Posted: November 13th, 2016

How many clusters need to be created to best describe all the respondents (cluster analysis)? Justify.

Cluster analysis & descriptive analysis of the survey

This dissertation is to explore how does perceived enjoyment at different stages affect continuous use of the mobile games. This 2 pages is a part of the results chapter, so go straight to the analysis avoiding any irrelevant introductory texts. Please perform a K-means cluster analysis of the questionnaire survey data (to be uploaded) by using SPSS Software, and answer the following questions (Q2 & Q3 should be the focus):
1. How many clusters need to be created to best describe all the respondents (cluster analysis)? Justify.
2. Describe and analyse the clusters (descriptive analysis), using the available data.
3. Which factors influence the respondents’ intention to continue to play the mobile game (in the whole sample), and how?
4. Which one of the clusters has the most satisfied players, and what are the elements that made them satisfied (cluster analysis)?
I will upload a sample of analysis as a reference, the software generated patterns should be somehow like what is in the appendix.