# Conjoint analysis- Hierarchical clustering- K means clustering

#### Hasnaa

##### New Member
Hi,

I hope you are all well. I have finished collecting data for my dissertation survey. it was a conjoint analysis where I offer people 9 products to rate ( 4 attributes with different levels). I have analysis the conjoint and everything but I am kind of stuck in doing a hierarchical clustering since I've learned how to do it in SPSS but it is not what I need I think. I need to do it based on the 4 attributes but not the products I suppose, this is what I got!
Final Cluster Centers
Cluster
1 2 3
Zscore: Card1 -.75263 .90227 .08493
Zscore: Card2 -.52735 .28579 .23624
Zscore: Card3 .25133 .79949 -.58999
Zscore: Card4 -1.15715 .53604 .56486
Zscore: Card5 -.46447 1.43334 -.39480
Zscore: Card6 -.71460 .97345 .02107
Zscore: Card7 -.11477 1.12146 -.48903
Zscore: Card8 .20407 .24776 -.27425
Zscore: Card9 -.72976 .29660 .37738

ANOVA
Cluster Error F Sig.
Mean Square df Mean Square df
Zscore: Card1 40.815 2 .631 216 64.647 .000
Zscore: Card2 14.649 2 .874 216 16.768 .000
Zscore: Card3 35.278 2 .683 216 51.682 .000
Zscore: Card4 70.352 2 .358 216 196.597 .000
Zscore: Card5 66.658 2 .392 216 170.019 .000
Zscore: Card6 41.840 2 .622 216 67.283 .000
Zscore: Card7 43.627 2 .605 216 72.076 .000
Zscore: Card8 6.699 2 .947 216 7.072 .001
Zscore: Card9 28.083 2 .749 216 37.483 .000

Can anyone help me interpret the results and confirms that this is the right way to do it?

Thank you very much!