To run the cluster analysis, from the menus choose:

Analyze
Classify
K-Means Cluster...

Select Standardized log-long distance through Standardized log-wireless and Standardized multiple lines through Standardized electronic billing as analysis variables.

Type 3 as the number of clusters.

Click Iterate.

Type 20 as the maximum iterations.

Click Continue.

Click Options in the K-Means Cluster Analysis dialog box.

Select ANOVA table in the Statistics group.

Select Exclude cases pairwise in the Missing Values group.

Click Continue.

Click OK in the K-Means Cluster Analysis dialog box.

These selections produce a three-cluster solution. Cases have been excluded pairwise because there are many missing values due to the fact that most customers do not subscribe to all services.