CLUSTER ANALYSIS: AN EXAMPLE ANALYSIS ON PERSONALITY AND DYSFUNCTIONAL CUSTOMER BEHAVIOUR

Malcolm J. Beynon and Kate L. Daunt
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Malcolm J. Beynon: Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, UK
Kate L. Daunt: Cardiff Business School, Cardiff University, Colum Drive, Cardiff, CF10 3EU, UK

Chapter 14 in Quantitative Modelling in Marketing and Management, 2012, pp 359-378 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractCluster analysis provides insights into data, such that objects in an identified cluster are more similar to each other that to objects in other clusters. This chapter offers a background to the general approach termed cluster analysis, including an illustrative cluster analysis of a real world problem. One feature of this chatper is the comparison approach to cluster analysis based research, with two different clustering techniques employed in a real application, namely Ward’s method and K-means. The issue of cluster analysis is demonstrated here through the analysis of a pertinent marketing problem, namely the investigation of the relationship between personality and dysfunctional customer behaviour.

Keywords: Quantitative Modelling; Statistical; Computer; Marketing; Neural Networks; Fuzzy Logic; k-Clique Model; Meta-heuristics (search for similar items in EconPapers)
Date: 2012
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