Difference between revisions 42069005 and 42069490 on enwiki

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Cluster analysis (in marketing)
'''Cluster analysis''' is a class of [[statistics|statistical]] techniques that can be applied to data that exhibits &#8220;natural&#8221; groupings. Cluster analysis sorts through the raw data and groups them into clusters. A '''cluster''' is a group of relatively homogeneous cases or observations. Objects in a cluster are similar to each other. They are also dissimilar to objects outside the cluster, particularly objects in other clusters. 

The diagram below illustrates the results of a survey that studied drinkers&#8217; perceptions of spirits (alcohol). Each point represents the results from one respondent. The research indicates there are four clusters in this market.

<!---------------------------Diagram of Clusters------------------------->  
<div style="float:center;width:350px;margin-left:5.5em;text-align:center"> [[image:PerceptualMap2.png|Illustration of clustersPerceptual Map]]<br>''Illustration of clusters''</div>
<!---------------------------------------------------------------------->

(contracted; show full)*[[quantitative marketing research]]
*[[positioning (marketing)|positioning]]
*[[perceptual mapping]]''

[[Category:Psychometrics]]
[[Category:Marketing]]
[[Category:Marketing research]]
[[category:Product management]]