Abstract
This chapter gives an overview of the various approaches and methods for cluster analysis and links them with the most relevant marketing research contexts. We also provide pointers to the specific packages and functions for performing cluster analysis using the R ecosystem for statistical computing. A substantial part of this chapter is devoted to the illustration of applying different clustering procedures to a reference data set of shopping basket data. We briefly outline the general approach of the considered techniques, provide a walk-through for the corresponding R code required to perform the analyses, and offer some interpretation of the results.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Market Research |
| Publisher | Springer |
| ISBN (Electronic) | 978-3-319-05542-8 |
| DOIs | |
| Publication status | Published - 2019 |
Keywords
- Cluster analysis
- Hierarchical clustering
- k-centroid
- k-medoid clustering
- Marketing analysis
- Marketing research