My team and I have an assignment to run a conjoint analysis with SPSS. So far, we were able to make the orthogonal design to generate 16 cards and run a survey with respondents. Then, we were able to run the conjoint analysis in SPSS to get the Utility for each attribute along with its level.

Our issue though, is that we also have to do a cluster analysis and a chi-square test. For now, we've put the chi-square test on the side to focus on the cluster analysis. My problem is that all the tutorials I was able to find online did not have the data similar to ours in any way. For example, if they had a "color" attribute, it was a single column with different values below it.

The way our data is though is more like 3 columns (color1, color2, color3) with the utility for each respondent below. I ran a K-Means Cluster Analysis (k = 2) in SPSS with this data, but I am not too confident about how to interpret the result. More precisely, I would like to know if I can read for example, cluster 1 highest color is the color of the cluster.

For example:

Code:

```
Cluster 1 2
-------------------------
Color1 3 -0.2
Color2 -1.3 3
Color3 1.1 1.2
Weight1 1 -0.1
Weight2 0.2 1.3
Weight3 3 0.2
```

Thanks!