SPSS Tutorial Multivariate Solutions（SPSS教程多元的解决方案）.pdfVIP

SPSS Tutorial SPSS Tutorial AEB 37 / AE 802 Marketing Research Methods Week 7 Cluster analysis Cluster analysis Lecture / Tutorial outline • Cluster analysis • Example of cluster analysis • Work on the assignment Cluster Analysis Cluster Analysis • It is a class of techniques used to classify cases into groups that are relatively homogeneous within themselves and heterogeneous between each other, on the basis of a defined set of variables. These groups are called clusters. Cluster Analysis and Cluster Analysis and marketing research marketing research • Market segmentation. E.g. clustering of consumers according to their attribute preferences • Understanding buyers behaviours. Consumers with similar behaviours/characteristics are clustered • Identifying new product opportunities. Clusters of similar brands/products can help identifying competitors / market opportunities • Reducing data. E.g. in preference mapping Steps to conduct a Steps to conduct a Cluster Analysis Cluster Analysis 1. Select a distance measure 2. Select a clustering algorithm 3. Determine the number of clusters 4. Validate the analysis 3 2 1 1 s i s y l a n 0 a r o f 1 -1 e r o c s -2 r o t c a f -3 R G E R -4 -3 -2 -1 0 1 2 3 4 REGR factor score 2 for analysis 1 Defining distance: the Defining distance: the Euclidean distance Euclidean distance n 2 Dij xki xkj 