search query: @indexterm market research / total: 2057
reference: 297 / 2057
| Author: | Schaffer, C. M. Green, P. E. |
| Title: | Cluster-based market segmentation: Some further comparisons of alternative approaches |
| Journal: | Journal of the Market Research Society
1998 : APR, VOL. 40:2, p. 155-163 |
| Index terms: | Market segmentation Market research Methodology United Kingdom Europe |
| Language: | eng |
| Abstract: | Green & Krieger have reported (1995) that the highly popular 'tandem approach' to market segmentation, based on a preliminary factor analysis followed by clustering of rotated, standardised factor scores, does not perform as well as straightforward clustering. Comparative performance is based on how highly associated the resulting respondent clusters are with a set of background attributes, not used in the clustering. This paper extends the scope of their research from comparisons of conjoint-based importances (reported by Green & Krieger) to more general types of data. |
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