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Research papers

Is this art or science?

When referring to segmentation most experienced researchers think of factor and cluster analysis. In conducting ad-hoc factor or cluster analysis a great deal of subjectivity (and creativity) flows into the 'equation' in terms of selecting the 'best'...

Catalogue: ESOMAR Global Healthcare Conference 2003
Authors: Michael A. Michalis, Izabella Jaskolska
Company: Ipsos MRBI
February 23, 2003
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Citation

Michalis and Jaskolska (2003a, February 23). Is this art or science?. ANA - ESOMAR. Retrieved April 20, 2025, from


https://ana.esomar.org/documents/is-this-art-or-science-