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Can I read Cluster Analysis in Marketing Research: Review and Suggestions for Application on EtoBox?
Cluster Analysis in Marketing Research: Review and Suggestions for Application by Girish Punj; David W. Stewart is a Business, Management and Accounting article available to read on EtoBox.
What is Cluster Analysis in Marketing Research: Review and Suggestions for Application about?
Applications of cluster analysis to marketing problems are reviewed. Alternative methods of cluster analysis are presented and evaluated in terms of recent empirical work on their performance characteristics. A two-stage cluster analysis methodology is recommended: preliminary identification of clusters via Ward's minimum variance method or simple average linkage, followed by cluster refinement by an iterative partitioning procedure. Issues and problems related to the use and validation of cluster analytic methods are discussed. Cluster ## Analysis i n Marketing Research: Review and Suggestions f or Application Cluster analysis has become a common tool for the marketing researcher. Both the academic researcher and the marketing applications researcher rely on the technique for developing empirical groupings of persons, products, or occasions which may serve as the basis for further analysis. Despite its frequent use, little is known about the characteristics of available clustering methods or how clustering methods should be employed. One indication of this general lack of understanding of clustering methodology is the failure of numerous authors in the marketing literature to spec
Who reads Cluster Analysis in Marketing Research: Review and Suggestions for Application?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Girish Punj; David W. Stewart
- Published
- 1983
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)