Clustering Consistency Analysis

Journal of the Academy of Marketing Science 10(3), 217-223

18 Pages Posted: 10 May 2016

Date Written: 1982

Abstract

Clustering techniques and related approaches to numerical classification have received a fair amount of attention by marketing researchers. Several articles have appeared in the various marketing journals utilizing such techniques in studies of market response functions (Sexton, 1974), world market classifications (Sethi, 1971), test market selection (Green & Frank, 1968), product positioning (Wind, forthcoming, 1982), general market segmentation (Frank, Massey & Wind, 1972), general market segmentation (Frank, Massey, & Wind, 1972), etc. Thus, even within marketing itself, the overall goals of the various users of clustering techniques have frequently been dissimilar.

Suggested Citation

DeSarbo, Wayne S., Clustering Consistency Analysis (1982). Journal of the Academy of Marketing Science 10(3), 217-223, Available at SSRN: https://ssrn.com/abstract=2777730

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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