Comparative Study of Clustering Techniques in Market Segmentation

Author(s):  
Somula Ramasubbareddy ◽  
T. Aditya Sai Srinivas ◽  
K. Govinda ◽  
S. S. Manivannan
1981 ◽  
Vol 18 (3) ◽  
pp. 310-317 ◽  
Author(s):  
Phipps Arabie ◽  
J. Douglas Carroll ◽  
Wayne DeSarbo ◽  
Jerry Wind

Most clustering techniques used in product positioning and market segmentation studies render mutually exclusive equivalence classes of the relevant products or subjects space. Such classificatory techniques are thus restricted to the extent that they preclude overlap between subsets or equivalence classes. An overlapping clustering model, ADCLUS, is described which can be used in marketing studies involving products/subjects that can belong to more than one group or cluster simultaneously. The authors provide theoretical justification for and an application of the approach, using the MAPCLUS algorithm for fitting the ADCLUS model.


Author(s):  
Mirelle Candida Bueno ◽  
Guilherme Palermo Coelho ◽  
Ana Estela Antunes da Silva

Due to the harmful effects that high intensity solar flares may cause, several research groups are dedicated to the task of predicting this phenomenon. Given this scenario, the present project applied and compared hierarchical clustering techniques as a preprocessing step to solar flare forecasting, in order to verify whether this approach leads to improvements.


Author(s):  
Riju Bhattacharya ◽  
Naresh Kumar Nagwani ◽  
Sarsij Tripathi

Graph kernels have evolved as a promising and popular method for graph clustering over the last decade. In this work, comparative study on the five standard graph kernel techniques for graph clustering has been performed. The graph kernels, namely vertex histogram kernel, shortest path kernel, graphlet kernel, k-step random walk kernel, and Weisfeiler-Lehman kernel have been compared for graph clustering. The clustering methods considered for the kernel comparison are hierarchical, k-means, model-based, fuzzy-based, and self-organizing map clustering techniques. The comparative study of kernel methods over the clustering techniques is performed on MUTAG benchmark dataset. Clustering performance is assessed with internal validation performance parameters such as connectivity, Dunn, and the silhouette index. Finally, the comparative analysis is done to facilitate researchers for selecting the appropriate kernel method for effective graph clustering. The proposed methodology elicits k-step random walk and shortest path kernel have performed best among all graph clustering approaches.


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