Using Cluster Analysis to Improve Marketing Experiments-Reference-Cited by-同舟云学术

Using Cluster Analysis to Improve Marketing Experiments

Published:1971-08 Issue:3 Volume:8 Page:340-347
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Day George S.¹,Heeler Roger M.²

Affiliation:

1. Stanford University

2. York University, Toronto, Canada

Abstract

When the selection of a sample of stores or cities requires a high degree of similarity among the test units in order to ensure a sensitive experiment, the sample may no longer represent the market. These conflicting requirements can be satisfied by choosing the sample from clusters displayed in a reduced space representation of the market.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224377100800310

Reference12 articles.

1. Factorial Design in a Pricing Experiment

2. ON THE METHODS AND THEORY OF CLUSTERING

3. Numerical Taxonomy in Marketing Analysis: A Review Article

4. Cluster Analysis in Test Market Selection

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