Summary
Chapters
Video Info
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.
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Chapter 1: David Schweidel Discusses Determining Market Segments Using Cluster Analysis
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Chapter 2: David Schweidel Illustrates Cluster Analysis in One and in Two Dimensions
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Chapter 3: David Schweidel Summarizes Decisions to Make When Using Cluster Analysis
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Chapter 4: David Schweidel Discusses Determining Which Clustering Variables to Include in Factor Analysis
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Chapter 5: David Schweidel Discusses Approaches for Cluster Analysis and Provides an Overview of Clustering Procedures
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