TITLE

Cluster Analysis in Marketing Research: Review and Suggestions for Application

AUTHOR(S)
Punj, Girish; Stewart, David W.
PUB. DATE
May 1983
SOURCE
Journal of Marketing Research (JMR);May83, Vol. 20 Issue 2, p134
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
5003127

 

Related Articles

  • A Note on Proximity Measures and Cluster Analysis. Green, Paul E.; Rao, Vithala R. // Journal of Marketing Research (JMR);Aug1969, Vol. 6 Issue 3, p359 

    One of the principal problems in applying cluster analysis is the choice of what proximity measure to use in summarizing the similarity (or dissimilarity) of profile pairs. Morrison [10] discussed some problems associated with using a Euclidean distance measure in the space of original...

  • A Genetic K-means Clustering Algorithm Based on the Optimized Initial Centers. Min Feng; Zhenyan Wang // Computer & Information Science;2011, Vol. 4 Issue 3, p88 

    An optimized initial center of K-means algorithm(PKM) is proposed, which select the k furthest distance data in the high-density area as the initial cluster centers. Experiments show that the algorithm not only has a weak dependence on the initial data, but also has fast convergence and high...

  • Cluster analysis in the fitness evaluation of cosmonauts during long-term missions on board the International Space Station. Egorov, A.; Stepantsov, V.; Nosovskii, A.; Shipov, A. // Human Physiology;Dec2011, Vol. 37 Issue 7, p922 

    Cluster analysis of the following parameters was performed in 13 cosmonauts: the duration (min), amount (m), and speed (km/h) of physical locomotor exercise (PLE) including running, and total locomotion (running + walking). These activities were the part of the program of long-term missions on...

  • Morrey Spaces for Non–doubling Measures. Sawano, Yoshihiro; Tanaka, Hitoshi // Acta Mathematica Sinica;Dec2005, Vol. 21 Issue 6, p1535 

    The authors give a natural definition of Morrey spaces for Radon measures which may be non–doubling but satisfy certain growth condition, and investigate the boundedness in these spaces of some classical operators in harmonic analysis and their vector–valued extension.

  • Methodology for identifying vulnerability hotspots to tropical cyclone hazard in India\. Sharma, Upasna; Patwardhan, Anand // Mitigation & Adaptation Strategies for Global Change;Aug2008, Vol. 13 Issue 7, p703 

    Vulnerability indices are commonly used for characterizing the impacts on a region or comparing relative vulnerability across regions. Such indices are usually computed as a composite/aggregate across different components of vulnerability. Though such a single numerical value can be useful in...

  • Developing a climate model for Iran using GIS. Alijani, B.; Ghohroudi, M.; Arabi, N. // Theoretical & Applied Climatology;2008, Vol. 92 Issue 1/2, p103 

    In order to develop a climate model for Iran, monthly mean climatic variables from 117 synoptic stations were obtained from the Iranian Meteorological Organisation. These variables were reduced to six orthogonal factors using factor analysis. The stations were then divided into six groups using...

  • Mapping alpine vegetation using vegetation observations and topographic attributes. Karin Pfeffer; Edzer J. Pebesma; Peter A. Burrough // Landscape Ecology;Nov2003, Vol. 18 Issue 8, p759 

    Abstract Local planning in mountain areas requires spatial information on site factors such as vegetation that is commonly lacking in rugged terrain. This study demonstrates a procedure for the efficient acquisition of a vegetation map using topographic attributes and nominal vegetation data...

  • Quelques problèmes liés à la validité d'une classification. Caumont, Daniel; Chandon, Jean-Louis // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1989, Vol. 4 Issue 3, p77 

    This article analyses four issues important for marketing practitioners when using cluster analysis techniques to segment markets: How measuring the classifiability of data? What distance or similarity measure should be used? How many groups should we get? How comparing the classifications...

  • K-Means for Spherical Clusters with Large Variance in Sizes. Fahim, A. M.; Saake, G.; Salem, A. M.; Torkey, F. A.; Ramadan, M. A. // Proceedings of World Academy of Science: Engineering & Technolog;Nov2008, Vol. 47, p177 

    Data clustering is an important data exploration technique with many applications in data mining. The k-means algorithm is well known for its efficiency in clustering large data sets. However, this algorithm is suitable for spherical shaped clusters of similar sizes and densities. The quality of...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics