Análisis de conglomerados para la segmentación de mercados

Cluster analysis for market segmentation

Nelcy Rocío Escobar Moreno

Econógrafos, Escuela de Economía from Universidad Nacional de Colombia, FCE, CID

Abstract: This paper is part of a series of works that are intended to integrate the application of multivariate analysis techniques to different marketing processes taking place within many case studies in business. This particular work presents a methodological guide for the implementation of the quantitative tool Cluster Analysis to Market Segmentation process. In this way, it is expected to provide students and researchers with a methodological framework that allows them to understand this statistical resource, and to apply their academic and business cases using software such as SPSS.

Keywords: Cluster analysis; market segmentation; multivariate analysis; quantitative analysis; marketing research (search for similar items in EconPapers)
JEL-codes: C38 C87 M30 M31 M39 (search for similar items in EconPapers)
Pages: 17
Date: 2012-05
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Published in Econografos

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https://fce.unal.edu.co/media/files/doc_escuela_acp_n_11__nelcy.pdf

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Persistent link: https://EconPapers.repec.org/RePEc:col:000176:022895

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