Abstract:
In the type of segmentation referred to in this paper, which is generally termed 'cluster analysis', we analyse the data by a number of characteristics simultaneously, instead of sequentially as described above. The type of cluster analysis described in this paper can be considered as a multi-dimensional extension of this type of procedure. Given a number of variables, the computer programme allocates each individual in the sample to one of a pre-determined number of clusters in such a way as to minimise the variance within clusters (or conversely, to maximise the proportion of total variance which is explained by the clustering process).
Research Papers
The role of market research in the Esso-Cleveland integration
Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: David Lowe-Watson
Company: ESSO
September 1, 1974
Research Papers
The British motorist and the oil crisis
Catalogue: ESOMAR Congress 1975: Quality In Research
Author: David Lowe-Watson
 
August 1, 1975
Research Papers
The role of market research in relation to the changing structure of the UK motoring market
Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: David Lowe-Watson
Company: ESSO
June 15, 1972
