Cluster Analysis and Factor Analysis

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In: The Handbook of Marketing Research

By: Subhash Sharma & Ajith Kumar Edited by: Rajiv Grover & Marco Vriens Published: 2006
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Cluster Analysis and Factor Analysis
SubhashSharmaUniversity of South Carolina
AjithKumarArizona State University

Consider the following situations:

  • The marketing manager of a large financial institution is interested in developing portfolios of product offerings that would appeal to various market segments.
  • The manager of a large telecommunication company is interested in ...

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