• I find it difficult to determine best deal

• I spent a lot of time shopping for best deal

• I closely monitor the time I spend on the phone

• Cost is a factor when deciding where to SMS or phone

• I try to keep calls short and to the point

The scale used was: 

Perform a Cluster Analysis on this dataset to see if the Mobile phone customers can be segmentated into different market populations.  Create a summary of the unique aspects of each of the clusters.  Examine alternative cluster analysis solutions. Generally it is useful to explore solutions with fewer clusters than those that are automatically suggested.  Come up with evocative names for each of the clusters (e.g., "The big talkers").