Summary
Chapters
Video Info
Summary
David Schweidel, PhD, Professor of Marketing at Emory University, continues the discussion on cluster analysis for customer segmentation in market research, including dendrograms, k-means clustering, discriminant analysis, and next steps. Part 8 of the Survey Analysis to Gain Marketing Insights course.
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Chapter 1: David Schweidel Discusses Creating a Market Segmentation Dendrogram Using Agglomeration Clustering
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Chapter 2: David Schweidel Discusses Using K-Means Clustering to Create Market Segments
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Chapter 3: David Schweidel Discusses Linking Market Segment Clusters to Buying Behavior
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Chapter 4: David Schweidel Introduces and Discusses Discriminant Analysis
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Chapter 5: David Schweidel Reviews a Sample Discriminant Analysis Output
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Chapter 6: David Schweidel Sums Up Key Takeaways for Customer Segmentation and Introduces the Next Steps
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