David Schweidel, PhD, Professor of Marketing at Emory University, discusses the use of cluster analysis for customer segmentation in market research, including decisions, variables, approaches, and procedures to consider. Part 7 of the Survey Analysis to Gain Marketing Insights course.
- Product: Sage Research Methods Video: Market Research
- Type of Content: Tutorial
- Title: Customer Segmentation: Part 2
- Publisher: Emory University
- Series: Survey Analysis to Gain Marketing Insights
- Publication year: 2017
- Online pub date:
- Discipline: Marketing
- Methods: Cluster analysis, Survey research, Data analysis skills, Marketing research
- Duration: 00:10:49
Academic: David SchweidelOnline ISBN: 9781529733426Copyright: © 2016 Emory University. All rights reserved.