Cluster Analysis in Marketing Research: Review and Suggestions for Application-Reference-Cited by-同舟云学术

Cluster Analysis in Marketing Research: Review and Suggestions for Application

Published:1983-05 Issue:2 Volume:20 Page:134-148
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Punj Girish¹,Stewart David W.²

Affiliation:

1. School of Business Administration, University of Connecticut.

2. Owen Graduate School of Management, Vanderbilt University.

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.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224378302000204

Reference91 articles.

1. AldenderferM. S. (1977), “A Consumer Report on Cluster Analysis Software: (2) Hierarchical Methods,” working paper, Department of Anthropology, Pennsylvania State University.

2. HIERARCHICAL CLUSTERING METHODS

3. Overlapping Clustering: A New Method for Product Positioning

4. A Test for Clusters

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