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    HATCO Documentation

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    kalkito
    The document provides documentation on the HATCO dataset, which contains data from surveys of customers of the fictitious HATCO industrial supplier company. The dataset includes 100 observations with 14 variables that measure customers' perceptions of HATCO on 7 attributes, purchase outcomes like satisfaction and usage levels, and purchaser characteristics like firm size and industry type. The data is intended to help HATCO understand customer characteristics and the relationships between perceptions and purchasing actions.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    HATCO Documentation

    Uploaded by

    kalkito
    87 views2 pages
    The document provides documentation on the HATCO dataset, which contains data from surveys of customers of the fictitious HATCO industrial supplier company. The dataset includes 100 observations with 14 variables that measure customers' perceptions of HATCO on 7 attributes, purchase outcomes like satisfaction and usage levels, and purchaser characteristics like firm size and industry type. The data is intended to help HATCO understand customer characteristics and the relationships between perceptions and purchasing actions.

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    The document provides documentation on the HATCO dataset, which contains data from surveys of customers of the fictitious HATCO industrial supplier company. The dataset includes 100 observations with 14 variables that measure customers' perceptions of HATCO on 7 attributes, purchase outcomes like satisfaction and usage levels, and purchaser characteristics like firm size and industry type. The data is intended to help HATCO understand customer characteristics and the relationships between perceptions and purchasing actions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    87 views2 pages

    HATCO Documentation

    Uploaded by

    kalkito
    The document provides documentation on the HATCO dataset, which contains data from surveys of customers of the fictitious HATCO industrial supplier company. The dataset includes 100 observations with 14 variables that measure customers' perceptions of HATCO on 7 attributes, purchase outcomes like satisfaction and usage levels, and purchaser characteristics like firm size and industry type. The data is intended to help HATCO understand customer characteristics and the relationships between perceptions and purchasing actions.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    HATCODatasetDocumentation:

    MultivariateDataAnalysis,Seventhedition Theworldsleadingauthorityonappliedmultivariatedataanalysis basedonnumberofcitations,asreportedbyGoogle.Scholar. HATCO has been utilized in past versions of the textbook and provides a simplified set of variablesamenabletoallofthebasicmultivariatetechniques.ItwasobtainedfromtheHair, Anderson,andTathamCompany(HATCO),alarge(thoughnonexistent)industrialsupplier.It represents surveys of HATCO customers that were collected through an established marketingresearchfirm. The dataset consists of 100 observations on 14 separate variables and is an example of a segmentation study for a businesstobusiness situation, specifically a survey of existing customersofHATCO.Threetypesofinformationwerecollected: FirstistheperceptionofHATCOonsevenattributesidentifiedinpaststudiesasthe mostinfluentialinthechoiceofsuppliers.Therespondents,purchasingmanagersof firmsbuyingfromHATCO,ratedHATCOoneachattribute. Secondareactualpurchaseoutcomes,eithertheevaluationsofeachrespondent's satisfactionwithHATCOorthepercentageofhisorherproductpurchasesfrom HATCO. Thirdaregeneralcharacteristicsofthepurchasingcompanies(e.g.,firmsize,industry type). ThedataprovidedshouldgiveHATCOabetterunderstandingofboththecharacteristicsofits customersandtherelationshipsbetweentheirperceptionsofHATCOandtheiractions towardHATCO(purchasesandsatisfaction).Adefinitionofeachvariableandanexplanation ofitscodingaregiveninthefollowingsections.

    PerceptionsofHATCO
    Eachofthesevariableswasmeasuredonagraphicratingscale,whereatencentimeterline wasdrawnbetweentheendpoints,labeled"Poor"and"Excellent".Respondentsindicated

    theirperceptionsbymakingamarkanywhereontheline.Themarkwasthenmeasuredand thedistancefromzero(incentimeters)wasrecorded.Theresultwasascalerangingfrom zerototen,roundedtoasingledecimalplace.ThesevenHATCOattributesratedbyeach respondentareasfollows: X1Deliveryspeedamountoftimeittakestodelivertheproductonceanorderhas beenconfirmed X2Pricelevelperceivedlevelofpricechargedbyproductsuppliers X3PriceflexibilityperceivedwillingnessofHATCOrepresentativestonegotiateprice onalltypesofpurchases X4Manufacturer'simageoverallimageofthemanufacturer/supplier X5Serviceoveralllevelofservicenecessaryformaintainingasatisfactory relationshipbetweensupplierandpurchaser X6Salesforce'simageoverallimageofthemanufacturer'ssalesforce X7Productqualityperceivedlevelofqualityofaparticularproduct(e.g., performanceoryield)

    PurchaseOutcomes
    Twospecificmeasureswereobtainedthatreflectedtheoutcomesoftherespondents purchaserelationshipswithHATCO.Thesemeasuresinclude: X9Usagelevelhowmuchofthefirm'stotalproductispurchasedfromHATCO, measuredona100pointpercentagescale,rangingfrom0to100percent X10Satisfactionlevelhowsatisfiedthepurchaseriswithpastpurchasesfrom HATCO,measuredonthesamegraphicratingscaleastheperceptionsX1toX7

    PurchaserCharacteristics
    Thefivecharacteristicsoftherespondingfirmsusedinthestudy,somemetricandsome nonmetric,areasfollows: X8Sizeoffirmsizeofthefirmrelativetoothersinthismarket.Thisvariablehastwo categories:1=large,and0=small X11Specificationbuyingextenttowhichaparticularpurchaserevaluateseach purchaseseparately(totalvalueanalysis)versustheuseofspecificationbuying,which detailspreciselytheproductcharacteristicsdesired.Thisvariablehastwocategories: 1=employstotalvalueanalysisapproach,evaluatingeachpurchaseseparately,and 0=useofspecificationbuying X12Structureofprocurementmethodofprocuring/purchasingproductswithina particularcompany.Thisvariablehastwocategories:1=centralizedprocurement,and 0=decentralizedprocurement X13Typeofindustryindustryclassificationinwhichaproductpurchaserbelongs. Thisvariablehastwocategories:1=industryAclassification,and0=otherindustries X14Typeofbuyingsituationtypeofsituationfacingthepurchaser.Thisvariablehas threecategories:1=newtask,2=modifiedrebuy,and3=straightrebuy

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