Multivariate Data Analysis

Introduction This document presents the regression analysis of customer survey data of Hatco, a large industrial supplier. The data has been collected for 100 customers of Hatco on 14 parameters. The 14 variables are as follows: * Perceptions of Hatco: This data was collected on a graphic measurement rating scale consisting of a 10cm line ranging from poor to excellent. Indicator | Variable | Description | X1 | Delivery speed | amount of time it takes to deliver the product once an order as been confirmed | X2 | Price level | perceived level of price charged by product suppliers | X3 | Price flexibility | perceived willingness of HATCO representatives to negotiate price on all types of purchases | X4 | Manufacturer's image | overall image of the manufacturer/supplier | X5 | Service | overall level of service necessary for maintaining a satisfactory relationship between supplier and purchaser | X6 | Salesforce's image | overall image of the manufacturer's sales force | X7 | Product quality | perceived level of quality of a particular product (e.g.,performance or yield) |

Purchase Outcomes: Indicator | Variable | Description | X9 | Usage level | how much of the firm's total product is purchased from HATCO, measured on a 100‐point percentage scale, ranging from 0 to 100 percent | X10 | Satisfaction level | how satisfied the purchaser is with past purchases from HATCO, measured on the same graphic rating scale as the perceptions X1 to X7 |

Purchaser Characteristics: Indicator | Variable | Description | X8 | Size of firm | X8 Size of firm‐‐‐size of the firm relative to others in this market. This variable has two categories:
1=large
0=small | X11 | Specification buying | extent to which a particular purchaser evaluates each purchase separately (total value analysis) versus the use of specification buying, which- details precisely the product characteristics desired. This variable has two categories:
1=employs total value