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