Sense and non-sense in cluster analysis

Date of publication: February 1, 1978

Author: Gunda Opfer

Abstract:

Cluster analysis has become a very popular multivariate method in market research during the last five to seven years. Its wide propagation does this method probably owe to the simplicity of its basic ideas. But contrary to this simplicity stand some special dangers which are connected with the application of cluster analysis. These crucial points are discussed in this paper, rules are developed for a meaningful use and some methodical questions which are still open will be pointed out.

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