Cluster Analysis

Marko Sarstedt and Erik Mooi
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Marko Sarstedt: Otto-von-Guericke- University Magdeburg
Erik Mooi: The University of Melbourne

Chapter 9 in A Concise Guide to Market Research, 2019, pp 301-354 from Springer

Abstract: Abstract We provide comprehensive and advanced knowledge of cluster analysis knowledge. We first introduce the principles of cluster analysis and outline the steps and decisions involved. We discuss how to select appropriate clustering variables and subsequently introduce modern hierarchical and partitioning methods for cluster analysis, using simple examples to illustrate how they work. We also discuss the key measures of similarity and dissimilarity, and offer guidance on how to decide the number of clusters to extract from the data. Each step in a cluster analysis is subsequently linked to its execution in SPSS, thus enabling readers to analyze, chart, and validate the results. Interpretation of SPSS output can be difficult, but we make this easier by means of an annotated case study. We conclude with suggestions for further readings on the use, application, and interpretation of cluster analysis.

Keywords: Cluster Variation; Price Consciousness; Linkage Algorithm; Clustering Solution; Agglomeration Schedule (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-56707-4_9

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DOI: 10.1007/978-3-662-56707-4_9

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