Clustering Consistency Analysis
Journal of the Academy of Marketing Science 10(3), 217-223
18 Pages Posted: 10 May 2016
Date Written: 1982
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.
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