Multivariate exploration of the questionnaire and typology of the surveyed people The results are provided by the EnQuireR package July 28, 2010
Contents 1 Quick overview of the questionnaire
3
2 Multivariate exploration of the questionnaire 2.1 Graphical representations of the questionnaire . . 2.2 Highlights on the two principal axes of variability 2.2.1 First axis . . . . . . . . . . . . . . . . . . 2.2.2 Second axis . . . . . . . . . . . . . . . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
. . . .
3 Typology on the individuals 3.1 Choice of the number of clusters . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2 Simultaneous comparison of the clusters with respect with the most relevant variables 3.2.1 Number of individuals by cluster for the variable frequency.cooking . . . . 3.2.2 Number of individuals by cluster for the variable feel.like.cooking . . . . . 3.2.3 Number of individuals by cluster for the variable interested.molecular.cooking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2.4 Number of individuals by cluster for the variable looking.for.new.recipe . . 3.2.5 Number of individuals by cluster for the variable interest.for.mixture . . . 3.2.6 Number of individuals by cluster for the variable interest.for.originality . . 3.2.7 Number of individuals by cluster for the variable cooking.no.choice . . . . 3.2.8 Number of individuals by cluster for the variable length.cooking . . . . . . 3.2.9 Number of individuals by cluster for the variable ever.heard.about.Herv´e.This . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2.10 Number of individuals by cluster for the variable cooking.budget . . . . . . 3.3 Automatic description of each cluster . . . . . . . . . . . . . . . . . . . . . . . . . .
5 5 6 6 9 12 12 14 14 15 16 17 18 19 20 21 22 23 24
List of Figures 1 2 3 4 5 6 7 8 9 10 11 12
Representations of the individuals and of the categories on axes 1 and 2 . . . . . . Representation of the individuals using density curbs and enhanced representation of the categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Number of clusters chosen by the analyst; representation of the individuals according to their cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Centers of gravity with confidence ellipses; representation of the individuals according to their cluster with density curbs . . . . . . . . . . . . . . . . . . . . . . . . . Number of individuals per cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable frequency.cooking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable feel.like.cooking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable interested.molecular.cooking . . . . . . . . . . . . . . . . . . . . . . . . . . Variable looking.for.new.recipe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable interest.for.mixture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable interest.for.originality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable cooking.no.choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
5 5 12 13 13 14 15 16 17 18 19 20
13 14 15
Variable length.cooking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable ever.heard.about.Herv´e.This . . . . . . . . . . . . . . . . . . . . . . . . . . Variable cooking.budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
21 22 23
1
Quick overview of the questionnaire
The analysis was performed on 108 individuals described by 44 variables: •
frequency.cooking ( everyday , once a week , sometimes )
•
length.cooking ( > 30 min , between 15 and 30 min , between 5 and 15 min )
•
cooking.habit ( No , Yes )
•
cooking.please.others ( No , Yes )
•
cooking.no.choice ( No , Yes )
•
cooking.enjoy.myself ( No , Yes )
•
cooking.other.reason ( No , relax )
•
cooking.synonym.tradition ( No , Yes )
•
cooking.synonym.meal.with.family ( No , Yes )
•
cooking.synonym.discovery ( No , Yes )
•
cooking.synonym.innovation ( No , Yes )
•
cooking.synonym.know.how ( No , Yes )
•
equipment ( bad equiped , quite bas equiped , average , quite well equiped , well equiped )
•
would.like.to.receive.sth.related.to.cooking ( No , Yes )
•
cooking.budget ( very low , low , average , high , very high )
•
shopping.brand ( discount , specialty food store brand , store brand , wellknown brand )
•
frequency.restaurant ( at least one time per month , at least one time per week , never , some times per year )
•
type.command.restaurant ( classic flavour , new flavour , safe bet )
•
looking.for.new.recipe ( No , Yes )
•
meal.aspect.matters ( disagree , sligthly disagree , neither agree nor disagree , slightly agree , agree )
•
can.define.molecular.cooking ( No , Yes )
•
ever.heard.about.Herv´ e.This ( No , Yes )
•
know.reaction.of.beaten.egg.white ( No , Yes )
•
use.ingredients.molecular.cooking ( never , rarely , sometimes , often )
•
already.tasted ( No , Yes )
•
interested.molecular.cooking ( No , Yes )
•
interest.for.technique ( No , Yes )
•
interest.for.mixture ( No , Yes )
•
interest.for.originality ( No , Yes )
•
interest.for.other ( No , to know , to taste )
•
associated.to.gastronomy ( No , Yes ) 3
•
associated.to.chemistry ( No , Yes )
•
associated.to.toxic ( No , Yes )
•
associated.to.innovation ( No , Yes )
•
associated.to.greedy ( No , Yes )
•
associated.to.research ( No , Yes )
•
associated.to.unknown ( No , Yes )
•
associated.to.impressive ( No , Yes )
•
associated.to.other ( look bad , No )
•
feel.like.tasting ( No , Yes )
•
molecular.cooking.inspires.digust ( No , Yes )
•
molecular.cooking.fashion.effect ( No , Yes )
•
molecular.cooking.weird ( No , Yes )
•
feel.like.cooking ( No , Yes )
Moreover, the dataset contained 0% of missing values.
4
2
Multivariate exploration of the questionnaire
2.1
Graphical representations of the questionnaire
The following results are obtained by performing a Multiple Correspondence Analysis (MCA) on the previous 44 variables. This method provides two important graphical displays, a representation of the individuals (surveyed people) and a representation of the categories (answers given by the surveyed people). The first two main axes of variability explain 12.92% of the information contained in the dataset (7.57% for the first factorial axis and 5.35% for the second one). In some cases the analyst may want to introduce supplementary quantitative variables.
MCA factor map
meal.aspect.matters.1
2
MCA factor map equipment.5
●
retired
●
● ● ●
●
0.0
● ●
●● ●
●● ● ●
● ● ●
●
● ● ● ●
●
● ● ● ● ● ● ●
● ● ● ●●
● ●
●
● ● ●
● ●
●
●
●● ●
●
●● ● ●
●
●
●
● ●
−0.5
other + 50 years old manager associated.to.innovation_No interested.molecular.cooking_No feel.like.tasting_No equipment.4 at least one time perstate week molecular.cooking.weird_No molecular.cooking.fashion.effect_Yes employee associated.to.chemistry_No cooking.budget_high frequency.cooking_everyday in family already.tasted_Yes liberal profession inyears couple cooking.budget_very high 36−50 old employee use.ingredients.molecular.cooking_sometimes interest.for.mixture_No cooking.habit_Yes associated.to.impressive_No use.ingredients.molecular.cooking_rarely looking.for.new.recipe_Yes associated.to.research_No cooking.no.choice_No cooking.synonym.discovery_No classic flavour 26−35 years old cooking.synonym.innovation_No meal.aspect.matters.5 interest.for.originality_No interest.for.technique_No ever.heard.about.Hervé.This_Yes cooking.synonym.meal.with.family_Yes meal.aspect.matters.4 can.define.molecular.cooking_No store branda week at least one time per month cooking.synonym.know.how_Yes cooking.enjoy.myself_Yes would.like.to.receive.sth.related.to.cooking_Yes cooking.please.others_Yes associated.to.gastronomy_No know.reaction.of.beaten.egg.white_Yes frequency.cooking_once Woman interest.for.other_No well−known brand cooking.synonym.tradition_No cooking.other.reason_No between 15 and 30 min associated.to.unknown_No molecular.cooking.inspires.digust_No associated.to.other_No associated.to.toxic_No meal.aspect.matters.2 associated.to.unknown_Yes no activity cooking.synonym.tradition_Yes equipment.2 cooking.synonym.know.how_No know.reaction.of.beaten.egg.white_No associated.to.greedy_No already.tasted_No ever.heard.about.Hervé.This_No new flavour cooking.habit_No cooking.budget_average associated.to.chemistry_Yes cooking.enjoy.myself_No ● times cooking.synonym.meal.with.family_No some feel.like.cooking_No Manper year would.like.to.receive.sth.related.to.cooking_No cooking.please.others_No can.define.molecular.cooking_Yes molecular.cooking.inspires.digust_Yes equipment.3 cooking.synonym.discovery_Yes associated.to.innovation_Yes associated.to.gastronomy_Yes in molecular.cooking.weird_Yes collocation molecular.cooking.fashion.effect_No associated.to.research_Yes 18−25 years old use.ingredients.molecular.cooking_never interest.for.mixture_Yes interest.for.other_to taste interested.molecular.cooking_Yes interest.for.originality_Yes Student looking.for.new.recipe_No cooking.synonym.innovation_Yes feel.like.tasting_Yes single interest.for.technique_Yes meal.aspect.matters.3 associated.to.impressive_Yes between 5 and 15 min cooking.no.choice_Yes frequency.cooking_sometimes cooking.budget_low discount cooking.other.reason_relax equipment.1 interest.for.other_to know
use.ingredients.molecular.cooking_often associated.to.greedy_Yes feel.like.cooking_Yes > 30 min
●
● ● ●
●
● ●
●
● ●
●
●
● ●● ●
●
● ● ●● ● ●●
●
Dim 2 (5.406%)
●
●
Dim 2 (5.406%)
●
●
●
0
●
1
associated.to.other_look associated.to.toxic_Yesbad ● ●
● ●
−1
0.5
● ●
●
●
●
●
● ●
● ●
−1.0
−0.5
●
0.0
0.5
−2
1.0
−1
0
1
2
3
Dim 1 (8.063%)
Dim 1 (8.063%)
Figure 1: Representations of the individuals and of the categories on axes 1 and 2
MCA factor map
2
1.0
Density curbs
retired
1.2
0.9
1.6
0.5
1.7
1.1
0.0
1.3
1.4
0
0.8
0.6 0.3
Dim 2 (5.406%)
0.7
0.4
0.2
1.5
Dim 2 ( 5.406 %)
1
0. 1
0.5
equipment.5
−1
−0.5
1
+ 50 years old > 30 min use.ingredients.molecular.cooking_often associated.to.greedy_Yes feel.like.cooking_Yes associated.to.innovation_No interested.molecular.cooking_No feel.like.tasting_No equipment.4 at least one time state per week molecular.cooking.weird_No molecular.cooking.fashion.effect_Yes employee cooking.budget_high frequency.cooking_everyday in family already.tasted_Yes interest.for.mixture_No cooking.habit_Yes associated.to.impressive_No use.ingredients.molecular.cooking_rarely looking.for.new.recipe_Yes cooking.no.choice_No classic flavour cooking.synonym.innovation_No interest.for.originality_No interest.for.technique_No ever.heard.about.Hervé.This_Yes can.define.molecular.cooking_No at least one time per month cooking.synonym.know.how_Yes would.like.to.receive.sth.related.to.cooking_Yes cooking.please.others_Yes associated.to.gastronomy_No know.reaction.of.beaten.egg.white_Yes well−known brand associated.to.unknown_No associated.to.toxic_No associated.to.unknown_Yes cooking.synonym.know.how_No know.reaction.of.beaten.egg.white_No associated.to.greedy_No already.tasted_No ever.heard.about.Hervé.This_No new flavour ●times per year cooking.enjoy.myself_No some feel.like.cooking_No would.like.to.receive.sth.related.to.cooking_No cooking.please.others_No can.define.molecular.cooking_Yes associated.to.innovation_Yes associated.to.gastronomy_Yes molecular.cooking.fashion.effect_No molecular.cooking.weird_Yes 18−25 years old use.ingredients.molecular.cooking_never interest.for.mixture_Yes interest.for.other_to taste interested.molecular.cooking_Yes interest.for.originality_Yes Student looking.for.new.recipe_No cooking.synonym.innovation_Yes feel.like.tasting_Yes single interest.for.technique_Yes meal.aspect.matters.3 associated.to.impressive_Yes between 5 and 15 min cooking.no.choice_Yes frequency.cooking_sometimes cooking.budget_low discount
−1.0
equipment.1
−1.0
−0.5
0.0
0.5
1.0
−2
Dim 1 ( 8.063 %)
−1
0
1
Dim 1 (8.063%)
Figure 2: Representation of the individuals using density curbs and enhanced representation of the categories
5
2.2 2.2.1
Highlights on the two principal axes of variability Characterization of the first factorial axis
The most meaningful variables characterizing the first factorial axis are: •
interest.for.mixture
•
interested.molecular.cooking
•
feel.like.cooking
•
ever.heard.about.Herv´ e.This
•
can.define.molecular.cooking
•
already.tasted
•
looking.for.new.recipe
•
associated.to.greedy
•
associated.to.gastronomy
•
interest.for.originality
•
know.reaction.of.beaten.egg.white
•
would.like.to.receive.sth.related.to.cooking
•
type.command.restaurant
•
cooking.please.others
•
molecular.cooking.fashion.effect
•
associated.to.unknown
•
use.ingredients.molecular.cooking
•
cooking.synonym.meal.with.family
•
frequency.restaurant
•
associated.to.innovation
•
associated.to.toxic
•
associated.to.other
•
cooking.no.choice
•
cooking.budget
•
length.cooking
•
feel.like.tasting
•
cooking.synonym.discovery
•
associated.to.impressive
•
interest.for.technique
The most meaningful categories characterizing the positive side of the first axis are: •
interest.for.mixture_Yes
6
– Contribution: 5.04 – V-Test: 7.38 – Frequency in the population: 52.78 % •
interested.molecular.cooking_Yes – Contribution: 2.88 – V-Test: 6.73 – Frequency in the population: 67.59 %
•
feel.like.cooking_Yes – Contribution: 5.39 – V-Test: 5.65 – Frequency in the population: 13.89 %
•
ever.heard.about.Herv´ e.This_Yes – Contribution: 3.47 – V-Test: 5.15 – Frequency in the population: 33.33 %
•
can.define.molecular.cooking_Yes – Contribution: 3.13 – V-Test: 5.04 – Frequency in the population: 37.04 %
•
already.tasted_Yes – Contribution: 4.27 – V-Test: 5.01 – Frequency in the population: 12.96 %
•
looking.for.new.recipe_Yes – Contribution: 1.41 – V-Test: 4.58 – Frequency in the population: 65.74 %
•
associated.to.greedy_Yes – Contribution: 3.76 – V-Test: 4.5 – Frequency in the population: 5.56 %
•
associated.to.gastronomy_Yes – Contribution: 2.74 – V-Test: 4.26 – Frequency in the population: 23.15 %
•
interest.for.originality_Yes – Contribution: 2.45 – V-Test: 4.16 – Frequency in the population: 27.78 %
7
The most meaningful categories characterizing the negative side of the first axis are: •
interest.for.mixture_No – Contribution: 5.63 – V-Test: -7.38 – Frequency in the population: 47.22 %
•
interested.molecular.cooking_No – Contribution: 6.01 – V-Test: -6.73 – Frequency in the population: 32.41 %
•
feel.like.cooking_No – Contribution: 0.87 – V-Test: -5.65 – Frequency in the population: 86.11 %
•
ever.heard.about.Herv´ e.This_No – Contribution: 1.74 – V-Test: -5.15 – Frequency in the population: 66.67 %
•
can.define.molecular.cooking_No – Contribution: 1.84 – V-Test: -5.04 – Frequency in the population: 62.96 %
•
already.tasted_No – Contribution: 0.64 – V-Test: -5.01 – Frequency in the population: 87.04 %
•
looking.for.new.recipe_No – Contribution: 2.71 – V-Test: -4.58 – Frequency in the population: 34.26 %
•
associated.to.greedy_No – Contribution: 0.22 – V-Test: -4.5 – Frequency in the population: 94.44 %
•
associated.to.gastronomy_No – Contribution: 0.82 – V-Test: -4.26 – Frequency in the population: 76.85 %
•
interest.for.originality_No – Contribution: 0.94 – V-Test: -4.16 – Frequency in the population: 72.22 % 8
2.2.2
Characterization on the second factorial axis
The most meaningful variables characterizing the second factorial axis are: •
feel.like.tasting
•
interested.molecular.cooking
•
length.cooking
•
associated.to.impressive
•
cooking.no.choice
•
frequency.cooking
•
type.command.restaurant
•
shopping.brand
•
interest.for.mixture
•
molecular.cooking.fashion.effect
•
molecular.cooking.weird
•
cooking.budget
•
associated.to.innovation
•
interest.for.technique
•
frequency.restaurant
•
cooking.synonym.innovation
•
looking.for.new.recipe
•
feel.like.cooking
•
interest.for.other
•
associated.to.chemistry
•
interest.for.originality
•
use.ingredients.molecular.cooking
The most meaningful categories characterizing the positive side of the second axis are: •
safe bet – Contribution: 4.83 – V-Test: 4.19 – Frequency in the population: 0.93 %
•
feel.like.tasting_No – Contribution: 3.68 – V-Test: 4.89 – Frequency in the population: 44.44 %
•
interested.molecular.cooking_No – Contribution: 4.24 9
– V-Test: 4.75 – Frequency in the population: 32.41 % •
associated.to.impressive_No – Contribution: 1.7 – V-Test: 4.42 – Frequency in the population: 68.52 %
•
> 30 min – Contribution: 3.12 – V-Test: 3.7 – Frequency in the population: 17.59 %
•
cooking.no.choice_No – Contribution: 1.01 – V-Test: 4.32 – Frequency in the population: 80.56 %
•
frequency.cooking_everyday – Contribution: 1.4 – V-Test: 2.97 – Frequency in the population: 42.59 %
•
frequency.restaurant_at least one time per week – Contribution: 1.21 – V-Test: 2.18 – Frequency in the population: 8.33 %
•
interest.for.mixture_No – Contribution: 1.66 – V-Test: 3.37 – Frequency in the population: 47.22 %
•
molecular.cooking.fashion.effect_Yes – Contribution: 1.96 – V-Test: 3.28 – Frequency in the population: 34.26 %
The most meaningful categories characterizing the negative side of the second axis are: •
feel.like.tasting_Yes – Contribution: 2.94 – V-Test: -4.89 – Frequency in the population: 55.56 %
•
between 5 and 15 min – Contribution: 3.42 – V-Test: -3.96 10
– Frequency in the population: 21.3 % •
interested.molecular.cooking_Yes – Contribution: 2.03 – V-Test: -4.75 – Frequency in the population: 67.59 %
•
frequency.cooking_sometimes – Contribution: 4.08 – V-Test: -4.32 – Frequency in the population: 21.3 %
•
associated.to.impressive_Yes – Contribution: 3.71 – V-Test: -4.42 – Frequency in the population: 31.48 %
•
cooking.no.choice_Yes – Contribution: 4.18 – V-Test: -4.32 – Frequency in the population: 19.44 %
•
new flavour – Contribution: 0.12 – V-Test: -1.33 – Frequency in the population: 75 %
•
discount – Contribution: 2.76 – V-Test: -3.26 – Frequency in the population: 6.48 %
•
classic flavour – Contribution: 0.04 – V-Test: 0.41 – Frequency in the population: 24.07 %
•
interest.for.mixture_Yes – Contribution: 1.49 – V-Test: -3.37 – Frequency in the population: 52.78 %
11
3
Typology on the individuals
3.1
Choice of the number of clusters
The ascendant hierarchical clustering (AHC) lead to a partition made of 3 clusters. Those clusters are displayed in the following representations: a graphical representation of the individuals according to the cluster they belong to, a representation of the center of gravity of each group enhanced by a confidence ellipse, a representation of the individuals according to the cluster they belong to by the use of density curbs.
4
5
Choice of the number of clusters by cutting the dendrogram
MCA factor map
Height
3
1 2 3
81 ●
0.5
88 54
33 37
●
●
6
41
●
2
84 ●
0.0
Dim 2 (5.406%)
●
1
3
●
●
●
25
●
72
61 2 23 9394 73 ● ●
●
● ● ●
4 ●
0
−0.5
33 37 52 3 96 19 69 61 79 20 94 34 38 23 74 66 78 41 6 54 108 72 75 16 104 2 25 24 84 81 98 97 12 49 32 36 26 29 80 65 87 102 107 101 103 100 105 31 35 93 11 73 67 13 95 89 14 68 44 28 86 82 76 99 21 62 9 7 48 27 85 40 88 51 64 53 91 4 15 30 47 106 8 83 71 43 60 92 39 57 70 77 45 18 55 58 63 42 5 17 22 56 90 10 46 59 1 50
●
● ●
●● ●
●● ●
46
−0.5
87
●
●
●●
39 9265
●
● ●
51 ●
70 ●
63
5 42
●
●
56 18 ●
100
●
●
●
● ●
●
●
45 58 ● 22 ●
90
●
1
71 26
●
3049
89● 59 ●
50
−1.0
● ●
●
● ●
52 74 24
●
97 103 83 105 ● 76 29 85 ●
106
66 34 38
●
80 ● 12 91102 40
448 47 99 ● ●● ● 28 ●● 9 ● 7 77 ● 55 ● ●78 ● 53 86 ● ● 1113 1920 ● 95 ● ● 68 67 ●●21 64 ●10 57 ●48 60 ● 31 35 75 ● ● ● 79 ● ● ● ● 62 ● 14 82 ● 1517 69
● ● ●●
●
dist hclust (*, "ward")
●
32 36 ●
108 104 96 ● ●
●
101
●
●
16
98
107 27
43 ●
●
0.0
0.5
1.0
Dim 1 (8.063%)
Figure 3: Number of clusters chosen by the analyst; representation of the individuals according to their cluster
12
1.0
Density curbs
1 2 3
classe 2 ●
classe 3
0.4
●
0.5
0.2
Confidence ellipses for the mean points
0.6
4
1.8 1.4
0.4
2 1.
8 0. 10.6 .6
1.3
1. 4
1.2
1.8
0.1
0.9
0.5
1
1.6
0.0
0.0
1. 1.8
2
1
0.6
0.2
Dim 2 ( 5.406 %)
2 2
8 0.
0.4
1.5
7
1.
1.1
0.7
0.2
−0.5
0.2
2.
1
−0.2
2.6
2.4
classe 1
2.4
2 2.2
1.2
●
0.3
1.6
0.8
Dim 2 (5.406%)
0.2
●
−1.0
−0.4
0.3
−0.4
−0.2
0.0
0.2
−1.0
−0.5
Dim 1 (8.063%)
0.0
0.5
1.0
Dim 1 ( 8.063 %)
Figure 4: Centers of gravity with confidence ellipses; representation of the individuals according to their cluster with density curbs
number of individuals by groups
50
40
30
20
10
0 group 1
group 2
group 3
Figure 5: Number of individuals per cluster
13
3.2 3.2.1
Simultaneous comparison of the clusters with respect with the most relevant variables Number of individuals by cluster for the variable frequency.cooking
frequency.cooking by cluster
1st bar: frequency.cooking_everyday 2nd bar: frequency.cooking_once a week 3rd bar: frequency.cooking_sometimes
40
30
20
10
0 group 1
group 2
Figure 6: Variable frequency.cooking
14
group 3
3.2.2
Number of individuals by cluster for the variable feel.like.cooking
feel.like.cooking by cluster
1st bar: feel.like.cooking_No 2nd bar: feel.like.cooking_Yes
60
50
40
30
20
10
0 group 1
group 2
Figure 7: Variable feel.like.cooking
15
group 3
3.2.3
Number of individuals by cluster for the variable interested.molecular.cooking
interested.molecular.cooking by cluster
1st bar: interested.molecular.cooking_No 2nd bar: interested.molecular.cooking_Yes
40
30
20
10
0 group 1
group 2
group 3
Figure 8: Variable interested.molecular.cooking
16
3.2.4
Number of individuals by cluster for the variable looking.for.new.recipe
looking.for.new.recipe by cluster 50 1st bar: looking.for.new.recipe_No 2nd bar: looking.for.new.recipe_Yes 40
30
20
10
0 group 1
group 2
Figure 9: Variable looking.for.new.recipe
17
group 3
3.2.5
Number of individuals by cluster for the variable interest.for.mixture
interest.for.mixture by cluster
1st bar: interest.for.mixture_No 2nd bar: interest.for.mixture_Yes 40
30
20
10
0 group 1
group 2
Figure 10: Variable interest.for.mixture
18
group 3
3.2.6
Number of individuals by cluster for the variable interest.for.originality
interest.for.originality by cluster 60
1st bar: interest.for.originality_No 2nd bar: interest.for.originality_Yes
50
40
30
20
10
0 group 1
group 2
Figure 11: Variable interest.for.originality
19
group 3
3.2.7
Number of individuals by cluster for the variable cooking.no.choice
cooking.no.choice by cluster
1st bar: cooking.no.choice_No 2nd bar: cooking.no.choice_Yes
60
50
40
30
20
10
0 group 1
group 2
Figure 12: Variable cooking.no.choice
20
group 3
3.2.8
Number of individuals by cluster for the variable length.cooking
length.cooking by cluster 60 1st bar: > 30 min 2nd bar: between 15 and 30 min 3rd bar: between 5 and 15 min
50
40
30
20
10
0 group 1
group 2
Figure 13: Variable length.cooking
21
group 3
3.2.9
Number of individuals by cluster for the variable ever.heard.about.Herv´ e.This
ever.heard.about.Hervé.This by cluster 60 1st bar: ever.heard.about.Hervé.This_No 2nd bar: ever.heard.about.Hervé.This_Yes 50
40
30
20
10
0 group 1
group 2
group 3
Figure 14: Variable ever.heard.about.Herv´e.This
22
3.2.10
Number of individuals by cluster for the variable cooking.budget
cooking.budget by cluster 60 1st bar: cooking.budget_average 2nd bar: cooking.budget_high 3rd bar: cooking.budget_low 4 th bar: cooking.budget_very high
50
40
30
20
10
0 group 1
group 2
Figure 15: Variable cooking.budget
23
group 3
3.3
Automatic description of each cluster
The cluster 1 (24 individuals) includes the individuals possessing the following categories: •
frequency.cooking=frequency.cooking_sometimes 21.3 % of the individuals possess this category in the global population versus 70.83 % in the cluster 1 . Moreover, 73.91 % of the individuals possessing this category belong to the cluster 1 .
•
looking.for.new.recipe=looking.for.new.recipe_No 34.26 % of the individuals possess this category in the global population versus 70.83 % in the cluster 1 . Moreover, 45.95 % of the individuals possessing this category belong to the cluster 1 .
•
cooking.no.choice=cooking.no.choice_Yes 19.44 % of the individuals possess this category in the global population versus 50 % in the cluster 1 . Moreover, 57.14 % of the individuals possessing this category belong to the cluster 1 .
•
molecular.cooking.inspires.digust=molecular.cooking.inspires.digust_Yes 3.7 % of the individuals possess this category in the global population versus 16.67 % in the cluster 1 . Moreover, 100 % of the individuals possessing this category belong to the cluster 1 .
•
would.like.to.receive.sth.related.to.cooking=would.like.to.receive.sth.related.to.cooking_No 32.41 % of the individuals possess this category in the global population versus 58.33 % in the cluster 1 . Moreover, 40 % of the individuals possessing this category belong to the cluster 1 . •
Age=18-25 years old 68.52 % of the individuals possess this category in the global population versus 91.67 % in the cluster 1 . Moreover, 29.73 % of the individuals possessing this category belong to the cluster 1 .
•
cooking.budget=cooking.budget_low 11.11 % of the individuals possess this category in the global population versus 29.17 % in the cluster 1 . Moreover, 58.33 % of the individuals possessing this category belong to the cluster 1 .
•
length.cooking=between 5 and 15 min 21.3 % of the individuals possess this category in the global population versus 41.67 % in the cluster 1 . Moreover, 43.48 % of the individuals possessing this category belong to the cluster 1 .
•
SPC=Student 58.33 % of the individuals possess this category in the global population versus 79.17 % in the cluster 1 . Moreover, 30.16 % of the individuals possessing this category belong to the cluster 1 .
•
feel.like.cooking=feel.like.cooking_No 86.11 % of the individuals possess this category in the global population versus 100 % in the cluster 1 . Moreover, 25.81 % of the individuals possessing this category belong to the cluster 1 . 24
The cluster 2 (29 individuals) includes the individuals possessing the following categories: •
feel.like.cooking=feel.like.cooking_Yes 13.89 % of the individuals possess this category in the global population versus 48.28 % in the cluster 2 . Moreover, 93.33 % of the individuals possessing this category belong to the cluster 2 .
•
interested.molecular.cooking=interested.molecular.cooking_Yes 67.59 % of the individuals possess this category in the global population versus 100 % in the cluster 2 . Moreover, 39.73 % of the individuals possessing this category belong to the cluster 2 .
•
interest.for.mixture=interest.for.mixture_Yes 52.78 % of the individuals possess this category in the global population versus 89.66 % in the cluster 2 . Moreover, 45.61 % of the individuals possessing this category belong to the cluster 2 .
•
length.cooking=> 30 min 17.59 % of the individuals possess this category in the global population versus 44.83 % in the cluster 2 . Moreover, 68.42 % of the individuals possessing this category belong to the cluster 2 .
•
ever.heard.about.Herv´ e.This=ever.heard.about.Herv´ e.This_Yes 33.33 % of the individuals possess this category in the global population versus 65.52 % in the cluster 2 . Moreover, 52.78 % of the individuals possessing this category belong to the cluster 2 .
•
interest.for.originality=interest.for.originality_Yes 27.78 % of the individuals possess this category in the global population versus 58.62 % in the cluster 2 . Moreover, 56.67 % of the individuals possessing this category belong to the cluster 2 .
•
cooking.budget=cooking.budget_high 32.41 % of the individuals possess this category in the global population versus 62.07 % in the cluster 2 . Moreover, 51.43 % of the individuals possessing this category belong to the cluster 2 .
•
looking.for.new.recipe=looking.for.new.recipe_Yes 65.74 % of the individuals possess this category in the global population versus 93.1 % in the cluster 2 . Moreover, 38.03 % of the individuals possessing this category belong to the cluster 2 .
•
shopping.brand=well-known brand 19.44 % of the individuals possess this category in the global population versus 41.38 % in the cluster 2 . Moreover, 57.14 % of the individuals possessing this category belong to the cluster 2 .
•
can.define.molecular.cooking=can.define.molecular.cooking_Yes 37.04 % of the individuals possess this category in the global population versus 62.07 % in the cluster 2 . Moreover, 45 % of the individuals possessing this category belong to the cluster 2 .
The cluster 3 (55 individuals) includes the individuals possessing the following categories: 25
•
interested.molecular.cooking=interested.molecular.cooking_No 32.41 % of the individuals possess this category in the global population versus 54.55 % in the cluster 3 . Moreover, 85.71 % of the individuals possessing this category belong to the cluster 3 .
•
interest.for.originality=interest.for.originality_No 72.22 % of the individuals possess this category in the global population versus 89.09 % in the cluster 3 . Moreover, 62.82 % of the individuals possessing this category belong to the cluster 3 .
•
ever.heard.about.Herv´ e.This=ever.heard.about.Herv´ e.This_No 66.67 % of the individuals possess this category in the global population versus 83.64 % in the cluster 3 . Moreover, 63.89 % of the individuals possessing this category belong to the cluster 3 .
•
cooking.no.choice=cooking.no.choice_No 80.56 % of the individuals possess this category in the global population versus 94.55 % in the cluster 3 . Moreover, 59.77 % of the individuals possessing this category belong to the cluster 3 .
•
feel.like.cooking=feel.like.cooking_No 86.11 % of the individuals possess this category in the global population versus 98.18 % in the cluster 3 . Moreover, 58.06 % of the individuals possessing this category belong to the cluster 3 .
•
interest.for.mixture=interest.for.mixture_No 47.22 % of the individuals possess this category in the global population versus 63.64 % in the cluster 3 . Moreover, 68.63 % of the individuals possessing this category belong to the cluster 3 .
•
cooking.habit=cooking.habit_Yes 25.93 % of the individuals possess this category in the global population versus 38.18 % in the cluster 3 . Moreover, 75 % of the individuals possessing this category belong to the cluster 3 .
•
associated.to.gastronomy=associated.to.gastronomy_No 76.85 % of the individuals possess this category in the global population versus 87.27 % in the cluster 3 . Moreover, 57.83 % of the individuals possessing this category belong to the cluster 3 .
•
associated.to.innovation=associated.to.innovation_No 24.07 % of the individuals possess this category in the global population versus 34.55 % in the cluster 3 . Moreover, 73.08 % of the individuals possessing this category belong to the cluster 3 .
•
can.define.molecular.cooking=can.define.molecular.cooking_No 62.96 % of the individuals possess this category in the global population versus 74.55 % in the cluster 3 . Moreover, 60.29 % of the individuals possessing this category belong to the cluster 3 .
26
