Cluster Analysis in Marketing Research: Review and Suggestions for Application

1983 ◽  
Vol 20 (2) ◽  
pp. 134-148 ◽  
Author(s):  
Girish Punj ◽  
David W. Stewart

Applications of cluster analysis to marketing problems are reviewed. Alternative methods of cluster analysis are presented and evaluated in terms of recent empirical work on their performance characteristics. A two-stage cluster analysis methodology is recommended: preliminary identification of clusters via Ward's minimum variance method or simple average linkage, followed by cluster refinement by an iterative partitioning procedure. Issues and problems related to the use and validation of cluster analytic methods are discussed.

2011 ◽  
Vol 53 (3) ◽  
pp. 391-414 ◽  
Author(s):  
Michael N. Tuma ◽  
Reinhold Decker ◽  
Sören W. Scholz

Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnièar 2003). In order to provide guidance to those undertaking market segmentation, this study discusses the critical issues involved when using cluster analysis to segment markets, makes suggestions for best practices and potential improvements, and presents an empirical survey that seeks to provide an up-to-date assessment of cluster analysis application in market segmentation within a six-stage framework. Analyses of more than 200 journal articles published since 2000, in which cluster analysis was empirically used in a marketing research setting, indicate that many critical issues are still ignored rather than addressed adequately.


2008 ◽  
Vol 9 (2) ◽  
pp. 62-79
Author(s):  
Mark Burridge ◽  
Robert Bradshaw

This paper shows that most small and medium sized exporters do not undertake international marketing research. Given this finding the research goes on to consider successful exporters. These firms do engage in such research and their activities are therefore explored in detail. The empirical work shows that the firms make much greater use of in-house rather than external sources of information. The research also shows that successful firms put much greater emphasis on the information required for long term strategic planning. In addition, evidence is presented to suggest that the extent to which information is collected as well as the sources used by these companies is at least partly determined by firm size.


1979 ◽  
Vol 16 (3) ◽  
pp. 295-302 ◽  
Author(s):  
Cynthia J. Frey ◽  
Thomas C. Kinnear

Marketing researchers operate in an environment which is ripe for legislation. Researcher-respondent privacy issues, unfair and deceptive practices among researchers, and the continual problem of “sugging,” or the impersonation of legitimate interviewers by sales agents, demand attention. The authors attempt to make marketing researchers more cognizant of current legislation and the potential implications of the Magnuson-Moss/Federal Trade Commission Improvement Act. Professionals in marketing research are called upon to respond in a positive and productive fashion to the public policy issues in their operating environment.


2019 ◽  
Vol 67 (2SUPL) ◽  
pp. S228-S248
Author(s):  
Luis-Ricardo Murillo-Hiller ◽  
Oscar-Antonio Segura-Bermúdez ◽  
Juan-Diego Barquero ◽  
Federico Bolaños

Hesperiidae is one of the most diverse families of butterflies in Costa Rica, with approximately 486 species. Even so, there are few butterfly lists where this group has been included. In this paper, we present information on seasonality, abundance and natural history features of this family for the Leonelo Oviedo Ecological Reserve (RELO), a 2 ha forest embedded in an urban matrix. Over the course of two years, a monthly sampling was carried out on a 270 m trail across the Reserve from 08:00 to 12:00, collecting all the individuals located within 5 m on each side of the trail. To better represent the richness, individuals were also randomly collected for more than ten years, but the butterflies collected in this way were not included in the statistical analysis. Photographs were taken of all the species in order to provide an identification guide. For the cryptic species, drawings and dissections of the genitalia were made. For the community indexes we used Microsoft Excel and the Shannon index with base two logarithm. For the summary of the monthly data analysis were done according to dry and wet season. For a comparison of richness and abundance we did a g-test to evaluate if there are differences between seasons; however, with the use of the R package vegan a hierarchical cluster analysis was done using the Jaccard index with Wards minimum variance agglomerative method. With R package pvclust the uncertainty of the clusters based on a bootstrap with 10 000 iterations. 423 individuals of 49 species were included in the statistical analysis, from a total of 435 individuals of 58 species. A tendency to greater richness and abundance of skippers was found during the dry season. Through the cluster analysis, it was possible to determine that in relation to the diversity of skippers, both wet seasons are grouped significantly (P = 0.05). The dry seasons are also grouped significantly (P = 0.05). The reserve has connectivity with other green areas via a stream. During the wet season, plant growth increases connectivity, which could lead to the entry of new individuals of different species that are not permanent residents of RELO and establish small populations, increasing the richness and abundance of species. This added to the variation in the occurrence of some species of butterflies in response to seasonal variations and differences in the availability of resources in different seasons explains the grouping of species between seasons.


2020 ◽  
Vol 14 (3-4) ◽  
pp. 163
Author(s):  
Daniel Müllensiefen

This short commentary on the target paper by "A cluster analysis of harmony in the McGill Billboard" by Shaffer et al. starts with observing that not all harmonic progressions that are theoretically possible are equally common. Instead, some progressions are more popular than others in popular. In fact, certain harmonic progressions are closely associated with specific styles and sub-genres and it is the aim of the target paper to provide a meaningful classification system for harmonic progression. The commentary identifies several strengths of the target paper, including a nice balance between rigorous empirical work and providing a context and interpretations that are musicologically well-informed. In its critique the commentary points to the limitations of only using harmonic bigrams (i.e. the transitions between two chords) as the empirical data and the missing link to related literature on harmonic modelling in the music information retrieval community.


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